Editor's note, November 1, 2026: Rebuilt list: the 2020 list of 8 keyword research tools re-ranked and rewritten as 11 paid and free tools, with current prices, free plans and public reviews, checked on 1 November 2026.
How we choose: we research each tool on its own site, check prices at the source and read what users say in public reviews. Our method
Semrush is the best keyword research tool for most teams. It pairs a database of more than 26 billion keywords with search intent, keyword difficulty, topic clusters and competitor gaps, and you can try it free for 7 days. Ahrefs is the strongest alternative if you choose topics by traffic potential. SE Ranking and KWFinder give you most of the same data for far less, and Ubersuggest is the cheapest all-round option.
If you don't want to pay, start with Google Keyword Planner for search volume from Google and Google Trends for seasonality. Keyword Tool, AnswerThePublic and Moz Keyword Explorer all have free versions for finding ideas. For your own site, Google Search Console shows the searches you already appear for, and our list of free SEO tools has more.
When you compare tools, look at four things. How many lookups you get on the plan you can afford. Whether it shows keyword difficulty and search intent. Which countries and platforms it covers. And whether you can try it before you pay. Each tool estimates volume and difficulty its own way, so use one tool consistently when you compare keywords. Prices below were checked on 1 November 2026 and are in US dollars.
The list at a glance
| # | Tool | Best for | Starting price | Free plan | Team |
|---|
| 1 |  Semrush | Teams that want keyword research, competitor gaps and rank tracking in one tool | $117.33 per month, billed yearly (SEO) | Yes | Marketing |
| 2 |  Ahrefs | SEO teams that judge keywords by the traffic a top ranking could bring | $29 per month (Starter) | Yes | Marketing |
| 3 |  SE Ranking | Teams that want unlimited keyword research at a mid-range price | $103.20 per month, billed yearly | No | Marketing |
| 4 |  KWFinder | Beginners and bloggers who want easy keyword difficulty scores | $37.70 per month, billed yearly | Yes | Marketing |
| 5 |  Moz Pro | Marketers who want a free keyword tool with Moz's difficulty and CTR scores | $49 per month | Yes | Marketing |
| 6 |  Google Keyword Planner | Free search volume and bid data straight from Google | Free | Yes | Marketing |
| 7 |  Ubersuggest | Solo site owners who want a low-cost all-round tool or a one-time price | $192 per year, or $29 per month | Yes | Marketing |
| 8 |  AnswerThePublic | Content teams that want the questions people ask about a topic | $20 per month, billed monthly | Yes | Marketing |
| 9 |  Keywords Everywhere | Marketers who want volume and CPC next to results while they browse | $84 per year (Bronze) | No | Marketing |
| 10 |  Keyword Tool | Long-tail ideas from YouTube, Amazon, TikTok and other search boxes | $68 per month | Yes | Marketing |
| 11 |  Google Trends | Checking seasonality and comparing topics, for free | Free | Yes | Marketing |
How we chose
We ranked each tool on the five points of our published method, in this order. First, fit: how well it supports keyword research, from finding ideas to choosing between long-tail keywords and competitive head terms. Second, the features that matter for that job, such as search volume, keyword difficulty, search intent, question keywords, locations covered and how many lookups each plan allows, taken from vendor pages and documentation. Third, price and how clearly it is stated, including free plans, free versions, trials and refund terms. Fourth, what users report in public reviews on G2, Capterra and OMR Reviews. Fifth, whether the product is actively developed.
Every tool was researched on its own website, pricing page and help documentation, and in public reviews. Full SEO suites rank highest because they let you research, judge and track keywords in one place. Free Google tools and idea generators rank lower because each covers only one part of the job, even when they are the best at it. Database sizes are the vendors' own figures and are not measured the same way, so they did not decide the order. For a step-by-step process, read our guide to keyword research for SEO or how to use Semrush for keyword research.
Best for teams that want keyword research, competitor gaps and rank tracking in one tool
1. Semrush
Marketing- Starting price
- $117.33 per month, billed yearly (SEO)
- Free plan
- Yes
- Free trial
- Yes
- Price checked
- November 1, 2026
The most complete choice for teams that do SEO every week. You get keyword ideas with intent and difficulty, competitor gaps and rank tracking in one place, and you can try it before you pay.
