Best Search Engine Optimization (SEO) Tools129Conductor Searchlight1https://media.trustradius.com/product-logos/lN/c8/E7G449D6U49S-180x180.JPEGGoogle Ads (formerly AdWords)2https://media.trustradius.com/product-logos/zN/Gz/KTG8QSJJ3R5N-180x180.PNGMoz3https://media.trustradius.com/product-logos/CI/pE/T211ZNOJIK9I-180x180.PNGSEMRush4https://media.trustradius.com/vendor-logos/i4/mW/PPECIVLF349H-180x180.JPEGBrightEdge5https://media.trustradius.com/product-logos/Wp/W9/5T3TUVSPLQ0B-180x180.JPEGAhrefs Site Explorer6https://media.trustradius.com/vendor-logos/ZZ/P3/9FHUQ7DM7WZ3.pngYoast Wordpress SEO Plugins7https://media.trustradius.com/product-logos/0v/Ur/ZTKU5V44BWIO-180x180.JPEGScreaming Frog SEO Spider8https://media.trustradius.com/vendor-logos/8c/WK/N38BLW27KXKI-180x180.JPEGSpyFu9https://media.trustradius.com/vendor-logos/RT/tF/9Z2BHFWB6QGW.pngGoogle Search Console10https://media.trustradius.com/vendor-logos/a6/c6/JGG6SW6IUMTJ-180x180.PNGGoogle Trends11https://media.trustradius.com/vendor-logos/a6/c6/JGG6SW6IUMTJ-180x180.PNGRavenTools12https://media.trustradius.com/vendor-logos/Hl/dK/6FJC4GOKXA6I-180x180.JPEGMajestic SEO13https://media.trustradius.com/vendor-logos/gG/YQ/XO8V11PI8RIB-180x180.PNGWeb CEO14https://media.trustradius.com/product-logos/eJ/lC/N9MEVAC8KF0F-180x180.PNGBuzzStream15https://media.trustradius.com/vendor-logos/N3/D2/DCWKTT45QTZE-180x180.PNGBrightLocal16https://media.trustradius.com/product-logos/JH/ih/SLF8U97RCRU2-180x180.PNGSerpstat17https://media.trustradius.com/product-logos/IE/Ac/S5U5C9LK9P22-180x180.PNGLink Research Tools18https://media.trustradius.com/vendor-logos/Nf/nK/3O1MLRR1KU93-180x180.PNGBing Webmaster Tools19https://media.trustradius.com/vendor-logos/tf/J4/RTX1AO2GSVNS-180x180.JPEGSE Ranking20https://media.trustradius.com/product-logos/00/tV/MHOAE18J8JKX-180x180.PNGMoz Link Explorer (formerly Open Site Explorer)21https://media.trustradius.com/product-logos/HA/yr/E1DHSNX6U061-180x180.PNGAgency Analytics22https://media.trustradius.com/product-logos/vQ/QG/SD38BGD7NMOM-180x180.JPEGYext23https://media.trustradius.com/vendor-logos/gN/HW/JA1L6CVSWX3C-180x180.JPEGDeepCrawl24https://media.trustradius.com/product-logos/HF/Zl/0MX1VXN60R72.pngSEO PowerSuite25https://media.trustradius.com/vendor-logos/I1/wH/IDCSRTJTT5DU-180x180.PNG

Search Engine Optimization (SEO) Tools

Best Search Engine Optimization (SEO) Tools

TrustMaps are two-dimensional charts that compare products based on satisfaction ratings and research frequency by prospective buyers. Products must have 20 or more ratings to appear on this TrustMap.

Search Engine Optimization (SEO) Overview

What is Search Engine Optimization (SEO)?

Search Engine Optimization (SEO) is the practice of growing traffic from organic search results. Free results on search engines like Google or Bing make up the core of SEO. The approach improves a website’s ranking on the Search Engine Results Page (SERP).


SEO activities to improve ranking include:


  • Assessing website structure to make it visible to search engine crawlers

  • Ensuring original and relevant content for end users

  • Showing value with inbound links from other authoritative websites

Google’s ever-changing search algorithms are designed to improve the relevance of search results. This can make the SEO process complex. SEO is an area of marketing often outsourced to marketing agencies, consulting groups, and freelancers.

