There’s nothing fairly like a sudden Google algorithm update to depart entrepreneurs feeling equal elements confused and anxious. It appears as if engines like google like Google wait so that you can get your whole geese in a row after which unleash an replace that makes your efforts immediately out of date.

Plus, there’s nonetheless some secrecy behind how Google evaluates web sites and determines which internet sites seem — and the way they seem — on the search engine results page (SERPs) for various queries.

→ Download Now: SEO Starter Pack [Free Kit]

The excellent news is that there are a selection of search engine optimization (SEO) instruments on the market — some free, some paid — that may assist you view your web site the way in which engines like google like Google see it — this manner, you may enhance your rating and relevance in your goal key phrases.

On this weblog article, we’ll assessment 11 free Web optimization instruments and 14 paid Web optimization instruments.

(Notice: A few of the free instruments under additionally provide paid plans whereas a number of the paid instruments additionally provide free plans — so, we advocate you take a look at the pricing pages for the instruments you’re most thinking about to find out which plan is good in your wants and objectives.)

11 Free Web optimization Instruments

1. HubSpot Website Grader

free seo tool hubspot website grader


Entrepreneurs work to generate site visitors and certified leads through their firm’s web site. That’s why it’s necessary for entrepreneurs to know precisely what they’ll do to enhance the affect and Web optimization of that web site.

With HubSpot’s Web site Grader, merely enter the URL of your web site and also you’ll mechanically obtain a Report Card with actionable insights about your Web optimization efforts. From there, you may join the HubSpot Academy Website Optimization course that teaches you easy methods to enhance your web site’s Web optimization, user experience (UX), and extra primarily based on the kind of suggestions you acquired in your Report Card.

With the HubSpot Web site Grader, you may:

  • Find out about your web site’s efficiency in simply seconds.
  • Establish particular efficiency points and obtain clear, actionable suggestions on how one can repair them.
  • Obtain how-to schooling and on-demand help on how one can enhance your web site.
  • Achieve entry to a five-lesson HubSpot Academy course on Website Optimization so you may perceive easy methods to enhance upon your web site’s particular downside areas.
  • Uncover easy methods to optimize your web site for cellular.
  • Be taught how one can implement web site safety greatest practices.
  • Personalize your web site’s UX to create a pleasant expertise for customers.

2. Google Search Central: Google Search Console

Google Search Central: Google Search Console free seo tools


Google Search Central (previously often called Google Site owners) has a lot of instruments meant that can assist you seem within the SERPs for the search phrases and phrases your audience is on the lookout for.

When you’re a enterprise individual or marketer, Search Central guides you to make use of Google Search Console to assist together with your Web optimization and web site evaluation. Google Search Console displays, debugs, and optimizes your web site — and there isn’t any coding data crucial.

Listed here are some examples of web site parts Google Search Console will educate you about and assist you optimize.

  • The key phrases that presently rank in your web site.
  • Any crawl errors that exist in your web site. 
  • The mobile-friendliness of your web site. 
  • The variety of your internet pages which might be in Google’s Index (if they don’t seem to be in Google’s Index, you should use the instrument’s URL Inspection Tool to submit a web page for indexing). 
  • The web site-related metrics that matter most to you together with clicks, impressions, common click-through-rate (CTR), and common place.

3. Google Analytics

google analytics free seo tools


Though Google Analytics has a paid model, the free model of the product might help you handle your web site’s Web optimization — that is very true in the event you pair Google Analytics with Google Search Console. In doing so, your whole web site’s Web optimization information will likely be centrally situated and compiled, and you should use queries to determine areas for enchancment with the key phrases and phrases that you really want your web site and internet pages to rank for.

Different ways in which you should use the free model of Google Analytics to know and enhance your Web optimization are:

  • Take away spam site visitors — or filter your referral traffic — to eliminate the site visitors that has the potential of ruining Web optimization stories, equivalent to faux referrers (which deliver faux site visitors to your web site).
  • Examine organic versus non-organic website traffic.
  • Establish which of your internet pages obtain probably the most site visitors so that you’re capable of perceive what you are able to do to enhance Web optimization on these pages.
  • Use Site Content Reports to find out engagement metrics on every internet web page, engagement for the directories and pages in your web site, web page exit metrics, in addition to acquisition, conduct, and conversion of touchdown pages.
  • Overview the Multi-Channel Report’s Assisted Conversions feature to determine which of your Channels — that are outlined as sources of your site visitors, equivalent to paid and natural search or referral websites — led to probably the most gross sales or conversions, and the worth of these gross sales and conversions for what you are promoting.

