Top 30 SEO Tools to Improve Your Rankings in 2023

When it comes to SEO, there’s a lot to consider. How well do your pages rank? Which keywords work best? How much time should you dedicate to research and implementation? To help guide you in making the right decisions, reduce the amount of time spent analyzing both on-page and off-page SEO, and prevent you from becoming overwhelmed with data, there are helpful SEO tools available.

Especially if you’re doing both on-page and off-page SEO, you will need to rely on some of these tools to become more efficient and gain a competitive advantage. You'll need tools for keyword research and the technical aspects of SEO. You’ll need tools for off-page SEO, including backlink monitoring and analysis. You'll also need tools to help you track how keywords and pages are performing. Fortunately, there are plenty of useful SEO tools available.

Keyword Research Tools

One of the essential elements of SEO is relevant keywords. You want to find the right keywords that help you rank higher in search, so you'll need a tool that can enable you to:

  • Find keywords with high search volume and low competition
  • Get traffic forecasts for target keywords
  • Generate a list of latent semantic indexing (LSI) keywords
  • Select primary and secondary keywords wisely
  • Identify keywords competitors are using successfully

1. Google Trends

Google Trends is a free keyword research tool that shows you the volume and interest in keywords over time. You can also break down results by geographic region, find related queries, and search trending topics related to a keyword.

2. Google Keyword Planner

Google Keyword Planner is a paid keyword research tool that's available through Google Ads. With it, you can find new and related keywords, as well as their average monthly search volume over time. You can also see which keywords the competition is using to rank in search, as well as how much it costs if you decide to bid on specific keywords.

Other useful tools for keywords research include:

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Technical SEO Tools

Technical SEO tools let you gain insight into how your website is performing. You'll see what could aid or prohibit your site from ranking, which is virtually impossible to do without tools. With them, you can find, fix, and optimize:

  • Meta tag errors
  • Internal redirects and duplicate pages
  • Canonical page references
  • Broken links and page crawl issues

You can also see what bots see. This includes your website's load time, any 404 errors or issues with server-side rendering, and server response times. You can also see whether bots are crawling on your site or a sitemap.

3. Moz

Moz is an all-in-one freemium platform that gives not only information about website issues but also ways to fix them and enhance rankings. In its Site Crawl Overview section, you can review what Moz’s bot sees. This includes issues like long URLs, redirect chains, duplicate content, missing descriptions, and no-index meta tags.

4. Screaming Frog

Screaming Frog is a paid tool that crawls your website and gives you a list of issues similar to Moz. It provides an in-depth analysis of every issue that could impact website performance, both from a user-side experience and ranking standpoint.

5. Google Search Console

Google Search Console is a free tool that offers similar feedback from Google’s bots. You can also use this tool to upload a sitemap to help Google find web pages quickly. The only requirement is that you must first verify your site.

Other paid technical SEO tools like Deep Crawl and WooRank can also provide insights to help you improve rankings. These tools do many of the same things, so you can decide which one you like best. A best practice, however, is to use two simultaneously to see whether they are identifying the same issues.

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6. Slickplan Sitemap Builder

Slickplan’s Sitemap Builder tool lets website owners visualize, plan, and build sitemaps with an easy-to-use drag-and-drop interface. You can make use of one of the existing free templates, or build a sitemap from scratch.

The Slickplan Sitemap Builder is built for collaborative teams who may need to work together to customize large sitemaps. It also comes with an XML export feature that can be directly added to your Google Search Console for efficient indexing.

Backlinks, which are links from other websites that point to yours, are an essential part of off-page SEO. It's a good idea to keep an eye on whether these backlinks are spam or relevant to your website.

Backlink monitoring and analysis tools help you:

  • Monitor website backlinks
  • Analyze the most robust links to your site
  • Perform competitor analysis
  • Measure the ratio of referring domains to backlinks
  • Identify and remove poor backlinks
  • Measure citation and trust flow
  • Check the ratio of link distribution 
  • Track the number of do-follow and nofollow links

7. Google Search Console

Google Search Console helps with backlink monitoring and analysis as well as technical SEO. This tool lets you see the number of external and internal links, top linking sites and anchor texts, and more. From an SEO perspective, it's crucial to have a nice balance of external and internal links, and Google Search Console is an excellent tool for this.

8. Moz

Moz also has many metrics that are important for off-page SEO. When you type a domain name in the Moz search bar, you can see the domain authority. The higher the domain authority, the more prominent search engines consider a website to be. Several factors determine this rating, but the number of quality backlinks is weighted heavily. Moz also shows top followed links and pages, what anchor text (keywords) backlinks are using, and the number of linking domains.

9. Majestic

Majestic is a freemium tool that has all of the same metrics as the previous two, but it's mostly known for its citation and trust-flow metrics. Citation flow refers to link volume, while trust flow refers to link quality. It also has the added feature of going into languages.

Rank Tracking Tools

The purpose of keyword research, technical SEO, and backlink analysis is to improve a website’s ranking. Rank-tracking tools let you:

  • Track your website’s ranking to others
  • Measure average clickthrough rates, or CTRs, and impressions
  • Track keyword ranking for desktop and mobile platforms across locations
  • Identify top-performing and low-performing keywords

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10. Google Search Console

You can enter a URL into Google Search Console to see which queries were made where your site showed up (this is also known as impressions). Then you can see whether the URL was clicked and where it's positioned in the ranking. It breaks it down into pages, countries, and even devices. You can see changes over time and averages, as well.

seo tools performance

Some other useful tools for keyword research include:

Other Essential SEO Tools

Here are some of the essential SEO tools that can help improve a website's search engine optimization:

11. HubSpot Website Grader

Increased internet traffic and qualified leads for the company are marketing goals. As marketers, you must thus precisely understand what you can do to improve that website's SEO. Enter the URL of your website into HubSpot's Website Grader to get an immediate report card on your SEO efforts. From there, you may sign up for the HubSpot Academy SEO course, which teaches you how to improve your website's SEO and user experience (UX).

