Updated · Independently tested

Find the exact search terms your customers type — then rank for them.

We put the top keyword research tools head-to-head so you don't have to. Compare features, prices, and free trials in 2 minutes — and start your search-term research today.

Compare the top 5 tools → Get the free cheat sheet
5 tools tested 25B+ keyword database Free trials on every pick
searchterms.com is reader-supported. When you buy through links on our site we may earn an affiliate commission, at no extra cost to you. Our rankings are independent. Learn more.
#1 EDITOR'S PICK

Semrush — best overall for finding & ranking for search terms

4.8/5  ·  The largest keyword database, the deepest competitor data, and the only tool that covers SEO, PPC, and content in one place.

Start free trial →
The shortlist

The 5 best search term research tools, compared

Every pick below has a free trial or free plan. Prices are entry-tier and billed monthly unless noted.

The 5 best search term and keyword research tools of 2026 compared by best use case, keyword database size, starting price, and our rating.
#ToolBest forKeyword databaseStarts atRatingFree trial link
1 Semrush Best overall Agencies & serious marketers 25B+ keywords $139.95/mo 4.8 Try free
2 SE Ranking Best value Freelancers & small business 5B+ keywords $65/mo 4.6 Try free
3 Mangools Best for beginners Bloggers & long-tail terms 2.5B+ keywords $29/mo 4.5 Try free
4 Surfer SEO Best for content Writers optimizing to rank SERP-based $99/mo 4.4 Try now
5 Moz Pro Best metrics Trusted difficulty & DA scores 1.25B+ keywords $49/mo 4.3 Try free

Ratings reflect our hands-on testing for search-term & keyword research specifically. See how we test ↓

Free download

The Search-Term Research Cheat Sheet

A one-page PDF: where to find the exact phrases people search, how to judge keyword difficulty, and the 7 free sources of search-term data most people miss.

Check your inbox — it's on the way!

No spam. Unsubscribe anytime. We'll send the PDF and the occasional tool deal.

In depth

In-depth reviews of each keyword research tool

What each tool is great at, where it falls short, and who it's for.

1. Semrush

4.8/5 Best overall
Start free trial
Best for: Agencies and in-house marketers who want one tool for search-term research, competitor spying, PPC, and content — and won't outgrow it.

Semrush is the most complete way to discover the real phrases your audience searches. The Keyword Magic Tool turns one seed term into thousands of grouped variations with volume, intent, and difficulty, and the Organic Research report reveals the exact search terms your competitors already rank for. It's the tool we reach for first.

Pros

  • Largest keyword & search-term database (25B+)
  • See competitors' winning search terms instantly
  • Covers SEO, PPC, and content in one login
  • Free trial — no commitment to test it

Cons

  • Premium price; the most expensive pick
  • So many features it can overwhelm beginners
Try Semrush free →

2. SE Ranking

4.6/5 Best value
Try free
Best for: Freelancers and small businesses who want ~90% of Semrush's power at roughly half the price.

SE Ranking quietly does almost everything the big names do — keyword research, accurate rank tracking, competitor analysis, and site audits — with flexible pricing that scales to how many keywords you actually track. For most small teams, it's the smartest money in this list.

Pros

  • Excellent value; pay for the volume you need
  • Very accurate daily rank tracking
  • Clean, approachable interface
  • Responsive support

Cons

  • Smaller database than Semrush
  • Fewer integrations at the entry tier
Try SE Ranking free →

3. Mangools (KWFinder)

4.5/5 Best for beginners
Try free
Best for: Bloggers, creators, and anyone who wants to find low-competition search terms without a learning curve.

Mangools' KWFinder is the friendliest way to spot search terms you can actually rank for. Its standout is a dead-simple keyword-difficulty score that helps beginners avoid impossible terms and chase the winnable long-tail. If the big suites feel like overkill, start here.

Pros

  • Easiest tool to learn in this list
  • Brilliant for finding low-difficulty long-tail terms
  • Affordable; great free trial
  • Beautiful, uncluttered UI

Cons

  • Lighter on agency/enterprise features
  • Limited daily lookups on entry plans
Try Mangools free →

4. Surfer SEO

4.4/5 Best for content
Try now
Best for: Writers and content teams who've found their search terms and now need to turn them into pages that rank.

