The Best SEO Analytics Tools in 2025

You’ve made the smart decision to purchase an SEO Analytics tool to help your organization improve your SEO. With so many different tools on the market, it’s challenging to know which tool is the right one.

The first step is determining which type of SEO Analytics tool your organization needs. Once you’ve made that decision, our list of top tools in 2025 walks you through the best tools to help you choose the right one for your needs.

Industry-Leading All-in-One SEO Suites

Companies looking for complete SEO management in a single tool find that all-in-one SEO suites best meet their needs. Here are three popular options:

SEMrush

As an all-in-one platform, Semrush handles all aspects of SEO, including social media, content marketing, and competitor research. The tool excels in keyword research, especially PPC (pay-per-click), and competitor analysis. Semrush offers advanced reports that are customizable for your needs. The site audit features also provide detailed and real-time data in an actionable format and even tell you which issues to fix first. However, users often comment that with so many features and tools in one suite, there is a learning curve to using Semrush. Because of the higher cost, the platform may be out of budget for smaller businesses.

Ahrefs

Ahrefs offers all SEO features in a single tool, similar to Moz and Semrush. The platform excels at backlink analysis, with an exceptionally large backlink database. While Ahrefs provides excellent keyword research for organic search, it’s PPC features are lacking. Users remark that the tool is easy to use, and they can get up to speed quickly. Ahrefs also offers extensive reporting, but not as many customization options as Semrush does, especially for agencies looking for client reports.

Moz Pro

Moz offers an easy-to-learn and affordable all-in-one tool that’s accessible for smaller businesses and organizations starting their SEO journey. Based on reviews, Moz Pro is easier to use than Ahrefs and Semrush, especially for those new to SEO analytics tools. Because Moz Pro has limited PPC data, the tool is best suited for organizations focusing on organic SEO. While the tool offers comprehensive keyword and backlink databases, they are smaller than those of Ahrefs and Semrush. Moz Pro also offers basic reporting options, but they are also less extensive than the other two tools and offer limited customization options.

Advanced Google SEO Tools

Because of Google’s position as the leading search engine, many organizations use Google’s tools to gather information from their other tools. While many marketers use Google Keyword Planner and Google Trends, Google also offers more advanced tools.

Here are three Advanced Google tools that are often used:

Google Analytics 4

Because of its ability to measure exactly what visitors do on a website site, including page views, clicks, and even scrolling, Google Analytics 4 (GA4) is popular with marketers wanting information on site traffic. A unique feature for SEO tools is GA4’s ability to collect data over both websites and apps, which provides a more complete picture of user engagement than simple web traffic. However, some users report that it takes considerable time to get up to speed and find the interface challenging to navigate. Additionally, Google offers limited support for the tool, making it difficult to get answers. Many users’ resort to online forums for information. Because the free tool offers accurate and comprehensive information, many companies start with Google Analytics in their journey, and many keep it as a supplement as they add additional tools.

Google Search Console

A key part of SEO revolves around knowing the search engine ranking of your website and specific pages. Because Google Search Console provides accurate and real-time ranking data, many marketers make this free tool a key part of their toolkit. In addition to average position and clicks, the tools that are included in Search Console detail what keywords website visitors searched for. Because of the features and large amounts of data involved, some beginners find the tool a bit overwhelming at first. As with other free Google tools, the company offers limited support options.

​Google Looker Studio
Google Looker Studio helps organizations with one of the biggest challenges of SEO analytics: consolidating information from multiples sources. This tool gathers data from a wide range of tools, including Google Analytics 4, Google Search Console, HubSpot, BigQuery, Facebook Ads, and Shopify. Then Google Looker Studio takes that raw data and puts it into useable formats through a drag-and-drop interface. Extensive customization is available, such as dashboards, custom reports, and charts. Because of the seamless integration with other Google tools, Looker Studio provides real-time and accurate data. However, using non-Google products often requires using paid connectors. Reviews also mention occasional issues with large data sets.

