The start of a new year is always a great time to re-evaluate your SEO goals and methodologies for the year ahead. Naturally. When we do this, SEO tools often come into play. What tools do we need? What tools can we cancel? Do we need any tools at all?
This blog post will clarify this confusion by discussing some of the best tools (free and paid) your company should consider using in 2024 and beyond.
We'll talk about SEO suites, Google's tools, AI tools and specialist SEO tools.
So, let's dive into it.
The Evolution of SEO Tools
In my eight years in the SEO industry, especially in my role at SEOTesting, I've seen our tools and strategies change and evolve tremendously. Initially, SEO was all about basic keywords and some straightforward analytics. However, as search engines got smarter, we had to evolve too. We moved towards understanding user intent and creating quality content guided by more sophisticated tools.
The real game-changer has been the shift to data-driven SEO. With tools like GA4, Google Search Console, and external tools like Ahrefs, we can dive deep into user behaviour, making decisions based on solid data. This approach has transformed SEO from a guessing game into an almost absolute science. We're leveraging AI and machine learning for predictive analytics, staying ahead of the game.
Today's SEO is about creating a seamless user experience and integrating SEO with broader digital marketing practices. We're focussing not just on ranking but also on delivering real value to users. It's an exciting time in the SEO world, and the future looks even more promising with the continuous evolution of tools and strategies. As someone in this field for nearly a decade, I can say it's never been more thrilling to be part of this ever-evolving landscape.
Essential Features in Modern SEO Tools
In my nearly ten years in the SEO field, I've realised a few key features make an SEO tool indispensable to a business.
First and foremost, an effective SEO tool must offer comprehensive keyword analysis. This includes identifying popular keywords and providing insights into search trends, keyword difficulty, and competitor strategies.
Another crucial aspect is the tool's ability to track and analyse backlinks. Understanding where your links are coming from and the quality of these links is essential for any robust SEO strategy.
A great SEO tool should also offer in-depth site auditing capabilities to identify technical SEO issues that could hamper your site's performance.
Note for Context: The above features are non-negotiable when discussing SEO suites. In this article, we will discuss various specialised SEO tools where these might not be needed.
But it's not just about the features. The usability of these tools is equally important. A user-friendly interface is key; it should be intuitive, making data easy to access and understand. Accurate data reporting is non-negotiable, as SEO decisions need to be based on reliable data. A tool that strikes the right balance between advanced features and user-friendly design is a game-changer in the dynamic world of SEO.
Table of Contents
- Free Tools
- Paid Tools
Top Free SEO Tools for 2024
In this first section, we will talk about some of the best free SEO tools. Some of these tools you're probably using already. But some might have stayed off your radar for now, so we must also bring these to light.
Google Search Console
Google Search Console remains a must-use resource for any business looking to enhance its online visibility and search engine performance in 2024.
There are a wide variety of benefits to using GSC. Firstly, it offers hugely valuable insights into how Google views your website. This includes details about how often your site appears in search results, which search queries show your site, and how often searchers click through for those queries. This data is crucial for understanding and improving your site's search performance. Additionally, GSC provides useful alerts for any issues on your site, such as crawl errors or security concerns, allowing for quick fixes! GSC also helps you understand your site's external and internal link profile, vital for off-page SEO strategies.
It's also important to acknowledge some of the limitations of GSC. The tool only focuses on Google's perspective, so it does not provide a complete picture of how other search engines view or rank your site. Moreover, whilst the data provided is useful, it can be overwhelming if you're still learning SEO. Interpreting and leveraging this information can be challenging without a fundamental understanding of SEO concepts.
Despite these drawbacks, Google Search Console will remain an indispensable tool in 2024. Its direct line of communication with Google is unparalleled, offering insights that other tools cannot. This makes it a critical part of any SEO strategy. Its ability to provide real-time alerts and detailed performance data makes it helpful and essential for businesses aiming to stay competitive in 2024 and beyond.
Google Analytics (GA4)
We cannot write an SEO tools article without mentioning GA4.
