The Best SEO Tools in 2025: Free and Paid Options Reviewed

Top 22 Search Engine Optimization Software (Free & Paid)

Ogi Djuraskovic
Updated: February 13th, 2025
20 min read
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The Best SEO Tools in 2025: Free and Paid Options Reviewed

Top 23 SEO Tools & Software (Free & Paid)

Keeping up with Google’s search algorithm changes is challenging, but the right SEO tools make it easier. There are many ways to boost your website ranking, but without the right software, you’re likely wasting time on guesswork. The best SEO tools in 2025 go beyond keyword tracking—they provide insights, automation, and competitive analysis to give you an edge. Whether you’re a beginner or an expert, this list of top choices will help you streamline your SEO strategy and improve rankings efficiently.

With paid SEO tools, you will be able to receive valuable insights into SEO data and run a data-driven SEO operation. You can:

  • Discover what your competition is doing SEO wise
  • Automate SEO audits
  • Discover high-converting keywords to fuel your content marketing
  • Track KPIs of your SEO strategy
  • Visualize data and get actionable insights
  • Assess the ROI of your SEO efforts

EDITORS’ CHOICE

Choosing the best SEO tool for your operation is of vital importance. Below you will find everything you need to make an informed decision and find a tool that suits your needs and goals.

There are hundreds of SEO tools on the market. But as with any other software, not all are created equal. Only a handful of them will provide you with access to a complete set of features to give you the results that you need.

To help you out, I have compiled a list of the top 23 most popular SEO tools on the market. Each one of them is a reliable solution that can help you to overcome your SEO challenges in an efficient way.

To help you out, I have compiled a list of the top 23 most popular SEO tools on the market. Each one of them is a reliable solution that can help you to overcome your SEO challenges in an efficient way.

Semrush — Best All-around Solution For Businesses


semRUSH homepage

When it comes to boosting a site’s SEO and staying ahead of the competition, Semrush is a game-changer. Whether you’re looking to improve your site’s rankings, analyze keywords, or optimize content, this all-in-one platform simplifies the process.

Its powerful features provide a better experience for businesses and marketers alike—helping them track performance, refine strategies, and maximize online visibility. From small startups to large enterprises, Semrush is the go-to tool for data-driven SEO success.

Key Features

  • Organic Research – Discover organic competitors and identify their best keywords.
  • Advertising Research – Monitor and localize your ad campaigns and landing pages.
  • Display Advertising Tool – Smart audience targeting and competitor analysis.
  • Backlinks – Understand Authority Score and perform a deep link analysis.
  • Keyword Research – Identify the best keywords for your PPC and SEO campaigns.
  • Traffic Analytics – Analyze your traffic along with competitors’ traffic to discover new opportunities.

Plans and pricing

Semrush offers the following plans – Pro, Guru, Business and Enterprise Plan

Pro plan
  • $139.95 per month
  • $117.33 per month (billed annually)

Best for freelancers, startups, and small businesses. It includes 40+ tools for SEO, PPC, and SMM, allowing up to 5 projects, 500 tracked keywords, and 100,000 crawled pages per month.

Guru plan
  • $249.95 per month
  • $208.33 per month (billed annually)

Ideal for SMBs and growing agencies. It includes everything in Pro plus branded reports, historical data, and extended limits, supporting 15 projects, 1,500 tracked keywords, and 300,000 crawled pages per month.

Business plan
  • $499.95 per month
  • $416.66 per month (billed annually)

Designed for agencies, e-commerce, and businesses with a large online presence. Includes all Guru features plus API access and advanced sharing, allowing 40 projects, 5,000 tracked keywords, and 1,000,000 crawled pages per month.

Enterprise Plan
  • Custom pricing available for businesses needing tailored solutions.

All plans come with a 7-day money-back guarantee and can be canceled, upgraded, or downgraded anytime.

Visit Semrush for additional information >>

Ahrefs — The Fastest Tool With An Intuitive User Interface

ahrefs homepage

Ahrefs is a powerhouse when it comes tooptimizing your site for better rankings. With its ultra-fast web crawler—second only to Google—it delivers real-time insights that help you enhance your site’s performance. The tool’s intuitive user interface makes it easy to uncover popular keywords, conduct backlink audits, and detect crawl errors. Whether you’re analyzing competitors or refining your SEO strategy, Ahrefs provides the data you need to stay ahead.

Key features

  • Competitive analysis – discover the exact keywords your competition ranks for.
  • Keyword research – get relevant keywords suggestions and ideas.
  • Backlink research – see all backlinks and SEO metrics.
  • Content research – identify the best content to grow leads and capture sales.
  • Rank tracking – track both mobile and desktop keyword rankings.
  • Web monitoring – get backlink, keywords, and mention alerts in real-time.

Plans and pricing

Ahref has come up with four different plans – Starter, Lite, Standard, Advanced, and Enterprise.

Starter
  • $29 per month

Designed for beginners in SEO looking to go beyond the basics.

Lite
  • $129 per month

Suitable for individuals managing multiple projects with moderate usage.

Standard
  • $249 per month
  • $333 per month
    billed annually

Ideal for users requiring more comprehensive features and higher usage limits.

Advanced
  • $499 per month

Best for teams needing advanced tools and higher data allowances.

Enterprise
  • $999 per month

Tailored for large organizations with extensive needs.

Visit Ahrefs for additional information >>

Searchant — SEO That Drives Organic Growth

searchant home page image

At Searchant, we don’t just optimize websites—we drive real, organic growth that matters. Our expertise in ranking factors ensures your business stays ahead in search results, boosting your site’s visibility to attract the right audience. With a focus on site mobile-friendliness, high-quality content, and authoritative backlinks, we help brands achieve measurable results. From in-depth website audits to strategic SEO execution, our approach is designed to enhance user experience and maximize conversions. Whether you’re looking to dominate your industry or improve your digital footprint, Searchant delivers SEO that works.

