SEO Tools For Analyzing And Optimizing Websites

SEO Tools For Analyzing And Optimizing Websites

SEO tools form the basis for search engine optimization and help you to carry out a thorough analysis of your website. Based on the data and evaluations, you can determine the current status and potential for improvement and optimize your pages to achieve better rankings.

I will show you the best free SEO tools with which you can successfully analyze and optimize your website. The tools presented will help you to position your website efficiently and sustainably with search engines, uncover potential for improvement, and keep an overview.

Are Free SEO Tools Enough?

This question can not be answered on a general basis. For smaller websites, most tools such as the OnPage Analysis Tool Seobility and Ryte (formerly carry out very extensive analyzes in the free version. The data and information obtained from this are sufficient to form an image of the current state of the website and to uncover problems or potential.

For larger websites with more than 100 pages or websites that have been online for many years and possibly have an extensive volume of backlinks, it becomes somewhat critical with free tools. In most cases, these are noticeably limited and only up to a certain extent, provide the information free of charge. This is noticeable, for example, in the amount of maximum crawlable pages or the number and information about backlinks.

There are free SEO tools like the Google Search ConsoleGoogle Analytics, and the Bing Webmaster Tools, which provide a variety of useful reports and functions and have no noticeable limitations. Every webmaster should use these tools for his projects.

The Best Free SEO Tools (Top 10)

Since this post comprises almost 60+ SEO tools, and some of them have very similar functionality, it is best to start with an overview of the 10 best free tools from all areas.

1. SEMrush

SEMrush describes itself as an all-rounder in the field of online visibility. Divided into different toolkits for areas such as SEO, content creation, social media, and SEA, the user is enabled to create corresponding reports. The focus here is mainly on keyword research and the competition.

Also, the data of SEMrush are kept transparent and are freely visible. SEMrush not only pays attention to the amount of data but also the quality. For a detailed list of data for each tool, check out the statistics page of SEMrush. Start your SEMrush free trial to explore it.

2. Seobility SEO Check

The free SEO check from Seobility has now become one of my favorite tools and is particularly recommended for beginners. The SEO Check analyzes your website for all important criteria for compliance with search engine guidelines and gives you tips for optimizing your website. If you want, you can register for free and monitor your website. Although the free account has some restrictions (for example, you can only create 1 project and have it analyzed once every 24 hours, and the maximum number of pages crawled is limited to 1,000), this is sufficient for most projects:

  • 1 project or 1 domain included
  • Daily crawl of up to 1,000 pages
  • Check up to 200 external links
  • 10 keywords to monitor
  • 3 competitor analyzes

At first glance, Seobility provides well-prepared data about the META information, page quality, page structure, linking, server performance, and external factors such as social media. A convincing SEO tool for website optimization!

3. Google Search Console (formerly Webmaster Tools )

The Google Search Console (formerly Webmaster Tools ) gives you detailed insights into how Google perceives your website and where there is room for improvement or problems. The evaluation takes place “over-time” – you can retrospectively track the development of your website over any period. This gives you detailed evaluations of crawl errors, the current indexing status, search queries, search terms, traffic, backlinks, and much more, and you can also send Google a sitemap with the current page structure. The Google Search Console should always be used for every website!

Cost: free

4. Bing Webmaster Tools

With the Bing webmaster tools, you get insights into how your website is perceived by the search engines Bing and Yahoo, at which points problems arise, and where there is still room for improvement. Various reporting and diagnostic tools such as usage data for your site, crawl statistics, SEO reports, keyword research, an SEO analyzer, and much more are available to you, and you have the option of an XML sitemap deposit. A free Microsoft account is required to use the Bing webmaster tools.

Cost: free

5. Screaming Frog SEO Spider

The Screaming Frog SEO-Spider is an extremely powerful and extensive desktop tool for a detailed on-page analysis of your website. After entering your URL, you will get an overview of all content on your page and can easily sort it by content type (HTML, Javascript, CSS, images, PDF, Flash). Comprehensive information about the page title used, meta descriptions, images, ALT tags, canonical tags, headings, number of words, incoming and outgoing links, and much more is provided for each content! Sometimes one of the best free SEO tools I know!