One of the key benefits of GA4 is its user-centred, event-based data model. This new approach allows for a more comprehensive and flexible tracking of user interactions across your websites and apps. Unlike its predecessor, Universal Analytics (UA), GA4 is not just about page views; it delves deeper into understanding user behaviour and engagement. This includes enhanced cross-platform tracking capabilities, providing a more holistic view of the customer journey across different devices and touchpoints. Additionally, GA4's integration with Google's machine learning offers advanced insights and predictive metrics, such as potential revenue from particular audience segments, enabling businesses to make more data-driven decisions.
That being said, transitioning to GA4 does come with some small challenges. The shift from a session-based model in UA to an event-based model in GA4 can be a steep learning curve for many. This requires businesses to rethink and change how they track and interpret data. Moreover, the interface and reporting in GA4 (whilst powerful) can initially seem less intuitive and more complicated for those previously accustomed to UA.
Google Trends
Google Trends stands out in 2024 as an essential SEO and digital marketing tool for businesses.
It allows users to compare search terms and topics, uncovering seasonal variations and emerging trends. The tool's regional analysis capabilities enhance local SEO strategies, while its historical data access aids in long-term planning and forecasting. Its user-friendly interface opens up complex data analysis to those with limited SEO experience.
Despite its strengths, Google Trends has limitations.
It doesn't provide absolute search volume data, which can limit businesses seeking specific quantitive insights. Overemphasis on short-term trends could lead businesses to create SEO and marketing strategies that are unsustainable long-term. The tool's generalisation of data, especially for less popular search terms, may result in imprecise information, affecting niche markets or specific keyword analysis. The complexity of the data requires expertise and should be cross-referenced with other SEO tools in this list for accuracy.
Bing Webmaster Tools
Bing Webmaster Tools (BWT) has become a crucial SEO tool for businesses and will continue well into 2024 and beyond! It offers a wide suite of features that cater to the ever-evolving SEO landscape.
As the competition for online visibility intensifies, BWT provides a distinct advantage by offering insights into how Bing indexes and understands websites. Its detailed reporting on search traffic, keyword performance, and website health enables businesses to optimise their online presence effectively. The tool also offers actionable recommendations for SEO improvements, helping businesses refine their strategies to target their desired audience more accurately!
In addition, BWT stands out for its user-friendly interface, making it an extremely accessible solution for businesses of all sizes and individuals with different levels of technical knowledge. It simplifies monitoring website performance, identifying potential issues, and implementing SEO strategies.
The tool also provides unique features like SEO reports and site scanning, which are invaluable for staying ahead in a competitive market. These features help businesses understand their current online standing and forecast and adapt to future trends, making it a versatile tool for strategic planning!
However, one of the drawbacks of Bing Webmaster Tools is its reliance on Bing's search engine data. This will not fully represent the broader search market dominated by Google! Given that Google and Bing have radically different search algorithms, you may rank differently on Bing than you do on Google. So, you need to combine BWT with GSC.
Screaming Frog SEO Spider
As SEOTesting's marketing manager, I've got plenty of firsthand experience telling me that ScreamingFrog's SEO Spider is an indispensable tool that absolutely deserves a place on our list of the top SEO tools to use in 2024!
Its comprehensive crawling capabilities provide an in-depth analysis of websites, which is crucial for effective SEO strategy development. In a landscape where understanding and optimising for search engines is more vital than ever, thanks to Google's "trigger-happy" history of updates in 2024, ScreamingFrog offers the detailed insights needed to stay ahead of the pack.
The benefits of ScreamingFrog are multifold. It excels in identifying technical SEO issues like:
- Broken links
- Redirect chains
- Page title errors
- Meta description errors
The tool's ability to generate XML sitemaps and integrate with Google Analytics enhances its functionality, providing a well-rounded view of a website's SEO health. Moreover, its versatility in crawling both small and large sites makes it suitable for businesses of all sizes.
There are a few drawbacks to consider. ScreamingFrog can be quite resource-intensive, especially when crawling larger sites, and may require a powerful PC or laptop to operate efficiently. Additionally, its interface, whilst robust, can be overwhelming for beginners due to the sheer volume of data and technical details presented. That said, once you get around the UI, it's an incredible tool!
