25 Free SEO Tools to Improve Your Website + Grow Your Brand

Want to get better SEO results for the lowest possible cost?

SEO tools track the health of your website. They give you actionable data to make it more efficient by identifying opportunities and weaknesses that could be preventing you from ranking well in the SERPs (search engine results pages).

Why SERPs Are Fundamental to SEO

When most people search, they click through the organic results on the first page of the SERPs and rarely visit the second page.

This is why ranking on the first page of Google is essential – if your site appears on page two or beyond, you are practically invisible.

Top 3 Google search results get 75.1% of all clicks

1. Google Pagespeed Insights

Google Pagespeed Insights checks your site’s speed and usability across multiple devices.

Enter a URL, and the tool will test load time and performance for desktop and mobile and identify opportunities for improvement.

Mobile results also come with a user experience (UX) score, scoring areas like top targets, and font sizes.

2. Moz Local Lists Score

Moz’s Local SEO Tool lets you see what your local business looks like online.

Moz analyzes data from over 10 different sources, including Google, Yelp, and Facebook, to rate your physical business based on how it looks online.

The results come with actionable fixes for inconsistent or incomplete listings.

Moz Link Explorer offers a comprehensive overview of your website, pages, and links.

The free version gives you a quick view of the full range of link analytics, including the most impactful links reaching you and your most linked pages.


Keywordtool.io gives you hundreds of keyword ideas based on a single keyword you type in.

It provides a large number of long-tail keyword opportunities and also answers common questions.

5.Google Analytics

Google Analytics offers comprehensive website statistics and search information.

In addition to tracking your website traffic, it also presents a lot of keyword information about the terms people use to get to your page.

6. Google Structured Data Testing Tool

Google’s Structured Data Testing Tool uses live data to validate structured data on any web page.

Structured data, also known as schema markup, is often referred to as the “language of search engines.” It allows search engines to contextualize, understand and accurately match website content to relevant search queries.

7. Google Search Console and Bing Webmaster Tools

Google Search Console and Bing Webmaster Tools both perform constant website analysis and create error reports and alerts.

They help you see what the two major search engines think of your site and reveal bugs and indexing issues.

8. Google Keyword Planner

Google’s Keyword Planner tells you what people are searching for.

Enter a keyword or group of keywords, and the tool will return an array of useful stats to guide your keyword strategy, including monthly search volume, competition, and suggested terms you don’t. you may not have discovered.

There are many alternatives to the Google Keyword Planner – check out this article for more information.

Google Trends lets you see the relative search popularity of topics.

It displays popular search terms over time, helping to uncover seasonal variations in search popularity, and more.

Customer reviews are vital for local SEO. The Google Business Review link builder creates a personalized, shareable link for people to review your business on Google.

11. Google.com in an incognito window

Searching Google.com in an incognito window will bring up a list of autofill options, which can help focus your keyword research.

Private Browsing ensures that any personalized search data that Google stores while you’re signed in is ignored. Here are the instructions for opening an incognito window in Chrome, Firefox, and Safari.

12. Google SERP Snippet Optimization Tool

Higher Visibility’s Google SERP snippet optimization tool previews how your pages will appear in Google search results.

It helps you strategically build page titles and meta description tags that will result in eye-catching listings in Google search results even before you publish a page or post.

Ahrefs’ Link Checker provides comprehensive link analysis.

The free version displays the top 100 backlinks to your website, along with the total number of backlinks and referring domains. Results include domain rating (DR) and URL rating (UR), where applicable.

14. Ahrefs SEO Toolbar

Ahrefs SEO Toolbar provides instant SEO metrics for web pages and Google searches.

You can see how much traffic your web pages have each month, how many keywords they rank for, how many backlinks they have, and more.

It also shows the search volume, CPC (cost per click) and difficulty of each keyword you enter.

15. Ahrefs SEO Checker

Ahrefs SEO checker gives full on-page analysis of your website.

It performs a full page analysis and discovers issues such as missing alt tags, header structure errors, and page bloat.

16. JSON-LD Schema Creator

The JSON-LD Schema Builder lets you customize how your pages appear in search results.

It creates custom code to display your reviews, events, organization, and people the way you want on the SERPs.

17. Similar Web

Use SimilarWeb to view site statistics for any domain.

It estimates how much traffic a website gets and shows a breakdown of traffic sources, locations, and more. This is beneficial for competitor research.

18. SERP Bot

SERPRobot shows you your ranking position for up to 5 keywords.

You can also view the ranking of your competitors.

19. XML Sitemaps

XML Sitemaps create an XML sitemap that you can submit to Google, Bing, and other search engines to help them better crawl your website.

Free up to 500 pages.


BROWSEO allows you to see your website as a search engine sees it.

Enter your site and the tool will remove everything but the basics, revealing how search spiders see your website.

21. SEO Site Check

SEO Site Checkup audits your website for on-page and technical SEO issues.

It checks for appropriate tags and reports any errors that occur.

22. Yoast SEO

The Yoast SEO WordPress plugin ensures that your site meets the highest technical SEO standards. It also contains tools to optimize your content for SEO and overall readability.

When you’ve written a draft, enter its main keyword and Yoast SEO will suggest how to edit the content to optimize it for search engines.


LinkMiner checks web pages for broken links and extracts metrics on those links.

This is a Chrome extension that checks the HTTP status of all links on a page and highlights all broken links (404) in red.


Copyscape checks for duplicate content.

Enter a URL for a blog post or website, and the tool can tell you where the content appears online.

25. Robots.txt generator

The Robots.txt generator creates a very important robots.txt file for your website.

Search engines use robots (or user-agents) to crawl your pages. The robots.txt file defines which parts of a domain can be crawled by them.

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