Keyword Planner: Top 5 Choices

If you want to make your brand be found by people on the internet, using keywords strategically is essential. For that, having a good keyword planner makes a difference!

This is one of the most important points to be successful with ads and other content, ensuring many hits and favourable positions in search engines.

With a keyword planner, you can understand who the target audience for your content is, what the needs of this audience are, and thus you can find ways for your company to help you through articles, products and services.

Keep reading this text to understand what they are, what they are for, and what the top keyword planners available are today.

What is a keyword planner?

Before knowing what a keyword planner is, you need to understand what a keyword is, right?

A keyword is what people type into search engines like Google to find a result. It can be just a word or a phrase.

For example, let’s say you want to learn copywriting techniques to create ads that get you more results.

In the search, you would look for terms like “copywriting techniques”, “how to do copywriting”, among other words and phrases related to this, right? These terms are the keywords.

Search engines are the main point of contact between consumers and the market in the digital world. Therefore, you need to make your brand relevant, so that it is easily found on the network.

Users often access Google’s first results. If you know how to assertively use keywords in your content and ads, chances are that users will click on them. Consequently, the chances of you closing good deals also increase!

When a text has keywords well-positioned, search engines can identify that its content is linked to the subject of the search. Its SEO – Search Engine Optimization – will be analyzed and, based on this analysis, Google decides whether it should receive a favourable positioning for meeting what the user is looking for.

You must always be aware of how search engines present content to visitors, as this is an important strategy to attract a target audience. In this video, we talk about some trends in 2021:

But how to choose these keywords? The answer is: using keyword planners! With them, it is possible to identify the most pertinent terms to your business’ niche and discover which ones have a high volume of searches by your user

Top Five Keyword Planner Options

Now that you know what keyword planners are and the importance of using them, it’s time to know the best and most used by those who are reference in the subject.

From these topics, you will be able to choose the ones that best relate to your business, making your positioning techniques much more effective.

Google Key Planner

This is one of the best-known planners on this list. It is available for free by Google, so it has a lot of relevance and offers data with high credibility.

With it you can search for new terms and get ideas from ad groups, that is, group words by similarity and segment.

The tool shows how often some words are searched and how those searches have changed over time. This allows you to restrict your keyword list to the ones you really want.

To top it off, the planner shows statistics for each term, such as search volume for that term and the average cost per click.


Ubersuggest is a keyword planner commonly used to discover niche markets for digital marketing strategies. Like the previous tool, Ubersuggest shows search trends, prices and results placements.

An interesting detail is that the list of results is presented in alphabetical and numerical order, in addition to having variations in the suggestions. So, you can also invest in these suggestions to make your text with an even stronger SEO.

It also shows the age group of people searching for the keyword and, finally, it is possible to download the spreadsheets with the collected results.

Moz Keyword Explorer

Moz is one of the largest SEO specialist companies in the world and is the creator of the Moz Keyword Explorer, or simply KWE.

The planner completes the entire process of finding the best word, filtering according to the most important numbers.

In addition, KWE presents essential metrics for good SEO, such as Volume, Difficulty, Opportunity, Importance and Potential. Its results are even more accurate than Google Ads, reaching up to 95% accuracy on each keyword.


This planner offers the same basic functions presented in the others indicated in this content. Even being a paid platform, SEMrush brings many benefits:

  • Analysis by domain: just type the domain you want in the search bar and the planner will present information related to it.
  • Organic Traffic: You’ll have access to the top organic keywords, top organic competitors, among other functions.
  • Paid search: In this function, you can find the same information mentioned above, but this time for paid media.
  • Backlinks (links strategically placed in a text to guide the reader to your blog page or website that has content relevant to what you are reading): the tool makes a report of backlinks and informs how many and which domains are pointing to yours. In addition, it indicates the main anchors used, that is, which words a particular link is related to.
  • Domain x Domain: in this function, it is possible to analyze two or more domains, side by side.
  • Keyword Analysis: This is the part that interests us the most. With this functionality, you can analyze a keyword and assess its ranking difficulty, AdWords cost, and more.

In addition to the functions mentioned in this list, SEMrush also offers many other possibilities, such as finding organic search results for the keyword you are looking for, finding more engaging ads in your content, and more.

Wordtracker Scout

This scheduler is a Chrome extension that delivers a list of keywords from any webpage.

To use it is very simple: just install it in your browser, go to a website (such as your competitor’s, for example), move the cursor over a piece of content and press the “W” key.

That way, a list of keywords that people are using about that content will appear on your screen.

It breaks down keywords by relevance and volume.

With it, you can analyze what your competitors are doing and access keyword performance metrics. And the best part: with incomparable ease!

Why use a keyword planner

If you want to make your website or blog have a lot of hits and really bring results for your business, you need to get out of the guesswork. Guessing what the ideal keyword is and hoping it works will not make your content rank well in search engines.

Having a keyword planner on your side makes the process a lot easier and helps you make data-driven decisions, putting you on the right track.

Currently, there are several tools available on the market. Many of them are free and extremely easy to use.

Rest assured: you won’t need to use them all! Choose one, use it, test it, absorb all it has to offer, and if you feel the need, move on to the next one. This is the best way to have a large database to support keyword choices in your campaigns.