The 15 Best SEO Tools For Small Businesses
Trying to grow your website without the right tools is like fixing a car with your bare hands — frustrating and slow.
Luckily, so many SEO tools are available - each offering unique features. As a small business owner, you naturally want to combine affordability with functionality, and I get that.
In this guide, I’ll walk you through some of the best SEO tools for small businesses, including free and paid options.
Whether you want an all-in-one platform, are struggling to create content your target audience can find, or need a reporting solution, here are 15 excellent tools.
TL;DR: My Top Picks for Small Business SEO Tools
Free Tools: Google Analytics 4, Google Search Console, Screaming Frog - Each is free to use and offers a range of features.
All-in-One SEO Tools: I recommend Ahrefs for more data-focused SEO, and SEMRush for all-in-one content marketing. However, my top pick is SE Ranking for its affordability.
Small Business SEO Tools: Google Business Profile for getting found online, and BrightLocal for seamless citations.
SEO Writing Assistants: NeuronWriter for its functionality and affordability.
Reporting Tools: Google’s Looker Studio is my go-to option, as it’s free and ideal for small businesses.
The Best Free SEO Tools
Free SEO tools are an excellent starting point for businesses on a budget, because you can use them without worrying about monthly or annual costs.
While some of these tools might lack some premium features, they allow you to learn about SEO and lay some groundwork for your website.
1: Google Search Console
Google Search Console is your go-to platform for checking your website’s organic search presence.
The Performance Section shows you where your website is ranking, lets you track growth, and identifies which pages get the most clicks and impressions:
The Indexing Section lets you see which pages are indexed and which aren’t. You can then submit pages for indexing and fix any issues:
There’s also a Security Section to see if Google has issued any manual actions or identified security issues.
2: Google Analytics 4
Google Analytics 4 is an all-in-one platform that lets you track how users behave on your website. It’s one of those tools that people either love or hate - but once you’ve nailed the basics, you’ll find it’s simpler than it looks.
With GA4, you can see where most of your website traffic comes from, assess how users behave on your website, and review key demographics.
Small businesses can also take advantage of GA4’s Insights Section, which suggests questions to ask and gives you answers - instead of having to interpret the data yourself.
3: Screaming Frog SEO Spider
Screaming Frog’s SEO Spider tool has a free and paid version, but most small businesses will be fine with the free version, which has a 500 URL limit.
The SEO Spider is a technical tool that lets you find broken links, identify key errors, and ensure your website’s elements give users a seamless performance.
When your website performs well, search engines are more likely to trust and rank it higher. Running your website through the crawler regularly is an excellent way to flag errors.
4: Google Keyword Planner
Google Keyword Planner is one of the most useful keyword tools - and it’s completely free to use. Keyword research is essential for ensuring that users can find your content and that it matches search intent.
While many paid tools exist, Google Keyword Planner is still a go-to option for small businesses and large organisations. You input a phrase into the search, and it will return the volume and competition, as well as suggest alternative phrases.
Insight: Free solutions are often the best SEO tools for beginners because they give you a foundation upon which to build. Starting with a paid tool when you don’t understand the basics of your SEO strategy wastes time and money.
The Best All-in-One SEO Tools
All-in-one SEO tools combine multiple features into one convenient platform, making them ideal for small businesses that want to get serious about their online presence. While these tools often cost more outright, they can work out cheaper than multiple tools.
5: SEMRush
SEMRush is one of the top SEO tools for agencies and businesses of all sizes. The platform is more expensive than many entry-level options, but it’s important to remember that you’re paying for a full suite of features.
You can do everything with SEMRush, including:
Performing website audits
Backlink analysis
Competitor analysis
Keyword research
Identifying technical errors
Writing optimised content
If you’re serious about SEO and willing to spend money on your strategy, I’d recommend SEMRush.
Of course, small businesses probably don’t need a tool of this size, so it’s really a case of considering your marketing activities and whether it’s worth budgeting for SEMRush.
6: Ahrefs
As a direct competitor of SEMRush, Ahrefs is another do-it-all tool that offers a range of features. While SEMrush focuses on content marketing, Ahrefs established itself as the go-to solution for in-depth competitor analysis and backlink building.
If you want to refine your content strategy and build a strong SEO profile, Ahrefs delivers the following features:
Full analysis, including competitor, backlink, and content
Website audits
Content explorer
Keyword research
Technical SEO
The Ahrefs Lite plan is also more affordable than SEMRush, but you’ll still need a healthy marketing budget to justify using this tool.
7: SE Ranking
Compared to SEMRush and Ahrefs, SE Ranking is a relatively new kid on the block. However, it quickly established itself as an excellent solution for smaller businesses, SEO freelancers, and boutique agencies - thanks to affordable pricing tiers.
SE Ranking boasts an array of features, including:
Keyword research
Content marketing toolkits
Backlink analysis
Competitor analysis
Website audits
While the interface isn’t as intuitive as pricier competitors, SE Ranking is constantly adding to its suite of solutions, giving users the opportunity to grow and scale their business. I use this tool, and I can honestly say it’s been a massive help for my business.
Small Business Local SEO Tools
Every small business relies on local SEO to boost its online visibility and ensure more people find its website. Whether you have a physical presence or operate online only, the following tools will help you grow your small business.
8: Google Business Profile
It doesn’t matter how many review tools are out there, because Google Business Profile consistently delivers growth for small businesses. It’s non-negotiable for local SEO, and as a free tool, there’s no reason why you should benefit from it.
A well-optimised Google Business Profile lets you:
Show up on Google Maps and local search results
Collect and reply to customer reviews
Share business updates, offers, and events
Add key details like hours, website, and services
Most importantly, when Google understands who you are and what you’re about, the platform will more likely showcase your business to local customers actively seeking your services or products.
