The 15 Best Keyword Research Tools in 2025 (Free + Paid)

Keyword research is the cornerstone of a successful SEO strategy, but the sheer number of tools available can make it overwhelming to choose the right one. Whether you’re a beginner looking for free solutions or a seasoned marketer ready to invest in paid tools, the right keyword research tool can make all the difference.

In this guide, I’ve curated the 15 best keyword research tools for 2025, showcasing their standout features, pricing, and use cases. Dive in to find the perfect tool to elevate your SEO game.

Why Keyword Research Tools Matter

With these programs, you’re able to find relevant keywords for your business, setting up your search engine optimization for success. After retrieving a list of keyword ideas, you’re able to create a content strategy to reach the top of the Google search engine.

Furthermore, tools for keyword research show you what your potential customers are looking for. These powerful tools are fantastic for both your marketing and sales, helping you streamline the buyer’s journey and generate leads for your business.

The Role of Keyword Research in SEO

As I just mentioned, keyword tools are vital for your SOE and, thus, organic traffic. When you use this type of software, you’re looking for phrases with high monthly volume but low ranking difficulty. Basically, you’re looking to find gaps to boost organic search traffic with minimal investment.

Perhaps the best thing about tools for keyword research is that they show you what potential clients are looking for when surfing the web. SEO tools tell you a lot about search intent and how people interact with topics relevant to your business.

With popular tools, you’re able to learn what competitors are focusing on, whether we’re talking about organic or paid search. Some of these terms might not seem relevant to your company at first glance, but after longer research, you can discover how they drive traffic for companies.

Free vs. Paid Keyword Tools: Which Should You Choose?

Here are a few reasons why you should use free tools for your keyword research process:

• The fact these tools are free is perfect for new companies that don’t have enough money to invest in expensive software.
• Free keyword tools are easy to use, making them ideal for newbies.
• Most free programs don’t require registration, so you can start using them immediately.

Now, these are the main benefits of paid tools:

• Paid software gives you access to advanced keyword research features.
• The data provided by paid SEO tools is much more comprehensive and accurate.
• This software allows you to assess competition in real-time, but also execute some other tasks.

If you’re a brand new company and have never done search engine optimization, I recommend that you start with a free tool. That way, you’ll have enough time to get used to the basic terminology and features without paying anything. Free tools are also good for businesses that don’t prioritize SEO and, instead, want to focus on user intent.

Everyone else should use paid tools. Paid software doesn’t have any limit in terms of daily and monthly searches. Programs such as Semrush and Ahrefs are extremely accurate, so you won’t have to worry about missing your mark.

The 15 Best Keyword Research Tools for 2025

If you’re looking for excellent tools for keyword research, you should use one of following programs:

1. Google Keyword Planner

Google Keyword Planner is Google’s own keyword research software. It is the most accurate of all the programs in this category as it draws information directly from the search engine. However, the software doesn’t have the same features as some other programs.

• Standout Features: Extremely accurate, always free, solid keyword suggestions.
• Best For: Google Keyword Planner should be used by both beginners and veterans to research basic keyword data.
• Pricing: Free with Google Ads account.

2. Semrush

Semrush is a comprehensive software for content-driven keyword research. You can use it to find lucrative phrases for your SEO, create blog posts and social media posts, run Google Ads, and perform other content marketing tasks.

• Standout Features: Advanced competitor analysis, detailed SEPR data, AI content generation, backlink analysis.
• Best For: Ideal for discovering hundreds of ideas with a click of a button. Fantastic for agencies.
• Pricing: Aside from the free version, you have $139/mo, $249/mo, and $499/mo plans.

3. Ahrefs Keywords Explorer

Ahrefs is another third-party keyword planner tool that draws insights from Google’s software. The software is perfect for coming up with new keyword ideas and creating content plans for your business. After inputting your starting keyword, it will provide you with dozens of relevant suggestions.

