These SEO tools can be “a bit of everything”, which is why we have chosen to categorize them as “All in one” tools.
All of these tools have many different features which typically include tools such as rank tracking, competitor analysis and link profile reports m.m.
If you work with a limited marketing budget, these tools are therefore obvious to invest in, as you get a lot for your money.
A list of “All in one” SEO tools would not be complete without Ahrefs. The tool is a must for almost all SEO experts and offers a sea of SEO tools.
Our favorites among them are:
Keywords explorer: In Keywords explorer you can get in-depth data on any keyword. The data comes directly from Google’s own keyword tool “Keyword planner”.
In addition, keywords explorer is also really good at showing related keywords for the given keyword, and categorizes i.a. also these based on the type of keywords in question, such as. questions etc. It is therefore really easy when using keywords explorer to find a sea of ideas for what you can write about in connection with your content marketing, and what keywords you should include on your website and in your texts.
Site explorer: In Ahref “site explorer” you have access to a sea of in-depth data about a given domain. See i.a. how many inbound links the domain has, number of referring domains, organic keywords it has rankings on, the domain’s estimated monthly traffic, as well as the monthly traffic value in $ if one should have bought into it through Google Ads.
In addition, you get access to watch a given domain “DR” and “UR”. “DR” stands for domain rating and gives a picture of how strong the domain is in Ahref’s eyes. “UR” stands for URL ranking, and tells something about how strong the URL in question is in Ahref’s eyes. However, it is important to keep in mind that these two metrics are Ahref’s own and are not used by Google. However, they can often give a really nice picture of a domain’s strength and authority. Site explorer is an extremely effective way to get both an overview of one’s own page, but also that of one’s competitors.
Content explorer: The last Ahref tool on the list of our favorites is “Content explorer”. With this tool you can do in-depth analysis around a given keyword or brand name. This tool can e.g. used in one’s link building to find other sites that have mentioned one’s brand name without linking to one’s website.
In such cases, you can sometimes be lucky enough to get an inbound link simply by writing to the owner of the website who has mentioned your brand without linking in to your site, and asking nicely if they will not link in to your site.
In addition, you can generally use content explorer to get an insight into whether your brand is the trends and get more and more publicity from various other sites or not.
In addition to the above tools, Ahrefs also offers a sea of other tools including link intersect (see which pages link to your competitors but not you), broken backlinks (see dead links that point to your page, and thus no longer add value), rank tracker and many more.
All in all, Ahrefs is in our opinion one of the best investments you can make in the pursuit of top rankings in Google.
At the time of writing, Ahrefs has 4 different price packages, the cheapest of which costs $99 a month. The other packages primarily offer access to larger amounts of data, which is why the “Lite” package will be sufficient for the vast majority.
✅ Used for:
- Analyze your competitors and gain a deeper insight into their SEO strategy
- Identify and correct dead links to your site
- Analyze a domain’s link profile in terms of strength and authority
- Keep an eye on your link building efforts
- Keep track of your organic locations using the tool’s rank tracker
- Get an insight into how popular your brand is and how much it is being talked about online
- Data are not always 100% accurate, including e.g. tool rank tracker
- Price: Ahrefs can be a big expense if you are self-employed and have a limited marketing budget
- Does not show data about more technical SEO aspects such as site speed etc.
🖱️ See Ahrefs here: https://ahrefs.com/
Morningscore.io is a danish “All in one” SEO tool. You have access to features such as link reports, organic traffic a month for your site (and your competitors), health tools that can identify critical SEO errors on your site, rank tracking and many other cool features.
Where Morningscore.io differs from other “All in one” SEO tools, the tool’s focus is on making the value of your SEO efforts easy to understand, by listing it in dollars and cents.
This tool achieves by looking at your organic rankings, calculating what it would have cost to buy into that space via Google Ads, and then you get an estimated bid on what your SEO traffic is worth in dollars and cents overall.
A really cool feature that can really help to make the value of your SEO efforts tangible, and easy to calculate in terms of whether it is profitable.
At the time of writing, Morningscore.io offers 4 different price packages:
In addition to the above three packages, the tool also offers the “Starter” package for $25 a month.
✅ Used for:
- Gain an overview of the value of your SEO efforts
- Motivate yourself to get something done about your SEO efforts through so-called “SEO missions”, you can give yourself
- Analyze what your competitors are doing and find inspiration in the things they do well
- Keep track of your organic locations through the tool’s rank tracker
- Up-to-date health check of your SEO onsite work through the tool’s health check
- Fewer features than other “All in one” SEO tools
🖱️ See the tool here: https://morningscore.io/
SEMRush is probably one of the most well-known “All in one” SEO tools on the market, along with Ahrefs, and is loved by SEO experts worldwide. Boiled down, it can be used to do competitor analysis as well as give you an overview of your own SEO efforts.
With the tool, you can get help for SEO disciplines such as keyword analytics, link profile analytics, content analytics, SERP analytics and more. In addition, SEMRush also has tools that can help you with your PPC efforts and SoMe efforts.
SEMRush offers three different packages. The “Pro” package for $99.95 a month, the “Guru” package for $199.95 a month and the “Business” package for $399.95 a month.
For the vast majority, the “Pro” package will probably suffice.
