The Ultimate Guide to Keyword Tools for Your Business

The tools you use to do research have a direct impact on the kind of data you’ll be able to gather. That’s especially true when it comes to keyword tools. A great keyword tool provides actionable data on specific search queries and helps you identify potential keyword opportunities you otherwise wouldn’t have considered.

Long gone are the days when you could brainstorm some search terms for your site, mix them into your content (or advertising copy), and test to see what worked. Savvy marketers need to understand that a targeted, data-informed approach is the only way to remain competitive.

Knowing which keywords to target is at the core of your SEO and content strategy.

With more and more brands doubling down on SEO to boost brand awareness and bring qualified traffic to their site, the market is more competitive than ever. If you’re not focusing on the keywords that matter, it’s easy to fall behind.

So how do you choose which keyword tools to use for your research? Making that determination requires an in-depth understanding of not only what each tool can do but also how you can turn that data into real-world results. That’s why we’ve put together this in-depth guide on the best keyword tools the market has to offer. When you make the right decision, you’re setting yourself up to build the most effective keyword strategy possible.

Let’s dive in!

Table of Contents:

  1. Why You Need a Keyword Tool Beyond Google’s Keyword Planner
  2. Cross-Platform Keyword Tools
  3. Amazon Keyword Tools
  4. Google Keyword Tools
  5. YouTube Keyword Tools
  6. Bing Keyword Tools
  7. Etsy Keyword Tools
  8. Pinterest Keyword Tools
  9. Free Keyword Research Tools
  10. How to Find the Right Keyword Tool for You
  11. A Step-by-Step Guide to SpyFu’s Keyword Tool

Why You Need a Keyword Tool Beyond Google’s Keyword Planner

Google Keyword Planner is free and is widely used, but, as a keyword tool, it lacks functionality to help you gain real insights. But how can that be true? Google is the most popular search engine on the planet, which means that they have access to a wealth of keyword data that’s likely unrivaled on the market. It’s because Google limits their insights to strictly neutral data. While their tool is helpful in creating a baseline understanding of certain keyword qualities, neutral data will never help you uncover the kind of valuable insights that other tools provide.

This is due to the fact that Keyword Planner was also built to surface insights for advertisers first. Their lens will always be pointed somewhat in that direction. And while those insights may be valuable for organic search results, it’s not the whole picture.

Sharing organic SEO and keyword data on competitors is also a conflict of interest for Google, so they’re never going to provide you with the information you really need.

Google won’t always share the details you need.

Think about it: Google is in the business of generating as much revenue as possible for their platform. Providing a great keyword tool is likely to make competition more difficult and cut into that revenue. Providing neutral data helps Google protect themselves against accusations of favoritism.

Understand that you will always face this kind of problem when you seek keyword information from a search provider; limiting data makes sense for their business.

Limitations in Google’s Free Keyword Tool

As we alluded to in the first section, Google’s Keyword Planner is a helpful tool for surfacing base-level insights on the search popularity of certain keywords, but it doesn’t allow you to dig deeper.According to the Keyword Planner introduction, you have two basic options: begin your search with a domain name or a search phrase.

Google Keyword Planner’s “Discover new keywords” options

In return, the tool will offer you lists of keywords (single terms and long-tail phrases) that have been included in paid ads. The list also estimates the popularity and price for each term on the list. While this is nice for generating keyword ideas, you should be aware of some additional limitations you’ll face using this tool:

  • You see a very limited selection of keywords.
  • You are required to have a Google Ads account to use the tool. While you don’t have to bid on ads, you’ll still need to set up an account for your company website.
  • Google controls the flow of information. You won’t see terms from other search engines or terms that haven’t been used in paid ads. That’s a significant amount of data that’s being overlooked.
  • Monthly search volume (MSV) averages are broad. It’s impossible to tell how useful a keyword is if you only know it’s MSV is between 100–1K or 1K–10K.
  • You’ll never know if the data for monthly searches could be based upon seasonal results or temporary spikes.
  • Competitor information is bypassed entirely. You may be able to take educated guesses based on the results, but you won’t know which of your own competitors have used the search terms in the list.
  • Google doesn’t help you understand search intent for your site when they show you results.

Below is an example of what a typical search from Google’s Keyword Planner might look like.

Limited Search Results from Keyword Planner

Let’s say you have a website that offers people building plans, materials, and kits to help your customers build their own wooden shed. You don’t sell or install the actual wooden sheds, but you do sell everything that a DIY builder needs to make one of their own.

