There’s nothing like a sudden Google algorithm update that will make marketers feel confused and anxious. It seems they are waiting for you to get all your ducks in a row and then release an update that instantly nullifies your efforts.
Of course, they are pretty clear about what everyone is doing for their own good – each algorithm tweak ultimately brings us one step closer to more relevant search results. However, there is still some mystery behind how exactly Google evaluates a website and ultimately determines which sites to show for which search queries.
That said, there are a number of tools – some free, some paid – that help you look at your own site the way Google sees it.
These tools are critical to your organic search strategy because they allow you to focus on the elements of your site that Google considers important. In this article, we ‘ll talk about 15 types of tools to help you do a site analysis, such as a marketer and a Google bot.
Top 15 Best SEO Tools to Analyze Your Website
- HubSpot’s Website Grader
- Google’s Webmaster Tools
- Check My Links
- Moz’s Pro Tools
- UpCity’s SEO Report Card
- Screaming Frog’s SEO Spider
- Found’s SEO Audit Tool
- Varvy’s SEO Overview Tool
Purpose: Website performance and SEO audit
In 2007, HubSpot released a tool called Website Grader that helps businesses uncover search engine optimization opportunities. As much has changed since then, the company created a new and improved version of the tool for 2020.
Website Grader is a free online tool that creates personalized reports based on the following key criteria:
- Performance . The tool will analyze your site’s page size, requests, speed, and key SEO metrics.
- Mobile Prep . The tool will check if your website is equipped to provide the best experience for mobile users.
- SEO . The tool will determine if your website is easy to find by both people and search engines. It controls factors such as page index, meta descriptions, content plugins, and descriptive link text.
To get your website rating , go to Website Grader , enter your URL and email, then get your score. You will see a score between 1 and 100 as well as a detailed report in a matter of seconds.
Once you’ve got your report, you’ll see actionable insights on how you can improve your website performance to drive more traffic. If you’re wondering how to improve your website’s rating, you can take a free online course at HubSpot Academy that teaches you how to improve. Rate your site today .
Purpose: Website Analysis
Perhaps the best way to understand how Google sees your site is to ask Google. Google’s Webmaster Tools are beginner-friendly resources that explain the basics of Google search.
For example, Google’s Fetch as Google tool allows you to view a particular URL as Google sees it; this is critical when troubleshooting poor SEO performance. The information returned can help you change the page in question for better results, and even help you isolate the problematic code when you think your site has been hacked.
Another cool feature of Google Webmaster Tools is PageSpeed Insights . This SEO tool measures the performance of both your desktop and mobile site in terms of speed. With mobile search queries surpassing desktop searches , page speed is increasingly important for businesses that want to retain their visitors.
According to Google Developers , “PageSpeed Insights evaluates how well a page follows overall performance best practices and calculates a score between 1 and 100 estimates of performance gains”. This score can be as Good as 80 or higher; Medium, as between 60 and 79; or Low as in 0 to 59.
Cost: $ 99 / month for the Simple Plan
Purpose: Keyword Research and Website Audit
Ahrefs is an advanced SEO resource that reviews your website property and generates keyword, link, and ranking profiles to help you make better decisions about your content. Four of its main tools are:
- Web showing the performance of certain web pages on your site Site Explorer .
- Content Explorer that allows you to search high performance web pages under specific keywords and topics .
- Keyword Explorer that generates the monthly search volume and clickthrough rates for certain keywords .
- Site Audit that scans specific sectors in your domain and reveals a set of technical issues at the page level .
When using the Keyword Explorer, Ahrefs will also generate the “main subject” of the keyword you are looking for, below the Keyword Difficulty meter, as you can see in the screenshot above. The main subject of a keyword is a broader keyword with a higher search volume than the keyword you’re aiming for, but probably has the same target audience and ranking potential – giving you a more valuable SEO opportunity when optimizing a particular blog post or web page.
