Finding the right keywords doesn't necessarily require a big budget. Several free tools already allow for a decent SEO analysis, good enough to get started or to get a first sense of things before going further. Here are the most useful ones, and what each one actually does.
Comparison of the Best Free SEO Tools for Keyword Research
Here's a quick comparison of the main tools for researching keywords, evaluating their potential, and discovering new SEO opportunities.
| SEO Tool | Free Access | Main Feature | Best For |
|---|---|---|---|
| Google Search | ✅ Free | Search suggestions and frequently asked questions | Finding keyword ideas |
| Google Search Console | ✅ Free | Clicks, impressions, CTR, and search positions | Identifying keywords your website already appears for |
| Ubersuggest | ⚠️ Limited | Estimated search volume, SEO difficulty, and suggestions | Evaluating keyword potential |
| Ahrefs | ⚠️ Limited free tools | Generating keyword ideas | Exploring new search queries |
| Semrush | ⚠️ Limited free access | Keyword research and competitor analysis | Analyzing competitors |
| SpyFu | ⚠️ Limited free results | Researching competitors' keywords | Identifying competitor keyword opportunities |
In summary: Google Search and Google Search Console are excellent starting points. Ubersuggest, Ahrefs, Semrush, and SpyFu allow you to explore keywords in greater depth, although their free versions have certain limitations.
Why keyword research is the first step
Writing content without knowing what people are actually searching for is like answering a question nobody asked. Keyword research exists precisely for that: discovering the exact words used by your potential customers, their approximate search volume, and how difficult it is to rank for them.
Google itself, for free
Before any paid tool, Google already gives free clues:
- Autocomplete — start typing a search and look at the suggestions that appear.
- "People also ask" — a list of related questions, a real source of content ideas.
- Related searches at the bottom of the results page.
It's not a tool in the strict sense, but it's free, fast, and reflects exactly what people type.
Google Search Console
For a site that is already online, Search Console shows the queries that are already generating impressions and clicks. This provides an SEO analysis based on real data rather than estimates. It is often the best starting point because it reveals keywords you may not have thought of on your own.
Ubersuggest (free version)
Ubersuggest offers an estimated search volume, an approximate difficulty score, and related keyword suggestions. The free version limits the number of searches per day, but remains largely enough for occasional use.
In most of these tools, you can type either a keyword or a competitor's URL. By typing the URL, the tool shows the keywords that competitor already ranks for — a good source of inspiration for ideas you might not have thought of on your own.
Comparing your site to a competitor's
Some SEO tools help you identify the keywords your competitors rank for. A keyword gap analysis goes further by comparing two websites to find keywords for which a competitor appears in Google Search, but your website does not.
- Ubersuggest: Allows you to explore a competitor's main keywords using its Traffic Analyzer feature.
- SpyFu: Helps you discover keywords for which a competing website ranks.
These tools offer limited free access, which can help you identify a few SEO opportunities. For more in-depth competitor analysis, platforms such as Semrush and Ahrefs provide additional features, most of which require a paid subscription.
Ahrefs Free SEO Tools
Ahrefs, primarily known as a paid SEO platform, also offers several free tools accessible without an account:
- Keyword Generator: Helps you discover keyword ideas and estimate their search volume.
- Backlink Checker: Helps you identify the main backlinks pointing to your website or a competitor's website.
These free tools provide an initial overview of SEO opportunities, although the number of results and available features remains limited.
Browser extensions
Some free Chrome extensions let you quickly check basic information directly on a page (tags, structure, keywords already targeted by a competitor), without switching tools or windows.
How to choose between several keywords you've found
Once you have a list of keywords, the temptation is to target the ones with the highest search volume first. However, this isn't always the right approach. Three criteria can help you prioritize:
- Search volume — how many times the keyword is searched, on average, over a given period.
- Difficulty — how competitive the keyword is among other websites that are already well established.
- Commercial relevance — whether the person searching for the keyword is actually looking for what you offer, or simply seeking general information.
A high-volume keyword with strong competition can often take months to deliver results. A more specific keyword, with lower search volume but less competition, can rank within a few weeks and attract a visitor who is already closer to making a purchase.
How to organize keywords once you've found them
A list of 50 keywords thrown together doesn't help until it's organized. The simplest method is grouping them by the page or article they'll belong to: all the keywords close to the same search intent go together, becoming the topic of a single well-built page, rather than being scattered across several pages competing with each other. A simple spreadsheet, with a "keyword" column, a "volume" column, and a "planned page" column, is plenty to get started.
A concrete example of research, step by step
Imagine a cleaning company in Marrakech. They first type "cleaning Marrakech" into Google and note the autocomplete suggestions. They then check Search Console, if the site already exists, to see which queries are already generating impressions. Finally, they use Ubersuggest to check the volume of variants like "cleaning company Marrakech" or "office cleaning Marrakech," and notice the latter has less competition. They decide to create a dedicated page for that specific keyword rather than hoping to rank for the generic term.
FAQ
Should several tools be used at the same time?
Not necessarily. Cross-checking two sources (for example Google Search Console and Ubersuggest) already gives a good picture, without needing to multiply tools.
Are the volumes shown accurate?
No, they're estimates, sometimes quite different from one tool to another. What matters is the general trend (is this keyword heavily searched or barely searched), not the exact number.
Is a free tool enough for a real SEO strategy?
To get started, yes. For a site with heavy competition or a substantial SEO budget, more complete paid tools become useful at some point.
Should highly competitive keywords be avoided?
Not entirely, but they shouldn't be the first target. Many sites start with more specific, less competitive keywords, then move toward broader queries once some initial authority has been built.
How many keywords should be targeted to get started?
Around ten well-chosen keywords, covering your potential customers' real questions, are plenty to start with — a few well-used keywords beat a long list that never gets acted on.
In summary
SEO isn't a box you check once — it's a journey you walk step by step. Most people start with empty hands, just Google and a bit of curiosity, then gradually discover the right tools, the right questions to ask, and what actually works for their own site. Nobody masters it all on day one — what matters is taking one step at a time, learning by watching your own results, and staying patient. SEO rewards consistency, not rushing.
New to these concepts? Check out our SEO glossary. Need help going further? Discover our SEO & GEO agency in Marrakech.