Key Features:

  • Custom SEO Plans – Tailored strategies to boost traffic and revenue.
  • Authority Building – Helps establish your brand as a trusted online presence.
  • Free Traffic Projections – Insights to plan and maximize organic growth.
  • Focused Growth – SEO tactics designed to increase traffic and profits.
  • Holistic SEO Audit – In-depth analysis to find and fix SEO issues.
  • Content Optimization – Enhancing content for better engagement and rankings.
  • Strategic Link Building – Getting high-quality backlinks for better authority.
  • Performance Monitoring – Regular tracking and adjustments for success.

Plans and pricing

Searchant offers custom SEO plans instead of fixed pricing. You can book a Free Organic Traffic Projection to get a tailored plan.

  • Skyscraper Link Building: $2,500 per campaign (bulk discounts available).
  • eCommerce SEO: More affordable than competitors (£1,500 – £7,000/month).
  • WooCommerce SEO: Cheaper than competitors (£1,000 – £5,000/month).
Visit SEO PowerSuite for additional information >>

SEO PowerSuite  — All-in-one Toolkit For A Complete SEO Workflow

seo powersuite

SEO PowerSuite is a powerful desktop-based toolkit designed to streamline your SEO strategy, from tracking search volume and keyword difficulty to conducting deep website audits. Whether you’re optimizing page speed, building backlinks, or monitoring rankings, this suite equips you with everything needed for efficient SEO execution.

With tools like Rank Tracker, SEO SpyGlass, LinkAssistant, and Website Auditor, you can analyze related articles, manage projects seamlessly, and generate insightful reports—perfect for both in-house SEO specialists and agencies. Get full control over your optimization workflow with automation, tagging, and advanced filtering options.

Key features

  • Keyword research — 24 research methods, autosuggestions.
  • Local SEO tracking — custom ranks checks in any geographic location and search engine.
  • Mobile rankings check — optimize for Google mobile rankings.
  • Comparing SEO vs PPC — stats are powered from Google Search Console, Google Analytics, and Google Ads.
  • Site and page audits — review all errors and warnings, with recommendations on how to fix them.
  • Backlink checker — one of the largest backlink indexes and special metrics to estimate link quality and domain authority.
  • Outreach tool — an in-built email client for bulk email management.
  • Link verification tool — a special tool for link-builders.

Plans and pricing

SEO PowerSuite is offered in three pricing plans – Free, Professional, and Enterprise.

Free
  • Free of charge

This plan lets you check rankings, audit up to 500 URLs, track 1,100 backlinks, and monitor 1 competitor per project. However, saving capabilities are not available.

Professional
  • $349 per year

Ideal for small businesses, this plan includes unlimited projects, keyword tracking, and site audits. It also allows monitoring up to 5 competitors per project, accessing 1 year of historical data, using 20+ keyword research tools, optimizing content in-app, and integrating with Dropbox.

Enterprise
  • $599 per year

Designed for SEO professionals and agencies, this plan includes all Professional features plus white-label SEO reports, automated report scheduling and delivery, and priority support. It also enables monitoring up to 40 competitors and exporting data in CSV, SQL, and HTML formats.

Visit SEO PowerSuite for additional information >>

Mangools KWFinder — In-depth Keyword Research

mangools kwfinder homepage

Finding the right keywords is the backbone of successful SEO, and Mangools KWFinder simplifies the process like no other tool. Whether you’re tracking Google search results, analyzing competitor keywords, or uncovering seasonal trends with historical search volume data, KWFinder provides precise, easy-to-understand insights. No need to struggle with complicated software—this tool delivers user-friendly keyword research that helps you rank higher and attract the right audience at the right time.

Key features

  • Find long-tail keywords – Discover less competitive keyword variations.
  • See competitor keywords – Check what keywords your competitors are using.
  • Google Suggest keywords – Get keyword ideas from Google’s autocomplete.
  • Save keyword lists – Organize and manage keywords easily.
  • Import keywords in bulk – Upload multiple keywords for quick analysis.
  • Filter out bad keywords – Remove low-value or irrelevant keywords.
  • Local keyword research – Find keywords for specific cities or regions.
  • Check search volume & trends – See how often keywords are searched.
  • Analyze SERP & SEO metrics – Evaluate keyword difficulty and competition.
  • Alternative to Google Keyword Planner – Get accurate data with a user-friendly interface.

Plans and pricing

Mangools comes in three different plans – Entry, Basic, Premium, and Agency:

Mangools Entry
  • $29.00/month
  • $19.90/month (billed annually)

This plan includes 25 keyword lookups per day, 50 tracked keywords in SERPWatcher, 25,000 backlink rows per month in LinkMiner, 25 SERP lookups per day in SERPChecker, and 10 site lookups per day in SiteProfiler.

Mangools Basic
  • $49.00/month
  • $29.90/month (billed annually)

You get 100 keyword lookups per 24 hours, 200 tracked keywords in SERPWatcher, 100,000 backlink rows per month in LinkMiner, 100 SERP lookups per 24 hours in SERPChecker, and 20 site lookups per 24 hours in SiteProfiler.

Mangools Premium
  • $69.00/month
  • $44.90/month (billed annually)

This plan includes 500 keyword lookups per 24 hours, 700 tracked keywords in SERPWatcher, 500,000 backlink rows per month in LinkMiner, 500 SERP lookups per 24 hours in SERPChecker, and 70 site lookups per 24 hours in SiteProfiler.

Mangools Agency
  • $129.00/month
  • $89.90/month (billed annually)

With this plan, you get 1,200 keyword lookups per 24 hours, 1,500 tracked keywords in SERPWatcher, 1,200,000 backlink rows per month in LinkMiner, 1,200 SERP lookups per 24 hours in SERPChecker, and 150 site lookups per 24 hours in SiteProfiler.

