Definitive Guide to the Best SEO Tools (With Types)

By Indeed Editorial Team

Published January 3, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

When it comes to establishing an online presence, search engine optimization (SEO) can be a useful method to employ. There are many strategies for incorporating SEO into your marketing strategy, and you may include elements of SEO marketing into your other marketing initiatives. Learning the best SEO tools to use for your marketing efforts can help you generate more leads and sales. In this article, we define the best SEO tools, list the different types, discuss how SEO works, highlight the importance of SEO marketing, and outline some digital marketing strategies that use SEO.

What are the best SEO tools?

If you're interested in a career in marketing, you may have wondered what the best SEO tools are. Any tool that assists you in monitoring your organic performance, strategizing, and analyzing data is an SEO tool. Additionally, these tools may assist you in conducting keyword research, optimizing backlinks, and tracking your competition.

SEO tools are accessible in a variety of forms, including downloaded software, internet tools, free SEO tools, and complete software. All of them may provide you with an overview of your website's performance on various search engines, but each can help you find unique areas for development.

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Types of SEO tools

Based on ranking considerations, SEO tools analyze many components of your website. The major categories of tools are:

Keyword tools

Keywords are critical to your search engine optimization efforts, which is why many companies invest in tools that can assist them with two major tasks:

  • Keyword research: To select the most appropriate keywords, it's vital to do keyword research using keyword research tools. The tool can assist you in determining which keywords are most appropriate for you and which have the greatest potential.

  • Rank tracking: Once you've chosen your keywords, it's important to monitor your performance for each. You can accomplish this with the use of another form of SEO tool known as a rank tracker.

Link building tools

Enhancing your backlink profile may benefit your SEO efforts and help you generate more referral visitors. They can also help your website rank higher on the internet. Link building tools can aid in this process by providing information about your backlink prospects, spam score, and competitor backlink profiles.


Another critical ranking aspect is the technical health of your website, which is why crawler tools can be so beneficial. Crawler tools assess variables that contribute to SEO, like keyword usage, page speed, and how mobile-friendly the site is for customers. It can also detect faults with several areas of your site, including the following:

  • headings

  • metadata

  • security issues

  • broken pages

  • HTML setup

How does SEO work?

Search engine optimization aims to provide users with answers to their questions. A user query or search, which refers to a search query, is a collection of words and phrases submitted into a search engine's search field. Following this action, the search engine returns results in the form of website URLs that are most relevant to the user's query. The entire process by which a search engine finds and displays results comprises many critical components that make SEO work. Here are some critical components of SEO:


This term refers to the position of your website on a search engine result page (SERP). A high position on a SERP shows your website has demonstrated great content authority in relation to the various queries performed by users, and also high relevancy to your topic field. High ranks in the SERPs can also result in an increase in overall website traffic, which can benefit marketing campaigns and SEO implementation. Usually, search engines rank website results according to the relevance of their content. When search engines index your website, they establish its level of relevance.

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Search engines crawl the web for material and rank each URL result based on its relevance. For example, a user searching for "types of sewing needles" may find URLs containing content closely linked to their query. If your primary topic is software development, search engines may rank your website low in this situation. This refers to indexing.

Search engines seek the most relevant material and then rank it from most to least relevant, which can affect where your website shows in search engine results pages (SERPs). To index a website URL, search engines use a technique called crawling to locate specific groups of material that best match a user query.


In the initial stages of a user search, a search engine can find content that's most relevant to the query, crawling the internet for the best-matching results. The time it takes for search engines to crawl can depend on how you use SEO on your website. The faster a search engine can find your content URLs, the faster your site can rank and appear in the SERPs.

The importance of SEO in marketing

SEO is a highly effective marketing strategy when you use it correctly. This is partly because SEO generates high-quality visitors without the need to pay for search advertisements. Quality traffic comprises readers or users who've specifically looked for a product or service offered by your business. You can generate quality traffic by manually entering in a keyword or phrase connected to your business. Generating quality traffic can be challenging, which is why SEO methods can be critical to the overall success of any marketing effort.

Here are some factors that can make SEO an important component of your marketing strategy:

Establishes authority in your field or niche

Search engines rank high-authority and high-relevancy web results. When your website appears in the top percentage of a SERP, it means you have established a level of trustworthiness and authority in your topic field or niche. For instance, if your goal is to earn revenue through SEO marketing campaigns, establishing authority within search engines can help you achieve that goal.

Provides a cost-effective marketing approach

Because SEO helps a website rank higher on organic or unpaid search results, it's one of the most cost-effective marketing tactics. SEO is also critical since it can reduce client acquisition costs and help companies stay within their campaign budgets. The higher is your ranking in organic search, the more traffic you can potentially acquire without spending money on paid search results or any other forms of advertising.

Reduces the manipulation of quality search results

Because of the algorithms that many search engines use to rank websites, it's more difficult for low-importance websites to manipulate their ranks in the top SERPs. This ensures that visitors who do online content searches receive only high-quality and relevant results. By ensuring that your website only contains niche-specific material that generates trust and authority, you may increase your search ranking, without the fear of competing with low-quality content.

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Increases the likelihood that users find your website

SEO can be an effective method for increasing the possibility that search engines may discover your website. Incorporating relevant on-page optimization techniques, such as high-quality content, well-organized site navigation, and internal links, can all influence how quickly and efficiently search engines discover and crawl your site. The most important factor affecting your search rankings is the quality and relevance of your content. Quality content written with your intended user in mind enhances site traffic, which increases your site's authority and relevancy.

Digital marketing strategies that use SEO

SEO can be an effective strategy when combined with other digital marketing strategies. Here are some common marketing strategies that may implement SEO:

Social media marketing

SEO may be useful for promoting your products or services on social media platforms by connecting relevant material from your website to your social media sites. Because social media platforms have their own algorithms, you can employ SEO in keywords, names, or phrases to ensure that your content appears in the most popular social media feeds. Search engines may then crawl and index your social media pages, and individuals on social media or conducting a search for your profile can discover your business as a result of your SEO implementation.

Content marketing

Content marketing is usually the most frequent application of SEO, as blog and article content frequently contain key phrases or words for which a user may conduct a search. For instance, a vitamin retailer may establish an instructional blog covering industry-related issues to educate consumers and visitors who may be looking for pertinent information. The business may employ content marketing to get indexed in search engines for popular terms, phrases, or product names.

Influencer marketing

Influencer marketing leverages the reach of influential individuals to attract visitors to websites, with the goal of converting leads to consumers. SEO can be helpful in influencer marketing because an influencer can use certain keywords to link to your content. It's common to combine influencer marketing with social media marketing, as many influencers have extensive social media followings.

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