In 2025, SEO (Search Engine Optimization) remains a critical factor for online success, but the landscape has evolved significantly. With Google’s AI-driven updates, automation, and an increased focus on user experience, traditional SEO methods are no longer enough. AI-powered algorithms like BERT and MUM now analyse search intent more accurately, making keyword research and content optimisation more complex.
Google’s Core Web Vitals and page experience updates prioritise fast, mobile-friendly websites, forcing businesses to focus on technical SEO and site performance. As voice search and visual search continue to rise, marketers must adapt their SEO strategies to cater to new ways users search for information. With countless SEO tools available, choosing the right one can be overwhelming. Whether you’re a business owner, marketer, or SEO professional, selecting the best tools depends on your goals, budget, and expertise.
Best 15 Tools Used For Seo in 2025
Semrush
Semrush is one of the most comprehensive all-in-one SEO and digital marketing tools available in 2025. It is widely used for keyword research, competitor analysis, backlink tracking, site audits, content optimisation, and PPC (Pay-Per-Click) campaign management. With its robust database and AI-driven insights, Semrush allows businesses, marketers, and SEO professionals to gain a competitive edge by uncovering market trends, identifying ranking opportunities, and tracking their SEO performance in real time.
Semrush offers over 50 SEO and digital marketing tools, making it a preferred choice for agencies, enterprises, and even individual bloggers looking to enhance their online presence.
Key Features
- Keyword Magic Tool – Provides extensive keyword research and suggestions, including long-tail keywords and search intent analysis.
- Competitive Research – Allows users to analyse competitor traffic, top-ranking keywords, and paid ad strategies.
- Site Audit – Identifies technical SEO issues like broken links, duplicate content, and slow-loading pages.
- Backlink Analytics – Tracks backlink profiles, helping users discover new link-building opportunities.
- Content Marketing Toolkit – Assists in optimising content for search engines and audience engagement.
- PPC Advertising Insights – Helps users improve their Google Ads strategy by analysing competitors’ ad placements and keywords.
| Pros | Cons |
| ✅ Comprehensive Data & Insights – Offers detailed SEO, PPC, and content marketing analysis. | ❌ Expensive for Beginners – Higher pricing plans may not be affordable for small businesses. |
| ✅ Competitor Analysis – Provides deep insights into competitors’ SEO strategies and traffic sources. | ❌ Steep Learning Curve – Requires time and practice to utilise all features fully. |
| ✅ Powerful Site Audits – Helps identify and fix technical and on-page SEO issues. | ❌ Limited Free Plan – Free users can access only a small portion of the data. |
| ✅ User-Friendly Dashboard – The interface is intuitive and well-organized despite its many tools. | ❌ Keyword Limitations – The number of keyword searches is restricted based on the pricing plan. |
| ✅ AI-Powered Recommendations – Provides smart suggestions for content and keyword strategy improvements. | ❌ Can Be Overwhelming – The vast number of features might be too much for beginners. |
Ahrefs
Ahrefs is one of the most powerful SEO tools for backlink analysis, keyword research, and competitor tracking. It is widely used by digital marketers, content creators, and SEO professionals to analyse websites, track rankings, and optimise for search engines. Known for its massive backlink database and highly accurate keyword difficulty scores, Ahrefs helps businesses identify ranking opportunities, monitor competitors, and improve link-building strategies.
Ahrefs is particularly strong in off-page SEO, making it an essential tool for backlink tracking and domain authority analysis. Its Site Explorer, and Content Explorer features provide valuable insights into trending topics and high-performing content.
Key Features
- Backlink Analysis – One of the largest and most updated databases for tracking referring domains and link-building opportunities.
- Keyword Explorer – Provides accurate keyword difficulty scores, search volume, and SERP analysis.
- Site Audit – Identifies technical SEO issues and suggests improvements.
- Rank Tracker – Monitors keyword rankings over time and compares performance against competitors.
- Content Explorer – Helps find high-performing content ideas based on backlinks and social shares.
