The simple goal of keyword research is lớn find out what your target audience is searching and what it will take to actually rank for those keywords.

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Without knowing what keywords you should be targeting, how will you effectively optimize your trang web, target phrases for liên kết building, or know what content lớn develop for your audience?

This post is a three-part series that will cover everything you need to lớn know about keyword research.

In this first section, we’ll go through setting up a spreadsheet for your keyword retìm kiếm và discover the best từ khóa for both your main website’s search engine optimization & topics for content development.

In the next section, we’ll discuss what data will help you choose the best keyword lớn target.

The final section will be a compilation of the top posts on từ khóa research.

Spreadsheet Set Up

The first thing you will want khổng lồ bởi vì is set up a spreadsheet to record your data within.

I’ve phối up a basic spreadsheet that you can access. This document has columns for data using all tools mentioned in the first two parts of this blog post.

You can add or delete columns as you wish in order to match your keywords retìm kiếm needs. The columns included are as follows.

KeywordGAKT – Competition (Google AdWords Keyword Planner)GAKT – Global Monthly Searches (Google AdWords Keyword Planner)GAKT – Local Monthly Searches (Google AdWords Keyword Planner)GAKT – Approximate CPC (Google AdWords Keyword Planner)SEOmoz KA – Difficulty (Moz Keyword Explorer)SEOmoz KA – Competitor 1 (Moz Keyword Explorer)SEOmoz KA – Competitor 1 DA (Moz Keyword Explorer)SEOmoz KA – Competitor 1 RDLRD (Moz Keyword Explorer)SEOmoz KA – Competitor 2 (Moz Keyword Explorer)SEOmoz KA – Competitor 2 DA (Moz Keyword Explorer)SEOmoz KA – Competitor 2 RDLRD (Moz Keyword Explorer)SEOmoz KA – Competitor 3 (Moz Keyword Explorer)SEOmoz KA – Competitor 3 DA (Moz Keyword Explorer)SEOmoz KA – Competitor 3 RDLRD (Moz Keyword Explorer)

In this section, we’ll cover filling up the columns with từ khoá & Google AdWords Keyword Tool data.

In the following section, we’ll look at how to narrow down those từ khoá using the Moz Keyword Analysis tool (or some alternative methods if you are not a Pro member).

Saving the Google Docs Version

If you are signed inlớn your Google tài khoản, simply use the File > Save sầu option to save sầu the spreadsheet khổng lồ your documents and start filling it in with your information.

Downloading Excel & Open Office Versions

If you don’t have sầu Google Docs, or would prefer khổng lồ save sầu it on your local machine, go to the Google Docs version & use the File > Download As khổng lồ save it as your desired file type. I’d suggest Excel for best possible functionality.


Section I: Keyword Discovery

The first phase of từ khóa research involves coming up with new keyword ideas.

Sometimes this is the most difficult part of the process as many people unfamiliar with từ khoá competition will select very broad words to lớn target such as pizza, hotel, or Los Angeles.

Others will piông xã obscure phrases that no one will likely tìm kiếm such as SEO/Link Building/Social Media (yes, I’ve seen people trying to similarly over-punctuated phrases).

So the first thing you will need to lớn vày is find suitable, related phrases for their business.

You can always start with some simple brainstorming. Look at what the main focuses are on the website và jotting down keyword.

I would suggest doing so in Microsoft Excel or another spreadsheet application.

Then, whenever you’re ready to exp& on those ideas, continue khổng lồ some great từ khoá tools.

Keyword Discovery Tools

The following are a great collection of không lấy phí and premium tools that will help you discover new keyword related to lớn your trang web or business.


Ubersuggest is great for helping you discover new keywords.

To get started, simply enter the từ khoá or phrase in the tool.

Let’s say we’re researching Social Media Marketing.

Input the phrase và click Search.

You’ll get a breakdown that looks like this:

Search volume – number of searches the từ khóa has during a monthSEO difficulty – estimated competition in organic searchPaid difficulty – estimated competition in paid searchCost per click – average cost per cliông chồng for a Google Ad

You’re also provided an overview of what it takes, on average, in terms of backlink & tên miền score, khổng lồ reach the first page of Google for the từ khóa. This is located above a chart displaying the keywords search volume, both for desktop và Mobile, over the past 12 months.

You’ll also be able to scroll down & see different variations of your keywords phrase.

This gives you a wider view of what you can strive to rank for.

For low budgets, you may want to optimize a low competition, low cost per cliông chồng option that still gets good results. For example, “jobs with social truyền thông marketing” fits the mold.

