On this page
- Free SEO tools every site should use
- All in one SEO platforms
- Technical SEO tools
- Keyword research tools
- Local SEO tools
- Content and on-page tools
- AI visibility tools
- Best SEO tools by task
- How to set up a basic free SEO toolkit in one afternoon
- Ahrefs, Semrush and Moz at a glance
- SEO tool mistakes to avoid
- What SEO agencies use
- Suggested tool stacks by budget
- Google Search Console: the tool everyone should master
- Google Analytics 4 for SEO
- Best SEO tools for local businesses
- Best SEO tools for eCommerce
- How SEO tools estimate data
- Choosing SEO tools for your country and language
- Tools for reporting SEO results
- Technical SEO tools in more detail
- Content and writing tools
- Link building and outreach tools
- How to get value from a free trial
- Best SEO tools for agencies and consultants
- Building your tool stack step by step
- Signs you need a new SEO tool
- Expert tips for using SEO tools well
- SEO tools checklist
- How to choose the right SEO tools
- FAQs
There are hundreds of SEO tools, and most businesses only need a handful. The right stack covers five jobs: measuring performance, researching keywords and competitors, auditing technical health, tracking rankings and managing local listings.
We use many of these tools every day for client work. This guide groups them by job, explains what each one is good at and points out free options that are enough for many small businesses. We have no paid relationship with any tool listed.
A full technical and content review with the priorities to fix first.
Request my SEO audit Chat on WhatsApp- Start with the free essentials: Search Console, Analytics and Business Profile.
- Pick one all in one suite, such as Semrush or Ahrefs, rather than paying for several.
- Add a crawler like Screaming Frog for technical audits.
- Local businesses benefit from a local rank tracking and citation tool.
- Tools support decisions; they do not replace strategy and good content.
Free SEO tools every site should use
| Tool | What it does | Why it matters |
|---|---|---|
| Google Search Console | Shows queries, clicks, indexing and technical issues | The only direct data on how Google sees your site |
| Google Analytics 4 | Tracks visits, engagement and conversions | Connects SEO to leads and sales |
| Google Business Profile | Manages your local listing | Essential for map pack visibility |
| Bing Webmaster Tools | Search data and indexing for Bing | Bing also powers other search tools |
| PageSpeed Insights | Core Web Vitals and speed suggestions | Finds performance issues |
| Rich Results Test | Checks structured data | Confirms schema works |
All in one SEO platforms
These suites cover keyword research, competitor analysis, backlink data, site audits and rank tracking in one subscription.
| Tool | Strengths | Best for |
|---|---|---|
| Semrush | Large keyword database, competitor research, site audit, local and content tools | Agencies and marketing teams that want one platform |
| Ahrefs | Strong backlink index, content explorer, clear keyword data | Link building, competitor and content research |
| Moz Pro | Domain Authority, keyword explorer, local tools | Teams that like simple reporting |
| SE Ranking | Good value rank tracking and audits | Small agencies and businesses on a budget |
Most businesses only need one of these. Choose based on the jobs you do most and test free trials first. See our comparison of Ahrefs vs Semrush vs Moz for more detail.
Technical SEO tools
Screaming Frog SEO Spider
A desktop crawler that finds broken links, redirects, duplicate titles, missing tags and more. Free for up to 500 URLs.
Sitebulb
A crawler with visual reports and prioritised hints, useful for explaining issues to clients and developers.
Chrome DevTools and Lighthouse
Built into Chrome for checking rendering, speed and Core Web Vitals in the lab.
Log file analysers
Tools that read server logs to show exactly how bots crawl a site, useful for large sites.
Keyword research tools
| Tool | Cost | Notes |
|---|---|---|
| Google Keyword Planner | Free with an Ads account | Volume ranges, good for ideas |
| Google Trends | Free | Seasonality and comparing terms |
| AnswerThePublic, AlsoAsked | Free tiers | Question based ideas |
| Semrush and Ahrefs keyword tools | Paid | Volume, difficulty, intent and SERP features |
| Keywords Everywhere | Low cost | Shows data inside Google results |
Our guide on how to do keyword research shows how to combine these tools into one process.
Local SEO tools
| Tool | What it does |
|---|---|
| BrightLocal | Citations, local rank tracking, reviews and audits |
| Whitespark | Citation building and local rank tracking |
| Local Falcon | Geo grid map pack rank tracking |
| Moz Local and Yext | Listing distribution and management |
For local businesses, a geo grid tracker shows how your map pack rankings change across your service area, which a normal rank tracker cannot.
Content and on-page tools
Yoast SEO and Rank Math
WordPress plugins for titles, sitemaps, schema and on-page checks.
Surfer, Clearscope and similar
Content editors that compare your page with top results for topics and terms.
Grammarly and Hemingway
Help keep writing clear and easy to read.
Schema generators
Tools that build JSON-LD for common schema types.
