Competent selection search queries will help you quickly get an extensive database keywords (semantic core) for further development materials relevant to them, demanded by users.

Knowing the frequency of the request in Google, you can create a site with the correct structure and improve the position of existing pages. In addition, the statistics obtained during the study will make it possible to set up contextual advertising with minimal cost and maximum conversion.

The secret of success is that you need to not only analyze the niche and understand your target audience, but also to pick up popular queries with the help of special services.

Do you want to create an effective semantic core without the services of agencies and optimizers? Then you need to read this article!

How to find out the statistics of queries in "Google"?

If you are aiming to win the sympathy of Runet users, professional tools from search engine Google is exactly what you need.

AdWords Keyword Planner

Google AdWords is a basic free platform with an intuitive clear interface like Yandex WordStat, but with the stipulated assessment of competition. The service is focused on issuing and filtering requests from Google, which can be used for SEO promotion of sites and YouTube channels, as well as setting up advertisements.

The Keyword Planner tool shows details for both individual keywords and entire phrases and gives you all the information related to them - the details will be useful for a successful project strategy. The advantages of this option include powerful functionality for analytics of the effectiveness of promotion, taking into account not only the frequency, but also the competition of keys. Among other things, Google AdWords issues a preliminary price (bid) for queries.

Minus one - you get not exact, average data taking into account search results. Google support focuses on the fact that total number of selected queries for individual regions rarely corresponds to the sum of their keys.

Attention! AdWords shows no more than 800 requests, which means that you will have to enter each phrase you are interested in separately. For example, first "buy women's clothing", and then "buy a woman's dress."

Google Keywords Planner search statistics

Instructions for selecting queries in Google AdWords

The algorithms for working with this service are incredibly simple:

1. Create a single Google account for all informers.

4. Fill out a simple form (with selected phrases, location and negative keywords) and you will receive the information you need.

It is interesting! In 2017, Google changed gray interface with unjustified sub-menus for a more modern and attractive counterpart. Now working in the system has become even more convenient and enjoyable.

Manual key selection method

Unlike automatic way service work, manual control carried out through a browser without such auxiliary tools as Slovoeb, Magadan or Key Collector.

To start collecting the semantic core, you need to follow the link https://adwords.google.com/KeywordPlanner , and then go to the "Search for new keywords by phrase, site or category" subsection.

To start searching for keywords in Google Keywords Plein Air, you need to enter one or two phrases from your preliminary list, adjusting the output settings using filters by region, language, and date range. Then you should click the "Get Variants" button, export the received requests to CSV and then continue working with the following search phrases.

Key guessing for an existing landing page

You have the opportunity to view the statistics of search queries in Google, based on the initial list of priority phrases or on a specific landing page. In this way, it is easy to analyze and then improve the main elements of a web project. You can go further - to study the features of a competitor's website under a microscope, draw conclusions and revise your own strategy.

To do this, go to the "Keyword Planner", enter the address to the page of interest and configure the tool in accordance with personal preferences.

The presented analysis method will show both the frequency of requests and the level of their competition, the recommended bid for launching paid advertising by the service.

The interface of the modified service impresses with thoughtfulness. At the top there is a line for the name of the product or service, next to it there is a button "Get options" and "Edit search criteria". Below are two subsections: one for working with ad groups, the other for calculating keywords.

In the second category, indicators of frequency, level of competition, as well as average price per click and bounce rate of each ad. At the very bottom you can see relevant phrases - they will be useful for expanding the semantic core.

Word order in a query

Unlike Yandex WordStat, Google's query selection tool is able to distinguish the same key phrase with a particular word order. Statistics and bid for such keywords will have different indicators - this applies to exact and phrase matching.

If you do not want to enter essentially the same queries with different word order, but want to immediately familiarize yourself with all the data, use the broad match modifier (+). It will show synonyms and similar keys.

Search phrases by region

Are you planning to promote the site in the area? Then you need to use the "Location" tab and set desired city- you will receive a list of queries that are popular with the target audience.

You can also select "All locations" and then exclude phrases with extra cities and regions from the results.

Advice! If an extensive initial list is required, we recommend using a minimum of filters. So you collect maximum amount target phrases and better understand the topic, the needs of your potential clients. But get ready for the fact that further cleaning and preparation of keys will require a lot of effort and time.

Convenient seasonal analysis

The Google Keyword Tool shows the dynamics of search queries by week and month. Information from this section will be useful for an information site with a New Year theme, offering its services to a travel agency, an online store selling swimwear or flower seeds.

The information obtained will help predict the decline and growth in the number of visitors for specific keys.

Programs and services for searching queries for Google

1. "Slovoeb" - a multifunctional free tool that allows you to automatically generate a large list of keys with an analysis of the region and the time required for promotion.

2. Keyword Tool is a handy service that supports more than 80 languages. For most requests, it selects over 750 keys, and also gives search hints.

3. SEMrush.com - the platform pleases with a clear interface and good functionality. Allows you to identify the keywords your competitors are ranking for.

4. Key Collector - paid, but very convenient and powerful option for those who want to get maximum information with minimum effort.
5. SerpStat.com - shows tips for improving the list of keys, allows you to collect a long tail that will quickly bring the first customers.

After testing each of the presented tools, you will surely find one that will help you form the perfect semantic core. As a result, the site will attract new visitors, which means it will increase sales or income from monetization.

Hi all!

I apologize to you, dear visitors, this lesson should have been released a long time ago. I missed this moment and I'm sorry, but today I'll catch up and talk about the Google Adwords Keyword Planner. And also, I would like to devote a small part of the lesson to Adwords match types. But first things first, let's start with the planner.

The Keyword Planner is a tool that allows you to view data about the keywords you enter in Google searches.

It seems to be nothing new compared to Wordstat, but the feature of the planner is that it displays not only the number of views per month, but also shows the level of competition for the selected key and recommends a bid.

Here, look at the screenshot:

How to work with Keyword Planner?

We are greeted by several tabs at once, but we are more interested in the first one - the search for new keywords by phrase, site and category. Click on it and a workspace will drop out with a field for entering keywords and search settings:

And before you start the search, set up filters. Click on the Keyword Filters tab and make the following settings:

• The average number of requests per month is greater than or equal to 50;
• The level of competition is medium and low;

Then, in the “Your product or service” input field, enter a phrase that describes your niche. I will write - Yandex direct:

Click on the "Get Options" button.

Well, look at the results:

For convenience, I recommend downloading the entire list of suggested keywords in a csv file, you can do this by clicking on the “Download” button:

And select desired format file, namely CSV (Excel):

Open the file you just downloaded:

As you can see, all the columns are here on English language, and some of them also have some incomprehensible numbers. So what does each column mean?

• Ad Group - The group to which the phrase belongs. The “Seed Keywords” value applies only to the phrase that you used for the search, in my case it is the phrase “Yandex direct”. The value “Keywords Ideas” is used for found phrases;
• Keyword - keyword;
• Currency - currency;
• Aug. Monthly Searches (exact match only) – number of searches per month;
• Competition - the level of competition. Here we use numerical values ​​indicating the level of competition:
  • up to 0.33 – low level of competition;
  • up to 0.66 – average level of competition;
  • from 0.67 - high level of competition;
• Suggested bid - recommended bid in rubles;

Working with this file, you can prepare an entire advertising campaign for uploading to Adwords through Google Adwords Editor (). Be sure to read the lesson on working with Adwords Editor, a very handy tool that greatly simplifies the work of Google contextual advertising.

As you can see, the Google Adwords Keyword Planner is easy to use, but you can get Additional information(bets, competition) and set it up the way you need it, which you can’t do with Wordstat. I really hope that Yandex will soon improve the Wordstat service and it will be as convenient to work with it as with the scheduler.

But that's not all.

Adwords match types.

At the end of the lesson, I would like to touch on match types.

Match types are the same keyword operators in Yandex Direct.

