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How to use Google Keyword Planner for your Event’s SEO Strategy

How to use Google Keyword Planner for your Event’s SEO Strategy

Are you aiming to have your event’s website content increase your traffic and boost conversions? Then you will need to start by determining who you are targeting, specifically. You must structure your search engine optimisation (SEO) plan around your business objectives as without objective data, your keyword research is no more than a guess. Therefore, Google Adwords Keyword Planner comes into play. It is free and easy to set up, though be mindful it is designed for Adwords advertisers and not SEO in general – therefore, features like keyword bidding seem useful but are not without Adwords.

I will demonstrate through this article how to gain the best SEO value from Google Keyword Planner.

Get Started

Firstly, sign into your Adwords account which is free and easy to create. Go to the Tools tab then click Keyword Planner which will take you to a new screen.
Here there are 4 options to conduct some keyword research – the best is ‘search for new keywords using a phrase, website category’. It is better to stick to one keyword at a time for substantial keyword research. You can use the ‘get search volume data trends’ if you already have a list of words as it will provide a list of only the keywords you use with the search trends through the year.
Click ‘search for new keywords using a phrase, website or category’ where you can search through 3 different mediums. Use ‘your product or service’ if you know the general keyword(s). Use ‘your product category’ if you have less of an idea but have a target sector in mind. Use ‘landing page’ when you have little idea of words which could create traffic. ‘Your landing page’ scans that specific pages for words of relevance. It creates vast terms which can be in-putted in ‘your product or service’ for more extensive keyword options. Select your search type and click ‘get ideas’.

Time to get searching

It shows the keyword you used at the top of the page with the previous 12 months of search data based upon your aspiring criteria. It is of particular interest to note that you can make searches specific with location, search engine type, language and even negative keywords. Unless you have a reason for going specific, generally it is best to leave it as ‘default’.
You have two tabs under the graph for suggest key words; Ad Group Types for AdWord users and Keyword Ideas which provide you with exact match keywords with their average monthly search, ad impression share and competition suggested bid.
Ignore the following; competition (those paying for PPC that term), suggested bid (how much to pay for PPC keyword) and ad impression (the amount of people who will see your PPC ad). Average monthly searches are all we have interest in.

Export your list

Upon deciding on your high average monthly searches relevant to your site, you may like to export the list and document it. Though, there is not a way to pick and chose which you want, you have to export them all and delete as required.

Ensure you check Excel CSV and download.

Click, save file and it will download to your downloads folder. You can then open it in Excel.

In Excel you can delete columns apart from keyword and average monthly searches. From this spreadsheet you can pin point areas of high monthly search volume which will allow you to make an informed decision regarding your content strategy.

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Zack is Symposia's marketing manager and is responsible for all Symposia’s marketing content and brand assets.

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