If you type wooden sheds or a similar long-tail variant into Keyword Planner, Google will provide you with a list that looks like the graphic below. The tool may think the keywords are relevant to your search term; however, they’re either very general or more related to selling completed sheds than to building them.

Example search for “wooden shed” keyword in the Keyword Planner

Many of these keywords will be valuable, but there are a few problems:

  1. You’re not able to gauge search intent. Even though wood sheds for sale is a lucrative keyword, your hypothetical company doesn’t sell wood sheds, so the kind of traffic you’d bring in is more likely to bounce off the page.
  2. You have no way to see what keywords your direct competitors go after. The knowledge of which phrases people use to seek out similar products helps you create a better keyword targeting strategy.
  3. Generic averages and vague indicators of how competitive different keywords are mean you’ll never be able to prioritize your content-creation strategy. You’ll have to rely on trial and error.
  4. The low- and high-bid ranges don’t tell you the real-world cost of going after these keywords with paid ads, making it impossible to create a realistic advertising budget or return on ad spend (ROAS).

Maybe you’ll be able to sell a few shed kits to people who searched for wood sheds for sale, but more often than not, you’ll spend your ad budget for visibility with the wrong type of customers. Basically, you’re throwing money away.

The same goes for organic search traffic. The people who land on your website after searching wood sheds for sale aren’t interested in your product. There may be a few users who stick around to learn more about your product, but most won’t.

A much better strategy would be to target customers searching a term like building a wood shed.

Example Keyword planner search for “building a wood shed”

Even though we’ve matched the intent better with our second keyword, the results from Keyword Planner are largely unchanged. The keywords Google provides are base-level at best, and they won’t help you flesh out a more substantial list. When you’re getting started with keyword research, the more relevant topics you include, the better off you’ll be when it comes time to start creating content.

And if you’re only relying on what Keyword Planner has to offer, you’re going to spend the same amount of time putting together a strong keyword list. Any additional insights on competition, intent, or overall value of the keywords you seeded will still need to be done through manual research.

With so many keyword tools available on the market, both free and paid, why would you restrict yourself to a single platform? In the next section, we’ll walk through the various different keyword tools available to you right now and explain how you can use them to level up your keyword strategy.

Keyword Tools by Platform

To help you figure out which keyword tools are best for your business, we’ve organized them by platform and included a breakdown of how to use them. Each tool will also include some pros and cons based on our own research. We’ll start off with the tools that can be used for a number of different platforms.

Cross-Platform Keyword Tools

The following tools for keyword research don’t rely on a single platform. You can use them to find strong keywords to optimize your content.

SpyFu: We blend historical data and thorough competitive data to help you identify keyword opportunities across a number of different axes. Filter results to find keywords that are more likely to pay off for you in both SEO and paid advertising.

For an in-depth walkthrough of SpyFu’s features, check out the final section of this article.

Ahrefs: Check out their Content Explorer to find the most-shared content for a particular keyword. This angle takes the focus off of the SERP ranking and inspires content that gets its traffic heavily from social networks.

As a full-service SEO tool, Ahrefs has a lot of different features for you to dig into. They use their own search crawlers as well as third-party services to compile and update data on a daily basis.

Pros:

  • Sources SEO data from 10 global search engines.
  • Provides data visualizations to help make it easier to digest large amounts of information.

Cons:

  • As a suite of SEO tools, this is one of the pricier options on the market.
  • Limits the type of data you have access to based on the tier that you purchase.

Keywords Everywhere: This browser plugin provides you with the estimated MSV, CPC, and competition for any search you perform across a number of different platforms.

When you’re looking for a quick and easy way to see related keywords and data on other types of topics people search for, based on your target keyword, Keywords Everywhere lets you do so directly on the SERP.

Pros:

  • Having keyword metrics directly in the SERP is a huge time saver.
  • Seeing related keywords and topics helps you understand keyword intent better.

Cons:

  • Their browser plugin shifts around the SERP for most platforms, which can be confusing.
  • Credit-based pricing can get expensive fast if you don’t turn the plugin off.

Keyword Tool: A freemium tool that helps you you create keyword seed lists based on the auto-complete features of various search engines and platforms.

This keyword tool focuses on generating long-tail keyword lists to provide additional context around your target keywords.

