How to Use Google Keyword Planner

If you've ever tried to figure out what people are actually searching for online, Google Keyword Planner is one of the first tools you'll come across. It's free, it's backed by Google's own data, and it gives you real search volume numbers you can act on, but a lot of people open it, feel a little lost, and close it without getting much out of it.

This guide fixes that. You'll learn exactly how to use Google Keyword Planner in 2026, from setting up your account to pulling keyword data that actually helps your SEO or paid search campaigns.

Google Keyword Planner is a free tool built into Google Ads. Google designed it primarily to help advertisers plan paid search campaigns, but over the years SEO professionals and content creators have adopted it as a go-to keyword research resource. It shows you search volume data, keyword ideas, competition levels, and estimated cost-per-click ranges, all pulled directly from Google's own search data.

That last part matters. You're not looking at estimates pulled from a third-party crawler. You're looking at data Google actually collected from billions of real searches. That's a pretty big deal when you're trying to figure out what your audience is looking for.

Why It's Still Useful in 2026

A lot of paid tools have come along promising to replace Google Keyword Planner. Some of them are genuinely great, but the Planner still holds its ground in 2026 for one simple reason: it's the only tool with direct access to Google's first-party search data.

Other tools estimate search volumes by reverse-engineering what they can observe. Google Keyword Planner just. tells you. That's a fundamental difference.

Also, it's free. For anyone just getting started with SEO or PPC, that's a huge plus before you commit to a paid platform.

Who Should Use It

Honestly, a wide range of people benefit from this tool:

• SEO beginners who want to find keywords before writing content
• PPC marketers planning Google Ads campaigns
• Content creators looking for topics with real search demand
• Small business owners trying to understand what their customers search for
• Bloggers validating content ideas before investing time in writing

If you're doing anything online that depends on search traffic, you should know how to use Google Keyword Planner.

Here's where a lot of people trip up. Google Keyword Planner lives inside Google Ads, which means you technically need a Google Ads account to access it. The good news is you don't need to spend any money.

Setting Up a Google Ads Account

If you don't have a Google Ads account yet, here's how to get one without running any ads:

1. Go to ads. google. com and click "Start now"
2. Sign in with your Google account
3. When Google asks about your main advertising goal, scroll down and click "Switch to Expert Mode"
4. Then click "Create an account without a campaign"
5. Fill in your billing country, time zone, and currency
6. Click "Submit" to finish setup

That's it. You now have access to Google Keyword Planner without needing to run a single ad. You won't be charged anything.

One thing to keep in mind: if you do run active campaigns with real ad spend, Google shows you exact search volume numbers. If your account has no active spend, you'll see volume ranges instead of exact figures, like "1K-10K" rather than "4,200." For most early-stage keyword research, ranges are still useful enough to work with.

Getting to the Keyword Planner Tool

Once you're inside Google Ads, finding the Keyword Planner is easy:

1. Click the Tools icon in the top navigation bar
2. Under "Planning," select Keyword Planner

You'll land on a page with two main options. We'll cover both of those in the next section.

Now let's get into the actual process. Here's a practical walkthrough of how to use Google Keyword Planner to find keywords that matter for your business or content.

Step 1: Choose Your Starting Point

When you open Google Keyword Planner, you'll see two options:

• Discover new keywords - great for finding keyword ideas you haven't thought of yet
• Get search volume and forecasts - useful when you already have a keyword list and want to check volumes

If you're starting from scratch, choose "Discover new keywords." That's where most of the magic happens for content planning and early-stage research.

Step 2: Enter Your Keywords or URL

Inside "Discover new keywords," you'll see two tabs:

• Start with keywords - type in words or phrases related to your topic
• Start with a website - paste a URL and Google pulls keyword ideas based on that page's content

Let's say you run a fitness blog. You might type in "home workouts," "bodyweight exercises," and "cardio for beginners." Google will take those seed terms and generate a list of related keywords with volume data attached.

Or, if you want to snoop on what keywords a competitor's page might be pulling traffic for, paste their URL into the website tab. It's a surprisingly useful trick.

Set your target language and location here too. If you're writing for a UK audience, set it to the UK. If you're targeting the US, set it accordingly. Location settings significantly affect the volume numbers you see, so don't skip this step.

