11 SEO Tools for Small Businesses

Finding an SEO tool for small businesses surely is a daunting task as there are hundreds of SEO tools in the market.

SEO tools are used to research potential keywords, traffic analytics, competitor analysis, etc. which are most important for a small business to get rank in Google SERP.

So, how do you choose the perfect one? In this article, I have shared my analysis of some of the SEO tools available to small businesses.

What are SEO Tools? 

SEO tools are software that helps you improve your website's ranking in search engines. They assist with tasks like keyword research, content optimization, and website performance tracking. 

Some popular options include free tools like Google Search Console and Answer The Public, and paid ones like SEMrush and Ahrefs. By using these tools, you can attract more traffic to your website.

How I Came Up with The Review

As founder of LutforPro, SEO Agency. I have been working with startups and small businesses since 2014. I have used 50+ SEO tools and worked with 250+ small businesses.  So, it was somewhat easy to identify the accuracy of data, compare features, and ease of use to compare them with the price they offer.

Besides, I also tap into the SEO community to get crucial insights and review what other people are talking about. With the help of my SEO superheroes, we research, compare, and assign points to each tool that primarily passes the initial standards. 

In case you are interested in how we evaluate points (some can be subject to personal preference)- 

1. Ease of use
2. Essential tools (E.g. Keyword research, audit, rank monitoring, backlink analysis, competitor analysis, etc.) 
3. Special Features (E.g. Keyword gap analysis, spot low competitive keywords, etc.)
4. Rank tracking accuracy
5. SEO auditing functionality 
6. Diversity of use case 
7. Data Accuracy
8. Suggestions
9. Community & Documentation 
10. Pricing

Here's a quick comparison table to summarize some popular options

Comparison of Keyword Research capabilities across major tools

Comparison of Backlink Analysis capabilities across major tools

On-page SEO Optimization capabilities across major SEO tools

Comparison of Local SEO Capabilities

Comparison of Content Analysis & Optimization capabilities across major SEO software

SEMRush (The Best All-in-one SEO Tool)

SEMrush is a comprehensive SEO and digital marketing toolkit designed to empower businesses of all sizes to improve their online presence. It goes beyond just SEO, offering a wide range of features that cater to various aspects of digital marketing, making it a valuable all-in-one solution.

Core Features:

• SEO Toolkit: SEMrush offers a robust suite of SEO tools, including:
  • Keyword Research: Discover high-volume, relevant keywords with SEMrush's extensive keyword research tool. Analyze keyword difficulty, and search volume trends, and identify organic keyword opportunities.
  • On-Page SEO: Audit your website to identify technical SEO issues and receive actionable recommendations for improvement. Optimize title tags, meta descriptions, and internal linking structure for better search engine visibility.
  • Competitor Analysis: Uncover your competitors' SEO strategies by analyzing their organic traffic sources, top-ranking keywords, and backlink profiles. Use this information to identify gaps in your strategy and develop a competitive advantage.
  • Rank Tracking: Track your website's ranking performance for specific keywords across various search engines and locations. Monitor progress over time and identify areas for improvement in your SEO efforts.
• Content Marketing Tools: Enhance your content marketing strategy with features like:
  • Topic Research: Discover trending topics and content ideas that resonate with your target audience. Analyze search volume, social media engagement, and competitor content to create high-performing content.
  • Content Optimization: Optimize your existing content for target keywords using SEMrush's on-page SEO checker. This ensures your content is well-structured and relevant for search engines.
• Social Media Management: Manage your social media presence effectively with tools for scheduling posts, analyzing performance, and tracking brand mentions across various platforms.
• Paid Advertising Tools: Run successful PPC (Pay-Per-Click) campaigns with SEMrush's advertising tools. Conduct competitor research, analyze keyword performance, and manage your PPC budget efficiently.
• Market Research Tools: Gain valuable insights into your market landscape. Analyze industry trends, identify your top competitors, and uncover potential growth opportunities.

