So called “Must-Have SEO Tools” for SEO Agencies are more than just a convenience—they’re essential for tracking progress, analyzing data, and showcasing results to clients.
The SEO tools that SEO agencies use allow them to track key performance indicators, which include keyword positions, organic traffic, backlink analysis and website optimisation metrics.
These tools give full website and user behaviour analytics as well as competitor plans to help agencies optimise SEO campaigns, find optimisation points and boost search engine rankings for their agency clients.
The SEO tools SEMrush, Ahrefs, Moz and Google Analytics provide keyword research, site audit and link building analysis capabilities to help agencies make data driven decisions in today’s competitive SEO market.
Below we’ll look at 10 essential search tools that every agency needs.
What Is an SEO Tool?
The software tools known as SEO tools help users evaluate and enhance their websites to boost their position in search engine results pages (SERPs). The tools deliver analytical data, which helps users optimise their websites according to search engine algorithms, including Google, by focusing on content quality, page speed, and link authority.
SEO tools serve three core purposes:
- Used for Analysis: They uncover valuable information about high-value keywords and technical problems on your website.
- Used for Optimisation: The tools assist users in enhancing their content quality and website organisation and user interface.
- Used for Tracking: The tools help agencies monitor their performance through ranking positions, traffic numbers, and conversion rates.
Research shows that 61% of marketers identify SEO improvement as their main strategy to boost organic website traffic. The toolset includes both free solutions, such as Google Search Console, and advanced paid options, such as Ahrefs, which support users at every skill level.
The following article examines both free and paid SEO tools that agencies should implement.
1. Google Analytics
Google Analytics is one of the most common used reporting tools on the internet. Owned by Google themselves, this tools provide detailed data to user including website traffic, user interaction and conversion performance data.
The tool enables agencies to track organic visitor numbers, while showing which traffic sources deliver the most visitors and how users behave with website content.
Key Features:
- Traffic analysis (source, location, devices, etc. )
- Real-time reporting
- Conversion tracking
- User behaviour flow
- Customizable dashboards
Why do I need it? Google Analytics is a Free platoform. This free platform enables agencies to monitor website traffic patterns, user engagement metrics, as well as conversion performance. The data collected through this tool enables SEO professionals to locate areas for improvement, which they can use to enhance website performance.
SEOs employ Google Analytics to monitor website traffic sources and evaluate their SEO methods, as well as study user interactions on websites. The collected data enables SEO professionals to determine which search terms and webpage elements generate website traffic and produce conversions, so they can make evidence-based decisions.
A Tip for us: Google Analytics allows users to create personalized dashboards, which provide instant access to essential SEO metrics, thus improving operational efficiency and reducing time spent on workflow tasks.
2. SEMrush
SEMrush functions as an all-encompassing SEO platform, which delivers information about keyword positions, backlinks, and competitor performance.
This SEO tool enables agencies to study website performance and their competitors’ websites, which helps them detect missing keywords, monitor ranking fluctuations, and discover better optimization possibilities.
Key Features:
- Keyword tracking
- Backlink analysis
- Site audit tool
- Competitor research and analysis
- Position tracking
Why It’s Essential: SEMrush gives you full visibility into your SEO performance and your competitors’ performance. The tool helps agencies find new keyword opportunities and backlink opportunities so they can maintain their leadership and improve their optimization plans.
How Do SEOs Use This Tool?: SEOs use SEMrush to track keyword positions over time and study competitor methods and backlinks. The tool allows SEOs to track their ranking progress and choose the most profitable keywords for their optimization efforts.
Pro Tip: The “Position Tracking” feature in SEMrush allows you to track your client’s keywords and get automatic alerts when their ranking changes.
3. Ahrefs
Ahrefs is a leading SEO platform that gives you exceptional backlink analysis data. The platform gives you full information about backlinks, organic traffic, keyword positions and competitive intelligence.
The tool is for agencies that want to build strong link profiles and do competitor research.
