Search Engine Optimization (SEO) is a fundamental component of digital marketing. The primary goal of SEO is to help agencies rank their websites higher in search engines and drive more traffic. And the whole process gets easier when you have the right SEO marketing tools in your arsenal.
These marketing SEO tools can simplify keyword research and data analysis, making it clear what’s working and which parts of your strategy could benefit from some tweaking.
However, not all of these SEO tools for digital marketing are created equal. With that in mind, we’ve done the legwork to find and compare the best SEO and marketing tools to streamline your SEO management, provide real-time data, automate reporting, improve search rankings, and enhance efficiency.
Here are the SEO marketing software and tools covered in this guide:
1. SE Ranking – A tool with Advanced features enabling agencies to adapt SEO strategies and maintain website health.
2. Google Analytics – A tool offering unparalleled depth in tracking and analyzing website performance.
3. Ubersuggest – A tool excelling in keyword research, competitor analysis, and site audits.
4. Ahrefs – A robust tool for backlink analysis, keyword research, and competitor analysis.
5. Moz – A software with a combination of comprehensive tools, including backlink explorer for link-building.
6. Spyfu – An excellent tool for competitor analysis, especially PPC research.
7. Woorank – An excellent choice for website review and SEO audit capabilities.
8. SimilarWeb – A fine choice for insights into website traffic and audience engagement.
9. Seobility – Affordable and suitable for keyword research.
10. Semrush – An excellent choice for power users with added agency workflow features.
How Do We Evaluate SEO Marketing Tools?
We have picked the most popular SEO and marketing tools, while prioritizing functionality and features, ensuring each tool excels in vital tasks like keyword research and content optimization.
We understand the importance of integration capabilities for marketing agencies, so that is a factor as well. We have also paid attention to cost and budget considerations, recognizing the importance of affordability without compromising quality. Other factors include customer support, reporting features, user interface, and more.
So, let’s find out what each of these SEO tools for digital marketing has to offer and whether your agency should pick them or not.
1. SE Ranking
SE Ranking is among the very best SEO marketing tools designed for all types of users, including agencies looking for functionalities and features for improved online presence.
This renowned SEO marketing software comes with a robust SEO audit tool with on-page audit features, comprehensive competitor and keyword analysis, and customizable reports. Compared to many other SEO marketing tools covered here, SE Ranking is at the very top for its user-friendliness and intuitive design. You get a clear view of ranking positions with variations in traffic covered instantly on the dashboard.
SE Ranking excels in keyword tracking, allowing users to monitor the positions of their target keywords on four search engines, thereby assessing the effectiveness of their SEO efforts. The website audit feature is also quite helpful in identifying errors, technical issues, and areas for improvement.
In terms of integration, SE Ranking provides an API that allows programmatic access to the data gathered from the platform. This feature allows agencies to manage large or complex accounts more effectively. Additionally, SE Ranking can be integrated with Zapier, Reportz, and other business applications, widgets, and panels – you can even integrate it with ChatGPT to automate workflows.
And if something doesn’t seem to work for any reason, the support is available for your assistance. And while waiting for a response, you can get more information about your queries from a Quickstart guide, user guide for agencies, and FAQs in SE Ranking’s Knowledge Base and blog section.
Moreover, this SEO marketing software also provides real-time insights, giving users immediate access to data as it becomes available. And all this is available at a price much more affordable than many other top-rated SEO marketing tools today – plans starting at $109 for small agencies.
Pros
- Accurate data with organic rankings on the browser
- Pro features at affordable prices
- Info on SERP competitors for research
- Quick suggestions for on-page optimization
- Comprehensive SEO audit
Cons
- Lacks search intent for keywords
- Expensive API access
Pricing: Starting from $109/month (+$50/month for agency pack)
Use by Agencies: The affordable pricing structure makes it an excellent option for agencies, though some features may require additional payments. However, the features like an Agency Catalog, API access, white-label options, and Local SEO ad-ons make it well-worth the investment for agencies. And it also comes with features that facilitate convenient collaboration with clients by simply granting them access to specific sections on SE Ranking.
