How to perform keyword research using Google Keyword Planner?

Behind every top result is a keyword decision. Yes, this is a statement that holds true to all the websites ranking on the first page of the search engines. You would have seen your competitors show up again and again while your pages stay buried. You would have written blogs, updated titles, and maybe even added keywords randomly because someone said “SEO is important.”

It is not an effort, but a direction problem. If you want to rank better, you should be picking the right keywords. Google’s Keyword Planner can help you with that. Here is how you do it right so you can get ranking on page one.

If your goal is to rank first but you are not sure where to begin, this is where the process becomes clear.

What is Google Keyword Planner?

Google Keyword Planner is a keyword research tool available inside Google Ads. While it is designed primarily for advertisers planning paid campaigns, it is widely used for SEO research because it provides direct insight into how people search on Google.

Inside the tool, you can access data such as:

• Average monthly search volume

• Competition levels

• Bid ranges

• Keyword variations

• Historical search trends

• Location-based search data

• Device-based insights

At its core, Google Keyword Planner answers a simple but powerful question:

Is anyone actually searching for this? Many people create content based on assumptions. They believe their audience is searching for certain terms because it sounds logical. But search behavior does not always match business language. The way you describe your service may not be the way users type it into Google. Google Keyword Planner bridges that gap.

What are the benefits of Google Keyword Planner?

If you want to rank first but feel unsure where to begin, these benefits explain why Google Keyword Planner is a strong starting point. It gives you the right direction along with the keywords.

1. Gives you direct data from Google

Unlike many third-party SEO tools that estimate search volume using proprietary models and crawling data, Google Keyword Planner pulls data directly from Google Ads and real search activity. When you are trying to rank on Google, the most reliable data source is Google itself. Even though exact search volumes are often shown in ranges unless you actively run ads, the relative comparison between keywords is extremely valuable.

For example:

• Keyword A: 10K–100K searches

• Keyword B: 1K–10K searches

• Keyword C: 100–1K searches

Even without precise numbers, you can clearly see where demand sits. For someone who wants to rank first, this helps answer a foundational question. Is this keyword even worth pursuing? Instead of guessing, you are validating demand using Google’s own ecosystem.

2. Helps discover keyword variations beyond obvious terms

When you enter a seed keyword, product category, service name, or competitor website into Google Keyword Planner, the tool generates related terms based on actual search queries. These variations often reveal how users refine their searches as they move from general curiosity to specific intent.

For example, entering “website builder” may produce variations such as pricing-related queries, niche-specific builders, free options, ecommerce-focused versions, and beginner-friendly searches. Each variation represents a different intent and a different content opportunity.

This matters because ranking first rarely happens with one broad keyword. It happens when you identify precise, intent-driven phrases that align with what users are actively searching. Instead of writing a single generic page, you begin building targeted content that answers specific needs.

3. Reveals search demand trends over time

Keyword research is not just about how many people search for something. It is also about when they search. Google Keyword Planner provides historical data that shows whether interest in a keyword is stable, increasing, declining, or seasonal. This helps you avoid investing in topics that are losing relevance and identify opportunities that are growing steadily.

For example, a keyword with steady upward growth may indicate a rising market trend. A highly seasonal keyword may require advance planning to capture peak traffic. If you publish too late, your content will not mature in time to rank during high-demand periods. Understanding demand trends helps you think long-term rather than chasing short-term spikes.

4. Provides signals about commercial value

The competition metric in Google Keyword Planner reflects advertiser competition, not pure SEO difficulty. However, it still provides valuable insight. If many advertisers are bidding on a keyword and the suggested bid ranges are high, it typically indicates strong commercial intent. Brands are investing in visibility because those searches convert into leads or sales.

For someone who wants to rank first for business growth, this is crucial. Not all traffic is equally valuable. Informational keywords may bring visitors, but transactional keywords often drive revenue. By analyzing competition levels and bid estimates, you can prioritize keywords that balance realistic ranking potential with commercial opportunity.

5. Supports geographic targeting

If your brand serves a specific city, state, or country, Google Keyword Planner allows you to filter keyword data by location. This makes your research more precise. Targeting broad global keywords when your market is local can lead to unrealistic competition and irrelevant traffic.

Location-specific research allows you to identify terms that are both searchable and achievable within your service area. For businesses aiming to dominate local search results, this feature is particularly powerful.

How to perform keyword research using Google Keyword Planner

If your goal is to rank first, you cannot randomly pick keywords and hope for results. You need a repeatable process. Here is how to use Google Keyword Planner the right way.