✅ Used for:
- Gain in-depth insight into SEO data for your site and your competitors’ sites
- Get an insight into your competitors’ SEO strategies, PPC strategies and SoMe strategies
- Do market research that can help grow your site
- The cheapest package, the “pro” package, is a bit expensive, especially if you are self-employed and only work with SEO on a single site
- If you are very new to SEO, the tool may seem a bit confusing at first
- Occasionally inaccurate data regarding. backlinks, placements and ad data
🖱️ Read more about SEMRush here: https://www.semrush.com/
When working with SEO, it is important to have a precise insight into how it goes with one’s organic rankings, as of course these are exactly what it’s all about in the end.
Therefore, in many cases it will make sense to have set up rank tracking, which continuously scrapes the search results and reports back, exactly where your site is located on various keywords. Especially if you work with a site with a lot of pages, and hence many organic sites to keep an eye on.
If you work with a limited budget, however, we would not recommend that you go out and invest in a tool that can only do rank tracking for you. In such a case, we would instead recommend that you invest your funds in one of the “all in one” tools, which also offers rank tracking. These tools, despite being less accurate than the tools mentioned in this list, can often give a really nice picture of how one’s organic placements look and develop.
Below you will therefore find our bid on the two best tools, primarily for rank tracking. As mentioned earlier, these tools will typically be more accurate in their rank tracking than the “All in one” tools.
The first SEO tool on the list of rank trackers is the danish Accuranker. Accuranker is one of the leading rank tracking tools on the market, and is used by several large companies.
A big plus of using Accuranker to keep track of your organic rankings is its feature of updating the ranking reports whenever you feel like it. For example, with the rank tracker in Ahrefs, this is not possible. In addition, the tool offers integrations with a sea of third party tools such as Google Analytics, Google Sheets, Google Data Studio, Adobe Analytics and many more.
The price depends on how many keywords you want to track. The minimum limit is 1,000 keywords and costs $109 per month. As with the previous tools on this list, this is of course a relatively high price, but definitely worth all the money if you have the budget for it and many keywords you need to keep an eye on.
✅ Used for:
Keep an eye on how your organic placements develop on a day-to-day basis
Reporting on organic locations and developments therein
Monitoring your competitors’ organic rankings
Price: This is also a tool that requires a certain monthly investment to access it. If the budget is on the low end, a monthly subscription price of at least $109 will probably be a pretty big expense for most people.
🖱️ Check out Accuranker here: https://www.accuranker.com/
Like the previous tool on the list, Authority Labs is also a piece of rank tracking software that can help you keep track of your organic rankings.
Its function is therefore largely the same as Accuranker. The big difference between Accuranker and Authority Labs, however, is the price. At Authority Labs, it is possible to get started at a lower price, which you can read more about below.
As can be seen in the photos above, at the time of writing, Authority Labs is offering a package for just $49 a month. Sure, you only have the option here to track up to 250 keywords versus 1,000 at Accuranker, but nonetheless, it is possible to get started on a lower monthly benefit.
The tool is therefore ideal for you who want to have as accurate as possible tracking on your organic search placements, but may work with a limited budget and do not have over 250 keywords you want to track.
✅ Used for:
- Keep track of your organic placements
- Track on your competitors’ organic rankings and keep their development up against your own
- Price: Despite being cheaper than the other rank tracking tool on the list, the relatively high price is still a disadvantage for most.
🖱️ See more about Authority Labs here: https://www.authoritylabs.com/
Content and keyword tools
One of the most important processes in your SEO work is the keyword analysis for the individual pages of your website. If you want to rank well in the search results, it is crucial that you have done a proper keyword analysis. Therefore, a list of the best SEO tools will never be complete without tools for your keyword analysis and content analysis.
This is exactly what the tools in this section can give you invaluable assistance in your keyword analysis and general preparation for your content.
Surfer SEO is the first tool in this section, and it can help you with your on page SEO work, including your content and keyword analysis. Like Ahrefs, the tool has a “Keyword research” tool, in which you can enter a keyword and get a lot of data regarding the keyword returned
However, where the tool really shines compared to other SEO tools is its “SERP analyzer”. They even call this tool “X-ray vision for top-ranking pages in your SERPs”, and one tends to agree with them.
With SERP analyzer, you can enter a given page from your website and the keyword you want the page to rank on. The tool then analyzes the SERP for you and displays various data for the pages you are competing against. These include: number of words, page speed, keyword density, link profile and many other important factors that you can work on to surpass to take over your competitors’ rankings.
In addition, the tool in its “content editor” can help you in your writing work by giving you pointers about what your keyword density should be, typical questions people ask about your keyword and many other things. If you write your content in the content editor, the status of your text is constantly updated, as the tool constantly analyzes your text and helps you on the right path. This way, the writing process becomes much easier, as the tool can give you a lot of ideas for what you can write about and ensure that you stay on track in the writing process itself.
Last but not least, Surfer SEO with the tool “SEO Audit” can scan and analyze your landing pages and tell you what changes you should make to get around on page 1 of the search results.
Due to the above features, Surfer SEO will be a great help in the writing work and competitor analysis work for you, and eliminates a lot of manual work and saves you time.
Surfer SEO, like many other tools on this list, offers three different price packages. Here, the cheapest costs $59 a month.
✅ Used for:
- To get pointers in connection with. The writing work in relation to what you can write about and keyword density
- Automatic analysis of a given SERP you want to rank in, so you know what you need to surpass to rank
- Keyword analysis in the tool’s “Keyword research”
- Price: $59 a month will be a significant expense for some
- Sometimes showing irrelevant keywords in its analytics that you have to navigate around can be confusing as a beginner
🖱️ Watch Surfer SEO here: https://surferseo.com/
StoryBase is an excellent tool to use in connection with your content strategy and the actual preparation of your content. By simply throwing your given keyword into the tool, you will be presented with a sea of relevant search queries related to your particular keyword.
