Effective keyword research - the most important tools

Keyword research

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February 15, 2024

Well-founded keyword research is the be-all and end-all of any SEO strategy. While the Google Keyword Planner is a well-known tool in this area, there are numerous other tools that can help optimize your search engine optimization. In this article, we present a selection of these helpful tools.

The importance of comprehensive keyword research

Thorough keyword research is crucial to increasing the visibility of your website and attracting relevant visitors. By identifying and targeting the right keywords, you can ensure that your content is found by your target audience. This is an ongoing process that should be regularly reviewed and adjusted to keep up with changing search trends and competitive conditions.
First, we will introduce you to the world of keyword research with Google to show you which options are offered directly by Google for keyword searches. We will then look at a selection of powerful, paid tools for keyword research.
Finally, we will introduce you to free keyword tools, which generally have fewer features but can still provide valuable services for your SEO efforts.

Deepening keyword research with Google

Before we turn to the additional tools, it is important to understand the basic functions that Google itself provides for keyword research.
These functions form the foundation of any effective SEO strategy and should not be underestimated.

Keyword research

Google Keyword Planner: the classic with limitations

The best-known tool for keyword research is undoubtedly the Google Keyword Planner, an integral part of the Google Ads platform. This tool, which was specially developed for AdWords customers, combines the functions of its predecessor, the Google Keyword Tool, and the discontinued Traffic Estimator.

It offers users insight into the average monthly search volume for specific keywords, provides bid suggestions for ad campaigns that want to use these keywords, and also suggests similar search queries that could be useful for the ad strategy.

A limitation that deserves attention

However, a major disadvantage of the Keyword Planner is that Google has already restricted the accessibility of precise keyword data for AdWords customers with lower turnover for several years. Instead of exact numbers, the search volume is now displayed in broad categories ranging from 0, 1 to 100, 100 to 1,000, 1,000 to 10,000, 10,000 to 100,000 and 100,000 to 1 million, up to more than 1 million.
This change means that users without significant AdWords spend will only get a rough estimate of search volume for their chosen keywords, which can potentially make planning SEO and advertising strategies more difficult.
This limitation underscores the importance of exploring alternative keyword research tools that can provide more accurate data or additional insights, especially for smaller businesses or individuals looking to cost-effectively optimize their online presence.

Google Trends: Insight into the dynamics of search queries

Another valuable tool in the range of keyword research tools is Google Trends. It offers the unique ability to visualize the popularity of search queries across different time periods. Users can browse the data by time period, geographic region, category and even by type of search such as web, news, shopping and YouTube. This allows for an in-depth analysis of trends and their development over time.

Potential and limits of Google Trends

Despite its wide-ranging application possibilities, there are reports that point to occasional unreliability in the data provided by Google Trends. This limitation should be borne in mind when interpreting the results. Nevertheless, Google Trends offers fascinating insights, especially when observing the development of search queries for well-known brands such as Zalando, as well as for specific products such as the iPhone.
Using this tool can be invaluable as it helps to not only understand the current interests and preferences of the target audience, but also to make predictions about future trends. By analyzing how and when certain search queries gain or lose popularity, companies can strategically plan their content and gain such an advantage in the competition for search engine visibility.

To summarize, Google Trends is a powerful tool that offers profound insights into the world of search queries, despite occasional limitations in data reliability. It is an essential tool for anyone who wants to better understand the dynamics of the internet and the interests of its users in order to make data-driven decisions in their digital marketing strategy.

Google Trends

Google Suggest: a tool for the most popular search queries

Google Suggestalso known as Google Autocomplete, is a function that suggests suitable keywords and keyword combinations to users when they enter the first few letters in the search field. According to Google, these suggestions are based on the most frequently used search terms in the respective context, which means that Google Suggest often serves as an initial guide when searching for relevant keywords.

The benefit

The importance of Google Suggest for keyword research can hardly be overstated. Not only does this feature provide real, timely insights into the most current and relevant search trends, but it also provides inspiration for long-tail keywords that can be crucial to an effective SEO strategy. As Google Suggest reflects users' search queries in real time, it provides valuable insight into the direct interests and needs of your target audience.

Google Suggest therefore stands not only as a unique tool for direct search, but also as a valuable resource for keyword research as part of a comprehensive SEO and content marketing strategy. Its ability to quickly identify the most searched terms and phrases makes it an indispensable tool for anyone looking to maximize the visibility and reach of their online content.

Keyword research

Selection of paid keyword tools

With the basics out of the way, let's turn our attention to advanced tools that require an investment. These paid tools offer a deeper insight into keyword analysis that goes far beyond the basic functions. They allow for more precise strategy planning through detailed analysis of keyword trends, competitor activity and much more.

Mangools Keyword Finder: Your tool for low-competition long-tail keywords

 The Keyword finder from Mangools is characterized by its user-friendly interface and appealing design. The website promises that users can use it to find long-tail keywords "with low SEO competition". Once a search term has been entered, the tool lists thematically related terms within a few seconds - including information on their search volume and average click price. However, these functions are only available to account holders.

 Analysis of the keyword difficulty 

A particularly interesting feature of the Mangools Keyword Finder is the analysis of keyword difficulty. This metric, together with the search results displayed, provides a valuable first impression of the competitive situation among competitors. This insight enables users to make strategically smart decisions when selecting their keywords to effectively improve their visibility in search engines.

Price structure

Mangools is initially offering its keyword finder in a test phase that allows interested parties to explore the tool without obligation. The service is then available for between 29 and 129 dollars per month, depending on the range of functions users require.