Why it's on the list
Semrush says its Keyword Magic Tool draws on more than 26 billion keywords and sorts results into topic clusters automatically. Each keyword shows search volume, keyword difficulty, CPC and search intent, and Semrush can adjust difficulty to your own domain's authority. Basic keyword research comes with the SEO plan at $117.33 per month billed yearly, and the full keyword and competitor toolset starts on Starter at $165.17 per month billed yearly, or $199 month to month. A free account allows 10 reports a day, and Semrush offers a 7-day free trial. It holds 4.4 out of 5 on G2 from more than 4,000 reviews, where keyword research and rank tracking are praised and price is the most common complaint.
Pros
- More than 26 billion keywords, by Semrush's own figure
- Search intent, topic clusters and difficulty adjusted to your domain
- Free account with 10 reports a day, plus a 7-day free trial
- Competitor keyword research and rank tracking in the same tool
Cons
- The full keyword toolset starts at $165.17 per month billed yearly
- Price and paid add-ons are the top complaints on G2
- Some G2 reviewers describe a steep learning curve
Who it's for
In-house marketing teams and agencies that run SEO all year and want keyword, competitor and ranking data in one subscription.
Who should skip it
Bloggers and solo site owners who research a few keywords a week. KWFinder or Ubersuggest cost far less.
More about Semrush: pricing, features and alternatives
Best for sEO teams that judge keywords by the traffic a top ranking could bring
2. Ahrefs
Marketing- Starting price
- $29 per month (Starter)
- Free plan
- Yes
- Free trial
- No
- Price checked
- November 1, 2026
The strongest alternative to Semrush for keyword research. It shows how much traffic a first-place page could win, not only search volume, but it has no free trial.
Why it's on the list
Ahrefs says Keywords Explorer holds 28.7 billion keywords across 217 locations. Beyond volume and a keyword difficulty score based on links to the top-ranking pages, it shows traffic potential, a parent topic you could rank for instead, search intent, keyword clusters and the ranking history of a results page. The Starter plan costs $29 per month for keyword research and competitor lookups, but Ahrefs' help center says it caps reports at 250 rows, keeps one month of history and allows no exports. Full plans start with Lite at $129 per month, with up to 17% off when paid annually. On G2 it holds 4.5 out of 5 from about 700 reviews; competitor analysis and keyword research are praised most, and cost is the most common complaint.
Pros
- 28.7 billion keywords in 217 locations, by Ahrefs' own figure
- Traffic potential and parent topic for each keyword
- Starter plan at $29 per month for occasional research
- Search intent and keyword clustering built in
Cons
- No free trial
- Starter caps reports at 250 rows and allows no exports
- Cost is the most common complaint on G2
Who it's for
SEO specialists and content teams that choose topics by the traffic a page could win, and teams that already use Ahrefs for backlinks.
Who should skip it
Teams that want to test before paying. Semrush and SE Ranking both offer free trials.
More about Ahrefs: pricing, features and alternatives
Best for teams that want unlimited keyword research at a mid-range price
3. SE Ranking
Marketing- Starting price
- $103.20 per month, billed yearly
- Free plan
- No
- Free trial
- Yes
- Price checked
- November 1, 2026
The best value among the full SEO suites. Its first plan includes unlimited keyword research with intent, difficulty and question keywords, plus daily rank tracking.
Why it's on the list
SE Ranking's keyword research gives related, question-based and low-volume keyword suggestions, with keyword difficulty, search intent, CPC and the SERP features that appear for each query. A competitor view shows which keywords other sites target. The Core plan costs $103.20 per month billed yearly, or $129 month to month, and includes unlimited keyword, competitor and backlink research and 2,000 keywords tracked daily. The 14-day free trial needs no credit card. G2 rates it 4.8 out of 5 from more than 1,400 reviews, with ease of use, dashboards and rank tracking praised most.
Pros
- Unlimited keyword research on the Core plan
- Question and low-volume suggestions with search intent
- 14-day free trial without a credit card
- 4.8 out of 5 on G2 from more than 1,400 reviews
Cons
- No free plan
- Some G2 reviewers say it lacks the depth of the largest suites
Who it's for
Freelancers, agencies and in-house teams that research keywords daily and want a full SEO suite for less than Semrush.
Who should skip it
People who need only a few lookups a month. A free tool or KWFinder will do.
