How to do keyword research with only free tools
You do not need a paid subscription to find good topics for your blog.
Below is the step-by-step process I follow for post ideas, using only free tools and a notebook.
First, understand what a keyword is
A keyword is a word or phrase that a person types into a search engine. Keyword research means finding and studying those phrases, so that you can write posts that answer them. It is also a kind of planning: you decide the topic before you write, not after.
Three ideas guide the whole process:
- Relevance: the phrase must be closely related to the subject of your website. A phrase that does not fit your site is unlikely to rank well, even if many people search for it.
- Competition: a very popular phrase has many websites trying to rank for it. Your chance of reaching the top is lower.
- Search demand: a phrase that nobody searches for brings little or no traffic, so it has little value.
Your aim is a phrase that is relevant, wanted by readers and not too crowded.
Step 1: brainstorm on paper
Start without any tool. Take a notebook and write your main subject in the middle of the page. Around it, write every question a beginner might ask.
I have taught for many years, so I plan posts the way I plan a class. I think like a student standing at the door of the topic. What do they not know yet? What would they be afraid to ask? Write the questions in the student's own words, not in textbook language.
For example, my square-root shortcut is meant for non-perfect squares. A student will not use a technical name for the method. A student will ask how to find such a square root without a calculator. That plain question is what belongs in your list.
Step 2: grow the list with free search suggestions
Now open a search engine and type the start of each question. Do not press enter. Look at the suggestions that appear below the box. These come from what people search for, so copy the useful ones into your notebook.
Then search the phrase and scroll to the bottom of the results page. Many search engines show a list of related searches there. Copy those too.
Also read the results themselves. Look at the titles of the top pages. If every page is a long guide, a very short answer may not satisfy the reader. If every page is a short answer, a detailed worked example may stand out.
Google also offers free tools for basic keyword analysis, and all their results are based on Google search data. Google Trends is another tool often used for this work. Paid tools such as Semrush are popular too, but you can begin without them. Treat any number a tool shows as a guide, not as a promise.
Step 3: sort every phrase by length and by intent
Keywords fall into two groups by length:
- Short-tail keywords have one or two words and no specific details. They are searched most often, but they are broad. An example is Buy shoes.
- Long-tail keywords have more words and more detail. They get less search traffic, but the person searching usually knows what they want. An example is Buy breathable running shoes.
Next, mark the search intent. Intent is the purpose behind a search. Search engines use it to show more precise results. There are four kinds:
- Informational: the person wants to learn something.
- Navigational: the person wants to find a particular site.
- Commercial: the person is comparing options.
- Transactional: the person is ready to buy.
A teaching blog mostly serves informational intent. If a phrase shows buying intent and your post is only an explanation, the reader will be disappointed and leave. Match the post to the intent.
Step 4: judge competition with a simple test
Search your phrase and see how many results the engine reports. This is a rough sign of competition. The table below shows a well-known illustration of the idea.
| Phrase | Results reported | What it tells you |
|---|---|---|
| making money | 4,860,000,000 | Very crowded. Hard to rank for. |
| acquiring money | 116,000,000 | Same meaning, far fewer pages competing. |
| making money online from home in Canada | Not given | More specific, so less competitive and easier to rank for. |
The lesson is simple. Related phrases and extra details reduce competition. Adding a place, a level, a class or a situation to a phrase often makes it easier to win.
There is also a trade-off. If you aim only at alternative phrases, you may never rank for your main keyword, because main keywords can be very hard to rank for. So keep one main phrase for each post and let the smaller phrases support it.
Step 5: pick one phrase and record it
Now choose. For each post, pick one main phrase that is relevant, has some searches and is not too crowded. Then pick two or three supporting phrases to use naturally in the headings and body.
Keep a simple sheet. A free spreadsheet works well. Use these columns:
- The phrase.
- Short-tail or long-tail.
- Intent (informational, navigational, commercial or transactional).
- Competition note (low, medium or high, from your own search).
- Post title and status (idea, drafted, published).
This sheet becomes your plan for the next few weeks. It also stops you from writing the same post twice.
Step 6: write for the reader, not the search box
Use the phrase where it fits naturally: the title, a heading or two and the first paragraph. Do not repeat it again and again. Keyword stuffing, which means forcing the phrase into the page too many times, should be avoided. It makes the post hard to read and does not help.
Worked example: Suppose your blog is about sports gear and you want a post on running shoes.
- Brainstorm: write what a beginner would ask, such as which shoes suit daily running and what makes a shoe comfortable.
- Suggestions: type the start of each question into the search box and copy the useful endings.
- Sort: Buy shoes is short-tail and broad. Buy breathable running shoes is long-tail and more specific.
- Check intent: these phrases show buying intent. If your post only explains how to choose shoes, look for an informational phrase instead, or write a post that helps people compare options.
- Record: enter the chosen phrase, its type, its intent and your competition note in the sheet.
- Write: answer the reader's question in the first paragraph, then explain step by step.
Key takeaways
- A good keyword is relevant to your site, wanted by readers and not too crowded.
- Start with a notebook and your readers' own questions, then grow the list with free search suggestions and related searches.
- Longer, more specific phrases usually face less competition than one- or two-word phrases.
- Mark the search intent of every phrase, and write a post that matches it.
- Keep a simple sheet of phrases, and do not stuff the page with them.
Frequently asked questions
Can I really do keyword research without paid tools?
Yes. Many tools exist, both free and commercial. Google offers free tools for basic keyword analysis, and Google Trends is also commonly used. Your own brainstorming and the search suggestions add a lot of value.
What is the difference between short-tail and long-tail keywords?
Short-tail keywords have one or two words and no specific details. They get high search traffic. Long-tail keywords have more words and more detail. They get less search traffic, but they are more specific.
What is search intent?
Search intent is the purpose behind a search. It can be informational (learning), navigational (finding a site), commercial (comparing options) or transactional (ready to purchase). Search engines use it to show more targeted results.
Should I pick the phrase with the most searches?
Not always. A phrase with very high demand is usually also very competitive. A related phrase with low competition and still a good number of searches is often a better target.
Does a keyword guarantee that my post will rank?
No. Good keyword choice makes ranking easier, but nobody can promise a result. Treat the research as planning, and put your effort into a clear, honest post.
What to do next. Try it yourself on the page below.
Aniket Bhardwaj — Chemistry Educator, Author & Founder of 4AB →
