17 Top SEO Tools for Auditing, Optimizing, & Tracking

Whether you’re looking for paid or free search engine optimization tools, you’ll find them here. Based on hours of research and hands-on use, we’ve compiled this year’s top SEO tools. Learn which ones made our 2023 list (and why) below!

What are SEO tools?

SEO tools help users track, evaluate, and optimize their SEO performance. Search engine optimization tools include platforms, browser extensions, website plugins like for Firefox or Chrome, and software programs like Google Search Console, Distilled SEO, Yoast SEO, and Screaming Frog.

Top free SEO tools

The top free SEO tools include the following:

1. Google Search Console: Best for monitoring and troubleshooting SEO for Google search results.
2. ChatGPT: Best for SEO brainstorming.
3. Google Analytics 4: Best for tracking SEO results.
4. Bing Webmaster: Best for monitoring and troubleshooting SEO for Bing search results.
5. Google Trends: Best for analyzing trending search queries.
6. Keywords Everywhere: Best for keyword research.
7. Yoast SEO: Best for on-page optimizations at the URL or page level.
8. Distilled SEO: Best for quick on-page SEO audits.
9. Screaming Frog: Best for in-depth SEO audits.
10. PageSpeed Insights: Best for page speed, accessibility, and SEO audits.
11. Grammarly: Best for proofing SEO content.
12. Structured Data Markup Helper: Best for generating structured data.

Keep reading to learn more about what you can do with these tools and why we recommend them!

1.     Google Search Console

Price: Free

Features:

• Troubleshoot crawling and indexing issues
• Monitor rankings, impressions, and clicks for search queries
• Track page speed, page experience, and mobile usability
• Evaluate internal and external backlink data, like most linked-to URLs
• Access AI-powered insights on content engagement, traffic, and more

Why we like it:

• Gives users actionable data from Google Search
• Shares off-page, on-page, and technical SEO insights
• Provides a free, powerful, and effective SEO optimization tool

2.     ChatGPT

Price: Free, with paid plan starting at $20 / month

Features:

• Build a model tailored to your brand, website, and strategy
• Brainstorm content topics, title tags, meta descriptions, outreach emails, and more in seconds
• Compile initial topic or market research
• Generate formulas or scripts for SEO tracking, like in Microsoft Excel or Google Sheets

Why we like it:

• Generates ideas across SEO areas, from off-page SEO to on-page SEO
• Fills knowledge gaps for newer SEOs
• Offers mass personalization with prompting options

3.     Google Analytics 4

Price: Free, with custom pricing for paid plans

Features:

• Identify top-performing SEO content
• Track conversions from organic traffic
• Monitor user engagement metrics, like time on page, exit rate, and more
• Build custom reports based on unique dimensions and metrics

Why we like it:

• Powers data-driven decision-making
• Provides a free (and accurate) solution for measuring SEO’s return on investment (ROI)
• Offers customization options with custom dimensions and metrics
• Integrates with Site Kit, Google’s WordPress plugin

4.     Bing Webmaster

Price: Free

Features:

• Troubleshoot crawling and indexing issues
• Research keywords using search volume data
• Manage crawling speed
• Spot technical SEO issues

Why we like it:

• Includes IndexNow, which can help content get indexed faster
• Gives direct insight into how Bing sees a website
• Provides page-level SEO recommendations

5.     Yoast SEO

Price: Free, with paid plan starting at $99 / year

Features:

• Automate XML sitemap generation and management
• Update title tags and meta descriptions at scale
• Set up 301 redirects
• Use built-in schema markup blocks

Why we like it:

• Integrates with other search engine optimization tools like Semrush and Wincher
• Provides internal linking recommendations
• Audits key on-page SEO elements, like title tags, meta descriptions, and keyword insertion

6.     Detailed SEO

Price: Free

Features:

• Review a URL’s title tag, meta description, canonical tag, and more
• Catch SEO errors, like longer title tags or canonicalized URLs
• Open a URL in other SEO tools, like Ahrefs, Moz, Semrush, and Wayback Machine

Why we like it:

• Offers Firefox and Chrome extensions
• Delivers critical information without bogging down your browser
• Organizes and displays dozens of data points without overwhelming you

7.     Google Trends

Price: Free

Features:

• Spot rising or sinking search trends
• Discover related searches
• Determine keyword seasonality

Why we like it:

• Delivers real-time data
• Helps news-based publishers make data-driven decisions
• Uncovers new phrases for existing terms

8.     Keywords Everywhere

Price: Free, with paid plans starting at $15 / 100,000 credits

Features:

• View keyword metrics like search volume, competitiveness, and cost per click (CPC)
• Find related search terms
• Research keywords for other marketing channels, like paid and social

Why we like it:

• Provides keyword metrics without requiring a paid plan
• Integrates with other SEO marketing tools like Google Search Console and Google Trends
• Offers its browser extension to both Chrome and Firefox users
• Runs without slowing down your browser

9.     Screaming Frog

Price: Free, with paid plans starting at $259 / year

Features:

• Crawl up to 500 URLs and analyze their SEO
• Schedule SEO audits and compare past ones
• Audit on-page, off-page, and technical SEO in-depth
• Export reports to Google Sheets or Microsoft Excel

Why we like it:

• Integrates with other SEO optimization tools, like Google Search Console
• Provides free SEO audits for smaller websites and businesses
• Prioritizes SEO issues for newer SEOs

10.  PageSpeed Insights

Price: Free

Features:

• Get actionable insights into how to improve your page speed
• Check a URL’s accessibility
• Receive tips for improving a URL’s SEO

Why we like it:

• Provides desktop and mobile data
• Scores updates based on opportunity
• Includes link for sharing reports

11.  Grammarly

Price: Free, with paid plans starting at $12 / month

Features:

• Check SEO content for typos, grammatical errors, and readability
• Write SEO content according to brand and site guidelines
• Understand the “why” behind a suggestion

Why we like it:

• Offers web, desktop, and mobile apps, plus browser extension
• Includes AI capabilities for writing, rewriting, and brainstorming
• Works with Google Docs, Microsoft Word, and web browsers

12.  Structured Data Markup Helper

Price: Free

Features:

• Generate markup for products, products, articles, and more
• Add missing data that doesn’t display in the editor
• Choose from JSON-LD and microdata

Why we like it:

• Offers a plug-and-play way to generate schema markup
• Provides downloadable markup that SEOs can share with developers
• Includes instructions for how to implement structured data

Top paid SEO tools

The top paid SEO tools include the following:

• Ahrefs: Best for off-page SEO and competitor analysis.
• Semrush: Best for SEO marketing programs.
• Moz Pro: Best for ranking tracking.
• Surfer: Best for AI-driven SEO optimizations.
• Sitechecker: Best for reporting, monitoring, and forecasting.

Keep reading to learn more about using these SEO optimization tools in your SEO program!

13.  Ahrefs

Price: Starting at $99 / month

Features:

• Evaluate competitor backlinks, keyword rankings, and more
• Track keywords, search market share, and more
• Research keywords, backlink opportunities, and more

Why we like it:

• Provides ongoing SEO audits with actionable recommendations
• Maintains an easy-to-use (and learn) dashboard for beginners
• Offers an educational library on how to use the SEO tool

14.  Semrush

Price: Starting at $129 / month

Features:

• Analyze on-page and off-page SEO efforts
• Research and track keyword rankings
• Manage local listings for local SEO

Why we like it:

• Provides omnichannel solutions for SEO and other marketing initiatives
• Monitors keyword rankings against algorithm updates
• Includes API for SEO automation

15.  Moz Pro

Price: Starting at $99 / month

Features:

• Track search visibility over time with keyword tracking
• Run regular SEO audits and receive alerts for issues
• Receive suggestions for on-page optimizations

Why we like it:

• Provides all-in-one suite for search engine optimization
• Supports creating custom, professional reports
• Includes Page Authority (PA) and Domain Authority (DA), two custom SEO metrics

16.  Surfer

Price: Starting at $89 / month

Features:

• Get AI-driven SEO insights
• Run URL-based SEO audits
• Receive actionable reports for SEO improvements

Why we like it:

• Provides accurate internal linking recommendations
• Offers AI-powered keyword insertion
• Customizes SEO recommendations based on competitor selections

17.  Sitechecker

Price: Starting at $49 / month

Features:

• Run regular website crawls to check for SEO issues
• Track external backlinks to monitor off-page SEO growth
• Catch SEO issues faster for quicker fixes

Why we like it:

• Offers Chrome browser extension for quick on-page SEO checks
• Supports larger organizations, like agencies, enterprises, and universities
• Integrates with other SEO marketing tools like Google Search Console

Start trying these top SEO tools

You’ve learned about this year’s top SEO tools. Now, which ones will you try?

We recommend starting with some free search engine optimization tools, like Google Search Console, Bing Webmaster, and Google Analytics 4, so you can begin tracking your SEO performance. Read our blog to learn more about leveraging these platforms for SEO!