In the contemporary content marketing scenario, successful SEO depends a lot on effective long-tail keywords. Although the traffic generated by these keywords is relatively less than their generic counterparts, it has been established that the quality of the traffic is better and the chances of conversions are much improved. To those who are not aware, the process of identifying the relevant long-tail keywords may seem complicated, however with the right keyword research tools; it can actually be quite simple.

Keyword Relevance

As far as SEO is concerned, the most important factor pertaining to keywords is their relevance because the more specific they are the better the quality of results in the search engine results page in response to a user’s query. Using generic keywords to fire a search yields vast amounts of results, which then have to be further refined. Users who are looking for specific answers are liable to use more specific search terms and you could take advantage of that if you have included long-tail keywords catering to these queries.

Location-Based Keywords

Another very important factor while optimizing local business pages is appropriate location-based keywords. Invariably, users looking for local resources, including products and services, will feed in the location references in the search engine box, and websites that have remembered to include vital information such as the name, address, phone numbers, and hours of business have a better chance of being promoted up the SERPs because Google favors local search results. For businesses based in single or multiple locations, it is a good way of directing traffic to the nearest outlet and is especially useful for searches being conducted on mobile devices.

Since the choice of the right keyword is critical for the generation of traffic to the website and ultimately its conversions and ROI, it cannot be left to random guesswork. There are a number of inspector tools that can be employed to research the context, the keywords currently in use, their search volumes, and other important metrics to identify the long-tail keywords that are ideal for your business. Some awesome free keyword research tools:

Google Keyword Planner

Designed to be used with Google AdWords, this free tool can be used for keyword identification simply by creating an AdWords account without needing to create and publish an advertisement. The tool will generate a list of relevant keywords if you enter one or multiple keywords or even your site URL along with an analysis of competitor activity around each keyword and the search volumes at both global and local levels.

Google Trends

Google Trends permits you to enter multiple keywords and filter them by a number of parameters like location, category, and search history. The results reveal the extent of interest around a particular keyword, the reasons for the interest, and the locations from where the traffic is being generated, as well as a list of similar keywords. You will like Google Trends because instead of dry statistics, it generates graphs that are both colorful and interactive and which can be downloaded or embedded on your own website. Google Trends also offers an extra insight by showing the relative popularity of a keyword or search term over time.

Keyword Tool

As a keyword research tool, Keyword Tool is pretty basic. The Keyword Tool makes use of the autocomplete functionality of Google search to generate the list of keyword suggestions. Not only is the basic version free, you don’t even need to create an account to use it.


Use the free tools mentioned above to keep your SEO budget under control. You can use any one of these or all of them depending on the requirement of your SEO campaign.


Author bio: Jim Holder heads a boutique SEO consulting agency that assists small and medium businesses to boost their SERP rankings by the strategic use of keywords that are identified and modified with the use of multiple keyword inspector tools.