Pricing:

SEMrush offers tiered pricing plans based on features, the number of tracked domains, and the amount of data you need. Like the Ahrefs, their initial plan is a bit costly. But,  they also provide a free trial so you can test drive the platform before committing.

SEMrush: Pros and Cons

Pros:

• SEMrush offers a vast toolbox for SEO, PPC, content marketing, and social media.
• Great for Competition Research
• Identify technical SEO issues and track progress over time.
• Find link-building opportunities and manage your link profile.

Cons:

• The free trial plan has significant limitations on usage and data access.
• Traffic estimates might not always be perfectly accurate.
• For smaller businesses or solopreneurs, the cost might not be a little bit costly.

2. Ahrefs (Best for National & International SEO)

Ahrefs is a popular SEO toolset renowned for its in-depth backlink analysis capabilities. It caters to businesses and SEO professionals who need a powerful suite for optimizing websites and tracking competitor strategies. Here's a breakdown of what Ahrefs offers:

Core Features:

• Backlink Analysis: Ahrefs shines in this area. Its massive database allows you to analyze your backlink profile, including the number of backlinks, referring domains, and their Ahrefs Rank (a metric that estimates a backlink's strength). You can also explore your competitors' backlinks, identify link-building opportunities, and track your backlink growth over time.
• Keyword Research: Ahrefs provides a robust keyword research tool. You can discover high-volume, low-competition keywords relevant to your niche. It also offers features like Keyword Difficulty score to gauge competition level and historical search volume trends to understand keyword seasonality.
• Content Explorer: This feature helps you discover high-performing content in your niche. You can filter by topic, traffic, backlinks, and social shares to find popular content that resonates with your target audience. This can inspire your content strategy and identify potential link-building opportunities.
• Rank Tracker: Monitor your website's ranking performance for specific keywords across various search engines and locations. Track ranking progress over time and identify areas for improvement in your SEO strategy.
• Site Audit: Ahrefs crawls your website and identifies technical SEO issues that can hinder your search engine rankings. It provides actionable recommendations for fixing broken links, improving page speed, and optimizing on-page elements.

Pricing:

Ahrefs offers tiered pricing plans based on features, monthly tracked keywords, and the number of tracked domains. Their pricing starts from $129/month. Yes, it is a bit pricey for a small business.

Ahrefs: Pros and Cons

Pros:

• Arguably the industry's most extensive collection of backlinks for competitor analysis and link-building strategies.
• Uncover high-performing content for topic research and content gap analysis.
• Well-organized dashboard and clear presentation of data, even for complex features.
• Analyze data beyond just Google, including other major search engines.

Cons:

• Ahrefs is a premium tool with pricing plans that might be out of reach for small businesses or individual users.
• No free trial is available, so you must commit to a paid plan to test the features.
• Restrictions on the number of reports you can generate within a plan.

3. Google Search Console (The Key SEO Tool)

One of the best things about using Google Search Console to fix issues on your company's website is that it was made by Google, the biggest search engine company. 

You can be sure that the info you get from the Google Search Console is correct because it comes straight from Google. This free tool can help you check your site for problems. 

This is essential as you can't fix something that you don't know is wrong.

You may not get all the information you need from Google Search Console, though. For example, it may not show all of your keywords or link data. 

Also, you can only use Google Search Console for websites that you own. To check a competitor's site for obtained links, you'll still need a different (probably paid) tool.

Pros: 

• Performance tracking - top 1000 keywords, URLs, CTR, and Ranking report 
• You can submit your sitemap XML file here. 
• Send indexing requests

Cons:  

• The keyword ranking position data is not helpful.  

