Search Engine Optimization is a massive field that covers countless different strategies, techniques, and tools.
Even if you have experience with paid online ads already, SEO is an entirely different beast, requiring a completely different skillset and variety of tools to approach properly.
The basics behind SEO are fairly straightforward: optimizing your site for search engines and targeting relevant keywords can push you higher in search rankings, giving you a more prominent position in related search results.
However, that simple concept can involve dozens of steps spread across a multitude of SEO tools.
A good set of SEO tools is invaluable, no matter whether you are a long-time SEO expert or brand new to the world of SEO as a whole.
To help you find the best SEO tools available, we have put together a list of the 50 greatest SEO tools – in no particular order – based on our own experience using and researching the options.
But before we get started with the list, we need to quickly break down why a free SEO tool option is important.
Table of Contents
Do I Need SEO Tools?
Overall, SEO really is not feasible without a good set of tools backing you up.
SEO is a complicated process and involves dozens, if not hundreds, of factors that need to be analyzed, measured, and adjusted over time.
Without decent tools, it is next to impossible to keep track of these metrics and adjust them accordingly. This means that a solid set of SEO tools is essential to any serious SEO campaign.
If you are just starting out with SEO, then there is nothing wrong with using free SEO tools.
There are even some free SEO tools that are basically required to approach SEO on certain search engines, such as Google’s various free SEO tool options.
How Many Free SEO Tools Should I Use?
When it comes to SEO, there is no limit to the amount of free SEO tools that you might decide to use.
This all depends on how you approach your marketing, the kind of SEO techniques you are focusing on, and your personal preferences when it comes to tools.
For example, someone focused on link building may use a dedicated backlink indexing tool and an internal link analyzer to make sure their anchor text and internal linking are properly optimized.
However, you do not necessarily need these tools if you have another one that can already cover those tasks.
There are plenty of free SEO tools out there, and the SEO system you build with them will vary depending on the strategies that you are using.
Are Free SEO Tools Better?
The obvious advantage of using a free SEO tool is that there is no cost attached, meaning that you can test out the free tool (even if it is only the free version of a paid tool) to get an idea of how it works.
When building up a suite of SEO tools for your own needs, each free tool gives you a more affordable way to approach SEO effectively.
Free SEO tools save you money, which can be important for any smaller business trying to break into the SEO field with a limited budget.
50 Best Free SEO Tools
Here is our list of the 50 best free SEO tools available, all quickly explained so that you can pick the right tools for each job.
If you need free tools with no hidden charges or questionable quality, then this list should be the perfect place to look.
This list is in no particular order, and no business will need all of these tools to succeed – choose the free SEO tools that suit your needs best, and do not be afraid to explore more options until you find the combination that works right for you.
Core SEO Tools
The basics of SEO often require at least a few tools to handle effectively.
While some are obviously more important than others, there are a handful of tools that you might as well use regardless of your SEO goals.
These are tools that are either too useful to ignore or fill a niche that nothing else quite does, making them invaluable for basically any SEO project.
1) Google Search Console
Google Search Console is a core part of any SEO plan, letting you measure organic search traffic and your site’s overall performance in search engine results.
The whole of Google Search Console is meant as a tool for handling your various SEO metrics, from local business SEO performance to organic search volume.
Often used as the central point of a larger SEO strategy, Google Search Console uses the same free account system as other Google Search tools.
Whilst it is great for keeping track of SEO metrics like monthly search volume and organic traffic demographics, it also works well alongside a range of other tools.
For example, Google Search Console can be used to measure local business search volume and local organic traffic results, helping you refine your rankings in local searches through a variety of other tools.
2) Google Analytics
Google Analytics is a vital tool for SEO on Google, listing information about your site, such as traffic sources, demographics, site visits, and a range of other analytics information.
Google Analytics is easily one of the best free SEO tools primarily because of how necessary it is, allowing you to properly manage your SEO on Google by working with real analytics data instead of assumptions.
Since Google Analytics is entirely free, it is incredibly easy to start using at basically any point.
This makes it a must-have for basically any business attempting SEO since Google is easily the most important platform to rank highly on.
In a way, even including Google Analytics on this list is not necessary because most businesses will need to use Google Analytics at one point or another to manage their site.
However, as one of your most important SEO tools overall, Google Analytics is absolutely worth using as soon as possible.
3) Looker Studio
Formerly known as Google Data Studio, Looker Studio allows you to merge data from multiple sources and tools, including Google Analytics and Google Search Console.
This can be a good way to get a full visual breakdown of the data these tools provide without having to piece it all together yourself.
While Looker Studio can take a while to learn, there are beginner’s guides that can help you understand how they are meant to be used.
As a free SEO tool, there is no harm in taking a look at the platform to see if it can help with your overall SEO goals.
MozCast is a Moz tool that tracks changes to Google’s search algorithms, allowing you to get an idea of how much might have changed between two periods of time.
This can be extremely important for knowing when you might have to double-check and update your SEO efforts since these algorithm changes can mean that specific SEO techniques are no longer as effective or require different steps to perform properly.
MozCast needs other tools alongside it to be fully effective, but it is still a valuable free tool for tracking the major changes to Google’s algorithms.
This helps with understanding when you may need to take additional steps to keep your SEO on target.
Ahrefs is a bit more niche than other tools, focusing specifically on backlink analysis and other related metrics.
However, since these metrics are incredibly important for link building and related strategies, having a solid backlink analysis tool is a vital step to take for almost anyone.
Ahrefs can also work as one of your business’ technical SEO tools and can help with a wide range of SEO tasks related to both your web pages and the links pointing back at them.
Beyond this, Ahrefs is easily one of the most famous free keyword research tools.
It can even provide competitive analysis options to help you break down the strategies and links that your competitors are using.
This makes it a solid all-round SEO tool that is definitely worth using, regardless of your site’s niche.
6) Panguin Tool
Barracuda Digital’s Panguin Tool is a similar tool to MozCast, lining up your search traffic with changes to Google’s algorithm.
This lets you see whether or not those algorithm changes have damaged your SEO performance.
While simple, this is a great free tool for quickly telling whether or not you are having issues as a result of algorithm changes.
This alone can make it a valuable choice for basically any business, especially if your entire focus is on Google, and a single algorithm change could throw your SEO plan off-balance.
MozBar is possibly the most famous tool that Moz has created, and for good reason.
MozBar is a free SEO tool that allows you to quickly see any page’s Page Authority and Domain Authority at a glance through a Chrome extension, as well as its Spam Score.
While MozBar effectively does the same job as an authority checker tool, the fact that it is a browser extension makes it a very easy-to-use option for quickly checking these statistics on any page you visit.
8) Bing Webmaster Tools
The Bing Webmaster Tools are a necessary SEO tool if you plan to target Bing.
These tools provide you with a range of important SEO features, such as keyword research tools and backlink tracking options.
Since it is tied into Bing itself, it is the easiest way to gather these stats through Bing directly.
These free tools are perfect for things like generating reports based on accurate data or for tracking the performance of your individual sites on Bing as a whole.
Like other platform-specific analytics tools, Bing Webmaster Tools are basically necessary if you want to succeed on Bing, so they are worth using even if Bing is not your primary focus.
SEMRush is another varied and reliable SEO tool that can provide a good range of features, from position tracking and site audit options to writing assistance and content templates.
For many people, this makes SEMRush a must-have free SEO tool.
While SEMRush offers a range of paid features as well, its free trial features are perfectly capable of getting the job done.
If you do decide to go for a paid account, SEMRush also has a number of payment plans for businesses, meaning that you can upgrade to whatever level is comfortable for your budget.
The various features offered by SEMRush make it a fantastic free SEO tool for a wide range of marketing needs, which can make it invaluable if you want to create a diverse and varied SEO campaign.
10) Quick Click Website Audit
Quick Click is a simple tool that allows you to quickly extract a page’s URL and feed it to another tool, with support for a wide range of selected SEO tools.
This basically gives you a streamlined way to dump any page you want into over two dozen different tools in only a single click.
While this is not much more than a shortcut around something you could already do, Quick Click does save you the time and hassle involved in manually copying and pasting page URLs over and over again.
11) Screaming Frog SEO Spider
Screaming Frog crawls your website for SEO errors, such as header issues or problems with excessive HTML.
While this might sound simple, it is because the Screaming Frog SEO Spider is ideal as a general auditing tool.
The spider is able to crawl a huge amount of URLs at once with minimal user input required.
While there is a paid version of the tool, the free version of this spider can still crawl up to 500 URLs at once.
Even at its most basic, Screaming Frog’s spider tool is one of the best options for crawling URLs quickly and effectively in a variety of contexts and situations.
12) Screaming Frog Log File Analyzer
Alongside the spider is the Screaming Frog Log File Analyzer.
This tool analyzes your log files to give you greater URL insight and tell you which pages bots are able to crawl.
