SEO keyword research with

Fran Estevan

Written by Fran Estevan

In September, Google introduced a small, yet substantial modification in terms of the information it offers on its Google AdWords Keyword Planner. If you usually manage Google AdWords campaigns, you probably didn’t notice any difference. However, if you don’t have an active campaign, or you never even created one, you probably noticed how you no longer can see the exact average search volume for a specific query, with a very inexact range appearing in its stead.

Besides this issue, we have to consider the added difficulty of the tool altering your initial request, transforming plurals in singulars, or automatically changing your query to a related term. This is something that is very well exemplified in this post. Just as some years ago with the introduction of “not provided”, once again, Google is making it a little bit harder for SEOs to do their job.

However, as we’ve seen in previous posts, it’s possible to obtain precise information by using other tools in our keyword research, such as SEMRush, Sistrix, Übersuggest, or the one we’re going to present in this post:

What is is an online tool we can use as an alternative to the Keyword Planner, if we do not have or do not wish to activate a Google AdWords account.

The primary use of this tool is its capacity to display different related terms based on one unique query, offering up to 1,440 search terms extracted from Google’s autocomplete. It also allows us to discover related search data from other search engines, such as YouTube or Bing, as well as for platforms like Amazon and the App Store.

It’s also important to mention that recently it’s introduced new features, similar to the ones provided by Google Keyword Planner, such as filtering of results, keyword research based on a website, or the possibility to obtain search data and statistics from a predefined list of terms created by the user.

SEO keyword research with

When conducting a keyword research for a website, it’s essential for us to step into our target users’ shoes. A user, who is at the beginning of their research phase regarding a product, could enter into the search engine something like “what are the best football boots for kids”; while someone who has already decided on which product they want to buy will directly look for offers of a specific model, such as “nike magista for kids price”. It’s plain to see these two types of users are not the same.

The bigger is the keyword sample we are going to analyse, the better we can get to know our users, and design the content of our pages to cater to their expectations.‘s versatility in that sense makes it the ideal tool during this stage in our SEO consultation.

Below, we are going to talk in detail about some of the most common tasks carried out during an SEO keyword research, for which we can take advantage of’s features:

Identifying search patterns

This is one of the most important tasks in keyword research. It allows us to establish a semantic environment for our website, select search terms we consider to be the most relevant, and estimate the organic traffic volume they are capable of generating, thanks to our visibility in the SERPs.

To do this, we will enter a search term related to our website into the general search engine of the tool, inside the “Find keywords” main feature. We also recommend specifying the market and language we want to focus on, as well as possible “negative keywords”, which could be included in the results due to lexical similarities (for example: ski and schizophrenia). Remember that the more specific our search is, the lower is the number of results the tool is going to display. For that reason, when working on this task, it is best that the concept we enter is something generic.

Once the results related to our query are displayed, we will focus on the “Keyword Suggestions” and “Related Keywords” tabs, and we’ll try to locate results that are similar to our initial request, and which correspond to the different stages of the user’s search process.

For example, if we have an online shop selling ski gear, we would try to identify the following patterns:

  • Branded / Non branded: queries specifying a particular brand. For example: “brand + skis”, “brand + ski boots”, “brand + ski poles”, etc.
  • Anticipatory and related keywords: these search terms reveal in advance that a user is interested in a specific product range. Depending on the stage of the search process this user’s currently at, they can be more generic, such as “product type + ski” or “women’s/men’s/kids skis”, or more specific (related) such as “ski comparison”, “X brand skis vs Y brand skis”. Later in this post we will see how to make the most of the latter type.
  • Keyword with a high conversion potential: search queries, which indicate that the user’s has already made a purchase decision. E.g. “buy X brand Y model skis”. tabs results

Discover new ideas to expand the use of long tail terms on your website

As we move forward in our research, the results we’ll find will get more and more specific. That is to say, they will become long tail keywords, for which it is easier to get rankings with our website. Thanks to them, we will discover other ways of boosting our website’s relevance, as well as new ideas with regard to grouping product categories, or related terms to include on a page, in order to broaden the semantic field of a keyword.

Another very effective way to discover ideas is going to the “Questions” tab, which will show searches related to the keyword, but in the shape of questions. If we have a blog, this is incredibly useful in order to generate ideas for an editorial calendar of new content, which will help us to increase organic traffic. questions tab

Albeit the search potential is quite low for most of these terms, let’s not forget that this tool uses Google Suggest’s autocomplete, so it’s very likely that users will search for this in the future. On the other hand, it’s important to point out that visitors entering our website through these searches are highly qualified. If we can offer quality content, the users will see us as a leading resource on this topic, making it more likely that they will end up buying in our shop.

Getting to know and analysing the main keywords used by the competition

One of the latest additions we spoke about at the beginning of this post is the feature allowing us to research the main keywords used on a specific website, very similar to one of the features provided by the Keyword Planner. Using this technique it is possible to find out about the most relevant keywords for our competition. To do this, we must go to “Analyze Competitors” and enter the domain of any of our direct competitors.

Competition analysis

This way, we will get a list of the most relevant search terms, ordered by their traffic potential. First, we recommend limiting the market and the language we are targeting using the aforementioned filters, located at the left sidebar. This way, the results returned by the tool will be more relevant to what we’re interested in. Just as with the previous option, we can see the monthly traffic potential for each of them, and clicking on the tiny chart situated next to the search volume, we can see during what time of the year this search query is consulted more frequently.

Competition Analysis

Another thing to keep in mind is that allows us to export selected keywords, or the list in full to a .csv or .xlsx file. This way, we can work with the data it provides in an external application, compare which keywords match to our own, and study the comparative visibility of these matches using free tools like Rank Checker or subscription-based tools like Advanced Web Ranking.


As you’ve been able to see in this post, we’ve only tackled keyword research in terms of SEO. Nevertheless, also allows you to estimate traffic potential, competition and bids for Google AdWords campaigns.

It’s important to remember that its main competitive advantage (its great capacity to generate search results) is somewhat undermined if we continuously work with similar search terms, because we’ll get the same results all the time. For that reason, it’s important to put its usefulness into context, because if other tools return a lower number of results, they may include other benefits that will make them more profitable.

Fran Estevan
Autor: Fran Estevan

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