Man researching SEO on his laptop.

It can be difficult to decide how to improve your search engine optimisation. When searching the internet, you’ll find a variety of tools that can be used for SEO. I’ve compiled a list of the most popular tools out there and given a detailed description of them. 


SEMrush is a SEO tool that focuses on keyword research, but comes with a number of unique features compared to other SEO tools. The “Competitive Research” feature provides comprehensive insights into a website’s competitors, including their organic search traffic, backlinks, and ranking positions. Users can also compare their website’s performance against their competitors. SEMrush’s “Keyword Research” tool provides data on search volume, competition, and related keywords for any given keyword. Users can also view keyword trends and top-performing pages for a particular keyword. SEMrush provides a “Site Audit” that tool crawls and analyzes a website’s technical SEO issues, including broken links, duplicate content, and other on-page optimization factors.  


Ahrefs is a SEO tool that specialises in tracking backlinks. A backlink is a link from another website to that web resource. Ahrefs offers more detailed data on your website’s backlink profile, as it has a more comprehensive database of links. This means that if they are any broken links pointing to or from your website, this tool will pick up on it. One special feature of Ahrefs is its link analysis feature. You can see not only how many outbound links a site has, but also the quality of those links. This is useful information to have when you’re trying to determine whether or not a site is worth linking to. 

Moz Pro  

Moz Pro is an SEO tool that offers SEO features such as keyword research, site audits, rank tracking, and backlink analysis. Moz Pro also offers on-page optimisation recommendations and content analysis tools to help improve website content and structure. This tool also includes a range of educational resources, including webinars, guides, and a community forum, to help users stay up to date with the latest SEO trends and best practices. 

Google Analytics  

Google Analytics is a free tool that provides detailed insights into website traffic and user behaviour, such as how visitors interact with a website, how they arrived on the site, which pages they viewed, how long they stayed, and which actions they took. This information can help website owners understand their audience, improve website performance, and optimize marketing strategies. Google Analytics can track website traffic from a variety of sources, including search engines, social media, email campaigns, and paid advertising. The tool also offers a range of features, including real-time data and customizable reports. 

Google Search Console 

Google Search Console is a free tool that allows you to monitor your website’s performance in Google search results. As a Google tool, it has a variety of features.

Performance Report: Google Search Console’s Performance report provides data on how a website’s pages are performing in Google search results, including impressions, clicks, click-through rate (CTR), and average position. Users can also view data on specific queries, pages, countries, and devices. 

URL Inspection Tool: Google Search Console’s URL Inspection tool allows users to check how Google crawls and indexes a specific URL on their website. Users can also see if there are any issues that prevent the URL from appearing in Google search results. 

Coverage Report: Google Search Console’s Coverage report shows a list of all URLs on a website that Google has indexed and highlights any errors or issues that prevent URLs from being indexed. 

Mobile Usability Report: Google Search Console’s Mobile Usability report shows how a website performs on mobile devices and highlights any issues that may affect the user experience on mobile. 

Security Issues Report: Google Search Console’s Security Issues report alerts users if there are any security issues on their website, such as hacked content, malware, or phishing. 

Sitemap Submission: Google Search Console allows users to submit a sitemap of their website to help Google better understand the website’s structure and content. 


Google Search Console displaying a graph.