Search engine optimization (SEO) plays an integral role in your content strategy if you want to increase your online discoverability. Utilizing a variety of SEO tools can help you achieve the feat more easily. So, let’s understand the role of SEO for your business and some of the most effective free and paid SEO tools that you can leverage. 

Significance of SEO in Marketing

SEO impacts your organic search engine traffic. Therefore, it directly influences the amount of traffic your website receives every day. When you are implementing the correct SEO strategies, it can help in attracting new and relevant users which in turn, can influence your sales. 

By optimizing your online presence, you can expand your online presence as well as build trust and credibility, as consumers heavily rely on search engine results. Therefore, you can make the most of SEO tools to fast-track your SEO strategies, connect with the target audience, and remain competitive in the digital landscape.

Free SEO Tools Online

Here are some of the best tools that you can use:

  • Google PageSpeed Insights

This tool helps you test the leading time as well as its performance for a specific URL on desktop and mobile. It grades your website’s performance on a scale of 1-100. As page speed impacts your site ranking, therefore it helps you understand how fast your site needs to load according to the different metrics and suggestions for improvement. 

A great alternative for this tool is NextGrowth Labs’ Page Speed Assessment which shows you the desktop and mobile results on the same page. You can also compare multiple web pages at once and improve your areas according to the page speed elements that require work.

  • Google Analytics

Google Analytics is an SEO analysis tool that helps you track every bit of traffic you receive on your website. Apart from organic traffic, it shows you the sources of the traffic, bounce rates, time on site, as well as page speed. With this tool, you can identify if your SEO efforts are working or if you need to improve. 

  • Google Search Console

Combine Google Search Console with Google Analytics to get more insightful information that can aid your SEO. This free SEO software helps you understand how Google Crawls and indexes your site. You need to create an account and add your website as a property to access all its features. Identify the technical errors of your website along with keywords or content that are ranking for your site.

  • Answer the Public

Answer the Public is an effective SEO checker that provides you with a list of long-tail keywords and also showcases you the common questions asked regarding the particular keyword you entered. This tool identifies these questions from forums, blogs, and social media and turns them into quality keywords. 

You only get three free searches per day. To make the most of this tool, you need to sign up. To find relevant long-tail keywords, you can also use NextGrowth Labs’ Keyword Shuffle Tool. Simply enter your important keywords to get multiple results of long-tail keywords for your website. 

  • Ahrefs Webmaster Tools

This tool helps you conduct a complete audit of your website and find over 100 technical SEO issues. This tool also provides you with recommendations on how you can fix or improve these. Along with this tool, you can utilize the Ahrefs keyword generator to check the list of top 100 keywords or phrases in the search bar. 

  • Ahrefs Backlink Checker

The Ahrefs free tool shows you the top 100 backlinks to any website you search. Simply enter a specific URL into their search bar and you will get to the domain ranking of that site along with the number of backlinks and the number of referring domains. This assessment can help you incorporate quality backlinks, thereby increasing your site’s credibility and authority. 

  • SERP Snippet Optimization Tool

Your meta elements such as your meta title and meta description play a key role in attracting more audience. By using this tool, you can check how your meta elements will appear in the search results before you publish the page. 

Alternatively, for already published pages, you can check by using NextGrowth Labs’ Title and Meta Description Checker and identify the value and impact of the meta elements. Make relevant changes based on the suggestion to increase your site’s visibility.

  • Google Ads Keyword Planner
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One of the best SEO optimization tools for keyword research is the Google Ads Keyword Planner. Use this free tool and enter a keyword or groups of keywords and the planner will provide you with a variety of keywords. Along with the keyword, it also provides you with the monthly search volume and competition for every keyword. It also provides you with suggested terms that you might not have considered. 

  • Google Trends

Google Trends shows popular search terms over time. It helps you uncover seasonal variations in search popularity where you can compare multiple search terms to see their popularity over time. Moreover, this tool provides you with real-time information about trending topics. You can curate new topics, identify keywords, and use the best combination according to the trends over time. 

  • NextGrowth Labs’ Keyword Suggestion Tool

Use this free and powerful Keyword Suggestion Tool to find keywords for your website. You need to input your desired keyword or phrase to get more relevant keyword suggestions. The key advantage of this tool is that you can conduct specific keyword searches according to different search engines or even app stores. 