Important Note: Whilst we have included ScreamingFrog's SEO Spider on the list of free tools, you need to buy a license for full, unrestricted access to the tool. This comes in at $259 for the year. If you do not need the full license, they have a free version that will suit you just fine.
Google PageSpeed Insights
Google PageSpeed Insights is an essential tool that deserves its spot on this list. Simply put, if you are not currently using this tool, you need to be.
The speed of a website is a critical factor in user experience and SEO performance, and Google PageSpeed Insights provides invaluable insights (the clue is in the name) into a website's speed. This tool, directly from Google, helps identify areas where a website may be lagging, offering actionable recommendations to enhance speed and, consequently, the overall UX of a site.
The benefits of using Google PageSpeed Insights are significant. It offers a clear and detailed analysis of desktop and mobile site performance, a critical factor given the ever-increasing mobile internet usage. This tool breaks down the elements that affect page loading times, such as:
- Image size
- Script loading
- Caching policies
Offering practical suggestions for improvements. It also provides a performance score, graded from 0 - 100, which is an excellent benchmark for ongoing website optimisation efforts. Furthermore, its integration with other Google tools, like Lighthouse, enriches its functionality, making it a comprehensive solution for assessing and improving website performance.
It is important, however, to be aware of some limitations. Google PageSpeed Insights focuses primarily on the technical aspects of a site's performance and doesn't always account for the real-world user experience, such as the perceived speed of a page. Some of its suggestions can also be technical, requiring certain web development expertise. Moreover, the tool sometimes emphasizes optimisation tactics that may negatively impact a website's overall performance, potentially diverting attention from more important issues.
SEOTesting's Google Chrome Extension
I'm proud to say that our own Google Chrome Extension is a tool that should be included on any list of top SEO tools for 2024.
Its integration with Google Search Console transforms it into a powerful on-page SEO and content strategy asset. This extension simplifies accessing and understanding key SEO data, making it a breeze to optimise your website almost directly from your browser! It's not just a tool; it's an extension of your SEO strategy, bringing data to your fingertips when and where you need it.
The benefits of SEOTesting's Chrome Extension are diverse. It provides immediate insights into any page, including the meta information and the page's structure. This instant access to data simplifies refining SEO strategies on the fly.
However, as we have done with the other tools in this list, we should note some drawbacks, too. The extension is primarily designed for users who have a SEOTesting subscription. This means you won't be able to access the extension's full capabilities without an SEOTesting subscription. Additionally, as with any browser extension, there may be concerns about browser performance and capability with other extensions or updates.
Wayback Machine
The Wayback Machine is a unique and almost indispensable tool in the SEO toolkit for 2024.
It is more than just a digital archive. It's a resource for understanding the historical changes in a website, which is crucial for investigating past SEO strategies and their impacts. This tool allows users to view a website's evolution over time, providing context to current SEO standings and aiding in formulating more informed future strategies.
One of the main benefits of the Wayback Machine is its ability to track changes in website content and structure. This is invaluable for recovering lost content, for example, or understanding the modifications that may have impacted a site's search rankings. It also helps in competitive analysis, allowing SEO professionals to review competitors' website changes and strategies over time. Another significant advantage is its role in link recovery efforts, where it assists in identifying and restoring valuable old links that might have been lost during website updates or migrations.
However, there are some limitations to consider. The Wayback Machine does not capture every single change or every part of a website, which can lead to large gaps in data. It focuses on historical data, so it's unsuitable for real-time analysis or tracking current SEO performance. Also, interpreting the data requires SEO knowledge and a basic understanding of web development trends over time. Despite these drawbacks, the Wayback Machine remains a valuable tool for SEO professionals, offering unique insights into the historical web that can significantly inform current and future SEO strategies.
NightWatch Search Simulator
NightWatch Search Simulator is a must-have tool for anyone practising SEO in 2024, and it deserves recognition for its functionality.
This tool brilliantly simulates search engine queries from different locations, providing accurate insights into search rankings across various places. This is particularly beneficial for businesses targeting audiences in multiple locations, allowing them to fine-tune their SEO strategies based on accurate local search results.
