Utilizing free SEO analysis tools can be a game-changer, providing essential insights for optimizing your website’s performance without upfront costs.

This guide features 22 top tools for small business owners and marketers alike.

These tools, ranging from keyword research aids to comprehensive audits, equip you with powerful data to refine and enhance your website's SEO.

1. Google Analytics

Google Analytics is essential for monitoring website traffic, user engagement, and conversion rates. It reveals how visitors interact with your website, including which pages draw the most attention and which pages may need improvement. This data allows you to optimize site content to match user preferences, identify high-converting pages, and improve customer retention. With detailed insights into bounce rates and session duration, you can fine-tune your strategies to enhance user experience and drive conversions.

• Key Features: Tracks user behavior and traffic data, provides conversion rate and bounce rate analysis, aids in content and UX optimization, highlights audience demographics and acquisition channels.

2. Google Search Console

Google Search Console is an invaluable tool for tracking and maintaining your website's presence in search results. It provides insights into which keywords and search terms drive traffic to your site, allowing you to adjust content strategies accordingly. Search Console also flags indexing issues, mobile usability problems, and Core Web Vitals that could hinder SEO performance. These insights enable quick troubleshooting and ensure a smooth experience across all devices.

• Key Features: Search traffic insights, indexing status, Core Web Vitals and mobile usability data, keyword performance and click-through rate tracking, essential alerts for technical SEO issues.

3. Google PageSpeed Insights

Google PageSpeed Insights assesses both desktop and mobile loading speeds, providing actionable suggestions to improve performance. Given that page speed is crucial for user retention and SEO, this tool helps you tackle common speed issues, such as unoptimized images, excess JavaScript, or CSS files. Faster websites not only boost search engine rankings but also enhance user experience, increasing the likelihood of engagement and conversions.

• Key Features: Page speed analysis for desktop and mobile, actionable tips for load time improvement, helps enhance Core Web Vitals scores, evaluates images, scripts, and other elements impacting performance.

4. Google Trends

Google Trends offers a unique look into keyword trends, revealing what topics and terms are currently popular. It allows you to align your content strategy with evolving search trends and leverage seasonal peaks in interest. By comparing the popularity of multiple keywords, you can identify the best keywords to target. This tool is also valuable for geographic insights, helping businesses understand local search interests to craft region-specific content.

• Key Features: Real-time trending data, seasonal trend analysis, location-based insights, supports comparative keyword research, helps with topic alignment based on search interest.

5. Google Keyword Planner

Google Keyword Planner is primarily a tool for advertisers but is highly useful for SEO professionals as well. It helps you discover new keyword opportunities by generating keyword ideas based on search volume and competition. This tool also estimates bid ranges for keywords, offering a glimpse into keyword competitiveness. For small businesses, this insight allows targeting of relevant keywords that are within reach without incurring unnecessary costs.

• Key Features: Keyword suggestions and search volume estimates, competition analysis, bid insights for PPC relevance, supports keyword trend analysis, helps in strategic keyword selection for SEO and SEM.

6. Ahrefs Webmaster Tools

Ahrefs Webmaster Tools provides a comprehensive audit of your website's SEO health and backlink profile. While the free version has limitations, it’s sufficient for monitoring important metrics like website health score and domain authority. The tool provides a detailed analysis of on-page and off-page factors impacting SEO, such as internal linking and backlink profile. These insights are invaluable for addressing technical issues that could hinder SEO performance.

• Key Features: Backlink and domain analysis, on-page and off-page SEO insights, website health assessment, broken link and internal link analysis, site structure recommendations.

7. Ubersuggest by Neil Patel

Ubersuggest offers a suite of tools for keyword research, competitive analysis, and content planning. The free version allows for a limited number of searches daily, which is ideal for small websites or startups. It provides data on keyword difficulty, search volume, and related terms, making it easy to identify valuable keywords. Ubersuggest also offers insight into competitors’ performance, helping you fine-tune your content and SEO strategies.

• Key Features: Keyword difficulty and search volume data, competitor analysis, content ideas and recommendations, limited daily search quota, essential for small to medium SEO tasks.

