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14 Best SEO Tools (And How to Choose Them)

by Abie Davis

You want to ensure your website performs well in search engines. This is why having the right SEO tools is so essential.

Choosing which tools to use can be daunting if you're new to SEO. You need to make sure you're generating the right insights and have access to essential SEO data. Yet, with so much data available and many different SEO functions, how do you know which platforms are worth investing in?

Let’s break down everything you need to know about SEO tools, what these tools include, and which tools you should choose for managing your website.

SEO Enhancements

What are SEO Tools?

SEO tools refer to software applications or online platforms designed to assist website owners, marketers, and SEO professionals in optimising their websites.

Website SEO tools help users analyse, track, and enhance various aspects of their website's performance to attract more organic traffic from search engines. 

Some professional SEO tools take an all-in-one approach, where the tool covers a wide range of SEO-related functions. Other tools only focus on one specific area of SEO. 

You can get free SEO tools online and expensive and advanced SEO tools. Understanding SEO and what goes into it is essential before choosing the best SEO tools.

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What Can SEO Tools Do?

SEO tools offer a wide range of features and functionalities to assist with various aspects of SEO. Here are some of the critical things that SEO tools can do.

  • Keyword Research: SEO tools can help identify relevant keywords and phrases that people are searching for in search engines. They provide data on search volume, keyword difficulty, and related keywords to guide your content strategy.
  • Competitor Analysis: Many SEO tools allow you to analyse your competitors' websites and SEO strategies. You can uncover their top-ranking keywords, backlinks, and content strategies, helping you identify opportunities to outrank them.
  • On-Page SEO Optimisation: These tools provide recommendations for optimising individual web pages. They suggest improvements in areas like meta tags, headings, keyword usage, image optimisation, and internal linking.
  • Content Optimisation: Some SEO tools can help you analyse your content for relevance and quality. They could suggest improvements to content structure, readability, and keyword usage to improve your chances of ranking higher.
  • Backlink Analysis: Backlinks are crucial for SEO; these tools can help you monitor your backlink profile. You can identify new backlink opportunities and assess the quality and authority of existing backlinks.
  • Technical SEO Audits: SEO tools can perform technical audits of your website to identify issues that could affect search engine rankings. This includes checking for broken links, duplicate content, page load speed, and mobile-friendliness.
  • Rank Tracking: SEO tools can track your website's rankings in search engines for specific keywords over time. This allows you to gauge the effectiveness of your SEO efforts and make necessary adjustments.
  • Site Health Monitoring: SEO tools can monitor the overall health of your website, including uptime, security vulnerabilities, and performance issues, which can indirectly impact SEO.
  • Content Ideas: You can use some tools to provide content suggestions based on keyword research and trending topics in your industry or niche. This is useful for guiding your SEO content strategy.
Conduct Keyword Research

14 Best SEO Tools You Can Use

There's a lot that different types of SEO solutions can do. So, how do you know what SEO tools you should use on your website?

From all-in-one platforms to more specific solutions, here are some of the best SEO tools to check website performance.

Google Search Console

Google Search Console

Let's start with the basics - Google Search Console. This is one of the most essential online free SEO tools for any website owner. If you're going to get involved in any SEO strategy, then Search Console should be the first tool you use to get started.

This free tool from Google provides essential insights into your website's performance in Google Search. It offers data on search queries, clicks, impressions, and issues affecting your site's visibility.

As the data is all from Google, you know it's accurate about how your website is performing in the search engine. You can use the insights generated from Search Console to guide your entire SEO strategy.

Google Analytics

Google Analytics

While covering Google's online SEO software, Google Analytics is another essential platform. 

Google Analytics helps you track website traffic, user behaviour, and conversions. It's valuable for understanding how users interact with your site and where you can improve.

Search Console provides a high-level overview of your website's performance in the search engine. At the same time, Analytics goes deeper into user behaviour on your site. Analytics offers a wide range of metrics and reports to help you understand your traffic sources, most popular pages, user journeys on your site, and so on. 

When used together, Google Search Console and Analytics provide a detailed overview of your site's performance. These insights are crucial to monitoring and adjusting your SEO strategy. Without these tools, you'll struggle to understand how successful your SEO efforts are.

3. Ahrefs


When looking at the best online SEO tools, Ahrefs should always be near the top. This is one of the most popular and extensive SEO tools out there. 

Ahrefs is a comprehensive SEO toolset that offers features like keyword research, backlink analysis, competitive analysis, site auditing, and rank tracking. It's known for its extensive database of backlinks and keywords.

If you only use one platform to manage your SEO efforts, Ahrefs might be one of the best options. It's one of the most complete SEO tools you can use to understand your site's performance and find ways to guide and optimise your overall strategy. 

Check out our full Ahrefs review for more details on how the platform works.
4. Moz Keyword Explorer

Moz Pro

Moz is a big name in the world of SEO software. While the company offers various tools, including some of the best free SEO tools, Moz Pro is worth it.

Moz Pro provides tools for keyword research, site audits, rank tracking, and backlink analysis. It also offers helpful features like the MozBar browser extension and Page Optimisation Score.

You can use Moz Pro to cover all your SEO needs. The platform offers valuable and accurate insights to guide your strategy and understand your site's search engine performance. This is another "all-in-one" platform, meaning you'll probably only need this single solution to manage your SEO efforts.

Semrush Online Marketing Can Be Easy


When looking at the best SEO tools online, Semrush is another majorly popular option. 