StoryBase can be used both to create an outline for your content in terms of what to write about and what questions you can answer in your content. Next, it can also be used in the writing process itself as an aid in making sure you include relevant secondary keywords.
At the time of writing, StoryBase offers the above three packages, the cheapest of which costs $49 per month.
In the smallest package, however, you only get access to 400 results per search, while in the larger “Premium” and “Enterprise” packages, you get access to up to 1,000 results per search. Each package also includes a 14-day free trial.
✅ Used for:
- Generating long-tail search ideas to target your content towards
- Find relevant topics to write about that searchers are actually searching for
- Assistance in including relevant secondary keywords in your content
- Limited amount of tools are included in the tool
- If you work with a limited marketing budget, we unfortunately do not get around the fact that the price of this tool can also be a disadvantage
🖱️See StoryBase here: https://www.storybase.com/
Next on the list is ExpressVPN, but it could have really been any VPN service. If you have to do SEO in a language other than what is spoken in the country you are in, it is a huge help to be able to access the real SERP for the market you are trying to rank in.
If, for example, you are in Denmark and have to do SEO for the Swedish market, it is a great help to be able to access the Swedish SERP, and see exactly what results appear when you search for the keyword in question.
By analyzing these results, you can much more easily assess what it will require of your content to come up and rank on page 1. Both in relation to the number of inbound links and referring domains that page should achieve, but also in relation to the length of the content and type of content it requires. In addition, there can of course be a lot of good inspiration to pick up.
Having a good and reliable VPN service at hand is therefore indispensable if you work with SEO in a different market than the country you are in.
The example from this list, ExpressVPN, at the time of writing offers the above three packages, where you pay less per month if you buy the service for a longer period of time.
For example, if you buy for an entire year, you only pay $9 a month. However, this is quite a long time to commit and they also offer a solution where you pay for one month at a time. Here, however, the price is $13 a month.
Most VPN services are around this price range, this may even be a bit on the high end.
✅ Used for:
- SERP analyzes in foreign markets
- The tool works 100% as intended. The only real disadvantage that we can therefore point to must again be the price. If you work in a big way with foreign SEO, however, it is our belief that the 9$ – 13$ a month is really well spent on a VPN service.
🖱️ Read more about ExpressVPN here: https://www.expressvpn.com/
The next tool on the list, BuzzSumo, is a really good tool for when you need to develop a complete content strategy for your website. BuzzSumo crawls and checks a sea of social media every day and sees what users are talking about and which posts are being shared the most.
In this way, you can first and foremost quickly get an overview of what type of content your target group is interested in. In addition, you can also see which other companies and influencers within your industry that the target group generally follows and listens to and thus gain greater insight into your particular market.
In addition, the tool can also help you perform competitor analysis and see what things work and do not work for your competitors in relation to their content strategy. That way, you can avoid making the same mistakes as them, in terms of the type of content you create.
Last but not least, in BuzzSumo you can set up alerts for relevant topics for you. This way, you can be notified immediately when new content related to your focus area is posted online. You can see exactly who posted it online and when. This can help you narrow down what your next move in your content marketing strategy should be.
BuzzSumo currently offers above 4 price packages, the cheapest of which costs $99 a month. If you pay on an annual basis, this price drops to $79 a month.
✅ Used for:
- Designing your content strategy
- Competitor analysis in relation to their content strategy, and see what works well/less well for them
- Discover who influencers are in your industry
- Setting up alerts for topics that are relevant to you and thus always be “up-to-date” when new content is posted within your topic.
- The price: The tool is on the expensive end and requires a robust marketing budget
- The tool’s keyword tool is one of the less complete on the market
- The user interface may seem a bit confusing at first
🖱️ See Buzzsumo here: https://buzzsumo.com/
A really powerful, but also really often overlooked tool in connection with keyword analysis, is “Google autocomplete”. That is, the search suggestions that appear during the search you enter in Google.
This is because Google shows you a lot of related searches for the keyword you entered in the input field. In many cases, these can help you find relevant secondary keywords, and in some cases help you identify your primary keyword.
The searches in this are based on Google’s own data about what people are searching for, and you can therefore be 100% sure that there are actually searches for the terms you see in Google autocomplete.
In addition to these, you can also take advantage of the section “Searches related to [keywords]” at the bottom of the search results:
It also shows a lot of relevant secondary keywords, based on what you just searched for. The secondary keywords are highlighted in bold here, as can be seen in the example above.
✅ Used for:
- Keyword analysis
- Find secondary keywords
- Can also help narrow or correct your primary keyword
- It is not possible to see search volume figures on the various proposals. Therefore, it can be difficult to prioritize which of the suggested keywords you should focus on. Therefore, you may want to combine Google autocomplete with another tool that shows keyword volume. For example, “Google keyword planning”, which is also the next tool on the list, or a tool like “Keywords explorer” in Ahrefs as mentioned at the beginning of the article.
🖱️ Try Google autocomplete here: https://www.google.com/
Google Keyword Planner
“Google Keyword Planner” is Google’s own free SEO tool for keyword analysis. In the tool, you can get search volume figures for a given keyword. The tool shows the average number of monthly searches on the keyword you enter. At the same time, the tool displays keywords that relate to the keyword you entered, and is therefore also an excellent tool for finding relevant secondary keywords for your primary keyword.
