After managing SEO campaigns for over 200 clients at Codezion Softwares in Jaipur, I’ve tested hundreds of SEO tools—paid and free. Most “free” tools are watered-down demos that hold your data hostage behind paywalls. But some genuinely deliver professional-grade insights without charging a rupee.
This isn’t a list of every free SEO tool out there. These are the 19 we actually use in client campaigns that generate measurable ranking improvements and traffic growth. I’ve categorized them by function so you can build a complete SEO toolkit without the enterprise price tag.
Keyword Research Tools
1. Google Keyword Planner
What It Does: Google’s own keyword research tool reveals search volumes, competition levels, and keyword suggestions directly from Search data.
Why It Works: Unlike third-party tools estimating search volume, this data comes straight from Google’s ad platform. While designed for PPC, the insights are invaluable for organic SEO. You’ll see actual monthly search ranges, seasonal trends, and related queries people are typing.
Our Expert Take: Create campaigns around your core services to unlock hyper-local data. For our Jaipur clients, we’ve discovered high-intent keywords like “website developer near me” that commercial tools completely missed. The forecasting feature helps prioritize which keywords deliver ROI fastest.
Best For: Local businesses, service providers, finding long-tail variations with buyer intent.
Access it: https://ads.google.com/home/tools/keyword-planner/
2. AnswerThePublic
What It Does: Visualizes search questions, prepositions, and comparisons people are actually searching around your seed keyword.
Why It Works: This tool maps the customer journey through questions. When someone searches “how to choose,” “why is,” or “what are,” they’re at different buying stages. You get content ideas that match search intent, not just search volume.
Our Expert Take: We used this for a paint supplier client in Rajasthan and discovered dozens of “what is the difference between” queries comparing paint types. Each became a conversion-focused blog post targeting bottom-funnel searches. The visual search cloud is also perfect for presenting keyword strategies to clients who glaze over at spreadsheets.
Best For: Content marketers, blog topic generation, understanding user intent patterns.
Access it: https://answerthepublic.com/
3. Google Trends
What It Does: Shows real-time search trend data, regional interest, related queries, and seasonal patterns for any keyword.
Why It Works: Timing is everything in content marketing. Google Trends tells you when interest peaks so you can publish content 4-6 weeks before seasonal spikes. The comparison feature reveals which terminology actually dominates (e.g., “mobile app” vs “app development”).
Our Expert Take: We cross-reference Keyword Planner data with Trends to avoid targeting “dead” keywords with outdated search volume estimates. The “Rising” queries section has helped us identify emerging technologies and service demands before competitors even know they exist.
Best For: Seasonal businesses, trend forecasting, regional content strategy, comparing keyword variations.
Access it: https://trends.google.com/
4. Ubersuggest (Free Version)
What It Does: Neil Patel’s tool offers keyword suggestions, search volume, SEO difficulty scores, and content ideas with limited daily searches.
Why It Works: The free tier gives three searches per day, but each reveals hundreds of keyword variations with remarkably accurate difficulty scores. The content ideas feature shows top-performing articles for your target keyword, making competitive analysis effortless.
Our Expert Take: Use your three daily searches strategically—start broad, then drill into specific clusters. The SEO difficulty score (0-100) is more realistic than Moz’s, especially for local markets. We’ve successfully ranked for keywords marked 30-40 difficulty within 8-12 weeks for Jaipur-based clients.
Best For: Small businesses, solopreneurs, quick competitive keyword analysis.
Access it: https://neilpatel.com/ubersuggest/
Technical SEO & Site Audit Tools
5. Google Search Console
What It Does: Google’s official platform shows exactly how your site appears in Search, including impressions, clicks, indexing issues, Core Web Vitals, and manual actions.
Why It Works: This is ground truth. While third-party tools estimate rankings, Search Console reports actual performance data from Google’s index. You’ll see which queries trigger your pages, average position, CTR, and critical technical issues blocking indexation.
Our Expert Take: The Performance report is a goldmine. Filter by “Queries” with impressions >100 but position >10—these are your low-hanging fruit keywords. A few on-page optimizations can push them to page one. We also use the URL Inspection tool before every client site launch to catch indexing blockers.
Best For: Every single website owner. If you only use one SEO tool, make it this.
Access it: https://search.google.com/search-console/
6. Screaming Frog SEO Spider (Free Version)
What It Does: Crawls up to 500 URLs, identifying broken links, duplicate content, missing meta tags, redirect chains, and technical SEO issues.
