Keyword analysis and research using google keyword planner

In this SEO series so far we have covered the overview of all the processes involved in the SEO, now we will deep dive in each of these processes and explore the best methods of undertaking them. In this article we will understand Keywords Analysis and Research. We are skipping Business Analysis as there is no set method to analyse the businesses which may fall under different categories. Keywords Analysis is one of the most important function. If this step goes wrong, you end up goofing up the entire SEO. Read more on how you can plan to get good keywords for your business.

Keyword Research – Most important component of SEO process


In this SEO series so far we have covered the overview of all the processes involved in the SEO, now we will deep dive in each of these processes and explore the best methods of undertaking them.

In this article we will understand Keywords Analysis and Research. We are skipping Business Analysis as there is no set method to analyse the businesses which may fall under different categories.

Keywords Analysis is one of the most important function. If this step goes wrong, you end up goofing up the entire SEO. Before deep dive into this process you need to have a clear answer to the following question.


It is important to answer this question since the nature of your keywords would vary depending on the type of goals. For e.g. you are SEO company and are looking at traffic, you will need to optimise for keywords that are generic but at the same time have high search volumes.


“What is SEO” would be preferred over “On Page Optimization” as a keyword. For the former will have greater search volumes.


However if you are looking for sales, you don’t mind the traffic being low, but you will ensure that the chances of conversation are high.


Now that you know the type of keywords that you are targeting for your website, you can go ahead check out the prospective keywords through keyword analysis tools.

There are many keyword analysis tools both premium and free however, for analyzing the keywords in this article we will be using the Google Keyword Planner.


This is the most widely used tool. It is a free tool by Google. It is an excellent tool to know the traffic and competition for set of keywords and also helps discover new keywords based on terms that you have in mind.

This tool was open and free in the early years however, now you require a Adwords Account (Gmail Id can be used) to access this tool. the following is the first screen of the Google Keyword Planner.

Google Keyword Planner Intro


This is the first option under the keyword research tool, this is very useful when you have just some idea about the search behavior of your prospects. As the name suggest, even with the slightest idea about the Phrase, Website URL and Business Category you get suggested keywords.



Before moving to the case let’s deep dive into all the options that are available here.


a) Your product or Service: As the name suggests here you can enter the main products and services that your website is into. However, this is not restricted to that; you can also enter long tailed keywords such as “How to cook healthy and tasty butter chicken” or short keywords such as “Butter Chicken” (if your site is related to cooking or health tips).

Whatever, you enter here will be critically analyzed by this tool to give you the appropriate suggestions.

b) Your Lading Page: Often many get confused on what is a landing page? Is it your home page or contact us page or product details page? Landing page is any page which has a comprehensive information and induces the user to take some action.

Landing page is not restricted to one page, for example an Ecommerce website can have different landing pages. One for Laptops another for garments etc. So, your website can have multiple landing page based on your product or service offerings.

c) Product Category: This at first may not seem a very important field since in Google search engine there is no category field, it’s just a plain textbox. However, internally Google segregates it’s data in separate categories, so this option allows you to leverage that.


a) Location: This option helps you focus on a specific area. You can choose different cities, countries through this option. For e.g. you can target New York (a city) and at the same time also target India (a country).

Keyword Planner Location Target

The advance search option will show you all the locations on the map. You can also explore the “nearby” button which will show all the locations around the selected location.

Nearby Option in Keyword Planner

Nearby Option in Keyword Planner

b) Language: The next option is the target language, by default it is English, however you can also add more languages depending on your target locale.


c) Google & Google Search Partners: The next option is to choose the platform. There are two options here; Google and Google Search Partners. Google is the main search engine and Google Partners are networks of Google e.g. YouTube. You can follow this link for more details about Google Search Partners.

d) Negative Keywords: This helps you eliminate the keywords for which you don’t want to see any statistics. However, you may question, that most of the words we enter would be the ones for which we want to see the results. Well that is true however, this tool has a tendency of mixing the keywords and suggesting you the number of search queries based on the broad match.

So when you use this tool for a particular keyword, it also displays results for broad match keywords (any word in your key phrase, in any order).

