SEO tools – my list of over 320!

I started this list when I began a career in SEO. I’d find it a constant battle to figure out what a tool actually does (and what it can’t do), is it any good, how much it costs (is it free to test?) and what are the alts are.

With a good list of SEO tools it’s I’m hoping to make it a little bit easier for those starting out. To help get answers to the same kind of questions I had, and for experienced SEO’s – to maybe find something new you hadn’t come across before.

Sidenote: I’m planning to start a quarterly new SEO tool roundup – so if you’d like to subscribe (and by some miracle I find the time to write) then I’ll flick out an email your way.

Getting detail on SEO tools is hard

These are some of the problems I’d encounter when starting to learn SEO.

  • There are simply too many great tools to remember them all.
  • I find it hard to trust Google and review sites to find the best information when searching for anything SEO related 😏
  • SEO tool creator websites (often) will:
    • Tend to explain benefits, not features
    • Not go into detail on data source or input and data output
    • Use brand-isms and sales-lines to sell you their “All-in-one Marketing Toolkits” and
  • I’ve observed SEO’s in forums and groups online tend to recommend their favorite tool, as the “best” without any context or feature comparisons.
  • Existing SEO tool lists tend to categorise only by a “core” feature. In my mind this is an issue because a single category doesn’t make sense when any given tool can have one or many features. Feature tagging makes more sense.
  • Existing SEO tool lists were not sortable (or were but only in a very basic way). There is no easy way to find (for example) all the keyword search volume data tools with an exposed API.
  • I don’t have the time to manually test them all to see if they do what they say on the tin.

So I made a list of 320+ SEO tools, with context

Here’s the full AirTable sheet, if you find it useful or use it for something would be awesome if you credited me 🙂

What tools were included?

When trying to make this list useful to myself, I found that the question became what should I exclude. So here’s my current criteria for what I tend to leave out.

  • Content Management Systems (CMS)
  • CMS themes & page builders
  • Project management apps (Wrike/Asana/Monday etc)
  • Glorified ordering platforms, portals, systems or checkouts for SEO related services – eg:
    • Directory listing submission
    • Social media profile submission
    • Link building
    • CTR manipulation
    • Other “Mechanical Turk” or link at scale type services
  • Programming/scripting languages
    • Although in certain situations it can be extremely useful to use a bit of Python, JavaScript, regex, R, SQL, HTML/CSS for data analysis and automation reasons. For the purposes of this list I’m not counting these as an SEO tool in and of themselves.
    • Scripts or gists which are useful or specific to SEO can be included.
  • Social Media only tools
    • If a tool is purely for social media eg scheduling, cross posting etc it doesn’t count. It needs to have at least one SEO specific feature.
  • Security testing or uptime monitoring tools
    • No SSL, web-security or pen-testing tools in here.
    • Again, to be included they need an SEO specific feature.
  • Web analytics
    • If an analytics platform doesn’t have robust and specific features for analyzing organic search traffic then I’d leave it out.
  • Shutdown, closed, private tools, invite only, waitlist only
  • Domain registrars & Web hosting services
    • While web hosting is important, I don’t consider it a tool for SEO in this context
  • WordPress plugins
    • Needs to have at least one SEO specific feature
    • For the sake of my list, page-speed improvement can qualify as SEO
  • Low quality SEO tools
    • Agency lead-gen “audit” forms are excluded

8 free SEO tools – a quick list of my favorites

1. Google Search Console

Google Analytics

Screaming Frog

Ahrefs – $7 for 7-day trial (I know not free, but soo worth it)

More thoughts

This list is a work in progress, so feel free to let me know if you think there’s something you’d like to add or update.

Drop a comment below, or email me any suggestions, changes or improvements – hi [at] this domain.