There are thousands of free SEO tools out there but in this article, I’ve decided to focus on the best options. A good tool must meet two requirements :

  • Being free because not everybody has a great budget to spend on SEO options
  • Being a great asset to your activity

Therefore, here is my selection :

Google Analytics

Who does not know Analytics ? It’s simply the most famous and most used web analytics package in the world. For being free, Google Analytics is surprisingly robust and plays well with other Google products, including Optimize, Search Console, and Data Studio. Some folks have privacy concerns with GA — though Google swears they don’t use this data for search rankings.

Search Console

Probably the most useful free SEO tool on this entire list, it’s hard to imagine doing modern SEO without access to the data inside Google’s Search Console. This is the most reliable location for information on how Google crawls and ranks your site, and is one of the only places where you can get reliable keyword data.

Beam Us Up

If you need a free, desktop crawler, you can’t do better than Beam Us Up. While it doesn’t have as many features as Screaming Frog, it does offer 100 percent free crawling with no limits. Windows only.

Keyword Hero

This tool works to solve the problem of missing keyword data with lots of advanced math and machine learning. It’s not a perfect system, but for those struggling to match keywords with conversion and other on-site metrics, the data can be a valuable step in the right direction. Pricing is free up to 2000 sessions/month.

MozCast

The brainchild of Dr. Pete and the original Google SERP tracker, MozCast is the go-to algorithm tracker whenever there’s a big update, or not. Also useful are the SERP tracking features showing the prominence of such features as ads and knowledge panels.

Mobile First Index Checker

Mobile versions of websites often differ significantly from their desktop versions. Because Google has switched to mobile-first indexing, it’s important that major elements (links, structured data, etc.) match on both versions. A number of tools will check this for you, but Zeo’s is probably the most complete.

Mobile SERP Test

It’s amazing how mobile search results can vary by both location AND device. MobileMoxie’s mobile SERP test lets you compare devices side-by-side for any location, down to specific addresses.

Mobile-Friendly Test

The gold standard for determining if your page meets Google’s mobile-friendly requirements. If your page passes the test, then Google counts it as mobile friendly, which is a bonafide (albeit small) ranking factor. If your page isn’t mobile-friendly, it will give you specific areas to address.

Screaming Frog

Aside from having one of the best Twitter accounts of any SEO tool maker, Screaming Frog is the most popular desktop-based crawler available today. Many people don’t realize that there’s a free version that allows for up to 500 URLs per crawl. While not as fully functional as the paid version, it’s great for small projects and smaller site audits.

Google My Business

Basically, this is the #1, must-have tool for Local SEO — especially if you live in a market served by Google. It allows you to claim your business, manage listing information, and respond to reviews — among other things. Claiming your business profile forms the foundation of most other local SEO activities, so it’s an essential step.

Google Review Link Generator

The Google Review Link Generator by Whitespark solves a simple problem – how do you give your customers a URL to leave a Google review for your business? Reviews drive rankings, but Google doesn’t easily provide this. This generator makes it easy.

Disavow Tool

Google makes the Disavow Tool hard to find because most site owners usually don’t need to use it. But when you do, it can be useful for getting penalties removed and some SEOs swear by it for fighting off negative SEO.

Answer The Public

It’s hard not to love Answer The Public. The interface has an almost “Cards Against Humanity” rebel vibe to it. Regardless, if you want to generate a massive list of questions from any keyword set, this is your go-to tool.

Keyword Explorer

500 million keyword suggestions, all the most accurate volume ranges in the industry. What else ?!

Keyword Planner

Google’s own Keyword Planner was built for folks who buy Google ads, but it still delivers a ton of information useful for SEO keyword planning. It uses Google’s own data and has useful functions like country filtering. Be careful with metrics like competition (this is meant for paid placements) and volume — which is known to be confusing.

Xenu

Gotta be honest, although Xenu has been on every “free SEO tool” list since the dawn of, no way did I think it would make this one. This Windows-based desktop crawler has been virtually unchanged over the past 10 years. That said, a lot of folks still love and use it for basic site auditing, looking for broken links, etc. Heck, I’m leaving here for sentimental reasons. Check it out.

Keyword Shitter

Yes, it’s called Keyword Shitter. It pains me to write this. That said, it says what it does and does what it says. Type in a keyword and it, um, poops out a poop-ton of keywords.

Keywords Everywhere

An SEO favorite! Install this browser extension for Firefox or Chrome, and see keyword suggestions with volume as you cruise the internet. Works in Google Search Console as well. This one is a must-have for keyword inspiration.

Link Explorer

Link Explorer is arguably the biggest, most accurate link index in the SEO world today, boasting 35 trillion links.

So, what are your favorite Set Tools ? Do you have recommendations ? Please, let me know in the comment section.


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