Whether you’re just starting out in SEO or managing campaigns at scale, the right tools are essential for getting results. But here’s the challenge: most of the industry-standard platforms come with hefty price tags.
The good news? You don’t have to break the bank. There’s a wealth of free SEO tools (many with generous free tiers) that can cover everything from keyword research and link building to site performance and structured data.
Below is a curated list of 20 expert-approved tools that will help you optimize your website, track progress, and uncover opportunities — without spending a dime.
Free SEO Tools for Page Speed & Performance
Google Page Speed Insights
If you want to understand how Google itself evaluates your website, this is the tool. Page Speed Insights measures both mobile and desktop performance and provides actionable recommendations for improving Core Web Vitals, load times, and overall site experience.
Ping dom Website Speed Test
Page speed affects both user experience and rankings. Ping dom is a great companion to Google’s tool, giving you a detailed breakdown of load times, page size, and performance bottlenecks.
Free SEO Tool for Technical SEO & Crawling
Screaming Frog SEO Spider (Free License)
The gold standard for technical SEO audits. With the free version, you can crawl up to 500 URLs and detect issues like broken links, redirect chains, duplicate content, and missing metadata.
Google Search Console
No SEO toolkit is complete without GSC. It allows you to track indexing status, measure organic performance, test sitemaps, and identify crawling issues — all while showing you exactly how Google views your site.
SEO Tools for Keyword Research
Google Keyword Planner
A staple for keyword discovery. While designed for ads, it’s also invaluable for organic SEO. You can explore keyword ideas, average monthly searches, and competition levels — even without running campaigns.
Ahrefs Free Tools
Ahrefs offers several free options, including the Keyword Generator and Keyword Difficulty Checker. These tools let you brainstorm content ideas and quickly evaluate whether your target terms are realistically attainable.
Answer The Public
A favorite for content marketers. It visualizes real search queries into easy-to-digest “who, what, why, and how” questions — ideal for uncovering long-tail opportunities and optimizing for search intent.
SEO Tools for Rank Tracking & SERP Analysis
SE Ranking Free Tools
Without even creating an account, you can check keyword rankings, analyze traffic insights, and get basic SERP snapshots. The free version offers limited daily checks but is useful for spot-checking progress.
Free SEO Tools for On-Page Optimization & Content SEO
Yoast SEO (Free WordPress Plugin)
Still one of the most widely used plugins for a reason. The free version covers all the essentials: keyword optimization, metadata management, and readability checks — directly inside WordPress.
SEO for Backlink Analysis & Link Building
Ahrefs Backlink Checker
A quick way to get a snapshot of a site’s backlink profile. You can see the top referring domains, anchor text distribution, and authority metrics.
SEO Spy Glass (Free Version)
Available as a desktop download, Spy Glass lets you analyze your backlinks and competitors’ profiles while flagging potentially toxic links that could harm rankings.
SEO Tools for Image & Asset Optimization
Compress PNG (Supports JPG, GIF, PDF)
A simple but essential utility for reducing image sizes while maintaining quality — helping improve site speed and user experience.
ReSmush.it (Free WordPress Plugin)
If your site runs on WordPress, this plugin automates image compression during upload, ensuring your site stays optimized without extra effort.
SEO for Structured Data & Rich Results
Schemantra
An easy schema generator for articles, products, events, and more — no coding required. Perfect for building structured data that improves your chances of winning rich snippets.
Rich Results Test
After adding schema, validate it here. This tool confirms whether your markup is eligible for Google’s enhanced search features.
SEO Tools for Content Ideation & AI Writing Support
Google Trends
Essential for staying on top of emerging topics and seasonal trends. Great for both SEO campaigns and digital PR opportunities.
Also Asked
Visualizes “People Also Ask” questions in a structured way, helping you map related search intent and build more comprehensive content strategies.
Final Thoughts
Budgets are tight — and not every SEO task requires an expensive suite of tools. Between Google’s free offerings, trusted plugins, and industry favorites with free tiers, you can cover nearly every aspect of SEO without spending a cent.
Whether you’re freelancing, working in-house, or managing a team, these free SEO tools give you the insight and control you need to grow your rankings — no budget required.
