What is Google Keyword Planner (GKP) — and Why It Still Matters
The Google Keyword Planner is a free-to-use tool embedded in the Google Ads platform that allows you to research, analyse, and download keyword-level data (search volume, competition, cost-per-click) directly from Google’s own dataset. While the tool is designed for advertisers, it retains tremendous value for SEO professionals.
Why it matters in 2025:
- Direct Google data: As Google continues to evolve and privacy constraints tighten, having a tool that taps into Google’s own keyword ecosystem continues to matter.
- Zero cost: Unlike many premium keyword research tools, GKP is free, lowering the barrier for entry for small teams or freelancers.
- Versatility: From broad‐match discovery to URL-based keyword mining to exportable data, it provides versatility that can anchor an SEO keyword strategy.
- Integration: As search evolves (zero-click, SERP features, voice search), the keywords you select via GKP can integrate into your content, structure, and intent-based optimisation strategies.
A Complete Setup Guide: From Google Ads Account to Keyword Interface
Before diving into keywords, you must set up your environment correctly.
Create/Log into a Google Ads account
Even if you don’t intend to run ads, you’ll need a Google Ads account to access GKP. Sign in at ads.google.com, and if required, complete the setup wizard (you can skip or pause actual ad campaigns if you’re only using the tool for SEO).
Navigate to Keyword Planner
Once signed in:
- Click on “Tools & Settings” in the top-nav.
- Under “Planning”, select Keyword Planner.
- You’ll see the two core modes: Discover new keywords and Get search volume & forecasts.
Review account settings
- Ensure your default account currency and time-zone reflect your market (important if you export CPC/volume data).
- Familiarise yourself with how the interface displays key metrics (e.g., Avg. Monthly Searches, Competition, Top of Page Bid).
- Tip: While the UI may prompt you toward paid campaigns, you can always exit or pause any campaign-setup prompts and use the tool just for research.
Two Core Modes of GKP: “Discover New Keywords” vs “Get Search Volume & Forecasts”
Discover New Keywords
- Purpose: Generate fresh keyword ideas based on seed terms or a domain/URL.
- Use-cases: Ideation for new content, expansion of keyword lists, entering unfamiliar markets.
- Workflow: Enter one or more seed keywords OR a URL → receive a list of suggestions with metrics.
- Example: Enter “coffee pods” → you’ll see suggestions like “coffee capsules”, “coffee machines”, “nespresso pods”.
Get Search Volume & Forecasts
- Purpose: Analyse an existing list of keywords (e.g., 100 + keywords) and assess metrics or projected performance.
- Use-cases: Auditing keyword lists, comparing keyword opportunities, forecasting potential traffic value.
- Workflow: Upload or paste your keyword list → GKP shows monthly search volumes, trend data, CPC, etc.
Both modes are integral: discovery fuels opportunity, volume/forecast enables prioritisation.
Step-by-Step Walkthrough
Starting with Keywords
- Choose “Discover new keywords”.
- Select “Start with keywords”.
- Enter relevant product/service terms, questions, industry-related phrases.
- Optionally, enter your website domain in the “Enter a site to filter” field to ensure results stay on-topic.
- Click “Get results”.
- Review the list: you’ll see keyword suggestions, search volume ranges, trend data, competition, and top-of-page bid ranges.
- Use the filtering panel (e.g., exclude branded terms like “Nespresso”) to refine suggestions. Example: The tool showed “coffee pods” and suggested “coffee capsules” and “coffee makers”.
- Save keywords to your plan by selecting the checkbox & clicking “Add keyword”.
Starting with a Website/URL
- Select “Start with a website” under the “Discover new keywords” mode.
- Enter your entire domain or a specific page URL.
- GKP will scan the URL and provide keyword ideas that the URL likely ranks for or could target. Example: A URL for Cometeer.com returned terms like “cometeer frozen coffee”, “coffee sampler box”.
- Review suggestions: sometimes the results may be broad or include unrelated keywords — you’ll need to refine via filters.
Applying Filters & Segmentation
- Use filters in the right-hand panel:
- Brand vs Non-brand: Exclude branded results if you want pure non-branded opportunity.
- Location & Language: Target specific geographies (e.g., US, Canada, UK) or languages.
- Search volume min/max: For example, show only keywords with >100 searches/month.
- Competition level: Choose low or medium competition if you’re targeting easier entry.
- Exclude keywords containing a word or phrase: Useful for removing irrelevant terms.
- Save or download keyword lists: “Add to plan” or “Download suggestions”.
Advanced Strategies to Unlock Hidden Value
Now that you know the mechanics, let’s dig into advanced tactics that will differentiate your strategy and deliver superior outcomes.
Keyword segmentation by intent
Don’t treat all keywords the same. Segment keywords by intent:
- Informational: e.g., “how to use Google Keyword Planner”, “what is keyword planner tool”.
- Navigational: e.g., “Google Keyword Planner login”.
-
Transactional/Commercial: e.g., “buy premium keyword research tool”, “keyword planner alternatives subscription”.
Map your segmentation to content types: blog posts for informational, landing pages for transactional, etc.
Long-tail keyword discovery + question mining
- Use seed terms like “why use keyword planner”, “keyword planner tutorial step by step”.
- Filter for low competition + moderate volume (often more valuable for content).
- Download suggestions and scan for question-style keywords starting with “how”, “what”, “why”, “is”. These are prime for FAQ content, featured snippets, voice search optimisation.
- Example: Instead of “keyword planner”, target “how to use Google Keyword Planner for SEO 2025”.
Localised and market-specific keyword research
- Set location in GKP to target specific markets (Canada, UK, Australia).