Pros:

  • The freemium plan offers a lot of functionality to help you get started with keyword research.
  • Incorporates Google Suggest to extract the keywords people actually search for.

Cons:

  • While you can search other platforms, this tool is focused more on Google properties.
  • Specific metrics related to MSV and CPC are limited on the freemium plan.

Majestic: With an emphasis on backlink research, Majestic’s keyword tool helps you see what keywords help those domains rank higher in the SERP.

Majestic helps you gain additional data on your competitor’s backlink profiles, which you can use to understand how their content ranks in the SERP.

Pros:

  • Robust backlink profiles help you see the value of a great link structure.
  • Provides granular data on international traffic to your target website.

Cons:

  • The keyword tool is a paid feature and looks only at backlink profiles, not the SERP.
  • Doesn’t help you understand search intent for any keywords you surface with their tool.

Moz Keyword Explorer: Specific to SEO metrics, this tool assures high accuracy on its monthly search volume stat and includes domain and page authority on its SERP overview.

With both free and paid tools available on their platform, Moz has the potential to grow with SEO marketers as their needs evolve.

Pros:

  • Includes a number of metrics not available in other tools.
  • A clean interface makes it easy to do research quickly.

Cons:

  • Free plan limits the number of queries you can make to 10 per month.
  • Does not include difficulty in their keyword suggestions.

Raven Tools: Focuses on SEO keyword research and can alert you to issues that might harm your rankings. Their keyword tool is secondary to the main platform but is helpful if you already rely on Raven Tools’ robust link data.

Another full-suite platform, Raven Tools provides a lot of features to dig into the technical SEO of your website and the website’s of your competitors.

Pros:

  • Includes lots of data on how the keyword is used by other websites.
  • Pulls in Google Trends data to help you track seasonality and changes in performance.

Cons:

  • Limited seven-day free trial is a high barrier to entry for new SEO professionals.
  • A clunky user interface makes it difficult to understand where to search correctly.

Semantic.io: This keyword generator helps you create lists of long-tail keyword variations for whatever short-tail keywords you enter into the tool.

This is one of the first instances of a single-use tool. If you’re looking to generate keywords, this can be one of the most effective ways to do so.

Pros:

  • A simple interface makes this tool very easy to understand.
  • Quickly generates expansive lists of keywords based on your input.

Cons:

  • Limited functionality makes this a single-use tool.
  • The keywords it generates don’t take search intent into consideration.

SEMRush:  Their platform does an excellent job of sharing deep data on keywords from international markets. If your keyword research takes you outside of English-speaking markets, add this keyword tool to your tool kit.

SEMRush also offers a number of technical SEO features to help you optimize your website structure as well as the content you put on it.

Pros:

  • One of the most comprehensive sets of global keyword data on the market.
  • Includes tools for gap analysis that look directly at your competitors.

Cons:

  • Another paid tool. Their free trial lasts only one week before you have to pay.
  • Understanding all of the functionality available with their tool can be overwhelming.

Wordstream: This tool offers keyword suggestions which you can filter based on specific industries and locations, making them more relevant to your target market.

Being able to email keyword lists directly makes it easy to share your research and collaborate with other members of your team.

Pros:

  • Allows you to filter data by a specific industry for more targeted results.
  • Provides both Google and Bing results as a part of their keyword generator.

Cons:

  • Limited search metrics don’t provide a lot of context.
  • User interface lets you look at only a portion of your keywords directly on the site.

Amazon Keyword Tools

Sistrix: This ecommerce-focused keyword tool helps you track the keywords your competitors rank for and how those rankings change over time.

Entering a competitor’s URL provides a wealth of information on how they structure their site around a number of different axes.

Pros:

  • Helps you filter results based on geographic location.
  • Focuses keyword recommendations on ecommerce as well as SEO value.

Cons:

  • Each subset of their tool is a paid upgrade to your account.
  • Requires you to input a phone number to activate the account.

Free Sonar: This free tool provides the functionality to optimize your listings based on a target keyword or competitor’s Amazon Standard Identification Number (ASIN).

When you’re looking for how competitive the market is for your ecommerce product, the suggestions Sonar makes can cut down on the amount of time it takes to complete your research.

Pros:

  • Lets you search by both keyword and competitor ASIN.
  • Links directly similar products as a result of your search.

Cons:

  • Limited search metrics don’t provide a lot of context on MSV or CPC.
  • Requires a credit card to download the full results of your search.

