Keyword tool: How to find suitable keywords

With the right keyword tool, you can analyze how high the search volume is, how strong the competition is for certain terms and which keywords have real ranking potential. There are tools that even make keyword suggestions, show related search terms, or uncover long-tail keywords that you would never have found otherwise. This allows you to optimize your content for relevant keywords and improve your Google rankings and conversion rate. And who doesn't want that? More visitors, better visibility, more revenue. That is why keyword research is not an add-on, but a must.

The best keyword tools at a glance: Our recommendations from practice

There are countless keyword tools on the market. Some are free, others are chargeable. Some are simple, others are complex and data-driven. But which tool is right for you? The answer depends on what you need. As an agency, we regularly test new tools, compare functions and check which data is really reliable and know which tool is best for whom. For beginners, we often recommend free keyword tools such as Ubersuggest or AnswerThePublic as a first step. These provide a solid basis if you want to collect your first keyword ideas, provide keyword suggestions based on a source keyword and show the search volume, competition density and cost per click display. This data gives you a good sense of which terms are worthwhile and which you should better ignore.

For advanced users and agencies, tools such as Semrush, Ahrefs or SISTRIX are the first choice. They not only provide data on individual keywords, but also on domains, rankings, traffic sources and competing sites. This allows you to do a complete keyword analysis and even understand the keyword strategies of your competitors. The so-called Magic Tool from Semrush, for example, is particularly powerful when it comes to identifying keyword clusters and semantic relationships. But the Google Keyword Planner shouldn't be underestimated either, especially if you run Google Ads in parallel with SEO. Here you get direct data from Google itself, including estimated search volume, cost per click, and seasonal trends.

Ubersuggest: Quick keyword generator for initial ideas

If you need an initial overview of relevant search terms, Ubersuggest is an ideal solution. The tool provides you with hundreds of keywords based on a starting term in seconds, ideal for brainstorming and getting started with your free keyword research. In addition to monthly search volume and competition density, Ubersuggest also shows you CPC values, related search terms and content suggestions from Google search. Another real highlight is the ability to filter by language and country settings. Perfect for anyone who not only wants to analyze a keyword on Google, but also has an eye on several target markets.

Ubersuggest strengths:

• Quick overview of many related keywords
• Filterable data on competition, CPC, and trends
• Particularly suitable for bloggers, SMEs and freelancers with a focus on content creation
• Free to use with limited features, ideal for beginners

Our tip: Use Ubersuggest as a keyword generator and, in the second step, supplement your research with an in-depth keyword analysis tool that provides competition data and historical developments.

Google Keyword Planner: The classic for SEO and SEA

The Google Keyword Planner, formerly known as the AdWords Keyword Tool, is one of the most important tools in every SEO professional's toolbox. Originally intended for paid ads, it now also provides valuable insights for organic search and gives you access to average search volume, potential CPCs, seasonal trends, and competitive values. The option to filter search terms by region, language or device is also particularly helpful.

Strengths of Google Keyword Planner:

• High data quality directly from Google
• Regionalization by city or state is possible
• Keyword sets can be used for advertising campaigns and organic content
• Ideal for combining SEO and Google Ads

Ahrefs & Semrush: Professional tools for in-depth analyses

When it comes to data-driven decisions, there is hardly any way around tools like Ahrefs and Semrush. Both platforms are among the most comprehensive SEO tools on the market. They access huge keyword databases and offer numerous features to find new keywords and precisely evaluate their potential. For example, you can use the tools to:

• Analyze keywords by search volume, CPC, and keyword difficulty
• Analyze competitor domains and extract their focus keywords
• track historical developments (ranking history, visibility, volume)
• Have clusters and keyword groups created automatically
• Uncover content gaps and ranking opportunities

These tools are therefore particularly useful for large websites, agencies and shops with many page types. You'll not only get keyword suggestions, but also recommendations on how you should structure content, including content ideas, competitive comparisons, and internal linking. Semrush also offers another special highlight. There, with one click, you can see which keywords lead to which URLs of your competition and thus build a better, stronger page in a targeted manner.

