Keyword research is essential to SEO. Not doing it would be like following the recipe for a cake without knowing the ingredients. It doesn’t matter if you bake it for the right amount of time, at the right temperature, if you forget to add flour it won’t rise.
But if you’re in an in-house marketing role and your budget doesn’t stretch to keyword tools, or if other areas of marketing are prioritised, what do you do?
While search volume is important, it is just one part of keyword research. There are lots of free tools and prompts you can use to find the right search terms. I’m going to categorise them for ease.
Google SERP features
One of my favourite ‘alternative’ ways to do keyword research is just by taking note of other features within the search listings, such as the ‘People also ask’ boxes and the ‘People also search for’ prompts at the bottom of the page.