Specialized Keyword Research Tools

Companies wanting to focus specifically on keywords often turn to keyword research tools, which excel at keywords, but typically offer limited or no other support. Here are three popular keyword research tools:

AnswerThePublic

Organizations that need new ideas for content can quickly fill up their editorial calendar by using this tool. The process is simple: Enter a keyword into the tool and receive a list of top questions people are asking search engines involving that keyword to serve as inspiration for new content. Reviewers comment that AnswerthePublic is easy to use and quick to get started brainstorming content. Because of the inability to separate geographic locations, businesses needing local SEO should consider a different tool. You can also get the results in a range of visual representations, including question clouds and diagrams, making it easy to use the results for presentations or sharing with clients. While the tool offers a free version, the number of allowable daily searches is limited, and the paid version is high considering it only offers content brainstorming features.

KeywordTool.io

One of the biggest strengths of KeywordTool.io is that it pulls data from a wide range of places, including YouTube, Bing ads, and Amazon. Reviewers comment that the tool is very easy to use and provides comprehensive keyword suggestions, especially with long-tail keywords. In addition to keyword research, the tool provides keyword volume but does not offer competitor or backlink analysis. The free version offers limited functionality, and the lowest-price tier is high compared to other tools that have more features.

Ubersuggest

Ubersuggest is an affordable keyword tool created by SEO expert Neil Patel, with pricing plans that are significantly less than other tools. Additionally, Ubersuggest includes more features than AnswerThePublic and KeywordTool.io, such as site audits and backlink analysis. While the tools include competitor analysis, it is not as comprehensive as the all-in-one tools Semrush and Ahrefs. Organizations starting their SEO journey find the free 7-week custom plan generated by the tool provides a helpful roadmap. Additionally, you can use the built in AI writer to create content and social media posts based on keywords. Reviewers comment that the company regularly updates the tool and adds new features based on user suggestions.

Best Technical SEO Audit Tools

Companies wanting to improve their technical SEO but not ready to invest in an all-in-one platform often turn to a technical SEO audit tool. Top options include:

Screaming Frog SEO Spider

Screaming Frog SEO Spider acts like a search engine and checks for any issues, including duplicate content, 404 errors, and broken internal links. Organizations looking for an affordable tool with extensive customization options often turn to Screaming Frog. Because of the complex interface and multiple customization options, beginners frequently struggle with the tool, and reviewers’ comment that it’s a better fit for experts. Additionally, the tools use a high amount of computing resources for the crawl, making it a better fit to use during off-business hours.

Sitebulb

With an easy-to-navigate interface and comprehensive analysis of errors and issues, new SEO professionals find Sitebulb a great choice for technical SEO. Agencies often choose Sitebulb because of the high-quality reports that are visually pleasing, including and easy-to-understand charts and graphs, and can be directly handed to a client without having to reformat the information. The tool also offers a range of customization options for reports and personalized dashboards within the included tools. Because Sitebulb is for desktop only, users are more limited in sharing options than they are on cloud-based systems.

Lumar

Lumar, previously DeepCrawl, is a cloud-based tool that excels at crawling and provides insights on technical SEO for large websites. Reviewers comment on the ease of scheduling crawls and automated report generation, which limits resource use during peak hours. Additionally, users find it a perfect blend of easy to use combined with extensive capabilities. Because Lumar integrates with a wide range of other tools, including Google Analytics and Google Search Console, the tool can perform more comprehensive analyses and generate more detailed insights than other options.

Top Backlink Analysis Tools

With a backlink analysis tool, organizations can find high quality backlinks, learn what backlinks competitors have, and make sure all backlinks are working. Popular backlink analysis tools include:

Majestic

Majestic’s high volume database of backlinks makes it a popular choice for companies looking for a full-feature backlink tool. Marketers can get detailed information about the quality and history of each backlink to help make the best strategy decisions. The tool is popular with agencies, as it can monitor multiple sites at the same time. Reviewers comment that it takes some time to understand and up-to-speed on the complex interface. Because the tool does not include outreach tools for gaining backlinks, organizations often use it more for monitoring than building. Additionally, the tool does not include other SEO features, so companies that want additional insights need to purchase additional tools or opt for an all-in-one solution.