Cost: Free 5-day trial followed by $ 29 / month
Purpose: Keyword Research, Competitive Analysis, SEO Rank Tracker
GrowthBar is a Chrome extension that can help you do keyword research, competitive analysis and monitor SEO rankings. With GrowthBar, you can access data points about any website directly from search engine results pages. This allows you to easily evaluate the performance of your competitors and see which growth channels, keywords, backlinks and ads are working for them.
- Best Keywords and Backlinks: This allows you to see which paid and organic keywords drive the most traffic for a given website and a list of the most authoritative backlinks pointing to the site.
- Keyword Difficulty Score : This allows you to quickly assess how difficult it will be to rank for a particular keyword based on the strength of the domain authorities of the URLs on the first page.
- Word Count: Click to view the word count of any page directly from the SERP
- Facebook ads: Click to see if a site is running Facebook ads and see what they look like.
- Keyword Suggestions : This is a list of related keywords that you might want to rank along with their Search volume and CPCs.
Cost: Free 14-day trial, followed by $ 49 / month for Pro Plan or $ 149 / month for Premium Plan
Purpose: Website Audit
Woorank’s in-depth site analysis helps marketers uncover optimization and improvement opportunities. This analysis takes into account the performance of existing SEO initiatives, social media, usability, and more.
Each report is divided into eight sections:
- Marketing Checklist
- Mobile phone
Purpose: Link Optimization
Consider Check My Links to make sure your links (external or internal) on a web page are actually working.
This broken link checker makes it easy for a publisher or editor to make corrections before a page is published. For example, consider a site like Wikipedia. The Wikipedia page for the term “marketing” contains a huge 711 link. Check My Links not only detected this number in seconds, it also found (and highlighted) seven broken links.
The tool makes it easy to find links that are not working or are no longer active by highlighting all good links in green and those that are broken in red.
Cost: 14-day free trial followed by paid plans starting at $ 24 / month
Purpose: Link Building
BuzzStream can be the cheapest way to manage your access to people who can provide inbound links to your website.
While backlinks to your website are critical to ranking well on Google, the outreach when you link building can seem like cold calling. BuzzStream makes it easy to search for suitable contacts, find effective email messages, and keep track of who accepted each link request. Your link building sequence looks like this:
BuzzStream helps you identify candidates for outreach based on their industry and how busy they are on various social networks – so you know who is most open to your backlink request and boost your rank on Google.
Cost: Free 30-day trial followed by paid plans starting at $ 99 / month
Purpose: Website Analysis
Moz Pro subscription acts as an all-in-one tool to boost your business’s search ranking. Moz’s collection of research tools provides subscribers with the resources they need to identify SEO opportunities, track growth, generate reports, and optimize their overall efforts.
For example, the Crawl Test tool uses Moz’s own web browser RogerBot to analyze up to 3,000 links in a particular URL. After the process is complete, users receive an email report detailing the data for each page to which the site is linked.
This is very useful if you want to identify “crawlability” factors such as duplicate content and redirects that can affect your SEO performance.
Cost: Starts at $ 15 / mo
Purpose: Backlink Tracking
The best way to understand the performance of your off-page SEO is to get a good overview of your backlinks. Linkody allows you to discover, track, analyze and reject backlinks from an easy to use interface.
Besides that, the tool checks your connections 24/7 and notifies you of any changes so you can take immediate action if a link is lost or lost.
Another feature of Linkody is its ability to “spy” on your competitors’ backlinks. Just enter your opponent’s URL and let the tool take all the links and metrics. The returned information will help you discover niche-relevant, high-quality backlink opportunities for your brand.
The tool provides you with useful information for the most important metrics when it comes to backlink tracking, such as the ‘rel’ feature, Google indexing status, website’s Domain Authority, Spam Score, Alexa rank and much more.
You can also create white-label reports that can be shared with your team and / or customers to get a better idea of your backlink distribution and link building progress.
Purpose: Audio Sharing
The UpCity SEO Report Card allows you to analyze your website to determine how it is stacking against your competitors.