AI visibility tools
A newer group of tools tracks how often your brand appears in AI Overviews, ChatGPT, Perplexity and Gemini answers. Many all in one suites now include AI visibility reports, and specialist tools focus only on this. Our guide to the best AI visibility tools compares them.
Best SEO tools by task
| Task | Free option | Paid option |
|---|---|---|
| Track clicks and queries | Google Search Console | Any suite that imports Search Console data |
| Measure traffic and conversions | Google Analytics 4 | Matomo or other analytics suites |
| Research keywords | Google Keyword Planner, autocomplete | Ahrefs, Semrush, Moz Pro |
| Check backlinks | Ahrefs Webmaster Tools for your own site | Ahrefs, Semrush, Majestic |
| Crawl a site | Screaming Frog free version (up to 500 URLs) | Screaming Frog paid, Sitebulb |
| Test page speed | PageSpeed Insights | Paid monitoring tools |
| Track local rankings | Manual checks | Local rank trackers with geo grids |
| Validate schema | Rich Results Test, Schema Markup Validator | Built into some crawlers |
How to set up a basic free SEO toolkit in one afternoon
- 1Verify your site in Google Search Console and submit your XML sitemap.
- 2Install Google Analytics 4 and mark key events such as form submissions and calls.
- 3Link Search Console to Analytics so query data appears in reports.
- 4Claim and complete your Google Business Profile if you serve local customers.
- 5Run your homepage and a key service page through PageSpeed Insights.
- 6Crawl your site with the free version of Screaming Frog and export errors.
- 7Test your main page types in the Rich Results Test.
This free setup covers most of what a small business needs. Add paid tools only when you need competitor data or larger scale.
Ahrefs, Semrush and Moz at a glance
| Tool | Strongest at | Watch out for |
|---|---|---|
| Ahrefs | Backlink data, content research, traffic potential | Credit and usage limits on some plans |
| Semrush | Keyword database, competitive research, many marketing tools | Many features you may not need |
| Moz Pro | Ease of use, Domain Authority metric, beginner friendly | Smaller data sets than the two leaders in some areas |
For a deeper comparison, read Ahrefs vs Semrush vs Moz and our list of Semrush alternatives.
SEO tool mistakes to avoid
Paying for tools you never open
Review which reports you use each month and cancel the rest.
Trusting traffic estimates as fact
Third party tools estimate traffic; Search Console shows your real clicks.
Chasing tool scores
Site health scores and authority metrics are guides, not goals.
Ignoring first party data
Your own Search Console and Analytics data is more accurate than any estimate.
Comparing metrics across tools
Difficulty and authority scores use different formulas in each tool.
What SEO agencies use
Most agencies combine an all in one suite for keyword and link research, a crawler for technical audits, Search Console and Analytics for first party data, a rank tracker for client keywords and a dashboard tool for reporting. Larger agencies add log file analysis, AI visibility tracking and data warehouses for enterprise clients.
If you work with an agency, ask which tools they use and whether you get access to the reports. You should never need to buy these tools yourself to understand your results.
Suggested tool stacks by budget
| Budget | Suggested stack |
|---|---|
| Free | Search Console, GA4, Business Profile, Bing Webmaster Tools, PageSpeed Insights, Screaming Frog free |
| Small business | Free stack plus one low cost suite (such as SE Ranking) and a local tracker |
| Growing business | Semrush or Ahrefs, Screaming Frog paid, BrightLocal or Whitespark |
| Agency or enterprise | Semrush and Ahrefs, Sitebulb or Screaming Frog, log analysis, AI visibility tracking, reporting dashboards |
Google Search Console: the tool everyone should master
- 1Performance report: see queries, clicks, impressions, CTR and average position.
- 2Page indexing report: find pages that are not indexed and why.
- 3URL Inspection: check how Google sees a single page and request indexing.
- 4Sitemaps: submit your XML sitemap and see how many URLs were discovered.
- 5Core Web Vitals report: find slow or unstable page groups.
- 6Manual actions and Security issues: check for penalties or hacks.
- 7Links report: see top linked pages and linking sites.
Search Console is free, comes straight from Google and shows your real search data. Spend time learning it before buying any paid tool.
Google Analytics 4 for SEO
Traffic acquisition
Shows sessions by channel, including organic search.
Landing pages
Shows which pages people enter on and how they convert.
Key events
Track forms, calls, bookings and purchases so you can measure SEO value.
Search Console link
Linking both tools adds query data to Analytics reports.
See how to check website traffic for step by step reports.
Best SEO tools for local businesses
| Tool | What it helps with |
|---|---|
| Google Business Profile | Your listing, reviews, posts and performance data |
| Apple Business Connect | Your Apple Maps listing |
| Bing Places | Your Bing and Microsoft Maps listing |
| Local rank trackers with geo grids | Map pack rankings across your service area |
| Citation management tools | Finding and fixing directory listings |
| Review management tools | Requesting, monitoring and replying to reviews |
Pair these with our local SEO checklist.
Best SEO tools for eCommerce
Google Merchant Center
Free product listings and shopping visibility.
