SEO Tools Guide
Master the essential tools for SEO success. From free Google tools to enterprise platforms, learn what to use and when.
Why SEO Tools Matter
SEO tools automate data collection, analysis, and monitoring that would be impossible manually. They help you:
- Track performance: Monitor rankings, traffic, and indexing status
- Find opportunities: Discover keywords, backlink prospects, and content gaps
- Fix technical issues: Identify crawl errors, broken links, and speed problems
- Analyze competitors: Understand what's working in your niche
- Measure ROI: Connect SEO efforts to business outcomes
Google Official Tools
Start here. Google's free tools provide data directly from the source and are essential for any SEO strategy.
Google Search Console
Purpose: Monitor indexing, discover search queries, fix technical issues
- See which queries drive clicks and impressions
- Track Core Web Vitals and mobile usability
- Submit sitemaps and request indexing
- Identify crawl errors and security issues
Best for: All sites. Non-negotiable.
Google Analytics (GA4)
Purpose: Understand user behavior, traffic sources, conversions
- Track page views, sessions, and engagement
- Analyze traffic sources (organic, direct, referral, social)
- Set up conversion goals and funnels
- Segment users by device, location, and behavior
Best for: All sites with traffic goals.
Google PageSpeed Insights
Purpose: Measure page speed and Core Web Vitals
- Get real-world field data (CrUX) and lab tests (Lighthouse)
- Identify performance bottlenecks with actionable suggestions
- Track LCP, FID, CLS scores
Best for: Performance optimization. Also see our Web Vitals Checker.
Google Keyword Planner
Purpose: Keyword research and search volume estimates
- Find keyword ideas based on seed terms or URLs
- Get monthly search volume ranges
- See competition levels for ads (useful for SEO too)
Best for: Keyword discovery. Requires Google Ads account (free).
Google Trends
Purpose: Identify trending topics and seasonal patterns
- Compare search interest over time
- Discover related queries and rising topics
- Filter by region, time range, and category
Best for: Content planning and trend analysis.
Third-Party SEO Tools
These platforms offer deeper insights, competitor analysis, and workflow automation that Google tools don't provide.
Ahrefs
Strengths: Industry-leading backlink index, keyword research, content analysis
- Site Explorer: Analyze any domain's backlinks, organic traffic, and top pages
- Keywords Explorer: Search volume, keyword difficulty, SERP features
- Content Explorer: Find popular content in any niche
- Site Audit: Technical SEO crawler with 100+ checks
Pricing: Starts at $129/month. Best for: Link building and competitive analysis.
SEMrush
Strengths: All-in-one marketing platform with SEO, PPC, content, and social tools
- Domain Overview: Organic/paid traffic, backlinks, top keywords
- Keyword Magic Tool: 25+ billion keywords with advanced filters
- Position Tracking: Daily rank monitoring with local/mobile options
- Site Audit: Comprehensive technical SEO crawler
- Content Marketing Toolkit: Topic research, SEO writing assistant
Pricing: Starts at $139/month. Best for: Agencies and full-stack marketers.
Moz Pro
Strengths: Beginner-friendly interface, excellent educational resources
- Link Explorer: Backlink analysis with Domain Authority (DA) metric
- Keyword Explorer: Keyword research with Priority score
- Rank Tracker: Monitor rankings with SERP feature tracking
- Site Crawl: Technical SEO audits with actionable recommendations
Pricing: Starts at $99/month. Best for: SEO beginners and small teams.
Screaming Frog SEO Spider
Strengths: Desktop crawler for in-depth technical audits
- Crawl up to 500 URLs for free (unlimited in paid version)
- Analyze page titles, meta descriptions, headings, redirects
- Find broken links, duplicate content, and redirect chains
- Export data to CSV for custom analysis
Pricing: Free (limited) or £259/year. Best for: Technical SEO audits. Also see our Site Audit tool.
Ubersuggest
Strengths: Budget-friendly alternative with core SEO features
- Keyword research with search volume and competition
- Backlink analysis and domain overview
- Site audit with technical SEO checks
- Content ideas based on top-performing pages
Pricing: Starts at $29/month or lifetime access for $290. Best for: Budget-conscious users.
Free vs Paid Tools Comparison
| Feature | Free Tools | Paid Tools |
|---|---|---|
| Keyword Research | Limited volume data (GSC, Keyword Planner) | Detailed metrics, difficulty scores, SERP features |
| Backlink Analysis | GSC shows your links only | Competitor backlinks, link quality metrics, opportunities |
| Rank Tracking | Manual checks or GSC (7-day delay) | Daily/weekly tracking, local ranks, SERP features |
| Site Audits | Basic checks (PSI, manual review) | Automated crawls, 100+ checks, historical tracking |
| Competitor Analysis | Limited (Google Trends, manual SERP checks) | Traffic estimates, keyword gaps, content strategies |
| Reporting | Manual exports from multiple tools | Automated reports, white-label options, dashboards |
How to Choose the Right Tools
Match tools to your needs, budget, and experience level:
- Small business/blogger: Start with Google tools (GSC, Analytics, PSI) + Ubersuggest or Moz free tier
- Growing site (competitive niche): Add Ahrefs or SEMrush for competitor research and link building
- Agency/consultant: SEMrush for client reporting, Screaming Frog for audits, Ahrefs for link analysis
- Enterprise: Multiple tools + custom integrations. Consider API access for automation
- Developer/technical SEO: Screaming Frog + GSC + our free tools (SEO tools suite)
Recommended Tool Stack
A balanced toolkit covering all SEO needs:
Essential (Free)
- Google Search Console (indexing, search queries)
- Google Analytics 4 (traffic, conversions)
- Google PageSpeed Insights (Core Web Vitals)
Core Paid (Pick one)
- Ahrefs ($129+/mo) – best for backlinks
- SEMrush ($139+/mo) – best for all-in-one
- Moz Pro ($99+/mo) – best for beginners
Technical Audits
- Screaming Frog SEO Spider (free/£259)
- Our Site Audit tool (free)
Specialized Tools
- Schema Generator – structured data markup
- Indexability Checker – verify crawlability
- AEO Score Checker – answer engine optimization
- Pre-deploy Check – prevent SEO regressions
Next Steps
FAQ
Common questions about SEO tools and platforms.