The best SEO tools and software for 2021

What are the best SEO tools?

To position your website in Google, you need SEO tools with which to research the market and study certain metrics. The best options we recommend to analyze that data are: Ahreafs, SEMrush, MOZ, Search Console, and Ubersuggest.

Therefore, having software that makes it easier for you to collect the data is a plus.

In this article we will show you what are the main options on the market, both free and paid.

AhrefsLink-buildingEasy to use (user-friendly)Does not include Ads data$ 99- $ 999
SEMrushKeyword researchThe most complete: organic + AdsComplex to use at first$ 99.95- $ 399.95
MOZReputation and relevance of the websiteAuthorized voice in the industryLittle innovation$ 99- $ 599
Search ConsolePerformance on GoogleDoes not require investmentCan’t analyze the competitionGratuitous
UbersuggestKeyword researchEconomicIt is not possible to analyze several countries at the same time$ 12- $ 40

Table of contents

  • 1 SEO Softwares
  • 2 Ahrefs
  • 3 SEMrush
  • 4 Moz
  • 5 Google Search Console
  • 6 Ubersuggest
  • 7 SEO Tools
  • 8 Google Keyword Planner
  • 9 Answer the public
  • 10 Screaming frog
  • 11 Yoast SEO or Rank Math
  • 12 PageSpeed ​​Insights and Test My Site
  • 13 Similar web
  • 14 Conclusion

SEO software

SEO software is like having a box full of SEO tools.

There are three large companies that are dedicated to the production of these programs: Ahrefs, SEMrush and Moz.

They offer free versions of their products.

However, if you want to enjoy all of its functions without any limitation, you will have to make an investment of at least $ 100 per month.

The software is an all-in-one solution.

If you acquire any of them, you will be sufficiently equipped to position your website on the first page of results.

Google itself offers free and very complete software: Google Search Console (GSC).

It is the backstage of the search engine and, truth be told, if you know how to handle GSC you will be able to compete against anyone.

On the other hand, Neil Patel, one of the big names in the industry, offers software that, little by little, has been gaining strength and ground: Ubersuggest .

Let’s evaluate the options:



  • Rank Tracker : how your keywords are doing (positions, rises and falls).
  • Site Audit : how much information (pages) your website has and what errors it presents.
  • Site Explorer – How many backlinks a website has and how much traffic it receives.
  • Content Explorer – Featured content from your industry. Opportunities link building and topics with little supply in the market.
  • Keyword Explorer : keywords that you can use in your content marketing strategy and on your website in general.


Ahref is known for being a fantastic software for analyzing backlinks .

That is, to know which websites are linking to yours and which portals you can contact to receive a hyperlink.

Years ago, it was the only thing he did.


-The visualization of the data -that is, the way in which they display the information- is useful and friendly.

-It is ideal for applying simple link building strategies , such as repairing broken links .

-When you do keyword research, Ahrefs not only gives you a list of keywords, but it also determines how much traffic (clicks) you will receive if, for example, you rank # 1.

-Content explorer allows you to identify what type of article stands out in each topic.


-SEMrush is more comprehensive in keyword research and contains a broader index of backlinks.

-Content explorer is a functionality available only for paid users.

-The software does not include tools to improve your performance in PPC campaigns .

Monthly price)

Lite : $ 99 (1 user, 5 projects).

Standard : $ 179 (1 user, 10 projects).

Advanced : $ 399 (3 users, 25 projects).

Agency : $ 999 (5 users, 100 projects).

Free plan

Ahrefs offers its software free of charge to those who own a website. The plan obviously has some limitations, but it is the most complete you will find.



The competitive advantage of this software is that it covers the paid part of the search engine (Ads) .

If you do advertising campaigns on Google, this is your option.

Like Ahrefs, SEMrush includes an extensive list of tools for each aspect of SEM (search engine marketing) :

  • SEO On Page .
  • Keyword research (+ rank tracking).
  • Link building .
  • Local SEO.
  • Content marketing (distribution and optimization).
  • Competitor analysis .
  • Advertising (PPC and monetization).

All the software properties, here: SEMrush Features .


If Ahrefs was known only for being a software for researching backlinks, SEMrush stood out, in its early days, as a great tool for analyzing keywords .


-Its Keyword Overview attribute is the most robust on the market to investigate which are the most searched terms in your industry.

-Your Rank Tracker updates the data daily, something Ahrefs does not do.

-With SEMRush you will be able to know the trend in search volume for a certain keyword and the amount of results that Google offers for that term.

-In the section on Technical SEO and SEO On Page , SEMrush offers more complete and applicable information.

-SEMrush covers the entire SEM ecosystem. That is, both organic and paid (PPC). With this software, you will improve your Google Ads campaigns. Ahref does not have attributes of this style.


-The data, precisely because it is so deep, is sometimes difficult to digest.

-Related to the previous point: the learning curve of this software is steeper. The user interface is confusing on the first few switch.

-For link building, Ahrefs is the best option.