Step 3: Filter and Sort Your Results

After you click "Get results," you'll see a keyword ideas table. It can feel overwhelming at first. There might be hundreds of suggestions. This is where filters save you.

Filters you should actually use:

• Average monthly searches - set a minimum so you're not chasing terms nobody searches for
• Competition - filter by Low, Medium, or High (relevant mostly for PPC, but still useful context)
• Top of page bid (low range) - gives you a sense of commercial intent behind a keyword
• Keyword text - include or exclude specific words to narrow your list

You can also sort columns by clicking the headers. Sort by "Average monthly searches" descending to see the biggest opportunities first. Sort by "Competition" ascending if you want to find lower-competition terms to target.

Step 4: Analyze Search Volume and Trends

Don't just look at average monthly searches in isolation. Click on a keyword to see its trend chart. Some keywords spike seasonally, like "Christmas gift ideas" or "tax return help." Others are flat all year round, like "how to tie a tie."

If you're building a content calendar, this matters a lot. A keyword with 10,000 monthly searches that spikes only in December needs a totally different publishing strategy than one with steady monthly demand.

Look for keywords that have:

• Consistent or growing search volume over the past 12 months
• Reasonable competition for your site's current authority level
• Clear intent that matches what you're actually offering

Step 5: Export Your Keyword Data

Once you've found keywords worth targeting, export the data. Click the download icon in the top right of your keyword results. You can export as a CSV or Google Sheets file.

From there, you can sort, color-code, and prioritize in a spreadsheet. Group keywords by topic, by search intent, or by the pages you want to rank. This step turns raw data into an actual content or campaign plan.

Finding keywords isn't just about typing in obvious terms and hoping for the best. Here are three approaches that consistently surface better keyword ideas.

Using Seed Keywords

A seed keyword is a broad, short phrase that describes your topic. "Coffee," "running shoes," "digital marketing" - that kind of thing. When you enter a seed keyword, Google Keyword Planner expands it into dozens or hundreds of related terms.

The trick is to start broad, then use filters to narrow down. Don't start with a long, specific phrase. Start with the core concept and let the tool show you what people are actually searching for around that concept.

Pro tip: enter 3-5 seed keywords at once. When you combine related terms, Google cross-references them and often surfaces keyword ideas that none of the individual terms would have uncovered on their own.

Using a Competitor URL

This one's underused. Head to a competitor's page or blog post, copy the URL, and paste it into the "Start with a website" tab. Google will analyze that page and suggest keywords it thinks are relevant to the content.

You'll sometimes find keywords your competitor is clearly targeting that you hadn't thought to include in your own research. It's not foolproof, but it's a fast way to check for gaps in your list.

You can also use your own URL to see what Google associates with a page you've already published. It's a useful reality check on whether Google sees your content the way you intended.

Refining with Filters

Filters are how you turn a raw keyword dump into something actually useful. Here's a setup that works well for content creators and SEO beginners:

• Set minimum average monthly searches to 100 (removes noise from ultra-low-volume terms)
• Exclude branded keywords if you're researching generic topics
• Use the keyword text filter to include terms containing specific words like "how to" or "best" if you're targeting informational content
• Sort by "Competition" from low to high to find easier entry points

The goal is to end up with a focused, actionable list, not a spreadsheet with 800 terms you'll never touch.

Pulling keyword data is one thing. Understanding what it actually means is another. Here's a breakdown of the main metrics you'll see.

Average Monthly Searches

This is the average number of times a keyword was searched per month over the past 12 months. If you don't have active ad spend, you'll see ranges like "1K-10K" instead of exact numbers.

Higher isn't always better. A keyword with 500 monthly searches and clear buying intent can be more valuable than one with 50,000 searches from people who just want free information. Think about intent, not just volume.

Competition Level

In Google Keyword Planner, "competition" refers specifically to advertiser competition , meaning how many advertisers are bidding on that keyword in Google Ads. It's rated Low, Medium, or High.

This doesn't directly tell you how hard it is to rank organically in Google Search, but there's often a correlation. High-competition keywords in the Planner tend to have lots of established players targeting them in SEO too. Use it as a rough signal, not a definitive verdict.

