Google Keyword Planner

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Positive changes to Google Keyword Planner
The first change we are going to find is the interface . The new design fits in with the new look of the rest of the platform and the changes that are being introduced throughout the ecosystem, both in Google Analytics and Google Search Console.

google keyword planner interface

As for the operation of the tool itself, we find very interesting changes, such lawyer email marketing database as the new segmentation of search volumes by autonomous community or even city , which until now was not possible, only by country.

This new option is very appropriate considering the large number of local businesses that until now could only check the keyword volume by adding the name of the city to the search. For example, “SEO Agency in Madrid ”.

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However, now, if we add the city of Madrid as a location:

city ​​segmentation google keyword planner

and we consult the volume of “SEO Agency”, we can see the following:

Keyword Planner Volumes

The search volume is 720, while if we did the search for Spain, we would see that the volume is 2,400 searches per month.

Another good point of this new version, which we can also see in this image, is that now Google not only gives us a suggested bid, but also a low and high range bid interval to be in the first positions of the page . Again, this information makes sense considering that depending on the Quality Score of the page we want to show in the ad, the click price will be more or less high, so it is right that Google's investment suggestion is not limited to a single value.

On the other hand, if we add keywords to our plan, we will see that Google's information is once again a little more transparent than it used to be, being more specific in the forecast of results that we can obtain at the campaign, ad group or keyword level.

estimates results keyword planner

Finally, another of the most important improvements is the way the platform works . It was very tedious to constantly experience loading errors. We still need to wait to see how it behaves in the long term, but so far the sensations are quite good.

Negative Changes in Google Keyword Planner
Without a doubt, the main negative change, which is particularly detrimental to SEO, is that at the moment it is not possible to obtain monthly volumes by keyword when exporting to Excel, i.e. seasonality . It was very useful, in order to plan the strategy throughout the year, to carry out editorial calendars and, in the PPC part, to make variations in bids and at the keyword level based on fluctuations in demand.

Now the platform only shows us the overall seasonality of the words that are being shown as suggestions or keywords entered in the search engine, but not the individual details of each keyword. We hope that, as this is a test version, they reconsider this change and end up introducing this functionality.

For the time being, we can switch to the old version to continue getting the monthly volumes, but obviously this option will not last for long, so we may lose this information permanently.

revert to old version of google keyword planner

We have contacted Google to ask about this and are awaiting a response. We will keep you informed if there is an alternative to access this data so that your Keyword Research can be as complete as it used to be. Until then, it is time to download all the keywords you may need in the future using the old version.