4. UpCity Free SEO Report Card

UpCity's Free SEO Report Card free seo tools


The Free Web optimization Report Card by UpCity helps you to analyze your web site to find out the way it stacks up in opposition to the competitors.

In change for a little bit of your contact data, Web optimization Report Card will serve up a report that covers the next:

  • Rank Evaluation: A snapshot of the place your web site ranks on Google, Yahoo!, and Bing. Your rating is predicated in your most important key phrases.
  • Hyperlink Constructing: An in depth account of the variety of web sites that hyperlink again to your web site.
  • On-Web site Evaluation: A have a look at how profitable you had been in incorporating your most important key phrase all through your web site.
  • Web site Accessibility: Details about your web site’s load time and accessibility.
  • Belief Metrics: An outline of your web site’s stage of belief or authority.
  • Present Indexing: A sign of what number of of your web site pages have been listed.

5. Internet Marketing Ninjas

Internet Marketing Ninjas free seo tools


Web Advertising and marketing Ninjas is an Web optimization-focused firm with quite a lot of free instruments you should use to check your web site in opposition to the competitors, optimize internet pages for sure key phrases, generate meta tags, and improve natural site visitors to your web site.

Listed here are some examples of the free Web Advertising and marketing Ninja Web optimization instruments you may make the most of:

  • Establish damaged hyperlinks and redirects and use the positioning crawl function to generate an XML sitemap of your web site.
  • View pictures (plus their alt textual content and show measurement) and your whole web page hyperlinks (exterior, inside, and so on.) in your internet pages to assessment what’s working effectively and what’s damaged or wants an replace.
  • Use the on-page optimization instrument to judge your internet web page content material, meta data, and inside hyperlinks.
  • Get a side-by-side comparability of the Web optimization of your internet pages versus a competitor’s internet pages.
  • Analyze page-load time and the way lengthy every part of an online web page takes to totally show.

6. Bing Webmaster

Bing Webmaster free seo tools


Microsoft Bing Webmaster provides you entry to a lot of instruments that supply perception into your your web site equivalent to reporting, diagnostic, and Web optimization instruments. The Web optimization instruments that you should use without cost have the ability that can assist you analyze your web site, handle backlinks, and assessment key phrases to make sure your web site is well-optimized for natural search.

Listed here are a number of the different issues you are able to do with Bing Webmaster’s Web optimization instruments:

  • Find out about your backlink profile to know referring pages, domains, and anchor hyperlinks.
  • Carry out key phrase analysis to find out which key phrases and phrases your viewers is trying to find in addition to the search volumes of these key phrases and phrases.
  • Use the positioning scanning function to crawl your web site and determine technical Web optimization errors.
  • Get Web optimization stories that let you know about any errors which might be in your web site and particular person web site pages.

7. Seolyzer

seolyzer free seo tools


Seolyzer is a free web site crawling, log evaluation, and Web optimization instrument that helps you establish how engines like google like Google view your web site. Seolyzer pulls data that crawling bots depart in your server’s log information whereas looking your web site to determine and create your Web optimization KPIs. The instrument additionally identifies error codes, redirects, and web page pace and efficiency.

Moreover, Seolyzer might help you:

  • Shortly determine, and frequently monitor, Web optimization points in your web site equivalent to poor response time, error messages, and crawl quantity so you may resolve them earlier than severe harm is finished.

  • Handle and analyze your distinctive KPIs with Seolyzer equivalent to web page efficiency, crawl quantity, HTTP standing codes, lively and new pages, and desktop versus cellular responsiveness.

  • Section your internet pages to find out what your most crawled pages are. 

  • Examine your internet pages that Google deems as an important to those that you just deem as an important (e.g. revenue-focused pages).

  • Measure the affect of your Web optimization efforts on a page-by-page foundation or by the class of the web page.

