Google Keyword Planner, SEMrush, SimilarWeb: Top SEO Tools for Market Analysis

28.02.24 01:35 PM By Ask_Hey

When it comes to search engine optimization (SEO), having the right tools can make the difference between a successful campaign and an unsuccessful one.

Google Keyword Planner, SEMrush, and SimilarWeb are three of the most prominent tools that digital marketers and SEO professionals use to gain insights, devise strategies, and optimize their online presence. Each of these tools serves a unique function, catering to different aspects of SEO and marketing.

Google Keyword Planner is a foundational tool for anyone looking to conduct keyword research. It allows users to identify new keywords and phrases related to their products or services and provides data on search volume and competition.

This critical information helps marketers assess which keywords could drive traffic to their site and informs decisions on which terms to target in campaigns.

SEMrush and SimilarWeb, on the other hand, are more comprehensive SEO platforms that offer a broader spectrum of analytics and marketing solutions. 

SEMrush is known for its ability to uncover competitive SEO opportunities by revealing insights into a brand's audience queries, as well as helping to identify low-competition and long-tail keywords with ease.

Meanwhile, SimilarWeb provides comparative analysis tools that help businesses benchmark performance against competitors, alongside its keyword generator that can offer alternatives to Google's Keyword Planner for discovering and evaluating keywords. Together, these tools empower users to execute sophisticated SEO strategies that are informed by valuable data-driven insights.


Understanding SEO and Keyword Research  

Keyword research is a fundamental component of search engine optimization (SEO) that allows marketers to understand and tap into the search queries their target audience uses. This understanding is crucial for developing a robust content strategy, targeting organic search traffic, and creating SEO-optimized materials that resonate with user search intent.

The Role of Keywords in SEO  

At the core of SEO, keywords represent the bridge between user queries and relevant content on the web. They are the terms and phrases that searchers enter into search engines.

When a website is optimized for relevant keywords, it increases its chances of appearing in the top results for those searches, thus capturing organic search traffic. 

Effective keyword usage involves not only identifying popular terms but also comprehending their underlying search intent—whether users are looking to buy, learn, or find a particular service or product.

Exploring Search Volume and Competition  

To assess the potential of various keywords, one must examine two critical metrics: search volume and competition

Search volume indicates the number of searches for a particular keyword over a given timeframe, signaling the level of user interest. 

In contrast, competition refers to the number of websites attempting to rank for that same keyword.

High search volume coupled with low competition can signal an untapped opportunity, whereas high competition for a keyword may require more strategic and high-quality SEO work.


Average Monthly Searches

Competition Level







Developing a Solid Content Strategy  

content strategy informed by keyword research helps to ensure that a website meets the specific needs and intents of its target audience. 

By aligning content with user search behavior, marketers can increase their site’s relevance and authority, leading to improved search rankings. 

It's essential to target a mix of high and low competition keywords, to balance the achievable gains in the short term with the more challenging long-term goals.

  1. Identify high-value keywords with relevant search intent.

  1. Create content that thoroughly addresses the users' needs.

  2. Monitor content performance and adapt the strategy as needed.

Through tools like Google Keyword Planner and Semrush, marketers can gain quantitative insights into these metrics, while Similarweb's platform provides broader analysis on keyword strategies. Using these tools effectively, they can craft content that not only ranks well but also truly engages and converts their audience.

Navigating Keyword Research Tools  

Keyword research is an essential aspect of SEO and PPC strategies, and the market offers several robust tools designed to aid advertisers and content creators. 

The following subsections provide a focused overview on how to leverage specific features of Google Keyword Planner, SEMrush's Keyword Magic Tool, and SimilarWeb for conducting effective keyword research.

Google Keyword Planner for Advertisers  

Google Keyword Planner is a fundamental tool for advertisers using Google Ads. It enables users to discover new keywords associated with their business, gauge search volumes, and estimate the bidding cost for ads. The planner's interface is integrated with Google Ads, offering a seamless experience for campaign creation:

  • Discover Keywords: Input a phrase, website, or category to generate keyword ideas.

  • Estimate Metrics: View historical metrics to understand keyword popularity over time.

SEMrush's Keyword Magic Tool  

SEMrush provides access to a comprehensive Keyword Magic Tool that boasts a vast database of over 20 billion keywords. 

It is useful for uncovering related keywords and offers detailed analysis for keyword strategy development:

  • Keyword Organization: Filter and sort keywords by various metrics like search volume or keyword difficulty.

  • Related Keywords: Explore an extensive list of similar keywords along with questions that people are asking.

SimilarWeb's Traffic and Industry Analysis  

SimilarWeb's platform extends beyond basic keyword research by delivering insights on traffic and industry data. 

It's an AI-powered tool that assists users in understanding the broader context of their online presence:

  • Website Analysis: Analyzes any website's traffic and keyword strategies.

