Google’s new keyword planner hasn’t exactly received a warm welcome in the world of SEM. This is mainly due to several important differences between the previous keyword tool and the new keyword planner that replaced it.
Now, anybody that wants to access the planner would need to login through an AdWords account, even a SEO that has no interest in running PPC campaigns. Another complaint is that the unlike the keyword tool, the planner only provides search volumes for exact matches, doesn’t allow users to target by device and doesn’t show the difference between the amount of local vs. global queries. Furthermore, it won’t let the user filter results by closely related keywords. However, Google’s Courtney Pannell has stated that users would have the ability to filter with closely related terms in the next couple of weeks.
While the decommissioning of the keyword tool has generated a lot of negative feedback, there have been some positive remarks made about the keyword planner as well. Some new features have been added, which give users the ability to put different geographic regions together in a bundle. This is useful for those who do local SEO, as it allows them to access search volume data by keyword in different cities.
It is also possible to upload up to 10,000 keywords and get their performance data. Those who use AdWords will be able to see search volumes for their different ad groups or landing pages.
Even with these positive elements, the main source of dissatisfaction, being the removal of match types of device types, remains. Google has responded by saying that unlike the keyword tool, which would only show desktop search volume by default, the planner now includes all devices, such as smartphones and tablets when showing the number of queries a certain keyword would get.
Just like any other Google product, it is likely that the planner will have some changes done to it in the future, which may address some of the sources of dissatisfaction brought forward by users. For now, SEOs and SEMs have the choice of either adapting to the new planner, or using a third party tool for their keyword research needs.