Top 10 SEO tools in 2025: free and paid options to boost traffic
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SEO tools are crucial nowadays for marketers, as they boost keyword rankings, traffic generation, and with that, website growth. That’s why you need to explore the top SEO tools, which allow you to research keywords and monitor how they position, automate the reporting process, and even audit your website. If you’re like me and you look for a simplified workload yet high website rankings on SERPs, SEO tools are your go-to solution.
However, the saturation of the market may make it more challenging for you to pick the best free SEO tool or a paid one for your needs. So, as a Cybernews expert, this is where I come in. I reviewed numerous SEO tools together with the research team to help you make the best decision.
In today’s guide, you’ll explore the 10 best SEO tools and learn why you should use them. Plus, I’ll focus on a detailed comparison between free and paid tools, helping you select the right one for your needs and preferences. So, let’s get down to business.
Top SEO tools – shortlist
- Similarweb – the overall best SEO tool for various needs
- Semrush – best all-in-one SEO tool
- BuzzStream – best SEO for digital PR and link-building
- SE ranking – best SEO analysis tool with customization options
- Brightlocal – best all-in-one search engine ranking software
- Moz Local – best budget-friendly SEO tool
- Ahrefs – best SEO tools for keyword research
- Screaming Frog – best free SEO tool for technical functionalities
- Google Search Console – best SEO software for tracking website visits
- AccuRanker – best keyword tool for WordPress
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The best SEO tools compared
I decided to compare the top SEO tools side by side, so you can notice the differences between their essential aspects. Here’s a closer look:
| SEO tool | Best for | Standout feature | Free trial | Pricing | AI-powered features | Free version |
| Similarweb | Collecting comprehensive and precise digital data | Competitive analysis | Yes | From $199/month | Yes | No |
| Semrush | Rank tracking | Modular dashboards | Yes | From $139.95/month | Yes | Yes |
| BuzzStream | Digital PR and link-building | Buzzstream outreach feature | Yes | From $24/month | Yes | No |
| SE Ranking | Local SEO | Comprehensive local marketing dashboard | Yes | From $65/month | Yes | No |
| Brightlocal | SERP analysis | Location audits | Yes | From $39/month for 1 location | Yes | No |
| Moz local | Tracking your cross-site online presence | Monitor listing health | Yes | From $20/month | Yes | No |
| Ahrefs | Competitor research | Content Gap tool | No | From $129/month | Yes | Yes |
| Screaming Frog | Technical SEO | Extensive configuration and filtering options | No | From $259 per license/year | Yes | Yes |
| Google Search Console | Checking your site ranking in SERPs | HTML Improvements Tool | No | Free | Yes | Yes |
| AccuRanker | Tracking keywords and their ranking on Google | Advanced data segmentation | Yes | From $135.68/month | Yes | No |
Top SEO tools of 2025 – our detailed list
Now, the part you must’ve been waiting for. After thoroughly reviewing the top SEO tools, I’ve picked the best of them to cater to various needs. In my detailed list below, you’ll find detailed reviews of the top 10 SEO optimization software available today.
1. Similarweb – overall best SEO tool in 2025
| Best for: | Getting precise digital data |
| Free trial: | Yes |
| Starting price: | $199/month |
Similarweb is another reliable platform that will help you with your SEO workload. Thanks to all of its tools and features, you’ll be able to analyze your competitive landscape without any difficulties.
Why I picked it
The main reason I picked Similarweb as my #1 choice is its various use cases. Basically, you can use its multiple features for conducting digital research, stock intelligence, sales intelligence, digital marketing, and shopper intelligence.
Key features
Similarweb’s features are worth mentioning, not because there are many but because they’re effective. You can enjoy its Amazon keyword tool, ad tracking tool, keyword analytics, and backlink analytics. Furthermore, you’ll also run into keyword gap analysis, keyword generator, landing page analyzer, product ad analytics, rank tracker, and SEO site audit.
User reviews
Truspilot user reviews reveal that customers mostly like Similarweb due to the in-depth research and competitor comparisons. However, users point out that there are some issues with the billing and subscriptions.
Pricing
While Similarweb starts at $199/month for the web intelligence package, you’ll definitely get incredible value for your money. This is because all of its features are quite effective. Plus, you can always take advantage of its free trial and see whether it really works for your SEO needs.