- Combine with language settings if you serve multilingual audiences (English, French, Spanish).
- For local businesses, include geo-modifiers: “Toronto SEO keyword research”, “keyword planner tool UK”.
Trend-based and seasonal keyword opportunities
- Use GKP to identify trending keywords by selecting a customised date range (e.g., last 12 months) and sorting by growth.
- Cross-reference with Google Trends for additional validation.
- Create content ahead of seasonal spikes (e.g., “keyword research for Black Friday campaigns”, “holiday SEO keyword planning”).
Competitor URL mining for gap analysis
- Use “Start with a website” mode: plug in a competitor’s domain or high-ranking page.
- Download their keyword suggestions and compare to your own list. Identify high-volume, low-competition keywords they rank for — target those.
- Build content around keywords your competitor doesn’t yet target. This gives you a strategic advantage.
Exporting, organising & integrating keywords into your SEO stack
- Export keyword lists as CSV.
- Create a master spreadsheet with columns for: Keyword, Search Volume, Competition, Intent, Content Type, Priority (High/Medium/Low), Status (Planned/In-progress/Published).
- Use your keyword data to:
- Inform content briefs (title, meta description, headings).
- Align content structure with user intent and keyword demand.
- Monitor how published content performs (via Google Search Console and analytics) and iteratively optimise.
Common Pitfalls & How to Avoid Them
| Pitfall | Description | How to Avoid |
|---|---|---|
| Over‐reliance on search volume alone | High volume doesn’t guarantee conversion or relevance. | Always check intent, relevance, and your content’s ability to rank for the term. |
| Ignoring keyword intent | Targeting a transactional keyword with only informational content (or vice versa). | Align content type with the keyword’s real user intent. |
| Not filtering out irrelevant or branded terms | You may collect lots of low-value keywords that don’t serve your business. | Use filters (e.g., exclude „brand name“) and review suggestions manually. |
| Publishing content but not tracking performance | Without measurement, you won’t know what works or what to improve. | Set up Search Console/analytics, track rankings, CTR, conversions. |
| Using GKP as your only tool | While GKP is valuable, it doesn’t give full data about all metrics, SERP features, or competitor rankings. | Combine with other tools (e.g., paid tools, SERP analysis, backlink data). |
GKP in the Broader Keyword Research Ecosystem
How GKP complements other tools
- Use GKP for raw keyword discovery and Google-sourced volume data.
- Use tools like Ahrefs, SEMrush, Moz Pro for deeper competitor backlinks, SERP analysis, and keyword difficulty.
- Use Google Trends for momentum and long-term shift-tracking.
- Use Search Console for actual click/ranking data on your current keywords.
When to move beyond GKP
- If you need detailed SERP-feature data (e.g., “which keywords trigger featured snippets?”) or keyword difficulty scores, you’ll need a specialised SEO tool.
- If you operate internationally and need granular local data for many countries, GKP alone may be limited by budget/campaign constraints.
- If you want competitor backlink intelligence tied to keyword data, you’ll need broader tools.
Measuring Success: From Keywords to Rankings to ROI
A keyword tool alone isn’t enough. Here’s how you link actions to measurable results:
- Keyword list → content production: “Target keyword X” via blog or landing page.
- Content live → optimise for keyword intent, on-page SEO, internal linking.
-
Monitor over time:
- Rankings (via Search Console or rank-tracking tool)
- Impressions & Click-through Rate (CTR) in Search Console
- Traffic to the page and its conversion rate (analytics)
- Qualitative metrics: bounce rate, time on page, scroll depth
- Calculate ROI: Estimate value of traffic (conversion rate x average order value), compare to time/cost of creation.
- Iterate: If the page isn’t ranking as expected, optimise the content further: add more depth, answer more questions, update for freshness.
FAQs: Top Questions About GKP in 2025
Q. Do I have to run paid ads to use Google Keyword Planner?
No — you can create a Google Ads account without launching an active campaign. GKP remains available for keyword research even if you’re not advertising.
Q. How accurate is the search volume data?
While GKP provides Google’s data based on searches triggered through Google Ads, it’s best considered a guide rather than an exact figure. Use volume ranges and compare trends.
Q. Can I download unlimited keywords?
You can export large keyword lists, but if you’re pulling thousands of keywords repeatedly you should consider supplementing with a specialist keyword tool.
Q. Will this tool show voice search or featured snippet data?
Not directly. GKP shows search volume and bids, but doesn’t highlight which keywords trigger featured snippets or voice results. You’ll need additional tools or manual SERP analysis for that.
Q. How often should I revisit my keyword list?
At least quarterly. But if you operate in a fast-moving industry (e.g., tech, trends, seasonal), review monthly.
Summary & Next Steps
The Google Keyword Planner remains a powerful cornerstone of modern SEO strategy. From free access to Google-sourced data, it delivers value whether you’re a solo blogger, agency, or enterprise marketer.
Next steps:
- Log into Google Ads > open Keyword Planner.
- Create a seed list of 5-10 core phrases relevant to your business.
- Use both discovery modes (keywords + website) to surface ideas.
- Export and segment your keywords (by intent, volume, competition).
- Produce or update content and measure performance.
- Combine GKP with other SEO tools to enhance depth and competitiveness.
- Repeat the process quarterly to stay ahead of trends and competition.
By following this guide, you’ll not only use GKP — you’ll master it — and position your content to rank, convert, and grow in 2025 and beyond.
Partner with Ad Ops Solutions
Trust your business with some of the most experienced advertising operations professionals for success with your next project. Consider our managed ad ops service for optimal results.