In SEO, 90% is being clear about the objective and the audience we are targeting, developing a strategy that is consistent with both, and knowing how to develop it. The remaining 10% is the tool, but that 10% is essential, since it can greatly facilitate our work and significantly increase our performance.

Below you will find a list of the most useful tools for SEO:


General Tools are those essential for SEO work, without which you cannot do, even though the individual is more important than the tool, and without which you would have a hard time. They are also the most generic tools and the most applicable to any situation:

  • Google : It is the most basic tool for SEO. From familiarizing yourself with algorithm changes, to getting keyword ideas or analyzing your competition.
  • Google Webmaster Tools : Fundamental to tell Google how to interpret your website, have a platform that notifies you of errors on your website, penalties and even links detected by Google.
  • Google Analytics : Knowing what your users do on your website and how they get to it is vital from all possible points of view.
  • Excel : A fundamental tool for data analysis, link building, competition, reporting... The most useful tool for SEO after Google.

Keyword planning is one of the most important phases of SEO work . Knowing where the traffic is , where the competition is and where you have to go to find the perfect balance that allows you to get the maximum benefit is an art. However, in addition to Google itself, there are a number of tools that can make your life easier, or at least give you some ideas when you are completely lost.

  • Adwords Keyword Planner : In Adwords, go to Tools & Analytics > Keyword Planner . It's not comparable to previous Google tools, but it's very useful for finding keyword suggestions.
  • Übersuggest : Übersuggest gives you suggestions around a term you start from, based on Google's autocomplete. It is useful because it gives you very varied combinations that you may not have thought of.
  • Google trends : Allows you to see search trends over time segmented by countries and areas. It is useful for discovering emerging trends, obsolete trends, or comparing two formulas to search for information.
  • Wordle : Useful to get an idea of ​​the terms map of a website, both to have a visual approximation of its keyword density and to carry out a report or brainstorming .


If you want to know where you are compared to your competitors , what content has given them better results or what strategies they are following at the SEO level, a deductive mind and the following tools can make you the Sherlock Holmes of SEO.

  • Open Site Explorer : This MOZ tool has a somewhat limited free mode, but it is appreciated when comparing competition. It allows you to know authority metrics, link profile and even social metrics. Vital to compare pages and domains with each other.
  • Alexa : It is one of the greatest authorities on the Internet in measuring web traffic through its panelists. It gives you information on the estimated traffic of a website and information on its link profile. It's about as reliable as a sideshow shotgun, but it's useful to get the hang of it.
  • Quicksprout : It is a tool that gives you an analysis of your website at a glance: loading time, display, code errors. There are many points that it does not cover, and elements that may appear as errors without being so, but in general it can be a good point of contact with a new website. Be careful with its Social Media Analytics tool, it gives you a list of the most shared pages of a domain, which is ideal for analyzing e-commerces or blogs and being able to get successful content ideas.
  • MOZ Toolbar : A search bar for Firefox and Chrome that allows you to get additional information about the authority of the page in search results, and added functionality to identify links, keywords, etc.
  • Pagerank Status : An addon for Chrome that shows you the Pagerank of a website at a glance. It has more features, but other tools do it better.
  • Chrome Sniffer : This addon for Chrome allows you to see in a moment what CMS and what JS libraries are used by the web you are browsing in a simple and non-intrusive way. Great to have additional information.
  • Rank Tracker : The easiest way to monitor results for huge keyword lists, saving history and generating reports.
  • Archive.org : In many cases you may want to search for previous versions of your own or a competitor's website to see SEO changes. Even in broken link building.

The analysis of your page allows you to identify the main barriers for your website to position in Google, what mistakes you are making , or points that are difficult to identify at a glance. In short, they save you time and effort , although they never completely replace the work of SEO analysis.