SellerApp: This Amazon keyword tools helps you increase the visibility of your listings based on the type of product your company sells.

While their free trial is somewhat limited, this is a great platform for understanding the landscape of certain Amazon products and sellers.

Pros:

  • Provides data on estimated number of products as well as orders per month for your keyword.
  • Paid tiers provide a wealth of data on how other sellers use your target keyword.

Cons:

  • Limits search results to 10 on their freemium tier.
  • Pricing is a bit higher than the other tools available in this space.

Google Keyword Tools

Answer The Public: Visualizing the connections between certain keywords and keyword groups is difficult. Answer The Public helps you overcome these difficulties by creating trees based on your inputs.

This tool is a great way to understand the intent behind specific keywords, with the option to upgrade if you require more in-depth data.

Pros:

  • Data visualization helps you see the connections between various questions.
  • Filters results by prepositions and comparisons like no other tool.

Cons:

  • Does not include search metrics in the results when you search for a target term.
  • Comparing results is possible only on their Pro paid tier.

Ubersuggest: Marketing entrepreneur Neil Patel’s tool pulls together a number of different data points to help you learn more about your competitors and their keyword targeting.

If you’re just getting started with keyword research, Ubersuggest can be a great place to see how trends and seasonality affect your target keyword.

Pros:

  • A simple interface makes it easy to understand the data being presented.
  • On the less expensive side of the keyword tools we’ve looked at so far.

Cons:

  • To access more in-depth data, you’ll need a paid account.
  • The platform does not provide context for how the results are calculated.

Yoast Suggester: It’s bare-bones, but if you just need quantity over everything else, this tool delivers. It builds on your root keyword to give you an export-ready list of long-tail versions of that term.

The expanded sub-suggestions are a bit confusing at first, but they help you organize different types of keywords quickly in the early stages of your research.

Pros:

  • Hyperlinked keyword text helps you perform research faster.
  • Populates long-tail keywords that are related to other key terms automatically.

Cons:

  • Doesn’t include important search metrics for any results.
  • Won’t highlight related keywords without the text you input into their search.

YouTube Keyword Tools

VidIQ : A YouTube creator platform, VidIQ’s keyword tool helps you see which keywords are the most valuable, based on the type of content you created.

You’ll be able to see which tags popular video producers use in your market and optimize your own tagging and video metadata accordingly.

Pros:

  • Lets you sort by a number of different metrics, including relevancy and views.
  • Provides a difficulty score and MSV to help you prioritize your keyword strategy

Cons:

  • The user interface can be a bit clunky when you’re getting started.
  • Pricing jumps up considerably on the higher-tiered plans.

TubeBuddy: This free browser extension highlights various keywords as well as other important information that helps you increase organic traffic to your videos.

It’s a great way to track a number of different metrics directly in your browser, without the need for a stand-alone app.

Pros:

  • As a browser plugin, you don’t have to leave your browser and switch between tools.
  • Provides granular metrics for MSV, difficulty, and relevance.

Cons:

  • More advanced YouTube creator tools are available only on paid plans.
  • A robust feature suite means you’re potentially paying for features you don’t use.

Bing Keyword Tools

Bing Keyword Research Tool: Like Keyword Planner, but for Bing. This is a great all-around tool for SEO professionals focusing on Bing.

If you’re optimizing your site for Bing, this is great place to start. You’ll gain a greater understanding of how keyword ranking works on the platform.

Pros:

  • Provides in-depth data on keyword performance specific to Bing.
  • Highlights trends and changes based on the date range you can specify.

Cons:

  • Learning more about specific search terms requires that you click through each directly.
  • Like Keyword Planner, it presents only neutral keyword data.

Microsoft Advertising Intelligence: Targeted at advertisers and PPC campaigns, this keyword tool provides insight into how different competitors are running their advertising on Bing.

Keep in mind that you’ll need access to additional tools outside of Microsoft Advertising Intelligence to gain insights with their tool.

Pros:

  • Totally free and integrates directly with Microsoft Excel.
  • Helps you automatically create budgets and optimize bids.

Cons:

  • Requires you to have access to Microsoft Excel to use.
  • Focused specifically on advertising rather than organic SEO performance.

Etsy Keyword Tools

KeySearch: This is a great tool for optimizing your listings on Etsy. It provides a list of keywords and tags that are most commonly used by similar products and competitors.

When using this tool, you’ll need a basic understanding of the product niche you want to target. Their recommendations are hyperspecific to the type of products you sell.

