free seo toolsWhenever I dream up a home improvement project for my place, I end up working smartest and fastest when I have the right tools at my disposal. It’s amazing the difference a good tool can make – and the extra time it takes to get work done without a helpful tool.

Fast-forward to online marketing. How can you work smarter and faster with SEO? 

It starts with having the right tools.

I’ve collected a big sampling of the best free SEO tools on the market—tools with a wide variety of uses and covering a number of common needs. These tools are fast, free, and easy-to-use. I hope you find one or two (or twenty) you can put to good use, today.

24 Free and Easy SEO Tools

1. Google PageSpeed Insights

Check the speed and usability of your site on multiple devices

Enter a URL, and this tool will test the loading time and performance for desktop and for mobile, plus identify opportunities to improve (and pat you on the back for what you’re doing well). The mobile results also come with a user experience score, grading areas like tap targets and font sizes.

pagespeed test

 Alternatives: Pingdom, WebPageTest, and GTmetrix

2. Moz Local Listing Score

See how your local business looks online

Moz crunches data from more than 15 different sources—including Google, Foursquare, and Facebook—to score your brick-and-mortar business on how it looks online. Results come complete with actionable fixes for inconsistent or incomplete listings.

local listing score


700+ keyword ideas based on a single keyword

Enter a keyword, and the Keyword Tool provides a huge handful of long-tail keyword opportunities, organized alphabetically.

Alternative: Übersuggest

4. Google Analytics

Complete web stats and search insights

In addition to tracking pretty much every bit of traffic you could imagine on your website, Analytics also surfaces many keyword insights as to which terms people use to land on your pages.


Alternative: Piwik

5. Google Webmaster Tools + Bing Webmaster Tools

Constant website analysis, alerts, and error reports

These webmaster tools help give you a taste of what the two top search engines think of your site. It’s helpful to see any bugs, alerts, and indexing issues.

Pro tip: Each of these two tools requires a bit of installation on your site. If you’ve got a WordPress website, you can add the webmaster code automatically through a plugin like Jetpack or Yoast.

webmaster tools

6. Open Site Explorer

Comprehensive link analysis

The free version of Open Site Explorer gives you a quick look a full range of link analysis, including a look at the most impactful links coming your way and your most linked-to pages.

open site explorer buffer

7. Google Keyword Planner

Know what people search for

Enter a keyword or group of keywords into the tool, and Google will return all sorts of helpful stats to guide your keyword strategy: monthly search volume, competition, and even suggested terms you might not have considered.

google keyword planner

8. in an Incognito Window

Discover auto-fill opportunities

Searching in an incognito window will bring up that all-familiar list of autofill options, many of which can help guide your keyword research. The incognito ensures that any customized search data Google stores when you’re signed in gets left out. Incognito may also be helpful to see where you truly rank on a results page for a certain term.

social media search Google

9. Google Trends

Changes in search volume for key terms

A quick browse or search through Google Trends can show you the hockey-stick rise of potential terms and SEO opportunities for your content.

google trends schedule social media

10. QuickSprout Website Analyzer

Full analysis of your website

The QuickSprout tool does a comprehensive look at just about everything: SEO optimization, speed, tags, keywords, social, links, and even competitor comparisons.

quicksprout tool

11. Schema Creator

Uber-customize the way your search results appear

Create custom code so that your reviews, events, organizations, and people are displayed the way you want on search pages. Once you’ve created your schema code, copy and paste to your website, or try the free WordPress plugin for an even easier implementation.

Here’s an example of schema in action:


12. SimilarWeb

View site stats for any domain

Use this tool to compare traffic between two websites, a helpful tool for competitor research.


13. SERPs Rank Checker

See where your site ranks for certain terms

You can run Rank Checker one of two ways: Input your keyword and your website and see where you land, or leave the website field blank to view the top-to-bottom list of results for a keyword.

serps rank checker

14. XML Sitemaps

Build a sitemap

Simply enter your site’s URL and some optional parameters, and XML Sitemaps will create a sitemap that you can upload to Google Webmaster Tools.

15. Browseo

See your website the way a search engine sees it

Enter your site, and this tool will strip out everything but the guts, revealing your website the way search spiders see it. This particular view can be helpful to see the hierarchy you’ve given particular elements (maybe without realizing it!).