Monthly price)

Pro: $ 99.95 (freelancer / 3 projects)

Guru: $ 199.95 (SMEs / 15 projects)

Business: $ 399.95 (large agencies / 25 projects)

Free plan

With the free SEMrush plan you can, among other things:

  • Analyze 10 websites per day.
  • See 10 keywords for each portal or topic.
  • Manage 1 project.
  • Crawling 100 pages of a website.
  • Make 2 queries in the topic research tool.



The tools provided by the software are very similar to those offered by Ahref and SEMrush:

  • Keyword Research.
  • Audit and Crawl (SEO Audit & Crawl).
  • Link analysis (Backlink Research).
  • Position tracking (Rank Tracking).
  • Domain Analysis.
  • They also have tools for Local SEO.


Moz emphasizes Domain Authority and Page Authority , two terms they coined themselves.

These indicators allow you to know your relevance and reputation in the search engine, and thus you will have an idea of ​​how difficult it will be to position yourself in your industry.


-Moz has very good resources to learn about SEO and marketing in general. They are one of the most authoritative voices in the industry. His advice on positioning is very successful.

-Your SEO guide for beginners is a must for any consultant in this field.

-Related to the previous point, the software offers reports with insights (advice) from the company’s specialists.

-Like other softwares, Moz has a free extension. With it you can know the authority of each of the pages of your website.

-First level customer service (1 to 1).


-After the departure of its founder , the great Rand Fishkin , Moz has not innovated in its attributes.

-User experience does not reach the level of Ahrefs.

-Moz data, in terms of depth and precision, is below Ahrefs and SEMrush.

Monthly price)

Standard : $ 99 (1 user / 3 campaigns).

Medium : $ 149 (1 user / 10 campaigns).

Large : $ 249 (3 users / 25 campaigns).

Premium : $ 599 (5 users / 50 campaigns).

Free plan

If you create a user, you can access several of the software tools, with certain limitations.

Google Search Console


As we discussed in our article on SEO statistics and metrics , with Search Console (GSC) you will know:

  • Impressions: how many times do they see you on Google.
  • Clicks: how many times they enter your website from the search engine.
  • Average position: rankings on the results page.

In addition to this, GSC allows:

  • Know how many of your pages are indexed (archived) in Google.
  • Determine the errors of your website.
  • See which sites link to your portal.


Google Search Console is the best SEO tool to know how they are finding you in the search engine.

With what words?

What pages are users landing on?

What positions does your content occupy?


-It is 100% free software and covers most of the requirements you need to do good SEO.

-If you could only have one SEO tool, this is the best option.


-The data, sometimes, can be imprecise.

– Regarding backlinks, above all, it is very poor.

-It is not a good tool to analyze the competition, because the data it displays is solely and exclusively from your portal.

Monthly price)

Totally free.



  • Rank Tracking.
  • Site Audit.
  • Keyword Research.
  • Competitive Analysis.
  • Backlinks.
  • SEO Training and Support.


Neil Patel sold his software as a free keyword research tool.

Today, many of its features are paid, and cover a broader spectrum of the SEO world.


-Ubersuggest is a good all-in-one, at a significantly lower price than Ahrefs, Moz or SEMrush.

-If you buy the software, you will enjoy SEO training and support.


-Unlike the Google Keyword Planner, in Ubersuggest, when performing a keyword analysis, you can only see the data for one country.

-If you want to know the volume of a term in Latin America, for example, you will have to change the configuration more than ten times.

Monthly price)

Personal : $ 12 (1-3 websites)

Business : $ 20 (4-7 websites)

Agency : $ 40 (+8 websites)

Free plan :

Like other software, with Ubersuggest you can access certain functions without having to pay.

SEO tools

Unlike software, SEO tools tend to stand out for being more specific in the function they perform. 

Some of the most prominent are: 

Google keyword planner


It is the keyword research tool that Google offers. It weights what is paid (PPC) over what is organic (SEO).



However, if you want to unlock all the features, you will need to activate a Google Ads campaign.

Answer the public


It allows you to know what questions your audience is asking in relation to topics related to your business.

It is vital to apply good content marketing within your SEO strategy .


You can use it for free or pay for one of the three monthly plans ($ 99, $ 79, $ 399).

Screaming frog


With this tool you can track your website and determine how many pages you have and what is the packaging of each of them.

That is, what is the title tag, the meta tag and the H1 of each section.


Free up to 500 URLs.

The license costs £ 149.00 a year.

Yoast SEO or Rank Math


They are plugins that help you to write your texts, titles and meta descriptions correctly.


Rank Math is free.

Yoast SEO has a free version and a Premium version ($ 89).

PageSpeed ​​Insights and Test My Site


They are two Google tools with which you will know the loading speed of your site and how you can do to increase it.



Similar web


It is a free extension with which you can know the traffic of any site. The only limitation is that it does not show the data of portals that have few visits.

It is a valuable tool for reputable sites.




You do not need expensive SEO tools to position your website in Google .

With the free tools, you can beat 90% of the competition.

Google Search Console is all you need to position your website on the first page of Google.

However, if you want to go a little further, this is the summary of the software with which you will get paid SEO tools:

Ahref : Link building.

SEMrush : Study of keywords and PPC.

MOZ : SEO Tips.

Ubersuggest : The cheapest option on the market.


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