The 18 Best SEO Ranking Tools Every Marketer Should Know

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SEO is complicated. There is no way around it. I’ve had my share of sleepless nights trying to figure out ranking algorithms, debug site errors, or understand where my organic traffic went.

In my experience, having the well-chosen SEO tool in your arsenal can save hours of uncertainty.

It doesn’t matter if you’re new to SEO or have plenty of experience, a well-chosen SEO tool can make a significant difference.

But there are so many choices, Free tools, Paid tools. Tools that do keyword research, site audits, competitor analysis, content optimization, rank tracking… and the list goes on.

Also read: Our guide to the best SEO tools

The right tool often depends on your budget, needs, frequency of use, and expertise.

Over the years, I’ve tried many SEO tools. Some are simple, some provide a huge level of detail, and some simply aren’t worth the price.

I found that 18 of them stand out. They cover the main aspects of SEO technical optimization, link-building insights, and content research and I’ll explain each one so you can decide which fits best.

Table Overview

Below is a handy table that gives you a quick overview of these tools and their notable features. Feel free to jump ahead to the sections that seem most relevant:

1. SEO.AI

I should mention upfront that I’m working at SEO.AI, so it might not be a surprise that I’m including it first in this list.

However, in my opinion, it genuinely stands out as one of the best platforms—especially if you need AI-driven content and product-feed optimization that aligns with Google’s algorithms.

Here are some of its key strengths:

• #1 platform for AI SEO: The AI is specifically built to write and optimize for search engines, taking the guesswork out of keyword targeting and meta improvements.
• Optimize everything: From descriptions and articles to product feeds, the AI assistant helps appeal to both customers and search engine algorithms.
• Data insights and hands-on guidance: You know exactly what to work on, whether you’re creating a single article or thousands of product descriptions. An SEO Score guides you through best practices and offers targeted recommendations.
• Built-in AI Chat: No more copying and pasting text into multiple tools. A built-in assistant lets you write and edit directly, saving time and avoiding tab chaos.
• Product feed enhancement: Our product feed optimizer enriches attributes and follows Google guidelines, aiming to get you 15-30% more clicks on Free Listings and Google Shopping.
• User-friendly integrations: Connect with Google Search Console, Merchant Center, Shopify, WordPress, and more, letting you implement and measure optimizations seamlessly.

You can start with a free trial to see how the platform works for you. With thousands of SEO professionals and e-commerce sites on board, it’s shown itself to be a substantial time-saver that drives noticeable results.

2. Google Search Console

I turn to Google Search Console when I want to quickly check if there are any issues with my site. This free tool provides insights about:

• Indexing status: It shows which pages are indexed and flags any problems that keep certain pages from appearing in search results.
• Search performance: You can review click-through rates, impressions, average position, and more.
• Technical warnings: If there’s a major technical problem, like a mobile usability error, Google Search Console is usually the first to give me a heads-up.

3. Ahrefs

Of all the paid tools on my list, Ahrefs is the one I use for detailed backlink analysis. Their vast index of links allows me to see:

• Which sites are linking to me (and my competitors).
• Which backlinks bring in traffic.
• How each linking site’s domain rating measures up.

4. SEMrush

I once thought SEMrush was just a rank tracker. I soon learned it does a lot more. It not only keeps track of your positions on Google but also:

1. Scans your site to find on-page errors.
2. Reveals details about competitors’ paid advertising and their ads.
3. Points out new organic keywords you might be ranking for.

5. Moz Pro

Back in the early days of SEO, Moz was a leading resource with its guides and community engagement. Their Moz Pro suite is designed to help build and follow through with an SEO strategy. I mainly use Moz Pro for:

• Keyword discovery: The Keyword Explorer provides a useful metric called Priority, which combines search volume, difficulty, and other factors.
• Site audits: It identifies broken pages, missing metadata, and similar issues.
• On-page suggestions: It gives recommendations on how to improve content and metadata.

6. Ubersuggest

Ubersuggest presents itself as a simpler, more cost-effective SEO platform. It works well for:

• Keyword ideas: It mainly gives long-tail suggestions that can inspire new content topics.
• Competitor analysis: It offers basic information on which organic keywords your competition is ranking for.
• Backlink checker: It provides a quick overview of your link profile.

7. SE Ranking

For those seeking an alternative to the bigger names, SE Ranking offers a solid set of features. It is competent at:

• Rank tracking: Monitoring your positions in real time or at set intervals.
• Website audits: Carefully scanning for issues like duplicate meta tags or slow loading pages.
• Competitor research: Checking which keywords competitors rank for and following their traffic trends.

8. Screaming Frog

Screaming Frog is known primarily for its technical SEO functions. This tool works by crawling a site—much like a search engine—to spot issues such as:

• Broken links (404 errors)
• Duplicate content
• Missing or duplicate meta tags
• Overly long page titles

9. SpyFu

If precise data about competitors’ rankings and ad spending interests you, SpyFu could be a valuable asset. It specializes in:

• Competitor PPC research: Revealing which keywords competitors bid on and estimated spending.
• SEO competitor analysis: Showing shared and unique keywords.
• Keyword research: Merging data from paid and organic sources.

10. Majestic

Majestic focuses specifically on backlinks. While Ahrefs also covers backlinks, Majestic offers its own unique metrics—Trust Flow and Citation Flow—which indicate the quality and volume of links. It is useful for:

• Assessing the importance of a backlink (Trust Flow).
• Measuring the potential influence of that link online (Citation Flow).
• Understanding if a competitor’s link-building strategy is broad or concentrated on a few high-authority sites.

11. KWFinder

KWFinder is appreciated when straightforward keyword research is needed without extra complications. It:

• Offers up-to-date search volume information.
• Provides clear keyword difficulty scores.
• Shows SERP analysis for each keyword, indicating who is ranking and the strength of their sites.

12. SERPstat

SERPstat is another tool with multiple SEO functions, including rank tracking, keyword research, site audits, and competitor analysis. I appreciate it for:

• Its graph that visually compares your site to competitors.
• A very detailed site audit.
• The ability to analyze several domains or keywords at once.

13. GrowthBar

GrowthBar brings an interesting twist with its integration of AI to help write and refine content. Its main functions include:

1. Keyword research: Showing search volumes, keyword difficulty, and related keyword suggestions.
2. Content generation: Suggesting outlines and headline ideas based on AI analysis.
3. Chrome Extension: Allowing on-the-spot analysis of websites without switching tabs.

14. AnswerThePublic

AnswerThePublic collects real user queries from search engines to show what questions people are asking. I use it for:

• Generating content ideas when blog topics run dry.
• Finding long-tail keywords like “How to fix widget X” or “Why does widget Y fail?”
• Building focused FAQ sections that directly respond to user queries.

15. SEO PowerSuite

SEO PowerSuite is a desktop software package that combines multiple SEO tools:

• Rank Tracker: Checks your keyword positions across search engines.
• WebSite Auditor: Detects technical and on-page issues.
• SEO SpyGlass: Assists with backlink research.
• LinkAssistant: Supports outreach and managing links.

16. Surfer SEO

Surfer SEO specializes in improving content in real time. Instead of broad site audits, it focuses on:

• Content scoring: Evaluating your page based on coverage of important keywords, structure, and how well it meets user expectations.
• Competitor analysis: Comparing metrics like word count, headings, and keyword presence across successful competitors’ pages.
• Outline building: Offering suggestions for headings and key points for new content.

17. Yoast SEO

For WordPress users, Yoast SEO is perhaps the simplest approach to on-page optimization. It provides:

• Readability checks that assess sentence and paragraph structure.
• SEO checks, confirming proper use of keywords, meta tags, and alt tags.
• Automatic sitemap creation to help search engines index your content.

18. Google Analytics

Even though Google Analytics is not strictly an SEO tool, understanding how users behave on your site is essential for effective optimization. Google Analytics lets you:

• Track overall traffic growth and assess how SEO efforts are performing.
• Monitor session duration and bounce rate to determine if your content connects with visitors.
• Break down traffic by channel so you can compare organic visits with direct, referral, and paid traffic.

Making the Right Pick

The 18 tools above target different aspects of SEO. If you’re just starting, you might wonder which ones are necessary. I would suggest beginning with Google Search Console, Google Analytics, and a site audit tool like Screaming Frog or Ubersuggest—especially if funds are limited.

For those who require more detailed analysis:

• For backlink analysis, consider Ahrefs or Majestic.
• For competitor information, SEMrush, SpyFu, or SERPstat are strong choices.
• For on-page and content adjustments, Surfer SEO and Yoast SEO do a solid job.
• For an all-in-one experience, Moz Pro, SERPstat, or SEO PowerSuite could fit the bill.

I keep subscriptions to Ahrefs and SEMrush since the insights help me stay competitive. For a smaller personal site, a simpler setup like Ubersuggest along with free tools from Google might be all you need.

My Personal Workflow Story

When I first started optimizing my site, I handled everything manually. I would search for each page to see its ranking, check my site for broken links, and read competitor blogs while guessing their target keywords. It was a slow and challenging process to track progress properly.

When I began using a dedicated SEO platform (SEMrush was my first choice), I discovered which pages needed the most work based on search potential, where competitors were gaining ground with new keywords, and technical issues that had gone unnoticed before—issues like redirect chains or orphan pages.

This change made a big difference. A blog post of mine climbed into the top 10 rankings for multiple keywords in just a few weeks simply because I adjusted my content based on the data.

For an integrated approach, SEO.AI: The #1 Ranked AI Writer for SEO offers advanced features for content generation and keyword research.

FAQ

What are the best SEO ranking tools available today?

The best SEO ranking tools include SEO.AI, Ahrefs, SEMrush, and Google Analytics. These tools offer comprehensive features for keyword research, backlink analysis, and performance tracking.

How do SEO ranking tools help improve website visibility?

SEO ranking tools help improve website visibility by providing insights into keyword performance, competitor analysis, and site audits. They enable users to optimize content and strategies for better search engine rankings.

Are there free SEO ranking tools worth using?

Yes, there are several free SEO ranking tools like Google Search Console, Ubersuggest, and AnswerThePublic. While they may have limitations compared to paid tools, they still offer valuable insights for basic SEO needs.

How often should I use SEO ranking tools for my website?

It's recommended to use SEO ranking tools regularly, at least once a month, to monitor changes in rankings, track progress, and adjust strategies as needed. Frequent analysis helps maintain and improve SEO performance.

Can SEO ranking tools guarantee top search engine rankings?

No, SEO ranking tools cannot guarantee top search engine rankings. They provide data and insights to help optimize your website, but achieving high rankings depends on various factors, including content quality, competition, and search engine algorithms.