💡 Annual billing saves you around 35%!

Visit Mangools KWFinder for additional information >>

Moz PRO — All-in-one SEO Toolset Solution

moz pro homepage

Moz PRO is a comprehensive SEO test tool designed to simplify optimization for businesses of all sizes. Whether you’re tracking local search results or analyzing site performance, Moz PRO provides actionable insights to help you rank higher. This all-in-one toolset makes SEO easier by automating data collection, delivering detailed reports, and offering smart recommendations. Users are searching for ways to improve their online visibility, and Moz PRO delivers with powerful keyword research, site audits, and rank tracking—so you can focus on growth while it handles the technical details.

Key features

  • Keyword Research – Find and prioritize the best keywords.
  • Rank Tracking – Monitor your SEO progress.
  • Site Crawl – Detect and fix website issues.
  • On-Page Optimization – Improve content for better rankings.
  • Link Research – Analyze links and find new opportunities.
  • Custom Reports – Generate and automate SEO reports.

Plans and pricing

Moz Pro plans all include 24-hour online support and come in four plans – Standard, Medium, Large, and Premium:

Standard
  • $99 per month
  • $79 per month (billed annually)

The Standard plan is perfect if you’re new to SEO or just need the basics. It gives you 400,000 pages to crawl per month.

Medium
  • $179 per month
  • $143 per month (billed annually)

The Medium plan provides full access to keyword research tools plus 2 million pages to crawl per month. A free trial with full access to Moz Pro is available for 30 days.

Large
  • $299 per month
  • $239 per month (billed annually)

This plan offers the best value for businesses and agencies, providing 5 million pages to crawl per month.

Premium
  • $599 per month
  • $479 per month (billed annually)

The Premium plan is tailored for large SEO-focused agencies and in-house marketing teams, offering 8 million pages to crawl per month.

Visit Moz PRO for additional information >>

Majestic — Best For Creating Detailed Presentations

majestic homepage

If you’re looking to understand the content of your backlink profile and create engaging reports, Majestic is an essential tool for SEO professionals. Built around powerful Link Intelligence data, it helps you find your site’s backlink opportunities and analyze competitors with precision.

One standout feature is Link Context, which offers insights into how each link is placed—whether it’s part of a directory, an editorial mention, or surrounded by other valuable references. With Majestic, crafting a data-driven SEO strategy has never been easier.

Key features

  • Site Explorer – Analyze backlinks and find trustworthy websites.
  • Campaigns – Track website backlink metrics over time.
  • Link Context – See where backlinks are placed and their relevance.
  • Compare Metrics – Compare backlink profiles of multiple websites.
  • Competitor Analysis – Discover competitors’ backlinks for SEO opportunities.
  • Topical Trust Flow – Measure a site’s authority in specific topics.

Plans and pricing

Majestic is offering their services through three different plans – Lite, Pro, and API:

Lite
  • $49.99 per month
  • $41.67 per month (billed annually at $499.99)

The Lite plan is aimed at light users and domainers. It allows 1 user per account and provides 1 million analysis units.

Pro
  • $99.99 per month
  • $83.33 per month (billed annually at $999.99)

The Pro plan is designed for professionals. It allows 1 user per account and offers 20 million analysis units.

API
  • $399.99 per month
  • $333.33 per month (billed annually at $3,999.90)

The API plan is created for developers and agencies. It allows 5 users per account and includes 100 million analysis units.

They also offer additional API plans for 300 million and 1 billion analysis units.

Visit Majestic for additional information >>

Answer The Public — Discovering Keyword Trends

answer the public homepage

Struggling to come up with content ideas? Answer The Public helps you uncover trending topics by analyzing real-time search queries. By entering a keyword, you gain instant insights into what people are actively searching for online.

This powerful tool allows you to identify opportunities, optimize your strategy, and create content that aligns with audience intent. Whether you’re looking to improve engagement or make your site mobile-friendly, Answer The Public simplifies the process of understanding user behavior, helping you refine your SEO approach and find your site in search results more effectively.

Key features

  • Find long-tail keywords – Get natural and relevant keyword ideas based on real searches.
  • Track trends – See how search trends change over time.
  • Discover new niches – Identify untapped keyword opportunities.
  • Keyword search tool – Run unlimited searches to find the best keywords.
  • Search alerts – Get weekly email updates on new search trends.

Plans and pricing

Answer The Public is available in three different plans – Individual, Pro, and Expert:

Individual
  • $11 per month
  • $119 lifetime

This plan includes 100 searches per day, CPC and search volume data, and the ability to organize results with tags.

Pro
  • $99 per month
  • $79 per month (billed annually)
    billed annually

The Pro plan offers unlimited searches, unlimited users, CSV export, comparing data over time, and priority customer support.

Expert
  • $199 per month
  • $149 per month (billed annually)

The Expert plan includes everything from the Pro plan and offers a 20% discount with annual billing.

Visit Answer The Public for additional information >>

Screaming Frog SEO Spider — Streamlining Fast Audits

Screaming Frog homepage

Website audits don’t have to be complicated. Screaming Frog SEO Spider simplifies the process by delivering fast, efficient site analysis in just minutes. Whether you’re tracking broken links, duplicate content, or optimizing meta tags, this tool streamlines SEO-friendly audits to help you maintain a healthy, high-performing website.

Key features

  • Audit redirects – find and examine both permanent and temporary redirect chains on a website.
  • Duplicate content – discover all duplicate elements on a website including URLs and content.
  • XML Sitemaps – generate XML sitemap.
  • Metadata analysis – analyze metadata and titles on a target website.
  • Website architecture visualization – easily evaluate and modify URL structure and internal linking.

