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.
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 free tools go further and allow for a real comparison: you enter your own site and a competitor's, and the tool shows the gap between the two — the keywords the competitor uses that you don't. This is known as a "keyword gap" analysis.
- Ubersuggest — its "Traffic Analyzer" feature lets you enter a competitor's URL and see their main keywords directly.
- SpyFu — offers a limited free search that shows the keywords a competing domain already targets.
These free versions remain limited in the number of results shown, but are enough to quickly spot 2-3 opportunities you're not yet using.
Ubersuggest, SEMrush, and Ahrefs all offer a free version or a limited trial, very practical for getting familiar with keyword analysis. The limit arrives quickly: after a few searches per day, or once the trial period ends, you need to move to a paid plan to keep using them fully.
Ahrefs' free tools
Ahrefs, mostly known as a paid tool, also offers several free tools accessible without an account: a Keyword Generator that provides keyword ideas along with an approximate search volume, and a Backlink Checker useful for seeing who already links to a site (yours or a competitor's). These free versions remain limited in the number of results shown, but give a reliable overview, backed by a database widely considered solid in the industry.
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.
