Free Keyword Research Tool [+ How to Find High-Value Terms]

If you’re starting with SEO, investing in expensive keyword research tools can feel overwhelming. But the good news? You don’t need a massive budget to find high-value keywords that can drive traffic and conversions.

That’s why we created this guide—to show you how to leverage free keyword research tools effectively. With the help of tools like Semrush’s database of over 26.2 billion keywords, you can uncover hidden opportunities to rank higher in search results.

In this article, you’ll learn how to:

• Identify low-competition keywords your competitors might be missing.
• Generate fresh content ideas that resonate with your audience.
• Understand search volume, keyword difficulty, and user intent.

And the best part? You don’t need advanced technical knowledge to get started. In fact, our own experience at Backlinko.com shows the incredible potential of keyword research. We rank in Google’s top 10 for over 20,000 keywords—a feat that would cost an estimated $756,000 per month in Google Ads. The foundation of this success? Smart keyword research.

Let’s dive in.

What Is a Keyword?

A keyword is any word or phrase users type into a search engine to find relevant content. These words are the bridge between what your audience is searching for and the content you provide.

Keywords play a crucial role in search engine optimization (SEO). Search engines like Google use them to understand your content and match it to user queries. By optimizing your content for relevant keywords, you improve your chances of ranking higher in search engine results pages (SERPs).

How to Do Keyword Research in 2025

Keyword research isn’t complicated if you follow a system. Here’s a step-by-step guide to finding valuable keywords:

Step 1: Brainstorm Relevant Topics

Start by listing topics related to your business or niche. Use sources like:

• Google’s “Related Searches” section.
• Reddit discussions.
• Niche forums.
• YouTube’s auto-suggest feature.

These platforms can help you discover what your audience is actively searching for.

Step 2: Validate Keywords with Data

Once you have a list of potential keywords, use a free keyword research tool like Semrush’s Free Plan to gather data on key metrics:

• Search Volume: The average number of searches a keyword gets each month. This shows you how popular a keyword is.
• Keyword Difficulty (KD): A score that indicates how hard it will be to rank for a keyword. Lower scores are easier to rank for.
• Cost per Click (CPC): The average amount advertisers pay for clicks in Google Ads.
• Search Trends: Analyze how keyword interest changes over time, revealing seasonal patterns or emerging trends.

Clicking on a keyword in the tool can provide additional insights, including search intent (more on this below).

Step 3: Prioritize Relevance

The best keywords aren’t just those with high search volume—they’re the ones most relevant to your business. Focus on terms that align with your products, services, and audience needs.

Step 4: Look for Long-Tail Keywords

If you’re new to SEO, prioritize long-tail keywords. These are specific phrases with lower search volumes but also lower competition. Examples include:

• “Best content marketing tools for freelancers.”
• “B2B content marketing case studies.”

Long-tail keywords often attract highly targeted traffic that’s more likely to convert.

Step 5: Use Google Search Console

If you’ve already set up Google Search Console (GSC), it’s a goldmine for keyword data. Look for keywords where you’re already ranking but could improve. These “quick wins” can help you build momentum by targeting terms where Google already sees your content as relevant.

Understanding Keywords and Search Intent

Finding the right keywords isn’t just about volume; it’s also about intent. Search intent refers to the reason behind a user’s search. Understanding this can help you create content that matches their needs.

Types of Search Intent

1. Informational: Users want to learn something.
   • Examples: “How to bake sourdough bread,” “What is SEO?”
2. Commercial: Users are researching products or services.
   • Examples: “Best laptops for gaming,” “Nike vs Adidas.”
3. Navigational: Users want to find a specific website.
   • Examples: “Facebook login,” “Nike official site.”
4. Transactional: Users are ready to take action or make a purchase.
   • Examples: “Buy AirPods Pro,” “Order pizza near me.”

Matching your content to the correct search intent is critical for ranking well and converting traffic into customers.

How to Evaluate Search Volume

Search volume tells you how many people are searching for a keyword each month. But what makes a keyword’s search volume “good”?

