How to Use Google Keyword Planner in 2018 (and Beyond)

Joshua Hardwick
Head of Content @ Ahrefs (or, in plain English, I'm the guy responsible for ensuring that every blog post we publish is EPIC). Founder @ The SEO Project.

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    Do you want more traffic from Google? You first need to do keyword research to understand what people are actually searching for.

    Luckily, Google has a free keyword research tool that allows you to do just that: Google Keyword Planner (formerly the Google Keyword Tool).

    Google Keyword Planner gets a bad rap, especially since Google removed the ability to see exact monthly search volumes. Now they just show a vague range.

    Monthly search volume range for the keyword “best protein powder” via Google Keyword Planner

    You can get these back, but you have to run an AdWords campaign. This costs money.

    But don’t let this put you off. Google Keyword Planner is an INSANELY powerful tool and has some clear benefits. Not least, the fact that it suggests keyword ideas that you can’t find anywhere else. Trust me, I checked.

    https://www.youtube.com/watch?v=y-abxi0Pclc

    The problem? Most SEOs have no clue how to get the most from this tool.

    In this post, I’ll show you how to get some serious SEO value from Google Keyword Planner. Who knows? There may even be a couple hacks for reviving exact search volumes… for free. 😉

    Let’s start with the basics.

    How to Gain Access to Google Keyword Planner (for Free)

    Google Keyword Planner is 100% free to use. You need not spend a penny on AdWords ads to gain access. You just need a Google account.

    Sidenote.
    Don’t have a Google account? Get one for free here.

    But here’s what happens when some people try to access the tool:

    You’re asked to set up an AdWords campaign.

    Google is so aggressive with this, in fact, that it can look like there’s no way to access the tool without first handing over some cash. Well, I have good news:

    You CAN access the tool WITHOUT running an AdWords ad.

    Here’s how:

    Go here. Click “Start using keyword planner.”

    start using keyword planner

    Sidenote.
    You may then be asked to re‐enter your password for verification.

    Now here’s the important part:

    When you see the signup screen, do not fill it in. Hit “Skip the guided setup” instead.

    skip guided setup keyword planner

    Next, enter your email, country, time zone, and currency. This should all be prefilled. Hit “Save and continue.”

    You will be taken to the AdWords / Google Ads “Campaign Overview.

    Finally, on the menu bar, hit Tools > Planning > Keyword Planner.

    keyword planner button

    You have access! No need to enter billing info or run an AdWords ad.

    Sidenote.
    I’ve found that this works for personal Google accounts, yet I couldn’t get it to work with a G Suite account. I recommend using your personal account if you’re trying to get access.

    Now let’s learn how to use it.

    How to Use Google Keyword Planner

    Google Keyword Planner gives you two options to get started, which are:

    1. Find keywords: Get keyword ideas that can help you reach people interested in your product or service;
    2. Get search volume and forecasts: See search volume and other historical metrics for your keywords, as well as forecasts for how they might perform in the future.

    Both options take you to the Keyword Plan, but what you see will vary slightly depending on your choice. These are not two separate standalone tools.

    Let’s explore each starting point in more detail.

    Find keywords”

    Do you want to discover new keyword ideas? Start here.

    As per Google’s instructions, just “Enter words, phrases, or a URL related to your business.” Google will then kick back some keyword suggestions.

    Here are the suggestions for “SEO”:

    seo keyword suggestions

    There are 1,106 keyword ideas in total.

    For each of the suggestions, you’ll see:

    • Avg. monthly searches;
    • Competition;
    • Top of page bid (low range);
    • Top of page bid (high range)

    But you’re not limited to single words, phrases also work. And you can enter up to three seed keywords/phrases at a time.

    three seeds keyword planner

    There’s also the option to use a URL as the seed.

    seed url keyword planner

    Or you can enter up to 3 seed keywords and a URL at the same time.

    keywords and url keyword planner

    But whatever you do, Google will never show more than 1–2K keyword suggestions.

    Even when I entered a maximum of three seed keywords (“seo,” “link building,” and “keyword research”), I still only got 1,693 suggestions.

    1 2k keywords

    This is pretty poor when compared to other keyword research tools.

    Ahrefs Keywords Explorer, for instance, kicks back 232,252 suggestions based on those same three seed keywords… that’s more than 137x what Keyword Planner gives us.

