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How To Do Keyword Research Without Paid Tools

Keyword research doesn’t need expensive tools. With Google’s own features and a few free resources, you can uncover what people are searching for and build content that matches real demand.

Simple Digital Strategy

Simple Digital Strategy

— 2 min read

Keyword research sounds technical, but at its core it’s about one thing: figuring out the exact words and phrases your audience types into Google.

Most guides push you towards expensive tools like SEMrush, Ahrefs, or Moz. But you don’t need them to get started. With a few free methods, you can uncover plenty of keyword ideas and start building content that matches real searches.

How To Do Keyword Research Without Paid Tools

Keyword research sounds technical, but at its core it’s about one thing: figuring out the exact words and phrases your audience types into Google.

Most guides push you towards expensive tools like SEMrush, Ahrefs, or Moz. But you don’t need them to get started. With a few free methods, you can uncover plenty of keyword ideas and start building content that matches real searches.

Why Keyword Research Matters

Google doesn’t rank websites — it ranks individual pages for specific queries. If your page doesn’t match what people are searching for, it won’t get traffic.

Keyword research gives you:

  • The actual phrases people use (not just what you assume).
  • A sense of demand (is it 10 searches a month, or 10,000?).
  • Content direction (what to write, and how to frame it).

Free Keyword Research Methods

Google Autocomplete

Start typing a phrase in the Google search bar, like “email marketing for…” or “local plumber in…”. The suggestions you see are based on real searches.

People Also Ask

On most search results, you’ll see a “People also ask” box with common questions. Each one is a potential keyword idea.

Scroll to the bottom of Google results and you’ll find 8 more suggested searches. These can show you subtopics or longer-tail queries.

Google Keyword Planner

Originally built for ads, but free to use. It gives search volumes (ranges) and related terms. Just set up a free Google Ads account (no spend required).

AnswerThePublic (free version)

Lets you see what questions people are asking around a topic. You’re limited in free searches per day, but it’s a good brainstorming tool.

Google Search Console (if you have traffic already)

Check the “Queries” report — you’ll see what terms people are already finding you for. Expand on those.

A Quick Example

Say you run a small gym. Start with “home workout” in Google Autocomplete — you’ll see suggestions like:

  • home workout for beginners
  • home workout no equipment
  • home workout for weight loss

Each of these is a keyword opportunity. Pick one, create a focused article around it, and you’ll be directly answering what people search.

Simple Keyword Research Checklist

  • Brainstorm a seed keyword related to your business.
  • Plug it into Google and note autocomplete suggestions.
  • Collect “People also ask” and “Related searches.”
  • Check volumes in Google Keyword Planner.
  • Prioritise long-tail phrases (3+ words) — they’re easier to rank.
  • Build one focused page per keyword.

Next Steps

Once you’ve chosen your keywords, the next job is optimising pages for them. If you haven’t already, read our Simple SEO Guide for Small Businesses to see how to apply keywords with titles, meta descriptions, and internal links.

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