The Best Keywords for an SEO Company: 8 Tools Compared
The best keywords for an SEO company start with the right research tools. We compare keyword tools on data, difficulty, volume and price for agencies.
- Editor's choice
AhrefsDeep keyword and backlink research
Starts at$29 per monthVisit ahrefs.comFull review - Great alternative
SemrushFull marketing keyword workflow
Starts at$139.95 per monthVisit semrush.comFull review - Also consider
Moz ProKeyword tracking with clear difficulty scores
Starts at$99 per monthVisit moz.comFull review
TL;DR:
- The best keywords for an SEO company are not a fixed list, because the right terms depend on each client, location and service.
- Ahrefs and Semrush give the deepest keyword, backlink and competitor data, but they cost far more than budget tools.
- Google Keyword Planner, Ubersuggest and KWFinder are better starting points for small agencies or single client projects with tight budgets.
- Search volume alone misleads, so check keyword difficulty, intent, current ranking pages and whether the client can realistically win the term.
Quick comparison
| Tool | Best for | Starts at | Free plan? | |
|---|---|---|---|---|
| Ahrefs | Deep keyword and backlink research | $29 per month | No | Visit |
| Semrush | Full marketing keyword workflow | $139.95 per month | No | Visit |
| Moz Pro | Keyword tracking with clear difficulty scores | $99 per month | No | Visit |
 Google Keyword Planner | Free search volume ranges | Free | Yes | Visit |
 Ubersuggest | Budget keyword ideas | $12 per month | Yes | Visit |
 Keyword Tool | Long tail and question keywords | See website | Yes | Visit |
 SE Ranking | Affordable rank and keyword tracking | See website | No | Visit |
 Mangools | Simple keyword research for small teams | $29.90 per month | No | Visit |
The best keyword research tools an SEO company uses
We frame this article plainly as keyword research tools an SEO company uses, because an SEO company does not buy a list of best keywords, it researches the right keywords for each client. The tools below help an agency find terms with real search demand, judge difficulty, check intent, and track rankings over time.
Ahrefs is the tool many SEO teams open first for keyword research. Its Keywords Explorer shows volume, difficulty, clicks and parent topics, and the content gap tool reveals terms competitors rank for that a client does not. That combination helps an agency move from a vague service page to a focused list of terms with a realistic chance to rank.
The catch is cost and limits. The $29 Starter plan is cheap, but its monthly credits run out quickly in real client work, and the Lite plan at $129 per month is where most professionals start. Budget for the tier that matches your monthly research volume, not just the entry price.
- Large keyword database and click data
- Keyword difficulty and parent topic data
- Strong competitor content gap analysis
- No free trial on paid plans in 2026
- Starter plan limits make it a sample rather than a full agency tool
Semrush suits an SEO company that also handles paid search, content and social work for clients. The Keyword Magic Tool groups related terms, questions and variations, and the same subscription covers rank tracking, site audits and competitor traffic estimates. That breadth reduces the need for several separate subscriptions.
The weakness is price and complexity. Pro at $139.95 per month is a serious commitment for a small agency, and new staff need time to learn where each report lives. A trial can help, so test it on a real client project before you commit for a year.
- Keyword Magic Tool with huge idea lists
- PPC and content data in the same suite
- Rank tracking and site audit included
- Higher entry price than budget tools
- Interface can feel busy for new users
Moz Pro is a solid middle ground for agencies that want clear scores without a steep learning curve. Keyword difficulty, organic click through estimates and priority scores help a team explain to a client why one term is worth chasing and another is not. Rank tracking and site crawl tools cover the basics well.
Where Moz falls short is depth in very niche or international markets, where Ahrefs or Semrush may show more terms. If your clients are local or in mainstream US markets, that gap matters less, but check your main niches during a trial.
- Clear keyword difficulty and opportunity scores
- Reliable rank tracking
- Useful beginner friendly guides
- Keyword database feels smaller than Ahrefs or Semrush for some niches
- Higher tiers cost more for larger tracking needs
Google Keyword Planner is the free starting point every SEO company should know. It gives search volume ranges, location filters and related ideas straight from Google, which is useful for a first pass on a new client. It also helps an agency sanity check whether a term has any real demand before spending paid tool credits on it.
The limit is precision. Without active campaigns, volumes appear as wide ranges, and Planner says nothing about organic difficulty or who currently ranks. Use it to build a seed list, then refine that list in a paid tool before you promise rankings.
- Free with a Google Ads account
- Direct search data from Google
- Useful for initial volume ranges and location filters
- Volume shown as broad ranges without active ad spend
- No difficulty score or organic ranking data
Ubersuggest fits a freelancer or small agency that needs keyword ideas without a $100 plus monthly bill. The interface is simple, the free plan covers occasional searches, and paid plans add more searches and tracked domains. For local clients and small sites, that is often enough to build a sensible content plan.
The trade off is data depth. Volume, difficulty and competitor figures are less detailed than in Ahrefs or Semrush, so treat Ubersuggest as a planning tool, not the final word on a competitive term. Cross check high value terms in another source before building a campaign around them.
