Looking for a list of free, useful SEO tools? Then look no further. If you’re just getting started with SEO, we are pretty confident you’re looking to get everything for free. While that’s not always possible, the truth is that there are a lot of great free SEO Tools out there.
There are literally hundreds of free SEO tools out there, so we want to focus on only the best and most useful to add to your toolbox. Tons of people in the SEO community helped vet the SEO software in this post (see the note at the end). To be included, a tool had to meet three requirements. It must be:
- Widely used and recommended by the SEO community
- Offers above-board value + actionable data
- Actually, truly free
Table of Contents
Analytics
The best tools to analyze search performance, monitor SERPs, keywords, and competitor analysis:
1. Bing Webmaster Tools
While Google Webmaster Tools gets all the glory, folks forget that Bing Webmaster offers a full suite of website and search analytics. Especially useful are keyword reports, keyword research, and crawling data.
Get it: Bing Webmaster
Also useful: Yandex.Webmaster
2. Data Studio
If you need to merge data from different sources (say Search Console and Google Analytics), visualize, and share it – this is Google Data Studio’s comfort zone. For an idea of all the SEO tasks and dashboards that you can build for free, check out these Google Data Studio Resources from Lee Hurst.
Get it: Data Studio
3. Enhanced Google Analytics Annotations
How do you know if your dip in traffic (or rise) is associated with a Google Algorithm update, or perhaps a major holiday? This is a highly-recommended Google Chrome plugin that overlays additional data on top of your analytics, so you can easily send screenshots to clients showing exactly how outside forces impacted traffic.
Get it: Enhanced Google Analytics Annotations
Alternatives: Panguin Tool, Zeo Tools
4. Google Analytics
The big kahuna, and the most widely-used web analytics package on earth. For being free, Google Analytics is surprisingly robust and plays well with other Google products, including Optimize, Search Console, and Data Studio. Some folks have privacy concerns with GA — though Google swears they don’t use this data for search rankings.
Get it: Google Analytics
Alternatives: Clicky, Open Web Analytics
5. Search Console
Probably the most useful free SEO tool on this entire list, it’s hard to imagine doing modern SEO without access to the data inside Google’s Search Console. This is the most reliable location for information on how Google crawls and ranks your site, and is one of the only places where you can get reliable keyword data. Search Console limits downloads to 1000 rows, so also bookmark the free Search Console Data Exporter to download up to 25,000 rows at a time.
Get it: Search Console
Helpful Add-on: Search Analytics for Sheets
6. Keyword Hero
Did somebody say (not provided)? Keyword Hero works to solve the problem of missing keyword data with lots of advanced math and machine learning. It’s not a perfect system, but for those struggling to match keywords with conversion and other on-site metrics, the data can be a valuable step in the right direction. Pricing is free up to 2000 sessions/month.
Get it: Keyword Hero
7. MozCast
The brainchild of Dr. Pete and the original Google SERP tracker, MozCast is the go-to algorithm tracker whenever there’s a big update, or not. Also useful are the SERP tracking features showing the prominence of such features as ads and knowledge panels.
Get it: MozCast
Also useful: Algoroo, Rank Risk Index, Ayima Pulse
Crawling/Indexing
Specific tools to make sure your site is crawlable and optimized.
8. Beam Us Up
If you need a free, desktop crawler, you can’t do better than Beam Us Up. While it doesn’t have as many features as Screaming Frog, it does offer 100 percent free crawling with no limits. Windows only.
Get it: Beam Us Up
9. Link Redirect Trace
A free Chrome extension, lots of SEOs recommend Link Redirect Trace as the “all-in-one redirect path analyzer.” The extension reveals information about HTTP headers, rel-canonicals, robots.txt, and basic link metrics from LinkResearchTools. The “Save Screenshot” feature is super useful too.
Get it: Link Redirect Trace
10. Redirect Path
Similar to Link Redirect Trace, Redirect Path is a nifty tool from the good folks at Ayima that shows redirect paths and header information for every URL you visit. Gotta admit, I’ve used this extension for years and it’s almost “always on” in my browser.
Get it: Redirect Path
11. Screaming Frog
Aside from having one of the best Twitter accounts of any SEO tool maker, Screaming Frog is the most popular desktop-based crawler available today. Many people don’t realize that there’s a free version that allows for up to 500 URLs per crawl. While not as fully functional as the paid version, it’s great for small projects and smaller site audits.
Get it: Screaming Frog
12. Screaming Frog Log File Analyzer
Most folks in the SEO space are familiar with Screaming Frog, but many don’t realize that the Frog also offers a standalone free/paid Log File Analyzer tool. The free version is very robust, though limited to 1000 lines.
Get it: Screaming Frog Log File Analyser
13. SEOlyzer
SEOlyzer is a log analysis tool recommended by Aleyda Solis in her very excellent SEO podcast Crawling Mondays. SEOlyzer is a terrific log analysis tool with some cool features like real-time analysis and page categorization.
