How to Use the Google Keyword Planner (vs. Keyword Tool) for SEO

Free SEO Toolbook at https://www.jm-seo.org/free-403/ and free class materials at http://bit.ly/1GZbU5y. KEYWORD PLANNER - Learning how to use the Keyword Planner is a must for both AdWords and SEO. This tutorial explains how to use the Google Keyword Planner for SEO (Search Engine Optimization purposes) and for AdWords. Here are some tips and tricks! Let's get started with the new and exciting Keyword Planner! In it you will

* Learn how to set up the Keyword Planner for keyword discovery.
* Learn how to find educational, transactional, early and late stage keywords.
* Learn how to optimize the tool so that you get specific useful keywords for search engine optimization and AdWords.

Have Fun!

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Closed Caption:

keywords drive SEO you have to know what
our people type into google google has a
new tool called keyword planner that's
going to replace the old tool keyword
tool so people planner is going to
replace keyword tool so we need to learn
how to use the keyword planner and in
this video I'm going to show you some
tips and secrets about how to use the
keyword planner to identify those yummy
yummy keywords for your SEO strategy
let's get started
alright so welcome back we're going to
look at the keyword planner in detail
the code for this video and the
materials is 55 so you can click on the
youtube description or go to JM dash SEO
. or / 55 and that's going to get you to
all the class materials how to do this
what we're doing alright so first thing
you have to understand about the new
keyword planner is you must have an
AdWords account if you don't have an
AdWords account it's not difficult to
get one just going to add words to
google.com showing there on the screen
address on google com sign up for a free
account you don't actually have to pay
any money you just have to sign up for
free
AdWords account that's the first step
alright so now that we're going to
assume you have an AdWords account we're
going to play with these three through
for keyword patterns here somebody who's
this knee pain knee surgery knee surgeon
best knee surgeons we're going to look
at sort of an example assuming that we
are a orthopedic surgeon and people are
starting that search journey from hey my
knee hurts to so many google me paint
oh I really think i might consider
surgery to ok I'm ready to go i'm going
to type the new surgery and surgeon to
an absolutely ready i'm going to best
knee surgeon so as I teach my classes we
will look at educational keywords to
transactional keywords we're going to
look at that through the new keyword
planner ok so let's go to the keyword
planner and let's sort of start with
sort of step 1 which is to get keyword
ideas let's go to the keyword planner so
inside of
AdWords I would have sort of a fake
account here we're going to go inside of
AdWords we're going to click to tools
analysis we're going to click to keyword
planner that's going to get us to the
keyword planner itself will let that
load here and we're going to play with
some keywords now so it loads here it's
a little annoying of course it loads in
a different way than you actually use it
just click there and let's just put in
our first keyword let's put a knee pain
and let's hit in get ideas down here on
the on the left is a first sort of
mission that you're on if you're doing
SEO or if you're doing adwords keyword
discovery 1 understand sort of good
keyword ideas so going to put your
keyword in here know once you're in the
tool you can change this at any time and
you can change this to me surgeon and
hit get ideas over here on the right and
it's going to give you information so
once you're in the tool the interface is
a little different than that first
initial look ok so let's go back to knee
pain and let's get ideas for any pain
and here's where the tool has already
has some issues okay i don't
particularly like the ad group ideas it
just seems to clutter it up with a lot
of garbage
click on the keyword ideas tab and it's
going to give you some great ideas for
that search so here's me pain here the
average monthly searches and let's talk
about this number here they've changed
the way that they do this this is no
longer need paint a broad search level
it's an exact level only so what are we
talking about what they're saying is
worldwide people going to google.com and
typing in knee pain and that's it and
nothing else not need pain solution not
need pain treatment not need pain doctor
but that exact search is a hundred and
sixty-five thousand searches per month
and we're at all locations which is
again googlies for the whole world
doesn't mean the phrase match anymore it
means the exact match
now what is discover here
that's what people are willing to bid to
get that click we'll talk about that in
a second okay so the first thing you
want to do is put your keyword in and
look for keyword ideas blog post ideas
title tag ideas you can see your knee
pain running knee pain symptoms chronic
knee pain and it's giving you the search
volumes for those phrases permit but
here's again this is exact so this means
it doesn't mean me pain relief as a
phrase it means 3,600 people per month
worldwide typed in the exact phrase knee
pain relief and that's it no other
keywords so its exact search match only
at this point that so they've changed
the volume is let's talk about that
volume as I teaching my classes we want
to fish where the fish are so sort that
by descending and look now here's the
second thing that happens we put in any
pain and it's junk eNOS up with related
keywords are those might be useful when
you're starting okay arthritis the story
so that arthritis and knee pain are
pretty different different they're quite
different