More about SE Ranking: pricing, features and alternatives
Best for beginners and bloggers who want easy keyword difficulty scores
4. KWFinder
Marketing- Starting price
- $37.70 per month, billed yearly
- Free plan
- Yes
- Free trial
- No
- Price checked
- November 1, 2026
The easiest paid keyword tool here. KWFinder shows at a glance which long-tail keywords a small site can realistically rank for.
Why it's on the list
KWFinder shows search volume, trends, keyword difficulty and a SERP analysis for each keyword, with local data for more than 65,000 locations. A free account gives 5 lookups per 24 hours, with 15 related and 5 competitor keywords per lookup. Paid Mangools plans start with Basic at $37.70 per month billed yearly, or $61 month to month, which allows 100 keyword lookups per 24 hours and adds rank tracking, backlink data and site analysis. Mangools offers a full refund within 48 hours of payment. G2 lists it under Mangools, where it holds 4.7 out of 5 from 97 reviews, with ease of use and price praised most.
Pros
- Simple keyword difficulty score that beginners can read at a glance
- Local data for more than 65,000 locations
- Free account with 5 lookups per 24 hours
- Rank tracking, backlinks and site analysis in every paid plan
Cons
- 100 keyword lookups per 24 hours on Basic
- Refunds only within 48 hours of payment
- Far fewer G2 reviews than the big suites
Who it's for
Bloggers, affiliate site owners and small businesses looking for long-tail keywords they can rank for.
Who should skip it
Agencies that research thousands of keywords a day. SE Ranking's unlimited research suits them better.
More about KWFinder: pricing, features and alternatives
Best for marketers who want a free keyword tool with Moz's difficulty and CTR scores
5. Moz Pro
Marketing- Starting price
- $49 per month
- Free plan
- Yes
- Free trial
- Yes
- Price checked
- November 1, 2026
A clear keyword tool with a free account, but the cheapest full Moz Pro plan allows only 150 keyword queries a month.
Why it's on the list
Moz says Keyword Explorer holds 1.25 billion keyword suggestions across 170 Google search engines. For each keyword it shows monthly volume, difficulty, organic click-through rate, the minimum Domain Authority among ranking pages and the primary search intent. A free Moz Community account gives limited access to Keyword Explorer. Moz Pro Standard costs $99 per month, or $79 per month paid yearly, but includes 150 keyword queries a month; Medium raises that to 5,000 for $179 per month, or $143 paid yearly, and can be tried free. Moz Pro holds 4.3 out of 5 on G2 from about 600 reviews, where ease of use and the keyword difficulty score are praised.
Pros
- Organic click-through rate and minimum Domain Authority for each keyword
- Free account with limited Keyword Explorer access
- Free trial of the Medium plan
Cons
- Only 150 keyword queries a month on Standard
- The plan with 5,000 queries costs $143 per month paid yearly
- The pricing page does not list keyword limits for the $49 entry-level plan
Who it's for
Marketers who already report on Domain Authority and want a free or occasional keyword tool.
Who should skip it
Anyone who researches keywords every day on a budget. 150 queries a month runs out fast.
More about Moz Pro: pricing, features and alternatives
Best for free search volume and bid data straight from Google
6. Google Keyword Planner
Marketing- Starting price
- Free
- Free plan
- Yes
- Free trial
- No
- Price checked
- November 1, 2026
The best free source of Google's own keyword data. It is built for planning ads, so it shows bids and advertiser competition, not how hard it is to rank organically.
Why it's on the list
Keyword Planner sits inside Google Ads and costs nothing, but you need a Google Ads account with setup completed, including billing information. It suggests keywords from a word, phrase or website and shows average monthly searches, advertiser competition, low and high top-of-page bids and forecasts for a keyword list. It ranks below the paid tools because it has no organic difficulty or SERP data, and reviewers on OMR Reviews say volumes often appear as broad ranges. It holds 4.4 out of 5 on OMR Reviews from 114 reviews, where the free price and direct Google data are praised.
Pros
- Free, with search data from Google
- Top-of-page bids show what a keyword is worth to advertisers
- Forecasts of clicks and cost for a keyword list
Cons
- Needs a Google Ads account with billing information
- No organic keyword difficulty or SERP analysis
- Volumes often appear as broad ranges, according to reviewers
Who it's for
Anyone on a zero budget, and teams that also run Google Ads.
Who should skip it
SEO teams that need difficulty and SERP data. Pair it with a paid tool rather than relying on it alone.