8. SEOquake

seoquake free seo tools


SEOquake is a Google Chrome extension that mechanically checks an online web page’s Web optimization parameters shortly and without cost. This consists of on-page Web optimization audits, inside and exterior hyperlink assessment, real-time URL and area comparability, and information file export.

Different issues you should use SEOquake for are:

  • Get an in depth description of how your whole hyperlinks are doing — together with URLs, anchor textual content, and different hyperlink varieties — with the instruments Hyperlink Examiner function.
  • Modify the SEOquake stories you obtain to show solely the parameters and metrics that you just care about.
  • Examine completely different domains or URLs for the Web optimization parameters that matter to you.
  • Audit your web site’s Web optimization to determine any Web optimization-related points that might be findable by engines like google.
  • Export the outcomes of your Web optimization evaluation into an adjustable and shareable report.

9. Seoability

seoability free seo tools


Seoability is a free Web optimization-checker instrument. With it, you may check your web site’s stage of compliance with right this moment’s Web optimization pointers. By merely getting into your URL, your web site will likely be analyzed and also you’ll obtain recommendations on how one can higher optimize your web site.

Along with an in depth Web optimization audit of your web site, you’ll achieve entry to 1,000 subpage audits, e mail reporting and alerts, and key phrase monitoring.

Listed here are some extra benefits of utilizing Seoability:

  • Discover technical errors and different on-page Web optimization points so you may resolve them shortly.
  • Obtain an Web optimization rating for numerous web site components together with meta-information, web page high quality, hyperlink construction, and extra.
  • Perceive the particular Web optimization points together with your meta data equivalent to meta titles/ descriptions, meta tags, and invalid or incorrect domains or web page URLs.
  • Establish areas for enchancment concerning your web page pace and high quality (associated to textual content, duplicate content material, responsive design, and alt attributes for content material).
  • Perceive how your web page and hyperlink construction might be improved by getting information about your headers, inside hyperlinks, incorrect anchor textual content, and variety of hyperlinks.
  • Establish particular server errors associated to any redirects, HTTP headers, or CSS and Javascript information.

10. Check My Links

check my links free seo tools


Test My Hyperlinks is a Google Chrome extension that you should use to make sure your hyperlinks on each inside or exterior internet pages work. As an illustration, in the event you had been to look a time period on Wikipedia, Test My Hyperlinks would have the ability to let you know what number of hyperlinks that Wikipedia web page has in complete and what number of of these hyperlinks are damaged.

That is useful as a result of you can also make corrections to damaged hyperlinks instantly (or hopefully, earlier than a web page goes stay). Test My Hyperlinks is good for builders, content material editors, and internet designers in line with its creators.

Listed here are some extra examples of what Test My Hyperlinks can do:

  • Test every hyperlink in your internet pages and determine all invalid and damaged hyperlinks.
  • Auto-highlight the nice hyperlinks in inexperienced and the damaged hyperlinks in purple.
  • Copy your whole dangerous hyperlinks to your clipboard in a single click on.


browseo free seo tool


BROWSEO is an Web optimization browser that means that you can assessment your webpage in a stripped-down format so you may analyze it is UX and content material in addition to achieve perception into its Web optimization. When you enter the URL, the output will hone in in your HTML so that you’re capable of perceive the web page’s construction, optimized search phrases, and different Web optimization-related components.

Examples of what you are able to do with BROWSEO are: 

  • Get the variety of phrases on the web page.
  • Uncover your server response code.
  • Decide the variety of inside and exterior hyperlinks in your web page. 
  • Establish the headers in your internet web page. 
  • Get your whole meta data (e.g. title tag, meta description).

14 Web optimization Instruments

Subsequent, let’s have a look at some paid Web optimization instruments. (Notice that a few of these instruments have free trial intervals. Some additionally provide completely free plans however with restrictions by way of flexibility and customization.)

1. Ahrefs

ahrefs seo tool


Value: Seven-day trial for $7, $99/ mo for Lite, $179/ mo for Commonplace, $399/ mo for Superior, $999/ mo for Company

Ahrefs is a sophisticated Web optimization useful resource that examines your web site property and produces key phrase, hyperlink, and rating profiles that can assist you make higher choices in your content material.

