How to use Google Keyword Planner: complete guide 2026

When you want to rank a website or launch a Google Ads campaign, the first step is always the same: understand which terms your audience uses to search for what you offer. Google Keyword Planner is the only tool on the market that provides direct access to real data from the world's most-used search engine. It is not perfect, but no paid alternative has access to that primary source.

How to access Google Keyword Planner

To access it you need a Google Ads account, which is free to create. Once inside, go to Tools and Settings → Planning → Keyword Planner. You will see two main options: Discover new keywords and Get search volume and forecasts.

Here is the most important nuance you need to know: the data shown by the tool depends on whether you have an active campaign with real spend or not. Without active spend, volumes appear in broad ranges such as '1,000–10,000 monthly searches'. With at least one campaign with some investment, data is unlocked and you can see exact figures month by month. If you do not want to spend, a common solution is to create a campaign with a minimal budget and pause it after a few days of activity.

Discover new keywords

This is the most widely used function for initial research. You enter up to 10 seed keywords — terms related to your business, product or service — and the tool returns hundreds of variants with their associated metrics.

Before launching the search, configure two fundamental filters: Language — select the appropriate language to avoid contamination from searches in other languages; and Location — filter by the country or region where your business operates. The search volumes and intent for the same keyword can vary enormously by market.

The results will show for each keyword: the average monthly searches, the competition level (low, medium or high, based on how many advertisers are bidding on that keyword), the suggested top-of-page bid and seasonal variation. High competition does not mean you should avoid a keyword — it means it has commercial value. The decision depends on your strategy and budget.

Get search volume and forecasts

The second Planner function has two distinct uses. You can paste a list of up to 2,500 keywords to see their volume all at once — ideal for audits or when you already have an elaborate list. And you can see forecasts: how many clicks and impressions you would expect if you bid on those keywords with a given budget.

It is important to distinguish between historical volume and forecasts. Historical volume tells you how many times a keyword was searched in the past 12 months on average. Forecasts are performance projections for an Ads campaign with a specific bid — useful for SEM, not for SEO. Pay attention to seasonality: a keyword like 'Christmas gift ideas' has an enormous peak in November and December and almost zero the rest of the year.

How to use Keyword Planner for SEO (not just Ads)

Although Google calls it 'Google Ads Keyword Planner', its utility for SEO is equal or greater. The reason is simple: it gives you access to real search data that no third-party tool can replicate with the same fidelity.

• Extract keywords with clear search intent. A keyword like 'buy running shoes men' has transactional intent. 'How to choose running shoes' has informational intent. For SEO, you need both, but on separate pages.
• Identify long-tail keywords. Long-tail keywords (3–4+ words) have lower volume but far less competition and higher conversion rates. The Planner generates them automatically from your seeds.
• Group by semantic topic. Keywords that address the same topic should go on the same page, not separate pages. This is how you build a solid content architecture.
• Export for your content plan. Download the CSV with all keywords, sort by volume, filter the relevant ones and build your editorial calendar based on real demand.

Common mistakes when using Keyword Planner

• Trusting broad ranges as if they were exact data. If you see '10,000–100,000 monthly searches', you do not know if it is 11,000 or 95,000. Decisions based on such broad ranges are risky.
• Ignoring search intent. High volume is worthless if the keyword does not match what your page can offer. 'What is SEO' attracts curious people, not clients.
• Focusing only on high volume. The most searched keywords tend to be the most competitive. In many sectors, targeting medium-volume keywords with strong buying intent produces much better results.
• Not cross-referencing data with other sources. The Planner does not tell you if you are already working on a keyword or if there is existing content that could be improved. Combine it with Google Search Console and other tools.

Alternatives to Google Keyword Planner

Google's Planner is the reference, but not the only option. Depending on your needs, other tools provide very valuable complementary data:

• Semrush: The most complete tool on the market for keyword analysis, position tracking, competitor analysis and technical audits. Paid, but with a free trial.
• Ahrefs: Particularly powerful for backlink analysis and long-term keywords. Its keyword index is one of the largest in the industry.
• Ubersuggest: A more affordable alternative developed by Neil Patel. Offers volume data, difficulty and content suggestions. A good option for freelancers and SMEs with a tight budget.

Frequently asked questions about Google Keyword Planner