High Keyword Instruments for 2025 and Past | JP

Want to top the search rankings and drive massive traffic in 2025?

Then you need the right keyword research tools.

In this guide, we’re revealing the 13 top keyword research tools for this year. They’re all pretty decent and have undoubtedly helped many businesses achieve growth. 

But here’s the truth: not all keyword research tools deliver equal results.

Some offer comprehensive platforms that handle everything from technical SEO analysis to competitor intelligence and content optimization. Others excel in specific areas – like uncovering low-competition keywords or building strategic topic clusters or tagging pages that dominate entire search categories.

The question is: what tool deserves your investment?

That’s exactly what this guide addresses. We’ve tested dozens of options. 

Whether you’re looking for enterprise-level solutions or budget-friendly alternatives, you’ll find exactly what you need in this comprehensive breakdown.

Let’s go.

1. Similarweb

No bias here (honest). But Similarweb stands out as the most comprehensive keyword research platform available for 2025.

Unlike traditional keyword tools that offer basic metrics, Similarweb updates keyword data daily, so you can spot trending keywords first – and adapt your content strategy before your rivals.

Here’s why it’s the industry leader:

Unmatched keyword generation

Similarweb’s keyword generator delivers exceptional depth and accuracy. When you enter a seed term, you receive real-time keyword data from the last 28 days – not outdated information from months ago.

What makes this feature exceptional is the inclusion of critical metrics:

• Zero-click searches – See which keywords generate Google answers that satisfy users without website visits
• Search intent classification – Understand whether users want information, navigation, commercial guidance, or transactions
• Keyword difficulty scores – Get precise difficulty metrics based on actual ranking factors
• Trend analysis – Track keyword popularity over time to identify seasonal patterns and emerging opportunities

Comprehensive competitor intelligence

Similarweb’s competitive intelligence for keywords is unrivaled. The platform lets you analyze:

• Competitor search ads – Review ad copy, estimated clicks, and landing pages to understand paid search strategies
• Full keyword portfolios – See every keyword your competitors target (not just samples)
• Top-performing pages – Identify which content drives the most search traffic
• SERP Players – See what competitors get the highest amount of clicks to their website
• Ranking distribution – check a website’s position performance

Pricing

Similarweb offers flexible pricing tiers:

• Starter: $199/month 
• Team: $1,400 year 
• Business: $35,000 year 
• Enterprise: Custom pricing for full digital research suite
• Free limited version available

Pros 

Similarweb goes beyond basic keyword metrics by showing exactly who dominates your target SERPs and why. The platform provides:

• ✅ Top ranking players – Identify who consistently ranks across your keyword set
• ✅ Organic vs. paid click distribution – Determine if the SERP favors organic or paid results
• ✅ Zero-click search insights (keywords answered directly by Google).
• ✅ User search intent classification (informational, navigational, commercial, transactional).
• ✅ Precise keyword difficulty metrics based on real ranking factors.
• ✅ Trend analysis to identify seasonality and emerging keyword opportunities.

Cons

• ⚠️ The depth and range of data may overwhelm new or less experienced users.
• ⚠️ The robust and detailed functionality typically positions Similarweb at a premium price point compared to simpler keyword research tools.

The bottom line

Similarweb delivers the most comprehensive keyword research experience available today. While it requires investment, the platform provides unmatched competitive intelligence that transforms keyword research from a tactical exercise into a strategic advantage.

For businesses serious about dominating search in 2025 and beyond, Similarweb is the clear leader.

2. Google Search Console

Google Search Console isn’t typically categorized as a keyword research tool, but it provides something no third-party solution can match: actual data directly from Google about how users find your site.

This makes it an invaluable resource for discovering what I’d call “Opportunity Keywords.”

Performance report

The Performance Report in Google Search Console reveals:

Exact queries bringing users to your site

• Click-through rates for each query
• Average position for each keyword
• Impressions (how often your site appears for each term)

This data isn’t based on estimates or models – it’s your actual performance as recorded by Google.

Finding opportunity keywords

The real power of Google Search Console lies in uncovering “Opportunity Keywords” – terms where you rank between positions 8-20.

These keywords represent low-hanging fruit. With focused optimization, you can boost these rankings to page one, often with minimal effort.

Integration with Google Analytics

When you connect Google Search Console with Google Analytics, you gain additional insights:

• Which keywords drive not just traffic but actual conversions
• User behavior metrics (bounce rate, time on site) for each keyword
• Landing page performance for specific search terms

This integration helps prioritize keyword opportunities based on business impact, not just traffic potential.

