SEO professionals know the value of investing in the right tools. While free SEO tools have their place, some paid options offer more features and deeper insights.
This article examines 16 paid-for SEO tools that we think you may find are worth the investment, depending on your needs. We’ll highlight key features, discuss use cases, and offer tips to make the most of them.
Our Top 16 Paid SEO Tools
1. Semrush
Semrush is an all-in-one SEO toolkit ideal for handling large amounts of data.
In practice, we’ve used Semrush for keyword research. The Keyword Magic Tool helped surface long-tail phrases with lower competition.
It also assists with competitor analysis, making it possible to reverse engineer top-ranking pages.
Screenshot from Semrush, September 2024
Semrush is a valuable tool for SEO professionals due to its comprehensive features and extensive data. Its keyword database is among the largest in the industry, providing users with a wealth of information for content and optimization strategies.
One of Semrush’s key strengths lies in its competitive analysis capabilities. You access data on rivals’ top-performing pages, target keywords, and backlink profiles.
The platform’s intuitive design ensures that even those new to SEO can navigate its various tools and features, making it accessible to professionals at different experience levels.
Potential Drawbacks:
Higher price point compared to other tools.
It can be overwhelming for beginners due to the wealth of data and features.
Tips And Tricks:
Use the Keyword Magic Tool’s “Questions” filter to find long-tail keyword opportunities.
Set up weekly site audits to stay on top of technical SEO issues.
Leverage the “Backlink Gap” tool to uncover link building opportunities based on competitor analysis.
Best Hack:
Create a custom “Content Template” in Semrush’s Content Marketing Toolkit. Enter your target keyword, and Semrush will analyze top-ranking pages to provide recommendations.
Price Range:
$139.95 – $499.95 per month.
2. Ahrefs
Ahrefs is known for its extensive backlink database, which is updated every 15 minutes.
We find Ahrefs shines at link building, and regularly use Site Explorer to analyze competitors’ backlinks and identify new opportunities.
Screenshot from Ahrefs, September 2024
We also appreciate the “Link Intersect” feature, which shows sites that link to multiple competitors but not to you (yet).
Ahrefs has established itself as a go-to SEO tool, renowned for its backlink database. This resource is considered one of the best in the industry.
The platform’s Site Explorer feature offers a comprehensive view of any website’s SEO performance. This tool allows for in-depth analysis of various metrics, helping professionals understand both their sites and those of competitors.
Ahrefs’ Keywords Explorer is another standout feature, offering robust keyword research capabilities. This tool lets you uncover keyword opportunities, analyze search trends, and refine content strategies.
Potential Drawbacks:
Steeper learning curve compared to some other tools.
Higher price point.
Tips And Tricks:
Use Content Explorer to find top-performing content in your niche and analyze what makes it successful.
Filter for followed links in Site Explorer to focus on the most valuable backlink opportunities.
Set up Rank Tracker to monitor your target keywords and get alerted to position changes.
Best Hack:
Leverage Ahrefs’ “Content Gap” feature to find keywords your competitors rank for but you don’t. Plug in multiple competitors to surface keyword opportunities you may be missing.
Price Range:
Starter plan for $29 per month.
$129 – $449 per month.
3. Moz Pro
Moz Pro is an SEO platform offering keyword research, link analysis, site audits, rank tracking, and on-page optimization.
We’ve used Moz Pro for on-page SEO. The On-Page Grader provides actionable recommendations, ensuring pages are optimized for search engines and users.
Screenshot from Moz Pro, September 2024
Moz Pro has carved out a niche in the SEO industry by offering a user-friendly platform catering to beginners and experienced professionals.
One of Moz Pro’s standout features is its comprehensive on-page optimization toolkit. It provides insights and recommendations for improving your website’s content, structure, and overall SEO performance.
The platform is also known for providing reliable and accurate data. Moz Pro’s metrics and reports are widely trusted within the industry.
Potential Drawbacks:
Some features aren’t as comprehensive as specialized tools (e.g., backlink data vs. Ahrefs).
Monthly limits on certain features like keyword queries.
Tips And Tricks:
Use MozBar (free Chrome extension) for on-the-go metrics while browsing the web.
Leverage the “SERP Analysis” feature in Keyword Explorer to understand the competitive landscape for target keywords.
Set up custom reports to track key metrics like keyword rankings, link growth, and site crawl issues.
Best Hack:
Run your site through Moz Pro’s “Site Crawl” and prioritize the identified issues by “High,” “Medium,” and “Low” impact. Focus on resolving the “High” impact issues first.
Price Range:
4. Majestic
Majestic is renowned for its backlink database, making it a go-to tool for link analysis and acquisition.
We’ve used Majestic for backlink audits. The “Backlinks” tab in Site Explorer shows your site’s link profile, allowing you to identify potentially toxic links and spot opportunities.
Screenshot from Majestic, September 2024
Majestic has made a name in the SEO industry primarily due to its extensive backlink database. This resource provides current link data and offers historical information.
The platform stands out with its proprietary link quality metrics: Trust Flow and Citation Flow. These unique indicators offer a nuanced view of a website’s link profile quality.
Majestic also excels in comparative analysis. Its tools let you compare link profiles of multiple websites side by side.
Potential Drawbacks:
User interface can be less intuitive compared to some other tools.
Primarily focused on link data.
Tips and Tricks:
Use the “Clique Hunter” to find sites that link to multiple competitors but not to you.
Analyze linking sites’ “Topical Trust Flow” to ensure relevance and authority.
Set up the “Link Alerts” feature to be notified of new backlinks to your site (or your competitors).
Best Hack:
Use Majestic’s “Link Context” feature to see a backlink’s exact placement and surrounding text. This can provide valuable insights and help you craft pitches for outreach emails.
