Keyword research in 2025 looks very different than it did five or ten years ago. Search engines have evolved, user intent is more nuanced, and the rise of AI has changed how we find and evaluate opportunities. For freelancers trying to build strong SEO campaigns, learning how to conduct keyword research effectively is one of the most important skills to master.
In this guide, we’ll walk through how to approach keyword research today, the tools you’ll need, what metrics to evaluate, and why going after the biggest search volume is often a mistake. Whether you’re new to SEO or an experienced freelancer, these insights will help you build campaigns that generate real results.
Why Keyword Research Still Matters in 2025
Some people argue that keywords are “dead,” but that couldn’t be further from the truth. While Google now understands context, user behavior, and entities better than ever, keywords remain the foundation of SEO. Without targeting the right terms, you risk creating content no one is searching for or competing for phrases that don’t drive conversions.
For freelancers, keyword research is more than just building a list. It’s about uncovering search intent, evaluating competition, and strategically choosing where your time and effort will have the highest ROI.
The Role of Search Intent
When conducting keyword research, one of the biggest mistakes is focusing only on search volume. Just because a keyword is searched thousands of times a month doesn’t mean it’s a good fit. You also need to consider what the searcher is trying to accomplish.
There are generally four types of intent:
- Informational: The user is looking to learn (e.g., “how to fix a leaky faucet”).
- Navigational: The user wants a specific brand or site (e.g., “SEMrush login”).
- Transactional: The user is ready to buy (e.g., “buy Nike running shoes online”).
- Commercial Investigation: The user is comparing before purchasing (e.g., “best laptops under $1000”).
Freelancers should map keywords to intent, because the wrong match wastes time. A blog post ranking for a navigational search isn’t useful if the intent is transactional.
Learn more about search intent from Google.
The Pitfall of High Search Volume
It’s tempting to chase keywords with huge monthly search numbers, but these often have two problems:
- High Competition – You’ll be competing with top brands with massive budgets.
- Low Conversions – High volume keywords are often broad and informational. They may bring traffic but not leads or sales.
Instead, freelancers should focus on long-tail keywords: specific searches that may get fewer monthly searches but have higher intent and lower competition.
For example:
- “SEO” → Very broad, hard to rank, unclear intent.
- “affordable SEO services for small businesses” → Lower volume, but strong intent and higher chance of conversion.
This is why analyzing average cost per click (CPC) and competition level alongside volume is crucial. If advertisers are paying high CPCs, it’s a signal that the keyword converts.
Read more about CPC insights from WordStream.
Essential Tools for Keyword Research in 2025
Freelancers today have more options than ever when it comes to keyword research tools. Let’s look at the most popular ones, what they cost, and how they help.
SEMrush
- Pricing: Plans start at $129.95/month.
- Strengths: Robust keyword database, keyword gap analysis, competitor research, SERP feature tracking.
- Use Case: Great for freelancers who want all-in-one SEO and PPC research in one tool.
Ahrefs
- Pricing: Starts at $129/month for the Lite plan.
- Strengths: Backlink analysis, keyword explorer, SERP overview, clickstream data.
- Use Case: Ideal for freelancers who prioritize link building along with keyword research.
Moz Pro
- Pricing: Starts at $99/month.
- Strengths: Keyword difficult scoring, SERP analysis, domain authority metrics.
- Use Case: Good for beginners who want a user-friendly interface with strong keyword insights.
Google Keyword Planner
- Pricing: Free with a Google Ads account.
- Strengths: Keyword ideas directly from Google, CPC data, location targeting.
- Use Case: Excellent for freelancers on a budget who want accurate data straight from the source. *You must create an ad account to access this tool, but you do not have to run ads.
Access Google Keyword Planner.
Using AI for Keyword Suggestions
AI has completely changed how freelancers approach keyword research. Instead of manually brainstorming endless keyword lists, you can now use tools like:
- ChatGPT (for idea generation and clustering).
- Surfer SEO (AI-driven content and keyword mapping).
- Frase (AI-powered content briefs and SERP analysis).
These tools can help identify semantic relationships between keywords, which is critical for ranking in 2025. Instead of just focusing on a single keyword, freelancers should optimize for clusters of related terms.
How to Evaluate Keywords
When reviewing potential keywords, freelancers should evaluate:
- Search Volume – How many people search for this monthly?
- Competition – How difficult will it be to rank?
- CPC Value – Are advertisers paying for it? This shows conversion potential.
- Search Intent – Does the keyword match what you’re trying to achieve?
- SERP Features – Are there snippets, videos, or shopping results that may impact clicks?
By combining these metrics, you’ll avoid wasting time on “vanity keywords” and instead build a list of high-value, realistic opportunities.
Long-Tail Opportunities
Freelancers often underestimate the power of long-tail keywords. While each phrase may only get 50–200 searches a month, the cumulative traffic from ranking for dozens of them adds up.
For example:
- Instead of targeting “SEO tools,” you might target:
- “best SEO tools for freelancers”
- “affordable SEO tools for beginners”
- “SEO keyword strategy tool comparisons”
This approach builds authority in a niche and makes your site more resilient against algorithm changes.
See more about long-tail keyword benefits at HubSpot.
Building a Freelance Keyword Research Workflow
Here’s a repeatable process you can use:
- Start with Brainstorming – Write down seed keywords from your client’s industry.
- Use a Tool – Enter those seeds into SEMrush, Ahrefs, or Keyword Planner.
- Analyze Metrics – Look at volume, CPC, and competition.
- Group by Intent – Separate informational, transactional, and commercial terms.
- Prioritize – Choose a mix of high-intent, lower-competition long-tails plus a few medium-volume terms.
- Cluster – Build topic clusters to capture a range of related searches.
- Track – Use your tool to monitor rankings and adjust.
FAQs About Keyword Research in 2025
1. Is keyword research still relevant in 2025?
Yes. While search engines have evolved, keywords remain the foundation of SEO. The difference is that you must consider intent, competition, and context—not just raw volume.
2. What is the best keyword research tool for freelancers?
It depends on your budget and needs. SEMrush and Ahrefs are powerful but expensive, while Google Keyword Planner is free. Moz is a middle ground for beginners.
3. How do I know if a keyword will convert?
Look at CPC values and competition levels. High CPC usually means advertisers see value in that keyword, which indicates strong conversion potential.
4. Should I only focus on long-tail keywords?
No, but long-tails should be your foundation. They’re easier to rank for and convert better, but mixing in a few mid-volume keywords builds authority.
5. Can AI replace keyword research tools?
Not entirely. AI is great for generating ideas and clustering, but you still need reliable data from tools like SEMrush, Ahrefs, and Google Keyword Planner.
Your Next Step in Keyword Research
Keyword research in 2025 is about much more than search volume. It’s about aligning with intent, evaluating competition, and choosing opportunities that convert. As a freelancer, building a strong SEO keyword strategy will help you deliver real results for your clients and stand out in a crowded marketplace. If you’re ready to take your SEO keyword strategy to the next level or have questions about freelance SEO keywords, contact Amanda today.