SEO is no longer a buzzword. It’s part of digital marketing and determines how your website ranks and performs on Google, Bing and Yahoo. With SEO changing all the time, staying up to date with the best practices and tools is key.
Whether you’re a beginner in SEO or a seasoned pro, one thing is clear: the right SEO tools can make or break your digital strategy. But with so many options out there, it can be hard to find the right tools for your business. In this post I’ll walk you through the SEO tools you should be using in 2024, categorised for your convenience.
From keyword research and technical SEO tools to on-page optimisation and backlink analysis, this post will cover it all. These tools will help you streamline your SEO, monitor your progress and stay one step ahead of the competition.
2. Categories of SEO Tools
SEO tools are many and varied but can be grouped into categories. Here’s what you’ll find in this post:
- Keyword Research Tools
- On-Page Tools
- Technical Tools
- Backlink Tools
- Rank Tracking Tools
- AI and Automation Tools
- All-in-One Platforms
Let’s dive into each of these categories and the tools within, with pros, cons, pricing and user reviews.
2A. Keyword Research Tools
Keyword research is the foundation of any SEO campaign. The right keywords help search engines understand what your content is about, drive organic traffic and improve rankings. Here are the best keyword research tools every SEO should consider.
1. SEMrush
Overview:
Features:
- Keyword analysis with search volume and difficulty score.
- Competitive research to spy on competitors’ top ranking keywords.
- PPC keyword suggestions for paid campaigns.
- SEO Writing Assistant for content optimisation.
Pricing: $119.95/month.
Pros:
- Many features including competitive analysis and PPC insights.
- Suitable for beginners and advanced users.
- Detailed reports on search volume, keyword difficulty and trends.
Cons:
- Expensive for small businesses and startups.
- Overwhelming for those new to SEO.
Best For:
- Digital agencies and marketers looking for an all-in-one SEO tool that does keyword and competitor research.
User Review:
“SEMrush has been my go-to SEO tool for years. It’s more than just a keyword research tool—it’s a complete digital marketing toolkit that helps me with content marketing, SEO, PPC and even social media analysis.” – Digital Marketing Specialist
2. Ahrefs
Overview:
Features:
- Keyword Explorer that finds thousands of relevant keywords.
- Competitor keyword analysis.
- Huge backlink database to find link opportunities.
- Site Audit to find SEO issues on your site.
Pricing: $99/month.
Pros:
- Great competitor keyword research.
- Detailed backlink and content gap analysis.
- Easy to use for beginners.
Cons:
- Expensive for small businesses.
- Limited features in lower pricing plans.
Best For:
- SEO professionals who focus on backlinking, keyword research and site audits.
User Review:
“Ahrefs has some of the most advanced SEO tools, especially for backlinks and competitive research. It’s helped me find so many keyword opportunities I would have missed otherwise.” – SEO Consultant
3. Google Keyword Planner
Overview:
Google Keyword Planner is a free tool from Google Ads that helps you find search volume and keyword competitiveness. Originally designed for advertisers, it’s also useful for SEO research.
Features:
- Access to search volume and keyword trend data directly from Google.
- CPC data for paid keyword campaigns.
- Free for anyone with a Google Ads account.
Pricing: Free.
Pros:
- Free access to Google’s keyword data.
- Simple and easy to use.
- Generates keyword ideas based on search trends and competition.
Cons:
- Limited features compared to paid tools like SEMrush and Ahrefs.
- Designed for advertisers not SEOs.
Best For:
- Beginners and marketers on a budget who need basic keyword research.
User Review:
“For basic keyword research Google Keyword Planner does the job. It’s a good tool if you need quick insights into search volume but I tend to use it with other SEO tools for deeper analysis.” – SEO Specialist
4. KWFinder
Overview:
KWFinder is another keyword research tool, popular among beginners. It provides easy to understand data on search volume, keyword difficulty and more. Its simple design makes it easy to get started.
Features:
- Keyword difficulty analysis to find easy to rank keywords.
- SERP analysis for competitor research.
- Location based keyword suggestions.
Pricing: $29/month.
Pros:
- Cheap for small businesses.
- Easy to use with clear data visualizations.
- In-depth keyword difficulty scores.
Cons:
- Smaller database than Ahrefs and SEMrush.
- Some advanced features require higher plans.
Best For:
- Beginners and small businesses looking for a simple keyword tool.
