Free DIY SEO Tools: 27+ Best In SEO Web Page Analysis & Keyword Research (for The Online Entrepreneur)

free DIY SEO

Attention all online entrepreneurs, small business owners, marketers, and agencies:

If you’re just dipping your toes into the SEO and keyword research waters, you’re in the right place.

Get ready for the most comprehensive list for free DIY SEO. That includes free SEO checker tools, SEO agency tools, keyword research tools, SEO reports, and more from the most trusted sources around.

I’m divulging my favorite tools, tools you’ve never heard of, tools for the newbie, tools for the SEO geek, and everything in-between.

Ready? Read on and prepare to stuff your online toolkit with pure gold. Downloading and buying these SEO tools will be a game-changer.

Note: there are some affiliate links in this post. However, I have personally tried these tools and do not recommend anything I don’t use.

27+ Best SEO Web Page Analysis & Keyword Research Tools (Table of Contents)

7 Free Keyword Research Tools and SEO Agency Tools

1. SEMrush (free version)
2. Mangools KWFinder (free version)
3. Moz Keyword Explorer (free version)
4. Google Keyword Planner
5. Answer the Public
6. Ubersuggest
7. Sonar (Amazon Keyword Research Tool)

5 SEO Tools for Keyword Research

8. SEMrush (paid version)
9. Ahrefs Keywords Explorer
10. BuzzSumo
11. SECockpit
12. Jaaxy

12 Free SEO Checkers and SEO Web Page Analysis Tools

13. Moz’s Free Tools
14. SEMrush (Off-Page SEO Analysis Tool – free version)
15. Google Search Console
16. Check My Links
17. SEO Crawler Tools
18. Free SEO Plagiarism Checkers
19. SEO Title Tools & Snippet Tools
20. Free SEO Score Checker Tools
21. Local SEO Citation Tools
22. Free SEO Submission Tools
23. Free WordPress SEO Plugins and Tools
24. Free YouTube SEO Tools

3 SEO Tools to Buy for Pro Web Page Analysis

25. SEMrush (paid version)
26. Ahrefs’ Suite of Tools
27. SellerApp (Amazon SEO Tool)

Just Avoid: 4 SEO and Keyword Research Tools NOT to Use

1. AtoZ SEO Tools
2. Smart/Small SEO Tools Article Rewriter
3. Shared SEO Tools
4. Nulled SEO Tools

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Free Keyword Research Tools and SEO Agency Tools

1. SEMrush (free version)

SEMrush is one of the most comprehensive keyword research tools out there. If you’re looking to discover profitable keywords you can use to target traffic and bring more leads to your website, I would start here.

SEMrush has both paid and free versions. Luckily, the free one offers a good amount of data for the keyword novice. All you need to do is sign up with your email address to get limited free access. (If you want to dig deeper and save your searches, you’ll need a paid account. Check “SEO Tools to Buy for Keyword Research”, below, to see what the paid version has to offer.) Sign up for a free trial.

Let’s say, for example, that I have a seed keyword I want to research for potentially targeting in my content – “small dog houses”.

The free version of SEMrush gives me basic data like search volume, CPC (cost per click), and the competition score (all vital information for finding a low competition keyword with decent search volume). It also provides a list of “phrase match keywords” to analyze for alternative options or synonymous/related keywords to use alongside a focus keyword.

Keep in mind: The free version only allows you to work with one keyword search at a time.

Don’t forget to use the sorting options at your fingertips in SEMrush. This helps you weed through the list and find the gems. For example, the box on the left-hand side of the keyword list lets you sort by the main words in the keyword phrase.

To see all broad match keywords for “small dog houses” that contain the word “best”, I can click on this word in the list.

As you can see, the free version of SEMrush is pretty detailed. The best way to find the features you need is to play around. Sign up to SEMrush here.

2. Mangools KWFinder (free version)

Another great keyword research tool I recommend all the time is Mangools KWFinder.

You can use this tool for free with limited access. You do need to register with your email address, but that gives you 5 searches every 24 hours for 7 days.

Plus, when you sign up, you can see where you stand with your usage at a glance.

You also get limited access to all of Mangools’ other free tools, which is a plus.

