As small business owners, we love a good tool, right? Any platform, system or resource that makes our lives easier, saves us time and helps us do better business is a welcome addition to our business arsenal.
The same is true when it comes to SEO. Whether you need a hand with keyword research and tracking, or auditing and optimising your website, there’s a tool out there to help make your SEO a breeze.
But with so many tools available, how do you know which to invest your precious time and money into?
You ask an expert (that’s me🙋♀️)!
As an SEO expert, I’ve spent the last eight years refining my craft. I’ve tried and tested all (OK not all, but *a lot*) of the SEO tools out there, so you don’t have to.
Today, I’m giving you an inside look at my SEO toolbox. These are my go-to SEO tools for optimising, strategising, and monitoring my own SEO as well as my clients.
Ready to take a peek?
If you only use one tool for your small business SEO, I'd recommend Google Search Console. It's 100% free, plugs straight into your website for accurate data and gives you access to so many useful SEO insights at your fingertips.
I use GSC to monitor my own site, but I also make sure my SEO strategy clients have it set up so we can check things like sitemaps, 404 errors, mobile usability and current SEO performance.
Every single small business should be using Google Search Console. I could go on and on about all the other handy tools and reports you get access too, but I'll save that for another blog! In the meantime, I recommend getting started today by verifying your site and having a play around with the above features. With so many insights, it's really hard to beat that bang for your buck (which is literally $0).
I came across this tool on my seemingly never-ending quest to find the best keyword research tool. And I have to say I'm pretty happy with it.
There are SO many options out there when it comes to keyword research tools (I'd know because I've tried 99% of them 😂) but there are two main things that make a great tool: usability and data accuracy. SERanking ticks both of these boxes.
But the best part? This all-in-one tool doesn't just help you with keyword research. You can use it to audit your website, spy on competitors, and track your keyword rankings.
SERanking offer a free 14-day trial which is enough time for you to test drive all the features (or just jump in, do your research and cancel your subscription - no judgment here!).
There are *literally* 30 different pricing plans for SERanking (ridic I know) but the cheapest option, and the only option you'll need for your small business, is $29.40 USD per month for the Essential plan with weekly rank tracking of 250 keywords.
If you're serious about SEO and looking to invest in a tool, this would be my pick. There are plenty of free or freemium keyword research tools out there but if you want one with all the bells and whistles that's actually easy to use - SERanking is where it's at. Plus you get access to a serious stack of other tools including my fave features above.
Another staple in my SEO toolbox, BrightLocal claims to be "the only platform you need to improve local SEO" and tbh, I can't argue with that.
I regularly use this tool for my service-based biz clients, where local SEO is a priority for their SEO strategy. It's super easy to set-up and has a bunch of handy reports and tools. My favourite thing? If you already have a Google Business Profile (GBP) set up, you can connect it to the tool to automatically pull in all your local SEO data in under 5 minutes.
BrightLocal offer a free 14-day trial which is enough time for you to run a citation report and export the list of relevant directory sites if you're planning to manually chip away at building your citations.
The Citation Builder tool is pay-as-you-go, starting from $2 per citation, so you don't need to commit to a subscription, making this a great option for small businesses. You can run a citation campaign every 6-12 months and it'll cost you $75 USD a pop.
If you're running a service-based business, local SEO should at least be on your radar, if not a top priority for your biz, so it's worth checking out BrightLocal. Depending on the size of your business, you might not need an ongoing subscription, but I'd recommend giving the free trial a go to see if you find the tools useful. At the very least, I'd recommend using the Citation Builder as a one-off.
Terrible name aside, this SEO tool is one of my ALL TIME faves. I've been using it since I was a bright-eyed SEO assistant in agency-land all those years ago, and I still use it today. Why? Well, it's just so damn handy!
It's not sexy (like, at all), and it can be hard to wrap your head around it when you first jump in. It kinda looks like a big spreadsheet (which I love BTW 🤓) but once you know what to look for this tool can save you *tonnes* of time on your SEO. Just plug your domain, or a competitors, into the tool and let it do it's magic. Once it's done running you'll have a list all the pages on your website, along with plenty of extra details to help you optimise your site for maximum SEO visibility.
Screaming Frog has a free version which is all any small business would need. The £149 /month paid version lets you crawl over 500 URLs so a good option for larger sites, but if your website is at this point you're probably not DIY-ing your SEO.
If you absolutely hate spreadsheets or lists of data, Screaming Frog may not be for you. But I find the list format super handy to spot issues and opportunities, while the ability to export to excel means you can optimise all your on-page SEO in one go to save time and maximise your keyword strategy.
As a certified SEO nerd, I have plenty of other tools up my sleeve - some that I use regularly and others that I use occasionally. Below are a few honourable mentions that you might find useful for your small business SEO.
Want to learn how to level-up your small business SEO like a pro? Join the free mini-course Kickstart Your Visibility for five days of easy, actionable SEO lessons delivered straight to your inbox.