4. Mangools (Best for Competitor Analysis)

Mangools stands out as a user-friendly and affordable suite of SEO tools, making it an attractive option for those starting their SEO journey or working with a limited budget. Here's a closer look at its features, pros, and cons:

Features:

• Keyword Research: Discover relevant keywords, search volumes (estimates), and competition levels to guide your content strategy.
• Rank Tracking: Monitor your website's ranking for specific keywords over time and track progress.
• Backlink Analysis: Analyze your website's backlinks and those of your competitors to identify link-building opportunities.
• On-Page SEO: Check your website's on-page SEO health, including factors like title tags, meta descriptions, and internal linking.
• SERP Checker: Analyze search engine results pages (SERPs) for your target keywords and see who your top competitors are.
• Chrome & Firefox Extension: Gain quick insights into competitor backlinks and SEO metrics directly within your browser while browsing the web.

Pros:

• User-Friendly Interface.
• Compared to industry giants, Mangools offers significantly lower pricing for a valuable set of SEO features.
• Mangools provides the essential tools you need to get started, including keyword research, rank tracking, backlink analysis, and on-page SEO checks.
• Browser Extension
• Free Trial

Cons:

• While Mangools covers essential needs, its feature set pales in comparison to comprehensive SEO platforms.
• Search volume estimates and backlink data might not be as extensive or in-depth as some competitors.
• Mangools might not cater to the needs of advanced users or large-scale SEO campaigns requiring more sophisticated tools.

5. BrightLocal (Best for Local SEO)

BrightLocal is an excellent choice for businesses that prioritize local SEO and want user-friendly tools to manage citations, track local rankings, and optimize their Google My Business profile. 

The focus on local search and client-friendly reporting make it ideal for agencies or consultants managing local SEO for clients. 

Features:

• Local Rank Tracking: Track your website's ranking for relevant keywords in local search results across Google, Bing, and other search engines.
• Local SEO Audits: Analyze your website's local SEO health, identifying areas for improvement and providing actionable insights.
• Citation Management: Discover, track, and manage citations (business listings) across the web to ensure consistency and improve local search ranking.
• Google My Business Audit: Specifically assess your Google My Business (GMB) profile's health and optimize it for better local search results.
• Reputation Management: Monitor online reviews across various platforms, respond to feedback, and generate positive reviews to build trust.
• White-Label Client Dashboards: Generate professional reports with your branding for easy client communication and showcase the impact of your local SEO efforts.

Pros:

• BrightLocal is specifically designed for local SEO, offering a targeted set of features to maximize your local search visibility.
• The platform is known for its user-friendly interface
• Citation Management
• White-labeled reports allow you to present local SEO progress to clients in a professional and branded format.
• The built-in reputation management tools help you monitor and address online reviews, fostering customer trust.

Cons:

• Limited Features for General SEO
• Some features, like rank tracking, might have limitations on usage depending on your plan.
• Advanced features like citation building might require additional fees outside the base subscription.

Pricing

BrightLocal has several pricing options that are not very costly for small businesses. Also, they have a 14-day trial option to check the feature before you purchase any plan. 

6. Local Falcon (Local SEO Tracking Tools for Local Small Business)

Local Falcon is a promising tool for businesses prioritizing local SEO and seeking AI-powered insights to optimize their local search strategy. Competitor tracking, SOLV metrics, and real-time data analysis are valuable features.

Features:

• Local Rank Tracking: Track your website's ranking for targeted keywords across local search results on Google and various local directories.
• AI-Powered Scan Reports: Leverage AI to analyze your local SEO performance, identifying areas for improvement and providing actionable recommendations.
• Competitor Tracking: Spy on your local SEO competitors, uncovering their keywords, ranking positions, and potential vulnerabilities.
• Share of Local Voice (SOLV): This unique metric measures how often your business appears in the local map pack, giving insights into your local search visibility.
• Real-Time Reporting: Gain instant insights into your local SEO performance with up-to-date reports and trend analysis.
• Keyword Research: Discover relevant local keywords and their search trends to optimize your content strategy.

