20 Best SEO Tools in 2023 (Free + Paid)



Imagine your website as a runner in a marathon, constantly striving to reach the finish line or, in this case, the top spot on search engine results. But like any marathon, it's not just about putting in the miles; it's also about having the right gear and training plan. And that's where SEO tools come in - they're the energy gels, hydration packs, and GPS watches of the online world. 

They provide you with the data and insights you need to optimize your website, giving you the edge you need to outrun the competition and reach the coveted first-place finish. With the help of these tools, you can fine-tune your website's performance and watch as it becomes a champion of search engine results, driving more and more traffic to your site.

In this blog, we've put together a list of the 25 best SEO tools that will help you get started on your marketing journey in 2023 (and beyond). 

Some are free, some are paid, but all are useful in their own unique ways. Let's first look at how any of them can get the job done for you.

How SEO tools can help you improve your website

SEO tools help marketers ensure that their websites are optimized for maximum visibility on search engines. These tools will help you track important metrics such as website traffic, search engine rankings, and SEO aspects of your website content. In this blog, we have covered both free and paid tools that will help you with these metrics. 

Some of the tools include Google Analytics, Google AdWords, Moz, SEMrush, and Ahrefs. Each tool provides a different perspective on web analytics and can help you track metrics on your website to identify areas for improvement.

SEO tools can help improve a website in several ways, including:

  1. Keyword research: SEO tools can help identify relevant keywords and phrases that people are searching for, which can be used to optimize website content and improve search engine rankings.
  2. On-page optimization: SEO tools can help analyze a website's on-page elements, such as meta tags, headings, and internal linking, and provide recommendations for how to optimize them.
  3. Backlink analysis: SEO tools can help track the number and quality of links pointing to a website, which is an important factor in determining search engine rankings.
  4. Site structure analysis: SEO tools can help identify issues with a website's structure, such as broken links, that can negatively affect search engine rankings.
  5. Competitor analysis: SEO tools can help analyze the online strategies of a website's competitors, which can be useful for developing an effective SEO strategy.
  6. Tracking and Analytics: SEO tools can help track website performance, including search engine rankings, traffic, and conversion rates, and provide insight into areas of improvement.

Overall, SEO tools can provide valuable information and recommendations to help improve a website's visibility and search engine rankings, but they should be used in conjunction with a solid overall SEO strategy.

1. SEO Editor by Scalenut

Scalenut’s SEO editor is a powerful tool for in-depth competitor analysis and SEO content creation. The tool has some pretty amazing features, such as an in-depth analysis of the top-ranking content for your keyword, a detailed list of the most popular questions related to your keyword, and an AI writer that creates high-quality content. The Scalenut SEO editor is a good way to streamline your content creation process all in one place. 

Screenshot of Scalenut SEO tool homepage
Scalenut SEO tool homepage

What you can do with the tool: 

  • Get a detailed analysis of the top-ranking content for your target keyword with SEO Docs. 
  • Identify the most popular topics related to your keyword and create content clusters for your marketing campaigns. 
  • Get keyword search volume, ranking difficulty, and more keyword research insights with SemRush integrated right into the platform. 
  • Create high-value, low-competition keyword clusters with a powerful keyword clustering tool. 
  • Check for plagiarism and ensure your content is 100% original with CopyScape integration.


Individual: $29/month

Growth: $79/month

Pro: $179/month

Screenshot of Scalenut pricing plans
Scalenut pricing plans


UI/UX that is simple to use and has a short learning curve.

In-depth competitive analysis of top-ranking content for a target keyword.

NLP-keyword lists for identifying the most valuable and relevant keywords.

AI writer for generating insightful and engaging content.


Lack of technical SEO features for on-page optimization and tracking. 


Moz Pro is a powerful tool for SEO professionals. Agencies and professional SEOs have used it for years to help them get their clients the top rankings on search engines.

What you can do with the tool: 

  • Users can track a total of 4 websites, including 3 competitors, for weekly rankings and on-page SEO info. Crawl and optimize your website for maximum organic traffic. 
  • Identify high-value, low-competition keywords with Keyword Explorer.
  • Find out where your competitors are getting backlinks from and check the page authority and domain authority of websites. 


Standard: $99/month
Medium: $179/month
Large: $299/month
Premium: $599/month


It covers many aspects of SEO, from on-page factors to link-building and keyword research. 

The software has good tracking features for competitive research.


MozPro is a bit more expensive than most other SEO tools on the market. 

The free trial only lasts for 30 days, which is frankly not enough to understand the impact of the tool.


SemRush helps marketing professionals improve their online visibility and measure their performance. It includes a suite of tools to help with keyword research, competitor analysis, and link-building. SemRush also provides users with real-time insights into their website's traffic and performance.