Back to KWFinder: This is perhaps the easiest tool to use for simple keyword research on the web. It has one of the cleanest dashboards out there, so you can see all the keyword data you need at a glance.

That includes monthly search volume, keyword difficulty score (KD), Google SERP rankings, and related keywords.

You can additionally filter your results to find keywords with a specific search volume and keyword difficulty. If you need to, limit the number of words included in matching related keyword phrases, or limit your results to specific CPC or PCP (pay-per-click) ranges. Sign up for KWFinder.

I filtered my results for the keyword “small dog houses” by limiting the search volume to anything over 1,000/month with a max keyword difficulty score of 60.

This immediately gave me a list of keywords that are still possible to rank for with traffic/conversion potential.

Note: The free version of KWFinder only gives you up to 33 keyword suggestions per search. With a limit of 5 searches per 24 hours, you’ll need to be careful to use them wisely. (Read: This is not like a Google free-for-all, where the internet is your oyster.)

Used judiciously, this is a good free tool to use to test the waters and find some excellent starting keywords for your content strategy.

3. Moz Keyword Explorer (free version)

Another solid keyword research tool to add to your arsenal is Moz Keyword Explorer. This tool has both paid and free versions.

The free version includes 10 queries per month when you sign up with a free account. That means, if you really need to dig deep with your keyword research, this probably isn’t the tool for you (unless you’re willing to pay).

That said, one free search provides lots of valuable information.

First, the tool keeps track of how many free searches you’ve used at the top of the page, near the search bar.

One of the major pluses of this tool is the stats are easy to read at a glance. You’ll also notice a few stats unique to this keyword research tool: Organic CTR (click-through rate) and Priority.

  • Organic CTR is the percentage of clicks the keyword receives on the SERP from organic (non-paid) positions. Generally, the higher this stat is, the better.
  • Priority is a stat that combines all other keyword metrics and weighs them against each other. The right balance of high search volume, low keyword difficulty, and high Organic CTR “represents a sweet spot”, according to Moz. This score ranges from low (0) to high (100). The higher the Priority score, the greater the keyword’s potential for ranking well in a relatively short amount of time.

Another big difference between the free version of this tool versus others: the number of keyword suggestions it returns with every search. With Moz Keyword Explorer, there is no cap on your results – you get access to the entire list (whether your search returns 10 or 1,000). The other free versions of keyword research tools typically cut you off at 10-30 results.

Since it’s not a good idea to rely wholly on one keyword tool (because, according to Ahrefs, there’s no such thing as accurate search volume), you can potentially use many free tools side-by-side to get a more robust look at keyword opportunities without paying for a subscription. Moz Keyword Explorer is a trusty one to keep in your toolkit.

4. Google Keyword Planner

Google Keyword Planner is yet another free tool to have in your back pocket for keyword research. To access it, you’ll need a free Google Ads account.

To go straight to the tool, skip over the screens that prompt you to create a campaign and head to the Google Ads dashboard. From there, click Tools, then click Keyword Planner.

You’ll see a screen with two options:

  • Find new keywords – Get keyword ideas
  • Get search volume and forecasts – See metrics like search volume and how keywords might perform in the future

In either type of search, you can add multiple keywords as well as websites (such as competitor sites or industry sites) to begin your research.

The results page will have a lot of information very similar to other keyword tools, with a caveat. The data for “Avg. monthly searches” is rounded to broad ranges, and the “Competition” metric is limited to vague wording. That means you won’t see very accurate numbers. (Look at our target keyword in the screenshot below, for example. 1K – 10K searches per month is a HUGE window and not really helpful at all. Moz goes more in-depth about the issue in this article.)

Despite its shortcomings, this tool is still free and does offer some useful information.

It’s a good idea to scan through the Related terms to try as well as the list of keyword ideas to find more options other keyword tools may have missed. Just view the additional data with a critical eye. Other tools will give you better, more accurate averages than this one.

5. Answer the Public

Need some quick keyword direction? Answer the Public is your answer. More than just keywords, this tool is about content ideas sprung from keywords.

