Best Keyword Research Tool : Finding the Right Keywords for Your SEO Strategy

When it comes to ranking your site on search engines, choosing the right keywords is a must! It’s essential to find the queries that will bring you the maximum amount of qualified website traffic.

Identifying the right keywords and understanding users’ search intentions will also help you when writing your texts. You can also call on the services of to write your content! SEO is increasingly competitive. You’ll need to be cunning and original to find expressions that are both sought-after and as non-competitive as possible to have every chance of being searched.

That’s why you need effective analysis tools to find keyword ideas quickly!

What exactly is a keyword?

The term keyword refers to topics and ideas that determine the content of a web page. They are words or groups of words that Internet users use to search for the information, products or services that interest them.

In SEO, the keyword is an important element in improving the visibility of a page. When you match the keywords used to write the content of a page to the queries of Internet users, that page will appear in the Google 1st page and in the 1st results.

The basic principle is therefore simple: your site will appear in the SERP (Search Engine Result), if the search engines consider, after analyzing its content and words, that it is the most likely to provide the desired response or information sought by the surfer.

1. Google ADS

Keyword Planner interface

A well-known and particularly powerful keyword planning tool, directly integrated with Google Ads. It offers a wide range of features for finding inspiration and analyzing relevant queries.

Just type in a few keyword phrases, and the tool quickly suggests other related searches, including the number of monthly searches, traffic forecasts and competition rates.

A must for making an initial selection!

2. UberSuggest

Recently acquired by Neil Patel, Ubersuggest is another well-known tool for obtaining a selection of keywords from one or more terms.

You can search for keywords for the web, but also for YouTube, Google Images, Shopping and even News.

And it works equally well for searches in English, French, German, Spanish, Ukrainian or Swedish…

3. SpyFu

SpyFu is a free tool for visualizing the keywords used by your competitors (for both SEO and Google ADS campaigns). Perfect for finding inspiration fast!

Rather than racking your brains, start by scanning the sites in your sector for an initial list of keywords, which you can then refine.

Identifying keywords is strategic. For the more operational task of writing your SEO texts, delegate to our web copywriting platform!

4. Keyword Tool

If you’re looking for long-tail keywords, Keyword Tool is the reference.

This excellent alternative to Google Keyword Planner helps you find popular expressions on Google, YouTube, Bing, the Apple Store and Amazon. So you can optimize your search engine optimization on different platforms at the same time!

However, the free version doesn’t allow you to see search volumes, only the headings of the most important keywords.

5. WordStream

WordStream offers a very useful free keyword search tool, albeit limited (you’ll need to provide your e-mail address to receive the full list of expressions).

While it allows you to search for keywords by country (including France), it also lets you search by sector of activity: a welcome feature.

Twenty or so fields are available, ranging from ready-to-wear to real estate and tourism, allowing you to make your search even more specific.

Tip: to illustrate your articles, don’t hesitate to format your keywords in a word cloud.

6. Keyword Generator

Keyword Generator finds up to 150 keyword ideas for any given starting keyword. You then get a list of keywords and queries, with estimated monthly search volumes for each keyword.

You can also use the generator to find keyword and query ideas for Bing, YouTube and Amazon. Simply change the search engine at the top of the page.

7. Answer the Public

Find out what people are asking about… absolutely anything and everything! That’s what Answer the Public is all about. It finds questions, prepositions, comparisons, alphabetically sorted search lists and related searches. All you have to do is select your language and country, then type in your keyword.

The results are presented in highly visual form, like a mindmap.

For example, if you type the search “Chocolat” in French, for France, you’ll find questions such as “why is chocolate bad for dogs” or “what is white chocolate”, comparisons like “chocolate or cocoa”, prepositions like “chocolate for baking” and related searches like “hot chocolate”.

Clicking on any of the results will take you directly to the Google results for that particular search.

8. Keyword Surfer

Keyword Surfer is a free extension for Google Chrome. This tool shows estimated worldwide and monthly search volumes for any query typed into Google. It’s the fastest way to get keyword information: for every new search you perform in Google, you’ll discover search volumes, CPC, keyword suggestions, related terms and much more.