Pros:

• Focus on Local SEO: Local Falcon prioritizes local search, offering features specifically tailored to improve local ranking and visibility.
• AI-Powered Insights: The AI analysis takes the guesswork out of local SEO, providing data-driven recommendations to optimize your approach.
• Competitor Tracking: Gain a competitive edge by understanding your local rivals' strategies and uncovering opportunities to outrank them.
• Share of Local Voice (SOLV): This innovative metric provides a valuable measure of your local search presence and helps you track progress.
• Real-Time Data: Make informed decisions with up-to-date data on your local SEO performance and adapt your strategy based on real-time insights.

Cons:

• Newer Player: Being a relatively new player in the market, Local Falcon might not have the brand recognition or established track record of some competitors.
• Limited Platform Availability: Currently, Local Falcon might not be available on all app stores or platforms.

7. Ubersuggests

Ubersuggest is a solid choice for beginners and small businesses seeking a user-friendly and affordable way to explore SEO basics. The free plan provides enough functionality to get started with keyword research, website audits, and competitor analysis.

Features:

• Keyword Research: Discover relevant keywords, search volume estimates (although not as extensive as some competitors), and competition levels.
• Website Audit: Analyze your website's on-page SEO health, identifying technical issues and suggesting improvements.
• Competitor Analysis: See what keywords your competitors rank for and uncover their top SEO pages to inform your content strategy.
• Backlink Checker: Explore a limited view of your website's backlinks and those of your competitors. (In-depth backlink analysis is typically a paid feature).
• Content Ideas: Generate content ideas based on trending topics and user search queries.
• Chrome Extension: Gain quick insights into keyword search volume and SEO metrics for any website directly within your browser.

Pros:

• Free Plan with Usable Features: The free plan offers valuable core features like keyword research, website audits, and competitor analysis, making it a good starting point for beginners.
• User-Friendly Interface: Ubersuggest boasts a clean and intuitive interface, making it easy to navigate and understand even for those new to SEO.
• Content Idea Generation: The content ideas feature helps spark inspiration for new content based on current search trends.
• Chrome Extension The extension provides convenient access to SEO insights while browsing the web.
• Affordable Paid Plans: Compared to some SEO tools, Ubersuggest offers paid plans at a more accessible price point, unlocking additional features like more in-depth backlink data and rank tracking.

Cons:

• Limited Features in Free Plan: The free plan has limitations on data access and usage, requiring paid upgrades for more advanced features.
• Less Data Compared to Competitors: Search volume estimates and backlink data might not be as comprehensive or accurate as some industry leaders.
• Limited Rank Tracking: Rank tracking capabilities might be limited in the free plan and require paid upgrades for advanced monitoring.

8. Google Analytics

This software is regarded as one of the most beneficial for small businesses to use for marketing, and it has more functions than you can think of. 

Analytics tells you who visits your website, which parts they look at the most, and how they got to your website.

This tells you if the traffic you're getting is coming from Google's search results or from people who found your site through social media. 

Next, it helps you keep track of your return on investment (ROI) depending on particular objectives.

It can also find keywords that "drive" and "not drive" traffic, utilize new ways to make your website easier to use, and so on. All of these things will assist you get more conversions.

It may require you some time to become an expert at using Analytics, but the Internet is full of helpful videos and guides that can help you use Analytics to make your website more search engine friendly. 

9. Google My Business

For SEO purposes, Google My Business is essential if you want to get area users and traffic. The name of the tool suggests that it will help people find you on Google. 

This information shows up on the right side of a search result page and helps your business get to the top. 

It also gives your business a more personal touch by letting you add pictures of your business, portfolio highlights, and content from behind the scenes. It's also a great tool for making a review or testimonial method.

Did you know that a review system can help your small business's SEO? 

Google knows that you are a busy business and an expert in your field if you have reviews that are relevant and up to date. This means Google will start to trust you more, which will help you move up in the search engine results pages. 