It is also from this particular tool that many of the paid tools that show search volume subtract their data. Since the data comes from Google itself, it is the most reliable data we have to work with in terms of search volume.
However, it is still important to take the numbers in it with some spruce salt. We have previously experienced that the tool shows a given number for the number of average monthly searches for specific keywords, but that a page that ranks on those keywords gets a completely different number of monthly visitors, and therefore points in the direction of more searches on that keyword. .
In addition, you do not necessarily have to write off that there may be searches on a keyword simply because no number of monthly searches are reported in the tool.
Since the tool is meant to be used for Google Ads, it tends to be biased towards keywords with so-called “commercial intent”, i.e. commercial keywords where searchers are typically more ready to buy.
✅ Used for:
Get a fairly accurate estimate of the number of monthly searches for a given keyword
Find related keywords and secondary keywords you can include in your content
Made for Google Ads and commercial keywords are therefore favored
Wide range in average number of searches per month
Another powerful tool for your content and keyword research is “Google Trends”.
Here, you have the opportunity to spot upward trends that may be relevant within your industry. By using the tool, you can get ahead of these future trends and have a “first movers advantage”, in relation to writing content around them and ranking on them.
This is typically a great advantage and can lead to you being able to get up and be well-placed on page 1 of the search results, at a time when competition for content around the specific topic is low.
Since you have first movers advantage on content around the search, you will typically also find that you will find it easier to maintain your good ranking, as opposed to if you first created content around the topic after it had started to trend further.
Google Trends is thus a good tool in terms of spotting upward trends and getting on the wave it’s too late.
✅ Used for:
- Research current and future trends
- Get on the cutting edge of future trends and gain a first movers advantage over creating content around them.
- Not very in-depth data
- It is not possible to see the volume of the given keyword
🖱️ Check out the tool here: https://trends.google.com/trends/
When designing your content strategy, it is important that you also analyze the SERP, to gain a better insight into what it will require of your content to come up and rank.
An essential factor here is how in-depth your content should be. You will typically be able to get a clue about this by examining the length of the content on the pages that already rank well on that keyword.
A quick and easy way to check this out is by looking at the length of this content. This is typically calculated in number of words, which is why we have included wordcounter.net on this list. In this simple tool, you simply throw in the given text, and then you get returned how many words that piece of text contains.
You can thus quickly get a clue about how far your content, as a minimum, should be. We always recommend that you try to exceed the length of the other content on page 1 as far as possible.
Of course, it’s important that you do not just write meaningless and worthless content, just to have more words than the competition. The content you write should always make sense, create value and be relevant to that search.
✅ Used for:
- Check the number of words on pages you want to compete with
- Requires you to copy the content. The tool cannot automatically scan a URL for number of words
🖱️ See Wordcounter.net here: https://wordcounter.net/
Answer the public
The next SEO tool on the list is “Answer the public”. This is a great tool for your keyword analysis and for generating ideas for topics you can write about.
In the tool, you can enter any keyword, and then the tool returns all the questions, comparisons, prepositions and much more that are searched for in relation to that word.
Free and Paid
✅ Used for:
- Getting ideas for the content you can write
- See which questions, comparisons etc. people search for in relation to a keyword
- As with so many of the other tools on this list, the downside of this tool is that it does not show the volume of the various results it returns. This can make it difficult to choose which of the returned searches you should write content for
🖱️ Try Answer The Public here: https://answerthepublic.com/
Technical SEO tools
An essential but also relatively complicated aspect of working with SEO is the whole technical SEO part. The majority of the tools in this section require some technical understanding to be usable.
Nevertheless, technical SEO is one of the most significant SEO disciplines to have good control towards the top rankings in the search results. Therefore, we have of course also chosen to dedicate an entire section of this list to tools that can help you with the technical part of the SEO efforts on your site.
Google Search Console
The Google Search Console, formerly known as “Webmaster tools”, is Google’s own tool for website owners. Here, you can access a wide range of data regarding Google’s crawling and indexing of your website.
In our opinion, creating a Google Search Console for your website is a must. The data you find in it is in short too invaluable to not do it, it is also free.
In the tool, you can e.g. see statistics for:
- Indexed pages, including pages that have been crawled but not indexed and why these are not indexed
- Domains that link to your website
- Sitemap status for your site
- Your site’s speed
- Status of structured data (Rich snippets) for your pages
- Number of pages Googlebot has crawled per day on your site
- Mobile friendliness on your site
In addition, the tool allows you to load a given page on your site and see it as Google’s crawler Googlebot sees it. That way, you have the ability to identify any critical errors in your website setup, in relation to the search engine crawling thereof.
You can also request that certain pages from your site be removed from the Google index, as well as see the status of manual actions and security issues for your website.
To make a long story short; with all the free data that you can find in the Google Search Console, which even comes from Google itself (!), it would be a big mistake not to make use of the Google Search Console in your SEO work.
Bonus tip: If you have created a Google Search Console, you also have the option of creating a so-called “disavow” list and submitting it to Google. This is relevant if you have malicious links pointing to your website, as these can lead to Google downgrading your website in the search results.
By uploading a disavow list, you are telling Google that your website will not be associated with these sites.
✅ Used for:
- Get in-depth information on how search engines crawl and index your website
- Detect and adjust any errors on your website in relation to your SEO
- URL extraction limited to 1,000 – Can be a problem if you are doing SEO on a site with over 1,000 pages
- The “URL Exam” tool sometimes does not work (Resources that can not be loaded without information about why, etc.)
