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How To Use The Google Keyword Planner For SEO
If you work in digital marketing, you’re probably familiar with the Google AdWords Keyword Planner. You can access the Keyword Planner by logging into your AdWords account, navigating to Tools, and then clicking on Keyword Planner. Although the Keyword Planner is designed to be used for planning SEM campaigns, it can also be highly useful for SEO purposes.
Today we will be walking you through how to use the Google AdWords Keyword Planner to perform keyword research and content planning for SEO.
One of the easiest ways to use the Keyword Planner is by entering your URL to see which keywords Google thinks are most relevant to that page. Under the Search for new keywords using a phrase, website or category section of the Keyword Planner, enter your product or service category, and then enter your home page as the target landing page. Make sure you are targeting the right location and language under the “Targeting” section – in this case, Australia and English. Now click “Get Ideas.”
The tool will give you a ton of keyword suggestions – way more than you need. From here it is simply a matter of narrowing the keywords down to find one or two that represent the best opportunities for SEO (keywords that have high search volume, but low competition).
Another useful functionality of the Keyword Planner is the ability to alter and compare date ranges. Let’s see how search interest in SEO changes with time.
The bar graph at the top of the page shows us how interest in SEO and its related keywords fluctuates over time. The default date range displays search volume over the past year, but we can narrow that time frame down to see how these keywords have been trending over a more recent time frame. Simply click on the “Date Range” field at the side to adjust the date range to your liking.
If we click again on the “Date range” box on the left-hand side of the screen, we also have the option to compare two different time periods – either the previous period, the previous year’s period, or any custom period of time you define.
Looking at the search interest for “SEO” compared with the same period last year, we can see how much interest in this service has largely increased year over year. That is good news for us.
But wait, there’s more! If we click on the arrows in the drop-down menu above the bar graph, we can select from a range of other graphing options including mobile trends, a breakdown by device, and a breakdown by location.
Looking at the devices chart, we can see that most people are searching for SEO on a desktop computer. This is good to know because we can tailor our content strategy accordingly.
Looking at the location chart, we can see that most searches for SEO take place in New South Wales, followed by Victoria. This gives us a good idea of where most of our potential clients will be coming from, and how we can reach them with content tailored to their region.
As you can see, the Google AdWords Keyword Planner isn’t just for managing paid search campaigns. You can also use it to plan your SEO strategy. Now we have a better idea of which keywords to target, when to target them, and which devices and locations we should be tailoring our content for.