Many advertising campaigns go for toss, when the negative keywords are not taken care for. There are many tools available to analyse the negative keywords, however experience and continuous monitoring is the best teacher in this case.


a) Average Monthly Search: This shows the historical data and gives you the average number of search conducted in that period. You can also compare this with previous year, same period last year or a custom period. historical-data-keyword-planner


a) Keyword Filters: You can customize and filter out keywords based on Avg. monthly searches, Suggested bid (this is more useful for the Paid Campaign, amount payable per click), Ad Impressions (This metric can help you to identify potential opportunities that this keyword has to get impressions and clicks) and Competition.


b) Keyword Options: You can keep on some or all of these options if need be, however if you are new to Keyword Planner, it will be good to keep these untouched. Keywords in my account & Keywords in my plan are mainly used while planning the paid ads.


c) Keywords to include: This is very similar to the negative keywords, the only difference is that it works in different direction. This will always include the term specified here in the suggested keywords. Now this becomes very useful, as it saves time and shows only relevant results.



This option is good when you already have list of keywords and want to examine the search data for them. You can either copy paste each keyword (one per line) or simply import a CSV file.


Unlike the previous option, this option is only restricted to Targeting and Historical Data.


This tool provides options to add two or more list of keywords which are then mixed to show a set of new keywords and their data. Most of the time the results displayed here do not make a lot of sense however at times you may get some very usable keywords through it.

There are two submit buttons, Get forecasts and Get Search Volume. The former is ideally used for Adwords.


By default there are 2 list text area, however you can add one more if you are looking for more variants in the output. The only custom option available here is the targeting which is same as discussed in the previous options.

Here we conclude the ways of finding new keywords and get search volumes for each of those. The next option i.e. plan your budget and get forecasts, is more Adwords centric and thus we will not be focusing on it in this article.

Now that we have covered this, we can move to the internal page of this tool, where we can see the weightage of the keywords entered. You will see the following screen on the final results page; this should be your focus area. There will be other options on the right side as well, however they are more Adwords focused.


The left side area highlighted in red overlay has all the filters from the previous page; this is mainly so that you do not have to leave this page for any modifications, you can simply make the changes here and see the results.

The top portion highlighted in yellow, shows all the keywords. You can add more to the list or even modify this list. The portion highlighted in green is the core that we are looking for. It gives you data on the search volumes, competition, and cost per click

a) Average Monthly Searches: The keyword planner, unlike the early days now provides the range of search volumes. Previously they use to display the number of average search and not the range, that made things pretty clear about the search volumes.

b) Competition: Competition depends on the number of companies fighting or advertising for the same set of keywords. The tool has three types of competitions, High, Medium and Low. Most of the time the Low competition keywords are traffic rich i.e the search volumes are high.

c) Suggested Bid: This is more relevant for Adwords, however this helps you understand the value of the keywords. You may want to optimize for more expensive keywords to eventually reduce your Adwords spent (this will not be effective for high competition keywords as there will be a lot of paid results, before the organic search results).

d) Ad Impr. Share & Add to Plan: These are again more Adwords focused, we will cover this in the Adwords Blog.


There is a significant difference between Ad Group Ideas and Keyword Ideas tab. Keyword Ideas tabs only shows results of keywords that you are looking for.


Keyword Ideas

On the other end Ad Group Ideas not only shows results for the keywords entered by you, but also suggests additional keywords. It is more organized as all the keywords are grouped and based on your product line you can focus on one group before moving to another.



Most of the time, when searching something on Google, there are auto-suggestion texts which shows up. This text is gold mine, since many users click on it directly, though a small and tedious method of getting more keywords, this method hits the bulls eye.

Auto Suggested Keywords

Similarly there are many related keywords at the bottom. These again can be considered while finalizing your keywords. Ofcourse you would want to examine the search volumes via the Google Keyword Planner before taking any call on them.

Suggested Keywords at bottom of Google

Now, that we have a comprehensive idea about how we can use the Google Keyword Planner, we can start digging out keywords to start the SEO process.



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