Best Keyword Research Tools 2027: Ten Options Compared
best-of hub, checked 11 Nov 2026Hello my friend. The best keyword research tools for most small sites are SE Ranking, Semrush and Google Keyword Planner, and two of those let you start without paying. I read ten vendors’ own pages on 11 Nov 2026 and wrote down what each one states about price, limits and refunds, so you can choose one tool and stop collecting logins.
// disclosure: I sell SEO services. No vendor pays for a place on this list. Scores are my editorial opinion, based on published information. I did not run hands-on tests for this page.
- ten tools, one page
- vendor-stated prices, dated
- unread prices marked as such
| rank | tool | score | starting price |
|---|---|---|---|
| 1 | SE Ranking | 16 / 20 | $129/mo |
| 2 | Semrush | 15 / 20 | $139/mo |
| 3 | Google Keyword Planner | 15 / 20 | free account |
| 5 | KWFinder (Mangools) | 14 / 20 | price not verified |
// scores are my editorial opinion from published information. Prices are vendor-stated, checked 11 Nov 2026. A tool with an unread price cannot enter the top three.
The Best Keyword Research Tools in Three Picks
Pick SE Ranking if you want keyword research and rank tracking on one bill. Pick Semrush if you want the widest toolbox and a free plan to test it. Pick Google Keyword Planner if you want Google’s own estimates and can accept a billing setup.
SE Ranking
The Core plan is listed from $129 a month, or $103.20 a month on annual billing. It lists unlimited keyword, competitor and backlink research and tracks 2,000 keywords daily. There is a 14-day free trial, so you can test it on your own site first.
Semrush
Semrush lists a Free plan at $0 with 10 reports a day and one demo project. Its paid SEO plan starts at $139 a month. The free plan lets you learn the screens before you spend anything, which I like.
Google Keyword Planner
Keyword Planner is a Google Ads tool that suggests keyword ideas and shows estimated monthly searches. Google says you must enter billing information to complete account setup. The tool itself has no listed price.
// prices are vendor-stated, checked 11 Nov 2026. The order is my opinion for small businesses and freelancers, not a lab result.
Notice what the short answer does not say. It does not say “buy all three.” A bakery in Leeds with twenty pages needs a few hundred good phrases, not a database of billions. If you would rather hand the research and the writing to a person, that is what my cheap SEO services cover, and the pricing page shows the plans.
All Ten Keyword Research Tools, Ranked by Score
Here are the ten tools in order, scored out of 20. The scores add four criteria that matter on a small budget, and the next section explains each one.
// editorial opinion based on published information, checked 11 Nov 2026. Not hands-on test results. Ties are ordered by how much keyword data the tool offers.
A low place is not an insult. Ahrefs lands sixth here because its entry plans cost more than most small sites need, not because its data is weak. I did not measure data accuracy, and no score on this page claims it. If you already run a large site, move Ahrefs up and read the review linked in its card.
How I Scored These Keyword Tools
Each tool gets 1 to 5 points on four criteria, for a maximum of 20. The scores are my editorial opinion, formed from each vendor’s published pages. They are not the result of hands-on testing.
Value on a Small Budget
What does the cheapest useful plan cost? Free scores 5. A price I could not read scores 2, because I will not guess a number.
Keyword Depth
How much does the tool give you: ideas, volumes, difficulty, competitor keywords, tracking? A full suite scores 5. A narrow helper scores 2.
Easy for a Beginner
Could a busy owner get an answer in the first session? Fewer screens and plainer words score higher. This is the most subjective score, and I admit it.
Try Before You Pay
A free plan or a free trial stated on the page scores 4. A permanent, generous free option can score 5. No stated way to try it scores 1 or 2.
// one rule sits above the scores: a tool whose pricing I could not read on 11 Nov 2026 is marked “not verified” and cannot enter the top three.
Why these four? Because they match what people ask me. Nobody on a small budget asks about index size. They ask what it costs, whether it does the job, whether they will understand it, and whether they can try it first. However, your weighting may differ. If you are a professional who lives in these tools, drop criterion 3 and re-add the numbers.
