200+ SEO Tools for Agencies, Freelancers & In-House Marketers

Running an SEO business of any size is not easy.

The diversity of tasks you need to perform can make it difficult to manage everything for clients or even just to keep internal operations running smoothly.

But if there’s one thing the SEO world has in abundance, it’s tools.

From complete SEO software tools for agencies, site crawlers, tools with really specific purposes and hacked-together Google Sheets, there are a lot of options for marketers to use to get the job done.

The sheer number of SEO agency tools available can make it difficult to know which to use. You need to take into account the pricing and features to figure out which is the best fit.

To help, we put this guide together.

200+ Useful SEO Tools for Agencies & Marketers

Want to know the most valuable SEO tools for agencies?

Below we have collected and organised all the best tools for specific marketing jobs and grouped them into standalone guides. Pick what interests you to investigate further.

Let’s check out the à la carte menu of tools:

What SEO agency tools power operations at Loganix?

Loganix uses a lean stack of SEO tools across their managed services, link database and internal marketing operations.

Below you’ll find the tools used daily to manage the agency. There’s also use a long list of homemade (non-GMO free range organic) custom scripts and bots that help us manage orders, but that’s a post for another day. 🥚

Check out the SEO agency tools below:

Ahrefs

Ahrefs is one of our most widely used tools. It is a complete SEO solution for an agency to use, with features and tools to cover every possible SEO service you may provide.

It has pretty flexible pricing plans too for businesses large and small, so you can customize your plan.

How we use Ahrefs:

• Competitive analysis — generate a report for organic search performance for competitor’s websites.
• Keyword research — generate keyword suggestions from their database of 3+ billion keywords with metrics such as difficulty score, parent topic, search volume, and more.
• Backlink research — check backlinks for a website along with domain and page ratings, number of linking domains, anchor text, and more.
• Content research — discover new content ideas by entering keyword and see what topics and ideas perform the best on search and social media.

Screaming Frog

I’m yet to meet an SEO who doesn’t use Screaming Frog. It’s an essential part of a technical SEO toolkit.

Their SEO Spider Tool is one of the best crawler tools you can use to analyze all the technical elements of a website.

Any SEO agency or consultant will spend a lot of time on these types of tasks for their clients. It is quick, reliable and effective so you can quickly analyze the results get actionable insights. Not bad for a frog. 🐸

How we use Screaming Frog:

• Website crawler — find broken links, page errors, redirects, etc.
• Metadata analyzer — analyze page titles and descriptions.
• Content audits – using the Google integration to connect Analytics or Search Console accounts.

Google Data Studio

Google Data Studio is a way of pulling data from just about all your various Google properties into a single dashboard. And it’s free.

Manually pulling data from AdWords, YouTube, Analytics, and Search Console etc into one report for a client is time consuming.

With Google Data Studio, we can setup custom reports that can pull all of that data into one location. You can set it up according to the style and metrics that your client wants to see. Being a Google property, its integrations with all of your accounts is seamless.

How we use Data Studio:

• Custom data reporting — create customized reports using data from your various Google properties.
• Centralized reporting — track everything from indexation problems to website traffic in one reporting location.
• Google ads reporting — create pre-set reporting dashboard for performance of ads in Google AdWords account.
• Search Console reporting — create pre-set reporting dashboard for performance of website in Google searches from your Search Console accounts

Google Analytics

Google Analytics is a timeless SEO tool for all, from a small business to a big SEO agency. It’s pretty easy to use and customize, plus it is free.

How we use GA:

• Customization — create custom reports, dashboards and views for your team, clients or C-level executives.
• Google integration — connect with AdWords and Search Console accounts to centralize all data related to your website in one location.
• Website funnel analysis — analyze the triggers and funnel path that users take who lead to a conversion or who fall off to find out where you need to improve your website.
• Acquisition data — find out the referring domains, keywords, and ad campaigns that lead to website visits and conversions.
• User behaviour — track user behaviour metrics including page paths, time on page, exit and bounce rates, and more.

