SEO Tools & Resources I Actually Use — Personally Tested & Recommended
I have tested hundreds of SEO tools over 8+ years. This page lists only the tools and resources I personally use, have tested rigorously, and actively recommend to my clients. No filler, no sponsored placements — just genuinely useful tools.
Free SEO Templates & Checklists
Download these free tools I've built from real client work. No email required — just click and download.
100-Point Technical SEO Audit Checklist
The complete technical SEO checklist I use for every client audit. Covers crawlability, indexation, site speed, schema, and more.
Download Free →Keyword Research & Mapping Template
Google Sheets template for keyword research, difficulty scoring, intent mapping, and content prioritisation. Updated for 2025.
Download Free →SEO Content Brief Template
The content brief template I send to every writer. Includes keyword targets, heading structure, word count guidelines, and E-E-A-T signals.
Download Free →Link Building Outreach Swipe File
15 proven outreach email templates for guest posting, broken link building, HARO responses, and digital PR pitches.
Download Free →90-Day SEO Roadmap Template
Week-by-week action plan for a 90-day SEO campaign. Includes prioritised tasks, KPI targets, and monthly milestone tracking.
Download Free →Local SEO Audit Checklist
Complete Google Business Profile and local SEO audit checklist. 60 points covering GBP optimisation, citations, reviews, and local schema.
Download Free →All-in-One SEO Tools
Semrush
Top PickMy go-to for keyword research, competitor analysis, backlink auditing, and site health monitoring. The most comprehensive SEO suite available.
Ahrefs
Top PickBest-in-class backlink database and content explorer. I use Ahrefs daily for link building research, content gap analysis, and ranking tracking.
Moz Pro
RecommendedExcellent for Domain Authority tracking, on-page optimisation scoring, and local SEO. Great complement to Semrush and Ahrefs.
Technical SEO Tools
Screaming Frog SEO Spider
EssentialThe definitive technical SEO crawler. I use this on every client audit. Free up to 500 URLs, paid version for full site crawls.
Google Search Console
Free + EssentialFree and absolutely essential. The most accurate data on how Google sees your website — crawl errors, impressions, clicks, rankings, and manual actions.
PageSpeed Insights
FreeGoogle's free Core Web Vitals measurement tool. Check your LCP, INP, and CLS scores with real-world data from the Chrome User Experience Report.
AI SEO Tools Tools
SurferSEO
Top AI ToolThe best AI content optimisation tool. Analyses top-ranking pages and tells you exactly what to include in your content to match search intent and rank.
Frase.io
RecommendedAI-powered content briefs and writing assistant. Excellent for teams creating high volumes of SEO content. Good integration with Google Search Console.
NeuronWriter
Value PickBudget-friendly alternative to SurferSEO with strong NLP optimisation features. Great value for freelancers and small agencies.
Local SEO Tools
BrightLocal
Top Local ToolThe leading local SEO platform for citation building, review management, and local rank tracking. I recommend this to every local business client.
Whitespark
RecommendedExcellent for local citation finder, Google Business Profile audit, and local link building. Strong Canadian and US market coverage.
WordPress SEO Tools
Rank Math Pro
My PickMy preferred WordPress SEO plugin. Better free tier than Yoast, excellent schema markup builder, powerful redirect manager, and Google Search Console integration.
WP Rocket
EssentialThe gold-standard WordPress caching and performance plugin. Dramatically improves Core Web Vitals and page speed scores. Worth every penny.
Recommended Reading & Learning
Google Search Central Blog
The official source for Google's guidelines, algorithm updates, and best practices. Required reading for every serious SEO professional.
Visit →My Medium Articles
6,400+ followers and counting. In-depth SEO strategy articles, AI tools analysis, and digital marketing insights — all free to read.
Read Articles →My SEO Podcast (Audible)
Deep-dive SEO strategy conversations, algorithm update analysis, and expert interviews. Available on Amazon Audible.
Listen →Want My Complete Personalised Tool Stack for Your Business?
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