What are SEO Tools?

SEO tools help companies improve and track their SEO progress. A common feature is keyword and content analysis. This ensures that a site uses relevant language and content. The more relevant content is to a target audience, the better the SEO ranking.


In other words, SEO helps a website speak the ‘language of the web’. This helps sites remain discoverable by search engine crawlers and accessible to visitors.

SEO Tools Features & Capabilities

Keyword Analysis

Keywords are the phrases that represent the content of your website. They are the search terms a user might use to find your website. SEO tools track, recommend and optimize keywords for your website. The tools find the most relevant keywords given your niche and target audience.

Backlink Analysis

Backlinks are URL listings on other websites linking to your site. These show search engines that your website is valuable. Backlinks are crucial in site rankings and reputation. Backlink acquisition, tracking and analysis is an essential element of SEO tools. Many tools will help users identify new backlink opportunities.

Crawl Diagnostics/Site Audits

Some SEO tools can also do site auditing. Audits assess site structure to suggest improvements. Some will automate the improvement process for you. SEO tools vary in the quantity and quality of SEO audits. Some have generic best practices, while others have more innovative suggestions.

Reporting & Analytics

Most SEO tools create reports and offer analytics for your rankings. These can include:


  1. Competitive analysis

  2. SERPs ranking tracking

  3. Trend charts

  4. Traffic analytics

  5. Role-specific dashboards (CMO, CEO, etc.)

  6. Share of voice analysis

Agencies

Many SEO platforms are intended for use by agencies. Larger SEO platforms offer rich and detailed white-label reports for these agencies. They’ll also offer multi-domain management features.

SEO Trends

Mobile

Mobile optimization has become a key part of SEO. Websites that don’t function on mobile devices will not rank as well on SERPs. They are also less likely to engage mobile visitors. This has become more important as mobile traffic continues to increase.

Social

Social signals act as an indication of content quality. They have become a key element in search engine algorithms. Likes and shares are social endorsements of your content’s relevance. Many SEO tools offer social signal tracking and measurement.

Local

Local SEO optimizes a business website for a specific geographic location. Search engines are collecting more information about their users’ locations. The goal is to provide more specific and relevant results. Focusing on local SEO can mean less competition.

SEO vs. SEM

SEO is closely related to Search Engine Marketing (SEM). SEM is sometimes called PPC (pay-per-click) or paid search marketing. It means gaining website traffic by purchasing ads on search engines. In contrast, SEO focuses on free content strategies.

Many companies use both SEO and SEM - using the same tools in the process. Using SEO and SEM together is called search marketing. The end goal is to grow website traffic from search engines. Search marketing can involve both organic and paid efforts.

Pricing Information

Some Search Engine Optimization tools are completely free. Top examples include Google Trends and Open Site Explorer. These offer specific functions, like keyword and backlink research.

Established SEO platforms usually start at $99/mo. for the ‘pro’ level. Enterprise-level tools can run up to hundreds of dollars per month.

Search Engine Optimization (SEO) Products

Listings (1-25 of 148)

Conductor Searchlight

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow noopener noreferrer'>Customer Verified: Read more.</a>
Top Rated
255 Ratings

Conductor Searchlight is designed to generate customer intent insights that lead to compelling content, increased traffic, and higher organic marketing ROI. Conductor's technology enables marketers to understand their prospective customers' intent by revealing the trends and topics they are …

Google Ads (formerly AdWords)

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow noopener noreferrer'>Customer Verified: Read more.</a>
Top Rated
880 Ratings

Google Ads (formerly AdWords) is Google's pay-per-click online advertising program. With Google Ads users set their budget and choose where their ads appear in search listings, and on partner websites. Google Ads uses cost-per-click (CPC) bidding.