Key Features:
- Backlink analysis and monitoring
- Keyword research and tracking
- Site audit functionality
- Rank tracking
- Competitor analysis
Why It’s Essential: Any SEO agency that wants to be good at link building and competitor research needs Ahrefs. Using Ahrefs, you are able find some valuable and interesting backlink opportunities and content weaknesses.
How Do SEOs Use This Tool? SEOs use Ahrefs to monitor backlink quality and detect content gaps and track keyword positions. The tool provides essential competitive analysis features which help SEOs study their competitors’ websites to understand what’s working in their niche.
Pro Tip: The “Site Explorer” feature in Ahrefs allows you to review your client’s backlink profile and find opportunities to get valuable backlinks.
4. Moz Pro
Moz Pro is an established SEO tool that has many features including keyword research, rank tracking and site audit. Moz Pro is best for SEO professionals because it allows them to track keyword positions over time for organic search optimisation.
Key Features:
- Keyword research and analysis
- Site audit tool
- Rank tracking and SERP analysis
- On-page optimization suggestions
- Link explorer
Why do you need it? Moz Pro is a full SEO toolset which allows agencies to track performance metrics and improve their organic search results. The tool gives great value to client management because it gives specific optimisation advice through its clear performance reports.
Why does SEO’s love this tool? The tool allows SEO professionals to track keyword positions and optimise a webpage for a specific term and do a website audit to find technical issues. The tool is great for agencies that manage multiple client accounts because it simplifies their reporting and analysis tasks.
The “Keyword Explorer” in Moz gives users access to keywords that drive traffic to their client’s website and boost conversion rates.
5. Google Search Console
Google Search Console is a free online program. GSC allows agencies to track and fix Google’s website crawling and indexing processes. The tool gives valuable data about search performance, crawl errors and indexing issues.
Key Features:
- The tool allows users to analyse search performance metrics including clicks, impressions and CTR values.
- The system reports errors that occur during crawling and indexing.
- The system allows users to submit and track their sitemap files.
- Mobile usability analysis
- Security issues alerts
Why do you need it!: The tool gives information about how Google sees websites to users. Through Google Search Console SEO agencies can find website issues to create better search optimisation and get full Google page indexing.
The tool allows Search Engine Optimizers to track their website performance through Google Search Console by monitoring page impressions and click rates and average search result positions. Through this tool users can check website health status while resolving link issues, crawl errors and even submit sitemap files for better search engine indexing.
EcoSEO Pro Tip: The “Performance Report” in Google Search Console allows users to track their most important keywords average positions to make data driven marketing decisions.
6. SpyFu
SpyFu is a competitive intelligence tool. SpyFu allows agencies to find profitable keywords and backlink strategies used by their competitors. The tool gives valuable information about paid search methods so it’s great for agencies that do both organic and paid search advertising.
Key Features:
- Competitor analysis
- Keyword research (paid and organic)
- Backlink tracking
- Keyword ranking data
- Paid ad strategy insights
Why do you need it!: The tool allows agencies to study competitor success factors so they can copy winning strategies and avoid costly mistakes. The tool is a must have for businesses that operate in competitive markets.
The tool allows SEO professionals to examine competitor keyword strategies, track position changes and find new target keywords. The tool gives valuable data about paid search methods so agencies can improve their digital marketing strategies.
EcoSEO Pro Tip: The “Kombat” feature in SpyFu allows users to compare up to three competitors at once to find missing keywords.
7. Ubersuggest
The affordable SEO tool Ubersuggest allows agencies to do keyword research, site audits, backlink analysis and more. The tool is affordable and full featured so it’s great for growing businesses that need to optimise their SEO reporting.
Key Features:
- Keyword research
- Site Audits
- Backlink Tracking
- Competitor Analysis
- Content Ideas
Why do you need it? The tool gives great value for money because it has all the features that SEO agencies need to manage client accounts without breaking the bank.
The tool allows SEO professionals to use Ubersuggest for keyword research, competitor analysis and content gap identification. The site audit feature of Ubersuggest allows agencies to fix technical SEO issues so their clients’ website performs better.
EcoSEO Pro Tip: The “Keyword Analyzer” in Ubersuggest allows users to analyse keyword performance data including volume statistics, competition levels and market trends for better content optimisation.
