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There are hundreds of tools built specifically for keyword research, spanning from simple beginner-friendly options to deeply technical platforms. Their usefulness varies widely: some barely scratch the surface, while others provide genuinely actionable data. When chosen and used correctly, the top keyword tools cut through the noise—helping you uncover the right targets and supplying the metrics you need to actually rank for them. And you shouldn’t have to spend a fortune to access reliable keyword data.
After years working with clients who use a broad mix of keyword research and content-optimization tools, I evaluated nearly 90 tools that offer a free option. I spent dozens of hours testing a shortlist of promising candidates and, from that process, selected four tools with genuinely useful free tiers. Below you’ll find the overall best picks as well as specialist options tuned to particular workflows.
The best free keyword research tools
- Google Keyword Planner for researching paid keywords
- Semrush for advanced SEO professionals
- KWFinder for ad hoc keyword research
- Ubersuggest for content marketing
What makes the best keyword research tool?
How we evaluate and test apps
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During testing I focused on a handful of core elements:
The features that make for a great keyword research tool are pretty straightforward:
- Data included. At minimum, a useful tool should show traffic estimates, keyword difficulty, and a SERP-level competitive analysis. All chosen apps meet that baseline.
- Keyword optimization guidance. The best tools don’t assume you’re an SEO veteran; they offer clear, actionable tips for optimizing content around a target keyword.
- Free plan allowances and upgrade paths. I only included tools with evergreen free plans that are actually usable—not time-limited “trials” or plans that hide the useful data behind a paywall.
- Standalone functionality. Since this roundup targets free options, the tools should be functional on their own—without requiring paid add-ons or extensions.
My hands-on testing workflow looked like this:
- Created accounts where required and completed any onboarding.
- Ran queries for different intent types—e.g., “free keyword research tools,” “chocolate cake,” and “white sneakers for women”—to evaluate the variety of results.
- Compared related keyword suggestions, metrics offered, and data sources (Google, third-party datasets, or the tool’s own data).
- Verified true free-plan allowances (daily/monthly search caps, metric limits, or other constraints) and the pricing for paid upgrades.
- Tested extra features where available, such as gap analysis and content optimization tools.
After more than a dozen hours with these tools this year, the four below stood out.
The best free keyword research tools at a glance
Best for — Standout feature — Free plan
- Google Keyword Planner — Forecasting features and budget planning — Completely free (you get more value with Google Ads)
- Semrush — Granular keyword data — 10 Analytics reports per day, 10 tracked keywords on the free plan
- KWFinder — Keyword opportunity insights — 5 searches per day on the free plan
- Ubersuggest — Comparison keyword recommendations — 3 searches per day on the free plan
The best free keyword research tool for paid keywords
Google Keyword Planner (Web)
Pros:
- Completely free forever, even if you don’t use Google Ads
- Helpful forecasting tools for budgeting if you run Google Ads
- Can generate keyword suggestions from your own website
Cons:
- Not as useful for pure organic keyword research
For PPC-focused keyword planning, Google Keyword Planner remains one of the best options. The tool is free to use—even without an active Google Ads spend—so you don’t have to worry about hitting a paywall. Keyword Planner offers two main capabilities: discovery (Keyword ideas) and deeper volume/forecasting analysis (Forecasts). Keyword ideas returns monthly search volume, trends, competition, ad impression share, and bid range estimates; you can filter suggestions by brand vs. non-brand, source website, and more. If you use Google Ads, the Forecast tool helps plan spend and predict results. It can also highlight where organic ranking might reduce your PPC costs.
Pricing: Free
The best free keyword research tool for advanced SEO
Semrush (Web)
Pros:
- Very granular keyword data
- Large set of specialized keyword research utilities
- Generous free-tier allowances
Cons:
- Can overwhelm less experienced users
- Upgrades are the most expensive on this list
Semrush is built for deep analysis. It surfaces SERP features (featured snippets, image packs, reviews, sitelinks, etc.) and offers a wide toolbox: Keyword Overview, Keyword Magic Tool, Keyword Manager, position tracking, Keyword Gap, cannibalization reports, and Organic Traffic Insights (which can pull in “not provided” keywords when you connect Google Analytics or Search Console). The SEO Content Template creates instant briefs and grades your content for readability, originality, tone, and SEO as you write. Semrush’s Copilot AI also proactively flags ranking drops, suggests technical fixes, and recommends data refinements.
