Describe the task behind the phrase
Make a list of actual services and the problem each solves. Distinguish purchase inquiries, research questions and attempts to reach an existing product account. Do not treat all searches for a platform name as demand for implementation.
Illustrative example: 'order a website', 'how to create a website' and 'website course' require different answers. A company that does not sell courses should not send course traffic to its development quote page merely because the phrase looks popular. These example phrases are not verified demand data.
Expand an approved list of seed phrases
Keyword Planner can generate ideas from service-related words, a website or their combination. Use a page relevant to the service, then read the returned ideas instead of accepting every suggestion.
Prepare separate wording in the audience's languages. Include everyday language alongside product names. Save an untouched export before cleaning it and note the date. Very specific phrases may return little data; that means the research needs care, not that the offer has been disproved.
Official source: Google Ads · Keyword Planner
Fix geography, language and network first
Keyword Planner provides location, language and Search Network settings. Record them with the date range so another person can repeat the extraction.
For a Georgia study, select the country explicitly. Language choice does not establish customer location. Explore multilingual seed phrases, and use separate exports when useful; do not assume that selecting a language translates your list. A Google-only extraction and one including search partners must not be compared as if their scope were identical.
Official source: Google Ads · Keyword settings and filters
Keep historical searches separate from forecasts
Average monthly searches are rounded and include close variants. Forecasts incorporate campaign assumptions; they do not replace historical search volume.
Use a working sheet with phrase, language, intent, landing page, period, frequency and decision. Check the monthly pattern where available. Avoid summing near-identical variants or repeated exports as separate audiences. Advertising competition indicates advertiser activity, not organic ranking difficulty or the likelihood of a sale.
Official source: Google Ads · Historical metrics and forecasts
Turn the shortlist into a testable plan
Group phrases by the answer the visitor needs. Link each group to a page that actually covers that answer. Keep unrelated learning and purchase tasks distinct, and decide whether each informational topic belongs in the site's content plan rather than a paid acquisition test.
Before launch, review match types and irrelevant meanings, agree on exclusions, budget and inquiry measurement. After the test begins, inspect actual search terms and accepted inquiries. Record why a phrase was added or removed; a keyword list is a revisable hypothesis, not a guarantee of customers.
Discuss your project
Tell us your goal, languages and required functions. We will agree on the scope and next steps.