8. SEMrush Free Account

SEMrush is a popular paid tool, but its free account offers limited access to essential features, including keyword research, site audits, and backlink analysis. Users get 10 free searches daily, which is useful for small businesses needing basic insights. The tool allows you to analyze competitor keywords, evaluate site health, and identify backlinks, giving a snapshot of your site’s current performance and competitive position.

• Key Features: Basic keyword research and backlink analysis, limited site audit capabilities, competitor keyword analysis, 10 free searches per day, ideal for small business SEO.

9. MozBar (Chrome Extension)

MozBar is a powerful Chrome extension for quickly assessing key SEO metrics such as Domain Authority (DA) and Page Authority (PA). By displaying metrics directly in search results, it helps you gauge the competitive landscape and assess the strength of potential backlink sources. It’s a convenient way to analyze SEO data while browsing, making it ideal for quick, on-the-go assessments of search results and potential outreach targets.

• Key Features: Domain and Page Authority insights, SEO metrics displayed in search results, link metrics for competitor analysis, easy backlink opportunity assessment, ideal for rapid, high-level analysis.

10. Screaming Frog SEO Spider (Free Version)

Screaming Frog’s SEO Spider is renowned for its comprehensive site-crawling capabilities. The free version allows users to crawl up to 500 URLs, making it perfect for smaller websites. This tool is essential for spotting on-page SEO issues, such as broken links, missing tags, and duplicate content. By highlighting technical flaws, Screaming Frog enables you to make necessary adjustments that improve SEO and enhance user experience.

• Key Features: Crawls up to 500 URLs, detects broken links and missing tags, checks for duplicate content and thin pages, basic on-page SEO audit, essential for technical SEO maintenance.

11. Answer the Public

Answer the Public transforms search queries into a wealth of content ideas. By showing questions and phrases that users commonly ask around a keyword, it helps you understand what potential customers want to know. This tool is especially useful for content marketing, as it uncovers keyword-based questions that can serve as titles or topics for blog posts, FAQs, or social media content.

• Key Features: Keyword-based question and phrase suggestions, insight into user intent, content inspiration for blogs, FAQs, and social media, limited daily searches, valuable for aligning content with user needs.

12. SEO Minion (Browser Extension)

SEO Minion is a multi-functional browser extension that performs on-page SEO checks, previews SERP results, and highlights both internal and external links. It provides a quick view of your website’s H-tags, meta descriptions, and structured data, ensuring that your on-page elements align with SEO best practices. This tool is particularly useful for quick diagnostics and troubleshooting, offering insights directly within your browser.

• Key Features: On-page SEO analysis, link highlighting, SERP preview, analysis of H-tags, meta descriptions, and structured data, efficient for on-the-spot SEO checks.

13. WooRank Chrome Extension

WooRank’s Chrome extension offers a detailed SEO report on site structure, social media engagement, usability, and backlink profile. It provides page-by-page analysis, allowing you to refine each aspect of your website. This tool breaks down technical SEO factors and suggests optimization strategies for a stronger online presence. WooRank’s analysis also covers social signals, helping you assess your social media impact on SEO.

• Key Features: Site structure and usability report, social media data analysis, backlink insights, page-specific recommendations, enhances both technical and on-page SEO.

14. SimilarWeb (Free Version)

SimilarWeb provides detailed insights into a website’s traffic, audience demographics, and top-performing pages. It’s valuable for competitor analysis, as it reveals your competitors’ traffic sources, audience interests, and referral channels. The free version offers a glimpse of your competitors’ digital strategies, helping you benchmark your performance and understand where to focus your efforts.

• Key Features: Traffic and audience demographic insights, top-performing page data, competitor traffic sources and referral channels, ideal for benchmarking and strategic planning, supports market analysis for competitive SEO.

15. GTmetrix

GTmetrix specializes in performance analysis, focusing on page speed and load times. It breaks down your website’s Core Web Vitals and provides actionable suggestions for improvement. GTmetrix pinpoints elements that slow down your website, such as heavy images, scripts, and server issues, and it’s an excellent tool for identifying and fixing speed-related issues to improve user experience and SEO.

• Key Features: Website speed and load time analysis, Core Web Vitals insights, optimization recommendations for page speed, identifies slow-loading resources, improves user experience through faster load times.

