22 Best Free SEO Tools Reviewed In 2025
Best Free SEO Tools Shortlist
Here’s my shortlist of the best free SEO tools:
The best free SEO tools help you uncover new keyword opportunities, fix technical issues, analyze competitors, and optimize your content to drive meaningful organic growth.
If you’re managing SEO for a SaaS company, you may have run into common challenges. Enterprise SEO platforms are expensive and often overcomplicated for lean marketing teams. Manual audits take too long and leave gaps. And without the right tools, it’s hard to pinpoint why your pages aren’t ranking or where your next big content opportunity is hiding.
I spent over 300 hours testing and comparing free SEO tools, running live audits and keyword reports across multiple SaaS websites. In previous roles, I’ve led SEO strategies that increased organic traffic by 180% in under a year, so I know firsthand which tools actually deliver results and which ones just create busywork.
In this guide, you’ll find clear, actionable reviews of the best free SEO tools available today. These recommendations will help you optimize your site, grow your rankings, and build a smarter SEO strategy without adding another cost to your marketing stack.
Let's dive in.
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Best Free SEO Tools Summary
This comparison chart summarizes pricing details for my top free SEO tools selections to help you find the best one for your budget and business needs.
| Tool | Best For | Trial Info | Price | ||
|---|---|---|---|---|---|
| 1 | Best for tracking AI-driven brand visibility | Free trial available | From $29/month | Website | |
| 2 | Best for analyzing search trends over time | Free plan available | Free | Website | |
| 3 | Best for comparing website traffic statistics | Free trial available | From $125/month (billed annually) | Website | |
| 4 | Best for visualizing search questions and queries | Free trial available | From $11/month | Website | |
| 5 | Best for keyword research | Free plan available | From $0/month (available through Google Ads) | Website | |
| 6 | Best for tracking website performance in Google search | Free plan available | Website | ||
| 7 | Best for analyzing backlink profiles of websites | Not available | Free plan available | Website | |
| 8 | Best for comprehensive technical SEO audits | Free plan available | From $299/year (billed annually) | Website | |
| 9 | Best for detailed site audits with crawling capability | Free plan available | From $259/year (billed annually) | Website | |
| 10 | Best for tracking user interactions across websites and apps | Not available | Free plan available | Website |
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Eloqua
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.3 -
Optimizely
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.2 -
Uberflip
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.3
Best Free SEO Tools Reviews
Below are my detailed summaries of the best free SEO tools that made it onto my shortlist. My reviews offer a detailed look at the key features, pros & cons, integrations, and ideal use cases of each tool to help you find the best one for you.
aicarma helps you monitor how your brand shows up in AI-generated content. It focuses on tracking visibility across major language models, offering insights that can support SEO teams looking to understand how brands are represented in emerging AI platforms.
Why I Picked aicarma: I picked aircarma because it adds a layer of visibility tracking that most traditional SEO tools overlook. It reports on how often your brand appears in AI responses and compares your performance to competitors. This kind of data can help you refine messaging and identify gaps in how your brand is perceived. It’s a useful companion to your existing SEO toolkit—especially if you’re already thinking about how AI outputs might influence search behaviour.
Standout Features & Integrations
Features include performance summaries that flag changes in how your brand is represented, and analysis of language model coverage to help you understand where and how often you're being surfaced. The messaging insights feature gives you cues about tone and relevance in AI-generated summaries, which could be useful for content and brand teams alike.
Integrations include Google Sheets, ChatGPT, Shopify, Gmail, Facebook, Instagram, HubSpot, Zoho CRM, Slack, and Microsoft Excel.
Pros and cons
Pros:
- Highlights competitive positioning in AI summaries
- Offers messaging insights tied to LLM outputs
- Tracks brand presence in AI-generated content
Cons:
- Doesn’t offer standard SEO metrics like keyword tracking or backlinks
- Requires a paid subscription after free trial
Google Trends is a tool that allows users to explore the popularity of search queries over time. Marketers and researchers primarily use it to track how topics of interest evolve in search trends.