Surfer is the bridge from search term to published page. Feed it a target term and its Content Editor tells you exactly which related terms, headings, and length the top results share — then scores your draft in real time. Pair it with one of the research tools above for an end-to-end workflow.

Pros

  • Turns search terms into data-driven content briefs
  • Real-time on-page optimization score
  • Plays nicely with AI writing workflows

Cons

  • Not a standalone keyword-discovery tool
  • Best used alongside a research tool
Try Surfer →

5. Moz Pro

4.3/5 Best metrics
Try free
Best for: Teams who want trusted, easy-to-read difficulty and authority metrics — and a gentle on-ramp to SEO.

Moz invented Domain Authority, and its Keyword Explorer is still one of the clearest ways to size up a search term. Its Priority score blends volume, difficulty, and click-through into a single number that's great for prioritizing. Reporting is clean and the learning resources are best-in-class.

Pros

  • Trusted, easy-to-read difficulty & DA scores
  • Helpful "Priority" score for quick decisions
  • Excellent free learning community

Cons

  • Smaller keyword index than Semrush
  • Data refreshes less frequently
Try Moz Pro free →
How to choose

Which one is right for you?

Skip the analysis paralysis. Pick the row that sounds like you.

You want the best, full stop

One tool for research, competitors, PPC, and content. You'll grow into it, not out of it.

→ Go with Semrush

You're watching the budget

You want pro-grade data and rank tracking without the enterprise price tag.

→ Go with SE Ranking

You're just starting out

You want to find winnable search terms today, without a manual or a learning curve.

→ Go with Mangools

You publish a lot of content

You already have your terms — now you need every page to actually rank.

→ Add Surfer SEO

You live by the metrics

You want trusted difficulty and authority scores your whole team understands.

→ Go with Moz Pro

How we test

We run an identical set of seed terms through every tool and score each on four weighted criteria: database size & coverage (30%), data accuracy (30%), ease of use (20%), and value for money (20%). Scores are our own editorial judgement — relative to the others here, not vendor-supplied — and we re-check pricing and plans monthly.

→ Read our method
Questions

Search terms & keyword research, explained

What's the difference between keywords and search terms?
Search terms are the exact phrases people actually type into Google or Amazon. Keywords are the targeting terms you choose to go after based on those searches. In short: search terms are what your audience says; keywords are what you optimize and bid for. The best tools help you turn real search terms into a winnable keyword strategy.
How do I find the actual search terms my customers use?
Three fast sources: (1) a keyword tool like the ones above, which show volume and difficulty for thousands of related phrases; (2) Google Search Console → Performance → Queries, which lists the real terms already sending you clicks; and (3) the Search Terms report inside Google Ads or Amazon Ads, which shows exactly what triggered your ads. Autocomplete and "People also ask" are great free supplements.
Are free keyword tools good enough?
Free tools — Google Keyword Planner, Search Console, and autocomplete — are a fine place to start and cost nothing. The paid tools earn their keep with far larger databases, reliable difficulty scores, competitor search-term data, and rank tracking. Most people start free, hit a wall on data, and upgrade. Every tool above has a free trial so you can test before you pay.
What about Amazon search terms specifically?
For Amazon product research, sellers often add a marketplace-specific tool (such as Helium 10 or Jungle Scout) on top of an SEO tool. But for understanding shopper intent and the broader phrases people use, the tools on this page work across Google and Amazon alike.
Is Ahrefs better than these?
Ahrefs is an excellent tool and a fair alternative to Semrush, especially for backlink data. We don't rank it here because it has no affiliate program — so to keep this page honest, we only feature tools we can recommend transparently. If you want a pure backlink focus, it's worth a look; for search-term research and all-around value, our five picks hold up well.
Do I really need more than one tool?
Usually not to start. A single all-in-one like Semrush or SE Ranking covers research, competitors, and tracking. The common second tool is a content optimizer like Surfer, added once you're publishing enough that on-page optimization becomes the bottleneck.

Ready to find your search terms?

Start with our top pick's free trial, or grab the free cheat sheet and dig in this weekend.

Start Semrush free trial → Get the free cheat sheet
Done — check your inbox!