With AI search coming for Google, conflicting advice on how to optimise your content, about a million algorithm updates, and AI overviews taking over, SEO in 2025 is not for the faint-hearted. But while the rules of the game keep changing, the need to play smart hasn’t. Luckily, there’s a solid lineup of free SEO tools to support your SEO strategy without draining your budget.
Regardless of whether you’re an SEO professional, a small business owner, or just wanting improve your marketing skills, having the right tools gives you a massive edge.
In this list, we’ve rounded up 26 of the best free SEO tools available in 2025. From technical audits to AI content support, keyword research to structured data, we’ve handpicked these tools for their functionality, reliability, and value. No fluff, no gimmicks. Just free tools that get the job done.
Our Picks: Top Free SEO Tools for 2025
Short on time? Here’s our curated list including the free tools we reach for time and time again!
- Google Search Console: Must-have tool all-in-one tool for your site’s organic search performance.
- RankMath SEO: Best and most featured-rich WordPress SEO plugin.
- Screaming Frog SEO Spider: Go-to site audit tool for fast, deep technical audits.
- PageSpeed Insights: Essential for Core Web Vitals analysis and user experience improvements.
- Claude: Most human-like AI content writing tool.
- Featured: Best free plan for using digital PR as a link building method.
Want the full list? Let’s get into it!
All-in-One SEO Platforms & Plugins
These all-in-one SEO tools are your go-to’s. Whether you’re managing a blog, eCommerce site, or multiple client projects at an agency, they streamline your workflow by packing multiple SEO essentials into one tidy interface.
1. Google Search Console
If you’re not already using Google Search Console, well, where have you been?! It’s totally free and offers deep insights straight from the source, making it the best you’re ever going to get into how Google sees (and ranks) your site. Use it to check indexing status for every page, find the keywords you’re actually ranking for and whether they bring traffic, and identify technical SEO issues before they become a bigger problem.
Pro tip: If you’re just starting out with SEO but your site does generate some organic search traffic, you can even use Google Search Console for keyword research.
2. Bing Webmaster Tools
ChatGPT uses Bing’s search index, meaning that when someone uses AI search, they’re seeing Bing rather than Google search results. Bing Webmaster Tools gives you similar features to Google Search Console, like indexing insights, keyword data, and site scan reports, but it also includes some unique features, like keyword research tools and SEO reports with actionable guidance. Plus, it’s free and easy to set up.
3. Ahrefs Free SEO Tools
Ahrefs is a popular tool among SEOs and many professionals or agencies are often signed up to a paid plan. Ahrefs’ free SEO tools give you a scaled-down version of their premium tools. You can use Ahrefs Webmaster Tools for a full checkup on your site’s SEO health, including backlink checks and to find out where your site is ranking in search results. Their free tools also include a Keywords Generator and Website Authority reports.
4. RankMath SEO (WordPress)
RankMath SEO is the G.O.A.T. if your website is built on WordPress. It offers a real-time on-page SEO checker, schema markup integration, internal link suggestions, site SEO audits Google Analytics integration, XML sitemaps, 404 monitoring and redirects… and that’s just in the free version. The paid version has some nice to haves that SEO professionals or more advanced sites find useful, but the free version of RankMath is like Yoast on steroids (no shade to Yoast).
5. Yoast SEO (WordPress)
Yoast is sort of like the OG WordPress SEO plugin. It helps you write better meta titles and improve your content structure. It also generates XML sitemaps and has handy readability checks. The free version isn’t quite as feature packed as RankMath, but it’s simple, effective, and still a strong player in 2025.
6. Semrush
Semrush is one of the biggest names in SEO, and while most of its features sit behind a paywall, they also offer a suite of tools available with a free Semrush account. These include a Website Authority Checker, Keyword Rank Checker, SERP preview tool, and a Search Volume Checker. They also offer a 7-day free trial of their Pro or Guru plans, which may be enough for everything you need, depending on your use case.
Keyword Research Tools
These free keyword research tools help you find what your target audience are actually searching for, not just what you think they’re searching for, so the core of your SEO strategy is solid from the get-go.
7. Google Keyword Planner
Yes, Keyword Planner is technically a Google Ads tool, but it’s still one of the best free keyword research platforms out there. Enter a search term to find more keyword ideas, average monthly search volumes, competition levels, and CPC data, all of directly from Google.
Pro tip: If you have a small budget, you can pair it with Keywords Everywhere for a cost-effective way to access more detailed data.
