Whenever I read an SEO article discussing keyword research I never exactly know which tools they are using. I am mainly a graphic designer at my agency and am just starting SEO so I don't know if they are using Moz or some other software.
Currently the only keyword research tool that I have at my disposal is Google Ads and Google Trends. However at my agency, only SEM reps are allowed to utilize Google Ads keyword planner and Google Trends seems to encompass nation wide search trends as opposed to city or region specific searches.
What would be some key things to look for when writing content or running some campaign? I've been advised not to target high competition words, etc.
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