There are countless SEO tools to choose from, but each is built for a different use case and some are significantly better than others.
We tested the top SEO tools in each category to see how they stack up.
Comparison Chart
Best SEO Tools by Use Case
Keyword Research Tools: Find the keywords your audience is searching for and discover new topics to target.
Best picks: Glimpse, SEMrush, Ahrefs
On-Page Optimization Tools: Structure your content so it ranks better based on what’s already working in the SERPs.
Best picks: Surfer SEO, Moz Pro
Technical SEO Tool: Find broken links, slow pages, indexation issues, and other backend problems.
Best picks: Screaming Frog, SEMrush, Ahrefs
Backlink & Competitor Analysis Tools: Show who’s linking to you (and your competitors), what content is performing best, and where you can gain ground.
Best picks: Ahrefs, SEMrush, Moz Pro
Full list of tools
Glimpse
SEMrush
Ahrefs
Ubersuggest
Moz Pro
Surfer SEO
Screaming Frog
Keep reading for a deep dive into each SEO tool.
Glimpse
Built for spotting rising trends
Glimpse is built for spotting what’s coming next. It's the only SEO tool designed specifically for trend discovery, helping content creators & SEO's act early and beat the competition, not just react to what's already big.
For example, Glimpse helps you find topics like pickleball years before they become household names, so you can rank before the competition.
Pros
First-mover advantage: Spot high-growth keywords early to rank while the competition is low
Keyword insights: View a keyword's absolute volume over the past 20 years and current growth rate
Forecast: Predict the trajectory of a trend in the next year with 95% accuracy
Long-tail data: See the most common searches alongside any keyword
Cons
Limited platforms: Only available as a Chrome-compatible extension
Trends, not trending: Best for long-term trends that will grow over months and years, not short-term trending news or celebrity coverage
Not for technical SEO: Lacks direct website or technical SEO tools, like site or backlink audits
Use Case Walkthrough
Let's say you're a content marketer in the vitamins and supplements space and you want to find keywords to write about. Simply open Glimpse and enter "Vitamins & Supplements" in the Discover Trends section, and you'll immediately see dozens of high-growth topics to cover:
Then, click into a topic to see its search volume over time, current growth rate, and even forecasted trajectory over the next 12 months:
You can also view what people commonly search alongside the topic to get ideas on what to include in your article, as well as discover the most popular social platforms for that topic.
If the topic isn't quite right, you can check out the Related Trends section for other trending ideas, or add it to your Tracking Dashboard and get new trend recommendations via email.
Price
Free for up to 10 searches/month. Paid plans start at $49/month.
Who should use Glimpse?
Glimpse is the best SEO tool if you want to spot growing topics, write trend-driven content, and stay ahead of the curve. Great for content teams, strategists, and marketers—not technical SEOs.
Get started with Glimpse for free today.
SEMrush
All-in-one SEO toolbox
SEMrush does a bit of everything: keyword research, backlink tracking, site audits, competitive analysis, and more. It’s one of the most complete SEO platforms out there. It’s not built for trend discovery or real-time data, but it makes up for that with depth and flexibility.
Pros
Accurate monthly keyword volumes
Comprehensive backlink analysis tools (one of the best in the industry)
Deep long-tail keyword insights via “Keyword Magic Tool”
Includes intent categorization, CPC, and ranking difficulty
Full site audit functionality, including technical SEO checks
Cons
Not real-time, so not great for staying on top of new opportunities
Limited trend discovery and no growth rate metrics
Trend graphs (searches over time) can be inaccurate/misleading
Steep learning curve for new users (lots of features)
High cost for small teams or individual users
Price
Starts at $140/month.
Who should use SEMrush?
Use SEMrush if you need a full suite for SEO—keywords, backlinks, site health, and competitive research. It’s great for agencies and teams managing SEO at scale.
Ahrefs
Deep keyword and backlink insights
Ahrefs is one of the most trusted tools for keyword research and backlink analysis. It shows you what your competitors rank for, how they got their links, and what pages are bringing in traffic. You won’t get content optimization tools, but for understanding what’s working in search, Ahrefs is great.
Pros
Accurate search volume and historical data (since 2015)
Industry-leading backlink index and audit capabilities
Includes SERP position history and traffic potential estimates
Supports research across Google, YouTube, Amazon, Bing, and more
Powerful content explorer for topical and competitive research
Cons
No real-time updates—data refreshes monthly
Trend discovery and keyword growth metrics are locked behind premium plans
UI can feel complex for new users
Limited API access for automation unless on higher tiers
Price
Limited free access; paid plans start at $29/month.