The ScreamingFrog SEO-Spider is one of the tools that I use every day for my projects, and even if it seems a bit powerful at first glance, I can only recommend you to deal with it – it’s worth it! The tool is available for download free of charge for Windows, Mac OSX and Ubuntu Linux.


Costs: free of charge for up to 500 URLs, also, £ 149.00 per year

6. Google Analytics: visitor statistics

The best analysis and optimization do not help if you do not know anything about the visitors to your own website. The most well-known free tool for professional web analytics and visitor statistics is Google Analytics, which can be used to evaluate in detail how your users find you and where they come from, how the individual areas of your website are used, how long visitors stay on your page where most of the exits take place, etc.

Furthermore, Google Analytics offers a very useful “live” function, which you can use to determine what is currently going on on your website right now (for example, the direct effect of a viral one) Follow campaign or similar or see the current occupancy).

Costs: free of charge for up to 1 million hits per account per month

7. BROWSEO: This is how Google sees your page

How does Google or the Google bot actually see your website? BROWSEO is a so-called “SEO Browser” that lets you, from the perspective of a search engine crawler, can view your website. Ideal for an SEO check. The naked display of the page without any styles gives you a much more realistic picture of the actual content of your website and can, for example, recognize hidden texts or check the ALT texts of your pictures.

A special function of the SEO tool is the differentiated highlighting of links, with the help of which the internal, external, and no-follow links can be displayed quickly and easily.

Cost: free

8. Webpage test performance analysis

The website performance and optimization test from is my personal favorite when it comes to analyzing the performance of the website. On the one hand, the tool really provides a lot of and above all meaningful data, and on the other hand, the test location, the browser, and other detailed settings such as the connection speed can be individually adjusted. WebPagetest divides the analysis result into different categories (first-byte time, compression, content breakdown, caching, CDN, etc.) and provides information on weaknesses and potentials for each of these areas to improve loading times.


Cost: free

9. OpenLinkProfiler: Backlink analysis

The OpenLinkProfiler provides detailed and well-prepared data about the backlink structure of the website and uses a very current database. After entering the URL, the (up to) 200,000 fresh backlinks are displayed, which can then be filtered according to various options such as no-follow links, unique domains, link text, link target, etc.

A Link Influence Score (LIS) shows the quality of the links to the website – you can also display links that don’t seem particularly trustworthy. Another very nice feature is the option to have the latest backlinks sent to you by email via “Link Alerts.”

Cost: free

10. Microdata generator

Microdata helps Google correctly classify the content and orientation of a page by identifying certain information and saying something about the element described. Also, they can significantly enhance the display of their search hit on the search results pages.

The Microdata Generator (Local Business Schema Generator) converts the entered company data into an HTML code, which you only have to integrate into your own pages.


Cost: free

Note: The test tool for structured data from Google can be used to check and validate the microdata.

OnPage analysis tools

An extensive on-page analysis is one of the first steps in search engine optimization. With the help of the following tools, you can view your website and the individual pages from the perspective of a web crawler and receive valuable reports about content, structures, and optimization potential.

Seobility SEO Check

Seobility’s free SEO check has become one of my favorite tools and is particularly recommended for beginners. The free version includes 1 project or 1 domain with up to 1,000 pages.

Ryte FREE (formerly

Ryte (formerly is one of the best known and best SEO tools for OnPage analysis and optimization. The tool is free of charge up to 100 URLs.

Varvy SEO Tools

Varvy provides webmasters with a variety of extremely useful and informative tools. For example, The Google Guideline Tool, which can be used to check whether your website complies with the current Google guidelines. The Page Spider Tool, which takes a close look at the on-page nature, links, and loading time of the website.

The Image Tool, which provides detailed information about each image on the website and the GZIP Compression Tool, which can be used to check whether data compression works.

Screaming Frog SEO Spider

The Screaming Frog SEO-Spider is an extremely powerful and extensive desktop tool for a detailed on-page analysis of your website. The tool is free of charge for up to 500 URLs.


SISTRIX Smart is the free version of the SISTRIX Toolbox, which has received many awards as the “Best SEO Tool” and is primarily aimed at SEO beginners and webmasters with smaller projects.