SISTRIX: SEO analysis with focus on visibility and content potential

SISTRIX is particularly popular in German-speaking countries and, with its visibility analysis, provides a unique selling point that many other tools do not offer. Here you can see exactly how your website's Google rankings are developing over time, where there is traffic potential and which page types are performing particularly strongly or poorly. And in the area of keyword research, SISTRIX also offers a deep database with a wide range of functions. For example, you can identify trends, analyze content gaps, search through your competitors' best rankings, and display related keywords at the push of a button. The content assistant is also particularly helpful, which shows you which words and phrases you should use in the article to completely cover the thematic field.

Keyword research with a system: combine tools in a targeted manner

Practice shows time and again that the combination makes the difference. While you can quickly find topic ideas with a free keyword generator like Ubersuggest, data-based SEO strategies require more of an analysis tool with access to a comprehensive database. Our suggestion for an efficient combination:

1. Idea phase & topic research → Ubersuggest, AnswerTheRepublic
2. Data collection & clustering → Google Keyword Planner, Ahrefs
3. Competitive comparison & potential analysis → Semrush, Sistrix
4. Content optimization & on-page planning → SEO Writing Assistant, SurferSEO, Content Editor from Ahrefs

This not only gives you figures, but also well-founded data on demand, competition, relevance and potential return on investment.

Keyword research with professional tools: The ultimate step-by-step guide

If you think keyword research is a complicated process, then let yourself be convinced otherwise. With a structured process and the right tool, you can build a strong keyword strategy in just a few steps. The only important thing is that you proceed systematically.

Step 1: Set source keywords

First ask yourself the question: Which topics do you want to rank for? What content would you like to create? What questions do your customers regularly ask? This information forms your basis. Formulate 5 to 10 source keywords from this. For example: “car dealership,” “buy a car,” “buy a car,” “auto insurance,” and “buy a car.”

Step 2: Generate keyword suggestions for people & search engines

Enter these source keywords into your keyword tool. Now you get a wealth of keyword suggestions, usually several hundred or even a thousand terms. To keep it clear, you can usually simply use the filter functions of the respective tool to narrow down the list. Then sort by search volume, competition, relevance, or CPC. Keywords with medium search volumes and low competition are particularly interesting. These often produce the best ratio of effort to result.

Step 3: Check relevance and create a keyword list

Now check whether the terms match your content and target group. You can also consider whether a term is more informative or transactional. Informative keywords are ideal for blog posts, transactional keywords are more ideal for landing pages. Create your keyword list from this. This is the basis for all further measures, from content planning to the optimization of existing pages.

Step 4: Interpret data correctly: What your keyword tool really tells you

Most mistakes in keyword research don't happen when finding, but when evaluating the data. Many users see a high search volume and immediately think: Jackpot! But that can be deceptive. If the competition is extremely high or the term is very general, you will have a hard time ranking for it. That's why you need to read and understand your tool's keyword data correctly. For example, the search volume gives you information about how often a term is searched on Google per month. Sounds simple, but it's only half the story. Because what good is a keyword with 50,000 searches a month if you land on page 10? The question in connection with this is therefore much more exciting: What is the click rate in the top 3? What is the search intent behind this? And how well does your content fit that term?

The so-called CPC (cost per click) is just as important. Even if you don't run Google Ads, this value says a lot about the economic relevance of a keyword. A high CPC usually means that this term brings paying customers. Competitive density should also be included in the evaluation. Many tools give you a percentage or a score that shows how competitive a term is. The lower, the easier it is for you to achieve a good ranking. Keyword tools with integrated functions such as keyword clusters or semantic analyses can also help you identify more quickly which terms belong together in terms of content.

