110 Top SEO Tools That Are 100% Free

• This is an updated article from 2022.

Search engine optimization is easier to manage when you can measure what is happening, identify technical problems, understand what people search for, and improve pages based on evidence. You do not need to buy an expensive SEO platform before you can start doing that work.

This guide brings together 110 SEO tools and resources that can be used for free. Some are completely free services; others have a free tier, usage limits, or paid upgrades. Those differences matter, so check the notes under each entry before relying on a tool for a large project. A free plan can be more than enough for a small website, while larger sites and agencies may need paid crawling limits, historical data, or additional reports.

The tools are grouped by the task they help with. Many overlap categories, and you do not need all 110. Start with the search engine tools that provide first-party data, then add specialist tools for the problems you are trying to solve.

Free SEO Analytics and Search Performance Tools

1. Google Analytics 4

Google Analytics measures how visitors use your website, including acquisition channels, engagement, conversions, landing pages, and events. Use it alongside Search Console to understand what happens after someone clicks an organic result; Analytics measures site activity, while Search Console reports how your site performs in Google Search. The service is free for standard use, although implementation and data quality depend on your setup.

2. Google Search Console

Google Search Console is one of the most important free tools for any site owner. It reports Google Search clicks, impressions, click-through rate, and average position, and helps investigate indexing, sitemap, Core Web Vitals, and eligible search appearance issues. Its URL Inspection tool is useful when checking how Google knows about a specific page. Search Console reports are sampled or aggregated in some contexts and do not show every query or every Google system decision.

3. Data Studio

Data Studio turns data from sources such as Search Console, Google Analytics, spreadsheets, and databases into shareable dashboards. It is useful for recurring SEO reports, comparing landing pages, and communicating performance to colleagues or clients without sending them raw exports. Google restored the Data Studio name in April 2026 after previously calling the product Looker Studio. The reporting tool is free for standard use, but some connectors and third-party data sources may charge a fee.

4. Google Trends

Google Trends helps compare the relative popularity of search topics over time and across regions. Use it to spot seasonality, compare alternative terms, and check whether interest is rising or falling before investing in a content idea. Trends uses normalized, relative data rather than absolute search-volume figures, so it should not be treated as a precise keyword-volume database.

5. Microsoft Clarity

Microsoft Clarity provides free session recordings and heatmaps that can help explain how visitors interact with a page. SEO teams can use it to investigate confusing layouts, navigation issues, and landing pages that attract organic traffic but fail to engage users. It is a behavioral analytics tool, not a keyword-ranking platform; review privacy and consent requirements before installing any analytics script.

6. Matomo

Matomo is an analytics platform available as a self-hosted open-source product and as a paid cloud service. A self-hosted installation can provide website analytics under your own infrastructure and data policies, which may suit organizations that need more control over their analytics data. Hosting, maintenance, and configuration still have costs, so the hosted product should not be described as universally free.

7. Keyword Hero

Keyword Hero attempts to connect organic search keywords with on-site behavior by using analytics and Search Console data. It can help teams explore keyword-to-session relationships that are not directly available in standard analytics reports. Its free access and trial terms can change, so check the current plan limits before connecting a production property.

8. MozCast

MozCast tracks volatility in Google search results and presents it as a weather-style signal. It can provide context when rankings move across many keywords at once, but it cannot prove that a particular Google update caused a site’s traffic change. Compare volatility with Search Console data, competitors, and known site changes before deciding what to investigate.

9. Google Search Console and Google Analytics for Update Analysis

Compare organic traffic and query/page performance in Google Search Console with traffic trends in Google Analytics 4, then consult Google’s official ranking updates history. A date overlap is a clue to investigate, not proof that an update caused a decline.

10. Bing Webmaster Tools

Bing Webmaster Tools provides search performance reports, URL inspection, sitemap submission, crawl information, and diagnostic features for Bing. It is worth configuring even if Google is your main traffic source because it offers a separate view of how Bing discovers and presents your pages. Access to your own site’s data is free after verification.

Free Crawling, Indexing, and Technical SEO Tools

11. Screaming Frog SEO Spider

Screaming Frog SEO Spider crawls websites and reports broken links, redirects, missing or duplicate titles, meta descriptions, headings, canonicals, directives, and many other technical details. It is particularly useful for audits, migrations, and finding patterns across templates instead of checking pages manually. The free version crawls up to 500 URLs per crawl; some configuration, saving, integrations, and advanced features require a licence.

12. Sitebulb

Sitebulb is a desktop crawler that organizes technical audit findings into prioritized reports and visualizations. It can help explain crawl architecture, internal linking, indexability, and other issues to both technical and non-technical stakeholders. It is a paid product with trial availability rather than a permanently unlimited free crawler, so verify the current trial terms.

