Best Free SEO Tools to Use in 2025

Search engines change fast, but the tools that help you find problems, choose keywords, and measure results are still the same helpers you need. In 2025 you don’t need expensive subscriptions to get real, useful SEO work done. Below I’ve collected the best free SEO tools you can actually use today, explained what they do, when to use each one, and step-by-step tips so you get quick wins.

Quick overview — Which free tool for what?

• Google Search Console (GSC) — Best for search performance and indexing. (Must-use.)

• Google Analytics (GA4) — Best for understanding user behavior and conversions.

• Ahrefs Webmaster Tools (AWT) — Best free backlink & site-audit data for owned sites.

• Bing Webmaster Tools — Great alternate search data and indexing insights.

• Ubersuggest — Easy keyword ideas, simple site audit, and beginner-friendly data.

• Screaming Frog (Free / Lite) — Fast technical site crawler (500-URL free limit).

• MozBar & SEOquake (browser extensions) — Quick on-page checks while browsing.

• Keyword Surfer — Keyword volumes shown right in Google search results.

• AnswerThePublic — Instant “people ask” and idea generation (limited free searches).

• Rank Math (WordPress plugin) — Powerful on-page SEO features on WordPress (free).

(Each tool is covered in detail below with tips, limitations, and how to combine them for maximum free value.)

Why free tools still matter in 2025

You don’t need to pay top-dollar to:

• Fix crawl errors that stop indexing.

• Find keywords that real people search for.

• See which pages bring most traffic.

• Check backlinks and basic competitor signals.
  Many professional SEOs still run routine checks and decision-making with free tools and only pay for advanced, large-scale features. Google and Bing provide the most important signals for free, while other tools fill gaps (backlinks, content ideas, quick audits). See the official Google and Bing pages for their current features. Google+1

Top free tools in 2025 — deep dive

Google Search Console — your search-control center

What it does

• Shows which queries bring visitors to your site (impressions, clicks, average position).

• Reports index coverage issues (pages Google can’t index).

• Lets you submit sitemaps and request re-indexing after big updates.

Why use it

• It’s the single best tool to see how Google views your site. It points out indexing problems and which queries actually rank. Use it every week. Google

How to get started

1. Verify your site (DNS, HTML file, or Google Analytics).

2. Submit your sitemap at Sitemaps → Add a sitemap.

3. Check Performance for your top queries and top pages.

4. Fix any Coverage issues listed (errors or excluded pages).

Limitations: Only shows Google data (not Bing, not other search engines).

Google Analytics (GA4) — behavior & conversions

What it does

• Tracks who visits, where they come from, and how they behave on-site.

• Shows which pages convert (buy, sign-up, download).

Why use it

• Measure whether an SEO change actually improves visits and conversions. For example, improving page speed might increase conversions even if rank changes slowly.

Quick tips

• Link GA4 with Google Search Console for combined insights.

• Set up simple conversion events (newsletter sign-up, contact form submission).

Limitations: GA4 setup can be confusing at first, but it’s free and the data is invaluable.

Ahrefs Webmaster Tools (AWT) — free backlinks & audit for sites you own

What it does

• Free access to Ahrefs’ Site Audit and Site Explorer for verified sites.

• Shows backlinks, top pages, and crawl issues on your site.

Why use it

• Ahrefs’ data is high-quality. AWT gives most site owners useful backlink and technical data without a paid account. Great for spotting toxic backlinks and missed optimization opportunities. Ahrefs+1

How to use it

1. Register and verify ownership of your domain.

2. Run Site Audit to see on-page and technical issues.

3. Check Backlinks to see who links to you.

Limits: Data and crawl credits have limits for free accounts, but they’re generous for small sites. Ahrefs

Bing Webmaster Tools — the other search engine you should care about

What it does

• Indexing reports, keyword research (Bing data), backlink info, and crawl diagnostics.

• Helpful for markets where Bing / Microsoft search share is important.

Why use it

• Bing’s webmaster data sometimes reveals issues Google doesn’t report, and it’s free and powerful. Use it alongside GSC. blogs.bing.com+1

Ubersuggest — beginner-friendly keyword and audit tool

What it does

• Keyword research, topic ideas, simple site audits, and competitor overview.