Why It Works: This desktop tool mimics how search engine bots crawl your site. It surfaces invisible problems that tank rankings—orphaned pages, thin content, broken internal links, and redirect loops that waste crawl budget.
Our Expert Take: Run this before every website launch and quarterly for established sites. The 500 URL limit covers most small business websites completely. Export the data and prioritize fixing 4XX errors first, then missing meta descriptions, then redirect chains. We’ve seen 20-30% traffic increases just from cleaning up technical debt this tool uncovers.
Best For: Web developers, agencies, technical SEO audits, site migrations.
Download it: https://www.screamingfrogseoseo.com/seo-spider/
7. Google PageSpeed Insights
What It Does: Analyzes page load speed on mobile and desktop, providing Core Web Vitals scores and specific optimization recommendations.
Why It Works: Page speed is a confirmed ranking factor, and Core Web Vitals (LCP, FID, CLS) directly impact user experience and conversions. This tool uses real field data from Chrome users plus lab testing to give you the full picture.
Our Expert Take: Don’t obsess over perfect 100 scores—aim for 80+ on mobile, 90+ on desktop. Focus on opportunities marked “high impact” first. For e-commerce clients, improving LCP from 4s to 2s increased conversion rates by 18%. The mobile score matters far more since Google indexes mobile-first.
Best For: Developers, performance optimization, Core Web Vitals monitoring.
Access it: https://pagespeed.web.dev/
8. GTmetrix
What It Does: Comprehensive site speed testing with waterfall analysis, performance history tracking, and actionable recommendations.
Why It Works: Unlike PageSpeed Insights, GTmetrix shows the loading sequence of every asset, making it easier to identify render-blocking resources. The free tier includes testing from multiple global locations and device types.
Our Expert Take: Use GTmetrix for deeper diagnostics when PageSpeed Insights flags issues but you need to pinpoint the culprit. The waterfall chart reveals which third-party scripts slow your site. We discovered a client’s chatbot widget was delaying interactive time by 3.2 seconds—removing it improved rankings and conversions.
Best For: Technical troubleshooting, third-party script analysis, performance tracking over time.
Access it: https://gtmetrix.com/
Backlink Analysis Tools
9. Google Search Console (Links Report)
What It Does: Shows all external links pointing to your site, your most linked pages, and your internal linking structure.
Why It Works: This is Google’s view of your backlink profile—the data that actually influences your rankings. You’ll see every domain linking to you, anchor text distribution, and which pages earn the most authority.
Our Expert Take: Check this monthly for toxic link patterns or sudden drops in referring domains. The “Top linking sites” report reveals partnership and outreach opportunities—sites already linking to you might link again. We also use it to identify our clients’ strongest pages, then strategically internal-link from them to pages needing authority boosts.
Best For: Backlink monitoring, identifying link-worthy content, toxic link detection.
Access it: Via Search Console > Links section
10. Ahrefs Backlink Checker (Free Version)
What It Does: Reveals the top 100 backlinks to any domain or URL, including Domain Rating, traffic estimates, and anchor text.
Why It Works: While the free tier is limited, those 100 backlinks are usually your most powerful ones. You can also analyze competitor backlinks to reverse-engineer their link-building strategies.
Our Expert Take: Use this primarily for competitor analysis. Enter your top 3 competitors’ URLs and export their backlink sources. You’ll discover guest posting opportunities, directories, and industry resources where you should also be listed. We’ve secured 40+ high-authority backlinks by simply reaching out to sites already linking to competitors.
Best For: Competitive backlink research, finding link opportunities, domain authority checks.
Access it: https://ahrefs.com/backlink-checker
11. Moz Link Explorer (Free Version)
What It Does: Shows domain authority, spam score, top pages by link equity, and limited backlink data for any domain.
Why It Works: Moz’s Domain Authority (DA) is the industry standard metric for site authority. While imperfect, it’s useful for benchmarking progress and vetting link-building opportunities. The spam score helps you avoid toxic link sources.
Our Expert Take: Check DA monthly to track competitive positioning. A DA increase of 5-10 points usually correlates with ranking improvements we measure. More valuably, use the spam score before buying guest posts or accepting link exchanges—anything above 30% is risky.
Best For: Authority benchmarking, spam detection, competitive analysis.
Access it: https://moz.com/link-explorer
Rank Tracking Tools
12. Google Search Console (Performance Report)
What It Does: Shows average position, impressions, and clicks for every keyword your site ranks for, with date comparisons and filtering.
Why It Works: This is actual ranking data from Google, not estimates. You can track position changes over time, compare date ranges, and see exactly which queries drive traffic versus those with high impressions but low clicks.
Our Expert Take: Set up a weekly email report comparing the last 28 days to the previous period. Sort by “Difference” in position to quickly spot ranking gains or drops. When a keyword drops 5+ positions, audit that page immediately. We’ve caught algorithm impacts, technical issues, and competitor overtakes within days using this method.
Best For: Accurate ranking data, CTR analysis, identifying position changes.
Access it: Search Console > Performance > Search Results
13. SerpWatcher by Mangools (Free Trial)
What It Does: Daily rank tracking for unlimited keywords during the free trial period, with intuitive charts and mobile vs desktop tracking.
Why It Works: Unlike Search Console’s average positions, this shows exact daily rankings. You’ll see the impact of optimizations within 24-48 hours, not averaged over weeks. The interface is beginner-friendly compared to enterprise tools.
Our Expert Take: Take full advantage of the free trial during critical periods—right after publishing new content, during algorithm updates, or after technical changes. Add your top 50 keywords and document daily ranking fluctuations. This data helps you understand Google’s volatility patterns for your niche.
Best For: Campaign-specific tracking, short-term rank monitoring, daily ranking fluctuations.
Access it: https://serpwatcher.com/
Content Optimization Tools
14. Hemingway Editor
What It Does: Analyzes content readability, highlighting complex sentences, passive voice, and adverb overuse with grade-level scoring.
Why It Works: Google’s algorithms increasingly favor content that real humans can actually understand. Hemingway helps you write clearly without sacrificing expertise. The color-coded feedback makes editing fast and objective.
Our Expert Take: Aim for Grade 8-10 readability for most business content, even B2B. The goal is clarity and respect for the reader’s time, without sacrificing substance. We run every blog post through Hemingway before publishing. Cutting purple prose and complex sentences has correlated with lower bounce rates and longer time-on-page metrics.
Best For: Content writers, blog editors, improving readability scores, reducing bounce rates.
Access it: https://hemingwayapp.com/
15. Yoast SEO (Free Version)
What It Does: WordPress plugin providing real-time on-page SEO analysis, readability checks, snippet previews, and XML sitemap generation.
Why It Works: This brings SEO optimization directly into your content creation workflow. You’ll see exactly how your title tag and meta description appear in search results, get keyphrase density feedback, and check internal linking—all before hitting publish.
Our Expert Take: Aim for all green lights on the SEO tab, but don’t sacrifice user experience for a perfect score. If your keyphrase feels forced, trust your instincts over the plugin. The snippet preview is invaluable—we’ve rewritten dozens of meta descriptions after seeing how truncated they looked in the preview.
Best For: WordPress users, content creators, real-time SEO feedback, XML sitemaps.
Access it: Install from WordPress plugin directory
16. Google’s Rich Results Test
What It Does: Validates structured data markup, showing how your pages will appear with rich snippets in search results.
Why It Works: Rich results (star ratings, FAQs, recipes, events) increase CTR by 20-30% without ranking higher. This tool confirms your schema markup is error-free and eligible for enhanced search display.
Our Expert Take: Add FAQ schema to blog posts answering common questions, Product schema to e-commerce pages, and Article schema to all content. We’ve seen FAQ-rich snippets push competitors down by occupying more search real estate—users see our answers immediately and don’t scroll further.
Best For: Developers, technical SEO, increasing CTR, schema markup validation.
Access it: https://search.google.com/test/rich-results
Local SEO Tools
17. Google Business Profile Manager
What It Does: Manages your Google Business Profile, including posts, reviews, Q&A, insights, and local search performance.
Why It Works: For local businesses, your Google Business Profile often outranks your website. Optimized profiles with regular posts, review responses, and complete information appear in the Local Pack and Google Maps results.
Our Expert Take: Post weekly updates, respond to every review within 24 hours, and fill every profile section 100%. We’ve consistently ranked Jaipur clients in the Local 3-Pack by treating their Business Profile like a social media channel. The Insights tab shows exactly which search queries trigger your profile—optimize your business description around those terms.
Best For: Local businesses, service providers, brick-and-mortar stores, multi-location businesses.
Access it: https://business.google.com/
18. BrightLocal Local Search Results Checker (Free Tool)
What It Does: Shows how your business ranks in local search results across different locations, revealing geographic ranking variations.
Why It Works: Local rankings vary dramatically by searcher location. A searcher in Vaishali Nagar sees different results than someone in Malviya Nagar, both in Jaipur. This tool reveals your ranking radius and coverage gaps.
Our Expert Take: Test your rankings from your business location, then from neighborhoods you want to target. We discovered a client ranked #2 near their office but didn’t appear at all 5km away. Adding location-specific content and citations fixed the coverage gap within 6 weeks.
Best For: Local SEO audits, multi-location businesses, geo-targeted optimization.
Access it: https://www.brightlocal.com/local-search-results-checker/
Competitor Analysis Tools
19. SimilarWeb (Free Version)
What It Does: Reveals competitor traffic estimates, traffic sources, top referrers, audience demographics, and competing websites.
Why It Works: Understanding competitor traffic sources shows you where to focus efforts. If they’re getting 40% traffic from organic search, you know SEO is their core channel. If it’s 50% from social, they’re winning on platforms you might be ignoring.
Our Expert Take: Analyze your top 3 organic competitors quarterly. Export their top traffic-driving pages and create better, more comprehensive versions. We call this the “10X content” strategy—if their ranking article is 1,500 words, ours is 3,000 with better examples, visuals, and expert insights. This approach has beaten competitors with 5-year head starts.
Best For: Competitive intelligence, traffic source analysis, finding content gaps, market benchmarking.
Access it: https://www.similarweb.com/
Building Your Complete Free SEO Stack
You don’t need expensive enterprise tools to compete. Here’s our recommended workflow using only these free tools:
Weekly Tasks:
- Check Search Console for ranking changes, new indexing issues, and CTR opportunities
- Respond to Google Business Profile reviews and post updates
- Monitor site speed with PageSpeed Insights
Monthly Tasks:
- Full site crawl with Screaming Frog to catch technical issues
- Backlink audit using Search Console and Ahrefs free checker
- Competitor analysis with SimilarWeb and Ubersuggest
- Rank tracking review for keyword movement patterns
Quarterly Tasks:
- Comprehensive keyword research with Google Keyword Planner and AnswerThePublic
- Content gap analysis using competitor tools
- Local ranking audit with BrightLocal checker
- Technical SEO audit combining Screaming Frog and GTmetrix
The Tools We Actually Use Daily
After 20+ years managing SEO campaigns, I still rely on Google Search Console, Screaming Frog, and Keyword Planner more than any premium tools. They provide actionable, accurate data without the subscription fatigue.
The key isn’t having every tool—it’s mastering the right ones for your specific needs. A local Jaipur business should prioritize Google Business Profile and Search Console over enterprise backlink databases. An e-commerce site benefits more from PageSpeed Insights and Rich Results testing than local rank trackers.
Start with Search Console and Google Business Profile. Once you’ve maximized those, layer in keyword research and technical audit tools. Save competitor analysis for when you’re consistently ranking page 2-3 and need that final push to page 1.
Want to accelerate your SEO results? Our team at Codezion Softwares combines these free tools with proprietary data to deliver first-page rankings for Jaipur businesses. We’ve generated over 500% traffic increases for clients using these exact tools—the difference is 20 years of pattern recognition and strategic implementation.
Ready to rank higher? Contact our SEO team for a free technical audit and keyword opportunity analysis.
Frequently Asked Questions
Are free SEO tools really as good as paid ones?
For small to medium businesses, yes. Tools like Google Search Console provide data paid tools can only estimate. Paid tools become valuable when you need scale—tracking 1,000+ keywords, analyzing hundreds of competitors, or managing multiple client campaigns simultaneously.
Which free SEO tool should I start with?
Google Search Console, no contest. It’s the only tool showing actual Google data about your site’s performance, not estimates. Set it up first, let it collect data for 2-4 weeks, then add other tools based on what gaps you discover.
Can I rank #1 using only free tools?
Absolutely. We’ve ranked dozens of local Jaipur businesses #1 for their target keywords using only the tools in this list. Paid tools save time; they don’t buy rankings. Strategic implementation of free tool insights beats expensive tools used poorly every time.
How often should I use these SEO tools?
Check Search Console weekly. Run technical audits monthly with Screaming Frog. Conduct keyword research quarterly or when launching new content categories. Let data accumulate before reacting—SEO changes show results over weeks, not days.
Do I need all 19 tools?
No. Start with Search Console, Google Business Profile (if local), and Keyword Planner. Add technical audit tools once you’re publishing content consistently. Layer in competitor analysis when you’re ranking page 2-3 and need strategic insights to break through to page 1.
About the Author: This analysis comes from our 20+ years managing SEO campaigns at Codezion Softwares, a digital marketing and web development agency based in Jaipur, Rajasthan. We’ve used these exact tools to generate first-page rankings and 300-500% organic traffic increases for IT services, e-commerce, and local service businesses across India.