Can You Pass the keywords Test?

5 free tools I Wish I Had Known About keywords When I started Out


Welcome to our second episode of my rubric about SEO. In the first one, you had an overview of what SEO is, why it is essential and how many types of SEO there are.

Before talking about “how to search for keywords” and the tools you can use, let’s start to clarify something. Keyword and query are two different things: let’s diving into it.

Query is a term that a user types in the search box of any search engine. It could be one word, two words or a phrase or even a question. When the user clicks enter, the bot of the search engine starts to work.

Instead, as Semrush writes, a keyword is a search term that a website owner or SEO professional will use to optimize a website in the hopes of ranking at the top of Google’s results for specific keywords. 

What is the purpose of a Keyword Research?

Keyword research is a process that allows you to identify all possible queries posed to search engines and that they may be relevant to your business and your customers.
We don’t talk anymore about keywords formed by one or two words, but phrases and questions that the user might type, and keywords related to them.

But how do you find out what kind of content you need to accomplish to appear in the different phases of the buying cycle? Here where search intent comes into play.

What is the Search Intent?

The most trustworthy definition is Moz‘s: “Search intent (also known as user intent) is the primary goal a user has when searching a query in a search engine. Many times, users are searching for a specific type of answer or resource as they search.”

Every type of user search corresponds to a Funnel’s stage, as you can see from the image below.

Keywords based on search intent and funnel's stage

Let’s explain the concept by some examples

Case Study: Information Research

Example: online appliance store

Searches made by people who want to deepen a particular topic. At this stage, they are not interested to purchase. These questions might be
• “How are microwave ovens cleaned?”
• “How do I clean my microwave oven naturally?”

To have this type of content at the beginning of the funnel helps to achieve notoriety and brand authority.
With Google showing more and more “People Also Ask” in the SERPs is easy to identify and these keywords or phrases.

People also ask - Informative research

Case Study: Investigative Research

Example: “Best home appliance store”

The keywords start showing signs of transactional intent, and this happens when the user advances along the sales funnel. The user is looking for a comprehensive and broad solution. If the user is looking for a local shop, what the search engine will show is this:

Investigative Research example

Case Study: Comparison Research

Example: “Brown vs Zanussi”

This user research aims to have a comparison between the brands that already knows.

Case Study: Transactional Research

Example: “Zanussi washing machine for sale online”
The transactional searches are what you have when the user is ready to make a purchase.
These will be related to the categories or products on the website.

Case study: navigational research

Example: “How much is the shipment of the Zanussi washing machine?”

How do you choose the most relevant keywords?

Before introducing you to some helpful free tools to find relevant keywords, I’d like to say something.

There are some “suggestions” to take into consideration when talking about keywords. The common questions are: “Where place them? How many times use them in the text? How to choose the best one for you goal?”


  • URL;
  • Post Title and H1;
  • In the first 100 words of the paragraph;
  • Tag meta-title and meta description;
  • Image Alt Attributes;
  • Try to use some synonyms


The best tip that I can give you is not to exceed 5 times for the same keyword. Use synonyms of other keywords in the text and, if you have the Yoast SEO plugin in place, follow their guidelines.


While carrying out your keyword research, the most critical factors that will influence your strategy are:

Search Volume



Search Volume indicates the number of searches that your keyword has been registered in a month; in simpler words, this data tells you how many times that specific keyword or question has been searched for in a month. You must focus on keywords with high Search Volume.

Competition: this data represents the sharing of this particular keyword on the market among the various competitors.

CPC: the Cost per Click of each keyword that you intend to use.

What is the best formula? Keep keyword with high Search Volume but low Competition and low CPC.

Free Keywords Research Tools

I’m going to show you 5 free tools that can help you carry out a great research and strategy.


Let’s say you’re working on a blog post about Sun Creams and your client’s goal is to promote travel-size creams. Start to type “Travel sun cream” in the bar search. Google will give you some suggestions, like the image below:

Google Suggestion Terms example
Figure 1 – Google Suggestions Terms

The bold words that appear in the drop-down menu are additional terms that the majority of users have typed next to your primary keyword. I recommend writing them all down and then deepening their Search Volume and Competition through another tool that I will introduce to you shortly.

Next step: click enter on Travel Sun Cream. You will notice a little tab on the first SERP, the “People also ask”, that we mentioned before. 

People also ask example
Figure 2- People Also Ask on the SERP

All of these questions are questions that users have typed and can be very helpful in attracting organic traffic. Add these to your list as well.


The free version of this tool, offered by the great SEO Expert Neil Patel, gives you a little overview of the competition and the search volume. Select the language and the country that you are interested in, digit your keyword and click enter. In our current case, “Travel Sun Cream”

Overview Ubersuggest results
figure 3- Ubersuggest

In the dashboard above (Figure 3), the results that Ubersuggest shows us are pretty straightforward: this particular keyword didn’t register many searches, you can see that the S.V. is very low. Also, the SEO difficulty (the estimated organic competition) is low, but the Paid Difficulty is higher. This scenario means that many brands and businesses are bidding for these keywords, and they are doing some ads using “Travel Sun Cream”.

Keyword Ideas - Ubersuggest
Figure 4 -Ubersuggest

In Figure 4 above, this fantastic free tool gives us some keyword ideas and their relatives’ information about the same factors as Figure 3. You can see that there are also some branded keywords, and there is additional info, such as the size of the cream. So the best that you can gather from this information is that people are interested in the size.

So..What to do if this keyword didn’t get the best outcome? Try another one 🙂 To keep up with our same case study, I have typed “Sun Cream” and this is what Ubersuggest showed me:

Sun Cream overview by Ubersuggest
figure 5 -Ubersuggest

keyword ideas for Sun Cream - Ubersuggest
Figure 6 -Ubersuggest

In this case, the keyword is not very specific as we wished, but in Figure 6, we can take some new ideas relevant to our primary goal.

Answer the Public

With this free tool, you can execute max 3 free searches for the day. The first steps are selecting the language and country and then type your keywords. Let’s stick with Sun Cream.

What we got are 72 questions – 55 prepositions – 27 comparisons.
You can visualize the data from the graphic or the list. I usually I’m more comfortable with the list, so my head doesn’t roll around.

Answer the public - Example 1
Figure 7- Answer the public
Answer the public- questions
Figure 8 – Answer the public

Even if this tool doesn’t give us any data regarding Search Volume or Competition, it is constructive to see how people ask questions about this topic. It is undoubtedly a place of inspiration.

Keywords Everywhere

The Keywords Everywhere is a browser extension suitable on either Chrome or Firefox. The best part is that we show you monthly search volume, CPC and competition data of keywords on multiple websites. It isn’t free, but it is an excellent tool that I use very often because it is incredibly accurate.
With $10, you can obtain 10.000 credits, where one credit corresponds to 1 keyword.

How does it work? I’ll show you straight away.

Once you have installed the extension, you have to turn it on and then start to execute your research. Type your keyword in the search box and then the extension will show you all results, including Search Volume, Competition, CPC, related and trending keywords.

Keywords everywhere - example
Figure 9 – Keyowords everywhere

As you can see from Figure 9, in the top left, the keyword “Sun Cream” has an S.V. of 14.800/mo, a Competition of 1, CPC is €0.48. On the right column, the extension reveals Related Keywords and their outcomes. In fact, there are complementary terms with high search volume that can be handy.

People also search for e Long tail keywords- Keywords Everywhere
Figure 10- Keywords Everywhere

Instead, the extension displays “People also ask” and “Long-tail Keywords” in the bottom left. There is a massive amount of information here; you can not have those from a free tool mentioned before. It is undoubtedly a great option if you are a copywriter or blogger with more prominent clients. You may also export all these reports avoiding taking note of them yourself.

Keyword Tool

The last free tool that I’d like to propose to you is It is very handy if you are working on different platforms. Keyword Tool is a free online keyword research instrument that uses Google Autocomplete to generate hundreds of relevant long-tail keywords for any topic.

Let’s say we’d like to promote our Sun Creams on Amazon. How can we find inspiration?

Choose Amazon from the top bar, select the language and the country as usual and type “Sun Cream”.

The free version doesn’t display S.V., CPC, and competition factors, but it gives you back hundreds of suggestions by keywords and preposition. Have a look!

Figure 11- Prepositions + keywords
Figure 11- Prepositions + keywords
Figure 12- Keyword Suggestions
Figure 12- Keyword Suggestions


In this article, we went through the difference between Query and Keyword, which factors and elements you have to look into to find the right keyword; we explored 5 tools very accurate. I’d like to suggest you exercise as much as you can before managing some business blog or writing one for yourself.
These tips are mostly related to a blog post, but we will talk about how to optimize product description on WooCommerce and Amazon in the following article. So, stay connected! And if you have some questions, feel free to comment below. I’ll be more than happy to help you!

Valeria Di Lonardo

Digital Marketer Freelancer| Ita & Eng| I help professionals and small businesses find the simplest way to boost their activity.

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