Verdict
SE Ranking comes with comprehensive site audit features and SEO analysis, making it great for agencies. It’s recommended to take advantage of their 14-day free trial to explore the tool’s features and determine if it’s the right fit for your business.
2. Google Analytics
One of the most comprehensive SEO marketing tools available for agencies is Google Analytics. It is a free-to-use toolkit with many useful features, especially suitable for small to medium agencies. It helps identify the best-performing optimizations and opportunities for SEO development, making strategies more effective.
The Google Analytics suite collects and organizes a vast expanse of data. It facilitates detailed tracking with in-depth analysis of web traffic, user behavior and several other engagement metrics. This makes it invaluable for developing effective marketing strategies and stimulating growth.
Coupled with other marketing SEO tools such as Google Search Console, the refined data can significantly improve SEO. It works by providing a way to compare inorganic against organic traffic to filter out unwanted traffic and check assisted conversions. But, keep in mind that though it is possible to find some resources to troubleshoot issues, most users require an in-house expert to solve problems because of inefficient customer support.
Google Analytics doesn’t include specific keyword data but still manages to provide a well-rounded view of a website’s traffic and its sources making it easier for agencies to monitor progress and take data-driven decisions to adapt their SEO strategy.
Pros
- Completely free to use
- Easy to integrate with other Google services
- Comprehensive data-driven insights
- Quick demographic information
Cons
- Difficult interface to master for beginners
- Privacy concerns
- Fewer options for customization
Pricing: Free to use
Use by Agencies: Google Analytics offers out-of-the-box web analytics and reports for agencies with integration options with Google products. The latest GA4 also makes event-based data tracking a breeze. But, agencies should not overlook privacy compliance issues and zero access to raw data.
Verdict
Google Analytics is always among the most reliable marketing SEO tools for monitoring and evaluating various elements of SEO. Although initially, it can be a little overwhelming, it does provide agencies with critical insights into how, when and by whom a website or app is being used.
3. Ubersuggest
Ubersuggest is another popular SEO marketing software with a simple design for ease of use that makes it great for those unfamiliar with SEO analysis. It still offers a broad range of features and functions, including keyword research, web analysis, domain overview and backlink data.
One impressive feature of this best SEO marketing software is the keyword research tool that can generate keyword and content ideas. Interestingly, it also has an AI tool for rewriting paragraphs to add to its content producing capabilities.
Ubersuggest is budget-friendly, making it ideal for smaller agencies. It operates a tiered pricing system starting at $29 per month to a lifelong plan at a reasonable $290. There is a free Chrome extension available and although it does come with reduced functions, it covers the basics, including traffic overview, domain authority and other data on any website you visit. This makes it a sound option for agencies seeking the best SEO marketing software on a limited budget.
Right now, it doesn’t come with an API. Further developments, planned for 2024, will take it from being a ‘closed’ app to one with API and webhook functions that will enable integrations and will further streamline workflow.
Pros
- Clear and user-friendly interface
- Multi-domain support available
- Affordable
Cons
- Restricted pro features
- Missing reporting feature for agencies
- Limited data for low-traffic websites
Pricing: Starting at $29/month
Use by Agencies: Compared to other tools, Ubersuggest is a cost-effective choice for agencies. It also offers free training and comprehensive SEO features. However, its limitations in certain areas such as target market research and backlink tracking should be considered.
Verdict
Ubersuggest is applauded for its design and ease of use. It is affordable and comes with AI tools. However, it offers limited pro features and there is a steep learning curve involved in understanding the relationship keyword lists and tracking information due to its complicated interface.
4. Ahrefs
Ahrefs is another of the digital marketing SEO tools that has been praised for its many features. The interface is user-friendly, but it offers a lot of details, making it somewhat overwhelming for beginners. Nevertheless, it works just fine for agencies.
It offers a comprehensive toolkit including keyword research, competitor and backlink analysis and site audits. It is renowned for its extensive web crawlers that allow it to provide a vast index of live backlinks.
Agencies can also benefit from its Keywords Explorer, a tool that helps agencies discover and analyze the keywords used by competitors and evaluate their effectiveness to identify opportunities left open by competing strategies.
