35 Search Engine Optimisation Tools for SEO Success in 2023

Staying on top of your SEO game is crucial if you’re serious about helping your site succeed, especially in 2023 and beyond, and the right SEO optimisation tool can help. Here’s a closer look at some of the best of the best.

Updated: February 17, 2023
a man on the computer working

Need content for your business? Find top writers on WriterAccess!

Running a terrific company and building an incredible website to match is only part of what it takes to succeed in business in 2023. Thorough search engine optimisation ensures that those looking for products and services like yours can actually find you in the vast sea of options out there these days.

But even the most dedicated business owner likely won’t be able to handle every aspect of running a stellar SEO campaign on their own.

Putting the right search engine optimisation tool to work for you can help you save time, resources, and your sanity. 

    What Are Search Engine Optimisation Tools?  

    If you’ve run a website for long, then you already likely understand that staying ahead of the game with SEO is a constant battle. Just when you’ve hit on something that works and settled into a groove, Google updates its algorithm again, and it’s back to square one.

    A search engine optimisation tool is a program, software suite, or other tool designed to assist with one or more aspects of establishing or maintaining an effective SEO campaign. 

    Such tools can be especially helpful for automating tasks, retrieving critical information, tracking important SEO KPIs, and more.

    35 Search Engine Optimization Tools to Try in 2023

    Of course, knowing you could use a good search engine optimisation tool in your own toolbox is one thing. Deciding which of the numerous options out there is a good fit is another matter entirely.

    Although every SEO professional will be different regarding their needs and preferences, some options have near-universal value. For example, Rock Content SEO supervisor Valentina Giraldo considers an analytics tool to be positively essential.

    “I’m actually a simple SEO professional on this,” she says. “I could say I can’t live without an analytics tool, in my case would be Google Analytics, understanding there are some others I used already like a similar web that helped me a lot in other projects.”

    Giraldo also lists popular options like SEMRush, Ubersuggest, and Google Search Console as being essential in her work. Here’s a closer look at some more options to consider to succeed in 2023 and beyond.

    1. Google Analytics

    Google Analytics is a terrific free tool for taking the guesswork out of SEO. Easily compare traffic sources, track engagement metrics, filter various referral traffic sources, and more. You can also use the multi-channel conversions feature to determine the value of all your different channels.

    2. Google Trends

    Keeping your finger on the pulse of current trends is essential when it comes to running an airtight SEO campaign. Google Trends helps you do this for free by helping you keep track of global trends, trending topics, and more in real-time.

    3. HubSpot SEO

    If you’re looking for a great way to boost sitewide authority, HubSpot’s go-to marketing software is a great choice. In addition to automated marketing assistance with your campaigns, you get access to email resources, analytics, and lead management assistance.

    4. Check My Links

    Check My Links is actually an extension for Google Chrome, so it doesn’t get much more user-friendly than that. This tool also takes the guesswork out of tasks like finding and exporting broken links, auto-highlighting critical issues, and more.

    5. Mozcast

    If you’ve ever wished you had a super-simple way to track Google’s algorithm in real-time, you’ll love Mozcast. View key information at a glance via a fun, highly accessible format. Track algorithm behavior, domain diversity, big ten influence, and more.

    6. Screaming Frog SEO Spider

    This handy little tool is just like having your own version of one of Google’s web crawlers at your personal disposal. It lets you crawl your own website in search of common SEO errors, including HTTP header issues, duplicate content, JavaScript errors, and more.

    7. SEMRush

    When it comes to options that really help digital marketers blow the competition out of the water, SEMRush is considered the gold-standard search engine optimisation tool to beat for a reason. Not only can you track your site’s visibility over the long haul, but you can build links, monitor competitors, and more.

    8. GrowthBar

    GrowthBar takes the guesswork out of monitoring any website for SEO, up to and including those belonging to your competitors. Add the simple Chrome extension to your repertoire and view authoritative backlinks attached to a site, get keyword suggestions, and more.

    9. BuzzStream

    Backlink building is an essential part of any thorough SEO campaign, but the associated outreach efforts can sometimes feel tedious and frustrating at best. BuzzStream helps streamline the process by identifying the best outreach candidates and making it easy to reach the right people.

    10. SEOLyzer

    Here we have another terrific search engine optimisation tool that’s ideal for log analysis. Get easy access to page categorization resources, real-time data you can count on, and more.

    11. NinjaOutreach

    This is another fantastic search engine optimisation tool to add to your bag of tricks if you want to focus more on backlink outreach. It boasts an impressively vast database of options that’s searchable by keyword, making it easy to find (and reach) the right ones for your campaign.

    12. Ubersuggest

    When it comes to quick, easy, convenient keyword research tools, Neil Patel’s Ubersuggest is an industry favorite for lots of good reasons. Not only is it user-friendly, but it’s highly reliable and easy to get the hang of.

    13. Yoast SEO

    If your site’s running WordPress, then you’ve likely already heard of this well-loved plug-in. It’s great for tasks like checking readability, optimizing keywords, preventing duplicate content, and accessing valuable content insights.

    14. Remove’em

    There are lots of reasons why you might find yourself dealing with poor-quality or downright toxic backlinks, including using a URL that was once owned by someone else. Remove’em makes short work of not only locating such links but disavowing them or contacting the right people for removal.

    15. RankWatch

    This particular search engine optimisation tool is actually an entire suite of tools that happens to contain a highly effective rank tracker. Gain access to local and global data associated with a wide variety of search engines, up to and including Google and Bing.

