SEO tools: How to select them and 22 popular examples

As an SEO specialist for a website, you know it needs to be easily findable. Are you not easily found on Google or another search engine? Then you will have little use for your website. Yet it is quite possible to get the most out of your own website: with the help of SEO tools .

SEO is a method of making a website more findable through the application of various tools. SEO tools are available tools that you can use to make your website more findable in Google and other search engines. Here you will find the best SEO tools of the moment (which I use when companies outsource SEO to me).

How do I select SEO tools?

I believe that an SEO tool should really suit you. I myself have worked in Ahrefs for many years and am so familiar with it that, even though there may be better tools out there, I wouldn’t leave it anytime soon. If you have a good feeling about an SEO tool and you can find your way around it, it is important that you stay there.

Here is a summary table showing what good SEO tools should meet, ranked by priority from 1 to 100:

No.CriteriaPriority
1Data accuracy100
2Functionality and features95
3Compliance with SEO best practices95
4User-friendliness90
5Reporting and analysis90
6Update frequency88
7Integration capabilities85
8Pricing80
9Scalability75
10Support and training70
11Community and reviews65
My criteria for SEO tools.

This table shows that the most critical aspects of good SEO tools are data accuracy, functionality and features, and compliance with SEO best practices. These top three priorities should be carefully considered when choosing an SEO tool. Note, this is based on my experience in selecting an SEO tool.

What about the prices of SEO tools?

The price for an SEO tool can vary greatly depending on several factors, making it difficult to set a specific “appropriate” price without taking into account the user’s specific needs and circumstances. Here are some key factors that affect the price of an SEO tool:

  1. Functionalities and features: Tools that offer a wide range of advanced features, such as detailed backlink analysis, extensive keyword research, competitive analysis, and automated reporting, will generally be more expensive.
  2. User numbers: Many SEO tools use pricing models based on the number of users or accounts. More users often means a higher price.
  3. Data volume and limits: The amount of data you can retrieve or analyze (such as the number of keywords, domains, or pages) can affect the price. Tools with higher data limits or unlimited access tend to be more expensive.
  4. Update frequency: Tools that update data more frequently, such as daily ranking updates, may cost more because of higher operational costs.
  5. Support and training: Extensive customer service, including personal training sessions, webinars, and detailed manuals, can drive up the price.
  6. Brand and reputation: Established tools with a strong reputation in the industry may charge a premium for their products.

Given these variables, prices for SEO tools can range from free versions with limited capabilities to several hundred to even thousands of dollars per month for enterprise-level solutions. Small businesses and individual marketers can find suitable tools in the range of €50 to €200 per month, depending on their specific needs. Larger organizations with more complex needs can expect to spend €200 to €1000 or more per month.

It is important to choose a tool that fits the specific requirements of your SEO campaigns and offers a good balance between cost and the value it delivers. Many SEO tool providers offer different subscription levels or custom pricing, as well as free trial versions, allowing users to test and evaluate the tool before making a financial commitment.

1: SEMrush (general SEO tool)

One of the tools at your disposal for free is SEMrush. SEM stands for Search Engine Marketing and is a clear tool that allows you to analyze your own website. You have a free version with limited access, as well as a paid version (this I recommend to any search engine optimization specialist).

With SEMrush, you get some basic features such as keyword and domain name analysis, optimization of your website, ad research and access to a database of information.

It is an online visibility management SEO software program. The software includes over a variety of programs, tools and add-ons so you can increase the online visibility of your website. In addition, Semrush has data from more than 140 countries, works well with Google and other task management platforms.

If you are serious about your online visibility, Semrush with over 20 billion keywords or 41 trillion backlinks is the way to go.

2: Google Analytics (data tracking tool)

There are a lot of Google SEO tools available and one of them is Google Analytics. This is a free service from Google that allows you to optimize your website in various areas. You have the ability to measure traffic to your website and on your website.

Using this information in the right way will pay big dividends: it will keep you one step ahead of your competition. By using Google Analytics the right way, you take full advantage of one of the best SEO tools available.