Pros:

  • Provides MSV data for keywords with more than 20 monthly searches.
  • Free to use for basic  search, additional functionality requires a registered Etsy account.

Cons:

  • Limited search metrics don’t provide a lot of context outside of search volume.
  • Pricing is difficult to find before you sign up for a free trial.

eRank: This tool helps Etsy sellers optimize their own content to rank better by analyzing the top 100 ranked listings for a given keyword.

When you register for an account, you’re given access to a number of different features, but the paid platform is where eRank really starts to shine.

Pros:

  • Reasonable pricing makes this a great tool to use for people just starting out.
  • Provides a lot of granular information on search volume, clicks, and overall popularity.

Cons:

  • Limited free account doesn’t give you access to some of their best features.
  • Filtering information takes some getting used to because there is so much to look through.

Marmalead: One of the more robust options for Etsy, this tool helps sellers analyze their target markets and provides suggestions based on a machine-learning engine.

If you’re a serious Etsy seller, their platform offers a lot of different features to support and provide context for your keyword research.

Pros:

  • Access to all the search metrics you could possibly need on Etsy.
  • Great data visualization makes it easy to surface insights about your product.

Cons:

  • More expensive than other suggestions in this section.
  • Targeted at entrepreneurial Etsy sellers as opposed to hobbyists.

Pinterest Keyword Tools

Pinterest Keyword Tool: This simple tool helps you find long-tail keywords, view keyword search history, and download them for faster analysis.

If you’re looking for a single-use tool for Pinterest marketing, this is a great option. It’s simple and easy to use, whether you are a seasoned marketer or are just getting started.

Pros:

  • Provides long-tail variations based on your target keyword.
  • Uncomplicated interface makes it easy to understand.

Cons:

  • Results don’t provide any additional context or search metrics.
  • Not a secure HTTPS website, so you won’t want to input any personal information.

ClipRise Plugin: This browser plugin helps you perform keyword research on Pinterest faster and provides suggestions based on public data.

As a browser plugin, it’s one of the most lightweight tools you can use for optimizing the tags you use on Pinterest.

Pros:

  • Provides semantic suggestions for image tags based on your input.
  • Creates tags that optimize the keywords you use for your pins.

Cons:

  • Limited functionality makes it a single-use type of product.
  • Last update was over one year ago, which means it may no longer be supported.

Free Keyword Research Tools

Here’s a recap of the tools which offer free or freemium functionality:

  • SpyFu: Find your competitors’ most successful keywords for SEO and PPC.
  • Keyword Tool: Create keyword seed lists based on various search engine’s auto-complete features.
  • Moz Keyword Explorer: Free for up to 10 searches per month, with somewhat limited SEO metrics.
  • Semantic.io: Flesh out long-tail keyword variations based on your keyword inputs.
  • Free Sonar: Amazon only. Do free keyword research based on keywords or ASIN.
  • Answer The Public: Create mind maps based on Google’s autocomplete and related questions features.
  • Ubersuggest: Do basic keyword research with Ubersuggest, Neil Patel’s freemium tool.
  • Yoast Suggester: Quickly flesh out your keyword seed lists based on a root keyword input.
  • Bing Keyword Research Tool: An all-around keyword tool for SEO professionals targeting Bing.
  • Microsoft Advertising Intelligence: Gain insight on how competitors advertise on Bing.
  • KeySearch: Optimize your Etsy listings with common keywords and tags.
  • Pinterest Keyword Tool: Find long-tail keywords and view keyword history on Pinterest.
  • ClipRise Plugin: Automate aspects of your keyword research on Pinterest directly.

What Are People Saying About Their Keyword Tools?

On the value of gaining as much context about the keywords you’re targeting as possible:

“The keywords and search phrases alone aren’t enough. You have to zoom out and consider the relationship between them, the context, the intent. And then you have to do the actual heavy lifting, the research, the writing, the production, the publishing and promotion.” — Andy McIlwain, Community Manager

On using more than one tool to flesh out your data set:

“I haven’t found one tool that’s better than any other, I typically use two or more keyword tools to compare results. — Shana Marie Penta, Social Media Manager

On the value of conducting research alongside the data you get from each keyword tool:

“The first tool I use is always customer or prospect interviews and figuring out what words they actually use. If I can’t interview someone, I look at the topics and descriptions of key related industry conference sessions. Then I proceed to learn more about those words using keyword tools mentioned above [Answer The Public, Google, and Ubersuggest]. I also usually will try and get value out of a free trial of tools like AHREFS or MOZ when I’m deep diving into an SEO strategy.”