13. Redirect Path

Redirect Path is a browser extension for inspecting HTTP status codes and redirect chains while browsing. It can make it easier to spot unexpected 301 or 302 redirects, 404 responses, server errors, and certain header information. It is most useful for quick page-level checks; use a crawler or bulk URL checker when auditing hundreds or thousands of URLs.

14. Link Redirect Trace

Link Redirect Trace helps trace redirects and inspect the destination and response details of a URL. This is useful when investigating shortened links, redirect chains, affiliate URLs, or migrations where the final destination differs from the visible link. Confirm the current browser-extension availability and plan terms before recommending it for a team-wide workflow.

15. WhereGoes

WhereGoes traces a URL through its redirect path and shows where it ultimately resolves. It is a handy quick check for shortened links, campaign URLs, and redirects that behave differently than expected. For a full-site audit, combine it with a crawler that can test many URLs at once.

16. Check My Links

Check My Links is a browser-extension search starting point for finding tools that scan links on the current page. If using the Check My Links extension, it can flag links that return errors while you inspect a page. Browser extensions can change ownership or availability, so confirm the current publisher and permissions before installing; a crawler is preferable for a site-wide broken-link report.

17. HEADMasterSEO

HEADMasterSEO checks HTTP responses for one URL or a list of URLs, including status codes, redirects, response times, and headers. Bulk checks are useful for validating redirect maps, migration lists, and server responses without running a full crawl. Check the current free limits and export options before using it for large URL sets.

18. HTTP Status

HTTP Status follows a URL’s redirects and displays the response sequence. It is useful for diagnosing redirect chains, loops, mixed redirect types, and unexpected destination URLs during technical audits. Test representative URLs from each template after a migration, and verify important redirects in a crawler or with command-line requests as well.

19. Google Robots.txt Testing and Documentation

Google’s robots.txt documentation explains how robots.txt controls crawling and what the directives do. There is no single current Google-hosted robots.txt testing interface that replaces every old third-party tester, but you can inspect the file directly and validate syntax with specialist tools. Remember that robots.txt is a crawl directive, not a reliable way to keep a URL out of the index.

20. Robots.txt Checker and Documentation

Ryte’s former free robots.txt generator is no longer available; its site directs visitors to the Website Checker instead, which is not a like-for-like replacement. For a reliable free workflow, edit the file in your site’s root directory and check the syntax and intended crawl rules against Google’s robots.txt documentation. You can also inspect the live file at https://example.com/robots.txt and test important URLs with Google Search Console’s URL Inspection tool. Remember that robots.txt controls crawling, not guaranteed removal from search results.

21. XML-Sitemaps.com

XML-Sitemaps.com generates XML sitemaps for websites within its free crawl limits. It can be convenient for small sites that do not have a CMS or framework that creates a sitemap automatically. For larger sites, use your CMS or a crawler, and include only canonical, indexable URLs that you want search engines to discover.

22. Google Search Central: Sitemaps

Google’s sitemap documentation explains how to create, publish, and submit XML sitemaps. It is a free, first-party resource for understanding sitemap formats, size limits, and best practices. Submitting a sitemap is a discovery hint, not a guarantee that every listed URL will be crawled or indexed.

23. Hreflang Validation with Screaming Frog

The standalone hreflang testing tool previously recommended in older lists is no longer available. As an alternative, Screaming Frog SEO Spider can crawl a site and help audit hreflang annotations, including missing return links and inconsistent language or region codes. The free version is limited to 500 URLs per crawl, which may be enough for smaller sites. Also check that each language version points to the correct canonical URL and that HTML annotations and XML sitemaps are consistent.

24. Merkle TechnicalSEO Tools

Merkle’s TechnicalSEO tools provide a collection of utilities for structured data, hreflang, robots directives, and other technical SEO tasks. These focused tools are useful when you need to validate one implementation without configuring a full crawling platform. Treat generated output as a starting point and test it against current search-engine documentation.

25. BROWSEO

BROWSEO presents a simplified view of a page so you can inspect content and structure without the normal visual styling. This can help reveal whether important text, headings, and links are present in the rendered page. It is a quick diagnostic rather than a full Googlebot simulation, especially for sites that rely heavily on JavaScript.

26. View Rendered Source

View Rendered Source is a browser-extension search page where you can check current availability of rendered-source inspection tools. Comparing original HTML with the DOM after JavaScript execution can help diagnose content that is injected, removed, or altered client-side. For reliable testing, also use Chrome DevTools and Google’s URL Inspection tool.