- Competitive Research – Unveils competitors’ top-performing keywords, backlinks, and traffic sources.
| Pros | Cons |
| ✅ Massive Backlink Database – One of the most extensive and frequently updated backlink databases. | ❌ No Free Version – Unlike some competitors, Ahrefs does not offer a free plan. |
| ✅ Accurate Keyword Difficulty Scores – Helps users assess the difficulty of ranking for specific keywords. | ❌ UI Can Be Complex – The dashboard has many features, which may take time for beginners to learn. |
| ✅ Excellent Competitor Research – Provides in-depth insights into competitors’ SEO strategies. | ❌ Expensive for Small Businesses – Premium pricing makes it less accessible for smaller teams or startups. |
| ✅ Detailed Site Audit Reports – Identifies on-page and technical SEO issues effectively. | ❌ Limited PPC Insights – Unlike Semrush, it lacks robust PPC and advertising tools. |
| ✅ Content & Link Opportunities – Helps find content gaps and link-building prospects. | ❌ Limited Keyword Tracking in Lower Plans – The number of tracked keywords depends on the subscription plan. |
Keywords Everywhere
Keywords Everywhere is a browser extension designed to provide real-time keyword data directly in search engine results. It helps SEO professionals, bloggers, and digital marketers by displaying search volume, cost-per-click (CPC), and competition metrics within Google Search, YouTube, Amazon, and other platforms.
Unlike traditional SEO tools that require logging into a dashboard, Keywords Everywhere integrates directly into your browser (Chrome & Firefox), making keyword research fast, seamless, and accessible while browsing. It is an excellent tool for quick keyword insights without opening a separate platform.
Key Features
- Search Volume & CPC Data – Displays keyword search volume, CPC, and competition directly in Google Search.
- Keyword Suggestions – Provides a list of related and long-tail keywords based on user queries.
- Competitor Keyword Insights – Shows the keywords websites rank for when viewing their pages.
- Trend Data – Displays historical search trends for better forecasting.
- Works on Multiple Platforms – Supports Google, YouTube, Amazon, eBay, and more.
- Affordable Credit-Based Pricing – Users can purchase credits to access premium data without a recurring monthly fee.
| Pros | Cons |
| ✅ Easy to Use – Seamless browser integration, no need to switch between tools. | ❌ Limited Advanced SEO Features – Lacks technical SEO, backlink analysis, and rank tracking. |
| ✅ Affordable Pricing – Budget-friendly compared to premium SEO tools. | ❌ Only Works in Browsers – Does not offer a standalone platform for deeper analysis. |
| ✅ Provides Real-Time Insights – Displays keyword data directly in search results. | ❌ Requires Paid Credits for Full Data – The free version offers limited access to metrics. |
| ✅ Great for Quick Keyword Research – Ideal for content creators and bloggers. | ❌ Lacks In-Depth Competitor Research – Not as comprehensive as Semrush or Ahrefs. |
| ✅ Works on Multiple Platforms – Google, YouTube, Amazon, and more. | ❌ No Site Audit Capabilities – Does not provide technical SEO reports. |
AnswerThePublic
AnswerThePublic is a visual keyword research tool that generates real-time user queries based on search engine autocomplete suggestions. Instead of providing just keywords, it offers questions, comparisons, and related topics that people actively search for online.
This tool is particularly useful for content creators, bloggers, and SEO professionals seeking topic ideas and long-tail keyword opportunities. The data is presented in an interactive visual format, making identifying trends and content gaps easy.
Key Features
- Question-Based Keyword Research – Generates “who,” “what,” “where,” and “how” queries to help create user-focused content.
- Visual & List-Based Data Representation – Displays keyword ideas organised and engagingly.
- Long-Tail Keyword Discovery – Helps uncover niche keyword opportunities for better SEO targeting.
- Competitor Analysis (Pro Version) – Provides insights into competitors’ top-ranking content.
- Search Listening Alerts – Tracks emerging trends in your industry by monitoring search behaviour.
| Pros | Cons |
| ✅ Great for Content Ideation – Helps generate blog topics and FAQs based on real user queries. | ❌ Limited Free Searches – The free version has restricted daily searches. |
| ✅ Easy Interface – User-friendly and visually engaging tool. | ❌ Lacks In-Depth Keyword Metrics – Does not provide search volume, CPC, or competition data. |
| ✅ Visual Keyword Mapping – Presents ideas in a mind-map style, making brainstorming easier. | ❌ Not a Complete SEO Solution – Requires pairing with other tools for full keyword research. |
| ✅ Uncovers Long-Tail Keywords – Helps find low-competition content opportunities. | ❌ Data Can Be Overwhelming – The sheer volume of suggestions might be hard to filter. |
| ✅ Great for SEO & Social Media Content – Works well for blog, video, and social media topic generation. | ❌ Pro Version Required for Advanced Features – Paid plan needed for additional insights and competitor tracking. |
Surfer SEO
Surfer SEO is an AI-powered content optimisation tool that helps businesses and content creators enhance on-page SEO by analysing the top-ranking pages on SERPs (Search Engine Results Pages). Unlike traditional SEO tools, Surfer SEO focuses on content structure, keyword density, NLP (Natural Language Processing) optimization, and SERP correlation analysis to improve rankings.
It provides real-time content grading, keyword suggestions, and AI-driven SEO recommendations based on the best-performing content in search results. This makes it an essential tool for bloggers, digital marketers, and SEO specialists looking to optimise existing and new content for higher rankings.
Key Features
- Content Editor – Provides real-time SEO recommendations while writing content.
- SERP Analyzer – Analyzes top-ranking pages to determine the best SEO practices for a given keyword.
- Keyword Research & Clustering – Groups keywords based on search intent and relevance.
- AI-Powered NLP Optimization – Suggests relevant terms and phrases to improve content ranking.
- Audit Tool – Compares your content against competitors and provides improvement suggestions.
- Plagiarism Checker (Pro Version) – Ensures content originality to avoid duplicate issues.
| Pros | Cons |
| ✅ Helps with On-Page SEO – Analyzes ranking factors like keyword density, structure, and readability. | ❌ Can Be Pricey – Higher pricing plans may not be budget-friendly for small businesses. |
| ✅ Detailed Analysis of Top-Ranking Pages – Provides insights into why competitors rank higher. | ❌ Requires Time to Understand – Features and recommendations may take time to get used to. |
| ✅ AI-Driven Content Optimization – Uses NLP and AI to suggest relevant terms and structure. | ❌ Limited Technical SEO Features – Lacks advanced backlink analysis and site auditing. |
| ✅ Content Audit & Improvement Suggestions – Helps optimise existing content based on SERP trends. | ❌ Best Used with Other SEO Tools – Works well with keyword research tools but isn’t an all-in-one solution. |
| ✅ Real-Time Content Score & Feedback – Provides instant feedback while writing. | ❌ Keyword Research Could Be More Advanced – Not as detailed as tools like Ahrefs or Semrush. |
seoClarity
seoClarity is an AI-powered enterprise-level SEO platform that provides deep insights into rank tracking, site optimisation, content performance, and competitor analysis. It leverages machine learning and big data analytics to help businesses improve their SEO strategies at scale.
Unlike traditional SEO tools, seoClarity focuses on real-time data, automation, and AI-driven recommendations, making it a preferred choice for large businesses, digital agencies, and enterprise-level SEO teams. Its comprehensive site auditing, keyword ranking insights, and competitor research allow companies to make data-driven decisions that enhance their organic visibility.
Key Features
- AI-Driven Rank Tracking – Provides accurate and real-time keyword ranking data.
- SEO Automation – Uses AI to automate common SEO tasks and generate insights.
- Site Auditing – Detects technical SEO issues affecting website performance.
- Competitor Benchmarking – Compares SEO performance with competitors.
- Content Optimization – Offers NLP-driven insights to improve content relevance and ranking.
- Customisable SEO Dashboards – Allows users to create personalised SEO reports.
| Pros | Cons |
| ✅ Data-Driven Insights – Uses AI and big data for deep SEO analysis. | ❌ Expensive – High pricing makes it suitable mainly for large enterprises. |
| ✅ Enterprise-Level Features – Ideal for large-scale SEO teams and agencies. | ❌ Not Ideal for Small Businesses – Features may be too advanced or unnecessary for smaller websites. |
| ✅ Real-Time Rank Tracking – Provides immediate ranking updates instead of delayed reports. | ❌ Complex Interface – Requires SEO expertise to navigate effectively. |
| ✅ AI-Powered SEO Automation – Reduces manual SEO tasks and saves time. | ❌ Overwhelming Amount of Data – This may be too complex for beginners. |
| ✅ Competitor & Market Analysis – Helps businesses stay ahead with data-driven comparisons. | ❌ No Free Plan – Requires a paid subscription for access. |
SE Ranking
SE Ranking is an affordable all-in-one SEO platform that offers keyword tracking, site audits, backlink monitoring, and competitor analysis. It is designed for small businesses, freelancers, and digital agencies and provides a budget-friendly alternative to high-end SEO tools like Semrush and Ahrefs.
Despite being a cost-effective solution, SE Ranking delivers accurate keyword tracking, in-depth website audits, and useful SEO recommendations. Its cloud-based platform ensures easy access, making it ideal for beginner to intermediate SEO users who need essential SEO features without the high costs.
Key Features
- Keyword Rank Tracker – Monitors keyword rankings across search engines.
- Website Audit Tool – Identifies on-page and technical SEO issues.
- Backlink Monitoring – Tracks acquired and lost backlinks over time.
- Competitor Analysis – Provides insights into competitors’ SEO strategies.
- SEO Reporting & White Labeling – Ideal for agencies that manage multiple clients.
- Local SEO Tracking – Helps businesses track rankings in specific regions.
| Pros | Cons |
| ✅ Budget-Friendly – More affordable than premium SEO tools. | ❌ Limited Advanced Features – Lacks AI-driven SEO recommendations. |
| ✅ Accurate Keyword Tracking – Provides precise ranking updates. | ❌ Slower Updates – Data refresh rates are less frequent than premium tools. |
| ✅ Comprehensive Website Audits – Identifies SEO issues for better optimisation. | ❌ Backlink Database is Smaller – Not as extensive as Ahrefs or Semrush. |
| ✅ User-Friendly Interface – Easy to navigate, even for beginners. | ❌ Less Effective for Enterprise SEO – Not suitable for large-scale businesses with complex needs. |
| ✅ Good for Local SEO – Provides local keyword tracking and insights. | ❌ Limited PPC & Advertising Features – Not as strong in paid search analytics. |
Screaming Frog SEO Spider
Screaming Frog SEO Spider is a website crawling tool that detects technical SEO issues such as broken links, duplicate content, missing metadata, and site structure errors. It is widely used by SEO professionals, web developers, and digital marketers to analyse websites and improve their technical health.
Unlike cloud-based SEO tools, Screaming Frog runs locally on a computer, allowing users to crawl websites quickly and extract valuable SEO data. It is particularly useful for large websites with complex structures, where manual audits would be too time-consuming.
Key Features
- Website Crawling & Audit – Scans websites for SEO issues like broken links and duplicate content.
- Metadata Analysis – Identifies missing, duplicate, or poorly optimised title tags and meta descriptions.
- Redirect Chain Detection – Finds problematic redirects that affect SEO performance.
- Page Speed Insights – Integrates with Google’s PageSpeed API to analyse load times.
- Structured Data & Schema Validation – Checks for proper implementation of schema markup.
- XML Sitemap Generation – Helps create and validate sitemaps for search engines.
| Pros | Cons |
| ✅ Great for Site Audits – Quickly identifies technical SEO issues. | ❌ Requires SEO Knowledge – Beginners may struggle to interpret the data. |
| ✅ Free Version Available – Allows free crawling of up to 500 URLs. | ❌ UI Not Beginner-Friendly – The interface is data-heavy and complex for new users. |
| ✅ Fast Website Crawling – Quickly scans even large websites for errors. | ❌ Not a Cloud-Based Tool – Must be installed locally on a PC or Mac. |
| ✅ Highly Customizable Reports – Users can extract detailed reports based on their needs. | ❌ No Direct Keyword or Backlink Analysis – Focuses only on technical SEO. |
| ✅ Integrates with Google Analytics & Search Console – Provides additional insights from Google’s data. | ❌ Resource-Intensive – Crawling large websites can use significant system memory. |
Yoast SEO
Yoast SEO is one of the most popular WordPress plugins for on-page SEO optimisation. It helps website owners improve search engine rankings by optimising their content, meta descriptions, titles, and readability.
Designed primarily for WordPress users, Yoast SEO provides real-time SEO analysis and content readability checks to ensure that web pages are optimised for both search engines and user experience. It is widely used by bloggers, businesses, and digital marketers who rely on WordPress for their websites.
Key Features
- On-Page SEO Optimization – Suggests improvements for titles, meta descriptions, and keyword usage.
- Readability Analysis – Ensures content is easy to read and well-structured.
- XML Sitemap Generation – Automatically creates sitemaps to help search engines index content.
- Breadcrumb Navigation – Improves site navigation for better user experience.
- Canonical URLs – Prevents duplicate content issues by setting canonical tags.
- Schema Markup Integration – Helps search engines understand content better.
- Redirect Manager (Premium Version) – Fixes broken links and 301 redirects efficiently.
HubSpot SEO
HubSpot SEO is a content-driven SEO tool integrated within HubSpot’s inbound marketing platform. It helps businesses optimise their blog posts, landing pages, and website content to rank higher on search engines while seamlessly aligning SEO with content marketing and customer engagement strategies.
Unlike standalone SEO tools, HubSpot SEO focuses on content strategy, topic clusters, and automation to help businesses build a strong online presence. It is particularly beneficial for businesses that already use HubSpot for CRM, email marketing, and sales automation.
Key Features
- SEO Recommendations – Provides on-page SEO suggestions for content optimization.
- Topic Clusters & Pillar Pages – Helps structure content to improve search rankings.
- Content Strategy Integration – Aligns SEO with inbound marketing efforts.
- Website & Blog Optimization – Ensures HubSpot-hosted pages follow SEO best practices.
- Automated Reporting – Tracks rankings and provides performance insights.
- Lead Generation & CRM Integration – Combines SEO with sales and marketing automation.
| Pros | Cons |
| ✅ Great for Inbound Marketing – Aligns SEO with content marketing and lead generation. | ❌ Expensive for Full Features – A premium HubSpot plan for advanced SEO tools is required. |
| ✅ Easy Automation – Integrates SEO suggestions within the HubSpot CMS. | ❌ Not as Advanced in SEO-Specific Tools – Lacks deep backlink analysis and keyword tracking like Semrush or Ahrefs. |
| ✅ User-Friendly for Beginners – Simple interface, especially for content marketers. | ❌ Limited for Non-HubSpot Users – Best suited for those already using HubSpot’s ecosystem. |
| ✅ Helps with Content Organization – Uses topic clusters to improve site structure. | ❌ No Standalone SEO Tool – Functions as part of HubSpot’s marketing platform. |
| ✅ SEO & CRM Integration – Connects SEO data with customer relationship management. | ❌ Limited Free Features – Basic SEO tools are included, but premium plans unlock more capabilities. |
BuzzSumo
BuzzSumo is a content research and trend analysis tool that helps marketers discover popular topics, viral content, and backlink opportunities. It is widely used by content creators, digital marketers, and social media managers to track trending content and analyse audience engagement.
Unlike traditional SEO tools, BuzzSumo focuses on content marketing by identifying high-performing blog posts, articles, and social media trends. This makes it an excellent choice for businesses looking to boost brand visibility and engagement through content-driven strategies.
Key Features
- Content Discovery – Identifies trending topics across different industries.
- Social Media Insights – Tracks social shares and engagement metrics.
- Competitor Content Analysis – Reveals top-performing content from competitors.
- Backlink Tracking – Identifies pages with the most backlinks for link-building strategies.
- Influencer Identification – Helps find industry influencers for content promotion.
- Content Alerts – Sends notifications for trending topics and brand mentions.
| Pros | Cons |
| ✅ Great for Content Marketing – Helps generate content ideas based on trending topics. | ❌ Expensive – Premium plans can be costly for small businesses. |
| ✅ Social Media Insights – Tracks how content is shared and engaged on social platforms. | ❌ Limited SEO-Focused Features – Lacks core SEO tools like keyword research and technical audits. |
| ✅ Backlink Analysis – Identifies content that attracts the most backlinks. | ❌ No Rank Tracking – Does not track keyword rankings or search engine positions. |
| ✅ Competitor Content Research – Helps analyse competitors’ top-performing content. | ❌ Limited Free Plan – Free users have restricted searches and data access. |
| ✅ Influencer Identification – Assists in finding key influencers for content promotion. | ❌ Not a Complete SEO Tool – Works best when paired with tools like Semrush or Ahrefs. |
Mangools
Mangools is a beginner-friendly SEO suite that provides keyword research, rank tracking, backlink analysis, and SERP tracking at an affordable price. It is designed for small businesses, bloggers, and freelancers who need essential SEO tools without the complexity and high cost of premium platforms like Semrush or Ahrefs.
Mangools includes a set of five integrated SEO tools:
- KWFinder (keyword research)
- SERPChecker (SERP analysis)
- SERPWatcher (rank tracking)
- LinkMiner (backlink analysis)
- SiteProfiler (website SEO metrics)
This suite balances usability and affordability, making it an attractive choice for users new to SEO.
Key Features
- KWFinder – Finds long-tail, low-competition keywords with accurate search volume data.
- SERPChecker – Analyzes search results to assess keyword difficulty.
- SERPWatcher – Tracks keyword rankings and performance over time.
- LinkMiner – Provides backlink analysis with filtering options.
- SiteProfiler – Offers domain authority metrics and competitor insights.
- User-Friendly Interface – Simplifies SEO research for beginners.
| Pros | Cons |
| ✅ User-Friendly – Simple and easy-to-use interface, great for beginners. | ❌ Not as Powerful as Semrush or Ahrefs – Lacks advanced competitor research and deep backlink data. |
| ✅ Affordable for Small Businesses – Cost-effective compared to premium SEO tools. | ❌ Limited Free Version – Free users have restricted access to data and searches. |
| ✅ Accurate Keyword Research Tool – KWFinder provides valuable long-tail keyword suggestions. | ❌ No Full Technical SEO Audit – Does not provide in-depth site crawling like Screaming Frog. |
| ✅ Good Rank Tracking Features – SERPWatcher helps monitor keyword performance. | ❌ Limited Backlink Database – LinkMiner’s backlink index is less extensive than Ahrefs’. |
| ✅ Multiple Tools in One Suite – Covers most basic SEO needs. | ❌ No AI-Driven SEO Suggestions – Lacks AI-powered optimisations found in Surfer SEO. |
SEMrush Copilot AI
SEMrush Copilot AI is an AI-powered SEO assistant integrated within Semrush, designed to provide automated insights, content recommendations, and time-saving SEO strategies. It leverages machine learning and AI algorithms to analyse website performance and suggest actionable steps for improving rankings.
This tool is particularly useful for SEO professionals, content marketers, and businesses who want AI-driven recommendations without manually analysing large sets of SEO data. However, since it is exclusive to Semrush users, it requires a premium Semrush subscription.
Key Features
- AI-Generated SEO Insights – Provides instant suggestions based on site performance.
- Automated Keyword & Content Recommendations – Suggest content topics and optimisation tips.
- Technical SEO Alerts – Notify users about broken links and slow-loading pages.
- Competitor Insights – Uses AI to analyse competitor strategies and suggest improvements.
- User-Friendly Automation – Reduces manual effort in SEO strategy planning.
- Integrated with Semrush Toolkit – Works seamlessly with other Semrush features.
| Pros | Cons |
| ✅ Automated Insights – AI-powered suggestions improve SEO efficiency. | ❌ Only Available in Semrush – Requires a Semrush account to access. |
| ✅ Time-Saving Recommendations – Reduces the need for manual analysis. | ❌ Requires Premium Subscription – Not included in the free Semrush plan. |
| ✅ AI-Driven Keyword & Content Suggestions – Helps improve content strategy. | ❌ Limited Customization – AI suggestions may not always fit unique SEO needs. |
| ✅ Identifies Technical SEO Issues – Alerts users about website problems. | ❌ Best Used with Other Semrush Features – Works as an add-on rather than a standalone tool. |
| ✅ Competitor Research Assistance – Analyzes and suggests improvements based on competitor performance. | ❌ Not Ideal for Beginners – Users need basic SEO knowledge to interpret AI insights. |
Sitebulb
Sitebulb is a technical SEO audit tool that provides in-depth website analysis with visual reports. It helps SEO professionals, web developers, and agencies identify and fix site structure issues, technical errors, and indexing problems that could impact search engine rankings.
Unlike other auditing tools, Sitebulb focuses on data visualisation, making complex SEO issues easier to understand. It is particularly useful for large websites with deep page hierarchies that require comprehensive crawling and reporting.
Key Features
- Website Crawling & Technical SEO Audit – Identifies issues like broken links, duplicate content, and missing metadata.
- Visual SEO Reports – Uses interactive graphs and charts to present SEO insights.
- Page Speed & Performance Analysis – Evaluates Core Web Vitals and load times.
- Internal Link Analysis – Helps optimise site structure and navigation.
- Structured Data & Schema Validation – Ensures correct schema markup implementation.
- Audit History & Comparisons – Allows users to track SEO improvements over time.
| Pros | Cons |
| ✅ Detailed Reports – Provides extensive insights into technical SEO issues. | ❌ Requires Technical SEO Knowledge – Beginners may find it complex to interpret reports. |
| ✅ Great for Identifying Site Structure Issues – Helps improve internal linking and navigation. | ❌ Can Be Resource-Intensive – Crawling large sites may slow performance on less powerful machines. |
| ✅ Visual Reporting & Data Insights – Makes SEO analysis more intuitive. | ❌ Not a Cloud-Based Tool – Needs to be installed on a computer. |
| ✅ Core Web Vitals & Page Speed Analysis – Helps optimise website performance. | ❌ No Keyword Research or Backlink Analysis – Focuses only on technical SEO. |
| ✅ Audit Tracking & Comparisons – Users can monitor website improvements over time. | ❌ Paid Subscription Required for Full Features – The free version has limited crawling capabilities. |
Advanced Web Ranking
Advanced Web Ranking (AWR) is a specialised rank-tracking tool that provides detailed keyword ranking reports for SEO professionals, agencies, and businesses. Unlike all-in-one SEO platforms, AWR is dedicated to rank tracking and offers highly accurate, localised, and customisable ranking insights across different search engines.
AWR is particularly useful for large-scale SEO campaigns that require tracking thousands of keywords across multiple locations and devices. It supports desktop, mobile, and local SEO rank tracking, making it a preferred choice for agencies managing clients with different target regions.
Key Features
- Accurate Rank Tracking – Monitors keyword positions across Google, Bing, Yahoo, and other search engines.
- Localised Rank Tracking – Tracks rankings for specific locations, cities, and countries.
- Competitor Benchmarking – Compares keyword rankings against competitors.
- Customisable SEO Reports – Allows users to create tailored ranking reports.
- SERP Feature Tracking – Monitors search features like featured snippets, local packs, and knowledge panels.
- API Integration – Connects with other tools and platforms for advanced reporting.
| Pros | Cons |
| ✅ Accurate Ranking Insights – Provides highly precise keyword ranking data. | ❌ Limited Additional SEO Features – Lacks backlink analysis, site audits, and content optimisation tools. |
| ✅ Customizable Reports – Allows detailed, white-label reports for agencies. | ❌ Not an All-in-One SEO Tool – Focuses solely on rank tracking. |
| ✅ Local & Global Rank Tracking – Great for businesses targeting specific locations. | ❌ Requires Manual Data Analysis – No AI-driven SEO suggestions. |
| ✅ Competitor Rank Comparison – Helps track rankings relative to competitors. | ❌ Paid Subscription Required – No free plan available. |
| ✅ Multi-Device Tracking – Monitors rankings on desktop, mobile, and tablet. | ❌ Best Used Alongside Other SEO Tools – Needs additional tools for full SEO analysis. |
Conclusion
SEO tools have become indispensable for businesses and marketers looking to improve their online presence in 2025. From all-in-one platforms like Semrush and Ahrefs to specialised tools like Screaming Frog and Advanced Web Ranking, each tool uniquely optimises websites for search engines. Whether focused on keyword research, content optimisation, backlink analysis, or technical SEO, choosing the right tool depends on your specific needs and budget. By leveraging a combination of these tools, businesses can enhance their SEO strategies, improve rankings, and drive organic traffic more effectively. 🚀