What are the Best SEO Tools?

If you want to rank higher on search engines, increase organic traffic, and gain an edge over your competitors, you need the right SEO tools in your arsenal. Even all the recent changes to Google’s results pages with generative A.I. summaries haven’t changed the reality that good SEO can help businesses grow.

Good SEO tools are a necessity for any organization with a digital presence. (So, pretty much everyone. . . .)

But here’s the thing: the best SEO tool isn’t universal. What works for an enterprise-level company managing thousands of web pages may be overkill (or too expensive) for a small business, non-profit, or startup run by one or two entrepreneurs. That’s why we’ve broken down some of the best SEO tools based on different needs—so you can find the perfect fit for your business.

Best SEO Tools for Enterprise Businesses

Enterprise-level businesses need robust, data-driven tools that provide deep insights, automation, and scalable solutions. Enterprise-level-quality SEO requires a comprehensive understanding of a wide range of SEO metrics, including in-depth data on keywords, search intent, and traffic—for the business and its competitors. Here are some of the best SEO tools that can meet the expectations of enterprises:

1. Semrush

Semrush is an all-in-one SEO suite that provides keyword research, site audits, competitor analysis, backlink tracking, and more. It’s ideal for enterprise businesses that need a comprehensive tool to manage large-scale SEO campaigns. With detailed analytics and AI-driven insights, Semrush helps businesses stay ahead of the competition.

Some in the business also prefer Ahrefs or Spyfu. I’ve worked with all of these, and I find each has its strengths and limitations. Personally, I prefer Semrush for its wide range of tools and (fairly) clean interface. While not all of Semrush’s tools offer the same value (in terms of accuracy and value), I do enjoy that they are continually trying to create new and interesting ways of gathering and analyzing SEO data.

However–when I find other SEOs who prefer Ahrefs or Spyfu, I understand why! Any of the three should do you well.

2. Screaming Frog SEO Spider

Screaming Frog is a compact, powerful SEO tool for enterprises looking to get a comprehensive look at the more technical sides of their SEO. This website crawler helps enterprise businesses analyze technical SEO issues, broken links, duplicate content, and more. It’s an essential tool for large-scale websites that need to ensure optimal site health and performance. As a bonus, Screaming Frog developers make frequent updates to add even more features and tracked metrics. There is a whole range of capabilities that even frequent users of the service aren’t aware of!

3. Google Search Console

While more and more users are turning to LLMs like ChatGPT as their search tool of choice, Google isn’t going anywhere anytime soon. That’s why Google Search Console remains a must-have for any business, providing crucial insights into Google search performance, indexing issues, and click-through rates. Enterprise businesses can use its data to refine their SEO strategies and monitor large website structures.

Don’t forget to set up your Bing Webmaster Tools account, too! While Bing’s answer to Google Search Console has far fewer tools and insights, it can still be a value means to review your site’s performance on the world’s second-largest search engine. 

4. Google Analytics 4 (GA4)

Like Google Search Console, this one should be a no-brainer. GA4 delivers advanced data analytics, tracking user behavior across devices, and providing predictive insights powered by AI. For enterprises, GA4 is indispensable for understanding user engagement, traffic patterns, and the ROI of SEO efforts.

Simply put, there’s no reason any business should avoid setting up GA4.

Best Free SEO Tools

Not every business has the budget for premium SEO tools, and luckily, there are some fantastic free resources available. Whether you’re a small business, a freelancer, or just looking to save costs, these tools can help boost your SEO without breaking the bank.

1. Screaming Frog (Free Version)

The free version of Screaming Frog allows you to crawl up to 500 URLs, making it an excellent tool for businesses with small domains to audit their site’s health and identify SEO issues without investing in premium software.

Even if your domain is larger than 500 URLs, the insights you gain here can help improve your SEO as a whole.

Looking for tips on how to use Screaming Frog for your business? Check out our overview guide here.

2. Sparktoro (Free Version)

Sparktoro helps businesses find where their audience hangs out online. While its premium version offers deep insights, the free version still provides useful data on audience research and content marketing trends. 

Like Semrush and other SEO suite tools, it can also help you find YouTube keyword opportunities.

3. Google Search Console & Google Analytics 4 (GA4)

Yes, they’re here again! These free tools from Google are essential for monitoring your website’s performance, spotting indexing issues, and understanding how your content ranks in search results.

Without spending a single dollar, you can access extensive analytics capabilities, including tracking website traffic, user engagement, and conversion rates—making it invaluable for enterprises, small businesses, and startups alike.

5. SearchEngineJournal.com

While not a tool in the traditional sense, Search Engine Journal is one of the best free resources for staying updated on SEO trends, learning new strategies, and finding actionable advice from industry experts.

As an SEO, I actually keep Search Engine Journal up as my browser’s homepage. I often find the most up-to-date studies and advice here to help benefit my clients. 

Which SEO Tool is Right for You?

The best SEO tools are the ones that fit your strategy, budget, and business goals. Whether you’re an enterprise powerhouse or a small business looking to grow, there’s a tool (or a combination of tools) that’s perfect for you.

Interested in learning about Saltbox’s SEO solutions? .