Or, you can piông xã multiple và A/B thử nghiệm them for the best results.

However you use it, this is a great tool khổng lồ start with.

Ubersuggest Search Suggestions

Once you have sầu some basic ideas, you can exp& upon them by using the five từ khoá idea variables in Ubersuggest:


In the screenshot above sầu, “suggestions” is highlighted by mặc định. But if you’re searching for the largest các mục of keywords that contain your phrase, cliông xã “Related.”

Every keywords on the danh sách now includes your seed từ khóa, “social media sale.”

From there, you can experiment with the other tìm kiếm types. Here are some examples of the keywords phrases you’ll uncover for each one:

Questions – is social truyền thông kinh doanh dead? is social truyền thông marketing worth it? is social media kinh doanh effective?Prepositions -guide to social media sale, help with social media kinh doanh, problems with social truyền thông marketingComparisons – social truyền thông sale vs digital sale, social truyền thông media sale vs traditional marketing, social truyền thông media marketing và SEO

Alternative sầu Search Suggestions

Looking for alternative sầu suggested search boxes?

The following tìm kiếm engines have sầu similar suggested tìm kiếm options that appear below the tìm kiếm box when you start typing in keyword.

Depending on your keywords, each search engine will offer different suggestions.

Most people stiông chồng with Google as that is the main tìm kiếm engine to lớn target, but it still doesn’t hurt to get additional từ khóa ideas from elsewhere.

Google AdWords Keyword Tool

The next tool up is the commonly referenced Google AdWords Keyword Planner.

If you have a Google tài khoản &, better yet, an AdWords tài khoản, I would suggest signing in to those once you arrive on the Google AdWords Keyword Tool to get better results.

To give you an idea, I searched for social truyền thông when I was not logged into my account & received 100 keyword ideas.

I searched for it again when logged in and received more than 600.


My suggestion is if you are looking for từ khoá just for your static trang web và not interested in the cost per clichồng pricing (CPC), go with the results without logging inkhổng lồ Google AdWords.

If you are interested in the CPC pricing & also getting keyword ideas khổng lồ help with content development, go with the results while logged inlớn Google AdWords.

Here is what each of the columns displayed in the Google AdWords Keyword Tool will tell you about each of the keyword ideas displayed.

Competition – “The Competition column gives you a sense of how many advertisers are bidding for a particular keywords. This data can help you determine how competitive the ad placement is.”Global Monthly Searches – “The approximate 12-month average of user queries for the keywords on Google tìm kiếm.”Local Monthly Searches – “If you specified a country or language for your tìm kiếm, this is the approximate 12-month average number of user queries for the từ khóa for those countries & languages.”Approximate CPC – “This is the approximate cost-per-cliông xã you might pay if you were lớn bid on the từ khoá. The CPC is averaged over all the ad positions.”

You can learn more about the tìm kiếm traffic statistics shown in this tool in Google AdWords Help.

If you want a simple method khổng lồ see a broader or narrower range of keyword, you can select this option in the filters on the left side of your screen.

You can also select specific Match Types by clicking the “Modify search” tab và scrolling down khổng lồ the “Plan your budget và get forecasts” option.


Inputting your search term with the added punctuation will change the traffic volume for Global & Local Monthly Searches based on the approximation of traffic that a keyword gets on Google.

Broad – The sum of the tìm kiếm volumes for the từ khóa idea, related grammatical forms, synonyms and related words. If you were doing PPC & targeted the broad match for social media, ads would show with any searches including social or truyền thông. Organic results would include the same. The tìm kiếm volume for that từ khóa idea. If you were doing PPC và targeted the exact match for social truyền thông media, ads would only show if someone typed in social truyền thông but not any other variation of that phrase.“Phrase” – The sum of the tìm kiếm volumes for all terms that include that whole phrase. If you were doing PPC & targeted the phrase match for pizza dough, ads would show for anyone who typed in social truyền thông, with or without additional keyword such as social truyền thông kinh doanh or about social truyền thông. Organic results would include only results including the exact phrase social truyền thông media.

You can learn more about match types (and some additional ones not on this list) in AdWords Help.

You can also see the difference in data based on the three match types using the phrase social media in order of broad, “phrase,” & .


And if you were to use these match types in a tìm kiếm, you would get 419 million results for a broad match tìm kiếm for social truyền thông media and only 304 million results for a phrase match search for “social truyền thông.”

Going baông chồng lớn the generic term social media, you might want khổng lồ remove certain words from the từ khoá ideas.