Who should use Ahrefs?
Use Ahrefs if you care about rankings, backlinks, and SERP data. It’s perfect for SEOs who want detailed search and link analysis—not for people focused on writing or on-page optimization.
Ubersuggest
Affordable SEO tool for beginners
Ubersuggest covers the basics—keywords, traffic estimates, content ideas, and simple site audits. It’s not super accurate or packed with advanced features, but it’s one of the cheapest ways to get started with SEO.
Pros
Extremely affordable with lifetime pricing available
Beginner-friendly UI with clean, guided workflows
Offers long-tail suggestions, CPC, competition, and basic audits
Provides basic site health and SEO recommendations
Cons
Monthly updates only; lacks real-time search data
Trend graphs can be inaccurate compared to industry benchmarks
No backlink tools or competitive gap features
Limited depth for advanced or technical SEO users
Price
Free limited access; paid plan starts at $29/month.
Who should use Ubersuggest?
Use Ubersuggest if you’re new to SEO or working with a tight budget. It’s a decent starting point for small sites or early-stage businesses.
Moz Pro
Well-rounded SEO suite for teams
Moz Pro gives you a little of everything—keyword research, site audits, backlink tracking, and on-page suggestions—all wrapped in a simple dashboard. It’s not as deep as SEMrush or Ahrefs, but it’s easier to use and great for growing teams.
Pros
User-friendly interface with low learning curve
Keyword Explorer with search volume, difficulty, and opportunity scoring
Strong site crawl and audit features with prioritized fixes
Backlink analysis with spam score monitoring
Includes MozBar Chrome extension for on-page SEO insights
Cons
Fewer advanced features than SEMrush or Ahrefs
Slower data refresh rate compared to competitors
Limited integrations and reporting flexibility
Price
Plans start at $99/month.
Who should use Moz Pro?
Use Moz Pro if you want a simple, all-in-one SEO platform that’s beginner-friendly but still powerful. Best for in-house teams or smaller agencies.
Surfer SEO
On-page optimization made easy
Surfer SEO shows you how to improve your content based on what’s already ranking. It helps you structure your pages, pick the right headings, and include the terms that matter. It doesn’t do keyword research or audits—but for content that ranks better, Surfer delivers.
Pros
Real-time content editor shows exactly how to optimize based on SERP data
Offers keyword suggestions, content length targets, and structure guidelines
Includes a content audit feature to improve existing pages
Integrates with Google Docs and WordPress for seamless publishing
Clean UI and fast setup—good for teams of all sizes
Cons
Entry plan limits the number of articles you can optimize
Keyword research features aren’t as deep as full SEO suites
Some advanced features locked behind higher-tier plans
Focused only on on-page—not backlinks, site audits, or technical SEO
Price
Plans start at $89/month.
Who should use Surfer SEO?
Use Surfer if you’re writing or editing content and want to make it rank higher. It’s a great pair with Glimpse when you already know your keywords.
Screaming Frog
Go-to for technical audits
Screaming Frog is a desktop tool that crawls your website and finds technical SEO issues like broken links, redirects, or slow-loading pages. It doesn’t touch keywords or backlinks, but for crawling and site fixes, it’s an industry favorite.
Pros
In-depth crawling of websites to detect SEO errors (broken links, redirects, etc.)
Supports site architecture visualization and internal linking audits
Integration with GA, GSC, PageSpeed Insights
Customizable configurations for specific audit goals
Cons
Desktop-based with manual operation; not cloud-based
Steeper learning curve for non-technical users
Requires separate tools for keyword and backlink analysis
Price
Free for up to 500 URLs. Paid version starts at £149/year (~$190/year).
Who should use Screaming Frog?
Use Screaming Frog if you’re focused on technical SEO or managing a site migration. It’s not for content or keyword work, but it’s very useful for developers and advanced SEOs.
Conclusion
And that's it! Hopefully this list of SEO tools helped you clarify which one is best for you.
FAQ
What is the best SEO tool for YouTube?
Glimpse is the best SEO tool for YouTube as it helps you discover trending topics before they become too competitive.
What is the best SEO tool for Shopify?
Glimpse is the best SEO tool for Shopify as it helps you find trending topics to write about and even products to release.
What is the best SEO tool for small businesses?
If you're looking for keyword ideas at an affordable price point, Glimpse is the best SEO tool for small businesses.