🖱️ Create and view the Google Search Console here: https://search.google.com/search-console
Bing Webmaster tools
Although Google is clearly the most used search engine worldwide, one must certainly not neglect the importance of Bing. Therefore, we have also chosen to include Bing webmaster tools on the list here.
Therefore, in order to provide Bing with the best possible conditions for crawling and indexing your website, you may submit its website to Bing webmaster tools. If you also have a sitemap, we would also recommend that you submit this to facilitate Bing’s crawling of your website, as their crawler is not as “smart” as Googlebot.
✅ Used for:
- Secure your presence on the second-largest search engine in Denmark
- Optimize Bing’s crawling and indexing of your website and keep track of the development and traffic you get from the search engine.
- The user interface is not the most user-friendly
🖱️ Submit your site to Bing webmaster tools here: https://www.bing.com/toolbox/webmaster
SEOTools for Excel
The next tool on the list is for you who love Excel. SEO expert Niels Bosma has created this tool which can help you with a sea of SEO related tasks.
In the tool, you will find a lot of predefined functions for performing SEO analyzes in Excel. You can use the so-called “Connectors” to pull data from a host of third-party tools.
By using the tool, you do not have to leave Excel to perform your SEO analyzes etc. and thus avoids having to jump around between multiple programs.
It can be used for both on-page SEO and off-page SEO.
€99 per year per. machine. If you buy several licenses at a time, you get various discounts.
✅ Used for:
- To do SEO analyzes directly in Excel with a sea of smart and helpful features
- Can seem overwhelming to use as a beginner, and you will get the most out of the tool if you have already practiced in Excel
🖱️ See SEOTools for Excel here: https://seotoolsforexcel.com/
Google Tag Manager
Google Tag Manager is a tool developed by Google itself for managing and inserting tags and code snippets on a website.
This is especially relevant for websites that use many different tags, typically for tracking tools such as Google Analytics, Google Ads, Facebook Pixel, Hotjar, Google Optimize and many more.
With Google Tag Manager, you always have a clear overview of which tags are running on your website. In addition, it can be used to “insert HTML code into your website, which can be especially useful when setting up e.g. Facebook tracking.
By using Google Tag Manager for tasks like these, you avoid having to go in and “mess in” your site’s theme files, and possibly end up destroying something. It can therefore in some cases also save you developer hours.
✅ Used for:
- Inserting tags and code snippets on your site, without having to modify the theme files
- Make sure you always have an overview of the tags and code snippets that are run off on your site
- Despite the fact that it is easy to use and does not require much technical knowledge, there is still a certain learning curve, and beginners may therefore experience the tool as a bit confusing.
🖱️ Create a Google Tag Manager here: https://tagmanager.google.com/ (Requires Google Account)
The next SEO tool on the list of technical SEO tools is DeepCrawl. DeepCrawl is, as the name suggests, a tool for crawling your site.
An important aspect of the technical SEO work is always to have an overview of the site as a whole. Are there 404 links on any of your pages? Are there 404 pages on your site? Are there any pages that take extra long to load? Do you have control over your internal link structure?
And this is where DeepCrawl comes into the picture. With DeepCrawl in your SEO arsenal, you always have an overview of your site as a entire and its “health”. You can schedule crawls of your site and have them delivered directly to your inbox when it suits you.
Among other things, the tool can help illuminate SEO and UX errors, which are not immediately visible by simply navigating around your site yourself. It can e.g. help you find out if there are pages that are buried too deep in your hierarchy and require too many clicks to access.
Of course, you can also use the tool to crawl your competitors’ pages and see how your site is performing against the competition’s and where you should step in to outperform them.
All in all, a really useful SEO tool that can help you with the technical SEO aspect of your site.
You need to Request pricing
✅ Used for:
- Crawling your site
- Identify SEO mistakes and deal with them
- Analysis of your competitors’ sites kept up against yours and where you should invest to achieve more value
- It requires some technical understanding to be able to use the tool
- The amount of features and integrations is relatively limited in the “Light” and “Light Plus” packages, which are the packages that are most affordable in terms of price.
🖱️ Check out DeepCrawl here: https://www.deepcrawl.com/
Google’s mobile test
Over the past few years, having a mobile-friendly site has become more and more important. From the year 2020 onwards, it is almost impossible to rank well if your site is not mobile friendly. While most websites have become mobile friendly, we are still seeing sites that are still not mobile friendly.
If your site is not mobile friendly yet, you are making it very difficult for yourself SEO-wise. Google currently indexes all new sites by “mobile-first”. This means that it is the mobile version of your website and not the desktop version that Google attaches value to and indexes your website based on.
Therefore, if your website is not mobile friendly, it may harm your organic rankings, as Google will most likely downgrade your site in the search results.
A good tool to test whether your site is mobile friendly in Google’s eyes is therefore Google’s own “Test of mobile friendliness” tool. Here you simply enter a given address from your site, also the tool reports back whether it is mobile friendly or not.
✅ Used for:
- See if your site is mobile friendly in Google’s eyes
- Sometimes the tool can not load certain resources for a site and therefore reports the site as being “Not mobile friendly” despite the site being this, and e.g. is reported mobile friendly in the Google Search Console. You should therefore not blindly trust what the tool reports, but it may give a clue that something is wrong if the tool does not report your site as being mobile friendly.
🖱️ Try the tool here: https://search.google.com/test/mobile-friendly
This tool is only relevant for sites running on WordPress, but we still think it deserves a place on the list. Especially in light of the fact that over 30% of all websites use WordPress as their CMS.