In exchange for some of your contact information, the SEO Report Card will provide a report that includes:
- Sequence Analysis. If your website is Google, Yahoo! And a snapshot of where it’s listed on Bing. Your ranking is based on the main keyword you chose when entering the information to generate the report.
- Link Building. A detailed account of the number of websites linking back to your site.
- On-Site Analysis. Here’s a look at how successful you are at including your main keyword on your site.
- Website Accessibility. A section that focuses on your site’s load time and ease of accessibility for browsers.
- Trust Metrics. An overview of your site’s trust or authority level.
- Current Indexing. An indication of how many of your site pages are indexed.
Purpose: Keyword Research
SEMrush is a super detailed dashboard that reports the performance and specific pages of domains as a whole. The website offers numerous toolkits , one of which is the SEO toolkit .
Below, one of the flagship features of the toolkit allows you to add a website page to see what keywords it ranks for, what the page is ranking for that keyword, the keyword’s monthly search volume, and more.
The rest of the SEO toolkit allows you to compare your page performance against the competition, analyze backlinks from other websites to your site (also known as link building), research suitable keywords and take advantage of similar on-page SEO opportunities.
Cost: LITE version is free (with limitations *) and the paid plan is $ 160 / year
Purpose: Website Analysis
Screaming Frog SEO Spider is a search marketer’s best friend.
Specially designed for SEO focused, this program scans the websites you specify and examines URLs for common SEO issues. This program simplifies and speeds up an otherwise time consuming process, especially for larger websites. It can take hours or days to manually evaluate the same URLs.
Take a closer look at how it works:
The Java program is very intuitive, with easy to navigate tabs. Additionally, you can export any or all of the data to Excel for further analysis. Let’s say you’re using Optify, Moz, or RavenSEO to track your links or rankings for specific keywords – you can create a .csv file from your spreadsheet, set a few settings for proper formatting, and upload it to these tools. .
* Pricing limitations include: You can only browse 500 URLs per website and you do not have full access to configuration options and source code features. To remove these limitations, users can purchase the 12-month license for around $ 160 / year.
Purpose: Website Audit
Would you like to stand out above your competitors in search engine results pages?
(Who wouldn’t want it?)
The SEO Audit Tool by Found is an easy-to-use tool for marketers who want to identify (and fix) common SEO mistakes on a website.
Just enter your URL and get an instant automated SEO audit for your site. Found’s SEO Audit Tool is divided into three main sections:
- Technical problems. This reports factors such as domain standardization and XML sitemaps.
- Content issues. This focuses on influencing factors such as keywords and metadata.
- External link analysis. It aims to evaluate the quantity and quality of external links.
Similar to Woorank, when you run a report, the tool makes it easy to download the results as a PDF that can be easily shared within your organization.
Cost: A subscription option starting at $ 249 per domain or $ 99 / month
Purpose: Link Building
Have you ever bought a link? Spam the comments section in a blog thread using the same message and link? So, we’ll just forgive your bad decision this one time … but Google won’t.
This useful tool scans your backlink profile and opens a list of contact information for the links and domains you need to reach for removal. Alternatively, the tool also allows you to export the list if you want to reject it using Google’s tool . (Essentially, this tool tells Google not to count those links when crawling your site.)
Purpose: Website Audit
This SEO audit tool provides users with information on domain strengths, links, visual SEO, social numbers and mentions, page / technical SEO, page speed, and more.
The comprehensive report is produced in less than a minute and dives deep into different aspects of your website performance. You will notice that the tool uses green marks, red X’s, and yellow exclamation marks to indicate the severity of the problem.
One of our favorite features is the detailed image overview:
This section of the report focuses on the power of the images your website uses by analyzing alt text. If you use too many words, missing alt text or alt text appears poor, the tool will notify you so you can make the necessary changes.
You can never look behind the Google curtain to find out everything they know (or don’t know) about your site. But by using SEO best practices and making the most of tools like those listed here, you can greatly increase the chances of your website appearing in response to the correct search queries.