The Top Five Keyword Tools Reviewed
Each card says what the tool is, who it fits, when to skip it, the vendor-stated starting price and one flag to know before you sign up. Every number comes from the vendor’s own page, read on 11 Nov 2026.
SE Ranking
SE Ranking is an all-in-one SEO platform, so one login covers keyword research, rank tracking, site audits and backlink checks. Its pricing page lists two self-serve plans, Core and Growth, plus a custom Enterprise tier with no public price.
Core is listed with unlimited keyword, competitor and backlink research, a 17.5k keyword database expansion, 2,000 keywords tracked daily, 10 projects and one manager seat. A project is simply one website you follow. Growth is listed with a 50k expansion, 5,000 tracked keywords, 30 projects and three manager seats.
Who it fits: a freelancer with a few client sites, or an owner who wants research and daily tracking in one place. Skip it if: you only need a keyword idea now and then.
Price: Core from $129.00/month, or $103.20/month on annual billing; Growth from $279.00/month, or $223.20/month annually, vendor-stated, checked 11 Nov 2026. A 14-day free trial with no credit card is stated.
One flag: the lower price needs a year paid up front. Take the trial first. My longer SE Ranking review covers the limits in more detail.
Semrush
Semrush is a large SEO and marketing suite with keyword research, rank tracking, site audits and competitor research under one roof. Its pricing page lists a Free plan, then SEO, Starter and Pro+, with Advanced on request.
The Free plan is stated as $0 with one demo project, 10 reports a day and no credit card required. The SEO plan is described as “basic keyword research and competitor analysis.” The page gives no numeric keyword limit for the paid plans, so I will not invent one.
Who it fits: someone who wants one tool for nearly every SEO question and will use more than the keyword screens. Skip it if: you want a small bill and a quiet interface.
Price: SEO from $139/month, or $117.33/month billed annually; Starter $199; Pro+ $299, vendor-stated, checked 11 Nov 2026. A separate footer line offers a seven-day free trial; I could not tell whether it is the same offer as the Free plan.
One flag: the missing numeric limits mean you must test the daily caps yourself. Read my Semrush review for the plan ladder.
Google Keyword Planner
Keyword Planner is part of Google Ads. Google’s help page says it helps you research keywords for Search campaigns, suggests ideas related to your business, and shows estimates of how often keywords are searched and what it costs to target them.
Google also says that you must complete your account setup by entering billing information to access the basic features. The page does not state a minimum spend. It adds that keywords with very low search volumes may not be discoverable, and you get an error message if you search for them.
Who it fits: anyone who wants search estimates straight from Google and has no problem with an ad account. Skip it if: you want difficulty scores, which the help page does not mention.
Price: no price is listed on Google’s help page, checked 11 Nov 2026. Running ads costs money, but research does not have to.
One flag: the tool is built for advertisers, so its numbers answer an ad question, not an organic one. Treat them as a guide, not a promise.
Keywords Everywhere
Keywords Everywhere is a browser extension that shows keyword data while you search. Its homepage lists search volume, cost per click, competition, 12-month trends, traffic estimates and backlink and domain metrics across 15 or more sites, including Google, YouTube and Amazon.
It also lists 18 free features that need no API key, such as related keyword widgets, on-page keyword analysis and a Search Console view. The paid data runs on credits, and the page does not say how many credits one lookup uses.
Who it fits: a site owner who wants data inside the search results page, not another dashboard. Skip it if: you need rank tracking or a full site audit.
Price: Bronze from $7/month, billed as $84 annually, with 100,000 credits a year, vendor-stated, checked 11 Nov 2026. Silver is $14, Gold $40 and Platinum $120 per month on the same yearly billing.
One flag: every plan is annual, and credits last one year from purchase. Buy the smallest plan first.
KWFinder by Mangools
KWFinder is the keyword research tool inside the Mangools bundle. Its page says it helps you find and analyze keywords and lists exact search volumes, keyword difficulty, competitor keyword lookups, search trends and local keyword research.
The page states a free account allows 5 lookups per 24 hours, with 15 related keywords and 5 competitor keywords per lookup. It names three paid plans: Basic, Premium and Agency. It also states a 48-hour money-back guarantee.
