Essential Statistics

• ‘Best’ overtook ‘Free’ in global search volume starting in 2021.
• ‘Free’ was the dominant modifier from 2015–2020.
• ‘Best’ searches have grown 39% year-over-year since 2021.
• Top rising queries include ‘best software’, ‘best budget’, and ‘best vs free’.
• Searchers are signaling a shift toward quality and intent.

Key Takeaways

• People are prioritizing quality over cost in search behavior.
• ‘Best’ indicates stronger buying intent than ‘Free’.
• SEO content should reflect evaluative and comparative formats.
• Informational queries are becoming more commercial in tone.
• Brands must position products as value-based, not just low-cost.

Actionable Insights

Lean into “best” when it fits.

Use the word in titles and H1s for high-intent SEO without forcing it.

Build content that compares, not just explains.

Create product comparison pages to capture users ready to decide.

Format for how people search.

Structure your pages like reviews to match what users (and AI) expect to see.

Be cautious with “free” unless it makes sense.

Only target “free” keywords if they align with your actual offer and LTV.

Watch “best” keyword trends in your space.

Track rising modifiers in your category to find low-competition opportunities.

Write for evaluation, not just education.

Align blog topics with decision-stage searches like comparisons, rankings, or use cases.

Help search engines understand your rankings.

Use schema markup for product reviews, star ratings, and list-style content.