More about Google Keyword Planner: pricing, features and alternatives
Best for solo site owners who want a low-cost all-round tool or a one-time price
7. Ubersuggest
Marketing- Starting price
- $192 per year, or $29 per month
- Free plan
- Yes
- Free trial
- Yes
- Price checked
- November 1, 2026
The cheapest all-round SEO tool for keyword research here, and the only one with a lifetime licence instead of a subscription.
Why it's on the list
Ubersuggest gives keyword ideas with search volume, keyword difficulty and CPC, and adds rank tracking, a site audit, backlink data and traffic estimates for any domain. In US dollars, the Individual plan costs $29 per month, $192 billed yearly or $290 once for lifetime access, with 150 searches a day and one project. Monthly plans come with a one-time 7-day free trial, and lifetime purchases are final and non-refundable. It holds 4.2 out of 5 on G2 from 160 reviews, with keyword research and ease of use praised most and support rated lower.
Pros
- $192 a year for the Individual plan
- One-time $290 lifetime plan
- 7-day free trial on monthly plans
Cons
- 150 searches a day and one project on Individual
- Lifetime purchases cannot be refunded
- Support scores lower than ease of use on G2
Who it's for
Solo site owners and small businesses that want keyword research plus basic SEO tools for the lowest yearly cost.
Who should skip it
Agencies and teams that manage many sites. The project and search limits are low.
More about Ubersuggest: pricing, features and alternatives
Best for content teams that want the questions people ask about a topic
8. AnswerThePublic
Marketing- Starting price
- $20 per month, billed monthly
- Free plan
- Yes
- Free trial
- Yes
- Price checked
- November 1, 2026
The best tool for turning one topic into a list of questions and comparisons to answer. It finds content angles rather than ranking difficulty.
Why it's on the list
AnswerThePublic groups search suggestions around a keyword into questions, prepositions, comparisons, alphabetical lists and related searches, shown as a visual wheel or a list. It draws on Google, YouTube, Amazon and ChatGPT among other sources, and paid plans add search volume and CPC. A free account allows 3 searches a day. Starter costs $20 per month for 100 searches a month, or $160 a year billed yearly, cut to $120 a year in an offer that ends on 8 November 2026; monthly plans have a one-time 7-day free trial. It is owned by NP Digital, which also makes Ubersuggest. It holds 4.5 out of 5 on G2 from fewer than 40 reviews, where ease of use and quick content ideas are praised and the small free allowance is a common complaint.
Pros
- Questions, comparisons and prepositions grouped around one keyword
- Ideas from Google, YouTube, Amazon and ChatGPT
- Free account with 3 searches a day
Cons
- 100 searches a month on Starter
- No keyword difficulty score
- Few public reviews
Who it's for
Content marketers and SEO writers who plan articles, FAQs and videos around real questions.
Who should skip it
Anyone who needs to judge how hard a keyword is to rank for. Use a suite such as SE Ranking or KWFinder for that.
More about AnswerThePublic: pricing, features and alternatives
Best for marketers who want volume and CPC next to results while they browse
9. Keywords Everywhere
Marketing- Starting price
- $84 per year (Bronze)
- Free plan
- No
- Free trial
- No
- Price checked
- October 31, 2026
The cheapest way to see search volume on Google, YouTube, Amazon and other sites as you search, paid for with prepaid credits.
Why it's on the list
Keywords Everywhere is a browser extension that adds search volume, CPC, competition and trend data to results on more than 15 sites, including Google, YouTube, Amazon, Bing, eBay and Etsy. One credit covers one keyword. Plans are billed yearly only, and credits expire after a year; Bronze costs $84 a year for 100,000 credits and one user, and Silver $168 a year for 400,000 credits and three users. Without credits it still shows traffic and backlink metrics and a hashtag generator, and when credits run out it keeps showing its "People Also Search For" and related keyword widgets. Public reviews are few, with 8 on G2.
Pros
- Volume, CPC and trends on more than 15 sites
- Bronze plan at $84 a year
- Some features work without credits
Cons
- Yearly billing only, and credits expire after a year
- Search volume and CPC need credits
- Few public reviews
Who it's for
Marketers and creators who research while they browse Google, YouTube or Amazon and want data at the lowest yearly cost.
Who should skip it
Teams that need a structured research workflow with lists, difficulty and rank tracking. Choose a suite.