    Get search volume and forecasts”

    Do you already have a list of keywords that you wish to see metrics for? Start here.

    Just paste them in, hit “Get started,” and it’ll take you to the Forecast section.

    forecast google keyword planner

    There are no keyword suggestions here. It shows how many clicks and impressions you can expect should you decide to run ads for your chosen keywords on Google AdWords over the next 30 days. You’ll also see estimated costs, CTR, and CPC.

    Most of this data is clearly aimed at AdWords advertisers. But here’s a quick trick:

    Go to the “Historical Metrics” tab and you will see 12‐month average search volumes for your keywords. These are the same ranges you see when starting with the “Find new keywords” option.

    historical metrics

    Not seeing the value in such ranges?

    Keep reading. You never know, I might have a trick up my sleeve for unlocking exact search volumes. 😉

    7 Google Keyword Planner Hacks (That Most SEOs Don’t Know)

    Here’s what happened when I asked my Facebook friends for their top Google Keyword Planner hacks/tips:

    shaurya keyword planner

    bibi keyword planner

    So I digged deeper to try to understand why this was the case.

    bibi keyword planner 2

    Fair point. But Google Keyword Planner has much more to offer than search volumes.

    Here are 7 hacks to help you get the most out of it, starting with the one you were all waiting for…

    1. Unlock EXACT search volumes

    Google’s reluctance to show exact search volumes is one of the most frustrating things about Keyword Planner. It’s why many SEOs no longer use the tool at all.

    For example, look at these two keywords—both have a search volume range of 10K100K:

    search volume range

    But I know that, in reality, one of these keywords gets a lot more searches than the other.

    So here are two ways you can get some exact numbers… for free.

    Method #1: Look at the estimated impressions for max. CPC

    Begin by adding some keywords to your plan. You can do this by manually entering a list of keywords into the “Get search volumes and metrics” tool.

    Alternatively, check some keywords in the Keyword ideas view and add them to your plan like that. Just make sure to select the “exact match” option when prompted.

    add to plan

    Go to the Keywords view. You should see a box at that top that looks something like this:

    keywords metrics box

    Hit the drop‐down and make sure the max. CPC is set as high as possible. You can do this by clicking on the right‐hand side of the graph, like so:

    max cpc

    Now pay attention to the “Impressions” column. This tells you the estimated number of impressions your ad would get over the next 30 days… from your target keywords.

    impressions google keyword planner

    Because you set the max CPC so high, these impressions should be pretty close to the actual monthly search volume for that keyword.

    Let’s use Ahrefs Keywords Explorer to see check close these numbers are.

    ahrefs keywords explorer check

    Not too far off at all. 😉

    Method #2. Install Keywords Everywhere

    Keywords Everywhere is a free Chrome extension that adds search volume and CPC to the websites you already use: Google, YouTube, Amazon, etc.

    Here it is in action:

    keywords everywhere chrome extension

    Sidenote.
    It’s also available for Firefox.

    But here’s something a lot of people don’t know: it also brings search volumes to Google Keyword Planner.

    Don’t believe me? Take a look:

    keyword planner keywords everywhere

    Cool, right? The issue is that there’s no easy way to export this data.

    But with a bit of XPath code and the Scraper Chrome extension, it is possible.

    keyword planner keywords everywhere scrape

    Whichever “hack” you use, I recommend taking the numbers with a pinch of salt.

    To learn why, check out the two articles by Tim [Soulo] in the further reading section below.

    2. See keyword ideas for more than three terms at ONCE

    Here’s what happens if you try to add more than three seed keywords in Google Keyword Planner:

    more than three kw keywords planner

    No stairway, denied.”

    no stairway

    But there is a way to get round this. Just do them one at a time. Then add them to your plan by hitting the checkbox at the top of the list, choosing the option to “select all XXX” and hitting “add to plan.”

    Do you want keyword ideas for upto 1,000 seed keywords?

    Let’s do that for the 743 suggestions based off the keyword ”SEO.”

    add all keywords to plan

    Now we’ll do the same for the suggestions from the following seed keywords: “link building,” “keyword research,” “guest posting,” and “get more traffic.”

    If we then go to the Historical Metrics tab under Keywords, we see ALL of the keywords we just added. And best of all, the list has been de‐duped automatically, so there are no repeated keywords.

    historical metrics kw planner

    By default, they’re shown in alphabetical order. But you can order by search volume, competition, whatever you like.