Enter a seed keyword into the search box on the main page, and the tool will churn out a list of results compiled from Google and Bing’s autosuggest features, complete with visualizations of the data:

  • Questions – The questions people are asking surrounding the keyword (starting with how, why, what, etc.)
  • Prepositions – Keyword variations people are searching based on different prepositions (can, for, in, is, etc.)
  • Comparisons – Keyword variations people are searching based on comparison words (and, like, or, versus, etc.)
  • Alphabeticals – Keyword variations by letter of the alphabet
  • Related – Keywords people are searching related to the original query

As you can see, one of the biggest benefits of Answer the Public is the tool pulls up keywords people are actually searching. It’s a simple tool that can help clarify the search intent you should aim for in your content.

6. Ubersuggest

Ubersuggest is another free keyword tool that’s very simple and straightforward. Type any seed keyword into the search box, and you’ll get a clean report on its search volume, SEO difficulty, paid difficulty, and CPC (cost per click).

You’ll also get a list of keyword ideas with these stats.

The beauty of this tool is definitely its ease and simplicity.

You’ll also notice the list of keyword ideas excludes some of the nonsensical terms other tools listed.

For instance, Google Keyword Planner suggested “small house dogs” as a possible variation for “small dog houses” – not relevant! The keywords Ubersuggest offers, in contrast, are all related to dog houses, which is what I’m after.

Don’t forget to check out the Related tab for a list of related keyword ideas. Another great feature is the Copy to Clipboard button, which lets you copy the simple list of keywords (without extra data) to paste into another document.

7. Sonar (Amazon Keyword Research Tool)

This next tool is a little different – it’s solely for researching keywords to use on your Amazon product pages and in product descriptions. It’s called Sonar.

This Amazon keyword research tool exclusively pulls its search data from customer search queries made on Amazon (no other search engines included). If you’re selling products there, it could be a major keyword resource for optimizing your copy.

In particular, check out the Reverse ASIN search. Simply enter any product’s ASIN (found in the product details on its Amazon product page) in the search box and click “ASIN”.

The tool will automatically find that product in their database and show you a list of keywords it’s ranking for on Amazon.

Super-useful, and, best of all, it’s free.

Buy These SEO Tools for Keyword Research

Ready to invest in better keyword research? These are the SEO tools to buy.

8. SEMrush (paid version)

The paid version of SEMrush is one of the most thorough, robust keyword tools out there. If you can afford to spring for it – DO.

With the paid version, your researching capabilities expand infinitely. For example, when you upgrade to the pro level, you get to see up to 10,000 data rows in the results versus the mere 10 available in the free version.

Another big difference: The free version only allows you to work with one keyword report at a time. The pro level of the paid version lets you create up to 3,000. Another big plus: Track up to 500 different keywords at once.

If your researching and keyword analysis needs are more intense, springing for the paid, pro level of SEMrush could be a very good investment.

9. Ahrefs Keywords Explorer

One of the top tools for keyword research we must mention is Ahrefs Keywords Explorer. This tool got a complete overhaul in 2016 and has never been better.

Here are a few of the highlights:

  • Data pulled from a gigantic database of over 3.1 billion keywords from more than 100 countries.
  • More accurate search volume metrics based on clickstream data compared against data from Google Keyword Planner.
  • A “clicks” metric that shows you the click potential of a keyword – how many people search for that keyword and then click on a result? How many people search for that keyword and click nothing (because they potentially found their answer on the SERP)?

Image: Ahrefs

  • See what the top pages ranking for your seed keyword ALSO rank for (Ahrefs provides this example: Pages ranking for “james bond” ALSO rank for keywords like “spectre trailer”, “solace movie”, and “spectre 007”.

Image: Ahrefs

There’s a lot of great data here, stuff you won’t find in any other tool. To see if it works for your keyword research needs, test-drive the tool for 7 days for $7. (After that, it’s $99/month.)

10. BuzzSumo

At this point, you might be thinking “Wait. BuzzSumo isn’t a keyword research tool.”

Technically, you’re right. However, I’ll argue that topic research and keyword research go hand-in-hand. When you find the golden combination of profitable keywords + on-point topics, your content will fly.

Hence: BuzzSumo. This is THE tool you need to perform competitive analysis on topics + keywords.

Just enter your keyword/topic into the search box to see top-shared blogs and articles surrounding those terms. Analyze what’s doing well, the angle they used, and how you could do better.