8. Serpstat
The all-in-one SEO platform Serpstat offers tools for keyword research and competitor analysis, backlink monitoring, and site audits. The tool provides a flexible solution that allows agencies to have all necessary data in one place.
Key Features:
- Keyword research and tracking
- Site audits
- Backlink analysis
- Rank tracking
- Competitor analysis
Why do you need it? Serpstat is perfect for agencies that need keyword research, SEO audits, and competitor tracking in one tool. The tool gives specific recommendations to help clients achieve better results.
The tool allows SEOs to track keywords, conduct competitor analysis, and perform backlink checks. The rank tracking feature of Serpstat enables agencies to monitor their clients and make necessary adjustments to their SEO strategies.
EcoSEO Pro Tip: The “Keyword Clustering” feature in Serpstat allows users to group keywords and develop better content strategies.
Screaming Frog SEO Spider
ScreamingFrog is one of my favourites. The Screaming Frog website crawler provides detailed information about your website’s SEO health status. The tool detects three major website problems: broken links, missing metadata, and duplicate content, which can affect search engine rankings.
Key Features:
- Website crawling and auditing
- Broken link detection
- Duplicate content checker
- Metadata analysis
- XML sitemap generation
Why do you need it? Screaming Frog is a must-have tool for agencies because it helps identify and fix technical SEO issues that affect website rankings. The tool provides maximum benefit to websites with many pages, as it helps agencies detect performance-limiting technical issues.
SEOs use Screaming Frog to scan websites for their clients and detect problems that affect website functionality and search engine positions. The tool provides maximum value to agencies that handle many websites, as it performs thorough audits to verify SEO health.
EcoSEO Pro Tip: The Screaming Frog integration with Google Analytics allows you to link your crawl data with traffic statistics to complete your site performance analysis.
10. Google Data Studio
Google Data Studio is free. Google Data Studio allows agencies to create custom SEO reports with visually appealing graphics. The tool accepts data from Google Analytics, SEMrush, and Google Search Console to generate reports.
Key Features:
- Customizable dashboards
- Integration with Google Analytics, SEMrush, and other data sources
- Interactive data visualizations
- Automated reporting
- Real-time data updates
Why do you need this? The tool enables you to present SEO data through Google Data Studio, making complex data understandable to clients. The tool allows agencies to create automated reports, saving time and providing exact SEO performance data.
Agencies use Google Data Studio to create custom SEO dashboards that pull data from multiple sources. The tool enables you to create automated reports, saving time and providing actionable data for your clients.
EcoSEO Pro Tips: Monthly SEO reports from Google Data Studio saves you time.
What is the Best Free SEO Tools available?
Search engine optimization (SEO) is a key digital success in 2025 as 68% of users start their online activities by using search engines according to BrightEdge (2024). The high cost of premium SEO tools like Ahrefs and SEMrush prevents startups, small businesses and solo entrepreneurs from using them. Basic plans starts at $100 per month.
Free SEO tools give businesses full access to the data they need for keyword research, technical audits, content optimization and performance tracking for free.
Free SEO tools allow businesses with limited budget to use data-driven marketing strategies which creates equal opportunities for all businesses. The 2024 market research shows that 61% of marketers focus on SEO for organic traffic yet financial restrictions stop them from using the necessary tools.
Free tools give businesses access to powerful features which include keyword research and technical SEO analysis and content optimization and analytics tracking.
Why Free SEO Tools Matter
In 2025, search engine optimization (SEO) remains a cornerstone of digital success, with 68% of online experiences beginning with a search engine (BrightEdge, 2024). For startups, small businesses, or solo entrepreneurs, premium SEO tools like Ahrefs or SEMrush can be cost-prohibitive, often starting at $100/month.
Fortunately, a wealth of free SEO tools can deliver powerful insights for keyword research, technical audits, content optimization, and performance tracking—without the heavy price tag.
1. Google Analytics 4 (GA4)
Best for: Traffic and user behavior analysis
The tool allows users to track website traffic, user interactions and conversion rates. The data allows you to better understand visitor behavior on their site. Your SEO needs this tool to measure its performance.