9. SEMRush

SEMRush is one of the keyword analysis tools that offers free trials. It lets you check your positions on specific phrases. You can perform a multilingual search to get ideas for keywords in the different countries where you market your products or services. This tool also has features that help you analyze competitors’ SEO strategies.

10. AHrefs

Ahrefs is one of the most highly recommended keyword analysis tools. It provides you with a wealth of interesting data to help you create, monitor and improve your SEO strategy. Although Ahrefs is best known for backlink analysis, it offers a wide range of features, and its performance in keyword analysis is much appreciated.

11. SEO Hero

Designed by the winner of the 2017 SEO Hero competition, Frenchman Walid Gabteni, this tool is SEO software for exploring what’s being talked about on the web. SEO Hero’s aim is to let you explore the topic of your choice and detail the lexical field corresponding to your query, drawing inspiration from the best referenced pages on your topic.

By searching by topic, you can quickly identify not only the keywords used, but also all their synonyms and all the expressions associated with your initial query. This gives you a broad base of inspiration to make your SEO even more relevant and effective.

12. Quora

With this latest original tool, you can consult in just a few clicks all the questions being asked by the Internet users you want to attract to your site. Quora’s operation is simple, but highly effective: users can ask any question that pops into their heads, and all you have to do is consult the topics that interest you. At a glance, you can analyze how the most popular questions are formulated and select the main keywords related to your field.

And good news: a French version of the site has recently gone online. However, the English version is still the most visited. If you’re comfortable enough with English (or with Google Trad), take a look at it to complete your French searches. If you do the same search, you may find some keywords you hadn’t thought of.

Why integrate keywords into your content?

Keywords play an important role in helping Internet users find content that corresponds to what they’re looking for. Search engines evaluate the information published on websites to ensure that the most interesting pages appear on the first page of results. Inserting keywords therefore helps to generate natural, qualified traffic to your site. Your target audience will be able to find you easily thanks to the search results.

To be at the top of the SERP, it’s important to define the keywords and phrases you want your site to rank for.

There are two types of keywords:

Rare keywords – or long-tail keywords – which are rarely used by Internet users when formulating their query, and won’t always enable you to stand out on the results page (terms too technical, language not widely used…), unless you’re in an extremely specific field.

Generic keywords – or head keywords – are probably already being used by all your competitors. Spending too much time on them won’t get you to the top of the SERP list.

As you can see, it’s important to strike a good balance between the two types, and to diversify your keywords as much as possible, while remaining consistent and relevant. The ideal way to do this is to find new keywords using the lexical field that includes your keywords: synonyms, verbs, adjectives, related expressions, etc., dealing with the same subject. After all, that’s what web users do when they ask Google a question!

To find these keywords, when you launch your site, for example, there are several simple ways to go about it:

You can take a look at what your direct competitors are doing (those with good SEO, naturally).

Always can keep a close watch on news and developments in your industry: reading blog articles on the subjects that interest you can be very instructive and give you new ideas for keywords to use.

Anyone can browse social networks and read what’s being said on the topics that interest you (sorting through the information you find, of course).

Can question your customers and prospects directly, or why not your network to find out what your target audience thinks?

There are a number of tools you can use to find out the volume of traffic by studying the number of clicks. You may consider running paid campaigns through SEA (Search Engine Advertising) to reinforce natural referencing and achieve better results.

It’s also advisable to use search tools that suggest the best keywords. We strongly recommend that you choose the right keywords, taking into account the profile of the Internet users you’re targeting. You need to adapt your vocabulary to your ideal customer. You won’t address a professional in the same way as an individual, and you won’t use the same vocabulary or expressions when writing for a young adult as you would for a retired person. Our tip: think synonyms and language levels!

The origins of keywords

Wondering when keywords first appeared? To find out, we need to look back at the history of search engine optimization. It began in 1945, with the birth of a worldwide data archiving system that allowed data to be collected, extracted and added. If we compare this system to Google, there are many similarities!