• Standout Features: Accurate keyword search volumes, relevant link discovery, smooth interface.
• Best For: Fantastic for marketing veterans looking to reach top-ranking pages for their clients.
• Pricing: Plans cost $129/mo, $249/mo, $449/mo, and $1,499/mo.

4. AnswerThePublic

Unlike the previous tools, AnswerThePublic focuses on questions that people ask while browsing the web. It answers the What, Who, Where, and other inquiries regarding a specific keyword phrase. The only problem is that it isn’t ideal for assessing keyword volumes.

• Standout Features: Visualized keyword questions, search intent data, simple use.
• Best For: Ideal for discovering question-based keyword queries.
• Pricing: Three free searches per day. Paid plans cost $50/lifetime, $490/lifetime, and $990/lifetime.

Further Reading: The Top 15 Keyword Rank Checkers to Monitor Your SEO Performance

5. Google Search Console

Similar to Google Keyword Planner, Google Search Console is an invaluable, free program for businesses. The software shows you your current search engine rankings and other performance metrics. It’s also fantastic for addressing slow page loading speed, page indexing, hacking issues, and performing other technical operations.

• Standout Features: Performance tracking, executing technical SEO tasks.
• Best For: Fantastic for SEO experts who want to assess the performance of their entire keyword list without investing any money.
• Pricing: Free.

6. Google Trends

This program is fantastic for analyzing whether your primary keywords are on the rise or decline. The biggest issue with Google Trends is that it doesn’t show keyword search volumes. The software only shows how a phrase performs compared to the previous period.

• Standout Features: Tracking search trends, discovering seasonal and regional data.
• Best For: Quickly discover what’s trending on the web in regular search, image search, YouTube video search, Google Shopping, and Google News.
• Pricing: Free.

Further Reading: SEO Keywords: What They Are & 4 Reasons They’re Important

7. Keyword Tool

This SEO keyword tool works directly from your browser. It shows you accurate search volume data, competition levels, average CPC, and current trends. My favorite thing is that it covers all major search engines and social media such as Google, YouTube, Amazon, Instagram, X, and so on.

• Standout Features: Autocomplete suggestions, supports multiple websites, API access.
• Best For: Finding long-tail keywords and low-competition keywords for small businesses.
• Pricing: 7-day free trial. Paid plans starting from $69/month.

8. Keyword Surfer

Keyword Surfer is a Chrome extension you can use from your browser. It streamlines your content creation process, making it easier to find lucrative keywords from SERP. My favorite thing about this program is that it shows you the overlap between your starting keyword and secondary keywords, something you won’t find anywhere else.

• Standout Features: Researching and optimizing primary keyword, assessing volume, analyzing overlap.
• Best For: Ideal for marketers who prefer doing keyword research from SERPs.
• Pricing: Free.

9. Moz Keyword Explorer

This nifty software works directly from your browser. Moz Keyword Explorer shows keyword difficulty, click-through rate, and monthly search volume, while also analyzing user intent.

• Standout Features: Comprehensive SERP analysis, user intent analysis, SERP features.
• Best For: The software is a solid choice for beginner marketers.
• Pricing: Three free searches per day. Paid plans begin at $99/mo.

10. Übersuggest

Übbersuggest is a solid keyword tool that you can start using for free. Use it to find a bunch of ideas, classified as suggestions, questions, comparisons, and prepositions. I also love its ability to track backlinks in real time.

• Standout Features: Rank tracking, keyword suggestions, keyword visualization, similar websites.
• Best For: Medium-sized agencies looking for high-search-volume keywords.
• Pricing: Free plan offers limited features. Paid versions cost $120/lifetime, $200/lifetime, and $400/lifetime.

Further Reading: A Simple Guide to SEO Keyword Research for Newbies

11. Serpstat

With Serpstat, you’re able to examine the entire site’s performance. The software retrieves traffic volumes, CPC, and PPC data. It allows you to analyze your competitors and perform comprehensive backing analysis. I also appreciate its local SEO features.

