7 Best Free Keyword Tools for UK Businesses

A decent keyword idea can save you from writing a 1,000-word page that nobody was looking for in the first place.

The best free keyword tools help you spot the words your potential customers actually use, whether they are searching for a local accountant, an emergency plumber or advice before choosing a supplier.

You do not need an expensive SEO subscription to make better decisions.

For most small businesses, the free information already available is enough to improve existing pages, plan useful new content and find gaps your competitors may have missed. The trick is knowing which tools are worth your time, and not treating a vague search-volume number as gospel.

What makes a keyword useful?

A keyword is simply a phrase someone types into a search engine. But the useful ones are not always the obvious, high-volume phrases.

A Cambridgeshire builder may like the sound of ranking for “builder”, but that search could mean anything from a homeowner seeking a loft conversion to somebody researching a job. “Kitchen extension builder St Neots” is searched less often, but the person typing it is much closer to making an enquiry. One good local lead is worth more than a cupboard full of vanity traffic.

When I research keywords for a service business, I look at three things: relevance to the service, the intent behind the search, and whether the business has a realistic page or article it can create to answer it. A phrase only works if it leads to a helpful page, not a paragraph awkwardly stapled on to a homepage.

The best free keyword tools to start with

1. Google Search Console

If your website has been running for a while, this is where I would start. Google Search Console shows the searches for which your site has appeared, how often people clicked, and the average position of pages in Google.

This is real data from your own website, which makes it far more useful than guessing. Look for pages that appear on page two or three of results for relevant terms. Often, a clearer page title, a stronger explanation of the service, a few useful FAQs or better internal links can help that page move forward.

A common missed opportunity is a service page receiving impressions for a more specific phrase it does not properly answer. For example, a general “commercial cleaning” page might show up for “office cleaning contracts”. That may be a nudge to add a section on contracts, pricing approach and what is included, rather than creating a thin new page for every variation.

2. Google Keyword Planner

Google Keyword Planner is designed for advertisers, but it remains useful for SEO research. You need a Google Ads account to access it, though you do not have to run a campaign. It can suggest related phrases and provide broad search-volume ranges.

Use it to compare ideas, rather than obsessing over exact figures. Search volumes are estimates and can be especially fuzzy for local services. A term showing a small monthly range may still generate valuable enquiries because the searcher has a clear need.

Try entering your main service, then add location variations where relevant. You may uncover language you would not naturally use. Clients often describe their service one way; customers have other ideas entirely. Google is not sentimental about your preferred terminology.

3. Google Trends

Google Trends is excellent for seeing whether interest is seasonal, rising or falling. This is particularly handy for businesses affected by weather, school holidays, property moves or annual deadlines.

For instance, a heating engineer may see predictable interest in boiler servicing as colder months approach. A business can use that information to update relevant pages and publish helpful advice before demand peaks, rather than scrambling to post it after the first frost.

It also lets you compare phrases. If two terms mean roughly the same thing, Trends can help you see which wording people favour in the UK. It will not replace detailed research, but it is a very good sense check.

4. Google search suggestions and “People also ask”

I personally love this one!

This is the simplest option, and one of the most useful. Start typing a service into Google and make a note of the autocomplete suggestions. Then look at the questions in the “People also ask” section of the results.

These suggestions reveal the concerns people have before they buy. A search around “accountant for small business” may raise questions about costs, changing accountants, tax returns or whether a limited company needs an accountant. Those are not just keywords. They are useful page sections, blog topics and objections to address during an enquiry.

Do this manually and keep a simple spreadsheet. It takes ten minutes and usually produces better content ideas than staring at charts for an afternoon.

5. Bing Webmaster Tools

Bing may not send as much traffic as Google for many UK businesses, but its webmaster platform is free and its keyword data can be surprisingly helpful. It shows search queries, clicks and ranking positions, much like Search Console, and it can flag technical issues that may affect visibility.