The first search engine was launched in 1990. However, it wasn’t until February 1993 that a group of students at the prestigious Stanford University created Architext, which later became Excite, and whose results are given after keyword analysis.

The 90s, the decade of keyword domination

The 90s saw the emergence of many new search engines. More and more people had access to the Internet, and these tools were becoming increasingly popular. In order to provide Internet users with results close to their queries, all search engines rely on the presence of keywords in their texts. These are therefore used in large quantities on published pages.

keyword google search engine optimization

Good to know: The rise of keywords has unbalanced SEO. The pages and content highlighted by search engines were not automatically those that met web users’ expectations.

The 2000s: the rules of the game change for SEO

The 2000s were marked by changes in the rules of referencing. These were largely due to the domination of Google. This search engine is unlike any other. In addition to keywords, it takes content quality into account.

To take things a step further, Google even applies penalties. Pages containing too many keywords no longer benefit from good referencing.

To win over Google and the many Internet users who use today’s leading search engine, you need to offer quality content. Since then, trends have changed very little. Google still takes keywords and content quality into account, but is also interested in the customer experience.

The different types of keywords

We’re talking about keywords, but did you know that there are several different types? Here are the different groups of keywords to include in your content, for greater visibility.

The rise of keywords has thrown SEO out of balance. The pages and content highlighted by search engines were not automatically those that met the expectations of Internet users.

Generic keywords. These are the most logical keywords. For example, if your subject is health insurance, your generic keywords are health insurance, health mutual, health coverage… Generic keywords are made up of less than 3 words. They have a very high search volume.

Long-tail keywords. These long-tail keywords are longer, and therefore consist of more than 3 words. They are sometimes referred to as niche keywords. They give more details on the subject. Still following our example of health insurance, long-tail keywords might be: health insurance for large families, health insurance for disabled people, etc. The search volume is lower, but the audience is better qualified.

Semantic keywords. In addition to your generic and long-tail keywords, it’s a good idea to add semantic keywords, i.e. those that belong to the lexical field of the subject. Here, semantic keywords could be contributions, excess fees, out-of-pocket expenses, etc.

Event keywords. These keywords can be used over a given period of time. They could be: retirement, birth of a third child, etc.

Evergreen keywords. Essential and still under-exploited, evergreen keywords are those that are almost never obsolete. Of course, they must be used in content that is also evergreen.

Local keywords. These are for those who want to benefit from good local SEO. They are made up of very specific keywords providing geographical information.

SEO and search engines: what impact will keywords have in 2023?

To respond to the billions of queries made every day by Internet users around the world, search engines, led by Google, are constantly evolving their algorithms to take into account as many new practices as possible. Since 2015, these algorithms have tended to become veritable artificial intelligences, capable of learning on their own and changing in line with evolving Internet user behavior.

In 2019, Google is launching BERT (Bidirectional Encoder Representations from Transformers), an algorithm capable of answering vocal questions formulated more naturally than a query typed on a keyboard. In this way, Google is seeking to strengthen its ability to make the link between the formulation of the request and the Internet user’s intention. The keywords used are already starting to change.

In 2021, Google announced the arrival of a new algorithm, MUM (Multitask United Model), capable of providing an extremely precise response to a web surfer’s query, without the need for the surfer to think deeply about which keywords to use. The keywords used continue to evolve towards less precise formulations, using a broader lexical field. As you can see, SEO requirements and web user behavior are constantly evolving, so it’s vital for your SEO to remain vigilant and renew your keywords in order to stay in the race.

At the end of 2022, Google rolled out its Google Helpful update to all countries. One of the aims of this development is to penalize sites that offer too many so-called “zombie” pages. Pages created solely for SEO purposes, automatically and with no added value for the user, are now penalized for the entire site. The objective is clear: to encourage the production of content for the user.

Keyword research: is it really necessary?

Keyword research is a process that enables you to better select the keywords and phrases your potential customers are likely to use to search for your company, products or services.

