SEO Step Two: Find the tools
Improving your website’s SEO doesn’t have to come with a huge price tag. If you’re running a small business and professional services aren’t in the budget just yet, that’s okay. With the right tools and a little strategy, DIY SEO can still get you meaningful results.
Where to Begin
The first step is to choose the right combination of SEO tools to support your goals. Using both free and paid tools can help you cover your bases. Free tools are great for quick audits and on-page insights, while paid tools offer deeper data and more advanced tracking.
Free SEO Tools Worth Using
These platforms are a great starting point for checking the basic health of your site and understanding what’s working.
Google Search Console
Helps you monitor search traffic, keyword clicks, URL errors, and how your pages appear in Google results.
Visit: Google Search Console
SEO Minion
Analyzes key SEO elements like links, meta tags, and on-page structure.
Keywords Everywhere
Shows keyword ideas and search volume data based on what you're currently browsing.
SEO META in 1 Click
Provides a quick snapshot of your meta descriptions, headings, and internal link structure.
CanIRank
Estimates how likely it is for your site to rank for a specific keyword.
Answer the Public
Turns real user questions into keyword ideas by analyzing common search queries.
Visit: Answer the Public
These free tools can give you strong insight into what’s happening on your website and help you find opportunities for improvement without overwhelming you.
Paid SEO Tools to Consider
If you have a little more budget, these paid tools can unlock deeper strategy and tracking that helps you grow over the long term.
Screaming Frog
Crawls your site to identify major SEO issues such as broken pages, redirects, duplicate content, and missing metadata. The free version is great for small sites, but a paid license is needed if your site has over 500 pages.
Visit: Screaming Frog
SEMrush
Offers a detailed look at your entire SEO landscape, from keyword rankings to backlink audits and content performance.
Ahrefs
Specializes in backlink tracking, keyword research, and competitor analysis. It’s one of the most trusted platforms for overall SEO health.
SpyFu
Ideal for understanding both SEO and PPC data. It’s especially helpful if you want to research competitors or track top-performing keywords.
Labrika
Conducts a full SEO audit, checking for broken links, sitemap errors, thin content, and more—all in one place.
Each of these tools brings something unique to the table. Choose one or two that match your goals and capacity. If you’re short on time, start by focusing on content creation using free tools. If you have more resources available, investing in a paid platform can give you a clear roadmap to grow faster.
Finding Your Balance
Think about where you’re at in your business journey. Do you need more traffic, more visibility in search results, or better content alignment with what your audience is looking for? The tools you choose should support those goals without adding stress.
With the right setup and a bit of consistency, your website can begin to rise in rankings and attract the attention it deserves.