Who it fits: a beginner who wants simple screens and local keyword data. Skip it if: you need to know the exact price before you start, because I could not read it.
Price: not verified. Neither the product page nor the pricing page showed dollar amounts in the text I could read on 11 Nov 2026. For that reason it cannot enter my top three.
One flag: a 48-hour refund window is short. Use the free lookups first, then check the price on the vendor’s page. My Mangools review has more detail.
// every number in these cards comes from the vendor’s own page or Google’s help page, read on 11 Nov 2026. The “who it fits” lines are my opinion.
The Next Five Keyword Tools Reviewed
These five are narrower, pricier for what they give a small site, or harder to price from public pages. Some are still the right pick for one specific job.
Ahrefs
Ahrefs is a large SEO toolset known for backlink data, and its Keywords Explorer covers keyword research. The pricing page lists Starter, Lite, Standard, Advanced and Enterprise plans, plus Ahrefs Free with limited access to Site Explorer and Site Audit.
Lite is listed with 50 keyword lists, 750 tracked keywords, five unverified projects and 1,000 credits per user each month. Standard lists 100 keyword lists and 2,000 tracked keywords, with unlimited credits. Extra users on Lite cost $40 a month each. Starter lists no limits on the page I could read.
Who it fits: a professional who researches keywords and competitors every week. Skip it if: you are a one-site owner on a tight budget.
Price: Starter $29, Lite $129, Standard $249, Advanced $449 per month, vendor-stated, checked 11 Nov 2026. The page says you can save up to 17% by paying annually but shows no annual dollar figures.
One flag: the FAQ says Ahrefs never runs discounts and does not issue refunds in general. Monthly subscribers who have not used the service may ask, and the request may be declined. My Ahrefs review goes deeper.
LowFruits
LowFruits is a keyword finder built to spot easy targets. Its page says it analyzes search result pages in bulk to find weak spots, such as low-authority sites ranking on the first page. It also groups keywords with similar intent into clusters and suggests long-tail ideas.
Plans work on credits. Standard is listed with 3,000 credits a month, 30 competitor ranking extractions, 300 keyword idea extractions and 100 tracked keywords. Premium lists 10,000 credits and 500 tracked keywords. Subscription credits reset monthly and do not roll over.
Who it fits: a blogger or small publisher hunting for phrases a new site can win. Skip it if: you want a general suite with audits and backlinks.
Price: Standard $249 a year and Premium $749 a year, vendor-stated, checked 11 Nov 2026. The page shows a monthly toggle but no monthly dollar amounts. A 14-day full-refund offer is stated.
One flag: pay-as-you-go credit packs expire after one year, and their prices were not listed. Count your credits before you buy.
Ubersuggest
Ubersuggest is a keyword and SEO tool from Neil Patel’s team. Its public page says the keyword tool can be used as many times as you want without limitations, and that keyword overview data is available for free.
That is a generous statement, so read it carefully. It describes the free tool, not the paid plans. The page I could read lists no plans, no lifetime option and no trial terms. Two pricing addresses I tried returned errors to my fetch tool.
Who it fits: a beginner who wants to see keyword ideas before opening a wallet. Skip it if: you need a firm monthly price today, because I could not read one.
Price: not verified. I will not repeat a figure from memory or from another site. Check the vendor’s current pricing page before you decide.
One flag: “no limitations” on a free tool is a marketing sentence. Test it with ten real keywords from your own niche, such as plumber in Austin, and see whether the data you need stays visible.
KeywordTool.io
KeywordTool.io turns a seed word into long lists of suggestions across many platforms. Its homepage lists 17, including Google, YouTube, Bing, Amazon, Reddit, TikTok and the app stores. The free version gives up to 750 or more suggestions per search term, with no account needed.
Free shows search volume for some keywords only. The paid Pro version is described as showing search volume, cost per click, competition and trend data for every keyword, plus bulk upload of up to 1,000 keywords, CSV or Excel export, and API access.
Who it fits: a marketer who researches YouTube or marketplace phrases as well as Google. Skip it if: you need plan prices up front.
Price: not verified. The homepage links to a Pro page but lists no prices, and the pricing page itself returned an error on 11 Nov 2026.
