If you run a website, you’ve probably heard that “SEO tools” can help you get more traffic, improve visibility on Google, and fix problems on your site. But with so many tools out there, it can feel confusing knowing which ones you actually need, or what they even do.

This guide breaks down the most popular SEO tools in plain English. No jargon, no technical talk, just clear explanations of what each tool is good at, what it’s not, and when you should use it.

What Each Tool Does Best

Below is a simple summary of the most common SEO tools and where they shine.

1. Screaming Frog SEO Spider

Best for: Finding technical problems on your website
Why it’s useful: It scans your website like Google does and shows issues such as broken links, missing titles, and duplicate pages.
Pros: Very detailed, great for fixing website issues
Cons: Looks technical and can feel overwhelming at first

2. Ahrefs

Best for: Keyword research & backlink analysis
Why it’s useful: Shows the keywords people search on Google, how hard they are to rank for, and who is linking to your competitors.
Pros: Excellent for discovering new content ideas and checking backlinks
Cons: One of the more expensive tools

3. SEMrush

Best for: Full marketing analysis
Why it’s useful: Combines SEO, PPC (paid ads), content, and competitor research into one platform.
Pros: Great for agencies or businesses doing more than just SEO
Cons: Lots of features, can be complex and pricey

4. Sitebulb

Best for: Easy-to-understand website audits
Why it’s useful: Like Screaming Frog, but more visual. It explains problems clearly, making it ideal for reports or client work.
Pros: Very beginner-friendly for technical SEO
Cons: Only focuses on website audits, not keywords or competitors

5. Google Search Console

Best for: Understanding how Google views your site
Why it’s useful: Shows what keywords you rank for, issues with indexing, and Core Web Vitals.
Pros: Free and essential for every website
Cons: Doesn’t give keyword suggestions or deep competitor insights

6. PageSpeed Insights

Best for: Quick website speed checks
Why it’s useful: Shows how fast your pages are and gives suggestions to improve performance.
Pros: Free, simple, straight from Google
Cons: Tests only one page at a time

7. GTmetrix

Best for: Monitoring site speed over time
Why it’s useful: Gives clear visuals (like waterfall charts) to show why a page is slow.
Pros: Great for developers or ongoing monitoring
Cons: Some features require a paid plan

8. Lighthouse

Best for: Quick performance and quality audits
Why it’s useful: Built into Chrome, tests performance, accessibility, SEO, and more in a single click.
Pros: Easy for quick checks
Cons: Results vary depending on your device, and it’s mostly “lab data” (not real users)

9. WebPageTest

Best for: Detailed, professional page-speed testing
Why it’s useful: Offers the most accurate and flexible speed tests (location, device, connection speed, etc.).
Pros: Extremely detailed
Cons: Can feel technical if you’re new to it

Which Tools Should You Actually Use? (Simple Recommendations)

You don’t need all nine tools.
Here’s the best setup depending on your needs:

For everyday website owners:

• Google Search Console (free & essential)
• PageSpeed Insights (quick speed checks)
• Screaming Frog (find website issues)

For bloggers & content creators:

• Ahrefs (keyword ideas & traffic growth)
• GSC (monitor real performance)

For agencies & professionals:

• SEMrush (all-in-one)
• Sitebulb (client-friendly audits)
• Ahrefs (backlinks + keywords)

For developers or speed-focused teams:

• Lighthouse
• WebPageTest
• GTmetrix

You Don’t Need Every Tool

SEO can seem complicated, but the right tools make everything easier. You don’t need to be technical, and you don’t need a huge budget. Start with a few tools that match your goals, whether that’s writing better content, fixing site problems, or improving page speed.

As your website grows, you can add more tools if you need them. The important thing is to take action: check your site’s health, understand your visitors, and make improvements step by step.

Image by Fakhruddin Memon from Pixabay