Plans and pricing

Screaming Frog SEO Spider offers two versions for their users – Free and Paid:

Free version
  • Free of charge

Limited to crawling up to 500 URLs

Paid version
  • £199 per year (~$259)

Includes an unlimited crawl limit, JavaScript rendering, custom extraction, Google Analytics integration, and more.

Bulk discounts are available:

  • 5-9 licenses: £189 per license/year
  • 10-19 licenses: £179 per license/year
  • 20+ licenses: £169 per license/year
Visit Screaming Frog SEO Spider for additional information >>

SE Ranking  — Keeping An Eye On The Competition

SE Ranking homepage

SE Ranking is a complete SEO suite. It comes with all of the essential tools to devise data and result-driven SEO strategies. This tool was developed with ease of use in mind. All of the features are easy to find in the minimalistic and intuitive dashboard.

Whether you want to do keyword research, analyze your competitors’ online assets, or run a deep website audit, you’ll be able to do it all with SE Ranking. SE Ranking also offers white label SEO services to SEO professionals who want to delight their clients with insightful reports and real-time keyword rank tracking.

Key features

  • Keyword suggestion tool – get dozens of keyword suggestions relevant to your niche.
  • Keyword grouper – segment keywords and use them strategically across your website.
  • Marketing plan – bring SEO and marketing strategies together for ultimate success.
  • Website audit – identify and rectify errors on your website.
  • On–page checker – check all pages for best SEO practices.
  • Keyword rank tracker – real-time keyword monitoring on all major search engines.
  • Backlink monitoring – streamline your backlinking strategy.
  • SEO/PPC competitor research – identify keywords and strategies used by the competition.
  • Backlink checker – examine the backlinking strategy used by the competition.
  • Reports – customizable and insightful reports.
  • User control – add users to SE Ranking and give them the control you want.
  • White label – present the deliverables of SE Ranking services as your own.
  • API – unlock the full potential of SE Ranking.

Plans and pricing

SE Ranking has three different plans – Essential, Pro, and Business. They also offer a 14-day free trial.

Essential
  • $65/month (monthly)
  • $52/month (annually)

For individuals: Track 500 keywords daily, manage 5 projects, access core SEO tools.

Pro
  • $119/month (monthly)
  • $95.20/month (annually)

For small teams & agencies: Track 2,000 keywords daily, manage 30 projects, includes extra tools like API access & SERP analysis.

Business
  • $259/month (monthly)
  • $207.20/month (annually)

For large agencies & enterprises: Track 5,000 keywords daily, unlimited projects, premium support, expanded data access.

Visit SE Ranking for additional information >>

LongTail Pro  — Discovering Less Competitive Keywords

LongTail Pro homepage

Discovering long-tail keywords is not as easy as it sounds. Finding the right tool to do so can prove even more challenging. LongTail Pro targets the long-tail keyword niche and does it successfully. This tool can help you find less competitive long-tail keywords with good search volume. With LongTail Pro, it’s all about profitability.

This tool will help you cross-reference the rank value and profitability of each keyword so that you can choose the one that can bring the most traffic and ensure high conversion rates. To master this, LongTail Pro also takes into account the keywords used by your competition.

Key features

  • Keyword suggestions – get keyword suggestions based on your input.
  • Keyword and competitive analysis – discover keyword trends and what the competition has been doing.
  • Keyword metrics – inspect every keyword to determine which one will work best for your campaign.
  • Rank data reports – benefit from rank date reports updated every day.

Plans and pricing

LongTail Pro has three different plans to choose from – Starter, Pro, and Agency:

Starter
  • $37 per month
  • $297 annually
    annually

This plan includes 800 keyword results per day, 30 tracked keywords, unlimited tracked domains, and 1 simultaneous login. 

Pro
  • $67 per month
  • $537 annually

The Pro plan offers 2,500 keyword results per day, 200 tracked keywords, unlimited tracked domains, and 3 simultaneous logins.

Agency
  • $147 per month
  • $1,177 annually

Designed for larger needs, the Agency plan provides 6,000 keyword results per day, 1,000 tracked keywords, unlimited tracked domains, and 5 simultaneous logins. 

Please note that annual subscriptions offer a discount compared to monthly payments. Additionally, LongTail Pro occasionally provides discounts, such as a 30% off promotion, which can further reduce these prices.

Visit LongTail Pro for additional information >>

Serpstat — Best For Optimizing And Running Campaigns

Serpstat homepage

Serpstat is yet another all-in-one SEO tool that has found its place on our list. It was developed to benefit SMBs, enterprises, in-house SEO teams, and digital marketing agencies. To do this, Serpstat offers all of the high level features. This tool can track positions, do keyword research and backlink analysis, and much more.

The dashboard is clean and easy to use. You can add multiple projects and manage them on the go without any issues. If you want a taste of a complete SEO solution without investing in one of the mainstream tools, Serpstat is definitely worth considering.

Key features

  • Positions tracking – research SERP, view historical data, group keywords by tags, and more.
  • Backlink analysis – get insight into two years worth of backlinks data and view quality scores of referring domains.
  • Keyword research – analyze URLs, get insights on search questions, discover related keywords, and apply filters.
  • Site audit – view your domain optimization score and find out what you can do to improve it.
  • Competitor research – get in-depth competitor analysis.

Plans and pricing

Serpstat offers four packages –Individual, Team, Agency, and Enterprise:

Individual
  • $69 per month
  • $55 per month (billed annually)

Best for personal use, includes site audits for 30,000 pages and rank tracking for 5 projects.

Team
  • $119 per month
  • $100 per month (billed annually)
    billed annually

Includes everything in Individual, plus branded reports, 500 searches per day, and access for 3 users.

Agency
  • $479 per month
  • $399 per month (billed annually)

Includes everything in Team, plus 1.5 million site audit pages, 250 projects, White Label reports, and access for 30 users.