What you can do with the tool: 

  • Track your website’s SEO health and optimize it for maximum visibility. 
  • Identify important topics and subtopics related to your target keyword. 
  • Track search engine rankings for your target keywords and stay updated with the competition. 
  • Manage social media platforms and schedule posts. 
  • Find keywords in your competitor’s content and create a competitive content marketing strategy. 


Pro: $119.95/month

Guru: $229.95/month

Business: $449.95/month


Comprehensive keyword research and analysis features.

The ability to monitor competitor SEO strategies.

Site auditing and performance tracking features.

Informative link-building and backlinking tools.


The learning curve can be steep for some users.

Some features can be expensive for small businesses.

Some areas of the software can be buggy.


Ahrefs is a great tool for backlink analysis; it can also be used to find broken links and competitor keywords and track rankings. Ahrefs gives you access to over 200 million backlinks from around the world (and growing). 

Ahrefs' powerful search functionality is combined with its extensive dataset of data points—including referring domains, keywords, and keyword density.

What you can do with the tool: 

  • Keep track of every SEO aspect of your website, such as domain ratings, backlinks, referring domains, organic keywords, and more. 
  • Find new ranking ideas with keyword metrics, such as search volume and traffic potential.
  • Track the user-friendliness of your website with metrics such as organic vs paid traffic, sitemaps, and speed statistics.


Lite: $99/month

Standard: $199/month

Advanced: $399/month

Enterprise: $999/month


Very accurate keyword difficulty scores

Great for competitive research

Robust link analysis

Accurate site auditing

The interface is very user-friendly


Can be expensive for some users

Some features can be complicated to use

5. Copyscape

Copyscape is an online tool that can help you check for plagiarism and make sure that all of your content is 100% original. 

Screenshot of Copyscape SEO tool homepage
Screenshot of Copyscape SEO tool homepage

What can you do with the tool

Search engines like Google, Bing, and Yandex take plagiarism as a strong de-ranking signal. With Copyscape, you can make sure that does not happen to you.

  • Check for plagiarism in your content by simply copying and pasting your content on the CopyScape website. 
  • Batch search your entire website for plagiarism and ensure that all your website content, such as CTAs, banners, and landing pages, are 100% original. 
  • Integrate the CopyScape API with your company website, whether custom coded or built with WordPress.


CopyScape has a word-based pricing plan where the cost depends on the number of words you check for plagiarism.

CopyScape Premium:
3c per search (up to 200 words)

plus 1c per extra 100 words.


Allows users to check text for plagiarism

Offers users a paid subscription for more features

Allows users to download a plugin to check text for plagiarism


Some features are only available for paid subscribers

The plugin is not compatible with all browsers

6. ContentKing 

ContentKing monitors your website 24/7 for SEO concerns. This cloud-based solution requires no installation and provides SEO analytics data and reports on demand.

What can you do with the tool

  • You can get real-time insights about your website with suggestions on how to improve the SEO of your website. 
  • Users get alerted instantly if a website or one of its pages is broken or not optimized for search engines. 
  • Users can track the changes in their website content and stay updated with a real-time measure of on-page optimization. 


Basic: $49/month

Standard: $179/month

Pro: $339/month


Provides a detailed analysis of the SEO health of a website.

Users can get granular insights about individual pages. 


It may be overwhelming for SEO beginners.

The tool is a little high-priced, considering the limited features it offers. 

7. Google Search Console

Google Search Console is one of the best free tools for website owners that lets you understand how Google sees your site, crawl errors, and more. You can measure your site's search traffic and performance and fix problems using the tools and reports in Search Console.

What can you do with the tool:

  • Google Search Console helps you understand which search queries are bringing people to your site. 
  • You can also use this tool to check whether any of your pages are showing up as hidden from indexing.
  • GSC lets users track website pages and identify technical issues in sitemaps and indexing.


Absolutely free.


Helps improve your website's visibility in Google search results.

Provides valuable insights into how Google crawls and indexes your website.

Allows you to submit your website's sitemap to Google, which can help improve its indexing.

It helps you find mistakes on your website and fix them so that they will show up in search results.

Alerts you when Google detects malware on your website so you can take action to fix it quickly.


It only provides in-depth data for websites that are indexed by Google.

Since data is only changed once in a while, it might not show up right away in the Google Search Console interface.

8. Google Keyword Planner

Google Keyword Planner is a free tool that helps you find new keyword ideas and improve your website so that it gets more visitors from search engines. It shows you how many people are searching for your keywords and how much traffic each search is likely to send to your site.

What can you do with the tool:

  • Find relevant keywords and understand which words searchers are using to find information related to your primary keyword. 
  • Get approximate cost-per-click for keywords to devise a successful marketing strategy.