8. Answer The Public
Knowing the real questions your target audience are asking and creating content to answer those queries is the backbone of many SEO strategies. Answer The Public is the best free SEO tool to find the questions related to your target keywords. It creates visual maps of popular questions and queries related to your keywords, sorted by “who,” “what,” “when,” “where,” “why,” and “how.” Once you know how to use Answer The Public, you’ll find yourself using it more often than not!
9. Keyword Sheeter
It’s not pretty, but it gets the job done. Keyword Sheeter scrapes Google’s autocomplete suggestions and spits out hundreds of keyword variations in seconds. It’s great for ideation, especially if you want raw, unfiltered keyword possibilities without logging in or jumping through a load of hoops to access the tool.
10. Keyworddit
This one’s a bit of a hidden gem. Keyworddit pulls keyword ideas from Reddit, which makes it perfect for finding what real people are talking about in niche communities. Just enter a subreddit related to your industry (like r/SEO or r/fitness), and it’ll extract commonly used terms and estimate their monthly search volume. Super useful for digging into intent-rich, long-tail keywords you won’t find elsewhere.
11. AlsoAsked
AlsoAsked is a tool like Answer The Public and an upgraded version of Google’s “People Also Ask” feature in SERPs. You enter a seed keyword, and it gives you question clusters based on Google’s PAA results. It’s a fantastic way to structure content around search intent, build topical depth, and increase your chances of showing up in featured snippets.
12. Google Trends
Want to see what’s gaining traction in your industry? Google Trends lets you track search interest over time, compare keyword popularity, and identify seasonal patterns. It’s brilliant for content planning, catching early signals for rising topics, and avoiding keywords that are losing steam.
13. Ubersuggest
Ubersuggest’s free tier offers limited daily use of keyword suggestions, backlink data, and domain analysis. It’s nowhere near as extensive as their paid plans, but it’s a great supplementary tool to use alongside Google Keyword Planner or Ahrefs Webmaster Tools.
On-Page & Content SEO Tools
These free tools are designed to help you optimise your content and structured data, i.e the parts of the page Google (and users) see when your page shows up in search results.
14. SEO Meta in 1 Click
SEO Meta in 1 Click is a free Chrome extension that shows essential on-page SEO data (like meta tags, headers, and canonical URLs) in, yep, one click.You can see meta titles, descriptions, canonical tags, headers, Open Graph tags, and more. It’s perfect for quick checks when you’re analysing your own pages or analysing competitors.
15. MozBar Browser Extension
MozBar is a browser extension that gives you insights into important SEO metrics like domain authority, page authority, on-page elements, and even link data for any page you visit. Great for quick competitor analysis or checking how authoritative a page might be.
16. ChatGPT
Whether you’re brainstorming blog titles, drafting product descriptions, or cleaning up poorly written copy, ChatGPT can help you do it faster… and sometimes even better. Use it to structure content outlines, write optimised product descriptions, suggest internal links, or suggest ways to further optimise your content.
Pro tip: If you decide to upgrade to a paid plan later, Projects and Custom GPTs are a great way to streamline your content creation by loading ChatGPT with specific data for your projects.
17. Claude
Claude is a solid alternative to ChatGPT. It’s a bit more narrative-focused and often better at refining tone in longer-form writing. Use it to write blog posts, creating meta titles, or rewrite content to avoid using overused AI words and phrases. It’s especially handy if you’re aiming for clarity, accessibility, or just want a different AI perspective.
18. Grammarly
Grammarly makes sure your content reads clean, professional, and mistake-free, which matters more than ever in the age of AI-generated content. Its tone and clarity suggestions make your writing feel more natural and user-friendly which will help give it a boost in search results.
Technical SEO & Site Performance Tools
Technical SEO is what keeps your site crawlable, fast, and error-free. All things that Google loves. These free technical SEO tools help you spot issues, optimise loading speeds, and make sure your site is structurally sound from the inside out.
19. Screaming Frog SEO Spider
Screaming Frog is a desktop application that scans your site just like a search engine would. When it comes to technical SEO, it’s the most comprehensive SEO audit tool in this list. It’ll flag broken links, redirect chains, duplicate content, missing metadata, and more. The free version crawls up to 500 URLs, which is more than enough for small to mid-sized sites or spot checks on client projects.
Pro tip: Make sure you exclude anything you don’t want it to crawl so you get the most out of the 500 URLs limit!
20. PageSpeed Insights
Google’s PageSpeed Insights analyses your page performance on both mobile and desktop, and gives you Core Web Vitals scores for each. While Google has said that page speed isn’t a direct ranking factor, user experience is, and Core Web Vitals are part of the metrics Google uses to determine how user-friendly your website is. Their reports also provide specific suggestions on how to fix speed and UX issues, so you’re not left in the dark about what your next steps should be.
