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 a powerful full-stack SEO tool that can do everything from keyword research to site audits to backlink analysis. It is hands-down my favorite SEO tool that I use every single day.
Semrush excels in user-friendly site audits, though its interface can feel less intuitive overall.
Ubersuggest offers essential SEO features at a budget-friendly price but lacks depth for advanced users.
Why We Chose This for Top Pick
Ahrefs is by far the most powerful SEO tool I’ve used, offering an impressive suite of features that make it the best all-in-one solution for SEO professionals.
One of the standout features for me is its keyword research and rank tracking, which Ahrefs makes incredibly straightforward.
You can easily discover high-traffic keywords with low competition, and tracking your rankings over time is seamless, allowing you to adjust strategies on the fly.
Where Ahrefs truly shines is in backlink analysis. It provides detailed insights into your own backlinks as well as your competitors’, helping you uncover link-building opportunities and monitor the quality of links pointing to your site.
However, I’ve found the site audit feature to be less user-friendly. While it provides a ton of data, the audit results can be a bit overwhelming and harder to navigate compared to other tools.
That said, if you're looking for a tool with unmatched data depth, Ahrefs is worth the investment.
Why We Chose This for Runner-Up
Semrush takes the runner-up spot, and I mainly rely on it for website audits because it makes identifying and fixing site errors incredibly simple.
The interface for audits is intuitive, allowing you to quickly spot issues like broken links, missing metadata, or slow-loading pages. Fixing these errors is straightforward, which saves me time and keeps my website in top shape.
However, a major downside is the limitation on the number of pages Semrush crawls in audits—this can be frustrating when working on larger websites, especially if you need a comprehensive review.
Semrush also excels in competitive analysis and content marketing. The Domain Overview tool is great for seeing what competitors are doing well, and their suggestions for improving your content are super helpful.
It's a versatile tool for managing both SEO and PPC campaigns, but if your main focus is SEO, Ahrefs pulls ahead in terms of data depth and usability.
Why We Chose This for Budget Pick
Ubersuggest is an excellent entry-level tool for anyone looking to get started with SEO on a budget. While it’s nowhere near as feature-packed as Ahrefs or Semrush, it covers the basics quite well.
Its keyword research, site audits, and backlink tracking are decent for small-scale projects or newer marketers.
However, as I've grown more advanced in my SEO efforts, I’ve found the tool’s limitations more apparent, especially when it comes to deeper competitive analysis and comprehensive rank tracking.
That said, at a significantly lower price point, Ubersuggest is a good starting point for those who aren’t ready to invest in a premium SEO tool but still want access to some of the key functionalities.
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.
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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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