2. Semrush – best all-in-one SEO tool
| Best for: | Rank tracking |
| Free trial: | Yes |
| Starting price: | $139.95/month |
Semrush is an all-in-one platform that allows you to get measurable results from your online marketing with ease. But what I’ll focus on today is its SEO capability that will enable you to grow organic traffic.
Why I picked it
As Semrsuh utilizes numerous features, it’s the perfect all-in-one white-label SEO for marketers. On top of this, you can also make the most out of it in content marketing, competitor research, PPC, and social media marketing.
Key features
Two of the main Semrsuh features are keyword research and rank tracking. But that’s not all. You’ll also get an on-page SEO that helps you generate new ideas, along with local SEO for attracting customers in your area by optimizing your web page for local searches. Ultimately, Semrush also comes with competitor SEO analysis and link-building.
User reviews
From fixing technical issues to enhancing e-commerce websites, users claim Semrush really helped them. Unfortunately, the pricing and billing policy is something that’s the biggest concern, as some users report unauthorized transactions.
Pricing
Semrush has three subscriptions, including Pro, Guru, and Business. The most affordable one costs $139.95/month, but you can also enjoy its benefits without paying a dime due to the free trial.
3. BuzzStream – best SEO tool for link-building
| Best for: | Digital PR and link-building |
| Free trial: | Yes |
| Starting price: | $24/month |
BuzzStream is the third-best SEO tool that I decided to share with you. While this tool helps with growing your digital PR, as an SEO specialist, you may be more interested in its link-building option.
Why I picked it
BuzzStream stands out as one of the best SEO software programs for agencies that focus on link-building. But aside from this, you can use it for public relations, content promotion, and partner recruitment. That’s why, as soon as I heard about it, I knew I had to rank it higher on my list.
Key features
Speaking of link-building, this is one of BuzzStream’s key features. In fact, it speeds up the overall research process, allowing you to navigate easily through prospect lists or add contacts to your campaign. Plus, I really liked that this SEO tool automatically collects website and social metrics. What’s more, you’ll be able to send personalized and relationship-based outreach that will boost your website rankings.
User reviews
As I analyzed numerous customer reviews, most of them praised the cost-effectiveness and the simplified workload. Still, there were some claims that BuzzStream has a bit poorer interface design than other SEO tools.
Pricing
But BuzzStream is also perfect if you’re seeking a budget-friendly SEO solution. This is because its entry plan stands at only $24/month. And the best part is that you can get a customized plan according to your needs. Lastly, there’s the 14-day free trial, which is great for some testing.
4. SE Ranking – best search engine optimization software with in-depth analytics
| Best for: | Local SEO |
| Free trial: | Yes |
| Starting price: | $65/month |
What makes SE Ranking stand out and earn fourth place on my detailed list is its balance of comprehensive yet user-friendly functionalities. This is another SEO platform that is suitable for various activities, but it mainly focuses on local SEO.
Why I picked it
Out of all the incredible things SE Ranking offers, I really liked how it has a wide range of features suitable for small, medium, and large businesses. Therefore, you can expect to enjoy a lot of useful use cases, including using it as one of the best SEO tracking tools.
Key features
Speaking of this, you can use its keyword research and rank tracker, backlink monitor and checker, and competitive research of competitors’ websites. Additionally, you’ll be able to benefit from detailed website audits, on-page SEO, and SERP checker. But what really got my attention was the availability of unique features, such as the keyword generator.
User reviews
Overall, SE Ranking is one of the SEO tools with the strongest customer rating. This is because users are satisfied with its audits and competitor research. However, they point out longer waiting times for the customer service.
Pricing
If SE Ranking is the right SEO tool for your needs, you can choose from its Essential, Pro, and Business subscriptions. The starting price is $65/month, but there’s also a 14-day free trial.
5. Brightlocal – best SEO analysis tool for SERP analysis
| Best for: | Analyzing SERP |
| Free trial: | Yes |
| Starting price: | $39/month |
Why I picked it
Brightlocal’s wide suite of features makes it the perfect SEO tool for any size of business. So, considering all of its functionalities, you can indeed use it for both small businesses and growing companies that need to boost local SERP rankings.
Key features
Brightlocal has multiple features that will help you enhance your website’s SEO. More precisely, you’ll be able to enjoy identifying, building, and updating listings, tracking listings, finding citation opportunities, monitoring your competitors, white-labeling, and syncing any changes.
User reviews
Overall, users have enjoyed using Brightlocal for years, as they claim this SEO software has really helped them with their local listings. However, the minor issues include unavailable services in some countries.