The answer depends on your niche and goals. For example, in a broad industry like tech, 1,000 searches per month might be low. But in a niche market like vintage typewriters, it could be high.

Factors That Influence Search Volume

1. Seasonality: Search interest rises and falls throughout the year (e.g., “gift ideas” in December).
2. Trending Topics: Current events can temporarily boost interest in certain terms.
3. Local Modifiers: Adding location-specific terms can enhance local SEO.
4. Industry Growth: Growing industries often see increasing search volumes.

Why Search Volume Matters in SEO

1. Find High-Traffic Opportunities

Keywords with high search volume indicate strong user interest. However, high volume alone isn’t enough—you also need to ensure the keyword aligns with your audience’s intent.

2. Spot Growing Trends Early

Analyzing search volume trends helps you identify emerging topics in your industry. This allows you to create content that positions you as an early authority.

3. Create Relevant Content

Search volume data ensures you’re writing content your audience actually wants to read. This improves engagement and rankings over time.

4. Uncover Hidden Gems

Low-volume keywords often have less competition and attract high-intent traffic. For example, “ecommerce email marketing software” may only get 110 searches per month, but it’s likely to attract decision-makers with purchasing power.

Advanced Keyword Research Strategies

Analyze Competitor Keywords

Take a deep dive into your competitors’ keyword strategies using advanced tools like Semrush, Ahrefs, or Ubersuggest. Identify the keywords where they rank on page 2 or the lower positions of page 1 in search results. These are untapped opportunities for you to create superior content that better satisfies search intent. Look beyond ranking; assess the quality of their content, backlinks, and user engagement. Then, aim to outperform them by delivering more comprehensive, updated, and engaging material.

Target Long-Tail Keywords

Instead of competing for highly competitive, broad terms, focus on long-tail keywords—phrases that are more specific and typically have lower search volume but higher conversion rates. These keywords often reflect a user’s intent more clearly, whether it’s informational, navigational, or transactional. For example, rather than targeting “best laptops,” you could go for “best laptops for video editing under $1000.” Use keyword research tools to identify such opportunities, and incorporate these phrases naturally into your content to align with search engine algorithms.

Monitor Results and Refine Your Strategy

Keyword research isn’t a one-time activity; it’s an ongoing process. Regularly monitor the performance of your targeted keywords using analytics platforms like Semrush, Google Analytics, or Google Search Console. Keep an eye on key metrics such as impressions, click-through rates, rankings, and user behavior (e.g., bounce rate and time on page). Analyze trends to spot seasonal opportunities and adapt your content strategy accordingly. If a keyword isn’t delivering results, reassess the competition, user intent, and how well your content addresses it. Experiment with different variations or add supporting content, like blog posts or videos, to strengthen your keyword targeting.

Best Free Keyword Research Tools

Here’s a quick comparison of popular free keyword research tools:

3 Common Keyword Research Problems (and Fixes)

Problem #1: Search Volumes Don’t Match Across Tools

Search volumes often differ between keyword research tools like Semrush, Ahrefs, and Google Keyword Planner due to varying data sources and algorithms. This discrepancy can make it difficult to determine which tool to trust.

Solution:
Choose one tool as your primary reference to maintain consistency in your strategy. For example, if you’re using Semrush, stick with its data for most decisions. Then, validate trends and seasonal fluctuations with Google Trends, which provides real-time insights into keyword popularity. Additionally, consider combining data from multiple tools to get a broader perspective. For instance, if two tools report a keyword with moderate search volume, it’s likely a reliable term. Also, prioritize user behavior metrics like click-through rates (CTR) and engagement to gauge a keyword’s real-world potential beyond just search volume.

Problem #2: High-Volume Keywords Are Too Competitive

Highly competitive keywords can be tempting because of their potential traffic, but they are often dominated by established websites with strong domain authority. Trying to rank for these terms can be a long, resource-intensive battle.