3: Mangools (SEO toolbox)

Need a good SEO toolbox? That’s what you get with Mangools. Mangools is an all-in-one SEO tool with many useful features. Several subscriptions are available: for relatively low amounts you can take full advantage of ways to improve your website.

You can analyze your keywords, view the performance of competing website and access the link building analysis tool. A free version of Mangools is also available. With this tool you can improve the use of keywords and analyze all their results. You can also improve your website technically with this tool.

4: SE Ranking (SEO rank tracker)

There are many small SEO tools available that will help you achieve optimal results. One of these SEO tools is SE Ranking. This tool is growing fast, and for good reason. This allows you to find out in an understandable way how to improve your website in multiple areas.

The features you will get include keywords, link building, marketing, social media and information about competing websites. This is the ideal tool for an SEO agency to report to clients.

5: Ahrefs (general SEO tool)

Ahrefs is a well-known and widely used SEO tool by SEO specialists. In Ahrefs, among other things, you can see the volume per keyword. Enter a keyword of your choice, select a desired country (where your market is located) and you will see how many people have searched for the search term within a given time period. Ideal to see if you should use this keyword thus or not.

Furthermore, Ahrefs is also very useful for your competitive analysis. In fact, you can enter your competitor’s site and see what keywords the site is searched for (and capitalize on them, of course!). You can also see further SEO value of the site.

6: Google Search Console (general SEO tool)

Google Search Console is free to install with your website. You’ll find in this free tool from Google, among other things, performance per page. By this we mean what search terms your target audience is searching on and how many visitors there were per page.

Use Google Search Console as input for improvements and new ideas.

7: Google PageSpeed-insights (technical SEO tool)

You can use Google PageSpeed insight to check the speed and usability of your site across multiple websites. You simply enter your URL and it tests for your performance and load time for both desktop and mobile.

8: Answer the public (content SEO tool)

This tool gives you hundreds of keyword ideas based on a single keyword. You simply enter a relevant keyword and this tool will delight you with a long list of keyword possibilities.

9: SE Ranking (SEO tool for rank tracking)

This seo tool is ideally suited for online marketing projects. SE Ranking is particularly ideal for small business owners or SEO agencies. That seo software consists of various tools for the likes of keyword tracking, website audit, competition analysis, keyword suggestion and much more. In addition, the seo software features a very user-friendly interface.

10: Conductor (general SEO tool)

This software specializes in organic marketing. Conductor explores insights into customer search intentions that can lead to higher quality content, higher organic marketing and increased traffic.

This SEO analysis tool enables marketers to understand the search intent of potential visitors by revealing the trends and topics they are looking for at each stage of the buying process. This SEO software uses customizable dashboards and guide marketers through process of content creation and ensure that you can constantly measure and refine all your seo efforts.

11: KWFinder: SEO keyword tool

KWFinder helps you find long-tail keywords that have a low level of competition. SEO experts use this SEO tool to find the best possible keywords and run analysis reports on backlinks.

KWFinder additionally helps you with their Rank Tracker tool to determine your ranking while making improvement based on one metric. In addition, the seo tool also offers keyword ideas to help your website rank higher.

12: GrowthBar (general SEO tool)

Growthbar is an easy-to-use SEO platform. It helps its users increase conversions, improve search engine rankings and ultimately drive your business growth.

Also, this seo tool provides you with insights and data that will help you run an effective organic, paid marketing campaign. Growthbar also features a so-called “content generation feature. This seo tool creates SEO-optimized content in no time. Pretty cool right?

Growth Bar allows you to perform keyword research to find the right keywords for better ranking, more traffic and conversions for your website. Growth Bar suggests certain keywords and also measures statistics such as search volume, search engine ranking and CPC value for each suggested keyword, among others.

The seo analysis tool also gives you insight into your competitors’ search engine and social media campaigns. You can use this seo tool to check their domain authorities, examine backlinks, view ads and track the volume of website traffic obtained from organic searches.