In the free version, you can manage 1 project and receive professional SEO analyzes with an extensive OnPage website check, information on the ranking of up to 100 search terms (SERP tracking), competition analysis, and an evaluation of the availability and response time your website. You can conveniently have the analysis results sent to you by e-mail every week.

OneProSeo OnPage Site Check

OneProSeo offers a variety of free tools on its website to analyze your own website – from a simple ranking check to the indexing status at Google to checking the local findability. For website optimization purposes, it is worth taking a look at the site check tool. Based on the input of the URL (optionally with or without a search term), an extensive SEO website analysis with extremely clear reporting is carried out, divided into the categories OnPage, OffPage, Social, Semantics, Technology, and PageSpeed.

Google cache

Google Cache is not an SEO tool in the actual sense, but rather a somewhat hidden function of the Google search. With the help of Google Cache, you can view your website in a pure text version and thus see exactly how Google perceives it when crawling – without images, without animations, without styles. This function is extremely helpful in understanding how Google interprets your page and whether individual areas are recognized incorrectly or not at all – e.g., when using JavaScript or Flash.

Tools to optimize loading times

At the latest, since Google announced that the loading speed of a website influences the ranking, performance tests (PageSpeed) and loading time optimizations have been an absolute must for every SEO check!

Numerous free tools measure loading times and then help to reduce them. In most cases, the loading speed can already be significantly improved by reducing and optimizing the amount of data to be displayed – for example, by compressed data transfer (Gzip), combined CSS and JavaScript files, or compressed images. The following tools to analyze and optimize loading times will help you:

Google PageSpeed ​​Insights

Google PageSpeed ​​Insights help you to analyze and optimize the performance of your website. After entering the URL (the analysis is based on URL, the entire website is not analyzed), the performance of the page is evaluated, and (based on a very detailed analysis reporting), you receive both information on passed exams and points, that should be improved. The suggestions for improvement are prioritized (high, medium, low, experimental) so that you can start at the right point.

WebPagetest performance analysis

WebPagetest is my personal favorite when it comes to analyzing the performance of the website. The tool enables a free website speed test from multiple locations around the world with real browsers (IE and Chrome) and with real connection speeds.

GTmetrix performance analysis

GTmetrix is an online tool for analyzing website performance and provides valuable information about the total loading time and loading times of the individual page contents (images, CSS, JavaScript, etc.). The results of YSLOW and PageSpeed, which are summarized by GTmetrix and made available as a report, serve as the basis for the analysis.

Unfortunately, it is not possible to change the test server region (currently Vancouver, Canada) – however, a nice feature of GTmetrix is ​​the possibility to download the analysis result in the form of a PDF file, so that a comparison can be made later for optimizations that have already been made to have.

Pingdom Tools Load Time Analyzer

If it should be a bit more precise, then the loading time analysis from Pingdom Tools is the ideal solution. After entering the URL of your website, you will see here how long it takes for your page to load, how many requests the page sends, and how high the transfer volume is.

You will then receive a detailed overview of which page content is loaded when, what loading time is associated with the individual process, where the respective file is on your server, how large the individual file is, etc. If you have fundamental problems with the performance of your website, the culprit can usually be found very quickly and easily.

TinyPNG / TinyJPG Image Optimizer

TinyJPG or TinyPNG is an excellent tool for compressing (reducing the file size) of images so that they can be loaded more quickly by the user. The compression method is so good that the difference before/after is hardly noticeable – ideal for use on websites. Currently, up to 20 images with a maximum file size of 5MB each can be compressed at the same time, but it is easy to use the service several times in succession. Definitely one of the best free SEO tools in the field of image compression and loading time optimization!

Optimization tools for mobile devices

More and more people are going online with their mobile devices, so you should optimize your mobile website so that it works well on any device. Here are some SEO tools that you can use to check whether your website is optimized for mobile devices or whether there is still room for improvement.

Google test for optimization for mobile devices

The test for optimization for mobile devices from Google analyzes the usability and usability of your website on mobile devices and provides detailed information about errors found and direct solutions. It is important to note that each page is rated individually and not the entire web! If you want to know which pages have problems, use the Google Search Console. There is a separate area under “Search queries,” which lists all pages and errors.