Top of Page Bid Ranges

These show the low and high estimated cost-per-click for ads appearing at the top of the search results page. If a keyword has a high top-of-page bid, it usually means businesses are making money from it. That's a useful indicator of commercial intent .

Quick example: a keyword like "buy running shoes online" might show a high bid range because shoe retailers know that traffic converts into sales. A keyword like "history of running shoes" might show a low bid because it's mostly informational traffic that doesn't convert well for ads.

For content creators, this is a smart way to gauge which topics attract audiences with real purchase intent, even if you're not running ads yourself.

Keyword Trends Over Time

The trend graph is one of the most overlooked features in Google Keyword Planner. It shows you month-by-month search volume over the past year. Look for:

• Growing trends - keywords gaining momentum are worth targeting early
• Seasonal spikes - plan content 2-3 months before the peak hits
• Declining trends - be cautious about investing heavily in terms losing interest
• Flat trends - stable, evergreen keywords are reliable long-term targets

A keyword that looks mediocre on average might actually spike to 5x its normal volume during a specific season. Plan around that, and you can ride the wave at exactly the right time.

Google Keyword Planner is a solid starting point, but if you're serious about content and SEO in 2026, you'll hit its limits pretty quickly. It doesn't tell you how hard it'll be to rank. It doesn't help you write content. It doesn't track whether your content is getting picked up in AI-powered search results like Google's AI Overviews or Perplexity.

That's where Semly Pro comes in.

How Semly Pro Goes Beyond Keyword Research

Semly Pro isn't just a keyword tool. It's a full content and AI visibility platform that helps you go from keyword idea to published, optimized article, and then tracks how that content performs in both traditional search and AI-generated results.

Here's what you get with Semly Pro that you won't find in Google Keyword Planner:

• Long-form SEO article generation - AI-written articles built around your target keywords
• AI visibility score - see how your content performs in AI search tools like ChatGPT and Perplexity
• Competitor detection - find out who's outranking you and why
• AI citation tracking - know when AI tools reference your content
• CMS publishing to 12 platforms - publish directly without copying and pasting
• LLMs. txt generation - help AI crawlers understand and index your site correctly

Google Keyword Planner tells you what to target. Semly Pro helps you actually go get it.

Semly Pro vs. Google Keyword Planner

Here's how Semly Pro stacks up against Google Keyword Planner and other popular tools in the space:

Google Keyword Planner wins on price (it's free). But for teams or creators who want to go beyond research into actual content production, AI visibility, and citation tracking, Semly Pro covers a lot of ground that other tools simply don't touch yet.

Semly Pro's Pro plan starts at €139/mo and includes 40 long-form SEO articles per month, AI visibility scoring, and publishing to 12 CMS platforms. The Business Pro plan at €229/mo scales up to 100 articles per month with advanced AI metrics, team collaboration features, and data export. If you want a fully managed service where the Semly Pro team runs everything for you, that's available at €469/mo . All plans come with a 7-day free trial, no commitment needed.

Here's the honest truth: no single tool does everything perfectly. The right choice depends on where you are, what you're trying to do, and how much you're willing to spend.

For SEO Beginners

If you're just starting out, start with Google Keyword Planner. It's free, it's reliable, and it teaches you the fundamentals of keyword research without overwhelming you. Learn how to read search volume data, understand intent, and build keyword lists before you invest in paid tools.

Once you're ready to scale your content production and want AI-assisted writing, tracking, and publishing built in, Semly Pro's 7-day free trial is a natural next step. You can get started without any upfront commitment.

For PPC Marketers

Google Keyword Planner was built for you. The bid range data, competition levels, and forecasting features are all oriented toward paid search. If you're running Google Ads campaigns, you should definitely be using the Planner alongside your campaign setup.

That said, tools like Semrush or SE Ranking offer deeper paid search analysis if you're managing large budgets or complex account structures. For content that supports your paid campaigns, Semly Pro's article generation can help you build landing pages and supporting content faster.

For Content Creators and Agencies

This is where Google Keyword Planner starts to show its age. It's great for finding keywords, but it doesn't help you write content, track content performance in AI search, or manage multiple projects across a team.