The advantages of NightWatch Search Simulator are numerous. Its ability to simulate searches from any location helps track local SEO efforts, an essential aspect for businesses targeting regional markets. It also assists in getting past personalised search results, offering a more objective view of search engine rankings. This is crucial for understanding the true position of your web pages in SERPs. Additionally, its user-friendly interface enhances its usability and effectiveness within SEO campaigns.
However, the tool does rely on simulated data, which, while highly accurate, might only sometimes perfectly match the actual search results seen by users in different locations. Also, its primary focus on search rankings means it should be used along with other tools that provide broader SEO insights, like Ahrefs or Semrush. Despite these considerations, NightWatch Search Simulator remains a highly valuable tool in 2024 for any SEO professional seeking insights into search rankings across different locations.
Top Paid SEO Tools for 2024
To round off this blog post, we will talk about some of the best paid SEO tools that your business should look to invest in throughout 2024.
Ahrefs
Ahrefs has proven itself, time and time again, to be an indispensable SEO tool. This is going to continue in 2024 and far beyond.
Its ability to provide detailed insights into backlinks, keyword research, site audits, and content exploration makes it a one-stop solution for all SEO needs! The backlink analysis feature is particularly valuable, offering insights into live backlinks, referring domains, and broken backlinks. The "Keywords Explorer" tool stands out for its extensive keyword index database, which is crucial for crafting effective SEO strategies for all funnel stages.
There are certain limitations, however. Whilst comprehensive, Ahrefs can be overwhelming for beginners due to the depth and breadth of data it provides. Additionally, some of the more advanced features come with a cost, which might be a consideration for smaller businesses or individual users. The cost issue is especially relevant, given they have recently changed their pricing model.
Keyword Insights
Keyword Insights is a true game-changer in keyword analysis and research for 2024.
As someone who uses the tool on a weekly, if not daily, basis, I recognise its value in offering detailed keyword data that is crucial for improving SEO strategies. The tool's ability to provide insights into keyword clusters and search intent helps businesses align their content more effectively with what their audience is searching for.
Keyword Insights is the best keyword clustering tool on the market at present. It allows you to input keywords, and the tool will automatically cluster them for you. Doing this will allow you to focus on the keywords that will move the needle and save you from creating "pointless" content! This is great for small businesses, who need to keep an eye on their budget and avoid wasted effort, and larger businesses that want to move the needle as quickly as possible.
However, like many specialised tools, it is certainly more suited for users with a basic understanding of keyword clustering, content research, and content creation. But despite this, Keyword Insights is a potent tool that can significantly improve your keyword research and content writing processes for 2024, making it a must-have for your MarTech stack in 2024!
SEOTesting
SEOTesting, naturally very close to my professional role, is a powerful tool that streamlines your SEO testing efforts naturally.
It has a great integration with GSC, making it a powerful tool for any SEO testing you want. Whether that's on-page SEO testing, testing URL redirects or even more advanced a/b testing for an ecommerce website you operate.
One of the biggest benefits of using SEOTesting is its ease of use. Within minutes, you can set the tool up, integrate it into your GSC account and start testing. You can also backdate previous SEO tests you have done to see if you were correct in your previous findings. For example, if you run an SEO agency and you sign a new client up, you can add this site to your SEOTesting Agency Plan and see what work you have done leads to SEO results.
There are, of course, a few drawbacks to using the tool. There are better tools than this if you are looking for real-time testing, as SEOTesting does not make the changes for you. You need to do this yourself via your website's CMS. It also requires a basic understanding of SEO principles for you to understand what to test and to be able to read into the results and draw meaningful conclusions.
Yoast SEO's WordPress Plugin
Yoast SEO's WordPress Plugin is a crucial tool for content optimisation in 2024 if you use WordPress to manage any of your websites.
Image Credit: https://wpml.org/
Its user-friendly interface and comprehensive set of features make it ideal for improving the SEO of your sites. The plugin guides you through optimising your meta tags, generating sitemaps, and improving the overall readability of your content, which is crucial for better search engine rankings.