A few of its most important options are:

  • Web site Explorer, which reveals you the efficiency of particular webpages in your web site.
  • Content material Explorer, which lets you search high-performing webpages beneath particular key phrases and matters.
  • Key phrases Explorer, which generates the month-to-month search quantity and click-through charges of particular key phrases.
  • Web site Audit, which crawls specified verticals inside your area and divulges a lot of technical points on the web page stage.

When utilizing the Key phrase Explorer, Ahrefs additionally produces the “guardian subject” of the key phrase you appeared up. A key phrase’s guardian subject is a broader key phrase with increased search quantity than your meant key phrase, however possible has the identical viewers and rating potential. This offers you extra a invaluable Web optimization alternative.

2. SEMrush

semrush seo tool


Value: $119.95/ mo for Professional, $229.95/ mo for Guru, or $449.95/ mo for Enterprise

SEMrush is an elaborate dashboard that stories on the efficiency of domains as an entire and their particular pages. SEMrush provides quite a few sources, one in all which is the SEO Toolkit.

Toolkit means that you can monitor an internet site’s visibility enchancment over time in addition to determine which key phrases it is rating for, what the web page’s rank is for a key phrase, the key phrase’s month-to-month search quantity, and extra.

SEMrush additionally means that you can:

  • Examine your web page efficiency in opposition to your competitors.
  • Analyze backlinks from different web sites to your web site (often known as hyperlink constructing).
  • Analysis applicable key phrases.
  • Uncover and make the most of related on-page Web optimization alternatives.
  • Use the Key phrase Magic Device to determine all key phrases you want to efficiently construct a worthwhile Web optimization or PPC marketing campaign.
  • Establish the paid key phrases or advert copy used within the PPC adverts of your competitors.
  • Use the social media publishing and analytics instruments.
  • Obtain suggestions for how one can improve your natural site visitors by optimizing your content material.
  • Improve your account at any time for higher flexibility and extra options.

3. GrowthBar

growthbar seo tool


Value: Free five-day trial, $29/ mo

GrowthBar is a Chrome extension that may assist you carry out key phrase analysis, aggressive evaluation, and monitor Web optimization rankings. With the GrowthBar, entry information factors about any web site instantly from the search engine outcomes pages. This lets you assess your opponents’ efficiency and look at the expansion channels, key phrases, backlinks, and adverts which might be working for them.

Listed here are some extra key options of GrowthBar:

  • Use the High Key phrases and Backlinks function to see which paid and natural key phrases are driving probably the most site visitors in your web site and get a listing of probably the most authoritative backlinks pointing to your web site.

  • Get your Key phrase Problem Rating to shortly assess how exhausting it might be to rank for a selected key phrase primarily based on the energy of the area authorities of the URLs rating on web page one.

  • Use Phrase Rely to view the phrase rely of any web page instantly from the SERP.

  • Run Fb Advertisements and get a visible of what they appear like from a search engine’s perspective. 

  • Use the Key phrase Strategies instrument to get a listing of associated key phrases you may wish to rank for together with their Search quantity & CPCs.

4. Woorank

woorank seo tool


Value: Free 14-day trial, $59.00/ mo for Professional, $179.00/ mo for Premium, or contact for Enterprise quote

Woorank’s in-depth web site evaluation helps entrepreneurs reveal alternatives for optimization and enchancment. This evaluation takes into consideration the efficiency of current Web optimization initiatives, social media, usability, and extra.

Every report is split into eight sections that can assist you simply analyze your web site and determine targets for optimization — listed here are the sections:

  1. Advertising and marketing Guidelines
  2. Web optimization
  3. Cellular
  4. Usability
  5. Applied sciences
  6. Social
  7. Native
  8. Guests

5. BuzzStream

buzzstream seo tool


Value: Free 30-day trial, $24/ mo for Starter, $99/ mo for Group, $299/ mo for Skilled, $999+ for Customized

Though backlinks to your web site are essential to rating effectively on Google, the outreach you do whereas hyperlink constructing can really feel lots like chilly calling. BuzzStream makes it simple to analysis the suitable individuals, provide you with efficient e mail messages, and monitor who’s accepted every hyperlink request.

BuzzStream additionally helps you:

  • Establish candidates for outreach primarily based on their trade. 
  • Establish candidates for outreach primarily based on how engaged they’re throughout numerous social networks.
  • Establish candidates who will possible be receptive to your backlink request for different causes which might be distinctive to what you are promoting’s area of interest. 