While this is a very niche tool for many people, it can also be important if you are trying to optimize your site to a very granular degree.
Being able to see which pages will get crawled can be important for making the right SEO choices, and you can even download data on things like page speed or broken links that could be affecting where bots go.
SERPROBOT is a free search engine results page checker that offers automatic checking and alerts, allowing you to get regular updates about your performance on search engines.
The tool can also provide visual representations of how your performance has changed and can allow you to quickly see whether or not you are starting to lose traction in particular niches.
14) Google Mobile Friendly Test
The Mobile Friendly Test lets you quickly see if your site is mobile-friendly, as the name suggests.
There is not much else to say about this tool, but it is something that can really help with larger-scale SEO changes.
SpeedMonitor is a site speed checker that keeps track of any site’s overall speed, including the site speed of your competitors.
16) Web Vitals
Web Vitals is a GitHub extension that measures important factors in your site’s performance, from loading and interactivity to other deeper metrics.
Woorank is a website analysis tool that allows you to get a general SEO score for your site, as well as a checklist of potential steps you can take to fix identified SEO problems.
The Social Shareability feature also gives you an idea of how likely your site is to be shared, providing social media data that can be really important for multi-channel marketing and SEO.
Keyword Research Tools
Keyword research is important for SEO at any level, so having the right tools on hand can make a huge difference.
18) Google Trends
Google Trends provides useful information on a range of calories and search types, letting you see the interest in specific terms from as far back as 2004.
When used alongside other keyword tools, this can be a good way of seeing which keyword suggestions are gaining traction and becoming more popular over time.
This includes those that you might simply have completely overlooked.
Even better, Google Trends can work across a range of countries, which makes it even easier for multinational sites or businesses to target terms that non-local audiences are interested in.
19) Google Keyword Planner
Google Keyword Planner is easily the most important free keyword research tool you will have access to.
Designed for ad campaigns, first and foremost, Google Keyword Planner also works fantastically as an SEO tool.
While it might be simple compared to other Google tools, Google’s Keyword Planner has the advantage of being a Google tool.
This means that it takes data directly from Google’s search results rather than extrapolating through estimates or third-party data sources.
Ubersuggest scrapes data directly from Google Keyword Planner to provide more keyword ideas to users, as well as includes features like CPC and search volume information.
In general, Ubersuggest is much more focused on getting keywords for content rather than ads.
This makes Ubersuggest a great option for SEO, especially with the feature of being able to filter out keywords that you have no interest in.
It also recently gained a feature that lets you input a competitor’s URL to gain keywords based on their niches and current SEO strategy.
Overall, Ubersuggest is a fairly powerful tool that can do quite a lot with very little effort required, using Keyword Planner’s data to suggest SEO-friendly content keywords.
CanIRank allows you to find out if you can rank on the first page of a certain keyword, displaying the probability that you will rank for the term and suggesting ways to push yourself higher.
Ideal as a competitive analysis tool, CanIRank makes it easy to see whether or not certain keywords are worth targeting.
This also makes it a valuable free tool for seeing whether or not a certain SEO tactic is actually going to be worth trying, especially if it involves a lot of new keywords.
22) Exploding Topics
Exploding Topics works similarly to Google Trends, focusing on rapidly growing topics that have not yet taken off to the point that they are a competitive SEO environment.
This can help you find potential keyword ideas long before bigger competitors arrive to take them over.
As a keyword tool, Exploding Topics works best in guiding you to related keywords that have not become an SEO battleground yet.
AnswerThePublic provides important information about what kind of searches users make.
Inputting a keyword brings back a list of popular search queries related to what users are searching, giving you an understanding of how users are generally making their searches.
Not only does this become important for keyword research, but it also serves as a way to get keyword suggestions in itself.
The graphics that ATP produces are also useful for making reports if needed and can be a quick way to break down the searches that users tend to make when dealing with specific keywords or subject matters.
24) Keyword Explorer
Keyword Explorer is a simple keyword research tool that can provide up to 1,000 keyword suggestions for free, with 10 searches per month.
This also includes information like clickthrough rate and difficulty score, which can be helpful for picking the right keywords to target.
While simple, Keyword Explorer is another tool that never hurts and can easily become a useful tool for general-purpose keyword gathering.
25) Keywords Everywhere
Keywords Everywhere is another free keyword research tool that provides important data on a huge number of sites, giving you an easy way to interpret a domain’s keyword success – whether it is your own or a competitor’s.
