13 of the Best SEO Tools for Auditing and Monitoring Website Performance

by | Dec 23, 2018 | SEO | 0 comments

There’s nothing quite like a surprising Google algorithm update to leave marketers feeling equal parts confused and worried. It feels like they wait for you to receive all of your ducks in a row and then unleash an upgrade that makes your efforts instantly obsolete.

Sure, they’re pretty open about that fact that they’re doing this for everyone’s own good — each algorithm upgrades brings us one step closer to more relevant search results, after all. However, there is still some secrecy behind precisely how Google evaluates a website and finally decides which sites to reveal for which search queries.

Having said that, there are a number of resources out there — some free, some paid — that help you to look over your own site the way that Google sees it.

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These tools are crucial to your organic search strategy since they let you focus on the elements of your site that Google deems important. In this post, we’ll walk through 13 such tools that all help you run a site analysis like a marketer… and a Google bot.

SEO Tools Google’s Webmaster Tools Ahrefs HubSpot’s Website Grader Check My Links BuzzStream Moz’s Pro Tools UpCity’s SEO Report Card Woorank SEMrush Screaming Frog’s SEO Spider Found’s SEO Audit Tool Remove’em Varvy’s SEO Overview Tool 1. Google’s Webmaster Tools Cost: Free Purpose: Website Analysis

Perhaps the best way to understand the way Google sees your site is to ask Google. Google’s Webmaster Tools are novice-friendly resources that explain the fundamentals of Google search.

For example, Google’s Fetch as Google tool allows you to see a particular URL as Google sees it, which is critical when troubleshooting for poor SEO performance. The information returned can help you modify the page in question to get better outcomes, and may even help you isolate problematic code when you believe your website has been hacked.

Fetch as Google, one of Google's Webmaster Tools for SEO analysis

Another great feature of Google Webmaster Tools is PageSpeed Insights. This SEO tool measures the performance of both your desktop and mobile site concerning speed. With mobile search queries surpassing desktop searches, page rate is becoming increasingly important to companies that are looking to continue to their visitors.

“PageSpeed Insights evaluates how well a page follows common operation best practices and computes a score from 1-100 that estimates its performance headroom,” according to Google Developers. That score can be Good, as in 80 or over; Moderate, as in 60 to 79; or Low, as in 0 to 59.

2. Ahrefs Cost: $99/mo for Lite Plan Purpose: Keyword Research

Ahrefs is an advanced SEO resource that examines your website property and generates keyword, link, and ranking profiles to help you make better decisions on your articles. Three of its main tools are:

Site Explorer, which shows you the functionality of particular webpages on your website. Content Explorer, which allows you to search high-performing webpages under specific keywords and themes. Keywords Explorer, which generates the monthly search volume and click-through rates of particular keywords.

Dashboard of Ahrefs, an SEO tool for performing keyword research

When using the Keyword Explorer, Ahrefs will also create the”parent topic” of the key word you looked up, as you can see in the screenshot above, under the Keyword Difficulty meter. A keyword’s parent topic is a broader keyword with greater search volume than your planned keyword, but probably has the exact same audience and rank potential — providing you more a valuable SEO opportunity when optimizing a particular blog post or webpage.

3. HubSpot’s Website Grader Cost: Free Purpose: Website Analysis

Back in 2007, HubSpot released a tool named Website Grader that helped companies uncover search engine optimization opportunities. Because a lot has changed since then, the company has released a new and enhanced version of the tool.

HubSpot's Website Grader, a basic SEO tool for site analysis

Website Grader is an online tool that generates personalized reports based on the following keywords:

Performance. The tool will analyze your website’s page size, asks, rate, and similar key SEO metrics. Mobile Readiness. The application will see if your website is mobile-friendly concerning responsiveness and viewport settings. SEO. The tool will determine if your website is easy to find — both by robots and humans. This determination will take factors such as page titles and meta descriptions under account. Security. The tool will search for things like an SSL certificate. This serves as a means to prove to visitors your site is both authentic and safe for contact info submissions.

