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While the first part of our guidebook examines the basics of keyword analysis, this second part of the series provides an overview of the best keyword tools. After you have created a keyword set for your website through a first brainstorming and subsequent market analysis, these tools will help you to optimize your keyword set and enrich it with additional search terms . With the keywords determined in this way, you ensure that the targeted audience finds their way through the search engines. Since the individual programs differ in terms of their functions, above all the right combination of the various services is the key to success.

The Benefits of Keyword Tools

Some may ask why he should review or supplement his self-designed keyword set using tools. Finally, this means extra work. But only by means of special tools can control whether the selected keywords …

  • have high relevance ,
  • are strongly or less strongly contested,
  • have a high search volume ,
  • offer economic potential
  • and cover all possible relevant search queries.

The amount of data that keyword research tools and services access is typically much larger than that available to individual companies. Since the search terms selected in the first step in keyword research are often selected on the basis of personal experience and associations, it makes sense to use this data set to check your own keywords for their actual relevance. With the appropriate tools, this check is automated and in no time.

In addition, many of the programs also provide functionality to form word combinations for meaningful long-tail keywords. The search for suitable keywords is thereby greatly simplified.

The keyword research with Google tools

If you’re concerned with search engine optimization, you might think that it’s just about better search results in the most popular search engine: Google. And as far as German-speaking countries are concerned, this assumption is pretty close to the truth, because with a market share of over 93%, Google is the undisputed market leader there .But even worldwide, the proportion is only a few percent lower: competitors such as Yahoo and Bing do not reach even double-digit percentages internationally. The importance of Google for keyword research is therefore undisputed. In addition, it can be assumed that the search queries and search mechanisms of the individual providers are very similar. In this respect, an optimization for the Google search should also have a positive effect on the ranking in the search result lists of the other providers.

Due to the outstanding importance of Google within the search engines, it makes sense to use the programs that Google makes available to its users themselves. These keyword research tools are free, but great for creating your keyword set.

Google Keyword-Planer

As part of the Google AdWords advertising program , Keyword Planner is primarily designed to generate matching search terms for ads appearing on search engine giant results. However, the tool can be used not only for SEA campaigns , but also for the keyword research in the context of SEO measures. To use the program, all you need is a Google Account.

The Google Keyword Planner provides the ability to generate keywords and combinations, and provides information about the quality and potential of keywords. For example, you can use the program to search for keywords on specific topics or keywords, and then immediately check how much demanded and competitive these keywords are. As you can see the search volume development of the past two yearslet the tool also provide information on current trends. The displayed search volume value is calculated from an average of the last twelve months, which also includes seasonal variations. The program also allows you to break down search queries by country, language or device and to download the results as a CSV file.

Functions :

  • Finding new keywords
  • Forming new keyword combinations
  • Determine the search volume of keywords
  • Analysis of the competitive situation

Google Suggest

Google Suggest ( also known as suggest Google), also known as Google Autocomplete, is an extension of the search engine that every Google user should know. If you type in a search term, Google Suggest will provide autocomplete suggestions . The selection of suggested terms is based on the search activity of all users as well as Google indexed sites. The sorting takes place according to the popularity of the search terms.

Since users do not always search for individual terms in their search, but also for complete term combinations or questions, Google Suggest makes it easy to search for mid- and long-tail keywords . In order not to have to tediously write down all the results, you can also use separate tools such as the Google Suggest Keyword Tool or the more complex  . These web services allow you to download the results of Google autocomplete.

Function :

  • Generate new mid and long tail keywords

Google Trends

Another free Google keyword research service is Google Trends . The program not only shows which topics were in high demand over the past 24 hours, but also provides information on all search terms entered since the beginning of 2004 . You can identify both global and regional search traffic. The combination of several terms is possible. Unlike the Keyword Planner, however, Google Trends does not present absolute numbers, but puts the results in relation to the total search volume.

With its extensive data, Google Trends provides a great overview of how much certain keywords have been in demand in the past or over a long period of time . Seasonal trends can also be captured in this way. In addition, the web service also displays the most popular related topics and search queries for each term.

Functions :

  • Checking the keyword performance
  • Determining the regional and worldwide search interest

Additional free keyword research tools

Not only Google offers website operators keyword tools that are free to use. There are other interesting alternatives or useful additions to help you complete your Keyword Set. Some of these programs have a completely different approach than the Google services.


If you want to create mid- and long-tail keywords (such as word combinations with transactional search terms), then you have a barely manageable number of variants available. To avoid having to type them manually, we recommend using the web tool mergewords . In the three text boxes of the tool you enter your desired combination elements and get by click on “Merge!” All conceivable combinations .

Function :

  • Generate keyword variations

Amazon Keyword Tool

If you’re looking for keywords in the field of e-commerce, you should not only use the popular search engines as sources. For all those who run an online shop, in particular the search behavior on Amazon – the most successful online shopping platform in Germany – is extremely interesting. The SEO tool provider SISTRIX has a keyword database for Amazon built, which contains several million Amazon searches. For each of the keywords listed there, you get information about typical combinations and the average selling price as well as the average number of ratings for the product type, which hides behind the respective keyword. In this way, they identify common search terms and find out which products are rarely sought. Without registration, you can check up to 25 keywords per day.

Functions :

  • Generate keywords for the ecommerce area
  • Identify the economic potential of the keywords
  • market analysis

Paid alternatives

Of course, there are also paid programs as alternatives to the above-mentioned keyword research tools. However, these usually offer a range of functions that goes far beyond the actual keyword research and covers all areas of search engine optimization. The costs of these services are correspondingly high, which is why you should consider using them only for very large web projects. Examples include SEOlytics , the SISTRIX Toolbox or SEO Diver .

Keyword research tools: high value and no cost

A detailed keyword research is complex, the number of possible keyword combinations large and the creation of a keyword set accordingly, time-consuming. With appropriate research tools, however, the effort can be minimized. The tools help you to refine and structure your keyword set, often provide your own keyword suggestions, and generally do not cost a penny.

If you have not used keyword research tools so far, you should try some of the ones presented here. You’ll quickly see how the engagement will positively impact the quality of your search terms . Once you’ve found the right tools, all you have to do is develop the right keyword strategy that you want to use in the third part of our guide series.