Quick answer: For most small businesses, the best SEO tools are Google Search Console and Google Business Profile (both free), plus one paid all-in-one tool such as Semrush or Ahrefs. Add Screaming Frog for technical checks and BrightLocal or a similar tool if you rely on local search. At Amax Marketing, we use Semrush, Search Console and our own Amax Local tool.
There are hundreds of SEO tools, and most small businesses only need three or four. Below, we compare the ones worth paying for and the free tools you should use first.
Which free SEO tools should every small business use?
- Google Search Console: see the searches you appear for, your clicks and any indexing problems.
- Google Business Profile: essential for local search and the map pack.
- Google Analytics 4: see what visitors do and which pages bring enquiries.
- Screaming Frog (free version): crawl up to 500 URLs to find broken links and missing titles.
What are the best paid SEO tools for small businesses?
Starting prices at the time of writing. Check each tool for current pricing.
- Semrush: best all-rounder for keywords, competitors and site audits. From about £107.82 a month (Pro).
- Ahrefs: excellent for backlinks and content research. From $99 a month (Lite).
- Moz Pro: user-friendly keyword and ranking tracking. From $99 a month.
- Screaming Frog SEO Spider: the standard technical crawler. £259 a year for the paid licence.
- BrightLocal: local rankings, citations and reviews. From $39 a month (paid annually).
- Surfer: content optimisation. From £49 a month.
- Yoast SEO Premium: on-page SEO for WordPress. From £79 a year per site.
- Ubersuggest: budget keyword research. From about £29 a month.
What is the single best SEO tool?
If you can only pay for one, choose an all-in-one tool like Semrush or Ahrefs. Both cover keyword research, competitor analysis, rank tracking and site audits. Semrush is slightly stronger for keyword data and local tracking; Ahrefs is known for its backlink index.
Which SEO tools are best for local businesses?
Start with Google Business Profile, then add a tool that tracks map rankings and reviews. Our Amax Local platform audits your profile, helps you collect and reply to reviews and tracks local rankings. Read more about local SEO for small businesses.
Want a free audit like this for your own site?
We'll show you exactly what's holding your rankings and conversions back. No sales pitch.
Get My Free AuditCan AI tools replace SEO tools?
No, but they help. AI assistants are useful for drafting outlines, FAQs and meta descriptions. They don’t have accurate search volume or ranking data, so pair them with a proper SEO tool. AI search also changes what you optimise for. See our AI search optimisation service.
How do I build my SEO tool stack?
- Set up the free Google tools first.
- Pick one paid all-in-one tool and use its free trial.
- Add a crawler for technical checks every month.
- Add a local tool if most customers find you on Google Maps.
- Review every six months and cancel tools you don’t use.
How can Amax Marketing help?
Tools give you data; results come from acting on it. Get a free SEO audit to see what to fix first, or book a free discovery call or call 020 8515 7980.
Frequently asked questions
What is the best free SEO tool?
Google Search Console. It shows the real searches you appear for and any technical issues Google finds.
Is Semrush or Ahrefs better for small businesses?
Both are excellent. Semrush is often better for keyword and local tracking; Ahrefs is strong for backlinks.
How much should a small business spend on SEO tools?
Many manage well on free tools plus one paid tool, typically around £100 a month.
Do I need SEO tools if I use an agency?
Not usually. A good agency uses its own tools and reports the results to you.
