64 Free SEO Tools That Are Worth Using In 2024

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SEO doesn’t have to be expensive!

Because there are tons of awesome free SEO tools for you to choose from.

The problem is knowing which free SEO tools are worth using and which ones you should avoid.

So I’ve created a list of 64 of the very best free SEO tools that I use to grow my own search traffic below:

  1. The 7 VERY Best Free SEO Tools
  2. Keyword Research Tools
  3. On Page SEO Tools
  4. Link Building Tools
  5. Technical SEO Tools
  6. Rank Tracking Tools
  7. Analytics & Reporting Tools
  8. Competitor Research Tools
  9. Google Penalty & Update Tools
  10. SEO Browser Extensions
  11. Google’s Own Tools

What Will I Learn?

The 7 VERY Best Free SEO Tools

If you want a complete list of free SEO tools, please keep scrolling.


If you want to know which are the best free SEO tools, pay attention.

1. The Backlink Blacklist

Last updated in July 2023, the free backlink blacklist is a database of known public blog networks, guest post farms & links sold via cold outreach or marketplaces like Fiverr.

So far there are over 60,000 domains on the blacklist that you absolutely do not want a link from:

free backlink blacklist report

You can see precisely why a domain is on the backlink blacklist.

And you can click on that reason to see a screenshot of the evidence:

YouTube video

On top of that, you can also export the reports into a handy CSV file making this one of the best free SEO tools available right now.

Check if you’re using blacklisted backlinks now

2. Quick Win SEO Strategy Builder

The Quick win seo strategy builder is an exclusive tool and free video series that shows you how to find all of your current available SEO opportunities and then act on them.

We built it ourselves so you can’t get it anywhere else!

YouTube video

This strategy is easy to learn, simple to execute and delivers results quickly!

Download the free tool now and I’ll guide you through the process step by step.

3. Rank Math

Rank Math is an SEO plugin for WordPress that helps people optimize their content with built-in suggestions based on widely-accepted best practices.

It has a clean and simple interface:

RankMath free seo tools

Rank Math allows you to:

  • Run SEO analysis to detect issues
  • Win rich snippets
  • Measure and track keyword rankings

It also integrates with platforms like:

  • Twitter
  • Facebook
  • Bing
  • Google
  • Pinterest
  • Linkedin
  • Google Search Console

And the best part is, it’s 100% free! Personally, I think it’s the best SEO plugin for WordPress. Read my full RankMath review to find out why.

4. Keyword Surfer Extension

Keyword Surfer is a 100% free chrome extension that allows you to see search volumes directly in Google’s search results.

Just install the extension and that’s all there is to it.

YouTube video

Now when you search in Google, you’ll get valuable like:

  • Search volume for your primary keyword
  • Similar keywords with their volumes and similarity score
  • Estimated traffic for each top-ranking page
  • Related searches with their volumes
  • Word count for top-ranking pages
  • Number of exact keywords used on top-ranking pages
  • Cost per click (CPC) for your primary keyword

You can find search volume and similar keywords in 70 countries.

Not bad for a free SEO tool right?

5. Ahrefs Webmaster Tools

Just when you thought Ahrefs couldn’t get any better…

They go and release a free version of their tool-

ahrefs webmaster tools free

You can now use the:

  • Site explorer tool
  • Site audit tool

…for any of your own websites.

These are two very powerful tools that give you a wealth of data that can be used to analyse and build a strong technical foundation for your site.

This includes-

  • Seeing all your keywords and where they are ranking
  • Reviewing all your backlinks and identify new opportunities

You can learn how to push this free version to its limits in my full Ahrefs Webmaster tools review.

6. Panguin Tool

Worried your site might have been affected by a Google algorithm change?

Then, the Panguin Tool is here to help.

This free tool hooks up to your Google Analytics account overlays algorithm updates with your organic traffic-

Panguin report

It usually gives you an indication of where to look first and it’s also a great way to show clients the when and the why.

7. NitroPack Plugin

NitroPack is the best optimisation plugin you can find on the market right now.

Overall, the NitroPack plugin helps you get perfect Google PageSpeed scores while delivering outstanding performance across all Core Web Vitals.

Click here to see how to improve Core Web Vitals.

nitropack homepage screenshot

To make things better:

NitoPack offers a free (but limited) plan which allows you to try out the tool before purchasing it.

To show you how well NitroPack works, we ran some speed tests. You can check out the results in the NitroPack review.

Bonus: FAQ Snippet Editor

Last year I released the free FAQ schema generator tool.

If you don’t know why you should be using this, watch this video:

YouTube video

The tool is really easy to use.

All you have to do is fill out the first question & answer and then, click on “+Add another question” to add more. You can add as many as you want (4-6 is perfect).

Just follow the tutorial on this page to deploy the code.

And… don’t forget to check your schema with a schema tester!

Keyword Research Tools

Keyword research is one of the most important tasks in SEO.

Good keyword selection can bring you organic search traffic and help you grow your business. But bad keyword selection will drain your resources!

Below you’ll find a list of free keyword research tools that can help you find profitable keywords with high search volume.

8. Keyword Research Strategy Builder

Keyword research is hard work, so I built a free tool that helps you to find all of your competitors best keywords.

Then it tells you which of those keywords are the easiest to rank for with the highest search volume – simple!

To see how it works, just watch this tutorial:

YouTube video

Why go to the hard work of creating an SEO strategy when your competitors have already done it for you?

