Being an SEO is not easy or cheap. Tools can get expensive and they also do a great job at telling you that can’t do anything without them.

You can, but for sure a paid tool can make the difference in your workflow. Only the automated updates and reports where you can easily see a drop in rankings or traffic or a jump to the first position, so that you can report it straight away to your client, and that’s worth all the money.

Talking about paid tools is a topic for another article. Because here, we’re going to discuss what free SEO tools options we have. Yup, you can get away with free and do a decent job. From keyword research to technical analysis, there are a plethora of solutions that can help you be on top of your game.

These are the tools – browser extensions, apps on your computer, or cloud services – that I’ve used myself. More will be added because this is an ongoing thing.

And feel free to leave a note about your favourite free SEO tool and we’ll get it cover here.

Without any more details, let’s look at what are the best free SEO tools that I’ve used:

  • Free Keyword Research Tools
  • Free Analytics SEO Tools
  • Free Technical SEO Tools
  • Free Link Building and Link Monitoring Tools
  • Free Local SEO Tools
  • Free video SEO Tools
  • Misc Free SEO Tools

Free Keyword Research Tools

Google – the search engine

True. Every (keyword) research should start with the search result pages (SERPS). What are they telling us? What websites rank in the first 3 positions organically? Are they under the local pack, videos, and other informational content?

What (key)words and (key)phrases do they use in their titles? How about their meta description? Once you click those results, you can check if the meta from the SERP is the meta they have provided (you can do that with other plugins mentioned in this article).

What subheadings are they using? Is the content interactive? Does it have images? Videos? Questions answered? Comments? Does it have a unique tool/widget (think of a mortgage calculator for example)?

Back to the SERP, what featured snippets are featured? And what other queries people did (scroll towards the bottom)?

Spend some time on the first page and analyze the results. If you do it right, you’ll discover close to 80% of what you need to know about the intent behind those types of searches.

Keywords Everywhere Chrome Extension

It should be browser extension. See the power of branding?

Ok so what if you typed in a word or a phrase in Google and were somehow able to see the search volume and other keyword-related phrases and variations, with the associated search volume as well. Wouldn’t that be cool?

Guess what this free browser plugin does… Simply amazing.

Now, I wouldn’t build my entire keywords strategy based on this plugin. And all the cool features and what you can do with these results are for the paid version. Nevertheless, it’s a (great) start. It also has MOZ domain authority as one of the metrics 🙂 in the SERP for domains and pages. And has also YouTube keywords on a YouTube video page that tells you keyword tags!!!

Keyword Surfer Chrome Extension

Basically does the same thing as Keywords Everywhere. I’ve been using both and I can’t say I’ve been seeing different results or volumes. I’m based in Canada so often I switch to the U.S. to get a better understanding of the volume and the intent.

Also, the search behaviour differs, so in Europe, you might find a tool handier than the other. Nevertheless, Surfer SEO is the star for the past two years and this tool is popular enough to be mentioned here.

Google Keyword Planner

This is probably the first professional keyword research tool anyone starts with. And it’s great. It’s a part of Google Ads (formerly Google Adwords – as many still refer to it even today) in order to help you determine which are the right keywords for you to bid (spend money) on.

It gives you volume and an approximate cost per click in a certain area (because dentist Toronto costs different than dentist Markham) and it’s pretty generous.

Some industries are restricted (you won’t find search volume for guns).

 

Bing has a similar free keyword research tool.

Google Trends

A very powerful tool made available by Google. And it’s for free. Gives you data on special terms on regions, language, etc. Great to check for seasonality and if a massive drop in traffic happened, after investigating the technical stuff, I go to see if there’s a lower demand/interest for the service/product from the trends.

Pro tip: Don’t neglect YouTube searches. YouTube is the no2 search engine in the world (owned by Google, the no1 search engine).

Spark Torro

Rand Fishkin is the face you’ll get familiar with whenever you start learning about SEO. His Moz Whiteboard Fridays are legendary. He wrote a successful book called Lost and Founder where he talks about the entrepreneurial journey, how he started MOZ, what would he had done differently and what are his plans with this new tool.

The latest project is mindblowing – audience research – you know, the stuff that people paid millions for. The tool is not free, but you do have 5 limited (it used to be 10) searches per month.

