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The Best Free & Paid SEO Tools

The Best Free & Paid SEO Tools

Do you want to learn how to improve your search engine optimization performance? Get an overview of the various benefits and choose the best SEO tool for you.

SEO Tools That Work

We recommend the essential free and paid SEO tools for optimising the results of your search engine work.

The following sections provide an overview of the most important tools in both free and paid versions, as well as instructions on how to use them.

Even if you are already familiar with several of the tools, go through the list to see if there are any new and exciting tools that can help your business.


Ahrefs is the most popular all-around paid SEO tool for analysing your own and your competitors’ Google rankings. Furthermore, Ahrefs allows you to perform keyword and link analysis, as well as keyword tracking, which is essential for effective SEO optimisation.

The paid tool includes functions such as rank tracker, which allows you to track the progress of your SEO work in real time, content explorer for use in market analysis, and site explorer, which includes in-depth link building and competitor analyses, as well as information about PPC efforts.

So you get a paid SEO tool that includes the vast majority of essential tools. Ahrefs is clearly a program that is worth the investment of both money and time to learn.

You can therefore use Ahrefs to analyse how you can become more competitive through search engine optimization.



AccuRanker is a paid simple SEO tool that displays historical performance data for the Google keywords you’ve chosen.

Doing a lot of SEO optimization work and buying links without being able to track their impact on your page isn’t as useful.

It is, however, with this indispensable paid tool. AccuRanker is a good investment because it tells you if your SEO efforts have failed and you should redirect your efforts elsewhere. As a result, the paid tool aids in streamlining and measuring your SEO optimization.

Furthermore, AccuRanker is well suited for preparing competitor analyses, where you can also see your competitors’ historical development within specific keywords.

AccuRanker integrates well with Google’s two free tools, Search Console and Analytics, where you can link your keyword history with extensive tracking functions and performance-related SEO recommendations.

The paid tool has features like keyword and rank tracking, average search volume, and instant on-demand updates.

Google Analytics

Google Analytics is a free reporting tool that focuses on your visitors’ behaviour while they are on your website.

You can keep track of the number of visitors to your website as well as how they found it. You can also generate reports on the most popular subpages and the number of page views.

This user data is extremely valuable because it can improve your search engine optimization and guide you to future SEO measures. Furthermore, with this free tool, you can see how long visitors spend on each page as well as your ‘bounce rate,’ which influences how Google evaluates the quality of your website.

With this free SEO tool, you can go in-depth with your website and see how users experience your page in the best possible way, as well as gain useful and important knowledge about the target audience you are targeting, their demographics, geography, and which device is most frequently used to access your website.

Analytics has extensive tracking features that can trace all visitors’ presence back to search engines, emails, online advertising, PPC networks, PDF links, YouTube, and other sources.

If you haven’t already checked your Google Analytics, you should do so right now. It’s a Google tool that’s also free – it doesn’t get any better than that.

Google Analytics

Google Keyword Planner

Another of Google’s free SEO tools, Google Keyword Planner, is available as part of Google Ads.

This free tool, as the name implies, allows you to carefully plan your keywords. Here you will find assistance in determining the best keywords for your company, as well as how frequently these are searched for, all of which will assist you in optimising your SEO.

Google Keyword Planner can assist you whether you want to go for organic or paid keywords. If you’re looking at paid options, this tool can also help you create a budget for them.

As with most things, having a clear plan is always important – and you will get help with this as the Google Keyword Planner helps you set up a plan for your keywords.

Google Search Console

Google Search Console is a free tool that can help you improve your website.

The tool assists you in understanding how Google ranks your website, allowing you to gain insight into how to become more visible on Google. Google Search Console is a free tool that can also tell you how visitors to your website find it.

This is critical information because it allows you to identify your SEO optimization’s strengths and weaknesses.

Furthermore, you can use the free SEO tool to submit your own website information to improve Google’s indexing of your website.

Search Console includes functions for troubleshooting on the website and in Google search results, confirming crawling of your website, explaining how frequently your website appears in Google searches, and explaining which external websites link to your website.

Screaming Frog SEO Spider

Screaming Frog is an analytics program with both a paid and free version. The SEO tool can evaluate technical aspects of your website, such as its usability.

The free version analyzes up to 500 URLs under the same domain, giving you plenty of opportunity to get an overview of any indexing, meta and title description issues, as well as dead links on your website.

Furthermore, the free tool allows you to examine your keywords to see the search volume for them as well as how much you should expect to pay for clicks on them if you choose to use Pay Per Click.

The SEO tool can help you visualise technical issues that are causing problems with your website. Screaming Frog includes features like schedule markup verification, Google crawling, duplicate content information, and length and content issues.

Answer The Public

Answer The Public is an SEO tool that provides you with hundreds of new keyword ideas based on the keyword you searched for with a single search. Here you can get a good idea of what customers are looking for and what questions they frequently ask when using search engines.

This information is presented in a visually simple and clear manner so that you can navigate the tool with ease. So, if you’re looking for ideas for further research, this is a great place to start.

However, there is one minor disadvantage: the free version only allows for two free searches per day.

Why Are SEO Tools Important?

Above, we discussed the most important paid and free SEO tools, as well as how they are used. But why are good SEO tools required in the first place?

When it comes to search engine optimisation, there are numerous factors that influence how Google ranks your website in relation to its competitors. Google examines various aspects of your site to determine whether you are an expert in your field and whether users have the best experience possible on your site.

Google looks at 3 factors on your website:

  • Content
  • Technical
  • Authority

It is therefore necessary to outperform your competitors in these three areas in order to achieve the best possible position on Google – and this is where both free and paid SEO tools come in handy.

The tools assist you in gaining insight into how your competitors are performing in various areas. Without SEO tools, you can’t tell how many pages link to your competitors, or how many monthly searches there are for a given keyword.

Furthermore, some of the tools enable you to understand your website from the standpoint of users and Google. With this information, you can optimise your website so that it is easy for search engines to read. SEO tools, both free and paid, are thus essential for optimising your search engine optimization.

Have you considered hiring a professional SEO agency to assist you? It can be extremely beneficial to seek assistance and sparring with someone who has extensive experience with Google and online channel optimisation. We are happy to provide a non-binding search engine optimisation plan based on an evaluation of your company’s current online performance at IBEX Digital Agency.

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Faith Leah Lim
Faith Leah Lim

Marketing & Communications Manager

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