Download my keyword research tool now! It only takes a few minutes to implement and it’s 100% free!

9. Ahrefs Keyword Difficulty Checker

Ahref Keyword difficulty checker is a free SEO software that helps you find out the ‘ranking difficulty’ of the keyword you want to rank for.

Just enter your keyword and choose the country you want to rank in.

ahrefs keyword difficulty

ahrefs keyword difficulty

It gives you a score that fluctuates between 0 and 100. The higher the number, the harder it is to rank.

Bonus: It also tells you approximately how many backlinks you’ll need to rank in the top 10. You can use these link building strategies or link building services or link building oackages if you need help with that.

But that’s not all. It also gives you a SERP overview for your keyword.

ahrefs keyword difficulty checker serp overview

You can do as many searches as you want for free!

My full Ahrefs review shows you a bunch of other cool things you can do.

In my opinion, this is one of the best free SEO software available right now.

10. Answer The Public

Answer The Public is a great tool to find out what problems your target audience faces.

It’s a huge searchable database of questions which you can use to create and fine tune your website content.

answer the public homepage

The results appear like this:

answer the public results example

But I always download the free CSV report that includes:

  • The questions that you customers searched for – including your keyword
  • The prepositions you customers used in their searches
  • The comparisons they made including your keyword
  • The Alphabeticals terms people use in their search
  • The Related terms people are searching for

Answer the public gives you 3 searches per day free!

11. Ubersuggest

Ubersuggest is great keyword scraper that will take your seed keyword and then generate a list of related keywords to consider.

It also includes estimated search volumes and ranking difficulties.

ubersuggest keword ideas

So if you find that your target keyword is too difficult, you can easily find other opportunities. This is definitely a great free keyword ranking software.

Plus you can export all of the data to excel!

12. Keyword Shitter

You’ll have to forgive the name. And, what this tool loses in name-creativity, it makes up for in keyword research.

Keyword S****** helps you find thousands of long tail keywords, for free, in just a few clicks of a button

keyword shitter results

This is a quick and effective tool, giving you thousands of results in the time it takes to make a coffee.

13. Keyword.io

Keyword.io let’s you search keywords in a tonne of different engines – including Google, Bing, Wikipedia and Youtube.

On their homepage just select the search engine, root keyword and country you’d like and hit search:

keyword.io homepage

Then you’ll be given hundreds of relevant keywords to choose from almost instantly.

This is great for finding long and short tail keywords that you can sprinkle throughout your site or content.

keyword.io results

You can even select the keywords from the list on the left and move them to the list on the right, and then download them to your computer with your free account.

14. CanIRank

CanIRank allows you to see how likely your site will rank for a keyword.

And, it gives you the steps you need to take to make it happen, too.

canirank dashboard

And you’re also able to analyse keywords, your site’s current ability to rank for it and how you stack up against the competition.

It will also show you relevant keywords to choose from:

canirank keyword analysis

And then you can click into any of those to get a closer look at the keywords value:

keyword valuable

As well as giving me a complete breakdown of who else ranks for this keyword. Why they rank for it. And, the areas I can focus on to get the upper hand.

I’d take the results with a pinch of salt but it can help you find weaknesses in your SEO.

15. Seed Keywords

Seed Keywords is a brilliant take on finding keywords.

Instead of researching the keywords that your audience might use, Seed Keywords allows you to ask them for exactly what they would use..


By creating a scenario for your your audience – buying a jacket, looking for a book, finding a new restaurant – you can find the specific search terms that they’ll be looking for.

Let’s say I wanted to find what people would search for to find new SEO tools, here’s the scenario I would create:


You can then share this scenario with your audience, through social media or your mailing list, to find out what search terms they’d actually use.


While this may not provide you with all of the statistics and search volumes, you can start to get an idea for what keywords show up the most.

And then you can cross-reference it with other tools like Google Keyword Planner to get search volumes.

16. AlsoAsked

AlsoAsked is a freemium keyword research tool.

But if you are looking for some quick keyword ideas, it offers a ton of value on the free plan.

also ask keyword research tool

Here’s how it works:

AlsoAsked helps you find the questions and long-tail keywords that people are asking related to your topic or niche.

It leverages Google’s “People Also Ask” boxes in real-time and allows you to filter for specific countries and even languages.

You type in a keyword and AlsoAsked creates a visual representation of questions and sub-questions related to your input.

also asked vegan protein powder example

This will help you-

  • Create more in-depth content
  • Rank for more keywords
  • Structure your content more effectively
  • Provide more value to your readers

On the free plan, you’ll get up to 100 searches per month which is enough for most people.

You can also export data in a PNG image to quickly share it with others.

It’s a must-add to your free SEO tool list if you want to improve your keyword research and content!

On Page SEO Tools

Need to keep track of your SEO efforts without spending lots of time and money in doing so?

Don’t worry, because I have you covered with the best free on page SEO tools right here.

17. QueText

Quetext is a free tool that automatically detects duplicate content and checks if someone is using your text anywhere on the internet.

With Quetext, you can:

  • See if anyone is stealing your content so you can denounce it.
  • Check if your content is original and unique.

Just enter your content and hit ‘check plagiarism

que text checker

What makes this better than copyscape is it also finds near matches of content so it’s easy to see if writers have plagarized content with synonyms.

You can run as many checks as you want for free.

18. GTmetrix

GTmetrix lets you get a deeper understanding of how your site performs.