Why I picked Google Trends: It provides real-time data on trending search terms, allowing you to spot emerging trends early. You can compare multiple search terms to see which ones are gaining traction. The tool also offers geographic breakdowns so your team can see where interest is highest. With historical data available, you can identify long-term patterns that help shape your strategy.
Standout features & integrations:
Features include exploring search interest over time, comparing multiple search terms, and seeing geographic trends in searches. You can track how interest in a topic changes in real-time or over longer periods. Your team can also access data on related search terms and queries for deeper insights.
Integrations include YouTube, Google Ads, Google Analytics, Google Data Studio, and Google Sheets.
Pros and cons
Pros:
- Insights into related queries
- Easy to compare search terms
- Tracks long-term search trends
Cons:
- Requires knowledge of search trends
- Doesn’t offer deep customization
SimilarWeb Website Traffic Checker is a digital intelligence tool that offers insights into website traffic metrics for businesses and marketers. It helps users analyze and compare traffic statistics across multiple websites to identify trends and opportunities.
Why I picked SimilarWeb Website Traffic Checker: It allows you to compare traffic data from different websites, helping your team understand market positioning. The tool provides detailed reports on traffic sources, engagement metrics, and user behaviour across various websites. You can also break down the traffic by geography to track where your competitors are gaining traction. It’s especially useful for benchmarking performance and understanding traffic trends in your industry.
Standout features & integrations:
Features include traffic overview, audience insights, and competitive analysis. You can track your website's performance over time and identify trends. The tool also provides granular data on user engagement and traffic sources.
Integrations include Google Analytics, Salesforce, HubSpot, Adobe Analytics, Semrush, Ahrefs, Moz, BrightEdge, Majestic, and Conductor.
Pros and cons
Pros:
- Flexible for industry-specific analysis
- Offers detailed competitor insights
- Tracks traffic trends over time
Cons:
- Limited data on smaller sites
- Requires technical knowledge for setup
AnswerThePublic is a keyword research tool designed to help users discover the questions and phrases people search for online. Content creators and marketers widely use it to generate topic ideas based on actual search behaviour.
Why I picked AnswerThePublic: It provides a unique way to understand what your audience is asking by visualizing their search queries. You can discover a wide range of questions, prepositions, and comparisons related to your keyword, helping you to create highly relevant content. AnswerThePublic also offers features to track seasonal trends and emerging topics, ensuring you stay ahead in your content strategy. Its visual representation of data makes it easy for your team to identify gaps and opportunities in your content offerings.
Standout features & integrations:
Features include real-time visualization of search queries, categorized search questions, and an easy-to-use interface for discovering content ideas. Your team can explore what people are searching for by grouping queries into different formats. The tool also provides data insights based on search behaviour to guide content creation.
Integrations include Google, Bing, YouTube, Amazon, TikTok, and Reddit.
Pros and cons
Pros:
- Flexible query data export options
- Generates unique content ideas quickly
- Categories data into useful groups
Cons:
- Limited queries per day in the free plan
- Limited customization of results
Google Keyword Planner is a tool that assists users with keyword research and campaign planning for paid advertising efforts. It’s primarily designed for businesses and marketers looking to optimize their paid search strategies, however it is a great free keyword research tool for other purposes as well.
Why I picked Google Keyword Planner: It offers a simple way to find keyword ideas that fit your goals. You can identify keywords based on relevance and estimated performance for various uses such as blog and content planning, SEO optimization for your website, and more. The tool provides insight into search volume trends and forecast data, helping you prioritize which keywords will make the most impact.
Standout features & integrations:
Features include keyword search volume data, budget forecasting, and detailed keyword suggestions. The tool allows you to find keywords that align with your SEO goals and prioritize accordingly.
Integrations include Google Ads.