Enterprise
  • Custom pricing

Tailored for large businesses with customizable features and credit allocations.

Visit Serpstat for additional information >>

Authority Labs — Best For Monitoring Multiple Websites

Authority Labs homepage

Devising and launching an SEO strategy is just half of your work complete. To succeed, you need to monitor your SEO performance 24/7, and that’s exactly what Authority Labs enables you to do. Authority Labs is used by thousands of marketers and SEO specialists around the globe.

At the core of this tool are sophisticated crawlers that gather data across the internet and compile it into meaningful reports. You can streamline your SEO monitoring practices and track global, local, and mobile keyword rankings at any time. You can also use it to recover organic keywords and fuel your marketing campaign.

Key features

  • Local rank tracking – track Google rank by country, city and zip code.
  • Mobile rank tracking – check mobile rankings every day on all popular search engines.
  • Featured snippet tracking – automate featured snippet tracking for specific keywords.
  • Competitor monitoring – learn the secret behind competition success.
  • Not provided keywords – easily recover not provided keywords in Google Analytics.

Plans and pricing

Authority Labs has four different plans – Plus, Pro, Pro Plus, and Enterprise. They also offer a 14-day free trial.

Plus
  • $49 per month

Track 250 keywords and 50 domains

Includes local & mobile tracking, daily updates, unlimited users, white label options, and API access

Pro
  • $99 per month

Track 1,000 keywords and 100 domains

Includes all Plus features

Pro Plus
  • $225 per month

Track 2,500 keywords and 300 domains

Includes all Pro features

Enterprise
  • $450 per month

Track 5,000+ keywords with unlimited domains

Includes all Pro Plus features

Visit Authority Labs for additional information >>

SpyFu  — Identifying The Most Profitable Keyword

SpyFu homepage

SpyFu is a tool built for only one purpose – spying on your competition. This tool is very simple and easy to use. All you have to do is enter the competitor’s website URL and receive valuable metrics. You can see all of their keywords and filter out the most profitable ones. You can also use SpyFu to discover competitors’ ads for paid and organic search.

While the use case of SpyFu is very narrow, you should know that this tool provides all of the data ranging back 13 years. You can basically see all of the marketing tricks your competitors pulled off to bring more traffic to their websites.

Key features

  • SEO research – competitor SEO analysis, keyword research, backlinks, domain comparison, rank tracker.
  • PPC research – AdWords competitors, PPC keyword research, PPC keyword suggestions, PPC keyword grouper, AdWords templates, and Ad history.
  • Keyword research – keyword research and grouping tool paired with a backlink checker.
  • SEO reports – informative and easy to read reports.
  • Keyword rank checker – check your and competition’s keyword rankings.
  • SERP checker – deep analysis of SERPs provides meaningful insights into what top-ranked sites are doing.
  • Domain overview – discover your own and your competition’s online strengths and weaknesses.

Plans and pricing

SpyFu has three different data plans – Basic, Professional, and Team:

Basic
  • $39 per month
  • $33 per month (billed annually)

The Basic plan includes 250 sales leads and domain contacts, along with 5,000 weekly tracked keyword rankings.

Professional
  • $79 per month
  • $58 per month (billed annually)

The Professional plan offers 500 sales leads and domain contacts, plus 15,000 weekly tracked keyword rankings. 

Team
  • $299 per month
  • $149 per month (billed annually)

The Team plan provides 2,000 sales leads and domain contacts, as well as 40,000 weekly tracked keyword rankings. 

All plans include unlimited access to U.S. and international data. Additionally, SpyFu offers a 30-day, no-questions-asked, money-back guarantee, allowing you to try any plan risk-free.

Visit SpyFu for additional information >>

WooRank — Review and SEO Strategy Monitoring

WooRank homepage

WooRank is an excellent tool to introduce you to SEO. It is not overly complicated, yet it packs the necessary tools to get the job done. WooRank is a cloud-based solution. It has helped people to boost their website visibility and increase its rank in SERPs. Thanks to WooRank, you will be able to scan your website and analyze the metrics.

You can scan for various SEO factors but also get insight into social media and usability factors. Competition analysis is also an option. Colorful reports will help you to visualize your SEO strategy, see keyword rankings, and track rankings both locally and globally.

Key features

  • WooRank Projects – track all of your SEO projects in one place.
  • Keyword tool – discover keyword opportunities and keep keywords organized.
  • Site crawl – discover errors that affect your ranking.
  • SEO monitoring – stay on top of keyword performance and website traffic.
  • Sales tools – assess SEO performance, website usability, and technologies and use the Lead Gen tool to learn how to capture new leads and maximize conversion rates.
  • WooRank extension – SEO plugin for Firefox and Google Chrome.

Plans and pricing

WooRank offers a variety of plans tailored to different user needs. They provide a 14-day free trial for their Pro and Premium plans.

Pro
  • $79.99 per month
  • $53.25 per month (billed annually)

The Pro plan allows you to optimize 1 website, track 50 keywords, and analyze up to 2,500 pages.

Premium
  • $199.99 per month
  • $133.25 per month (billed annually)

The Premium plan lets you optimize up to 5 websites, track 250 keywords, and analyze up to 10,000 pages.

Enterprise
  • Contact sales for pricing

This plan is designed for teams and offers customized solutions to meet specific needs.

Visit WooRank for additional information >>

Advanced Web Ranking — Rankings In Real-time

Advanced Web Ranking homepage

Advanced Web Ranking is a tool that makes rank tracking very easy. You can use it to discover fresh rankings on demand. The tool returns ranks on an hourly basis, which is very important for SEO specialists interested in seeing results as soon as possible.

The tracking applies to both mobile and local rankings. Advanced Web Ranking is also capable of tracking all types of SERP features. You can also run multiple ranking projects for your convenience.

