SEO Tools
Discover the best SEO tools of 2024, without the fluff. I'm bringing you my top recommendations and disclosing which ones I use, and why.
If you've ever done any type of digital marketing, you're probably already aware of the constant mention of "SEO tools". But with so many options, how do you choose which ones to buy and which ones to pass on?
The constant mentions plus seemingly never-ending options can be overwhelming, which is why we've put together a simple list to help you choose which SEO tools you'll need, and when.
Brett Helling is a digital marketing expert with over 10 years of experience building, managing, and scaling websites.
Basics to Understand
Full-stack SEO tools are comprehensive platforms designed to handle every aspect of search engine optimization.
Unlike specialized tools that focus on just one task (like keyword research or backlink analysis), full-stack solutions combine multiple functions into one dashboard.
These platforms help businesses with on-page SEO, technical SEO audits, rank tracking, keyword discovery, backlink tracking, content optimization, and even competitor analysis.
For marketers and businesses serious about scaling organic traffic, these tools are invaluable. They provide an end-to-end solution that reduces the need for multiple subscriptions and tools, offering a streamlined workflow and deeper insights.
Full-stack SEO tools are built with scalability in mind, making them ideal for both in-house teams and agencies managing several client websites.
How to Choose
When selecting a full-stack SEO tool, it’s important to consider the following:
1. Feature Set
Look for tools that can cover all major aspects of SEO—keyword research, site auditing, backlink monitoring, competitor analysis, and rank tracking.
A good full-stack tool should let you manage all your SEO tasks in one place, reducing the need for additional software.
2. Ease of Use
Some of these platforms offer a huge range of features, which can sometimes feel overwhelming.
Make sure the tool has a clean, intuitive interface, and provides tutorials or resources for getting started quickly.
3. Scalability
As your business grows or client needs expand, you’ll want a tool that can keep up.
Ensure that the SEO platform supports multiple projects, and that it allows for easy scaling in terms of users, domains, and data needs.
4. Reporting and Integration
A key factor is how well the tool integrates with other platforms (like Google Analytics, CMS systems, or CRM software).
Also, check if the tool offers customizable reporting features to track and present SEO progress to stakeholders.
5. Support and Updates
Full-stack SEO tools often evolve quickly to adapt to changes in Google’s algorithm and industry best practices.
Opt for tools with excellent customer support, regular updates, and an active user community.
My Personal Take
I've spent a LOT of money over the years trying out pretty much every SEO tool that you can possibly think of - from separate rank tracking to on-page optimization tools.
What I learned very quickly is that the subscriptions for these tools add up, fast. By the time you subscribe to even just two or three moderately-priced tools, you could probably pay for a decent Ahrefs or Semrush subscription.
As time has gone on I have learned to do more with less. This not only helps me save money, but also simplify my workflows and time spent learning new platforms.
That's why I trust Ahrefs to pretty much be the only SEO tool that I spend my money on and time in. From keyword research to rank tracking to backlink analysis, this one platform does it all - and at a nice price point might I add.
Our Top Picks
Ahrefs is an all-in-one SEO platform, ideal for anyone who needs a comprehensive toolset to manage their SEO efforts without relying on multiple services.
Key features like the Site Explorer, Keyword Explorer, and rank tracking are robust, allowing for fast and effective keyword research and competitive analysis.
With Ahrefs, you can easily monitor your site's SEO health as well as your competitors', making it a go-to choice for experienced marketers who want full control over their data.
Semrush is another full-stack SEO tool but shines when it comes to site audits.
Its intuitive audit interface makes it easy to spot technical issues, making it especially appealing for beginners or those who need clear guidance on what to fix.
Semrush also goes beyond SEO with features for paid ads and listing management, making it a broader digital marketing platform.
Ubersuggest is a solid entry-level SEO tool that provides keyword research, site audits, and rank tracking at a much lower price point.
While it lacks the advanced features of Ahrefs and Semrush, it's a good starting point for those on a budget or just getting started with SEO.
As your skills grow, you might find yourself outgrowing its limitations.
Why We Chose This for Top Pick
Ahrefs is my go-to because it essentially covers all the bases I need for SEO.
I love how I can quickly run deep keyword research and track both my own and competitors' rankings without hassle. The versatility of its features means I don't need additional tools, which streamlines my workflow.
The Keyword Explorer, in particular, lets me find valuable search terms in minutes, and the rank tracking is spot-on.
That said, the one area I find lacking is the Site Audit tool—it’s just not as intuitive as I’d like. It feels cluttered, and the way the issues are laid out could be better.