    16. SpyFu

    If you’re currently using Google Ads as part of your SEO strategy (or plan to soon), SpyFu can help you take the guesswork out of competitor keyword research for sure. Do things like download your competitors’ PPC and SEO keywords, track rank trends, and more.

    17. Xenu

    Xenu was actually one of the first free tools to hit the SEO scene back in the day, and it remains a really effective solution for digital marketers everywhere. Use it to crawl your site for broken links, perform quick audits, and more.

    18. Google’s Mobile-Friendly Test

    Mobile-friendliness is a huge deal for SEO in 2023, and that will only continue to be more the case in the future, so an easy way to test for that is a must. Google’s Mobile-Friendly Test lets you see how you’re doing at a glance anytime.

    19. SEOQuake

    This is another handy Chrome extension that makes keeping track of SEO an absolute snap. Check any site’s SEO parameters at a glance, audit for SEO, analyze links, and more.

    20. Majestic SEO

    Here we have another does-it-all platform that’s terrific for taking any SEO campaign to the next level. Among other features, it grants users access to vast link index databases, a backlink history checker, and an in-depth site explorer that analyzes sites in detail.

    21. Kerboo

    Formerly known as Link Risk, Kerboo is another search engine optimisation tool suite capable of taking care of several aspects of your campaign. Analyze backlinks and track rankings, as well as repair linking issues, monitor link coverage, and more.

    22. Ahrefs SERP Checker

    When it comes to the most competitive, crucial keywords, it’s helpful to be able to see who you’re competing with at a glance. This wonderful free tool lets you see the top ten global domains attached to any keyword you like.

    23. Linkody

    Here’s another great toolbox addition for those looking to improve their link-building efforts. Linkody lets you know immediately whenever you gain or lose links, so you’re never left in the dark. You can also take immediate action, gain competitor insights, and analyze your link profile.

    24. SERPs

    If you’ve been searching for an enterprise-tier search engine optimisation tool, then SERPs may be one to try for sure. It contains a powerful rank-tracking engine, a built-in keyword research tool, and the ability to track rankings both locally and globally.

    25. ContentKing

    Here we have a stellar real-time content tracking tool that’s a godsend for keeping track of your site around the clock. Find out about issues immediately, before they have a chance to hurt your rankings. Track changes, boost your entire campaign, and visualize data at a glance, as well.

    26. SEO Explorer

    Need another simple, free keyword research tool to add to your repertoire? SEO Explorer is trusted and widely used by millions of marketers, and with good reason. It’s incredible for researching both keywords and links.

    27. Google Business Profile

    If you haven’t set up your free Google Business Profile yet, you really want to take care of that as soon as possible. It’s a must for connecting with new and existing customers across multiple Google products, including Maps and Search.

    28. SEO Minion

    Need another Chrome extension that makes on-page SEO analysis super simple? Get SEO Minion and enjoy the easy ability to check for broken links, conduct SEO analysis, obtain SERP previews, and more.

    29. BROWSEO

    If you’ve ever thought it would be incredible to have a browser with built-in analytics capabilities, give BROWSEO a try. It’s an SEO browser that lets you do things like view total number of words on a page, view meta information, zero in on HTML structure, and more.

    30. KWFinder

    If you’re looking for a user-friendly, no-nonsense way to identify keywords that are not only a good fit for your site but easy to rank for, KWFinder is for you. Find hidden longtail keywords, research valuable local keywords, gain competitor keyword insights, and more.

    31. AnswerThePublic

    AnswerThePublic is actually a search listening tool that tracks and delivers data on questions, phrases, keywords, and more that people across multiple engines are searching. It makes it a snap to keep track of keyword trends, see search data in real time, and brainstorm ideas for your content campaign.

    32. Keyword Hero

    Gain valuable insight into search intent with this handy search engine optimisation tool. Tell the difference between standard and branded traffic, dig into data attached to real queries people use to land on your site, and optimize your SERP position.

    33. Seomater

    Give this handy pay-as-you-go tool a try if you’re looking for a great way to perform audits, SEO analysis, and more. You’ll also gain detailed reports and valuable insights into your site’s on-page and off-page SEO status.

    34. Bing Webmaster Tools

    Google may be the king of search engines, but smart digital marketers should be paying attention to Bing, as well. Bing Webmaster Tools is a must for those who need access to Bing-related keyword reports, crawling dates, and so forth.

    35. Siteliner

    Here’s another terrific but user-friendly tool that makes short work of tasks like locating duplicate content, acquiring XML sitemaps, and more – a must for any thorough SEO professional.


    Now that you’ve got a great new search engine optimisation tool or two in your back pocket moving further into 2023, it’s time to take the next step. 

    Sign up for a free WriterAccess by Rock Content trial today, connect with the world’s best SEO writers, and make a massive success of your ongoing SEO efforts!


    Human Crafted Content

    Find top content freelancers on WriterAccess.

    Human Crafted Content

    Find top content freelancers on WriterAccess.

    Subscribe to our blog

    Sign up to receive Rock Content blog posts

    Rock Content WriterAccess - Start a Free Trial

    Order badass content with WriterAccess. Just as we do.

    Find +15,000 skilled freelance writers, editors, content strategists, translators, designers and more for hire.

    Want to receive more brilliant content like this for free?

    Sign up to receive our content by email and be a member of the Rock Content Community!

    Talk to an expert and enhance your company’s marketing results.

    Rock Content offers solutions for producing high-quality content, increasing organic traffic, building interactive experiences, and improving conversions that will transform the outcomes of your company or agency. Let’s talk.