10 Free & Paid SEO Tools You Should Use To Rank 1 In 2024

In the fast-paced world of digital marketing, being on top isn’t just a status symbol, it’s a necessity. 

The competition is fierce, the algorithms are smarter than ever, and if you want to be the kingpin of online rankings then you’ve got to play your cards right. So what’s the secret weapon in this digital duel? 

Well, it’s using the right SEO tools.

Simply put, SEO tools help website owners in achieving higher rankings on search engines. They optimize web content by examining keywords, backlinks, and other crucial SEO factors. The outcome? Attraction of more visitors who may transform into customers, clients, or devoted followers.

Right now, SEO is the undisputed heavyweight champion in the ring of online success. So as we gear up for 2024, where the digital landscape is more competitive than ever, the role of SEO tools becomes pivotal.

But don’t worry; you won’t be navigating the learning process of SEO tools on your own. This blog is here to be your ultimate guide in comprehending everything about SEO tools. In fact, we’ll focus on both paid and free SEO tools and reveal why having the right SEO tools is like having a trusty sidekick in the online world. 

So, gear up to decode the SEO secrets, make the most of SEO tools, and witness your online success story unfold like never before!

Understanding the SEO Landscape in 2024

Now that you’re dipping your toes into the vast world of SEO, you might be wondering

How do I even start? Can I master SEO on my own? 

Fear not, we’ve got you covered. 

To start with SEO, think about what your audience is searching for, what terms they use, and how your content can match those queries. SEO comprises of 3 main types:

  1. Keyword Research Tools: These are essential for identifying the most relevant and effective keywords to target in your online content. These include Ubersuggest, Google Keyword Planner, Ahrefs Keywords Explorer, etc.
  2. Performance Tracking: These tools allow you to monitor the effectiveness of your website, measure user engagement, and identify areas for improvement.  These include Google Analytics, SEMrush, etc.
  3. Competitor Tracking Tools: These tools help you assess the health of your website and understand how you compare to others in your industry. These include  SEMrush, Moz Link Explorer, etc.

Knowing about these tools is like becoming fluent in the language your potential customers speak when they’re typing into search engines. 

Therefore in 2024, content creators and providers should persist in prioritizing quality, accuracy, and user satisfaction to align with the changing needs and expectations of their audiences.

These tips make one thing very clear, by knowing how to use the right tools, you can easily conquer markets far and wide. 

Also Read – 12 Different Types Of SEO – Know What Your Brand Needs In 2024

Free SEO Tools

Imagine you’re on a mission to boost your website’s visibility and climb those search engine ranks. 

You might be under the impression that making this a reality would require a hefty budget or a team of tech geniuses

Well, think again because in this section we will discuss tools that are not just budget-friendly but absolutely free to make it happen.

  1. Google Search Console (GSC):

It is a powerful tool provided by Google that allows webmasters to monitor, maintain, and troubleshoot their website’s presence in Google Search results.

Well, its best feature is that it provides essential insights into how Googlebot views your site.

Here’s how you can make the most of the GSC tool

  • Leverage GSC’s Performance report to identify high-performing keywords and optimize content around them.
  • Regularly check the Index Coverage report to identify and rectify any indexing issues.
  • Use the Mobile Usability report to ensure your site is mobile-friendly, crucial for SEO ranking.
  • Utilize the URL Inspection tool for in-depth analysis and troubleshooting of specific pages.

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  1. Google Analytics 4 (GA 4):

It is the latest version of Google Analytics, offering advanced analytics and user-centric insights. 

Did you know that this SEO tool is a game changer aimed at helping businesses understand user behavior, track conversions, and measure the success of marketing efforts?

Here’s how you can make the most of the GA4 tool:

  • Set up conversion goals to track specific actions on your site, helping you understand what drives engagement.
  • Utilize GA 4’s enhanced machine learning capabilities for more accurate predictive metrics.
  • Using funnel and path exploration features under explore section to understand individual user journeys and tailor your content accordingly.
  • Leverage the Analysis Hub for in-depth data exploration and custom insights.

Also Read – Top 15 SEO Skills That Can Make You a Search Engine Wizard

  1. Answer The Public:

Well, Answer The Public is a content ideation tool that helps you discover what questions users are asking about a particular topic. 

Yes, it’s a goldmine for generating relevant content ideas and understanding user intent.