Step 5: Structuring keyword sets: This is how a logical content architecture is created

Many people make the mistake of simply randomly distributing keywords on their website. The problem? Google then does not understand which topic is really in focus on which page. You therefore need a well-structured keyword set. This means that you logically group similar terms together and assign them to specific URLs and content types. This technique is called keyword clustering and helps you develop a well-thought-out content architecture from the confusing number of terms. All you need is a powerful keyword research tool such as SISTRIX or Semrush, which, in addition to suggestions, also provides you with related search terms, synonyms and thematic word groups. But tools such as Keyword Planner or Ahrefs can also help you create meaningful clusters from several hundred keyword suggestions. For example, you can assign terms related to “real estate investment”, “real estate investment” and “house/apartment investment” to an informative page, while you place long-tail keywords such as “investing in real estate for beginners” or “earn money with real estate” more in blog articles, for example as H2 or H3. Each search term therefore has its own location, a unique URL, on which it is treated in a meaningful and focused manner. This ensures that Google understands your pages better and indexes the content more specifically. At the same time, you avoid multiple sites competing for the same term, a common SEO mistake that results in poorer rankings.

Mistakes you should avoid when researching keywords with tools

Even though keyword research sounds easy, there are some classic mistakes that you should definitely avoid:

1. Only use search volume for evaluation

The most common mistake: You only focus on keywords with a high search volume. Of course, it sounds tempting to rank for terms with 50,000 search queries a month. The reality, however, is that these places are usually already heavily contested. This not only applies to 1-3 places, but often extends far beyond the top 10 on page 1. Especially without domain authority, strong content and backlinks, you will hardly have any chances there, especially in the short and medium term.

2. The website does not match the search intent

Another mistake is working with irrelevant or too general search terms. For example, if your website specializes in local services, a general search term such as “carpet cleaning” won't do you much good. It is better to search specifically for long-tail keywords or location-based combinations, such as “carpet cleaning Munich” or “have carpet cleaned Munich.” Although these often bring less traffic, they are much more relevant.

3. You mean well but overdo it with keywords

You should also avoid keyword stuffing. Google is now very good at recognizing over-optimized texts. So you shouldn't use your keywords unnaturally often. It is better to include natural synonyms and related terms. This makes your text more readable on the one hand and also strengthens the semantic depth on the other.

4. You think of keyword research as if you were doing a one-night stand

Don't make the mistake of doing your keyword research once and then never again. Users' searches are constantly changing. New trends are emerging, old terms disappear. It is therefore worthwhile to regularly conduct new keyword research and update existing content. This is the only way to remain visible in the long term.

Conclusion: Without a keyword tool, nothing works in SEO today

If you're serious about SEO, you'll need at least one powerful keyword tool by your side in the long term. However, it is often not the most expensive or complex tool that matters, but what you make of it. A good tool may provide you with data, but you must also be able to interpret this data and use it strategically. That's why we recommend that you always approach your keyword research with a clear plan. Which topics do you want to cover? Which target group are you writing for? Which search terms does your competition use? After all, SEO is an ongoing process and keyword research is the start, but should also be an integral part of your ongoing optimization.

Do you need help finding the right search terms or search engine optimization in general?

Regardless of whether it is choosing and setting up suitable keyword research tools, analyzing relevant search terms or optimizing your content for the search engine itself: As an SEO agency, we provide you with strategic support during all SEO steps.

Whether focusing on organic ranking, targeted advertising or sustainable conversions: We make your website visible, measurably successful and competitive in the long term! Just write to us, we will be happy to advise you personally and work with you to find the best solution for your project.

FAQ: Common questions about keyword tools

Below you'll find answers to the most common questions about the keyword tool.

What is the best keyword tool for beginners?

Beginners are good with tools such as Ubersuggest or Google Keyword Planner. These are intuitive to use, free of charge and offer basic functions for keyword research.

Can you also do keyword research manually?

In theory, yes, but it is very complex and less precise. A keyword tool offers structured data, such as search volume, CPC or competition density, which is difficult to record manually.

How often should you do keyword research?

At least once a quarter, as search trends change, new terms appear regularly and others in turn lose relevance.

What role does competition play when choosing keywords?

A very big one. In this case, tools with competitive analysis help you to identify which keywords your competitors rely on and where you can achieve good rankings with less effort.

What are typical signs of a good keyword?

A good keyword has sufficient search volume, clear search intent, low to medium competition and fits exactly to your topic and the structure of your website.

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