Search engine optimization (SEO), is a series of strategies you can use to improve the visibility of your website within search engines like Google, Bing, Youtube, Safari and so on. By using quality SEO tools to assess, monitor, and improve your website, you increase your website’s rank in a search engine. But it can be a challenge to maintain an optimal website, given search engine ranking algorithms are always changing and being refined. To help you maintain an SEO-friendly site, we put together a comprehensive list of the best free and paid SEO tools you can use to improve your website rankings.

Using Free SEO Tools For Your Website

There’s a time and place for every tool. As business owners, we’re excited by the prospect of using free tools to promote our businesses and minimize operating costs. But sometimes the tools we gain end up costing us in time spent learning and using the product.

SEO concepts in chalkWhile there are many free tools available for use, it should be noted that their capabilities are usually limited by:

  • Capability. Some are meant to get a variety of jobs done quickly and simply. As a result, the depth of their usability extends only so far.
  • Usage. While there are a lot of great free tools, their use is often limited to a number of daily or monthly interactions. For these kinds of tools, if you want unlimited access, you often have to upgrade to a premium paid membership plan.
  • Stage of development. Some tools have profound and exciting horizons that use contemporary algorithms. While breakthrough nature gives them a powerful facade as a tool, they are often early in their stages of development and have a lot of bugs that need to be worked out. These tools rely on user trial and feedback to improve their efficacy.

The Best Free On-Site SEO Tools For Your Website

Fortunately, there are tons of free, quality SEO tools to help your business. While some of these free tools offer a broad range of SEO solutions, the majority of them are meant to address singular SEO issues.

These free on-site and off-site SEO tools will analyze and improve your website’s search engine ranking through the optimization of keywords, semantics, link-building and more. On-site SEO describes a series of optimization processes you can perform on the web elements and components on your website. Some important on-site SEO topics include keyword searches, keyword generators, analytics, and semantic searches. Below, we’ll start by sharing some free SEO tools that can help with your on-site SEO activity.

Free SEO Tools for Keyword Planning

SEO keywords are words used intentionally on your site to target leads and clients. Here are some awesome keyword tools to help you get the best ideas for creative and in-demand content.

1. AnswerThePulblic

AnswerThePublic collects autocomplete data from search engine queries. When a user types a question into a search engine, AnswerThePublic listens. You can use their query data to create specific content on your website that answers your clients questions before they ever ask them.

Their site has free and upgraded versions. With their free version, you can access a limited number of search queries.

Keyword Tools for SEO2. Keyword Generator

The Keyword Generator by Ahref is a smart database of over 8 million queries. By entering ten words or less, this tool will give you six detailed keyword reports with data on:

  • Keyword Metrics
  • Difficulty scores
  • Parent and sub-topics
  • Competitor keyword metrics
  • Popularity on other search engines

This is a great tool that will allow you to do some serious in-depth keyword analytics. Plus, with The Keyword Generator, you can stay organized in your research by creating your own keyword lists.

3. uses keywords to return related questions from Google’s “People Also Ask” modules. Don’t get it confused with AnswerThePublic, who returns keyword content information Google Suggest data. will help you generate follow-up questions so you can create thoroughly written articles.

This tool displays common questions in a web-like display, which is great for visual learners. It’s a great way to see the potential paths a user may take when asking Google different questions.

4. Google Keyword Planner

Google Keyword Planner helps you generate tons of keyword ideas. The tool provides you with related keywords and phrases along with useful data like monthly searches and competition ratings.

Google has a full free suite of free SEO tools, like the Keyword Generator, Trends, and Keyword Surfer tools. Considering it is the most popular search engine in the world, it is a smart idea to try out Google’s free tools. Their tools will be up to date with Google’s ever-changing search algorithms.

5. Google Trends

Google Trends shows you how popular a keyword is according to various geographic locations. You can assess how a particular keyword’s popularity has changed over time to evaluate its effectiveness in targeting your clients.

6. Keyword Surfer

The Keyword Surfer tool is a Chrome extension that lets you assess a keyword’s search volumes within a particular amount of time. Keyword Surfer will also show you related keywords and their search volumes so you can compare which words and phrases would be best for your site.


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SEO Semantic Search Tools

Semantic search refers to the focus of keyword matching based on the context and structure of language. Google has made a lot of free tools available to you to help you improve your semantic search. One of the useful tools we found is Knowledge Graph.

7. Knowledge Graph

Google’s Knowledge Graph is a database that graphs the contextual relationships between words. You can use the data from Knowledge Graph to better understand how to structure the language and format of your website’s content. It’s important to note that this tool is best suited for developers.

Website AnalyticsFree SEO Analytics tools

SEO Analytics refers to evaluating data from your website. This data could include number of sessions, users, page views, site duration, and bounce rates on a given web page during a given time. We found Google’s free analytics tools perfectly suitable for reviewing this sort of information. Check it out below:

8. Google Analytics

Google Analytics is an expansive tool that gives you thorough reports of your website’s performance, traffic, audience, and so much more.

9. Google Data Studio

You can organize and manage your site analytics with Google Data Studio. The Data Studio lets you create interactive analytics dashboards and reports. These dashboards are compatible with other Google Analytics tools.

Other Free On-Site SEO Tools

10. GTmetrix

If you’re concerned about the speed of your website’s page loads, you may find it useful to explore GTmetrix. GTmetrix will perform a comprehensive test on your web pages across different browsers, countries, and connections. This tool will return a report of your web page’s load details including page request speeds and sizes.