All you need is your website URL and an email address to get started. Simply plug in your information and you can expect a score (1-100) as well as a detailed report in a matter of seconds.

Apart from Website Grader, HubSpot also includes a handful of paid SEO tools to assist you direct your efforts.

For example, inside the HubSpot Blogging App, users will discover as-you-type SEO suggestions. This helpful inclusion acts as a checklist for content creators of all ability levels. HubSpot customers also have access to the Page Performance App, Sources Report, and the Keyword App. The HubSpot Marketing Platform will provide you with the tools you want to research keywords, monitor their performance, track organic search development, and diagnose pages that may not be fully optimized.

4. Check My Links Cost: Free Purpose: Link Optimization

To ensure your links on a webpage — whether internal or external — actually work, consider Check My Links.

This broken-link checker makes it effortless to get a publisher or editor to make corrections before a page is live. Consider a site like Wikipedia, for example. The Wikipedia page for the term”marketing” contains a whopping 711 links. Not only was Check My Links able to detect this number in a matter of seconds, but additionally, it found (and highlighted) seven broken links.

Check My Links, an SEO tool for fixing broken links

The tool highlights all the great links in green, and those that are broken in red, which makes it easy to spot the ones that don’t work or are no longer busy.

5. BuzzStream Cost: Free 14-day trial, then paid plans from $24/mo Goal: Link Building

BuzzStream might be the most inexpensive way to control your outreach to the people who can offer inbound links to your website.

Although backlinks to your website are critical to rank well on Google, the outreach you do while link building can feel a lot like cold calling. BuzzStream makes it easy to research the right people, develop powerful email messages, and track who is accepted each link request. Your link building queue looks like this:

BuzzStream, a link building and outreach managerPicture via BuzzStream

BuzzStream makes it possible to identify candidates for outreach according to their industry and how engaged they are across various social networks — so you know who will be most receptive to your backlink petition and boost your ranking on Google.

6. Moz’s Pro Tools Cost: Free 30-day trial, then paid plans from $99/mo Goal: Website Analysis

The Moz Pro subscription serves as an all-in-one tool for increasing your business’ search ranking. Moz’s collection of research tools provides subscribers with the resources they need to identify SEO opportunities, track development, build reports, and optimize their overall efforts.

For example, the Crawl Evaluation tool employs Moz’s own web crawler, RogerBot, to analyze up to 3,000 links on a given URL. Once completed, users then get an email report that details the data for each page the site links to.

Moz's Crawl Test tool for analyzing website linksPicture via Moz

This is super helpful if you’re seeking to identify”crawlability” factors, such as duplicate content and redirects that could be influencing your SEO performance.

7. UpCity’s SEO Report Card Cost: Free Purpose: Share of Voice

SEO Report Card by UpCity enables you to examine your website to ascertain how it stacks up against your competition.

UpCity's SEO Report Card dashboard

In exchange for a little bit of your contact info, SEO Report Card will serve up a report that covers the following:

Rank Analysis. A snapshot of where your website ranks on Google, Yahoo!, and Bing. Your rank is based on the main keyword you select when putting information in to build the report. Link Building. A detailed account of the number of websites that link back to your site. On-Site Analysis. Check out how successful you’re in incorporating your main keyword throughout your site. Website Accessibility. A section focused on your website’s loading time and ease of availability for crawlers. Trust Metrics. An summary of your site’s degree of trust or authority. Current Indexing. An indication of how many of your site pages have been indexed. 8. Woorank Cost: Free 14-day trial, then $49/mo for a Pro Plan or $149/mo to get a Premium Plan Purpose: Website Analysis

Woorank‘s in-depth site analysis helps marketers reveal opportunities for optimization and improvement. This analysis accounts for the operation of existing SEO initiatives, social networking, usability, and more.

Woorank's homepage for auditing a website's SEO

Each report is divided into eight sections:

Marketing Checklist SEO Mobile Usability Technologies Social Local Visitors

Spanning 70+ metrics, it would be hard — if not impossible — to not uncover opportunities for improvement.