How to Find the Right Keyword Tool for You

The keyword tool you use has a direct impact on the type of data you’ll be able to gather. With so many available options, it’s important to determine exactly what you want to get out of your research before choosing a tool for the task. The right keyword tool will surface actionable results for your team and make it easy to move forward with the keyword research process.

Here are a few tactics you can use to determine which keyword tool is the best choice for your next project.

What Makes a Great Keyword Tool

There are five key components you can use to determine the value of any keyword tool. The best types of tools help you build a data set that’s relevant to your SEO goals while also making it easy to analyze results:

  1. Depth of results: Each keyword tool you use needs to pull data from as many sources as possible. Limiting your results to a single search engine, a single algorithm, or a single type of user will have a negative effect on your ability to gain valuable insights. Look for tools that cite a number of different data sources and provide a comprehensive overview of how they calculate their results.
  2. Consistency of results: The monthly search volume, keyword difficulty, and overall popularity of every keyword changes constantly. The tools you use need to update their information as often as possible to ensure that you’re always following the correct trends. When you’re creating an SEO or PPC strategy, you can’t afford to focus on keywords that are no longer relevant to your target market.
  3. History of results: Without search history, it’s impossible to make good decisions with your data. You’ll never be able to understand the context around why certain ranking factors exist if you can’t see how they’ve changed over time. Make sure the keyword tools you use include a searchable history so that you’ll be able to adjust for changes in volume due to seasonality or shifting trends.
  4. Unbiased results: While Google accounts for 76% of desktop searches and 86% of mobile searches, it’s not the only search engine that’s exists. You need to track trends across Bing, Yahoo, DuckDuckGo, and whatever other platforms you know your audience is using. This is even more important for international companies. Many keyword tools will provide you with functionality to filter your results based on platform or country.
  5. Both SEO and Ads results: Organic and paid traffic are very different things. If you focus too much on one of these channels, you’re leaving lots of potential opportunities on the cutting-room floor. It’s important to narrow your targeting for some campaigns—more data helps you form better opinions across the board.

When you use a keyword tool that follows these rules, you’re setting yourself up to see more keyword opportunities. When you’re getting started with keyword research, it’s a good idea to have a wealth of data. You can always narrow down what is truly valuable, but you can’t see data you don’t have access to.

A Step-by-Step Guide to SpyFu’s Keyword Tool

SpyFu brings together a number of different keyword metrics to provide you with a comprehensive picture of the competitive value of certain keywords and backlinks across your website and beyond. Using SpyFu, you can:

  • See the top domains and exact URLs that rank for keywords you would like to target. Not only does this help you understand your competition for certain keywords, but it also helps you see how others in the market are going after them. When you’re deciding which keywords to invest your time and resources in, this additional context ensures that you’re not wasting your time.
  • Dig into helpful metrics like click volume, search volume, and estimated click value. Many of your most promising keywords are likely to be very competitive and, therefore, expensive to go after. Using these metrics helps you prioritize your plan of attack and better estimate the costs involved in any strategy.
  • Gauge the difficulty of going after different keywords and make predictions about how much time it will take for you to climb the ranks or reach a certain ad coverage.

Keep in mind that this is only one aspect of SpyFu’s suite of competitor analysis platforms. We’re focusing specifically on the keyword tools in this overview. Here’s a breakdown of what SpyFu has to offer:

Keyword Overview

This is where we bring together all the keyword information we provide in an easy-to-use dashboard.

Keyword Overview for the “release management” keyword

On this page, we’ll provide you with a breakdown of your target keyword difficulty and its estimated monthly search volume, clicks, and approximate cost. We use this overview as a place where you can easily click through to more granular information on similar keywords and AdWords recommendations and determine which advertisers are actively pursuing the keyword.

SpyFu started as the first free keyword research tool on the market, and we retain that access through a limited-results model. What you see here for SpyFu is available for free, but the results will be limited to 5. You can still search as many times as you’d like and see results for free like these two examples.

“Top AdWords Buy Recommendations” and “Most Successful Advertisers and Their Best Ads” for “release management” keyword

This is where you can easily flesh out your keyword list with related keywords based on your target. Each additional keyword we show will have its estimated volume, keyword difficultly, and cost per click (CPC).