Key features

  • Rank tracker – track your rankings in real-time and get notifications of significant changes.
  • SEO reporting – create, customize, and share meaningful rankings reports.
  • Competitor analysis – discover main competitors, identify their keywords and track their performance.

Plans and pricing

Advanced Web Ranking Pricing & Plans (Includes a 30-day free trial)

Pro Plan
  • $99/month or $79/month (billed annually)

Analyze 7,000 keywords weekly, providing competitor insights, keyword difficulty analysis, SERP feature tracking, and mobile rankings.

Agency Plan
  • $199/month
  • $159/month (billed annually)

Monitor 14,500 keywords weekly with all Pro features, plus 1-hour updates, white-label reporting, and Google Search Console data.

Enterprise Plan
  • $499 per month
  • $399/month (billed annually)

Tracks 35,500 keywords weekly and includes all Agency features. It also offers API access, CSV exports, and priority support.

Custom Plan
  • $700 per month
  • $630 per month (billed annually)

Tracks50,000+ keywords, includes all Enterprise features plus custom billing, security audits, and a dedicated account manager.

Visit Advanced Web Ranking for additional information >>

Seobility — Best For Real-time Website Monitoring

Seobility homepage

Seobility is a complete SEO suite. It comes with all of the features you need to run a bottom-up SEO operation. Whether you want to do keyword research, analyze competition, or deliver customized reports, you can all do it from Seobility’s dashboard.

All projects in Seobility are automatically updated even when you are logged off to provide you with relevant metrics the moment you return. Although robust, Seobility is very easy to use. The smart use of colors in the user interface smoothens onboarding and makes the overall experience great.

Key features

  • Site auditor – get insight into your website structure and discover all inbound and outbound links.
  • Link building tools – discover and pursue valuable link building opportunities.
  • Real-time monitoring – get access to relevant and regularly updated data.
  • Whitelabel reporting – deliver customizable reports to your clients.
  • SEO checker – test your website for SEO.
  • Keyword checker – make sure every page on your website is optimized for the best results.
  • Ranking checker – check your rankings for every keyword.
  • TD*IDF tool – find out what top-ranked sites are doing and implement their best practices on your website.

Plans and pricing

Seobility is available in three plans – Basic, Premium, and Agency:

Basic
  • Free of charge

This plan allows users to analyze up to 1,000 sub-pages per project, track 10 keywords, and monitor one project/domain.

Premium
  • $49.90 per month
  • $499 per year (billed annually)

The Premium plan includes three projects/domains, analysis of up to 25,000 sub-pages per project, tracking for 300 keywords, advanced backlink analysis, and customizable PDF reports with branding options.

Agency
  • $200 per month
  • $1,680 per year (billed annually)

The Agency plan provides support for up to 15 projects/domains, analysis of up to 100,000 sub-pages per project, tracking for 1,500 keywords, advanced backlink analysis and link-building tools, and white-label PDF reports for agencies.

Visit Seobility for additional information >>

SEOQuake  — Best For Quickly Discovering Trends

SEOQuake homepage

SEOQuake is a handy tool for SEO beginners and professionals who want to take a quick glimpse into SEO metrics. It’s definitely a free SEO tool that you can use every day. SEOQuake installs as an extension into Google Chrome, Firefox, Opera, or Microsoft Edge.

You’ll have access to it on any site you land on. It provides insightful data ranging from SEO metrics to internal and external links. SEOQuake can also be used to compare two domains in real-time.

Key features

  • SEObar – get access to an SEO summary on any web page.
  • SEO dashboard – open a lightbox to get access to an SEO overview of a page.
  • SERP overlay – analyze SERPs and export data.
  • Vast data – choose any of the popular data sources and social media elements.
  • Keyword analysis – identify all keywords on a web page.

Plans and pricing

SEOQuake is free to use.

Visit SEOQuake for additional information >>

Google’s Mobile-Friendly Test — Mobile-friendly testing

Google’s Mobile-Friendly homepage

Google’s Mobile-Friendly Test is part of the Google SEO tools suite. Since mobile is a huge chunk of the overall online experience, you need to make sure that your website is optimized for mobile users. This free tool will help you to test your website and discover how it performs on mobile compared to other devices. You can test your website by entering the URL or test the website code by copy-pasting it into the tool.

Key features

  • Discover mobile-usability errors – use of incompatible plugins, viewport not set, viewport not set to “device-width”, content wider than the screen, text too small to read, clickable elements too close together.

Plans and pricing

Google’s mobile-friendly test is free to use.

Visit Google’s Mobile-Friendly Test for additional information >>

PageSpeed Insights — Optimize page load speed

PageSpeed Insights homepage

Page loading speed is a crucial factor in user experience and SEO. You have to ensure that all pages on your website load extremely fast to get those visitors coming back and spending more time on your site. The best tool for the job is PageSpeed Insights. This tool is extremely easy to use. Just type in the web page URL and wait a few seconds for an in-depth report.

Key features

  • Mobile and desktop page loading speed analysis – evaluate page loading speed for both mobile and desktop users.
  • Insightful and detailed report – get insight into all the factors that affect web page loading speed and receive suggestions on how to fix issues.

Plans and pricing

PageSpeed Insights is free to use.

Visit PageSpeed Insights for additional information >>

Wordtracker — Free Keyword Research Tool

Wordtracker homepage

Wordtracker is a tool that can easily fuel your keyword research efforts. It takes the keyword research game and steps it up by factoring in a number of relevant metrics including PPC, SEO, competition SEO strategy, and Google data. You can discover related terms to your initial keyword ideas, see if the targeted keywords are competitive or not, and combine data from different sources to get the most accurate reports.