So there are 5 in total:

• Broad match - applied by default for all key phrases. That is, the phrase - Yandex direct - has a broad correspondence. This means that an ad that uses this phrase will be shown whenever this phrase is used in a query;
• The broad match modifier is already an operator, denoted by a plus sign. Example: +yandex +direct. If words in a phrase are preceded by this operator, then the ad will be shown whenever the search query uses words from the phrase you specified in modified or similar wordings (but not synonyms). Example:
  • Phrase: + men's + shoes
  • Search query: shoes for men;
• Phrase match - given operator captures the key phrase, but may contain additional words. That is, the search query must contain the key phrase you use, in the wording in which you set it, but may contain some other words, only under this condition the ad will appear. Denoted by quotation marks (“Yandex direct”). Example:
  • Phrase: “Yandex direct”
  • Search query: how to set up Yandex direct;
• Exact Match - The search query must be exactly the same as the keyword. Denoted by square brackets - [Yandex direct]. Example:
  • Phrase: [football boots]
  • Search term: football boots;
• Negative matches are regular negative keywords. As you understand, they are indicated by a minus sign;

There are more than 4 operators than 5, but Google has such a classification.

The only thing I want to say about operators: use them very carefully so as not to cut off a significant part of the traffic. Well, you know the consequences.

You can set match types for keywords in the Google Adwords interface. In the “Keywords” tab, click on the keyword and a small window will appear where you can apply one or another type of match:

As for Google Adwords Editor, read the lesson where I described the process of transferring an advertising campaign from Direct to Adwords.

That's all, dear friends. Even today I was late, it’s already one in the morning on my watch, and tomorrow I’ll go to the city, pay the very big fine that I talked about in the lesson about.

Goodbye!

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For the landing page.

Briefly, the strategy is reduced to the following steps:

• study the structure of the site;
• looking for new ideas;
• research competitors;
• collect intersections;
• collecting hints;
• filter by negative keywords;
• group words;
• we estimate the frequency and take into account the word form.

But as a result, something does not work or you understand that something is missing.

It can usually turn out that the CTR of existing words is below 10% and is not encouraging. high rates conversions.

Or 80% of the semantics after a long period of time does not work.

Losses on such keywords can be up to 75% of your budget!

According to statistics, poorly performing queries are easy to catch using filters and pause, but others should be added in their place.

Are you wondering how to expand your keywords and improve your PPC performance?

A simple and understandable guide will help you to collect the treasured words without missing anything superfluous.

Conversion keys from Yandex.Direct

Yes, the easiest way to find keywords is to look at what has worked well for you.

Take search queries from Yandex.Direct and add them to your campaign.

Try to keep the keyword matching format: remember that they can be different.

Try to change them in Excel according to a simple rule.

Match type in Yandex	Example	How to write in Google AdWords
Wide	samsung s7 repair	+ Repair + Samsung + S7
Wide with precise word form	!repair!samsung S7	+ Repair + Samsung + S7*
Forced occurrence of a word in a query	repair samsung s7 + in moscow	repair samsung s7 + in moscow**
Exact word form	repair samsung + in! moscow	+repair +samsung +in +moscow
Phrase match	“samsung s7 repair”	[samsung s7 repair]
Phrasal with exact word form	“!repair!samsung!S7”	[+ Repair + Samsung + S7]
Fixed word order	[samsung s7 repair]	“samsung s7 repair”

In summary, the broad match modifier operator, in fact, is an analogue of using only the word that we added to contextual advertising.

• The word can be declined, but you cannot use different numbers - singular and plural.
• If it is a verb, then in one tense - indefinite, present or past.

In fact, the use + implies that you will be adding all additional phrase frames.

For example, if you use the word repair without a broad match modifier operator, the ad might be shown for a request to repair or refinish.

Therefore, when adding conversion keys, be sure to study Yandex search suggestions.

You can view them here.

Select all conversion requests.

Study only this column, after deleting duplicates.

Conversion SEO Keys

We study the conversion keys from the search.

Yes, you can just go to your report Google Analytics and in the “Conversions” section, catch the main keywords.

I use it every day, it helps with most automated tasks.

Initially, cross the main words between each other.

Just write the first word-phrase in column 1, in any other column - the second word.

The result will be a structured list.

Its convenience is that all words will alternate.