• Standout Features: Competitor analysis, clustering, link tracking, batch analysis.
• Best For: Excellent solution for marketers who do both SEO and PPC campaigns.
• Pricing: 7-day free trial. Paid plans are $29/mo, $59/mo, and $239/mo.

Further Reading: SEO Basics: A Beginners Guide on How to Do SEO

12. Keywords Everywhere

With this powerful software, you’re able to run SEO and SMM campaigns. Keywords Everywhere streamlines your content marketing, tracks competitors, and assists during eCommerce tasks. Aside from analyzing Google performance, it also works for Amazon, Pinterest, YouTube, and other platforms.

• Standout Features: Comprehensive traffic metrics, historical traffic data, backlink checker, numerous integrations.
• Best For: Fast keyword research from your browser.
• Pricing: Paid plans cost $2.25/mo, $6/mo, $25/mo, and $80/mo.

13. SpyFu

As the name suggests, SpyFu focuses on competitive analysis. With this awesome software, you’re able to eliminate guesswork from your daily SEO processes. Aside from assisting your search engine optimization, SpyFu also monitors PPC competitors.

• Standout Features: Monitor other companies’ keywords, execute ad campaigns, track backlinks.
• Best For: Competitive keyword and pay-per-click analysis.
• Pricing: Plans are $39/mo and $79/mo.

14. AlsoAsked

AlsoAsked resembles Answers the Public. To use this online software, you need to input seed keyword into the search bar. After that, the program will retrieve a bunch of questions related to that topic. I have to mention that the paid version monitors shifts in intent, a feature vital for your sales teams.

• Standout Features: Questions people ask about a phrase, intent changes.
• Best For: Ideal for sales teams who want to learn more about potential clients.
• Pricing: Free version with limited functions. Paid plans are $12/mo, $23/mo, and $47/mo.

Further Reading: Technical SEO: The 15 Technical Aspects of Search Engine Optimization That You Need to Know

15. WordStream Free Keyword Tool

This is another free tool that you can use directly from your browser. After inputting your website URL, the software will retrieve a list of keywords that you should pursue. It shows search volume for each phase, as well as PPC bids (minimum and maximum) and keyword difficulty.

• Standout Features: Search volume, difficulty approximation, PPC data.
• Best For: Small businesses looking to save their marketing budget.
• Pricing: Basic features are free.

How to Choose the Right Keyword Research Tool

With so many fantastic programs on the web, it’s really hard to find the right one for your business. Here are a few things you should pay attention to in order to find the ideal software:

Assessing Your Needs

Determine what you wish to accomplish. Are you looking to focus on organic traffic? Perhaps you want to run paid ads or monitor your links? Whatever the case, determine beforehand what kind of marketing tactic you wish to implement.

Getting a robust tool with all these features is usually the best choice. However, you must also take your budget into account. Keep in mind that all-in-one tools are too complex for beginners, so that’s another thing you must take into consideration.

Experimenting with Free Tools First

If you have a limited understanding of keyword research tools, you should start by using free programs. Yoy can slowly get acquainted with different metrics and learn why they’re important for your marketing efforts.

Even if you have lots of experience with this type of software, it’s still much better to start with a demo or a free trial. That way, you can see if the program suits your goals. Later on, you can easily upgrade the free plan to a paid one.

Evaluating Features That Matter Most

Check the features of each tool. See if the program has traffic monitoring, competitive analysis, and other options common in keyword research tools. If you’re not sure what you need, I suggest you consult an SEO expert to get a better understanding of the data and feature quality.

Depending on your needs, you might even want to get software that has content creation and optimization features. That way, you can execute entire campaigns from a single dashboard. I also recommend to prioritize software with lots of integrations.

Conclusion: Optimizing Your SEO with the Best Keyword Tools

The right keyword research tool can transform your SEO strategy, saving time and unlocking insights that drive results. Whether you opt for free tools to get started or invest in paid options for advanced analytics, the tools listed in this guide are designed to cater to a wide range of needs.

Check out their features, try them out one by one, and find the perfect program for your business. That way, you can take your keyword research—and your SEO—to the next level.