SEO Analysis Tool: Why You Need One and Which to Use


Published: June 18, 2021

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To improve how your website ranks on search engines and ensure that your site appears in relevant searches, you need a powerful search engine optimization (SEO) tool. With the right tool, you can do everything from researching keywords to comparing your website to competitors. Find out how an SEO analysis tool works and get to know the top options for boosting your website.

What Is an SEO Analysis Tool?

An SEO analysis tool is an application that evaluates your website to determine how it ranks on major search engines like Google and Bing. When you use this type of tool, you can confirm your site’s current status, find opportunities for improvement, and track the results of your SEO strategy.

How Do SEO Analysis Tools Work?

Although hundreds of factors affect site rankings, some are significantly more important than others. To provide a complete analysis of a website’s ranking, SEO tools focus on several key components. To get a better understanding of how these tools work, take a look at the factors that they consider.

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First, SEO tools analyze the domain, providing an overview of how likely the overall website is to rank on search engine results pages (SERPs). To analyze a domain, tools generally factor in aspects like its age, the number of external websites that link back to the site, and the total number of backlinks the site has.

Many tools have their own proprietary algorithm for analyzing a domain. For example, Moz uses its Domain Authority (DA), while Ahrefs has its Domain Rating (DR). These tools use a scale of 1 to 100 to express how likely the domain is to rank on a SERP. Domains with scores closer to 100 are much more likely to rank at the top of a SERP.


While a domain’s score indicates how likely the overall site is to rank, SEO tools also evaluate individual pages on your site. To calculate the score for a page, SEO analysis tools take into account factors like backlinks and keywords.

In some cases, the score for an individual page can be significantly higher than the score for the domain. This can happen when a specific page is particularly authoritative or if it has a large number of backlinks from high-ranking domains.

Many SEO tools also use proprietary methods to score pages, just like the process for evaluating domains. For example, Moz uses its Page Authority (PA) score, with 100 being the highest possible PA.


Keywords make up one of the most important ranking factors for both pages and domains. Essentially, incorporating relevant keywords into website content in natural, informative ways can help a site or page rank for that search term.

Most SEO tools analyze keywords to help you identify which ones your site already ranks for and find new keyword ranking opportunities. Many tools also reveal which keywords your competitors rank for so you can prioritize your SEO efforts appropriately.


Another critical ranking factor, backlinks are external links to your site. SEO tools can measure how many backlinks your site has and determine their quality by evaluating the rank of the referring domain. The more high-quality backlinks your site has, the higher its page and domain rank and the more likely it is to rank on SERPs.

To help you improve your backlink portfolio, SEO analysis tools often have specialized research tools. Most evaluate backlink gains and losses over time so you can ensure your portfolio is improving at a steady rate. Many can also identify your competitors’ most valuable backlinks so you can try to earn them from the same domains.


The amount and quality of your website’s traffic can also affect its ability to rank. As a general rule, attracting more visitors and encouraging them to stay on your site for longer can improve your domain and page rank.

That’s why SEO analysis tools typically display organic traffic volume for existing pages and estimate potential traffic volume for keyword suggestions. Some tools also calculate the value of the traffic to help you understand where to focus your efforts.

Top 9 SEO Analysis Tools

Whether you’re in the market for a free SEO analysis tool or you have the budget for a paid version, you have several options to consider. Take a look at the top nine tools to improve your site rank and boost your SEO.

1. SEMrush

With SEMrush, you can do everything from keyword research to link building. This tool provides page audits to help you improve content, a keyword research tool to show you what to target, and a rank tracker so you can see how key metrics change over time.

You can use SEMrush’s SEO competitor analysis tool to see what tactics other brands your space are using and then leverage them on your own site. SEMrush also has local SEO features that are ideal for businesses that serve specific geographic areas.

2. Moz

Moz Pro includes a full suite of SEO tools so you can research keywords, build links, and keep an eye on competitors. The platform’s DA and PA rankings helps you ensure your domain and pages are as authoritative as possible, while the keyword explorer helps you find opportunities and assess difficulty.

With Moz, you can also audit your site to find issues that may affect your ranking abilities. This platform also offers suggestions for improving your content and building useful backlinks.

3. SpyFu

SpyFu is a search marketing tool that focuses on competitive research to help you ensure your website is the best in your space. In addition to standard SEO analysis tools, SpyFu offers insight into paid traffic on platforms like Google Ads. With this tool, you can see what keywords competitors are targeting on Google Ads as well as any website’s organic rankings.

To help you stay ahead of competitors, SpyFu makes it easy to connect with the sites you monitor. That way you can save time while doing essential outreach or link building.