27. Chrome DevTools

Chrome DevTools is built into Chrome and helps developers inspect network requests, rendered HTML, JavaScript errors, performance, accessibility, and mobile layouts. SEO specialists can use it to find blocked resources, slow scripts, rendering failures, and unexpected HTTP responses. It is free and particularly valuable when a crawler’s output needs deeper investigation.

28. Google URL Inspection

URL Inspection in Search Console shows Google’s indexed information about a URL and allows eligible users to request indexing or test a live page. Use it to check canonical selection, crawl access, and whether Google can retrieve the page after a change. Indexing requests do not guarantee indexing or a particular ranking.

29. IndexNow

IndexNow is an open protocol that lets participating search engines know when URLs have been added, updated, or deleted. It can be useful for frequently changing sites, publishers, and ecommerce catalogs, particularly for notifying Bing and other participating engines. It does not replace sitemaps, crawlable internal links, or quality content, and it does not guarantee indexing.

30. Xenu’s Link Sleuth

Xenu’s Link Sleuth is a legacy Windows crawler that checks links and identifies broken destinations. It may still be useful for simple audits on compatible systems, but its age and limited modern rendering capabilities make it less suitable for JavaScript-heavy sites. For new workflows, compare it with actively maintained crawlers before choosing it as your primary tool.

Free Keyword Research and Topic Discovery Tools

31. Google Keyword Planner

Google Keyword Planner provides keyword ideas and estimated search ranges for Google Ads planning. SEO teams can use it to discover related phrases and understand commercial intent, but the figures are advertising-oriented and may be shown in ranges depending on account activity. It is free to access with a Google Ads account; it is not a substitute for actual Search Console query data.

32. AnswerThePublic

AnswerThePublic organizes search suggestions and question-style queries around a seed topic. It can help writers identify common questions, comparison angles, and subtopics to investigate for a useful article. Free searches are limited and plan terms may change, so treat it as an idea generator rather than a complete keyword database.

33. AlsoAsked

AlsoAsked maps related questions that appear around a search topic and can help build a content outline. It is useful for exploring how questions relate to one another and for identifying sections that may deserve their own page. Free query limits apply, so verify the current allowance before planning a large research project.

34. Ahrefs Free Keyword Generator

Ahrefs’ Free Keyword Generator provides keyword ideas and limited metrics for a seed term across supported search engines and countries. It is useful for a quick shortlist of long-tail terms before deeper validation. The free tool exposes only a subset of Ahrefs’ paid keyword database, so do not assume that the results represent every relevant query.

35. Semrush Keyword Magic Tool

Semrush offers keyword research, topic grouping, intent signals, and competitive data within its broader SEO platform. Its free access is limited, but can be enough to test a few queries or understand the workflow before deciding whether a paid plan is warranted. Confirm current account limits and distinguish free access from any time-limited trial.

36. Moz Keyword Explorer

Moz Keyword Explorer provides keyword suggestions and metrics such as estimated volume, difficulty, and opportunity. It can help prioritize a list of possible topics, especially when paired with SERP inspection and first-party performance data. Free queries are limited by plan, and third-party volume or difficulty scores are estimates rather than measurements of Google’s ranking system.

37. Ubersuggest

Ubersuggest offers keyword ideas, domain overview reports, content suggestions, and backlink information. Its limited free access can help with early research for a small site or a few target terms. Check daily limits and current account requirements; use the data as directional guidance rather than treating estimated traffic as exact.

38. Keyword Surfer

Keyword Surfer is a browser extension that adds keyword estimates and related ideas to supported search results. It can speed up initial research by keeping suggestions close to the SERP you are already examining. Metrics are estimates, and extension permissions and data handling should be reviewed before installation.

39. Keywords Everywhere

Keywords Everywhere adds search-volume, CPC, competition, and related-keyword data to supported websites and search workflows. It is useful for quickly comparing terms while researching search results, video platforms, and marketplaces. Many of its current metrics require credits, so it should be described as a paid extension with limited free functionality rather than a fully free tool.

40. Google Autocomplete

Google Search autocomplete suggestions reveal common ways people phrase queries as they type. Use them to collect wording variations, questions, and modifiers that may deserve further research. Suggestions vary by location, language, time, and context, and they do not provide reliable search-volume estimates.

41. Google Search Operators

Google Search supports operators such as site:, quoted phrases, and exclusions that help narrow searches. For SEO, site:example.com topic can be a quick way to inspect pages Google associates with a domain, while quoted text can help locate duplicate or reused wording. Search operators are investigative shortcuts, not comprehensive index counts or guaranteed ranking diagnostics.