Nope, as Rand said, this is not an influencer marketing tool. It’s audience research – who talks about your product/service? What podcast do they listen to? Who do they follow? You know… GOLD.

Answer The Public

WOW – these were the first sounds I made when I discovered this tool a couple of years back. Still WOW even today. What does it do? It tells you the questions (not the answers lol – that’s for you to supply) people are asking about a certain keyword.

How is this helpful? Long-tail keywords and questions to answer – simple as that. Address the queries people are typing in and if it’s good and relevant, Google will reward you by showing your website in the search result (I’ve cracked the code!!!).

It used to have a bearded gentleman with a turtleneck. Not sure what happened there but that was a branding element.

Also Asked

In the same registry, Also Asked was/is a tool that I liked, for no particular reason. For some time it seems that it’s under maintenance (to similar to Answer the Public?) but I hope it will come back.

KeywordTool.IO

Sometimes you need to have all of the search engines (G, Bing, YouTube, Amazon) in once place. and I can’t say I didn’t find myself using this tool every now and then, mostly to see if there’s something I might have missed (like an intent). For volume and other insights, you need to pay. Nevertheless, still worth checking it out.

Ubbersuggest

Ubbersuggest has been around for a while but a couple of years back it was purchased by Neil Patel (you know, that guy that clients keep sending you links from to show you how to do your job) and enhanced with features. It has a paid version and by no means this is the no1 tool and it won’t be.

That being said, I have discovered backlinks that other tools didn’t pick up. And for some regions, some low-hanging-fruits keywords that I’ve successfully implemented. So don’t neglect it, as it’s a free lite version similar to more versatile tools such as Ahrefs, Moz and Semrush.

And by the looks of it, more and more features are added, for the free version as well. I’ve included it in the keywords research tool section, but it’s more than just that.

Free Analytics SEO Tools

Google Analytics

The benchmark of any digital marketer. Did you know that this is a paid tool? Only after you reach a certain amount of hits (think Walmarts or the Amazons comparisons) – so a paid version is not feasible for probably 98% of its users.

This is, most likely, the first traffic analysis tool someone will use – and most likely will use it for the rest of their digital marketing career. The amount and type of information they provide are outstanding – you can build your (successful) business based on that. How your users discover you, what do they do on your site, what do they click, how much time they spend, etc.

You know what they say: What gets measured gets managed! so Google Analytics is a must on any website. And now, they are releasing the new Google Analytics, GA4, the first major update since… forever! And it’s a totally different tool, built to address the future. Start implementing it right away because it works like the classic (old, regular) Google Analytics – it gathers data from the moment you enable it so if you want some history, do it as soon as you can.

Microsoft Clarity

How cool could it be if Google Analytics actually records the screen of your visitors, to see how they behave (lol) on your site? Wait, there’s a tool that already does that. It’s called Hot Jar and it’s not expensive considering what type of data they provide.

But what if I told you there’s a similar tool for free? Well, it’s called Microsoft Clarity. Not sure why this tool doesn’t get as much traction as others, but that’s beside the point. Be careful to include it in your privacy policy and to mention what type of data you collect. Play nice.

Rank Math, CloudFlare, JetPack, and other plugins and addons have some sort of analytics. Some are more generous than others.

Free Technical SEO Tools

Google Search Console

Your relationship with Google can be managed through this. And it’s the only way (regarding search). So no campaign starts without ensuring GSC access is provided. Preferably, in advance, since the auditing stage. Because Google Search Console gives you (some of) the information Google is willing to share.

They don’t necessarily do this for your website’s sake. Remember, Google is trying to serve their clients (the people who perform the queries) with the best possible answers so they don’t want to leave out the possibility of great results just because you have the no-index tagged (by mistake) on your page.

From manual actions to page indexations requests (or removal), adding the sitemap to help the crawler better… crawl. Or what queries and pages do people click for your website. How many impressions and clicks for those.

Google Search Console is a must. Period.

Screaming Frog

Talking about a unique and great brand name!

This is the go-to for crawlers. It’s a freemium tool, but with the free version, you can get away with what you need for most websites. With the free version, your crawl is limited to only 500 pages (which most SMB sites don’t even get close to) and obviously, some more important perks come with the paid version. You will have a (small) budget of around 200USD/year to pay for it once you get a contract.