Key features

  • Keyword tool – discover new keywords relevant to your target market.
  • Niche explorer – identify trending keywords for any specific market or vertical.
  • Inspect tool – learn what keyword your competition is using and how they perform.
  • Custom reports – get compiled data reports sourced from all major search engines.

Plans and pricing

Wordtracker offers three plans: Bronze, Silver, and Gold, all with a 7-day free trial.

Bronze
  • $24 per month
  • $17 per month (billed annually)

1,000 keyword results, 7 territories

Silver
  • $69 per month
  • $38 per month (billed annually)

1,000 keyword results, 15 territories

Gold
  • $99 per month
  • $54 per month (billed annually)

2,000 keyword results, 200+ territories

All plans include Search Console integration, domain keyword analysis, and competition metrics.

Visit Wordtracker for additional information >>

SiteChecker — Free Online Website SEO Score

SiteChecker homepage

Sitechecker is an SEO tool used to improve your SEO rating and website performance. The software offers detailed SEO audit reports by 100+ parameters with how-to-fix guides. You can easily find mistakes in technical SEO for a specific URL.

Website SEO monitoring helps you to sustain the right SEO strategy by providing you with regular insights on indexing issues, changes in content strategies, and shifts in your SERP ranking. This feature also allows you to evaluate visitor activities, including suspicious behavior like hacking.

Sitechecker also comes with Google Search Console-based guides. Furthermore, it integrates with Search Console and Google Analytics.

Key features

  • On-page SEO/website SEO auditing.
  • Website change monitoring.
  • Keyword rank tracking.
  • Backlinks tracking.

Plans and pricing

Sitechecker.pro is available in three different plans – Basic, Startup, Growing and Enterprise:

Basic
  • $59/month
  • $50/month (billed annually)

1 website, essential SEO tools

Startup
  • $99/month
  • $83/month (billed annually)

More websites, increased limits

Growing
  • $199/month
  • $166/month (billed annually)

Higher limits for bigger projects

Enterprise
  • $499/month (billed annually)

Custom solutions for agencies

Visit SiteChecker for additional information >>

Netpeak Spider — Best For In-depth SEO Audits

Netpeak Spider homepage

Netpeak Spider is a desktop-based crawling solution. This tool is oriented on crawling speed as the main advantage, it works faster and finds twice more issues than its competitors. You’re able to prepare and conduct site audits as well as white-label reports in one click. Also, it’s easy to make audits on sites with over a million pages in a few minutes as the tool is designed to work with huge sites.

This website checker is capable of identifying a number of issues and duplicate content. It can also analyze your website’s meta titles, descriptions, and broken pages, or redirects. Fixing those errors will boost your website ranking. You can also easily integrate the tool with Google Search Console, Google Analytics, and Yandex.Metrica.

Key features

  • Comprehensive SEO website scanning – detect all SEO issues and errors on a website.
  • On-page SEO parameters – discover what SEO improvements you can make on single pages.
  • HTML and XML sitemaps – generate HTML and XML sitemaps.
  • Site scraping and web data extraction – get any data from websites for insights.
  • PageRank checking – discover how link weight is distributed on the site.

Plans and pricing

Netpeak Spider comes in three plans – Starter, Advanced, and Pro:

Starter
  • $7 per month

With the Starter plan, you can crawl websites and analyze 70+ SEO parameters, check 100+ technical issues, and you can change the data view in the program, limiting it to a particular segment (just like in Google Analytics).

Advanced
  • $12 per month

The Advanced plan gives you everything from the Standard plan, plus you can add a list of domains to the program, start a simultaneous crawling, and then analyze metrics and issues in a single report.

Pro
  • $22 per month

The Pro plan gives you access to their second product, Netpeak Checker, that can broaden Netpeak Spider functionality with such features as SERP scraping, and data aggregation from top SEO services to analyze and compare websites in bulk.

Visit Netpeak Spider for additional information >>

How To Choose The Right SEO Tools

The right SEO tools can make or break your digital strategy. With countless options available, picking the best ones isn’t just about choosing the most popular—it’s about finding tools that align with your goals. Do you need deep keyword research, competitor insights, or real-time trend analysis through Google Trends?

Maybe your priority is technical SEO, requiring webmaster tools to diagnose and improve site performance. Your website’s size, competition level, and industry demands all play a role in determining which tools will actually drive results. The key is to be strategic—because the right tools aren’t just an expense, they’re an investment in your growth.

Top SEO Tools: The Best of the Best for Optimization

We have listed all of the best SEO tools. Are there “best of the best” go-to solutions that you can use without too much thinking? Of course, there are. For your convenience, we’ve put them into categories based on their uses.

Best Keyword Research Tool

If the backbone of your SEO strategy is going to be keyword research, you need a tool that does it seamlessly. The following tool will enable you to streamline your keyword research efforts. Let’s take a closer look at its key features.

Semrush

Price starts at $119.95 per month

When it comes to SEO tools, Semrush is the most useful for keyword research. It’s also one of the best tools for the job. It can help you to discover the most relevant keywords for your products, services, and target audience. You can take a deep dive into keyword metrics such as search volume and competitiveness to choose the highly profitable ones.

Best rank tracking tool

Rank tracking is the bread and butter of SEO strategy performance monitoring. Pulling SEO strings and being able to see how they affect your ranking can easily be done with the following tool.

SERPWatcher

Price starts at $29.90 per month

SERPWatcher by Mangools is one of the best SEO tools for rank tracking. While very simple to use, it comes with a great many features. You can track results for different geo locations by discovering which keywords perform better in specific locations. Plus you can receive regular updates about current positions and changes.

Link building is a great way to increase your domain authority, bring more organic traffic to your website, and increase your website rank in SERPs. The best tool to use for this purpose is Linkody.