16. SEO Site Checkup

Audit and score for your website

Site Checkup runs through a fast audit of your site, checking for proper tags and surfacing any errors that might come up.

seo audit

17. Searchmetrics Website Analyzer

Performance dashboard for search and social rankings 

The free version of the Searchmetrics report shows you a taste of how your website ranks in search and social, along with a preview of top terms.

Screen Shot 2014-08-23 at 8.48.46 AM

18. Find Broken Links

Discover errors on your site

The link report from Ninja Internet Marketers combs through your whole site and highlights a number of link insights, including the internal and external links that need fixing.

broken links errors

19. Ahrefs’ Site Explorer and Backlink Checker

Complete overview of your website, pages, and links

A free (and substantial) sampling of what ahrefs offers, the dashboards for referring pages and inbound links are rich and informative.


20. Copyscape

Check for duplicate content

Enter a URL for a blogpost or website, and Copyscape can tell you where else that content exists online. You might find results that you’ll need to follow-up with to help get your SEO in order.

21. Moz toolbar

I’ve shied away from referencing any toolbars thus far, but the Moz toolbar is just too good to pass up. Once installed, the Moz toolbar can show you SEO insights from within Google search results pages and at any particular website.


22. Robots.txt Generator

Robots.txt files let the web robots know what to do with a website’s pages. When a page is disallowed in robots.txt, that’s instructions telling the robots to completely skip over those web pages. There are some exceptions in which case a robots.txt might be ignored, most notably malware robots that are looking for security issues.

robots.txt for seo

23. Structured Data Testing Tool

Structured data helps to provide context to the information on your page. This tool from Google uses live data to validate the structured data for any web page, or you can copy/paste code to test it.

structured data testing tool screenshot

24. Microsoft Free SEO Toolkit

The Microsoft SEO Toolkit combines quite a few different tools into one. Used together, it can analyze your site and provide recommendations on how to make your site’s content more SEO-friendly, including tweaks to your sitemap and robots.txt. Sorry to all of the Apple folks, this one seems to be Windows-only!

Microsoft SEO Tool

Further resources

Putting together a list of free SEO tools can be a daunting task. There are hundreds out there! I aimed to grab the ones that we’ve found valuable here at Buffer and the ones you can use via the web within minutes to get some amazing insights.

If you’re interested in even more tools—like, hundreds!—here are a few places to start:

Which SEO tools are your favorite? Do you prefer web tools like these or browser plugins and spreadsheets?

I’d love to hear any tips you’re willing to share in the comments!

Editors Note: This post was originally published on Aug 25, 2014 – we’ve made some updates to this post to highlight some new tools that have entered the SEO scene. Are we missing your favorite tool? Let us know in the comments below 🙂

Image credits: Schema Creator, Startup Stock Photos, Mozbar

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Written by Kevan Lee

Director of marketing at Buffer, the social media publishing tool for brands, agencies, and marketers. We’ve got a new podcast! ?

  • Kevan – top list of resources, lots of which I use in my day to day SEO work, and including a couple I was unfamiliar with. Good job!

    • Thanks, Rick! Really glad this list fit with your day-to-day SEO. Any tools you use regularly that weren’t on the list? 🙂

      • I think you got down most of the free tools for sure. There’s plenty of folks in this industry who only use one SEO tool and I always think they’re missing a trick. Everything has its strengths and weaknesses.

  • Courtney

    I’m new to social media marketing and SEO so this is a great resource list! Thanks for the helpful information.

    • Awesome, Courtney! Thanks for the comment! Hope I steered you in the direction of some good tools. I’d love to hear which ones stick for you!

  • Tony

    Unbelievably detailed post. Very insightful.

    • Thanks, Tony! Awesome to hear from you! Glad you found this post useful!

  • Dev

    Comprehensive as always, Kevan.

  • Thanks for these tips – I tried Copyscape and found a blog post of mine on another agency’s LinkedIn page within five seconds of reading this article. Great value!

    • Really glad this one had an immediate benefit for you, Diana! Hope all is well and good!

  • Frank

    Thanks for great tools and tips. I’m new at social savvy and this is like a swift education. And your blog is a great design. What program or service is it?

    • Hi Frank! We use WordPress for the blog, and it’s a custom theme designed by the team here at Buffer. 🙂 How about you?

  • I looked at the SEO Site Checkup tool – and closed the tab after it suggested I add meta keywords tags. Buyer beware on that one 😉

    • Thanks for vetting that one, Conrad! Seems like when I ran it the results were quite comprehensive. It might be helpful to know which areas to focus on and which ones (meta keyword tags?) to put on the backburner. 🙂

  • Like the idea of similarweb – it is a great way to get a handle on competitor analysis and see what’s working for others in your niche.