Pricing
When it comes to the price, you can get Brightlocal’s initial plan for only $39/month. But if you need more features, you can always go for its other two subscriptions. However, I really liked that you can try it out for free without entering your credit card details.
6. Moz Local – best SEO tool for automated tracking of online presence
| Best for: | Tracking online presence across various sites |
| Free trial: | Yes |
| Starting price: | $20/month |
Moz Local will help you boost your website visibility and reach. Thanks to this well-equipped platform, you can enjoy location data management, reputation management, and AI-powered insights in one centralized dashboard.
Why I picked it
As soon as I heard about Moz Local and the multiple available features, I knew I had to check it out. After carefully investigating it, I found out that this software is suitable for small businesses, large enterprises, and big agencies, as well as numerous use cases.
Key features
Moz Local SEO offers various features that can boost your SEO rankings. The most prominent ones include auto-sync listings, monitoring listing health, centralized review management, analyzing customer sentiment, rank tracking, and in-depth reporting.
User reviews
Users reveal that Moz Local works pretty well, and they were especially amused by the free SEO courses. Unfortunately, there are some billing issues that may occur.
Pricing
Another fantastic thing about Moz Local is its pricing. With three different plans, you can pick the most affordable one, which stands at $20/month. Thus, Moz Local SEO is the most budget-friendly option on my list.
7. Ahrefs – best website SEO software with various features
| Best for: | Competitor research |
| Free trial: | No |
| Starting price: | $129/month |
Ahrefs is a relatively popular SEO tool that lets you delve deeper into different aspects of your website. However, one of the things that Ahrefs is best for is doing in-depth and accurate competitor research that will help you grasp market opportunities.
Why I picked it
If you’re wondering why Ahrefs earned its place on my list, I can assure you that you’ll be able to benefit from multiple different uses. This means that you can use this SEO software regardless of whether you’re working on content or search marketing. Thanks to its accurate reports, you’ll obtain all the necessary information.
Key features
Ahrefs offers a variety of features. I’m speaking about functionalities, like exploring keywords, websites, auditing sites, analyzing competitors, tracking different rankings, and gaining valuable insights into SERP history. Plus, you can always analyze the web.
User reviews
Trustpilot reviews reveal that Ahrefs is overall a decent SEO tool. Still, users show some frustration about inaccurate reports and high monthly costs for a tool that may lag a bit too often.
Pricing
Considering the lowest Ahrefs plan of $129/month, you may think that it’s pretty expensive. But that’s only at first sight. In fact, this SEO tool is more than worth it when you think about all of the available features.
8. Screaming Frog – best free SEO platform
| Best for: | Technical SEO |
| Free trial: | No |
| Starting price: | $259 per license/year |
As I’m slowly heading toward the end of my detailed list, I want to mention a few more SEO tools I wouldn’t want to miss out on. One of them is Screaming Frog, which comes with the Screaming Frog SEO Spider tool. As a result, you’ll be able to improve your on-site SEO by checking for common issues.
Why I picked it
I picked Screaming Frog as one of the top SEO tools because of the numerous use cases. The most common ones are SEO, PPC, search engine marketing, social media marketing, content marketing, and link building.
Key features
But what actually got my attention was the suite of unique features. That said, you’ll be able to use Screaming Frog to detect broken links, audit redirects, and analyze page titles and metadata. In addition, you can also discover duplicate content, generate XML sitemaps, and track the progress of your SEO.
User reviews
Users usually state that Screaming Frog has an excellent value for the money, but the only drawback they find is the need to renew the license every year for a pretty high cost.
Pricing
Last but not least, you can even get Screaming Frog for free or pay for an annual subscription. As the free version is slightly more limited, you can get the premium one for a minimum of $259 per year/license.
9. Google Search Console – best online SEO software
| Best for: | Checking your site ranking in SERPs |
| Free trial: | No |
| Starting price: | Free |
For those who are looking for a reputable and well-proven SEO tool, I recommend Google Search Console. This Google tool helps you measure your site’s search traffic and performance, fix issues, and make your site rank high in Google Search results.
Why I picked it
While Google Search Console has a lot of perks, I mainly picked it because it’s great for anyone who’s responsible for SEO and organic search performance. Therefore, you can use it as a regular website owner, SEO specialist, developer, or digital marketer.
Key features
In the realm of features, I’d like to point out the search analytics reports, index coverage reports, performance reports, and the URL inspection tool. So, although free, you can still benefit from an SEO tool that will make your website performance a piece of cake.
