Keyword research forms the foundation of every successful SEO strategy. The right Google keyword tool helps you discover what your audience searches for, analyze competition, and find opportunities to rank higher in search results.

This guide covers the best keyword research tools available, from free options for beginners to professional suites for agencies. Whether you’re optimizing a personal blog or managing SEO for multiple clients, you’ll find tools that match your needs and budget.

What Makes a Good Keyword Research Tool?

Before diving into specific tools, understand what features matter most for effective keyword research:

  • Search volume data – Monthly searches for each keyword
  • Keyword difficulty – How hard it is to rank for a term
  • SERP analysis – Who currently ranks and why
  • Related keywords – Long-tail variations and alternatives
  • Trend data – Seasonal patterns and rising topics
  • Competitor insights – Keywords your rivals rank for

The best tool for you depends on your budget, experience level, and specific needs. Let’s examine each option.

Free Keyword Research Tools

1. Google Keyword Planner

Google’s own keyword tool remains essential for anyone serious about SEO. As part of Google Ads, it provides data directly from Google’s search engine.

Key features:

  • Accurate search volume ranges from Google’s own data
  • Keyword suggestions based on seed terms or URLs
  • Competition level for paid advertising
  • Cost-per-click estimates for budget planning
  • Location and language filtering
  • Historical trend data showing seasonal patterns

Best for: Beginners learning keyword research, PPC advertisers, and anyone wanting free access to Google’s data.

Limitations: Shows volume ranges instead of exact numbers unless you’re running ads. Competition metrics relate to paid ads, not organic search.

Price: Free with a Google Ads account (no active campaigns required)

2. Google Trends

Google Trends shows relative search interest over time, helping you identify trending topics and seasonal patterns.

Key features:

  • Interest over time graphs
  • Geographic breakdown of searches
  • Related topics and queries
  • Compare up to 5 terms
  • Filter by category, time range, and search type
  • Rising and breakout keywords

Best for: Identifying seasonal content opportunities, validating keyword trends, and discovering emerging topics.

Standout feature: The “Rising” filter shows keywords with significant recent growth, perfect for catching trends early.

Price: Completely free

3. Keyword Surfer (Chrome Extension)

Keyword Surfer displays search volume and related keywords directly in Google search results, eliminating the need to switch between tools.

Key features:

  • Search volume displayed in Google’s search bar
  • Related keywords in the sidebar
  • Word count and keyword density for ranking pages
  • Domain traffic estimates
  • Works while you browse normally

Best for: Quick keyword validation, casual research, and anyone who wants data without leaving Google.

Standout feature: Zero workflow interruption—data appears automatically as you search.

Price: Free

4. Ubersuggest

Neil Patel’s Ubersuggest offers a generous free tier that makes professional keyword research accessible to everyone.

Key features:

  • Keyword suggestions with volume and difficulty
  • Content ideas based on top-performing pages
  • Domain analysis for competitor research
  • Backlink data for link building opportunities
  • Site audit for technical SEO issues
  • Chrome extension for on-the-go research

Best for: Bloggers, small businesses, and anyone wanting solid keyword data without a large budget.

Standout feature: The free plan includes 3 daily searches with full data, making it accessible for casual users.

Price: Free tier available; paid plans start at $29/month

Premium Keyword Research Tools

5. Ahrefs Keywords Explorer

Ahrefs offers one of the most comprehensive keyword databases, with data for Google, YouTube, Amazon, Bing, and other search engines.

Key features:

  • Keyword difficulty scores based on backlink analysis
  • Click data showing how many searches result in clicks
  • Parent topic identification for content clustering
  • SERP overview with detailed competitor metrics
  • Traffic potential estimates beyond just search volume
  • Keyword lists for organizing research

Best for: Professional SEOs, content marketers, and agencies needing deep competitive analysis.

Standout feature: The “Traffic Potential” metric shows estimated organic traffic to the top-ranking page, helping you prioritize keywords that actually drive visitors.

Price: Starts at $99/month for Lite plan

6. SEMrush Keyword Magic Tool

SEMrush provides an all-in-one SEO platform with powerful keyword research capabilities and competitor analysis features.

Key features:

  • Keyword Magic Tool generates thousands of variations
  • Competitor keyword gap analysis
  • Domain overview showing organic keywords
  • Position tracking for ranking monitoring
  • Content templates based on top-ranking pages
  • Keyword clustering by topic

Best for: Marketing teams needing a complete SEO suite, agencies managing multiple clients, and content strategists.