42. Google People Also Ask

Google Search often displays People Also Ask question boxes for relevant queries. Reviewing these questions can reveal related user needs and help you decide which questions an article should answer directly. Results are dynamic and vary by query and market, so record the location and date when using them for repeatable research.

43. Google Keyword Trends via Trends

Google Trends lets you compare terms, inspect related topics, and explore interest by region and time period. It is especially helpful for seasonal planning and deciding whether two similar terms have different geographic or temporal patterns. Because the index is relative, use it alongside Keyword Planner or Search Console rather than interpreting it as absolute monthly volume.

44. Exploding Topics

Exploding Topics surfaces subjects that appear to be gaining attention across online sources. It can help content teams brainstorm emerging markets and topics before they become routine editorial coverage. Some functionality is paid or limited; validate a trend against actual search data, audience relevance, and the site’s expertise before publishing.

45. Seed Keywords

Seed Keywords lets you create a scenario and ask people what they would search for in that situation. The responses can reveal natural language and intent that conventional keyword tools may miss. It works best when participants resemble your actual audience; a small convenience sample should not be treated as representative market research.

46. Keyword Tool

Keyword Tool generates keyword suggestions based on autocomplete data from Google and other platforms. It can help expand a seed term into long-tail phrases and question-style queries for content planning. Basic suggestions can be explored for free, while search-volume data and other advanced features require a paid plan. Treat suggestions as ideas to validate, not as proof of search demand.

47. Wordtracker

Wordtracker offers keyword discovery and competitive research features, including long-tail ideas. It can help broaden a seed list beyond the first suggestions from a search engine. Access and data limits depend on the current plan, so check which reports are available without payment.

48. KWFinder

KWFinder focuses on keyword discovery, long-tail terms, and estimated ranking difficulty. Its SERP overview can help you inspect the pages currently competing for a phrase before deciding what type of content to create. It is part of a paid suite with trial or limited access rather than an unlimited free product.

49. Google Books Ngram Viewer

Google Books Ngram Viewer charts how phrases appear in a large collection of books over time. It is not a conventional SEO keyword tool, but it can help researchers examine historical language patterns and changes in terminology. Use it for background research and phrasing hypotheses, not for estimating current web-search demand.

50. ChatGPT

ChatGPT can help brainstorm topic clusters, turn customer questions into keyword themes, compare draft outlines, and generate ideas for content briefs. It works best when you provide audience details, source data, and clear constraints, then verify suggestions against real SERPs and first-party analytics. AI-generated keyword ideas are hypotheses, not evidence of search volume or ranking potential.

Free Backlink and Link Research Tools

51. Google Disavow Links Tool

Google’s Disavow Links tool allows eligible site owners to submit a file of links they want Google to ignore when evaluating links to their site. It is an advanced tool intended for specific situations, such as a considerable number of artificial links combined with a manual action or a clear risk of one. Most sites should not disavow links simply because a third-party tool labels them “toxic.”

52. Ahrefs Backlink Checker

Ahrefs’ Backlink Checker shows a limited sample of backlinks and referring domains for a URL or domain. It can help you inspect the visible link profile of your own site or compare a competitor’s link acquisition at a high level. The free view is not the full Ahrefs index and should not be used as a complete backlink inventory.

53. Moz Link Explorer

Moz Link Explorer provides backlink discovery and metrics such as Domain Authority and Page Authority. These are Moz’s comparative metrics, not scores used directly by Google, but they can be useful for comparing pages within a consistent dataset. Free searches are limited, and link indexes from different providers will not match exactly.

54. Majestic

Majestic specializes in backlink analysis and provides metrics such as Trust Flow and Citation Flow. These can help explore the composition of a link profile and compare linking domains, but they are proprietary indicators rather than Google ranking factors. Full analysis requires a paid plan; verify which public lookups remain available for free.

55. LinkMiner

LinkMiner can be used as a browser-extension search starting point for tools that highlight links and link metrics on pages. A link-checking extension is helpful for inspecting outbound links and locating potential broken destinations during manual review. Confirm the exact publisher, current availability, and free limits before installation.

56. Hunter

Hunter finds professional email addresses associated with a domain and offers tools for verifying addresses. It can support legitimate outreach to site owners or editors when you have a relevant reason to contact them. Free credits are limited, and outreach should be personalized, lawful, and respectful of recipient preferences.

57. HARO Alternatives and Connectively Resources

Connectively and journalist-source networks have changed over time, so older guides that recommend HARO without qualification may be out of date. Before using any journalist request service, check that it is operating, whether journalists actually use it, and whether participation is free. For link building, prioritize useful expert contributions and editorial relevance rather than treating every mention as a link opportunity.