Pros and cons
Pros:
- Easy to access historical data
- Customizable targeting options
- Flexible keyword suggestions
Cons:
- Search volumes are hidden without an advertising campaign
- Limited organic SEO insights
Google Search Console is a web service that provides tools for monitoring and maintaining a website’s presence in Google search results. Webmasters and site owners use it to track how their website performs in search and address potential issues.
Why I picked Google Search Console: It offers tools for tracking search traffic and performance data, helping you identify trends and areas for improvement. You can see which queries bring users to your site and monitor your site's index status. The platform reports detailed technical issues like mobile usability or crawl errors. It’s also designed to give you insights into your search rankings and how Google views your content.
Standout features & integrations:
Features include tools to monitor search performance, insights into website indexing, and alerts for critical site issues. You can track keyword rankings and optimize for better search visibility. Your team will also find detailed reports on technical issues affecting search performance.
Integrations include Google Analytics, Google Ads, Google Data Studio, Google Tag Manager, Google My Business, Google Merchant Center, Google Optimize, and Google Cloud Platform.
Pros and cons
Pros:
- Easy access to crawl data
- Scalable for larger websites
- Detailed performance tracking
Cons:
- Limited data customization options
- Slight learning curve for beginners
Ahrefs Backlink Checker is a tool for analyzing backlinks for any website, catering primarily to SEO professionals and digital marketers. It provides detailed insights into backlink profiles, aiding competitor analysis and effective SEO strategy development.
Why I picked Ahrefs Backlink Checker: It stands out with its extensive database, updated every 15 minutes, to offer accurate and up-to-date backlink data. You can track changes in your backlink profile, analyze linking domains, and identify broken links easily. The tool supports exporting reports in PDF or CSV formats and includes filters for tailored analysis, making it a versatile tool for your SEO needs.
Standout features & integrations:
Features include identifying broken outbound links, providing anchor text breakdowns, and distinguishing between followed and no-followed links. You can also deny spammy links and export detailed reports. It is continuously updated to include new features for better SEO analysis.
Integrations include Google Analytics, Google Search Console, and Semrush.
Pros and cons
Pros:
- Customizable filtering options are available
- Flexible for competitor analysis
- Offers detailed anchor text data
Cons:
- Limited backlink results in the free version
- Can be overwhelming for small sites
SEO PowerSuite WebSite Auditor is a comprehensive technical and on-page SEO audit tool. It serves webmasters, SEO agencies, and business owners by providing in-depth site structure analysis, content optimization, and detailed SEO reporting.
Why I picked SEO PowerSuite WebSite Auditor: It identifies issues such as broken links, duplicate content, and thin pages, offering actionable solutions. You can visualize your site's structure, optimize content using the TF-IDF algorithm, and improve Core Web Vitals through PageSpeed API integration. WebSite Auditor also allows you to generate robots.txt and XML sitemaps, run automated site audits, and create customizable reports to meet your SEO needs.
Standout features & integrations:
Features include identifying broken links and duplicate content, improving Core Web Vitals, and generating robots.txt and XML sitemaps. You can also use the TF-IDF algorithm for content optimization and visualize your site structure for better internal linking strategies.
Integrations include Google Analytics, Google Search Console, Bing Webmaster Tools, Yandex.Metrica, Facebook, Twitter, LinkedIn, Instagram, YouTube, and Pinterest.
Pros and cons
Pros:
- Tracks page load performance
- Detailed reporting on technical issues
- Customizable crawl settings
Cons:
- Resource-intensive during large audits
- Limited flexibility for smaller sites
Screaming Frog is a website crawler designed to audit and analyze site structure and technical SEO issues. Marketers and SEO professionals use it to conduct technical SEO audits and discover site-wide issues.
Why I picked Screaming Frog: It crawls your website to find issues like broken links, redirects, and duplicate content. You can export detailed data reports, making it easier for your team to address technical SEO problems. The tool also checks XML sitemaps and identifies missing metadata that affects search rankings. Its crawling capability ensures you catch all SEO issues in a single audit.
