Start with Google Search Console and PageSpeed Insights (your real data), add Ahrefs Webmaster Tools and Screaming Frog for audits, and use Keyword Planner, Trends and the free tiers of Semrush and Ubersuggest for research. The Rich Results Test checks schema.
Free SEO tools split into three jobs: measuring what you already rank for, auditing your site and researching what to write next. You need one of each, not all twelve.
The 12 picks
Swipe or use the arrows.
FreeGoogle Search Console
Queries, clicks, impressions, indexing status and Core Web Vitals for your site.
FreeGoogle PageSpeed Insights
Lab and field performance data with fixes for any URL.
Free for verified sitesAhrefs Webmaster Tools
Site audit and backlink data for sites you verify.
Free up to 500 URLsScreaming Frog SEO Spider
Desktop crawler that finds broken links, duplicate titles, redirects and more.
Free with a Google Ads accountGoogle Keyword Planner
Keyword ideas and volume ranges from Google Ads.
FreeGoogle Trends
Interest over time, rising queries and regional comparison.
Free with daily limitsSemrush (free plan)
Keyword and domain data with a daily request limit.
Free with daily limitsUbersuggest
Keyword ideas, content ideas and a basic site audit.
Free with daily limitsAnswerThePublic
Question-style queries people search around a topic.
FreeRich Results Test and Schema Markup Validator
Check structured data for errors and eligibility.
FreeBing Webmaster Tools
Bing search data, site scanner and keyword research; also matters for AI answer engines that use Bing.
Compare in a table
Show the full comparison table
| Tool | Best for | Free plan |
|---|---|---|
| Google Search Console | Measuring real rankings | Free |
| Google PageSpeed Insights | Speed and Core Web Vitals | Free |
| Ahrefs Webmaster Tools | Technical audits and backlinks | Free for verified sites |
| Screaming Frog SEO Spider | Crawling small sites | Free up to 500 URLs |
| Google Keyword Planner | Volume estimates | Free with a Google Ads account |
| Google Trends | Seasonality and topic choice | Free |
| Semrush (free plan) | Competitor peeks | Free with daily limits |
| Ubersuggest | Beginners' keyword research | Free with daily limits |
| AnswerThePublic | FAQ and AEO content ideas | Free with daily limits |
| Rich Results Test and Schema Markup Validator | Schema checks | Free |
| Bing Webmaster Tools | A second search data source | Free |
| Looker Studio | Reporting | Free |
Get started this week
- Verify a site in Search Console and Bing Webmaster Tools.
- Crawl it with Screaming Frog and fix the top three issues.
- Write one answer-first page for a question from AnswerThePublic.
How to choose
- Verify your site in Search Console, Bing Webmaster Tools and Ahrefs Webmaster Tools on day one.
- Crawl with Screaming Frog before and after fixes; the 500-URL cap covers most small sites.
- Use question tools (AnswerThePublic, People Also Ask) to write answer-first sections that AI engines can cite.
- Treat third-party volume numbers as estimates; Search Console is the truth for your pages.
Free plans change. Limits above were checked on 31 Oct 2026; confirm on each tool's pricing page before relying on them.
Frequently asked questions
What is the best free SEO tool?
Google Search Console, because it shows the queries, clicks and indexing issues for your actual site.
Is there a free alternative to Ahrefs or Semrush?
Ahrefs Webmaster Tools is free for sites you verify, and Semrush and Ubersuggest both have limited free plans.
Which free tool checks website speed?
Google PageSpeed Insights, which reports Core Web Vitals and specific fixes.
Do free SEO tools help with AI search (AEO)?
Yes. Question-research tools, schema validators and Bing Webmaster Tools all help pages become citable in AI answers. See the marketing projects for an AEO audit project.
Learn this with mentors
Digital marketing programmes with admissions open: live classes, mentors and project work.