• Offers a free tier and a free Chrome extension.

Why use it

• Very easy for beginners: it gives quick keyword volume, difficulty, and content ideas. Neil Patel’s tool is focused on making SEO approachable. Neil Patel+1

Limitations: Free features are limited compared to paid tools but still useful for small sites.

Screaming Frog SEO Spider (Free / Lite) — the fast technical crawler

What it does

• Desktop app that crawls your site and reports broken links, redirect chains, meta tags, duplicate content, and more.

Why use it

• The free “lite” version is excellent for small sites (up to 500 URLs per crawl) and for quick technical checks. If your site is bigger, you can still crawl important sections for free. Screaming Frog+1

How to use it

• Download the app, set a starting URL, and run a crawl.

• Export CSV with issues to fix (404s, missing H1, duplicate titles).

Browser extensions for speed checks and quick analysis

• MozBar — instant domain metrics, on-page elements, and link counts while browsing. Good for quick competitor checks. Chrome Web Store

• SEOquake — quick SERP metrics, on-page audit, keyword density. Useful for fast on-the-fly checks. Semrush

• Keyword Surfer — shows search volume and related keywords inside Google results — saves time during keyword research. Surfer SEO+1

Best use: Use these while researching competitors or scanning search results. They give immediate context without leaving the page.

AnswerThePublic — topic & question ideas (limited free searches)

What it does

• Creates “people also ask” and search-question visuals tied to a keyword. Great for content ideas and FAQ sections.

Why use it

• Shows the kinds of questions people type into search engines — perfect for brainstorming blog post angles and subheadings. Free version limits daily searches (usually a few per day). answerthepublic.com+1

Rank Math — best free on-page SEO plugin for WordPress

What it does

• On-page checks, schema, XML sitemaps, redirections, and basic keyword tracking — all from the WordPress dashboard.

Why use it

• If you run a WordPress site, Rank Math packs a lot of paid-plugin features into its free tier. It simplifies SEO tasks like meta descriptions, schema snippets, and sitemap generation. Rank Math+1

Comparison table — quick features & free-limits

How to combine free tools for a complete workflow

Below is a simple, repeatable routine you can follow once a week or month:

1. Index & technical health (weekly)

   • Check Google Search Console for coverage issues and new errors. Fix any pages that are “Excluded” or show server errors. Google

   • Run Screaming Frog (lite) for a fresh crawl of the site sections you updated. Export 404s and redirect chains. Screaming Frog

2. Content & keyword checks (weekly / monthly)

   • Use Keyword Surfer inside Google to check search volume while drafting.

   • Use Ubersuggest for additional keyword difficulty estimates and to find topic ideas. Neil Patel+1

3. Backlink & competitor checks (monthly)

   • Use Ahrefs Webmaster Tools to spot new backlinks to your site and find risky links to disavow. Ahrefs

   • Use MozBar and SEOquake when scanning competitor pages to read on-page data quickly. Chrome Web Store+1

4. Content ideation (as needed)

   • Run a few searches with AnswerThePublic to get question-style topics for blog posts or FAQs. answerthepublic.com

5. On-page & WordPress management (daily for content creators)

   • Use Rank Math in WordPress to optimize meta tags, generate sitemaps, and check on-page best-practices. Rank Math

Simple checklist — SEO actions you can do right now (free)

• Connect and verify your website in Google Search Console. Google

• Submit an XML sitemap in GSC and Bing Webmaster Tools. Google+1

• Run Screaming Frog (free) for a crawl of your homepage and top categories. Export errors. Screaming Frog

• Install MozBar and Keyword Surfer for quick SERP checks. Chrome Web Store+1

• Run Ahrefs Webmaster Tools to check backlinks and top pages for your verified domain. Ahrefs

• Draft content using Keyword Surfer + AnswerThePublic to capture question-based queries. Surfer SEO+1

  

Small-site strategy (best free tool stack)

If you run a small blog or local business site (under 1,000 pages), use:

1. Google Search Console — monitor indexing & queries. Google

2. GA4 — confirm visitors and conversions.

3. Screaming Frog (free) — technical checks up to 500 URLs. Screaming Frog

4. Ahrefs Webmaster Tools — backlink checks and audits. Ahrefs

5. Rank Math (WordPress) or on-page checks with MozBar. Rank Math+1

This combination covers index health, behavior, technical issues, backlinks, and on-page optimization without paid tools.