58. Streak CRM

Streak adds lightweight CRM functionality to Gmail, including pipelines and follow-up tracking. SEO teams can use it to organize publisher outreach, partnership discussions, and link reclamation without maintaining a separate spreadsheet. A free plan is available with limits; it is an outreach workflow tool, not a backlink discovery database.

59. Scraper Extension

Chrome Web Store offers browser extensions that can extract structured information from tables and pages into spreadsheets. These can help with small, permitted research tasks such as collecting publicly displayed SERP details for manual analysis. Check site terms, privacy requirements, robots guidance, and extension permissions; do not use scraping to bypass access controls or collect personal data improperly.

60. Linkio Anchor Text Tool

Linkio provides link-building planning resources, including anchor-text-related tools and guidance. These can help review how link text varies across a backlink profile and plan natural, descriptive internal or outreach links. No formula can determine a universally “correct” anchor-text distribution; prioritize editorially appropriate links and avoid manipulative patterns.

Free Local SEO Tools

61. Google Business Profile

Google Business Profile lets eligible businesses manage how they appear in Google Search and Maps. Keep business name, address or service area, hours, phone number, categories, services, and photos accurate, and respond professionally to reviews. The profile is free, but eligibility and guidelines matter; virtual offices and ineligible locations can cause problems.

62. Google Maps

Google Maps helps you check how a business location appears to users and explore local competitors, categories, and nearby search results. It is useful for manual research into local intent and customer journeys, but a single Maps view does not represent every user’s ranking. Record search terms and locations when comparing results over time.

63. Google Review Link

Google Business Profile Help explains how eligible businesses can share a direct link for customers to leave reviews. A short, accessible review request can make it easier for satisfied customers to provide feedback voluntarily. Do not offer incentives for positive reviews, selectively solicit only positive reviews, or post reviews on behalf of customers.

64. BrightLocal Local Search Results Checker

BrightLocal offers tools for checking local search results in specified locations. This can help diagnose differences between a business’s home location and other areas it serves. Some functionality is trial-based or paid, so check current free access and do not describe the full local rank-tracking suite as free.

65. Whitespark Local Citation Finder

Whitespark helps discover citation opportunities and inspect local business listings. It can be useful for identifying important directories and inconsistencies in a business’s contact details. The broader citation research features may be paid or limited; prioritize authoritative, relevant listings rather than submitting to every directory.

66. Whitespark Review Handout Generator

Whitespark’s free tools have included materials for helping customers find and leave a Google review. A simple printed or digital instruction sheet can be useful for local businesses whose customers interact offline. Check the current availability of the specific generator and make sure the review process follows Google’s policies.

67. Moz Local Listing Check

Moz Local provides local listing management and listing-checking services. A listing audit can uncover inconsistent business details across directories, which can confuse customers and make local management harder. Some tools or reports may be paid or restricted, so verify the current free functionality before including it in a zero-cost workflow.

68. Local Falcon

Local Falcon visualizes local rankings across a geographic grid, helping businesses see how visibility changes by distance and direction. This is useful for understanding the limits of a single local rank check and identifying areas that may need better relevance or prominence. It is a commercial service with limited or trial access depending on the current offer, not an unlimited free tracker.

69. Apple Business Connect

Apple Business Connect lets businesses manage how their information appears across Apple services, including Maps. Accurate names, categories, hours, and contact details help customers find and interact with a business in Apple’s ecosystem. It is free for eligible businesses, although verification and regional availability requirements apply.

70. Bing Places for Business

Bing Places for Business lets businesses manage location information shown in Bing Maps and Bing search experiences. It is a useful additional listing for businesses serving customers who use Microsoft products or alternative search engines. Check for duplicate listings and keep the business details consistent with official sources.

Free SEO Multi-Tools and Browser Extensions

71. Ahrefs SEO Toolbar

Ahrefs SEO Toolbar provides on-page SEO checks and selected SEO metrics while you browse. It can help inspect titles, descriptions, headings, indexability signals, and search results without opening a separate audit tool for every page. Some data and features require an Ahrefs account or paid plan.

72. MozBar

MozBar adds SEO metrics and page analysis features to the browser. It is useful for checking page elements and comparing Moz’s link metrics while reviewing search results. Some functionality requires a free Moz account, and more advanced metrics are reserved for paid products.

73. SEOquake

SEOquake for Chrome is a browser extension that provides page-level SEO information and can assist with SERP analysis. It can help you review metadata, internal and external links, and other page signals while researching competitors. Treat its output as a diagnostic snapshot, not a complete technical audit or a direct measurement of Google’s ranking factors. Review the extension’s current permissions and publisher details before installing it.