Absolutely free.


The tool is free to use and provides accurate results.

It can be used to find high-volume and low-competition keywords.


The tool does not always provide precise statistics.

9. Google Trends

Google Trends is the best way to identify larger trends and find popular topics for content marketing and SEO campaigns. The tool is easy to use and free for everybody. 

What can you do with the tool:

  • Find trending topics with detailed insights such as geographical location, search queries related to the topic, and historical trends. 




Lets you filter trends based on geographical location. 

Gives a bird’s eye view of trending topics.


Lacks in-depth SEO features such as on-page optimization. 

Does not give you keyword/search query stats, such as search volume.

10.Google Pagespeed Insights

Google page speed insights is a great SEO tool that can help you analyze how your website performs on desktop and mobile devices. 

What can you do with this tool:

  • Marketers can use this tool to run quality checks and ensure that every web page of their website is optimized for maximum speed on mobile and desktop.  




The tool helps you analyze your website’s compatibility on mobile and desktop devices.

It helps identify page speed issues on your website, which is a major SEO factor. 


The tool does not offer content SEO analysis.

11.Google Analytics

Google Analytics is another SEO tool from Google that helps website owners track the search engine performance of their websites. Users need to connect their website with Google Analytics to use this free tool.

What can you do with the tool:

  • Track the search engine performance of your website on Google. 
  • Find where your website traffic is coming from with stats, such as the source of traffic, the device used, location, etc. 
  • Create specific tracking reports for landing pages to measure the effectiveness of your SEO. 




The tool gives accurate info directly from the world’s largest search engine, Google. 

It helps website owners track every SEO aspect of their website. 


Does not offer SEO content analysis. 

Lacks SEO content generation features offered by some AI SEO platforms. 

The platform has a rather steep learning curve and requires a lot of time and effort to understand all the features of the tool. 


RankMath is a WordPress SEO tool that helps WordPress website owners ensure that their web pages are optimized for maximum search engine visibility. 

What can you do with the tool:

  • Track the SEO aspect of your WordPress website, such as meta descriptions, page titles, and URLs. 
  • Optimize your WordPress website for better search engine rankings with RankMath’s webpage SEO score. 
  • Ensure that search engines crawl and index the latest changes on your website with sitemaps and indexing requests. 


Pro: $129/year
Business: $429/year
Agency: $999/year


Analyzes the entire WordPress website for SEO tweaks. 

Helps ensure that web page content is optimized for maximum search engine visibility. 


Only works for WordPress websites.


Hotjar helps you extract insights from visitor interactions on your website. With a Hotjar heatmap, website owners can keep track of all the ways people interact with their sites. It is a nifty tool that helps you optimize your website for a better user experience.  

What can you do with the tool:

  • Understand how people interact with your website through heat-maps that track visitor behavior on your website. 
  • Improve the UI/UX of your website by recording insights from visitor sessions.
  • Add feedback forms to your important pages and let visitors share their points of view with you.
  • Conduct customer surveys and collect valuable insights for future product development. 
  • Recruit, schedule, and host moderated user interviews with Hotjar engage.


Hotjar Observe:
Basic: Free
Plus: $39/month
Business: $99/month
Scale: custom pricing

Hotjar Ask:
Basic: Free
Plus: $59/month
Business: $79/month
Scale: custom pricing

Hotjar Engage:
Pay as you go: $90/30 mins interview
Basic: Free
Plus: $90/month
Business: $139/month


It has several tools to improve your website for search engines.

The tool gives thorough reports to measure progress and highlight areas for improvement.

Customer support is great and ready to answer any questions.


It is a high-priced tool that is not fit for every marketing budget.

Beginners may find reports overwhelming.

The tool has a steep learning curve, which may be a downside for marketers pressed for time.

14.Yoast WordPress plugin

Yoast is a useful WordPress plugin with free and premium alternatives. Yoast can help you satisfy technical SEO criteria even if you're not a pro. Even if you're an expert, it can save time. It also provides readability advice.

What can you do with the tool:

  • Users can edit meta titles, meta descriptions, and other on-page SEO aspects of their web pages.
  • It helps you gauge the SEO quality of your web pages and improve organic visibility.
  • You can create canonical URLs for all your WordPress web pages and establish an effective linking strategy.


Yearly: $99/year


It has a wide range of features that can help you optimize your website for better search engine rankings.

It also has a social media integration feature that can help you promote your website and brand.


The tool is only available for WordPress websites.

Yoast SEO plugin tool may not work well with certain WordPress plugins.

15.Advanced Web Ranking

This tool lets you track your rankings and improve your on-page SEO continuously. You can see real-time ranking information about how your website fares on desktop, mobile, and local searches. Marketing agencies can also share this information with their clients in the form of "white-label" reports.