Pricing

Pros

• ✅ Provides first-party keyword performance data directly from Google,no estimates or guesses involved
• ✅ Highlights keywords ranking between positions 8-20, making it easy to target and boost rankings with minimal effort
• ✅ Powerful Integration with Google Analytics

Cons

• ⚠️ Only shows data for your own site, not competitors
• ⚠️ Limited historical data (16 months maximum)
• ⚠️ No keyword difficulty metrics
• ​​⚠️ No volume data for keywords you don’t already rank for
• ⚠️ It is just for Google 

The bottom line

Google Search Console is an essential complement to comprehensive tools like Similarweb, not a replacement. Its direct-from-Google data makes it invaluable for optimizing existing content and finding quick-win opportunities within your current keyword portfolio.

3. Google Keyword Planner

Google Keyword Planner comes straight from the source,Google itself,giving you direct access to keyword data from the world’s largest search engine.

While primarily designed for Google Ads campaigns, this tool offers valuable insights for organic SEO.

Best Uses for SEO

Despite being an ads-focused tool, smart SEO practitioners can extract significant value:

1. Identifying keyword clusters: It groups semantically related terms, perfect for building comprehensive content strategies
2. Discovering seasonal trends: The historical data reveals timing patterns crucial for content planning
3. Gauging commercial intent: The suggested bid prices indicate how valuable Google considers the traffic (higher bids often mean stronger buying intent)

However, you’ll need to look beyond the tool’s interface to maximize its SEO value. For example, whileit might show broad ranges like “1K-10K searches,” you can triangulate more precise estimates by comparing multiple tools.

Best feature: Location-Based Keyword Data

GKP excels at providing geographically-specific keyword intelligence.

This location-based data is invaluable for:

• Local SEO campaigns
• International targeting
• Identifying regional language variations
• Discovering location-specific search intent differences

For businesses targeting multiple geographic markets, this feature alone could make GKP an important part of your keyword research toolkit.

Pricing

• Free: Full access with an active Google Ads account (no spending requirement)
• Limited Free: Basic access without an active ads account (shows broad volume ranges)

Pros 

✓ Direct data from Google, the ultimate primary source
✓ Excellent geographical filtering capabilities
✓ Helpful for identifying seasonal trends
✓ Completely free with a Google Ads account
✓ Regular data updates reflecting actual Google search behavior

Cons

✗ Limited search volume precision (shows ranges unless you’re spending on ads)
✗ Competition metrics geared toward paid rather than organic search
✗ Less intuitive interface compared to dedicated SEO tools
✗ Requires Google Ads account setup
✗ Limited competitor analysis features

Bottom Line

Google Keyword Planner provides invaluable first-party data directly from Google, making it an essential baseline tool despite its limitations for organic SEO. While not sufficient as your only keyword research solution, it serves as an excellent complementary tool to verify volumes and discover new keyword ideas.

For the price (free), it deserves a place in every SEO professional’s toolkit,especially when used alongside more sophisticated platforms like Similarweb.

4. Keywords Everywhere

Keywords Everywhere takes a unique approach by integrating keyword data directly into the sites you’re already using as a browser extension. 

On-demand keyword data

The primary strength of Keywords Everywhere is its contextual delivery of information: When you search on Google, the extension instantly displays:

• Search volume
• Cost per click (CPC)
• Competition data
• Related keywords
• “People also search for” terms

This instant access eliminates the need to switch between tools during research sessions.

Credit-based pricing model

Unlike most subscription tools, Keywords Everywhere uses a credit-based system:

• Pay for the data you need
• Credits never expire
• Start with small investments

This approach makes it particularly cost-effective for smaller businesses or freelancers who don’t need unlimited research capabilities.

Bulk analysis tools

Beyond the browser extension, Keywords Everywhere offers:

• CSV import for bulk keyword analysis
• Competitor keyword extraction
• Traffic metrics for any URL

Pricing

Bronze Plan

• Price: $2.25/month ($27 billed annually)
• Credits: 100,000 credits/year
• User Seats: 1
• Keywords Per Website: Top 1,000
• Backlinks Per Website: Top 1,000

Silver Plan

• Price: $6/month ($72 billed annually)
• Credits: 400,000 credits/year
• User Seats: 5
• Keywords Per Website: Top 2,000

Gold Plan

• Price: $25/month ($300 billed annually)
• Credits: 2 million credits/year
• User Seats: 20
• Keywords Per Website: Top 5,000

Platinum Plan

• Price: $80/month ($960 billed annually)
• Credits: 8 million credits/year
• User Seats: 100
• Keywords Per Website: Top 10,000

