A meaningful amount of useful keyword research is possible using free tools alone, especially for a smaller site that doesn't yet need enterprise-level data.
Start From Autocomplete and Related Searches
These free, built-in features reflect genuine, current search behavior and require no paid tool at all.
Use Ad Platform Keyword Tools for Volume Estimates
Free keyword planning tools built into advertising platforms provide rough volume data even if you're not currently running ads.
Combine Multiple Free Sources for a Fuller Picture
No single free source is complete on its own, so cross-referencing a few different tools produces more reliable insight.
Next step: Use the SEO Audit to check what your site currently ranks for as a starting point for further research.