User Review:
“KWFinder is one of the easiest tool I’ve ever used. It’s perfect for small businesses and bloggers who need to find low competition keywords fast.” – Content Manager
5. Ubersuggest
Overview:
Ubersuggest by Neil Patel is a freemium SEO tool that offers keyword suggestions, site audit and backlink analysis. A cheaper alternative to the more expensive tools, perfect for freelancers and small businesses.
Features:
- Keyword suggestions with search volume and keyword difficulty data.
- SEO audit tool to find site issues.
- Backlink data to analyze link profiles.
Pricing: Free basic version, $29/month for paid plans.
Pros:
- Free version for basic SEO tasks.
- Cheap for premium features.
- Combines keyword research, SEO audit and backlink analysis.
Cons:
- Not as deep or advanced as Ahrefs and SEMrush.
Best For:
- Freelancers, small businesses, marketers.
User Review:
“Ubersuggest is a good tool for keyword research and SEO audit, especially for those on a tight budget. Not as feature rich as the more expensive tools but does the job.” – Freelance SEO Consultant
2B. On-Page SEO Tools
On-page SEO is about optimizing the content and HTML source code of individual pages to rank higher in search engines. The following tools will help you optimize your pages, meta descriptions and make your content SEO friendly.
1. Yoast SEO (WordPress Plugin)
Overview:
Yoast SEO is the most popular WordPress SEO plugin. It makes content optimization easy by giving you insights on meta descriptions, focus keywords, readability and more right within the WordPress dashboard.
Features:
- SEO analysis for content optimization.
- Readability score to make sure content is easy to read.
- XML sitemap generation for easier search engine indexing.
Pricing: Free version available, $89/year for premium version.
Pros:
- Easy to use and integrates well with WordPress.
- Great readability and keyword tools.
- Free version has enough features for most users.
Cons:
- Not many features outside of WordPress.
- Premium version required for advanced features.
Best For:
- WordPress users looking for on-page SEO optimization.
User Review:
“Yoast SEO has been a life saver for my WordPress site. It makes on-page SEO so easy even a noob can follow along and optimize their content.” – WordPress Blogger
2. Surfer SEO
Overview:
Surfer SEO is an on-page optimization tool that analyzes the top ranking pages for your target keyword and compares them to your content. It gives you actionable insights on keyword density, word count, headings and more to help you outrank your competition.
Features:
- Content editor to optimize your content in real-time.
- SERP analyzer to compare your page with top competitors.
- Keyword suggestions based on competitor analysis and keyword density.
- AI content structure recommendations for better rankings.
Pricing: $49/month.
Pros:
- AI driven suggestions make content optimization easy.
- User friendly interface with real-time feedback on content.
- On-page SEO analysis.
Cons:
- Expensive for small businesses.
- Basic plan has limited features.
Best For:
- Content creators, digital marketers and SEO professionals looking to improve on-page SEO.
User Review:
“Surfer SEO is great for content optimization. The real-time feedback on keyword usage, content structure and headings has helped me rank content faster.” – Content Strategist
3. Screaming Frog
Overview:
Screaming Frog is a must-have tool for technical SEO audits. It crawls your website and finds SEO issues like broken links, missing alt text, duplicate content and more. Screaming Frog is good for larger websites and e-commerce stores.
Features:
- Website crawler that audits for broken links, duplicate content and missing metadata.
- Integration with Google Analytics and Google Search Console for deeper analysis.
- XML sitemap generation and crawlability issues detection.
- Page response errors (404s, 301 redirects) detection.
Pricing: Free (up to 500 URLs), £149/year for paid version.
Pros:
- Full site audits for technical SEO issues.
- Free for smaller sites.
- Highly customizable so advanced users can drill down into SEO data.
Cons:
- Interface can be overwhelming for beginners.
- Limited features in free version.
Best For:
- SEO professionals and technical SEO experts.
User Review:
“Screaming Frog is the best tool for site audits. It finds all the technical issues, from broken links to duplicate pages and helps with larger sites.” – SEO Auditor
2C. Technical SEO Tools
Technical SEO ensures your website is structured in a way that search engines can crawl and index it properly. Below are the top tools to improve your website’s speed, mobile-friendliness, crawlability and more.
1. Google Search Console
Overview:
Google Search Console is a must-have free tool for every website owner. It gives you insights into how Google sees your site, including crawling, indexing and keyword performance. It helps you to troubleshoot issues and improve your website’s visibility in search results.
Features:
- Website performance in Google search.
- Indexing issues and how to fix them.
- Keywords your site is ranking for and their positions.
- Mobile usability and performance reports.
Pricing: Free.
Pros:
- Free to use.
- Direct data from Google about your website.
