The SEO industry has full of SEO tools and hacks to help SEOs and digital marketers to do their job better. Some tools are free, others require a small fee. These tools exist to help you perform your job better and to help advance the industry. However, remember tools are just tools, they help speed up your work, but the data from these tools still need to be analyzed and good SEOs know how to take appropriate actions based on the data and information from these SEO tools.
I have put together the tools that most of SEO consultants and analysts use to complete a complete SEO audit and to do their everyday jobs. Note, since the SEO industry evolves so frequently, some SEOs come and go, new tools appear every day, this list might not be the most up to date when you read it, but it is pretty exhausted at the time of publication.
Screaming Frog is a great tool that gives you a quick overview of your site. It has both free and paid version (approx. $165 per year).
Pro Tip: Use the contain function to check comment count. If your comments have a unique class, you can easily have Screaming Frog check the html for that class. Each class equals a comment.
If you do not want to spend $$ on Screaming Frog, you can opt for Xenu. It’s FREE.
Pro Tip:The best use of Xenu is to create a working sitemap. There are many alternative tools out there for creating XML sitemap, but I feel Xenu does quite nicely. Xenu can also be used to find missing alt text for your images.
Excel should be your best buddy. You could opt for alternative: Google Docs.
Pro Tip: You should know (or at least learn) how to use pivot tables to analyze large set of links and data generated from SEO Tools like Screaming Frog.
Opensite is a Moz tool (both paid and free) used to analyze backlinks.
Pro Tip: Download your backlinks into a CSV, strip everything after the .com, .edu, .org, using: =USBSTITUTE(A1, TRIM(LEFT(RIGHT(SUBSTITUTE(A1, “/”, REPT(“”,100)), 100),100)),””), so you are left with only the root domain, and check for sitewide links. These sitewide links from outside sources could harm your backlink profile.
This is also used to analyze large amounts of information, similar to MySQL, but more user-friendly.
Pro Tip: Sometimes Excel cannot handle your massive data, start using Sequel Pro. It can help you quickly sift through your data then export to CSV for analyzing in Excel.
Another backlink tool (both paid and free)
Pro Tip: The best way to use Majestic is to check cumulative growth for links. You can learn a lot just from their free tool. Majestic will also give you free Trust Flow. Explore and learn as much as you can.
This is another backlink tool (both paid and free)
Pro Tip: After running the analysis on your site with this backlink tool, look at domains, not page level links, because they are the only ones that matter.
This is a web ranking and competitive analysis tool. It provides web activities for a specific domain you type in.
Pro Tip: Use this tool to check out your competitors.
This provides links to older versions of a webpage.
Pro Tip: use the archive to check for moved pages or broken links. You can use the archive to check if your old links are still active.
Pingdom provides free tools that analyze your page’s speed performance as well.
Pro Tip: Use Pingdom to follow your traceroute. Although you can use the terminal for this, use Pingdom to check up on your hosting provider. Don’t assume that you are on a good hosting service.
This is a free tool that help you analyze your site’s sped performance. Page Speed, YSlow and GTmetrix are all great tools for this.
Pro tip: Use the history tab to check the archived speed of your site. If you have a slower report, it may just be that your server is being hammered.
Searchmetrics suite allows you to monitor keywords, analyze rankings, evaluate links and compare the SEO visibility of domains.
Pro Tip:This is another great to check out your competitor’s keywords.
Rich Snipplets Testing Tool
This lets you check your markup and make sure that Google can extract the structure
Pro Tip: Don’t tell Google too much. It could hurt your CTR.
The WDG Validator will check the syntactical correctness of your HTML to help you produce more accessible web pages.
Pro Tip: Start here when you are doing a site audit. The validator can tell you if you have open tags, open divs, or huge errors.
This is a competitive research tool that provides data on competitors’ and industry leaders’ online marketing.
Pro Tip: Use it to study your competitors to get more keyword ideas which can give you more traffic.
Ayima Chrome Plugin
This is a Chrome extension that check HTTP Status Codes and redirects on the webpage you are visiting. Highly recommended and it will make your life so much easier.
Pro Tip: if this extension shows 4 or more redirects on your site, you’d want to lessen the redirects. Google does not want to follow too much redirects.
This is a free SEO toolbar from Moz. It gives you a quick overview of SEO factors of the site you are on.
Pro Tip: Check out the cached version of the webpage with the Moz Bar. It will let you know if your page is indexed, and clicking on it will show you exactly what Google sees when it crawls and indexes the page.
This tool allows you to see your Google organic visit data overlaid with Google’s major algorithm updates, and then dig into your data.
Pro Tip: Run this tool after every major Google update.
This is a free social media tool that allows you to identify the influencers and your competitor’s most shared content and find out who shared their content.
Coda is a text editor used for building sites.
Pro Tip: Use Coda to mass edit your data. Coda can quickly strip your data, find and replace, and make a great place for writing.
Draft is an application that you can use on your desktop to compose anything from blog articles to technical copy.
Pro Tip: Use Draft instead of trying to write in WordPress.