Use this SEO tool, Google My Business, to start a review process right now if you don't already have one.

10. Google Keyword Planner

Google has an application called Google Keyword Planner that can help you find SEO keywords. Even though this tool has no cost, a lot of people don't sign up given that it looks like they must launch an ad campaign initially. 

But, there is another option to start without running a campaign.

Google Keyword Planner shows us that the query is searched about 1,000 to 10,000 times a month on average. We know this isn't very clear. 

Sadly, you can only see this before you've launched an advertising campaign. 

After that, you'll get more information. But this is our most used SEO keyword research tool as it will come up with other suggested keywords on its own.

No matter how in-depth the free views go, you can be sure that the keyword ideas you find on Google are a true reflection of what's going on in the platform. 

It's not necessary to worry about the genuineness of a keyword when you first start with Google.

11. Screaming Frog

Another helpful tool with many features is Screaming Frog. This tool makes it easy for you to do technical audits of every SEO-related part of your website.

Simply enter your website's domain name into the program after downloading it, then select "Crawl All SubDomains." You will have access to all of the web pages' entire audit details in a matter of minutes.

You can use this software for free with limited features. With the free plan, you can crawl up to 100 pages only. If you purchase a license, you can crawl unlimited pages.

How to Choose the Best SEO software? 

Choosing the best SEO software depends on your specific needs and circumstances. Here are some key factors to consider:

1. Your SEO goals and experience

Beginner!

Prioritize user-friendly interfaces and tools like keyword research, website audits, and competitor analysis. Consider free or affordable options like Ubersuggest or Mangools.

Advanced user!

Look for comprehensive toolkits with in-depth features like backlink analysis, rank tracking, and content optimization. Ahrefs or Semrush might be better suited.

Local business!

Focus on local SEO tools like BrightLocal or Local Falcon to manage citations, track local rankings, and optimize your Google My Business profile.

2. Consider the Pricing

Limited budget!

Explore free plans with basic features (Ubersuggest, AnswerThePublic) or affordable options like Mangools.

Budget is not an Issue!

Consider comprehensive toolkits like Ahrefs or Semrush for a wider range of advanced features.

3. Specific needs:

Keyword research!

All SEO tools offer keyword research, but some like Ahrefs or Semrush might have more extensive data and features.

Backlink analysis!

In-depth backlink analysis is crucial for advanced SEO. Ahrefs or Semrush excel in this area.

Rank tracking!

Monitor keyword ranking progress over time. Many tools offer rank tracking, with paid plans typically providing more features.

Content optimization!

Some tools offer content optimization suggestions based on SEO best practices (Surfer, Clearscope).

4. Ease of use

Beginner-friendly interface!

Tools like Ubersuggest or Mangools prioritize user-friendliness.

Complex features!

Advanced tools like Ahrefs or Semrush might have a steeper learning curve.

Benefits of Using SEO Tools for Small Business

• Improved website traffic: SEO tools can help you improve your website traffic by helping you to identify and target the right keywords.
• Higher search engine rankings: By optimizing your website for SEO, you can improve your chances of ranking higher in search results. This can lead to more website traffic and more leads or sales.
• Better user experience: SEO tools can also help you to improve the user experience of your website. By making sure that your website is easy to navigate and find, you can keep visitors on your site for longer and encourage them to take action.
• Competitive advantage: In today's competitive online marketplace, it's important to have a strong SEO strategy. By using SEO tools, you can gain a competitive advantage over your competitors and attract more customers to your business.

Final Thought

Choosing a SEO tool for small businesses is not a one-word answer. You have to combine the use of different tools based on your needs and budget. Also, you have to be updated about the recent Google algorithm update and logic changes.

If you are not sure about how to leverage the advantage of these SEO tools or how to make a good SEO strategy for your business, you can contact us. Our team will take the responsibility to get the rank for your business and will help you to create more conversions.