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The Best SEO Tools for 2023

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It is now impossible to rank websites without SEO tools. SEO tools can provide crucial insights in some cases. You can create an effective digital strategy using this data. These tools provide insights into how to increase visibility and ranking on search engines. This allows businesses to reach more customers online. Search engine optimization, competitive analysis, optimization of on-pages and link development are just some of the features SEO tools offer to help businesses improve their search engine performance.

What is a SEO tool?

A SEO tool provides a website owner with valuable information and insight to improve their site’s visibility on search engines such as Google. SEO tools analyze a site’s structure and content, and make suggestions for changes that will improve its search engine friendliness. Popular SEO tools include site audits and keyword research. These tools allow site owners to understand how search engines view their site, and then make changes in order to improve their ranking on the search result pages.

Different types of SEO tools

SEO tools are available in many forms, each designed to help website owners increase their visibility on search engine results pages. Some of the most common types of SEO tools include:

Keyword research: Keyword search tools will help you identify the phrases and keywords that people use when searching for your services or products. These keywords and phrases can be used later to improve the content of your website or boost its position on search result pages.

Site Audit Tools: They examine the content and structure of a site to identify issues that may impact its search engine ranking. Broken links, redundant text, missing meta tags and too long meta tags can all be detected.

Backlink Audit Tools – Tools that analyze backlinks help website owners understand the links to their sites. This tool helps you to determine the importance and quality of these links. They use the information to improve a website’s ranking, and to avoid search engine penalties.

Rank tracking tools: These tools track the position of a website on search engines by using keywords. This tool can be used by website owners to track how their site is performing in search engine results, and identify growth opportunities.

Content optimization tools help website owners improve their content by making it more search engine-friendly. They do this by analyzing the structure, readability, and relevance of certain keywords. This can improve the position of a website in search results, and make it more attractive to potential visitors.

There are many SEO tools available to help website owners improve their ranking in search engines. Your site’s goals and objectives will determine which tools are best for you.​​​​​

The importance of selecting the right SEO tools

The choice of the right SEO tool will be crucial to the success of the search engine optimization campaign for your website. The best SEO tools will allow you to quickly identify and fix technical issues with your website, research and select appropriate keywords, as well as monitor the performance of your site in search results. In contrast, using a tool or software that’s not suitable for your site could waste time and effort and hinder your efforts to optimize the search results of your website.

You must take into consideration the unique needs and goals of your website when selecting an SEO tool. SEO tools differ in their capabilities, features, and strengths. It is important to choose a tool which will help you achieve your goals. If you want to improve your site’s ranking for a specific set of keywords, choose an SEO tool that has the ability to track rankings and conduct keyword research. Choose a powerful SEO tool to audit and analyze your website if you want to fix technical issues.

These are some of the most popular and recommended SEO tools

Google Search Console:

Google Search Console (GSC) is a free tool that Google offers to web administrators. It allows them to keep track of the visibility of their website in Google Search results. You can use GSC to see how Google indexes and searches your site, as well as data about search terms that drive traffic. It also allows you to determine which pages are receiving the most visitors. GSC will also help you fix technical problems on your site, such as crawl errors, mobile-friendly issues, and security issues.

Google offers many pros and cons.


GSC is available for free.

GSC is rich in data: GSC offers detailed information about Google’s search and indexing of your website. It also provides you with the keywords that bring visitors to your site and which pages receive the most traffic.

GSC helps you identify technical problems: GSC will help you identify technical issues, such as crawling errors and security issues that may affect your website.


GSC is limited to Google Search. GSC provides only data on your website’s performance when it comes to Google searches. It does not provide information about other search engines such as Bing or Yahoo.

You must first verify ownership of the website before using GSC. You can do this by adding HTML tags to your website’s code, or using Google Analytics.

GSC provides limited data history: GSC only offers data for the last 16 month. Your website is not the best place to track trends over time, such as year-over-year.

Google Search Console can be a valuable tool for those who want to optimize their website’s performance in Google searches. Its limitations may make it unsuitable to those who are looking for information on other search engines, or want to track trends over time.

Bing Webmaster tools

Bing Webmaster Tools, a service provided by Microsoft Bing for free, helps web administrators keep track of the presence of their website on Bing. Bing Webmaster tools will allow you to see how Bing indexes and searches your website. It will also give you information about the keywords that drive traffic to it and which pages receive the most traffic. Bing Webmaster Tools will also help you identify and fix technical problems on your website, such as crawling issues, security issues, and mobile usability issues.

Bing Webmaster tools has its pros and cons.


Bing Webmaster Tools are free.

Bing Webmaster Tools offers detailed data about the way Bing spiders your site and crawls it, as well as the keywords driving traffic and the pages receiving more traffic.

Bing Webmaster Tools can diagnose technical issues. It helps you fix crawl errors, security problems and other issues.

Webmaster Tools is easy to use, even for those without technical knowledge.


Limitation of access to Bing Search: Webmaster Tools provides only information on your website’s performance in Bing Search. This tool does not provide information about other search engines such as Google or Yahoo.

Verification is required to use Webmaster Tools. You must confirm you are the only owner of the site. You can do this by adding HTML tags to your website code, or by using Bing’s approved verification process.