Page titles and meta descriptions, internal 404pages (and where they are coming from), images names and alt tags, index (or no-index), duplicate titles or content, orphan pages – just a few of what this tool does.

You need to download and run it on your computer.

Sometimes, if I sense something is wrong, I start a crawl before I even open the website. So, Screaming Frog is a must in any SEO toolkit.

Also, a shoutout to their social media team, which doesn’t leave any comment not replied to. And doing an exemplary PR job. So I guess you have the tool + the pr team as an example.

SEO Pro Extension

Made with ❤️ from Canada by Kristina Azarenko, a fellow SEO professional (and immigrant) who’s killing it and making a name for herself. Good job!

I find myself installing and uninstalling a lot of extensions (you can only use so many). But this one is always with me. Core Web Vitals, Title and Meta, indexed, how many headings, schema, links (internal and external) – everything with just a click, without needing to go anywhere else.

I hope the next update will include a word count on the page. That’s it!

Moz Bar Chrome Plugin

Moz is an industry leader and also has the only domain acceptable metric for Domain and Page Authority – which can mean something. Or not. I personally use it as a reference since there’s nothing else or better as an alternative.

Backlinks, headings, descriptions and title tags, and everything you would expect from a tool like this.

SEOQuake Chrome Plugin

This tool is somehow part of the SEMRush family but not fully supported or promoted, or so it seems. In order to have all the functionalities, you will need to connect it with SEMRush.

It does what all the other SEO browser extensions do; maybe a little bit different, and offering more information that (like SEMRush) can seem overwhelming and maybe a little bit annoying when turned on.

Very good for a quick on-page audit, and a quick WHOIS so definitely try it before adding it to your free SEO tools toolkit.

Lighthouse Chrome Extension

Ensure you’re doing it in incognito (yes, you can enable extensions in incognito). Other plugins/extensions can affect the performance. It’s easy to confuse it with Google Page Speed insights reports but Lighthouse is offering more reports than the other.

Google Page Speed Insights

You will see screenshots with these metrics everywhere, especially in those free website SEO audit emails you are getting frequently. It shows you the score for Core web Vitals and how it responds to certain triggers.

Remember, it measures page (not website) speed. And you will get different results every time you run a test, as it depends on so many factors. Nevertheless, it’s important to have a high score. Be careful not to break your site or get rid of other functions just to get that perfect score.

Ahrefs Webmaster Tools

I’ve written about why and how to use Ahrefs webmaster tools for your website here. So I won’t be using this space here but I highly encourage you to check that article out. Ahrefs is a powerful tool in the SEO space so when you’ll have the chance to work with the paid version, you will understand why.

In 2020 they released this lite free version of their tool, a version that covers pretty much all the basics. Good to have and all my websites are monitored in this webmaster tool.

GTMetrix

For the past two years or so this tool has decreased in popularity. Probably because the metrics they offer are now offered by other tools that didn’t a while back. But it’s still under my free SEO tools lists and adds a URL every time I do an audit. I like their waterfall chart – it’s not like other tools don’t offer but the layout is different and this one’s tabs are somehow intuitive and you can easily spot scripts that consume your page.

For the lazy, they give you a compressed version of your images that you can download and then re-upload. The grading is also useful and you can see why a screenshot with a D mark can help your pitch and might give you the contract. The top issues sections are also extremely useful.

Pingdom Website Speed Test

This tool was one of the first to measure the website speed test. I still find myself adding a URL every now and then.

Rich Results Test – Ex Structured Data Testing Tool

Do you use schema on your site? Structured data is a code to help Google better understand what the site/element/structure/entity is all about – so that again, it serves their users best. Using schema can be that small differentiation from positions 1 and 2 – and we know how much this means.

I delay you would use as much as you can, but a minimum of article for blogs, about and contact schema can easily be implemented using plugins.

Google provides us with a free tool to test our page and see if everything is in place, or if there’s something missing.

Mobile-Friendly Test Tool

Is your site mobile-friendly? You have only one site, and not your desktop and mobile version, right?

It’s important to see how Google thinks your website is so don’t neglect to add the URL in thereafter any major update.

Chrome DevTools (right click – inspect) on any page

Not a day goes by without inspecting an element on a website. Most recently I’ve been doing a lot of local SEO so I inspect competitions map listings (more on that with another occasion) to see what categories they are using. But from competitors websites to reverse engineer some functionality I like, or the sites I’m working on (most often instead of login in on the back to take a picture from for social media, I inspect and find the URL via frontend for example) – Developers tools is one of the most powerful functionalities in the web browser.

