Free SEO tools
| Tool | Best for |
|---|---|
| Google Search Console | Search queries, clicks, indexing and errors for your own site. Essential. |
| Google Analytics 4 | Organic traffic and conversions |
| Google Business Profile | Local SEO and map listings |
| PageSpeed Insights | Core Web Vitals and speed |
| Google Keyword Planner | Keyword ideas and volume ranges |
| Screaming Frog (free tier) | Crawling up to 500 URLs for technical issues |
| Rich Results Test | Checking schema markup |
| HeftySEO free tools | Content analyser, SERP preview, schema generator, ROI calculator |
Paid SEO tools
| Tool | Known for |
|---|---|
| Semrush | All-in-one: keyword research, competitor analysis, site audits, rank tracking, local SEO |
| Ahrefs | Backlink data, keyword research, content gap analysis |
| Moz Pro | Domain Authority, keyword research, rank tracking |
| Surfer SEO | Content optimisation based on top-ranking pages |
| Screaming Frog (paid) | Unlimited technical crawls |
| SE Ranking | Budget-friendly rank tracking and audits |
| Ubersuggest | Low-cost keyword ideas for beginners |
| Yoast / Rank Math | On-page SEO inside WordPress |
Prices change often and are usually in US dollars, so check current pricing in rand before committing. For most small South African businesses, Search Console plus one paid tool is plenty.
Which SEO tool should you use?
- Just starting: Google Search Console, PageSpeed Insights, Keyword Planner.
- Writing content: Search Console queries plus a content tool like Surfer or our free analyser.
- Competitive market: Semrush or Ahrefs for competitor and backlink research.
- Technical problems: Screaming Frog.
Questions answered
What is the best SEO tool?
For your own site, Google Search Console is the most important and it's free. For competitor and keyword research, Semrush and Ahrefs are the most widely used paid tools.
What are the best free SEO tools?
Google Search Console, Google Analytics, PageSpeed Insights, Keyword Planner, Screaming Frog's free tier and free checkers such as our SEO content analyser.
Is Semrush or Ahrefs better?
Both are excellent. Semrush is broader (ads, local, content tools); Ahrefs is known for its backlink index. Try both on free trials or limited plans.
What is Surfer SEO?
Surfer SEO is a content optimisation tool that compares your page with top-ranking pages and suggests topics, terms and length.
What is Moz?
Moz is an SEO software company known for Moz Pro and the Domain Authority metric.
What is an SEO checker?
An SEO checker scans a web page for issues such as missing titles, meta descriptions, headings, slow speed or broken links.
What is Google Search Console?
Google Search Console is Google's free tool showing how your site performs in search: queries, clicks, indexing status and technical errors.
Do I need paid SEO tools?
Not to start. Free Google tools cover your own site; paid tools become useful for competitor research, backlinks and tracking many keywords.
What is the best SEO Chrome extension?
Popular options include SEOquake, Detailed SEO Extension, MozBar and Ahrefs SEO Toolbar for quick on-page and link checks.
What is SEO software?
SEO software helps with keyword research, rank tracking, site audits, backlink analysis and reporting.