Semrush
Freemium
Featured
All-in-one SEO suite for keyword research, competitor analysis, backlinks, site audits and rank tracking.
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SEO Tools
These are the SEO tools worth knowing, grouped by the job they do: keyword research, technical SEO, analytics, all-in-one suites and more. Each page explains what the tool is good at, where it falls short, and whether it has a free plan, so you can pick one without signing up for five trials.
For my own small sites I rely on two free Google tools, Search Console and Keyword Planner, and add others only when a job needs them. Start with the free ones here; pay for a suite only when your site earns enough to justify it.
Free Ahrefs account for verified site owners with a site audit, backlink and keyword data, and web analytics.
AnswerThePublic
Freemium
Search listening tool that turns one keyword into the questions and phrases people type into Google and other platforms.
Bing Webmaster Tools
Free
Microsoft's free webmaster console for Bing: search performance, URL inspection, IndexNow, backlinks, keyword research, Site Scan and AI citation reports.
Google Analytics
Free
Free Google tool (GA4) that measures visitors, traffic sources and actions on your website or app.
Google Business
Free
Keyword ideas and volume ranges from Google Ads data.
Monitor indexing, clicks and technical errors straight from Google.
Google Trends
Free
Free Google tool that shows how interest in a search term rises and falls over time and by region.
PageSpeed Insights
Free
Measure Core Web Vitals (LCP, INP, CLS) with field data.
Rich Results Test
Free
Free Google tool that checks which rich results your structured data can create in Google Search.
Screaming Frog SEO Spider
Freemium
Desktop website crawler that finds broken links, redirects, missing titles and other on-page SEO problems.
Ubersuggest
Freemium
Neil Patel's SEO tool for keyword ideas, competitor pages, backlinks and site audits, with a free tier and low-cost plans.
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