One flag: the page says 17 platforms in the body and “16+” in the description. It is a small slip, but it reminds you to check the current page.
AnswerThePublic
AnswerThePublic is best known for turning a topic into the questions and phrases people ask around it. I could read only its pricing page, which lists three plans: Starter, Growth and Business. It shows no free plan, though a “get started for free” button exists and its terms are not described.
The page lists search counts of 100, 200 and 300 for the three plans. It also mentions a free daily limit and a fair usage limit without giving figures. Check the unit on the page before you pay, because it matters whether the count is daily or monthly.
Who it fits: a writer planning FAQ sections and blog topics. Skip it if: you want volumes, difficulty and rank tracking in one place.
Price: Starter from US$13.33/month, Growth US$66 and Business US$132.66, all billed yearly, vendor-stated, checked 11 Nov 2026. Monthly billing prices were not shown.
One flag: yearly billing is the only price shown, and the page advertises four months free on it. That is a discount, but it is also a year of commitment.
// the “who it fits” lines are my opinion. Prices and limits are vendor-stated, read on 11 Nov 2026. Where a page failed to load, the card says so.
Keyword Research Tools Comparison Table: Limits and Prices
This table puts four paid options next to each other. The highlighted column is my top pick for a small budget. Tools with an unread price are left out of the grid on purpose.
| SE Ranking | Semrush | Ahrefs | Keywords Everywhere | |
|---|---|---|---|---|
| Entry plan read | Core | SEO | Lite (Starter also exists) | Bronze |
| Starting price, monthly billing | $129.00/mo | $139/mo | $129/mo (Starter $29/mo) | $7/mo, billed $84 yearly |
| Annual billing, per month | $103.20 | $117.33 | no dollar figure listed | yearly only |
| Stated keyword limit | unlimited research, 17.5k database expansion | no numeric limit stated | 50 keyword lists | 100,000 credits a year |
| Tracked keywords | 2,000 daily | not stated for this plan | 750 | not a tracker |
| Free option stated | 14-day trial | Free plan, 10 reports a day | Ahrefs Free, limited | 18 free features |
| Best for (my opinion) | Research plus tracking | Widest toolbox | Competitor research | Data inside search pages |
// all figures vendor-stated, checked 11 Nov 2026. “Not stated” means the vendor page did not show it in the text I could read. The last row is opinion.
Read the table by row, not by column. First find the row that matches your main job. If you research and track in the same place, the tracked keywords row matters most. If you only look up phrases, the credits row matters more. Then check the price row and ask whether the difference is worth it to you.
What Keyword Research Tools Cost, From Free Upward
Two options carry no listed price, four start under $30 a month, and the full suites start around $129 to $139. The ladder sorts them from cheapest, using each vendor’s stated starting price.
// vendor-stated, checked 11 Nov 2026. Keywords Everywhere, AnswerThePublic and LowFruits are billed yearly; the LowFruits figure is my division of $249 by twelve. KWFinder, Ubersuggest and KeywordTool.io are left off because their prices are not verified.
Look at the gap in the middle. Between about $30 and $129 there is almost nothing on this list. That gap explains many unhappy subscriptions. People outgrow a free tool, jump straight to a full suite, and then use a tenth of it. So before you jump, ask which single job hurts. Often a $7 extension or a free Google tool closes the gap for a year.
Where a Keyword Tool Fits in the Work
A keyword tool finds the phrases and estimates how often people search them. It does not write your page, pick your best phrase or rank you. Those steps are yours, and the flow below shows where the tool sits.
Your Seed Idea
one service, one city
Tool Suggests
ideas and estimated volumes
You Check Intent
read the actual results page
One Page Each
match phrase to page
Write Naturally
no repeated phrases
Check Search Console
see what really got clicks
// the flow is my simplified method, not a Google process. Example: a dentist in Toronto starting from “emergency dentist”.
Why the Tool Is Only Step One
Google’s own SEO starter guide tells you to think about the words a user might search for to find your content. It also says knowledgeable users and newcomers may use different terms. A tool shows you candidates, so you still decide which words match your visitor.
Google also says its language matching systems are sophisticated, so you do not need every variation on the page. That is good news. You can skip the tool’s list of forty near-identical phrases and write one clear page.