Not only does it give you details on search volume, but it can also display information about every single search you make, giving you the information right on your browser rather than through an entirely new platform.
26) Also Asked
Also Asked is a simple option that gives you information on what questions users are asking relevant to certain keywords, basically giving you an idea of what FAQs to include in your own content.
While free users can only claim three searches, this can still be a good option for any pages that you absolutely need to optimize as effectively as possible.
This makes it a fairly useful keyword research tool for finding keyword ideas beyond the obvious options.
KWFinder focuses heavily on long-tail keywords, which are keywords that are used less often but are specific enough to still provide good results.
Whether you are focusing on long-tail keywords specifically or just want to consider them as part of your overall strategy, KWFinder makes it very easy to identify those specific high-value keyword targets that could be important for a more niche business or product.
Technical SEO Tools
BROWSEO lets you see how your site appears to search engines when they are crawling it, effectively stripping away any visual flair and stylings to give you an understanding of what bots are actually seeing.
This can be especially important for understanding how sites are being crawled.
It also features a SERP preview, allowing you to see how the site appears to users when they find it in search engines.
Unlike the regular mode, this is purely for seeing how the titles, descriptions, and other meta tags look to a potential visitor or customer.
29) Robots.txt Generator
The Robots.txt Generator is exactly what it sounds like – a tool to let you generate a Robots.txt file so that bots know how to move around your site and how to crawl specific sections “correctly.”
More importantly, this makes it easy to exclude certain URLs from being crawled, something that can be extremely important in SEO but is often overlooked because of how complex it can be to first-timers.
30) XML Sitemaps Tool
The XML sitemaps tool provides an easy way of creating a site map with up to 500 pages, requiring no costs or registration.
This tool only does one thing, but it is such an important part of many sites that it is still a valuable asset to have when you are working on your site’s technical SEO issues.
31) SEOWL Google Title Rewrite Checker
The Google Title Rewrite Checker lets you see if Google is rewriting your titles – for example, moving the site’s brand name to the end. This can impact click-through rates, so knowing if it happens is important.
As another single-purpose tool, the SEOWL GTRC is still important for getting the most out of your technical SEO audit.
32) Chrome DevTools
The Chrome DevTools allows you to make changes to your pages in real time via Google Chrome, helping you diagnose site problems as they occur.
Link Building and Management Tools
There are a lot of free link tools out there to choose from, whether they are meant for link building or management of existing links.
33) Ahrefs Backlink Checker
The Ahrefs Backlinks checker is an all-purpose tool for breaking down the details behind a URL’s backlinks, from the number of referring domains to the total number of backlinks overall.
While the free account version of this tool is weaker than the paid one, for obvious reasons, it can still be a powerful tool that is worth exploring.
34) Check My Links
Check My Links is a Google Chrome extension that crawls your site and identifies the status of each link, from valid links to redirects to entirely broken links.
This can be useful for checking that the links on your site are actually functioning or even for finding broken links and fixing them quickly.
This is a relatively basic tool, but the fact that it is a Chrome extension makes it fairly easy to use in a variety of different ways.
It also means that it is a free SEO tool that can be used with no training or learning required whatsoever.
35) Moz Link Explorer
Moz Link Explorer allows for easy exploration of a site’s backlink profile, along with its domain authority and the domain authority of any links they are receiving.
This can be important for multiple link building efforts, whether you are trying to boost your own backlink profile or want to capture the incoming links of a competitor.
36) Linkio Anchor Text Suggestion Tool
The Anchor Text Suggestion Tool is exactly what it sounds like – a way to grab related keywords that could work well as anchor text for any links you plan to place, covering both internal and external links.
This tool not only lets you put in specific keywords but also your brand name, with multiple filters and anchor type options to turn that seed keyword list into a series of effective anchor text options.
Other SEO Tools
With so many different free SEO tools out there to choose from, it is hard to keep track of them all and place them into different categories. Here is every other keyword tool, Google search analysis option, and SEO strategy-builder that we recommend.
37) Google Business Profile
Creating a Google Business Profile helps you connect with users across both Google Search results and Google Maps, allowing for much more effective local SEO.
Google Maps integration also means that users are able to find your physical business much faster, which can potentially capture users who otherwise would not be interested.
38) Moz Local Check Business Listing
The Moz Local Check Business Listing tool allows you to check that your site appears correctly on directories across the internet, from your Google Business Profile to completely unrelated platforms.
Cloudflare is a content delivery network that aims to speed up loading times by hosting your site through whichever servers are closest to individual users.