More about Keywords Everywhere: pricing, features and alternatives
Best for long-tail ideas from YouTube, Amazon, TikTok and other search boxes
10. Keyword Tool
Marketing- Starting price
- $68 per month
- Free plan
- Yes
- Free trial
- No
- Price checked
- November 1, 2026
The widest platform coverage on this list. The free version gives hundreds of autocomplete ideas without an account, but its volume data costs more than most suites.
Why it's on the list
Keyword Tool collects autocomplete suggestions from 17 platforms, including Google, YouTube, Bing, Amazon, eBay, the App Store, Play Store, Instagram, Reddit, Pinterest, TikTok, Perplexity and Copilot. The free version needs no account and returns up to 750+ long-tail suggestions per search term. Search volume, CPC, competition and trend data need a paid plan; Starter costs $68 per month billed annually, or $88 month to month, for 50 requests a day. There is no free trial, but every plan has a 30-day money-back guarantee. On Capterra, reviewers most often praise its ease of use and the number of long-tail ideas it finds.
Pros
- Suggestions from 17 platforms, including YouTube, Amazon and TikTok
- Free version with up to 750+ suggestions and no account
- 30-day money-back guarantee
Cons
- Search volume and CPC need a plan from $68 per month billed annually
- No free trial
- No keyword difficulty or SERP analysis
Who it's for
Video, ecommerce and app marketers who need keyword ideas for platforms other than Google.
Who should skip it
SEO teams focused on Google rankings. A suite gives more data per dollar.
More about Keyword Tool: pricing, features and alternatives
Best for checking seasonality and comparing topics, for free
11. Google Trends
Marketing- Starting price
- Free
- Free plan
- Yes
- Free trial
- No
- Price checked
- November 1, 2026
The best free tool for seeing whether interest in a topic is rising, falling or seasonal. It shows relative interest, not search volume.
Why it's on the list
Google Trends shows search interest on a scale from 0 to 100, where each point is a share of all searches in that place and time. You can compare terms, see interest by region and find related topics and queries, including rising ones, with filters for web, image, news, Shopping and YouTube search. Google uses a sample of searches and shows low-volume terms as 0, so it cannot tell you how many people search for a keyword. It is free. It holds 4.6 out of 5 on G2 from about 260 reviews, where the free price and easy comparisons are praised and the lack of real volume is a common complaint.
Pros
- Free, with Google's own search interest data
- Compare terms across time and regions
- Rising related queries show new topics early
Cons
- Relative interest only, with no search volume
- Low-volume terms show as 0
Who it's for
Every marketer who wants to time content or campaigns around seasonal demand, alongside any other tool on this list.
Who should skip it
Nobody needs to skip it, but it cannot replace a keyword tool on its own.
More about Google Trends: pricing, features and alternatives
Also considered
- SpyFu: Strongest at showing the keywords competitors rank and bid for in Google Ads, rather than finding new keyword ideas.
- Serpstat: An all-in-one SEO suite rather than a dedicated keyword tool. It is compared in our list of Ahrefs alternatives.
- Google Search Console: Free and worth using on any site, because it shows the real searches your pages appear for, but it cannot research new keywords or competitors.
Frequently asked questions
What is the best free keyword research tool?
Google Keyword Planner is the best free source of search volume, because the data comes from Google, but you need a Google Ads account with billing information. For ideas without an account, Keyword Tool's free version returns up to 750+ suggestions per term. Google Trends shows seasonality, and free accounts on AnswerThePublic, KWFinder and Semrush give a few searches or reports a day.
Is Semrush or Ahrefs better for keyword research?
Both cover the job well. Semrush offers a free account and a 7-day free trial and adds search intent and topic clusters to every keyword. Ahrefs shows traffic potential and a parent topic for each keyword and has a cheaper $29 Starter plan, but no free trial. Prices were checked on 1 November 2026.
How accurate is Google Keyword Planner for SEO?
Its volumes come from Google, averaged over 12 months and rounded, so they are a useful guide. It is built for ads, though, so it shows advertiser competition and bids rather than how hard it is to rank organically. Reviewers also report that volumes often appear as broad ranges.
How much does a keyword research tool cost?
On 1 November 2026 the cheapest paid options were Keywords Everywhere at $84 a year, Ubersuggest at $192 a year or $290 once, and AnswerThePublic at $20 a month. KWFinder started at $37.70 per month billed yearly. Full SEO suites with unlimited or large keyword research started at $103.20 per month billed yearly for SE Ranking.
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