- Alerts for site issues like mobile usability problems and security threats.
Cons:
- Limited advanced features compared to paid tools.
Best For:
- Website owners, SEO professionals and anyone who wants to monitor their site’s performance in Google.
User Review:\
“Google Search Console is a must for every SEO. It’s a fundamental tool to know how Google sees your site and where you need to improve.” – SEO Manager
2. GTMetrix
Overview:\
GTMetrix is one of the top tools to analyze and optimize your website’s load speed. It gives you detailed insights into page performance, speed metrics and recommendations to improve. In a world where page speed can make or break a user’s experience, GTMetrix is a must have.
Features:
- In-depth page load time, file size and request count analysis.
- Recommendations to improve website performance.
- Waterfall charts to visualize loading times for different resources.
- Mobile performance analysis to ensure your site is mobile friendly.
Pricing: Free version available, premium plans start at $14.95/month.
Pros:
- Performance data with easy to read reports.
- Free version for smaller websites.
- Great for finding page speed bottlenecks.
Cons:
- Free version has limited daily reports.
- Can be overwhelming for non technical SEO users.
Best For:
- Web developers, SEO experts and website owners who want to improve page load times.
User Review:
“GTMetrix helped me reduce my site’s load time by 50%. The performance insights were spot on and the recommendations made it easy to fix issues.” – Web Developer
3. Siteliner
Overview:
Siteliner is a tool that helps you to find duplicate content, broken links and other technical issues on your website. Duplicate content is a big issue for SEO and Siteliner makes it easy to find and fix them.
Features:
- Duplicate content across your website.
- Broken links and other technical SEO issues.
- Detailed report on internal linking structure.
- Average page load time and content size.
Pricing: Free version available, premium plans start at $0.01 per page.\
- Free version for sites up to 250 pages.
- Helps to find duplicate content that’s harming your rankings.
- Reports on internal linking and page structure.
Cons:
- Limited data in the free version.
- Not as feature rich as other technical SEO tools.
Best For:
- Website owners who want to improve their content structure and eliminate duplicate content.
User Review:
“Siteliner has been super helpful in finding duplicate content on my site. Saved me a lot of time by pointing out problem areas.” – Content Manager
2D. Backlink Analysis Tools
Backlinks are a ranking factor in SEO. They are essentially “votes” from other websites, telling search engines that your content is valuable. The more high quality backlinks you have, the higher you can rank. Below are the best backlink analysis tools to help you with your link building strategy.
1. Moz Link Explorer
Overview:
Moz Link Explorer is one of the top tools for backlink analysis. It gives you insights into your backlink profile, domain authority and spam score, to track your link building efforts and find new opportunities.
Features:
- Backlink analysis with domain authority (DA) and page authority (PA) metrics.
- Spam score to find potentially harmful links.
- Competitor analysis to see where their backlinks are coming from.
- Link opportunities to find new sites to target for link building.
Pricing: $99/month.
Pros:
- Detailed backlink data, including DA and PA.
- Competitor analysis to find new link building opportunities.
- Spam score to clean up harmful links.
Cons:
- Expensive for small businesses.
- Limited free version.
- SEO professionals and link builders.
User Review:
“I’ve been using Moz Link Explorer for years to track my backlinks and find new opportunities. The DA and PA metrics are super useful to evaluate the quality of backlinks.”
2. Ahrefs Backlink Checker
Overview:
Ahrefs is considered one of the best tools for backlink analysis, has one of the largest backlink database in the industry. With Ahrefs Backlink Checker you can see all the backlinks to your site and your competitors’ sites, perfect for building a link building strategy.
Features:
- Huge backlink database with data on referring domains and anchor text.
- Competitor backlink analysis to find link building opportunities.
- Domain rating (DR) and URL rating (UR) to measure link quality.
- Alerts for new and lost backlinks.
Pricing: $99/month.
Pros:
- Big backlink database.
- Easy to use with powerful reporting features.
- Competitor analysis to find valuable backlink sources.
Cons:
- Expensive for small businesses.
- Steep learning curve for new users.
Best For:
- Digital marketers and SEOs who rely on link building.
User Review:
“Ahrefs is a beast when it comes to backlinks. I use it daily to monitor my backlinks and keep an eye on my competitors’ link building efforts.”
3. Majestic SEO
Overview:
Majestic SEO is another top backlink analysis tool, known for its proprietary metrics like Trust Flow and Citation Flow. It gives you a comprehensive analysis of your link profile and helps you find new link building opportunities by analyzing your competitors’ backlinks.
