SEO seems expensive. Every tool promises to revolutionize your rankings. Prices start at $99/month and go up from there.
But here's the secret: you can do 80% of your SEO with free tools.
As a startup founder, you need tools that help you:
- Research keywords
- Analyze competitors
- Track rankings
- Improve content
All without spending a fortune.
Here's the free SEO toolkit that actually works.
The Essential Free Tools
1. Google Search Console
What it does: Performance data, indexing status, core web vitals
Why you need it: Direct from Google. Shows exactly how you perform in search results.
Best for:
- Seeing which queries bring traffic
- Finding indexing issues
- Tracking performance over time
Link: search.google.com/search-console
2. Google Analytics
What it does: Website traffic and user behavior
Why you need it: Understand how users find and use your site.
Best for:
- Traffic source analysis
- User behavior tracking
- Goal conversion tracking
Link: analytics.google.com
3. Google Trends
What it does: Search trend analysis over time
Why you need it: See what's trending. Find seasonal patterns. Discover rising topics.
Best for:
- Content timing
- Topic research
- Understanding interest over time
Link: trends.google.com
4. Google PageSpeed Insights
What it does: Page speed analysis and recommendations
Why you need it: Fast sites rank better. This identifies what slows you down.
Best for:
- Performance optimization
- Core Web Vitals tracking
- Mobile speed analysis
Link: pagespeed.web.dev
Keyword Research Tools
5. Ubersuggest
What it does: Keyword research, competitor analysis, content ideas
Why you need it: Neil Patel's tool is surprisingly capable for free. Find keywords, see search volume, get content ideas.
Free tier: 3 searches/day
Best for:
- Keyword research
- Competitor analysis
- Content gap identification
Link: neilpatel.com/ubersuggest
6. AnswerThePublic
What it does: Content ideas from search queries
Why you need it: Enter a keyword, see what questions people are asking. Great for blog content.
Free tier: 3 searches/day
Best for:
- Blog topic ideas
- Understanding user intent
- FAQ content
Link: answerthepublic.com
7. Google Suggest
What it does: Auto-complete keyword suggestions
Why you need it: Type your keyword in Google, see what auto-completes. Free and instant.
How to use: Start typing in Google search box, note the suggestions.
Best for:
- Quick keyword ideas
- Long-tail keyword discovery
8. Also Asked
What it does: Questions people ask related to your keyword
Why you need it: Visualize how questions relate. Great for content planning.
Free tier: Limited searches
Best for:
- Content structure
- Topic clusters
Link: alsoasked.com
Competitor Analysis
9. SimilarWeb (Free Version)
What it does: Website traffic and engagement data
Why you might need it: See where competitors get their traffic.
Free tier: Limited data, but useful insights
Best for:
- Traffic estimation
- Traffic source analysis
Link: similarweb.com
10. SpyFu (Free Version)
What it does: Competitor keyword and ad history
Why you might need it: See what keywords competitors rank for.
Free tier: Limited, but valuable
Best for:
- Competitor keywords
- Ad strategy research
Link: spyfu.com
11. Google Search (Manual Analysis)
What it does: See who ranks for your keywords
Why you need it: Type your keyword, see who ranks. Analyze their content.
Free: Unlimited
Best for:
- Manual competitor research
- SERP analysis
- Content gap finding
Technical SEO Tools
12. Screaming Frog (Free Version)
What it does: Website crawl and technical audit
Why you need it: Find broken links, duplicate content, and technical issues.
Free tier: Crawl up to 500 pages
Best for:
- Technical audits
- Finding crawl errors
- Duplicate content detection
Link: screamingfrog.co.uk/seo-spider
13. XML Sitemaps Generator
What it does: Create XML sitemaps
Why you need it: Submit sitemaps to Google Search Console.
Free: Up to 500 pages
Link: xml-sitemaps.com
14. Redirect Checker
What it does: Check redirect chains and loops
Why you need it: Find redirect issues that hurt SEO.