Standout feature: The Keyword Gap tool compares your domain against competitors, revealing keywords they rank for that you don’t.

Price: Starts at $129.95/month for Pro plan

7. Moz Keyword Explorer

Moz pioneered many SEO metrics still used today. Their Keyword Explorer provides reliable data with an emphasis on prioritization.

Key features:

  • Priority score combining volume, difficulty, and opportunity
  • Organic CTR estimates for realistic traffic projections
  • SERP analysis with Page Authority and Domain Authority
  • Keyword suggestions grouped by similarity
  • Save and export keyword lists
  • Integration with Moz Pro for rank tracking

Best for: SEO professionals who value Moz’s authority metrics and prioritization features.

Standout feature: The Priority score helps you focus on keywords with the best combination of high volume, low difficulty, and high organic CTR.

Price: 10 free queries per month; Moz Pro starts at $99/month

Specialized Keyword Tools

8. KWFinder by Mangools

KWFinder focuses specifically on finding low-competition keywords, making it ideal for new websites trying to gain traction.

Key features:

  • Keyword difficulty based on Link Profile Strength
  • SERP analysis with competitor metrics
  • Search by keyword, domain, or question
  • Local keyword research for specific locations
  • Historical search volume trends
  • Import keywords from other tools

Best for: Niche site builders, affiliate marketers, and anyone focusing on long-tail keywords.

Standout feature: The difficulty score uses a color-coded scale that makes it easy to spot ranking opportunities at a glance.

Price: Starts at $29/month for Mangools Basic

9. Answer The Public

Answer The Public takes a unique approach by organizing keywords around questions people ask about your topic.

Key features:

  • Question-based keyword suggestions (who, what, where, when, why, how)
  • Preposition keywords (with, without, for, near)
  • Comparison keywords (vs, versus, or, and)
  • Alphabetical keyword variations
  • Visual data representation
  • CSV export for further analysis

Best for: Content creators, bloggers, and anyone building FAQ sections or planning content around user questions.

Standout feature: The visual wheel display shows keyword relationships, helping you understand how topics connect.

Price: Limited free searches; Pro starts at $9/month

10. AlsoAsked

AlsoAsked visualizes “People Also Ask” data from Google, showing how questions branch into related topics. This reveals the full scope of user curiosity around any subject.

Key features:

  • People Also Ask data visualization
  • Question branching maps
  • Multi-level question exploration
  • Export to CSV and PNG
  • Multiple country support
  • Bulk search capabilities

Best for: Content planners building FAQ sections and comprehensive topic coverage.

Standout feature: Visual maps show how questions connect, revealing content structure opportunities.

Price: Free limited searches; Basic $15/month; Lite $29/month; Pro $59/month

AI-Powered Keyword Tools

11. Surfer SEO

Surfer SEO combines keyword research with content optimization, helping you both find and target keywords effectively.

Key features:

  • Keyword clusters grouped by topic
  • Content Editor with real-time optimization
  • SERP Analyzer for competitor content
  • Search intent identification
  • NLP-based keyword suggestions
  • Content briefs for writers

Best for: Content teams, SEO agencies, and writers who want to optimize content as they create it.

Standout feature: The Content Editor scores your content in real-time against top-ranking pages, suggesting improvements.

Price: Starts at $89/month for Essential plan

12. Clearscope

Clearscope uses AI to analyze top-ranking content and generate keyword recommendations for optimizing your pages. It grades your content in real-time, showing exactly which terms to add for better rankings.

Key features:

  • AI-powered content grading (A++ to F)
  • Keyword recommendations from top-ranking pages
  • Real-time content optimization
  • Google Docs and WordPress integration
  • Competitor content analysis
  • Readability scoring

Best for: Content teams focused on topical authority and comprehensive coverage of subjects.

Standout feature: Content reports show exactly which keywords competitors use that you’re missing.

Price: Starts at $170/month for Essentials

13. Frase

Frase combines keyword research with AI content generation. It analyzes search results to create detailed content briefs, then helps you write optimized content with its AI assistant.

Key features:

  • Automated content briefs from SERP analysis
  • AI writing assistant for content creation
  • Question research from People Also Ask
  • Content optimization scoring
  • Outline builder from competitor analysis
  • SERP data and keyword metrics

Best for: Content writers who want research and writing assistance in one tool.

Standout feature: Generates complete content briefs in minutes by analyzing what top pages cover.

