Top 11 SEO Research Tools for 2025 (Free + Paid Options)

Let’s make one thing clear: SEO still matters in 2025. 

After having dreaded the arrival of Google’s AI Overview for so long, the whole ordeal turned out to be anti-climactic. Sure, our instruments are picking up certain oscillations. And yes, some types of content are losing traffic to AI. But we’re still here, aren’t we?

And what do we do? We write pure human content. 

And before we write, we OBSESSIVELY RESEARCH. 

In case you only vaguely understand how search engine optimization works, let me tell you this much: research is half the work. Here’s what we look into: 

• Search terms
• Search trends
• Competitors
• Opportunities

Now more than ever, we need insightful, accurate, feature-rich SEO research tools to help us get eyeballs on our content. As AI continues to flood SERPs with generic content, there will only be more SEO articles competing for fewer clicks. Every advantage is valuable.

The right SEO tool can give you that edge. To help you find and choose the best one for your specific use case, I’ve revisited a bunch of solutions I’ve used or tested in the past and made a list (and a comparison table) of the top eleven free and paid SEO research tools. 

Ready to research top-ranking content? I know I am. 

What to Look For in an SEO Research Tool 

There are many different tools for SEO research. I’ve tried dozens of them over the years, and most were beginner-friendly but superficial. Some were the other way around, feature- and data-rich, but with no usable insights. Make an uninformed pick, and you’ll get it wrong. 

I’ve made the wrong choice too many times, but you don’t have to.

Here’s what I learned about what makes a good SEO research tool:

• Keyword Data Accuracy: Without keywords, there’s no SEO. If your keyword data is outdated, inflated, or wrong, your entire content strategy will be an expensive hit-and-miss. Search engine algorithms and user behavior are changing fast, so you need search volumes, keyword difficulty scores, and trend signals that are realistic, reliable, and fresh. 
• Backlink Tracking: Google has shifted focus from quantity to quality, but make no mistake: backlinks are still a crucial ranking factor. A good SEO tool must help you monitor your backlinks, identify toxic ones, and spy on competitors’ link-building tactics.
• SERP Analysis: SEO has evolved beyond blue links. SERPs now include dynamic features like AI Overview, Featured Snippets, People Also Ask (PAA) boxes, and more. The right SEO research tool should be able to help you find your place in this crowd and tell you what SERPs features to aim for with each keyword, be it an overview, a blog post, or a video.
• UI/UX and Usability: I must admit I haven’t seen many clunky interfaces recently, at least not in the top-rated category. But this is way too important, so I will spell it out: always choose a tool with a clean, centralized dashboard and a fast and intuitive UX.
• Reporting and export features: This is extremely useful, even if you’re DIY-ing SEO for your own website. Features like customizable reports, PDF exports, shareable links, and API access help document your progress and keep all stakeholders in the loop. 
• Pricing Transparency: You want to chase competitors, not your own budget. Avoid tools with vague pricing and hidden usage caps. If it seems too cheap or something feels scammy, check what other users are saying about the tool on review platforms.
• Integrations: Businesses and agencies need smooth integrations with internal systems, but they are not unimportant to solopreneurs, content creators, and freelancers. A good SEO tool should easily sync with Google Search Console, Google Analytics, etc.

If you’re serious about SEO, find a tool that checks all these boxes. Don’t settle for less. Otherwise, you will only lose precious time and money without achieving real results.

On that note, here are my picks for the best SEO research tools in 2025.

Top 11 SEO Research Tools in 2025 

1. Ahrefs

Ahrefs is known for unmatched backlink and site analysis. Speaking from experience, it provides layered and accurate backlink data that you can rely on. It’s been a while since I’ve used Ahrefs, but I return to it every now and again, and it always surprises me with new features. 

Best for

Agencies, SEO professionals, and content marketers who need enterprise-level backlink data and competitor insights. 

Key features

• Backlink Explorer with live link updates
• Site Audit tool for technical SEO
• Keyword Explorer with click potential metrics
• Content Gap and Top Pages reports
• SERP overview with historical ranking data 

Pricing breakdown

• Starter: $29/month for a single project (no Keyword Explorer)
• Lite: $129/month for 5 projects and 750 tracked keywords
• Standard: $249/month for 20 projects and 2,000 tracked keywords
• Advanced: $449 /month for 50 projects and 5,000 tracked keywords
• Enterprise: $1,499/month (includes personalized higher limits)

Pros

• Industry-leading backlink database
• Detailed competitor analysis tools
• Accurate keyword difficulty score
• Excellent site auditing capabilities

Cons

• Expensive for small businesses
• Doesn’t show Google Ads data
• Keyword tracking caps per plan

Free trial or version?