Pros

• ✅ Integrates directly into your browser
• ✅ Lets users pay only for what they use, with credits that never expire
• ✅ Includes advanced options like CSV imports, competitor keyword extraction, and URL-based traffic metrics

Cons

• ⚠️ Less comprehensive data than dedicated platforms like Similarweb
• ⚠️ Limited competitive intelligence capabilities
• ⚠️ No content gap analysis
• ⚠️ Simplified difficulty metrics

The bottom line

Keywords Everywhere excels as a supplementary tool that streamlines keyword discovery during everyday browsing. It’s ideal for quick research but lacks the comprehensive analysis capabilities of Similarweb’s full-featured platform.

5. Google Trends

While most keyword tools focus on static search volumes, Google Trends delivers something far more valuable: the dynamic patterns of search interest over time.

This often-overlooked tool provides critical context that can mean the difference between launching content at the perfect moment or missing seasonal opportunities entirely.

How Google Trends works

Rather than showing absolute search volumes, Google Trends displays relative popularity on a scale of 0-100, allowing you to:

• Compare search interest across multiple terms
• Identify rising and falling trends
• Spot seasonal patterns and cycles
• Discover regional interest variations
• Detect emerging topics before they peak

What makes Google Trends unique is its ability to normalize data across regions and time periods. This means you can accurately compare search patterns regardless of population size or total search volume differences.

For example, when comparing “winter boots” and “sandals,” traditional keyword tools might show higher absolute volumes for “winter boots,” but Google Trends reveals the critical seasonal timing patterns for both.

This dimension of timing is something most other keyword tools simply don’t address.

best strategic applications

Google Trends excels as a complementary tool that adds crucial context to your primary keyword research:

1. Trend validation: Before investing heavily in content around a keyword from another tool, check its trend trajectory to ensure it’s not declining
2. Content calendar planning: Identify exactly when to publish seasonal content for maximum impact
3. Geographic targeting: Discover where your keywords have disproportionate interest, allowing for targeted regional campaigns
4. Topic exploration: Use the “Related queries” and “Related topics” sections to expand your keyword universe
5. Competitive positioning: Compare brand search trends against competitors to gauge relative market position

Real-time search trends

Google Trends offers near real-time data on trending searches, categorized by region:

![Google Trends real-time section]

This feature provides an unmatched window into emerging opportunities, allowing you to:

• Create timely content around breaking topics
• Identify trending questions in your industry
• Spot emerging concerns or interests among your target audience
• Capitalize on news-driven search spikes

For publishers and content creators, this real-time insight can drive significant traffic gains through timely topic selection.

Pricing

• Completely Free: No account required
• No Usage Limits: Unlimited searches and comparisons
• No Premium Tier: All features available without subscription

Pros

✓ Unmatched trend visualization capabilities
✓ Real-time data on emerging search interests
✓ Excellent for identifying seasonal patterns
✓ Completely free with no usage restrictions
✓ Direct data from Google with regular updates
✓ Allows direct keyword comparison on the same scale

Cons

✗ No absolute search volume data
✗ Limited to broader trend patterns rather than specific long-tail keywords
✗ Less granular filtering than dedicated keyword tools
✗ UI can be confusing for beginners
✗ Data sometimes generalized for privacy/statistical significance

Bottom line

Google Trends provides invaluable temporal context that most keyword tools miss entirely. While not sufficient as a standalone keyword research solution, it serves as the perfect complement to volume-focused tools like Similarweb and Google Keyword Planner. 

By incorporating trend timing into your keyword strategy, you can significantly improve content planning and capitalize on emerging opportunities before competitors recognize them.

6. Ubersuggest

Ubersuggest began as a simple keyword suggestion tool but has evolved into a more comprehensive platform under Neil Patel’s ownership. It positions itself as a more affordable alternative to enterprise-level solutions while still offering substantial functionality.

Accessible keyword research

Ubersuggest’s primary selling point is its accessibility:

The platform provides:

• Keyword overview with volume, SEO difficulty, and paid difficulty
• Content ideas based on top-performing content for each keyword although this feature is basic
• Keyword suggestions organized by categories (related, questions, prepositions)
• Monthly search volume trends to identify seasonality

Competitive intelligence

Ubersuggest offers basic competitive analysis:

• Top keywords a domain ranks for
• Estimated traffic for competitors
• Top-performing pages from competitor domains
• Domain overview metrics

While useful, these features lack the depth and accuracy of Similarweb’s comprehensive competitor intelligence.

