Google Adwords Keyword Planner; Features and Impact on SEO

The backbone of any SEO initiative is keywords. These are basically words typed by surfers in their search engines like Google and Bing and marketing gurus make use of these very words to send surfers to the chosen websites. Google has introduced a new tool called AdWords Keyword Planner that requires changes in the way these internet marketing experts analyze keywords. The new strategy calls for substituting Keyword Planner with new AdWords Keyword Tool and using it along with AdWords Traffic Estimator. In short, the new Keyword Planner is an attempt by Google to make it easier for the experts to conduct the analysis of the keywords.]

 Google Adwords Keyword Planner 

Adwords Keyword Planner: Salient Features

Though the emphasis in the new tool is still on AdWords, it can be used effectively by SEO experts. The heart of the new planner is upon the volume or the frequency of keywords and we all know how important this measure is for a search, weather, organic or paid. If you have been using Keyword tool, you will need some time to get used to the interface of the new tool. If there was just one interface earlier, the new tool provides professionals with three interface choices that are as follows.

Conducting Search using Keyword

If you do not know how to use this tool, you can start by typing a word or a phrase or even the URL of a website. The tool will provide you with some keywords pertaining to what you have entered in your search engine. You also get the details about the number of times the keyword has been searched by the people and the CPC or the cost per click that you have to pay for the keyword. If looking within AdWords, this is the only way to find new keywords. This is because you get the report for the KW entered by you in the tool and no suggestion or ideas for similar keywords.

Getting Estimates by Entering Keywords

If you have an exact idea of the keywords that are relevant for a website, there is the option of uploading these keywords in this tool. This tool quickly analyzes these keywords and returns with the number of searches made in the last month using these keywords, their competitive scores, and the cost per click that you can expect to pay for each one of these keywords. You do not get ideas for similar keywords though. Just remember to press Get Volume Search and not Get Estimates as you want the data to make an analysis for search engine optimization rather than studying data for ad campaigns.

More Keywords Combining the Lists

This feature of the tool saves a lot of time for you by combining the list of keywords and coming up with new keywords in very interesting ways. To give you an example, if you combine lists containing red onion and red onions with lists containing words like recipe and sandwich, you will be provided with some interesting keywords or key phrases by the toll such as red onion recipe, red onion sandwich red onions recipe, and red onions sandwich. The report that you get along with these keywords contains the number of searches for these new keywords, their competitive scores, and the cost per click that you can expect to pay to the search engine.

How does the Tool Fares in Terms of SEO?

Out of the three ways of conducting searches, it is the first one that is closest in concept and functionality to the old method of conducting searches. It goes without saying that SEO experts would find working with this interface most convenient and they will therefore also use it most frequently. However, it is recommended to spend some time with the tool to understand its working. This will give you more ideas as to how to generate more and better keywords using this tool from Google. From my personal experience, I can say that I got the most keywords when I entered very similar keywords in the field labeled ‘your product or service’ and left the other two fields blank. To get closer to keywords specific to your niche, you can try to add a new product category or you can make use of negative keywords by applying appropriate filters to avoid coming up with keywords you do not want.

Make sure you do not give the name of URL when all you want is new and improved keywords. What happens is that the tool tries to generate keywords from the content you already have on the home page of the URL. This means the tool can only work upon your own ideas to come up with new keywords.

Just like the old keyword tool from Google, this planner gives you the liberty to get the search volume of the keywords on a monthly basis in the last one year. Do not forget to click or check the box that says segment statistics by month to get monthly search figures.

Keyword Planner VS Keyword Tool

One section of the new Planner is more efficient than the earlier keyword tool from Google and that is search for keywords and ad group ideas. To give the proof, you can make an analysis of the report from this section in an instant without waiting for the full page to load. You will be surprised how quickly the page refreshes itself when you apply filters or include new keywords to broaden or narrow your search.

‘Average searches in a month’ is a measure that reflects the searches made with the exact keyword without any additional word or an intervening word. This will please SEO experts as they are used to working with keywords in this manner with the old tool. For example, if you type cabbage recipes, it will return only cabbage recipes and it is only when you broaden the search that it will return with results such as cabbage and beans recipes.

One mistake that has been rectified in the new tool is the default broad search that returned with useless keywords that were also skewed. If you failed to check a box, all your effort and hard work went down the drain.

One more feature that has received praise in this new tool is its ability to conduct local search. You can target your research with the name of a city using this tool. This is great for websites that have real showrooms in some cities.

However, there are certain extra steps that one has to perform when making search for keywords and ad group ideas. For example, you have to choose the interface before conducting a search. Also, you have to click on download twice before a file can be downloaded on to your computer.

In the last, it would suffice to say that it doesn’t really matter which of the two tools you use. While the new tool was introduced in May, the old tool is soon going to be replaced with the new planner. It is better to get used to the new interface than cringing about its features. This is because you will be groping in the dark after the old tool is discontinued by Google altogether.