11 Free SEO Tools To Improve Your Website’s Search Engine Ranking

Search Engine Optimization (SEO) is an essential strategy for making your website discoverable in search results, attracting organic traffic, and achieving your online goals. Whether you're running a business website, a personal blog, or anything in between, effective SEO can significantly increase your website's visibility.

The good news? You don't necessarily need a hefty budget to get started with SEO. Several free and powerful tools can equip you to optimize your website and compete for top rankings.

However, it's important to remember that SEO is a marathon, not a sprint. Be patient, consistent, and focus on delivering high-quality content that resonates with your target audience.

While there's no guarantee of reaching the absolute top spot, these free tools can empower you to significantly improve your website's ranking and visibility over time.

Here's what you can achieve with these free SEO tools:

  • Speed Up Your Website: Ensure a fast and smooth user experience with website speed check tools. Faster loading times are crucial for SEO and user engagement.

  • Track Traffic and Monitor Performance: Stay informed about your website's traffic patterns and user behavior using website traffic and monitoring tools. This data helps you understand what's working and identify areas for improvement.

  • Unearth Powerful Keywords: Discover relevant keywords that your target audience is searching for with free keyword research tools. Integrate these keywords strategically into your website content to improve search visibility.

  • Craft Compelling Content: Leverage content research tools to identify trending topics and content formats that resonate with your audience. This will help you create valuable content that attracts and engages visitors.

  • Analyze Your Competitors: Gain insights into your competitor's SEO strategies using competitor analysis tools. Learn from their strengths and identify opportunities to differentiate your website.

  • Preview Search Results: Visualize how your website snippet might appear in search results with a SERP simulator tool. This helps you optimize titles, meta descriptions, and structured data for better click-through rates.Gain Valuable Analytics: Understand your website's traffic sources, user demographics, and content performance with website analytics tools. These insights are essential for making data-driven SEO decisions.

  • Build High-Quality Backlinks: While backlink building is a complex topic, some free tools can help you identify backlink opportunities and monitor your website's backlink profile. Remember, focus on acquiring high-quality backlinks from relevant websites.

What is SEO?

Before we go into the main topic further, let us begin by defining what SEO means, why you should focus on it, what it entails, and the major types of SEO.

SEO stands for “Search Engine optimization.” It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure of your brand through non-paid methods (also known as "organic") in search engines.

It is a crucial aspect of online marketing that can be used to increase your website authority in the eyes of search engines such as Google, Bing, and the rest.


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  • SEO: Unlock more SEO traffic and see real results with our expert optimization services.

  • Content marketing: Attract and retain customers with high-quality, engaging content that drives traffic and generates leads.

  • Social media marketing: Our team creates epic content that will get shared, get links, and attract traffic on social media platforms.

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  • Web design and development: A visually appealing and user-friendly website is key to attracting and retaining visitors. Our team can help you create a website that converts.



  • It increases websites' visibility and rankings

  • It increases website traffic

  • It increases sites authority (E.A.T)

  • It helps create a better visitor experience

  • It helps in business growth

The Crucial Elements of SEO: Keywords, Technical, Content, and Backlinks

Search Engine Optimization (SEO) is a crucial aspect of online marketing that helps websites rank higher on search engines like Google and attract more organic traffic. To achieve this, four main elements need to be optimized: keywords, technical, content, and backlinks.

  • Keywords: Keywords are the terms and phrases that people enter into search engines when looking for something online. It's essential to research and select the right keywords to target for your website to rank well in search engine results. The use of keywords should be natural and not forced, and they should be placed strategically in your website's content, meta tags, and title tags.

  • Technical: Technical SEO refers to the optimization of the backend of a website, including the coding and structure. A well-structured website that loads quickly and is easy to navigate will perform better in search results. Other technical SEO elements to consider include mobile responsiveness, URL structure, and the use of header tags.