You get free access to Web Analytics, Site Audit, and Site Explorer with Ahrefs Webmaster Tools with basic keyword and backlink tracking, but no research or competitor benchmarking.

2. Semrush

Right now, Semrush is one of the most dependable all-in-one SEO tools with excellent keyword research and content gap analysis, as well as competitive intelligence. If you want to reverse-engineer what’s working for your competitors, Semrush is one of the best places to start. 

Best for

Agencies, in-house marketing teams, and freelancers who need an all-in-one solution for SEO, paid search, and competitive analysis. 

Key features

• Keyword Magic Tool with a huge keyword database
• Competitor domain analysis
• Backlink analysis and link-building tools
• On-page SEO audits and site health checks
• PPC keyword research and ad tracking
• Position tracking with SERP feature filters

Pricing breakdown

• Pro: $139.95/month for 5 projects and 500 keywords to track
• Guru: $249.95/month for 15 projects and 1,500 keywords to track
• Business: $499.95/month for 40 projects and 5,000 keywords to track

Pros

• Massive keyword and competitor database
• Strong PPC and SEO combo features
• Excellent site audit and technical SEO tools
• Solid reporting and dashboard customization

Cons

• It has a steeper learning curve for beginners
• It may be costly for freelancers and small sites

Free trial or version?

Semrush can be used for free with limitations—the maximum number of requests is only 10. 

3. Ubersuggest

Ubersuggest is an affordable, younger cousin of Ahrefs and Semrush with a lightweight all-in-one SEO suite built around a decent keyword research tool. Does it come close to its bigger bros? Not even close. But it’s still good for basic site audits, especially on a tight budget.

Best for

Small businesses, solo marketers, and beginner SEOs who prioritize affordability. 

Key features

• Keyword research with volume, difficulty, and CPC data
• Content ideas and topic suggestions
• Rank tracking for selected keywords
• Basic backlink analysis
• On-page SEO site audits
• Chrome extension for quick checks

Pricing breakdown

• Individual: $12/month for a single project and 150 daily reports
• Business: $20/month for 7 projects and 300 daily reports
• Enterprise/Agency: $40/month for 15 projects and 900 daily reports

Pros

• Budget-friendly, especially for beginners
• Simple and clean interface
• Covers SEO basics well enough for small sites

Cons

• Limited keyword and backlink data depth
• Shallow SERP analysis
• Reporting features are not up to par with competitors

Free trial or version?

7-day free trials are available for all plans.

4. Moz Pro

Nearly three decades later, Moz’s largest selling point is still its irresistible, friendly nature. You’re new to SEO? Moz is a great choice. It won’t overwhelm you with data, but it won’t sacrifice data depth either. It’s an exceptional balance that you don’t see very often in SEO tools.

Best for

In-house marketers, small to mid-sized businesses, and beginner-to-intermediate SEOs looking for trusted and intuitive tools. 

Key features

• Keyword Explorer with reliable difficulty scoring
• Link Explorer for backlink audits
• Site Crawl for identifying technical SEO issues
• Rank tracking across desktop and mobile
• Page Optimization recommendations
• On-demand reporting and visualizations

Pricing breakdown

• Starter: $49/month for a single site and 50 tracked keywords
• Standard: $99/month for 3 sites and 300 tracked keywords
• Medium: $179/month for 10 sites and 1,500 tracked keywords
• Large: $299/month for 25 sites and 3,000 tracked keywords

Pros

• Intuitive, beginner-friendly interface
• Solid keyword difficulty scoring
• Clean, actionable SEO reports
• Good learning resources

Cons

• Smaller backlink database
• Keyword data updates can lag
• Limited content marketing features

Free trial or version?

You get a 7-day free trial for Moz Pro Medium.

5. SE Ranking

Is this the most underrated all-in-one SEO tool on the market? Quite possibly. It offers a surprisingly deep feature set at a fraction of the price SEO marketers pay for the likes of Ahrefs and Semrush, as well as accurate rank tracking, keyword research, backlink monitoring, you name it. It also offers white-label reporting, which makes it perfect for small agencies and growing businesses.

Best for

Freelancers, small agencies, and budget-conscious marketers in search of a solid all-in-one SEO tool that won’t make them bankrupt. 