You can additionally look up competitor websites on BuzzSumo to see what pieces are performing well. Gather ideas for keywords and topics from this type of analysis.

11. SECockpit

Another solid tool: SECockpit. This tool has a few features that other tools on this list are missing. That’s the main reason I’m including it. For example:

  • Find good keywords to use in YouTube content or Amazon product pages (titles, descriptions, etc.)
  • See how the competition stacks up on the first page of Google for any keyword. This view has in-depth data including Domain Authority, MozRank, Page Authority, and more.

Screenshot: Backlinko

Another plus: This tool is one of the cheaper paid keyword research tools out there. The cost rounds out to about $28/month for the personal plan.

12. Jaaxy

Jaaxy is a lesser-known yet solid tool for keyword research. It has its own set of unique features that could be helpful for generating keyword ideas and understanding a keyword’s potential.

First up, Alphabet Soup. This feature takes your seed keyword and adds every letter of the alphabet to find related and suggested keywords.

Another awesome feature: QSR, or Quoted Search Results. This metric gives you a count of how many other websites are trying to rank for a keyword. The higher the number, the more competitive the keyword.

While this tool isn’t as comprehensive or in-depth as SEMrush or Ahrefs, it’s also cheaper. Plans range from $49 – $99 per month.

Free SEO Checkers and SEO Web Page Analysis Tools

13. Moz’s Free Tools

Beyond Keyword Explorer, Moz has a bunch of other SEO web page analysis tools that should be on your radar. All are available for free use with limited access.

Moz Link Explorer will help you build links to your site like a pro. The main dashboard gives you a complete overview of the link profile for your website, including your Moz-rated Domain Authority, external linking domains, your inbound links, and ranking keywords.

And then there’s the MozBar – an SEO toolbar that will help you research the competition while you browse.

14. SEMrush (Off-Page SEO Analysis Tool – free version)

SEMrush’s free version offers lots of good data if you’re looking for a free SEO checker.

Just head to their homepage, input your domain address, and hit “Start now”.

Immediately, you’ll be treated to an overview of your organic search and paid search rankings, as well as a summary of your backlinks, your top organic keywords, and more.

If you dive further into the results, you’ll see some interesting and useful data to help you rank better in Google SERPs.

For example, in the new Organic Research tool, SEMrush presents a list of your top 10 keywords, their ranking positions, the traffic those keywords bring to your site monthly, which of your pages rank for those terms, and more.

Opportunities here are ripe – for example, if one of your older targeted pages just edged onto the first page of results for a keyword, you could update or tweak it to help convert more traffic.

Other features include:

  • Backlinks data and analysis – See who’s linking to you, including the referring domain and the link text they used.
  • Competition – Check which domains are your competitors for keyword rankings.
  • Traffic Analytics – See a detailed overview of your traffic numbers over time.

Of course, to see more than limited results with this tool, you’ll need to pony up for the paid version (see #25 under “SEO Tools to Buy for Pro Web Page Analysis”).

15. Google Search Console

An all-in-one tool that will help you monitor your site’s performance in Google is Google’s own Search Console.

Here is a rundown of its many features:

As you’ll notice, there are tons of features for fixing problems with indexing, spam, mobile usability, and more. Search console is perfect for helping make sure your site is SEO and Google-friendly at a ground-floor level. Plus, it’s free!

To learn more about the ins and outs of Google Search Console, check out this guide from ShivarWeb.

This next tool, Check My Links, is super-simple yet effective.

It’s a Chrome extension that checks any webpage for broken links with the click of a button. It highlights the bad links in red and includes a feature that lets you copy them to the clipboard.

Screenshot: Check My Links

If your page has oodles of links, it can be a tedious chore to go through them all and double-check the web addresses. This tool eliminates that hassle.

17. SEO Crawler Tools

As long as you’re versed in some technical SEO, then these SEO crawler tools can help ensure your website is running on all cylinders.

Screaming Frog’s SEO Spider

One of the most popular SEO crawler tools, Screaming Frog’s SEO Spider is a good option no matter which version you spring for (free or paid).