Standout features & integrations:
Features include crawling websites to find broken links, analyzing metadata, and reviewing site architecture. You can also generate XML sitemaps and identify duplicate content across your pages. Your team can use detailed audits to improve on-page SEO and resolve technical issues efficiently.
Integrations include Google Analytics, Google Search Console, Google PageSpeed Insights, Ahrefs, Majestic, Moz, Semrush, DeepCrawl, and Ryte.
Pros and cons
Pros:
- Detects technical SEO issues
- Exports data for deeper analysis
- Finds duplicate content quickly
Cons:
- Limited visualization options
- Limited export options and reporting in the free plan
Google Analytics 4 is a web and app analytics tool that helps users measure and analyze user behaviour. It’s used by businesses and marketers to track how users interact with websites and apps, providing insights into engagement and performance.
I picked Google Analytics 4: It offers features like event-based tracking, allowing you to follow specific user interactions in real-time. You can also track conversions across platforms, helping your team measure the full customer journey. The tool’s reporting capabilities allow for deep user retention and engagement analysis. It’s designed to give your team a complete picture of how users interact with your content across multiple channels.
Standout features & integrations:
Features include event-based tracking, real-time user behaviour insights, and cross-platform measurement. You can follow user journeys across both web and app environments. Your team can also access detailed reports on user engagement and retention.
Integrations include Google Ads, Search Console, BigQuery, Data Studio, Optimize, Firebase, Google Tag Manager, Google Cloud, and Google Marketing Platform.
Pros and cons
Pros:
- Customizable reporting for specific needs
- Flexible event-based tracking
- Tracks cross-platform user interactions
Cons:
- Requires technical setup for events
- Complex implementation process
Other Free SEO Tools
Here are some additional free SEO tools options that didn’t make it onto my shortlist, but are still worth checking out:
- SEO Analysis & Website Review Chrome Extension by WooRank
For quick on-page SEO analysis via browser extension
- Yoast SEO for WordPress
For optimizing WordPress sites for search engines
- Bing Webmaster Tools
For managing site presence on Bing
- Checkbot
For simultaneous page analysis
- SEOquake
For versatile SEO insights
- Ubersuggest
For running competitor analysis
- SEOPress for WordPress
For privacy-focused SEO
- Backlink Checker by Moz
For extensive backlink data
- MozBar
For in-browser SEO metrics
- Animalz Revive
For combating content decay
- Rank Math for WordPress
For keyword performance tracking
- Check My Links
For real-time link-checking
Free SEO Tool Selection Criteria
When selecting the best free SEO tools to include in this list, I considered common buyer needs and pain points like limited functionality and lack of customer support. I also used the following framework to keep my evaluation structured and fair:
Core Functionality (25% of total weighting score)
To be considered for inclusion in this list, each solution had to fulfill these common use cases:
- Conducts keyword research
- Performs site audits
- Analyzes backlinks
- Tracks search rankings
- Generates SEO reports
Additional Standout Features (25% of total weighting score)
To help further narrow down the competition, I also looked for unique features, such as:
- Integration with Google Analytics
- Provides AI-powered content suggestions
- Offers local SEO analysis
- Includes a rank-tracking tool
- Features a mobile optimization checker
Usability (10% of total weighting score)
To get a sense of the usability of each system, I considered the following:
- Easy-to-navigate interface
- Availability of drag-and-drop features
- Customizable dashboards
- Clear and concise reporting
- Mobile-friendly design
Onboarding (10% of total weighting score)
To evaluate the onboarding experience for each platform, I considered the following:
- Availability of training videos
- Access to templates for quick setup
- Interactive product tours
- 24/7 chatbot support
- Regularly scheduled webinars
Customer Support (10% of total weighting score)
To assess each software provider’s customer support services, I considered the following:
- Quick response times
- Availability of live chat support
- Comprehensive knowledge base
- Accessible email support
- User community forums
Value for Money (10% of total weighting score)
To evaluate the value of the tool, although free, I also considered the following:
- Inclusion of essential features in the free plan
- Affordable upgrade options
- Transparent pricing structure
- No hidden fees
- Discounts for annual subscriptions