This massively reduces wait times by hopping to whichever server IP address would load fastest for them.
40) SEO Minion
SEO minion allows for on-page SEO analysis work and a full SERP preview – as well as several other core features – all set up through a Chrome extension.
This makes it a fairly strong tool for anybody who uses Chrome regularly, skipping the need to have several different tools all open at once.
Dareboost is an SEO audit tool that breaks down your site’s technical SEO performance, content, and overall popularity online.
42) Google Counting Characters
Google’s Counting Characters is meant to help with writing meta titles and meta descriptions, providing a word and pixel count to show whether the meta description or title will be cut off on search engines.
This is useful when trying to optimize your structured data and meta tags, ensuring that they are not wasted by the pixel limitations of SERPs.
43) Ryte Structured Data Helper
The Ryte Structured Data Helper makes it easier to create and validate your structured data schema markup, which works well alongside optimized meta description and meta title details.
44) Google Tag Manager
The Google Tag Manager allows a site owner to edit their tags without having to actually edit any code.
This is another simple but effective tool that does a single job incredibly well.
BuzzSumo is a keyword research tool and a content tool that breaks down which kinds of content suit that keyword best and who the influences are for topics like that.
While not a conventional keyword research tool, this can still be invaluable for overall keyword research, telling you which kinds of content (and which partnerships or sponsored posts) to pursue.
46) Page Speed Insights
Page Speed Insights gives you a breakdown of your page loading speed, as well as suggestions on how to improve it.
47) Disavow Tool
Google’s Disavow tool makes it easy to disavow links that are damaging your backlink profile, making it incredibly easy to cull anything that could be harming your position in search results.
SendPulse is a tool meant for setting up chain emails, SMS messages, and other kinds of multi-channel notifications based on certain factors, such as user’s actions on your site.
49) Yoast SEO
Yoast SEO is an SEO suite for WordPress that provides important SEO analysis and management tools, making it easier to handle a lot of search engine optimization tasks properly.
50) Bulk Google Rank Checker
While several different tools offer bulk rank checking, all the tools have the same benefits of letting you quickly and easily understand your rankings in the wider SEO context.
Which Free Tools Should I Use?
There is not a specific set of free SEO tools that you should always use, apart from some of the core ones above that are almost necessary to get the results you want.
In general, any tool that lets you use it with a free account (or even no account at all) is worth at least looking into.
By avoiding paid SEO tools as often as possible, you are saving money for when you encounter a paid tool that you really need.
Finding the Best Free SEO Tool
The “best” tools are the ones that solve your problems fastest.
Consider your own current issues, the kind of fixes you might need, and the amount of effort it could take to resolve them manually without a tool to assist you.
For example, a simple WordPress SEO plugin to help with managing keywords might not seem that important – but it might be the exact fix your current SEO plan needs.
Should I Always Use Free SEO Tools?
There is nothing wrong with using paid SEO tools, but they obviously cost money.
If you want to get the best results for the lowest budget, then you usually need to slow down and consider which tools are worth paying for.
Paying for one or two major tools can be a great way to ensure maximum SEO performance overall, but you do not want to bankrupt yourself by paying for tools that have usable free versions anyway.
Free SEO Tools FAQ
Is SEO free?
If you have absolutely no budget, it is possible to approach SEO from an almost entirely free perspective.
However, you would need to choose your tools carefully because many will have strong limitations behind them.
Is SEO completely free?
Technically, SEO is entirely free.
In practical terms, SEO often has at least a few costs involved in it, whether that is for specific tools or deals with outside SEO experts.
How do I find low competition keywords for free?
Many of the keyword research tool options listed here allow you to get details like keyword difficulty and search volume.
This can make it easy to pick out worthwhile keywords without having to pay anything at all.
These can also be useful as seed keywords, allowing you to generate more keywords from the original seed keywords using other tools in this list.
Can I do SEO by myself?
With the right tools – from simple things like keyword planners and keyword difficulty checkers to XML sitemap generators and link redirect trace tools – SEO can be an entirely in-house process.
With so many different tools to choose from, it all depends on how you approach SEO itself.
Are Google’s Free SEO Tools Worth Using?
Google’s SEO options are vital for almost any SEO campaign and are something you should always be looking into first.
No matter your business, Google’s tools are invaluable for getting to the tier of SEO success that you are aiming for.
Searcharoo is a Link Building & Content Marketing company run by SEO’s based in the UK.
Our goal from the start has been to provide premium links and content services, at fair and affordable prices.