Google Search Console

Google Search Console is one of Google’s many SEO tools that every agency will use for their clients.

Whether you create the accounts for them, or they give you access to their own, you can’t analyze a website without a GSC account.

In fact, many SEO tools will rely on integrating with Search Console to pull reliable data and information about a website.

How we use GSC:

• Search performance — check website’s performance in search results page, including impressions, clicks, average position, and click rate.
• SERP analysis — monitor and troubleshoot your website’s presence in search results pages, including crawl or indexation errors, submitting page for indexation, and more.
• Direct alerts — receive and take action on direct alerts from Google for issue they discovered with your website’s search performance.
• Google integration — pull data from Google’s other tools, like Data Studio and Analytics, to include in your reporting from Search Console.

Google Sheets

Google Sheets is another free, simple tool for an SEO agency. Many clients won’t care about more sophisticated dashboards. They are more familiar and comfortable with reports in basic spreadsheets.

The fact that it uses Google Drive’s cloud means you can share access to real-time versions of live spreadsheets you and your team work on. That way your clients can check in on certain reports or data whenever they want.

How we use Sheets:

• Advanced data manipulation — Vlookups and filtering to wrangle SEO data.
• Cloud sharing — share real-time updates to data in sheets, folders and projects with your team (and clients).
• Visualization tools — apply data visualization graphs and pivot tables to data in spreadsheets.
• Build simple tools – many SEO tools allow you to export data, which we import into spreadsheets to build a handful of Sheets tools to do the number crunching for us.

Asana

Asana is a project management tool that isn’t specifically designed for SEO but helps with many of the day to day tasks associated with digital marketing. We moved over from using a combo of Trello and scrum to Asana so we could get a high level view of all the moving parts of agency work.

It functions sort of like an advanced to-do list. You can create individual tasks that can be assigned to any number of people. You can combine smaller tasks into recurring tasks or entire operations.

How we use Asana:

• Interconnectivity: to link up to deliver alerts to and from Slack, Outlook, Gmail and many other online applications that are used by businesses
• Team management: to allow you to add 100 members can be added to an Asana team and assigned work from within the dashboard
• Ready-made templates: to help you plan projects, Asana provides templates for different sets of tasks. Examples of templates include creative tasks, marketing campaigns, and new employee onboarding

Slack

Slack is a communication tool for sending messages, private discussions, calls and sharing files. Every agency uses Slack right?

It’s the quickest way to stay connected across a distributed, remote team.

We also created our own online marketing community (which you should join) right here:

👉  Loganix Slack Community

How we use Slack:

• Team support – answering any questions team members have, from client deliverables, industry discussions, strategy and everything in between.
• Site monitoring – thanks to a few automations, we get pinged when a site status changes.
• Sharing memes – important stuff.

Intercom

Intercom is our customer messenger widget of choice. We use it to chat with existing and potential customers. It’s quicker and less formal than going through a contact form.

How we use Intercom:

• Responding to support queries – answering any questions a potential customer has is customer support 101
• Getting new clients – sometimes people just need a little assistance before they buy. Using Intercom is a non pushy and helpful way to move them towards buying what they need.

SPP

SPP is what we use to manage orders and deliver productized services.

Loganix used to use a custom built dashboard to manage orders. But with more and more orders to handle, it made sense to move over to a dedicated platform.

You go create your account here and checkout the fancy dashboard.

How we use SPP:

• Handle support – for managing questions about a link status, bulk order, a custom request and more
• Process and manage orders – it’s easy to setup one-time and recurring orders.

Summary

These SEO agency tools are by no means the full list you can find, but they are a good start.

It is a good idea to research each tool in depth to see what you really need most. Look for independent reviews, and you may come across recommendations for other tools.

In the end, you want any SEO tool to help you save time you spend on your most routine tasks and to improve the quality of services you offer your clients. That way you can focus on what’s most important to your agency: expanding your business and focusing on gaining new clients.

Have I missed an SEO tool you use?

Let me know in the comments below.