Additionally, you can also use NextGrowth Labs’ extension tool known as ASO & SEO Search Ranking & Keyword Tool which helps you find the rankings and ratings of keywords on app stores.

  • Ahrefs’ SEO toolbar

This tool is an Ahref free Chrome extension that allows you to identify broken links in your site. It also traces redirect chains and highlights the no-follow links for any webpage. By using this tool, you can generate an on-page SEO report and get in-depth insights into the different elements that directly impact SEO. You can opt for the paid account to get access to more features such as different keyword metrics like search volume, keyword difficulty, and cost-per-click (CPC).

  • Yoast SEO

Yoast SEO is primarily available for WordPress users. Here, you can enter your main keyword for a blog post and this tool will suggest to you how you can tweak it to optimize it for search engines. This tool also provides you with diverse suggestions for improving your SEO for meta tags and URL slug. 

  • Ubersuggest

Ubersuggest is a completely free SEO checking tool with diverse premium features. Type in the keyword you want to rank for in the site’s search bar. This tool gives you detailed data on the particular keyword, highlighting the monthly search volume, keyword difficulty, and CPC. Additionally, you get a list of suggested keywords based on your keyword. It also provides a comparison keyword list, showcasing which keywords may perform better.

  • SEMRush

SEMRush is one of the SEO best tools that helps you track the search rankings, and perform competitor analysis as well as a content and technical audit of your website. This tool also aids you in generating content for your briefs using your target keyword and provides you with recommendations on how to optimize your existing content. 

Additionally, you can also get free research reports on 10 keywords each day. Although this is one of the paid SEO tools where you need to subscribe in order to get access to most of the features, however, you can still get numerous functionalities from the free version. 

  • JSON-LD Schema Generator

Utilize this tool to create custom code for your reviews, events, organizations, and people who are displayed the way you want in your Google search results. Copy and paste the schema code into your website to get the desired result. You can also use the Classy Schema Structured Data Viewer to check if your structured data or schema markup was implemented correctly.

  • Panguin Tool

This SEO analyzer tool helps you check if the ranking has dropped during the time of a big Google update. The Panguin tool correlates your search traffic with the known Google updates and lets you know which update has impacted the local search results. You can easily switch the updates on or off with this tool or make the necessary changes to fix it.

  • Rank Math Plugin
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Rank Math is a WordPress SEO plugin that aids you in optimizing your site and improving its rankings. Among the SEO tools list, this tool has various paid versions, however, you can get a lot of features in the free version as well. 

You can add meta titles, and descriptions, and easily structure your data. You can also get an SEO score for your web pages. This tool also suggests how you can use different keywords to increase the ranking as well as points you on how to fix dead links on your site. 

  • Moz Local Listing Score

Moz garners data from different sources such as Google, Facebook, and Yelp to score how your business will look online. The result comes with relevant suggestions that you can use to fix your inconsistent or incomplete listings. 

  • SimilarWeb

SimilarWeb is a website analysis tool that provides a real-time report of your competitor’s activity. You can use this tool to estimate how much search traffic a site is getting, get a breakdown of the traffic sources, its location, and more. You can also use this browser extension of this tool to keep tabs on web traffic, keyword rankings, and a variety of other elements crucial for SEO. 

  • SERP Robot

This tool helps you find the rank of up to five keywords for any website or web page. It helps you check the rank of your competitors as well. Alternatively, you can opt for NextGrowth Labs’ Free Bulk Keyword Rank Checker to identify the ranking of multiple keywords on a website. This can help you gain significant insights into how you want your keywords to rank. 

  • Wordtracker Scout

Wordtracker Scout highlights some of the most common terms on a page. Enter the website your competitor can list down the keywords they are using in their content. Available in the form of a Chrome extension, it also shows a keyword list that has the best ratio of search volume and competition.

  • XML Sitemaps

Sitemaps play a vital role in helping search engines discover the URL of your website. Along with that it also increases your chances of getting crawled and indexed. With the XML Sitemaps tool, you can easily create a sitemap by entering your website’s URL and some optional parameters. 

  • Keyword Surfer

Keyword Surfer is a free Chrome extension tool that helps you see the search volumes and CPC data for any keyword you enter into the Google search. It also helps you see suggested keywords for your specific search query. 

  • Robots.txt Generator

Robots.txt files inform web robots what to do with a website’s pages. So, when you disallow a page in robotx.txt, you are instructing the robots to skip these pages completely. This helps avoid overloading your site with requests from search engine crawlers. 

