17 Top SEO Tools for Auditing, Optimizing, & Tracking
Explore the top SEO tools for auditing, optimizing, and tracking SEO performance, including free options like Google Search Console and Bing Webmaster and paid platforms like Ahrefs and Semrush.
Written by Sarah Berry
Last Updated November 14, 2023
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:
- Google Search Console: Best for monitoring and troubleshooting SEO for Google search results.
- ChatGPT: Best for SEO brainstorming.
- Google Analytics 4: Best for tracking SEO results.
- Bing Webmaster: Best for monitoring and troubleshooting SEO for Bing search results.
- Google Trends: Best for analyzing trending search queries.
- Keywords Everywhere: Best for keyword research.
- Yoast SEO: Best for on-page optimizations at the URL or page level.
- Distilled SEO: Best for quick on-page SEO audits.
- Screaming Frog: Best for in-depth SEO audits.
- PageSpeed Insights: Best for page speed, accessibility, and SEO audits.
- Grammarly: Best for proofing SEO content.
- 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!
Table of Contents
- What Are SEO Tools?
- Top Free SEO Tools
- 1. Google Search Console
- 2. ChatGPT
- 3. Google Analytics 4
- 4. Bing Webmaster
- 5. Yoast SEO
- 6. Detailed SEO
- 7. Google Trends
- 8. Keywords Everywhere
- 9. Screaming Frog
- 10. PageSpeed Insights
- 11. Grammarly
- 12. Structured Data Markup Helper
- Top Paid SEO Tools
- 13. Ahrefs
- 14. Semrush
- 15. Moz Pro
- 16. Surfer
- 17. Sitechecker
- Start Trying These Top SEO Tools
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