For example, you may not want to target anything about social media jobs, so you could add the word job under the Negative sầu Keywords tab on the left side of the screen.

Now, you’ll need lớn export your data.

To vị so, simply use the Download button under the reviews Plan tab & export khổng lồ your preferred format.


You can then copy the data from the exported spreadsheet to lớn your keyword retìm kiếm spreadsheet.

You can also get this data for the keywords ideas you generated using SEMrush and suggested search by copying và pasting those keyword into the Word or phrase box và checking the box to lớn only show ideas closely related to my tìm kiếm terms.

Then export the data for those từ khóa và phrases by checking the boxes next to them under the Search Terms section.

At this point, you probably have sầu a lot of great từ khoá ideas.

In the next section, I will cover how lớn use the Moz Keyword Analysis Tool (or an alternative sầu method khổng lồ get the same information if you are not a Pro member) to lớn get additional data and then narrow down your từ khóa to lớn the ones that you should most likely focus upon for your online sale strategy.

Section II – Analyzing & Choosing the Best Keywords

Now that you have a base spreadsheet to lớn use for keywords data entry, let’s look at what’s next.

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I want to lớn show you some ways to lớn get even more data about each từ khóa và further narrow down your results.

Please note that this data will take a bit of time lớn compile, so you might want khổng lồ run through the keywords các mục & remove any obvious ones that you don’t want.

I usually go with no more than 100 từ khóa for this part of the process.

Keyword Analysis with Moz

If you have sầu a Pro membership with Moz (you can always get a 30-day miễn phí trial if you have just one keyword retìm kiếm project to do), then you have access lớn a very nice little tool called Keyword Difficulty và SERPhường Analysis.

This tool will show you the percentage of difficulty for each từ khoá, giving you an idea of how hard it will be to lớn rank highly for it.

You will also see the top ten sites ranked for each keywords, each listed with its domain name authority & the number of root domains linking to it.

The latter is really the information that will help you decide which keywords khổng lồ target.

You can put in five words at a time, và you can now piông chồng between keywords, root tên miền, subtên miền, or page.


Using our keyword phrase “social media management,” you can see the results of the difficulty assessment, search volume, organic click-through rates, and the balance of ranking ease và end results (Priority).


While this information is helpful, it’s not really anything we don’t already know. We’ve already decided we lượt thích this từ khoá phrase.

If anything, this is just a double-check that confirms the basics you found in the AdWords Keyword Tool.

Below this information, you’ll find more keyword suggestions và a SERP. analysis of the từ khóa.

The suggestions are fine for more brainstorming, but we’ll come back to lớn the SERP analysis. That’s the real goldmine.


You can also find a short list of mentions for your keywords at the bottom of the page.

This is useful in letting you know who is using the từ khóa và how recently they’re created nội dung with it.


While this information is nice, the real competitor information can be seen when you cliông chồng on the SERP full analysis for each từ khóa, such as these results for social media company.

I like to lớn open them in new tabs for convenience.


This is the part where you can learn a few things.

First off, you can see who you will be trying to lớn beat.

If your website comes up in this các mục of the top ten, then congratulations – you’re on the first page for a keyword phrase with a highly competitive từ khóa difficulty of 61%.

If you’re not in these results, you can compare your own website’s domain name authority and linking root domains to lớn the stats of the sites ranking in the top ten.

Domain authority is a score from 1 to 100. The higher a website’s domain name authority, the more likely it is to rank for the keywords it is optimized for.

The linking root domains is the number of unique domains linking khổng lồ a trang web.

You can see that the site with the highest authority và linking root domains doesn’t necessarily win the top spot.

But if you want to make #1, your site may need a domain name authority of 28 or higher và hundreds of linking root domains to lớn beat the competition.

Another thing you can learn from this is whether a keywords is drawing commercial or informational results.

This means that you will learn whether your từ khóa is being searched for commercial purposes (meaning that someone wants to find a hàng hóa or service) or whether it is being searched for informational purposes (meaning that people are looking for information, not a product or service).

For social truyền thông company, the results include seven actual social truyền thông media consulting companies & agencies.


Comparatively, if I vày a full analysis of the từ khóa phrase “what is social media” you will see that the first page of results is purely informational. All of the results are from highly authoritative domains.

So if you are a social truyền thông media company, you will probably want khổng lồ target the phrase social media companies for your main business homepage.

You will also want to create some nội dung based around the phrase what is social media and place it on highly authoritative sầu domains such as YouTube and SlideShare to see if you can get it into lớn the rankings for a phrase searched potentially by a million people monthly.