Solution:
Instead of chasing high-volume keywords, shift your focus to long-tail keywords or niche topics. Long-tail keywords like “best running shoes for flat feet” are not only less competitive but also attract a highly targeted audience that’s closer to conversion. Use keyword research tools like Ubersuggest or AnswerThePublic to discover these variations. Additionally, tap into hyper-specific niches that cater to unique audience needs, creating content that addresses questions, pain points, or preferences often overlooked by competitors. Build topical authority by consistently producing content around a specific subject, and over time, even your long-tail content can boost your rankings for broader terms.

Problem #3: Keywords Don’t Align with Search Intent

If your content doesn’t match the intent behind a keyword, it won’t rank well or resonate with users—even if the keyword is high-volume. Search engines prioritize content that satisfies user intent, whether it’s informational, navigational, transactional, or commercial.

Solution:
Start by analyzing the top-ranking pages for your target keyword. Look at the type of content (blog posts, product pages, videos, etc.) and the intent they serve. For example, if the top results for “best laptops 2025” are listicles and reviews, creating a product page won’t perform well. Adjust your content to match the format and depth users expect. Additionally, enhance your content by addressing related questions, including multimedia elements (videos, images), and providing actionable insights. Ensuring your content offers unique value that aligns with search intent will not only improve rankings but also keep users engaged and satisfied.

Optimizing Your Content for Target Keywords

Once you’ve identified high-value keywords, the next step is to optimize your content. Here’s how:

1. Use Keywords Strategically

• Title Tags: Include your target keyword naturally in the title to grab attention.
• Headings (H1, H2, etc.): Use keywords in headings to improve content structure and relevance.
• Meta Descriptions: Add keywords to describe the page succinctly and attract clicks.
• Body Text: Sprinkle keywords naturally throughout the content. Avoid keyword stuffing—it can hurt your rankings.

2. Create Comprehensive Content

Google values in-depth, high-quality content. Ensure your articles cover the topic thoroughly, addressing all possible questions your audience might have.

3. Leverage Related Keywords

Use synonyms and related terms to help search engines understand your content better. Tools like Google’s “People Also Ask” and related searches can provide inspiration.

4. Optimize for User Experience

A good user experience increases dwell time and decreases bounce rate—two factors that indirectly impact rankings. Focus on:

• Clear, readable content.
• Fast page load times.
• Mobile-friendly design.

5. Add Internal Links

Link to other pages on your site using anchor text that includes your target keywords. This helps distribute link equity and signals relevance to search engines.

Tracking and Improving Keyword Performance

Keyword research isn’t a one-and-done task. To stay ahead, you need to monitor and refine your strategy.

1. Use Analytics Tools

Google Analytics and Google Search Console provide insights into how your keywords perform. Look for metrics like:

• Click-Through Rate (CTR): Are users clicking on your content?
• Bounce Rate: Are users finding your page helpful, or leaving quickly?
• Average Position: Where does your content rank for target keywords?

2. Update Content Regularly

SEO is dynamic, and search intent evolves. Refresh your content periodically to keep it relevant and aligned with user expectations.

3. Test and Iterate

Experiment with different strategies to see what works best. For example:

• Optimize for new long-tail keywords.
• Test alternative title tags to improve CTR.
• Add multimedia elements like videos or infographics to enhance engagement.

Why Free Keyword Research Tools Are Worth Your Time

Paid tools like Semrush and Ahrefs are powerful, but free keyword research tools can be equally valuable, especially for beginners or small businesses. They help you:

• Understand your audience’s needs.
• Identify content gaps.
• Optimize your site without significant upfront costs.

By leveraging these tools and strategies, you can compete effectively—even against larger competitors with bigger budgets.

Conclusion

Keyword research is the cornerstone of any successful SEO strategy. By using free tools, focusing on long-tail keywords, and optimizing for search intent, you can uncover opportunities to grow your website traffic and conversions.

Remember, the goal isn’t just to rank for keywords with high search volume but to target terms that align with your audience’s needs and intent. With consistent effort and smart optimization, even a small site can achieve big results.

Start applying these tips today, and watch your rankings soar!