Other valuable features of Ahrefs are the Site Audit tool which quickly identifies technical SEO issues and Content Explorer which helps agencies with content ideas and analyzes social share information across different platforms. Ahrefs also provides keyword research data from multiple search engines including YouTube and Amazon making it invaluable when developing comprehensive SEO strategies.
Various integration options are available, such as Pipedream, Google Looker Studio, and more. But it still takes time to decipher how the integration works between apps when using Ahrefs.
Pros
- Great for backlink analysis
- Comprehensive data for competitor analysis
- Easy monitoring of ranking progress
- Basic webmaster tools at no additional cost
Cons
- Very expensive
- Missing phone support
- No free trial
Pricing: From $99/month
Use by Agencies: with Ahrefs API, agencies can access a wealth of information, including current and historical data on websites, backlink growth or decline, and top-performing pages of competitors. With improved access management, agencies can quickly organize projects in separate folders and share with team members and clients for collaboration. However, its pricing model and lack of certain features may be a drawback for some agencies.
Verdict
Ahrefs is great for backlink analysis and other SEO reporting tasks. Despite its usefulness, it comes in as expensive for small agencies. It has also been criticized for not updating its rankings daily.
5. Moz
Moz Pro is an all-in-one set of SEO and marketing tools that help to enhance online visibility to improve search engine rankings. Moz, with its user-friendly interface is designed to meet the needs of agencies with multiple clients managing multiple strategies. Still, its intuitive navigation and clear dashboards make it accessible to all, regardless of skill level.
Being a robust set of SEO tools for digital marketing, Moz offers rank tracking, backlink analysis, keyword research tools and site audits, making it a favorite for fresh insights among even advanced SEO professionals.
Among its many features is the ability to crawl and audit sites, identify link building opportunities and explore on-page optimization. But it’s especially favored for its keyword research capabilities, enabling campaigns to stay competitive. It can also track searches locally and nationally, providing a Search Visibility score for rankings.
Moz integrates with other tools well, including Google Analytics to provide crucial insights into user behavior and a holistic overview of a strategy’s success.
Moz offers extensive resources and its Help Team provides excellent customer support usually answering enquiries within 24 hours. It also includes a useful chat portal, making it popular among the SEO community.
Pros
- Relatively affordable than Ahrefs
- 30-day free trial available
- Comprehensive backlink analysis and site audits
Cons
- Most features require higher-tier subscriptions
- Limited and somewhat inaccurate link index
Pricing: From $99/month
Use by Agencies: Moz is an all-in-one SEO solution with robust data reporting and local SEO management features, making tracking and reporting easy for agencies. Additionally, Moz allows marketing agencies to build custom white-label reports, which can be delivered directly to clients’ inbox weekly. However, it may not be the best choice for those seeking frequent innovations.
Verdict
MOZ serves as an excellent SEO marketing tool with various features. Although on the expensive side, which could be an issue for some smaller agencies, this particular SEO toolkit stands out as impressive, making link building and content marketing simple.
6. Spyfu
Spyfu has easy intuitive navigation and offers a suite of marketing SEO tools each with ease-of-use features making it a comprehensive set of marketing SEO tools for agencies. Its emphasis is on competitive intelligence including keyword research, in-depth analysis and backlink comparison designed to uncover competing strategies and tactics.
As one of the best SEO marketing tools, Spyfu can help drive traffic to Google Ads campaigns and websites, monitoring paid and organic rankings on Google and Bing. It is reliable and offers accurate contact information for new leads as well as unlimited keyword and domain projects, custom reporting and backlink outreach.
Spyfu has several integration options such as DocHub, for easier SEO related document management. Its no-fuss integration with other tools and platforms streamlines workflow and enhances productivity. It also offers rapid customer support over the telephone and includes a range of tutorials and step by step guides.
Although a free plan is available, it is also affordable when paid for, with pricing from $39 per month.
