Updated on 9 November 2026 by Nicolas Finet, CEO of Sortlist. This guide has been rewritten for 2026: it compares the main free and paid keyword research tools with current price points, explains how to match a tool to your goals, and covers how AI answers are changing what "keyword research" means.
Keyword research tells you what people search for, how often, and how hard it is to rank. Choosing the right tool depends on your budget, your site and the questions you need answered. This guide covers the best free and paid options, how they differ and how to choose without overspending.
Key takeaways
- Start free: Google Search Console, Google Keyword Planner and Google Trends cover most needs for a small site.
- Paid suites such as Ahrefs (from about $129 a month) and Semrush (from about $139 a month) add competitor data, keyword difficulty and rank tracking.
- Search intent matters more than volume. In 2026, also research the longer, conversational questions that AI search answers.
What is SEO keyword research?
SEO keyword research is the process of finding and analysing the words and phrases people type or say into search engines, so that you can create content that matches. A good process gives you, for each keyword, an estimate of monthly searches, the difficulty of ranking, the intent behind the query and the commercial value. It then guides what you write, how you structure a page and which pages to prioritise.
Why keyword research matters in SEO
- Relevance: you write about what your audience actually looks for, not what you assume.
- Prioritisation: you target keywords you can realistically win, rather than the most popular terms.
- Content planning: keywords reveal topic clusters and gaps in your coverage.
- Conversion: commercial queries show where people are ready to buy.
- Competitive insight: you see what rivals rank for.
Types of keywords
| Type | Example | Typical use |
|---|---|---|
| Short-tail (head) | keyword research | High volume, broad, competitive |
| Long-tail | best free keyword research tools for small business | Lower volume, specific, easier to rank, higher intent |
| Question keywords | how do I find keywords for a new website | Guides, FAQs, featured answers |
| Branded | Ahrefs pricing | Searches that include a brand name |
| Local | SEO agency Manchester | Service businesses and shops |
| Seasonal | Christmas marketing ideas | Time-bound content calendar |
For how to choose the main phrase for a page, see our guide to the focus keyword.
Understanding search intent
Search intent is the reason behind a query. Pages rank when they satisfy it, so check what already ranks before you write.
- Informational: the user wants to learn ("what is keyword difficulty").
- Navigational: the user wants a specific site ("Google Search Console login").
- Commercial investigation: the user is comparing ("best keyword research tools").
- Transactional: the user is ready to act ("buy Ahrefs subscription").
Look at the first page of results. If it shows lists of tools, a guide will not match; if it shows definitions, a product page will not either.
Free keyword research tools
Google Keyword Planner
Google's own tool is free and comes from Google Ads. You need a Google Ads account, and several guides note that you do not have to run campaigns to use the research features. Volumes may be shown as broad ranges unless you have advertising spend. It is best for ideas, trends and cost-per-click estimates that show commercial value.
Google Search Console
Search Console shows the queries that already bring impressions and clicks to your site. It is the most reliable source for your own data: look for queries where you rank on page two or have many impressions but low clicks, and improve those pages first.
Google Trends
Trends compares the relative popularity of searches over time and by region, including within the UK. Use it to check seasonality, to compare two phrasings and to spot rising topics.
Soovle
Soovle collects autocomplete suggestions from several search engines and platforms in one place. It is useful for brainstorming variations and for seeing what people type on YouTube, Amazon and other sites.
Moz Keyword Explorer (free version)
Moz offers a limited number of free keyword and link queries each month with a free account. It provides volume ranges, difficulty and priority scores, useful for checking a handful of terms.
Other free sources
- Google autocomplete and "People also ask": real questions from searchers.
- YouTube search suggestions: for video topics.
- Your own site search and customer questions: often the best long-tail ideas.
Paid keyword research tools
Ahrefs
A complete SEO suite with a large keyword database, keyword difficulty, SERP analysis, content gap and backlink data. Reported 2026 prices are about $129 a month for Lite, $249 for Standard and $449 for Advanced, with a discount for annual billing. It is strong for competitor analysis and link research.
Semrush
Semrush's Keyword Magic Tool and wider suite cover keyword research, rank tracking, site audits and advertising data. The Pro plan was reported at about $139 a month in 2026 (lower when billed annually), and a free account allows only a few queries a day. It suits teams that combine SEO with paid search.
KWFinder (Mangools)
KWFinder focuses on simple long-tail research with a clear difficulty score and local keyword options, and is part of the Mangools bundle. It is one of the cheaper paid options, though the Mangools plans have changed in recent years, so check the current price on its site.
Keywords Everywhere
A browser extension that shows search volume, cost per click and related keywords directly in Google results. It uses a credit system: a single search that shows 20 "People also ask" questions and 8 related keywords uses 1 + 20 + 8 = 29 credits. Plans are billed annually and differ mainly by credit allowance.
