I’ve tried way too many SEO tools over the years. Signed up for free trials, paid for annual subscriptions I barely used, and watched countless “must-have tool” lists that led nowhere.
Here’s the truth: most SEO tools do the same thing with different UIs. The SEO tool market is massive precisely because it’s easy to repackage the same data and sell it as something new.
After all that experimentation, I’ve landed on 8 tools. That’s it. Everything else is noise.
1. Google Search Console (Free)
Non-negotiable. This is your only source of truth for actual rankings.
Third-party tools estimate your rankings by sampling. Search Console shows you exactly what Google sees. Real impressions, real clicks, real positions.
What I use it for:
- Checking what I actually rank for (not what tools think I rank for)
- Finding indexing issues before they tank traffic
- Spotting Core Web Vitals problems
- Identifying manual actions
If you’re not checking this weekly, you’re flying blind. Every other ranking tool is a guess. This is the data.
2. Google Analytics 4 (Free)
Yeah, the UI is rough. Deal with it.
GA4 replaced Universal Analytics, and the transition was painful. But complaining about the interface doesn’t change the fact that you need it.
What I use it for:
- Understanding where traffic actually comes from
- Tracking conversions that matter
- Identifying which pages make money
- Proving ROI to clients (or myself)
Pro tip: AI tools are surprisingly good at helping with GA4 problems. If you’re stuck on something, describe it to Claude or ChatGPT. They’ve seen every GA4 issue at this point.
3. Screaming Frog ($259/year)
Screaming Frog crawls your entire site and finds the problems you didn’t know existed: broken links, redirect chains, duplicate titles, missing meta descriptions, orphan pages.
The free version handles up to 500 URLs. If your site is bigger, the paid version is worth every penny.
What I use it for:
- Full site audits before major launches
- Finding broken internal links
- Spotting duplicate content issues
- Pre-migration checklists
I run Screaming Frog before every significant site change. It’s caught problems that would have killed rankings.
4. Semrush ($139+/month)
The backbone of the operation.
Yes, it’s expensive. Yes, it’s worth it if you’re doing SEO seriously.
Keyword research, site audits, rank tracking, competitor analysis, backlink analysis, content gap identification. It does everything, and it does it well.
What I use it for:
- Keyword research and opportunity finding
- Competitive analysis (what are they ranking for that I’m not?)
- Backlink audits and prospecting
- Position tracking over time
Ahrefs is equally good. Pick one. Don’t pay for both.
5. Ubersuggest (Lifetime Deal)
No point paying $139/seat for team members who just do basic checks.
Neil Patel’s lifetime deal gives you 5 licenses for a one-time payment. Perfect for team members who aren’t full SEO roles but need to check domain authority occasionally.
What I use it for:
- Quick DA checks for link prospects
- Basic keyword ideas for content briefs
- Site audits for team members who don’t need Semrush
It’s not as powerful as Semrush. That’s the point. Some tasks don’t need the full suite.
6. PitchBox (Link Building)
If you’re doing outreach at scale, spreadsheets become chaos quickly. PitchBox keeps it all in one place: prospecting, outreach, follow-ups, CRM.
What I use it for:
- Managing the entire link-building operation
- Automated follow-up sequences
- Tracking response rates by template
- Organizing prospects by campaign
The tool is expensive. The automation can save 1-3 VA salaries. Do the math for your situation.
7. Claude (AI for SEO Content)
Not for “write me a blog post.” That’s the wrong way to use AI for SEO.
Claude is useful for the thinking work around content:
What I use it for:
- Building content briefs and outlines
- Finding internal linking opportunities
- Analyzing competitor content gaps
- Brainstorming strategy angles
- Rewriting and improving existing content
The pattern: use Claude for structure and strategy, write the actual content yourself (or with heavy human editing).
8. Hunter (Email Finding)
Simple tool, simple purpose. You need prospect emails for outreach. Hunter finds them.
What I use it for:
- Building contact lists for link outreach
- Verifying email addresses before sending
- Finding the right person at a company
Combined with PitchBox, Hunter keeps the outreach machine running.
FAQ
Do I need all 8 tools to do SEO?
Why not just use one all-in-one tool?
Is Ahrefs better than Semrush?
What about free alternatives to the paid tools?
The Reality
8 tools. Around $200/month total if you go with everything paid. $0 if you stick to free options.
The SEO tool market wants you to believe you need more. You don’t. You need to use the tools you have consistently and well.
Most people buying SEO tools don’t have a tool problem. They have an execution problem. All the tools in the world won’t help if you’re not doing the work.
Start with Search Console. Master it. Add tools as your needs grow, not before.
Key Takeaways
- Google Search Console is your only source of truth for actual rankings - use it weekly
- Google Analytics 4 has a rough UI but remains essential for traffic and conversion data
- Screaming Frog catches technical issues before they hurt rankings
- Semrush or Ahrefs (pick one) handles keyword research, competitor analysis, and backlinks
- Ubersuggest’s lifetime deal works for team members who need basic checks
- PitchBox eliminates spreadsheet chaos for link outreach at scale
- Claude excels at SEO strategy and content structure, not full article generation
- Hunter solves the email finding problem simply
- Total cost: $0-200/month depending on your needs
- Tool collection is not a substitute for execution