Immediately import the list into Excel in this form.

For a group, just take the first key and duplicate it to the end.

Then copy the complete first list and add it to the third column.

In the first column, enter the names of districts and cities, not forgetting the operator *.

If you do this, the hierarchy in the utility is not violated, and you can easily “put down” ad groups directly in EXCEL.

Removing duplicate keywords

Remove duplicate keywords.

To remove duplicate keywords, we use a simple AdWords Editor utility.

To do this, first download updated version your campaign.

Then press Tools - Find Duplicate Keywords.

Then the system will prompt you to find a filtering method - select the following.

• Strict word order - use the default if your campaign contains phrase and exact match words. Otherwise select Any word order.
• Duplicate words must be of the same match type.
• Searching for keys is recommended in selected campaigns with the same geotargeting. If you have a campaign near Moscow and St. Petersburg, it is recommended to choose Within one campaign.

After that click OK and remove duplicate keywords.

Use Keyword Quality Criterion − All but the highest.

Then simply pause or delete (if you're only going to upload the campaign) duplicates.

Once you've made headlines, create new ads that are relevant to our keywords.

To do this, you can use a simple utility Ad generation.

• In the first column, add ad groups.
• Complete Heading 1 through the operator (keyword:)- this will substitute your created key.
• Write down the rest of the ad texts.
• Enter a name for the campaign. Please note that if you want to insert new groups into an existing campaign, write the same name.
• When saving the result in the generator, delete the KeyWord field - then in the AdWords Editor you will import only the ads themselves in the desired structure.

Total: You easily transferred all created keywords by groups to a new or existing campaign.

Let's move on to requests.

Change match types

Change match types.

Don't forget about keyword match types.

After all, we probably have already collected queries not in the types of matches that we planned.

Use a simple utility that can make phrases with the desired match types:

Write prepositions in the Broad Match Modifier field.

Specify them separated by commas.

Then paste all the keywords from the column and click the button Get keywords.

Then copy the result to clipboard and paste it into Excel.

Then import the keywords into AdWords Editor in a simple way - name the first line as shown in the screenshot.

Check titles for length

Check titles for length.

Make sure titles are no longer than 30 characters.

This can be checked using EXCEL.

Use our utility to split words by length.

Just paste in the first column a list of groups.

Then check the keywords that will participate in auto-substitution.

CONCLUSIONS

No matter how you put together a campaign, you always have to refine your search keywords.

To do this, follow these simple tips.

• Explore other traffic channels. For example, the same Yandex.Direct - statistics on it can be very useful.
• Evaluate the most converting keywords. Note that they can be fished from search engine seo traffic.
• Take advantage of competitor sites. They do not stand still and constantly modify texts and search queries.
• Add new keywords to campaigns, experiment with ads.

In the next article, we will look at how to upload campaigns to the Display Network (Display Network), take into account the settings of this type of advertising, and tell you how not to drain all the money down the drain.

Subscribe to the blog and receive notifications of new publications. Ask questions in the comments, I will be happy to answer them!

We have released a new book "Content Marketing in in social networks: How to get into the head of subscribers and fall in love with your brand.

The tool itself offers the following options choice:

We choose the first item.

Let's see what keyword options he will find for the word "roses":

In the column "Your product or service a » indicate the name (roses, bicycles, etc.).

You can also specify a landing page if there are different groups of queries leading to different sections of the catalog, such as in online stores or service sites.

Unlike Wordstat, Planner allows you to select a product category, such as Gardening. This greatly simplifies the search for keywords, because. extra words (movies with the word "rose" in the title, perfume, the female name "Rose", etc.) are automatically filtered out. In our case, we need the category “Gardens, terraces, patios”.

Targeting

Suggested targeting criteria are:

• "Location". You can select the target city/region or several where the activity is carried out. It makes no sense to show ads throughout Russia if your services are distributed throughout Moscow and Moscow Region.
• "Language". Google is globally oriented and can therefore be configured in any of the languages ​​presented.
• Negative words. Additionally, you can add words for which queries will not be shown.
• Click on "Get Options" and see what happens.