  • Google Alerts

With this tool, you can find any web page mentioning the terms or keywords that are important to you. All you need to do is enter the brand, company, or product name and Google will send you emails when it finds relevant web pages mentioning those terms, 

  • Screaming Frog 

Screaming Frog is a detailed SEO assessment tool that informs you about the technical SEO problems in your website. The tool uses its Google-like crawler mechanism to generate a report consisting of potential issues such as HTTP header errors or crawl errors, among others. It also helps you check pages with duplicate content.

  • Exploding Topics

This is one of the great tools that helps you find topics with high search volumes. Use this tool to find topics that are trending and create content around them. Alternatively, you can optimize your old content with new keywords so that it positively impacts your search ranking. 

  • Seed Keywords

This tool takes a unique approach to keyword research. It asks you how your customers search for you online. Based on your answer, this tool performs the keyword research based on your given or seed keyword. You can then use the keywords in the result to perform a search and check the rankings of these keywords.

  • The Hreflang Tags Generator Tool

Tags help search engines understand the content of a website and dictate how it should be categorized and displayed on the search results page. With the Hreflang Tags Generator Tool, you can create tags for a site by selecting a specific country or language. 

  • Google Mobile-Friendly Test
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This tool allows you to carry out an SEO test of your website to check if it is mobile-friendly or not. One of the biggest advantages of this tool is that it points out any issues and provides you with relevant suggestions on how to improve. Check your site’s mobile responsiveness score and make the necessary changes to ensure your site works efficiently from mobile devices. 

  • Website Authority Checker

The website authority checker allows you to check the domain rating of your website. Enter the URL of your website and this tool provides you with an insight on the rank of your website. Note that, the higher the number, the more authority your site is as it correlates positively with higher Google rankings. 

  • CanIRank

CanIRank provides detailed reports on the keyword difficulty. Rather than generic suggestions, this tool guides you on how you can target a keyword better. It also provides you with relevant suggestions that can help you rank for a specific term or phrase. 

  • Whitespark’s Google Review Link Generator

Customer reviews are critical for any company as they increase your website visibility and elevate your credibility as well. Therefore, you can encourage your customers to provide a review of your services or products. Provide them with a review link so that they can easily write and submit the review. Use this tool to create a shareable review link for your customers where they can write reviews for your business. 

  • SERP Similarity

This tool helps you spot-check if two keywords need two different pages or can be used on the same page. It tells you how similar two keywords are and compares the SERPs for two different keywords as well. The paid version of this website’s content can help you cluster up to 2.5 million keywords at once. 

  • Bing Webmaster Tools

The Bing Webmaster Tools works similarly to Google Search Console. It provides significant help in getting your site indexed and ranked in Bing. Its free keyword research tool generates keyword ideas straight from Bing and provides organic search results. This tool is not only free but also aids you in creating sitemaps and you can easily optimize your site using this tool’s features and suggestions.

  • Woorank’s SEO & Website Analysis Tool

The Woorank extension provides you with a list of SEO improvements for your website in seconds. You can get an SEO score for your website based on your on-page and off-page SEO efforts. It provides you with a detailed checklist that you can use to fix any issue on your site. 

  • SEOquake

SEQquake is a free browser extension where you can do SEO site analysis or different search engine metrics in real time. You can check for backlinks, Facebook likes, web archive pages, SEMRush ranking, as well as Google index updates. 

  • Animalz Revive

This tools SEO proves to be significantly helpful in finding older content on your site that needs an update or upgrade. Cut down the manual process of searching for articles or blogs that need the most attention. Identify which content needs relevant changes based on traffic loss data to impact your search engine rankings.

  • Google Lighthouse

Google Lighthouse is a browser extension that provides you with detailed reports about the SEO performance of your website. Along with detailed insights, it also provides suggestions on how you can improve certain aspects for better SEO results. 

  • Seobility

Seobility is a useful tool that crawls your entire website and informs you about SEO issues like blocked pages, slow-loading pages, technical issues, or sitemap problems, among others. Get a detailed report from this tool and work towards improving the issues for better ranking in the SERPs.


Thus, there are a variety of SEO tools that you can leverage for your website. Identify the requirements for your business and which tools align the best with your marketing strategy. Check out our detailed list of SEO tools that can help you with your SEO game and help you attract more customers and increase your business.