Get it: SEOlyzer
14. Xenu
Gotta be honest, although Xenu has been on every “free SEO tool” list since the dawn of, no way did I think it would make this one. This Windows-based desktop crawler has been virtually unchanged over the past 10 years. That said, a lot of folks still love and use it for basic site auditing, looking for broken links, etc. Heck, I’m leaving here for sentimental reasons. Check it out.
Get it: Xenu
Keyword Research
Tools to discover what people are searching for, along with volume and competition.
15. Answer The Public
It’s hard not to love Answer The Public. The interface has an almost “Cards Against Humanity” rebel vibe to it. Regardless, if you want to generate a massive list of questions from any keyword set, this is your go-to tool.
Get it: Answer The Public
16. Keyword Explorer
If you’re not familiar with Moz’s amazing keyword research tool, you should give it a try. 500 million keyword suggestions, all the most accurate volume ranges in the industry. You also get Moz’s famous Keyword Difficulty Score along with CTR data. Moz’s free community account gives you access to 10 queries a month, with each query literally giving you up to 1000 keyword suggestions along with SERP analysis.
Get it: Keyword Explorer
17. Keyword Planner
Google’s own Keyword Planner was built for folks who buy Google ads, but it still delivers a ton of information useful for SEO keyword planning. It uses Google’s own data and has useful functions like country filtering. Be careful with metrics like competition (this is meant for paid placements) and volume — which is known to be confusing.
Get it: Keyword Planner
18. Keyword Sh****r
Yes, it’s called Keyword Sh****r. It pains me to write this. That said, it says what it does and does what it says. Type in a keyword and it, um, poops out a poop-ton of keywords.
Get it: Keyword Sh****r
19. Keyword Surfer
We used to recommend Keywords Everywhere (still a great tool) but they no longer offer a free version. As an alternative, the most popular community-based recommendation—that’s still free—is Keyword Surfer. This Chrome extension gives you keyword search volume in Google search results. We’re also a fan of WMS Everywhere, a Chrome extension that gives you search volume, cost-per-click, and keyword suggestions.
Get it: Keyword Surfer
Also Try: WMS Everywhere
20. Ubersuggest
Offers a lot of extended SEO capabilities such as basic link metrics and top competitor pages.
Get it: Ubersuggest
Link Tools
Tools to find, evaluate, and process backlink opportunities.
21. Disavow Tool
Google makes the Disavow Tool hard to find because most site owners usually don’t need to use it. But when you do, it can be useful for getting penalties removed and some SEOs swear by it for fighting off negative SEO. If you choose to use this tool, be careful and check with this guide on disavowing the right links.
Get it: Disavow Tool
22. Link Explorer
Link Explorer is arguably the largest, highest-accuracy link index and the most accurate DA and backlink checker in the SEO world today, boasting 35 trillion links. The free account access gives you 10 queries and 50 rows of data per query every month, plus adds basic link metrics to the MozBar as you browse the web.
Get it: Link Explorer
23. Link Miner
Link Miner is a free Chrome extension developed by Jon Cooper, one of the masters of link building. Use it to quickly find broken links on each page, as well as see basic link metrics as you search Google. Simple, easy, and useful.
Get it: Link Miner
24. Detailed
Detailed is a unique type of free link research engine, developed by the marketing genius Glen Allsopp (you can find him in the comments below). Detailed focuses on what’s driving links to some of the most popular niches on the web, without the extra fluff that can make reverse engineering success a sometimes time-consuming process. Oh, he’s got a killer newsletter too.
Get it: Detailed
25. Ahref Backlink Checker
Many people don’t realize that Ahrefs offers a free backlink checker, but they do, and it’s pretty good. It does have a number limitations compared to their full-fledged paid tool. For example, you’re limited to 100 links, and you can’t search by prefix or folder, but it’s handy for those quick link checks, or if you’re doing SEO on a tight budget.
Get it: Backlink Checker
Local SEO
Free tools to optimize your on Google Maps and beyond.
26. Google My Business
Basically, this is the #1, must-have tool for Local SEO — especially if you live in a market served by Google. It allows you to claim your business, manage listing information, and respond to reviews — among other things. Claiming your business profile forms the foundation of most other local SEO activities, so it’s an essential step.
Get it: Google My Business
27. Google Review Link Generator
The Google Review Link Generator by Whitespark solves a simple problem – how do you give your customers a URL to leave a Google review for your business? Reviews drive rankings, but Google doesn’t easily provide this. This generator makes it easy.
Get it: Google Review Link Generator
28. Local Search Results Checker
One of the hardest parts of Local SEO is figuring out rankings from any location — especially when Google stubbornly wants to serve results from the location you’re in. BrightLocal solves this with a quick local ranking tool that can virtually drop you into any location on earth to check actual local rankings.