Features:
- Trust Flow and Citation Flow metrics to measure link quality.
- Backlink history to see how your profile changes over time.
- Competitor backlink analysis to find new opportunities.
- Neighborhood checker to find potentially harmful links.
Pricing: $49.99/month.
Pros:
- Backlink metrics like Trust Flow and Citation Flow.
- Competitor backlinks data.
- Cheaper than other backlink tools.
Cons:
- Outdated interface.
- Not as feature rich as Ahrefs.
Best For:
- SEOs focused on link building and backlink audits.
User Review:
“I’ve been using Majestic SEO for years to monitor my backlinks. The Trust Flow and Citation Flow metrics are super useful to evaluate link quality.”
2E. Rank Tracking Tools
Rank tracking tools help you monitor your site’s position in the SERPs for your target keywords. You can track your progress over time and adjust your strategy based on the results. Below are the best rank tracking tools for SEOs.
1. SEMrush Position Tracking
Overview:
SEMrush Position Tracking lets you see daily changes in your site’s ranking for specific keywords. It tracks rankings across different devices and locations, it’s one of the most advanced rank tracking tools out there.
Features:
- Daily ranking updates for your target keywords.
- Tracks rankings for different devices (desktop, mobile) and locations.
- Competitor tracking to compare rankings side by side.
- Visual reports with trend graphs and keyword distribution data.
Pricing: Included in SEMrush plans, $119.95/month.
Pros:
- Daily ranking updates.
- Tracks by device and location.
- Competitor comparison is super useful.
Cons:
- Expensive for small businesses.
- Requires SEMrush subscription.
Best For:
- SEOs who need daily keyword ranking updates.
User Review:
“SEMrush Position Tracking has been a lifesaver for me. It’s super accurate and the competitor comparison feature helps me stay one step ahead.” – Digital Marketer
2. AccuRanker
Overview:
AccuRanker is a rank tracking tool that’s known for its fast and accurate updates. You can track your keyword rankings in real-time and get a full overview of how your site is performing in the SERPs.
Features:
- Real-time rank tracking for your keywords.
- Competitor analysis to see how you rank against competitors.
- Tracks rankings across different search engines and devices.
- Integration with Google Analytics and Google Search Console.
Pricing: $99/month.
Pros:
- Real-time updates for accurate keyword tracking.
- Simple and customizable reports.
- Competitor analysis to stay ahead.
Cons:
- Limited features beyond rank tracking.
- More expensive than all-in-one tools.
Best For:
- SEOs and agencies focused on keyword tracking.
User Review:
“AccuRanker is the most accurate rank tracking tool I’ve ever used. Real-time updates are perfect and competitor analysis is super useful.” – SEO Manager
3. Serpstat
Overview:
Serpstat is an all-in-one SEO tool, but it’s great at rank tracking. You can monitor your site’s position for multiple keywords, track local SEO performance and compare rankings with your competitors.
Features:
- Tracks keyword rankings across different search engines and locations.
- Local SEO insights.
- Competitor analysis to see how they rank.
- Keyword grouping for large scale campaigns.
Pricing: $69/month.
Pros:
- Cheap for an all-in-one SEO tool.
- Great for local SEO tracking.
- Competitor analysis is useful.
Cons:
- Interface can be confusing for newbies.
- Limited advanced features compared to dedicated rank tracking tools.
Best For:
- Small businesses and SEOs focused on local SEO.
User Review:
“Serpstat’s rank tracking tool is great for local SEO. I use it to track my rankings across different cities and my competitors.” – Local SEO Specialist
2F. All-in-One SEO Tools
If you need an all-in-one solution that covers keyword research, site audits and link building, these tools will have everything you need to manage your SEO.
1. SEMrush
Overview:
SEMrush is an all-in-one SEO tool that has keyword research, site audit, rank tracking, backlink analysis and even PPC campaigns. It’s one of the most powerful tools out there, that’s why it’s a favorite among SEOs and digital marketers.
Features:
- Keyword research with search volume and difficulty data.
- Site audit tools to find technical SEO issues.
- Backlink analysis and link building tools.
- PPC campaign management for Google Ads and Bing Ads.
Pricing: $119.95/month.
Pros:
- All-in-one SEO and digital marketing suite.
- Good for both beginners and advanced users.
- Detailed reports for every aspect of SEO.
Cons:
- Too expensive for small businesses.
- Steep learning curve for newbies.
Best For:
- SEOs, digital marketers and agencies looking for an all-in-one SEO solution.