13: Frase (general SEO tool)

Frase is a relatively new seo tool. They don’t necessarily have one specialty, but offer a plethora of tools to optimize your site’s content. For example, Frase offers a content editor to optimize your on-page SEO. You can see what keywords to add to your content, what internal links to add and how to write your article.

In addition, they also offer and Q&A feature that uses machine learning to identify what common reader questions might be and help engage them and push them through to other important pages of your website. This is how you convert more readers to other content from your site.

So, Frase helps you optimize content and improve your ranking.

14: Clearscope (general SEO tool)

Clearscope is also a seo tool to optimize your content with. It focuses primarily on optimizing your website’s on-page content. It is an easy-to-use software. The tool gives clear statistics and a grade for a the particular keyword you want to use.

They give a fine visualization with it which makes it super easy to understand. So if you are not super technical on SEO, this tool is highly recommended.

Suppose you have a particular keyword in mind, e.g.. “Hire SEO agency,” you enter that and get to see what is currently in the SERPs. They use machine learning technique to determine which keywords are most impactful, such as readability or word count. This helps to position your seo content in the best possible way to outrank your competitors.

15: MarketMuse (content tool)

Marketmuse also focuses on content optimization, but more focused on the business market. They see themselves as more than just a content optimization tool.

They have offer resources content research, keyword strategy, topic clusters and internal linking. Technology is also available for content optimization as you would expect from a product in this category.

16: Bing Webmaster Tools (general SEO tool)

Perhaps a bit unusual, but Bing has a 25% market share in the United States, making it smart to focus on this search engine as well. This free seo tool helps you manage your website’s visibility to Bing.

What can you do with it? You can get various insights from your website with this seo tool, which lets you find out how well your site is performing and what could be better. How do users find your website? What problems does your website possess?

There is a chance that competitors are not targeting Bing, so by doing so you can seize your opportunity!

17: Screaming Frog SEO Spider (technical tool)

This free SEO tool lets you crawl up to 500 URLs with a free account, giving you insight into your website’s technical problems. Compared to other crawlers, Screaming Frog is a free seo tool for analyzing technical SEO details.

For example, it can find broken links, analyze meta data or discover duplicate content. You can use this tool for both small and large sites. Moreover, this seo tool is convenient because you can easily export results to a spreadsheet so that you can easily report SEO strategies to clients.

18: Rank Math (SEO plugin)

Rank Math is on WordPress, the undisputed SEO plugin. The tool handles all sorts of things. From optimizing page titles, meta descriptions to monitoring 404 errors, or determining opportunities for new content.

It even provides the ideal settings to help you run a fully optimized WordPress website. Unlike other WordPress SEO plugins, you get full control over what you use and what you don’t, due to its modular framework, which means you have more freedom with choosing features.

19: Yoast SEO (SEO plugin)

Yoast SEO is another free WordPress Plugin that allows you to optimize your website. As simple and straightforward as it should be for beginners. Yoast SEO gives you complete control over the optimization of certain keywords for your website.

Yoast SEO is integrated into your WordPress editor, making complex tasks such as adding how-tos or FAQs much easier. The nice thing about Yoast SEO is that the SEO tool makes it easy to manage the on-page optimization of your website yourself.

Once you type in keyword that needs to be focused on, the seo tool gives you tips on some changes the problems that need to be fixed, but it also shows you what you’ve already optimized correctly.

20: Google Data Studio (SEO tool for dashboarding)

When you need to present an SEO report, it is a recommended use of Google Data Studio to present interactive dashboards to visualize the performance of an SEO strategy.

Although Google Analytics is an excellent SEO tool for understanding the behavior of website users, it is common to have to combine such data with other seo tools such as Google Search Console.

This tool lets you do exactly that, with its dashboards where you can aggregate multiple sources. In addition, Data Studio helps you see trends that other tools don’t. And the beauty of this SEO tool is that it is free.

21: Keyword planner (SEO tool for keywords)

Keyword planner is one of the most widely used free keyword research tools. This seo tool gives you insight about keyword research. The free seo tool offers two options: Find keywords and Get Search Volume and Forecasts.