With the Filters and Groups in the left-hand menu, we let you refine your search based on a number of different parameters. You can include or exclude your brand name, filter out keywords under a certain monthly volume, or ignore keywords over a certain difficulty threshold. We even help you limit the number of words the keyword uses if you’re worried about space on the page.

The Related Keywords section is broken down into five subsections:

Similar Keywords: Where you see related keywords that share phrasing and semantics with your target keywords. When you’re building out a keyword list, the more semantic variations of the search you have, the better you’ll be able to target specific searchers.

Similar keywords for “release management”

Questions: This section brings together specific questions that searchers typically ask in the search engine. Understanding this helps you figure out the intent of your keyword and helps you speak the same language as your website visitors in your content.

Questions for “release management”

Also ranks for: This subsection highlights the other keywords your competitors typically rank alongside your target keyword. When you’re going after particularly difficult keywords, this can help you understand what other types of content you can create to level up the overall authority of your website.

Also ranks for “release management”

Also buys ads for: Similar to “Also ranks for” but from a PPC perspective. This subsection tells you what other types of ads your competitors are buying, based on your target keyword. It’s a great way to understand how much budget you should allocate for various keywords in your strategy.

Also buys ads for “release management”

Transactional keywords: If you’re optimizing a site for conversions, these keywords help you see the keywords our tool designates with transactional intent. Use this report when you’re creating landing pages for your product or service.

Transactional keywords for “release management”

Advertiser History

This section breaks down the most popular advertisers for a given search term and shows you their approximate monthly budget, along with the total keywords they rank for, the ad position, and the overall coverage. When you’re building out a PPC targeting strategy, this report helps you see which competitors are going after a similar market.

Whether you are doing competitor research or want to better understand how people talk about their products, this data is incredibly valuable.

Most Successful Advertisers and Their Best Ads for “release management”

Ranking History

We track how competitors’ sites ranked for your target keyword over the past few years. Each of the URLs listed in the top 10 has been on the front page of Google at some point over your chosen search range.

Organic Ranking History for “release management”

As you work through your keyword research, it can be helpful to track how these websites have changed over the past six months to five years. Not only will this show you how the market landscape has evolved for your target keyword, but it also helps you see changes due to seasonality or other outside factors.

We include specific updates to search algorithms on the X-axis as well, which helps you see how various updates have impacted ranking ability for each website in the list.

This compiles the most valuable backlinks you can get for a given keyword to help focus your outreach.

Valuable backlinks for “release management”

This data will help you perform direct outreach as a part of your backlink campaign and highlight what types of content typically link to your target keyword. As you create content for your keyword, investigate the sites that are listed here to see how other publications structure their content.

If you’re going after a specific market, you can use this information to craft content that not only provides value from an SEO perspective but also is in the preferred format of your target backlink profile.

Keyword Grouping

This tool helps you organize your keyword planning in a list for easy search and reference.

Example keyword group for for “release management”

When you’re putting together an SEO strategy, being able to search for MSV, CPC, Difficulty, and Cost in bulk saves a lot of time.

SERP Analysis

This is where analyze the SERP and provide in-depth insights on what content appears for a given search term.

SERP analysis for “release management”

While it’s always a good idea to check out the results page for a given search directly to see what kind of search features appear, SpyFu’s SERP analysis highlights more specific keyword information as well. We show you the domains that rank, their overall strength, their position, and the number of clicks that they gain as a result of their rank.

This helps you see what percentage of the search traffic you can realistically capture by ranking in specific positions in the top 50 results.

AdWords Adviser

In this section, we analyze the current ad landscape for your target keyword and provide advice on other keywords that could be valuable for you to bid on.

Top AdWords Buy Recommendations for “release management”

When you’re creating a PPC advertising strategy for your business, this kind of data helps you see additional opportunities. It’s a great way to flesh out the types of ads you create to gain more overall coverage in the SERP.

Now that we’ve covered the basics of keyword management via SpyFu, there’s really only one question left to ask.

Is There a Keyword Tool to Rule Them All?

While there’s no single tool that can provide you with all the information you need, we hope the keyword tools we’ve discussed today provide you with enough information to make smart decisions for your business.

When you understand the functionality of each keyword tool that’s available in the market, it helps you choose the right one for your exact situation. Sometimes that might be a single tool, or it might be a combination of a few tools, but no matter what, you’re always setting yourself up for success.

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