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

Free SEO tools image

Search Engine Optimization (SEO) is a great way to improve your website’s ranking and allow people to find your website easily.

If you know what you are doing, most of the SEO work can be done by you, but there are times when you need to get some help from SEO tools.

This article will give you a list of 11 SEO tools that will help you improve your website ranking, it is imperative to keep in mind that Search Engine Optimization is a long-term process so please be patient with it because seeing results and getting a top ranking may take some time or may never happen.

But you can start improving your chances of getting there today by using these free SEO tools to kickstart your SEO journey.

The SEO tools shared here will help you do the following:

  • Website speed check

  • Website traffic and monitoring

  • Keyword research

  • Content research

  • Competitors analysis 

  • SERP Simulator

  • Website Analytics 

  • Backlinks building

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.


  • 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

  • Backlinks

Search Engine Optimization - The 4 Types

  • On-Page SEO 

This involves all efforts that are done on your website to increase its visibility on search engines.

It relates mostly to the content on your website i.e, keyword research, content, titles, e.t.c.

  • Technical SEO

This includes all technical efforts that are done on your site to increase the visibility of your site on search engines.

It relates to its non-content elements, including site speed, indexing, crawling, e.t.c.

  • Off-Site SEO

Typically, these techniques are done out of your website, for example, guest blogging, link building, social media, etc.

They help strengthen your website's influence and relationship with other websites.

  • Local SEO

Local SEO can be divided into on-page and off-page.

On-page optimization involves utilizing local keywords to rank for a business' website.

Off-page SEO involves optimizing a business's citations.

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 fully load 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.

By using this tool, you can see if your listing will be visible and how it's crucial 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 page’s content 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 in 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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