As a bonus, Woorank makes it simple for users to download their testimonials as branded PDFs. This makes company-wide distribution and demonstration more compact than ever.

9. SEMrush Cost: Free Purpose: Keyword Research

SEMrush is a super elaborate dashboard that reports on the operation of domains as a whole and their precise pages. The website provides numerous toolkits, one of which is an SEO toolkit.

Below is one of the toolkit’s flagship features, enabling you to plug in a website page to find out for what keywords it’s rank, what the page’s rank is for that keyword, the keyword’s monthly search volume, and more.

Keyword research report by SEMrush

The rest of the SEO toolkit allows you to compare your page functionality to contest, examine backlinks from other sites to your site (also referred to as link building), research appropriate keywords, and benefit from similar on-page SEO opportunities.

10. Screaming Frog’s SEO Spider Cost: The LITE version is free (with limitations*), and the paid plan is $160/year Purpose: Website Analysis

The Screaming Frog SEO Spider is a search marketer’s best friend.

Designed especially for the SEO-minded, this program crawls the sites you specify, analyzing the URLs for common SEO issues. This program simplifies and expedites an otherwise time-consuming process — especially for larger websites. It could take days or weeks to manually evaluate the same URLs.

Take a closer look at how it works:

The Java program is fairly intuitive, with easy-to-navigate tabs. Additionally, you can export any or all of the data into Excel for further analysis. So say you’re using Optify, Moz, or RavenSEO to monitor your links or positions for certain keywords — you can simply create a .csv file from your spreadsheet, make a few adjustments for the proper formatting, and upload it into those tools.

*Pricing limitations include: You can just scan 500 URLs per website, and you don’t have full access to configuration options and source code attributes. To remove these limitations, users can purchase a 12-month permit for around $160/year.

11. Found’s SEO Audit Tool Cost: Free Purpose: Website Analysis

Want to rise above your competition on search engine results pages?

(Who does not?)

The SEO Audit Tool by Found is an easy-to-use tool for entrepreneurs seeking to identify (and resolve ) common SEO errors on a website.

Found's SEO Audit tool

Simply enter your URL and get an instant automated SEO audit of your site. Found’s SEO Audit Tool is broken down into three main parts:

Technical issues. This reports on factors like domain canonicalization and XML sitemaps. Content issues. This focuses on influential factors like keywords and meta data. External link analysis. This aims to evaluate the amount and quality of external links.

Similar to Woorank, once you run a report, the tool makes it effortless for you to download the results as a PDF to be easily shared within your organization.

12. Remove’em Cost: $249 per domain name or a subscription option starting at $99/mo Purpose: Link Building

Have you ever bought links? Spammed the comments section on a string of sites using the same message and link? In that case, we’ll forgive your bad judgment only this once… but Google won’t.

Artificial or unnatural links have the potential to seriously damage your search ranking. To clean them up, check out Remove’em:

This helpful tool scans your backlink profile also turns up a list of contact info for the domains and links you’ll need to reach out to for elimination. Alternatively, the tool also allows you to export the list should you would like to disavow them using Google’s tool. (Essentially, this tool tells Google not to take these links into consideration when crawling your site.)

13. Varvy’s SEO Overview Tool Cost: Free Purpose: Website Analysis

This SEO auditing tool provides users with information regarding their domain strength, links, image SEO, societal counts and mentions, page/technical search engine optimization , page rate, and more.

The comprehensive report is prepared in under a minute, and dives deep into various aspects of your website’s performance. You’ll see that the tool employs green checks, red Xs, and yellow exclamation points to denote the severity of the issue.

One the our favourite features is the detailed image summary:

Image strength report for the HubSpot sprocket logo by Varvy, an SEO overview tool

This section of the report concentrates on the strength of the images your website employs by assessing the alt text. If you’re using too many words, missing alt text, or the alt text looks weak, the tool will notify you so you can make any necessary changes.

You’ll never get a look behind the Google curtain to find out everything they know (or don’t know) about your site. But by leveraging SEO best practices and getting the maximum out of resources such as those listed here, you can greatly increase the chances that your website will appear in response to the perfect search queries.


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