Here’s a bit of good news for those who use Google’s Keyword Planner tool in the AdWords console for keyword research and suggestions: As of last month, the Keyword Planner now has 9 new additional features that help you with metrics such as mobile trends, data over time, mobile device volumes and more.
These are the 9 new features, in no particular order:
1. Compare time periods over time.
For example, you can compare the period from April-May 2013 with April-May 2014, if you choose the “same period last year” option. Otherwise, you can choose the previous period or set a custom time period to view.
2. Specify a time period for keyword suggestions or data.
Set your date range to whichever time period you choose, and you can view average monthly searches and a graph of the changes over time.
3. Compare 2 periods and view the absolute and relative changes for each ad group and keyword volume.
You can view the changes in a keyword’s popularity by either the total change from one period to the next or by the percent change.
4. Breakdown by device now available.
Here you can view a visual graph of how many or what percent of searches were performed on computers, on mobile devices with full browsers, and on tablets with full browsers — very helpful information for advertisers, webmasters and SEO professionals alike.
5. A visual of mobile trends.
This new feature compares mobile searches to total use across all device types. Just hover over the green or blue bars to view the mobile/total volume.
6. Choose from flexible time periods.
Along with daily search volume estimates, you can scale results to receive Monthly, Quarterly or Annual estimates. You can also choose the period of time on which the Keyword Planner bases those estimates.
7. Device-specific estimates and bid adjustments now available.
Click volume estimates by device are based on the baseline bid applied to all devices, but you can apply a bid adjustment and the estimates will be adjusted accordingly.
8. View location breakdowns for your targeted location’s sub-geos.
If your targeted location is the entire U.S., you can further break it down into sub-geos such as State, Congressional District, Municipality, Postal Code, University and many more sub-geo options.
9. View visualizations and estimates for your chosen sub-geos.
Based on the location and sub-geos you choose, you’ll see a visualization that depicts search volumes for those locations. Here, too, you can tweak the time period you want to view, such as clicks per quarter.
So what can all these new Keyword Planner features do for your SEO campaign? Plenty: You can see how seasonal fluctuations affect certain keywords, and create your editorial calendar accordingly. You can follow mobile trends over time to identify opportunities for increasing mobile clickthroughs. And you can find your geographical “weak spots” that need to be targeted better via content, Local SEO efforts and keywords.
That’s a lot of good functionality in one update, and website owners should make the most of it.