Key Features:
- The system generates full reports on website traffic distribution and visitor session length and bounce rates.
- The system allows users to track specific actions through event tracking such as form submission events.
- The system tracks user activities across multiple devices to give full visibility into their navigation paths.
How to Use It:
- You need to create a GA4 property then add the tracking code to your website.
- The “Engagement” report within the system helps you find which pages get the most website traffic.
- You should create custom events to track conversion activities including newsletter signups.
The system requires a lot of learning to use but restricts access to certain data points through GSC integration.
2. Google Keyword Planner
Best for: Keyword research
Why It’s Great: The tool gives free access to Google Ads data which shows search volume and competition levels and suggests related search terms. The tool helps businesses find search terms their target audience is using.
Key Features:
- The tool provides users with search volume and competition metrics for their selected keywords.
- The system generates additional keyword suggestions through seed term or URL input.
- Users can analyze historical data to find seasonal market opportunities.
How to Use It:
- You can access Keyword Planner through your Google Ads account without spending any money on ads.
- Start by entering either a seed keyword or your website URL to get suggested content ideas. Choose keywords that have low competition and high search volume related to your business.
- The tool works best for PPC but lacks the features of SEMrush and other paid tools.
Limitations: Primarily designed for PPC; less detailed than paid tools like SEMrush.
3. Ubersuggest (Paid and Free Options)
Best for: All-in-one SEO (keyword research, site audits, competitor analysis)
Why do we think it a great tool: The free version of Ubersuggest by Neil Patel gives users access to three essential tools for keyword research and site audits and competitor analysis. The platform is easy to use for new users and provides solutions for small business needs.
Key Features:
- The tool generates keyword suggestions with volume data and difficulty levels and cost-per-click information.
- The tool provides site audit results that show SEO problems through broken link detection and duplicate content identification.
- The tool helps users find their competitors’ most successful keywords and backlinks through competitor analysis
How to Use It:
- Open the Ubersuggest dashboard and enter either your domain name or a specific keyword.
- Check the “Site Audit” section to find and fix technical issues on your website.
- The “Keyword Ideas” tool helps you develop content strategies through its keyword suggestion functionality.
Limitations: The free version limits users to 3–5 daily searches while all premium features are available through a $29 monthly subscription.
4. Screaming Frog SEO Spider (Free Version)
Best for: Technical SEO audits
Why do we think it a great tool: The desktop crawler of Screaming Frog SEO Spider performs free analysis up to 500 URLs to detect ranking problems through its detection of broken links, duplicate content and missing meta tags.
Key Features:
- The tool crawls the website to detect different types of SEO problems including 404 errors and redirect loops.
- The system checks page titles and internal linking structure and meta description content.
How to Use It:
- The Screaming Frog software can downloaded and installed on either Windows, Mac or Linux operating systems.
- Start a website crawl by entering your URL into the system but remember that free access is limited to 500 URLs.
- The “Issues” tab contains information you can use to generate a report which helps you determine what to fix first.
Limitations: The free version allows analysis of 500 URLs but users need to purchase a paid license ($259/year) to access advanced features including API integrations.
5. Yoast SEO (Free Version)
Best for: On-page SEO for WordPress users
Why It’s Great: The WordPress plugin Yoast SEO is the most popular SEO optimization tool because it has over 13 million active installations. The free version of this tool gives users instant recommendations to improve their content readability and keyword application.
Key Features:
- The tool checks content elements for keyword frequency, readability metrics and meta tag optimization.
- The tool generates XML sitemap files to help search engines understand your website structure.
- The plugin gives specific recommendations to improve your posts and pages for better SEO and readability.
How to Use It:
- Download and activate Yoast SEO on your WordPress website.
- Specify a focus keyword when creating new posts and pages.
- The plugin gives recommendations to improve your content’s SEO and readability scores.
Limitations: The free version of Yoast SEO doesn’t include internal linking suggestions which requires Yoast Premium ($99/year) to access.