Yoast is an SEO plugin for WordPress that can help with your SEO efforts on WordPress. Among its many features are:
- Input fields for title tag and meta descriptions on your pages
- Sitemap generation
- Handling which page types should be indexed and which should not
- Generation of bread crumb path
- Structured data annotations for your site
- Help with keyword density and the readability of your text content
In addition to the above functionalities, Yoast also offers a sea of other features that can make a big difference in your SEO efforts for your WordPress site.
If you do not already have an SEO plugin installed on your WordPress website, we would recommend that you install one as soon as possible, such as. Yoast.
Free – But has a “Pro” version for $99/year. However, the free version is more than adequate for the vast majority of sites.
✅ Used for:
- Help with and manage your SEO efforts on WordPress sites
- To access more advanced SEO options, the Pro version is required
- If you use WooCommerce, you must purchase the WooCommerce add-on to the plugin to access all Yoast features for WooCommerce pages
🖱️ Read more about Yoast here: https://wordpress.org/plugins/wordpress-seo/
The next tool on the list is “Screaming frog”, and is a must for many SEO experts. It’s like the previous tool in the “Deepcrawl” list, a tool for crawling your website.
With the tool you can find technical errors and omissions on your website, by extracting all SEO relevant elements from your pages such as:
- H1 headings
- Title tags
- Meta descriptions
- Custom HTML elements from CSS selectors
- Status code
The tool crawls your site in the same way as Googlebot does, namely by following links on the pages it crawls. You can therefore also through the tool get a better insight into how Google reads and understands your site, and whether there are some pages that have no internal links.
Screaming frog is especially useful on larger sites with hundreds or thousands of pages, where it is impossible to form an overview manually.
Free – However, in the free version you can only crawl 500 URLs, which for some pages is far from enough. The Pro version costs £149 a year, allowing you to crawl an unlimited number of URLs.
✅ Used for:
- Crawling your website like Google does
- Identify technical errors on your site that could harm your SEO
- Not the nicest UI and may seem cluttered before using it a few times
- Runs locally, and thus not browser/cloud based such as DeepCrawl
🖱️ See the tool here: https://www.screamingfrog.co.uk/
Test tool for structured data
Over the past few years, Google has increasingly used structured data markup to display the so-called “rich snippets” in the SERPs:
Google can understand and display this information in the search results. This can, for the sites that have the markings and show them, help significantly in their CTR (Click-through-rate). That way, they gain more visitors from the SERP and better rankings.
It is typically also these remarks seekers who make use of voice search get returned, and is therefore an SEO aspect that is becoming more and more important as voice search becomes more and more prevalent.
In order for you to see these rich snippets in the SERP, it requires that you have made structured data annotations on your site. When implementing these, the tool “Test tools for structured data” from Google can be a great help, to ensure that the markings are made correctly.
✅ Used for:
- Validation of structured data annotations on your site
- Help identify any errors in the markings
- The tool can be a bit confusing for beginners to navigate around
- Does not capture all errors as it only validates the markings. It does not report errors if incorrect content has been specified for e.g. “Feel”.
- Does not come up with concrete solution proposals
🖱️ You can find the tool here: https://search.google.com/structured-data/testing-tool/
The next section deals with Chrome extensions. An often overlooked opportunity in working with SEO. There is a sea of smart Chrome extensions, which are small extensions to your Google Chrome browser with smart tools that can facilitate your SEO work.
All of these are free, so unless you can use their functionality for something, there is really no reason not to start and use them.
Page load time
The first extension on the list is “Page load time”. This smart little tool can quickly give you information about the load speed of a given site and show you the loading speed in your address bar as follows:
It is by no means an in-depth tool for speed optimization. You can find these later in the article. But nonetheless, it is a nice little tool that can quickly give you an overview of the load speed on a given page.
✅ Used for:
- See the load speed of a given site
- See the various elements that together make up the total load time such as server response time, any redirects, DOM load speed and more.
- No optimization suggestions
- If you want more in-depth information about the load speed, you need to use another tool
🖱️ Download the extension here: https://chrome.google.com/webstore/detail/page-load-time/fploionmjgeclbkemipmkogoaohcdbig
Check my links
“Check my links” is another smart little tool that can help you form an overview of the number of links on a given page.
You simply click on the extension in your address bar and then the extension “crawls” the page you are on and reports the number of links back in a clear overview, as well as which status codes the URL to which the link is returned.
This extension is especially good for seeing if you have some internal links that redirect unnecessarily, or links that point to 404 pages.
✅ Used for:
- Create an overview of links on a given page
- See if there is a need to create links that redirect or links that point to a 404 page
- You can not use the tool on sites that have DDoS protection (Returns server code 500 for many of the links it finds, as the server blocks to access so many links at the same time)
🖱️ Download the extension here: https://chrome.google.com/webstore/detail/check-my-links/ojkcdipcgfaekbeaelaapakgnjflfglf
The next extension on the list is “Redirect path” and is in our opinion a must if you work with SEO.
This extension lists any redirects you may have for the address you are accessing. You can thus quickly see if there are errors in your internal links, or if redirects have been set up for HTTP/HTTPS and www/non www addresses on your site, as well as many other things.
✅ Used for:
- See if the address you have accessed redirects
- If the address redirects, you can see what type of redirect it is (301,302 etc.)
- None – The tool does it right
🖱️ You can find the extension here:
The extension “No-follow” is another tool that in our opinion should be in everyone, working with SEO’s arsenal.