Alternative to the Moz Tool

If you’re not interested in a premium tool, then you can simply look up each keywords & look at websites ranking on the first page of the results.

If you’re interested in the domain authority stats, you can get some using another Moz tool called mở cửa Site Explorer. You’ll get a limited amount of stats for miễn phí accounts though.

Or, you can use the không tính tiền version of the SEOmoz toolbar – just use that & compare it to lớn your own website’s tên miền authority.

At least with this information, you can still determine the commercial vs. informational usage of a từ khoá plus some basic stats to compare against your own trang web.

Putting It Together in the Spreadsheet

The final part of the process is taking the spreadsheet & interpreting the data.

I lượt thích khổng lồ use the Conditional Formatting in Excel khổng lồ highlight cells a certain color based on the numerical value in the cell.

You simply highlight the cell range you want to lớn compare, then go khổng lồ Conditional Formatting > New Rule.


Select the 3-màu sắc Scale Format Style, và change the Lowest Value / Highest Value color when applicable.

Certain fields in your spreadsheet will need lớn display the fact that a higher number is good whereas a lower number is bad.

For those fields (global & local monthly searches), you will want khổng lồ leave sầu the color settings as mặc định, as shown below.


Other fields in your spreadsheet will need to display the fact that a higher number is bad whereas a lower number is good.

For those fields (GAKT – Competition, GAKT – Approximate CPC, SEOmoz KA – Difficulty, SEOmoz KA – Competitor DA, SEOmoz KA – Competitor RDLRD), you will want to change the lowest value color setting khổng lồ green và the highest value color setting lớn red, as shown below.


Once you’re finished, you can highlight the top row và add a filter by applying the Sort & Filter > Filter option.

I lượt thích lớn start with selecting the filter for the SEOmoz KA – Difficulty column và sorting it from smallest khổng lồ largest.

This way you get the following (cliông chồng on the image below lớn see a larger view):


As you can imagine, having the highlighting và sorting options would be very valuable when looking at a spreadsheet with up khổng lồ 100 từ khóa.

You could quickly see which keywords have sầu the most searches and least competition or the least competition but most searches.

You could then move sầu over & look at the actual competition for each từ khóa if you were shooting for #1 rankings.

Making the Final Keyword Choices

My suggestion when making the final choice of từ khóa is as follows:

If your trang web is commercial (offering products or services), go with keyword that seem to lớn have sầu the most commercial intent based on the current ranking websites. If your trang web is informational (blogs come lớn mind), go with từ khoá that have the most informational intent.Look for a “sweet spot” of high tìm kiếm volume in conjunction with low-difficulty/competition.Look at keywords with high search volume with top competitors that have sầu lower domain authority and backliên kết.If your website is already ranking on the first page, but not in the top 5 spots (or beneath other tìm kiếm result areas such as images, local results, etc.) and the từ khóa has good tìm kiếm volume, focus on getting those keyword & phrases lớn move sầu up.

Sometimes, it’s not the actual decision that is the most difficult – it is actually compiling the data that takes the most time! Also, don’t forget to take the keyword that are more informational và use them for content topic ideas!

This concludes our method of discovering keywords ideas, analyzing them, and then choosing the best for your trang web.

We have noticed that there are many various ways lớn perkhung từ khóa retìm kiếm, and you have sầu to try out different analysis methods khổng lồ see which ones speak to you the best when deciding on keyword.

With that in mind, we’ve sầu compiled a master danh sách of the top 40 keyword retìm kiếm posts of the last year.

Section III – 40 Top Keyword Research Posts of 2017

In the first section of the keyword retìm kiếm series, we took a look at từ khóa discovery và how lớn use a combination of several tools khổng lồ discover new từ khoá & phrases for your trang web & nội dung.

In the second section, we took those same keyword and analyzed từ khoá difficulty & competitors khổng lồ determine which keywords would be best to lớn target.

Since từ khoá research can be done in a variety of different ways & everyone has khổng lồ find the way that is easiest for them, the final section is dedicated to the 40 top posts on keyword retìm kiếm in 2017.

This các mục will guide you khổng lồ even more keyword retìm kiếm tools, strategies, & từ khóa optimization.

Mix và match then for the best keyword discovery and analysis for your business and clients.

Keyword Research Process & Guides

Keyword Retìm kiếm Tools

Keywords for Content và Product Development

Keyword Metrics and Ranking Reports

Free e-books on Keyword Research


I hope you have sầu enjoyed this guide khổng lồ từ khóa retìm kiếm. Now it’s your turn – what is your favorite method of từ khoá retìm kiếm and the tools you use?