  • Great collection of tools. Looking forward to trying out some of the tools I didn’t know about from the list. Thanks for putting together such as detailed post, @kevanlee:disqus!

    • Thanks, Christian! I’d love to hear if you end up using any tools in particular!

      • @kevanlee:disqus, I use Google Analytics, Google Webmaster Tools, and Moz Toolbar. They work great!

        Looking forward to trying out some of the others that are listed.

  • John Loty

    There is a lot to learn and great posts and research such as this post helps so much

    Thanks Kevan

  • Angela Booth

    Nifty, what a great collection of tools. A couple are new to me– wonderful. And a great reminder to use the tools I’d forgotten about.

    • Hi Angela! Thanks for the comment! Glad you found this post helpful!

  • I’m glad you like Browseo, thanks! 😉

    • You got it, Jonathan! You all have built a really neat tool. Congrats!

  • Hi Kevan

    This is a great list mate. I will have to make some time to go through these. Also a big thanks for mentioning my list of tools in here, I am humbled.

  • Nice list Kevan. As their US Ambassador it would be remiss of me not to let you know offers free backlink analysis of sites you own including assigning citation, trust and topical flow metrics at a granular level. If you’re not aware of them let me know and I can take you through the platform one day soon.

  • Johnathan Stevens

    Very comprehensive list of tools and best of all FREE for
    the cheap in me! Awesome!

  • It is used in the

  • Rajesh SIngh

    Very up to the mark list Kevan. I have used half of them. But i am not able to Pin it on my personal board. Thanks:)

  • Thanks for the great list of tools. Very helpful.

  • seonaresh

    This is fantastic list, having some quite popular tools and some new ones. It will definitely help, thanks for sharing

  • Amazing. This is a great list indeed. It is really helpful for a newbie like me. Thanks sir for sharing.

  • InkThemes

    A must read post I would say…

    Quite informative and balanced..

    Great content Kevan.. Loved the way you expressed it…


  • sagarnangare

    Has anyone checked SERPscope? Very amazing tool. it need to install either on local server or you can install on server which has PHP/MySQL combination.

  • dash

    how do you fix the pictures that can be compressed or lossless pictures.
    I am currently on the google developer page and also looked online to see if I can find a video of how to do so but can’t find a thing.

    Also is there a way how I can know what pictures need to be fixed, because what I see here needs to be fixed but can’t click each to see what needs to be fixed.

    Help if anyone been in this same situation

  • Thanks for the list. Few tools are paid only.. Otherwise I’m Impressive to see

  • ericvergil

    Moz toolbar is just great seo tool I have ever use.

  • Sam Fisher

    Thanks for your tools are not only free, but awesome. Except I use instead of because its “question only tab” mode, so you can generate titles for your text. Keywordtool is still useful because of its youtube functionality.
    As for ahrefs, free version lacks exporting functionality and that’s an issue.

  • Thanks for the mention, Kevan!

  • this is free version of Moz’s SEO tool URL Metrics: you can check MozRank, MozTrust, Page Authority, Domain Authority, backlink, and more with complete report.

  • Thanks to sharing article and nice services in your website etc…….

  • Eva Smith

    I can recommend SE Ranking
    as one of the greatest rank trackers. It is a great tool
    to handle competitor’s analysis, website audit, keyword rankings with
    White Label reports.

  • Raj Nijjer

    Hi Kevan,

    Great list and heavy lifting, would love for you to look at for Local listings. Think you might like it!

  • Mark Stephens

    Great tools you listed out here. But I would rather recommend instead of because of the possibility of easily creating a content plan and titles for text.

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  • techchannel24h

    I was using Pingdom to test loading speed but found its not really that reliable. GMetrix looks like a great tool so I’m glad I found your article.

  • thomhn
  • md rakib

    i looked your site checkup tool….this good thanks for it.

  • s4m56h

    You can also use this site

  • waij

    regards to free SEO tools, there are lots of available utilized for different
    purposes like checking backlinks, pageranks, market and keyword research,
    analytics etc. It will become hard to decide the relative importance and
    usability of every tool. Hence, in this post We have compiled a listing of free
    SEO tools I personally use that have made my work easier.Moz rank

  • folpyx

    Hi, I have favourite seo tool called which is tracking my keyword position in google serp. That’s really good tool.