Think with Google – Mobile Website Speed ​​Testing Tool

The free mobile website speed testing tool from Google checks your website in terms of usability and loading speed and creates a detailed report that you can have sent to you by email. The report not only shows you weak points and optimization potential but also explains why the respective optimization is extremely useful.

Tools for content analysis and optimization

The content analysis and searching is a very important part of search engine optimization. Good content not only affects the rankings of your website but also serves to build and strengthen customer loyalty, leads to higher conversion rates, and ensures that users link to your offer and your pages and distribute them on social media (keyword “social signals “). 

Duplicate content, in particular, is a very common problem and may result in poorer ranking. Content is the basis for your web success and the following SEO tools support you in developing your content strategy and help you optimize the content:

Yoast SEO

The Yoast SEO for WordPress plugin is the number 1 SEO tool for the world’s most popular content management system WordPress, with which you can create blogs and professional websites for free without programming knowledge.

The tool extends WordPress with numerous functions for search engine optimization and makes it very easy for website operators to define individual page titles or META descriptions and to analyze content. You can determine whether archives, tags, categories, and author pages should be indexable for Google or search engines or not. Also, the Yoast SEO Tool generates one or more XML sitemaps for your pages, posts, media, and much more.

A link to Google Analytics, various Webmaster Tools (Google Search Console, Bing Webmastertools, Yandex Webmaster Tools), and social media accounts (Facebook, Twitter, Pinterest, Google+) is also possible without any problems! Here you can download the Yoast SEO Plugin for WordPress for free.

WDF * IDF tool

With the free WDF * IDF analysis tool, you can start a term weighting analysis and a competition comparison – either based on a specific URL or freely based on a search term. Simply enter your desired search term and start the free WDF * IDF analysis at the push of a button. Within a few seconds, you will receive the relevant terms from the top 10 pages of the current Google rankings, and you can start text optimization on your website.

JSON-LD schema generator

Structured data is one way of making search engines understand the meaning of individual content. This defines relationships and logical connections that cannot be determined by pure HTML. For example, for a product, you can define exactly which entry on your page corresponds to the product name, product description, product reviews, manufacturer, etc. For this purpose, – a project initiated jointly by Google, Microsoft, and Yahoo – was launched to make the World Wide Web more searchable by creating structured data.

To make it easier for webmasters to deal with the Microdata declarations specified by, it is recommended to use the free Schema Generator – this has predefined schemas (Person, Product, Event, Organization, Movie, Book, Review) and you all you have to do is enter your details to receive the finished code for your website.

Content content audit

Content is a content analysis tool that you can use to find out how well your website is positioned in terms of SEO, social media, and online traffic. The tool analyzes every single page of your website and creates a report on its degree of optimization, distribution in social media channels, focus keywords, etc.

The tool is really great, is ideal for content optimization at the moment, and is currently free of charge – but I only forgive 3 stars because you have to apply for access to the tool first.

Tools for analyzing and researching search terms

Keyword tools help you to create good and relevant content for your website. The basis for this is extensive keyword research for frequently searched terms, word combinations, long-tail keywords, term weights, and search trends. With their help, you can focus your content exactly on the search queries and topics your users are looking for!

A current trend in keyword research is the content analysis of the best-ranking websites on Google for a specific search term using WDF * IDF – a mathematical formula that includes logarithmic search term density, term weighting, and union quantity calculation is working. The keyword density only plays a subordinate role.

Google AdWords Keyword Planner

The Google AdWords Keyword Planner is one of the best tools for analyzing and researching search terms! It is a powerful tool for analyzing search volumes and generating keyword ideas based on various search criteria. A maximum of 100 search words can be specified to output the keyword suggestions or, alternatively, suggestions based on a website can be generated automatically by specifying the URL. Even suggestions from a suitable Google category are possible to determine the best KeyWords for the most common search queries.

When creating the list of ideas, the AdWords Keyword Tool uses specific search queries and shows you the competitive factor and the estimated monthly search queries for each suggestion. In order to be able to use the Google Keyword Planner, it is, unfortunately, now necessary to have at least one active AdWords campaign.