The tool uses the keyword you enter and then provides a number of suggestions, statistics on competitors, monthly searches and more. You can also add the website URL to get even more keyword suggestions.

22: Sitechecker (General SEO tool)

With Sitechecker, it is possible to obtain a personalized checklist that includes points of interest to get your website to the top of Google. The core of this is: discover technical issues on the website in an automated way and receive a checklist to optimize for this.

Conclusion

These were them, in my opinion, the best SEO tools. The above SEO tools are golden for any person or business. They give you insights into all facets of SEO. Work that might normally take weeks goes many times faster through these tools.

But this does not mean you can sit back. You will still have to do your best if you want to get results. So delivering SEO optimized content on the websites. Use the tools to analyze the content and make improvements where possible.

No worries if you have a limited budget. Many of these SEO tools are either free, or offer free features you can play with. So it requires no more than effort to try them out.

Find out what you need to do to rank higher in the SERPs and grow. So what are you waiting for? Try one of the tools!

The above tools will help you optimize your SEO easier and faster. Among other things, get the right data faster to improve your website. What SEO tool are you using for your website?

Frequently Asked Questions

I get questions daily regarding working with an SEO specialist and the advantages/disadvantages of this possible collaboration. I have written out the questions asked and answers given below from my own experience in this area.

What are the greatest SEO tools available?

SEO is a method of ensuring that your website becomes more findable. SEO is primarily focused on Google, but works for other search engines as well. Using so-called SEO tools, you ensure improved findability. There are many different tools available. For some you have to pay, others are free. We list the greatest SEO tools for you:

  • SEMrush. This is one of the free SEO tools. SEM stands for Search Engine Marketing. This tool offers a look inside your website. Using the free version, you can take advantage of basic options such as: a keyword and domain name analysis, optimization of your website, advertising research and access to a database of information. If you want more, more specific results, you can also get a paid version of this tool.
  • Google Analytics. One of the best known and one of the largest is Google Analytics. This is a free tool from – you guessed it – Google. Using this service, you can optimize your website in several areas. You can measure traffic to your website and on your website.
  • Mangools. A very useful tool with lots of features. With that, this tool is generally not free; you can purchase a subscription. Using this SEO tool, you can analyze keywords, view the performance of competing websites and access the link building analysis tool. The free version allows you to improve the use of keywords and analyze the results.
  • Ahrefs. This is a very well-known one and is widely used by SEO specialists. You can see volume by keyword in Ahrefs. This works like this: you enter a keyword, select a desired country (which you are targeting), and you then see how many people have searched for this search term within a certain period of time. So that’s how you know whether it’s better to use the keyword or not. In addition to learning more about the keyword with Ahrefs, it is also a useful tool in terms of competitive analysis. In fact, this tool allows you to enter your competitor’s website after which you will see what keywords this website is searched for. Other competitor SEO values are also visible in Ahrefs.
  • Google Search Console. This tool is free and is from Google. Using this service, you can find out through which searches your website has been found in the past period. This you can monitor, maintain and you can fix any problems. You can also see how many visitors there were per page.

What are examples of free SEO tools?

If you would like to work on the findability of your website but don’t have the budget for professional tools, there are also plenty of free SEO tools you can get started with. To begin with, three tools that are actually indispensable, below are the rest:

  • Google Analytics. This is one of the best known free tool. Using this service, you can optimize your website in several areas. You can measure traffic to your website and on your website.
  • Google Search Console. This tool gives you insight into which pages of your website are listed in Google’s index and which keywords, for example, your website is being found by Google. You can also see which pages on your website are slow according to Google.
  • Google My Business. If your business is registered with the Chamber of Commerce, you are entitled to a Google My Business listing that is findable in Google and Google Maps. With this tool, you can add photos and reviews so you make a good impression when a potential client looks you up.
  • Ubersuggest. This tool helps you find out exactly what your target audience is searching for and what search terms they are using to do so. This works like this: you enter a search term and within seconds you see the estimated monthly search volume. In addition, the tool also provides additional keyword ideas .
  • Answerthepublic. Using this tool, you will know what kind of questions are on the mind of the target audience. For example, you enter a topic and you get a handy overview with all kinds of questions asked in Google about this topic.
  • Alsoasked. This tool is somewhat similar to the previous one. You can collect frequently asked questions about a topic. The tool extracts the questions from the “People Also Asked (PAA) block you often see in Google search results.
  • Detailed Chrome Extension. This tool helps you see what high-scoring competitors don with their websites. You can then see for each page what the page title and description are, what headings a page contains and how many images are used, for example. So take inspiration from your competition and make the content for your website even better.
  • ScreamingFrog. This tool detects errors in your website. Flaws can include broken links or images, missing or too long page titles, or pages with very little content.
  • Pagespeed Insights. This tool shows you how fast your website is. After all, speed is hugely important for SEO. After all, no one is happy with a slow website.
  • MozBar. This free tool estimates a website’s authority. Moz gives you a score from 1 to 100. Higher the score, the higher the authority.

Why do SEO specialists like to use SEO tools?

Using SEO tools makes the life of an SEO specialist much easier. Here are four reasons why, as an SEO specialist, you really can’t do without SEO tools anymore:

  • Find new keywords. As an SEO specialist, for example, you may not have even thought about the keywords the tool presents you with. Using this tool, you can create the right content that responds to user intent. This, in turn, ultimately increases your conversion rate.
  • Take a peek into the competitor’s kitchen. Why does the competitor rank higher than you? So apply this to your website.
  • Save time and money. In just a few minutes, you’ll track down broken links, errors or missing meta descriptions. So this works a lot faster than trying to do it all manually.
  • Get insight into your progress. SEO tools provide you with a clear report of all important statistics, so you can see at a glance how your website is doing.

What are SEO tools often used for?

SEO tools are extensions or certain software that provide valuable insights about what people are looking for and how to make your website rank better in search results. Improving SEO drives more traffic to your website and is therefore of great importance. Tools help you deploy or improve your SEO. They save you a lot of time and you understand the search engine better. You find out things like what is the popularity of certain keywords. The main functions of an SEO tool are:

  • Track SERP rankings and trends. SERP stands for: Search Engine Results Pages. This is Google’s response to a user’s query. Organic results are the “earned” placements determined by Google’s algorithm to be the overall best, most relevant results for a given search query.
  • Competitive Analysis. You’ll find out why the competitor ranks higher than your website, so you can respond accordingly.
  • Content optimization. Determine what search terms you want to be found on and pull this through to the text for each web page.
  • Detect duplicate content. Duplicate content should be avoided. This is because if the same keyword is found on multiple Web pages, Google no longer knows which page to index.
  • Technical website checks. Technology is proving to be an increasingly important element for SEO. Is your website optimally indexable, fast, secure and equipped with all SEO tags? The result of this check is a list of errors that you can fix.
  • Backlinks. These are links from another website to your website. For Google, backlinks are important so that Google can determine how popular your Web site or Web page is.
  • Keyword research. This is the process of finding search terms that people use to search for your product or service. With the outcome of this process, you can optimize your website or use it for advertising.
  • Track share of voice. Share of Voice calculates which websites rank the most for a particular set of keywords or topics in organic search. This will help you better understand search engines and take advantage of opportunities for link building, content creation and social media.

Can SEO be automated in its entirety?

Through artificial intelligence, SEO content can be created automatically. Not only is this AI machine able to teach itself how to write unique articles, it also writes articles good enough to make interested companies think they are reading content generated by a human. The machine even generates grammatically correct articles and each article is unique. The reader has no idea that the article was written by a computer.

The invention of such a machine is a step in the trend toward automation. Still, SEO cannot be fully automated today. In fact, keywords research is still needed, for example, which acts as a guide for the articles. But if just part of it can be automated, it does save an enormous amount of time.

What is the difference between SEO tools and SEA tools?

SEA (Search Engine Advertising) is a strategy to achieve high rankings in Google and other search engines. You obtain this position through paid advertising campaigns. You can specify very precisely which audience will see your ad. Like SEO tools, there are also dozens of SEA tools to manage and optimize SEA campaigns and get more revenue from campaigns.