Webmaster Tools provides limited data history: Webmaster Tools can only provide information for the last six months. This means that it is not the best way to track long-term changes on your website.

Bing Webmaster tools is a powerful tool that anyone can use to increase their website’s visibility in Bing searches. Its limitations may prevent users from obtaining information on other search engines, or tracking long-term trends for their website.

Google Keyword Planner

Google Keyword Planner, a free tool offered by Google, helps webmasters identify the keywords they should use for their websites and marketing campaigns. Keyword Planner allows you to search for keywords, find out how frequently they are searched and the cost of each keyword.

Keyword Planner has its pros and cons:


Keyword Planner by Google is a tool that is available for free.

Comprehensive Keyword Data: This tool provides detailed information on the popularity, competition, cost and effectiveness of keywords.

Google Keyword Planner generates ideas for keywords: It can suggest words and phrases that are related to a particular site or product.

Keyword Planner is easy to use: It has a simple and intuitive interface. Even if you have no technical knowledge, it’s easy to use.

Google Keyword Planner can go back four years.


If you don’t have an Ads account, then you won’t be able use Keyword Planner. You will only be able view general statistics about the competition and popularity of keywords if you don’t have an active Ads account.

The search engine does not find many keywords with long tails.

Google Keyword Planner can be a valuable tool for those who want to optimize their website on Google’s SERPs, or create effective ads. Its limitations may prevent users from finding information about long-tail keywords.

Google Trends

Google Trends, another free tool from Google, allows users to examine the popularity of keywords over time. You can use Trends to analyze the popularity and search volume of different terms. This information can be used for a variety of purposes, including determining the popularity of different items or topics, identifying consumer behaviour patterns, and helping to develop new content. Trends also provides information on demographics and regional popularity for specific keywords. This allows you to see how frequently they are searched by different regions and age groups and genders.

What are the pros and cons to using Trends?


Google Trends is an absolutely free tool.

Trends provides detailed data on search terms, including statistics and information about geographic and demographic popularity.

The tool allows users to easily compare keywords, and how their importance has changed over time.

The interface is easy to use: This software has a simple and intuitive user interface that makes it easy for anyone to use, even if they have little technical knowledge.

Google Trends offers information on the last 15 years.


Not very granular. The information provided by Trends is not very granular.

Google Trends can be a useful tool for those who want to know the trends of consumer behaviour and the popularity of keywords. The limitations may make it ineffective for users who are looking for information using other search engines.

Answer the Public

Answer the Public, a free keyword research tool, can help users better understand how people search for information on the Internet. The tool uses data from autocomplete search results to create visual representations for questions, prepositions, and comparisons that people make when they conduct searches. The data collected can be used to identify keywords and topics you should target in your content, as well as the users’ intent.

What are the pros and Cons of Answer the public?


Free to use: The Answer the Public tool is completely free.

Long-Tailed keywords: Answer the Public is an excellent tool for long-tail suggestions, as it generates questions that are commonly asked about your seed keyword, (the keyword that you originally input), on social media, blogs and forums. It offers comparison keywords that can help you rank well in relevant searches.

Answer The Public offers graphical representations to make it easier to understand and analyze the data.

User-friendly interface: This software is easy to use, even for those without any technical background.


No personalized results. The tool only gives you information about the general searches made by users and not the specific searches done by those who you are trying to reach. Information may not be always relevant to your site or company.

Answer the Public, in the end is a great tool to research keywords for anyone looking to improve their search engine performance and create content that resonates with users.


Ahrefs, a popular SEO tool, offers a variety of features and services to website owners and SEO experts. Ahrefs’ free “Webmaster Tools” version offers a full suite of tools. It is not the complete suite, but there are many features that webmasters can use.

Ahrefs site audit examines a site’s structure and content to identify problems that may be affecting its search engine ranking. This can include broken links (404s), redundant text and missing meta tags.

Ahrefs backlink analysis tools help website owners understand the links that lead to their site. The tool also examines the quality, relevance and anchor text of these links. These data are used to protect a website from search engine penalties and boost its ranking.

Keyword Research: The Ahrefs premium version offers a number of tools to help you research keywords. These include information about the importance of keywords, their competition and related keywords.

Rank tracking: Ahrefs’ rank tracking feature allows website owners to track their position within search results. It will allow website owners to know how their sites perform in search results, and identify areas for improvement.

What are the pros and con of using Ahrefs?


Ahrefs provides a thorough analysis. This includes technical and off-page optimization, backlinks, and keyword research.

Easy to use: The interface is simple and easy for anyone to use, regardless of their technical knowledge. The interface is technical enough to satisfy power users.

Ahrefs automates the analysis process, which can save a lot of time when compared with the manual research.


Ahrefs WebMaster Tools free version has a limit: It is only available for a single site. A subscription to the Ahrefs WebMaster tools is required for many of its features.

Ahrefs is slow. Depending on the size of the website being examined, it can take a long time to crawl the site and generate reports.

Ahrefs can be a very valuable tool to anyone who is trying to improve the SEO of their website. It’s like a Swiss army knife for SEO professionals. Its price and limitations may make it unsuitable to some users.

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