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Get Found Faster: The Comprehensive Toolbox for SEO Marketing

Shannon Evans

Whether you’ve been in the SEO game for a while or are just getting started, SEO tools are a necessity to get the job done.

SEO has a lot of moving parts and researching the best tools for your company can often become overwhelming.

Don’t worry—I’ve got a great list to get you started.These are not the only tools out there, but they are a great place to start.

Each tool is grouped by utilization and categorized by best fits for an SMB up to enterprise level SEO.

Related Article: Get Your Rank Up: The Essential Guide to SEO

Tech Audits Made Easy

SEO teams should complete a tech audit on a yearly basis. They help gauge the overall health of your site and for larger sites they could find something that has gone unnoticed.


You’re going to see Moz on this list for a few different SEO uses. They have a variety of great tools available. If you have a MozPro account, you can use their Crawl Test tool to crawl any site to find errors, HTTP status codes and much more. The best part? The report has everything in one file for easy filtering and organization.

Moz Crawl Test Tool

Price: Accounts start at $99 a month.

Best Suited For: Small to Medium sized businesses. Crawl will scan up to 3,000 links on any given URL.

Screaming Frog

This tool is an oldie, but a goodie. If you are looking for a more robust crawling tool, Screaming Frog is the tool for you. Site crawls result in a long list of data, including:

    • Errors
    •  Redirects (permanent or temporary)
    • Duplicate titles, meta descriptions, and pages
    •  Missing H1 and H2 tags
    • Follow and Nofollow at a page and link level

Price: There is a free and license option for about $150 (£99).

Best Suited For: Medium to large sized businesses. Both the free and license versions have no restrictions on the number of websites you can crawl.


Site speed is an important factor for SEO, and as of 2010 Google has reported they look at site speed as a ranking factor. This open-source tool allows you to look at site speed in an extremely detailed fashion. You can look at how a page loads when first viewed, DOM elements, and how long it takes to fully load the page. The waterfall charts outline the findings, and the pie charts tell which elements take the most time to load.

Web Page Test Pie Charts

If waterfall graphs give you a headache to read, don’t worry! Moz just has a great guide to help you out.

Price: Free!
Best Suited For: All size companies.   

Backlink Analysis

Link building has evolved over the years. However, it’s still a good idea to keep a pulse on the links pointing back to your site. You don’t want to stop monitoring and find out a bunch of spammy sites have been polluting your link profile.

Open Site Explorer

This is another Moz tool. You can find how many inbound links your site has, internal links within your site, and the anchor text for each type of link. They also just rolled out a Spam Score for each link to help you filter out any spammy sites. Open Site Explorer dives into link opportunities for your site and most linked to pages.

Moz Inbound Links; Open Site Explorer

Price: There is a free version and MozPro users can pull up to 10K links

Best Suited For: All sized companies. 


Boasting “The planet’s largest link index database,” Majestic is a great tool to keep an eye on the links pointing to your site. Majestic reports on the number of backlinks your site has. It has great breakdowns on the types of links your site has (images, text links, etc.) all in one snapshot.

Majestic SEO backlink breakdown graph


Price: Tiered pricing plan starting at $78.99 a month, with a lite free version available.   
Best Suited For: All sized companies.  


The inner SEO geek in me just loves this name (ahref is the beginning of a link in HTM—link building, link…get it??). Joking aside, this is another great backlink tool. Their Site Explorer program reports on similar metrics as mentioned above. The free version also shows social metrics for any given domains.

Ahrefs Link Profile

Price: Tiered pricing plan starting at $79 a month, with a lite free version available.
Best Suited For: All sized companies.

Keyword Performance

Google might hide the keywords driving traffic to your site, but that doesn’t mean there aren’t ways to track keyword performance. Knowing what targeted keywords you are ranking for, and the landing pages correlated to those keywords is still important information. Check out some tools that help with your keyword visibility. 

Search Console

The artist formerly known as Google Webmaster Tools, Search Console has some great reporting capabilities. If you haven’t verified your account yet with Google, it’s worth taking the time to do so (Instructions can be found here). The Search Analytics feature within Search Console can let you break down keywords by clicks, impressions, CTR and position for any page on your website.