    3. Steal keyword ideas from your competitors

    Google Keyword Planner can generate keyword suggestions from a URL.

    Do you see where I’m going with this? You can spy on your competitors and steal their keywords. Just grab one of their URLs, paste it in, and select “Entire site” from the drop‐down.

    competitor domain search kw planner

    2,274 keyword suggestions.

    If you see a lot of keywords related to the competing brand, as we do here, use the filter to exclude them.

    Filter > keyword text > brand name

    google keyword planner filter

    Rinse and repeat for multiple competitors for a never‐ending stream of fresh keyword ideas.

    PRO TIP

    Looking to find keyword ideas for a particular page or blog post?

    Select “This page only” instead.

    Let’s do that for a competing guide to Google Keyword Planner. (I know, how meta!)

    keyword planner suggestons

    652 results.

    Some nice ideas in there too. I think I’ll sprinkle a few of those throughout this guide—see if you can spot them 😉

    4. Find the questions people are asking

    Knowing what questions your audience are asking can be super‐useful for coming up with content ideas. This is probably why free keyword research tools like Answer The Public are so popular.

    But you don’t need to use a separate tool for this. With a little hacking, you can do this in Keyword Planner.

    Filter > Keyword text > contains > enter one of the following: who, what, why, when, where, how.

    filters questions google keyword planner

    Rinse and repeat the process for the other five suppositions. It should look like this when you’re done:

    questions google keyword planner

    Result: 211 questions‐type suggestions.

    There are some great content ideas in here, such as:

    • what is link building;
    • what is search engine optimization;
    • what is the best seo tool;
    • etc.
    Want more question‐type queries?

    How about 20,125?

    That’s how many question‐type queries Ahrefs Keywords Explorer finds for the seed keyword “SEO.”

    ahrefs keywords explorer questions

    20,125 question‐type queries for “SEO,” via Ahrefs Keywords Explorer.

    You may notice that these all have exact search volumes too. 😉

    Rinse and repeat this process with different seed keywords to build up a BIG list of question‐based queries.

    Just make sure to add the filtered results to your plan each time. You can even create an ad group specifically for these terms.

    questions multiple

    This makes it easier to filter for these terms in Excel / Google Sheets if you export your plan.

    5. Find lucrative keywords by looking at suggested bid

    Keyword suggestions are all well and good, but how do you know which are valuable to your business?

    You could sift through them all manually but this is no fun, especially if you have hundreds or thousands of keyword ideas.

    My recommendation? Use the “Top of page bid (high range)” column.

    Here’s Google’s definition of what this is:

    Top of page bid (high range)” shows the higher range of what advertisers have historically paid for a keyword’s top of page bid, based on your location and Search Network settings. The average CPC of your keywords may vary.

    I know what you’re thinking:

    Josh, that sounds like it’s for AdWords… how is that useful for SEO?”

    Simple. If people are willing to bid a lot for this keyword, it must be converting to sales. And if it’s converting cold Google traffic to sales or leads, it’s probably worth ranking for.

    To sort by this column, just click the column header. Make sure it’s sorted high to low as that way, the most lucrative keywords will rise to the top.

    lucrative keywords

    Nine times out of 10, this will instantly unveil the keywords with commercial intent.

    pro tip

    Are you thinking of targeting one of these keywords? Always remember to check what businesses advertising are here before doing so.

    You can do this by Googling the term and looking at the ads.

    ecommerce seo services

    Are they selling the same products or services as you? Then it’s probably a good keyword to target.

    Oh, and here’s a bonus tip:

    Sort this column in ascending order to find informational search terms. These are often great topics for blog posts.

    informational keywords

    6. See keyword volumes for local areas… right down to the CITY level

    Most keyword research tools are incapable of telling you how many people search for a term in specific states, cities and other localized areas. They just show search volumes for the entire country.

    Such volumes are somewhat useless when it comes to local SEO.

    Let’s say that you’re a plumber. Using the impressions → search volumes hack (#1), we can see that the term “plumber” will receive an estimated ~286K impressions over the next 30 days.

    plumber impressions gkp

    But plumbers don’t serve the entire country. That would be impossible.

    The cool thing about Google Keyword Planner is that you can actually see the estimated impressions for much more localized areas. Even for specific cities.

