The Google keyword tool is an extremely useful tool for looking at potential market sizes, search volumes and competitiveness of keywords in any given market.
A major part of local SEO is performing keyword research to determine which keywords are going to be most profitable to target when optimising your website.
How to use the Google Keyword Tool
The Google keyword tool can give you keyword ideas, traffic estimations, and uncover some really good suggestions for new content on your website. It can also be used to do detailed research on the keywords your competitors are using as well as finding new keywords to use on your website.
Once you arrive at the tool, you need to type in the keyword or phrase that you are looking to do some research on.
Once you have entered your keyword and specified the country you are interested in, then a list of results will be displayed.
Keyword – The first column lists the different keyword ideas that related to keyword you have typed in. This list contains a wealth of keyword ideas, new markets and even new products that you could expand into.
Competition Level – Either high, medium or low. The higher the competition, the more expensive and therefore more valuable the keyword is.
Global Volume – Shows the total number of searches from around the world. If you are only targeting one country or a specific location, this figure isn’t really useful.
Local Monthly Searches – This is the most useful metric. This shows the estimated number of monthly searches in your specified location. These numbers are hard and fast – they are more a guide of the relative volume compared to the other keywords.
Keyword Match Types
In order to get the best results out of using the keyword tool, you need to take into consideration the three different match types of keywords:
- Broad match
- “Phrase match”
- [Exact match]
When you are using the tool, it is a good idea to only use phrase and exact match to do your keyword research as the broad match includes synonyms of keywords and can often contain totally different meanings.
The examples below are taken directly from Google’s explanation of how the match types work.
|Broad match keyword:||Ads may show on searches for:|
buy tennis shoes
tennis shoe photos
|Phrase match keyword:||Ads may show on searches for:||Ads won’t show on searches for:|
|“tennis shoes”||red tennis shoes
buy tennis shoes
tennis shoes photo
|shoes for tennis
|Exact match keyword:||Ads may show on searches for:||Ads won’t show on searches for:|
|[tennis shoes]||tennis shoes||red tennis shoes
buy tennis shoes
How to use the Keyword Data
The best way to use the Google keyword tool is in discovering new keywords that you hadn’t thought of, as well as discovering the relative volumes and competitveness of various keywords. The total number of searches are to be taken as more of an indication of relative volumes rather than actual number of searches made.
Once you have identified the most valuable keywords in your market, you need to start optimising your website’s content for these particular phrases. This can be done by changing your page titles to include these new keywords, and creating new blog posts or static content on your website specifically targeting these keywords.
Google Insights for Search
More detailed researched can be done using the Google Insights for search. This is a very useful tool and SEO Book has done a great analysis on how to use it. It can be used to give you a better understanding of the relative volumes of various keywords as they compare to each other.
This can be very useful for working out what terminology searchers tend to use when looking for certain products or services.
The Google Keyword tool is a very useful little tool for discovering new keywords, finding the relative competition and estimating approximate search volumes for particular keywords in your market.
To get the most valuable keyword insights from the Google keyword tool, it should be used in conjunction with other keyword/market research tools such as Google Insights for search, Wordtracker Keyword Tool, your website analytics and your general knowledge about your market.
So give it a try, you might uncover some new ideas for content or even a new market for your website to target!