Price Range:
$49.99 – $399.99 per month.
5. Screaming Frog SEO Spider
Screaming Frog is a tool for crawling websites and uncovering technical SEO issues.
It’s ideal for site audits. By crawling a site and exporting the data to Excel, you can spot and fix technical SEO issues at scale.
Screenshot from Screaming Frog, September 2024
Screaming Frog is recognized for its powerful site crawling capabilities. Its speed and efficiency make it an invaluable asset for technical SEO audits and routine site checks.
The software excels in delivering comprehensive analysis of on-page SEO elements. It examines factors such as meta tags, headings, content, and internal linking structure.
One of Screaming Frog’s key strengths is its high level of customization. You can tailor crawl settings, configure custom extraction rules, and set up specific filters to focus on particular aspects of the website.
Potential Drawbacks:
Requires some technical knowledge to leverage its capabilities fully.
It can be resource-intensive for very large sites.
Tips And Tricks:
Use the “Custom Extraction” feature to pull specific data points at scale.
Integrate with Google Analytics to pull performance metrics into your crawl data.
Leverage the “Visualization” feature to generate sitemaps and spot orphaned pages.
Best Hack:
Set up a custom “Search” filter to identify pages with specific issues (e.g., missing meta descriptions, duplicate page titles). Export this list and use it as a prioritized action plan for your on-page optimizations.
Price Range:
6. Serpstat
Serpstat is an all-in-one SEO platform with features for keyword research, competitor analysis, backlink analysis, and site audits.
We found Serpstat effective for keyword clustering and topic modeling. By analyzing semantically related keywords and their search intent, you can create targeted content that better answers user queries.
Screenshot from Serpstat, September 2024
Why It’s Good For SEO:
Broad feature set covering multiple aspects of SEO.
Strong keyword research capabilities, including related questions and search suggestions.
Affordable pricing compared to some other all-in-one platforms.
Potential Drawbacks:
User interface can be overwhelming initially due to the many features.
Some advanced features (e.g., API access) are limited to higher-tier plans.
Tips And Tricks:
Use the “Tree View” in Keyword Research to visualize keyword relationships and create topic clusters.
Leverage the “Missing Keywords” feature in Competitor Analysis to identify quick-win opportunities.
Set up regular “Site Audits” to monitor your technical SEO health over time.
Best Hack:
Use Serpstat’s “Content Marketing” tool to analyze top-ranking pages to inform your own content creation and optimization.
Price Range:
7. CognitiveSEO
CognitiveSEO is a tool suite focusing on backlink analysis and link building.
In practice, we found CognitiveSEO helpful for link profile cleanups. The “Unnatural Link Detection” feature uses machine learning to identify potentially toxic links, saving time in the disavow process.
Screenshot from CognitiveSEO, September 2024
Serpstat’s all-in-one approach allows users to manage multiple SEO tasks within a single tool, from keyword research to competitor analysis and rank tracking.
The platform’s keyword research capabilities are noteworthy. Serpstat provides extensive data on search terms, including related questions and search suggestions.
One of Serpstat’s key selling points is its competitive pricing structure. The tool offers a robust feature set at a more affordable price than other all-in-one platforms.
Potential Drawbacks:
The primary focus is on link analysis (less comprehensive for technical SEO or content optimization).
Higher price point compared to some other specialized link analysis tools.
Tips And Tricks:
Use the “Link Velocity” graph to spot unnatural spikes in link acquisition that could trigger a manual review.
Leverage the “Link Juice” metric to prioritize high-impact link opportunities.
Set up alerts for new and lost links to your site (and competitors).
Best Hack:
Take advantage of CognitiveSEO’s “Link Explorer” bookmarklet. When browsing the web, you can quickly analyze any page’s backlink profile without manually entering the URL into the tool.
Price Range:
$129.99 – $499 per month.
8. Advanced Web Ranking
Advanced Web Ranking (AWR) is a rank-tracking and reporting tool that helps you monitor your search engine positions across multiple locations and devices.
AWR is used extensively for tracking and reporting client rank. The tool’s ability to track rankings at a granular level (e.g., by city or zip code) and generate custom-branded reports help demonstrate SEO progress and value.
Screenshot from Advanced Web Rankng, September 2024
AWR is known for its precise and dependable rank tracking capabilities, allowing users to monitor their SEO performance confidently.
AWR excels in tracking rankings across various geographical locations and search engines.
The platform’s integration with Google Analytics and Google Search Console allows users to create comprehensive reports that combine ranking data with website traffic and performance metrics.
Potential Drawbacks:
Primarily focused on rank tracking.
Higher price point compared to some other rank tracking tools.
Tips And Tricks:
Use the “Keyword Groups” feature to organize your tracked keywords by theme or strategy.
Set up automated reports to inform clients or stakeholders of ranking progress.
Leverage the “Competitor Benchmarking” feature to identify opportunities and threats.
Best Hack:
Use AWR’s landing page report to identify which pages drive the most organic traffic and rankings. This can help prioritize your SEO efforts and replicate success across other pages.
Price Range:
9. Mangools
Mangools is a suite of SEO tools designed for simplicity and ease of use.
While it may lack some of the advanced features of other platforms, its intuitive interface makes it a great option for beginners or those who prefer a more streamlined toolkit.
Mangools is particularly useful for local SEO. KWFinder’s location-based keyword suggestions and SERP analysis make it easy to identify local search opportunities and optimize for regional keywords.
Screenshot from Mangools, September 2024
Mangools offers a suite of straightforward features designed to be accessible to users of all skill levels.
One of Mangools’ standout offerings is KWFinder, its keyword research tool. KWFinder discovers and analyzes keywords, helping users identify valuable content creation and optimization opportunities.