Keyword Planner is a tool for collecting keywords and phrases that users search for information. Marketers, SEO specialists, and website owners use it to collect semantics, i.e., all words and phrases that describe the content of the site. The planner shows which exact keywords people can use to find the site in organic search.
The most well-known example of a keyword planner is Google's Keyword Planner. This tool is built into the Google Ads interface but can be used separately without launching advertising. The principle of the planner is that the user specifies a starting keyword that they believe describes the site. For example, if it is a furniture store that sells chairs, the starting keyword phrase can be «kitchen chairs». After accepting this phrase, Google's planner shows all other keywords related to the starting one that people use when searching. The service not only shows keywords but also information about them:
- frequency — how popular the keyword is in queries;
- competition level — how many advertisers create ads for this query;
- bid size — what the estimated cost of displaying an ad is for this keyword;
- frequency dynamics — how the popularity of the keyword has changed over a certain period.
In addition to Google's tool, there are many other keyword planners that are in high demand among specialists. Unlike Google, these tools are paid, but they provide more opportunities. With their help, the site owner can collect a semantic core or update an existing one. The planner will analyze potential queries in the niche and help choose the optimal keywords. This will allow determining the trendiness of queries, their seasonality, as well as the interests of the target audience. Based on the results of the keyword planner's work, you can optimize the site, develop a content plan, set up contextual advertising, and launch SEO promotion.