  • Content: Content is king in SEO. Your website should have high-quality, original, and relevant content that provides value to your audience. Regularly publishing fresh and engaging content will keep your website relevant, attract more visitors, and improve your search engine ranking.

  • Backlinks: Backlinks are links from other websites that lead to your site. These links help search engines understand the authority and relevance of your website, which can positively impact your search engine ranking. It's essential to get high-quality backlinks from reputable websites and avoid links from low-quality or spammy sites, which can harm your ranking.

Search Engine Optimization - The 4 Types

  • On-Page SEO 

On-page SEO is a crucial aspect of SEO that focuses on optimizing individual web pages to rank higher and earn more relevant traffic in search engines. It encompasses all the efforts that you put in place on your website to make it more visible to search engines and improve its ranking in search results.

One of the key components of on-page SEO is keyword research, which involves finding the right keywords related to your business or industry and incorporating them into your website's content.

This helps search engines understand what your website is about and enables them to show your site to relevant users searching for those keywords.

Other important on-page SEO elements include the content of your website, including the titles, headings, and meta descriptions. Titles and headings should accurately reflect the content of the page and include relevant keywords.

Meta descriptions provide a summary of the page's content and give users an idea of what they can expect to find on the page.

On-page optimization also involves the use of internal and external links, which help search engines understand the relationships between different pages on your website and can boost your search engine rankings.

Additionally, using relevant images, videos, and other multimedia content can also improve the user experience and help you rank higher in search results.

  • Technical SEO

Technical SEO refers to the technical aspects of optimizing a website for search engines. The focus is on improving the underlying infrastructure of a website to ensure that it is easily discoverable and accessible to search engines.

It includes various elements that contribute to the overall optimization of a website, such as a site speed, indexing, crawling, and more.

Site speed refers to the time it takes for a website to load on a user's device. Slow load times can negatively impact user experience, causing them to abandon the site. Optimizing site speed is crucial in technical SEO as it can affect a website's ranking on search engine results pages (SERPs).

Indexing is the process by which search engines scan, analyze, and store information about a website's pages. If a website's pages are not indexed, they will not appear in search engine results.

To improve indexing, a website should have a sitemap and be structured in a way that is easy for search engines to understand.

Crawling refers to the process by which search engines scan a website's pages to gather information about its content. The information gathered during crawling is used to determine a website's ranking on SERPs.

For better crawling, a website should have a clear structure and use keywords appropriately in its content and meta tags.

  • Off-Site SEO

Off-site SEO refers to all optimization techniques that are performed outside of a website to enhance its visibility, credibility, and authority on the web. These techniques aim to build relationships and establish a strong online presence for a website beyond its domain.

One of the most effective off-site SEO techniques is guest blogging. By writing informative and engaging articles for other websites in your niche, you can build valuable backlinks to your site and increase your visibility in search results.

Link building is another crucial aspect of off-site SEO. This involves acquiring high-quality links from other reputable websites in your industry to demonstrate the value and relevance of your site to search engines.

Social media is another powerful tool for off-site SEO. By regularly posting informative and relevant content on your social media channels and engaging with your audience, you can drive traffic to your site and improve your online reputation.

Additionally, social media signals, such as likes and shares, can influence your search engine ranking.

  • Local SEO

Local SEO refers to the practice of optimizing a website to rank higher in search engine results pages (SERPs) for local search queries. The main objective of local SEO is to increase the visibility of a business in local search results, making it easier for local customers to find the business online.

Local SEO can be divided into two main categories: on-page optimization and off-page optimization.

On-page optimization involves optimizing the content and structure of a website to make it more appealing to search engines and users.

This includes using local keywords, creating a Google Business Profile listing, and ensuring that the website's NAP (Name, Address, Phone) information is consistent and up-to-date.

Off-page optimization, on the other hand, involves optimizing a business's online citations, such as online directories and review sites.