4. SE Ranking

Whether you’re monitoring a single website or you manage SEO for clients, SE Ranking has what you need to get better control over rankings. The platform’s SEO keyword analysis tool evaluates search terms and competition, while the on-page checker helps you optimize the most important pages of your site.

You can use the platform’s marketing plan tool to stay on top of your to-do list and monitor custom goals. If you represent an agency, you can use SE Ranking’s white label option to provide SEO services to clients.

5. Ahrefs

Ahrefs is an all-in-one SEO suite designed to help you assess your website’s current rankings, identify opportunities, and monitor progress along the way. This suite has a site audit tool for analyzing your domain, a site explorer to give you a glimpse of your competitors, and a keyword research tool to learn about audience behavior.

With Ahrefs, you can also use the content explorer to understand why top-ranking content performs so well. You can use the rank tracker to see what’s changed and make sure your tactics are having the desired effect.

6. SEOptimizer

As a straightforward SEO audit and reporting tool, SEOptimizer can help businesses streamline their optimization efforts. With SEOptimizer, you can audit a variety of ranking factors, including keyword usage, page speed and other technical aspects, and social media activity.

Designed with small business owners in mind, this tool can enhance your DIY SEO efforts. Like UberSuggest, it offers keyword recommendations, yet it also provides ranking trackers and performance improvements. If you’re a freelance SEO expert, you can also use SEOptimizer as a white label SEO solution.

7. SEO Site Checkup

SEO Site Checkup provides professional-level SEO monitoring with actionable insights. The platform can identify SEO issues, track dozens of SEO variables, and create weekly reports for your business or your clients.

This platform also has a competitive SEO analysis tool that lets you match your website against up to five other sites in your industry. SEO Site Checkup also has walkthroughs to help you take action and improve your ranking.

8. WooRank

With its site crawler, keyword tracker, and competitive reports, WooRank has all the essential tools for SEO specialists. You can track all the keywords that matter to your site and track both your own and your competitors’ progress. If you run a local business, you can focus your efforts on search and competition in your area.

WooRank also makes it easy to compare your site to others in your space. The tool compares overall domain ranking, content, and backlinks to help you get ahead of competitors.

9. Seobility

A simple all-in-one tool, Seobility has everything you need to improve search visibility and keep your website as healthy as possible. The platform’s website crawler and site auditor alerts you to problems that affect SEO, and the Google rank tracker provides daily updates on your progress.

Seobility also has link-building tools to help you streamline this time-consuming process. If you work with an agency, you can also use Seobility as a white label SEO analysis tool to keep your reporting on brand.

Benefits of Using an SEO Analysis Tool

No matter which tool you decide to use, you can expect a wide range of benefits. Here are some of the biggest perks of using an SEO analysis tool.

More Targeted Content

If you aren’t sure what keywords your site ranks for or which search terms you could potentially add to your portfolio, then it’s difficult to know how to focus your content marketing strategy. Using an SEO analysis tool helps you identify keywords to target so you can write more effective content and build a successful content writing strategy. With the right tool, you can also get content suggestions and ensure that you’re writing about what website visitors really want to know.

Competitive Insights

When you aren’t sure how your efforts match up against your competitors, it’s tough to know where you’re succeeding or falling behind. With an SEO tool, you can get a behind-the-scenes look at what keywords your competitors rank for as well as the sites that link back to theirs. Then you can leverage that data to develop a more targeted approach to SEO – and outdo your competitors.

Smarter Marketing Decisions

Should you invest in content marketing? Or would it be a better idea to focus on gaining backlinks instead? Maybe you should center your approach on pay-per-click (PPC) ads rather than organic search? With an SEO analysis tool, you can identify which areas most need improvement and which can generate the best return. With this information at your fingertips, you can make smarter decisions and avoid wasting your marketing budget.

Simple Setup

SEO tools are relatively easy to set up, as they analyze websites without needing special administrative permissions or back-end site access. If you’re wondering “How to add an SEO analysis tool to my site?” then you’ll be relieved to learn that you can use most of these apps without modifying your website’s code or even installing a software program. Because they access publicly available metrics, they can analyze just about any aspect of your competitors’ websites, too.

Major Improvements for a Low Cost

Since SEO is critical to your website’s success, it’s easy to assume that SEO analysis tools might be pricey. Although some can get expensive – particularly if you opt for an agency plan – most are very affordable. Some have free versions or trials so you can test them out before deciding to invest.

Whether you’re an SEO beginner or you’re on your way to becoming an expert, you need the right tool to get the best possible results. Use this guide to find the right SEO analysis tool for your business and start generating more value from your website.


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