Finding good keywords does not need expensive subscriptions. If you know where to look and how to read the signals, you can build a steady list of useful keywords using only free resources. In this guide I’ll walk you through easy, step-by-step ways to discover keyword ideas, check intent, and pick ones that are realistic for you to rank for — all without paying for premium SEO tools.
Start with ideas people actually type (use autocomplete and people-ask data)
One of the simplest places to begin is the search box itself. Type a short phrase related to your topic into Google, YouTube, or Amazon and watch the suggested completions. These suggestions come from what people frequently type, so they are real user phrases you can target. To expand results, try the “add a letter” trick (type a, then b, then c after your base phrase) — you’ll see many long-tail ideas that are often low-competition and highly specific. Using autocomplete this way is fast and dependable for brainstorming.
Right below many Google results you will also see a “People also ask” box. That box lists common questions people have about a topic; each question is a great candidate for a blog section, FAQ entry, or a dedicated page. Tools and websites exist that collect and expand these questions into longer lists, but you can also copy the questions directly from search results and use them as keyword-driven content ideas. (AlsoAsked)
Use Google Trends to check interest and seasonality
Once you have a few candidate phrases, pop them into Google Trends to see whether interest is growing, stable, or seasonal. Trends shows relative search interest by time and region, and it can compare multiple keywords side-by-side. This is especially useful if you want to avoid topics that are dying or if you want to plan seasonal content ahead of time. For example, if a term spikes every December, you can prepare content in October so it is indexed and visible when the interest rises. Google Trends is free and simple to use. (Zapier)
Use Google Keyword Planner (free via a Google account) for volume signals
Google Keyword Planner gives search volume ranges and competition signals and is available for free inside a Google Ads account — you don’t need to run ads to use the planner. Create or sign into a Google Ads account, go to Keyword Planner, and choose “Discover new keywords” or “Get search volume and forecasts.” The Planner will give you related keywords and rough monthly search volume ranges; while exact numbers are sometimes behind paid tiers, the tool still helps you separate “very small” topics from “decent traffic” topics. Using this tool helps you prioritize which keywords to focus on first. (Google Help)
Look at competitors directly (free manual checks)
You don’t need a paid competitor tool to learn what keywords others rank for. Open Google, search your target keyword, and study the top results. Read their titles and the headings in their articles. Use the site: operator (for example site:example.com "keyword") to look inside a competitor’s site for specific terms. Often the most common words and the way competitors frame a topic reveal where the opportunity lies: are top pages long guides, quick lists, or product reviews? Matching intent (answer vs. compare vs. buy) matters more than matching exact words. Guides to search operators can help you craft tighter queries for these checks. (Ahrefs)
Mine question sites, forums and social platforms
Forums like Reddit and Q&A sites like Quora are goldmines for natural-language questions. Search the subreddit or Quora topic relevant to your niche and note the language people use, the exact questions they ask, and the problems they describe. These real user phrases often become long-tail keywords that convert well because they match search intent closely. YouTube comments and the video search suggestions are also useful if your audience watches videos. Many free keyword guides and rounds-up articles point to these sources as reliable places to find low-competition, high-intent phrases. (AnswerThePublic)
Use free dedicated tools and browser extensions
There are several free tools and limited free tiers that help collect and expand autocomplete and question-based keywords. KeywordTool.io uses autocomplete data to generate long-tail ideas; AnswerThePublic visualizes questions and prepositions around your seed phrase; smaller browser extensions like Keyword Surfer or Wordtracker Scout place quick metrics inside search results. These free tools typically limit how many searches you can do per day, but they are handy when you need to expand an idea list quickly without buying a subscription. Use them to validate what you found manually. (Keyword Tool)
Check intent and pick the right keyword type
A keyword is useful only when it matches the intent you want to satisfy. Broadly, intent falls into three categories: informational (someone wants to learn), navigational (someone wants a specific site), and transactional (someone is ready to buy). When a search result shows many “how-to” guides, the intent is informational. If results are product pages and comparison tables, the intent is commercial. Match your content type to the searcher’s intent — writing a long informational guide for a transactional keyword will not work well. You can determine intent by scanning the SERP (search engine results page) and noticing the dominant content type.
Build keyword families, not isolated phrases
Think in clusters. Start with a main topic (the “pillar” or main keyword) and collect related subtopics and questions. These clusters let you create one strong main page and several supporting posts or sections that interlink. Search engines reward pages that cover a topic comprehensively. Use your autocomplete phrases, PAA questions, and competitor headings to form these clusters. You don’t need fancy software to do this — a simple spreadsheet or document that groups phrases by topic and intent will work very well.
Prioritize low-hanging fruit (realistic wins)
If your website is new or low-authority, prioritize long-tail, specific keywords with clear intent. These often have lower search volume but much less competition and higher conversion rates. Use Google Search itself to estimate difficulty: if the top results are high-authority domains and long, expert guides, the keyword will be harder to rank for. If the results are forums, small blogs, or dated pages, you have a better chance. Combine your intuition with volume signals from Keyword Planner or a browser extension to pick the best targets.
Track, test, and refine (free feedback loops)
After you publish, use free tools like Google Search Console to see which queries bring users to your site and how those pages perform. Search Console shows impressions, clicks, and average position for actual queries on your site — this real-world data is invaluable. Based on that data, update headlines, add sections that match new search questions, and refine meta descriptions to improve click-through rates. Over time this simple loop (publish → measure in Search Console → update) becomes your main SEO workflow, and it costs nothing but effort.
Final tips — simple habits that yield results
Spend short, focused sessions on keyword work rather than long, random browsing. Keep a running list of phrases from autocomplete, PAA, forums, and competitor headings. Always think about user intent first — the exact wording follows. Use Google Trends for timing and seasonality, Keyword Planner for volume ranges, and Search Console for real performance feedback. Free browser extensions and niche free tools speed up the process but are not required if you rely on manual checks and consistent updates.