Key features

• Accurate daily rank tracking across multiple locations
• Keyword research with volume, difficulty, and CPC metrics
• Website audit for on-page and technical issues
• Backlink monitoring with toxic link detection
• Competitor SEO and PPC analysis
• White-label report options for client work

Pricing breakdown

• Essential: $52/month for 5 projects and 500 daily keywords
• Pro: $95.20/month for 30 projects and 2,000 daily keywords
• Business: $207.20/month for unlimited projects and 5,000 daily keywords

Pros

• Affordable with flexible pricing options
• Strong rank tracking with location filters
• White-label features at lower pricing tiers
• Clean, beginner-friendly UI

Cons

• Smaller backlink and keyword database than enterprise tools
• UI can feel a bit basic for power users
• Data updates aren’t always real-time

Free trial or version?

There is a 14-day free trial for each plan. 

6. SpyFu

SpyFu is your neighborhood surveillance tool. You need to see every keyword your competitor ranks for? It can show you that. You want to know how much they’re spending on Google Ads? No problem. SpyFu lacks technical SEO features and backlink depth, but it excels in competitor research and stalking. Its key selling point? Historical data that lets you know EVERYTHING about your rivals.

Best for

Marketers and small agencies focused on competitor keyword and PPC research. 

Key features

• Competitor organic and paid keyword research
• Google Ads spend estimates and ad history
• Keyword ranking history
• Backlink outreach and monitoring tools
• SERP analysis for target keywords
• SEO vs. PPC performance comparisons

Pricing breakdown

• Basic: $39/month for 5,000 weekly keywords and 6 months historical data
• Professional: $79/month for 15,000 weekly keywords and 10+years historical data

Pros

• Excellent for spying on competitors’ SEO and PPC strategies
• Strong historical data for long-term trends
• Affordable entry-level pricing

Cons

• Weak technical SEO and site audit features
• Limited backlink depth compared to larger tools
• UI feels dated and clunky at times

Free trial or version?

No free trial, but SpyFu offers a 30-day money-back guarantee.

7. Surfer SEO

Technically speaking, Surfer SEO is not an SEO research tool, at least not in the traditional sense. I still think it deserves a spot on this list because it silently researches and recommends competitive search terms, topics, and content optimization tips for your writing team while they’re typing. If you’re not sure how many words, headings, or terms to add, Surfer SEO will tell you.

Best for

Content writers, SEO editors, and marketers who put content optimization and on-page SEO first. 

Key features

• Content Editor with real-time SEO scoring
• SERP Analyzer for competitor content breakdowns
• Keyword Surfer Chrome extension for quick volume checks
• Content Planner for clustering keywords into topic hubs
• AI Outline Generator and rank-ready AI articles
• NLP (Natural Language Processing) term suggestions (available on higher plans)

Pricing breakdown

• Essential: $79/month for 200 tracked pages and 360 optimized articles (per year)
• Scale: $175/month for 1,000 tracked pages and 1,200 optimized articles (per year)

Pros

• Excellent for building SEO-optimized content briefs
• Real-time scoring while you write
• Strong SERP and competitor content analysis
• Useful AI-driven suggestions and article generation

Cons

• Not an all-in-one SEO tool—very content-focused
• NLP recommendations locked behind higher plans
• Lacks backlink and technical SEO tools

Free trial or version?

No free trial, but you get a 7-day money-back guarantee.

8. Google Keyword Planner

Google Keyword Planner is the OG of keyword research tools, if there ever was one. True, it wasn’t built for SEO (it was designed for advertisers), and it has quite a few quirks that you have to learn to work with (or around), but it’s straight from the source and it’s 100% free. SEO pros often use it to cross-reference results they get from paid tools, especially for search demand analysis.

Best for

SEO beginners, small businesses, and marketers who want to validate existing keyword data. 

Key features

• Search volume ranges and competition level
• CPC and paid ad competitiveness data
• Keyword suggestions based on seed terms
• Location and language targeting
• Historical search trends (last 12 months or more)

Pricing breakdown

It’s completely free, but you need a Google Ads account to access it.

Pros

• 100% free data straight from Google
• Great for quick keyword brainstorming
• Useful for checking commercial intent 

Cons

• Broad and imprecise volume ranges
• No SEO difficulty score or SERP analysis
• Made for advertisers, not content creators

Free trial or version?

Google Keyword Planner is always and forever free. 