Agencies and serious content creators tend to pair Google Keyword Planner with a platform like Semly Pro, where you can:

• Generate and publish long-form SEO articles at scale
• Track AI visibility across ChatGPT, Perplexity, and Google AI Overviews
• Manage multiple projects and team seats
• Export performance data in CSV or JSON format
• Access dedicated SEO strategy support on the Managed SEO plan

The Business Pro plan at €229/mo supports 3 projects and 3 team seats, which works well for small agencies or content teams managing multiple clients or brands. Need more capacity? You can add extra articles, projects, or team seats as your needs grow.

Bottom line: use Google Keyword Planner to find your keywords. Use Semly Pro to turn those keywords into content that ranks and gets cited.

Is Google Keyword Planner really free?

Yes, Google Keyword Planner is free to access. You need a Google Ads account, but you don't need to run any ads or spend any money. Just set up the account in Expert Mode and create it without a campaign. The only limitation is that without active ad spend, you'll see search volume ranges rather than exact monthly numbers.

Can I use Google Keyword Planner for SEO, not just Google Ads?

Absolutely. While Google built it for advertisers, SEO professionals and content creators use it constantly. The search volume data, keyword ideas, and trend graphs are all useful for organic content planning. Just keep in mind that the "competition" metric refers to advertiser competition, not organic ranking difficulty.

Why does Google Keyword Planner show ranges instead of exact numbers?

If your Google Ads account doesn't have active campaigns with real ad spend, Google limits you to volume ranges like "1K-10K" instead of exact figures. To get exact numbers, you'd need to run at least a small active campaign. For most content planning purposes, the ranges are enough to work with and help you prioritize between high-volume and low-volume terms.

How do I find low-competition keywords in Google Keyword Planner?

Use the Competition filter to show only "Low" competition keywords. Keep in mind this reflects advertiser competition, not SEO difficulty. Sort by average monthly searches to find low-competition terms that still have meaningful search volume. Combining this with a minimum search threshold (like 100 searches per month) helps you filter out noise and focus on real opportunities.

What's the difference between "Discover new keywords" and "Get search volume and forecasts"?

"Discover new keywords" is for exploration. You enter seed keywords or a URL and Google generates related keyword ideas. "Get search volume and forecasts" is for validation. You enter a list of keywords you already have and Google tells you their volume, competition, and projected performance. Use the first when you're researching from scratch, and the second when you want to check a list you've already built.

How often does Google Keyword Planner update its data?

Google updates the search volume data in Keyword Planner monthly. The average monthly searches figure reflects the average over the previous 12 months, so it smooths out seasonal fluctuations. The trend graph, though, shows you month-by-month data so you can spot seasonal patterns and decide when to publish or launch campaigns.

Can Google Keyword Planner tell me if a keyword is good for ranking in AI search results?

No, it can't. Google Keyword Planner is focused on traditional Google Search and Google Ads. It doesn't tell you anything about how your content might perform in AI-powered tools like Google's AI Overviews, Perplexity, or ChatGPT. For that kind of insight, you'd need a tool like Semly Pro, which tracks AI visibility scores and monitors whether your content gets cited in AI-generated answers.

What are the best alternatives to Google Keyword Planner?

It depends on what you need. For full-suite SEO data including backlinks and organic rankings, Semrush and Ahrefs are well-known options. For content optimization and on-page scoring, Surfer SEO and Frase are popular choices. For content generation combined with AI visibility tracking, Semly Pro is worth looking at, especially if you're scaling content production and want to track performance in both traditional and AI search from one platform.

Is Google Keyword Planner accurate?

It's as accurate as any tool gets, since it draws from Google's own search data. That said, "accurate" has some nuance here. The volume figures are averages, not real-time counts. The ranges (when you don't have active spend) can be quite broad, and the competition metric is for advertisers, not organic search. Use it as directional data, not gospel truth. Pair it with Google Search Console data from your own site for a more grounded picture of what's actually working.

How does Semly Pro's 7-day free trial work?

You can start a free trial of Semly Pro without any commitment. The trial gives you access to the platform so you can explore features like AI article generation, AI visibility scoring, and CMS publishing. After 7 days, you can choose to continue on the Pro plan at €139/mo, upgrade to Business Pro at €229/mo, or cancel. There's no contract locking you in.