Pricing 

• Individual Plan: $29/month
  • 1 user
  • 1 domain
  • 150 searches/day
  • 5 competitors/domain
  • 1,000 page scans/domain
  • 125 tracked keywords/domain
  • 20 locations/domain
• Business Plan: $49/month
  • 2 users
  • 7 domains
  • 300 searches/day
  • 10 competitors/domain
  • 5,000 page scans/domain
  • 150 tracked keywords/domain
  • Unlimited locations/domain
• Enterprise/Agency Plan: $99/month
  • 5 users
  • 15 domains
  • 900 searches/day
  • 15 competitors/domain
  • 10,000 page scans/domain
  • 300 tracked keywords/domain
  • Unlimited locations/domain
• Lifetime Plans (One-time payment)
• Individual Lifetime: $290
• Business Lifetime: $490
• Enterprise/Agency Lifetime: $990

Pros

• ✅ Provides accessible keyword research with clear overviews
• ✅ Offers basic competitive analysis, including competitor keyword rankings, estimated traffic, and top-performing pages
• ✅ Integrates seamlessly with a browser extension

Cons

• ⚠️ Smaller keyword database
• ⚠️ Less accurate traffic estimates
• ⚠️ More simplified competitive analysis
• ⚠️ Limited SERP feature analysis
• ⚠️ Fewer international data options

The bottom line

Ubersuggest serves as a solid entry-level option for small businesses and beginners with budget constraints. While it provides basic keyword research capabilities, it can’t match the depth, accuracy, or comprehensive market intelligence of Similarweb.

7. SEO PowerSuite

In an SEO world dominated by cloud-based subscription tools, SEO PowerSuite takes a refreshingly different approach with its desktop-based software suite, including keyword research capabilities.

How SEO PowerSuite’s Keyword Research Works

You can research keywords via SEO PowerSuite’s Rank Tracker module that aggregates data from over 20 different sources, including:

• Google Keyword Planner
• Google Search Console
• Google Autocomplete
• Related searches
• Question databases
• Competitor rankings

The software follows a project-based workflow that ties keyword research directly to tracking and implementation:

1. Keyword research: Generate ideas from multiple sources
2. Analysis and grouping: Organize keywords by topic, intent, and difficulty
3. Reporting: Create customized reports for clients or stakeholders

Standout Features

SEO PowerSuite is able to research keywords across a number of fronts.

• Keyword Efficiency Index: A proprietary metric that balances search volume, competition, and expected traffic
• Keyword difficulty scoring: Based on actual SERP analysis rather than generic estimates
• Competitor gap analysis: Finds keywords your competitors rank for that you’re missing
• Keyword grouping tools: Automatically clusters related terms for content planning

The desktop-based nature also means unlimited data storage and no monthly query limits,once you own the software, you can run as many reports as needed.

Unlimited keyword sandboxing

It includes a powerful “sandbox” feature that lets you experiment with different keyword combinations and strategies:

This allows you to:

• Test various keyword groupings
• Model different content strategies
• Prioritize keywords based on customizable metrics
• Save multiple research scenarios for comparison
• Export tailored keyword sets for different team members or projects

For agencies managing multiple clients or in-house teams handling various product lines, this flexibility is invaluable.

Pricing

• Free Version: Basic functionality with limitations on projects and keywords
• Professional: $299 one-time payment (1 project, all features)
• Enterprise: $499 one-time payment (unlimited projects, all features)
• Enterprise + 1 Year of Updates: $748 (includes 12 months of software updates)

Pros 

✓ One-time payment model (no ongoing subscription)
✓ Unlimited keyword research with no monthly caps
✓ Comprehensive data aggregation from multiple sources
✓ Works offline after initial data collection
✓ Complete data privacy (all stored locally)

Cons

✗ Desktop-based (not accessible across multiple devices)
✗ Steeper learning curve than some web-based tools
✗ Requires manual updates to maintain current data
✗ Less polished UI than premium cloud-based tools
✗ Limited collaboration features for teams

Bottom line

SEO PowerSuite offers exceptional value for SEO professionals who prefer owning their tools outright rather than paying ongoing subscriptions. Its integrated approach to keyword research and analysis provides a complete workflow solution that many cloud tools can’t match. 

While the desktop-based nature has some limitations compared to services like Similarweb, the unlimited data usage and one-time payment model make it particularly attractive for agencies and solo practitioners working with multiple clients or websites.

8. SE Ranking

SE Ranking is a versatile all-in-one SEO platform. Its keyword research module offers an impressive balance of depth, accuracy, and user-friendliness at a surprisingly accessible price point.

