How to Do Keyword Research Using Free Tools (Google Keyword Planner, Ubersuggest)

Introduction

Keyword research is one of the most important steps in building a strong SEO strategy. It helps you understand what your target audience is searching for and guides you in creating content that meets their needs. Whether you’re running a blog, e-commerce site, or business website, choosing the right keywords ensures your content reaches the right people at the right time. Fortunately, you don’t need expensive software to get started. Free tools like Google Keyword Planner and Ubersuggest can help you find valuable keywords, analyze competition, and discover content opportunities that can boost your website’s visibility.

Understanding the Importance of Keyword Research

Keywords are the bridge between what people search for and the content you create. They determine how your website appears in search engine results and influence everything from traffic volume to conversion rates. Without proper keyword research, you might target terms that are too competitive, irrelevant, or rarely searched. By using tools like Google Keyword Planner and Ubersuggest, you can uncover search terms that have the right balance of search volume, relevance, and competition, helping you build a content strategy that ranks and converts.

Using Google Keyword Planner for Keyword Research

Google Keyword Planner is one of the most reliable and accurate keyword tools available because it pulls data directly from Google’s own search engine. It’s free to use within a Google Ads account and perfect for discovering keyword opportunities based on real-world search behavior.

To get started, log in to your Google Ads account and navigate to the Tools & Settings menu at the top. Under the Planning section, click Keyword Planner. You’ll see two main options: Discover New Keywords and Get Search Volume and Forecasts.

When you select Discover New Keywords, enter a few seed keywords related to your niche or business. For example, if you run a fitness website, you could enter terms like “home workouts,” “healthy meal plans,” or “fitness routines.” Google Keyword Planner will then generate a list of related keywords along with important metrics such as average monthly searches, competition level, and bid ranges.

Focus on keywords that have a moderate to high search volume but low to medium competition. These are easier to rank for, especially if your website is new or growing. You can also filter results by location, language, and search network to tailor your keyword strategy to your target audience.

Once you’ve gathered a list of relevant keywords, group them by topic or search intent. For instance, you might separate informational keywords (“how to lose belly fat”) from transactional ones (“buy resistance bands online”). This helps you plan content that targets users at different stages of the buying journey.

Using Ubersuggest for Keyword Insights and Competitor Analysis

Ubersuggest, created by Neil Patel, is another excellent free tool that provides in-depth keyword data, search trends, and competitor insights. You can access it at ubersuggest.com.

To start, enter a keyword or website URL into the search bar and select your target country. Ubersuggest will generate a detailed report showing search volume, SEO difficulty, paid difficulty, and cost per click (CPC). It also provides keyword suggestions, related terms, and long-tail keyword variations.

One of Ubersuggest’s standout features is its ability to show content ideas and top-ranking pages for your target keyword. This lets you see what kind of content performs best in search results and which keywords competitors are using successfully. You can use this data to create better, more comprehensive content that fills existing gaps in the market.

For example, if you search for “healthy smoothie recipes,” Ubersuggest might show that “protein smoothie for weight loss” has good search volume and relatively low competition. That means it’s a valuable keyword to target in a blog post or landing page.

Ubersuggest also provides metrics on keyword trends over time, helping you identify seasonal opportunities or evergreen topics. You can export your keyword lists and organize them based on intent or topic, similar to how you would with Google Keyword Planner.

Combining Insights from Both Tools

Using Google Keyword Planner and Ubersuggest together gives you a well-rounded keyword strategy. Google Keyword Planner provides accurate search volume and competition data, while Ubersuggest adds valuable insights into content performance and keyword variations.

Start by identifying core keywords with Google Keyword Planner, then use Ubersuggest to expand those ideas and analyze what your competitors are ranking for. This combination helps you find both high-traffic keywords and specific long-tail opportunities that can attract targeted visitors.

For example, if Keyword Planner reveals “home workout routines” as a high-volume keyword, Ubersuggest might suggest related long-tail variations like “home workout routines without equipment” or “quick home workout for beginners.” By creating content around these variations, you can target niche audiences and improve your chances of ranking higher.

Tips for Effective Keyword Research

When conducting keyword research, focus on finding a balance between search intent, volume, and competition. Choose keywords that accurately reflect your audience’s needs and align with your website’s goals. Always look for long-tail keywords, as they are less competitive and often lead to higher conversion rates because they capture more specific user intent.

Avoid targeting only high-volume keywords, as they’re usually very competitive and may take a long time to rank for. Instead, mix them with medium and low-competition terms to build a more diverse and achievable keyword strategy. Regularly update your keyword lists, as search trends evolve and new opportunities emerge.

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Conclusion

Keyword research is the cornerstone of any successful SEO strategy. With free tools like Google Keyword Planner and Ubersuggest, you can uncover high-performing keywords, analyze competitors, and create content that matches real search intent. By combining insights from both tools, you’ll gain a deeper understanding of what your audience wants and how to position your website effectively in search results. The key is consistency—keep refining your keyword strategy as your site grows and your audience evolves.

Strategic FAQ: 2026 Keyword Research

What is a “Zero-Volume” keyword? In 2026, some of the most profitable keywords show “0” search volume in tools. These are often highly specific, “long-tail” questions that AI search engines love. Don’t ignore them if they are highly relevant to your business.

Is keyword density still a thing? No. Google’s 2026 algorithms (like BERT and Gemini) understand context. Instead of repeating your keyword 10 times, focus on Topic Coverage. Use related terms and answer the user’s secondary questions.

How often should I update my research? Perform a deep dive every quarter. Search behavior changes rapidly—what worked six months ago might be replaced by a new trending term or a shift in how AI summarizes your industry.