Keyword research tools

Keyword research is the foundation of SEO (search engine optimization) and crucial for success in pay per click marketing. The importance of proper keyword research can not be understated. Finding out what a client
 or prospect is typing, what keywords they’re using to find a law firm like yours, is a coveted insight because any successful SEO strategy relies on using the right keywords to attract your target audience to your website. As with just about everything else related to marketing online, having the right tools at your disposal can make all the difference.

The following is a list of some of the best tools available across the internet for keyword research and planning:

Google Keyword Planner

Since its start in 2012, Google Keyword Planner has quickly dominated most of the keyword research market. By performing a simple Google search, the user is able to see the results of a variety of useful statistics for each keyword such as the search volume, the quantity of average monthly searches, and the average cost per click. It quickly calculates and suggests the best matching searches for your specified keywords, enabling you to do competitive analysis easily and effectively.

Google Keyword Planner is fully-automated and free to use.

Google Suggest

Google Suggest is one of the easiest to use, and most overlooked, keyword research tools.

Hiding in plain sight, you’ll find Google Suggest by simply typing your keywords into Google’s search box. When you enter a keyword or phrase into the search field, suggestions that are associated with the term appear automatically in a dropdown menu.

You will get a different number of suggestions for different keyword or phrase combinations, but the suggestions will show you plenty of related terms and phrases that will help with deciding where to go next with your SEO or PPC efforts.

Tip: Try using Google Suggest with the Chrome web browser in incognito mode. This will make sure the suggestions you see are not influenced by cookies or history that may be stored in your browser.


Ubersuggest is considered one of the best options outside of Google Keyword Planner. It is not difficult to see why: Ubersuggest allows you to search for specific and newer keywords that may not yet appear in Google Keyword Planner.

This useful alternative to Google Keyword Planner promises and delivers valuable resources for both SEO and PPC (pay per click) keyword research. It provides you with ideas that are both practical and profitable for content marketing campaigns. Best of all, as powerful as it is, it’s still free to use.

WordStream’s Keyword Tool

WordStream’s Keyword Tool permits the user to perform searches with specific niches in mind, as well as group them based on common themes, making group ad launches even easier. Wordstream’s software is designed for the “power user” who considers keyword planning to be a major part of the overall marketing process.

While WordStream’s Keyword Tool is both extremely practical and user friendly, only the first 30 searches after free. After that, additional searches will require a sign-up fee (starting at $264 per month).


SEMRush is unique in that it has a wide variety of tools designed specifically for startups. You’ll find tools for SEO, PPC, and of course, keyword research.

On one hand, using SEMRush means being able to take advantage of a database of high-volume words that perform well on popular search engines. On the other hand, you can also research low-volume keywords that help you to avoid competition and make estimating keyword value even easier.

They also offers access to 28 international SEO databases and the ability to research in 16 major languages.

Although this tool is not free, if your law firm’s website aspires to do well in the international niche, SEMRush is absolutely worth the cost, and offers pro subscriptions for as little as $99.95 a month.


As you can see, the keyword research tools available for keyword research vary from simple to sophisticated. The right tool for you is going to depend on what your law firm is trying to achieve through its keyword research.

If you’re looking for phrases to help guide content creation, there’s probably no need to break the bank. If, however, you’re looking to get the most bang for your buck through PPC marketing, it could be well worth it to spend some money for the extra power that comes with the paid keyword research tools.

Originally published on Aug 24, 2017.