74. SEO Minion

SEO Minion offers browser-based checks such as on-page analysis, broken-link discovery, and SERP preview features. It is convenient for inspecting individual pages and checking international SEO details during manual research. Verify which features are supported in the current browser version and use a crawler for site-wide work.

75. Detailed SEO Extension

Detailed SEO Extension surfaces key on-page information such as titles, descriptions, canonical tags, headings, and indexability signals. It is useful when reviewing competitor pages or diagnosing a specific URL without viewing the source code manually. Browser data reflects the page state you inspect and may not match what a search engine indexed earlier.

76. Wappalyzer

Wappalyzer identifies technologies used by websites, including content management systems, analytics products, ecommerce platforms, and marketing tools. This can help SEO teams understand a competitor’s likely technical stack or identify the platform behind a site they manage. Detection is based on observable signals and is not always complete; free usage is limited.

77. BuiltWith

BuiltWith provides technology lookup and website profiling information. It can help researchers compare technology adoption across competitors or identify integrations that may affect analytics and site architecture. Detailed lists and historical data are often paid, so use the free lookup as a starting point rather than a complete technology audit.

78. Internet Marketing Ninjas Tools

Internet Marketing Ninjas maintains a collection of SEO and web utilities, including tools for links, metadata, and technical checks. These focused utilities can be useful when you need one specific report without purchasing a full platform. Check individual tool availability and output before relying on it in a repeatable audit process.

79. Small SEO Tools

Small SEO Tools provides a large collection of utilities covering text, plagiarism checks, keyword ideas, and other content-related tasks. It can be convenient for one-off checks, but features and usage limits vary across tools. Do not upload confidential client copy or sensitive data unless you understand the service’s privacy and retention terms.

80. SEOptimer

SEOptimer generates website audit reports covering common SEO, performance, and usability checks. A report can provide a quick initial overview for a small site or help explain common issues to a non-technical stakeholder. The full product is paid with limited trial or free functionality, and an automated score should not replace a prioritized technical review.

Free On-Page SEO and Content Optimization Tools

81. Google Rich Results Test

Google’s Rich Results Test checks whether a page’s structured data is eligible for supported Google rich-result features. It can show detected markup and errors that may prevent a supported enhancement from being used. Valid markup does not guarantee that Google will display a rich result, and not every Schema.org type is eligible for one.

82. Schema Markup Validator

Schema Markup Validator validates structured data against Schema.org vocabulary. It is useful for checking whether properties and types are recognized even when the markup is not intended to trigger a Google rich result. Use it alongside the Rich Results Test because the tools answer different questions.

83. Merkle Schema Markup Generator

Merkle’s Schema Markup Generator helps create JSON-LD for common types of structured data. It can speed up implementation for organizations, articles, products, breadcrumbs, and other supported types. Always check that the generated properties match visible page content and current search-engine guidelines before publishing.

84. Google Tag Manager

Google Tag Manager lets teams manage supported analytics and marketing tags through a container instead of editing site code for every change. It can help implement measurement events and maintain consistent tracking across page templates. Tag Manager does not automatically make tracking compliant or accurate; test deployments and respect consent requirements.

85. Google Natural Language API Demo

Google Cloud Natural Language offers language-analysis capabilities such as entity and sentiment analysis. These capabilities can be useful for research, categorizing feedback, or exploring how text is interpreted by language-processing systems. API usage may incur charges after any free allowance, and sentiment scores should not be treated as a ranking signal.

86. Counting Characters

Counting Characters provides character-counting and snippet-preview utilities for titles and meta descriptions. It helps editors compare drafts and spot unusually long or short metadata before publishing. Search engines truncate snippets based on available display space and may rewrite them, so character limits are guidelines rather than guarantees.

87. SERP Snippet Optimizer

HigherVisibility’s SEO tools have included snippet-preview utilities for titles and descriptions. A preview helps writers assess how a result might look and whether its wording communicates the page’s value clearly. The actual Google result can differ by device, query, and available width, so use previews as an editorial aid only.

88. Copyscape Compare

Copyscape Compare compares two text versions and highlights matching passages. Editors can use it to investigate suspected duplication, compare a revised page with an older version, or review content supplied by multiple writers. Similar wording is not automatically plagiarism, and the tool’s result should be interpreted in context.

89. Hemingway Editor

Hemingway Editor highlights writing that may be difficult to read, including complex sentences and excessive adverbs. It can help make web copy more direct and easier to scan. Readability scores are not Google ranking factors, so use the tool to improve communication rather than to chase a particular score.

90. LanguageTool

LanguageTool checks grammar, spelling, punctuation, and style in multiple languages. It can be helpful for editing international landing pages and catching mistakes before publication. Free checks have limits, and automated suggestions should be reviewed for meaning, terminology, and regional language differences.