This cloud-based platform has been gaining significant traction among SEO professionals looking for comprehensive functionality without the enterprise-level price tag of some competitors.

How SE Ranking’s keyword research works

SE Ranking’s keyword research capabilities are built around three core components:

1. Keyword Suggestion Tool: Generate ideas from a seed keyword or phrase
2. Keyword Grouper: Automatically organize keywords into topic clusters
3. Competitive Research: Analyze competitor rankings and find keyword gaps

The keyword suggestion process delivers particularly comprehensive results by pulling data from:

• Google Keyword Planner
• Google Autocomplete
• Related searches
• Question databases
• SE Ranking’s proprietary database

For each keyword, you’ll receive detailed metrics including:

• Monthly search volume
• Keyword difficulty score (based on actual SERP analysis)
• Cost-per-click data
• SERP feature presence (videos, featured snippets, etc.)
• Seasonal trends
• Click potential (accounting for zero-click searches)

Best features for SEO planning

SE Ranking does well in several areas that make it particularly valuable for comprehensive SEO strategy:

Keyword grouping and clustering

The platform’s automated clustering tool organizes keywords by semantic relevance, helping you:

• Plan comprehensive content structures
• Identify topical gaps in your coverage
• Optimize for topic authority rather than individual keywords
• Create logical site architectures based on keyword relationships

Competitor gap analysis

SE Ranking’s competitor research module reveals:

• Keywords your competitors rank for that you don’t
• Position dynamics over time (who’s gaining/losing visibility)
• Common keywords across multiple competitors (industry essentials)
• Unique keywords (potential differentiation opportunities)

This competitive intelligence helps prioritize keywords based on their strategic importance to your market position.

Best feature: keyword map integration

What truly sets SE Ranking apart is how seamlessly its keyword research integrates with its content mapping tools:

![SE Ranking keyword mapping feature]

This integration allows you to:

• Assign researched keywords directly to existing URLs
• Map keywords to planned content in your editorial calendar
• Identify content gaps requiring new page creation
• Measure keyword cannibalization issues

This direct connection between research and implementation eliminates the frustrating data silos that plague many SEO workflows.

Pricing

• Essential: $42.75/month (500 keywords, 10,000 keyword lookups)
• Pro: $104.25/month (2,500 keywords, 40,000 keyword lookups)
• Business: $225.75/month (7,500 keywords, 75,000 keyword lookups)
• Enterprise: Custom pricing for larger needs
• All plans cheaper with annual billing (prices shown reflect annual discount)

Pros

✓ Excellent value-to-feature ratio
✓ Intuitive interface with minimal learning curve
✓ Comprehensive data including SERP features and click potential
✓ Strong integration between keyword research and implementation tools
✓ Regular database updates with fresh keyword data
✓ Flexible pricing options for different business sizes

Cons

✗ Keyword database not as extensive as top-tier competitors
✗ Limited historical data compared to enterprise tools
✗ Fewer advanced filtering options than specialized research tools
✗ API access only available on higher-tier plans
✗ Country coverage more limited than some global competitors

Bottom Line

SE Ranking delivers good value combining solid data quality with excellent usability and workflow integration. While it may lack some of the advanced features and data depth of premium tools like Similarweb, its comprehensive approach and accessible pricing make it ideal for small to mid-sized businesses and growing agencies. 

SE Ranking deserves serious consideration for organizations seeking a balanced all-in-one SEO platform with strong keyword research capabilities.

9. KWFinder

KWFinder, part of the Mangools suite of SEO tools, stands out for its user-friendly interface and straightforward approach to keyword research. The tool focuses on helping users find long-tail keywords with low competition.

Intuitive user experience

KWFinder’s most distinctive quality is its clean, intuitive interface. The platform presents keyword data in an understandable format:

• Color-coded difficulty scores visible at a glance
• Search volume trends displayed graphically
• CPC data for paid search planning
• Search volume by location

Pricing

Basic

• Monthly Price: $49.00 $29.90/month
• Annual Price: $358.80 billed upon purchase (Save $229.20 per year)

Premium

• Monthly Price: $69.00 $44.90/month
• Annual Price: $538.80 billed upon purchase (Save $289.20 per year)

Agency

• Monthly Price: $129.00 $89.90/month
• Annual Price: $1,078.80 billed upon purchase (Save $469.20 per year)

Pros

• ✅ Filters for finding keywords under specific difficulty thresholds
• ✅ Specializes in identifying low-competition, high-opportunity keywords
• ✅ Includes an integrated SERP checker within the keyword research workflow

Cons

• ⚠️ Smaller keyword database than industry leaders
• ⚠️ Limited competitor analysis capabilities 
• ⚠️ Basic SERP feature analysis but lacks depth
• ⚠️ Fewer advanced filtering options than Similarweb

The bottom line

KWFinder is an excellent entry point for SEO beginners and small businesses seeking an accessible keyword research tool. Its straightforward approach and clear visualization of difficulty metrics make it valuable for finding quick wins. However, it lacks the comprehensive market intelligence and advanced features that Similarweb provides to enterprise users.

