There's no shortage of tools purpose-built for keyword research (literally hundreds of them), and they run the gamut from beginner-focused to highly advanced. They also range from totally basic and unhelpful to super valuable.
After years of working with multiple clients who use all different tools for keyword research and SEO content optimization, I've seen the best (and the worst) of them—and I know how important it is to choose the right keyword planner tool. To help, I considered over 80 tools with a free option for keyword research. After in-depth testing, here are the four best free keyword research tools, including the all-around greats and apps built for more specific use cases.
When done right, the best keyword research tools simplify and streamline your workflow—they make it easier to find the right keywords to target and give you the data you need to actually rank for them. But they shouldn't require you to empty out your bank account and sell your first-born child in order to access that data.
Moz pros:
More approachable data presentation than many other tools
Straightforward prioritization metrics
Broad set of tools available for free
Moz cons:
Google Keyword Planner pros:
Completely free forever, even if you don't use Google Ads
Helpful forecasting features for budgeting if you do use Google Ads
Can pull keyword suggestions from just your website
Google Keyword Planner cons:
When it comes to PPC keyword research, Google Keyword Planner is one of the best tools out there. It's completely free (even if you don't buy Google Ads), so you never have to worry about running into limits or expensive upgrades.
Google Keyword Planner includes two main features: one for exploratory keyword research and discovery and another for more in-depth research on search volume and forecasting.
The "Keyword ideas" feature is similar to many of the tools on this list: you search for a seed term, and it generates other keyword ideas, along with details on monthly search volume, change over time, competition, ad impression share, and bid ranges. You can refine your keyword list by brand or non-brand keywords, source website, and more. If you're also using Google Ads, the "Forecast" feature makes it easier to plan ahead for your paid ads and budget in advance.
Keyword Planner can inform your organic strategy, too, by showing you where ranking organically may help you save on PPC costs.
Semrush pros:
Tons of granular keyword data
Wide range of specialized keyword research tools
Pretty generous free plan
Semrush cons:
If you're looking for something more advanced, Semrush shares a ton of keyword data and makes it easy to dig into the details, like SERP features (featured snippet, reviews, site links, image pack, and so on) and granular analysis of current results. Semrush offers a broad range of keyword research tools, too, from the standard traffic and search volume data to content-driven keyword research and competitive keyword gap analysis.
That range is what really sets Semrush apart, including the standard Keyword Overview, the Keyword Magic Tool for exploratory keyword research, a Keyword Manager and position tracking, competitive Keyword Gap analysis, and Organic Traffic Insights, which—when connected with your Google Analytics or Search Console account—can uncover those famously tricky "not provided" keywords.
As an added bonus, the SEO Content Template tool lets you automatically create a content brief and optimize content as you write by grading your content in real-time for readability, originality, tone of voice, and SEO: it uses a handy bullseye graphic to help you strike the right balance. Plus, the tool visually checks off SEO recommendations (like using your target and related keywords and adding relevant links and images) as you go.
Free Keyword Research Tool pros:
Free Keyword Research Tool cons:
If you're looking for a straightforward tool to give you basic data on keywords, Ryan Robinson's Free Keyword Research Tool is a super simple option.
The Explorer tab pulls up related queries for any keyword you search, along with ballpark search volume numbers and a keyword difficulty characterization from "low" to "very high." My favorite feature here is the suggested angles you can use to build content. Tab over to the Ideas tab (or click the lightbulb icon on any of the related keywords) to see suggested long-form versions of the keyword that can help inform your content angle.
That's… pretty much all there is here. You can't get a ton of data from this tool—and there's no upgrade option for when you're ready to financially invest in your search strategy. But if basic keyword research is all you really need, it's worth a look.
Free Keyword Research Tool pricing: 100% free
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