33 SEO Optimization Tools to Improve Your Ranking on Google in 2024

This catalog catalog lists 33 SEO optimization tools spanning analytics, audits, keywords, and backlinks. Free Google options sit beside suites such as SEMrush, Ahrefs, and Moz Pro.

• Why it matters: Manual SEO without measurement stalls diagnosis and prioritization.
• How it works: Pair a traffic source of truth with crawlers, keyword DBs, and link explorers.
• Case in point: Lighthouse, PageSpeed, Search Console, and Keyword Planner cover free fundamentals.
• Reality check: Thirty-three logos is a menu; most teams need five tools they open weekly.
• The bottom line: Pick coverage gaps in your stack, not every brand in the list.

SEO optimization tools make SEO infamously challenging, even for professionals. If you’ve been trying to go it alone, you should know that there are lots of these tools that can free up your time and even—gasp!—sometimes do a better job than you could all by yourself!

Here are 33 of them to check out.

2. Google Analytics

This is a web analytics service by Google for tracking website traffic. It gives a wealth of useful information on websites, including the number of site visitors, traffic sources, and demographics by area. Take control of your data with free Google Analytics guides.

3. Lighthouse

Lighthouse is a Chrome extension that audits web pages against a set of best practices for performance, accessibility, progressive web apps, and SEO. You get a report with detailed information and suggestions for improvement.

4. Google Mobile-friendly Test

This is a free tool that checks if a webpage is mobile-friendly, meaning that it is optimized for smaller screens and touch-based navigation. It provides a report on whether the page is mobile-friendly and if there are any issues, such as text that’s too short, links that are too close together, and if the page is using mobile-friendly technology.

5. PageSpeed Insights

PageSpeed Insights measures and reports the performance of web pages and provides recommendations for optimization relating to the page’s loading time, the size of the page, and the number of requests made by the page.

6. Backlink Checker

This is for analyzing backlinks and identifying potential link-building opportunities, showing the number of backlinks to a website, the quality of the backlinks, and the anchor text used in the links.

7. Google Tag Manager

This is for managing and deploying marketing and analytics tags on a website without having to modify the code.

8. SEOquake

This provides SEO metrics and other useful data for any webpage, displaying data on a webpage such as the number of internal and external links, the number of headings, and the age of the domain.

9. Ubersuggest

Use this for researching keywords and analyzing competitors. View top-ranking pages for a keyword, the keywords that the pages rank for and the estimated traffic to the pages.

10. Buzzsumo

This is for researching popular content and identifying influencers in a particular niche. See the most shared content on social media for a particular topic and identify influencers who have shared the content.

11. Google Search Console

Monitor your website’s performance on Google search and receive alerts for any issues such as crawling and indexing problems, security issues and search appearance.

12. Google Keyword Planner

Research keywords and their search volume for use in SEO and PPC campaigns.

13. SEMrush

Use this for tracking keyword rankings, analyzing competitors, researching backlinks, and identifying potential advertising opportunities.

It’s wild how overwhelming this collection looks at first glance—folks often freeze when staring down a list like this, but each tool does bring something noticeably different to the table. Sometimes you only know what you’ve been missing after you tinker around with a couple of them. For example, running a site audit with one tool and then comparing the results with another can open your eyes to overlooked details. And, honestly, not everything suits everyone: some tools are too bulky for smaller sites, while others surprise you with laser-focused insights that bigger platforms gloss right over.

If you’ve ever spent an afternoon obsessively watching your rankings (don’t worry, we’ve all done it), you’ll know the sense of control these tools hint at is addictive, but slightly illusory. Sure, data analysis helps, but the search algorithms? Always shifting. Even the best-reviewed tools need a watchful human eye and a healthy dose of skepticism. Sometimes it’s better to try a bunch—free trials are your friend—rather than tie yourself to just one shiny dashboard hoping for a silver bullet.

14. Ahrefs

Use this for analyzing backlinks, researching keywords, tracking website traffic and monitoring the performance of organic search and paid advertising campaigns.

15. Moz Pro

This is a whole suite of tools for tracking keyword rankings, analyzing backlinks, identifying technical SEO issues, and monitoring the performance of organic search and paid advertising campaigns.

16. Majestic

Use for analyzing backlinks, researching competitors, tracking keyword rankings, and providing data on the trust and popularity of a website.

17. Raven Tools

This is a group of tools for tracking keyword rankings, analyzing backlinks, managing social media campaigns, creating reports, and monitoring the performance of organic search and paid advertising campaigns.

18. SERPstat

Use this for analyzing competitors, researching keywords, tracking website traffic, and identifying potential advertising opportunities.

19. SpyFu

Research competitors’ keywords and PPC campaigns. See the keywords that competitors rank for, the ads they run, and the estimated cost-per-click of their ads.

20. Woorank

Use this tool for analyzing website performance and providing recommendations for optimization.

21. Yoast SEO

Operates as a WordPress plugin that helps to optimize website content for SEO and readability.

22. All in One SEO Pack

Yet another WordPress plugin that helps to optimize website content for SEO.

23. The SEO Framework

This is another WordPress plugin that helps to optimize website content for SEO.

24. GTmetrix

Use this tool for analyzing website performance and providing recommendations for optimization.

25. Bing Webmaster Tools

This is a set of tools for monitoring website performance on Bing search, receiving alerts for any issues, and submitting sitemaps.

26. DeepCrawl

This is a tool for crawling and analyzing website structure and content.

27. Google Structured Data Testing Tool

Use this for testing and validating structured data on a website.

28. Ahrefs Content Explorer

Used for researching popular content and identifying influencers.

29. Moz Link Explorer

Helpful for analyzing backlinks, researching keywords, and tracking website traffic.

30. Majestic Site Explorer

Useful for analyzing backlinks, researching competitors and tracking keyword rankings.

31. SEMrush Site Audit

Use this for identifying and fixing technical SEO issues.

32. Screaming Frog

This is for crawling and analyzing website structure and content.

33. Google Trends

This is a popular tool for researching the popularity of keywords and topics over time.

The beauty of this list is that many of them are free.