The extension marks no-follow links on the page you are on, so you do not have to go into the source code to see if a link is no-follow or do-follow.
This makes it easier and faster to see what type of link the links you encounter are.
✅ Used for:
- Lightning fast to identify nofollow links on a given page without having to enter the source code and look
- None – The tool does it right
🖱️ The extension can be downloaded here: https://chrome.google.com/webstore/detail/nofollow/dfogidghaigoomjdeacndafapdijmiid
SEO Meta Inspector
With the extension “Meta SEO inspector” you can in your address bar get a lightning-fast overview of a sea of relevant SEO elements on a given page.
The amount of info the tool pulls out is quite impressive. Among other things, you can see the following for a given page:
- Title tag
- Meta description
- Open graph remarks
- Canonical marking
- Anchor values
- Image information (Dimensions, address, etc.)
In addition, the tool links directly to a lot of third-party tools, where the page you are on is already “entered” in the tool, such as. test tool for structured data.
This is really a tool that makes your SEO work significantly easier and faster, and is another must if you want to work effectively with SEO.
✅ Used for:
- View a sea of relevant SEO information for the page you are on
- See errors and omissions in the source code
- The tool may seem a bit confusing to beginners
- Occasionally reports errors in things that are not necessarily an error. Therefore, take its recommendations, etc. with a grain of salt
🖱️ See the extension here: https://chrome.google.com/webstore/detail/meta-seo-inspector/ibkclpciafdglkjkcibmohobjkcfkaef
Fat Rank is another ingenious Chrome extension. With this extension, you can enter any keyword, after which you will be returned what position the domain you are in, has for the given keyword.
A very useful SEO tool that can save you tons of manual placement extracts.
✅ Used for:
- Check placement on given domain for given domain
- Occasionally returns inaccurate data
🖱️ Download the extension here: https://chrome.google.com/webstore/detail/fatrank-keyword-rank-chec/jcnfkjjanbdfabigknbedgkfjkljhbdn
An important discipline within SEO and other marketing efforts is competitor analysis. By analyzing your competitors and their marketing, you can be inspired and at the same time find out what works well and less well for them.
That way, you can avoid making the same mistakes as them and do the things they do well, even better, thus surpassing them.
The selected tool on this list is the best on the market for just this, as it specializes in doing competitor analysis based on a sea of relevant metrics.
Like mentioned in the introduction, Similarweb is the leading tool on the market for conducting competitor analyzes, as the tool specializes in just this. It gives you a quick overview of competitors’ exposure, rankings and user engagement.
By entering your competitors in the tool, you can compare your site with your competitors’ and gain in-depth insight into e.g. the following metrics:
- Estimated monthly traffic
- Rankings relative to competitors
- Estimates in relation to page views, session duration, bounce rate, etc.
- Geographical locations the traffic comes from
- Site link profile
- Organic vs paid traffic
- Top 5 social media for the site
- Display advertising
Similarweb is a great tool for gaining a deeper insight into your market and your competitors’ online presence. The amount of data in the tool is really impressive and worth gold for any online business.
Free and paid
✅ Used for:
- Gain deeper insight into your market and your competitors in the market
- Learn from your competitors and avoid their mistakes as well as make the things they do well even better
- Price: Despite the tool having a free edition, the amount of features and data in it is very limited. For most people, it will therefore be necessary to create a custom enterprise solution, which can quickly become expensive.
🖱️ Check out the tool here: https://www.similarweb.com/
Linkbuilding is, has been for a long time and will probably for many years to come continue to be one of the most important SEO disciplines in the battle for the top positions in the search results. Many of the other tools on the list, including in particular those under the “All in one” section, can also be used extensively for your link building work.
However, the tool listed here is made for and targeted specifically at your link building campaigns. If you work intensively with link building and outreach, the tool is therefore a great help.
Pitchbox is a newer SEO tool that can help you keep track of and organize your link building and outreach campaigns. That is, the campaigns where you contact and build relationships with various influencers/website owners, typically in the hope of getting a link from their site to your domain.
This is almost his very own discipline in link building, and an incredibly value-creating one if one can figure out how to do it right. And this is exactly what Pitchbox can help you with.
The tool automates a sea of outreach processes for you. It can automatically send follow-up emails out to potential link prospects who have not responded to your original email, which you can also send out through the tool.
All these emails you send out in connection with outreach organize the tool for you in a user interface that is both user-friendly and aesthetic.
The tool is used by many of the largest brands in the world, such as Skyscanner, offers.com, about.com and many others. If you work intensively with outreach link building, Pitchbox is therefore definitely a tool that is worth a closer look.
Individual: The tool has no standard prices. Instead, you book a demo with them and take an initial sales meeting, after which Pitchbox tailors a solution to your needs, and then a price is agreed with them.
Our experience is that these prices typically start from $150 a month and up.
✅ Used for:
- Automate your outreach link building campaigns and link prospecting
- Easy and clear overview of your link building campaigns
- Price: The tool is relatively expensive if you work with a limited marketing budget
- You can not search for specific influencers on eg Instagram and other social media.
- No standard prices, you are forced to a private demo showing and sales meeting before you can be informed of prices for you
🖱️ See the tool here: https://pitchbox.com/
If you are in-house with SEO and need to report back to the boss occasionally, or if you e.g. working with SEO for other people’s sites, it is always good with tools that can help you with just this.
There are a sea of reporting tools on the market that can pretty much do the same, which is why we have chosen to include only a fraction of these on this list.
