A reference site for choosing SEO tools.

Why this site exists

SEO tools multiply every year, and the pricing pages rarely say what you actually get for the money or where a tool falls short once you are using it day to day. This site sets out the comparisons in plain terms: what a tool checks, what it costs, and where a free option already does the job well enough that paying for more can wait.

How the comparisons are structured

Each comparison page groups tools by what they are used for, covering:

• keyword research, in Keyword Research Tools Compared
• rank tracking, covered on its own comparison page
• crawling a site for technical problems, in Technical SEO Crawlers Compared

The approach behind each comparison, including how tools are scored and how often a page gets revisited, is set out on the Methodology page.

The free tools

Alongside the comparisons sits a set of free tools built to answer one question quickly: whether a page's meta tags are set up correctly, whether a redirect chain has gone on too long, whether a page passes Core Web Vitals. None of them replace a full paid platform for ongoing monitoring, and each tool's own page says what it checks and what it leaves out. A quick check can flag a problem, but it will not always catch everything a dedicated crawler would, so any result from an automated check is worth confirming before you act on it.

Who it's for

The people reading this are usually UK-based marketers, in-house SEO practitioners, freelance consultants and developers who need a tool recommendation and do not want to read through six vendor pricing pages first. Some arrive already knowing which category they need; others arrive with a single question, such as why a page is not being indexed, and follow the tools and comparisons from there.

A comparison that only says nice things about every tool is not a comparison.