12 Tools to Help You With Your Client's Keyword Research

12 Tools to Help You With Your Client’s Keyword Research

12 Tools to Help You With Your Client’s Keyword Research

By John Jantsch

keyword research

I was recently working with a consultant who asked me what my favorite tools are for keyword research. I talk about keyword research all the time, because it’s so important, and I often discuss my methodology and reference tools that I like, but I realized I haven’t recently done a deep dive into my recommended resources and why I like them.

So, without further ado, here are the tools I’d recommend looking into. Note, at the end of the day, you must understand the “why” behind your research and the methods you use to come to your conclusions. The tool is just a means to an end, but you have to have a strong grasp on the process behind it in order to truly be successful.

Free tools

Google Search Console

“Get the data, tools, and diagnostics needed to create and maintain Google-friendly websites and mobile apps.”

There’s a good chance that you are already getting traffic for some of your key terms and knowing this will help you understand what you might do to make these even stronger. By connecting your site to Google Search Console, you’ll be able to see if your pages rank for any keywords currently.

Google Keyword Planner

“Reach the right customers with the right keywords.”

In order to access Google Keyword Planner, you must have a Google AdWords account. The nice thing about this tools is that you pull information directly from Google, which is likely the search engine you’re focusing on for your clients.

This tool will recommend similar terms and variations to the original keyword you typed in (which could help you think outside the box with your content).

Answer the Public 

“Find out what questions people are asking in search.”

This is one of my personal favorites for finding questions as well as topics (trust me when I say a visit to their homepage for the visual alone is well worth it).

Google Trends

“Explore what the world is searching.”

Google Trends can help you get a sense of how a term is moving or how it compares to several other phrases. It is also great for showing seasonality of search terms for businesses that need a peek at that kind of thing.


Ubersuggest helps you generate keyword ideas for your content marketing strategy and production. ”

This website is brought to you by Neil Patel. This tool essentially takes the keyword you type in and gives you an extensive list of variations to your original keyword. In fact, the tool even provides words that you can’t get from the Google Keyword Planner, so consider using it in tandem with Google’s tool.


“Discover and export new keywords and performance data to help you succeed in search.”

Many would agree that this is an extremely user-friendly tool. With it, you can:

  • Target certain niches
  • Get further suggestions to your original keyword
  • Group keyword based on common themes


“Keyword Tool is the best alternative to Google Keyword Planner and other keyword research tools.”

The main reason I use Keywordtool.io is that it turns up actual questions people ask about specific terms, which is one of the best ways to find intent in a search phrase. This is a great way to think about your clients’ blogging routines.

BuzzSumo (this is also a paid tool)

“Analyze what content performs best for any topic or competitor.”

I write about BuzzSumo in the past and have actually written quite a few posts about it because used wisely, you can do so much with it. I encourage you to check out some of my articles below for a more in-depth look at this platform.

You can get quite a bit accomplished with the free tool, but I personally think the paid version is worth the investment.

Paid tools

Moz Keyword Explorer

“One tool to discover and prioritize the best keywords to target.”

If you’re in the SEO space, or marketing in general, chances are you’ve heard of Moz. This is a great tool for getting keyword ideas, accurate monthly search volume, competitive SEO, and more.

As a total side note, I recently interviewed the founder of Moz, Rand Fishkin, for a recent podcast episode. I highly recommend checking it out if you haven’t listened to it yet!


“Ahrefs helps you to learn why your competitors are ranking so high and what you need to do to outrank them.”

Ahrefs is more than just a tool you can use for keyword research. I use it to gather a plethora of SEO-related information. The combination of all of its features together is what makes this tool worth the investment.


“Search for any competitor. Download their keywords and ads. Increase traffic and conversions.”

SpyFu is a great tool to seek out keyword information on your competitors. This tool is quite extensive and includes capabilities such as seeing what other sites are ranking for, organic keyword history of competitors, keywords they’ve bought on AdWords, and so on.


“Enrich your web content and ad copy with the best keywords, and increase your web presence!”

This is a versatile keyword tool that provides a number of benefits including:

  • Easily conduct SEO and PPC research
  • Find related keywords and phrase matches
  • Research long tail keywords
  • Put together a competitive analysis

As most marketing consultants know, keyword research is a must for a successful marketing strategy for your clients’ businesses. My advice? Dive deeper into the tools above and conduct a bit of your own research as well to see what work best for you.

What tools would you add to this list?

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