You can follow these tips to use this tool to its full capacity:

  • Use the tool to identify long-tail keywords based on the questions users are asking.
  • Create content that directly addresses these questions to provide value and improve SEO.
  • Group related queries to form comprehensive, topic-clustered content for better SEO structure.
  • Regularly update your content strategy based on new trends and questions emerging from the tool.

Also Read – 10 Ideas For Driving Traffic To Your Website

  1. Merkle Schema Markup Generator:

This free SEO tool helps marketers generate schema markup, a structured data language that enhances the way search engines display relevant information in search results. By using schema markup you can strategically improve the visibility and understanding of your content.

Tips to consider while using this tool:

  • Implement schema markup for key elements like product reviews, events, and FAQs to enrich search snippets.
  • Ensure your markup aligns with Google’s recommended schema types for maximum effectiveness.
  • Regularly update schema markup to reflect changes in your content, such as new products or events.
  • Test your generated markup using Google’s Structured Data Testing Tool to avoid errors.

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  1. Screaming Frog:

As interesting as its name sounds it is a website crawling tool that provides comprehensive insights into various aspects of on-site SEO.

This tool helps you identify issues, audit websites, and optimize for better search engine visibility.

You can use these tips while using this tool:

  • Use Screaming Frog to crawl your site and identify issues such as broken links, duplicate content, and missing meta tags. 
  • Utilize the tool to map keywords to specific pages so that you can ensure that each page targets relevant keywords, optimizing your site for a diverse range of search queries and improving organic search visibility.
  • Monitor the crawl analysis feature to identify and resolve any crawl issues that may affect how search engines index your site.
  • Screaming Frog can generate XML sitemaps for your website. Submitting these sitemaps to search engines helps them understand your site’s structure, leading to better indexing and potential improvements in search rankings.

Also Read – Top 10 SEO Strategies That Have Evolved Big Time!

  1. Page Speed Insights:

This spectacular tool was developed by Google to analyze the performance of web pages on both mobile and desktop devices with the aim of providing actionable suggestions to improve loading times.

Here are some tips on how to maximize the utility of this tool:

  • Prioritize addressing issues highlighted by Page Speed Insights to enhance user experience and SEO.
  • Optimize images and use lazy loading to reduce page load times.
  • Leverage browser caching and minimize redirects to improve overall page speed.
  • Regularly monitor your site’s performance and make adjustments as needed to maintain optimal speed.

Now you’re aware that you can boost your website with free SEO tools, but do you know how to wield them effectively and make the best possible use of these free SEO tools? 

Well, IMS Proschool’s digital marketing course prepares you for it.

It covers website basics, various SEO tools, Google ranking tactics, leveraging AI for online businesses, and refining your SEO strategy so that regardless of your industry if you possess a passion for learning digital marketing, you can easily learn it from their professors in just 3 months. 

Paid SEO Tools

From the previous section, it is clear that there are several free SEO tools out there, and some of them are really amazing but if you’re serious about giving your website the VIP treatment, it might be time to consider the heavyweights. 

By using Paid SEO tools you’re not just settling for basic features provided by the SEO tool but optimizing your digital marketing strategy by unlocking all the premium features that can help you in the best way possible.. 

So in this section let’s explore a few of our favorite paid SEO tools that can take your online presence from ordinary to extraordinary.

  1. Ahrefs:

Ahrefs is an SEO tool distinguished by its user-friendly features, backlink analysis, keyword research, and rank-tracking features ensuring seamless navigation and comprehension of the data at hand.

Here’s how you can make the most of this SEO tool:

  • Finding keyword strategies of competitors: Through scrutinizing the keywords for which your competitors hold rankings  you can pinpoint the specific keywords so that, and formulate a more comprehensive keyword strategy.
  • Improving website visibility: By examining ranking trends Ahrefs offers insights into the long-term performance of your targeted keywords and overall website. So you must monitor these trends to adapt and refine your SEO efforts for optimal effectiveness.
  • Use must use Ahrefs to examine ranking trends for your targeted keywords and overall website. Monitoring these trends provides valuable insights into the long-term performance of your SEO efforts.
  • Ahrefs offers a robust backlink analysis feature using which you can not only backlink but also those of your competitors.
  • Identify topics and keywords that your competitors are ranking for, but you are not. 
  • You can develop content around these topics to fill the gaps and enhance your website’s relevance and visibility in search results.

