1. How are your competitors getting found online? Google Adwords Keyword Planner helps you answer this question. The word “Adwords” may give some ‘treps pause, as it sounds like you will have to purchase advertising. Not true. Google has made its Keyword Planner tool available to anyone with a Google account (you must first click through the Adwords entry portal). Use the Adwords Keyword Planner to see what keywords are generating the most search volume in your niche and identify opportunities to capture traffic.