Keyword Planner is Google's traditional keyword research tool and a feature within the Google Ads ecosystem. Long considered the gold standard for SEO keyword insights, Google makes it difficult for SEO professionals with minimal PPC know-how to use. Keyword Planner can show trends and data for cities, regions, and even regions at the Nielsen DMA level (best for metropolitan areas). Combined with your competitor's landing pages, you can easily bring in tons of relevant keywords. Google's Keyword Planner is also one of the best basic tools to put an SEO newbie in context. Especially if you have access to active Google Ads campaign data.