Also Read – An iconic digital marketing case study – Coca Cola

  1. Semrush:

Semrush excels in competitor analysis, aiding content optimization through SEO insights and facilitating efficient PPC campaign management.

  • The site audit feature in Semrush identifies and addresses on-page and technical SEO issues aiding in the improvement of a website’s overall health and search engine performance.
  • It includes tools for tracking mentions, engagement metrics, and audience growth, allowing for informed adjustments and refinements in social media strategies.

Well here’s how Semrush also can  assists you

  • Competitor Analysis:
    • You can compare the website traffic of different domains
    • SEMrush helps you discover keywords that your competitors are ranking for but you are not. 
  • Content Optimization: The tool helps you analyze your existing content and identifies areas for improvement, such as missing keywords, backlink opportunities, and potential issues affecting your SEO.
  • PPC Campaign Management:
    • You can find profitable keywords for your PPC campaigns and get insights into their CPC, search volume, and competition level.
    • SEMrush provides data on the performance of your own PPC campaigns, allowing you to track ad spend, clicks, and conversions.

Learn SEO, Performance Marketing & Branding from Digital Marketing Pros

  1. Moz Pro:

This tool helps boost your website’s visibility on search engines by offering top features like keyword research, on-page optimization, link building, and rank tracking.

But what truly sets it apart from others is how Moz Pro aids in tracking website rankings, analyzing backlinks, and resolving on-site issues.

Here’s how you can use it top features to optimise your website:

  • Rank Tracking: Moz Pro provides insights into your keyword performance, highlighting changes and identifying opportunities for improvement.
  • Backlink Analysis: You can use it to analyze your website’s backlink profile, identify who is linking to your site, and assess the quality of those backlinks.
  • Competitor analysis: The tool also assists in finding potential link-building opportunities by analyzing your competitors’ backlink profiles, helping you build a stronger and more authoritative link profile.
  • On-Site Issue Resolution:. The insights provided by Moz Pro enable you to address any issues, improving the overall health and performance of your website in search engine rankings.

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  1. Ubersuggest:

Lastly, this is an all-in-one SEO tool designed to simplify keyword research, competitor analysis, and site optimization. Developed by Neil Patel, it provides valuable insights to enhance your website’s performance in search engine rankings.

Here’s how you can use it to grow your website:

  • Ubersuggest’s keyword suggestions are great for expanding your target keyword list.
  • Use the tool to analyze competitor websites and uncover their top-performing keywords. Further, incorporate these insights into your strategy to stay competitive and discover new opportunities for content creation.
  • Explore the “Content Ideas” feature of this tool to discover popular topics within your niche to attract more organic traffic and establish your site as an authority in your industry.
  • Make sure to monitor your backlink profile and track new link opportunities using Ubersuggest’s backlink analysis feature. 

Also Read – How to crack your first job interview as a digital marketing professional

Choosing the Right SEO Tools for Your Business

Now that we’ve explored both free and paid SEO tools in the SEO world, it’s evident that picking the right ones is crucial as each tool acts like a valuable team member, playing a vital role in your overall digital success.

In this section let’s discuss how you can choose and smoothly incorporate different SEO tools into your digital marketing strategy.  

  1. Budget: There’s a plethora of tools out there, ranging from wallet-friendly to splurge-worthy. So it’s crucial to assess your financial battleground and after proper analysis find tools that align with your budget without compromising on quality.
  2. Features: Different SEO tools offer different capabilities. Some are great at keyword research, while others excel in analytics. Consider your specific needs and opt for tools that provide the features your website requires. 
  3. Ease of Use: You don’t want to be wrestling with complicated tools when time is of the essence. Choose tools that are user-friendly and integrate seamlessly into your workflow. 

Now that you’ve handpicked your SEO tool after considering the above factors, let’s talk about strategy.

Just as each member in a group contributes unique skills and value to the output, a search engine operates by bringing together various components. 

When all these work together to generate organic traffic, it forms integrated SEO, also known as holistic SEO. This approach ensures that your overall marketing strategy is cohesive, working together to boost traffic to your site.

So here are some tips for integrating multiple SEO tools for a holistic SEO strategy!

  1. Clear your goals:

When it comes to SEO tools, you’ve got options based on what you want to achieve.