9. AnswerThePublic

AnswerThePublic is a keyword and content idea generator with a clever twist: it visualizes search queries as clusters of questions, prepositions, comparisons, and related terms. What I really like is that it doesn’t show you boring old keyword lists, but how people actually phrase their search terms. Because of this, it is perfect for brainstorming blog topics, FAQs, or voice search content.

Best for

Content marketers, bloggers, or SEOs who want topic ideas based on real search behaviors. 

Key features

• Visual keyword maps showing user questions and phrases
• CSV export for raw data lists
• Search listening alerts 
• Historical data comparison (Pro)
• Unlimited daily searches on paid plans

Pricing breakdown

• Individual: $5/month for 1 user and 100 daily searches
• Pro: $49/month for 3 users and unlimited daily searches
• Expert: $99/month for unlimited users and daily searches

Pros

• Excellent for brainstorming question-based and long-tail content
• Visual format makes keyword intent easy to grasp
• Quick to use with no learning curve
• Great for uncovering content gaps

Cons

• It can feel surface-level for serious keyword research
• Low-tier limitations can be restrictive

Free trial or version?

You get 7 days for free with zero obligations and commitment. 

10. Screaming Frog 

True SEO research looks past keywords and questions everything from link health to meta tag issues. For on-site and site-wide SEO audits, there’s no better solution for beginners and pros than Screaming Frog. It crawls your site just like a search engine crawler would, and gives you complete, reliable data on links, redirects, duplicate content, and meta tags. Plus, it’s (mostly) free. 

Best for

SEO specialists, web developers, and site owners who need technical insights and site audits. 

Key features

• Full-site crawling (HTML, JavaScript, etc.)
• Broken link detection
• Redirect chain tracking
• Duplicate content and meta tag audits
• Custom extraction with XPath and Regex
• Integration with Google Analytics, Search Console, and PageSpeed Insights

Pricing breakdown

• Free: $0 for 500 URLs and essential SEO audits and insights
• Paid: $279/year for unlimited crawls and advanced features

Pros

• Fast, customizable crawls
• Essential for technical SEO
• Powerful export and filtering options
• Regular updates with new features

Cons

• UI feels dated and non-intuitive for beginners
• Local desktop app only, there’s no cloud version

Free trial or version?

Screaming Frog Free is a decent option with a 500-URL crawl limit.

11. Rankioz

Rankioz is a different kind of all-in-one SEO tool: everything you need is there, but there’s no clutter or unnecessary extras. It offers four core toolkits—on-page SEO, website analytics, keyword research, and competitor analysis—each designed to be lean and clean. If your focus is rock-solid accuracy without any nonsense, nice-to-have-but-never-use tools, Rankioz is perfect for you. 

Best for

Content marketers, SEO writers, and small teams who want affordable, no-nonsense keyword research with competitor insights. 

Key features

• Keyword research with monthly search volumes and CPC ranges
• Related keyword suggestions
• Competitor analysis and keyword competition index
• On-page SEO module with essential checks
• Website analytics and link checker

Pricing breakdown

• $30/month for full access and 1,000 monthly keyword searches

Pros

• Super affordable compared to bigger SEO suites
• Fast and easy to use with a minimal learning curve
• Fantastic SERP competitor breakdown with details
• Excellent for content planning and competitive analysis

Cons

• Lacks tools for advanced technical SEO audits

Free trial or version?

You can use Rankioz Free for 7 days before you subscribe to the paid version. 

Comparison Table: Best SEO Research Tools in 2025

★ Editor’s Picks:

• Surfer SEO – Best for content teams who want real-time, data-based content optimization and SERP-driven writing guidance. 
• Screaming Frog – Best for technical SEO pros who need fast, reliable site audits and crawl-level insights without cloud bloat.
• Rankioz – Best for content marketers and small teams who want affordable keyword research and competitor SERP analysis.

Free vs Paid SEO Research Tools: What You Need to Know

Why do I keep mentioning free tools for SEO research?

I promise, it’s not only because I know you’re looking for ways to save money. We all are. Good SEO is rarely free, but “rarely” doesn’t mean “never”. Both Google Keyword Planner and AnswerThePublic are actually great for basic keyword discovery and content brainstorming. If your site is still small, you don’t need a more powerful SEO audit than Screaming Frog’s free version. 

Free SEO research tools are invaluable, especially if you’re just starting out or working with a near-zero budget. They’re also useful when you want to validate results or make up for the features your paid tool can’t give you. On average, a free tool covers up to 20 target keywords. 

But if you need more, then a subscription is your only option.