Customer Reviews (10% of total weighting score)
To get a sense of overall customer satisfaction, I considered the following when reading customer reviews:
- Positive feedback on ease of use
- High ratings for customer support
- Consistent performance and reliability
- Frequent updates and improvements
- Overall satisfaction with value for money
How to Choose Free SEO Tools
It’s easy to get bogged down in long feature lists and complex pricing structures. To help you stay focused as you work through your unique software selection process, here’s a checklist of factors to keep in mind:
| Factor | What to Consider |
| Scalability | Will this tool grow with your needs? |
| Integrations | Does it integrate with your current systems? |
| Customizability | Can you tailor it to fit your specific needs? |
| Ease of Use | How quickly can your team learn to use it? |
| Budget | Are there any hidden costs? |
| Security Safeguards | Does it protect your data effectively? |
| Support | Is customer support readily available? |
| Features | Does it offer the essential features you need? |
Trends in Free SEO Tools
In my research, I sourced countless product updates, press releases, and release logs from different free SEO tools vendors. Here are some of the emerging trends I’m keeping an eye on:
- AI and Machine Learning Integration: More free SEO tools incorporate AI to provide smarter keyword suggestions and automated site audits. For example, tools like Surfer and seoClarity leverage AI for enhanced SEO analysis.
- User Experience (UX) Focus: Tools increasingly focus on page speed, mobile-friendliness, and user engagement metrics. Google PageSpeed Insights remains a popular choice for analyzing and improving site performance.
- Voice Search Optimization: With the rise of voice-activated devices, tools now offer features to optimize for voice search. AnswerThePublic has been particularly useful for generating long-tail keywords that match natural language queries.
- Local SEO Enhancements: Free tools are expanding their capabilities to support local SEO, such as Google Business Profile for managing local listings and BrightLocal's free tools for checking local search rankings.
- Content Quality Emphasis: Tools prioritize content quality by providing readability scores, suggestions, and plagiarism checks. Yoast SEO, a popular WordPress plugin, includes features to improve content readability and SEO.
What is a Free SEO Tool?
A free SEO tool is a software or platform that helps optimize websites for search engines without any cost. They provide valuable insights into keyword performance, backlink analysis, and website analytics. Features like keyword research, site audits, content analysis, and rank tracking help users enhance the site's search engine ranking, drive organic traffic, and understand the audience better. Free SEO tools make it easier for users to manage and improve their website's SEO performance without financial investment. SEO tools are commonly used by digital marketers, content creators, small business owners, and web developers to improve their online visibility.
Features of Free SEO Tools
When selecting free SEO tools, keep an eye out for the following key features:
- Keyword research: Helps identify the most relevant and high-traffic keywords to target in your content.
- Backlink analysis: Provides insights into the quality and quantity of backlinks to your website, which are crucial for SEO ranking.
- Site audit: Scans your website for technical issues and suggests improvements to enhance search engine visibility.
- Rank tracking: Monitors your website’s position on search engine results pages (SERPs) for selected keywords over time.
- Competitor analysis: Analyzes the SEO strategies of competing websites to uncover opportunities for gaining an edge.
- Content optimization: Offers recommendations for improving the SEO performance of your content based on keyword usage and readability.
- Traffic analytics: Provides data on user behaviour and traffic sources to help understand and improve site performance.
- Mobile-friendliness check: Assesses how well the website performs on mobile devices, which is critical for SEO.
- Page speed analysis: Evaluate the loading speed of your web pages and suggest ways to make them faster, which can impact SEO rankings.
- SERP feature tracking: Identifies and tracks special search result features like featured snippets and local packs where your site appears.
Benefits of Free SEO Tools
Implementing free SEO tools provides several benefits for your team and your business. Here are a few you can look forward to:
- Cost savings: The obvious one is that free tools give you essential SEO functionality without needing a paid subscription, helping small businesses, freelancers, and smaller teams manage budgets.