16. SERPerator by MobileMoxie

SERPerator by MobileMoxie is designed to help you see how your website appears in search results across various mobile devices and locations. With mobile search continuing to grow, this tool is essential for ensuring your site is optimized for mobile SEO. By simulating searches from different devices and locales, SERPerator lets you catch potential issues with your mobile display, improving the user experience and increasing the chances of local search visibility.

• Key Features: Mobile search result preview, device-specific display analysis, location-based search simulation, identifies mobile SEO issues, essential for enhancing local and mobile search presence.

17. Varvy SEO Tool

The Varvy SEO Tool delivers a comprehensive report on your website’s technical SEO, covering everything from page speed and mobile compatibility to HTTP status codes and robots.txt analysis. It’s an excellent choice for a quick, broad technical SEO check. Varvy assesses elements like Core Web Vitals and on-page optimization factors, making it easier to maintain a search-friendly, user-friendly site structure.

• Key Features: Technical SEO audit covering page speed, mobile readiness, and security, Core Web Vitals insights, HTTP status and robots.txt analysis, helps refine both technical and on-page SEO, supports overall site health improvement.

18. Siteliner

Siteliner is a specialized tool for identifying duplicate content and broken links, which can impact SEO significantly. The free version allows scanning of up to 250 pages per month, ideal for small to mid-sized websites. With a focus on content quality, Siteliner identifies pages that may need unique content or that contain issues affecting SEO, helping you ensure all pages contribute positively to site rankings.

• Key Features: Duplicate content and broken link detection, page-by-page SEO analysis, supports up to 250 pages per month, identifies pages with thin or repeated content, improves content quality for SEO.

19. Small SEO Tools

Small SEO Tools is a collection of free tools that cover various SEO tasks, including keyword research, plagiarism checks, backlink analysis, and more. It’s an excellent resource for beginners needing quick and general SEO insights without specialized knowledge. The site offers essential SEO checkups, making it easy to address common issues that might otherwise go unnoticed.

• Key Features: Suite of basic SEO tools for keyword research, backlink analysis, and content originality checks, beginner-friendly, wide range of utilities for quick checks, useful for general SEO maintenance tasks.

20. SEOquake (Browser Extension)

SEOquake is a versatile browser extension that provides essential SEO metrics on any page you visit. It gives insights into keyword density, internal and external links, and basic on-page SEO factors, allowing you to analyze competitor pages directly from the browser. This tool is particularly useful for examining top-ranking pages to gather ideas and assess your SEO progress.

• Key Features: On-page SEO metrics, keyword density analysis, link and tag information, quick competitive analysis directly in search results, ideal for benchmarking.

21. Yoast SEO (Free Version)

Yoast SEO is a popular WordPress plugin that ensures your content is SEO-optimized. The free version covers essential on-page SEO elements, checking for keyword density, readability, and meta tags. Yoast also provides guidance on content structure, helping you produce SEO-friendly posts and pages. While limited to single keywords in the free version, it’s an indispensable tool for content-focused SEO efforts.

• Key Features: On-page SEO guidance for readability, meta tags, and keyword usage, content structuring advice, keyword density checks, limited to single keywords, a fundamental tool for WordPress users.

22. LinkMiner by Mangools (Free Trial)

LinkMiner is a backlink analysis tool from Mangools, and while it’s a paid tool, it offers a free trial to explore its features. LinkMiner allows you to evaluate backlinks for any website, helping you assess the quality and relevance of your link profile. With insights on link placement, authority, and anchor text, LinkMiner is helpful for planning link-building efforts, especially when used to analyze competitor backlink profiles.

• Key Features: Backlink profile analysis, link quality assessment, anchor text insights, limited free trial access, valuable for competitor backlink analysis and planning link-building strategies.

Conclusion

Using these 22 free SEO tools, small businesses and startups can achieve a well-rounded SEO strategy on a budget. While each tool offers unique insights—ranging from technical audits to keyword research and competitor analysis—together they cover the core aspects of SEO. However, to gain consistent, long-term growth, it’s vital to maintain a robust SEO plan that evolves with your business and industry trends.

If you’re looking to scale your SEO without the hassle of managing multiple tools or complex data, consider one of my comprehensive monthly SEO packages. Starting at an affordable €500 per month, my services provide a cohesive approach to SEO, with consistent improvements designed to drive sustainable results. Let’s work together to elevate your site’s visibility and unlock its potential in organic search!