10. Serpstat

Originally launched as a keyword research tool before expanding into a full-featured SEO platform, Serpstat maintains its roots with particularly strong keyword discovery and analysis capabilities.

This Ukrainian-based platform has steadily built a loyal following for its balance of powerful functionality and mid-range pricing, making enterprise-level keyword research accessible to smaller teams and businesses.

How Serpstat’s keyword research works

Serpstat approaches keyword research through several interconnected modules:

1. Keyword Research: Generate ideas from seed terms
2. Competitor Analysis: Discover keywords from competing domains
3. URL Analysis: Extract keywords from specific pages
4. Keyword Clustering: Group semantically related terms

When you enter a seed keyword, Serpstat provides a rich dataset including:

• Search volume (with historical trends)
• Keyword difficulty score
• CPC and competition metrics
• SERP features (featured snippets, video carousels, etc.)
• Questions containing the keyword
• Related searches and variations

Where Serpstat particularly shines is in the depth of its related keyword suggestions. Rather than just showing obvious variations, it uncovers semantically connected terms that competitors might miss, giving you broader topic coverage.

Key differentiators

Several unique aspects set Serpstat apart from comparable tools:

Advanced search operators

Serpstat’s keyword research tool supports special search operators that enable highly specific filtering:

• ! (excludes words from results)
• & (shows only results containing specific words)
• * (wildcard for partial matching)

This granular control helps pinpoint exactly the keyword territory you’re targeting without wading through irrelevant suggestions.

Text analysis module

Serpstat includes a unique text analysis feature that evaluates content against its keyword database:

This allows you to:

• Analyze top-ranking content for your target keywords
• Identify semantic terms common across high-performing pages
• Extract NLP patterns that correlate with ranking success
• Test your own content against successful competitors

This text-to-keyword connection provides critical context for content optimization beyond simple keyword density.

Missing Keywords

Serpstat’s Missing Keywords tool automatically identifies high-potential keyword opportunities your competitors are ranking for that you’re not:

The feature goes beyond simple gap analysis by:

• Prioritizing keywords based on traffic potential
• Highlighting terms with ranking volatility (opportunity windows)
• Identifying patterns of keywords where competitors consistently outperform you
• Suggesting specific content approaches based on competitor success

For sites with established content but ranking plateaus, this feature alone can unlock significant growth opportunities.

Pricing

• Lite: $69/month (500 keyword queries/day, basic features)
• Standard: $149/month (1,000 keyword queries/day, advanced features)
• Advanced: $299/month (2,000 keyword queries/day, full feature access)
• Enterprise: $499/month (5,000 keyword queries/day, priority support)
• Custom: Available for larger needs
• All plans cheaper with annual billing (prices shown are monthly rate)

Pros

✓ Excellent depth of keyword suggestions
✓ Strong text analysis tools connecting keywords to content
✓ Intuitive clustering and grouping capabilities
✓ Good value proposition at mid-tier price points
✓ Frequently updated database with fresh keyword data
✓ Helpful visualization tools for keyword relationships

Cons

✗ Less comprehensive competitor data than top-tier platforms
✗ Interface occasionally feels cluttered with multiple features
✗ Lower query limits compared to some competitors
✗ Slower processing for large-scale keyword research tasks
✗ More limited historical data than enterprise-level tools

Bottom Line

Serpstat delivers impressive keyword research capabilities at a price point accessible to growing businesses and mid-sized agencies. While it may not match the comprehensive competitive intelligence of Similarweb or the unlimited nature of SEO PowerSuite, its semantic analysis and clustering features make it particularly valuable for content-focused SEO strategies. 

For organizations prioritizing content optimization and topical authority, Serpstat offers an excellent balance of functionality, data quality, and affordability.

11. Moz

Moz is one of the original SEO toolsets, with a keyword research approach that emphasizes search volume accuracy and difficulty assessment.

The platform centers around Moz Keyword Explorer, which takes a more conservative approach to metrics than some competitors.