User Review:
“SEMrush is my tool for everything from keyword research to site audits. It’s an all-in-one solution that saves me time and gives me accurate data.” – SEO Consultant
2. Ahrefs
Overview:
Ahrefs is another all-in-one SEO tool that’s great at backlink analysis, keyword research and site audits. It has the largest database of backlinks and user-friendly interface, that’s why it’s a favorite among SEOs.
Features:
- Backlink analysis with the biggest database.
- Keyword Explorer to find keyword opportunities.
- Site audit tools to find technical issues.
- Content Explorer to find top content in any niche.
Pricing: $99/month.
- Backlink and keyword data.
- User-friendly interface.
- Competitor analysis to find new opportunities.
Cons:
- Expensive for small businesses.
- Limited features in lower plans.
Best For:
- SEOs and digital marketers focused on backlinking and keyword research.
User Review:
“Ahrefs is one of the most powerful tools in my SEO toolbox. It’s great for backlink analysis and I love how easy it’s to find new keyword opportunities.” – Digital Marketer
3. Moz Pro
Overview:
Moz Pro is an all-in-one SEO toolset that has keyword research, rank tracking, site audits and backlink analysis. It has user-friendly interface and proprietary metrics like Domain Authority (DA) and Page Authority (PA).
Features:
- Keyword Explorer to find new keyword opportunities.
- Site audits to find technical SEO issues.
- Link Explorer to track backlinks and domain authority.
- Rank tracking to monitor keyword performance.
Pricing: $99/month.
Pros:
- User-friendly interface for beginners.
- Domain Authority and Page Authority metrics.
- Full set of tools for SEOs.
Cons:
- Limited data compared to Ahrefs and SEMrush.
- Expensive for small businesses.
Best For:
- SEOs looking for an all-in-one SEO tool.
User Review:
“Moz Pro has been my tool for years. It’s easy to use and the DA and PA metrics are super helpful for tracking my site’s authority.” – SEO Specialist
4. Comparison Table
| Tool | Key Features | Pricing | Best For | Pros | Cons |
| Ahrefs | Backlink analysis, keyword research | Starts at $99/mo | SEO professionals, agencies | Massive backlink database, user-friendly | Expensive for beginners |
| SEMrush | All-in-one SEO suite, competitor analysis | Starts at $119.95/mo | Digital marketers, agencies | Comprehensive SEO and marketing tools | Steep learning curve, pricey |
| Moz Pro | DA/PA metrics, keyword research | Starts at $99/mo | SEO beginners, professionals | Easy-to-use, DA and PA metrics | Limited data compared to competitors |
| KWFinder | Keyword difficulty analysis | Starts at $29/mo | Small businesses, beginners | Affordable, user-friendly | Limited data compared to larger tools |
| Ubersuggest | Keyword suggestions, SEO audit | Free, $29/mo | Freelancers, small businesses | Affordable, free version available | Lacks depth for advanced users |
5. How to Choose the Right SEO Tool
Choose the right SEO tool for your business needs, budget and SEO goals. Here:
- Budget: How much are you willing to pay? If you’re just starting out, free or low cost tools like Ubersuggest or KWFinder might be the way to go. If you’re an agency, tools like Ahrefs or SEMrush have more features.
- Specific Needs: Are you looking for backlink analysis, keyword research or on-page SEO? Some tools specialize in certain areas so make sure to match the tool with your main SEO goals.
- User Experience: Is the tool user-friendly? Tools like Moz Pro are great for beginners, Ahrefs and SEMrush are better for pros.
- Scalability: Will the tool grow with your business? If you plan to scale your SEO efforts, choosing a tool with more advanced features is a smart move.
6. Summary
In 2024, having the right SEO tools will give you a big edge over your competitors. From keyword research and backlink analysis to site audits and rank tracking, the tools in this list have something for every SEO whether you’re a beginner or pro.
By using SEMrush, Ahrefs and Moz Pro you can optimize your website, improve your rankings and get more organic traffic. But the key is to find the tool that fits your business needs and budget.
7. FAQs
Q1: Which SEO tool is for beginners?
For beginners, Ubersuggest and Moz Pro are user-friendly and low cost options with plenty of features to get you started with SEO.
Q2: Can I use free SEO tools?
Free SEO tools like Google Keyword Planner and the free version of Yoast SEO are good for basic tasks. But as your needs grow, investing in paid tools will give you more features and insights.
Q3: What’s the difference between SEMrush and Ahrefs?
Both are all-in-one SEO tools, SEMrush is good for paid search and competitor analysis, Ahrefs is good for backlink database and site audit tools.