Tools directory
Start with the free tools from the search engines themselves. They cover most of what a beginner needs.
Paid suites earn their cost when you need competitor and backlink data or work on many sites. Prices change, so each paid tool links to its official pricing page with the date it was checked.
Built into SEO-L
- Search snippet preview: draft titles and meta descriptions and check roughly how they fit.
- Page inspector: check one URL's status, redirects, robots rules, canonical, hreflang, headings and structured data.
- Keyword map: in each Workspace project, import Search Console or Keyword Planner exports and map keywords to pages.
Microsoft. Analytics, Technical audits, Keyword research. For beginner users and up.
Bing's equivalent of Search Console, with performance and crawl data for Bing.
Key features
- Import of sites and sitemaps from Google Search Console
- Search performance and indexing reports
- Site scan and URL inspection
- IndexNow support for notifying Bing of changed URLs
Best for
- Every site, as a companion to Search Console
Strengths
- Quick to set up once Search Console exists.
- Gives data for a second search engine.
Weaknesses
- Bing has a smaller search share than Google in most markets, so data volumes are lower.
Pricing: Free. (checked 2026-11-05)
Alternatives: Google Search Console
Google. Analytics. For intermediate users and up.
Measures what visitors do after they arrive, including engagement and key events, by channel and landing page.
Key features
- Traffic acquisition by channel, including Organic Search
- Landing page report with engagement and key events
- Key events for business actions such as enquiries and purchases
- Search Console integration with query and landing page reports
- Explorations for custom analysis
Best for
- Measuring enquiries, purchases and engagement from organic search
Strengths
- Connects organic traffic to business results.
- Free, and integrates with Search Console and most platforms.
Weaknesses
- Undercounts when consent is declined, which is common in the EU.
- The interface and data model take time to learn.
Pricing: Free. A paid enterprise version (Analytics 360) exists for very large organisations. (checked 2026-11-05)
Limits: In the EU, visitors who decline analytics cookies are not fully counted, and behavioural modelling needs minimum traffic. Data retention for explorations is 2 or 14 months on the free version.
Alternatives: Google Search Console
Google. Keyword research. For beginner users and up.
Google Ads tool for keyword ideas and search volume estimates.
Key features
- Keyword ideas from seed words or a URL
- Monthly search volume estimates and trends
- Location and language targeting, including Lithuania
Best for
- First keyword research on a budget
- Comparing the relative demand of topics
Strengths
- Data comes from Google itself.
- Works for small markets where third-party tools have little data.
Weaknesses
- Built for advertisers. Competition means ad competition, not SEO difficulty.
- Similar keywords are often grouped together.
Pricing: No separate fee for the tool, but it runs inside Google Ads. Google's help says you must finish account setup, including billing information, to use it. Official pricing (checked 2026-11-05)
Limits: Volumes are rounded averages that include close variants. "Competition" means advertiser competition, not SEO difficulty. Practitioners widely report that accounts without active campaigns see ranges (for example 1K to 10K) instead of exact numbers. Google does not document a spend threshold.
Alternatives: Google Trends
Google. Analytics, Technical audits, Structured data. For beginner users and up.
Google's own data on how your site performs and is indexed in Google Search.
Key features
- Performance report with queries, pages, clicks, impressions, CTR and position
- Page indexing report and URL Inspection
- Sitemap submission
- Core Web Vitals field data and structured data reports
- Manual action and security issue notices
Best for
- Every site, from day one
- Diagnosing why a page is not indexed
Strengths
- The only first-party source of Google search data.
- Shows indexing problems you cannot detect from outside.
Weaknesses
- Data is sampled and aggregated, and query data is filtered for privacy.
- Covers only your own verified sites, not competitors.
Pricing: Free. (checked 2026-11-05)
Limits: About 16 months of performance data. Exports in the interface are limited in rows, and the API gives more.
Alternatives: Bing Webmaster Tools
Google Trends
FreeGoogle. Keyword research, Content. For beginner users and up.
Shows relative search interest over time and by region.
Key features
- Compare up to five search terms
- Seasonality and rising queries
- Filter by country, including Lithuania, and by category
Best for
- Planning seasonal content and campaigns
Strengths
- Excellent for seasonality and comparing topics.
Weaknesses
- Low-volume terms in small markets often show no data.
Pricing: Free. (checked 2026-11-05)
Limits: Shows relative interest on a 0 to 100 scale, not absolute search volume.
Alternatives: Google Keyword Planner
Google. Performance. For beginner users and up.
Shows real-user Core Web Vitals (field data from CrUX) and a Lighthouse lab test for any public URL.
Key features
- Field data from the Chrome UX Report over a rolling 28 days, at the 75th percentile
- Lighthouse lab audit for performance, accessibility, best practices and SEO
- Separate mobile and desktop results
Best for
- Checking Core Web Vitals of key templates
- Finding the main causes of slow loading
Strengths
- Combines real-user data and debugging in one place.
- No account needed.
Weaknesses
- Lab scores vary between runs and do not equal real-user experience.
- Tests one URL at a time.
Pricing: Free. An API is also available. (checked 2026-11-05)
Limits: Low-traffic pages may have no field data. PSI then falls back to origin-level data, or shows none.
Google. Structured data. For intermediate users and up.
Tests a URL or code snippet for the rich results that Google supports.
Key features
- Detects Google-supported structured data types
- Shows errors and warnings for each item
- Tests live URLs or pasted code
Best for
- Checking product, article, breadcrumb or organisation markup before release
Strengths
- Shows exactly what Google can use for rich results.
Weaknesses
- Ignores schema.org types that Google does not use for rich results.
Pricing: Free. (checked 2026-11-05)
Alternatives: Schema Markup Validator
Schema.org. Structured data. For intermediate users and up.
Validates schema.org markup in general, regardless of whether Google uses it for rich results.
Key features
- Extracts JSON-LD, Microdata and RDFa from a URL or code
- Shows the parsed structure of each item
Best for
- Debugging the structure of complex markup
Strengths
- Useful for types that other search engines or AI systems might read.
Weaknesses
- Says nothing about Google rich result eligibility. Use the Rich Results Test for that.
Pricing: Free. (checked 2026-11-05)
Alternatives: Rich Results Test
Screaming Frog SEO Spider
Free tier + paidScreaming Frog. Crawling, Technical audits. For intermediate users and up.
Desktop crawler that finds broken links, redirects, duplicate titles, canonicals, noindex rules and much more.
Key features
- Crawls a site like a search engine and reports status codes, titles, headings and canonicals
- Redirect chains, hreflang and structured data checks
- JavaScript rendering and Search Console or GA4 integration (paid licence)
- Runs on Windows, macOS and Linux
Best for
- Technical audits of small and medium sites
- Checking a migration's redirects
Strengths
- The free version is enough to audit most small sites.
- Industry standard. Most audit tutorials use it.
Weaknesses
- The interface is dense for beginners.
- Large crawls need plenty of RAM, or database storage mode.
Pricing: Free version crawls up to 500 URLs per crawl. A paid annual licence removes the limit and unlocks advanced features. Prices vary by currency, so check the official pricing page. Official pricing (checked 2026-11-05)
Limits: The free version is limited to 500 URLs and has no saved crawls, scheduling, JavaScript rendering or integrations.