Use Google Keyword Planner to discover relevant search terms, estimate demand and organise keywords around your business goals. For SEO, turn the research into useful pages. For Google Ads, use it to plan targeting, ad groups and potential spending.
Google provides Keyword Planner as a free advertising research tool. Its data can also inform content planning, provided you understand what its numbers mean.
The most important distinction: advertising competition is not organic SEO difficulty.
1. Access Google Keyword Planner
Sign in to your Google Ads account and open Tools → Keyword Planner.
Google’s current access instructions say you must complete account setup, including billing information, to access basic keyword-idea features.
If you are creating an account for research, Google’s account setup guide documents an option to create it without a campaign. Choose that option when offered and review what you are submitting before completing setup.
Once inside the tool, choose between discovering new ideas and analysing a list you already have.
2. Discover Keywords Related to Your Business
Choose Discover new keywords. You can start with phrases describing your services or use a relevant website.
With Start with keywords, enter a few specific phrases. An illustrative starting list for a website agency might be:
- WordPress web design
- Website maintenance
- Small business web design
With Start with a website, enter a relevant page or website, then select Get results. Google generates suggestions related to the content. These options are explained in its Keyword Planner instructions.
Start with the services you actually sell. A very broad seed such as “business” can create a long list with little practical value.
A website-based search is useful for discovering vocabulary. It is not proof of another company’s complete paid keyword strategy. For complementary research into visible ad messaging, see HMDIA’s Google Ads Transparency Center guide.
3. Set the Right Location, Language and Date Range
Before comparing results, review the research settings:
- Location: Select the country, region or city you serve.
- Language: Choose the language relevant to your keyword ideas.
- Network: Select Google for Google Search research, or include search partners when appropriate.
- Date range: Review a useful period and check seasonal changes.
Google’s keyword-refinement guide explains these controls, along with filters for keyword text, search volume and bid estimates.
For example, a Toronto service business should not base a local content decision solely on worldwide demand. Compare Canada-wide research with the actual service area where useful, keeping the datasets separate.
Also avoid comparing a recent peak month with another keyword’s annual average. Record the location, network and date range alongside your findings.
These research settings do not replace reviewing your live campaign’s targeting before launch.
4. Understand the Keyword Planner Metrics
| Metric | What it tells you | How to use it |
|---|---|---|
| Average monthly searches | Estimated searches for the keyword and close variants over the selected period and market settings | Compare demand and seasonal patterns |
| Competition | Relative competition among advertisers | Assess paid advertising conditions |
| Top-of-page bid, low and high ranges | Historical bid ranges associated with ads appearing near the top of results | Inform advertising research, without treating them as a fixed price |
Google’s metrics documentation explains that volumes are rounded and normally averaged over 12 months, including close variants regardless of language.
A keyword marked “Low” competition is not automatically easy to rank for organically. The label describes advertisers, not the strength of the websites appearing in unpaid results.
Similarly, a high bid estimate does not establish that a keyword will be profitable for your business.
5. Use Keyword Planner for SEO
For SEO, your goal is to identify searches you can satisfy with useful content.
Match the Keyword to the Reader’s Goal
Search intent means what someone is trying to accomplish. They might want an explanation, a comparison, a product or a provider.
Consider these illustrative keyword-to-page decisions, not measured keyword recommendations:
| Example search | Likely purpose | Suitable page |
|---|---|---|
| What is website maintenance? | Understand the subject | Educational article |
| WordPress maintenance services | Evaluate or hire a provider | Service page |
| WordPress maintenance Toronto | Find a relevant local provider | Service page with accurate local details |
Before choosing a page format, inspect the actual search results in your target market. Review whether Google is mainly showing guides, service pages, products or another format.
Choose Relevance Before Volume
Ask four questions about each candidate:
- Does it relate to something we offer or know well?
- Can we answer the search more usefully than our existing content?
- Does the current results page suggest a realistic opportunity?
- Is there a natural next step for the reader?
A smaller, relevant audience can be more useful than broad traffic with little connection to your services.
Group close variations that share the same purpose. Do not create several nearly identical articles simply because the phrases appear as separate rows.
Build a Usable Content Plan
For each selected topic, record the keyword, research settings, demand estimate, intended page and reader’s goal.
Then add what will make the page useful: original examples, clear explanations, relevant evidence and answers to customer questions.
Keyword research should shape the page’s purpose. Repeating a phrase throughout weak content does not make the page more helpful.
6. Use Keyword Planner for Google Ads
For advertising, connect the keywords to an offer, a suitable landing page and a measurable business outcome.
Organise Keywords by Service and Intent
Keep different offers understandable within your plan.
For example, website maintenance and new website development may need different ad messages and destinations. A visitor seeking ongoing support should reach a page that explains that support.
Review the suggested keywords individually. Remove ideas for services, products or locations you do not cover.
Select Match Types Deliberately
Google Ads offers three main keyword match types:
- Broad match: Can reach related searches.
- Phrase match: Can reach searches that include the keyword’s meaning.
- Exact match: Can reach searches with the same meaning or intent.
Exact match does not mean only an identical typed phrase. Google’s match-type documentation explains the distinctions and stresses using Smart Bidding with broad match.
Choose match types as part of your campaign strategy, with appropriate measurement and ongoing search-term review.
Review Forecasts Before Committing a Budget
Choose Get search volume and forecasts, enter or upload your list, and review the plan’s settings before interpreting estimates.
Forecasts estimate advertising outcomes under selected conditions. They are not predictions of organic website traffic. Google considers factors such as bids, budget, seasonality and historical ad quality.
Check the account currency before comparing costs. For a deeper explanation of bids, clicks and customer acquisition, read HMDIA’s Google Ads per-click cost guide.
7. Improve the Plan Using Actual Results
After publishing content or running ads, replace assumptions with observed performance.
For SEO, use Google Search Console’s Performance report to review the queries and pages receiving impressions and clicks. Compare relevant countries and consistent date ranges.
For Google Ads, review the search terms report. It shows reported searches that triggered your ads, which can differ from your keyword list. Use irrelevant searches to identify appropriate negative keywords—exclusions that help prevent unwanted matches. Some low-activity queries are omitted for privacy.
For business results, assess enquiries, qualified leads, purchases and customer acquisition costs. A click is only one step in that process.
If visitors arrive but rarely take useful action, review why your website gets traffic but no leads before assuming you need more keywords.
Frequently Asked Questions
Is Google Keyword Planner Free?
Yes. Google describes it as a free tool. You still need a Google Ads account and must meet the access requirements described above. Advertising costs are separate from keyword research.
Can I Use Keyword Planner for SEO?
Yes, as a source of keyword ideas and demand estimates. Combine the research with search-intent analysis, an inspection of ranking pages and your own Search Console data.
Does Search Volume Show How Many Visits I Will Get?
No. Search volume represents estimated searches, not guaranteed clicks on your page. Your visibility, the results shown and people’s choices affect whether they visit.
Why Are Some Keyword Ideas Missing?
Google says very low-volume terms and some sensitive keywords may not be discoverable or forecastable. Try a relevant broader phrase or page, without treating missing data as proof that nobody needs the service.
Turn Keyword Research Into a Practical Marketing Plan
Start with one service, research its customer searches and choose a clear purpose for each keyword group. Build the right page or campaign, then evaluate what happens.
Explore HMDIA’s SEO, Google Ads and web design services for help connecting keyword research, useful content, relevant landing pages and measurable business goals.