    Just start typing a location into the location filter at the top. Let’s try it for Los Angeles (city).

    los angeles area

    Now we see that “plumber” has just ~12K monthly impressions. Pretty neat, right?

    la plumber impressions

    This isn’t just useful for local businesses though. You can also use it to understand the most popular locations from which a term is searched.

    Just add a keyword (or many) to your plan—I’ll go for “hendersons relish.”

    Now go to the Plan Overview, select “All locations” in the locations filter, and scroll down to the Locations box. You will see a list of the top countries from which the keyword gets searched.

    hendersons relish countries

    Sidenote.
    Make sure to clear the city‐specific location filter first.

    You can see that for “hendersons relish,” 94.5% of all impressions comes from the United Kingdom. Hardly surprising, as it’s a British condiment.

    But you can go even deeper. Knowing that most searches come from the UK, we can set UK as the location in the location filter. Now the Locations box will show more localized areas.

    top provinces hendersons relish

    93.1% of all searches are in England. Let’s use the drop‐down and narrow this down further… to counties.

    counties hendersons

    17.1% in South Yorkshire, but also 8.7% in London—seems it’s popular amongst Londoners too (for some reason).

    Now let’s look at cities.

    sheffield hendersons

    8% in Sheffield. Again, hardly surprising—that’s where it’s made. 🙂

    pro tip

    You can also use this feature to help figure out WHO you should create content for.

    For example, 3.9% of all searches for “luxury car rental” come from the city of Los Angeles.

    la luxury car rental

    If you ran a luxury car hire company, it might pay to create content that would appeal to folk from Los Angeles… even if it wasn’t totally car‐related. This would be a great way to get on the radar of potential customers.

    Good idea? The folk at Rentalcars.com seem to think so.

    rentalcars la guide

    Note. I have no affiliation with rentalcars.com. It’s just an example.

    Recommended reading: Local SEO: A Simple (But Complete) Guide

    7. See which devices people are using (and which you should be optimizing for)

    People use many types of device to browse the web, namely smartphones, laptops, and tablets. Each of these have very different screen sizes, which means it’s difficult to perfectly optimize your site for all of them.

    To illustrate, here’s how a section of free keyword research tools post looks on desktop…

    …and on mobile:

    mobile excerpt

    While the text is totally readable on mobile, some of the numbers on the screenshot are pretty difficult to read. This doesn’t make for the best user‐experience.

    But here’s the thing: I know that most of the people who read this guide do so on desktop.

    How? I checked in Google Keyword Planner.

    To do this, add a keyword to your plan and go to the Plan Overview. Look at the Devices section, namely the Impressions bar. Rollover this and it will tell you what percentage of impressions come from each device category.

    impressions device

    You can see that for the keyword “free keyword research tools,” 92% of impressions come from computers—devices with large screens.

    So it makes total sense to prioritise the desktop user‐experience above all else.

    For some keywords, it will be the other way round. Take “best restaurants near me” for example.

    best restaurants near me device

    91.4% of all impressions come from mobile devices.

    This makes sense. People Googling this are most likely just looking for a good restaurant for lunch/dinner while out and about.

    Final Thoughts

    Google Keyword Planner is clearly a powerful tool. I recommend incorporating it into your keyword research workflow. It’s packed with super‐valuable insights that you can’t get from any other keyword research tools.

    But it does have its limitations, the lack of accurate search volumes being a BIG one.

    Luckily, this can be solved with other keyword research tools, such as Ahrefs Keywords Explorer. Such tools combine numbers from Google Keyword Planner with clickstream data to generate accurate search volume estimations, and more.

    accurate metrics keywords explorer

    Keyword metrics, via Ahrefs Keywords Explorer

    Take Ahrefs Keywords Explorer for a spin for 7 days here. Or check out our full keyword research guide here.

    Joshua Hardwick
    Head of Content @ Ahrefs (or, in plain English, I'm the guy responsible for ensuring that every blog post we publish is EPIC). Founder @ The SEO Project.

    Article stats

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    Shows how many different websites are linking to this piece of content. As a general rule, the more websites link to you, the higher you rank in Google.

    Shows estimated monthly search traffic to this article according to Ahrefs data. The actual search traffic (as reported in Google Analytics) is usually 3-5 times bigger.

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