Common mistakes to avoid when using free SEO tools

• Treating raw data as the full story. A search console drop in clicks might be seasonal or due to a site change — check multiple data points before panicking. Google

• Only chasing keywords with the highest search volume. Low-volume, high-intent keywords often convert better. Use Search Console to find keywords you already rank for and expand from there. Google

• Ignoring crawl limits. Screaming Frog free is limited to 500 URLs — plan your crawls on priority sections. Screaming Frog

• Relying only on one tool. Combine Search Console, AWT, and a crawler for a clearer picture. Ahrefs+1

When to upgrade to paid tools

Paid tools make sense when:

• You manage dozens or hundreds of sites or pages and need large-scale crawling and rank tracking.

• You need deeper competitor intelligence or large backlink databases.

• You want historical rank tracking and API access.
  But before upgrading, get the basics right with free tools — most small and medium sites can improve a lot without spending money. Ahrefs, SEMrush, and Moz offer paid features that help at scale, but their free tiers and the Google/Bing stack solve common problems for most users. Ahrefs+1

Fast FAQ (short answers)

Q: Which free tool should I learn first?
A: Google Search Console — it shows exactly how Google sees your site. Google

Q: Can I do keyword research for free?
A: Yes — use Keyword Surfer in Google, Ubersuggest for extra ideas, and AnswerThePublic for question-style queries. Surfer SEO+2Neil Patel+2

Q: Are browser extensions safe?
A: Choose extensions from trusted vendors (Moz, Surfer, SEMrush). Always review permissions before installing. Chrome Web Store+1

Visual summary (quick cheat-sheet)

Below is a compact snapshot you can screenshot or copy:

Must-have (free & quick):

• Google Search Console, Google Analytics, Keyword Surfer, Screaming Frog (free), Ahrefs Webmaster Tools.

Great add-ons:

• Bing Webmaster Tools, Ubersuggest, MozBar, SEOquake, AnswerThePublic.

If you use WordPress:

• Rank Math (free) for on-page and sitemap handling. Rank Math

Final recommendations — what to do this week

1. Sign up for Google Search Console and Bing Webmaster Tools; submit your sitemap. Google+1

2. Verify your domain in Ahrefs Webmaster Tools and run a site audit. Ahrefs

3. Install MozBar and Keyword Surfer for instant SERP context while researching. Chrome Web Store+1

4. Crawl your most important category pages with Screaming Frog (free) and export issues. Screaming Frog

5. Use AnswerThePublic or Ubersuggest for fresh content ideas and produce 1–2 helpful articles that answer real user questions. answerthepublic.com+1

Closing — small steps, steady wins

You don’t need to spend money to get meaningful SEO improvements in 2025. Start with Google Search Console and a crawler, pair them with a few extensions and Ahrefs Webmaster Tools for backlink context, and use Rank Math if you’re on WordPress. Free tools give you the signals — your job is to act on them: fix errors, write for real user questions, and test changes. Do that consistently and you’ll see real, lasting gains.

Sources & further reading (official tool pages and guides)

• Google Search Console — official page. Google

• Ahrefs Webmaster Tools — official page and usage limits. Ahrefs+1

• Ubersuggest — official site and blog about free features. Neil Patel+1

• Screaming Frog — SEO Spider pricing & crawl limits. Screaming Frog+1

• Bing Webmaster Tools — official blog & guide (2025 updates). blogs.bing.com+1

• MozBar — Chrome Web Store entry & features. Chrome Web Store

• Keyword Surfer — official extension page. Surfer SEO+1

• AnswerThePublic — official site and feature notes. answerthepublic.com+1

• Rank Math — official WordPress plugin pages & free vs pro. Rank Math+1

• SEOquake — plugin overview. Semrush