This includes claiming and verifying the business's listing on directories such as Yelp, TripAdvisor, and Google My Business, as well as ensuring that the business's NAP information is consistent and accurate across all listings.

By doing so, search engines can verify the business's location and credibility, which can positively impact its search engine ranking.

Both on-page and off-page optimization are important components of a successful local SEO strategy, as they help to improve a business's visibility and credibility in local search results.

By focusing on both, businesses can reach more local customers and drive more traffic to their websites.

11 Free SEO Tools To Improve Your Website’s Search Engine Ranking

Google Page Speed Insights 

Google speed Insights image

Used For: Checking the speed and usability of your site

Google Page Speed Insights is a free online site checker tool that lets you test the speed, performance, and usability of your website on multiple devices.

Checking how fast your website loads is one of the important parts of technical SEO, when your website loads slowly chances are your website visitors will exit the page without checking out what your business is all about.

It is therefore important to know exactly how many seconds or minutes it takes for your website to load fully and that's where Google Page Speed Insights comes in.

Simply enter a URL and it will test the loading time and performance of that URL on both mobile and desktop. It then grades your site’s performance on a score from 0 - to 100 telling you exactly how fast it takes to load the site according to different metrics and also suggests areas for improvement. 

So make sure to check your site with this tool and see how you can optimize your site’s performance and discover what your real users are experiencing!

SERP Simulator 

SERP Simulator image

Used for: Google SERP snippet

When you hit the publish button to make the change live on your website, you may have wondered what your page titles and descriptions will look like on search engine results pages (SERPs) when people search for your products or services on Google.

With the SERP Simulator tool, you can see which parts of the Google search snippet your users will see, such as the URL, Title, and Meta Description.

Using this tool, you can see if your listing will be visible and how crucial it is to ensure that the Meta Description and Title are relevant and unique when they appear on Google.

Google Analytics 

Google-Analytics image


Used For: Website tracking and monitoring 

Google Analytics is the most popular tool for website owners and marketers to monitor their sites.

It provides a range of statistics on your site such as page impressions, bounce rate, sessions, unique visits, organic traffic..et.c so you can understand how your site is doing.

It is a great tool for people not familiar with some of the more technical aspects of SEO as it will help you identify problems on your sites such as very low bounce rates or spammy backlinks that may affect your website ranking negatively.

Google Analytics helps you know where your visitors are coming from and what they do when they arrive at your site.

You can see where they go throughout the page and how long they stay there. You can also see what pages they visit most often and which ones are most popular with them.

You can even see which keywords drive traffic to specific pages on your site so that you can optimize those pages for maximum effectiveness!

Google Search Console 

Google Search Console image

Used for: Website analysis 

Google Search Console is a useful tool that can be used to check the health of your website. You can use this tool to make sure that your website is mobile-friendly and easy to navigate, as well as see how many pages are indexed by search engines.

You can also check for broken links, technical errors, and more.

One of the best features of Google Search Console is its ability to monitor your top keywords and their ranking on the search engine results page (SERP). This feature will tell you if your website is performing well or not.

Also read: Top 5 Digital Marketing Tools By Google Every Marketer Should Know About


Moz image

Used for: Keyword research

Moz is an SEO tool that makes it easy to create SEO-friendly content.

The key to success in search engine marketing is a strong content strategy. Moz has a suite of tools that make it easy to create SEO-friendly content, which is crucial for increasing visibility in search results.

By using this tool, you can optimize your content and build links to your website, which will end up bringing in more traffic and better rankings.

Moz features a variety of tools that can help you improve your SEO. One of those tools is Keyword Explorer. This tool enables you to do better keyword research in less time. Identify which keywords your site could rank right and find high-impact suggestions.

Just enter a keyword and then it will help you uncover related keywords and phrases that you can use to optimize your site. This is a really powerful tool that helps you get quality content!

Yoast SEO 

Yoast SEO image

Used for: Optimizing blog posts for search engines.

