Keyword research does not need expensive software. If you cannot or do not want to use paid keyword tools, you can still find great keywords by reading what real people type into search engines, studying search results, and listening to forums and marketplaces. Below I explain easy methods you can use, why they work, and how to turn what you find into content that brings visitors.
Start with plain Google typing — use autocomplete
Open an incognito window and start typing your main topic in Google. Do it slowly and notice what suggestions appear. Those suggestions are real phrases people commonly type. Try different variations, like adding question words (“how”, “why”, “best”), adding locations, or adding product or service words. Autocomplete shows patterns of interest and often surfaces long-tail questions that are easier to target than short, competitive terms. Autocomplete reflects what many people search, so it is a rich source of real queries. (Google Help)
When you find a suggestion that looks relevant, write it down exactly as it appears. Small differences in wording matter. Over time you will see clusters of similar queries — those clusters tell you what users really want to know.
Read the “People also ask” and the page snippets
Under many search results you will find a “People also ask” box. Each question there is a real search query. Click to open questions and then note the answers shown or the pages that answer them. Also read the titles and meta descriptions of the top-ranking pages for your seed queries. Titles and descriptions reveal which angle competitors use and which subtopics Google thinks match the query. You can copy the wording patterns and write a better, simpler answer that matches user intent. These visible SERP elements are free clues about volume and intent. (BrandWell)
Use the bottom-of-page “searches related to” suggestions
Scroll to the bottom of Google results to see related searches. This area lists other common searches tied to your seed term. It is a quick way to generate related keywords and discover adjacent topics people search for. Combine these bottom suggestions with autocomplete results to build a broad keyword list of real queries.
Study the actual search result pages (SERPs) — inspect titles, headings, and content
Open the top 5–10 pages for a query and read the headings and first paragraphs. Note which subtopics they cover, which questions they answer, and how in-depth they go. If many pages miss one useful subtopic, that is your opportunity. You don’t need fancy metrics to see where the gaps are — a few minutes reading the live pages shows you what to write and what to emphasize in your content. This manual gap analysis is often more valuable than raw volume numbers because it focuses on user needs. (link-assistant.com)
Use “site:” search to analyze competitors and find internal keyword patterns
Type site:competitor.com keyword into Google to find how competitors use a word across their site. This reveals long-tail phrases they rank for and the kinds of pages that match certain queries. You can also search your own site in the same way to find which pages already rank for related terms and which pages can be improved.
Look at question sites and community threads (Quora, Reddit, forums)
People ask real questions on Quora, Reddit, niche forums, and product reviews. Search those places for your topic and read how people phrase their problems. Copy the natural language used there directly into your keyword list — these are often excellent long-tail, low-competition queries. Where appropriate, record the top-voted questions and the words people use repeatedly; those words are signals of important subtopics.
Check marketplaces and platform searches (Amazon, YouTube, eBay)
If you create content, sell products, or make videos, check the search boxes and suggestions on Amazon and YouTube. These platforms have different user intent signals: Amazon suggests purchase-related phrases, while YouTube suggests how-to and video intent queries. Use these suggestions to find buyer-intent phrases or tutorial ideas you might otherwise miss.
Use Google Trends (free) to check rising interest
While strictly speaking Google Trends is a tool, it is free and very useful when used alongside manual methods. Enter a phrase to see whether interest is rising or falling and to find region-specific popularity. Trends helps you decide if a keyword is worth targeting now or if it is seasonal. Use it to prioritize topics that are gaining attention. (TechRadar)
Harvest keywords from people’s real language: reviews, comments, and Q&A
Read product reviews, YouTube comments, blog comments, and Q&A sections. People describe problems and features in plain words. Those phrases are often long-tail keywords with buyer or user intent. Copy exact wording and questions and group similar phrases together. Over time you will build a strong list of usable queries.
Estimate competition with a simple manual test
You can get a rough idea of competition without numbers. Search the keyword and look at the authority and type of the top results. If the top results are big brands, Wikipedia, or pages with many backlinks, ranking will be hard. If the top results are small blogs, forum threads, or local pages, that keyword is likely winnable. Also look for the presence of ads: many ad slots usually mean the keyword is commercial and competitive. Manual SERP reading gives you a useful “gut” sense of competition. (link-assistant.com)
Turn queries into content ideas and map intent
For each keyword phrase you find, ask: what does the searcher want? A how-to? A price? A product comparison? A local service? Label each phrase by intent (informational, navigational, transactional, local). Then plan content that matches that intent. Answer the question quickly, clearly, and fully. Google rewards pages that match user intent better than pages stuffed with unrelated keywords.
Create pages that answer single queries well
Pick a clear query from your list and make a focused page that answers it. Use the exact phrase in the title, but write naturally. Start with a short answer, then expand with supporting details, examples, and related questions. Add headings that match sub-phrases you found in autocomplete and “people also ask.” Clear, helpful pages get clicks and shares — and that is how you begin to outrank pages that are padded with fluff.
Track what works (free methods)
If you run a site, use Google Search Console (free) to see which queries already bring clicks and impressions. Even if you promised “no tools,” Search Console is a free service by Google that shows the exact queries your site appears for. Use it to refine pages that already have impressions but low clicks. Improve titles and meta descriptions to increase click-through rate from the same queries. This step uses Google data to guide editorial choices and is free to use. (Reddit)
A simple workflow to do this in 1 hour
Spend 10 minutes typing variations into Google and collecting autocomplete suggestions. Spend 10 minutes reading “People also ask” and bottom related searches. Spend 20 minutes opening top pages and writing headings or notes about gaps. Spend 10 minutes scanning forums and YouTube suggestions for language and questions. Spend 10 minutes choosing the best 2–3 queries to write a short, focused page or article. This manual sprint yields a practical keyword list and clear content ideas without any paid software.
Writing tips to make your manual keyword work count
Write for the user first. Use the exact phrasing from queries in headings and first paragraphs, but never stuff. Answer the question plainly and give examples. Use small headings for each sub-question you found in autocomplete or “people also ask.” Add short FAQs with the other phrases you collected. Over time these small, well-targeted pages build topical authority.
When (and why) you might still use a tool later
Manual methods are excellent for small sites, focused niches, or quick content planning. But for large campaigns, many keywords, or detailed volume/difficulty analysis, tools save time. If you later decide to use tools, prioritize the keywords you found manually — you’ll use far fewer queries and get more value from the free trials or free tiers. Many successful creators start with manual research and only buy tools when they scale. (Copy, neat.)
Final thoughts — make real searches your data source
The best thing about doing keyword work without paid tools is that you focus on real user language and real intent. Google’s suggestions, the SERP layout, community questions, and marketplace searches are all human signals. Collect phrases, cluster them into intent groups, read the top pages to find gaps, and then write clear pages that answer those questions. That approach will get you traffic even without expensive software.