Get it: Local Search Results Checker
29. Moz Local Online Presence Tool
How consistent is your business information and local citations across the internet? Moz Local lets you quickly check how your business shows up across the web in the major data aggregators that Google and others use to rank local search results. Very handy to understand your strengths and weaknesses.
Get it: Moz Local Online Presence Tool
Mobile SEO
Tools to optimize your website in Google’s mobile-first world.
30. Mobile First Index Checker
Mobile versions of websites often differ significantly from their desktop versions. Because Google has switched to mobile-first indexing, it’s important that major elements (links, structured data, etc.) match on both versions. A number of tools will check this for you, but Zeo’s is probably the most complete.
Get it: Mobile First Index Checker
31. Mobile SERP Test
It’s amazing how mobile search results can vary by both location AND device. MobileMoxie’s mobile SERP test lets you compare devices side-by-side for any location, down to specific addresses.
Get it: Mobile SERP Test
32. Mobile-Friendly Test
The gold standard for determining if your page meets Google’s mobile-friendly requirements. If your page passes the test, then Google counts it as mobile-friendly, which is a bonafide (albeit small) ranking factor. If your page isn’t mobile-friendly, it will give you specific areas to address.
Get it: Mobile-Friendly Test
Multi-tool
Free SEO tools that have so many functions, they have their own special category.
33. Chrome DevTools
The sheer number of SEO tasks you can perform—for free—with Chrome DevTools is simply staggering. From JavaScript auditing to speed to On-Page SEO, some of the best features are hidden away but totally awesome. Need some specific ways to use it for SEO? Check out these resources here, here, and here.
Get it: Chrome DevTools
34. Marketing Miner
Marketing Miner has a low profile in the United States, but it’s one of the best-kept secrets of Eastern Europe. If you need to pull a lot of SERP data, rankings, tool reports, or competitive analysis, Marketing Miner does the heavy lifting for you and loads it all into convenient reports. Check out this list of miners for possible ideas. It’s a paid tool, but the free version allows to perform a number of tasks.
Get it: Marketing Miner
35. MozBar
One of the original SEO toolbars, the MozBar has seen significant upgrades over the years. Log in with a free Moz account and get link metrics as you browse the web, perform on-page analysis, and SERP analysis. The free version is super-useful by itself, while Pro users get additional functionality like advanced keyword suggestions.
Get it: MozBar
36. SEMrush
Like Moz, SEMrush offers a full suite of all-in-one SEO tools, and they have a free account option that works well if you only work with a single website, or only need a quick peek at top-level data. The free account level gives you access to one “project” which includes basic site auditing, as well as limited keyword and domain reporting.
Get it: SEMrush
37. SEO Minion
SEO Minion is a very popular Chrome extension that goes beyond most SEO toolbars. Some of the quick functions it performs include analyzing on-page SEO, check broken links, Hreflang checks, a SERP preview tool, and a nifty Google search location simulator. Definitely worth trying out.
Get it: SEO Minion
38. SEOquake
Out of all the SEO toolbars available on the market, SEOquake is probably the most powerful, and comes with a plethora of configuration options — so you can configure it to adjust to your SEO needs. Aside from offering a boatload of data for every URL you visit, you can also perform basic on-page audits, compare domains, and export your data.
Get it: SEOquake
Free Local SEO Tools
- Google Business Profile – Free SEO platform for managing Google business listings.
- Local Search Results Checker – Check Google local search results for any location.
- Moz Local Listing Score – Check business listing presence across the web.
- TheHOTH Local Listing Audit – Check local business listings across the web.
- Google Review Link Generator – Create a unique Google review link for a business.
Free Site Speed & Performance Tools
- Google Mobile-Friendly Test Tool – Ensure a web page is mobile-friendly.
- Google PageSpeed Insights – Check web page speed and get recommendations.
- GTmetrix – Free web page performance testing tool.
- Google Lighthouse – Open-source tool in Chrome DevTools for analyzing page quality.
- Chrome DevTools – Free browser tool for auditing page elements and code.
- Cloudflare – Free content delivery network (CDN) to speed up and protect your site.
Free WordPress SEO Tools
- Rank Math – Free feature-rich WordPress SEO plugin to optimize settings and content.
- Yoast SEO – Free reputable WordPress SEO plugin to optimize settings and content.
- W3 Total Cache
- Smush Image Optimization Tool – Smush is a great tool for compressing images, one of the leading causes (if not the one) of slow websites.
What’s the best free SEO tool?
The best tool depends on your situation.
For analyzing site traffic, Google Analytics is essential.
For competitor research, a free Semrush account is useful for researching competitor sites.
For checking the top backlinks of a site, check out Ahrefs backlink checker.
For initial keyword research, Google Keyword Planner is a good place to start.
For tracking Google Search presence progress, use Google Search Console.
For quickly auditing the on-site SEO of smaller websites, try out Screaming Frog.
For auditing web page speed and performance, check out Google Lighthouse.
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