Yoast SEO is a popular plugin for WordPress that improves your website’s rankings on search engines by helping you optimize your site’s content and keywords. A lot of what Yoast SEO does is automated but still needs your input and some planning.

Once installed on your WordPress site, the Yoast SEO plugin will appear on each of the pages and posts you create, it then analyzes the content of the pages and provides suggestions on how to improve it by giving you a score, telling you what problems there are and how to improve your content for SEO.


SimilarWeb image

Used for: View site stats for any domain.

SimilarWeb is a tool that estimates the total amount of traffic different websites get.

It allows you to see competitors’ top traffic sources, broken down into different categories including referring sites, social traffic, and top search keywords. 

It is a great tool to use when doing competitor research as it provides a detailed breakdown of everything you need to check the status of any domain.

Also read: What is the role of SEO in digital marketing?

This is a very helpful tool you can use to analyze how a competitor might be growing their audience and understand the best ways to do the same so that you can also rank higher and grow your own site’s traffic.


Ubersuggest image

Used for: Generating new keywords and content ideas

If you’re looking for a great tool to help you with your content marketing goals, look no further than Ubersuggest.

Founded by entrepreneur and SEO guru Neil Patel, Ubersuggest has been around for years, but that doesn’t change the fact that it’s one of the best SEO tools on the market.

Anyone can use the tool to figure out what people are searching for online and how they can best fill that need through their content.

It’s a perfect tool to use when trying to find new ways to fill your social media or content calendar. The tool also shows you related long-tail keywords and suggests content ideas based on your keyword.


XML Sitemaps generator image

Used for: Sitemap Generation

A sitemap allows search engines to learn about the content of a website, which is crucial for Search Engine Optimization. Nevertheless, they may be too technical for some small businesses or SEO newbies to generate.

And that is where XML sitemaps come in. With XML sitemaps, creating sitemaps has become as simple as ABC. All you need is to go to their website, enter your website's primary URL, click on start and your sitemap will be generated automatically in seconds!

You can then download the sitemap and submit it to any search engine, including Google, Bing, and Yahoo.


Semrush image

Used for: Generating new keywords and content ideas

SEMrush is a keyword research tool made to help you find the right keywords to optimize your site and content. It has tons of great features to help your business succeed online.

The keyword search feature is useful for improving your on-site SEO and content.

You can also track your competitors' keywords and content to see how you're doing compared to them. 

This tool will help you and your team develop new ideas about how to improve your website and content.

Also read: Online Digital Marketing Courses: Sites To Get Certifications (Paid & Free)

Ahrefs Webmaster Tools

Ahrefs webmaster tools image

Used for: Analyzing a website's link profile, keyword rankings, and SEO health.

Ahrefs is a powerful tool for analyzing and managing SEO campaigns. It helps you discover the keywords that your competitors rank for in Google, what search queries they are using to rank, and where they are getting backlinks.

Use Ahrefs to research keyword opportunities and know how you can use your backlinks to help you beat out your competitors. The tool also contains a quarantine feature that allows you to delete links that have been flagged for spam by Google and other search engines.

A handy feature for anyone fighting a link war. Takes some time to get used to this tool but it’s worth it.

Sign up for Ahrefs Webmaster Tools, verify your website, and get over 100+ technical SEO issues. The tool also gives suggestions on how to fix them. 


All in all, there are plenty of tools available online to help you optimize your website and get found by potential customers. SEO is not a simple game. To succeed one must be part marketer, part sociologist, and part webmaster.

All these efforts are for nothing if it does not lead to meaningful traffic. However, the process for achieving this goal should be exciting and full of possibilities. At the very least, we hope that these tools will add a touch of flavor to your SEO toolkit!

Which of these 11 do you think will be the most helpful for your SEO strategy? Are there any sites I missed? Let me know!

If you need help with SEO, contact us today, we are the leading SEO agency in Kenya!

Tabala Digital team
Date: Jan 31 2022

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