so let's say you don't you don't want to
junk up the data with all those extra
key words Google's kind of a drug pusher
it just keeps pushing keywords on you so
I don't like that
here's the trick let's say we're
focusing just on knee pain so type in
knee pain over here on the Left where it
says include or exclude click that
little pin here and it's kind of
counterintuitive type in the exact same
search term so type in knee pain up here
me paying down here and that will get
rid of all the garbage
it'll get rid of all those extra matches
that google is forcing honest so now we
have knee pain knee pain running knee
pain treatment center so that's a great
way to just get rid of garbage is to use
this include exclude counterintuitive to
put the exact same term here now let's
clear the search let's go modify search
this is going to clear our search and
let's go back to what we were doing some
first we've got those keyword ideas
let's talk about our points here so
first point here is it is no
longer the phrase match or broad match
it is exact mess that's the only data
that it's giving us a second let's talk
about location i forgot to talk about
that and third remove the garbage from
the tool by resetting it let's talk
about location
let's go back here look at locations
let's do that knee pain again
ok and that's we've got any pain knee
pains were very very tight now let's go
over here to locations here is an actual
improvement in the tool so i can type in
here United States and hit add so now
I've narrowed the search down i'm just
looking at me pain across the united
states only 19,500 let's say I'm just
targeting New York City so i'm going to
remove the United States but i'm going
to put in here New York and here you can
see you can do the city or the state so
let's do New York City click over here
to get that added so that means there's
2900 searches per month with the exact
phrase knee pain originating in New York
City so this location is pretty good
it's a new thing you used to not be able
to target down to a metropolitan area or
a city that's useful probably what most
of the circle want to do is put in
united states canada great britain
whatever so that United States in there
so now I've 0 into that location
remember again down here knee pain knee
pain if you want to do need surgery
change this to knee surgery change this
to need surgery to get that nice tight
like hey what are my real key words
don't give me a lot of garbage google
don't give me so many suggestions give
me what I'm looking for sony surgery
there's about 9900 per month in the
United States
ok so we've learned exact match location
how to remove the garbage now let's talk
about this second issue second big issue
comparing keywords and that's a lot of
the art of SEO a lot of the art of
AdWords is narrowly focusing on
transactional keywords let's talk about
transactional vs educational keywords so
here's a nice keyword powder
burn me pain my knee hurts that's an
educational search should i take tylenol
should i just stop running knee surgery
my knees hurt so much
I'm just getting to end of my rope here
that's nice surgery i'm ready to think
about surgery knee surgeon on there i'm
looking i'm close to the transaction
best knee surgeon guess what people do
not search for worst knee surgeons they
search for best i'm ready to rock and
roll
I'm ready to do that transaction so to
think about those keywords and that
wouldn't be awesome in this new tool if
we could compare those across volume and
value so let's take that phrase i built
their let's copy that
go to your keyword planner here's the
little trick I'm going to paste that in
here
so what you want to do if you want to
compare keywords knee pain put in here
knee pain Khamenei surgery Khamenei
surgeon comma best to compare a bunch of
keywords
let's go down here let's remove this
term here for now and just click
somewhere else i don't know why they
don't have a nice way to you know get
ideas I guess
ok now look over here and then look at
what this tells us so we can still use
the keyword planner if we've done a
little thinking on our own and we
thought about what's an educational
search versus what's a transactional
search we can look at those searches and
you can see here there's a lot more
searches for knee pain 19,500 per month
in the United States then for Best knee
surgeons that makes sense right these
are the educational searches
these are the transactional searches now
look at your CPC bids however this is
what people are willing to bid $MONEY
per click again remember you've got to
understand the basics here
this means if somebody goes to google
and they type them best knees surgeons
and they click somewhere that on average
south bay orthopedic in this example on
average they pay four dollars for that
click to google it's a it's a
competition it's an auction its
bid so this higher number down here is a
way of telling you this is the yummy
yummy fish these are the fish that
people want to eat these are the fish
that are close to the transaction see
how it goes from 162 2403 the volume
goes down the value goes up just like
when you go to fish market there's a lot
more to lafayette there's a lot more
perch there's not so much organic salmon
from Alaska that was picked yesterday by
day by an Eskimo and fedex to you at
your napa valley restaurant right that's
why the price per pound is higher on
organic salmon than it is on tilapia but
there's a lot more tilapia so quantity
versus quality so you can use the tool
by putting in a string of keywords with
commas between them
you can look at your volume and your
value and get a sense of volume versus
value trade-off you have two keywords
you're not sure about you know two more
people search for i don't know let's put
in divorce attorney vs divorce lawyer