Google Data Studio
Google Data Studio is Google’s own reporting tool. With the tool you can generate and set up beautiful reports that extract data directly from a third-party tool. It could, for example. be Google Analytics or Facebook Analytics.
Google Data Studio can therefore automate large parts of the reporting process for you, as you avoid having to enter relevant data manually in your report.
Since the tool can automatically extract data from a third-party data source for you, you can also use the tool as a kind of dashboard, as the data is constantly updated.
The tool gives you a sea of options for setting up the reports and for what data you want to include in them. The tool is therefore a must to investigate further if you are working on reporting your SEO (and other channels) results.
✅ Used for:
- Generating great looking reports with your relevant data
- Can also be used as a dashboard to display SEO results on an ongoing basis
- The tool may feel quite slow to use due to the amount of data it retrieves and processes
- There is a certain learning curve for beginners due to the amount of data you can retrieve and the myriad of features the tool offers in generating your reports
🖱️ Try the tool here: https://datastudio.google.com/overview (requires Google Account)
No list of SEO tools would be complete without Google Analytics. It is the most widely used web analytics tool on the market and probably also the best.
If you have not already set up Google Analytics on your website, it is a must that you should get done as soon as possible. The setup itself is even super easy, and there are a sea of modules and plugins for setup for the vast majority of CMS systems.
In the tool, you will find a sea of in-depth data and insights into how visitors to your website interact and move around. If you have a webshop, you also have the option of setting up e-commerce tracking so you can keep track of from which traffic sources your best converting visitors come from and much much more.
To make a long story short; an indispensable tool if you want to be successful with your online presence (and we assume you want to).
✅ Used for:
- Tracking visitors to your website’s interaction with your site and its features
- Ecommerce Tracking – See where your best converting customers come from, their age, traffic source and much more
- For beginners, the tool can seem a bit overwhelming at first, due to its myriad of features
🖱️ See the tool here: https://analytics.google.com/analytics/web/ (Requires Google Account)
Speed optimization tools
One SEO discipline that has become more and more important over the last few years is speed optimization. In 2018, Google announced that the speed of a website was now a ranking factor.
It is therefore important that you make sure that your website is as speed optimized as possible at all. This helps not only on your SEO but also on your conversion rate as well as the overall user experience of your site.
Speed optimization is one of the more technical disciplines, and if you are not technically inclined, it will probably be difficult to implement most of the optimization measures that may be on your site, without the help of a developer.
Below are 3 tools for speed optimization of your site which can point out and illuminate optimization potential on your website.
Google PageSpeed Insights
First SEO tool on the list of speed optimization tools is (again and again) Google’s own.
In PageSpeed Insights you can throw in any address, after which the tool scans the page and returns concrete and tangible optimization measures that you can implement to optimize the speed of your site.
For each optimization proposal, you can read in-depth info about what the proposal means and how you can implement it on your own site.
It is worth keeping in mind that some of the measures can not necessarily be implemented on your site, and that the score is an expression of how optimized your site is, and therefore not how fast your site loads. Going from a PageSpeed Insights score of 40 to 80 does not necessarily mean that your site has grown twice as fast.
However, it is a really nice beginner-friendly tool in the hunt for a lower load speed and higher rankings in the search results.
✅ Used for:
- Get concrete and tangible optimization suggestions for the speed of your site
- Gain an insight into how fast Google is experiencing your site
- Does not always show correct optimization actions as the tool caches your page. Ie. if you sit and optimize speed, and check your site many times in a short time, you may find that the tool has not “intercepted” the changes you have just made, as it caches your page for a while
- The tool is very standardized and can therefore give warnings and suggest actions that will actually ruin your site if you implemented them
🖱️ Test your site’s speed with PageSpeed Insights here: https://developers.google.com/speed/pagespeed/insights/
The next speed optimization tool is GTMetrix. This tool also tests how speed optimized your site is, and comes up with suggestions for optimizations where there are gaps.
It is a slightly more advanced tool than PageSpeed Insights and often comes with even more and more in-depth optimization suggestions than what PageSpeed Insights does. Therefore, at Aspera Digital, we typically use most of GTMetrix to perform speed optimization analyzes.
As with PageSpeed Insights, for each optimization proposal, you can get in-depth info about what the proposal means and how it can be implemented.
✅ Used for:
- Find and read about initiatives that can optimize the load speed of your site
- Unless you create a user and modify it, the tool will test your site from Canada. If your site is located on a European server, and you are contacting a European market, you can therefore not really use the load times in the tool for anything.
🖱️ Try the tool here: https://gtmetrix.com/
Pingdom Website Speed Test
Pingdom Website Speed test is the last tool on the list, and is also a tool for speed optimization of your site.
The tool is broadly reminiscent of the other two tools on the list, and is like GTMetrix more in-depth in the amount of optimization suggestions it comes with.
It has the advantage, versus GTMetrix, that you can test your site from a European server and thus be able to actually use the load times that the tool returns for something.
✅ Used for:
- Identify specific speed optimization suggestions you can implement on your site to reduce load speed.
- Sometimes you will be placed in a queue when you want to test your site, and therefore have to wait a few minutes for your speed test.
🖱️ Try the tool here: https://tools.pingdom.com/
I hope you found this article useful and I look forward to your comments, if you have any additions.
You can also read:
- SEO Performance – What Are The Most Important Indicators?
- The Best 3 SEO Strategies For Long-Term WordPress Maintenance
- What Are The BEST SEO Tools?
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