I get asked regularly what SEO tools I use. The honest answer is: not that many. The SEO tools market is full of expensive software that overpromises and underdelivers. Here is what actually makes it into my workflow on client projects and on my own site.
Ahrefs
Ahrefs is the paid SEO tool I rely on more than anything else. I use it for backlink analysis, keyword research, rank tracking, and site audits across my own site and client projects. The data quality is consistently stronger than the alternatives I have tested, and the interface is built for people who actually do SEO work rather than just report on it.
What I use it for
- Backlink analysis, auditing link profiles, spotting toxic links, and finding link building opportunities
- Keyword research, search volume, keyword difficulty, and SERP analysis
- Rank tracking, monitoring keyword positions for my own site and client sites over time
- Site audit, crawl errors, broken links, and on-page issues at scale
- Competitor analysis, where competitors get their links and what they rank for
Pricing
Ahrefs plans start at $129/month (Lite), covering the core tools. For managing multiple client projects, the Standard plan at $249/month makes more practical sense. There is no free trial, but there is a 7-day paid trial for $7. There is also a free Ahrefs Webmaster Tools account if you just want to monitor your own site without a full subscription.
Who it is for
SEO consultants, in-house SEO teams, and business owners who want a serious view of their organic search performance. If you are just starting out, Google Search Console (free) will take you further than you might expect before you need to pay for anything additional.
Screaming Frog SEO Spider
Note: Screaming Frog does not have an affiliate program. I am recommending it anyway because it is the best technical SEO crawler available and nothing I have tested comes close.
Screaming Frog SEO Spider is a desktop crawler. You install it on your own machine, point it at a website, and it crawls every URL returning a detailed report, status codes, page titles, meta descriptions, headings, response times, redirect chains, broken links, image alt text, and more. I use it on every technical SEO audit I carry out for a client.
What I use it for
- Technical SEO audits, the foundation of every full audit I run for a client
- Redirect chain analysis, finding chains, loops, and unnecessary hops
- Broken link checking, internal and external 404s and server errors
- Crawl depth analysis, spotting pages buried too deep in the site structure
- Duplicate content identification, finding duplicate titles, descriptions, and page content
Pricing
Free up to 500 URLs. The paid licence costs 199 GBP per year and removes the URL limit entirely. For professional use the paid version is essential, most real websites have more than 500 pages. For a small site, the free version is perfectly usable.
Who it is for
Anyone doing serious technical SEO work. If you are a business owner rather than an SEO professional, you probably will not run it yourself, but you should expect any SEO consultant or agency you hire to be using it on your site. If they are not, ask why.
Free Tools I Also Use
No affiliate links here. These are free, official tools that every site owner should have set up regardless of whether they are doing SEO themselves or working with a consultant.
Google Search Console
Essential and non-negotiable. Search Console is Google telling you directly what it sees on your site, which queries you appear for, which pages get impressions and clicks, crawl errors, index coverage, Core Web Vitals data, and any manual actions. Free and official. Add your site to Google Search Console.
Google Analytics 4
Free traffic and behaviour reporting. Pairing GA4 with Search Console gives you a solid view of organic performance, how people find you, what they do when they arrive, and which pages convert. Set up Google Analytics 4.
Google PageSpeed Insights
Free Core Web Vitals testing from Google. Run your key pages through it, it tells you exactly what is slowing them down and what to fix. Test your page speed.
Tools I built myself
Where the tool I wanted did not exist, I built it. The products I have built cover AI search visibility, UK local citations and LinkedIn publishing, and I use them on my own sites before any client sees them.
Frequently Asked Questions
Is Ahrefs worth the price?
For professional SEO use, yes. The backlink data and keyword research tools are strong enough that the monthly cost pays for itself quickly when managing SEO for clients. For a small business owner doing their own SEO, it depends on how actively you use it, if you log in occasionally, the free Ahrefs Webmaster Tools account and Google Search Console will cover your needs without a full subscription.
What is the difference between Ahrefs and Screaming Frog?
They do different things and I use both regularly. Ahrefs is a cloud-based platform for keyword research, backlink analysis, and rank tracking. Screaming Frog is a desktop crawler for technical SEO audits. They complement each other, Ahrefs covers your position in search, Screaming Frog covers what is happening inside your site structure.
Do I need to pay for SEO tools?
Not when starting out. Google Search Console and GA4 are free and give you a solid foundation. Screaming Frog is free up to 500 URLs. Ahrefs Webmaster Tools has a limited free tier. Paid tools become worthwhile when you are managing SEO at scale, multiple sites, competitive niches, or tracking large numbers of keywords.
Does Screaming Frog have an affiliate program?
No, which is why there is no affiliate link on this page. I recommend it regardless because it is the best technical crawl tool available for the price and one I use on every client audit.