When it comes to search marketing, there are always new opportunities to uncover keywords with different levels of competition and difficulty.
In this guide, we’ll focus on low-competition keywords—those that are easier to rank for but still valuable for your marketing campaigns.
The strategies and tools I’ll share here are ones I personally use, but there are plenty of other approaches you can explore. My main goal is to help you find SEO-friendly keywords, though these techniques work for other marketing channels too.
Using Free Tools for Keyword Research
You don’t always need expensive tools to find great keywords. Some of the best options are completely free, including:
- Google Search Console
- Google Keyword Planner
- Google Trends
- SERP (Search Engine Results Page) Analysis
Other free (or limited free versions) of tools like ChatGPT, Semrush, and Screaming Frog can also be useful. While these require more manual work compared to premium tools, they give you valuable insights and help refine your keyword research process.
Step-by-Step Keyword Research with Free Tools
Let’s walk through a simple method to uncover low-competition keywords, starting with an analysis of your top competitors.
Step 1: Identify Topics from Competitor Websites
Start by checking out the top three competitor websites in your industry. Look at their main categories and content topics.
You can do this manually or use the free version of Screaming Frog (which crawls up to 500 pages) to get a deeper look at their content structure.
Take note of any major topics that your competitors cover but your website doesn’t. If you need more insights, tools like Ahrefs and Semrush (both offer free trials) can help you compare keyword rankings and content gaps.
Also Read: How to Balance Keywords with Quality?
Step 2: Explore Related Topics and Questions
Once you identify content gaps, the next step is to understand what people are searching for around those topics.
A great free tool for this is AnswerThePublic. Simply enter your main keyword (e.g., “SEO agency”), and it will generate a list of common questions, comparisons, and related terms people search for.
Exporting this data will give you a better idea of what your target audience wants to know. Many of these terms will have low competition and lower search volume individually, but when grouped into a topic, they create strong ranking opportunities.
Step 3: Double-Check with AI
AI tools like ChatGPT can help you validate your keyword list and content framework.
To use it:
- Go to ChatGPT and click ‘Open Chat.’
- Type in your keyword research findings and ask for suggestions.
AI can help identify missing keywords, refine your content strategy, and even suggest new subtopics to explore.
Step 4: Use Google Search Operators to Find More Gaps
Now that you have your keyword list, it’s time to check how much competition exists for them.
You can do this using Google search operators. For example:
- site:YourWebsiteName “YourTopicTerm” → Shows if you already have content on this topic.
- site:YourCompetitorWebsiteName “YourTopicTerm” → Reveals how competitors are covering the topic.
- site:YourWebsiteName inurl:YourTopicTerm → Finds pages where the keyword appears in the URL.
These search tricks help you uncover content gaps and opportunities for low-competition keywords.
Also Read: How to Use FAQs for Content Ideas?
Step 5: Prioritize Keywords with Google Keyword Planner
Once you have a solid list of keywords, plug them into Google Keyword Planner to check important metrics like:
- Search volume (how often the keyword is searched)
- Competition level (low, medium, high)
- Cost-per-click (CPC) (if you plan to run ads)
This data helps you prioritize which keywords to focus on—whether short-term quick wins or long-term content strategies.
Finding Trending Keywords for Quick Wins
Targeting emerging trends is another great way to rank before competition increases.
Google Trends can help you spot rising search terms before they become too competitive. For example, if you search “Google updates,” you’ll see peaks and dips in interest over time. If you create content during a low-interest period, you’ll be well-positioned when demand surges.
Optimizing for Conversational Search
More people are using voice search and natural language queries, which means longer, more conversational keyword phrases are becoming important.
To find these opportunities, try:
- Google’s predictive search (what pops up as you type)
- Rich results like Google Answers
- Related searches at the bottom of Google’s SERPs
These often reveal 5 to 10-word phrases that are easier to rank for. Adding FAQ sections and using more natural language in your content can help capture this traffic.
Also Read: Does Regular Blogging Boost SEO?
Final Thoughts
By using free tools and simple research techniques, you can uncover valuable low-competition keywords and create content that ranks well without spending a fortune on SEO tools.
The key is to:
Analyze competitors for topic gaps Use AI to refine your keyword strategy Check competition using Google search operators Prioritize keywords with Google Keyword Planner Target trending topics before they get competitive Optimize for conversational search
With these strategies, you’ll have a strong keyword list and a content roadmap that can drive traffic and rankings over time. 
