Running a terrific company and building an incredible website to match is only part of what it takes to succeed in business in 2025. 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.
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.
It’s easy to underestimate just how deep these tools can go until you really get in and play around with them. SpyFu, for instance, doesn’t just tell you what keywords competitors are bidding on—it’ll often surprise you by showing which content is pulling the most traffic, how long ads have been running, and even which ad copy gets recycled. There’s often an “aha” moment when you suddenly realize you’ve been missing out on entire sections of your market just because you weren’t tracking things this granularly.
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 2025, 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.
The market is a bit saturated right now, for sure, but there’s still plenty of room for the smaller players—or at least the specialists. Some folks swear by sticking with big, familiar names, but I’ve found that every once in a while a lesser-known tool has that one feature you didn’t know you needed until you used it. It pays to occasionally revisit your toolset and see if something newer (or just overlooked) fits you better than what everybody else is pushing.
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.
Wrap-Up
Now that you’ve got a great new search engine optimisation tool or two in your back pocket moving further into 2025, it’s time to take the next step.