Google Keyword Statistics

It displays options for key phrases with the word "roses", the average number of requests per month and the level of their competition.

The keywords are chosen quite accurately and in accordance with the subject.

And now let's see the result of Wordstat selection:

The issue is more “garbage”, it is necessary to dilute it with negative keywords. However, Yandex shows us synonyms and queries similar to the one we are looking for.

For a more specific "buy roses", Wordstat gives more options. In addition, with its help it is easier and faster to collect low-frequency.

Keywords for the query "buy roses"

Google Adwords keywords for "buy roses"

Conclusion

Comparing the work of the two tools Yandex.Wordstat and Google Adwords, I would say that it is best to use these two tools together.

Yandex Wordstat is much faster and easier to use.

However, despite the difficulty of selecting keywords in Google, the tool itself provides more information for analysis and many additional features to collect high-quality SA.

Luckily, Google has a free keyword tool to help you do just that: .

Google Keyword Planner doesn't have a great reputation, especially after Google removed the ability to see exact monthly search volume.

Monthly frequency for "best protein powder" in Google Keyword Planner

She can be recognized. But for this you have to run an AdWords campaign. And it costs money.

But don't get upset. Google Keyword Planner is EXTREMELY powerful tool which has clear advantages. For example, it can suggest keywords that you are more nowhere you won't find. Believe me, I checked.

The problem is that most SEOs have no idea how to get the most out of this tool.

In this article, I'll show you how to get tons of SEO value out of the Keyword Planner. Who knows, maybe there are several ways to find out the exact frequency ... for free. 😉

Let's start with the basics.

How to Access Google Keyword Planner (Free)

Google Keyword Planner 100% free. To gain access, you do not need to spend a dime on advertising. You only need a Google account.

NOTE. Not Google account? you can get it for free.

But sometimes when accessing a tool, this happens:

Google is so aggressive about running ads that it seems like there's no other way to get access to the tool other than throwing some cash in there. But I have good news.

You CAN access the tool NOT running AdWords ads. You just need to overcome a few obstacles.

Not too far from the truth. 😉

IMPORTANT: This is a very approximate way of estimating frequency. And by no means definitive.

Method 2: Install Keywords Everywhere

But there is another point that few people know about: the extension shows the frequency in the Google Keyword Planner as well.

Don't believe? See for yourself:

Cool, right? The only problem is that this data cannot be exported just like that.

But with the help of XPath and the Scraper Chrome extension, this is possible.

But no matter what technique you use, I do not advise you to fully trust the data received.

To understand why, check out the two articles by [Soulo] in the further reading block below.

2. Check more than ten introductory requests at a time

Here's what happens if you try to add more than ten introductory keywords to the Google Keyword Planner:

“No stairs, denied.”

But there is a way around this. Check them one by one. And add to the plan: click the checkbox at the very top of the list and select the option "select all XXX", then click "Add to plan".

Let's do this for the 743 sentences for the intro query "SEO".

And repeat the operation for ten other keywords.

Now let's look at the "Previous indicators" tab in the section Keywords. Here we will see ALL the keywords we just added. All duplicates have been removed automatically, so there are no duplicate requests in the list.

They are displayed in alphabetical order by default. But you yourself can sort them by the number of requests, competition, or other metrics.

3. Copy requests from competitors

The Google Keyword Planner can generate queries for a URL.

Do you understand what I'm getting at? You can follow your competitors and spy on their keywords. Simply enter the URL of a competitor's page into Planner and select "Entire Site" from the dropdown list.

2,274 proposals on request.

If you see too many branded queries, filter them out.

Add Filter > Keyword Text > Enter Brand Name

Repeat the process with any number of competitors and get an endless stream of fresh keyword ideas.

PRO TIP

Want to find queries for individual pages? Select "Only for this page" from the drop-down list.

Let's do it for our competitor's Google Keyword Planner guide.

652 results.

There are good ideas. I think I use a couple from the list in this post. Let's see if you can find them 😉

4. Find the questions people are asking

It's a lot easier to come up with content ideas when you know what your audience is interested in. Maybe that's why answers like The Public are so popular.