In general, this is THE tool to use to quickly find and correct SEO errors across your site, including:

  • Broken links
  • Page titles and meta descriptions that are missing, too short/long, or duplicated
  • Duplicate content
  • Redirect chains and loops

WildShark SEO Spider Tool

Say you’re not an SEO guru but still want to make sure your site is free of SEO errors and mishaps. In that case, try the WildShark SEO Spider Tool. This one is simpler to use than Screaming Frog’s, and finds/fixes basic SEO problems.

One caveat: Currently, this program is only available for Windows.

18. Free SEO Plagiarism Checkers

Worried about unintentionally toeing the line between taking inspiration and copying? Use a free SEO plagiarism checker to make sure your content is totally unique. The two below are solid and easy to use:

19. SEO Title Tools & Snippet Tools

Before you publish a blog or article, it’s a good idea to check what your meta title and description will look like in the SERPs. These tools will show you a quick preview:

20. Free SEO Score Checker Tools

Want a quick SEO check-up for your website? Need an overview of what you’re doing wrong, what you’re doing right, and what you need to improve? These tools will help:

  • Free SEO Analysis Tool – Neil Patel’s SEO Analysis Tool is totally free and totally useful. Just enter your website URL and the tool will give you scores and grades on everything from page-level SEO, page speed, your number of backlinks and indexed pages, the keywords that show up most often, and more. Most useful feature: the page-level SEO recommendations.
  • Sitechecker – Another free on-page SEO checker, a user-friendly tool that includes a bit more in-depth analysis of your site’s technical SEO.

21. Local SEO Citation Tools

Don’t forget about local SEO. Use these tools to check and optimize your citations for local search.

  • Moz Check Listing – Quickly check your business listings on Bing, Google, and local search engines and make sure people can find you.
  • Whitespark Local Citation Finder – Whitespark is a robust tool that will help you optimize your local search listings. The free version gives you limited access.

22. Free SEO Submission Tools

You just created your website and started publishing content. Chances are, you don’t have any links to your site yet that will help search engines crawl your pages. In that case, use one of these free SEO submission tools.

  • EntireWeb – Totally free and easy to use.
  • AddMe.com – Fill out one form and submit your site to over 20 search engines.

23. Free WordPress SEO Plugins and Tools

If you use WordPress as your content publishing platform, you need these free SEO WordPress plugins.

  • Yoast SEO – This is the #1 WordPress SEO plugin for a reason. It gives you all the tools you need to optimize your posts right inside the WordPress platform. Yoast SEO even includes analysis and suggestions to improve your SEO.
  • SEO Press – This is an easy-to-use tool that will help you optimize your content, improve your SEO, and boost traffic and social sharing – all from within WordPress.

24. Free YouTube SEO Tools

For optimizing your YouTube video descriptions and titles, look no further than these free tools.

  • Google Trends (YouTube Search) – Did you know you can search for topic trends on YouTube with Google Trends? Just enter your search term, then, on the results page, choose “YouTube Search” from the last filter category.

SEO Tools to Buy for Pro Web Page Analysis

25. SEMrush (paid version)

Besides keyword research, the paid version of SEMrush offers everything you need for SEO web page analysis. If you want an all-in-one solution, buy this SEO tool.

For an overview of features, see #14 under “Free SEO Checkers and SEO Web Page Analysis Tools”. The paid version at the Pro level includes all of them, such as backlink reports, traffic analytics, paid and organic search rankings, and more, but it gives you deeper data.

For instance, the free reports are limited to 10 rows of data. The Pro paid level, on the other hand, lets you view up to 10,000 results per report and generate up to 3,000 reports per day.

That’s a LOT of data. It might be worth it if you really want to dig into your SEO analysis.

26. Ahrefs’ Suite of Tools

If you’re going to buy SEO tools, make sure Ahrefs is on your consideration list. Purchasing a plan from Ahrefs gives you access to their entire toolkit, including:

  • Keywords Explorer – A comprehensive keyword research tool
  • Site Explorer – Check your organic search traffic and backlink profile
  • Content Explorer – Research popular content and see what’s getting engagement
  • Rank tracker – Track your SERP rankings and compare to your competitors’
  • Site Audit – Crawl your entire site and get a thorough look at how it’s performing, SEO-wise
  • Alerts – Get alerts whenever you’re mentioned online, whenever you earn or lose backlinks, or when your keyword rankings change
  • SEO Toolbar – See SEO stats like Domain Authority on every web page

When you buy a plan, all of these tools are accessible from your Ahrefs dashboard:

It’s an amazing collection of powerful, accurate tools. Plus, Ahrefs is a bit more affordable for small to average-sized agencies. A “Lite” plan will only set you back $99/month and offers enough data for moderate research needs.