Discover how to create a Google Business Profile.
9: BrightLocal
BrightLocal is an effective tool that streamlines local SEO tracking and reporting. It was built for small businesses and agencies that want to enhance their local presence and get found online. What I love most about BrightLocal is its intuitive platform.
It’s so easy to get lost in data, but newbies and small businesses with limited marketing budgets will have no problems getting to grip with BrightLocal.
Use the platform to:
Track your keyword performance and local rankings
Audit online listings and citations
Respond to reviews and monitor negative feedback
Generate easy-to-read local SEO reports
It’s affordable, accurate, and designed for small business owners.
10: Whitespark
Whitespark is another tool that helps businesses enhance their local search visibility, but it has a strong focus on reputation management.
Many service-based businesses rely on local visibility, and Whitespark can help you attract consistent leads.
The platform works by:
Finding and building high authority local citations
Tracking your local rankings across multiple locations
Managing online reviews
Showing you new citation opportunities
Whitespark isn't for everyone, but it is an excellent option for reputation management and citations.
SEO Content Creation Tools
SEO involves a multi-pronged attack. Once you've nailed the technical side of SEO, it's time to focus on creating high-quality content that ranks.
An SEO writing tool is a great way to ensure that your website contains the right keywords and every piece of content aligns with search intent.
Free options can lack key features when looking for an SEO writing assistant. For this reason, I recommend trying the following solutions:
11: Surfer SEO
Surfer SEO is one of the OG SEO writing assistants and is still a top choice for agencies. Once you put a query or your title into the content editor, Surfer will analyse top-performing content and provide a blueprint for you to optimise yours.
Its AI features can also help with content creation, but I'd recommend using them for suggestions and outlines only.
While Surfer SEO is a feature-packed platform, you'll pay a premium to use it. For this reason, it's usually better for large businesses or agencies.
12: Frase
Frase helps you create SEO-driven content faster by using AI to outline your content and suggest key terms. It's an excellent alternative to Surfer and comes at a lower price point, making it ideal for small businesses.
However, I've found that Frase's interface is less user-friendly - but you'd expect that from a more affordable tool.
13: NeuronWriter
NeuronWriter is my personal favourite, as it's easy to use, highly affordable and delivers seamless insights. Instead of juggling multiple platforms, you can research, write, and optimise content in one convenient place.
Plus, its basic plans are suitable for small businesses on a budget. If you can't justify paying a premium for Surfer SEO, NeuronWriter should be your go-to option.
The Best SEO Reporting Tools
So, now you know about the best SEO tools, it’s time to cover reporting options. These reporting tools show you what’s working and what needs more attention.
Most importantly, they simplify data analysis and give you control over what you see:
14: Google Looker Studio (formerly Data Studio)
Need a powerful reporting solution without worrying about your budget? Google’s Looker Studio is free to use, and it connects with multiple platforms, including Google Analytics, Google Search Console, and some all-in-one SEO platforms.
Instead of combing through heaps of spreadsheet data, Looker Studio visualises your information, creating graphs, tables, charts, and widgets.
You can use it to:
Create custom SEO dashboards to track rankings, traffic, and conversions
Share live reports with your team or clients
Visualise data through easy-to-read charts and graphs
While Looker Studio can be challenging to learn at first, once you get the hang of it, you’ll find the software invaluable for your SEO strategy.
15: AgencyAnalytics
While AgencyAnalytics is designed for larger businesses and agencies, it can be beneficial for small businesses that want to integrate data from multiple marketing activities into one convenient report.
The drag-and-drop builder is also ideal if you’re new to analysis and need a convenient solution.
AgencyAnalytics offers:
Integrated reports with SEO, social media, and PPC data
Automated monthly performance reports tailored to your specifications
Customised branding for agencies and freelancers
It saves a ton of time and helps you stay accountable to your SEO goals — no manual number-crunching required.
Need Help With Your SEO?
Even the best tools can’t replace knowledge and expertise. So, if you’re struggling to grow online and attract consistent, high-quality website traffic, working with a digital marketing specialist can help you grow and scale.
With no minimum contract lengths and flexible pricing options, I specialise in supporting small business owners with their digital marketing needs.
Please get in touch with me today for a free consultation.
FAQs
What is the most effective tool for SEO?
There’s no single most effective tool, as different solutions have unique benefits. For example, some businesses prioritise finding the best competitor research tools, while others look for an on-page SEO tool or link-building support.
Then you have to consider whether it’s worth finding an all-in-one platform or investing in the best keyword research tool for your needs separately. Think about where your strategy is lacking, and choose a solution that will align with your immediate and long-term needs.
Which SEO tool is best for beginners?
The best SEO tools for beginners include Google Search Console, GA4, Google Keyword Planner, and Google Business Profile. All of these solutions are relatively easy to learn, and you won’t need to worry about paying for them.
However, if you want an all-in-one solution or to add more depth to your strategy, then SE Ranking is an excellent option.
How much do SEO tools cost?
It depends on the tool you choose. For example, some solutions are free, while others have paid monthly or annual tiers. You can expect to spend between £50 and over £300 per month for an all-in-one platform.
The most affordable paid tools are SE Ranking and NeuronWriter - combining both will help you manage your SEO strategy and create optimised content.
What is the most used SEO tool?
It will probably come as no surprise to learn that Google Search Console and Google Analytics 4 are the most popular SEO tools, because they’re free. However, other popular options include SEMRush and Ahrefs.
Are SEO tools worth it?
In most cases, yes. However, SEO tools can only work if you understand the principles of optimisation. So, you should think of these solutions as ways to enhance your understanding of how your website is performing.
If you’re new to SEO or have a basic understanding, working with a specialist is best because we know how to use these tools and can help refine your strategy.