But you don't need a separate tool for that. If you turn on the savvy, this can be done in the Keyword Planner.

Filter > Keyword Text > contains > enter one of the following:who, what, why, when, where, how.

Repeat the process for the rest of the question words. When finished, the result will look something like this:

Result: 211 suggestion questions.

You can find great ideas for content. For example:

• what is link building (what is link building);
• what is search engine optimization (what is search engine optimization);
• what is the best seo tool (what is the best seo tool);
• etc.

WANT MORE QUESTIONS?

How about the number in 28,848?

That's how many question-type queries the tool finds for the query " SEO".

28,848 question keywords for "SEO" in .

As you may have noticed everyone has there are exact frequency numbers. 😉

Repeat the process for different introductory keywords and you'll end up with a HUGE list of question queries.

Add filtered results to the plan each time. You can even create an ad group specifically for these queries.

This will make it easier to filter queries in Excel or if you want to export the plan.

5. Find promising keywords by looking at suggested bids

All keyword suggestions are great, but how do you know which keywords are valuable to your business?

You can sort them out manually. But it's not fun at all if you have hundreds or thousands of keywords on your list.

I suggest using the column "Bid to display at the top of the page (max)".

Let's say you're a plumber. Using the first trick with impressions instead of frequency, we learned that the search term "plumber" is predicted to be about 286K impressions over the next 30 days.

But plumbers don't work all over the country. It's impossible.

With the help of Google Keyword Planner, you can narrow down your search and see frequency estimates for regions and even individual cities.

Start typing the name of the area into the location filter at the very top of the page. Let's try Los Angeles (city).

Now we can see that "Plumber" only got about 12k impressions. Not bad, right?

This is convenient not only for local businesses. You can also understand which are the most popular regions in which a particular query is searched.

Just add a keyword (or several words) to the plan. I'll take "Hendersons relish".

Now let's move on to Plan Overview and select "All locations" in the location filter. Scroll to block Locations. You will see a list of the top countries searched for for that keyword.

NOTE. Don't forget to turn off the city filter first.

We can see that 94.5% of all impressions for "hendersons relish" are in the UK. No wonder, these are British spices.

This tool can also be used to understand WHO you are creating content FOR.

For example, 3.9% of all "luxury car rental" requests come from Los Angeles.

If your business is related to premium car rentals, then creating content aimed at the guys from Los Angeles will most likely pay off pretty well. Even if the content is not 100% related to cars. This is a good way to grab the attention of potential customers.

Not a bad idea, right? Guys from rentalcars.com they think so too. (eng.)

7. Find out what devices people are using (and what devices to optimize for)

To use the Internet today, people use a lot of different devices. In particular, smartphones, laptops and tablets. Each device has different screen sizes, which means that it will be more difficult to optimize the site for all devices.

For example, this is what the part of the post about (eng.) looks like on the desktop…

... and on mobile:

While the text is perfectly readable, some of the numbers in the screenshot can be hard to see on a small screen. Not the best user experience.

But I know for sure that majority people are reading this guide from desktops.

Where? I checked in the Google Keyword Planner.

To do this, add a keyword to the plan and go to Plan Overview. Look at the block Devices, namely on the strip Impressions. Hover over and you will see what percentage of impressions comes from different types devices.

As you can see, for the query "free keyword research tools" (" free tools for keyword analysis") 92% of impressions come from computer devices with big screen.

Therefore, it is fully justified to put the experience of computer users above all others.

For some keywords, it will be the other way around. For example, "the best restaurants near me."

91.4% of all impressions come from mobile devices.

Logically. People who enter this query into Google are most likely looking for a good restaurant while walking around the city.

conclusions

The Google Keyword Planner is a very powerful tool. I highly recommend using it in your keyword research process. With it, you can get data that is no longer available in any of the other .

But he has his limitations. One of the biggest is inaccurate query frequency data.

Luckily, this can be solved with another . This tool combines data from Google Keyword Planner and clickstream data to more accurately estimate search volume and more.

Some query metrics

Try this tool for yourself with a seven-day trial period. Or see our complete guide by keyword analysis.