If you are looking to optimize and gain visibility for your website, (whether for an enterprise website or for a basic website) then the following tools should be your first options as they are highly respected in the industry.
1. Ubersuggest
Key features and functionality
Ubersuggest is a comprehensive keyword suggestion and SEO/PPC optimization tool. It’s useful for both SEO and PPC in the following ways:
- Finding, researching and keep track of keywords (including negative words and filtering)
- Get an overview of volume, cost per click data, seasonality and competition
- Find out how hard it is to rank for keywords and phrases both organically and paid search
- Find out about your competition for organic and paid keywords and phrases
- Export all the data you have collected

Figure 1: Ubersuggest keyword suggestions
Why use it?
The main reasons to use Ubersuggest include the following:
- FREE: The tool provides a lot of useful information without costing a King’s ransom every month like most other tools do.
- No need to log into Google Analytics and Webmasters tools: Ubersuggest fetches all the information you need seamlessly and effortlessly
- Competitor intelligence: Find out how difficult it will be to compete for keywords and phrases or what you need to be doing to get on top
- Great UX with comprehensive data in one place.

Figure 2: Ubersuggest Dashboard results
2. Moz
Key features and functionality
Moz is an all in one suite of SEO tools that is quite useful for the following things:
- Target the right keywords and create custom reports
- Understand your visitors by finding keyword volume and difficulty
- Track your ranking
- Crawl your website and find harmful issues
- Optimize for target keywords and find backlinking opportunities
- Costs between $99 (standard plan) and $599 (Premium plan) per month across 4 different plans

Figure 3: MOZ Pro Page Optimization
Why use it
- Moz Pro is a full suite of SEO tools
- No obvious weaknesses besides being overwhelming to navigate for some people
- Useful crawler
3. Ahrefs
Key features and functionality
Ahrefs is quite useful for the following reasons:
- Backlink Research
- Competitive Analysis
- Content Research
- Keyword Research
- Web Monitoring
- Rank Tracking
- Costs between $99 (Lite plan) and $999(Agency plan) per month across 4 different plans

Figure 4: Ahrefs Dashboard
Why use it?
The key reasons to use Ahrefs include the following:
- Has great site-specific and internet-wide crawling capabilities
- Maintains one of the largest indexes of backlinks on the internet
- Can do a little bit of everything
4. Majestic
Key features and functionality
Majestic has the following key features and functionalities:
- Site Explorer: Site Explorer lets you explore a domain/URL in detail.
- Backlink History Checker: allows you to determine the number of backlinks detected
- Search Explorer: allows you to Search for Keywords, see the page title and URL, as well as get the URL Search Score
- Link Intelligence API: robust and fully documented API lets you bring their raw data into your own applications
- Costs $50 (Lite plan), $100 (Pro plan) and $400(Full API plan) per month
Why use it?
The main reasons to use Majestic include the following:
- Several domain analyses, backlink indexing tools, and campaign functionality
- Deep crawling capability
- Robust reporting
- Buzzmo integration and browser plugins
- Useful help resources
5. SEMrush
Key features and functionality
SEMrush is quite useful in the following ways:
- A comprehensive tool for any SEO professional
- Great tools for PPC efforts
- Facilitates effective building of a social media strategy
- Allows you to create content to get results based on engagement, brand mentions backlinking and promotional channels
- Costs $100 (Pro plan), $200 (Guru plan) and $400(Business plan) per month. You could request pricing for an Enterprise plan

Figure 6: SEMrush Keyword Overview
Why use it?
The key reasons to use SEMrush include the following:
- Unique project-based SEO campaign structure
- Complete keyword research and domain analytics tools
- Good Backlink tracking capabilities
- Keyword suggestions and proactive SEO recommendations
6. SpyFu
Key features and functionality
The key features and functionalities of SpyFu include:
- PPC and SEO competitor Research: comprehensive competitor research including every keyword purchased from Google, Ad tests run, content and backlinks used
- Domain Leads and Top Lists: Create your own custom list of domains and filter by location, technologies, industry, social media, search traffic, and ad spend.
- Step-by-Step Guides: comprehensive guide and workflow tutorials
- Costs $39 (Basic plan), $79 (professional plan) and $299(Team plan) per month

Figure 7: SpyFu Dashboard
Why use it?
The main reasons to use SpyFu include the following:
- Comprehensive Keyword and SEO management tools
- Great UX
- Interactive reporting
- Robust and deep PPC/CPC advertising metrics
- Unlimited search results
- SEO campaign management
7. AWR Cloud
Key features and functionality
AWR Cloud is quite beneficial for the following things:
- SEO tool specializing in rank tracking (AWR stands for Advanced Web Ranking)
- Includes great Google integration for Keyword research, Analytics for backlink and domain data.
- Tracks Google Algorithm changes
- Track mobile search results
- Unlimited websites and campaigns
- Clean and easy interface.
- Costs between $49 (Starter plan) and $499(Enterprise plan) per month across 4 different plans.
Why use it?
The key reasons to use AWR Cloud include the following:
- Can do a little bit of everything with regards to SEO
- Great tool for ongoing position monitoring
- Focuses on the search positions you are currently ranking for and whether you are losing or gaining ground
- Has exceptional automated monitoring tools
8. KWFinder.com
Key features and functionality
KWFinder.com is used for the following key benefits:
- Easy-to-use keyword and longtail keyword research tool
- Find keywords with low SEO difficulty
- Generate keyword ideas
- Get the exact search volume and keyword difficulty
- Narrow keywords and phrases used down to a city level
- Costs $49 (Basic plan), $69 (Premium plan) and $129 (Agency plan)

Figure 9: Keyword Suggestions and Google SERP
Why use it?
The main reasons to use KWFinder.com include the following:
- Robust keyword lists and management
- Detailed related keyword suggestions
- Rank tracking with new SERPWatcher tool and utilizes Google SERP tool as well
- Has narrow but laser-like focus for SEO keyword research and investigation
9. Searchmetrics Essentials
Key features and functionality
Searchmetrics Essentials is used for the following key reasons:
- Find relevant keywords
- Track competitors and their activities
- Find your visible pages on social media
- Find out who’s linking to you
- Analyze data and save time with real-time analysis
- Costs between $69 (Essentials plan) and $149 (Essential pro plan) per month. Also has a suite package for which you can ask for pricing.
Why use it?
The key reasons to use Searchmetrics Essentials include the following:
- Vertical industry breakdown
- Content creation module
- Advertising and pay-per-click data
- Tracks both backlinks and social links
- Basic keyword research and rank ranking
- Competitor analysis
10. LinkResearchTools
Key features and functionality
LinkResearchTools is quite helpful for the following ways:
- Remove and protect from Google Penalty and quickly identify link building anomalies that could be detrimental
- Understand your competitors and outperform them
- Build low risk and yet high-quality links
- Easy recovery of lost links during website migration/redesign
- Monitor new inbound links to any domain
- Costs between $445 (Small Business plan) and $3,100 (BRAND plan) per month across 4 different packages.
Why use it?
The key reasons to use LinkResearchTools include the following:
- In-depth and robust tracking of website backlinks
- Competitive comparison tools
- In-depth analysis of website link structures
- Audit and recovery tools
- Sales and marketing link prospecting tools
- Immediate backlink alerts
- Free browser extensions

Figure 11: Competitive Link Velocity Tool
Conclusion
No matter what your specific circumstance may be, whether you are cash-strapped or otherwise, you should not only find a tool that fits your pocket or purse, but you should use it for your maximum benefit.