What can you do with the tool:

  • Get the latest search engine rankings for your target keyword for any device, search engine, or language. 
  • Discover competitors, find what works for them, and create a competitive SEO strategy.
  • Create custom reports to share with your team and other stakeholders.


Starter: $49 per month
Pro: $99 per month
Agency: $199 per month
Enterprise: $499 per month


Easy-to-use interface with accessible insights.

Gives a real-time snapshot of your website’s rankings. 

Includes rank tracker for local searches, a feature that can help small and medium businesses with local SEO.


Lacks content optimization features. 

Does not offer SEO content generation for creating and publishing new content. 

The pricing plans, considering the features, is a little on the higher side. 


Discover how your pages rank right down to the zip code level. The platform also offers other SEO features, such as site auditor, keyword discovery, and white-labeled reports, for marketing agencies.

What can you do with the tool

  • Track the geographical ranking of your web pages on search engines for a better understanding of content performance for local audiences. 
  • Track keyword rankings and stay updated with the latest top-ranking content for your target keywords. 
  • Find SEO issues in your website and fix them for maximum visibility. 
  • Create custom SEO reports with your name on them and share them with your clients.


Your subscription cost will depend on how many keywords you want to track with the tool. The platform offers options from 250, 500, and 1000 to10,000 keywords. 
250 keywords: $39/month
5000 keywords: $399/month
10,000 keywords: $699/month
More than 10000 keywords: Custom pricing


Lets you find location-specific search engine rankings. 

Helps find on-page SEO issues on your website. 


Does not offer content optimization features. 

17.Screaming Frog

Screaming Frog is a free SEO tool that will help you find and fix any broken links, duplicate content, or other errors on your website.

What can you do with the tool:

  • You can use Screaming Frog's Link Checker feature to detect these types of errors before they get worse.
  • It checks whether there are multiple titles for each page on your site (e.g., if one title includes keywords but another isn't). 
  • If you have different versions of descriptions written at different places within each page, like HTML code or headings within paragraphs, then these might cause problems. Screaming Frog has a feature that lets you track and edit that. 



Paid: $209/year


Ease of use and a short learning curve for new users.

Insightful technical SEO tracking with features such as a broken link checker.

There is a free version that has some helpful features and can crawl up to 500 URLs.


There is only one premium plan, which costs $209 per year.

There are no SEO analysis features for website content that can help marketers.


Woorank's detailed site analysis helps marketers find ways to improve and optimize their sites. This analysis looks at how well SEO projects are doing, how well they work with social media, how they fare with users, and more.

What can you do with this tool:

  • Identify SEO metrics and adapt your SEO and content marketing strategy for better results. 
  • Get a detailed analysis of mobile SEO and optimize your website for better performance on mobile devices. 
  • Track website traffic from different sources to identify which marketing channels are working for you.


Pro: $79.99/month

Premium: $199.99/month

Enterprise: custom pricing


Gives users a detailed analysis of the on-page SEO factor of their website. 

The platform is easy to use and understand. 


Lacks content SEO features that help you ensure maximum visibility from your content.

Does not have a free subscription for marketers with a modest budget.

19.Mangools (KWFinder)

If you are only looking for keyword research, KWFinder is a good tool to use. It helps users find the most popular and relevant keywords for any language and location. 

What can you do with this tool:

  • Find long-tail keywords to increase your chances of attracting attention.
  • Find more keyword chances while comparing your keyword strategy to your competitors.
  • Examine your competitors' websites to see what features people are seeking on your pages.
  • Find out what local searchers are looking for and target local markets to get more niche visitors.


Basic: $49/month

Premium: $69/month

Agency: $129/month


Gives in-depth keyword statistics such as search volume and difficulty. 

Works for multiple languages, so good for local SEO. 


Does not offer website optimization and tracking features. 

20.Majestic SEO

Majestic SEO is a popular link analysis tool that you can use to find out who is linking to your site. It prioritizes backlinks above Ahrefs, SEMrush, and Moz Pro. Majestic doesn't provide keyword research, on-page SEO analysis, or site audits. 

What can you do with this tool:

  • Find out if a domain has any issues with its backlinks or if it's been penalized in some way by Google.
  • It helps you track new and lost backlinks on your website. 
  • The tool has a feature called ‘context,’ which lets you understand the context of anchor texts and links.


Lite: $49.99/month

Pro: $99.99/month

API: $399.99/month


With a short learning curve, new users can easily understand the insights from the tool.

Backlinks are analyzed in depth, including the source and topic.

Helps create a detailed and effective link-building campaign.


The tool is laser-focused on backlinks and has no other SEO features.

Premium subscriptions are priced high and may be a barrier for many marketers.

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