21. Cloudflare
Cloudflare is a CDN (Content Delivery Network) that helps with page speed, security, and uptime, which are all key technical ranking factors. Their free plan includes DDoS protection, caching, and image optimisation, which can give your site a serious performance boost.
22. EWWW Image Optimizer (WordPress)
Bloated images can tank your site speed, especially on mobile devices. EWWW Image Optimizer is a WordPress plugin that compresses and optimises images automatically without hurting quality. It’s ideal if you’re running a WordPress site and want a set-it-and-forget-it solution that helps with performance and SEO, especially when it’s free!
23. Rich Results Testing Tool
Structured data is important because it helps search engines understand the content on your page. This can result in rich results in the SERPs, like star ratings, FAQs and recipes snippets. Google’s Rich Results Testing Tool lets you preview whether your page is eligible for those enhanced listings and flags any issues with your markup. If you’re aiming for extra SERP real estate, this tool is a must.
24. Schema Markup Validator
This one’s for checking that your structured data is valid, clean, and in line with schema.org standards. Google might not always show rich results, but using proper schema helps reinforce your page’s relevance and meaning. Use this tool to double-check your code and avoid errors that could block you from getting these SERP enhancements.
Link Building Tools
Whether you’re trying to build authority with digital PR or reclaim broken backlinks, these are the best SEO tools for free link building.
25. Ahrefs Broken Link Checker
Ahrefs Broken Link Checker is a tool that helps you find broken outbound links or inbound links to any page. It’s perfect for identifying broken links on your site that need addressing, or finding broken links on other sites to support a broken link building campaign.
26. Qwoted
If you’ve ever heard people talking about digital PR for link building, the next two tools are what you need. Qwoted connects subject matter experts with journalists and although they don’t guarantee links if the journalists publish your quotes, it’s a common practice on the platform. A free plan allows experts to submit 2 pitches per month, and you can set up email alerts so you know when journalists are looking for pitches within your niche.
27. Featured
Much like Qwoted, Featured lets you answer journalist-style questions. If your answer is published, you typically get a link back to your website. Their free plan allows 3 pitches per month, and they also offer email alerts, making it a low-effort, high-reward way to build authority and earn links.
Pro tip: We recommend signing up for both Qwoted & Featured to get up to 5 free digital PR opportunities per month!
Local SEO & Business Listings Tools
If you’re a local business looking to increase your search visibility, or work with clients who are, then local SEO is non-negotiable. These tools help you show up where it matters: in the map pack, in localised search results, and in front of the people most likely to visit, call, or book.
28. Google My Business
Your Google Business Profile is what shows up when someone searches for your business name or finds you in Google Maps. You can manage your business info, respond to reviews, add photos, post updates, and even track calls and direction requests. This profile is a key ranking factor for local SEO, so make sure it’s fully optimised and regularly updated.
29. Bing Places for Business
Bing Places for Business is the Microsoft version of Google My Business, and it’s just as important now that Bing powers the AI browsing in ChatGPT. It only takes a few minutes to set up, and it’s listing management tool provides one-click syncing with your Google Business Profile, so you only need to make updates in one place.
Bonus Free SEO Tools
These tools didn’t make the main list, but we often find ourselves using them in various workflows or for niche use cases within our agency. They’re great additions to your suite of tools and well worth bookmarking for future projects!
Google Alerts: Brand Monitoring & Content Discovery
Google Alerts keeps an eye on the internet for you. Set up alerts for your brand, competitors, or industry keywords, and get notified when they’re mentioned online. It’s simple, but incredibly handy for reputation monitoring, link building, and staying on top of new content opportunities.
Microsoft Clarity: UX & Conversion Insights
If your website is getting traffic but not conversions, or has low engagement rates, you need to dig into the user experience. Otherwise, your rankings will tank quicker than you gained them. Clarity gives you heatmaps, click tracking, and full session replays, so you can see exactly how visitors are interacting with your site. If you’re serious about improving UX signals (hello, ranking factors), it’s a no brainer. And unlike other similar tools, it’s free to use with no usage limits.
Wayback Machine: Site History & Content Changes
Not traditionally an SEO tool, but we use Wayback Machine more often than you’d think as part of our SEO work. This tool allows you to check old versions of your website (or competitors’) from its archives. We use it to find historical content, identify changes that may have had an SEO impact or for broken link recovery.
Free SEO Tools, Real Results
There’s no shortage of free and paid SEO tools out there, and it would be possible cover them all. The 26 free tools we’ve listed (plus a few bonus picks) are the ones we recommend based on our experiences.
Did we miss a free SEO tool you love? Let us know! We’re always on the lookout for game-changers to add to our stack.
