Keyword research is the foundation of any SEO strategy. Without knowing what people search for on Google, you're writing content in the dark — maybe great content, but content no one will ever find.
The good news? In 2026 you can do professional keyword research completely for free, using the same data that SEO agencies rely on.
In this guide I'll show you exactly how to do it, step by step.
What is keyword research (and why it matters)
Keyword research is the process of identifying the words and phrases people type into Google when they search for something. It answers three fundamental questions:
- •What are people in your niche searching for?
- •How many people search for that each month?
- •How hard is it to rank for that keyword?
Without these answers, you risk writing 50 articles that get 10 visits a month combined. With solid keyword research, even a new site can find opportunities with real traffic.
The 5 metrics you must analyse for every keyword
Before you start, get familiar with the key metrics:
1. Search volume
How many times a month that keyword is searched. A volume of 1,000 searches/month means roughly 100–200 potential visits if you rank on page one.
2. Keyword Difficulty (KD)
How hard it is to climb the SERP for that keyword, on a scale from 0 to 100. A KD of 20 is easy; a KD of 80 takes years of work.
3. Search intent
What does the user want when they type that keyword? There are 4 types:
- •Informational: wants to learn ("how to do keyword research")
- •Commercial: evaluating a purchase ("best SEO tool")
- •Transactional: ready to buy ("buy SEMrush subscription")
- •Navigational: looking for a specific site ("SEMrush login")
4. CPC (Cost Per Click)
How much advertisers pay for a click on Google Ads for that keyword. A high CPC signals commercial value.
5. 12-month trend
Is the keyword growing, declining or stable? Better to target growing keywords.
A 5-step method for finding keywords for free
Step 1: Start with a "seed keyword"
Begin with a generic word or phrase related to your niche. If you run a cooking blog, your seed keyword might be "quick recipes". If you sell software, it could be "SMB management tool".
Don't aim for perfection right away — the seed keyword is just a starting point.
Step 2: Use Google Autocomplete (100% free)
Go to Google and start typing your seed keyword. Google automatically suggests the most popular searches. These suggestions are real keywords people are searching for.
Trick: add one letter at a time after your main keyword:
- •"keyword research a…"
- •"keyword research b…"
- •"keyword research c…"
You'll get dozens of long-tail variants with lower competition.
Step 3: Analyse "People Also Ask" and related searches
Search your keyword on Google and scroll to the "People Also Ask" section. These are real user questions — perfect for informational articles.
At the bottom of the SERP you'll also find "Related Searches": 8 more similar keywords, all potentially useful.
Step 4: Verify the trend with Google Trends
Before writing an article, check on Google Trends whether that keyword is growing or declining. There's no point investing time in a keyword that's losing interest.
Search the keyword on Google Trends, select the past 12 months and your target region. If the line rises (or is stable), you're good to go. If it falls, consider an alternative.
Step 5: Assess difficulty by analysing the SERP
Search your keyword on Google and look at who is on page one. If you see Wikipedia, Amazon, large national portals and blogs with millions of followers — that keyword is hard to beat.
If instead you see niche blogs, rarely-updated sites or thin content, you've found an attackable opportunity.
The best free keyword research tools in 2026
Serpvox (free, real Google data)
Serpvox is a keyword research tool that aggregates data from 5 free Google sources:
- •Google Autocomplete for suggestions
- •Google Trends for volume and 12-month trends
- •SERP analysis with the top 10 real Google results
- •Domain PageRank for calculating Keyword Difficulty
- •Google Search Console for your site's own data
With the free plan you get 3 searches per day (max 30/month) — enough to analyse your most important keywords. Enter a keyword and in seconds you get: estimated volume, KD, intent, CPC and up to 5 related keywords.
Google Keyword Planner
Google's official Ads tool. Requires a Google Ads account (free to create, no payment method needed). Shows exact volumes only if you have active campaigns; otherwise it gives ranges (100–1K, 1K–10K, etc.).
Useful for: validating volumes before investing in ads.
Google Search Console
If you already have a site, Google Search Console is a goldmine. It shows which keywords your site already appears for on Google, with clicks, impressions, CTR and average position.
From there you can find keywords where you're ranking in positions 5–15 — with a little work you could push them into the top 3 and triple your traffic.
Ubersuggest (limited free plan)
Neil Patel offers 3 free daily searches with volumes, KD and suggestions. Useful for a quick check, but the limitations make it impractical for in-depth analysis.
AnswerThePublic
Visualises the questions people ask around a keyword. Perfect for finding ideas for informational articles. The free version is limited to a few searches per day.
How to find low-competition keywords (with decent traffic)
The holy grail of keyword research is finding keywords with:
- •✅ Decent volume (at least 100–500 searches/month)
- •✅ Low KD (under 30, ideally under 20)
- •✅ Commercial or informational intent
- •✅ Stable or growing trend
Here are the best strategies:
Strategy 1: Long-tail keywords
Keywords made up of 3+ words almost always have less competition. "keyword research" has KD 70+. "how to do keyword research for e-commerce" might have KD 15.
Strategy 2: Comparison modifiers
"[product] vs [competitor]", "[product] alternative", "best [product] for [niche]". These keywords have high commercial intent and often less competition.
Strategy 3: Local keywords
"keyword research London", "SEO consultant New York". Low volumes but near-zero competition — perfect for local professionals.
Strategy 4: Evergreen vs seasonal keywords
Evergreen keywords (e.g. "how to do SEO") deliver steady traffic year-round. Seasonal keywords (e.g. "Christmas gifts 2026") spike hugely but get zero traffic in other periods. Use Google Trends to tell them apart.
Common mistakes to avoid
❌ Targeting only high-volume keywords: they're often too competitive for new sites.
❌ Ignoring search intent: an informational article won't convert transactional users, and vice versa.
❌ Not checking the SERP: KD is an estimate. Always look at who is on page one.
❌ Keyword stuffing: cramming the keyword in 50 times hasn't helped since 2012. Google understands context.
❌ Analysing keywords without acting: keyword research is useless if you don't write the content.
The practical action plan
Here's how to do keyword research in 30 minutes:
- •Minutes 0–5: Define 3–5 seed keywords for your niche
- •Minutes 5–15: Analyse them on Serpvox (or Google Keyword Planner). Note volume, KD, intent
- •Minutes 15–20: Check Google Trends for the top 3 keywords
- •Minutes 20–25: Search the keywords on Google and manually analyse the SERP
- •Minutes 25–30: Select 2–3 keywords with KD < 30 and good volume — those are your editorial plan for the next few months
Frequently asked questions
How long does it take to rank for a new keyword? It depends on the KD and your site's authority. For keywords with KD < 20, a new site can see results in 2–4 months. For KD > 50, it takes years of work (or an already authoritative site).
Is it better to target a few high-volume keywords or many low-volume ones? For new sites, always many low-volume keywords. They're easier to rank for and the total traffic accumulates. A well-executed long-tail strategy almost always beats a single competitive article.
Does keyword research work for YouTube or TikTok too? Yes. YouTube and TikTok have their own search algorithms. On YouTube use the autocomplete feature and the native YouTube Analytics tool. For TikTok, the app's search bar is your best friend.
Conclusion
Free keyword research is possible and it works. All you need is:
- •Google Autocomplete and the SERP
- •Google Trends
- •Google Search Console (if you already have a site)
- •A tool like Serpvox to automate the analysis
The difference between who grows on Google and who stays in the shadows isn't budget — it's knowing which keywords are worth your time.
Start now: enter your first keyword on Serpvox and discover how many opportunities you're leaving on the table.