Free Content Research and Competitive Research Tools

91. BuzzSumo

BuzzSumo helps researchers explore content performance, trending topics, and people or publications associated with a subject. It can inform content ideation and outreach by showing which formats and angles have attracted attention. Free access is limited or trial-based depending on the current plan, and social engagement does not necessarily predict organic search performance.

92. Similarweb

Similarweb estimates website traffic, audience engagement, and acquisition channels. It can provide broad competitive context when first-party analytics for another website are unavailable. Smaller sites may have sparse or unreliable estimates, so never present its figures as the competitor’s verified traffic numbers.

93. Wayback Machine

Internet Archive’s Wayback Machine stores snapshots of webpages over time. It is useful for reviewing old content, checking a previous version of a page after a redesign, and investigating when important text or links changed. Archives may be incomplete, and the absence of a snapshot does not prove a page never existed.

94. Google Alerts

Google Alerts sends notifications when Google finds new content matching selected terms. SEO teams can monitor brand mentions, competitor topics, product names, and potential unlinked references. Coverage is not exhaustive or real-time, so use it as a lightweight monitoring aid rather than a complete web-mention database.

95. Feedly

Feedly aggregates publications and RSS feeds into a single reading workflow. It can help content teams monitor industry news, source material, and competitor publishing activity without repeatedly checking each site. The service has paid plans and feature limits, but basic feed reading may be sufficient for individual research workflows.

96. Google Scholar

Google Scholar searches scholarly literature and can help writers find studies, original research, and expert sources for evidence-led articles. It is especially useful when creating content in technical or specialist fields where unsupported generalizations could damage credibility. Access to full papers varies by publisher, and sources should be evaluated for date, methodology, and relevance.

97. Reddit Search

Reddit can reveal how people describe problems, compare products, and ask questions in their own words. Use relevant communities to understand audience language and identify topics that deserve careful research. Discussions are anecdotal and may not represent the wider market; follow community rules and avoid copying posts as if they were original research.

98. YouTube Search

YouTube can help identify how people explain, demonstrate, and search for solutions to a topic. Reviewing video titles, chapters, comments, and competing results may reveal practical questions that text-only keyword tools miss. YouTube search results are personalized and dynamic, so treat them as qualitative research rather than a fixed ranking dataset.

99. Hunter Domain Search

Hunter’s Domain Search finds publicly associated professional email addresses for a domain and may show source and verification information. It can support relevant editorial outreach when contacting a publication or business is appropriate. Free searches are limited, and any outreach must comply with applicable privacy and marketing laws.

100. Google Search

Google Search remains an essential research tool for checking the live search results, understanding intent, and seeing which formats are currently visible for a query. Inspect ranking pages for topic coverage, freshness, page type, and unanswered questions rather than simply copying competitors. Results can vary by location, language, device, and personalization, so record the context of important checks.

Free Rank Checking and Search Result Tools

101. Ahrefs SERP Checker

Ahrefs SERP Checker shows a limited view of search results for a keyword and can help compare ranking pages across supported locations. It is useful for evaluating search intent and the strength of the current results before writing or updating content. The free output is limited and may not match the exact SERP seen by every user.

102. SERPROBOT

SERPROBOT offers keyword position checks for specified search engines and locations. It can be useful for a quick ranking snapshot or a small keyword list, particularly when investigating a change after a page update. Check current free limits and remember that rankings fluctuate by location, device, and time; use Search Console for your own site’s broader performance data.

103. SEO Review Tools Google Rank Checker

SEO Review Tools offers a collection of SEO utilities, including rank-checking tools. A spot check can help compare a page’s visibility for a selected query and location. Free queries may be capped, and a single manual rank check is not a reliable measure of overall SEO success.

104. Google Search Console Performance Report

Search Console Performance provides first-party data about clicks, impressions, average position, and click-through rate for your own verified property. Filter by query, page, country, device, and date to identify pages with high impressions but weak click-through rates or pages losing visibility. Data is aggregated and may omit some low-volume queries, so combine it with other evidence.

105. Bing Webmaster Tools Search Performance

Bing Webmaster Tools reports clicks, impressions, and average position for your site in Bing search. It can help identify query opportunities that differ from Google and provide another view of organic performance. Make sure the site is verified and compare like-for-like date ranges before drawing conclusions.

Free Website Speed and Core Web Vitals Tools

106. Google PageSpeed Insights

PageSpeed Insights combines Lighthouse lab diagnostics with Chrome UX Report field data when available. It reports Core Web Vitals and offers recommendations for improving loading, responsiveness, and visual stability. Lab tests are controlled snapshots, while field data reflects real users over a longer period; a page may have one without the other.

