My Roundup of the 15 Top Free SEO Tools for Your Website in 2025

SEO tools are online platforms, or pieces of software, that help your business optimize the content you write for success on search engines, such as Google and Bing.

With the right SEO tool, you can equip your content – your blogs, your website, your how-to guides, and ebooks – with everything it needs to rank well in Google’s SERPs (Search Engine Results Pages). That means more eyes on your content, which – if everything else is done right – should lead to more clicks and conversions.

SEO tools can help you:

• Identify keywords – those words and phrases most commonly entered into search engines by your audience.
• Improve your website – fixing broken links, and cutting down the time it takes for your pages to load.
• Analyze your site’s performance – as well as help you improve how you write your content and structure your website, SEO tools can track the success of your endeavors: telling you how you’re performing for particular keywords, and where your site’s biggest areas for improvement lie.

Now you know how beneficial free SEO tools can be for your website, I’ll list my top 15 recommendations below.

Sounds good? Let’s dig into them!

1. Ahrefs SEO Toolbar

Ahrefs SEO Toolbar is a free browser extension that allows you to get a quick snapshot of any webpage.

When you’re on the page, simply click the Ahrefs SEO Toolbar extension to show at-a-glance insights into a site’s on-page SEO, such as domain authority (DA) and page authority (PA), as well as deep dives into the number and quality of the links pointing to a website. You’ll also benefit from top-tier SERP analysis features, such as the ability to view a page’s SERP position in different countries.

2. Ahrefs Backlink Checker

Overlooking backlinks is a common SEO mistake. Luckily, Ahrefs offers another great free SEO tool to prevent this: Backlink Checker, which provides detailed analysis of any domain you enter, including its domain authority and the number of backlinks pointing to your website. You can see this information for your 100 most recent backlinks for free, but after that, you’ll have to commit to a paid plan, starting at $129 per month.

Since there’s no website owner verification required, you can also use Ahrefs Backlink Checker to snoop on your competitors’ websites and gain inspiration for new linking opportunities.

3. Semrush Keyword Magic

Semrush should be one of the first ports of call for any online business looking to improve rankings and boost traffic. With a free account, you’ll have access to a range of SEO tools to help with anything from building your backlinks to monitoring your SERP position to researching new content ideas.

My personal favorite Semrush tool is Keyword Magic, a keyword research feature that shows you keywords that are related to a certain word or phrase, along with important metrics such as their search volume, search intent, and the difficulty of ranking highly for them.

With Semrush’s free plan, you’ll be able to carry out 10 searches with 10 results each per day. You can unlock more functionality with one of its paid plans, but it’ll cost you a pretty penny to upgrade – plans start at $139.95 per month, after a seven-day free trial.

4. Answer The Public

Answer The Public is a smart, cost-effective content management and SEO tool, spearheaded by one of the SEO world’s biggest celebrities – Neil Patel.

At no cost, you can access search query data for up to three searches per day, pulled from Google and Bing. But what really makes Answer The Public stand out is its additional query data from TikTok, YouTube, and Instagram – perfect if you’re looking to improve your social media SEO. This data can help you generate content ideas, discover keywords, and unlock key insights into your audience’s goals, needs, and pain points.

You can get started with Answer The Public for free, or upgrade for up to 100 searches per day with its Individual plan for just $11 per month. Alternatively, you can take advantage of Patel’s “lifetime offer” – starting at $119 – for the best value.

5. WordStream

WordStream is a free SEO tool that can help you find the right keywords and boost your website’s ranking. It’s easy to learn, simple to use, and perfect for businesses on a budget.

On top of everything you’d expect from a strong keyword research tool – including search volume and filtering via industry – WordStream includes an estimated cost per click (CPC) for each keyword, meaning it’s an all-rounder for both organic SEO and paid advertising.

6. Yoast SEO WordPress Plugin

If you use WordPress, Yoast is a simple, convenient way to monitor and improve the SEO of your site. It’s hassle-free, and what it lacks in frills it makes up for in sheer ease of use.

Yoast’s free plan has a lot of great features to improve your site’s performance, including readability analysis – which checks your content and audits how easy it is for readers to parse and understand – and XML sitemaps to help Google discover your pages.

Yoast’s upgrade starts at $99 per year, and will unlock outstanding features like internal linking suggestions and snippet previews. This latter feature helps you understand how your webpages will appear in the SERPs, and optimize the length of your content’s meta data accordingly.

7. Rank Math WordPress Plugin

Rank Math is another plugin available for WordPress. Similar to Yoast, it offers guidance and suggestions to improve your website content. Rank Math provides a wider range of free tools than Yoast, such as a redirect manager and internal linking suggestions. However, this makes its interface more advanced than Yoast’s, so I’d only recommend it to businesses with strong SEO knowledge

8. Google Analytics

If you run a website, you’ll almost certainly be familiar with Google Analytics – and in that sense, the tool used by 44 million websites needs no introduction.

Google Analytics is free to use and enables you to explore your site’s traffic, bounce rate, and how much time your users are spending on each page. You can understand where your website’s traffic is coming from, which devices your users are accessing it on, and what kind of journeys they’re taking once they land on your site.

Essentially, it’s the “Godfather” of SEO tools – and a must-have for any online business!

9. Merkle

Merkle is a leading digital marketing agency offering a stunning set of free SEO tools for growing businesses.

Among the benefits? Strong mobile and technical SEO prowess, a wealth of industry expertise, and a set of customized, proprietary toolkits that include Voice Active Listening (VAL) and TechnicalSEO.com.

However, unlocking the full breadth of all that functionality comes at a price – and as such, Merkle is better suited to larger brands with more budget to spend, rather than smaller businesses and solopreneurs.

10. BrightLocal

As the name suggests, BrightLocal specializes in local SEO – so it’s ideal for businesses looking to grow their presence in a particular town, city, or state, and capitalize on those coveted “near me” searches.

It’s no one-trick pony, though – BrightLocal also offers online reputation management, competitor analysis, and multi-location management tools. So, even if your business operates from several different physical locations, you can still manage and track your local SEO efforts from a single, centralized location.

11. Moz Local Listing Score

Moz Local Listing Score is another free SEO tool aimed at local businesses. This tool identifies the online directories your business is registered with and checks whether any important information, such as opening hours and pictures, is missing. Plus, it goes one step further, comparing your online business pages and checking for discrepancies between them – a big local SERP ranking factor!

12. Google Trends

For a quick exploration of what the world is searching for – right now, and historically – Google Trends is your best bet.

Simply search a word or phrase and you’ll get instant data about how many people are Googling it, and related search terms, around the world – great for finding keywords. You’ll also be able to browse search trends by category and location to help guide your next move.

13. Google Search Console

The third in the search engine giant’s trilogy of quintessential SEO tools, Google Search Console (GSC) is another non-negotiable – for businesses of all sizes.

With GSC, you can quickly get on top of which queries are bringing users to your website, and where your clicks and impressions are coming from. Better still, you can analyze and audit your site’s performance, fix issues, and quickly act on opportunities to improve your site’s rankings.

In Google’s words, GSC helps you “understand how Google Search sees your pages” – and that’s something no business can afford to overlook!

14. Bing Webmaster Tools

Bing Webmaster Tools empowers you to monitor your site’s performance and crunch the numbers behind its clicks, impressions, and search engine rankings. You can submit a sitemap to Bing, view which of your website’s pages are being crawled by Bing, and get to grips with your backlinks.

In a nutshell, Bing Webmaster Tools is Bing’s take on Google Search Console, so if you want to improve your ranking across both, it’s a great tool to use. Plus, it’s completely mobile-friendly, and – for a free tool, at least – boasts some impressive security functionality.

15. Keyword Tool

Despite its generic name, Keyword Tool is far from bland. For small and growing businesses, in fact, it’s quite brilliant.

Simply enter a keyword you’re interested in, select the location you’d like to view results for and click the button. In an instant, there’ll be hundreds of long-tail keyword suggestions starting back at you. There are no questions around reliability, either – according to Keyword Tool, it works 99.9% of the time!

Keyword Tool is completely free – you won’t even need to create an account to get started.

And that’s a wrap! Whether you’re running a local coffee shop or a social media business, I’m confident that you’ll be able to improve your SEO strategy with the tools above.

When testing, I was blown away by the quality and variety of free SEO tools at my fingertips. That said, while it’s possible to keep the cost of SEO low, the daily limits set by many free SEO platforms will restrict how much you can benefit from them. To reap the maximum rewards, you may find upgrading to a paid plan necessary.