SpyFu
SpyFu is known for competitor research, showing the keywords rivals rank for and bid on, with years of historical data. Its Basic plan was listed at $39 a month or $29 a month billed annually.
Comparison of key features
| Tool | Best for | Cost (approx., 2026) | Strengths | Limits |
|---|---|---|---|---|
| Google Keyword Planner | Ideas, CPC | Free (Google Ads account) | Google's own data | Volume ranges without ad spend |
| Google Search Console | Your own queries | Free | Real impressions and clicks | Only shows queries you already appear for |
| Google Trends | Seasonality, comparisons | Free | Time and region view | Relative index, not volume |
| Ahrefs | Competitors, links | From about $129 a month | Large database, SERP analysis | Cost |
| Semrush | SEO plus paid search | From about $139 a month | Broad toolkit | Limits on free use; price |
| KWFinder | Long-tail, small sites | Lower-cost bundle (check price) | Easy to use | Smaller feature set |
| Keywords Everywhere | Quick checks in the browser | Annual credit plans | Convenient | Credits run out |
| SpyFu | Competitor keywords | From about $39 a month | Historical data | Less depth outside competitor data |
Prices are in US dollars, as listed by vendors and review sites in 2026, and change often. Check the official pricing page before you buy. Third-party volume and difficulty figures are estimates, and no two tools agree exactly.
Choosing the right tool
Match your SEO goals to the tool's strengths
- Local business or small site: Search Console, Keyword Planner and Trends, plus a low-cost tool for difficulty scores.
- Content publisher: a suite with SERP and content gap analysis (Ahrefs, Semrush).
- Agency or in-house team: a multi-user suite with reporting and rank tracking.
- Paid search and SEO together: a tool with advertising data, such as Semrush or SpyFu.
Start with free options and upgrade as needed
Begin with free tools. If you reach their limits, such as needing difficulty scores, competitor comparisons or large lists, upgrade for a month, do the research in bulk, then reassess. Many teams do not need a permanent subscription.
Key considerations
- Size and accuracy of the database for the UK market.
- Whether the tool covers the platforms you target (Google, YouTube, Amazon).
- Ease of use and the number of users.
- Export and integration options.
- Total cost, including add-ons and credits.
Keyword research in the age of AI search
“Cross-reference these long-tail queries with your keyword and prompt research to identify which ones are driving AI Overview appearances.”
Otterly.ai, How to track Google AI Overviews
Search results increasingly include AI-generated answers, and people phrase queries as longer, conversational questions. Keyword research now includes:
- Question and prompt research: the full questions your customers ask, including follow-ups.
- Topic coverage: a cluster of pages that answer related questions, not one page per keyword.
- Visibility tracking: several tools now report whether your pages appear in AI answers. Treat this data as new and still unreliable.
- Clicks versus impressions: if impressions rise while clicks fall, check whether answers on the results page are replacing visits, and aim for queries where a visit still adds value.
A simple keyword research process
- List your products, topics and customer questions.
- Expand with Keyword Planner, autocomplete and a competitor tool.
- Group keywords by intent and topic.
- Check the search results to see what content wins.
- Prioritise by relevance, potential traffic and difficulty.
- Map each keyword group to a page, existing or new.
- Review monthly in Search Console and adjust.
Related reading: our SEO guide, SEO vs SEA, how to optimise your blog and how to get quality backlinks.
Conclusion
There is no single best keyword research tool. A combination of free Google tools and one paid suite meets most needs, and the quality of your decisions depends more on understanding intent than on any database. Start with your own Search Console data, add tools only when they answer a question you cannot answer without them, and remember that people, not tools, decide which topics matter to your customers.
Frequently asked questions about keyword research tools
What is the best free keyword research tool?
Google Search Console for your own queries, plus Google Keyword Planner and Google Trends for ideas and seasonality.
Do I need Google Ads to use Keyword Planner?
You need a Google Ads account, but you do not have to run a campaign to use the research features. Volumes may appear as ranges without ad spend.
How much do Ahrefs and Semrush cost?
Reported 2026 prices start at about $129 a month for Ahrefs Lite and about $139 a month for Semrush Pro, with lower rates for annual billing.
Which tool is best for a small business?
Start with free Google tools. Add a low-cost tool if you need difficulty scores or competitor data.
How accurate are search volumes?
They are estimates, and different tools give different numbers. Use them to compare keywords, not as exact counts.
How is AI changing keyword research?
Searchers use longer, conversational queries and AI answers appear in results, so research the questions customers ask and track whether you appear in answers.
Want SEO support? Post your project on Sortlist and compare UK SEO agencies for free.
Sources: Ahrefs pricing, Activepieces, Ahrefs pricing 2026, AionX, Semrush keyword tool guide, Keywords Everywhere credits, SpyFu pricing, Google Keyword Planner guide. Prices are indicative and change often.
