Best Search Engine Optimization (SEO) Tools129Keyword Eye1 Spider5 SEO6 SEO7 for Excel8 for Wordpress Enterprise12 Rank Tracker14 SEO Plugin16 Metrics20 Travis23

Search Engine Optimization (SEO) Tools

Best Search Engine Optimization (SEO) Tools

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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


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 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 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 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 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 (51-75 of 149)

2 Ratings

EasyRedir is a solution for managing URL redirection. The vendor says their solution is trusted by many marketing departments, advertising agencies and IT organizations to deliver fast, reliable URL redirection for their most important brands.Some key uses include:Ensuring all typos and misspellings…

2 Ratings

SambaSaaS is comprehensive cloud marketing software. It includes tools that let users automate search engine optimization (SEO), schedule social media marketing posts across LinkedIn, Twitter, and Facebook. It also enables users to publish content; broadcast press releases; track inbound phone and f…

Netpeak Spider is a desktop tool which crawls a website like a search engine robot and detects key SEO issues that influence the website’s visibility in SERP. According to the vendor, this tool allows users to:Spot 80+ issues of your website optimization.Check 70+ key on-page SEO parameters.Calculat…

2 Ratings

Rio SEO is recognized as a leading SaaS search engine optimization platform, and includes many SEO automation and reporting features, including weekly SEO site and page-level reporting updates and competitor page-level tracking alerts and analysis, keyword analysis and management, auto deployment of…

19 Ratings

Analytics SEO is a search engine optimization platform from the Swedish company of the same name founded in 2011 intended to provide a comprehensive SEO solution including features like keyword analysis, site audit with a web crawler built to emulate search engines to root out site issues, integrati…

3 Ratings

Matrix is the Enterprise or Agency level search engine optimization platform formerly developed and owned by Barcelona based company Intelligent SEO which was recently (Jan. 2014) acquired by American company Insequent, Inc to expand their offerings. Matrix presents the full panoply of SEO features,…

4 Ratings

seoClarity is an SEO (Search Engine Optimization) platform for enterprises and agencies. It includes customizable dashboards, site audits, content analysis, competitor insights, reporting and actionable insights. It covers typical web search as well as mobile and local search.

Search Engine Optimize any size WordPress website in a day or less SeoSamba for WordPress Webmasters is a gateway plugin to the SeoSamba marketing hub. Patent-pending hub & spoke SeoSamba technology optimizes your existing WordPress website, no matter the size, in one sweep. Our asynchronous te…

We don't have enough ratings and reviews to provide an overall score.

SEOlytics is the name given the SaaS SEO platform from the Hamburg based company of the same name, for analysis of search engine optimization data. With the platform ranking updates, including keyword and SERP data, are tracked and reported. Benchmarking across multiple internationally used search e…

We don't have enough ratings and reviews to provide an overall score.

Leadzer is a search engine optimization platform originally developed by Barcelona based company Intelligent SEO which was recently acquired (Jan. 2014) by San Francisco based Insequent, Inc to expand their SEO offerings. Leadzer is a scaled down version of Enterprise platform Matrix, also an Intel…

We don't have enough ratings and reviews to provide an overall score.

MarketSnare is a search engine optimization tool from Cirrus ABS, a web developing and consulting firm founded back in 1995, that is dedicated to improving a company's rank and presence in organic local searches. Obviously it's for businesses that want to be more easily found by persons nearby, and …

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Dragon Metrics is the SEO platform from the Hong Kong based Egg Company meant for multinational businesses or agencies with multinational clients looking to reach customers in Asian markets who use search engines less known in the west (most particularly Baidu, the leading search engine of China), o…

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Cuutio is the flagship search engine optimization platform from the Finnish software company of the same name founded in 2012, that offers organic search ranking analytics, or visibility performance, as well as content and keyword analysis and integration with Google Analytics for a complete study o…

We don't have enough ratings and reviews to provide an overall score.

CanIRank is SEO software. The vendor’s stated value proposition is that by collecting data and metrics from other SEO services and then adding a layer of machine learning intelligence, users are delivered actionable insights, opportunities and personalized recommendations. Additionally, the vendor …

We don't have enough ratings and reviews to provide an overall score.

Traffic Travis from the New Zealand company Affilorama Group Limited is a free SEO platform which offers core search engine optimization features (backlink tracking, keyword analysis, and rank monitoring) at no cost. Competitor analysis, reporting features, and greater limits of the core functions c…

We don't have enough ratings and reviews to provide an overall score.

Siteoscope enables users to see the big picture of their website’s performance. The all-in-one tool is designed to make users better informed on how to improve and optimize their site. Some key features include: Google Analytics Integration, Keyword Monitoring, Social Media Activity, Competitor Trac…

We don't have enough ratings and reviews to provide an overall score.

Ginzametrics is built and supported by the similarly named Ginzamarkets, Inc in Mountain View, California, and is an enterprise-level SEO platform that handles search engine optimization marketing analytics, content recommendations, keyword analysis and recommendation, a competitor intelligence suit…

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.