Pros
- An excellent tool for competitor analysis
- User-friendly interface
- Suitable for SEO research and PPC analytics
Cons
- Unreliable in terms of accuracy
- Weak keywords database
- Limited export options
Pricing: From $39/month
Use by Agencies: SpyFu is great for agencies looking for a marketing tool to help with competitor analysis and keyword information. It lets you create custom branded reports and allows easy sharing with clients. Also, the SpyFu API provides adaptability and flexibility, allowing easy integration of data with other tools. Being able to use historical data with competitive data is also beneficial for agencies, as it helps design SEO and PPC strategies. That said, data accuracy, and a lack of comprehensive backlink auditing are issues agencies should not overlook.
Verdict
Spyfu is an invaluable spy tool for identifying opportunities missed by competitors. Although user-friendly and cost effective, there have been concerns about the accuracy of its data.
7. WooRank
WooRank is among the leading SEO marketing platform software and is on Forbes Advisors’ list of top SEO marketing tools because of its reliability, ease of use, and the quality of its insights.
As well as local and global SEO tools for marketing, WooRank also has the full range of essential SEO features, keyword analysis, competitor analysis, and SERP tracking. It can also grade web page quality and carry out full site audits. Its integration capabilities are impressive – agencies can integrate it directly within the Duda Editor. WooRank’s API also allows for GA4 and Zapier integrations.
The articles in the WooRank Help Center are designed to help users get started quickly. Although there is also support via email, it can take a couple of days for a response and unfortunately there is no faster telephone option.
WooRank offers a three-day trial period and has pricing plans that start from an affordable $89.99 a month although a more comprehensive package exists from $199.99.
Customized Enterprise plans and discounts for annual billing are available, making the toolkit highly competitive and WooRank an excellent entry-level option. Its Premium plan allows for optimization of 5 sites, tracking of 250 keywords and a crawl of up to 10,000 pages.
Pros
- 3-day free trial
- User-friendly interface
- Grader for websites
- Interesting site recommendation feature
Cons
- Limited support options
- Slow speed
- Restricted competitor analysis
Pricing: From $89.99/month
Use by Agencies: Real-time tracking and continuous monitoring make it suitable for agencies. Its bulk reporting feature helps gather metrics for hundreds of URLs, which helps identify leads opportunities and empower sales teams to make informed strategies. You can also add a lead generation widget on your site for more control. But, limited white-label features and fewer SEO marketing tools are some concerns for agencies.
Verdict
WooRank makes it simple for agencies to compare their sites against others and offers a wide range of actionable insights presented in a four point report. However, there may be concerns regarding the speed and restricted customer support options.
8. SimilarWeb
SimilarWeb offers a range of SEO tools for marketing, including traffic analysis, on-site optimization, charting, and monitoring. But, its unique feature is that it can uncover keyword trends taking advantage of real traffic insights to collect fresh keyword data.
Its strong integration options set it apart from other SEO tools for marketing. It provides you with an API that lets users integrate data directly into workflows to enhance the analysis, reporting and decision making process.
The API add-on requires a subscription but can be used with other platforms such as HubSpot or Salesforce. There is a nonpayment option though, with the SimilarWeb extension that instantly makes the key metrics of any site visible including which channels and countries traffic is coming in from.
Even so, the free version is useful for providing a snapshot of a competitor’s activity and sufficient details for an estimate of how much traffic they get and where it comes from. The information is delivered broken down into six key categories including traffic overview, total visits, engagement metrics, sources, and information on referrals and destination sites, making it readily digestible.
If you face an issue, you can contact support online. However, you can also find free resources, such as case studies, reports, success stories, and webinars to design better marketing strategies.
Pros
- Accurate and up-to-date data
- Unique competitive research features
- Audience analysis tool
- Intuitive user-interface
Cons
- Restricted granular data
- Limited integrating options
- Restricted SEO content analysis
- Expensive
Pricing: From $149/month
Use by Agencies: With its unique data collection approach, Similarweb is a good choice for agencies. Agencies can find tools to utilize real prospect data and create compelling pitches. Similarly, users can easily generate customized reports and dashboard to showcase growth or issues over various timeframes. But, it comes with limited SEO capabilities and plans, with unreliable data delivered at times.
