18 Best 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, including:

• DIY SEO tools
• On-page SEO tools
• Off-page SEO tools
• Technical SEO tools
• AI SEO tools

Learn which ones made our 2025 list (and why) below!

Best DIY SEO tools

In need of do-it-yourself (DIY) SEO tools? Here are the best tools to help you accomplish your SEO goals on your own:

1. SEO.com: Best for evaluating and improving SEO performance.
2. Google Analytics 4: Best for tracking SEO results.
3. Moz Pro: Best for ranking tracking.

1. SEO.com

Price: Free

Features: 

• Track your website’s traffic and rankings to assess the effectiveness of your SEO strategies
• Uncover SEO opportunities faster with actionable insights and intuitive dashboards
• Get recommendations to help you climb the rankings faster than competitors

Why we like it: 

• Provides estimated traffic data and traffic potential for your site over time
• Helps you monitor keyword rankings, trends, and fluctuations
• Provides foundational SEO tools you need without cutting into your marketing budget
• Brainstorm new content ideas based on keyword trends
• Save time in identifying top priorities with the SEO.com dashboard

2. 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

3. 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

Best On-page SEO tools

On-page SEO can include keyword research and targeting, optimizing titles and copy, and more. Some of the top on-page SEO tools include:

4. Google Trends: Best for analyzing trending search queries.
5. Keywords Everywhere: Best for keyword research.
6. Yoast SEO: Best for on-page optimizations at the URL or page level.
7. Grammarly: Best for proofing SEO content.
8. Detailed SEO: Best for quick on-page SEO audits.

4. 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

5. 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

6. 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

7.  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

8. 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

Best Off-page SEO tools

Need help monitoring backlinks and improving your link-building strategy? Here are some of the best off-page SEO tools to help:

9. Ahrefs: Best for off-page SEO and competitor analysis.
10. Sitechecker: Best for reporting, monitoring, and forecasting.
11. Semrush: Best for SEO marketing programs.

9. 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

10. 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

11. 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

Best Technical SEO tools

Technical SEO can involve improving how search engines crawl and index your site, optimizing page speed, and more. Check out these technical SEO tools (also commonly used for technical SEO services) to help you streamline and improve your efforts:

12. PageSpeed Insights: Best for page speed, accessibility, and SEO audits.
13. Structured Data Markup Helper: Best for generating structured data.
14. Screaming Frog: Best for in-depth SEO audits.
15. Bing Webmaster: Best for monitoring and troubleshooting SEO for Bing search results.
16. Google Search Console: Best for monitoring and troubleshooting SEO for Google search results.

12. 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

13. 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

14. 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

15. 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

16. 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

Best AI SEO tools

Artificial intelligence (AI) can help streamline SEO tasks and provide deep insights into your strategy. Here are some of the top AI SEO tools:

17. ChatGPT: Best for SEO brainstorming.
18. Surfer: Best for AI-driven SEO optimizations.

17. 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

18. 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

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.

Get started with one of the best SEO tools — The SEO.com app

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

Let us introduce you to the SEO.com app — our hassle-free SEO tool built by SEOs for SEOs. Get started for free today to start streamlining your SEO strategy, tracking competitors, and much more!