- Low monthly price and lifetime options
- Simple keyword ideas and content suggestions
- Free plan for occasional lookups
- Data depth and update frequency lag the premium suites
- Fewer advanced competitor features
Keyword Tool is useful when an agency needs long tail and question based keywords for blog posts and FAQ pages. It builds ideas from autocomplete data, which surfaces the phrasing real searchers use, including questions that a service page would miss. That makes it a good companion to a main research suite, rather than a replacement for one.
The weakness is that the free version hides much of the useful data, and paid plans are needed for volume and competition figures. Use the free version to brainstorm, then validate the best ideas in Ahrefs, Semrush or Planner before you assign content.
- Strong autocomplete based long tail ideas
- Question and preposition filters
- Supports Google, YouTube and other search sources
- Free version limits data shown
- Volume and competition data require a paid plan
SE Ranking is a practical agency choice when rank tracking and reporting matter as much as research. It lets an agency track many keywords at a lower cost than the premium suites, and white label reports help present results to clients under the agency brand. Keyword research, audit and backlink tools cover the core workflow.
The catch is coverage. In some countries and niches, the keyword database is thinner than Ahrefs or Semrush, so verify your client markets during a trial. For US and major European markets, most agencies will find it adequate.
- Affordable tracking for many keywords
- Keyword research and competitor data in one platform
- White label reporting for agencies
- Database depth varies by country
- Interface and limits take time to learn for larger agency accounts
Mangools, built around KWFinder, is the simplest tool on this list to learn. A new team member can run keyword research within an hour, and the difficulty scores are easy to explain to clients. The annual Basic price is far below Ahrefs or Semrush, which makes it attractive for a small agency with a few clients.
The limit is scale. Basic allows only one login and a modest number of tracked keywords, so a growing agency will need a higher tier or a second tool. For a solo consultant or a small team, though, Mangools covers the core research job well.
- Very easy KWFinder interface
- Clear difficulty scores
- Low annual price compared with premium suites
- Limited projects and tracked keywords on Basic
- No full site audit depth of larger suites
How we picked these
We compared official pricing and feature pages for tools that operate in October 2026, and we favoured tools with a keyword database, difficulty scoring, rank tracking or a clear role in an agency workflow. We did not claim hands-on testing. We checked entry prices, free plans or trials, and limits on searches and tracked keywords, because those limits decide whether a tool works for client work or only for occasional personal use.
We included free and budget tools alongside premium suites, because an SEO company with one local client does not need the same tool as an agency with fifty clients. Match the tool to client count and niche competitiveness, not to brand reputation alone.
How an SEO company should pick keywords
Start with the client business, not the tool. List services, locations, customer problems and buying stages, then expand each seed term in a research tool. A term that brings traffic but no enquiries is less valuable than a lower volume term from a buyer ready to contact the business.
Intent, difficulty and realism
Check intent for every shortlisted term. Informational terms suit guides, commercial terms suit service and comparison pages, and transactional terms suit product or booking pages. Then check difficulty and the pages already ranking, and be honest about whether the client site can compete within a reasonable time and budget.
Build clusters, not single terms
Group related terms into topic clusters around one main page, with supporting posts answering questions and variations. That structure helps search engines understand the site, gives internal linking a clear purpose, and makes reporting simpler, because the agency can track a cluster rather than chasing single keyword wins.
Measure what matters
Track rankings, but also track enquiries, calls, form fills and revenue where possible. A keyword that ranks third and brings clients beats a keyword that ranks first and brings only browsers. Review the list each quarter, drop terms that no longer fit the business, and add new terms as services and locations change.
FAQ
What are the best keywords for an SEO company?
There is no universal list, because the best keywords depend on services, location and target clients. Terms around SEO services, local SEO, technical audits and specific industries usually matter, but an agency should research demand, difficulty and intent for its own market before choosing.
How does an SEO company find keywords for a client?
It starts with seed terms from services and customer questions, expands them in a tool such as Ahrefs or Semrush, checks volume, difficulty and intent, and reviews competitor rankings. The final list favours terms the client can realistically rank for and that bring enquiries, not just traffic.
Is Google Keyword Planner enough for keyword research?
Planner is a useful free starting point for volume ranges, but it lacks organic difficulty and ranking data. Most agencies use it to build a seed list, then refine terms in a paid tool before committing to content or reporting targets.
How many keywords should a small business target?
A small business should start with a focused set, such as 20 to 50 core terms grouped into clusters, rather than hundreds of unrelated terms. A focused list is easier to create content for, track and improve, and it can grow as rankings and revenue improve.
What is keyword difficulty?
Keyword difficulty is a tool estimate of how hard it is to rank for a term, based on the strength of pages already ranking. Scores differ by tool, so use them to compare terms within one tool, and always check the actual ranking pages before you decide.
Should an SEO company target high volume keywords only?
No, high volume terms are often the hardest to win and may bring browsers rather than buyers. Lower volume, high intent terms, such as service plus location phrases, often convert better and are more realistic for a small or new site.