There are many times in life when we struggle to find the right words: from a job interview to that moment when we are face to face with the person you like. Words have the power to trigger emotions, actions and many other things, helping us to achieve our goals or moving away from them.

The world of marketing is not far behind. Both traditional advertising and inbound marketing use words as a basic tool to connect with people needs.

The important thing is to find those key words that “hit the spot”.

This is why keyword research is a necessary task for any marketer.

In addition to identifying these needs, they will help you find ideas for your content, SEO optimization, pay-per-click campaigns and even define the structure of your website.

What should you consider before searching for keywords?

Search volume

This is the number of searches for each keyword. The more generic, the more searches you will have (I want to clarify that when I speak of “keyword” I do not mean a single word as such, as these can also be phrases).

For example, “shoes” is a very broad keyword with a large search volume, while “cheap sports shoes in Lima” is a much more specific search with a lower search volume.


The greater the number of searches, the more competition and the more difficult it is to position.

It is important to strike a balance between these two factors, as we need keywords that people will look for, but that are not too competitive.

Hence the concept of “Long tail keywords”, which refers to those specific search terms that can give us better results, as they have higher conversion probabilities. The idea is explained very well in this graph:


Now that you know this, what keyword tools should you use? Here I propose 5 of the best, each with a special advantage. And the best thing is that they all have a free version!

1.Keyword Tool

Besides being very easy to use, this tool allows you to choose from 83 languages, a lot of countries and several search engines, such as Google, Youtube, Amazon and others.

Once you select the search engine, you enter your keyword and choose the language and country of your interest. Keyword Tool will throw up a list of suggestions from Google autocomplete function, showing you the terms users are most likely to search for in relation to the keyword you entered.

You can copy your list to paste it into an existing file or export it as an Excel or CSV document. In its pro version this tool offers additional information, such as the volume of searches for each suggested keyword, cost per click and Adwords competition.


This comprehensive tool also allows you to choose from several languages and locations. It also offers you a list of keywords with detailed information, such as

  • search volume,
  • cost per click,
  • level of competence in advertising,
  • the difficulty of SEO positioning,
  • the main competitors,
  • number of shares in social networks.

All this information can be very useful to help you make smart decisions regarding your keywords.

You can do your first search without opening an account, or you can open a free account that allows you to do up to 3 searches every 24 hours.

There are also paid options to access more benefits and features.

3. Google Keyword Planner

No keyword tool list would be complete without this one, which integrates well the needs of organic and paid traffic.

The Google Keyword Planner is a tool that you definitely have to use, since its information comes directly from the number one search engine in the world (although this does not mean that it is the only tool you should handle, since it is intended for online advertising and not so much for SEO).

To use this tool you must open an Adwords account.

Once registered, you can access keyword suggestions, interesting data (such as search volume and skill level) and forecasts (such as expected clicks and estimated conversion rates).

Also, if you want to do a campaign in Adwords, this tool will help you establish a budget.


This tool, although little known, definitely stands out from the rest, as it has a completely different approach.

If other tools leave out “the human factor” to give more accurate results, this one does exactly the opposite: asks people which keywords they would use. Or, as they say: “Find valuable keywords with a little help from your friends”.

Here how it works: first, you create a search scenario, like “You want to go to dinner and you don$0027t know where to go, what would you look for?” The tool gives you a URL that you share with your contacts and they help you by giving you the keywords they would use. It that simple.

Although it is not the only tool you should use, Seed can give you very good keyword ideas.

5. Serpstat

I would also like to mention one more tool, which allows you to analyze keywords for effective use in your content and advertising campaigns.

With Serpstat you can collect the keywords with which your competitors$0027 and niche leaders$0027 websites appear in the search results and by which their websites receive customers.

The tool is very easy to use, you only need to enter in the search row the keyword you are interested in and it shows you the summary report of this keyword, giving you the metrics such as: volume of searches, competition in Adwords, and cost per click.

With the tool “pages in TOP” you can find the list of pages that receive the most traffic for the word you are analyzing or the group of words semantically linked.

You can also see information such as: number of times shared on facebook and potential traffic, which is a monthly traffic that the page can receive if the keywords that are positioned in TOP 20 take place in the first positions.


The idea of this article is not to tell you to use all 5 tools, but to experiment with them and choose one or two that you like so that you can keep using them from now on.

The important thing is that you don$0027t leave your choice of keywords to chance or to your own imagination.

Remember that these are fundamental to your SEO positioning, and choosing them well is the first step to success in the search engines.

Download the complete SEO Guide for further insight into keyword optimisation and choice:

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