As mentioned above, most sites try to optimize for Google performance. Google itself has free tools to help you with this. Most companies use these tools in conjunction with paid SEO software because their capabilities are limited. However, if you are on a tight budget, you can start with them to get your website up and running.
Here’s an overview of Google’s free SEO tools.
Google analytics
Google Analytics gives you access to your website traffic data. Google Analytics 4 was released in July 2023, migrating from the Universal Analytics experience that Google previously offered. The new Google Analytics 4 collects both web and app data, uses event data instead of session data, and has more integrations with other platforms.
Google Search Console
While Google Analytics provides key traffic information, Google Search Console looks at search performance beyond traffic. For example, it can tell you what queries users are searching for to find your page. It can also crawl your website to see how you’re doing with technical SEO.
Ranking tracking is very important for SEO. Using Search Console [helps] track a page’s rank for all keywords [it] could be oriented.
Graci George, Senior SEO Analyst at Home Solutions
Google Trends
Google Trends is Google’s free tool for generating keyword ideas. Start by typing a word or phrase into the search bar. The tool will generate a list of common searches related to this to target you.
What is SEO software?
SEO software refers to tools that help site owners understand and optimize their search rankings. Most SEO tools work the same way. They collect data on millions of Google searches, and tell you which related keywords to include and which sites to compete with to rank.
However, there are specialized tools that focus on one topic, such as local SEO. In our review, these tools are BrightLocal, AnswerThePublic, and Screaming Frog.
How much does SEO software cost?
The price of SEO software varies based on functionality, number of users and other key factors. However, most providers offer several plans to choose from with monthly and/or annual billing.
Here is a table summarizing the prices of the providers in our review. See the price of the first payment plan.
Is there free SEO software?
Apart from the Google tools, which are completely free, most tools have a free plan followed by various payment options. The free plan remains free for as long as you want to use it. But it has limited capabilities, so you can get out of it quickly.
Among the providers on our list, Mangools, AnswerThePublic, and Screaming Frog all have free versions.
How to choose the best SEO software
The key to choosing the right SEO software for your business is understanding what features you need and how much you can afford to spend. From there, you can narrow down your options based on ease of use, reputation, and other secondary factors.
All-in-one platform vs. specialized tool
Some software acts as an all-in-one platform with tools for keyword research, competition analysis, link building, and other key components of SEO. Other tools are more specialized. Semrush, Ahrefs, WooRank, Mangools, and Moz Pro fall into the former bucket.
As for specialized tools, Screaming Frog helps with site crawling for technical SEO, BrightLocal handles local SEO for small businesses, and AnswerThe Public does in-depth keyword research.
Most businesses opt for an all-in-one platform because they need help with various aspects of SEO. They can add a specialized tool down the line if they need more help with something than the mainstream platform can provide.
Data Source
SEO software pulls its data from a variety of sources. For example, Semrush claims a keyword database of over 25 million keywords, while Ahrefs’ database has around 7 million keywords. AnswerThePublic evaluates search terms from Google, Bing, YouTube, and Amazon, while Moz Pro only looks at Google search results.
Reputation and reviews
While we’ve tested these SEO tools ourselves, we’re a small sample of their entire customer base. This is where customer reviews come in. Check Capterra, G2 and other review aggregators to see if our consensus matches what other customers are saying. This can help you make a final decision about whether a tool is right for your needs.
Customer service
When you’re implementing a new software tool, especially a complete one, there’s usually a learning curve. You want to be able to get help if you need it during the setup process. In many cases, the plan level you choose determines the customer support channels you have access to. For example, the starter plan might have a help center and community forum, while the higher plan might have 24/7 phone and chat support.
Ease of use
When it comes down to it, you need a tool that you understand how to use. After you get past this initial onboarding phase, you should still have no trouble navigating the platform and finding certain features. We know from personal experience that taking advantage of free trials, plans and demos is the best way to assess ease of use.