put those in with comma comma get ideas
that should tell us what about the same
about the same or it's a little confused
so it's a way to start to get this tool
is just quite frankly not as good as the
old tool at getting to those nuances but
that is what you're trying to understand
is by putting those commas in so you're
going to put those commas and and
compare them my example from knee pain
works pretty well so we've talked about
volume at this point we've talked about
value
ok now let's talk about using the
keyword planner to reverse-engineer
competitors i did some searches and I
found some physicians in New York City
who write pretty well on google for me
surgery let's take this guy let's say
we're competing against Adam going
bless his heart we're going to compete
him we're going to do better than you
Adam in terms of our SEO so we're going
to take his his his webpage we're going
to go to the google google keyword
google google we're gonna go to the
google keyword tool gonna hit modify
search we're going to put a competitor's
landing page in here we're going to hit
get
word ideas so this is a way to take a
competitor and look at their ideas so we
took Adam Cohen's website we put his
website into the tool and look at that
orthopedic neeps paying torn meniscus
knee brace orthopedic surgeon hip
replacement so then you sit there with
your client here we orthopedic yes do we
do hips know do we do need braces yes or
no
this is a way to put a competitor in get
keyword ideas and then pop them back
into the tool so let's take orthopedic
surgeon ortho ortho p dick that's a hard
word to spell orthopedic surgeon
let's put in orthopaedics surgery and
hit get ideas you can put a competitor
in the 200 its mad about that that's is
this study you something to reset the
tool so let's reset the the tool lets
take away from here put it here google
is not known for their user interfaces
people this is not the iphone not
intuitive so you're going to look at oh
ok where look at that orthopedic surgery
as actually little bit higher than
orthopedic surgeon but there's more
searches here so you're going to take a
competitor copy their URL go to the
planner if you want to reset it from the
beginning go up here
keyword planner now I'm resetting it to
the very beginning it's going to say
something like you want to continue
because I'm google and i do terrible
user interfaces okay I'm gonna go down
here i'm going to put in that competitor
paste get ideas then I look here's my
keyword groups they're ok they're not
that useful shoulder orthopaedic if
you're doing AdWords by the way you want
to have really tight keyword groups this
is garbage the way they've set this up
its gonna clutter your camp and i do not
recommend using this system to create
groups it's too messy but keyword ideas
ok shoulder surgery New York Best New
York those are some good ideas your
senior geographic so there's not a lot
of volume there only 10 but it's giving
you a clue people put in
shoulder doctor in New York City Sports
Medicine this is a good way to get ideas
and then go back into the tool to
compare volume and value so second so if
you think about it first feature get
keyword ideas second feature compare
keywords with commas between the look at
volume and value trade-offs third
feature take a competitor put their QB
their tool there at that will put their
website in compare what the keywords are
that you get from those use your
competitors use people that do better
than you on google to steal their ideas
and again there are other ways to do
this but this is one way to use the tool
now finally sort of wrap up let's talk
about some useless features of the tool
so in the tool and fortunately you know
there's some stuff that just is really
not useful negative keywords is too
stupid
this is used in AdWords this is if you
don't want your ad to show it really
isn't appropriate to put it in at this
level this is the wrong place to put
this into your AdWords campaign so it's
just at a great example of really bad
user interface design on Google's .
because at this point we're looking at
keyword discovery we're trying to figure
out our keywords it totally stupid place
to put that that's totally stupid
keyword filters this is also really
useless unless you're just so lost in
the woods do you have no idea of what
your volumes and values are so again i
don't really like that might be of some
use for Adwords
hi keywords in my account I mean it's
just crazy why they put this in here I
mean I show adult ideas okay guess that
if we're going to do some sort of adult
website but this is just pretty useless
so that a lot of this stuff down here is
kind of not very useful i do think the
most kind of counterintuitive part to
the tool is when you go in you put in
let's do with me pain again this is so
so counter-intuitive you put any pain in
here I'll get product ideas also not
very useful knee pain and then remember
you're going to get some garbage in here
if you don't like that then go down here
and we put in knee pain
put it in those two places that tends to
tighten up the tool so you can get a
better sense of a particular phrase so
at that point I think we've wrapped up
we've done everything if you're
interested I am going to give away some
little goodies at this point I'm trying
to do a better job at that
so I've got my extra list of my favorite
keyword tools beyond just the keyword
planner if you're interested in that you
can fill the form out and i will give
you that download so that in a nutshell
is the new and improved and put sick
after that if you know what that means
that means they're kind of getting new
and improved google keyword planner if
you have any questions put them in the
youtube description below subscribe to
my channel and all that good stuff and
thank you so much for watching