Google Suggest

Google Suggest is the autocomplete Google search. Already while entering a search term, Google expands the word input with relevant search suggestions based on various factors such as search frequency, search frequency, search behavior, and geolocation.

It can be assumed that the suggested search phrases are very frequently searched term chains (long-tail keywords) – so it makes sense to incorporate them into your own keyword research. I personally always enter all relevant terms in an Excel spreadsheet and then analyze their potential with the Google Keyword Planner.

Google Trends

Google Trends is the keyword research tool par excellence when it comes to content research. With the help of Google Trends, you not only get information about what’s hot and hotly debated, but you can also search for terms and see how their search behavior has developed over the past few years. A comparison of several search terms and other search variants can also be evaluated.

With seasonal terms, in particular, it is extremely interesting to observe the search behavior and the peaks at certain times of the year. When it comes to content analysis and research, there is no way around Google Trends.

Google Correlate

Google Correlate is an analysis tool that provides information about how strongly the frequency of several search terms correlates with one another in a defined time interval. With the help of Google Correlate, the search frequency of individual terms about other search terms can be analyzed within defined periods of time, which allows conclusions to be drawn about trends in society.

In contrast to Google Trends, Google Correlate does not analyze the frequency of searches for a single search term, but rather the frequency of search terms in relation to others within a fixed period. When you query a search term with Google Trends, you receive information about the activity of the search term within a defined period of time. With Google Correlate, you enter your search term and get a list of other search terms that have a similar chronological sequence in terms of frequency.


First of all: brilliant keyword research tool! Using a search term that you have specified and a freely selectable language, the tool analyzes suitable questions and prepositions that are often asked by searchers via Google & Co. For example, a search query for the term “keyword analysis” results in the appropriate questions “how does keyword analysis work” or “what is keyword analysis” – ideal results for determining long-tail keywords!

The special thing about AnswerThePublic is not only the extraordinary appearance (you will see what I mean) but also the extremely successful visualization of the search results as well as their sensible subdivision according to question words or W questions (who, how, what, where, when, why, etc .).


Hypersuggest is my absolute favorite for keyword research – it’s free and without limits! Using a search term, the tool queries the appropriate search queries on Google, Youtube, and Google Shopping, evaluates them, and then makes the evaluation available for download in a clear list. You can decide for yourself whether you want to export the entire list as a CSV for Excel or just individual entries.

When analyzing and querying the keyword suggestions, you can decide whether the search term you have defined should be placed in front of or behind, or both in combination. It is also possible to determine for which country the search results should be queried. And as if that weren’t enough, the developer – himself a Bavarian and beer lover – has provided a W-question tool that evaluates the most common questions about the keyword.


Thanks to Übersuggest , the tedious (manual) KeyWord research is much easier because new keywords can be found in a matter of seconds. You simply enter the keyword, select the target language, and you will receive a comprehensive selection of matching KeyWord extensions and long-tail KeyWords. For example, if you define “SEO” as a keyword, you will receive the following KeyWords: SEO tools, SEO check, SEO analysis, SEO optimization, SEO agency, etc.! Übersuggest does not replace professional KeyWord analysis but saves you a lot of time in the basic.

With the Keyword Tool from, up to 750 keyword suggestions can be queried free of charge – for both Google Search and Bing, the video platform YoutubeAmazon, and the App Store! In addition, country-specific keywords can be queried for all countries in which the search engines/platforms are active.

The Keyword Tool takes the main term you are looking for and uses it to create a list of alternative (matching) terms and search queries that often appear in the search results. A W-questions tool is also available for frequently asked questions about the defined search term. The complete list can be exported as a text CSV or Excel sheet.


The kwfinder is still a very young keyword analysis tool, but scores with a very clear design and a great range of functions with lots of useful keyword and competition data.

After a quick and easy registration, it is possible in the free variant to evaluate up to 50 relevant keyword suggestions by entering a search term. The top 10 of Google SERPS can be queried for each keyword – with detailed data on domain authority, page authority, domain trust, social shares, and more. Unfortunately, the limits of the free version can be felt very quickly here, because the evaluation of the individual search terms is limited to 3 queries per day—still a great tool for occasional keyword analysis.