Despite this, Ahrefs remains my top pick because the other features more than make up for it.
Why We Chose This for Runner-Up
While Ahrefs is my main SEO tool, I turn to Semrush specifically for site audits.
It breaks down issues in a way that's super clear and easy to understand, which speeds up the process of identifying what needs to be fixed.
This tool feels more beginner-friendly, thanks to features like the Keyword Strategy Builder, which helps you develop a keyword content plan without much effort.
That said, it’s not as necessary for me personally since I don’t focus on paid ads or listing management. However, these features are great when I’m freelancing or working with clients who need more than just SEO support.
Why We Chose This for Budget Pick
Ubersuggest is great for anyone who is just starting out or needs a budget-friendly option. It covers the basics—keyword research, site audits, and tracking—at a much lower price compared to the bigger tools.
But as your SEO needs grow, you’ll likely hit the ceiling with Ubersuggest.
At that point, it’s worth upgrading to a more advanced tool like Semrush or Ahrefs. It’s a great stepping stone, but it’s not something I rely on long-term.
Alternatives
SEOptimer is an easy-to-use SEO audit tool that delivers in-depth analysis of on-page SEO, performance, and usability. It provides clear recommendations for optimization and features an intuitive design that’s ideal for small businesses and digital marketers.
Mangools is a comprehensive SEO platform known for its user-friendly interface and robust features. It covers essential SEO needs, including keyword research, backlink analysis, and rank tracking. Its simplicity, affordability, and efficiency make it ideal for beginners and small businesses.
Free Option
Google Search Console is a free and indispensable tool for website owners to monitor and troubleshoot SEO performance. It provides data on keyword rankings, indexing, and search visibility, helping users track their site's presence in Google search results.
About the Alternatives
When comparing SEOptimer and Mangools with top picks like Ahrefs and Semrush, they offer a more streamlined experience and are often more budget-friendly, especially for smaller businesses or solo marketers.
SEOptimer focuses heavily on SEO audits and user experience analysis, making it a perfect choice for those seeking actionable insights on-page SEO without diving deep into complex data.
It's an excellent entry-level alternative for users who don’t need the vast link databases of Ahrefs or Semrush.
Mangools, on the other hand, is a versatile suite that covers keyword research, backlink analysis, and SERP tracking.
While it may lack the depth of Ahrefs' backlink database or Semrush's extensive competitive analysis tools, Mangools strikes a balance between functionality and ease of use, particularly for small to medium-sized websites.
For those looking for a no-cost option, Google Search Console is unbeatable.
While it doesn’t offer keyword research or competitor analysis like paid tools, it provides direct insights from Google about how your site is performing in search results, making it an essential free tool for any SEO strategy.
Other Options
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We chose our recommended full-stack SEO tools based on several criteria that align with the needs of digital marketers who want an all-in-one solution:
Comprehensive Feature Set
Our selections are robust platforms that offer all-in-one solutions for SEO, ensuring users don’t need to juggle multiple tools for various tasks.
Real-World Performance
We looked at tools that not only promise features but deliver in real-world use cases. This means tools with reliable data accuracy, actionable insights, and reports that are actually helpful for growing organic traffic.
User Experience
With so many advanced features, it’s crucial that these tools remain user-friendly. We prioritized tools that are intuitive, with interfaces that don’t overwhelm, even as they offer a wide range of functionalities.
Proven Track Record
The tools we recommend are well-established in the industry, with a strong reputation for staying updated with SEO best practices and search engine algorithm changes.
We also evaluated user feedback, considering how well these tools perform for different types of users, from agencies to small businesses.
Value for Investment
While these tools are paid, they offer immense value for what they charge, saving users both time and money by consolidating the functionality of several individual SEO tools into one.
When using full-stack SEO tools, there are a few considerations to keep in mind:
Learning Curve
Because these tools offer so many features, there might be a learning curve, especially for beginners. Plan for some time to familiarize yourself with the dashboard and key functionalities.
Data Overload
With all-in-one platforms, the amount of data available can be overwhelming. It’s important to know how to prioritize insights that are most relevant to your goals, rather than getting lost in the details.
Ongoing Commitment
SEO is not a one-time task, and these tools are designed for ongoing use. Be prepared for a long-term commitment to both learning the tool and implementing the insights it provides. The most value comes from consistently using the tool to optimize your website over time.
Price Point
Full-stack SEO tools are a premium investment. While the upfront cost may seem high, the efficiency and depth of insights they provide often make them more cost-effective than piecing together free or lower-tier tools.
Still, it’s important to assess whether the price point aligns with your business goals and budget.
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