Identifying the ways in which people search for products and services in search engines is one of the most important activities in search engine optimisation. Keyword analysis that allows you to know what search terms can potentially drive traffic to your site can determine whether your campaign succeeds or fails. Luckily, there are many free tools available that can help in this area. Following is a list of some of these keyword analysis tools and their uses.

Utilising the Google Adwords keyword tool is a good start in determining which keywords are going to be most effective in your SEO strategy. The next step would be to use a few more keyword analysis tools in order to firstly double check the accuracy of the information provided by the Google keyword tool, and secondly to find additional keywords that weren’t suggested by Google but may be relevant to your campaign.

The first two keyword analysis tools are based on data provided by Google.

Keyword Eye

This tool provides a visual representation of keyword alternatives to the one that you type in. The larger the word, the more searches it has. The degree of competition is indicated by the colour, red being a highly competitive keyword. If you hover over any term, you are able to see the estimated number of searched and the competition. This can be useful in presentations as an alternative to simply stating the number of searches and level of competition. The “advanced search” option allows you to customise the output in terms of broad, phrase or exact match, country specific results, as well as the number and way in which the results are shown.


This tool is powered by Google Suggest and provides suggestion based on the term you type in. Again this tool allows you to explore the many more keyword ideas that may drive traffic to your site. Ticking the “expand” box means that each letter of the alphabet is attached after your term, and even more suggestions are generated.

Keyword Tool from WordStream

An easy to use tool that reflects the “relative frequency” of the suggested keywords (their estimate of how often a particular term is searched on).This can be used again in conjunction with the Google keyword tool to get a more accurate estimate of a keyword’s search volume.

Keyword Research Tool from Microsoft AdCenter Labs

Similar to the previous tool, this keyword analysis tool simply provides suggestions based on the keyword that you enter.

These last two keyword analysis tools provide insight into the keywords, allowing you to identify any trends that may affect your choices, and do not offer any suggestions directly.

Audience Intelligence from Microsoft adCenter Labs

This tool is useful in that it predicts the demographic distributions of the keywords, as well as the monthly historical trends and impression counts. You are able to compare a number of keywords at once by entering them all into the box, separated by semi-colons.

Google Insights for Search

The trends associated with the keyword over time are visually represented in a graph. Regional interest and top related search terms are also displayed allowing for ever more insight into the keyword.

These are just a few of the many tools that are available to aid keyword analysis. Most of the tools allow you to export the data into a spreadsheet so that you can use all the results for further research and analysis so that you can refine your keyword selections. It is also important to keep in mind that these tools are often not 100% accurate, and they are often limited when it comes to long-tail keyword research.

Used with an open analytical mind and in conjunction with the Google Adwords Keyword Tool, these keyword analysis tools can provide the insight that you need to implement a sustainable effective SEO strategy.

4Ps isn’t just another SEO agency. To discuss how SEO and data are evolving together in order to keep pace with new developments in user interaction and query handling, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about content, marketing and user behaviour across all inbound channels. What could a 4Ps web analyst do for your business?