6. Moz Pro Tools

moz pro tool seo tool


Value: Free 30-day trial, $99/ mo for Commonplace, $149/ mo for Medium, $249/ mo for Massive, $599/ mo for Premium

The Moz Pro subscription serves as an all-in-one instrument for growing what you are promoting’ search rating. Moz’s assortment of analysis instruments offers subscribers with the sources they should determine Web optimization alternatives, monitor development, construct stories, and optimize their efforts.

Moz Professional additionally consists of: 

  • A web site crawler that analyzes as much as 3,000 hyperlinks on a given URL.
  • An e mail report that particulars that crawl information for the pages your web site hyperlinks to.
  • Perception into numerous “crawlability” components, equivalent to duplicate content material and redirects, that may very well be influencing your Web optimization efficiency.

7. Linkody

linkody seo tool


Value: $14.50/ mo for Webmaster, $24.90/ mo for Superior, $49.90/ mo for Professional, 99.90/ mo for Company, and $153.90 /mo for Company XL

The easiest way to know the efficiency of your off-page Web optimization is by having overview of your backlinks. Linkody means that you can uncover, monitor, analyze, and disavow backlinks all from an easy-to-use interface.

Apart from that, the instrument checks your hyperlinks 24/7 and informs you of any adjustments so you may take instant motion in case a hyperlink is misplaced or damaged.

Different Linkody options embody: 

  • The power to “spy” in your opponents’ backlinks. Merely enter the URL of your competitor and let the instrument pull all of the hyperlinks and metrics. The data returned will assist you uncover niche-relevant, high-quality backlink alternatives in your model.
  • Achieve helpful insights into your most necessary metrics relating to backlink monitoring, such because the ‘rel’ attribute, Google indexation standing, the web site’s Area Authority, Spam Rating, Alexa rank, and extra.
  • Create white-label stories that may be shared together with your crew and/or purchasers to get a greater thought of your backlink distribution and link-building progress.

8. Screaming Frog SEO Spider

screaming frog seo tool


Value: Free or €99/ 12 months

Designed particularly for the Web optimization-minded, this program crawls the web sites you specify, inspecting the URLs for frequent Web optimization points. This program simplifies and expedites an in any other case time-consuming course of — particularly for bigger web sites. (It might take hours or days to manually consider the identical URLs.)

Different notable options are: 

  • An intuitive Java program with easy-to-navigate tabs.
  • Straightforward export to Excel for additional evaluation of any of your information. As an illustration, in the event you use Optify, Moz, or RavenSEO to observe your hyperlinks or rankings for particular key phrases, you could possibly merely create a .csv file out of your spreadsheet, make a number of changes for the right formatting, and add it to these instruments.

9. Remove’em

remove'em seo tool


Value: $249 one-time cost for Life-Time plan, $99/ mo for Subscription (one web site), or $899/ mo for Company (10+ web sites)

Synthetic or unnatural hyperlinks have the potential to seriously hurt your search ranking. Take away’em helps eliminate these hyperlinks. The instrument has the power to: 

  • Scan your backlink profile and switch up a listing of contact data for the hyperlinks and domains you may want to succeed in out to for elimination.
  • Export that checklist in the event you want to disavow them using Google’s tool.
  • Inform Google to not take these “dangerous” hyperlinks into consideration when crawling your web site.

10. AnswerThePublic

answerthepublic seo tool


Value: $99/ mo for Month-to-month plan, $79/ mo for Annual plan, $399/ mo for Enterprise plan

AnswerThePublic is a search listening and key phrase instrument that listens to autocomplete information from Google and different engines like google, after which offers you with a listing of phrases and questions that persons are trying to find round your key phrase. This lets you craft your web site and content material to your viewers to extend site visitors and conversions. 

With AnswerThePublic, you can even: 

  • Obtain updates when persons are speaking about your most related key phrases. 
  • Monitor key phrase developments and perceive key phrase analysis conduct amongst your audience and clients. 
  • View the key phrases and phrases that your viewers is researching in real-time. 
  • Get concepts in your web site and weblog content material primarily based on related key phrase analysis. 

