How to Use a Keyword Research Tool: Find Keywords for SEO

How to Use Keyword Research Tools to Find the Best Keywords for SEO

If you want your SEO efforts to pay off, you need to get your keyword research right.

Picking the right search terms gives your content a real chance of being seen by the right people.

This guide shows how free and paid keyword tools like Google Ads, WordStream, and Google Keyword Planner help you find new keywords and build a proper keyword strategy.

1. What is keyword research and why does it matter?

Keyword research is simply figuring out what people type into search engines. It’s not about guessing or assuming - it’s about using real data.

Without keyword research, you might create brilliant pages that no one ever finds. When you align your content with the words your audience already uses, you have a much better shot at ranking well.

Good keyword research isn't just about volume either. It’s about understanding user intent - why someone is searching in the first place.

2. How keyword research supports SEO

Search engine optimisation (SEO) relies on relevance. If your content doesn’t match search terms people use, it won't perform, no matter how polished it is.

Keyword research allows you to create titles, headers, and body text that align with actual search queries. When you do this well, your pages are more likely to appear in organic search results.

Strong SEO keywords lead to better rankings, more traffic, and a more engaged audience. That’s the heart of good SEO.

3. Why keyword research is important for SEO success

Many SEO campaigns fail because they chase the wrong keywords. Keyword research is important because it helps you:

• Understand what your potential customers are searching for

• Find low competition opportunities

• Focus content creation on what drives traffic and conversions

Without good keyword research, SEO becomes a guessing game.

4. How to spot a keyword worth using

Not all keywords are equal. Some are too competitive; others attract the wrong type of visitor.

A good keyword strikes a balance. It should:

• Match the content you offer

• Have a decent search volume

• Offer a realistic chance of ranking

Sometimes a lower-volume, highly targeted keyword is far more valuable than a broad, high-volume one.

5. Which keyword research tools are best for beginners?

When you’re starting out, don’t overcomplicate things. Free tools like WordStream’s keyword tool, Ubersuggest, and Google Keyword Planner are all you need.

They help you search for keywords, discover search volumes, and get keyword suggestions based on real-world data.

Focus on learning how to use keyword tools first - you can upgrade to paid options later if needed.

6. Step-by-step: Using Google Keyword Planner

1. Sign in to your Google Ads account.

2. Open "Tools and Settings", then choose "Keyword Planner".

3. Select "Discover New Keywords".

4. Enter topics, products, or services.

5. Review the keyword ideas, search volume, and competition data.

Google Keyword Planner is not just for paid ads. It’s a free keyword research tool that helps you find the best keywords for SEO as well.

7. Using free keyword research tools effectively

Free keyword tools are ideal for brainstorming and early-stage planning. WordStream’s free keyword tool is quick and simple. Keyword Surfer gives you search volumes while you browse Google.

AnswerThePublic is brilliant for finding long-tail keywords and common questions. Combine multiple free tools to get broader insights.

8. Free tools vs paid tools – what’s the real difference?

Free tools show you basic keyword ideas, related keyword suggestions, and general search volume.

Paid tools like SEMrush, Ahrefs, and Moz’s keyword explorer dig deeper. They offer:

• Competitor analysis

• Keyword difficulty scores

• Keyword grouping

• Organic search tracking

If keyword research is critical to your business, investing in a paid tool will save you time and improve results.

9. Why long-tail keywords are a smart move

Long-tail keywords are longer, more specific search terms. Examples include "affordable SEO agency in Bath" or "best running shoes for flat feet".

They often have lower search volumes but bring in visitors who are further along in the buying journey. Ranking for several long-tail keywords can be easier and more valuable than chasing one competitive short-tail keyword.

10. Finding keywords that suit your business

Think about your services or products. What problems do you solve? What would someone type if they needed your help?

If you run a design agency, terms like "ecommerce website design for small businesses" are more useful than "website design".

Use keyword tools to find new keywords related to your core services. Filter your keyword results to stay focused.

11. Using local SEO examples like "SEO in Bristol" and "SEO agency in Bath"

Targeting location-specific searches is a smart move for many businesses.

For example, "SEO in Bristol" will attract people looking for services near them. "SEO agency in Bath" narrows it even further.

Google Ads keyword planner allows you to filter by region, so you can find the right keywords for your local SEO campaigns.

12. What search volume tells you

Search volume indicates how many people search for a keyword each month. High volume often means high competition, but not always.

It’s important to mix high-volume keywords with niche, lower-volume terms. Building a strategy around search volume alone can lead you to miss valuable opportunities.

13. Understanding keyword difficulty and competition

Keyword difficulty scores show how hard it is to rank for a search term.

If you’re just starting, look for easier keywords first. Tools like Ahrefs and Moz’s keyword explorer assign a score from 0-100 based on competition.

Going after only high-difficulty keywords can waste time and resources. Start smart, build authority, and climb steadily.

14. Top free keyword research tools right now

These tools are excellent and won’t cost you a thing:

• Google Keyword Planner: Core data source

• WordStream’s Free Keyword Tool: Great for beginners

• Ubersuggest: Simple interface with extra features

• AnswerThePublic: Great for long-tail keyword research

• Keyword Surfer: Useful Chrome plugin

Each tool will help you find keywords using real data.

15. How Google Trends fits into keyword research

Google Trends shows you how interest in a keyword changes over time. It’s great for spotting seasonal patterns.

You can compare multiple keywords and pick up on trending search terms. Combine it with search volume data for a sharper strategy.

16. Grouping and filtering your keyword results

Once you gather a list of keywords, start organising them. Group keywords by:

• Product or service

• Buyer intent

• Question type

Filtering by volume, difficulty, or competition helps you plan stronger, more focused pages.

17. What negative keywords do and when to use them

Negative keywords are used mainly in paid advertising. They prevent your ads from showing for unrelated or unwanted search terms.

For instance, if you offer high-end services, you might add "cheap" as a negative keyword. This makes your Google Ads campaigns much more effective and avoids wasted clicks.

18. How to find the best keywords for your website

Finding the best keywords for your website involves more than just picking high-volume options.

Look at the intent behind the search. Choose keywords that match what you offer, fit your audience’s needs, and aren’t impossible to rank for.

19. Turning keyword research into a working SEO plan

Research alone doesn’t move the needle. Apply what you find:

• Create service pages built around core keywords

• Write blog posts answering keyword-driven questions

• Optimise titles, meta descriptions, and headings

• Track performance using analytics software like Google Analytics

A strong keyword strategy evolves over time as you monitor results and adjust your focus.

Summary Points

• Keyword research forms the foundation of smart SEO

• Use both free and paid tools to build strong keyword lists

• Long-tail keywords drive more targeted traffic

• Local SEO keywords like "SEO in Bristol" attract nearby clients

• Use Google Trends to find rising search terms

• Group and filter keyword lists for better planning

• Negative keywords save money on paid ads

• Search volume, difficulty, and user intent should guide keyword selection

• Regularly update and refine your keyword strategy based on data