User reviews
What surprised me the most was that although Google is a reputable company, the reviews for the Search Console claimed otherwise. The main concern was the inaccurate number of visitors shown.
Pricing
The best part is that Google Search Console is entirely free, making it the best SEO tool for beginners or anyone who wants to cut some monthly costs for SEO optimization.
10. AccuRanker – best SEO tool with an organic site explorer
| Best for: | Tracking keywords and their ranking |
| Free trial: | Yes |
| Starting price: | $135.68/month |
The last SEO tool on my list is AccuRanker. This tool will help you get analytical insights about your website and competitors, helping you overcome any issues and surpass your competitors.
Why I picked it
You must be wondering why I’ve picked AccuRanker. Well, you can use it regardless of your business size, meaning it’s suitable for both small and large businesses. On top of it, you can even integrate it into some of the best website builders for SEO, like WordPress.
Key features
As this is one of the best SEO software programs for keyword tracking, you can expect features like rank tracking of keywords, keyword tagging, and keyword research. However, there’s also an organic site explorer, SERP analysis, customized and automated reports, and AI-powered search intent analysis.
User reviews
Users mostly praise AccuRanker for its solid tracking features. Overall, they say that the tool does a great job. However, the most significant concern is the difficult downgrading or subscription-cancelling process.
Pricing
AccuRanker is a bit expensive, with the entry-level plan starting at $135.68/month. However, if you’re like me and want to first test it out, you can get the free trial and check out its functionalities before you make the final cut.
Alternative SEO tools
Aside from the 10 top SEO tools I reviewed, you can also find many others that will help you get the job done. Among the best SEO alternatives are Morningscore, Surfer SEO, and Yoast SEO.
Starting off with Morningscore, you’ll be able to enjoy a well-rounded SEO tool that lets you measure your organic traffic’s volume in Dollars.
Moreover, Surfer SEO is great for comparing your website content to the one site that Google ranks the highest. Once it does that, you’ll be able to see what you should improve.
Ultimately, Yoast SEO is among the most popular WordPress SEO plugins. This tool allows you to optimize technical aspects, along with keywords. The best part is that if you have a WordPress site, this plugin will automatically enhance your SEO.
How did we select these SEO tools?
In order to select the best SEO tools, I worked together with the Cybernews research team. I reviewed and analyzed a lot of different tools and finally narrowed them down to the top 10. So, here are the criteria that helped me with my final selection:
- Availability (20%). I always consider the availability of SEO tools in different world regions. This way, I ensure you won’t face any limitations and get the most out of your go-to pick.
- Reliability (20%). Another thing is that I go for SEO tools with a reliable reputation, many satisfied customers, and trustworthy services.
- Cost (10%). As price can be the determining factor, I made sure I selected those SEO software that provide an excellent value for your money.
- Use cases (10%). What’s more, I also pick SEO tools that have multiple use cases. This will enable you to benefit from them regardless of your business type.
- Integration (15%). Another thing I focus on is the integration. This refers to whether you can use SEO with some of the best website builders, so you can have an even smoother experience.
- Ease of use (15%). Lastly, I always make sure that the SEO has a straightforward setup and usage, so you can save a significant amount of time and cut your workload.
What are SEO tools?
SEO tools, also known as SEO software, help you improve some aspect of your SEO campaign. In fact, they have multiple functionalities and use cases. Some of the most common ones are search analytics, website performance analytics, automation of reporting, and AI-driven recommendations for content optimization.
That said, SEO tools are crucial for automating, streamlining, and supporting your SEO strategy. But in the competitive landscape, choosing the right one is pretty difficult. That’s why I’m here to help you.
The most common types of SEO tools are keyword research, backlink analysis, site audit, competitor analysis, and on-site SEO tools. Each of them has a different function and tackles a different issue.
But what’s even better is that nowadays, almost all of the available search engine optimization software combines these types of tools into a single solution. As a result, you can tackle different aspects of your SEO strategy at the same time.
Criteria for choosing the best SEO tools
Choosing the best SEO tools can be tricky because each has different functionality, use cases, and there are simply a lot of options. Therefore, I decided to make your process of choosing SEO software more straightforward than ever.
Let’s have a look at some crucial criteria you should consider:
- Usability: The first thing you should consider is whether the SEO tool is available in your region or type of business. Plus, don’t forget to check whether it provides all the necessary features.
- Features: The best platforms should offer automated reports, SERP analytics, competition monitoring, keyword rank tracking, keyword analysis, and on-site SEO. This will help you boost your website growth with ease.