Noticed how I haven’t even mentioned the console and all the technical aspects you can easily see/debug just from the front-end.

Learn how to use it. Even if you’re not a developer, it still helps you. A LOT!

Page Analytics Chrome Extension

Comes in very handy to see how many clicks a button on a website has. You need to link it

Google Tag Assistant

Because so many things can will go wrong, it’s an easy way of identifying some related to your tag manager. It can get messy, so this helps.

Free Link Building and Link Monitoring Tools

Google Alerts

You can set up alerts for your brand name and set up the alert frequency. Google will send you regular emails with what it discovered, pages that mentioned your brand. I can’t tell you how many times I’ve identified a brand name on a page. I simply asked and won a good backlink only by asking. Sometimes you don’t get any response and there’s little you can do but hey… why not?

BuzzSumo has a similar function as well, but that tool is more versatile.

Free Broken Link Checker

This is one of my favourite SEO Tools. And it’s free! Why is it my favourite? Because often (most of the time) it finds broken outbound links within my websites that other (paid, and not cheap) tools don’t. And what an exact match domain for the service they offer.

Free Local SEO Tools

PlePer Browser Plugin

I was doing competitor listing research and was looking through the code on the maps to see what categories they were using, in case I was missing out on something. Until someone said – I got a plugin that does this!

And not just categories, but it shows you other info about the listing, on the map. Useful.

Free Video SEO Tools

 

VidIQ

I’ve been using VidIQ for a couple of years and once I’ve logged out and back in and this plugin was not enabled and I thought – YouTube change its layout?

From creating keyword tag groups to vide thumbnails or spying on competitors, as well as analytics and stats to help you in the decision making, this is a tool for scaling your YouTube video marketing campaigns. It’s a freemium plugin and like all the freemium plugins, the cool features comes with the paid version.

Nevertheless, you can do many things with the free version and even if you have 1 video on YouTube, you should be using this tool.

Misc. Free SEO Tools

Wayback Machine

It’s not just one time I heard the story of someone having a website only to lose all the information due to hacks/not continuing with the hosting etc. And I can’t tell how surprised they were to be able to access that information again.

It also helps to get a glimpse of the website’s (domains) history: what was it 10 years ago? Hint: search those sites you used to do in high school 🙂

Serp Speed 

Reddico created this great online tool to quickly check a page’s speed and rankings compared to a given keyword and location. I love using this because you get a birds eye view at a glance in a matter that makes more actionable sense than any other Google tool for example. See who else is ranking, what positions, and the page speed + actionable items.

One Tab Browser Extension

I have all the tabs in the world opened in the same time. But I have others I need and this simple extension is helping me tremendously. Do you have multiple clients, each with it’s own access (think Google Analytics for example), its own ongoing documents that you need to have opened, and you’re frustrated by logging out and in so many times? OneTab comes to the rescue.

I know now browsers somehow incorporated some of its features but I still use it, import and export tabs (make sure you do that because if your machine crashes you won’t be able to access those saved tabs).

PixelHunter.io

Not an SEO tool specifically but one I found myself using more and more everyday. It resizes images for different social media purposes – Instagram post, Story, Facebook feed, etc. I can’t tell you how much this helps as I like to post natively most of the time and the image does make a difference. And as much as you would want, you can’t have a 1size fit all image.  This Pixel Hunter tool helps.

Knowledge Graph Search

What does the Google knows about you? Your brand or your client’s brand to be more specifically…

You can do  a simple search. But you can also use this free tool that helps with the Knowledge Graph. I check all the projects I work for every now and then as it gives me a perspective.

Semrush Sensor

In SEO, changes happen every second. Sometimes, the most experienced SEOs sense them right away. But we should not trust on what others are sensing and most of the time, the search engines (Google) don’t announce or they announce it days later after an update to their algorithm has been made. 

Fortunately, there are tools that can help us monitor, and Semrush Sensor is one of those tools.

It get broken down by location, category and the type and results and volatility. Highly efficient when you suspect something is going on.

The Winners and Losers comparison helps sometimes identify right away if the website you manage has been hit.

 

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