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Google Keyword Planner
Keyword research with the Google Ads Keyword Planner
What are keywords, what do you need them for and how do you conduct efficient keyword research with the Google Ads Keyword Planner? We will answer this question and demonstrate it to you in this Google tutorial, using a practical example.
Google Search Console, Core Web Vitals, Google AMP, Google Analytics
Now that we know what to look for when optimizing our online store if we want to get our store to the top of the Google results, this episode is specifically about keyword research. So in this video you will learn what keywords are, what you need them for and how to do an efficient keyword research with the Google Keyword Planner. If you missed our blog articles on Google Search Console, Core Web Vitals, Google AMP, as well as Google Analytics, they are linked again here.
What do you need keywords for?
Keywords are nothing more than search terms. That means your potential customers use search engines like Google to find the product they want to purchase. Google then presents this user with the so-called SERPs, i.e. the Search Engine Results Page. The position of your product or category page in the SERPs is decided by the Google algorithm. This decision is based on very many factors, one of which is User Experience, which in turn is influenced by Core Web Vitals, which we did cover in the video earlier. On the other hand, of course, the keywords. As an example, let’s take the keyword “men’s sports shoes”. We already notice that the meta data contains exactly this keyword, of course. However, your focus keyword should not only be included in the meta title and meta description, but also in the product description, the headline, and so on.
Practical example of the SERPs for a specific keyword
Now it takes a lot of effort, time and effort to get on the first Google page for such a generic keyword like “men’s sports shoes”. What then is the alternative? If the market is saturated and you want to gain visibility on Google as a beginner, it is recommended to use long-tail keywords instead. That is, instead of “men’s sports shoes” specify the whole thing and choose “men’s waterproof sports shoes with Velcro”. Of course, you have to have these in your assortment as well. That means you have to think about whether you have a chance to rank for the keyword. This is then always a balance between search volume and competition. If the search volume is low, this means fewer potential customers; if the competition is too high, this means you may end up on page 10.
How do you know which keyword is suitable and which is not?
For this purpose, there is the Google Keyword Planner, which we will now take a closer look at. You can find it in your Google Ads account. That is, this is needed to use the keyword planner. To do this, we go to “Tools and Settings” and on the far left to Keyword Planner. Here you have the choice between two categories. Once to discover new keywords and retrieve your predictions. The second one will be discussed in another video, when we will talk about Google Ads. In this blog article, we want to discuss about organic search engine optimization by using right keywords. If you clicked on the left category, you have the possibility to choose if you want to start with the keywords or the website. That means you can enter your domain and based on that you will be shown matching keywords. This can be a product page or a category page of your store.
Keyword research with the Google Keyword Planner
But now we will deal with the other method. First you should select for which country and in which language this analysis should be applied. With us, both German and Germany. We now enter keywords that fit our topic. Once you have entered them for yourself, click on Show results. This will show you the data for the keywords you just entered, but also demonstrate keyword ideas. What do these values mean?
The first value determines the average monthly search queries. The specified location is always taken into account. This is then contrasted with the competition. In this case, this is only indicated with three values – i.e. high, medium and low. For you – as already mentioned – there should always be a balance between high search demand but low competition.
How the Google Ads Keyword Planner works
However, since these three values were not yet meaningful enough for us, we additionally displayed the “Competitiveness” parameter. You can do this by clicking on “Columns” and then on “Customize columns”. Here you can display or hide the individual columns, but also determine the order. The other values are more relevant for you if you want to place Google Ads. But there will be a separate video about that. In addition to the language and the location, you can also specify the period for which you want to visualize the data. That’s all well and good, but you may only see keyword ideas with very high competitive content at first glance. However, as you are a beginner, you would rather target the keywords with less competition, which therefore also have a low competition index, so we use the filter option for this. If you select the competitiveness and specify that only the results with a score less than or equal to 50 should be displayed, you will see that only these results are displayed. Your goal should be to find keywords with a high average search volume but a low competition index. These can then be marked and saved for you. These can then be found under the saved keywords. This then provides the option of using these bspw. Export as a CSV file and archive as an Excel spreadsheet or share with your team by sharing this view with partners or collaborators.
Run Google Ads with eBakery
So you can build your own pool of relevant and competitive keywords to target by using them in your meta data, product descriptions and item descriptions.
If you want to extend your on-page SEO improvement with Google Ads or other off-page SEO measures, then make an appointment with our specialists.
Haben Sie Fragen oder brauchen ein individuelles Angebot? Zögern Sie nicht, uns zu kontaktieren.