Step 1: Start with a clear seed keyword

Begin by logging into Google Ads and opening Keyword Planner. Select “Discover new keywords” and enter a broad term related to your product, service, or niche. This is your seed keyword.

For example, if you offer website services, your seed keyword might be “website builder” or “website design services.” If you run a local business, it could include your city name. The purpose of the seed keyword is not to rank for it immediately. It is to generate a wider list of related keyword ideas based on real search behavior. This step helps you understand how users describe their needs, which is often different from how businesses describe their offerings.

Step 2: Analyze search volume realistically

Once Google generates keyword ideas, look at the average monthly search volume column. This tells you how many people are searching for that keyword within your selected location. However, do not automatically choose the highest number.

High search volume usually means higher competition. If your website is new or has limited authority, targeting extremely high-volume keywords may delay results. Instead, look for keywords with moderate or steady demand that align closely with your offering. Ranking first is often about finding realistic opportunities, not chasing the biggest numbers.

Step 3: Evaluate competition strategically

The competition metric in Keyword Planner reflects advertiser competition, not pure SEO difficulty. But it still signals how valuable a keyword is. If competition is high and bid ranges are strong, businesses are investing money into that keyword. That suggests commercial intent and revenue potential.

If competition is low to medium, it may indicate an easier entry point, especially for smaller websites. Look for keywords that combine relevant demand with manageable competition rather than extreme ends of either.

Step 4: Understand search intent before selecting

Matching search intent is just as important as choosing the right keyword. Before finalizing any keyword, search it manually on Google. For this, you have to study the top-ranking results.

• Ask yourself:

• Are they blog posts?

• Comparison pages?

• Product landing pages?

• Service pages?

Google already tells you what type of content it prefers for that query. If the top results are in-depth comparison articles, and you create a basic homepage-style page, ranking will be difficult.

Step 5: Identify long-tail keyword opportunities

Long-tail keywords are more specific search phrases that reflect clearer intent. Instead of targeting small keywords like “website builder,” consider phrases like “best website builder for small business” or “affordable website builder for beginners.”

These keywords typically have lower competition and higher conversion potential because the user knows what they want. For someone trying to rank first, long-tail keywords are often the fastest path to visibility. Over time, multiple long-tail wins build authority for broader keywords.

Step 6: Use filters to refine your list

Google Keyword Planner allows you to filter results by location, language, and competition level. Filtering prevents you from building an unrealistic keyword list and keeps your research aligned with your business goals. Use these filters strategically. If you serve a specific city, narrow your targeting. If you operate nationally, ensure your location settings match your actual market.

Step 7: Group and prioritize keywords

Once you have shortlisted keywords, organize them into topic clusters. Instead of creating one page per keyword, group related keywords under a central theme.

Let’s take an example:

Main topic: Website builder

Related Keywords:

• best website builder for small business

• free website builder

• website builder pricing

• website builder for ecommerce

• website builder for beginners

• affordable website builder with hosting

Instead of creating disconnected pages, you build a structured content cluster around the main topic. One core page can target the primary keyword, while supporting pages address specific variations and intent-driven queries. This approach strengthens internal linking, improves the topic relevance, and increases your chance of ranking higher.

• After grouping, prioritize your keywords in the following way:

• Start with low to medium competition keywords for quicker wins.

• Move toward moderate competition keywords as authority builds.

• Treat highly competitive keywords as long-term targets.

What happens when you follow these steps?

When you stop guessing keywords and start validating them with data, SEO stops feeling random. Instead of publishing and hoping something ranks, you begin making calculated decisions. When you follow our guide, you will see these changes:

1. Your content becomes intentional

Every page you publish is backed by measurable demand. You are no longer creating content based on assumptions. You know people are searching for it, and you know what type of content Google expects.

2. You compete with other brands more realistically

Instead of targeting broad, highly competitive keywords too early, you focus on opportunities that are achievable. This allows you to build rankings gradually and gain authority step by step.

3. Your traffic becomes more relevant

When keywords are chosen based on search intent, the visitors you attract are more aligned with your offer. That improves engagement, conversions, and overall business results.

4. You build topical authority over time

By grouping related keywords and creating structured content clusters, you signal expertise to the search engines. This increases your chances of ranking higher not just for one keyword, but for multiple related searches.

5. Ranking stops feeling like luck

You move from publishing blindly to executing strategically. Demand is validated. Competition is assessed. Intent is matched. Growth becomes predictable instead of accidental.

Everybody wants to rank on the first page, but doing it in the right direction with the Google Keyword Planner will help you achieve it. It shows you what people are actually searching for and helps you decide which opportunities are worth pursuing. So go ahead and choose the right keywords, build around them thoughtfully, and improve them over time.