If you want to automate actions, Semrush integrates with Zapier—so you can, for example, automate site edits and re-crawls, let AI flag sudden ranking falls and create prioritized tasks in your project tracker, or push live keyword updates to dashboards.
Pricing: Free plan includes up to 10 Analytics reports per day and 10 tracked keywords; paid plans start at $139.95/month.
The best free keyword research tool for ad hoc needs
KWFinder (Web)
Pros:
- Rich datapoints available on the free plan
- Unique “keyword opportunities” metric
- Part of the broader Mangools SEO suite
Cons:
- Limited to 5 searches per day on the free plan
If your keyword research is occasional rather than daily, KWFinder is a strong candidate. The free plan caps at five lookups per day, but each search returns extensive data—monthly volume, difficulty, related terms, and a breakdown of current ranking pages. KWFinder also shows searcher intent and the predominant content type ranking for each query (listicle, homepage, blog, product page). Its “keyword opportunities” field highlights weaknesses among the top results—such as outdated pages or missing keywords in meta titles—so you can target quick wins. KWFinder is part of Mangools, which includes other handy free-limited tools like a SERP simulator and an SEO content grader.
Pricing: Free plan includes up to 5 keyword searches per day; paid plans start at $29.90/month.
(Allintitle is another solid choice for infrequent needs—no account required and many datapoints are free with flexible pay-as-you-go or monthly upgrades.)
The best free keyword research tool for content marketing
Ubersuggest (Web)
Pros:
- Lots of data available free within each search
- Provides recommended comparison keywords
Cons:
- Limited to 3 searches per day on the free plan
Ubersuggest’s free tier permits just three daily searches, but each query returns substantial insight: country-level monthly volume, paid and SEO difficulty scores, and Content Ideas drawn from current results with traffic, backlink, and social metrics. It’s the only tool here that explicitly lists comparison keyword suggestions—a helpful feature for content strategists. Ubersuggest also offers rank tracking, backlink analysis, SEO opportunity recommendations, and an AI writer. The paid tier is reasonably priced if you need larger quotas.
Pricing: Free plan includes 3 searches per day; paid plans start at $29/month for 150 searches per day and 125 tracked keywords per domain.
Can you use AI chatbots for keyword research?
You can ask AI chatbots (for example, ChatGPT and Gemini) to perform keyword research, but they have limitations. Chatbots can give quick, simplified overviews and even cite sources; in one test ChatGPT identified specific sources and supplied numbers pulled from AdTargeting’s keyword tool. Gemini, by contrast, reported it couldn’t access precise monthly volumes (it isn’t connected to Google Keyword Planner) and recommended using a dedicated SEO tool. Results can vary between runs—feeding the same prompt to ChatGPT and Gemini minutes apart produced different keyword sets. If you need a fast, high-level answer, a chatbot may help; for detailed, repeatable metrics rely on a dedicated keyword tool. Many paid SEO platforms now include AI features too, which can offer the best of both worlds.
When should you upgrade from a free keyword research tool?
Only upgrade when your needs outgrow the free tier. Common signals:
- You hit daily or monthly search limits frequently.
- You need features not offered for free (ongoing rank tracking, site audits, or advanced content optimization).
- You require an all-in-one SEO platform with technical SEO, crawling, and auditing features.
Several tools in this list can scale with you when it’s time to pay. If you want to explore more options, see Zapier’s curated lists: The best SEO tools; The best SEO rank trackers; The best SEO audit tools; The best WordPress plugins for SEO.
This article was originally published in June 2021. The most recent update was in June 2025.
Kiera Abbamonte
Kiera’s a content writer who helps SaaS and eCommerce companies connect with customers and reach new audiences. Located in Boston, MA, she loves cinnamon coffee and a good baseball game.
Related reading:
- How to find low competition keywords that drive traffic
- How to do keyword research on a budget with Keywords Everywhere
- The best SEO content optimization tools
- Generative engine optimization: How to rank on AI chatbots
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