I would not make decisions based on Bing data alone. However, it is another useful source when you are checking whether a particular service page is attracting the right audience. It is also sensible not to ignore a search engine that can still send enquiries, especially for business-to-business services.

6. AlsoAsked

AlsoAsked maps out related questions people ask around a topic. Its free allowance is limited, so save it for services where you need ideas for a genuinely helpful guide or FAQ section.

The value here is in understanding the journey behind a search. Someone looking for “WordPress maintenance” may then ask what is included, how often updates are needed, whether backups matter and what happens if a site is hacked. A well-structured service page can answer those questions before the visitor has to pick up the phone.

Use the results to improve a page, not to produce a giant FAQ stuffed with every question under the sun. If an answer is not relevant to your service or customers, leave it out.

7. Your own enquiries, emails and sales calls

This is not software, but it is one of the best sources of keyword research available. Write down the phrases people use when they contact you. Pay particular attention to the questions asked before they commit.

I regularly see businesses describe themselves using industry language that their customers never use. A customer may ask for “help with a slow website” rather than “technical WordPress performance optimisation”. Both mean something similar, but only one sounds like a real human with a problem to solve.

Ask whoever answers the phone or inbox to keep a running note of recurring questions. These can become service-page headings, FAQ answers and useful articles that bring in more qualified traffic.

A simple way to turn research into useful pages

The danger with keyword tools is collecting hundreds of phrases and doing nothing with them. Keep the process small and practical.

Choose one core service page first. Check Search Console to see the terms it already appears for, use Google suggestions to find related questions, and compare a couple of wording options in Keyword Planner or Trends. Then improve that one page so it clearly explains the service, who it is for, common concerns, the areas you cover where appropriate, and the next step to get in touch.

Next, choose one question that deserves its own article. It should be something a prospective customer would reasonably search before contacting you, not a flimsy variation designed to please a spreadsheet. Link the article naturally to the relevant service page, and make sure the service page is strong enough to convert the interest it receives.

For a WordPress site, this usually means checking the basics too: the page must load quickly, work properly on a mobile, have a clear title and be easy to navigate. There is little point finding a brilliant keyword if the landing page behaves like a wobbly shopping trolley.

Common keyword research mistakes I see

The first is chasing broad phrases because they look impressive. Broad searches are often competitive and vague. Specific searches tend to be easier to satisfy and more likely to lead to an enquiry.

The second is making a separate page for every town, service variation and question. This can leave a site with dozens of near-identical pages and very little real value. It is normally better to create fewer, stronger pages that genuinely explain what you do.

Finally, do not force keywords into every sentence. Google is good at understanding related language, and your visitors are even better at noticing awkward writing. Write clearly for people, use their terminology where it fits, and give them a reason to trust you.

Frequently asked questions

Are free keyword tools accurate?

They are accurate enough to guide sensible decisions, especially when you compare several sources. Search volumes are estimates, while Search Console provides the strongest evidence because it shows how your own site is already appearing in Google.

Which free keyword tool should I use first?

Start with Google Search Console if your website is already verified. If it is a new site with little data, use Google search suggestions, Keyword Planner and conversations with real customers to build your initial list.

Do I need a keyword tool for local SEO?

Yes, but local research should not be limited to adding town names after every service. Look for location-specific intent, the services people ask for locally and the information that would help someone choose a nearby business.

How many keywords should a page target?

Usually one main subject, supported by closely related phrases and questions. A page about boiler servicing can naturally mention annual service, costs, what is checked and local availability. Trying to target five unrelated services on one page makes it less clear for everyone.

Should I write a blog post for every keyword?

No. Improve your core service pages first. Blog posts work best when they answer a useful question, explain a decision or support a service page. They are not a substitute for clearly showing what you offer.

What should I do with my first list of keywords?

Pick the phrase most closely tied to the service you want more enquiries for, then make the relevant page more useful than it is today. One well-improved page is a far better start than a heroic spreadsheet nobody opens again.