The difference with an SEO tool is that a SEA tool is used to automate bidding and budget, optimize campaign setup and feed management for automatically turning campaigns on and off based on current product offerings. That way, campaigns can easily be managed based on margins and KPIs. So these tools are really focused on the campaigns and on the products being promoted. This is in contrast to SEO tools: they aim to optimize the website to improve online findability. Examples of SEA tools include:

  • Optmyzr. This tool automates important tasks.
  • Adchieve. This tool provides the automation solutions for advertising in search engines, such as Google. Adchieve is the largest user of the Google Shopping API in the world.
  • Adscale. This is an Ecommerce advertising platform. This tool incorporates the power of AI technology into ads by automatically creating and optimizing ads across Google, Facebook and Instagram.
  • bGenius. This tool allows marketers to manage and optimize campaigns in different search engines in one system.
  • Channable. This is a tool where marketing agencies and sellers can easily offer products on marketplaces and comparison sites.
  • ChannelEngine. This tool helps brands, retailers and wholesalers sell effectively on online marketplaces.
  • ProductsUp. This tool manages and optimizes the product feed. Using data, you can get your product to market faster and seize new opportunities.

For whom are SEO tools primarily suited?

Anyone who runs a website must be easily findable. So SEO tools are basically for anyone running a website. The moment a search engine, such as Google, does not find your website so a visitor is never directed to it, you can almost speak of the non-existence of your website. So through SEO, as a website administrator, you ensure that your website does get found by the search engines.

What tools can be used by entrepreneurs themselves?

All SEO tools can be used by the entrepreneur himself. It depends on how much budget you have for it; in fact, some tools cost money, but some are also free. Below we list the biggest and most important SEO tools for you to get started today:

  • Google Analytics. Using this free tool, you can optimize your website in several areas. You can measure traffic to your website and on your website.
  • Google Search Console. This tool gives you insight into which pages of your website are listed in Google’s index and which keywords, for example, your website is being found by Google. You can also see which pages on your website are slow according to Google.
  • Google My Business. If your business is registered with the Chamber of Commerce, you are entitled to a Google My Business listing that is findable in Google and Google Maps. With this tool, you can add photos and reviews so you make a good impression when a potential client looks you up.
  • SEMrush. This is one of the free SEO tools. SEM stands for Search Engine Marketing. This tool offers a look inside your website. Using the free version, you can take advantage of basic options such as: a keyword and domain name analysis, optimization of your website, advertising research and access to a database of information. If you want more, more specific results, you can also get a paid version of this tool.
  • Mangools. A very useful tool with lots of features. With that, this tool is generally not free; you can purchase a subscription. Using this SEO tool, you can analyze keywords, view the performance of competing websites and access the link building analysis tool. The free version allows you to improve the use of keywords and analyze the results.
  • Ahrefs. This is a very well-known one and is widely used by SEO specialists. You can see volume by keyword in Ahrefs. This works like this: you enter a keyword, select a desired country (which you are targeting), and you then see how many people have searched for this search term within a certain period of time. So that’s how you know whether it’s better to use the keyword or not. In addition to learning more about the keyword with Ahrefs, it is also a useful tool in terms of competitive analysis. In fact, this tool allows you to enter your competitor’s website after which you will see what keywords this website is searched for. Other competitor SEO values are also visible in Ahrefs.
  • Google Search Console. This tool is free and is from Google. Using this service, you can find out through which searches your website has been found in the past period. This you can monitor, maintain and you can fix any problems. You can also see how many visitors there were per page.

Is experience in programming required for these tools?

No. It is not necessary to have experience in programming to get started with SEO and use a variety of tools. Of course, a background or experience can help in this. Obviously, it does take a lot of knowledge and specialty to perform SEO for your website, but this does not necessarily involve programming.

An understanding of programming and web development can be handy when you get started with SEO, though. Especially if you work as a freelancer, for example. This is because then you don’t have to wait for other people to move on.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 75 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 27 March 2024. The last update of this article was on 27 March 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.