Keyword Explorer: focused research

Moz’s Keyword Explorer offers several features:

• Keyword suggestions – Find related terms, questions, and variations
• SERP Analysis – Examine page authority and domain authority of ranking sites
• Priority Score – Moz’s custom metric combining volume, difficulty, and opportunity

One standout aspect is Moz’s use of keyword volume ranges rather than precise numbers. While it says this is due to the unreliability of keyword tools, it may hamper your planning process. 

Difficulty scoring system

Moz’s approach to keyword difficulty differs from competitors:

• Scores range from 1-100 based on the authority of ranking domains
• Focuses primarily on link metrics (domain authority and page authority)
• Provides percentile comparisons to help gauge relative difficulty

This system works well for understanding link-based competition but provides less insight into other ranking factors than Similarweb’s more comprehensive approach.

SERP features analysis

Moz highlights the SERP features (like featured snippets, local packs, or knowledge panels) present for each keyword, helping you understand:

• Which SERP features dominate for your target terms
• How these features might impact organic click-through rates
• Opportunities to optimize for specific feature types

Pricing 

• Basic – Monthly Price: $49 USD/mo ($39/mo when you pay yearly)
  • 5,000 pages crawled/week
  • No on-demand crawls
  • No site re-crawls
  • 20 domain overview
• Standard Monthly Price: $99 USD/mo ($79/mo when you pay yearly)
  • 100,000 pages crawled/week
  • 6 performance metrics on-demand URLs
  • 60 performance metrics tracked URLs
  • 5 on-demand crawls
  • No site re-crawls
• Medium – Monthly Price: $179 USD/mo ($143/mo when you pay yearly)
  • 500,000 pages crawled/week
  • 20 performance metrics on-demand URLs
  • 200 performance metrics tracked URLs
  • 30 on-demand crawls
  • 10 site re-crawls
  • 100 domain overview

Pros

• ✅ Provides conservative, realistic keyword metrics and prioritization through its unique “Priority Score”
• ✅ Offers detailed SERP analysis, highlighting ranking sites’ domain and page authority
• ✅ Clearly identifies SERP features (featured snippets, local packs, knowledge panels) impacting keyword visibility and click-through rates

Cons

Moz has several notable limitations:

• ⚠️ Smaller keyword database than Similarweb, Ahrefs, or SEMrush
• ⚠️ Less comprehensive competitive intelligence
• ⚠️ More limited international data
• ⚠️ Fewer insights into user intent and behavior

The bottom line

Moz delivers reliable keyword research with strong fundamentals, particularly for marketers who value conservative volume estimates and traditional difficulty scoring. However, it lacks the comprehensive market intelligence and depth of analysis found in Similarweb’s ecosystem.

12. Ahrefs

Ahrefs continues to be a powerful contender in the keyword research space, though it operates differently than Similarweb.

While primarily known for backlink analysis, Ahrefs’ Keywords Explorer has evolved into a robust keyword research tool with some unique capabilities.

Keywords explorer: the core feature

Keywords Explorer provides extensive data on search terms, including:

When you enter a seed keyword, Ahrefs shows:

• Monthly search estimates across different countries
• A 0-100 score that estimates ranking difficulty
• The percentage of searches that result in clicks (accounting for zero-click searches)
• Features like featured snippets and knowledge panels.

Link requirements estimator

Ahrefs takes a different approach to keyword difficulty. Rather than providing a vague score, it estimates how many backlinks are needed to rank on page one.

This metric can help prioritize keywords based on your link-building resources.

Content Gap Analysis

Ahrefs helps identify keyword gaps between you and competitors. The tool can show:

• Keywords your competitors rank for that you don’t
• Common keywords among multiple competitors
• Ranking positions for each competitor across shared keywords

This competitive perspective helps uncover valuable opportunities your site might be missing.

Pricing

• Lite – Monthly Price: $129/mo
• Standard Plan – Monthly Price: $249/mo
• Advanced Plan – Monthly Price: $449/mo
  • 5,000 tracked keywords
  • 1,500,000 crawl credits
• Enterprise Plan – Monthly Price: $1,499/mo (Annual commitment required)

Pros

• ✅ Provides global keyword data, including monthly search estimates, ranking difficulty, and click metrics
• ✅ Offers “Link Requirements” estimates, suggesting backlinks needed to rank effectively
• ✅ Includes advanced Content Gap analysis, 

Cons

While Ahrefs provides solid keyword data, it lacks some comprehensive market intelligence features like:

• ⚠️ Less detailed competitor ad intelligence
• ⚠️ More limited SERP analysis capabilities
• ⚠️ Fewer insights into user intent and behavior

The bottom line

Ahrefs delivers strong keyword research functionality with exceptional backlink data integration. For SEOs who prioritize link metrics in their keyword strategy, it’s a valuable tool, though it doesn’t have a comprehensive market intelligence approach.

