When I do keyword research, I am trying to answer a simple question: what does the customer need, and which page should help them? I like spreadsheets, but nobody has ever hired a spreadsheet. The useful output is a short list of pages worth making or improving.

These five tools help at different points. I use them as sources of evidence, not as five oracles that will all agree on the same number.

My starting process

I start with the services, the questions customers ask and the pages already on the site. Then I look for wording variations, check demand in the target market and read the search results. I group phrases by intent before assigning a page. Singular and plural versions rarely need separate articles.

1. Google Keyword Planner: demand and advertising signals

Google Keyword Planner is where I check Google Ads search estimates, monthly patterns and bid ranges for a defined market. I set the country, language and search network first. “Global volume” is a poor answer to a Lisbon business question.

The competition number in Keyword Planner is about advertisers. It does not tell me how hard organic SEO will be. A high bid can suggest commercial interest; it does not promise that an article will bring leads.

2. Google Search Console: the site you already have

Google Search Console shows the queries and pages where a verified site appeared in Google Search. I check it before commissioning new content. Sometimes a page we already have is close to answering the question and needs an update, not a new URL.

Search Console only shows your own site’s search performance. It will not reveal every topic in the market. I use it to improve pages that already have a foothold, then use research tools to look beyond them.

3. Ahrefs Keywords Explorer: expanding a topic

Ahrefs Keywords Explorer helps me explore related searches and competing pages around a topic. I use it to see whether a phrase stands alone or belongs in a larger group of questions.

I treat any tool’s difficulty score as a clue, not a verdict. I still read the results page, look at the competing pages and ask whether I can make something more useful. A green score cannot write the article for me.

4. Semrush Keyword Magic Tool: building groups

Semrush helps sort keyword ideas by modifiers and questions. I use the filters to find useful groups, then I check the search results before deciding whether those groups need separate pages.

My first filter is relevance to the business. A tool can export a thousand phrases about a topic the client does not sell. That makes a bigger file, not a better plan.

5. KWFinder: a focused starting point

KWFinder keeps keyword discovery relatively focused. I would consider it when a smaller project needs a manageable workflow more than a large suite of extra features.

I would check its coverage for the target country and niche before choosing it. A simpler interface is lovely until the queries you need are missing.

Which one would I choose?

For a site with history, I start in Search Console. For market demand, I use Keyword Planner with the right location and language. Then I use Ahrefs, Semrush or KWFinder to expand and group ideas if the project calls for it.

I finish by reading the live results and mapping each group of searches to one useful page. The handover should be a list of decisions, not a CSV everyone politely avoids opening. If you want help turning research into a site plan, explore my SEO services.

FAQ: keyword research tools

What is the best keyword research tool?

I start with Search Console for an existing site and Google Keyword Planner for market demand. Ahrefs, Semrush and KWFinder help expand ideas. The best choice depends on whether you need to discover topics, improve existing pages or manage research at scale.

How do I do keyword research for SEO?

Start with customer questions and the services you offer. Find related searches, check demand in the right country, read the results page and group phrases that share the same intent. Then choose one useful page for each group.

Are there free keyword research tools?

Yes. Search Console is free for a verified site, and Google Keyword Planner is available through Google Ads. Their data answers different questions. Free access or the level of detail available can depend on the account and setup.

Is Google Keyword Planner good for SEO?

Yes, for discovering related terms and checking Google Ads search estimates by market. I do not use its advertiser competition score as an organic ranking difficulty score. I pair it with live result inspection and my own site data.

How do I find keywords my website already ranks for?

Open the Performance report in Google Search Console, then review queries and the pages receiving impressions and clicks. I look for pages that nearly answer an important search before deciding to create something new.

What does keyword search volume mean?

It is an estimate of how often a search is made in the selected market and period. It is not a forecast of visits to your page. Rankings, result features, intent and the usefulness of your answer all affect what happens next.

Is keyword difficulty the same as Google Ads competition?

No. Google Ads competition reflects advertiser activity. SEO difficulty scores from third-party tools are their own estimates of organic competition. I keep the labels separate and check the actual ranking pages.

How many keywords should one page target?

I focus on one main intent and include close wording variations naturally. If two phrases need the same answer, they often belong on one page. If the results show different needs, I consider separate pages.