Just pop your URL in the box and it’ll do a complete analysis of your page:

gtmetrix performance report
gtmetrix performance report

You’ll get a complete breakdown of your site speed score, including what’s good and what’s bad.

gtmetrix structure report

Each point that you need to improve comes with its own information beneath it to help you understand why it needs fixing and how.

And, if you want to dig a little deeper, you can see the Waterfall that shows how your page loads and where your main sticking points are:

gtmetrix waterfall report

If you are struggling with site speed problems, here are 6 free ways to increase your website speed.

19. Siteliner

Siteliner is a crawler that works through your site to find broken links and duplicate content.

All you have to do is type your site into the tool and it’ll instantly begin to scan:

site liner

With the free plan, you’re limited to 250 pages. That should be more than enough for most small to medium sites.

It’ll take a few minutes, but eventually you’ll see a report like this:

site liner results

This makes it really easy to identify duplicate content that needs updating.

And you can see a complete list of all of the broken links that you definitely need to repair throughout your site:

broken links

All of this from the click of a (free) button? Not bad at all.

20. Merkle Schema Markup Generator

Schema markup is an essential part of on-page SEO. But the problem is that implementing schema markup on your site isn’t exactly straightforward.

That’s where the Merkle Schema Markup Generator will help.

merkle schema markup generator

This free SEO tool generates perfect schema markup for your site in seconds. It’s so easy you won’t believe that it’s free.

All you have to do is choose the type of schema.org markup you would like to create:

  • Article
  • News article
  • Blog post
  • Breadcrumb
  • Event
  • FAQ Page
  • How-to

Now fill in the required information on the form.

This entire process should take you less than a minute.

schema markup generator form

The tool then generates a free schema markup script on the right side. You just need to copy and paste it into your page/post on your site.

Easy, right?

SEOs can charge thousands of $$$ to manually do this. But now you can implement the perfect schema on your site for free!

21. Cloudflare

Cloudflare is one of the most well-known web performance and security companies online.

But most people don’t realise that Cloudflare offers many free tools that can boost SEO.

cloudflare cdn

One of the biggest benefits of Cloudflare is its free content delivery network (CDN). This CDN provides a ton of benefits for your site:

  • Speed optimisation
  • SEO security
  • DDoS protection

Not sure what a CDN is? The image below explains how CDN work.

content delivery network explanation

All you need to do is create a free account with a Cloudflare account and follow the instructions in this article.

In about 10 minutes, you can speed up your site while offering extra protection against bots and hackers – for free!

22. ShortPixel

ShortPixel is my secret weapon for image optimisation.

short pixel

Images and graphics can take a long time to load on your website because they are big files. That can:

  1. Slow the page load speed down
  2. Affect your SEO rankings

The problem is manually reducing the size of images while maintaining image quality isn’t easy.

This is where ShortPixel comes in.

ShortPixel automatically:

  • Compresses all images
  • Generates WebP/AVIF versions
  • Converts images to web-friendly types

shortpixel compression rate

Short Pixel can reduce the size of images by up to 90%, which can significantly speed up your website load times.

The best part is that all you have to do is install the ShortPixel WordPress plugin and let it get to work.

It doesn’t get much easier than that, right?

The ShortPixel free plan comes with 100 credits per month which means you can reduce and compress the size of 100 images every month for nothing!

23. ChatGPT

There is a lot of talk about AI tools at the moment.

ChatGPT has quickly risen to the top as one of the best AI tools for SEOs and marketers right now.

chat gpt for seo

While AI should not be used to generate SEO content because of how easy it is to detect AI content

…That doesn’t mean you shouldn’t be using it for other SEO tasks.

ChatGPT is one of the best free AI tools for on-page SEO and improving your content.

Let me give you some examples:

Let’s say you have just finished writing a blog. Now you need to write your meta-title and meta-description.

Use this prompt to get ChatGPT to do it:

Create 10 click-worthy meta-titles for my blog post on {INSERT BLOG TOPIC}.

chat gpt meta titles example

The same prompt can be altered and applied to writing meta descriptions.

Need to create a complete SEO-optimized outline for your content?

ChatGPT can take care of it for you with this prompt:

Act as a specialised SEO writer for {NAME OF WEBSITE}. Create an in-depth SEO optimised content outline for the keyword {MAIN KEYWORD}.

chat gpt blog outline example

Not sure what to write about?

Get ChatGPT to come up to give you a complete list of seed keywords for your content:


Create a complete list of all the long-tail keywords related to {MAIN KEYWORD}.

chat gpt seo keyword research example

Not bad, right?

While we don’t recommend using ChatGPT for complete keyword research, there is no doubt that it is excellent for coming up with keyword ideas.

This is just the tip of the iceberg of what you can do with ChatGPT.

If you aren’t using ChatGPT to aid your SEO, you are missing out on a ton of benefits.

24. SpeedVitals TTFB Test

SpeedVitals TTFB Test is a free but powerful website speed test tool.

speed vitals ttfb test

TTFB (Time To First Byte) is a metric that measures when a request for a website is made and when the first byte of response begins to arrive in your browser.

It essentially measures how long it takes for the first piece of the website to load.

Why is this important?

Two words – website speed.

You want your website to load as fast as possible and SpeedVitals TTFB test will show you what to optimise.

Type in your website in the TTFB test.

speed vitals test results

SpeedVitals then shows you how fast your TTFB is across a range of locations worldwide.

Is your TTFB score low? It’s time to get to work and improve it.

Link Building Tools

Link Building is one of the most highly-regarded ranking factors by SEOs around the world.