Like Ahrefs and Moz Pro, Semrush is an extensive solution that covers all the SEO insights you need. 

The versatile tool can be used for keyword research, competitor analysis, site audits, backlink analysis, and more. It's handy for tracking keyword rankings and uncovering content opportunities.

The Semrush SEO Writing Assistant is also a helpful tool worth mentioning here. This is an extension of Semrush that helps with on-page SEO by providing real-time recommendations as you write content.

Overall, if you're looking for a single solution for managing your SEO, Semrush is one of your best bets. It's a robust platform that offers everything you need for a complete SEO analysis and strategy.

6. Surfer SEO


Surfer is one of the best online SEO tools for anyone wanting to plan and improve their content strategy. 

You can't use Surfer to run audits of your site or understand technical SEO performance. However, the tool is fantastic for planning your content and ensuring that your web content is as search-engine-friendly as possible. 

Surfer offers a range of features to achieve this, like a content planner and keyword research tools, its famous content editor, a content audit tool, and more. There's even an AI writing assistant. The platform is all about content optimisation.

Look at our in-depth Surfer review to help you understand the platform better and what it can do.


Frase is another excellent SEO tool for optimising your site's content. If you're a content writer and want a platform to enhance your approach to writing, then this tool offers some cool features. 

You can use Frase to plan your content based on data from the SERPs. The platform pulls the most important information from your keywords to help you understand what topics your content should cover, how your content should be structured, and so on. 

Best of all, there's even an AI writing tool within Frase to generate SEO-friendly content for you.
5. Majestic

Majestic SEO

Majestic is known for its backlink analysis tools, including the Trust Flow and Citation Flow metrics. It's a valuable resource for assessing the quality and authority of backlinks.

There are plenty of simple SEO tools online, and Majestic is one of the best link-building solutions. This platform offers a limited range of functions. Still, if you want to improve your backlink strategy (which is essential), then a tool like this is incredibly valuable.



As we mentioned earlier, a lot goes into successful SEO. This means not all SEO tools need to be focused on technical website elements or content optimisation. 

SpyFu focuses on competitive analysis and keyword research. It helps you identify your competitors' top-performing keywords and ad campaigns. This is a helpful tool for planning your content strategy in alignment with what your competitors are doing. 

Suppose you want to find content and keyword opportunities and discover the best ways to outrank your competition. In that case, this is a helpful platform. 

However, SpyFu is not the most in-depth keyword research tool. You'll likely use SpyFu alongside another platform if you're looking for more detailed keyword metrics and insights.
Screaming Frog SEO Spider

Screaming Frog SEO Spider

Screaming Frog SEO Spider is a website crawler tool to help you understand exactly how your site performs.

This desktop tool is excellent for technical SEO audits. It crawls your website and provides detailed insights into broken links, duplicate content, and missing meta tags. This is a great way to identify some of the most common technical SEO issues that often go unnoticed. 

You'll need a certain level of technical knowledge to operate Screaming Frog. The platform is effective on both large and small sites, and you can download and crawl an impressive 500 URLs for free.



SEOptimer offers a quick and easy way to audit your website for SEO issues. It provides a free website audit tool and gives recommendations for improvement.

This may not be one of the most advanced SEO tools out there. However, for a free platform, it's an excellent way to gain quick insights into your site's health and identify common issues to fix. 

If you're on a budget, you can combine SEOptimer with other free SEO tools, like keyword research tools and Search Console, to help you create a pretty extensive free SEO tech stack.

Yoast SEO

Yoast SEO

The Yoast SEO plugin is famous for on-page optimisation if you're using WordPress.

Yoast offers guidance on optimising content for search engines when you upload new posts and pages to WordPress. You can use Yoast to gain a quick overview of the SEO health of each page before you publish it. This can help you make fast and effective on-page optimisations before your page goes live. 

While it's not the most detailed SEO tool, using it to monitor the overall health of your WordPress site can certainly make a big difference to your overall search engine performance.

5. Ubersuggest


Keyword research is one of the most critical parts of any SEO strategy - which means you'll need a solid keyword research tool to guide your website content. While many keyword research tools exist, Ubersuggest is one of the best free options available. 

Ubersuggest is a user-friendly SEO tool for keyword research, content ideas, and site audit reports. It offers both free and paid plans, with the free plan being limited to three searches per day.



Serpstat is an all-in-one SEO platform with keyword research, rank tracking, backlink analysis, and site auditing tools.

The platform is particularly good with competitive research, where it helps you identify your real search competitor and what kind of traffic they're getting. You can also use Serpstat to create a keyword clustering strategy and generate AI content.

In terms of SEO tools for website analysis, Serpstat is one of the best. It may not be as insightful as platforms like Semrush or Ahrefs. Still, it's straightforward and offers a tremendous amount of data that you can generate relatively quickly.

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These are only a handful of the many different SEO tools available. As SEO is such a big topic, with so many functions, you can get tools that cover every specific element of an SEO strategy. 

SEO tools can be expensive investments, so it's important to only invest in them if you understand what they can do and use them to their full potential. 

Otherwise, it could be wiser to use professional SEO and content writing services to help you generate more traffic with less effort. That way, you won't have to worry about investing in SEO tools that don't deliver results.

Abie Davis

Abie Davis is an avid miniature war hobbyist. When he's not knee-deep in the trenches, he's helping to write content that charms, converts, and convinces. Relentlessly helpful and creative, he loves to write while exploring with his partner and their two brilliant dogs.

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