In my ELI5 Guide to SEO, I discussed the factors that are important to a business’s on-page and off-page SEO performance. MarTech companies are constantly pitching software that can improve these tools for small businesses. While many of these tools are excellent, there are hundreds of powerful FREE tools that can optimize your SEO performance.

On-Page SEO


Woorank is an analysis tool that provides simple and easy-to-interpret analysis of your on-page SEO data. If you are looking for a macro view of your website’s performance, this is the definitive tool.


Browseo is a no-frills program that shows you what data a search engine collects from a webpage. It is best used for competitive research and troubleshooting SEO for individual pages.


Google Analytics

Google’s flagship website analytics tool tracks everything you need to know about your website’s traffic. If you do not have this hooked up, you are not only missing out on valuable data, your SEO is likely penalized.

Google Search Console

Google Search Console allows webmasters to measure search traffic and performance, fix issues, and optimize indexing for webpages. Since this data directly impacts your search engine rank, this is another essential Google tool.


SpyFu is a competitive analysis tool that allows you to search for competitors’ websites, see their traffic, and download their keywords. This can quickly help you spy on competitors’ PPC strategy and SEO tactics.



SEOlyzer is a tool that allows you to visualize and analyze log analysis and monitor SEO KPIs in real time.

Keyword Research

Moz Keyword Explorer

Moz Keyword Explorer allows users to explore search engine results by keywords. This allows you to see what pages are ranking for a set keyword and if it is possible for your website to even have a chance at ranking. Additionally, this do-it-all tool offers top notch keyword and link research.


Ubersuggest provides a traffic analyzer, SEO analyzer, and keywords/content idea generator tool. This makes the destination a great one-stop-shop for keyword research and competitive analysis.


Google Keyword Planner

Google Keyword Planner is typically used for keyword research when running PPC campaigns, but it can be useful for content writers that are searching for long-string keywords. Search for a keyword idea, and you will receive a list of related keywords with average monthly searches and level of competition.

Ahrefs Keyword Generator

Think of Google Keyword Planner with a big bonus – you can segment keywords by Google, Bing, YouTube, and Amazon.

Answer the Public

In my article, “The S.M.A.R.T Way to Find Content Ideas for Your Blog,” I discuss the power of using Google’s fill-in feature. Answer the Public is even more powerful. It visualizes consumer searches in a way that makes creating in demand headings and blog posts a breeze.

Curious about what’s trending? Google Trends provides visualizations of Google Search volume over time. While not as targeted as some keyword planner platforms, this is an essential tool for looking at the big picture of in demand content and keywords.

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The quality and quantity of backlinks directed to your site is the fastest way to increase your domain authority. Along with Google Search Console, this is a must-have tool for analyzing a website’s backlinks.

This tool allows you to identify which pages on your website have dead links. Since broken links penalize your SEO ranking, this tool allows you to run periodic link audits.

If you have too many spammy links directed to your website, this can hurt your SEO ranking. Google’s Disavow Link Tool allows you to easily remove unwanted backlinks.

Specialty Tools

Google My Business

Google’s flagship tool for local SEO. While this is a vital digital marketing component for many local destinations, restaurants, and attractions – operating a Google My Business profile will boost any business’s SEO ranking.

Google PageSpeed Insights

This simply tests how fast a website operates and what is preventing the site from performing at max speed.

Google Page Speed

Google Mobile-Friendly Test

Are there any errors with your mobile-friendly website? This will let you know.

Tiny PNG

PNG and JPG images that are not compressed for the web will slow down your website. This tool will compress your images without jeopardizing quality. I use it for every image I upload to my blog to keep it operating at top speed.

Chrome Web Store Add-ons

If you are using the Chrome browser, test out some of the SEO add-ons. Many marketers find great success with these; however, I have noticed they impact your browser performance. Popular tools I have enjoyed in the past include: