FREE SEO Tools & Search Engine Optimization Software

Search engine optimization (SEO) is the cornerstone of a successful online presence. These handpicked tools will equip you with the knowledge and insights needed to climb the search rankings, increase your visibility, and attract qualified leads. Whether you’re an SEO novice or a seasoned pro, you’ll find valuable resources to enhance your strategy and achieve your goals.

Keyword Research

semrush — Semrush’s keyword research toolkit empowers you to discover, analyze, and strategize around the most effective keywords to boost your online visibility and drive organic traffic.

ahrefs — Ahrefs’ Keywords Explorer is a comprehensive keyword research tool that helps you uncover valuable keyword ideas, analyze their search volume and difficulty, and understand the competitive landscape to inform your SEO strategy.

AnswerThePublic listens into autocomplete data from search engines like Google then quickly cranks out every useful phrase and question people are asking around your keyword.

Content Creation

Google Ai Gemini — Google Gemini, with its access to the vast search data of Google and YouTube, excels at content creation by quickly identifying trending topics and popular search queries.

claude — Claude is a versatile AI assistant that can be used for a variety of purposes, from drafting emails and summarizing meetings to translating languages and generating code.

SEO Reporting

google-analytics — Google Analytics is a free tool from Google that helps small businesses track their website traffic and understand how visitors interact with their site.

gsc — Google Search Console is a free tool from Google that provides valuable insights into how your website performs in Google search results.

agency-analytics — Agency Analytics is the no-code reporting software for marketing agencies. Their software offers insightful reports and live marketing dashboards.

SEO News & Updates

Search Engine Roundtable

Daily Search Forum Recap: October 28, 2025
October 28, 2025
Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on […]
Query Groups Report Comes To Google Search Console Insights
October 28, 2025
Google added a very useful feature to the Google Search Console Insights report named query groups. It does what it is named, it groups similar […]
Google Business Profiles What's Happening Feature Expands
October 28, 2025
Google has expanded access to the Google Business Profiles' what's happening feature to multi-location restaurants and bars in the United States, the United Kingdom, Canada, […]

Search Engine Journal

AI Is Breaking The Economics Of Content via @sejournal, @Kevin_Indig
October 28, 2025
The decline of Wikipedia’s search visibility highlights a fundamental shift in content value driven by AI and changing user behavior. The post AI Is Breaking […]
Ask An SEO: Is It Better To Refresh Content Or Create New Pages? via @sejournal, @rollerblader
October 28, 2025
Knowing when to refresh content versus create new pages comes down to user value, topical focus, and measurable SEO outcomes. The post Ask An SEO: […]
Google’s Advice On Canonicals: They’re Case Sensitive via @sejournal, @martinibuster
October 28, 2025
Google's John Mueller said case sensitivity matters and SEOs shouldn't just hope it works. The post Google’s Advice On Canonicals: They’re Case Sensitive appeared first […]

Search Engine Land

The future of SEO teams is human-led and agent-powered
October 27, 2025
The smartest SEOs won’t fight AI – they’ll lead it. Learn how human-led, agent-powered teams are building the next era of search success.
Google Search Console adds Query groups
October 27, 2025
This is available in Search Console Insights and gives you a quick way to see the main topics your website is about.
Search Engine Land Awards 2025: And the winners are…
October 27, 2025
Here are all the individuals, agencies and in-house teams who have earned Search Engine Land awards for excellence in SEO in PPC in 2025.