11. Google’s Tag Manager

If you need to gather more data on the users interacting with your website, try Google’s Tag Manager. The Google Tag Manager is a simple interface that allows site managers to manipulate a site’s tag data without having to reprogram any source code. Pairing this tool with Google Analytics will help you derive valuable data about your site visitors.

12. Google’s Mobile Friendly Test

If you need to ensure your site loads flawlessly and efficiently across all mobile devices, try Google’s Mobile Friendly Test. The Google Mobile Friendly Test will load your website’s content on a mobile-device simulator and test its compatibility with mobile resolutions. The test will return helpful information about page load information (including JavaScript error console logs), hacked content, and more.

The Best Free Off-Site SEO Tools

Off-Site SEO describes a series of improvement processes you can towards elements outside of your website pages. Consider exploring the following tools for valuable off-site SEO topics:

  • Backlinking and Link-Building
  • Rank Tracking
  • Competitor Research and Analysis
  • Local SEO Management

Backlinks increase PAFree Backlinking and Link Building Tools

Backlinking and link building refer to increasing the popularity and credibility of your website by having links to your website featured on other sites. Your website gains popularity from the number of sites that link to you. And your website domain gains authority when the sites that link back to you are also credible.

Backlink Checker and Broken Link Checker

13. Ahref

Overall, Ahref is an amazing SEO resource with a variety of free and paid tools. We think you’ll love what you can do with their link checkers.

The free version of Ahref’s Backlinking Checker offers a limited data analysis of a URL’s usage and doman rating across multiple sites. This tool will also show you the sites where the URL is being linked from, as well as the search engine’s rating of the referring website’s authority.

Ahref’s Broken Link Checkers will review all the links from a given URL and report their inbound and outbound working status.

14. Scraper

Chrome’s extension Scraper is a tool for advanced users. Scraper collects target data from any link. One of its common uses is for scraping link prospects from search results. It should be noted that this is a limited tool and users still encounter bugs while using it.

Free SEO Rank Tracking Tools

Rank tracking, also called position tracking or SERP tracking, describes the history of a site’s or keyword’s search engine results, as well as the steps one can take to improve their rankings. Some free tools we found useful for rank tracking were:

15. Search Latte

Search Latte allows you to view the Google search results from any country, domain, and language. This tool is great if you need to optimize your search rankings internationally.

16. SERP Checker

Ahref’s SERP Checker returns the top ten real-time search results for a particular keyword in over 170 countries. This tool will give you Domain and URL Authority rankings, which are important attributes in determining search engine ranking. You should try this tool if you need more to gather information about international SEO metrics like backlinking and search traffic.

Local Search Results Checker

17. BrightLocal

BrightLocal’s Local Search Results Checker lets you view search results from a very specific local area. The Local Search Results Checker returns local keyword search results at a city, town, zip code level, or language level.

Local seo company miami

Mobile SERP Test

18. MobileMoxie / SERPerator

MobileMoxie’s Mobile SERP test, SERPerator, allows you to check a site’s mobile rankings. You can test up to two mobile devices while specifying keywords by country, city, zip code, or language. This service can be used up to three times a month for free.

19. GeoImgr

One of the most overlooked SEO marketing activities is geotagging. When you publish images on your Google My Business account (mentioned later), and other places, it’s smart to embed the location your business services in the image. GeoImgr has a free version that allows you to easily do this. And with a paid version you can do it even more easily.

Free SEO Competitor Research and Analysis Tools

20. Google Alerts

Keeping up with your competitors is an important SEO tactic. Make sure you’re monitoring your keeping your edge by staying up to date on your competitor’s trending keywords and content. We found Google Alerts to be an easy and useful tool to help you with this task.

Google Alerts will send you real-time updates pertaining to any mention of a keyword or business name. You can customize the frequency and sources of your alerts, and you can sort your alerts by region, language, and rating.

Free Local SEO Management Tools

Local SEO Management refers to the steps a business can take to increase their online local presence. So, here are some tools you can use to improve your business’s local search rankings:

21. Google My Business

Google’s My Business allows you to list your business as a profile within the search engine. You can help localize your business by including location, contact, and about information for your business. This is a fantastic tool because it also allows you to view data on how leads and clients interact with your site, like calls, direction inquiries, follow percentages, bookings and more.

Google Business Review Link Generator

22. Whitespark / Google Review Link Generator

Whitespark’s Business Review Link Generator is a fast and simple URL tool that helps you get client reviews posted directly to your Google business profile. So, all you have to do is enter your business name, copy your review link, and send it to your clients.

Other Free SEO Technical Tools

These tools will strengthen your SEO approach by informing you of important search engine and web page changes.

23. Algoroo

Algoroo is a Google algorithm tracker. This invaluable, free tool tracks algorithmic changes or updates across US and AUS Google SERPs for both desktop and mobile devices.

24. The Wayback Machine

The Wayback Machine found on Internet Archive’s page is a unique digital historical tool. This tool shows you what a web page used to look like over a given period of time. So, this tool can help paint a picture of how website trends change over time.

Closing Notes on SEO

Search engine optimization is a multifaceted topic with a seemingly endless number of tools.

If you need help with the strategy or implementation of your SEO, let us know! You can connect with us via the contact form below.



Joshua Lyons Marketing, LLC was established in 2015. Since that time we have provided digital marketing services to business and professionals. We help our clients increase their online exposure as a means to increase sales and revenue. Our core services include search engine optimization (SEO), website development and content creation. We also provide other online marketing services, such as email marketing, marketing consultations and various types of advertising. Our team is based in the Milton, Pace and Pensacola, Florida area. However, we work with clients throughout the United States. Read More


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