The plugin's real-time analysis provides immediate feedback on SEO and readability, helping users make necessary adjustments quickly. Additionally, its focus on the latest SEO best practices ensures that your content remains relevant and effective in an ever-changing landscape.
However, it's important to note that over-reliance on its suggestions without a true understanding of the broader context of SEO could lead to results that aren't as good as you would like.
Despite these considerations, Yoast SEO's WordPress Plugin is a must-have tool for your stack in 2024.
RankMath
An alternative to Yoast SEO's WordPress plugin is RankMath!
RankMath is often celebrated by SEO professions for its friendly UI. It offers a suite of features that can help you significantly improve your WordPress site's performance. One of its most promising features is the ease with which it allows users to optimise their content with targeted keywords. It doesn't just stop at basic keyword optimisation; it goes a step further by offering some LSI keyword suggestions too!
It also has a brilliant integration with GSC to provide valuable insights about your site directly within your WordPress site dashboard, making it easier to track performance without switching between different tools.
One notable drawback is its relative complexity compared to some other SEO plugins, Yoast's especially. For beginners who are not doing SEO on a daily basis, RankMath can feel a little overwhelming. This overall complexity can lead to a steep learning curve, potentially causing frustration for new users.
Sitebulb
Sitebulb is another essential tool in today’s SEO landscape due to its excellent crawling and auditing capabilities, which makes it the perfect resource for anyone serious about optimizing their online presence.
At its core, Sitebulb excels in offering a high-level view of a website’s SEO health by analyzing everything from technical SEO to user experience.
One of the main advantages of Sitebulb is the user-friendly interface providing actionable insights and detailed reports. Sitebulb features will give you the full picture and can find you simple problems like broken links or more complex ones like indexability issues.
However, Sitebulb isn’t without its limitations. While the UI and reports are beginner-friendly, it can be hard to know which warnings and issues to address first to produce the best SEO results.
In terms of pricing, Sitebulb has 3 different plans, catering to different needs and budgets. The most affordable plan starts at $11/month, making it a budget-friendly option for those who are just starting out or have limited SEO needs. This pricing strategy ensures that Sitebulb is a viable option for a wide range of users, from individual users to SEO consultants and digital agencies.
Wrapping Up
In conclusion, as we journey through 2024, the SEO landscape continues to evolve rapidly, demanding a more sophisticated approach to digital marketing. The tools we've discussed in this article, both free and paid, are not just facilitators but essential companions in navigating this ever-changing terrain. Each tool brings a unique strength, from the data-driven precision of Google Analytics and Ahrefs to the insightful auditing capabilities of ScreamingFrog and the strategic testing of SEOTesting.
Remember, the key to success in SEO is selecting the right tools and how effectively we use them to understand our audience, optimize our content, and ultimately deliver value. Whether a small business or a large corporation, the right blend of these tools can significantly elevate your SEO game. They are about chasing rankings and building a more profound, data-informed connection with your users.
As we continue to embrace AI and machine learning, integrate SEO with broader digital marketing practices, and focus on creating a seamless user experience, these tools will be indispensable in helping us stay ahead. The future of SEO is exciting, and with these tools in your arsenal, you're well-equipped to make the most of the opportunities that lie ahead. Let's leverage these innovations to achieve our SEO goals and redefine them, pushing the boundaries of what's possible in digital marketing.
If you want to dive deeper into SEO testing in 2024 and beyond, then SEOTesting might be your tool! We are running a 14-day free trial with no credit card information required to sign up, so give the tool a try today! Or visit our website, seotesting.com, for more information.
Testimonials
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"Can totally recommend! It’s not only full of reports to easily identify low hanging fruit opportunities but also, the most straightforward platform to help run SEO tests"
Aleyda Solis, Intl SEO Consultant, Speaker & Author.
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"SEOTesting.com has become one of my go-to SEO tools because it does so much with all the valuable data hidden in Google Search Console. It's the only thing that gives us the ability to use that data for keyword tracking, SEO tests, and quality testing."
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