27. SellerApp (Amazon SEO Tool)

To boost your Amazon SEO by leaps and bounds, you need a helper like SellerApp. This Amazon SEO tool gives you optimization, analysis, and research powers that will help your products rank in Amazon search.

Some of the features include:

  • Keyword research and reports culled from Amazon’s database
  • Ranking reports and competitor ranking reports
  • Listing optimization stats and recommendations
  • Monitor changes that could affect your sales, and get alerts about them
  • Do product research to find opportunities

There’s a lot more where that came from. If you sell products on Amazon, make sure you check out this tool – it could potentially revolutionize your sales.

Just Avoid: SEO and Keyword Research Tools NOT to Use

We’ve gone over the good SEO tools – the ones that are worth your time, worth your investment, and will help you dominate with SEO and keyword research.

However, there are some tools you should avoid. Period. These tools either offer a shady service, encourage bad SEO, or are just plain illegal.

1. AtoZ SEO Tools

This set of SEO tools may lure you in with its promises of “100% free” and the fact that 50 are included. However, AtoZ Tools just isn’t worth it.

For one, you can get ALL of these tools through other reputed sources for free. The Keyword Position Checker, Backlink Checker, Link Analyzer, Page Authority Checker, etc. are all tools you’ll find in the free versions of SEMrush, Moz Keyword Explorer, Google Search Console, and more. More than likely, the data from these tools will be more accurate, too.

For another, some of the included tools in AtoZ SEO Tools are useless. For example, do you really need a separate word counter tool? Any good word processor, including Microsoft Word and Google Docs, has one built-in.

Give these tools a pass. There are better tools out there that provide all of the gold and none of the useless filler.

2. Small SEO Tools Article Rewriter

Another tool to avoid: this article rewriter from Small SEO Tools (or ANY article rewriter in general).

Here’s why:

  • A free tool like this will not have the technology behind it to produce anything other than gibberish.
  • Tools like this encourage copying while avoiding duplicate content. This is just bad SEO – all of the content you produce should be 100% original, not spun from someone else’s hard work.
  • This tool produces results that read as if a non-native English speaker wrote it. The quality is too poor to do much good, anyway.

For example, I copied and pasted the instructions for the tool into the text box. If “rewriting” text consists of replacing a few words, then this tool did its job. (Nope.)

3. Shared SEO Tools

Ever heard of “shared SEO tools”, or “SEO group buy tools”?

It works like this: An outside merchant buys access to a number of SEO tools. Through a VPN (virtual private network), they set it up so multiple people can pay for the accounts at a discount and access them on one IP address.

Not only is this totally illegal (most SEO tools stipulate only one user per account via their terms of service), it’s also guaranteed to lead to banned accounts and a low-quality experience.

For more on shared SEO tools and why they’re not a good idea, see this Reddit thread.

4. Nulled SEO Tools

Another illegal venture: nulled SEO tools, also called “free cracked SEO tools”.

Wordfence defines them like this:

In other words, nulled scripts are stolen software.

Do we really need to discuss why you shouldn’t touch these with a 10-foot pole? 

Invest in the Best SEO Web Page Analysis Tools for the Most Bang for Your Buck

To get far in SEO-land, you need exceptional tools at your disposal.

This is not the time or the place to cut corners.

The good news: Some of the best SEO tools have free versions, and ALL of the tools on this list are well worth your time or money.

If you’re serious about ranking in Google, if you’re gung-ho for good SEO, these SEO agency tools should be on your list.

And now, the mic is over to you. 🎤

Which tool are you going to start using first? If you’ve already used a few of these, which one is your favorite?

Let me know in the comments right now.

hire the content hacker

2 thoughts on “Free DIY SEO Tools: 27+ Best In SEO Web Page Analysis & Keyword Research (for The Online Entrepreneur)

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