11. Keyword Hero

keyword hero seo tool


Value: 14-day trial for any plan, Free for Little Hero, $9/ mo for Huge Hero, $49/ mo for Large Hero, and $149/ mo for Final Hero

Key phrase Hero pairs your customer’s periods with the key phrases they used to land in your web page, all inside your Google Analytics account. In different phrases, this instrument provides you an understanding of the search intent of your natural site visitors. 

Listed here are some extra actions you may take with Key phrase Hero: 

  • Establish the natural site visitors and conversions you obtain out of your meant key phrases. 
  • Optimize your web site construction and internet pages in your goal key phrases.  
  • Separate your model versus non-brand search site visitors. 
  • Optimize your place within the SERPs by optimizing your web site for particular goal key phrases. 
  • Establish the kind of question (informational versus transactional) that your guests used to reach in your web site. 

12. SpyFu

spyfu seo tool


Value: $39/ mo for Fundamental, $79/ mo for Skilled, $299/ mo for Group

SpyFu is a competitor key phrase analysis for Google Ads. Along with key phrase analysis, it helps with PPC aggressive analysis, Web optimization aggressive analysis, and the creation of customized lists and domains.

The instrument helps you drive site visitors to your Google Advertisements campaigns and web site, monitor each paid and natural rankings on Google, Bing, and Yahoo, and acquire dependable and correct contact data for leads. 

With SpyFu, you can even: 

  • Obtain a competitor’s PPC key phrases to know their clicks and the way a lot they pay for key phrases. 
  • Monitor the domains bidding in your Google Advertisements. 
  • Obtain a competitor’s Web optimization key phrases. 
  • Overview the rating extra time of a web page or web site for a key phrase. 
  • Establish the backlinks your opponents use. 
  • Uncover key phrase concepts and get key phrase recommendation in your Google Advertisements to extend probabilities of conversion. 

13. Seomater

seomater seo tool


Value: Pay as You Go (beginning at $5), $19/ mo for Small Enterprise, $49/ mo for Skilled, $179/ mo for Limitless

Seomater is an Web optimization auditing and web site crawling instrument. It assists with technical Web optimization evaluation and Web optimization on-page optimization testing. As soon as the instrument crawls your web site, you may obtain an Web optimization report that explains your web site’s numerous Web optimization-related parts together with inside and exterior hyperlinks, backlinks, web page high quality and pace, social media, natural presence, and extra. 

Your evaluation may also include recommendations on how one can enhance every of those Web optimization parts. As well as, you may: 

  • Use the Web optimization Monitoring Alerts function so your web site is mechanically crawled and so that you’re notified instantly if one thing is problematic by way of Web optimization.
  • Stand up to 13 detailed stories about your on-page and off-page Web optimization features. 
  • Use the Area Comparability instrument to check two competitor’s web sites to determine the strengths and weaknesses of their Web optimization (equivalent to damaged hyperlinks, content material high quality, HTML tags, and extra).  

14. ContentKing

contentking seo tool


Value: $139/ mo for Fundamental, $219/ mo for Commonplace, $319/ mo for Premium, or contact a rep for an Enterprise quote

ContentKing is real-time Web optimization auditing and content material monitoring instrument — it tracks your web site 24/7 so any points associated to Web optimization do not go unnoticed for too lengthy. The instrument is cloud-based, which means there isn’t any set up required and your information and stories can be found everytime you want them.

It’s also possible to:

  • Use ContentKing’s 24/7 web site audits (and algorithms) to achieve perception into your Web optimization and obtain duties that can assist you enhance your Web optimization. 
  • Get alerted every time one thing in your web site is damaged or is now not well-optimized so you may effectively repair the problem.  
  • Monitor your whole content material adjustments in your web site (equivalent to adjustments on particular person internet pages and adjustments in robots.txt) and search your adjustments historical past.
  • Visualize information (from your whole web sites) with real-time dashboards and stories. 
  • Simply collaborate together with your crew or purchasers from throughout the instrument. 

Now that you’ve got realized about 25 free and paid Web optimization instruments, decide which possibility will assist you obtain your Web optimization objectives and get began auditing, optimizing, and monitoring your web site, particular person internet pages, and content material.

Editor’s be aware: This put up was initially revealed in December 2018 and has been up to date for comprehensiveness.