107. Lighthouse

Lighthouse is an open-source auditing tool available through Chrome DevTools and other workflows. It evaluates performance, accessibility, SEO, and best practices, and provides diagnostics that developers can investigate. Lighthouse scores can vary between runs, so compare repeated tests under similar conditions rather than treating one score as definitive.

108. WebPageTest

WebPageTest tests page loading from different locations and configurations and provides a detailed request waterfall. It is useful for finding slow third-party scripts, render-blocking resources, caching problems, and differences between first and repeat visits. Free access and test capacity can change; use consistent test locations and settings when comparing results.

109. GTmetrix

GTmetrix analyzes page performance and provides reports about loading behavior and opportunities to improve it. It is useful for tracking down large images, inefficient requests, and scripts that delay rendering. The free tier has limits on test locations, frequency, and advanced monitoring, so check current plan details.

110. Chrome Web Vitals Extension

Chrome Web Vitals is an open-source extension that displays Core Web Vitals measurements while you browse compatible pages. It can provide a quick field-oriented check for metrics such as Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift. A single visit is not a substitute for aggregated field data in Search Console or PageSpeed Insights.

Free WordPress SEO Tools

The following WordPress plugins are free to install, although some offer paid upgrades. They are not included in the numbered 110 above so that the list remains focused on the 110 core tools, but they are worth considering if your website runs on WordPress.

• Rank Math SEO — Provides controls for titles, meta descriptions, XML sitemaps, canonical URLs, robots directives, and structured data. Its free plugin is feature-rich, while advanced functionality is offered in paid plans. Review generated metadata and schema rather than enabling every option by default.
• Yoast SEO — Helps editors manage on-page metadata, XML sitemaps, canonical URLs, and readability guidance. The free plugin covers common foundational tasks, while additional tools are paid. Its recommendations are editorial aids, not a guarantee of higher rankings.
• The SEO Framework — Provides automated metadata and core technical SEO features with a focus on keeping configuration relatively lightweight. It can suit site owners who want sensible defaults rather than a large number of content-analysis prompts. Check extension and premium feature requirements for your specific setup.
• Ahrefs WordPress SEO Plugin — Has offered content-audit functionality that uses analytics and Search Console data to identify pages that may need attention. Check the current maintenance status, compatibility, and feature availability before installing it, as plugins and integrations can change over time.

How to Build a Useful Free SEO Toolkit

You do not need to install every tool in this list. A practical starting setup for most websites is:

1. Measure organic performance: configure Google Search Console and Google Analytics 4.
2. Check technical health: run a Screaming Frog crawl for smaller sites, inspect important URLs in Search Console, and review robots.txt and XML sitemaps.
3. Research topics: combine Google Trends, Keyword Planner, autocomplete suggestions, and manual SERP analysis.
4. Improve content: check search intent, metadata, internal links, factual accuracy, and structured data where relevant.
5. Monitor speed: use PageSpeed Insights and Lighthouse, then validate important changes with field data where available.
6. Review local visibility if relevant: keep Google Business Profile and Bing Places accurate and monitor customer feedback.
7. Add specialist tools only when needed: backlink platforms, local rank grids, paid keyword databases, and large-scale crawlers are useful when your site’s size or goals justify them.

What About SEO for AI Search?

SEO tools are increasingly useful for understanding how content is discovered, interpreted, and surfaced across a changing search landscape. The fundamentals still matter: crawlable pages, clear information architecture, helpful content, reliable sourcing, descriptive titles, internal links, and fast, usable experiences.

For AI-powered search experiences, there is no universal free tool that can guarantee citations, visibility or traffic. You can use Search Console and analytics to monitor available search traffic, inspect how important pages are rendered, and maintain content that clearly answers real user questions. When testing AI search products manually, document the query, location, date, and result because answers can vary and may change over time.

Do not treat AI-generated content, schema markup, or a tool’s proprietary “AI visibility score” as a shortcut to rankings. Use tools to find evidence and improve the page; the value of the content and the experience it provides remain central.

Final Thoughts

A strong SEO workflow is built around measurement, diagnosis, and useful improvements—not the number of tools installed. Google’s and Bing’s webmaster tools provide essential first-party signals, while crawlers, keyword tools, analytics platforms, and performance audits help explain what to do next.

Start with the free tools that address your most important questions. Check current plan limits before building a workflow around any freemium product, and revisit this list periodically because features, prices, and availability change. Used thoughtfully, free tools can support a substantial amount of SEO work before a paid platform becomes necessary.