Mastering SEO with Keyword Insights: My Go-To Tool for Smarter Strategies
How many SEO Tools are there! With so many tools, techniques, and trends to keep up with, it’s easy to feel overwhelmed. That’s exactly why I wanted to share my thoughts on Keyword Insights. It’s not just another tool to add to the endless list—it’s one that’s actually made a difference in how I work. Whether it’s helping me pinpoint search intent, cluster keywords, or create content briefs that hit the mark, this tool has quickly become a go-to in my SEO toolkit. If, like me, you’re always hunting for ways to simplify your process and get results without burning out, Keyword Insights might just be the game-changer you’ve been looking for.
What initially drew me to Keyword Insights, to be totally honest, was Andy Chadwick and Suganthan themselves. These guys are so passionate about what they’ve created, and that really stood out to me. As an SEO, I’m always on the hunt for tools that improve my workflow and strategy. So, when I came across Keyword Insights and saw how dedicated these two were to making it the best it could be, it felt like Christmas. They’re constantly innovating, and that excites me, especially with all the new features they’re rolling out.
That said, like any good tool, you’ve got to understand how to use it properly to really benefit from it—and I’ll admit, I’m still learning.
When I left my previous role, I knew I wanted to offer smaller businesses the same level of service I’d been delivering to bigger companies but with a more budget-friendly approach. These businesses deserve the same attention, and tools like Keyword Insights make that possible for me.
We all know that here are hundreds of SEO tools out there, and there’s no point paying for them if you don’t know how to get the best out of them. My chosen arsenal from the masses includes:
- Ahrefs
- Keyword Insights
- Mangools
- Screaming Frog
- Google Search Console
- AlsoAsked
- ChatGPT
- Gemini
- Sitebulb
It’s a lot, and each one is developing so fast! One of the benefits I speak about in the SEO School is that I’m keeping on top of SEO and the paid version of the tools I believe to be the best so that you don’t have to!
It makes me laugh when job descriptions ask for experience with every tool under the sun. SEO tools are constantly evolving, and keeping up with them can feel really overwhelming even to those of us who want to keep on top of them 🙂
Search Intent and Quick Wins
Keyword Insights recently introduced a Search Intent feature, which has blown my mind. They’ve trained their model to identify the intent behind keywords at scale—without needing modifiers—and they’ve nailed it. This is huge for spotting content gaps, which makes me ridiculously happy.
One issue which is tricky for even the best SEOs is to sometimes accurately figure out what type of content dominates the SERPs. Sometimes, fragmented keywords make it tricky to decide which intent to optimise for. This tool not only helps pinpoint the intent but also highlights opportunities to rank for different intents on the same keyword—yes, you can rank twice for one keyword!
One of my favourite things about this tool is how it makes refreshing and optimising existing content so much easier. If a page that used to perform well starts slipping, it’s often because the intent has shifted. Your content could be amazing, but if it’s not the right type of content for what people are searching for, it won’t perform. Using Keyword Insights helps you catch those nuances—and that is a good thing.
Doing Keyword Research with Keyword Insights
There are so many ways to do keyword research, and every SEO has their own process. For me, Keyword Insights stands out because it pulls keyword data from Google Autocomplete (which I love) and Google Keyword Planner (which I don’t love as much, but I trust Keyword Insights, and they must have their reasons).
I also use Mangools and Ahrefs to look at competitor keywords, and very much use my own intuition when answering customers’ questions. Just remember, that not all competitor keywords are relevant to you, so clean up your list before analysing it further. Your brain is still your best tool!
Although Keyword Insights integrates with Google Search Console, I do like to pull and clean my Search Console data manually, first using the Search Analytics for Sheets extension before importing it into Keyword Insights. You don’t need to, It’s just me. It can be time consuming, and Keyword Insights does clean duplicates, but the cleaner the data, the better and going over it manually with my brain has definitely proved worthwhile in the past.
For larger e-commerce sites, keyword research can get overwhelming very quickly. My advice? Take it one seed keyword at a time, focus on exploring its variations and related questions thoroughly. Covering your topic well not only helps with search rankings but also boosts your topical authority
Conclusion
Keyword Insights is a tool I keep coming back to because it genuinely makes my life easier. From clustering keywords to aligning content with intent, it’s helped me streamline my processes and deliver better results for my clients.
Yes, it takes time to learn how to use it properly, but once you do, the benefits are massive. Whether you’re refreshing existing content or tackling keyword research for a large site, this tool has your back.
For me, it’s all about combining the power of these tools with your own brain—, no machine is ever going to replace human insight. But with tools like Keyword Insights, you can work smarter, not harder and that’s where we all need to be right now.
