SEO Software Tools
As with the trend of cost of living increases in 2024, the cost of SEO tools has also increased in the last two years. To continue offering high-performance ROI driven SEO Services to our clients, I decided it was an opportune time to review our SEO software subscriptions and ensure we’re only subscribing to the essential SEO tools to provide SEO services to our clients.
In 2024, I’ve invested almost $8,000 in SEO Software tools alone. That’s a considerable expense for a boutique SEO agency/consultancy. For 2025, here is the software I will invest in:
Screaming Frog
Screaming Frog is hands down, one of the best value for money SEO tools on the market. I use this tool for scheduled and ad-hoc client site audits. The tool is especially useful, as it integrates with Google Search Console and Google Analytics. I mostly use this tool to simulate how Google sees a site and identify any errors or warnings. It’s especially useful for finding unindexed pages, performing detailed content audits, checking JavaScript rendering and analysing internal linking via the excellent N-grams implementation.
SEO Powersuite Website Auditor
I use website auditor from SEO Powersuite for on-page content optimisation, keyword mapping and creating content guideline documents as part of the content marketing process we follow with our content producers.
SEO Powersuite Rank Tracker
Rank Tracker from Link Assistant is one of the most cost-effective rank trackers on the market. It captures a mountain of data and does a good job of SERP analysis and local search rank tracking, all the way down to the suburb level. It’s self-hosted which means there are no limits and as a result, we can check rankings daily, without incurring exorbitant expenses.
SEMRush
Although SEMRush is one of the most expensive SEO tools we subscribe to, I consider it good value due to its excellent data and comprehensive feature set. I use SEMRush to estimate domain traffic and keywords for client sites and potential competitors. I also use SEMRush heavily for keyword research and their excellent backlink analysis module for link building and backlink analysis.
SEOCrawl
SEOCrawl is a relatively new tool that we started using in 2024. It’s essentially a data warehouse that imports Google Business Profile and Google Analytics data and it is a huge time saver for SEO. It helps me to see trends in organic traffic, and which keywords and pages are the biggest winners and losers. It has the ability to track changes to website pages, monitor links and check the indexation status of a site via Google Search Console integration. There is also a very useful feature to allow you to add annotations in the system that lets you track the impact of SEO changes.
URL Profiler
I use URL Profiler for backlink audits and link prospecting as this is the best value way I have found to gain access to Majestic and Moz backlink data. Majestic’s Topical Trust Flow is arguably the best metric to determine the relevance of a site when link prospecting.
Keywords Everywhere
This little gem provides cost-effective access to Keyword volumes, related keywords and Moz Domain Authority data (with trends). I use Keywords Everywhere to analyse Google Search Results to quickly see relevant keywords and their search volumes. The way the tool integrates with Google Search + Google Search Console makes it a very useful companion when digging deep into the SERPs.
SEO Quake (Chrome extension)
This Chrome extension from the makers of SEMRush is useful to gain a high-level view of the domain/page traffic and overall performance. I regularly use SEO Quake to quickly analyse a page to see what it’s actually about and what keywords are being targeted by the content.
Ryte Structured Data Helper (Chrome extension)
Ryte is a useful chrome extension that helps us quickly see the implementation of structured data on a page. It adds much of the missing advanced features of the deprecated Google’s Structured Data Testing Tool
Detailed SEO Extension (Chrome extension)
This extension helps us quickly see the meta information of a page, including index status & canonical tags.
Local SEO tools
We have a significant number of local SEO clients and as such, it’s imperative we invest in dedicated local SEO software tools also.
BrightLocal
I believe Bright Local is money well spent for local SEO clients. It provides excellent grid rank tracking which can be crucial in competitive local SEO environments. Also, it provides the ability to audit a Google Business Profile helps us find any inconsistencies between the Name Address and Phone number of our local search clients.
GMB Everywhere (Chrome extension)
This cost-effective tool is great for finding missing Google Business Profile categories and it integrates nicely into Google Maps to see business category information for competitors. There is a maps ranking checker that allows you to pinpoint a specific location and return the top 20 Google Business Profiles that are ranking in that area.
TL;DR
After spending close to $8,000 on SEO tools in 2024, we have reviewed our SEO tooling and have settled on the above list of SEO Software tools for 2025.