As any business owner knows, SEO is a moving target and a daily concern. Just when you think you’ve got it all handled, Google pushes out a new algorithm and BAM! You’re suddenly in no-man’s-land on page four.
While it’s all for the greater good—every update improves the quality of search results for the user—it doesn’t make life easy on the back end.
Luckily, there are a lot of great SEO tools out there to bail you out. These tools will help you look at your site from a search engine’s point of view and audit what’s working for you and—more importantly—what ain’t.
So without further ado, here are the top SEO tools of 2020, in no particular order.
Price: Starts at $99 per month (save 20% if you pay yearly)
Free Trial: 30 Days
Good For: Any skill level, but easy to use for SEO newbies.
Moz is one of the mainstays of SEO tools. It combines keyword and backlink queries, link tracking, rank checking, and on-page reports so you can see how well your keyword strategy is performing. They offer four plan levels, 24/7 online support, and it tracks multiple search engines. Another nifty feature is their SEO insights, which provides tips on things you should fix imminently or keywords you should be targeting.
Price: Starts at $99 per month for “Pro” plan (16% discount for paying yearly)
Free Trial: 30 Days
Good For: SMBs, advanced users
One of the coolest aspects of SEMRush is that you can get domain vs. domain rankings to see how your site stacks up to the competition. However, the “Pro” plan is pretty basic. Upgrade to the Guru or Business plans, and you get a lot more flexibility and functionality, like their content management platform, and historical data going back to 2012.
Price: Starts at $49/month for one user (save 17% by paying yearly)
Free Trial: No. 7-Day money-back guarantee.
Good For: Crawling, backlink indexing
Majestic is best known for its backlink indexing, deep crawling, and domain analysis capabilities. It also offers browser plugins so you can streamline your workflow. However, it does have some limitations. Its metrics are difficult to understand, and it lacks critical keyword management functionality. So, not exactly an “all in one” tool, but really strong in a couple of key areas.
Price: Starts at $99 per month for one user (2 months free if you pay yearly)
Free Trial: Almost. 7-day full-featured trial for $7.
Good For: SEO pros. Definitely not a beginner’s SEO tool.
As a full-featured SEO tool, Ahrefs delivers, but it’s certainly not the prettiest. It’s the choice of many SEO professionals because it excels at just about every aspect of SEO and maintains one of the most extensive backlink indexes out there. If there’s any downside, besides the bare-bones user interface, it’s that the reporting module is not great, and keyword management is limited.
Price: Free version is FREE, Pro version is £149 per license, per year (a little less than $200)
Free Trial: Yes
Good For: The budget-conscious, beginners, small companies, one website
Screaming Frog’s superpower is in crawling and site audits. It delivers detailed reports quickly, and pinpoints duplicate content on your own site and elsewhere. The fact that they offer a free version makes it a perfect gateway SEO tool. It gets the job done and then some, but if you’re an agency or maintaining more than one site, it’s probably not the tool for you.
Google Search Console
Free Trial: No trial necessary. It’s free.
Good For: Beginners to advanced users, digital marketers, agencies, everybody.
The SEO tool formerly known as Google Webmaster Tools, Google Search Console is an essential tool in your SEO hitbox. Plus, it’s free, it’s easy to use, and works seamlessly with your Google Analytics suite. It crawls, it audits, and it sends you alerts if it notices anything whack on your site. If there’s a downside at all, it’s that it’s specific to Google. Obvs.
Price: $329 per month
Free Trial: Not free. €7 for 7 days.
Good For: Backlinks, link auditing, link prospecting, deep pockets.
If your primary concern is backlinks, LinkResearch Tools is IT. LRT provides real-time backlink alerting and offers remarkably fast recovery from Google penalties. LRT sells itself as an all-in-one SEO tool. The crawler and most of its other features hinge off backlink analysis, which is kind of limiting, especially for the price.
Price: starts at $24/month for up to 1,000 contacts and one user
Free Trial: Yes. 14-day free plan-specific trial
Good For: Backlinks, influencer marketing
BuzzStream is a little different from the rest of the tools on this list. It’s a niche SEO tool for companies who need to manage influencer relationships, track influencer marketing metrics, and everything else to do with influencer marketing. It helps you find, research, communicate with, and manage influencer relationships, campaigns, and content, and it connects to Moz for metrics like domain authority. If you do a lot of influencer marketing, you can’t afford not to have BuzzStream.
Price: Starts at $59.99 per month, down to $39.17 if paid yearly
Free Trial: Yes. 14-day free trial, but doesn’t include premium features.
Good For: Site audits, keyword analysis, lead generation
Right off the hop, Woorank provides you with a comprehensive site audit report, complete with actionable insights. It also assigns a score to your results and color-codes specific aspects, so you know what you need to look at right away. It will also send you alerts in real-time if it picks up anything weird, such as if your site goes down for any reason.
Price: Free version for up to three URLs. Paid versions start at $14.95 per month
Free Trial: No trial, but there is a free version.
Good For: Website performance testing and monitoring.
GTmetrix analyzes your website’s performance and delivers actionable nuggets so you can address issues quickly. It tests in multiple regions around the world, which is great if you’re operating a global business. It’s probably not the only tool you’ll need; however, it’s a really good way to get a quick, free overview site assessment. If you need deeper insights, you can jump over to another tool.
If you need SEO support and don’t want to do this stuff yourself, we’re here for you. Reach out today, and let’s get started.