6. Google PageSpeed Insights
Best for: Website speed and performance optimization
Why It’s Great: Your website speed plays a big role in search engine rankings. 53% of users expect pages to load within three seconds according to Google. The tool evaluates your website performance through PageSpeed Insights and gives you practical solutions to improve your website speed.
Key Features:
- This tool evaluates website performance on mobile and desktop devices through Core Web Vitals scoring.
- This tool gives detailed optimization advice including image compression and CSS minification.
- The tool evaluates user experience performance through Largest Contentful Paint (LCP) and other metrics.
How to Use It:
- Enter your website URL on the Google Page Speed website.
- Check the “Opportunities” section to find optimization recommendations.
- Test your website again after fixing the issues to see if there was any major improvements.
Limitations: The tool gives optimization advice but doesn’t execute automatic fixes for the detected problems.
Limitations of Free SEO Tools
Free tools are powerful but they do have some limitations.
- Ubersuggest and AnswerThePublic search limits users to 3-5 daily queries.
- The free versions of these tools don’t include advanced analytics features that paid tools like SEMrush has for competitor keyword gap analysis.
- Free tools give less information than their paid counterparts.
- Google Search Console doesn’t show competitor ranking positions.
- Free tools require manual work since paid tools do automation.
Conclusion: Choose the Right Tools to Elevate Your Business SEO
Choosing the right tools is crucial for any SEO agency that wants to track performance, optimise strategies and show results to clients. Whether you need to monitor keyword rankings, audit your site or analyse competitors the tools in this article will help you get the data and present it.
By using tools like Google Analytics, SEMrush, Ahrefs and others you can make your SEO efforts data driven and aligned to your clients goals.
Try these 10 tools in your workflow and level up your agency’s SEO.
FAQ about the best SEO Tools
What are the top SEO tools that help businesses perform keyword research?
Top keyword research tools for SEO are SEMrush, Ahrefs, Google Keyword Planner, Ubersuggest and Moz Keyword Explorer. The tools allow you to find profitable keywords with low competition, understand search intent and track keyword performance patterns. SEMrush and Ahrefs have advanced keyword databases and competitor analysis, but Google Keyword Planner is for beginners. The choice of your keyword research tool depends on your budget and your requirements for long-tail keywords and local SEO.
What is the best tools for technical audits?
The best tools for technical audits are Screaming Frog, SEMrush, Site Audit, Ahrefs Site Explorer. These tools work well to give you full website health reports. The tools crawl your site to detect broken links, duplicate content, slow page loading times and incorrect redirects. The tools check website mobile responsiveness, website organization and schema markup implementation. Screaming Frog has advanced site crawling capabilities, but SEMrush has practical solutions to fix technical issues, so agencies can improve website performance and search engine rankings.
What are the best SEO tools for analyzing and building backlinks?
The top backlink analysis tools for SEO are Ahrefs, Moz Link Explorer, Majestic or SEMrush Backlink Analytics. You can use these tools to analyze your backlink profile and track link quality and find new link building opportunities. Ahrefs shows you detailed information about your referring domains and anchor text distribution, and Majestic has Trust Flow and Citation Flow metrics. Through these tools, SEO experts can get high-quality backlinks that increase domain authority and lead to better search engine rankings.
How do the best SEO tools support competitor analysis?
SEMrush, SpyFu, Ahrefs allow agencies to track their competitors’ keyword strategies, website traffic sources and content performance metrics. The tools help agencies find their competitors’ best keywords, paid advertising and backlink networks so they can find market gaps. SEMrush Domain Overview lets you compare your site to competitors, but SpyFu has specialized PPC and keyword competition data. The gathered data helps SEO professionals to improve their strategies and maintain market leadership.
Are there any affordable SEO I can use for my small business?
Small businesses can use Ubersuggest, Google Search Console and AnswerThePublic. These are affordable. The tools provide basic features for keyword research, site performance tracking and content generation for either free or at a low cost. Ubersuggest’s free version provides basic SEO analytics through its freemium model, and Google Search Console gives search performance and indexing issue insights all for free. Small businesses can use these tools to boost their online visibility through budget-friendly solutions that don’t require enterprise-level tools.