Free: Unlimited checks
Link: redirectcheck.com
15. HTTP Status Code Checker
What it does: Check HTTP status codes
Why you need it: Find 404 errors and redirect issues.
Free: Unlimited checks
Link: httpstatus.io
Content Optimization
16. Google Docs (Word Count & Research)
What it does: Write and analyze content
Why you need it: Free writing tool with word count, research, and collaboration.
Free: Full features
Best for:
- Content writing
- Collaboration on content
17. Hemingway Editor
What it does: Writing clarity and readability
Why you need it: Improve content readability. Better content ranks better.
Free: Desktop app
Best for:
- Improving readability scores
- Simplifying complex writing
Link: hemingwayapp.com
18. Canva (Free Version)
What it does: Create images for content
Why you need it: Visual content performs better in search.
Free tier: Millions of templates, 100GB storage
Best for:
- Featured images
- Infographics
- Social sharing images
Link: canva.com
Link Building Tools
19. Hunter.io (Free Version)
What it does: Find email addresses for outreach
Why you need it: Build relationships with potential link sources.
Free tier: 50 searches/month
Best for:
- Finding contact emails
- Link building outreach
Link: hunter.io
20. Moz Link Explorer (Free Version)
What it does: Backlink analysis
Why you might need it: See who links to you or competitors.
Free tier: Limited but useful
Best for:
- Backlink research
- Link gap analysis
Link: moz.com/link-explorer
Local SEO Tools (If Applicable)
21. Google Business Profile
What it does: Manage local business listing
Why you need it: Free local listing on Google Maps and search.
Free: Full features
Best for:
- Local startups
- Physical locations
Link: business.google.com
22. Whitespark (Free Resources)
What it does: Local citation finder and tools
Why you might need it: Find places to list your local business.
Link: whitespark.ca
Free Tool Stacks by Goal
| Goal | Free Tools to Use |
|---|---|
| Keyword Research | Ubersuggest, AnswerThePublic, Google Trends, Also Asked |
| Competitor Analysis | Google Search, SimilarWeb, SpyFu |
| Technical SEO | Screaming Frog, Google Search Console, PageSpeed Insights |
| Content Optimization | Hemingway, Google Docs, Canva |
| Link Building | Hunter.io, Moz Link Explorer, Google Search |
What You Actually Need (Minimum Stack)
If you can only use three tools, use these:
- Google Search Console - Essential performance data
- Google Analytics - User behavior insights
- Ubersuggest - Keyword research
With these three, you can:
- Track your rankings
- Understand user behavior
- Research keywords
- Find content opportunities
Tools to Avoid (Free or Paid)
1. Expensive All-in-One SEO Suites
You don't need Ahrefs ($99+/mo) or Semrush ($120+/mo) at startup stage.
2. Rank Tracking Services
Check your rankings manually with Google Search until you have traffic to track.
3. Automated Link Building Tools
Links earned naturally are better than automated outreach.
4. Content Scrapers
Create original content, don't scrape others.
How to Use These Tools Effectively
Week 1: Set Up the Basics
- Google Search Console
- Google Analytics
- Connect both together
Week 2: Research Your Keywords
- Use Ubersuggest to find 10 target keywords
- Use AnswerThePublic for content ideas
- Create a keyword map
Week 3: Analyze Competitors
- Identify 5 competitors
- See what keywords they rank for
- Find content gaps
Week 4: Technical Audit
- Run Screaming Frog crawl
- Fix critical issues
- Submit sitemap
The Real Truth About Free SEO Tools
Free tools are powerful. But they're not magic.
SEO success comes from:
- Quality content that helps people
- Good user experience on your site
- Earning links naturally
- Patience (SEO takes months)
Tools help you execute. They don't replace strategy.
Need Help with SEO?
At Startupbricks, we help startups build organic traffic. Whether you need:
- SEO strategy development
- Keyword research
- Technical SEO fixes
- Content optimization
Let's talk. We help startups grow through search.