While keyword research may seem like a simple and straightforward task, it shouldn’t be neglected. In fact, you need to think about doing it periodically to keep up with the changing needs of the consumers you’re targeting over time. As we’ve already said, the vocabulary and therefore the keywords used by web surfers to query Google and its acolytes are no longer the same as they were 3, 2 or even 1 year ago. If you don’t adapt to these changes, your site won’t attract as many visitors.

You can use a keyword research tool to make your job easier. It’s vital to use the right keywords to target visitors who are likely to buy your products or have searched for your services.

To make sure you find the right keywords for each web page, you need to determine what your target audience wants to know about your company, products or services. Take the time to get to know your target audience and study their way of thinking. You need to present your products or services as solutions to your potential customers’ problems, so that they’ll want to buy them.

Don’t forget to highlight the strengths and features that set you apart from the competition. Don’t hesitate to use a keyword research tool to find out which keywords and phrases your competitors have positioned themselves on.

How to choose the right keywords?

If you want to generate more traffic to your website, you need to work hard on your SEO. This involves optimizing your content with the right keywords so that your pages rank well in search results. Keywords are the foundation of SEO: firstly, they help you find backlinks, and secondly, they enable you to optimize your content for search engines.

When you use the right keywords, your pages are well referenced and you generate qualified traffic that will boost your sales.

To achieve concrete, satisfying results, it’s vital to identify the most appropriate keywords. When Internet users enter keywords in the search bar, they want to find pages that correspond to their questions and the solutions they’re looking for. For example, if you type in “website design”, you’ll find webmasters who offer their services for this job. Depending on the search intent, results will appear according to the keywords entered.

1. Search intentions for choosing keywords

There are two distinct types of search intent: the intent to inform (information search) and the intent to buy. Depending on the type of content, services or products you present online, you need to choose the right keywords to match the intent of your target audience. You can address Internet users who are looking for information to attract them to your products by presenting them as the solution they need to solve a problem.

To find the right keywords, you can use keyword analysis tools, then type them into Google to check their relevance.

2. Long-tail keywords

The long tail is a more specific group of words that is far less competitive than the main keywords. But which generates 80% of your traffic. When these words are grouped together, they have a positive impact on your SEO. That will not be the case if they are placed separately in the content.

So, if you want to rank more effectively on Google, you need to determine which long-tail keywords are relevant to your business. To do this, you need to use the right keyword analysis tools.

3. Competitor keyword analysis

When using keyword analysis tools, remember to find out which keywords your competitors have used to optimize their content. This will enable you to identify the expressions that have helped them to achieve the highest ranking in search results. Next, you can determine which keywords your competitors haven’t yet positioned themselves for, so you can get ahead of them.

You’ll be able to find terms that are used in your field of activity and that you may not have thought of. Analyzing competitors’ keywords will also help you understand why they rank better than you on general keywords.

Implement an SEO content strategy

Finding the most relevant keywords is not the end of the story. The next step is to design and write content that will be of interest to Internet users. There are tools to help you find your keywords, there are also tools to help you find inspiration and ideas.

If you’re looking for relevant topics to highlight your keywords while adding real value to your site. You can take a look at BuzzSumo, BloomBerry, Feedly, SEMrush, 1.FR or even twitter. The way they work is simple: reference the most popular and frequently asked questions (by period, region, etc.).

Not only will you learn about those existential questions that keep your visitors up at night. But you’ll also find out how they’re phrased. So all you have to do is answer them with a good article, simply by adapting the keywords!

However, even if they are essential to your site’s SEO, keyword detection. Topic design and content writing are difficult and time-consuming tasks. That’s why writer helps you set up your SEO content strategy. And find the most relevant keywords for your Google ranking.

SEO content strategy” packages are turnkey solutions that include a semantic audit to find the best keywords. Once the most relevant keywords have been chosen by an SEO expert (high-volume keywords and/or more qualified long-tail keywords). Content topics are developed and texts are written by a team of professional copywriters.

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