Crawlers
Find duplicate products, broken links and faceted navigation issues at scale.
Platform apps
Shopify and WooCommerce SEO apps help manage titles, schema and redirects.
Image optimisation tools
Compress product images to keep pages fast.
See our eCommerce SEO checklist for how to use them.
How SEO tools estimate data
Third party SEO tools do not have access to Google's private data. They estimate search volumes from sources such as clickstream panels and advertising data, and estimate traffic by combining rankings with average click-through rates. That is why two tools can show very different numbers for the same keyword or website.
Use tool estimates to compare keywords and competitors, and use Search Console for the real numbers on your own site.
Choosing SEO tools for your country and language
Keyword databases are not equally strong in every country. Before buying, search a few keywords from your market in each tool's trial and compare the number of suggestions and how realistic the volumes look against your own Search Console data.
For markets like China, South Korea and Japan, you may also need local tools, such as Baidu's webmaster platform or Naver Search Advisor. See our guides to Baidu SEO and Naver SEO.
Tools for reporting SEO results
Looker Studio
A free dashboard tool that connects to Search Console and Analytics for automated reports.
Built in suite reports
Most paid SEO suites include scheduled PDF or web reports.
Spreadsheets
Simple monthly exports into a spreadsheet work well for small businesses.
Our guide on how to create an SEO report explains what to include.
Technical SEO tools in more detail
| Tool | Best for | Notes |
|---|---|---|
| Screaming Frog SEO Spider | Full site crawls, titles, redirects, canonicals | Free up to 500 URLs; paid licence removes the limit |
| Sitebulb | Visual audits with explanations | Helpful for explaining issues to clients |
| PageSpeed Insights | Speed and Core Web Vitals for single pages | Uses real user data where available |
| Chrome DevTools | Checking rendering, network requests and layout shifts | Built into the Chrome browser |
| Rich Results Test | Testing structured data | Shows which rich results a page qualifies for |
Content and writing tools
Content brief tools
Summarise top ranking pages, headings and questions to cover.
Readability checkers
Highlight long sentences and complex words so writing stays easy to read.
Grammar tools
Catch spelling and grammar errors before publishing.
AI writing assistants
Help with outlines and drafts; always edit, fact check and add real experience.
See how to write SEO friendly blog posts for the full writing process.
Link building and outreach tools
- 1Use a backlink tool to see which sites link to competitors.
- 2Find broken links on relevant sites where your content could be a replacement.
- 3Use journalist request platforms to find media opportunities.
- 4Track outreach in a simple spreadsheet or CRM.
- 5Monitor new and lost links monthly.
Our link building service handles outreach for you.
How to get value from a free trial
- 1Before the trial, list the reports you need and the questions you want answered.
- 2Run a site audit, a competitor gap analysis and keyword research for your main topic.
- 3Export everything useful before the trial ends.
- 4Compare the data with Search Console for accuracy.
- 5Decide based on which tool answered your questions fastest.
Best SEO tools for agencies and consultants
Client reporting
Tools with white label reports and scheduled delivery save hours each month.
Multiple projects
Check how many sites, keywords and users each plan allows.
Team access
Shared workspaces and permissions keep client data organised.
Rank tracking at scale
Daily tracking across many locations and devices for client keywords.
If you resell SEO, see our white label SEO service.
Building your tool stack step by step
| Stage | Add these tools |
|---|---|
| Starting out | Search Console, Analytics, Google Business Profile, PageSpeed Insights |
| Growing | A keyword and backlink tool, a crawler |
| Scaling | Rank tracking, reporting dashboards, content brief tools |
| Advanced | Log file analysis, AI visibility tracking, data warehouse |
Only add a tool when it answers a question you ask regularly.
Signs you need a new SEO tool
- 1You spend hours each week building the same report by hand.
- 2You cannot see competitor keywords or links you need for planning.
- 3Your site is too large for a free crawler.
- 4You need to track rankings across many cities or countries.
- 5Clients or managers ask for data you cannot easily provide.
Expert tips for using SEO tools well
Start with a question
Open a tool to answer something specific, such as why a page lost traffic, rather than browsing reports.
Check data against Search Console
When a tool shows a big change, confirm it with your own first party data.
Schedule regular checks
Set a weekly crawl, monthly rank review and quarterly backlink check so issues never pile up.
Keep notes of changes
Record site changes and dates so you can explain movements in tool data later.
SEO tools checklist
- 1Google Search Console verified and sitemap submitted.
- 2Google Analytics 4 tracking key events.
- 3Google Business Profile complete if you serve local customers.
- 4A crawler for regular technical checks.
- 5A keyword and backlink tool when you need competitor data.
How to choose the right SEO tools
- 1List the SEO jobs you do every month.
- 2Start with free tools and note what they cannot do.
- 3Trial one paid suite for the biggest gaps.
- 4Check data quality for your country and language.
- 5Avoid overlapping subscriptions that do the same job.
- 6Review your stack once a year.