Mangotools SERP Checker

The SERP Checker comes from the same forge as the kwfinder but focuses on the analysis and evaluation of the top search hits in the Google SERPS. How much competition is there for a particular keyword? How well are the best pages in this area? What must effort be made to position yourself on the first page of the search hits? The tool provides answers to all of these questions.

Tip: A large number of SEO-relevant metrics can be queried using the small, inconspicuous “Manage metrics” button. The wealth of information is enormous!

Term Explorer

TermExplorer claims to have the highest volume of relevant keywords & most competitive data available on the Internet. The Bulk Keyword Tool determines extensive alternatives and suggestions for a specific search term and supplements this with marketing-relevant data such as the monthly search volume, the average CPC, and the PPC competition. There is also a keyword analyzer tool for evaluating the TOP10 websites in Google SERPS.

Free registration is required to use the Keyword Tools. As an alternative to the Google Keyword Planner, whose free function has been severely restricted, I can highly recommend TermExplorer.

Duplicate content check

Duplicate content is one of the most common problems with websites and can hurt Google rankings. This is mostly about content that can be accessed via different URLs, but also identical content that is placed on different pages. You can use the following SEO tools to check whether your website is affected by duplicate content.

Siteliner Duplicate Content Analysis

Similar to Copyscape, Siteliner can be used to check your website for duplicate content – with the difference that Siteliner only considers the content on your own domain. With this free SEO tool, webmasters get a quick overview of whether and at what point individual page content appears multiple times and also how high the percentage agreement of the content is. If there is a high proportion of duplicate content, you can use the results list to quickly and easily determine what is causing the duplicate content.

Copyscape plagiarism analysis

The Copyscape Plagiarism Checker can be used to find out whether there are copies or plagiarisms of your own texts on the Internet. After entering the website URL, the tool analyzes the page content, performs an external web search for the same or similar content, and then outputs a list of websites that contain copies of the original or parts of the original.

Copyscape specializes in finding external duplicate content and should be able to identify repetitions of more than three words in a text, whereby proper names and proverbial phrases are tolerated.

Ranking check and monitoring

In this area, you will find useful tools for analyzing the rankings and visibility of your website on search engines. This includes both the free check of the current search engine position and the regular monitoring of the rankings for various keywords as well as tools that serve to improve the visual representation of the search hits (snippets). So you always have an overview of how your website is developing and can react quickly to changes in the rankings.

SERP Checker

The SERP Checker from can be used to query the placement of your own website for certain search terms. The SERP Checker supports all regions and also offers the opportunity to compare itself with the direct competition. For every search query (up to 20 keywords can be queried in the free version), you get an overview of the top 10 rankings on Google and your own positioning. The Keyword Density Checker is also available for each keyword and can be used to determine the keyword density of the respective search term.

Panguin SEO Tool

With the Panguin Tool, you can check the development of your website about past Google updates (Panda, Penguin, Hummingbird, Rankbrain, etc.) and thus determine whether there are major fluctuations in visibility and if so, when they occurred. The tool is free of charge, but it needs to be approved for linking to your Google Analytics account.

Ranking spy

In Ranking Spy, you will find a useful SEO tool with which you can determine and monitor the search engine position of certain search terms on your website. The instant ranking query immediately determines the position in the most important search engines up to a search depth of 100 hits.

Also, there is the Keyword Monitoring Tool for free monitoring of a domain with 5 search terms in up to 5 freely selectable search engines. The rankings are automatically queried and updated daily, and you will receive a weekly Excel evaluation by email with extensive evaluation options.

Backlink Checker / Backlink Analysis Tools

Backlinks, i.e., links to your website, are the recommendations on the Internet and at least as important as a proper page structure and good content. The more links and thus “recommendations” refer to your website, the stronger the signal to search engines that your website contains good and relevant information on certain topics. It is not only the quantity of the links that is important but, above all, the quality.

The quality of a backlink is influenced by several factors such as the domain authority, link popularity, trust rank, trust flow, citation flow and the content quality of the potential backlink page and the following backlink analysis tools help you to distinguish the good from the bad backlinks, build new links and always keep an overview.