12. UpCity Free SEO Report Card 

You may assess your website and compare it to the competition using UpCity's Free SEO Report Card. Your email address and a few pieces of information are required for an SEO Report Card to provide you with a report.

13. Internet Marketing Ninjas 

The SEO-focused business Internet Marketing Ninjas offers a number of free tools you can use to evaluate your website's performance against that of the competition, Create meta tags, optimize web pages for certain keywords, and increase organic website traffic.

14. Bing Webmaster

Through Microsoft Bing Webmaster, you have access to a number of tools, such as reporting, diagnostic, and SEO tools. You can monitor backlinks, look up keywords, and analyze your website using free SEO tools to ensure it is appropriately designed for organic search.

15. Seolyzer 

Use the free site crawling, log analysis, and SEO tool Seolyzer to see how search engines like Google view your website. Seolyzer collects information that the crawling bots record in your server's log files to locate and construct your SEO KPIs when they visit your website. The program also displays redirection, issue codes, and page speed results.

16. SEOquake 

An add-on for Google Chrome called SEOquake quickly and without charge analyzes a website's SEO elements. This includes exporting data files, comparing URLs and domains in real-time, auditing internal and external links, and on-page SEO audits.

17. Seobility 

A free SEO-checker tool is Seobility. You can use it to determine whether your website complies with the most recent SEO best practices. By entering your website's URL, you may inspect it and receive suggestions about optimizing it.

18. Check My Links 

The Check My Links extension for Google Chrome may be used to check the efficiency of your links on both internal and external websites. For instance, if you were to conduct a phrase search on Wikipedia, Check My Links would be able to give you information about the total number of links there as well as the percentage of broken links.


You can view your webpage in a condensed form and analyze it with the help of the SEO browser BROWSEO to check its UX, content, and SEO. The result will focus on your HTML when you enter the URL, allowing you to see the page's structure, optimal search phrases, and other SEO-related elements.

20. CWVIQ 

It is a free service that periodically pings your website to check for loading speed and other Core Web Vital metrics and notify you if there are any problems. Along with CWV, CWVIQ also offers subscribers a weekly breakdown of the speed that was tracked throughout the week.

21. HubSpot SEO Marketing Software 

An SEO marketing software solution is available in HubSpot's Marketing Hub, and it's ideal for assisting you in establishing authority across your website. You won't ever miss an opportunity to optimize your content for traffic and conversions because this software is integrated with HubSpot landing pages, web pages, and blog posts.

22. KWFinder 

If you merely need to conduct keyword research, you may not always require a feature-rich SEO tool. A fantastic tool that bridges the gap between copywriting and technical SEO work is KWFinder. You can pick keywords that aren't too challenging to rank for but could nonetheless be traffic generators. The ability of KWFinder to switch between languages and geographical areas smoothly enables you to reach your audience anywhere in the world.

23. Woorank

Woorank's comprehensive site analysis aids marketers in identifying areas for optimization and development. The effectiveness of current SEO initiatives, social media, usability, and other factors are considered in this analysis.

24. BuzzStream 

The outreach you perform during link building can resemble cold calling, even though backlinks to your website are essential for a high Google rating. BuzzStream makes it simple to find the right contacts, craft persuasive email messages, and keep track of who has accepted each link request.

25. Linkody

Having a thorough understanding of your backlinks can help you determine how well your off-page SEO is performing. With Linkody, you can find, track, examine, and remove backlinks from a single, simple-to-use interface. In addition, the program continuously monitors your links and notifies you of any changes so you can act quickly if a connection is lost or broken.

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26. Screaming Frog SEO Spider 

This application, created especially for SEO experts, crawls the websites you specify and checks the URLs for typical SEO problems. This application makes a time-consuming operation simpler and faster, especially for larger websites.

27. Remove'em 

During your audit, you can find some questionable backlinks if you're purchasing a previously utilized website name or rebuilding a subpar SEO plan. Artificial or unnatural Links have the power to significantly lower your search ranking. Remove'em aids in eliminating those ties.

28. SpyFu 

A Google Ads competitor keyword research tool, SpyFu, helps with keyword research, competitive analysis of PPC and SEO campaigns, and the creation of custom domains and lists.

29. Seomater 

A website crawling and SEO auditing tool called Seomater. It helps with a technical SEO analysis and testing for on-page SEO. You'll receive an SEO report after the program has crawled your website that details the many SEO-related components of your website, including internal and external links, backlinks, page quality and speed, social media, organic presence, and more.

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30. SE Ranking 

All-encompassing SEO software called SE Ranking examines the health and performance of websites, keyword rankings, and traffic. Additionally, it gives you information about your rivals, which you can use to improve your understanding of the SEO environment and modify your marketing approach. Because SE Ranking is a white-label SEO solution, you may create unique SEO reports with options for branding and customization.


As you can see, there are plenty of tools available – both free and paid – that can help you with on-page and off-page SEO. Take some time to learn these platforms to decide which would work best for you. Need more insight into SEO tools? Become a certified marketer in just 8 months with the Post Graduate Program in Digital Marketing with Simplilearn and Purdue University today!

About the Author

Medono ZhasaMedono Zhasa

Medo specializes in writing for the digital space to garner social media attention and increase search visibility. A writer by day and reader by night, Medo has a second life writing Lord of the Rings fan theories and making cat videos for people of the Internet to relish on.

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