Google Adwords Keyword Tool for SchoolsMay 7, 2017
Google has a range of tools available to assist you with your search marketing, and also to provide you with important insights and information about your website and competitors. The Google Adwords Keyword Tool is a valuable and free source of information about the search terms you wish to rank for. It’s important to remember that to access the Keyword Tool, you need to have set up a Google Adwords account.
How to use Keyword tool
Visit this link and log in using the Google Account you used to create your Adwords account if you haven’t already. Alternatively, in your Adwords account, click the ‘Tools’ option in the main navigation.
You’ll be presented with this screen, showing a number of options:
For the purpose of this post, we’re going to explore ‘Search for new keywords using a phrase, website or category’. Click this option and the screen will expand.
Add your product (private school, catholic school, anglican school etc.), add your landing page (your website home page) and also your category (Primary and Secondary Schooling [K-12]). You can then alter your location targeting and add keywords you wish to include or exclude. Once you’ve input all of your information, click ‘Get ideas’. You’ll first see a graph containing information on average monthly searches for your results, followed by results specific to the ‘Your product or service’ field you entered.
Following this, you’ll see a list of related keywords and information about them, including average monthly searches, competition, suggested bid and a couple of other items related to paid search.
You can sort these keyword results in order of any of the columns displayed. There is valuable information to be gained by clicking ‘Avg. monthly searches’ and viewing the results from highest to lowest searches. Doing this can show you which terms related to your school people are searching for most frequently.
I have the information, now what do I do with it?
Having information about searches taking place in relation to your school is crucial as it can help you to set your own search strategy, including keyword use within your SEO practices. Additionally, this information can give you insight into the performance of your key competitors in search. Here are some tips on what to do next.
- Isolate keywords that are important to your school. Look out for relevant keywords with a decent number of average monthly searches but a low or medium competition level. This means that you won’t be competing with large amounts of other schools to appear in search results for those terms.
- Start to use those keywords on your website. In your website text and blog articles, use the keywords you’ve isolated in a way that makes sense and adds value. This will improve your website’s SEO. Be wary of stuffing and over-using the keywords you’ve selected as these actions are not favoured by Google.
- Think about allocating a paid search budget. Google Adwords is a system through which you can set up paid campaigns to improve your school’s search results. If you’re confident, get started with the basics here. Alternatively, seek the advice of an agency to get you started. If you decide to run a paid campaign, you can use the 'Add to plan' buttons on the right to use the Keyword Tool for Adwords planning. Learn more here.