Looking for Google’s Keyword Tool? You won’t find it. The search giant has replaced the well-known, frequently used search engine optimization (SEO) research tool with its new Keyword Planner.
The Planner combines features of the previous Keyword Tool with the AdWords Traffic Estimator — both of which were general purpose tools. The primary focus of the Keyword Planner is making it easier for advertisers to create Pay-Per-Click (PPC) campaigns. With its “wizard” type interface, one article on SearchEngineLand calls it “an ultimate AdWords campaign building workshop.”
The focus on campaign building is evident in the differences between the old and new tools.
For instance, the first change you encounter is the requirement to log into a Google AdWords account before accessing the tool. Google Keyword Tool could be used anonymously. (After login, choose the Tools and Analytics option, then Keyword Planner.)
Secondly are differences in the search volume data. “The Planner has no match type data for search volume (search volumes are displayed for exact match only), no device targeting, no local vs. global monthly searches, and the option to filter by ‘closely related’ search terms is gone,” reads another SearchEngineLand article. On a positive note, the author adds: “Users are able to upload more keywords from their own lists (up to 10,000 keywords) to get performance data. The Planner will also show search volumes by ad group, landing page and any other categorization you set up.”
For more information and instructions for using the Keyword Planner, here are some helpful links:
- Google’s explanation of the changes
- Step-by-step guide on how to use the Keyword Planner
- 5 reasons to love the new Keyword Planner
- Some pros and cons from an SEO perspective
If you have questions about the Keyword Planner and how it impacts your internet marketing, we are here to help as always. Please give us a call or email.