The Best Free SEO Tools For Small Businesses


Written by Luke Glassford

Best free SEO tools for small businesses

For your business to be successful with SEO, you need to use the right tools.

Whether it’s for carrying out some quick keyword research, tracking your ranking positions, analysing competitors or identifying technical issues with your website – it’s not possible to do it effectively without the help of SEO tools.

However, not every business has the budget for expensive SEO tools, many of which can cost £100s per month in subscriptions.

That’s why below we have identified the best SEO tools for small businesses that are completely free to use. Some may require you to create an account and provide an email address, and some use a ‘freemium’ model so only give you limited access to the tool for free – but none of the below SEO tools will cost you a penny to use.

Free Google tools for SEO

First of all, Google offers a full suite of free tools to help businesses with their search engine marketing:

Google Search Console

Google Search Console

Google Search Console provides webmasters with a detailed insight into what is going on with their website in Google. You get access to valuable insights like:

  • What keywords your website is ranking for in Google
  • What individual pages are ranking for each keyword
  • The average position those pages are ranking
  • How much traffic from Google each page receives
  • Any mobile usability issues that may be affecting your website
  • Sitemap status and issues

Get started:

Google Keyword Planner

Google Keyword Planner

Although it is part of the Google Ads platform, Google’s Keyword Planner is a great free keyword research tool.

You need to create a Google Ads account to use it, but you won’t need to actually set up any ad campaigns or spend any money.

The Keyword Planner allows you to enter ‘seed’ keywords which it then uses to generate other popular search terms that are related to it. The tool also gives you monthly search volumes or every keyword, so you can prioritise the ones that are searched for most often.

Try it here:

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Get real-time, face-to-face SEO advice from our SEO expert Luke Glassford.


Book your FREE SEO strategy call!

Get real-time, face-to-face SEO advice from our SEO expert Luke Glassford.

Google Analytics

Google Analytics

Google Analytics is an amazing free resource for businesses that has become almost indispensable for anyone working in online marketing.

It gives you a wealth of data about how visitors use your website, such as:

  • Total visits to your website
  • What pages the visitors view
  • Traffic source for each visitor e.g. Google, Direct, Referral, Email etc…
  • Geographical location of visitors

With all the information provided by Google Analytics, businesses can track and measure the performance of their marketing campaigns, while adapting their approach towards what they can see working or not working.

Find out more:

Google PageSpeed Insights

Google PageSpeed Insights

The amount of time it takes for your website’s pages to load on browsers is now a key ranking factor for most search engines. It is therefore important that your business website loads quickly.

The reasons for a slow-loading website can be quite technical and hard to understand for those who are not experienced web developers, so Google has provided a free tool to help webmasters diagnose any issues and explain how to fix them.

Try it here:

Google Trends

Google Trends is a useful tool to help with keyword research, as you can see the interest in search terms and topics almost in real-time – which is a great resource for noticing growing trends.

You can also see the interest in keywords and topics all the way back to 2004, which can help you determine if a certain topic is growing or decreasing over time, or if the interest is seasonal (like the above example for ‘garden furniture).

Try it here:

Other free SEO tools

As well as the free tools Google offers, there are a wide range of specialist SEO tools for small businesses that are completely free to use.

Screaming Frog SEO Spider

One of the best-known free SEO tools, the free version of the Screaming Frog SEO Spider will crawl up to 500 pages of your website and provide useful technical SEO insights such as: broken links, redirects, title and meta tags and so on.

Find out more:

Ahrefs SEO Toolbar

This is a free browser extension (for Chrome and Firefox) that provides valuable SEO data about the pages and websites you visit.

The toolbar gives you SEO metrics every page/site you visit and for Google search results – so is great for doing quick research, competitor analysis and audits.

Find out more:


Get a snapshot of how your webpage looks to search engines with Browseo, which basically strips all the styling out of your page and presents the ‘bare bones’ of the code that browsers and search engines see.

You get a breakdown of all the links that are present on the page, all the meta data, all the content and images and a ‘SERP preview’ which shows you exactly how that page looks in Google’s search results.

Find out more:

Keyword Hero

Keyword Hero helps to unlock you’re the keyword data that is hidden in your Google Analytics account.

Google removed the ‘organic’ keyword data from Analytics a few years ago, so marketers are unable to see exactly what keywords were searched for before a user landed on their website.

Keyword Hero helps to replace that missing data using nine different sources of data, including your Google Analytics and Search Console data.

The free version of the tool gives you data for up to 2,000 visits/sessions.

Find out more:

Answer The Public

Want to know what questions people are asking search engines about a particular topic? Answer The Public is a great free keyword research tool that tells you exactly what people are asking.

The free version can be used to generate content ideas for your website – as blog posts, guides, resources or FAQ sections.

Find out more:


See how fast your website loads with this free tool, which provides a wealth of technical information about what could be slowing your website down.

It also provides actionable tips on what to do to optimise the load speed.

Find out more:

Panguin Tool

This free SEO tool helps you identify whether you’re website traffic has been impacted by Google’s algorithm updates.

It is a free browser add-on that overlays Google’s algo updates on top of your Analytics data, so you can quickly determine which update has caused the traffic drop.

Find out more:

This is another free SEO browser plugin that can be a great time-saver for small- and medium-sized businesses.

Check My Links can check all the links on a given webpage, highlighting any that are broken e.g. those that link to a 404 page.

If you want to check your website for broken links, this is a great free tool. You can also use it on other websites to look for broken link building opportunities.

Find out more:

If you want to learn more about how SEO could help your small business reach its goals, get in touch with Gambit Partners below…

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Written by

Luke Glassford

Marketing Director at Gambit Partners