Moz

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow noopener noreferrer'>Customer Verified: Read more.</a>
Top Rated
285 Ratings

Moz, from the same-named company in Seattle, Washington, is one of the most popular SEO platforms for tracking the performance of all inbound marketing efforts comprehensively. It reveals how content is being shared through social channels and how that drives traffic to a website, and features a bro…

SEMRush

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow noopener noreferrer'>Customer Verified: Read more.</a>
Top Rated
264 Ratings

SEMRush is a relatively popular search engine optimization tool set from the company of the same name based in Pennsylvania and founded in 2008. Largely the platforms relies on competitive intelligence, and features SEO staples like backlink checking, keyword analysis to refine SEO and PPC campaigni…

112 Ratings

BrightEdge is an enterprise-level SEO (Search Engine Optimization) platform from the company of the same name in San Mateo, California. It includes customizable dashboards, reporting, forecasting, SEO recommendations, backlink management and competitive analysis. It covers local, global, mobile, so…

Ahrefs Site Explorer

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow noopener noreferrer'>Customer Verified: Read more.</a>
Top Rated
137 Ratings

Ahrefs is an SEO tool providers. Ahrefs Site Explorer provides a suite of tools including a component for backlink & on-page SEO analysis, online brand mentions tracking, and domain comparison tool for competitor analysis, etc. They refer to themselves as “the largest index of live backlinks.”

Yoast Wordpress SEO Plugins

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow noopener noreferrer'>Customer Verified: Read more.</a>
Top Rated
210 Ratings

Yoast Wordpress SEO Plugins are a set of tools developed by Joost de Valk and team, founder of yoast.com and Wordpress enthusiast. These tools are designed to help content rank higher and are subsumed under the Yoast Complete pack, which includes Video SEO for rank climbing with embedded videos in a…

SpyFu

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow noopener noreferrer'>Customer Verified: Read more.</a>
Top Rated
88 Ratings

SpyFu is the eponymous SEO and PPC research platform from the company in Scottsdale, Arizona focused on "spying" on competitors, or basically using their behaviors to refine your own through keyword and content analysis, and backlink poaching. This positional search engine optimization and paid list…

Google Search Console

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow noopener noreferrer'>Customer Verified: Read more.</a>
Top Rated
126 Ratings

Google Search Console is a search engine optimization software solution offered by Google.

55 Ratings

Raven Tools from the Tennessee company of the same name is Internet or search engine marketing optimization software consisting of popular tools targeted at SEO specialists who need research automation. To that end it contains the familiar set of website research and auditing, competitor monitoring,…

50 Ratings

Majestic surveys and maps the Internet and has created a large commercial Link Intelligence database. This Internet map is used by SEOs, New Media Specialists, Affiliate Managers and online Marketing experts for a variety of uses surrounding online prominence including Link Building, Reputation Mana…

20 Ratings

Web CEO is a SaaS-based, enterprise-level SEO platform targeting digital agencies. It has a language wiki that the vendor reports is actively used by 200,000 users to keep the interface multilingual (available in English, Arabic, Simplified Chinese, Traditional Chinise, Danish, Dutch, Finnish, Frenc…

12 Ratings

BrightLocal is a search engine optimization tool that tracks search rankings, builds citations, and monitors online reviews and stresses local search performance.

17 Ratings

Serpstat is an All-in-one SEO platform which provides more than 20 tools: Competitor Analysis, Keyword Research, Backlink Analysis, Site Audit and Rank Tracker and many more. Serpstat is the fastest-growing SEO tool on the market that provides comprehensive search analytics data to more than 300,000…

Agency Analytics is an all-in-one reporting platform for marketing agencies. This platform is designed to make it easy for users to integrate all their marketing channels in one simple dashboard. Users can white label the dashboard from top to bottom to create what the vendor refers to as the "speci…

13 Ratings

Yext headquartered in New York supports many popular brands with listing data centralization and correction, consolidating business information with data quality control, geomapping, and other data reliability features for online search engines.

TrustRadius Top Rated for 2020

2020 Top Rated Search Engine Optimization (SEO) Tools

There are plenty of options out there, but here's our shortlist of the best Search Engine Optimization (SEO) Tools. These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. To qualify, a product must have 10 or more recent reviews and a trScore of 7.5 or higher, indicating above-average satisfaction for business technology. The products with the highest trScores appear first on the list. Read more about the Top Rated criteria.