Majestic Site Explorer

With the SEO tool Majestic Site Explorer, you can analyze the incoming links and key figures for your website and almost every important URL on the Internet. The service accesses a huge database of crawled URLs and divides it into a current index (3 months) and a historical index (6 years) for the analysis of recently received and also older backlinks.

In addition to the summary of key figures, further registers give you deep insight into the backlink data, such as the referring domains and their type (educational institutions, governments); new backlinks found in the past 90 days; Links that have stopped in the past 90 days refer to your website or which anchor texts are used to lead to this website.

WebMeUp Link Profiler

The WebMeUp backlink tool provides information about external (incoming) links to your website and describes itself as the world’s largest index of external backlinks.

In addition to a general overview with the number of backlinks, unique domains, IPs and subnets and the option to download all links, you can have further details displayed for each link, such as the linking domain, the link text, the anchor text, no-follow or do-follow and much more. The functionality of WebMeUp is enormous and currently largely free of charge since the project is still in beta status.

MOZ Open Site Explorer

Similar to SEOkicks, Open Site Explorer is a very useful tool for collecting, sorting, and exporting link data. The top area always shows you the most important metrics that are currently recorded for your domain and page (domain and page authority, root links, overall links). Also, you will be provided with a detailed overview of all incoming links and domains and their weights and anchor texts, and you can compare several link metrics.

Web analytics/web analytics tools

A thorough analysis of the website visitors forms the basis of every ordinary optimization. Where do the visitors come from? What is the proportion of mobile traffic? Which pages are visited most frequently? How long do visitors stay on the site, and how high is the bounce rate?

This and much more information can be obtained from the website’s traffic analysis with web analytics tools, which can be used to break website traffic and page views down to the smallest detail. These services examine, among other things, the origin of the visitors, their length of stay on individual pages, and the use of search engines and thus allow better control of the success of adjustments, extensions, optimizations, and advertising campaigns.

Google Analytics

Google Analytics Probably the best known, free SEO tool for professional web analysis and visitor statistics – including monitoring of website activity in real-time! The tool is free for up to ten million hits per month, which should be more than sufficient for most websites.

Google Data Studio (beta)

With the Google Data Studio, you can create dynamic and visually appealing reports and dashboards for your website. The only thing you need is your own Google account.

The Data Studio enables you to easily establish connections with a variety of data sources such as Google Analytics, Google AdWords, YouTube Analytics, Google Sheets, MySQL, and much more, to prepare them graphically for everyone to understand. You can visualize data using engaging, dynamic, and interactive reports and dashboards, and then share and edit the reports with others. Data Studio is currently in beta.

Mamoto Web & Mobile Analytics (formerly Piwik)

At Matomo Web & Mobile Analytics to evaluate the flow of visitors, sources and user behavior can detail – is a free web analytics software with which – similar to Google Analytics (Piwik former). The main difference here is that Matomo is installed as software on a local server, and control is largely the responsibility of the site operator.

I personally use Matomo only for smaller projects and rather experimentally, because the range of functions is somewhat less than with Google Analytics and sometimes not as detailed. If you take the trouble, you can retrofit most functions with plugins.

Social media SEO tools

The more extensive the social media activities, the more important the analysis. How many likes, shares or retweets are there, which posts get the most attention and how well can your posts or products be disseminated on social media channels? With a precise social media analysis, you get a lot of important information, can react quickly to data, and identify trends or problems much earlier with the help of monitoring.

I would like to introduce you to free monitoring and analysis tools for social media, with which you can optimize your website for social media and measure success.

Social media optimizer

Social Media Optimizer is one of the best free SEO tools in the field of social media optimization (SMO). The tool analyzes the markup code for Facebook’s Open Graph protocol, LinkedIn, and Twitter’s Summary Card Data. The result of the evaluation not only shows potential for improvement but also provides a rough overview of what your page looks like when it is shared on the respective social media channels.

Social debug

The social media analysis tool Social Debug analyzes the META data of your page for their optimization for the representation in the search hits with search engines as well as distribution in social networks. Facebook, Google+, Twitter, LinkedIn, and the search hits (snippets) are currently supported by Google and Bing. For each channel, the tool provides useful information about the data found and also provides suggestions for optimization.

