The best keyword research tools to power your content strategy

Keyword research is one of the most important steps in planning content that performs well in search engines. Whether you're writing blogs, building landing pages, or developing a long-term SEO plan, knowing what your audience is searching for helps ensure your content is relevant and discoverable.

Good keyword research doesn’t just show you what people are typing into search engines. It reveals how your audience thinks, what questions they’re asking, and where opportunities exist to provide helpful, meaningful answers. It also helps you avoid guesswork and focus your time on topics that have the potential to bring consistent traffic and engagement.

So many tools are available that it can be hard to know which ones to trust, especially when you’re working within a budget or tight schedule. Below is a list of some of the most reliable keyword research tools, ranging from free options to full-featured platforms, to help you choose the right approach for your business or content team.

1. Google Keyword Planner: Simple and reliable
   Part of Google Ads, Keyword Planner is widely used for identifying popular search terms. It shows average monthly search volumes, related phrases, and how competitive certain keywords are. Although designed with advertisers in mind, the data is just as useful for planning blog content or optimising web pages. It’s free to use and ideal for starting your keyword journey.
   
   
2. Semrush: A comprehensive marketing suite
   Semrush provides one of the most detailed keyword research tools available. Its Keyword Magic Tool lets you enter a single word or phrase and returns thousands of related terms, along with search volumes, keyword difficulty, and user intent. The platform is designed to help you plan content, monitor results, and analyse what competitors are ranking for. It suits marketing teams and businesses looking to improve visibility and structure around content.
   
   
3. Ahrefs: Deep data with practical insights
   Ahrefs is known for its focus on accurate keyword data and competitor analysis. You can research terms across platforms like Google, YouTube, and Amazon, and view detailed performance metrics including how many clicks a keyword generates and what topics it falls under. It’s particularly helpful for teams planning long-form or informational content. The visual layout makes it easy to understand what terms are performing and why.
   
   
4. Ubersuggest: User-friendly and accessible
   Ubersuggest is a helpful starting point for smaller teams or individuals. It offers keyword suggestions, traffic estimates, and difficulty scores in a clean, easy-to-use interface. There is a limited free version available, and the paid option is affordable for most small businesses. It works well for discovering search terms and monitoring content ideas over time.
   
   
5. LowFruits and AnswerThePublic: Useful for finding gaps
   • LowFruits identifies terms where less optimised sites are currently ranking. This makes it easier for smaller sites to find opportunities to perform well.
   • AnswerThePublic maps out common questions that people ask online. It is ideal for planning blog posts that respond to real user concerns. Type in a broad topic and it returns hundreds of related questions and phrases, helping you understand what people want to know.
   
   
6. WordStream free keyword tool: Useful for SEO and PPC
   WordStream provides search volume, competition level, and estimated advertising costs for keywords. It is helpful if you're working across both paid and organic channels, as it gives insight into which terms might offer the best value in each area. You can filter results by industry or country, which adds a useful layer of control.
   
   
7. SpyFu: Good for competitor monitoring
   SpyFu allows you to see what terms your competitors are ranking for, both in search engine listings and paid campaigns. It shows how long they've ranked for a term, what they paid for ads, and how their rankings have changed over time. This is useful for planning your own content strategy based on what's working for others in your field.
   
   
8. Exploding topics: Ideal for trend research
   If you're looking to get ahead of emerging search trends, Exploding Topics highlights new and fast-growing topics before they become saturated. It’s useful for marketers who want to plan content around timely topics. The free version gives access to a range of categories and trending ideas, helping you find early interest before it becomes widely known.
   
   
9. Chrome Incognito and People Also ask: Free and effective
   Using Chrome’s incognito mode avoids search history influence, allowing you to see more neutral results. When you search for a keyword, look at the autocomplete suggestions and the "People Also Ask" box. These provide insight into what users are commonly looking for. This method is free and pairs well with other tools for validating content ideas.
   
   
10. AI-Based content tools: Designed to save time
    Tools like Surfer SEO, Frase, and Alli AI combine keyword suggestions with content planning features. These platforms review search results for your target term and recommend headings, structure, and related keywords. While they involve a learning curve, they can help guide your writing process and keep your content in line with what already performs well in search engines.

Final thoughts

Keyword research is an important part of building content that reaches the right audience. Whether you use free tools or paid platforms, the aim is always the same: to understand what people are searching for and how your content can meet that need.

You don’t need to use every tool at once. Start small, test a few options, and track what gives you the clearest information. Over time, the right combination of tools will help you plan content more confidently and write with a clearer focus.

Need support building a keyword strategy that actually delivers results? Talk to us about how our team can help you grow through smarter SEO and content marketing.