Do Not Turn the List Into Stuffing
Google defines keyword stuffing as filling a page with keywords in an attempt to manipulate rankings. Its examples include blocks of text listing the cities a page tries to rank for, and repeating phrases until the text sounds unnatural. Every tool page promises “hidden gems.” The gems are usually the same phrases every other tool shows, so write for people first.
If you would rather have the page built around the right phrase for you, my on-page SEO page explains what I change on a page, and my SEO audit service starts with the pages you already have.
Six Head-to-Head Duels Between Keyword Tools
Short answers to the matchups people ask about most. Each duel is my opinion, built on the vendor-stated facts above.
SE Ranking vs Semrush
SE Ranking lists daily tracking of 2,000 keywords on its entry plan and a 14-day trial. Semrush lists a permanent Free plan but gives no numeric keyword limit for its SEO plan. I pick SE Ranking for tracking-heavy work and Semrush for breadth and a free start.
Semrush vs Ahrefs
Both start near $130 to $140 a month for their main entry plans. Semrush offers a free plan with 10 reports a day. Ahrefs offers a limited free tier and says it does not issue refunds in general. For a first purchase, the free plan makes Semrush the lower-risk choice.
Keyword Planner vs Keywords Everywhere
Planner gives Google’s own estimates inside an ad account. Keywords Everywhere puts volume, cost per click and trends on the search page for $7 a month, billed yearly. If you hate ad accounts, choose the extension. If you want Google’s source, choose Planner.
KWFinder vs LowFruits
KWFinder is the simple, general keyword tool with a free tier of 5 lookups per 24 hours. LowFruits is a specialist for finding weak first-page results. The KWFinder price was not verified, while LowFruits lists $249 a year, so only LowFruits can be priced here.
Ubersuggest vs KeywordTool.io
Both advertise free use, and neither had a price I could read. Ubersuggest states unlimited free use of its keyword tool. KeywordTool.io covers 17 platforms and shows volume for only some keywords in the free version. Pick by the platform you need.
AnswerThePublic vs SE Ranking
AnswerThePublic is a question finder from US$13.33 a month billed yearly. SE Ranking is a full platform from $129 a month. They solve different problems, so the real question is whether you need topic ideas or a whole workflow.
// duels are opinion. Prices are vendor-stated, checked 11 Nov 2026.
How to Choose a Keyword Tool in Five Steps
Pick the job first, the budget second and the brand last. Follow these five steps in order and you will end with one tool, not four.
Step 1: Write Down Your Pages
List the pages you have or plan, for example “emergency plumber Austin.” A keyword tool serves a page, so start from the page. Ten to thirty pages is a normal size for a small business.
Step 2: Try the Free Options First
Open Keyword Planner and a free tier such as the Semrush Free plan or the KWFinder free lookups. Run your ten most important phrases. If you get what you need, you may be done.
Step 3: Name the Job That Hurts
Is it finding ideas, checking difficulty, tracking positions or finding questions? Match the job to a tool type. Ideas point to Keywords Everywhere, tracking points to SE Ranking, and questions point to AnswerThePublic.
Step 4: Set a Monthly Ceiling
Decide the most you will pay before you open a pricing page. As a rough guide from the ladder, under $30 buys a specialist and about $129 to $139 buys a suite.
Step 5: Trial It, Then Pay Monthly
Use the trial on your own site. Pay monthly for one or two months before you commit to a year. The lower yearly price is only a saving if you keep using the tool.
// the steps are my suggested method. Vendor trial terms are quoted from their pages, checked 11 Nov 2026.
Six Common Mistakes When Buying Keyword Tools
Most wasted money comes from the same six habits. Each one has a simple fix.
Trusting Volume as a Fact
Search volume is an estimate. Google itself calls its figures estimates. Fix: use volume to compare phrases, then check Search Console for real clicks.
Paying for a Year Too Soon
Several tools show their lowest price only on yearly billing. Fix: trial first, pay monthly where it is offered, and move to yearly later.
Chasing Big Phrases
A bakery in Leeds will not beat national brands for “cake.” Fix: pick specific phrases with a place or a need in them, such as “birthday cake delivery Leeds.”