  • Screaming Frog : This tool works like a search engine robot that enters our website, explores the pages and communicates errors and information on each internal page. Ideal for detecting indexing problems, duplicate content and information on each page such as meta descriptions, titles or headers.
  • Robots.txt generator : An online application to create a Robots.txt file at a time.
  • Robots.txt checker : Validator of your robots.txt to verify that there are no syntax errors.
  • Sitemap Generator : An application that tracks your website and generates an automated sitemap. Be careful, if you have indexing problems because the robots have problems accessing your site, generate it in another way.
  • Sitemap checker : Check the code of your sitemap to detect possible errors, and try to correct them.
  • Google Site Speed ​​: Indicates the main optimization problems of your website and server in loading time. Essential.
  • Pingdom Tool : It allows you to see the load time per file and in cascade, so you can see what calls and what factors make your website slower. In addition, you can ping from different locations and, by registering, monitor your server's uptime and be notified when it goes down.
  • Yahoo!ySlow : A browser addon that gives you an assessment of the loading time of a website and main points of optimization. A good complement to the previous two for true optimization geeks.
  • Google Snippet Preview : An easy way to check what a Google result would look like based on a title, URL, and description. Useful for explaining these fields to an SEO layman, or visually checking new titles and descriptions.
  • Check my Links : A Google Chrome addon that allows you to easily identify which links are broken. Perfect to see possible 404 errors on your website, or to do broken link building.
  • Redirect Path : A Chrome extension that tells you if you have reached the page through a redirect. Ideal for identifying bad redirects.
link building


The exclusive Link Building tools are those that allow you better communication for the contact, see who copies your content or when you get mentions . Except for broken link building -and black hat techniques, which we will not deal with here- you will not require highly complex tools to obtain links.

  • Image Raider : This reverse image search tool tells us when an image of our own is published on external websites. Ideal for monitoring original images, infographics and graphic resources, verifying if they link to us and based on this, generate relationships or request a link.
  • Google Alerts : Add terms (a brand, a keyword, your name) and Google will notify you every time they are mentioned on a page that it indexes. Great for keeping up with a topic, monitoring mentions, or spotting link building opportunities.
  • Xenu : Used to find broken links to your website and within it, despite its design, this tool is simple but effective.
  • Rapportive : Rapportive is a tool that links the email accounts of your contacts with their profiles on Twitter, Facebook, Linkedin and Skype, along with some additional relevant data. In short, it gives you more information about who is, what they think and where are the people you write to when you do link building, and this is a huge plus.
  • Boomerang : When you dedicate yourself to link building, it is normal to send emails on weekends or inopportune hours. Boomerang allows you to have your emails sent at the date and time you set so you look like a normal person.
  • Whois : It allows you to know, in some cases, who is behind a domain. This makes it easy for you to contact him, establish a relationship, etc.
  • Buzzstream : It is a CRM for link building and detection and contact of influencers. Basically, it tries to simplify and make easier all the contact and relationship that link building entails.


The SEO Suites are those that do everything -or almost everything- that you can ask them at the SEO level. Backlinks, rankings, competition, social, advice… but they all have their pros and cons. The descriptions included in each one are completely inefficient, but a chapter of its own would not suffice!

The best thing is that you try them and decide for yourself which one suits your specific needs, because each one is different.

  • SEMRush : Allows you to analyze the ranking of keywords, analyze the SEM campaigns of your competitors, search and analysis of keyword possibilities and make personalized reports.
  • Majestic SEO : Simple and complete, in addition to offering a complete list of links to any URL, it gives you the anchor text, the date it was detected and the value of the page that has the link (Pagerank and Alexa). It has two types of information: history of links and last links detected.
  • MOZ : Allows you to create different campaigns in which you can analyze the ranking in search engines, analysis of the links of the competition, on-site analysis of your website, analysis of relevance in social networks and link your Google Analytics account to make traffic comparisons with your different keywords.
  • ahrefs : Allows what all but with very interesting additions: history of links, provides the day in which the links have been created and/or deleted; in addition to a small on-site analysis. In its free version it allows 15 queries/day per user.
  • Positionly : Positionly is a simple search results monitoring tool with competitor search and integration with third-party addons.
  • Advanced Web Ranking : A ranking, reporting and backlink measurement tool with integration with Google Analytics. At the interface level, it is one of the cleanest and most elegant.
  • Raventools : Keyword ranking analysis, social media relevance monitoring, on-site analysis, PPC campaign tracking, competition analysis and custom reporting.
  • WooRank : Woorank is a tool focused on giving you SEO feedback on your website; Although it has information on backlinks, visits, traffic and competition, its biggest difference with the competition is that it gives you feedback regarding the marketing plan of your website.
  • Colibri : Very visual and intuitive. This tool allows analysis of keyword ranking, reports of links to your website, analysis of the competition, search for keywords according to their traffic and difficulty, and linking your Google Analytics account to make traffic comparisons with your different keywords.
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