Keyword Research Using Google Keyword Planner and SEMrush

Keyword research is the foundation of every successful search engine marketing campaign. It involves identifying the search terms people use to find products, services, or content related to your business. Tools like Google Keyword Planner and SEMrush are essential for finding the right keywords that balance search volume, competition, and commercial intent.

This lesson will guide students through the process of keyword research using both tools and show how to apply findings to real campaigns.

1. Google Keyword Planner: Basic but Powerful

What It Is:
A free tool within Google Ads that helps you discover new keywords and understand their search volume, competition level, and potential CPC (cost-per-click).

How to Use It:

• Access through your Google Ads account.
• Choose “Discover New Keywords” to generate new keyword ideas.
• Use “Get Search Volume and Forecasts” to evaluate known keywords.
• Filter by location, language, and industry.
• Analyze metrics like average monthly searches, competition, and bid ranges.

Best For:

• Finding Google-specific keywords
• Beginners who want free and reliable data
• Building keyword lists for Google Ads campaigns

Pro Tip:
Use “Broaden your search” suggestions to explore high-opportunity, long-tail keywords.

2. SEMrush: Advanced Competitive Insights

What It Is:
A premium SEO and SEM tool that provides in-depth keyword analysis, including competitive data, keyword gaps, and SERP features.

Key Features:

• Keyword Overview: See volume, keyword difficulty, trends, CPC, and SERP features.
• Keyword Magic Tool: Explore thousands of variations and filter by match types, questions, or intent.
• Competitive Research: Spy on competitors’ top-performing keywords.
• Keyword Gap Tool: Compare your keyword profile with competitors and find missing opportunities.

Best For:

• Comprehensive keyword strategy building
• Analyzing what competitors rank for organically and through paid ads
• High-performing campaign optimization

Pro Tip:
Use the “Questions” filter in the Keyword Magic Tool to uncover content-driven keyword opportunities ideal for blog posts and landing pages.

3. Comparing the Tools: When to Use What

4. Applying Keyword Research to Campaigns

• Build Ad Groups based on keyword themes (e.g., branded, product-specific, long-tail).
• Create Content targeting informational and commercial keywords (blogs, landing pages).
• Use negative keywords to filter out irrelevant traffic.
• Focus on search intent: Understand whether a keyword indicates awareness, consideration, or purchase stage.