Linkody

Linkody’s intuitive interface and affordable pricing makes it simple for marketers to get started monitoring backlinks. With real-time alerts, organizations can quickly fix any broken backlinks or changes in backlink quality, and the competitive analysis provides insights into new backlink options. Reviews comment that they find it easy to integrate Linkody with other tools, such as Google Analytics. Similar to Majestic, Linkody does not offer other SEO features, such as keywords or technical SEO.

Best Content Optimization Tools

Many organizations use content marketing to improve SEO and increase traffic. However, this strategy only works with content that is ranked highly by search engines, as relevant and readable. Content optimization tools look at your existing content to make suggestions for improvements as well as provide insights into new content creation strategies.

Clearscope

With Clearscope, organizations use user-friendly interview to gain insights into their current content, such as readability and potential new keywords. The tool also gives competitor analysis based on the top 30 keyword rankings to help businesses make the best strategy decisions. However, Clearscope contains only limited keyword research features, especially compared with all-in-one options. Reviewers comment that they find the readability and content scores useful as well as the detailed feedback on areas of improvement. To make the writing and editing process easier, the tool analyzes content before publication from Google Docs and WordPress, but Clearscope does not work with all CMS.  Because of the higher monthly price than other comparable tools, smaller teams and businesses with limited budgets often choose other tools based on cost.

Surfer SEO

Surfer SEO helps organizations improve their content both published and unpublished through Google Docs and WordPress integrations by comparing the content to other high-ranking pages. Although reviewers’ comments that Content Editor interface is intuitive, they also find there is a learning curve due to the many features. While Surfer SEO provides some assistance with keywords, especially in terms of density, the keyword research capabilities are relatively basic. Through the AI Outline Generator, Surfer SEO creates an outline for proposed content ideas based on SERP analysis to save content creation time.

Frase.io

Frase.io combines content optimization with content creation with AI, helping organizations create content more quickly. However, AI generated content can vary in accuracy and readability, meaning that a human editor must touch every piece of content as well. Additionally, Frase.io offers keyword features including suggestions and content scoring. With the affordable pricing structure, many smaller organizations or those beginning their SEO journey turn to Frase.io. Because some features require add-on purchases, organizations should carefully consider additional costs when comparing prices.  While the tool does include some metrics and reporting, users report that they are limited compared to other tools.

Emerging AI-Driven SEO Tools

In addition to the traditional types of SEO Analytics tools, organizations are beginning to use AI tools for SEO purposes. Here are a few emerging tools:

ChatGPT-based SEO assistants

Because marketers use Chat-GPT for many other purposes throughout the day, many turn to the tools for SEO, with varied results. Strengths of these tools include the low cost and ability to analyze competitors’ sites. While the tool can provide basic keyword information, ChatGPT-based tools have significant limitations. The biggest is that the tools do not use real-time data, so results are dated and do not include recent trends. Additionally, some of the suggestions are inaccurate and may steer businesses down the wrong path. While these tools can be an easy first step, most businesses should quickly graduate to tools specifically designed for SEO.

MarketMuse AI

MarketMuse AI provides excellent SEO as well as content creation using AI-based technology. By focusing on both aspects of SEO, businesses get actionable insights both based on their own and competitor’s content. Reviews comment on the comprehensive and accurate suggestions from the tool. However, the high starting cost makes the tool out of reach for those with limited budgets. Additionally, new users often find the tool to be hard to learn and experienced users often report having performance issues.

RankSense

While other technical SEO tools focus on just identifying issues, RankSense takes a different approach – quickly fixing issues that are affecting SEO. One of the biggest benefits is that a user can apply the proposed changes to the site without needing developer assistance. However, the tool does require integration with Cloudflare’s CDN. Although the cost of the platform is higher than other technical SEO tools, reviewers point out that they save money in implementation. Additionally, users report positive experiences with customer support, especially responsiveness.

Choosing the Best SEO Analytics Tool

It’s easy to get caught up in new technology and bell-and-whistles. However, the best tool is the one that meets your needs from ease of use to features to cost. By keeping your business goals and needs at the front of your decision-making process, your organization can select a tool to help you achieve success on your SEO journey.