Keywords are the bread and butter of any successful content strategy. They act as a bridge between what people are searching for and the content you provide. But how do you find the right keywords on Google? While it might seem like a daunting task at first, looking up keywords is a skill you can easily master with the right guidance.
In this post, we'll walk you through how to look up keywords on Google effectively. We'll cover tools, techniques, and tips that will help you identify the best keywords for your content, boost your SEO efforts, and ultimately attract more visitors to your site. Whether you're a beginner or looking to refine your existing strategy, there's something here for everyone.
The Basics of Keyword Research
Before diving into tools and techniques, let's clarify what keyword research is all about. At its core, keyword research involves identifying words and phrases that people enter into search engines when looking for information. These keywords can be single words ("shoes") or longer phrases ("best running shoes for flat feet").
Why does this matter? Knowing what your audience is searching for helps you create content that meets their needs. By using the right keywords, you improve the chances of your content appearing in search engine results, thus driving more traffic to your site. It's like having a compass that points you in the direction your audience is headed.
But not all keywords are created equal. Some are more competitive than others, making it harder to rank for them. Others may have a high search volume but aren't particularly relevant to your audience. This is where the art of keyword research comes into play—finding that sweet spot where relevance meets opportunity.
Using Google's Autocomplete Feature
One simple yet effective way to brainstorm keyword ideas is by using Google's autocomplete feature. When you start typing a word or phrase into Google's search bar, you'll notice a list of suggested searches. These suggestions are based on popular searches related to what you're typing, giving you a peek into what people are actually looking for.
For instance, if you type "best running," Google might suggest "best running shoes 2023" or "best running shoes for beginners." These suggestions can provide inspiration for your content and help you discover keywords you might not have considered.
To use this feature effectively, try typing various keywords related to your niche and observe the suggestions. It's an excellent starting point for generating a list of potential keywords. However, keep in mind that the autocomplete feature is just a starting point. You'll need to validate these ideas using more advanced tools, which we'll discuss next.
Google Keyword Planner: A Powerful Tool
Google Keyword Planner is a free tool that's particularly useful for finding keywords. Originally designed for Google Ads, it provides insights into search volume, competition, and even keyword trends over time. This makes it a valuable resource for content creators and marketers alike.
To get started, you'll need a Google Ads account. Once you're in, navigate to the Keyword Planner under the "Tools" menu. Here, you have two main options: "Discover new keywords" and "Get search volume and forecasts."
Choosing "Discover new keywords" allows you to enter a few seed keywords related to your topic. The tool will then generate a list of related keywords along with their average monthly searches, competition, and bid estimates. This information helps you gauge the potential of each keyword.
On the other hand, "Get search volume and forecasts" lets you see how a list of keywords might perform. You can upload a list of keywords, and the tool will provide metrics like search volume and projected performance. This option is great for refining your keyword strategy.
Exploring Google's Related Searches
Another handy feature of Google is the "Related Searches" section, which appears at the bottom of the search results page. This section provides additional suggestions based on the search query. It's a treasure trove of keyword ideas that are directly related to what people are searching for.
For example, if you search for "best travel backpacks," the related searches might include "best travel backpacks for Europe" or "affordable travel backpacks." These suggestions give you a broader view of what people are interested in, providing opportunities to tailor your content to these specific needs.
Using related searches is straightforward. Simply perform a search with your primary keyword, scroll to the bottom, and take note of the related searches. You can then incorporate these into your keyword strategy or use them as inspiration for new content topics.
Leveraging Google Trends
Google Trends is a powerful tool for gauging the popularity of keywords over time. It provides insights into search interest for specific terms, allowing you to see whether a keyword is gaining or losing traction. This can be particularly useful for identifying seasonal trends or emerging topics in your niche.
To use Google Trends, simply enter a keyword into the search bar. You'll see a graph showing the search interest over time, along with related queries and topics. This data can help you understand whether a keyword is worth targeting or if you should focus on other terms.
One practical application of Google Trends is identifying seasonal keywords. For instance, if you run a gardening blog, you might notice that searches for "planting tulips" spike in early spring. By planning your content around these trends, you can capture more traffic during peak interest periods.
Competitor Analysis: What Are They Using?
Keeping an eye on your competitors can provide valuable insights into which keywords are working for them. By analyzing their websites and content, you can identify gaps in your own strategy and discover new keyword opportunities.
Start by identifying your main competitors. Visit their websites and take note of the keywords they're targeting. Look at their meta tags, headings, and content to get a sense of their strategy. Tools like SEMrush or Ahrefs can also help by providing detailed data on competitor keywords and rankings.
While you don't want to copy your competitors outright, understanding their approach can inform your own strategy. Perhaps you'll discover keywords they're overlooking, or you'll find ways to differentiate your content by targeting less competitive terms.
Long-Tail Keywords: The Underestimated Gems
Long-tail keywords are longer, more specific phrases that often have lower search volume but higher conversion potential. Because they're less competitive, they're easier to rank for and can attract more targeted traffic to your site.
For example, instead of targeting the broad keyword "shoes," you might focus on "women's waterproof hiking shoes." This long-tail keyword is more specific, indicating that the searcher has a clear intent and is closer to making a purchase decision.
To find long-tail keywords, start by brainstorming variations of your main keywords. You can also use tools like AnswerThePublic, which generates questions and phrases related to your topic. Long-tail keywords might not bring in as much traffic as broader terms, but they often result in higher engagement and conversions.
Using Google Search Console for Insights
Google Search Console is a free tool that provides insights into how your site is performing in search results. It offers data on which keywords are driving traffic to your site, along with metrics like click-through rate and average position.
To access this data, log into your Search Console account and navigate to the "Performance" report. Here, you'll find a list of queries that are bringing visitors to your site. This information can be used to optimize your existing content and uncover new keyword opportunities.
For example, if you notice that a particular keyword is driving traffic but has a low click-through rate, consider updating your meta tags or content to make it more appealing. This continuous optimization helps ensure your site remains relevant and competitive in search results.
Putting It All Together: Creating a Keyword Strategy
Now that you've gathered a wealth of keyword ideas, it's time to create a strategy that aligns with your goals. A solid keyword strategy involves prioritizing keywords based on relevance, search volume, competition, and your audience's needs.
Start by organizing your keywords into categories or themes. This makes it easier to plan your content and ensures that you're covering a range of topics within your niche. For each category, identify a mix of short-tail and long-tail keywords to target.
Then, create a content calendar that outlines when and how you'll address each keyword. Consider the format of your content—whether it's a blog post, video, or infographic—and how it fits into your overall marketing strategy. By mapping out your keywords in this way, you create a structured approach to content creation that's both strategic and manageable.
Final Thoughts
Looking up keywords on Google is an essential part of any successful SEO strategy. By using tools like Google Keyword Planner, Google Trends, and Search Console, and leveraging features like autocomplete and related searches, you can uncover valuable insights that guide your content creation efforts.
At Pattern, we specialize in helping ecommerce brands and SaaS startups grow by driving more traffic from Google and turning that traffic into paying customers. Unlike most SEO agencies that focus only on rankings, we care about results—not just traffic for traffic's sake. We create programmatic landing pages that target hundreds (or even thousands) of search terms, helping your brand get found by more people who are ready to buy. Our approach ensures that every dollar you invest delivers real ROI, making SEO a growth channel that drives sales and lowers your customer acquisition costs. If you're interested in learning more, feel free to reach out to us at Pattern.