When it comes to SEO, tools aren’t everything, but they do make life a whole lot easier. Whether you’re running a content audit, digging into backlink data, or just trying to figure out what your competitors are ranking for, the right tools can save you hours and help you make better decisions.

Here’s a breakdown of the best free and paid SEO tools I actually rate, based on real-world usage, not just what ranks well in other blog posts.

Free SEO tools worth using

Let’s be honest, many “free” tools are just glorified lead magnets. But there are a few genuinely useful ones that deserve a spot in your SEO toolkit.

Google Search Console

If you’re not using this already, start here. It’s the closest thing you’ll get to a direct line from Google. You can see which queries your site appears for, get insights into click-through rates, and troubleshoot indexing issues. It’s not flashy, but it’s essential.

Google Trends

Perfect for spotting seasonal spikes or declining interest in a topic. It’s especially useful if you’re working in content or planning product launches, there’s no point optimising for something nobody’s searching for anymore.

Keyword Planner (via Google Ads)

Yes, it’s technically meant for PPC, but it still gives useful keyword volume data if you know how to interpret it. Combine it with Search Console data and you’ll start seeing the gaps in your content.

Ahrefs Webmaster Tools (AWT)

This is Ahrefs’ free version for site owners, and it’s genuinely useful. You’ll get access to site audits, backlink analysis, and keyword performance data for your own domain. It’s ideal for spotting technical issues and tracking how your site performs in search. It’s limited to verified websites only, but a great entry point into the Ahrefs ecosystem.

AnswerThePublic (NP Digital)

Now owned by Neil Patel, but the free version still gives you a limited number of daily searches (at the moment its 3 free per day). Great for finding question-based queries and building content around long-tail keywords.

Screaming Frog (free version)

The free tier allows up to 500 URLs, which is fine for smaller sites. It’s one of the best tools for spotting broken links, duplicate content, missing meta data, and other technical issues. Do note, this one is quite technical but amazing for health checks of your website for SEO!

Paid SEO tools that are actually worth the money

If SEO is a serious channel for your business, you will hit the limits of free tools eventually. These are the paid platforms that consistently deliver value, assuming you actually use them.

Ahrefs

Ahrefs is arguably the most user-friendly all-in-one SEO tool. Backlink analysis is where it shines, but it’s also great for content audits, keyword tracking, and competitor research. Pricing starts around £99/month, so it’s not cheap, but you get what you pay for.

SEMrush

Very similar to Ahrefs in terms of features, but slightly more focused on keyword research and PPC insights. It also has strong tools for technical audits and tracking SERP features. Good for agencies or if you work across SEO and paid search.

Screaming Frog (paid)

The full version unlocks advanced features like JavaScript rendering, custom extraction, scheduling crawls, and integrations with Google Analytics/Search Console. While it’s more technical in nature and not for the feint-hearted, it’s a must-have for technical SEO work. We use this one all the time!

Moz Pro

Moz has been around for years, and while it doesn’t go as deep as Ahrefs or SEMrush in some areas, it’s still a solid choice—especially for beginners. The Keyword Explorer tool is straightforward, and Domain Authority is widely used as a quick backlink quality metric. Their local SEO tools are also strong if you’re working with location-based businesses.

SpyFu

SpyFu is a hidden gem if you’re focused on competitor research. It’s not the slickest interface, but the insights are solid—especially when it comes to understanding your competitors’ keywords (both organic and paid), backlink strategies, and ad spend history. It’s particularly handy for niche industries or PPC/SEO crossover work.

Final thoughts

The best SEO tool is the one you actually use. There’s no point paying for a premium platform if you’re only dipping into it once a month. Start with the free ones, get familiar with how they work, and then invest in paid tools once you’ve outgrown them.

And don’t forget, tools don’t replace strategy. They’ll show you the data, but it’s still up to you to interpret it, prioritise actions, and execute.