Ignoring Intent
A phrase can look perfect and still bring the wrong visitor. Fix: search it yourself and read what Google shows. If the results are shops and you write a guide, pick another phrase.
Stuffing the Page
Repeating a phrase until it sounds odd breaks Google’s spam policy on keyword stuffing. Fix: use the phrase where it is natural and let variations appear on their own.
Buying Three Suites
Each suite overlaps the others. Fix: choose one, learn it for three months, and cancel anything you do not open.
// mistakes are my opinion from public guidance. Google’s definitions are quoted from its Search Central pages, checked 11 Nov 2026.
Limits of This Comparison
This page is a desk review. It tells you what vendors state, and it cannot tell you how the tools behave on your site.
What You Can Rely On
- Prices and limits quoted from vendor pages, dated 11 Nov 2026
- Google’s own wording on keyword research and keyword stuffing
- Honest “not verified” labels where a page failed to load
- Scores that you can re-add with your own weighting
What I Did Not Measure
- Data accuracy, index size or freshness of any tool
- How easy the interface is in real use
- Support quality and speed
- Taxes, currency conversion and later price changes
// I did not use or test any of these products. If a vendor changes a price tomorrow, its own page is right and this page is not.
Best Keyword Research Tools 2027: Questions and Answers
Short answers to what small business owners and freelancers ask before they pay for a keyword tool.
What are the best keyword research tools for a small business?
In my opinion, SE Ranking, Semrush and Google Keyword Planner. SE Ranking lists keyword research and tracking from $129 a month with a 14-day trial, Semrush has a free plan, and Keyword Planner is Google’s own tool and needs a billing setup. Prices are vendor-stated, checked 11 Nov 2026.
Is there a free keyword research tool?
Yes, several offer free use. Google Keyword Planner has no listed price, the Semrush Free plan allows 10 reports a day, Keywords Everywhere lists 18 free features, and the KWFinder free account allows 5 lookups per 24 hours. Free tiers have limits, so check each page.
How much do keyword research tools cost?
From free to about $139 a month for the entry plans I could read. Keywords Everywhere starts at $7 a month billed yearly, AnswerThePublic at US$13.33 a month billed yearly, SE Ranking at $129 and Semrush at $139. Some prices were not verified.
Is Google Keyword Planner really free?
Google lists no price for the tool, but you must enter billing information to complete Google Ads account setup before you can use the basic features. The help page states no minimum spend.
Which keyword tool has the most accurate search volume?
I cannot say. I did not test data accuracy, and vendors do not publish comparable accuracy figures. Treat every search volume as an estimate, and use Search Console to confirm what your own pages earn.
Do I need a paid keyword tool at all?
Often no. A small local site can start with Google Search Console and Keyword Planner, then add a paid tool when the research takes too long. Pay for the job that hurts, not for a bigger logo.
Can a keyword tool guarantee rankings?
No. A tool finds phrases and estimates demand. Google states that no one can guarantee a number one ranking, and a tool cannot change that.
Should I pay for a year up front?
Only after a trial or a month of paying monthly. Several vendors on this list, including SE Ranking, Keywords Everywhere and LowFruits, show their lowest price only on yearly billing.
Skip the Tool Bill. Send Me Your URL.
I do keyword research as part of every monthly plan. Message me on WhatsApp with your website address and I’ll reply with a first honest look.
// disclosure: I sell SEO services. No vendor pays for a place on this list.
Sources and Last Check
- Google Search Central: SEO Starter Guide (think about the words searchers use)
- Google Search Central: Spam policies (keyword stuffing definition)
- Google Search Central: Do you need an SEO? (no one can guarantee a number one ranking)
- Google Ads Help: About Keyword Planner (what it does, billing setup)
- Vendor pricing and product pages for SE Ranking, Semrush, Ahrefs, Keywords Everywhere, KWFinder, LowFruits, Ubersuggest, KeywordTool.io and AnswerThePublic, read 11 Nov 2026 (not linked on purpose)
// last checked 11 Nov 2026. Prices are vendor-stated and can change. Scores and verdicts are editorial opinion.