Keywords are the building block of Digital Marketing, All the strategy and techniques revolve around it.
If you don’t know how to research on keyword better, then all your tactics might fail. And I am not
overemphasizing it when I say this.
If you are a beginner in this field then, building your concept in keyword research will give you better start.
With all the talks on SEO, SEM, PPC it seems quite easy to forget about Keywords, which happens to be the foundation of Digital Marketing. So, this article will deal with all the concepts and factors in keyword research
using Google Keyword Planner (GKP).
To use Google Keyword Planner, you need to have access to Google AdWord. It’s quite simple steps to sign
up Google AdWord and all you need is a valid Email ID. If you already have access to Google Adword, you
can obviously skip the steps mentioned below.
Open “https://adwords.google.com/home/” in your browser.
Click on “Start Now” and enter your “Email ID” and your “website URL” and follow the prompt unless the
signup is completed.
Login and go to the tool icon on the menu bar on the right side and click on the Keyword planner
After you have completed till step 3 then actual work starts.
On Clicking “Keyword Planner”, you will be provided with three different options under (Where would
you like to start?). Anything other than these three option is irrelevant for you unless you are running an
Keep in mind, google adword has been designed keeping AdWords advertisement in mind so there are
lot of features in it, which you won’t be able to make use of.
You need to choose you option.
Starting from first one:
Search for new Keywords using a phrase, website or category.
Do not confuse, You will get to know each and every bit of it.
Let’s break this up into sections
First, comes options under “Enter one or more of the following”
Your product and services: This should contain keywords which exactly defines the type of product
or service your business offers.
Caution! Avoid Keywords which has huge competition.
Let me give you an example
Suppose your business is Flower bouquet making and its online delivery.
The keywords like “Flower bouquet delivery” or even just “Flower bouquet” will go in this option. But
keywords like “Flower”, “bouquet” will not define you business exactly or otherwise you will end up
with super competitive keywords.
Your landing page:
This is not mandatory, but can give you additional useful keywords from your article on landing page.
If you are sure you will get your keywords from the first option then you can skip it. But suggest you
to keep this for an extra benefits.
Your product category:
This is also not mandatory but is useful when you are not sure your chosen keyword exactly defines
your business. For example, if you have entered “online grocery” in first option then selecting “Online
Grocery Shopping & Grocery Delivery” will help Google to understand that your business is about
online grocery delivery.
Once, you have entered one or all of the options mentioned above then it’s time to choose your
This option is all about location, language and search engine you are targeting.
The fourth option “Negative Keywords” is a bit crucial.
These are the keywords which when typed on search engine, your ads should not appear.
Negative keywords are simply those keyword on which you don’t want to advertise.
For instance, your business is all about indian food but you don’t deal with Indian desserts.
In such case you can add this keyword in your negative keyword list and your ads will not appear
if someone is searching for Indian desserts.
Customize your search
Through these option you can refine and define your keyword more:
Keyword filters: You can filter our keywords based on certain criteria. There are four option you
can use to filter your keyword namely Average monthly searches, suggested bid, ad impression
share and competition.
Average monthly searches : For example if you want keywords with more than 40000 searches
then you can enter this in the filter.
Suggested bid: You ca do the same thing with suggested bid. I suggest you to ignore unless our
are running an Adword advertisement.
Ad impression share: Ignore this unless you are running an AdWord campaign.
Competition: As the word suggest, you can select among high, medium, and low competitive
keywords. I suggest you to go with either medium or low.
This option defines how broaden your result will be. I recommend you to leave as it is. Options
like “Show keyword in my plan”
Keywords to include
This is an important and useful option which you can use to include more keywords in your search
You must be guessing, what is its significance when i can include keyword in very first option
( Your product or services).
Let me explain you with an example:
You own a restaurant, which is famous for indian dishes but recently you introduced “Hakka noodles”
in your special non-Indian dish.
If you entered “Hakka noodles” in first option (i.e Your product or services) then it may sound weird
because your product and services are “Indian food” and “Chinese food”. But if you add in in
Keywords to include, the result will include keywords related to “Hakka noodles”.
Get search volume Data and trends
This option is only useful when you already have list of keywords.
All you need to do is enter all the keywords patiently line by line or separated by commas.
Or more simple! Just upload a CVS, TCS, or text file of your long list of keywords.
The second option “Targeting” is same as previously explained
After choosing all these options just click on “Get search volume”.
You will get result something like this:
Multiply keyword list to get new keyword
It is just like matrix multiplication of list of keywords.
What happens here is that, you need to type list of keyword in “list 1” and “list 2” and the tool will generate new list of keyword with the meaningful combination of “list 1” and “list 2”.
It gets better:
You can also add “list 3” by clicking on the gray “X”
Options two is same “Targeting” as discussed in above sections.
After clicking “Get search volume”, all the lists of new combined keyword along with its search volume will appear.