The "You Need Expensive Tools" Myth
Hear me when I say this.
You do NOT need a $99/month tool to do keyword research.
Will paid tools make it faster? Yes. Are they necessary? Absolutely not.
Here are the free tools that actually work.
Google Keyword Planner
Free with a Google Ads account (you don't need to run ads). Gives you volume ranges, CPC data, and keyword suggestions.
The volume bucketing is annoying, but the CPC data is gold because it comes directly from Google.
Google Search Console
Your most underrated keyword tool. It shows you what keywords your site already appears for — including ones you didn't even know about.
Sort by impressions, find keywords where you rank on page 2, and optimise those pages to push to page 1. Easiest wins in SEO. Learn how to track your keyword performance properly.
Google Autocomplete + "People Also Ask"
Type your seed keyword into Google. The autocomplete suggestions and PAA boxes are keyword research done for you. By Google. For free.
Google Trends
See how keyword interest changes over time. Essential for seasonal planning and validating whether a keyword is growing or dying. Head over to Google Trends and start exploring.
AnswerThePublic (Free Tier)
Visualises question-based keywords. Limited free searches per day, but enough for ideation sessions.
ChatGPT / AI Tools
Ask AI to brainstorm keyword ideas for your niche. It's not a replacement for volume data, but it's shockingly good for generating seed keywords you'd never think of.
Keyword Surfer (Chrome Extension)
Free Chrome extension that shows search volume data right in Google search results. Volume estimates aren't as accurate as paid tools, but they're directionally useful.
The Catch
Free tools work. But they require more manual effort to stitch together.
Paid tools save time. Free tools save money. Pick your tradeoff.
Either Way, You Need a Process
SEO Checkup is free too — and it gives you the 113-task process to use alongside any tool. No credit card. 30 seconds.
Free keyword tools + a free checklist = no excuses.