Essential Features of SEO Software
Below are the most common SEO software capabilities. A platform may have several of these functions if it is an all-in-one tool, or one or two of these functions if it is a specialized tool.
Site Audit: An audit looks at the current state of your on-page, off-page and technical SEO to show you what you need to work on. On-page SEO is the content of the page. Off-page SEO is about how you show Google that you are a reputable site. This is primarily done through link building (more on backlinks later in this list). Technical SEO includes page speed, accessibility, and other aspects of how users interact with the page. Google uses robots to crawl pages. These bots look at all three aspects of SEO to determine how you rank.
Keyword research: An SEO tool can generate lists of keyword ideas to try to rank for. The lists tell you how many Google users are searching for each term and how difficult it will be to rank (eg, how many other pages there are on that topic).
Content development: Once you decide on a keyword to target, you can use the SEO tool to get other tips (in addition to using that keyword) to help you rank. For example, it can give you a list of secondary keywords to insert, frequently asked questions to answer, and possible heading names to use.
Backlink Analysis: Backlink analysis helps you understand how many sites are linking to you and what the quality of those sites are (eg, are they household names in the industry? Are they spam sites?). You can use analytics to disallow links that you don’t want Google to link to your site. This is also where you can find opportunities to get more reputable sites to link to you.
Local SEO: For businesses with brick and mortar locations, local SEO can help you rank for searches in your area. It can also help you with local listings, such as Google Maps.
Site Tracking: Crawling is the action taken by Google’s robots to scan your website. You can use an SEO tool to scan your website periodically for any technical issues that might prevent robots from crawling your website properly.
In a recent survey we conducted of 200 SEO professionals, 59% of respondents said that keyword research was the most important feature they were looking for in SEO software.
The bottom line
SEO software can be a game changer for your company’s search performance. The best SEO tool for you will depend on your specific needs and preferences. For example, are you looking for a comprehensive or specialized tool? Are you on a budget? How would you like to contact the software provider if you need help?
Once you have the answers to these questions, our guide is designed to help you narrow down your options. If you are still stuck between some software solutions, try their free trials or free plans to evaluate the ease of use.
Frequently asked questions about SEO software
What is the best SEO tool for beginners?
Many SEO tools are easy to use for users who are new to SEO. However, we gave Mangools the Best for SEO Beginners superlative because it’s the only all-in-one platform on our list with a free plan. You can use this plan to test its wide range of capabilities.
Is SEO software worth the cost?
To determine if your SEO software is worth it, you need to look at your return on investment. To measure your return on investment, compare what you spent on the software to the amount of money you brought in as a result of your SEO efforts. For example, maybe you spent $1,000 a year on SEO software and got $10,000 in revenue from new customers who found you on Google. This would make the SEO software worthwhile because you made a profit of $9,000.
Is SEO better than Google Ads?
No, neither SEO nor Google Ads are better. SEO is free unless you pay for SEO software. However, you are not guaranteed to qualify. With Google Ads, you’re guaranteed placement, but you need an advertising budget.
What is technical SEO?
Technical SEO refers to the parts of your site that affect how Google and visitors experience you. This can include how long it takes for your home page to load and whether you have image captions for visually impaired visitors. These elements can affect your ability to rank and keep visitors to your page.
Methodology
The MarketWatch Guides team spent over 100 hours testing nearly 35 marketing software solutions, including Mailchimp, Constant Contact, Semrush, and Google Analytics. These providers help with some or all of the following marketing disciplines:
Search Engine Optimization (SEO) Text/Short Message Service (SMS) Email Marketing
In 2024, we surveyed 200 professionals who used marketing software or had HR software in the past year. We analyzed the results of this survey to determine the following assessment criteria:
User experience (7%) Pricing (8%) Features (65%) Customer support (5%) Reputation and reviews (15%)
Visit the full marketing methodology page for more details on our rating system.
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