Which tool to find the right searches
Search volume is the most misleading indicator in online advertising. What matters is not how many people type a phrase, but in what state of mind they type it.
An account built on volume attracts people who are researching, not buying. Traffic rises, cost per contact looks excellent, and nothing closes. The genuinely profitable searches are often the least typed: they never come out of a volume ranking, you have to go and find them.
How to choose
Volume, or intent?
Classic tools give volumes. Those that group by intent tell you which of those searches express an immediate need. That is the difference between a list and a campaign plan.
Is French coverage worth anything?
Many tools are poor on specialised French queries. The test is simple: look up three phrases from your trade that you know are profitable and see whether the tool knows them.
Does it find what you did not know to look for?
A tool that only inflects your starting word teaches you nothing. Useful tools surface phrasings and questions you would not have thought of, because your customers do not speak the way you do.
One-off purchase or subscription?
Keyword research is bursty work: intense at launch, light afterwards. An annual subscription for three weeks of real use is a poor calculation.
What UNYX does
We look for the profitable intentions and set aside the ones that cost without ever converting. That work is the difference between volume and customers.
The tools for this job
Keyword Insights
Groups searches by intent.
Discover- Specialist
KeywordTool.io
Search discovery based on autocomplete suggestions.
Discover - Specialist
AnswerThePublic
The questions your customers ask, in their own words.
Discover LowFruits
Low-competition searches that are easy to capture.
DiscoverAlsoAsked
The chain of related questions around a topic.
Discover- Google tool
Google Keyword Planner
The keyword research tool built into Google Ads.
Discover
The questions we get
Is Google’s own tool not enough?
It is essential for volumes and cost estimates, and it is free. It is however poor at surfacing new phrasings, and it groups different expressions under a single volume.
Should we target high-volume searches?
Almost never at first. They are expensive, heavily contested, and often typed by people just researching. Starting with precise searches costs less and closes faster.
Do these tools also serve organic search?
Yes, most come from there. That is a good argument for sharing the subscription between advertising and content, provided somebody genuinely uses both.