Often for a reasonable price, paid tools let you go around red tape and unlock deep data, full search volume ranges, competitor insights, and historical tracking. Of all the tools on this list, SE Ranking and Rankioz offer the best value for the cost for small businesses and freelancers. 

You want to hear a trick that experienced SEOs are using? 

We combine free and paid tools all the time! Along with pricey enterprise-grade solutions, we use salt-of-the-earth tools like Google Keyword Planner and Screaming Frog. You can layer them both with Rankioz for keyword depth and SERP data for only 30 bucks a month. 

How to Choose the Right SEO Research Tool 

Choosing an SEO tool is like getting a new teammate: it’s challenging, but also exciting, and you can’t get rid of it for a while if it doesn’t work as promised. Don’t forget to check these boxes before you make the final decision: it will help you avoid months of headaches and frustration.

• Define your SEO goals: Look inside and recognize your true needs: is it a content plan, a strategy to beat competitors, or a way to fix technical issues? Maybe your needs are more complex and involve all of these and more. Now is the time to figure it out.
• Thing about your team: Are you a one-man band or a band leader? If you’re DIY-ing SEO, use affordable specialized tools like Rankioz. For enterprise features like multi-user support and advanced reporting, go with Semrush, Ahrefs, or SE Ranking.
• Factor in your budget: Is your monthly budget under $50? Ubersuggest and especially Rankioz offer excellent research capabilities for your price range. For agency-level SEO, expect to spend at least $100 a month on unlimited research, possibly more. 
• Consider the target market: Local SEO is still going strong and seems to be more resilient to AI. If you’re running a regional business, you need a tool that supports geo-specific SEO. Look for local keyword data, language targeting, and rank tracking by region.
• Avoid the learning curve: Never assume a tool is easy to use just because it looks sleek and modern. SEO solutions are sometimes aimed at pros and technical guys. If you are a beginner, opt for beginner-friendly tools like Moz, SE Ranking, and Rankioz.

Use Case Scenarios 

There’s a perfect SEO tool for everyone. Who are you, really, and why do you need an SEO research tool? Find the use case that describes you the best and discover your match:

Freelancer Building Content Plans

As a freelancer, you don’t need to be overwhelmed with features you don’t need. Look for SEO tools that simplify keyword research and content optimization, like Surfer SEO or Rankioz. They offer quick keyword discovery and competitor content analysis without breaking your bank.

Small Agency Doing Monthly SEO Audits

You desperately need a tool that can handle technical site health checks, track rankings over time, and generate clean, professional reports for your clients. However, you also need easy and affordable team collaboration. SE Ranking and Ahrefs are both great picks for agency use.

In-House Marketer Tracking Competitors 

Keyword movements, backlink tracking, and ongoing monitoring are three must-haves for competitor research in SEO. The best tools on the list for this are Semrush, Moz Pro, and SpyFu. If you’re looking to save money, you can also try competitive analysis with Rankioz. 

Blogger Researching Low-Competition Keywords

Ah, competitive keywords! An SEO’s dream! EVERYONE I know is looking for low-competition keywords, but all bloggers are using Ubersuggest and Rankioz for this. These tools offer the best combination of accuracy, simplicity, and affordability, and they don’t drown you in data.

Frequently Asked Questions About SEO Research Tools

What Is the Most Accurate SEO Research Tool?

Tools like Semrush and Ahrefs are usually cited as the most accurate because they provide the most extensive data reports and are frequently updated.

Are Free SEO Tools Worth Using in 2025?

Free SEO research tools are great for beginners and small projects, but they lack advanced features needed for real and long-term impact SEO work.

Which Tool Has the Best Keyword Database?

Semrush and Ahrefs are believed to have the largest and most diverse keyword databases for SEO.

What’s the Best All-in-One SEO Tool?

Many consider Semrush to be the best all-in-one SEO platform thanks to its comprehensive features and user-friendly UI, which cover many different use cases.

You Want to Dominate SEO in 2025? Start Now

Let’s wrap it up: SEO is far from dead in 2025, but it is getting tougher. If you want to avoid the noise, get around the competition, and be picked up by AI for Overviews, you need informed, opinionated content backed by data. In not-so-many words, you need deep SEO research. 

The 11 tools on this list are built to help you with that. Whether you’re a freelancer looking for content ideas, an agency running audits, or a marketer keeping tabs on competitors, testing a few of them will show you what kind of SEO research tool fits your needs and goals.

You want keyword depth and usability? Then, give Rankioz a free trial. It’s the kind of tool that can turn research into real results and help you own your SEO game in 2025.