Keywordtool Pro: A comprehensive tool for your research

Keywordtool Pro stands out as an extremely powerful keyword research tool that generates several hundred relevant keywords for each search term entered. This tool offers users the flexibility to choose between different languages and platforms such as Google, YouTube, Instagram or Amazon, making it a versatile assistant in the digital marketing strategy. A particularly practical feature is the ability to copy the results with just one click and export them for further analysis, for example in Excel.

 Pricing and accessibility

The costs vary between 69 and 159 euros per month, depending on the scope of functions selected.
Interestingly, Keywordtool also offers a free version, which has fewer functions but is still a good starting point for users who want to gain their first experience with keyword research. This free version can be particularly useful for beginners and smaller projects to understand the basics of keyword research before investing in more extensive functions.

Keywordtool is therefore an excellent tool for those who want to carry out in-depth and wide-ranging keyword research. With its ability to generate a large number of keywords and the flexibility to perform searches on different platforms and in multiple languages, it is an indispensable tool for anyone looking to optimize their SEO strategy and online presence.
The availability of a free version also makes it accessible to a wider audience who want to delve into the world of keyword research.

Keyword Tool

Moz Keyword Explorer: Precise metrics for your SEO strategy

The Moz Keyword Explorer is part of the paid Moz Pro service and offers valuable insights for keyword research despite its free, but very limited, version. This tool sets itself apart by providing search volumes in a more precise from-to range, which is a significant improvement over the often rough estimates of the Google Keyword Planner. Users also benefit from insights into the organic click-through rate (CTR), competitive difficulty and potential of a keyword, allowing for a more informed assessment of the competitive landscape.

For more in-depth SEO analyses and a larger number of keyword queries, Moz Pro offers extensive functions from a price of 99 dollars per month. This investment opens up access to a variety of SEO tools that not only support keyword research, but also website performance monitoring, link analysis and many other aspects of search engine optimization.

Limited, but valuable, free use

The free version of the Keyword Explorer allows up to three keyword queries per day, which makes it practical for occasional research. Although this limitation significantly restricts the possible uses, the tool can still provide valuable insights for smaller projects or for the initial investigation of a new market.

Termexplorer: A data powerhouse for your keyword analysis

Term explorer stands out as one of the most powerful tools for keyword research in this overview. Once you have identified a selection of effective "seed keywords", this online service automatically tracks down similar alternatives and provides you with these, including crucial keyword and link metrics. This data serves as an ideal basis for a comprehensive analysis, for example in Excel, and helps you to put your SEO strategy on a solid foundation.

Price options for every budget

With three different pricing tiers starting at $34 per month, Termexplorer makes advanced keyword research accessible to a wide range of users, from freelancers and small businesses to larger organizations. Each price level offers a customized feature set so you can choose the package that best fits your needs and budget.

Keyword research

Discover free keyword tools

Finally, let's take a look at free keyword tools. Despite their limited features, they are an excellent resource for beginners or smaller projects. These tools can help you gain an initial insight into the world of keyword research without having to invest any financial resources.

Seorch Suggest: Your assistant for long-tail keyword research

Seorch Suggest is a specialized tool that helps you quickly and efficiently identify long-tail keyword variants for your chosen search terms. This powerful tool utilizes the autocomplete features of leading search engines and platforms such as Google, Yandex, Amazon, YouTube, eBay, Wikipedia, Yahoo, Google Shopping, Google News and Bing. With this broad coverage, Seorch Suggest provides a comprehensive perspective on the most commonly searched terms and phrases related to your original keyword.

Efficient organization and export functions

The results generated by Seorch Suggest are sorted in descending order of frequency, allowing you to quickly identify the most relevant and popular long-tail keywords. An additional benefit of this tool is the ability to export the results as a CSV file. This feature allows for seamless integration of the data into other keyword analysis tools such as the Google Keyword Planner for a more in-depth investigation.

Soovle: A panorama of keywords across various platforms

Soovle gives users a broad view of relevant keywords across a variety of platforms, including Wikipedia, YouTube and Amazon. This tool is particularly useful for gaining an initial overview of the search terms that are relevant in different online environments. It provides a valuable perspective for the initial stages of keyword research, especially for users planning a strategy across multiple channels.

Restrictions in handling

One disadvantage of Soovle is that the generated keywords cannot be exported directly, which makes further processing of the data more difficult. This limitation makes Soovle less suitable for users who are looking for a way to create extensive keyword lists for detailed analysis. Nevertheless, the tool offers a valuable starting point for gaining insights into search behavior across different platforms.

 Further work with the knowledge gained

Despite the lack of an export function and the limited information on search volume, Soovle offers a solid basis for initial idea generation. Users can use the rough information on relevant search terms to deepen their research and perform more targeted analysis with other tools that provide more detailed data on search volume and other relevant metrics.



The selection of keyword research tools ranges from basic offerings such as the Google Keyword Planner to advanced solutions such as Keywordtool Pro and Moz Keyword Explorer, which enable in-depth analyses. Each tool has its own strengths and serves different purposes, from initial brainstorming to detailed competitive analysis.

Choosing the right tool depends on your keyword research objectives, your budget and the need for detailed analysis. Importantly, no tool alone guarantees success; rather, a strategic use and combination of different tools is crucial to achieve effective SEO results. Keyword research remains a dynamic process that requires continuous adaptation and a willingness to learn in order to keep up with changes in search trends and algorithms.


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