First we lost the Wonder Wheel, and now the Google Keyword Tool has gone – or at least been consumed by Google Keyword Planner.
For those running paid advertising campaigns (Adwords) this is perhaps not a biggie, but for those novices and small businesses who benefited greatly from the accessibility of the Google Keyword Tool, it is.
Being able to use it without a log in was great, and the Tool allowed them to get an inkling about what keywords to target, particularly when writing content – without incurring the expense of engaging an optimization expert to tell them.
The introduction of Google Keyword Planner has made life just that much more difficult for newcomers and small businesses trying to negotiate the minefield that keyword research can be.
For a ‘done-for-you’ solution, I can have a Keyword Research Report created for you.
but if you are going it alone, the following relates to the changes Google has made, and this post SearchEngineLand gives a great run down on using the new tool.
Not So Warm Welcome
Users across the board seem to be disenchanted with Google’s latest keyword research tool, with references to many short-comings compared to its older sister Google Keyword Tools.
Some of the most common complaints include:
- You can no longer get a breakdown by devices
- Exact, phrases and broad searches are now just down to exact keywords.
- You have to have an Adword account to access Keyword Planner.
- You no longer have access to global versus local searches.
- A downsized listing of keywords from 200 to just 50.
It seems that the new Google Keyword Planner is far more focused on the needs of advertisers as opposed to content optimization. Whereas the novice could tinker with Keyword Tool to help sort through the confusing world of keyword research, the new tool is more focused on assisting advertisers to find the best ad groups and campaigns.
This, of course, works to Google’s advantage – understandable – it is a business not a charity. But it doesn’t mean we have to like it!
Combining Two Tools
It appears there is much speculation that with the introduction of Google Keyword Planner and the shut down of Google Keyword Tool, the next tool on the list to disappear will be Adwords Traffic Estimator.
It seems that Planner is covering some of the tasks that Estimator was doing, making it easier for advertisers to zoom in on the information they need. The problem with this for the average Joe is that by drilling down and making the tool more specific it may lessen the usefulness of Keyword Planner for general keyword research.
If you are staring at the pages of Google Keyword Planner and finding it a terrain too rough to navigate, I invite you to read about my Keyword Research Report service. Armed with your detailed report, you will be able to identify which keywords to use as part of your content marketing plan.