- Pricing: You should look for budget-friendly SEO tools, but this doesn’t mean just focusing on the price. Make sure you pay attention to the price-to-value ratio, such as whether there are enough functionalities included.
- Scalability: You don’t want to be stuck with a tool that has limited resources and doesn’t allow you to grow. So, always go for SEO tools with at least three premium plans and more resources as you upgrade.
- Customer support: You should look for 24/7 customer support via various channels, such as live chat, email, blog, or FAQs. This will help you immediately solve any issue that may arise.
- Matching SEO tools to your goals: Based on your business goals, you should find an SEO tool that will cater to your needs. For example, if you require technical audits, you should look for an SEO tool that focuses on technical issues.
Free vs paid SEO tools: pros and cons
Today’s saturated market offers various SEO tools, both free and paid. However, you need to be aware that there are some crucial differences between these two types of tools.
On the one hand, free SEO tools can be great for beginners. This is because they’re easily accessible. However, despite being able to grasp the SEO tools’ functionality, you must remember that they have more limited functionalities, such as a limited number of keyword analyses.
On the other hand, paid SEO software comes with more advanced features. These include SERP analytics, on-site SEO, website audits, and competitor analysis, which justifies their higher costs.
How to use SEO tools effectively
If you want to maximize SEO software value and use these tools properly, you’re in the right place. Based on my research, I can assure you that SEO tools don’t require just creating an account. There are a few minor things to consider, despite all the automation.
For example, you should also integrate your chosen tool into your marketing strategy, so you can get more personalized recommendations. Also, make sure you engage in regular audits and monitoring of key metrics to know which areas require improvement.
Once you find the right tool and implement these tips, you can be sure that SEO strategy tools will help you improve your workflow efficiency and achieve higher website rankings on popular search engines.
Emerging SEO trends in 2025
With the constant technology development, it isn’t weird that a lot of SEO trends are emerging on a daily basis. But don’t worry. I’ve got your back.
One of the trends is entity-first and semantic SEO. Here, the focus goes from keywords to entities, relationships, and context. Based on this, marketers and content creators can target whole entities and personalize the content according to them.
Another trend is the zero-click content. As the name implies, this type of SERP refers to displaying answers to any questions at the top of the page, without requiring users to click on the link.
And of course, no trends will be complete without some AI. This is where the AI-powered search comes into play. Basically, this SEO trend combines AI to automate different aspects. More precisely, these aspects can be analyzing data, optimizing content, and predicting trends. Thus, your website will have better visibility and rankings.
Other marketing tools you might be interested in:
Conclusion
After hours of investigating the top SEO tools on the market, I finally managed to pick the best 10 software that can boost your website rankings. As my #1 choice, I selected Similarweb. This tool has all the features you may need, from keyword analytics to backlink analytics.
But if you’re looking for an alternative, feel free to check out the remaining options on my list, including Semrush, BuzzStream, SE Ranking, Brightlocal, Moz Local, Ahrefs, Screaming Frog, Google Search Console, and AccuRanker. Each of them has all the necessary features, which I managed to explore further with the help of my Cybernews research team.
But the final decision is still subjective. So, go through my detailed reviews, consider the crucial criteria, and you should make the best choice.
FAQ
What is the most used SEO tool?
The most used SEO tool is Similarweb. This tool is user-friendly yet comes with all the necessary features you may need for your SEO strategy.
Which technology is best for SEO?
HTML is the best technology for SEO. In fact, because it provides a semantic structure to web pages, it’s one of the best options for SEO.
Does Google have an SEO tool?
Yes, Google has an SEO tool. Its SEO tool is Google Search Console, which helps you grow your website, especially on the Google search engine.
What are the top techniques for SEO?
Some of the top techniques for SEO are using the right keywords, using internal links to relevant sites, improving your website loading speeds, optimizing images, and building backlinks.
Are free SEO tools as good as paid ones?
No, free SEO tools aren’t as good as paid ones. This is because they often have some limitations, mainly in their functionalities or accuracy.
What is the best SEO tool for beginners?
Google Search Console is the best SEO tool for beginners. This is because it has a simple interface and is completely free. So, you can understand how SEO tools work without paying anything.
How do I choose the best SEO tool for my business?
To choose the best SEO tool for your business, you need to consider a few crucial criteria. These include usability, features, pricing, scalability, customer support, and aligning the SEO to your business needs.