Price: Solo $14.99/month; Basic $44.99/month; Team $114.99/month

14. KeywordInsights.ai

KeywordInsights.ai uses AI to cluster keywords and identify content opportunities. Upload thousands of keywords, and it groups them by search intent and topic, revealing which terms can be targeted together on single pages.

Key features:

  • AI keyword clustering by intent
  • Content brief generation
  • Search intent classification
  • SERP similarity analysis
  • Bulk keyword processing
  • Content gap identification

Best for: SEO strategists planning large content campaigns and site structures.

Standout feature: Clusters thousands of keywords instantly, showing which terms belong on the same page.

Price: Starts at $58/month for 12,000 credits

15. ChatGPT and Claude for Keyword Research

AI assistants like ChatGPT and Claude excel at brainstorming keyword ideas, understanding search intent, and generating topic variations. While they don’t provide search volume data, they uncover angles and long-tail variations you might miss.

Key uses:

  • Brainstorming seed keyword variations
  • Understanding searcher intent and pain points
  • Generating long-tail keyword ideas
  • Finding related topics and subtopics
  • Creating content outlines from keywords
  • Analyzing competitor positioning

Best for: Initial brainstorming, understanding user intent, and expanding keyword lists before validating with data tools.

Standout feature: Understands context and nuance, suggesting keywords based on audience psychology rather than just data patterns.

Price: Free tiers available; ChatGPT Plus $20/month; Claude Pro $20/month

How to Choose the Right Keyword Tool

Your choice depends on several factors:

Budget: Start with free tools like Google Keyword Planner, Google Trends, and Ubersuggest’s free tier. Upgrade when you need more data or features.

Experience level: Beginners benefit from simpler interfaces like KWFinder or Ubersuggest. Advanced users often prefer Ahrefs or SEMrush for deeper analysis.

Use case: Content creators might prioritize Answer The Public for topic ideas. Technical SEOs often need Ahrefs or SEMrush for competitive analysis.

Scale: Managing one blog differs from handling dozens of client sites. Agencies typically need enterprise tools with multiple user accounts and project management.

AI-assisted workflow: Combine AI tools like ChatGPT for brainstorming with data tools like Ahrefs or SEMrush for validation. Use Clearscope or Frase to optimize content after keyword selection.

Keyword Research Best Practices

Having great tools matters less than using them effectively. Follow these practices for better results:

Start with seed keywords: Begin with broad terms related to your topic, then explore variations and long-tail options.

Analyze search intent: Understand whether searchers want information, want to make a purchase, or want to navigate somewhere specific.

Check the competition: Review who ranks for your target keywords. Can you create something better?

Consider difficulty realistically: New sites should target easier keywords first to build authority before competing for harder terms.

Look for content gaps: Find topics your competitors haven’t covered well or questions they haven’t answered.

Track and iterate: Monitor your rankings over time and adjust your strategy based on what works.

Building a successful WordPress website starts with understanding what your audience searches for. These tools help you make informed decisions about content strategy.

Frequently Asked Questions

  • What is the best free Google keyword tool?
    Google Keyword Planner offers the most reliable free data since it comes directly from Google. For additional features without cost, combine it with Google Trends and the free tiers of Ubersuggest or Moz Keyword Explorer.
  • How do I find keywords my competitors rank for?
    Tools like Ahrefs, SEMrush, and Ubersuggest let you enter a competitor’s domain to see their organic keywords. Look for terms with good volume where they rank on page one but you don’t—these represent opportunities.
  • How many keywords should I target per page?
    Focus on one primary keyword and 2-4 closely related secondary keywords per page. Trying to rank for too many unrelated terms dilutes your content’s relevance and hurts rankings.
  • What is keyword difficulty and how is it calculated?
    Keyword difficulty estimates how hard it is to rank for a term, typically on a 0-100 scale. Tools calculate it differently, but most analyze the backlink profiles and authority of currently ranking pages. Higher scores mean tougher competition.
  • Should I target high-volume or low-competition keywords?
    Balance both. High-volume keywords attract more traffic but face stiff competition. Low-competition keywords are easier to rank for but bring less traffic. The sweet spot is finding medium-volume keywords with manageable competition that match your site’s authority.

Related guides: Once you’ve identified your keywords, you’ll need the right tools to create content. Check our guides on code editors for developers, photo editors for visual content, and tips on speeding up your WordPress site for better SEO performance.