Linkody

Price starts at $14.90 per month

Linkody offers you an easy way to stay on top of your link building management. Linkody dashboard provides insight into all relevant link building metrics including DA, PA, TF, CF and more. You can see your entire backlink profile and see how each link affects the link building metrics plus analyze your competition’s backlink strategy to discover great link building opportunities.

Best technical SEO tool

Manually optimizing websites for the indexing and crawling phase is very hard and time-consuming, especially if you have to do it for several domains. However, it is one of the most useful SEO practices. The following tool is the best for technical SEO.

DeepCrawl

Pricing upon request

DeepCrawl is an easy-to-use tool. It can help you to diagnose a website, as well as find and fix any technical and performance problems. Essential features include multi-domain monitoring – staying on top of technical SEO on multiple websites without breaking a sweat, receiving alerts in real-time, informing you about the relevant issues. Plus API – get a personalized dashboard to complement your unique technical SEO needs.

Backlinks are what help your website to receive more credit from search engines. The following tool will help you tell good quality backlinks from poor ones and discover what the competition is doing to spice up their backlink game.

Ahrefs

Price starts at $99 per month

We have already mentioned Ahrefs as one of the best SEO tools out there. It can help you with all of your SEO efforts, including backlink analysis. This tool has a huge index of live backlinks. Ahrefs has robots that update their backlinks database every 15 minutes. You can easily analyze your own and your competitor’s backlinks to discover the ones that bring in the most traffic.

Final Thoughts on Choosing the Best SEO Tools

In the end, choosing the right SEO tool is about finding what best supports your business profile and long-term goals. Just like Google, adapting and refining your approach is key to staying ahead. Whether you’re testing multiple tools or sticking to one, the real success comes from how effectively you use them. SEO is an ongoing journey, and exploring what people also ask can provide valuable insights to guide your strategy. Stay informed, make data-driven decisions, and keep optimizing for lasting results.

Frequently Asked Questions

What are SEO tools?

SEO tools are specialized software solutions designed to help website owners improve their rankings on search engine result pages (SERPs). These tools have evolved alongside the growth of SEO, offering essential features like keyword research to identify relevant search terms for both audiences and businesses. Over time, they have expanded to include functions like site audits, backlink analysis, and competitor research to enhance SEO performance.

How can I learn SEO?

Learning SEO on your own is entirely possible with the right resources. You can explore SEO blogs, YouTube tutorials, and online courses from trusted platforms to build a strong foundation. Engaging with the SEO community, participating in forums, and seeking guidance from experienced professionals can also help you master advanced strategies.

Can I do my own SEO?

Yes, you can handle your own SEO even without a budget for professional services. Start by researching keywords using free tools like Google’s Keyword Planner, then strategically incorporate them into your content. While it may not match expert-level strategies, consistent learning from SEO blogs and guides can significantly improve your website’s ranking.

What are SEO metrics?

SEO metrics are the measurable factors that determine a website’s ranking on search engine result pages. Monitoring and optimizing these metrics—such as traffic, engagement, and keyword performance—is crucial for assessing an SEO strategy’s effectiveness. Tracking these indicators helps improve search rankings and refine ongoing SEO efforts for better results.

Which SEO metrics should I track?

There isn’t a single most important SEO metric—tracking multiple metrics is essential for evaluating the success of your SEO strategy. Key performance indicators to monitor include organic traffic, bounce rate, pages per session, organic click-through rate (CTR), domain and page authority, citation and trust flow, referring domains, and web page loading speed. These metrics help measure visibility, user engagement, and the overall effectiveness of your optimization efforts.

Does WordPress need an SEO Plugin?

Yes, WordPress needs an SEO plugin to optimize crucial elements like meta descriptions, Open Graph metadata, and structured schema markup. While WordPress has built-in SEO features like automatic canonical URLs and breadcrumb navigation in some themes, it lacks advanced on-page SEO capabilities. A dedicated SEO plugin helps with technical SEO, XML sitemaps, content optimization, and other ranking factors essential for higher search visibility.

What are the best SEO plugins for WordPress?

Two of the best SEO plugins for WordPress are:
Yoast WordPress Plugin – Offers keyword optimization, internal linking suggestions, schema markup, snippet previews, and duplicate content prevention.
All in One SEO Pack – Includes XML sitemap generation, Google Analytics support, AMP compatibility, eCommerce SEO, and meta tag automation.

19 comments on “The Best SEO Tools in 2025: Free and Paid Options Reviewed”

  1. 511 Digital Marketing

    Great article. Thanks for sharing the post.

  2. easydigigrow

    Thank you for providing such a valuable resource to the online community

  3. Robert

    Answer The Public is very useful for discovering long-tail searches, especially if you’re building a FAQ section or targeting quick answers.

  4. Clara tribbiani

    Great article, thank you. I have been using KW finder until now. I will also go through the other sites as well.

  5. Dane Murphy

    Thanks for sharing this list…it is very helpful!

  6. Riya

    Thank you for sharing amazing information about the best SEO tools to be used for the website. I am using search console till now but I will try other tools which you mention here in this article. Keep up the good work.

  7. Chris Wagner

    Hey Anya, these are the great tools you have mentioned in this post. I was not familiar about Serpstat 🙂

  8. Mercy

    Hi, Thanks for listing out different tools which am not familiar with. I just heard about SemRush. After reading your article I learned about different tools in SEO.

    • Anya Skrba

      There are many great SEO tools and I’m glad you got familiar with something new!
      Speaking of SEMRush it’s a good tool to use as it’s specific to finding profitable keywords.

  9. kbizsoft

    Hey, Thank you for such a great article. I found Semrush through your blog and now it’s on the top of my favorite SEO tools list. Thank you once again.

  10. Anil

    KWfinder is the best tool for me. It’s finding keyword difficulty, competitor and search volume. So, I like it.

  11. Aman

    Nice article. Semrush is the best seo tool to figure out website traffic and keywords.

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