13. SEMrush

SEMrush has a wide variety of tools for keyword research. However, it is more of an SEO tool than a market intelligence tool like Similarweb. 

Instead of starting with seed keywords, SEMrush excels at revealing what your competitors are already ranking for – often uncovering valuable terms you might have overlooked. 

However, Similarweb’s digital insights are powered by real user searches and real user behaviors – that means accurate search data, search volume, and search intent. Semrush, on the other hand, bases its traffic estimations largely on rank, when rank is not equal to traffic.

Competitor-first keyword discovery

SEMrush’s standout feature is its domain-based keyword research:

Enter a competitor’s domain and SEMrush reveals:

• Their entire organic keyword portfolio
• Estimated monthly traffic from each keyword
• Position changes over time
• Traffic cost (what they’d pay if using PPC instead)

This competitor-centric approach uncovers keywords with proven commercial value that similar businesses already target successfully.

Keyword Magic tool

For traditional keyword research, SEMrush offers its Keyword Magic Tool:

• Groups keywords by semantic relevance
• Filters by SERP features
• Provides question-based variations
• Shows metrics like volume, difficulty, and CPC

While useful, this feature doesn’t quite match the depth of Similarweb’s keyword generator, particularly regarding intent classification and trend analysis.

Pricing 

• Pro Plan – Monthly Price: $139.95/mo
  • 500 keywords to track (with daily updates)
  • 10,000 results per report
  • Keyword, domain and backlink analytics
• Guru Plan – Monthly Price: $249.95/mo
  • 1,500 keywords to track (with daily updates)
  • 30,000 results per report
• Business Plan – Monthly Price: $499.95/mo
  • 40 projects
  • 5,000 keywords to track (with daily updates)
  • 50,000 results per report

Pros

✅ Offers the Keyword Magic Tool, grouping keywords semantically and providing question-based variations

✅ Includes filtering options based on SERP features, keyword difficulty, and PPC metrics

Cons

SEMrush has several limitations compared to more comprehensive solutions:

• ⚠️ Relies heavily on estimated traffic from keyword rankings rather than real user behavior
• ⚠️ Keyword intent classification and trend analysis are less precise
• ⚠️ Limited accuracy for lower-volume keywords and niche markets
• ⚠️ The interface can feel complex and overwhelming for beginners
• ⚠️ Keyword difficulty metrics primarily emphasize backlinks
• ⚠️ Fewer real-time keyword insights and slower updates compared to platforms like Similarweb

The bottom line

SEMrush delivers solid keyword research capabilities with a strong focus on competitor analysis. It’s particularly valuable for finding competitor-validated keywords but falls short of Similarweb’s comprehensive market intelligence ecosystem.

Final thoughts

Selecting the right keyword research tool is crucial for SEO success in 2025 and beyond. While each platform offers distinct advantages, Similarweb stands out with its comprehensive market intelligence approach that transforms keyword research from a tactical exercise into a strategic advantage.

For businesses serious about dominating search, investing in a robust platform with deep competitive insights, accurate data, and advanced analysis capabilities is essential. Start with the tool that best matches your specific needs and budget, but recognize that as your SEO strategy matures, more sophisticated solutions deliver increasingly valuable returns.

The difference between ranking on page one or page three often comes down to the quality of your keyword intelligence. 

Choose wisely.

FAQs

What is the best keyword research tool for beginners?

For beginners, Similarweb offers the most intuitive experience with its clear interface and comprehensive data. However, if budget is a concern, KWFinder and Ubersuggest provide solid entry-level options with lower price points. The key is finding a tool that presents difficulty scores clearly so you can focus on achievable keywords while learning SEO fundamentals.

How often should I conduct keyword research?

Keyword research isn’t a one-time task. For competitive industries, conducting refreshed keyword research quarterly ensures you stay on top of changing search trends and competitor strategies. At minimum, you should perform a comprehensive keyword analysis every six months, with more frequent checks on your high-priority terms using tools like Similarweb that provide recent 28-day data.

What metrics matter most when evaluating keywords?

Beyond search volume, the most critical metrics include keyword difficulty (how hard it will be to rank), search intent (what users want when searching the term), click-through rate potential (how many searches result in clicks versus zero-click results), and business relevance (how well it aligns with your offerings). Similarweb provides comprehensive data on all these metrics, helping you make more strategic keyword choices.