- Keyword insights: They offer data on popular search terms, helping you refine your content strategy and rank better in search engines.
- Competitor analysis: Free SEO tools often include features to see how competitors rank, giving you a clearer picture of your market position.
- Site performance tracking: Many tools track site speed and user experience metrics so that you can optimize for search engine rankings and user satisfaction.
- Backlink monitoring: Free tools allow you to track and analyze backlinks, helping you strengthen your link-building efforts.
- Content optimization: They help identify gaps and opportunities for improvement in your content, ensuring it aligns better with search engine algorithms.
Costs and Pricing of SEO Tools
Selecting SEO tools requires an understanding of the various pricing models and plans available. Costs vary based on features, team size, add-ons, and more. The table below summarizes common plans, their average prices, and typical features included in various SEO tool solutions:
Plan Comparison Table for SEO Tools
| Plan Type | Average Price | Common Features |
| Free Plan | $0 | Basic keyword research, site audit, and limited backlink analysis. |
| Personal Plan | $5-$25/user/month | Advanced keyword research, more comprehensive site audits, and rank tracking. |
| Business Plan | $30-$100/user/month | Extensive keyword research, competitor analysis, and multiple user accounts. |
| Enterprise Plan | $100-$300/user/month | Custom reporting, API access, priority support, and tailored solutions. |
Free SEO Tools FAQs
Here are some answers to common questions about free SEO tools:
How do you use free SEO tools?
To use free SEO tools, start by defining your SEO goals like improving rankings, finding keywords, or fixing site errors. Choose a tool that fits your task: use Google Search Console for technical issues, Ubersuggest or AnswerThePublic for keyword ideas, and MozBar for quick on-page checks. Regularly review your data, act on quick wins, and compare a few tools to get a well-rounded view of your site.
Can I do SEO without paying?
Yes, you can do basic SEO without paying by relying on free tools for keyword research, ranking checks, and site audits. However, as a marketing leader managing large sites or teams, you’ll likely need paid tools for deeper data, advanced reporting, and efficient workflow at scale. Free tools are perfect for spot-checks and getting started, but most teams outgrow them as web projects expand.
What are the limitations of free SEO tools?
Free SEO tools often cap how many queries, reports, or keyword results you get each day. They may miss advanced features like automated reporting, large-scale crawling, or integration with other platforms. For directors and content leads, these limits mean more manual work, time constraints, and potential data gaps when managing large or multiple sites.
What’s the best way to build an SEO tech stack using only free tools?
You can build a solid free SEO tech stack by pairing keyword research tools (like Ubersuggest’s free tier and Google Keyword Planner) with technical audit platforms (such as Google Search Console and Screaming Frog’s limited free version). Add Google Analytics for traffic data and MozBar for quick page analysis. Combining these gives you keyword, analytics, and technical insights without cost.
Do free SEO tools work for large or enterprise websites?
Free SEO tools can handle small tasks for big sites, but they struggle with large-scale crawls, bulk keyword reporting, and team features. If you manage an enterprise site, use free tools for snapshots and quick checks, but plan to invest in paid solutions for deeper analysis and workflow integration.
Are there any risks in relying only on free SEO tools?
Yes, relying only on free SEO tools risks missing data, running into workflow bottlenecks, and lacking support if tools break or change. You might also face delays or inaccuracies in data updates. For business-critical SEO, a mixed tool approach is safer for your team.
How often should I use free SEO tools to monitor my site?
Check core metrics like rankings, crawl errors, and traffic at least once a week using free tools. For competitive sectors or active sites, daily checks with tools like Google Search Console and MozBar are smart. Set automated alerts if you can, so you don’t miss critical changes.
What’s Next?
If you're in the process of researching SEO tools, connect with a SoftwareSelect advisor for free recommendations.
You fill out a form and have a quick chat where they get into the specifics of your needs. Then you'll get a shortlist of software to review. They'll even support you through the entire buying process, including price negotiations.