Quick answer: You can do complete keyword research for $0 using Google Keyword Planner (free with any Google Ads account — no spend required), Google Search Console, Google Trends, and AnswerThePublic. Build a list of 30–50 candidates, tag each by search intent, then prioritize the specific, low-competition long–tail phrases. That matters because long–tail keywords make up 91.8% of all search queries, per Backlinko’s analysis of 306 million keywords, and they convert about 2.5× better than broad head terms.
What is keyword research (and why free tools are enough to start)?
Keyword research is the process of finding the exact words and questions your customers type into Google (and now into ChatGPT and Perplexity) so you can create pages that match. You do not need a paid subscription to start. A free stack — Google Keyword Planner for volume, Search Console for the terms you already show up for, Google Trends for direction, and AnswerThePublic for questions — covers every core use case at zero cost.
Here is the number that should reshape your strategy: according to Backlinko’s study of 306 million keywords, long–tail terms (1–100 monthly searches) are 91.8% of all keywords but only 3.3% of total search volume. Translation: the specific phrases are less contested, easier to rank for as a newcomer, and carry the buyer intent that turns a visit into a lead.
Step 1 — Start with a seed list of 5–10 topics
Write down the plain-language topics your business solves — not clever slogans, the words a customer would actually use. A local bakery might list “custom birthday cakes,” “gluten-free bakery near me,” and “wedding cake prices.” Aim for 5 to 10; you will expand each one into dozens of real queries in the next steps.
Step 2 — Expand with free tools
Google Keyword Planner
Create a free Google Ads account and choose “create account only” so you are never asked to spend. Inside Tools → Keyword Planner, paste your seeds to get search-volume ranges and related terms. It is built for advertisers, so it skews toward commercial keywords — which is exactly what you want when the goal is leads and sales.
Google Search Console
If your site is a few months old, the Performance report is a goldmine: it shows the real queries you already appear for. Sort by impressions with low click-through and you will find pages sitting on page two that a small edit can push onto page one — the fastest wins in all of SEO.
AnswerThePublic, Google Trends and “People Also Ask”
AnswerThePublic visualizes the questions, prepositions and comparisons people attach to your seed — the conversational phrasing that Keyword Planner misses and that AI answer engines love. Google Trends confirms whether interest is rising or fading, and scanning the “People Also Ask” box hands you free, real queries in seconds.
Step 3 — Tag every keyword by search intent
Volume is a vanity metric if the intent is wrong. Collect 30 to 50 candidates, then label each one: informational (learn), commercial (evaluate), transactional (buy), or navigational (brand). This single habit is what separates people who rank from people who guess.
Keyword research is not about the biggest number — it is about identifying the intent being targeted and the format you need to create to actually address and answer that query.
— Aleyda Solis, founder of Orainti and LearningSEO.io, on her keyword-research methodology
Step 4 — Prioritize: demand vs. difficulty
For each keyword, weigh three things: does it have real demand, can you realistically rank (long–tail = easier), and does the intent match what you sell? Start with specific, lower-volume terms where you can win now, then climb toward broader terms as your authority grows. Chasing a 40,000-search head term on a three-month-old site is how budgets get burned.
Free vs. paid keyword tools: what you actually get
| Tool | Cost | Best for | Main limit |
|---|---|---|---|
| Google Keyword Planner | Free (Ads account) | Volume ranges, commercial terms | Broad ranges, ad-focused |
| Google Search Console | Free | Terms you already rank for | Only your own site |
| AnswerThePublic | Free (limited daily) | Questions & long–tail | Few free searches/day |
| Google Trends | Free | Seasonality & direction | No absolute volume |
| Ahrefs / Semrush | Paid | Difficulty scores, competitor gaps | Subscription cost |
Once you have your prioritized list, the next move is turning those keywords into a plan — and, if you are running ads, into campaigns. See our companion guide on how to set up your first Google Ads campaign, where the same keyword list becomes your ad targeting and your negative-keyword shield. For the organic side, our SEO services team can map keywords to pages, and you can grab starter templates from our free tools library.
Frequently asked questions
Is Google Keyword Planner really free? Yes. You need a Google Ads account to access it, but you do not have to run ads or enter a payment method — choose “create account only” during setup. The main trade-off is that it shows volume in broad ranges rather than exact numbers.
What are long–tail keywords? They are longer, more specific phrases (usually three or more words) like “affordable email marketing for nonprofits” instead of “email marketing.” They make up 91.8% of all searches, face less competition, and convert roughly 2.5× better.
How many keywords should a page target? One primary keyword plus a handful of closely related variations. Google’s top-ranking pages routinely rank for hundreds of related terms, so you need one strong page that fully answers the intent.
Do I still need keyword research in the age of AI search? More than ever. AI answer engines pull from content that clearly matches intent, so tagging keywords by intent and answering the exact question is now what gets you cited, not just ranked.
Related guides
References
- Backlinko — analysis of 306 million keywords
- Zapier — The best free keyword research tools (2026)
- Aleyda Solis — keyword research methodology
— Shivam
How this was made: written by the WiseGuyXL team from first-hand campaign experience, with AI assistance for drafting and formatting. All statistics are linked to their original sources.