Search Engine Land graphic on search analytics

Price: Free!   
Best Suited For: All sized companies. 


This tool is pretty robust and goes into more than just keyword rankings. You can see the estimated paid search keywords. SEMRush can tell you what position a keyword is ranking for, the search volume attached to that keyword and estimated traffic it’s driving to your site. 

SEMRush Snapshot

Price: Tiered pricing plan starting at $69.95 a month, with a lite free version available.   
Best Suited For: All sized companies. 

Local SEO

Local SEO is more important than ever. The Local-3 pack makes it a stiff competition to be ranking locally at the top of the SERPS. Citation management can be a real headache.  Here are some great tools to check out if you are growing (or plan to grow) your Local SEO efforts.

Related Article: Marketing for Local Business: Are You Making These Mistakes?


This tool allows you to track local rankings, audit citations and NAP (name address phone number) and Analyze Google+ local. BrightLocal is a great hub for those who don’t want to be switching to multiple platforms to get local information.

BrightLocal offerings

Price: Tiered pricing plan starting at $19.99 a month.
Best Suited For: All sized companies. 


Whitespark is another local SEO tool that has multiple tools to play around with. They have a local citation finder to help you find new opportunities to grow your listing base, and a local rank tracker to name just a couple.

Whitespark features

Price: Customized for your local needs.
Best Suited For: All sized companies. 


Available with their free and MozPro accounts, their Check my Business Listings allows you to put in a company name and zip code, which then pops out all of the listings they can find. Moz looks for listings on Google, Bing, and other local search engines.

Moz Local

Price: Available on their free and MozPro accounts.
Best Suited For: All sized companies.  

Enterprise SEO Tools

Large sites can be a lot of work for an SEO team. Having a tool robust enough to do multiple things across thousands of pages can be a challenge. The tools below are just a few of the many options available to enterprise SEOs.


This is a great tool with many capabilities. In their own words, BrightEdge, “transforms online content into tangible business results, such as traffic, revenue, and engagement.”

They do this by using a data analysis engine. It measures keyword rankings, sync up your site analytics to pull in organic traffic, and even crawl your site to pinpoint any issues. BrightEdge also recommends optimizations for key pages based on keywords you’re targeting to rank on.



Price: Customizable based on your needs.
Best Suited For: All sized companies, who have large websites. 


Another popular tool for enterprise SEO needs, Searchmetrics, can dive into content marketing analysis, recommend optimizations for pages on your site, and report on your SEO KPIs. They believe their tool, “reveals opportunities, supports decisions and connects your SEO tactics and strategy directly to revenue.”


Price: Customizable based on your needs.
Best Suited For: All sized companies, who have large websites.


Last, but certainly not least seoClarity. With data pulled into the platform daily, this tool helps keeps a pulse on the ever changing SERP landscape. They also can crawl your site to find any issues that may arise. They believe their tool can, “Scale your efforts, increase efficiency, and prove ROI by limiting what team members see—daily data from a birds-eye perspective or deep, granular analytics.”



Price: Starts at $1,999 per month.
Best Suited For: All sized companies with large websites.

Whew, if you made it all the way through this article congrats! SEO isn’t a one tactic game, but with the help of great tools like these, it makes life a little easier. Taking the time to review new tools is a must in this ever-evolving world we are in.

What tool is hot today, might not be the case tomorrow. If it has been a while since you’ve tried out some of these tools, mosey on over to their site and see if they’ve added anything that may pique your interest.

Image Credit: NanoStockk / Getty Images
Shannon Evans
business.com Member
Shannon Evans is an SEO Supervisor at Resolution Media, an Omnicom Media Group company and one of the largest digital performance agencies in the world. Resolution’s international network delivers digitally-integrated, full-service solutions in the areas of search, social, local, mobile, behavioral and content marketing. When she isn’t busy optimizing client websites, you can find her taking pictures of her food (she won’t admit she’s a foodie) and tweeting pictures of her adorable dog, Presley.