So these are the best free link building tools you can use in your campaigns.

Remember that we selected the Backlink Blacklist as our favourite free link building tool in our best free seo tools list above.

25. Link Building Strategy Builder

To help you take control of your search traffic, I released a link building strategy builder.

This intelligent sheets allows you to steal your competitors best backlinks.

Once the analysis is complete, you’ll know precisely which backlinks you should focus on building to your site first.

Watch this video to see step by step how it works:

YouTube video

Download my intelligent sheet now to find all your competitors best backlinks!

It doesn’t get much easier than that.

26. Open Link Profiler

Open Link Profiler is a nifty little tool that gives you a ton of data about your backlink profile.

All you have to do is head to their website and enter your domain name:

open link profiler

You’ll then get a look at your sites backlink profile along with tons of handy information:

open link profiler backlinks

You can also see a full breakdown of the links that the site has, the quality of those links, and where each link is coming from:

free link report

Don’t forget that you can also use this tool on your competitors.

Learn more about why that is important with my backlink analysis tutorial.

You can export up to 1000 links from the tool for free.

27. ImageRaider

ImageRaider is a reverse image search that finds where your images have been used around the internet.

Basically, that means instead of using words to search for an image, it uses images to search for where they’ve been published in the web.

image raider homepage

You just upload the file, hit Search Uploaded Image and it’ll scour the internet to see where your image is being used.

You can then get in touch with them and request that they add a link for using your infographic or image.

And, that’s a request they can’t really say no to!

28. SEO Auto Linker

SEO Auto Linker is a WordPress plugin that takes care of all of your internal link building needs.

Just add your URL, and the keywords you want it to automatically insert links for, and you’re all set:

SEO Auto Linker

The plugin hasn’t been updated in years and I’m surprised it still works, but for now it does everything you need to execute an effective internal link building strategy.

And, if you want to get clever with it, you can add affiliate links into this too.

29. WikiGrabber

WikiGrabber allows you to find those all-important broken Wikipedia Links and Citations that you can capitalise on.

See my Wikipedia link building tutorial if you don’t know what I’m talking about.

Let’s say you’re working on a blog about Organic Food. You can go to WikiGrabber and search for that keyword:

wiki grabber

That will bring up all of the relevant pages that have dead (broken) links on them.

You can then go in and find the links and see if they fit your content:

wiki grabber results

Clicking on any of the results will take you to the Wikipedia page you need.

Take a look at my Wikipedia link building tutorial to learn how to capitalize on that in the RIGHT way (not the spammy way!).

30. Hunter.io

Hunter.io can make your link building campaigns 100 times easier.

It’s a simple search engine that allows you to find the email addresses for a large number of websites. And, it goes beyond just the contact@website.com most of the time.


It gives you direct access to real people’s email addresses.

Enter the name of the site you’re looking for, and it’ll come up with a list of all the email addresses provided for that site:


Now, this might not work for every site. But you can perform 50 searches for email address per month completely free.

That should be more than enough to kick start any link building campaign.

The tool also comes with a browser extension:


This is a great tool to use if you are running a broken link building campaign.

31. Scraper

Scraper has saved me hours of time when it comes to finding contact information, and creating partnerships (or friendships) with other sites.

It allows you to collect similar information from a page, all with just a few right clicks.

scrape tool

Simply install the extension to your browser, and it’s ready to rock.

Let’s say you’re looking for bloggers to outreach to for backlinks and content sharing.

Where do lots of bloggers spend their time? Blog comments where they try to connect with their favorite authors.

Take a look at this post from Nomadic Matt. It’s an emotional post, and the kind of place where lots of people would go to offer comments.


If we head to the bottom, it’s got 39 comments from people.

This is the most popular travel blog right now, so most of these comments have links in them back to personal or travel blogs.

All you have to do is highlight the link and right-click. That’ll give you the option to Scrape Similar.


That will show you all of the hyperlinks in the blog comments of that page:


Export that into a Google Doc. And, now, you have a complete spreadsheet of bloggers and websites to outreach to:


Now, not everyone will be a good fit for you.

But do this four of five times, across different blogs or posts, and you’ll find some gems to work with or build relationships with.

Technical SEO Tools

If you want to go deeper into SEO, check out this list.

It includes several free technical SEO tools that you can use without spending a dollar which is especially handy when running an SEO audit.

32. Log File Analyser

Log File Analyser is developed by the Screaming Frog team.

It allows you to upload your log files, verify search engine bots, identify crawled URLs and analyse search bot data and behaviour for invaluable SEO insight.

log file analyzer free seo tool

Here is what you get for – for free:

log analyzer features

Not bad, right?

This tool is able to process, store and analyse millions of lines of log file event data and make it relevant to SEO’s.

You can learn more about how to use it in this video.

33. Ahrefs WordPress SEO Plugin

The Ahrefs WordPress SEO plugin was built to help you improve your search engine rankings for free.

This tool can:

  • Perform content audits
  • Monitor backlinks

…so you can get more organic traffic to your website!

ahrefs plugin

It has some unique ‘Ahrefs features’ that you can’t find anywhere else.

You can download the plugin here.