  • buildersadelaide

    I also like ahrefs. Not sure which is the most comprehensive though!

  • jriff

    You might want to check out – it is an online webmaster tool that does a full website audit. It scans your website every 7 days.

  • Daniel Prevault

    A tool I like is for checking 404 errors on website

  • Thanks for the great selection Kevan! In case anyone needs a comparison of ecommerce platforms based on their SEO, I’ve published a really in-depth comparison here:

  • Free SEO Tools

    Really mind blowing blog post…! I like it very much..can you please check these free seo tools? and make a blog post on this?

  • Mark

    Great list!
    You can also add free Alexa rank history tracking.

  • Cristina

    Hello Kevan,
    Thanks for this great collection of tools! On we have just published some new free local SEO tools, which we want to share with you! It’s about a Keywords density tool, a Local Rank Checker and a Citation sources tool You find all these tools here:

    Can you take a look over them and give us your thoughts? We will love to hear your feedback on it and if you find them useful, we would love to see them listed in your collection of tools.

  • Amazing collection! I was also looking for this kind of collection. You can add another seo tools to check the result of Google SERP of any website. I have used many tools to check my site’s health in Google SERP. But it is totally free better than any premium seo tools.

  • Please consider a free tool I’ve been working on,

  • Thanks Kevan, great post with research!

  • Dan Ny Teast

    I made my first online check here SIGN UP & ENJOY SIMPLE JOBS & BIG MONEY.. YOU’RE WELCOME

  • angelica
  • I am a PHP Developer. I have developed several tools related to SEO and Website Analysis that are available on my website

    Kevan Please visit my website and mention my tools in your post if you like. Thanks

    • Darshan Paladiya



      Can you tell me if you can help me with my site SEO for

  • This is nice, informative post. I have been using most of the SEO tools which you tell, but some of them new for me, now I check them and find them great.

  • This is a great list, Kevin! some new ideas here I’ll be using. TY! 🙂

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  • TheMashupFactory

    great list, than you so much for sharing..

  • Great collection. Thanks for sharing this. Most of the tools are my favourite. You can even have a try with This is an On page Analysis tool and is free.

  • Great list indeed. Thanks for the tips! 🙂

  • Thank for this great list. You might have a look to a tool which offer 1000 keywords to check your ranking :

  • Its very useful list
    for my site Student
    visa Australia
    ., thank you for sharing such a useful list
    with us.

  • Minh Hoàng

    Hello, I suggest seo onpage checker is

  • Dicks Wall

    the tools you have mentioned are awesome, i am using some of them but there are tools which i haven’t used, so thanks for the post.

    • ashwin

      yes you are currect

  • Ewout

    Hi Kevin, first of all thanks for the great list. I already knew some great SEO tools, but there are always new tools to discover (I really did not know the Schema Creator, will save me a lot of time and headache!)

    I’ve been busy building my own (free) tool which can help you bulk check urls for their status (redirects, 404, etc.) and let’s you export them (or a selection). I would really be very thankful if you could check it out ( and when you like it perhaps even add it to the list.

  • I am using Quick Sprout Tool and Woorank.. These Tools are really Amazing

  • amit
  • Free domain authority checker tool –

  • Ashish Rana

    Thanks for sharing these free SEO TOOLS. These tools are very important in SEO.
    I like it.

  • Colin Boyd

    Try different way of looking at the data

  • Sarah

    The Self-Test uses Predictive Analytics, which allows you to test 1,000’s of possible combinations of an organic search result, which is significantly different to A/B Testing or Split Testing, which are limited to testing two possibilities at a time. Predikkta saves you time over traditional testing.Detail more :

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    Do you want to attract more visitors to your website in a
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  • H Kevan it’s really fantastic job . You just eased the work for any SEO professional. Some tools i am already used but will try on the rest which appeared new for me. You can also add Solid SEO Tools to your list as i got it too useful and it is 100% free . You can check it at I hope you to continue the job ahead. Thanks

  • guest

    Can you check out my free SEO website crawler app and give me some feedback?

  • liveat Devonwood

    Great collection. Thanks for sharing this. Most of the tools are my favourite.
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  • experiencesilk

    my website not coming on url.

  • Thanks for this post. I am a new blogger. I am facing problem with my page speed. My page speed is too slow. What can i do now to increase my page speed? You can check my site and give me some suggestion please.