  • Industry Data: Provides a data-driven look at market trends and competitor positioning.

By utilizing these tools, advertisers and marketers can glean actionable data to refine their strategies and improve their online visibility.

In-Depth Analysis with SEMrush  

SEMrush facilitates an in-depth understanding of SEO strategies by providing tools for competitor and backlink analysis, along with comprehensive site audits. 

It's a resource for advertisers and businesses to comprehend their CPC and PPC campaigns' successes and areas needing improvement.

Conducting Competitor Analysis  

With SEMrush, businesses can conduct thorough competitor analysis. By entering a competitor's domain, users can access critical data:

  • Organic Search Insights: They can see which keywords their competitors are ranking for, the monthly search volume, and the traffic distribution percentage.

  • Paid Search Insights: SEMrush reveals competitors' paid strategies, showing which keywords they bid on and the corresponding CPC.

  • Competitive Positioning Map: A visual aids in understanding where they stand among their competitors in terms of online visibility.

Using SEMrush for Site Audits and Backlink Analysis  

Site Audit: SEMrush's site audit tool outlines a website's health. It highlights issues like:

  • Duplicate content

  • Broken links

  • Slow page speeds

Using this information, businesses can prioritize fixes to improve their site's performance.

Backlink Analysis: The platform offers a backlink analysis tool that provides insights into:

  • Total backlinks and referring domains

  • Backlink types (text, image, form, frame)

  • Geographic distribution of backlinks

This enables users to strategize their backlink profile and identify areas for improvement with precision.

Leveraging Google Keyword Planner  

Google Keyword Planner plays an integral role in the strategic planning and execution of PPC campaigns. It offers detailed insights into keyword metrics, which marketers can utilize to create more effective Google Ads campaigns.

Utilizing Data for Planning Campaigns  

When planning PPC campaigns, marketers seek to understand the landscape of search terms relevant to their brand and offerings.

By accessing Google Keyword Planner through a Google Ads account, they can identify new keyword opportunities and gain a comprehensive keyword overview

This data includes search volumes, competition levels, and the cost-per-click (CPC) associated with keywords. Utilizing this information allows for the selection of keywords that align with both the campaign’s goals and budget.

Forecasting and Budgeting with Google Keyword Planner  

Forecasting is essential for budget management and setting realistic expectations for a campaign's performance. 

Google Keyword Planner provides forecasts that estimate the performance of a list of keywords based on factors like bid, budget, and historical data. 

For instance, users can see predicted click-through rates and estimate their potential ad spend. This enables businesses to budget more accurately and forecast the potential success of their PPC campaign using different CPC strategies.

Maximizing Potential with SimilarWeb  

When leveraging SimilarWeb's capabilities, marketers can accurately gauge industry benchmarks and refine SEO strategies on both global and local scales.

Benchmarking Industry Standards  

SimilarWeb provides comprehensive insights into industry benchmarks, helping businesses understand where they stand in comparison to the competition. 

Users can access detailed analytics on organic search performance and website traffic potential, which are critical for assessing market position. 

By examining industry metrics and trends, companies can identify areas for improvement and target keyword lists that drive performance.

  • Website Performance: Monitor comparative analytics for direct industry competitors.

  • Traffic Insights: Evaluate the traffic breakdown by channels such as direct, referrals, search, social, and paid.

Exploring Global and Local SEO Strategies  

Navigating through both global and local SEO strategies is pivotal for businesses looking to optimize their online presence. 

SimilarWeb offers location-based filters that provide insights into how a site is performing in different regions, aiding in the refinement of local SEO efforts.

  • Global Tactics: Analyze worldwide data to adapt SEO strategies accordingly.

  • Local SEO: Employ location-specific filters to enhance visibility in targeted areas.

Frequently Asked Questions  

This section addresses common inquiries regarding the use of Google Keyword Planner, Semrush's Keyword Magic Tool, alternatives for keyword research, and SimilarWeb's features for keyword analysis.

How can I use Google Keyword Planner for free?  

Google Keyword Planner is available at no cost. Users can access it by creating a Google Ads account, which does not require them to set up or run an ad campaign.

What are the capabilities of Semrush's Keyword Magic Tool?  

Semrush's Keyword Magic Tool provides in-depth keyword analysis: it shows search volume, keyword difficulty, cost-per-click, and SERP features for various keywords, aiding in a comprehensive keyword research strategy.

Are there alternatives to Google Keyword Planner for keyword research?  

Yes, there are alternatives to Google Keyword Planner such as Semrush, Ahrefs, Moz's Keyword Explorer, and SimilarWeb. These platforms offer a variety of data metrics that can complement or replace Google Keyword Planner for specific research needs.

What features does SimilarWeb offer for keyword analysis?  

SimilarWeb offers features for keyword analysis like traffic share by keyword and organic versus paid search traffic.

It also provides insights on keyword seasonality and competitor keyword analysis.