The world of SEO (Search Engine Optimisation) tools can be a difficult one to navigate, with many competing tools of varying quality all competing for attention. SEO tool creation has increasingly become a crowded niche, with new tools popping up on a constant basis. Which ones deserve your attention and which are best forgotten? There are free tools, paid tools which can cost a lot of money on monthly licenses and you can spend a great deal of time looking into the reports that some of the tools create, blinded by the sheer vastness of the data and it can be very difficult to see the wood from the trees. SEO tools, when they are at their best, should make it easier to see the vital information, not disguise it in a camouflaged field of miscellany and irrelevance. After all, the point in deploying SEO tools is to make it easier for you to focus on getting down to work on the many important issues that need addressing to actually improve your SEO and create more organic traffic and convert those leads.

Let’s take a look at the 3 key SEO tools /tool providers on the market today.


MOZ offers three key tools, all free at a restricted level, with premium options, that are designed to enhance your SEO campaign.

  1. Open Site Explorer. OSE helps you to realise link building opportunities, monitor your site’s link profile as it evolves and compare with the competition. The end game is the intelligent and targeted building of links.
  2. Keyword Explorer. This enables you to have access to one of the best keyword databases and will help you to pinpoint the most appropriate keywords for your site.
  3. With the help of MozBar you can explore the social and page metrics of any site in your browser.


Ahrefs must be presented as one of the most complete and powerful SEO tool suites available. It is also my favourite SEO tool. Its toolbar is a direct competitor to MozBar.

Ahrefs is renowned for having the most powerful link-building tool available on the market among those in the know, although of course this is largely down to opinion. Ahrefs is also excellent for running quick backlink profiles and the content explorer tool is especially useful.  This allows you to enter a keyword for a topic and choose some parameters – then it will provide a list of blogs and articles based on this information as well as contact details and social information for the blog hosts. It is not only great for outreaching, but also for researching the topics to use to write articles to populate your blogs.

I also find their SEO audit tool to be very good and worth giving a go.

Yoast SEO

A fantastic plugin service for WordPress users that enable all users to optimize their sites for SEO. Fast submission of pages to Google and efficient indexing are key benefits of Yoast. Yoast SEO comes with a whole host of great features, benefiting from meta keyword optimising, built-in content analysis, description management, managing and removing duplicate content, xml site mapping, social features, rich snippets, and lots more dependent on which package you choose.


SEMrush is an all-in-one digital marketing platform that provides tools and data for search engine optimisation (SEO), pay-per-click advertising (PPC), content marketing, and social media management. It is a popular and comprehensive platform that is used by digital marketers, businesses, and agencies around the world.