34. SEO Powersuite

SEO Powersuite has been at the heart of my business for a long time (read my full SEO Powersuite review)

And, although I use the paid version right now, the free version is still one of the most effective SEO site tools (and suites) you can get your hands on.

seo powersuite

With the free download, you’re able to access these great tools:

  • Rank Tracker: Track how you (or the competition) are performing for different keyword searches. Then, find the data you need to improve your rankings and steal traffic from the competition.
  • Website Auditor: Helps you perform audits in seconds, while showing you how to optimise at every step of the way.
  • SEO SpyGlass: Explore over 100,000 competitor backlinks and use data to shape your link building campaigns.
  • Link Assistant: Manage all of your links and build partnerships all under one roof. I even use this tool to find guest blogging opportunities.

If you can’t start an effective campaign with all of these at your fingertips, I don’t know what you will be able to use.

35. Copyscape

Copyscape is a tool which lets you detect duplicate content and checks if similar text appears elsewhere on the web.

We all know the importance of having unique content on your site from an SEO perspective and Copyscape allows you to stay on top of that easily.

It is a helpful tool when you want to find out…

  1. Is your content original?
  2. Is anyone stealing your content?

Simply enter the URL for a website or blog post and Copyscape can tell you where else that content exists online.


A quick and easy way to make sure your content is unique.

36. Browseo

Browseo is a nifty little tool that shows you what search engines see when they crawl your site. It consolidates all the important info together and displays it in an easy to read format.

Simply input the URL of the page you want to view and hit Browse.


Then you’ll see a breakdown of things such as:

  • Server response codes
  • Redirects
  • Contents of headings
  • Meta information
  • Internal links
  • External links
  • Links containing the rel=”nofollow” attribute

browseo report

Being able to see what the search engines can see is a huge advantage which makes this a must-have tool for any SEO toolbox!

37. WP Smush

With all of these images on your site, you’ll find that your site down.

WP Smush compresses your images reducing the time it takes for them to load.

All you have to do is upload the WordPress Plugin to your site and you’re ready to start smushing.


The plugin comes with its own dashboard that you can use to smush images, and other attachments, without impacting their quality.

And it can all run in the background while you work in other tabs.

This tool is an absolute no-brainer for anyone looking to increase their site speed for free.

38. Animalz Revive

Animalz Revive is your new best friend when updating old content.

This free SEO tool analyses your Google Analytics data and provides a list of posts that need to be refreshed.

animalz revive free seo tool

The truth is that refreshing and updating content takes a lot of time. Most of that time is spent analysing your content and comparing it to competitors’ content.

Animalz Revive automatically:

  • Reviews all of your organic search traffic
  • Analyses the past 12 months of traffic data
  • Reports on the total percentage of traffic lost

animalz revive traffic report

Then all you need to do is update, refresh and expand your content.

Anamalz has already done a lot of the heavy lifting by telling you where to focus your attention.

Rank Tracking Tools

Checking your website search ranking position is critical if you want to be able to make plans and take decisions to improve your search traffic

Bellw, you’ll find a list of free rank tracking tools that can help you with this!

39. AccuRanker Free Rank Tracker

SERP Checker is developed by the AccuRanker team.

It is a free tool that allows you to get accurate search results for any country or location.

accuranker live serp checker

Just enter your keyword, select the country, enter a location, select the device and that’s it!

Then, you’ll get:

  • Search results (including ads, local and organic results)
  • Instant rank checking
  • Rankings on mobile or desktop
  • In fact, it’s one of the best mobile rank tracking tools & Bing rank tracker tools on the market right now.

    SERP Checker gives you 5 searches per day for free and I suggest you read my full Accuranker review because it is AWESOME!

    40. SERP Robot (Formally SERPLab)

    SERP R​obot is a free ​Google rank checker that you can use to find your websites ​Google search positions instantly.

    Not only that but you can use this tool to accurately report how your site ranks on ​Google for different keywords.

    • Select the ​Google region you would like to check​
    • ​Enter the domain name you would like to check​
    • Input up to 10 keywords.

    Then just wait for your rankings to be displayed.

    serprobot free serp checker

    You can also use the ranking checker tool to have a crafty look at what your competitors are doing but shhhhhh.

    41. Google Rich Results Test

    The Rich Results Test is a free tool by Google.

    It has a simple interface to test if your pages support rich results. Just enter the URL you want to test and hit ‘TEST URL’ and voila!

    rich results test

    You can run as many tests as you want for free!

    42. Slerpee

    Slerpee shows you exactly how your website looks on Google search in real time.

    slerpee results

    Just a handy tool to have in your back pocket when building your website, launching a new post or showing a concept to a client.

    Analytics & Reporting Tools

    Whether you need to create a quick report for a potential new client or audit your own site, there is a free SEO reporting tool for you!

    43. Google Data Studio

    Google Data Studio is a free data visualization and reporting tool that helps you build interactive SEO dashboards as well as customized reports.

    It is very easy to use and it integrates with Google Analytics and a ton of other tools in a few clicks.

    Google Data Studio allows you to:

    • Build clean and customized reports
    • Share reports with other users
    • Schedule automatic reports

    google data studio

    With the free version of Google Data Studio, users can create up to five multi-page reports that can be shared with and edited by an unlimited number of users.

    Not bad for a free tool!

    44. Bing Webmaster Tools

    Bing is often left aside because everyone is focused on Google.

    But they developed their own SEO platform called Bing Webmaster Tools, which has had some serious upgrades in 2020 if you haven’t seen them:

    • A keyword research tool (with mobile vs desktop split)
    • A backlink analysis tool allowing comparisons with other sites
    • An on-demand SEO crawler
    • SEO reports with recommended actions

    bing webmaster tools

    The interface is simple and clean, so you can find all the data you need quickly.

    And the best part is, it’s 100% free!

    Look at my article ‘bing SEO’ to learn how to increase your traffic with Bing.

    45. SEO Tools for Excel

    If you do any kind of reporting – whether for clients or yourself – SEO Tools for Excel can save you hours of time.

    For example, if you track data in Google Analytics, it can instantly be exported to an excel document using the tool.

    seo tools home

    That means you never need to worry about hand-entering your data ever again.

    And, that’s not the only useful extension that it comes with either. Just look at this list from the documentation (this is just over half of it):

    seo tools

    This is a must have tool from this list. And, it’s probably the best reporting tool you’re going to get for free.

    46. Wayback Machine

    The Wayback Machine lets you look back and see the archived versions of any website.

    So if a page begins to drop in its organic ranking over the course of 6 months, you can use this tool to see the old content that used to be on the page!

    Simply put in your URL and select the date you wish to view.

    wayback machine

    Every page on every website has a history, and this tool allows you to see it all unfiltered!

    47. Screaming Frog

    Screaming Frog is one of the most commonly talked about SEO tools.

    This crawler based tool’s main objective is to save time on finding SEO problems and completing SEO audits. And, boy, they’ve succeeded in that.

    screaming frog

    Enter your (or your competitors) site’s URL and it’ll crawl. Once it’s finished you’ll get a complete look at the site, and in-depth information about each page.

    The free version is limited to 500 URL/s which is fine for most small to medium sites!

    48. Go Auditor

    Go Auditor is a free SEO audit tool that gives you important information about your SEO.

    Simply paste your URL into the search bar and hit ‘Audit’

    You’ll get an overall score and if you scroll down you will find a break down of the results…

    go auditor

    You can expand each point to learn either what you have done well or what you need to improve your SEO.

    You can download your results into a handy PDF to review at a later date if needed.

    Competitor Research Tools

    Imagine you could get just a glimpse of what your competitors were doing. How much different would your analysis and strategy be then?

    These free competitor research tools let you take a look at what they’re up to, so you know when to zig when they’re about to zag.

    49. SEMRush (14 Day Free Trial)

    SEMRush is one of my favourite tools and this exclusive free trial is a great way to get all the benefits of a premium tool without spending any cash!

    You’re able to access important stats like: what keywords competitors are ranking for, how much traffic they’re getting and who their search competitors are, too.

    That’s access to a lot of data for free.

    Take the name of one of your known competitors and place it into the search box​ to see the magic live.


    You’ll be directed straight to a dashboard that shows you all of the major stats about this site in the database you’ve chosen:

    Everything you see on this page is already more valuable than most tools will give you for free. Because, as you scroll down, you’re able to find out more information.

    For example, you can see the exact keywords they’re ranking for and the level of traffic each of them brings:

    blogtyrant keywords

    And you can take a look at who their direct competitors are so you can start assess them and beat them in the rankings, too.

    semrush other competitors

    Last, but not least, you can check out their entire backlink profile and see where they’re getting that good link juice from. That includes an overview of their profile:

    backlink types

    As well as specifics of their backlinks, like the anchor text and the source:

    blog tyrant backlinks

    Highly recommended, and does much more than what I’ve shown you here, too.

    You’ve got nothing to lose so take advantage of this exclusive free trial now!

    50. Theme Detector

    Ever wanted to know what plugins, tools and services your competitors are using behind the scenes?

    Well, now you can.

    Theme Detector tells you much more than just what theme or plugin a site is using:

    wordpress theme detector

    You can find out lots of interesting information:

    • How they’re building their content
    • How they’re selling products
    • What they use to optimise their content
    • What they’re currently testing and trialling

    As well as being able to find all their tools of the trade so that you can use them to get ahead, too.

    Just type the name of the site into the search bar and hit enter:

    plugins used

    It doesn’t get much easier than that!

    51. Builtwith

    BuiltWith is a great tool that allows you to see all technologies used to build the frameworks of any website and any services they are using.

    ​This is for people who want to know what peers, competitors, or ​interesting websites are using. It could mean the difference between using Squarespace or WordPress or exposure to something completely new.

    built with free seo tool

    ​If you ever wondered how a competitor was doing something on their site, this tool will help you figure it out!

    52. Similar Web

    Similar Web is the ultimate competitor research tool.

    similar web

    Simply type in your competitor’s domain and see:

    • How much traffic they get
    • Analytics data like bounce rate, pages per visit, average session duration
    • Top traffic sources
    • List of their best keywords
    • What countries their traffic comes from
    • Social sites

    And so much more!

    You can even see the demographics of their site visitors and the interests that their site visitors have.

    similar web seo report

    It’s worth noting that Similar Web uses advanced modelling to get the data about most sites, so take it with a grain of salt.

    But if you want to lift the hood on any competitor’s site, Similar Web is a great free tool to take advantage of!

    Google Penalty & Update Tools

    Those pesky Google updates usually cause more trouble than they are worth!

    But it’s important you stay on top of the changes and turbulences in the Google Algorithm and these are the best free tools to do that.

    Remember that the Panguin Tool is our favourite penalty diagnosis tools as listed in our top 8 free SEO tools above.

    53. MozCast

    MozCast is developed by the Moz team to detect “turbulences” in the Google algorithm.

    It looks like a “weather report” that tracks changes in Google daily.

    The hotter the temperature, the more change has been observed in Google rankings in the previous 24 hours.

    Each temperature also gets converted into one of five severity levels:

    mozcast free seo tool

    If it’s a stormy day, then something big happened.


    The report is updated every morning (~7:30 am Pacific Time) and is great to pick up on early movements.

    54. SEMRush Sensor

    The SEMrush Sensor tracks and measures the volatility of Google’s SERPs based on daily changes in rankings.

    It is able to monitor any signs that could indicate an update to Google’s algorithm.

    The daily report shows a score that fluctuates between 0 and 10 just like this:

    semrush sensor

    A ‘high’ or ‘very high’ score indicates a big probability that your website’s rankings and search traffic could fluctuate.

    Read my full SEMRush review to learn more about their full suite of tools or claim you exclusive free trial now.

    55. Google Grump Detector

    This is one of the coolest tools I use. It’s a little cheesy in the way it’s branded, but that doesn’t detract from how good the tool is.

    Google Grump Detector (see my full Accuranker review) is like a weather forecaster for Google. It senses changes in Google’s ‘mood’ (algorithm) and gives you warning about the fluctuation in rankings.

    Select your country and the device you’re interested in (mobile/desktop or both) to see whatever todays rating is.

    It’ll then share with you the data for that specific database over the last month, so you can see the fluctuations:

    accuranker google grump dector

    If you’re not sure what levels of Grump there are, it also comes with a handy key:

    what do google's moods mean

    Worth checking once or twice a week, just to see what Google is up to right now.

    SEO Browser Extensions

    Not every SEO tool needs its own space to run.

    These free SEO browser extensions can be used while you’re browsing the web which saves tons of time and money using other tools.

    Remember that we selected the Keyword Surfer extension as one of our top 8 free SEO tools above which is not repeated in the list below.

    56. SEO Quake by SEMRush

    SEO Quake is a mini SEMRush plugged into your browser.

    If you’re on the hunt for competitors, or find a site that you’d like to know more about, SEOQuake lets you check vital stats from your browser.


    This is a tonne of data right at your fingertips, and it’s a nice tool to have around, so I’d recommend sticking it on to your extensions list!

    57. MozBar

    MozBar is one of the original SEO toolbars. And although the competition is getting bigger and better every day (see above) it’s still worth grabbing.

    mozbar homepage

    In Google Searches it gives you instant insights into the page, with a focus on Page and Domain Authority:

    mozbar example

    When you click on the link analysis tool, you can access every link that makes up their PA and DA for your own personal use:

    mozbar link metrics

    There is also a tonne of other metrics you can pay attention to as well, like Spam Score.

    A great addition that works best in conjunction with other toolbars for best results but they are far from being the best backlink checker.

    58. Check My Links

    Check My Links is a really cool tool that allows you to check all of the links in your content – new and existing – to make sure that they’re valid.

    That means you can easily find broken links, and repair them, to get almost instant SEO benefits. That’s a powerful free tool if I ever saw one.

    check my links

    Once installed it will crawl through a particular page and it will find the valid links and highlight them in green:

    sej valid links

    You’ll see all of the warning links in yellow; and all of the links you need to fix or change, in bright red:

    invali dlinks

    All of this is crawled in just a few seconds, and because it’s visual it makes a great aide to show potential new clients some of the issues with their site.

    You can even use it for broken link building. Win win win!

    59. No Follow

    No Follow is a simple tool from IgorWare that highlights all of the No Follow links on a website.

    no follow home

    Simply download the extension and you’re ready to go. It’ll start to show you all of the no follow links on any page with a red box around them.

    Just like this:

    no follow global grasshopper

    It’s not a tool that’s going to win any awards.

    But, it can be really helpful in making sure you get the links you want, and aren’t hit by any nasty surprises right in the middle of your campaign.

    Google’s Own Tools

    Google’s tools are often overlooked by new SEOs. And, I get it – you want the shiny new third party tool that promises the earth.

    But, some of the most established SEOs I know use these tools to form the backbone of their campaigns.

    Google’s tools are free and you can extract valuable data in just a matter of seconds.

    60. Google Analytics

    Google Analytics shows you everything you need to know about your sites data.

    It shows you the real-world results of every action you take on your site. How it impacts your traffic, how it increases your conversions, who it attracts to your site.

    And, that’s just the tip of the iceberg.

    free seo tools

    The main reason I’d suggest you use Google Analytics is so you can track your progress and consistently strive to improve on it.

    You can track how much of your traffic comes from different sources and dig even deeper to see where is bringing you the most traffic month on month.

    But most importantly you can see which traffic converts:

    Event Tracking Data

    Now, it can be easy to get caught up in the Vanity Metrics (stuff that looks and sounds good but doesn’t really mean anything) that’s often provided by Google Analytics.

    That’s why it’s important to use the tool to track results.

    Don’t trust Google? Check out my list of Google Analytics alternatives!

    61. Google PageSpeed Tools

    Your site speed is a huge ranking factor.

    The faster your page loads the more likely your site is to rank highly, and have a better customer experience to go with it.

    Google PageSpeed Tools can help you track it.

    pagespeed insights
    Google PageSpeed Tools lets you see the speed of your site on Desktop and Mobile platforms.

    pagespeed insights core web vitals

    And, it suggests improvements based on the Google Webmaster Guidelines.

    Meaning you can create a much faster, more streamlined site, without negatively changing your search results.

    pagespeed insights diagnose performance issues

    You can fix most of these problems without spending any money by following my tutorial to increase website speed.

    ​62. Google Keyword Planner

    Keyword Planner still remains one the most popular keyword research tools.

    And, for good reason – it’s still one of the most accurate free SEO tools available for search volume.

    find keywords

    And it’s not just great for search volume.

    You can also find suggested keywords that relate to your terms and all of their metrics, too:

    extra keywords

    You can use the tool to research thousands of keywords straight from the horse’s mouth; as well as create plans that you can execute upon.

    Take a look at my Google Keyword Planner tutorial to learn more.

    63. Google Search Console

    Google Search Console is a tool that every SEO should have as part of their arsenal.

    google search console

    You can manage a lot of the back of house for your site and find problems that are holding back your search progress.

    For example, you can use the Crawl Errors tool to find problems:

    google search console crawl errors

    As well as being able to get access to a full breakdown of your backlink profile that is just as useful as some of the data you get with expensive tools:

    google search console links report

    It is also perfect for managing actions taken against your site, especially if you’ve been penalized for webspam or malware at any point in the past.

    And don’t forget the most powerful feature of all!

    Search Analytics.

    That will allow you to see how your site is performing in Google right now.

    You can track the total number of impressions your pages have in the SERPS along with the average ranking position and click-through rate data.

    google search console performance

    You can also find a list of keywords and you can filter by page to find out exactly which page is ranking for which keywords.

    This is one of the most powerful hidden features of Google Search Console which makes it one of the best free SEO tools by far.

    64. Google Trends

    Google Trends has a ton of applications for SEO because of the amount of data it provides.

    If you know how to use it properly, it’s one of the best free SEO tools you’ll find.

    google trends for SEO

    These are the top 3 things you should be using it for:

    1. Identifying trending keywords in your niche
    2. Track trends in your niche before they takeoff
    3. Get a ton of ideas for new content

    Here’s an example:

    Let’s say you run an ecommerce store that sells organic skin care. You want to find trend topics and keywords to create content about.

    This is where Google Trends is invaluable!

    Simply enter a related keyword and let the tool do its magic. First, it will show you how the keyword/topic is trending.

    google trends search example

    Don’t forget to use the filters at the top to select the country, region and dates.

    Now, scroll to the bottom.

    Here you’ll find a list of related topics and search queries that are currently trending.

    related trending topics and queries

    This will provide you with a huge amount of content ideas that you know are trending in your niche right now.

    Easy, right?

    Google Trends is one of the most underrated complete free SEO tools. The only limitation is YOU and YOUR imagination.

    Want more Google tools? Check out my list of Google tools.

    Wrapping It Up

    So there you have it.

    This is the complete list of free SEO tools that are actually useful!

    But don’t forget, these are the 7 best free SEO tools.

    Did I Miss Any Free SEO Tools?

    If there are any free SEO tools that I’ve missed then please let me know in the comments and I’ll add them to the post!

    (Psss, if you don’t want to waste your time picking and trying SEO tools, you should partner with a link building service or even a white label SEO agency that offer white label SEO services – then you can stop worrying about SEO tools altogether)

    What Are Your Thoughts?

    1,130 Responses

    1. Best Article to digital marketers, to analyze and work.Expecting more blogs like this.really great article thanks

    2. Hi Dear Matthew Woodward, I am using Ahrefs and This Tool focuses on link analysis. Users enter a URL to view how many backlinks it has, as well as the types of backlinks (text, no-follow, redirect, image, or frame), referring IPs, and domains. What’s your opinion about this.

    3. Highly useful content, thank you MathewI’ve been floating between Twinword and KeywordChef (and a few in your list), just wondering if you have experimented with either of those, and if you have an opinion?It’s pretty wild that tools intended to do the same thing can have such a variance, it gets hard to know which ones are the most accurate (regardless if they’re free or paid)

      1. Hi Ross! Unfortunately, I’m not familiar with any of the tool you mention so I can’t give you my opinion on them.

    4. Outstanding article. These free SEO listed tools will help me out. I am looking for more because having more SEO tools are more beneficial for us.

    5. Really your Article is nice. I really appreciate your work in this Article. I read your Article and I learn lots of things. thanks for this information.

    6. thanks for this amazing list.. i have tried the backlink-shitter and liked it.. The keyword io is also a great tool..Thanks Matthew for this amazing list.. I will definitely try the others listed here..

      1. Way to go! Glad you are trying the tools so you can find the one that suits better to your business! Keep it up 🙂

    7. I really like to read new articles about SEO, I’m trying to learn more about it every day and this post help me to know more about it, thank you Matthew for this great article

    8. Ahrefs Webmaster Tools are my absolute favourite of the list. It is an exceptional source of wisdom and opportunities for in-house SEO. And you can have it free – amazing!

    9. Hi Matthew, Great work with helpful free SEO tools. I really appreciate your work for gathering all tools together so that we can find all in on. Thank you for sharing your knowledge and hard work.

      1. Yes, some of them have limited features but… well, they are free!If you need to get access to more features, you can upgrade your account for a premium version.

    10. These tools are very important to do SEO of any project but the problem is they offer limited searches free queries accordingly.

      1. True, but it’s enough if you’re just getting started. It still helps save money for people who are on a budget.

    11. Thanks Matt, SEO is now much more complex than its ever been, and its cool that you still have the same degree of passion for it that you’ve always shown. didn’t even know Bing had webmaster tools. Their results are not too bad these days.

      1. You’re so right, Jide! That’s why it’s crucial to stay up to date! Yep – Bing should not be left behind when it comes to SEO!

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