Facebook Open Graph Debugger

The Open Graph Debugger gives you information about whether the Facebook crawler can read your page and the stored Open Graph metadata without errors and how it is displayed in the Facebook timeline when the link is shared. If elements are missing or you discover errors, you can correct them immediately on your page and carry out another check (scraping).

Developer Tools / Validator Tools

In the course of validation, your website is checked for validity – e.g., with regard to applicable HTML or CSS standards. Even if the validity has no direct influence on the Google ranking, for optimal readability for search engines, attention should nevertheless be paid to a small number of errors.

Google test tool for structured data

With the test tool for structured data from Google, the stored microdata of a page can be checked. It shows hints and errors and offers the possibility to test the structured data about the used scheme (hotel, recipe, company, etc.) and its completeness (also before the release).


Cost: free

SSL server test

The SSL Server Test from Qualys SSL Labs checks the SSL certificate of your website for its correct function in various browsers and provides comprehensive details such as its issuer, validity period, encryption method, and supported protocols.

With the free depth analysis of the SSL web server based on the website URL, you can immediately see which algorithm the signature of the certificate uses (e.g., SHA256withRSA), which key is used for this (e.g., RSA 2048 bits) and whether the certificate is classified as trustworthy. I always recommend checking the SSL certificate before you switch your website to HTTPS.

SSL checker

The SSL Checker from SSL Shopper helps you diagnose any problems with the installation of the SSL certificate on your web server. By verifying the certificate, you can ensure that it is set up correctly, valid and trustworthy and that no errors are reported by visitors to your website via a secure connection (HTTPS).

To use the SSL Checker, you just have to enter the URL or hostname of your web server, and you can even set up a reminder so that you are informed in good time before the certificate expires. In contrast to the SSL server test, this is a quick diagnosis – I usually use both SEO tools.

W3C Markup Validation Service

The Markup Validation Service is a tool of the World Wide Web Consortium (W3C) and checks the structure of your HTML and XHTML pages with regard to their conformity with current web standards. As a result, you will receive detailed reports on errors and warnings found, and you can eliminate them using the solutions provided. If you are still inexperienced in the area of ​​web programming, it is advisable to have the corrections done professionally (e.g., by your webmaster), as this requires a direct intervention in the source code of your website.

W3C CSS Validation Service

The CSS Validation Service is also a tool of the World Wide Web Consortium (W3C) and checks the CSS code of your website for compliance with current CSS standards. Here, too, detailed information on the errors and warnings found is output as a result, so that they can be eliminated relatively easily using the solutions provided.

If you have not yet dealt with CSS, please leave the corrections to your webmaster or a professional service provider. And if you want to try it yourself, make a backup before making any changes!

HTTP / 2 test

The HTTP / 2 test is a small and simple tool that you can use to check whether your website already supports the HTTP / 2 protocol. Most websites currently use the protocol versions HTTP / 1.0 and HTTP / 1.1. Newer versions of major web browsers such as Chrome, Opera, Firefox, and Internet Explorer are already compatible with the newly introduced version 2 of HTTP (HTTP / 2), which improves the speed, efficiency, and security of data transmission.

Chrome DevTools (developer tools)

Google’s web browser Chrome offers the developer with the Chrome Developer Tools, an excellently equipped toolbox. The Chrome Developer Tools (DevTools) contain several authorization and debugging tools and enable web developers to have deep access to the internals of the browser and their web application.

The Chrome developer tools are great for tracking layout issues efficiently, setting JavaScript breakpoints, and getting insight into code optimization. Optionally, the so-called breakpoints can be used to simulate the website display on a wide variety of devices and resolutions.

Professional SEO tools

Since in the course of this article, I am asked again and again what more extensive tools are available and what I can recommend, here is a small overview of professional SEO tools, which are usually associated with monthly costs. Since these tools are somewhat offtopic, I leave them uncommented. You can decide for yourself whether you really need the wealth of features that a professional tool offers you.

SEO suites / all-in-one solutions:

OnPage analysis / content optimization:

Backlink checker/backlink analysis: