Using Google's Keyword Planner (Formerly the AdWords Keyword Tool) for SEO
Google's keyword research tool has changed names since it was known as the AdWords Keyword Tool, but the underlying data is still one of the most direct ways to see what people actually search for. Here's how to use it for SEO, even though it was built for paid search.
The tool once called the AdWords Keyword Tool is now Google's Keyword Planner, found inside Google Ads. It's built for planning paid campaigns, but its keyword ideas, grouping and relative search volume data are still useful for SEO keyword research — with a few caveats about how the data is presented for an unfunded account.
What Happened to the AdWords Keyword Tool
Google rebranded AdWords to Google Ads some years ago, and the keyword research feature inside it is now called Keyword Planner. The underlying function — entering seed keywords or a URL and getting back related keyword ideas — is largely the same, just under a different name and inside a redesigned interface.
Searchers still look for it under the old name out of habit, which is worth knowing if you're writing content about it, but the tool itself lives inside Google Ads today.
How to Access Keyword Planner
Keyword Planner is a free tool inside any Google Ads account. You don't need an active paid campaign to use it, though the type of data you see can differ depending on whether your account has recent ad spend.
Create a Google Ads account
A free account is enough to access the tool, even without launching a campaign.
Find "Keyword Planner" in Tools
It sits under the Tools and Settings menu within the Google Ads interface.
Choose "Discover new keywords"
This is the option that most closely resembles the old AdWords Keyword Tool's core function.
Enter seed terms or a URL
Start from a topic, a competitor's page, or your own site to generate related keyword ideas.
What's Actually Useful for SEO Specifically
Even though it's a paid-search tool at heart, several parts of it translate well to organic keyword research.
Keyword Ideas A broad list of related terms, fast
Entering a seed keyword or URL returns a wide list of related terms, which is a fast way to map out a topic area before narrowing down to what to target organically.
Relative Search Volume A directional sense of demand
Search volume ranges give a directional sense of which keywords in a topic area get searched more than others, useful for prioritising content even without exact numbers.
Grouped Keyword Ideas Natural topic clusters
The tool often groups related keywords together, which can help identify natural subtopics worth covering on a page or across a content cluster.
Its Limitations for SEO Use
Because Keyword Planner is built primarily for advertisers, a few of its defaults don't map perfectly onto SEO research.
What it's good for
- Broad keyword discovery and topic mapping
- A directional sense of relative demand between terms
- Seeing how Google itself groups related terms
Where it falls short
- Search volume can show as a range rather than an exact number on accounts without recent spend
- It doesn't show ranking difficulty or organic competition directly
- It reflects paid search demand and bidding data, which doesn't always mirror organic click behaviour exactly
How to Actually Use It for SEO Research
A simple SEO research routine
- Start broad. Enter your general topic as a seed keyword to see the full range of related terms Google surfaces.
- Note the natural groupings. Use how the tool clusters related keywords to sketch out subtopics for your content.
- Prioritise by relative volume and relevance. Favour terms that are both frequently searched and genuinely relevant to the page's purpose.
- Cross-check against actual search results. Search the terms yourself to see what content format and depth is currently ranking.
- Combine with an SEO-specific tool if available. Pair Keyword Planner's discovery strength with a dedicated SEO tool's difficulty and ranking-competition data for a fuller picture.
Pairing It With Other SEO Signals
Keyword Planner is strongest as a starting point, not a complete keyword research system on its own. Google Search Console data from your own site, competitor content analysis, and dedicated SEO research tools each add context that Keyword Planner alone doesn't provide — particularly around ranking difficulty and your own site's current performance for related terms.
Common Mistakes When Using It for SEO
- Treating search volume ranges as exact numbers. Ranges are directional, not precise, particularly without recent ad spend on the account.
- Ignoring organic ranking difficulty entirely. High demand doesn't mean a term is realistic to rank for — check what's currently ranking before committing.
- Only using seed keywords you already know. The tool's broader value comes from surfacing related terms you hadn't thought of, not just confirming ones you already had.
- Stopping at keyword discovery. A keyword list isn't a content plan — it still needs to be prioritised, grouped and matched to actual search intent.
Turn Keyword Research Into MarketHealth Content
Once you've mapped out the keywords your audience is searching for, MarketHealth's affiliate programmes give you offers to build that content around. Review the programme terms for your chosen topic, then create your account to get your tracking link.
Join MarketHealthFrequently Asked Questions
Is the AdWords Keyword Tool still called that?
Do I need to run paid ads to use Keyword Planner?
Is Keyword Planner accurate for SEO keyword research?
Why does search volume show as a range instead of an exact number?
What should I use alongside Keyword Planner for SEO?
A Note on This Guide
This article describes general features of Google's Keyword Planner as of 2026 and does not cite specific search volume figures, costs or account thresholds, since these change over time and vary by account status and region. Always check the current tool directly inside your own Google Ads account for up-to-date figures and features.