Google Keyword Planner is the most underrated SEO tool. It's free, it's from Google itself, and it gives you data straight from the source. Here's how to use it.
What is Google Keyword Planner?
Google Keyword Planner is a free tool inside Google Ads designed for keyword research. It shows you:
- Search volume (how many people search for a keyword)
- Competition level (how many advertisers bid on it)
- Cost-per-click estimates (for PPC campaigns)
- Related keyword suggestions
Step 1: Access Google Keyword Planner
You need a Google Ads account. Don't worry�you don't need to run ads.
- Go to ads.google.com
- Sign in with your Google account
- Skip campaign creation (close the window)
- Click Tools & Settings (top right)
- Under "Planning," click Keyword Planner
Step 2: Discover New Keywords
Click "Discover new keywords" and choose one of two options:
Option 1: Start with Keywords
Enter a seed keyword (example: "CRM software"). Google will show hundreds of related keywords like:
- "best CRM for small business"
- "free CRM tools"
- "CRM vs ERP"
Option 2: Start with a Website
Enter a competitor's URL. Google analyzes their content and suggests keywords they might be targeting. Great for competitive analysis.
Step 3: Filter and Refine Your Keywords
Use filters to narrow down results:
- Location: Target specific countries/cities (perfect for local SEO)
- Language: Choose your target language
- Search volume: Set minimum/maximum monthly searches
- Competition: Filter by Low, Medium, or High
Step 4: Understand the Key Metrics
For each keyword, you'll see:
- Avg. monthly searches: How popular the keyword is (use this for SEO)
- Competition: How many advertisers bid on it (Low = easier to rank organically)
- Top of page bid (low/high range): Estimated cost-per-click for ads
Pro tip: High CPC usually means high commercial intent (people ready to buy).
Step 5: Export Your Keywords
Once you've found good keywords:
- Select the checkboxes next to keywords you want
- Click the download icon (top right)
- Choose "CSV" or "Google Sheets"
- Use the export in your content calendar
How to Use Keyword Planner for SEO
Look for keywords with:
- Decent search volume (100-1,000 for niche topics, 1,000+ for broader topics)
- Low competition (easier to rank)
- Relevant to your business (can you create useful content around it?)
Focus on long-tail keywords (3+ words) for faster wins.
How to Use Keyword Planner for PPC
Use the "Get search volume and forecasts" feature:
- Upload your keyword list
- Set your daily budget
- Google forecasts clicks, impressions, and cost for your campaign
This helps you plan budgets before launching your first PPC campaign.
Limitations of Google Keyword Planner
It's not perfect. Here's what it lacks:
- Search volume ranges (not exact): Without active campaigns, you get ranges like "1K-10K" instead of exact numbers
- No keyword difficulty score: Use tools like Ahrefs or SEMrush for this
- Limited trend data: Doesn't show if a keyword is rising or declining
Conclusion
Google Keyword Planner is the best free keyword research tool available. Use it to find keywords, check search volume, and plan both SEO and PPC campaigns. Combine it with other tools for a complete strategy.
Ready to optimize your content? Learn SEO basics next.