    • Content tools: They help with keywords, content ideas, making your stuff stand out, and even snagging that featured snippet spot.
    • Technical tools: They find and fix things like broken pages and links on your website.
    • Local tools: These tools focus on boosting your visibility in local searches.
    • Analysis tools: They spot issues like meta tag problems, slow site speed, and mobile optimization glitches.

So, remember that there’s an SEO tool waiting for you!

  1. Divide and Conquer:

Assign specific tasks to each tool based on their strengths. Let your keyword research tool handle keywords, while the analytics tool dives into website performance. This way, each tool is in its element, optimizing your strategy for maximum impact. Ensure you limit your tool usage and avoid employing unnecessary tools, as it can result in the inefficient utilization of both human and financial resources.

  1. Impart the right training and knowledge for your team:

Just like a sports team, your work team is only as good as its understanding of the game. Make sure to train them on using each SEO tool effectively so that they know how to make the most of SEO integration and can even recommend new tools to boost growth. 

In fact, you can even use a combination of free and paid SEO tools

For example: Yoast SEO provides a free WordPress plugin for basic SEO optimization, and there’s a premium version with additional features.

So businesses can use the free plugin for on-page SEO, optimizing content, and meta tags. The premium version offers advanced features such as multiple focus keywords and social media previews, providing a more robust SEO solution.

This illustrates how a business can strategically leverage a mix of free and paid SEO tools to achieve a balance between essential functionality and advanced insights.

Future-Proofing Your SEO Strategy

Picture this: A smart algorithm that learns and evolves, constantly fine-tuning your SEO efforts. 

That’s the power of future-proofing your SEO strategy and here’s when AI comes for you! Artificial Intelligence is revolutionizing the way search engines work. This means your SEO strategy should be more about satisfying user intent than just tossing in keywords.

Now, think about chatbots. They’re not just there to answer customer queries on your website; they’re part of the SEO magic. AI-driven chatbots can engage visitors, keeping them on your site longer and signaling to search engines that your content is worth hanging around for.

Maybe you’ve put in a lot of time and effort, maybe even months, to fine-tune your SEO game but the only trick to ace it is to go through detailed keyword research, fine-tune your website, and create top-notch content. 

However, here’s the catch: the online world is always changing. Just when you believe you’ve nailed it, Google throws in a new algorithm update or a revolutionary SEO approach pops up out of nowhere on the internet.

So it is not only important for you to be aware of these changes but start adapting SEO strategies to future trends. For a promising future in the evolving world of businesses, understanding digital marketing is crucial. 

IMS Proschool’s Digital Marketing course steps in here. It can make you job-ready in just 3 months, equipping you with skills in 

  • Website & SEO
  • Social Media Marketing
  • Performance Marketing

The success stories of their alumni, currently employed in esteemed companies like EY and TCS, speak volumes about the program’s effectiveness. With 10+ centres across India and 7+ hrs faculty-led training every week you can definitely explore digital marketing with IMS Proschool for practical and industry-relevant training.


As we come towards the end of this blog it is clear that mastering SEO tools is pivotal for online success in 2024, and a well-rounded strategy is the key to achieving top rankings.

We’ve covered an array of both free and paid SEO tools, each offering unique benefits to propel your digital presence forward. However, to truly level up your SEO game, consider enrolling in the Digital Marketing course offered by IMS Preschool. This comprehensive program ensures you grasp every aspect of SEO, providing the knowledge and skills needed to navigate the ever-evolving digital landscape. 

Now that you are armed with insights into these tools and the importance of a holistic approach, it’s time to take action. Start integrating these tools into your strategy, optimize your website, and watch your online visibility soar. 

Your journey to SEO mastery begins now!


  • Why is voice search important for SEO?

During a voice search, Google extracts information from featured snippets, which usually provide accurate and concise details attributed to the relevant website when read aloud.

  • What’s mobile-first indexing, and why should I care?

Mobile-first indexing signifies that Google’s web crawler gives priority to indexing a website’s mobile content instead of its desktop version, influencing its ranking decisions.

  • Why bother with local SEO if I have a physical store?

Local SEO is like putting a neon sign on your business for people nearby. Optimize for local searches, keep your info accurate, and voila – more foot traffic and eyes on your shop.

  • How do I build a good online rep for local SEO?

It’s all about reviews. Get happy customers to spread the love online, and deal with the unhappy ones pronto. A stellar online rep not only builds trust but also boosts your local search ranking.