Verdict
With clearly presented actionable insights, sound estimates of traffic and integration with the ability to import contacts, SimilarWeb is a very helpful and affordable tool for agencies seriously interested in competitor research.
9. Seobility
Seobility is among those SEO tools for digital marketing that offers a range of useful features for agencies to optimize their clients’ websites for search engines.
Seobility is praised for its straightforward user interface, which is divided into sections like Technical & Meta, Structure, and Content, making it easy to navigate and understand. It provides a robust set of features for on-page optimization, site auditing, backlink analysis, and keyword research and ranking monitoring.
The software’s crawler checks the entire website, identifying pages with errors and providing tips for optimization. It also includes tools like SEO Checker, Keyword Checker, and TF*IDF Tool for content optimization. However, Seobility does not offer enough report customization options, which may limit its functionality for agencies.
Pricing starts from $50/month, making it more accessible than other SEO digital marketing tools for small businesses. Seobility provides customer support through chat, email, phone, and a comprehensive FAQ section.
Pros
- A long list of SEO marketing tools and features
- Flexible pricing plans
- Simple and intuitive user interface
- Multilingual support
Cons
- Fewer report customization choices
- Additional cost for pro features
Pricing: From $200/month for agencies
Use for Agencies: Seobility could be a good choice for agencies that value comprehensive SEO audits, user-friendly interfaces, and competitive analysis features. It does offer white-label reporting features, allowing you to create PDF reports with your unique logos. However, agencies requiring detailed error reports, fast crawling rates, and advanced features may need to consider other robust options.
Verdict
Seobility is an impressive SEO marketing tool with various research and reporting features. But, it may not work for every agency because of limited report customization options and the high cost of top-tier plans.
10. Semrush
Semrush is often a go-to resource for agencies hoping to enhance their marketing strategies. It supports an intuitive and friendly user interface. It gets easier to use when integrated with platforms like Wix.
Agencies can utilize various tools and reports, which cover on-page SEO, keyword research, competitor analysis and much more. Its robust functionality allows agencies to develop and implement a full-fledged SEO strategy. The Keyword Magic Tool, Site Audit, and Position Tracking are particularly noteworthy for their depth and usefulness in optimizing clients’ online presence.
Integration is a strong suit for Semrush, with the ability to connect with a variety of platforms such as Google Analytics, Google Search Console, Google Ads, and CRM systems like monday.com.
It offers multiple pricing tiers to cater to different needs and budgets, with plans starting from $129.95 per month. While the cost may be a consideration for smaller agencies, the breadth of features and data provided can justify the investment.
Customer support is available with a promise of a response within one business day.
Pros
- Comprehensive toolset for SEO marketing
- Easy to integrate with various platforms
- Extensive training resources
- Detailed reporting features
Cons
- Expensive for agencies looking for pro features
- Steep learning curve for certain features
Pricing: From $249.95/month for agencies
Use by Agencies: SEMrush assists agencies in advancing their operations by utilizing outbound and inbound marketing leads, seamlessly managing projects through CRM, and enhancing client collaboration via Client Portals. Additionally, the platform enables the generation of white-label PDF reports for easy information sharing among team members and clients. However, agencies with a tight budget or those that need data from search engines other than Google might need to consider other options.
Verdict
Semrush stands out as an impressive SEO marketing tool that requires a full spectrum of SEO and marketing features. However, the cost can quickly go up with pro features.
Conclusion
When going for an SEO marketing software, it’s essential to consider factors such as features, integration capabilities, customer support, and cost. While some SEO marketing tools offer good features like Ahrefs, but the cost can multiply quickly. Others cost less, but have their limitations – Google Analytics is a good example.
That is when you can put your money on SE Ranking, as it performs well on all fronts. Its advanced features enable agencies to design their SEO strategies and maintain website performance. Also, SE Ranking’s user-friendly design offers a clear view of ranking positions and traffic variations. And the website audit feature helps identify errors and areas for improvement.
But again, it still costs more than many other marketing SEO tools. So, ultimately, it is up to you to decide what suits your budget and aligns with your team’s requirements.