What free SEO tools are best for small businesses?

Ross Cohen • September 15, 2025

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Search engine optimization (SEO) is a crucial component of digital marketing, with the power to transform online visibility, lead generation, and growth for small businesses. For many entrepreneurs, however, the costs and complexity of SEO can be overwhelming. That's why leveraging high-quality free SEO tools is an effective strategy to punch above your weight online. This in-depth guide explores the leading free SEO tools available in 2025, explaining what each is best for and how small businesses can use them to maximize website performance, generate leads, and foster sustainable growth—even when working with tight budgets.


Google Search Console: The Foundation of Free SEO


Google Search Console (GSC) is the essential starting point for any small business serious about building its organic search presence. GSC is a free service provided by Google that allows site owners to monitor, maintain, and troubleshoot their site's presence in Google Search results. With GSC, you can check which queries bring users to your site, analyze your site's impressions, clicks, and position on Google Search, and submit sitemaps for better indexing.


What sets GSC apart is its direct insight into how Google sees your website. For small business owners, this means you can quickly identify and resolve crawl errors, understand which webpages are gaining traction, and ensure that your most important content is being indexed. GSC also notifies you about security issues and mobile usability errors, both of which are vital for maintaining a strong web presence and avoiding traffic losses.


Some key features:

  • Performance reports: See what keywords and pages drive traffic.
  • Coverage reports: Find and fix indexing errors.
  • URL Inspection Tool: See how Googlebot views individual pages.
  • Security Issues: Be alerted to hacks or malware.
  • Mobile Usability: Ensure a friendly experience for mobile users.

By regularly monitoring Google Search Console, small businesses can make data-driven decisions, promptly fix issues, and better align their sites with how customers find them online.


Google Keyword Planner: Research That Drives Content


Keyword planning is at the heart of SEO strategy, making Google Keyword Planner an indispensable, free asset. Part of Google Ads, Keyword Planner is available to anyone with a Google account and provides valuable information about which search terms people are using, how competitive those terms are, and their estimated search volumes.


For small businesses, the tool’s beauty lies in its ability to reveal exactly what potential customers are typing into Google when seeking products or services like yours. By conducting keyword research, you can discover new content ideas, optimize your website pages, and craft blog posts or landing pages that directly target high-value searches.


Standout features:

  • Discover new keywords: Enter products, services, or competitors to get keyword ideas.
  • See monthly search volumes and competitive data.
  • Filter results based on location, language, and search network.
  • Estimate the potential value of spending on paid ads (even if you never run ads).


Keyword Planner’s integration within Google’s ecosystem means the data is both robust and highly relevant. While tailored for paid search campaigns, the qualitative insights on keyword demand and trends are invaluable for organic SEO and content creation, especially for local and niche businesses.


AnswerThePublic: Unlocking User Intent and Content Ideas


One of the biggest content marketing challenges for small businesses is figuring out what questions to answer and what topics to cover. AnswerThePublic addresses this head-on by aggregating and organizing autocomplete search data from Google, Bing, and even social platforms like TikTok and YouTube.


Enter a keyword or short phrase, and AnswerThePublic instantly visualizes a web of questions, comparisons, and related topics, all actual searches made by real users. This is gold for:

  • Brainstorming blog post ideas.
  • Building comprehensive FAQ pages.
  • Understanding customer questions and intent.
  • Structuring content to match various stages of the buyer journey.


With a free account, you can run up to three searches a day, enough for monthly content planning. The tool’s unique visualizations make it easy to spot patterns, identify gaps, and inspire strategies for capturing long-tail traffic. For content creation and semantic SEO, AnswerThePublic is one of the most user-friendly tools available—no technical expertise required.


Ahrefs Free SEO Tools: Backlink and Keyword Quick Checks


Ahrefs is renowned for its top-tier paid plans, but its suite of free tools deserves special mention for small businesses. Standouts include:

  • Ahrefs Backlink Checker: Analyze the top 100 backlinks for any domain—yours or your competitors’. This provides clarity on your site’s authority-building links and surfaces potential opportunities for outreach.
  • Keyword Generator: Find hundreds of keyword suggestions across Google, YouTube, Amazon, and Bing, plus ‘keyword difficulty’ scores to prioritize targets.
  • Site Audit Lite: Run technical audits that highlight crawl issues, broken links, and other critical on-page problems on a limited (but useful) scale.


Unlike some “free” SEO tools that offer next to nothing before requiring payment, Ahrefs’ free tier offers actionable data relevant to both starters and experienced marketers. While you get the best performance from a paid subscription, their free toolkit is an excellent way to delve into backlinks and keyword research without risk.


Semrush Free Plan: All-in-One Power for Lean Teams


Semrush is a heavyweight in the SEO world, offering an all-in-one suite for keyword research, competitive analysis, rank tracking, site auditing, and much more. Fortunately, its free plan (after registration) permits up to 10 searches with 10 results each day, enough for many small business use cases.


Key features accessible on the free plan:

  • Keyword Magic Tool for keyword research.
  • Position Tracking to monitor how your site ranks for chosen keywords.
  • Website audit (limited in volume, but valuable for small sites).


With a sleek dashboard and some of the industry’s best educative resources, Semrush can help small businesses cover a wide swath of SEO needs, from tracking competitors to analyzing on-page performance and building a robust backlink strategy. For growth-focused companies that want all-in-one convenience, Semrush represents great value at the free tier—especially for new ventures not ready for a paid commitment.


MozBar: Instant On-Page and SERP Metrics


MozBar is a free Chrome extension that displays critical SEO data as you browse, streamlining research and competitive analysis. By simply toggling MozBar on any search result or website, you can see page authority, domain authority, and the number of backlinks for each page.

Top uses for MozBar include:

  • Evaluating the strength of both your own and competitors’ pages.
  • Keyword and SERP analysis directly within Google search results.
  • Highlighting do-follow and no-follow links as you navigate a page.
  • Conducting quick on-page keyword density and optimization scans.

MozBar is a favorite for small business owners and marketers alike due to its ease of use and immediate insights. Unlike many tools that require logging into dashboards, MozBar integrates seamlessly into your workflow for everyday competitive and technical SEO research.


Screaming Frog SEO Spider (Free Version): Technical SEO Made Simple


Technical SEO is often intimidating, but Screaming Frog’s free SEO Spider tool demystifies the process for small business websites (up to 500 URLs per crawl on the free version). It’s a desktop application that “crawls” your site like a search engine, identifying critical technical problems.

Features headlines include:

  • Broken link finder (404 errors).
  • Analysis of title tags, meta descriptions, header structure, and duplicate content.
  • Sitemap generation and validation.
  • Redirection (301, 302) mapping.


Screaming Frog’s intuitive interface and exportable reports enable quick fixes and iterative optimization—empowering non-technical users to elevate their sites’ search performance step by step. For any growing business with a website, regularly auditing with Screaming Frog helps ensure your site stays healthy and competitive in Google’s eyes.


BrightLocal and Moz Local: Local SEO Strengtheners


Ranking well for local queries is absolutely essential for restaurants, retailers, service providers, and any business with a physical presence. BrightLocal offers a suite of free and paid tools focused on local SEO, such as citation tracking, review monitoring, and local ranking reports.

Features small businesses will love:

  • Local SERP checker (see how you rank in different cities/ZIPs).
  • Business listing audits for major directories.
  • Local citation finder.


Similarly, Moz Local Listing Score analyzes your business’s presence on Google, Facebook, and dozens of directories. It highlights inconsistencies (like address variations) that hurt rankings and helps ensure your name, address, phone, and other crucial details are accurate everywhere users search.

For local businesses, these tools help establish trust with both users and search engines while targeting “near me” and community-based queries.


Bing Webmaster Tools: Expanding Beyond Google


While Google dominates US search traffic, Bing still accounts for a significant—and growing—share, especially among older and enterprise audiences. Bing Webmaster Tools is free and easy to set up, with functionality that mirrors (and sometimes exceeds) Google Search Console.

Bing’s dashboard includes:

  • Comprehensive site audit reports.
  • Backlink analysis.
  • Keyword research and site performance diagnostics.
  • Indexing and crawl control.

By optimizing for Bing, small businesses may discover untapped audiences and additional traffic streams—and with Bing’s integration into Windows devices and Microsoft products, coverage here is a smart diversification move.


Extra Tools Worth Exploring: Ubersuggest, HigherVisibility Tools, and More


While the tools above cover the essentials, there are a number of other specialized resources worth mentioning for small business SEO:

  • Ubersuggest: Great for keyword suggestions, site audits, and backlink data.
  • Seobility: Free on-page SEO checker with optimization tips.
  • Keyworddit and Bulk Keyword Optimizer by HigherVisibility: For uncovering unique keywords from forums and industry sources.
  • Google Trends: See spikes and drops in search interest for particular topics over time, perfect for capitalizing on seasonal trends or viral moments.

Each tool brings something unique—whether deeper keyword research, content topic discovery, technical recommendations, or new ways to monitor traffic performance.


Conclusion


Small businesses today have access to a wealth of world-class SEO tools—for free—that level the playing field against larger competitors. From the fundamentals of Google Search Console and Keyword Planner to innovative brainstorming with AnswerThePublic and technical audits via Screaming Frog, the right toolkit empowers business owners to take control of their digital destiny. The most important action is to get started: choose two or three of the tools above, track progress over time, and lean into continuous improvement. As GetPhound’s philosophy suggests, effective growth shouldn’t break the bank—and these free SEO resources ensure any small business can compete, be found, and thrive online.

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How can I improve my Google Ads quality score?

By Ross Cohen • September 15, 2025
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By Ross Cohen • September 15, 2025
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How do I set up conversion tracking in Google Ads?

By Ross Cohen • September 15, 2025
Conversion tracking in Google Ads is the backbone of profitable and transparent digital marketing campaigns. It empowers businesses to measure which of their ad clicks lead to meaningful outcomes such as purchases, sign-ups, and phone calls. Without conversion tracking, campaigns operate in the dark: marketers might spend thousands without understanding the impact, missing the vital data needed to continuously improve results. For service providers like GetPhound , harnessing conversion tracking can directly link SEO and PPC work to tangible growth, proving ROI to clients with confidence. 1. What Is Conversion Tracking in Google Ads? Conversion tracking is a Google Ads feature that monitors the actions users take after interacting with ads. A conversion might be a sale, form submission, phone call, app download, or another valuable event on a website. Every business defines conversions differently—what counts as success for an online retailer (e.g., purchase) may differ from a B2B consultant (e.g., contact form fill). Conversion tracking unlocks several benefits: ROI Measurement: Directly map ad spend to real outcomes, not just clicks or impressions. Optimization Power: Automated bidding can maximize conversions or value. Audience Insights: Understand where and how users convert, improving future targeting. Common conversion types include: Website actions (purchases, form submissions) Phone calls from ads or site App installs or in-app activity Offline conversions (e.g., in-store sales updated through imports) These insights allow for data-driven business decisions, ensuring that marketing dollars go further and strategies continuously improve. 2. Why Is Conversion Tracking Crucial for Your Campaigns? At its core, conversion tracking is about clarity and confidence. For a business aiming to prove the value of marketing spend, knowing which keywords, ads, and landing pages turn visitors into customers is invaluable. Consider these critical advantages: Pinpointing Profitable Keywords: Track which search queries actually drive sales or leads. Budget Efficiency: Stop wasting spend on non-performing campaigns. Better Reporting: Move past “vanity metrics” (like impressions or clicks) and focus on what drives business growth. Automated Bidding: Google’s AI excels when fed accurate conversion data—Smart Bidding uses real outcomes to spend budgets more efficiently. Incremental Growth: Identify untapped audiences and convert more customers by optimizing towards high-performing segments. Ultimately, conversion tracking separates guesswork from growth: it puts the facts behind every campaign decision. 3. Pre-Setup: Defining Your Conversion Goals Before logging into Google Ads, it’s critical to define what counts as a conversion. Not all actions are created equal. Only meaningful events—purchases, qualified leads , bookings—should be tracked as primary conversions. Lesser goals (such as newsletter signup, scroll depth) can be set up as secondary conversions to inform supporting optimization but should not be the main KPIs. Key questions for defining conversion goals: What user actions directly impact business growth? Which pages signal that a user has converted (e.g., “Thank You” page)? Should all conversions be valued equally (e.g., leads vs. sales)? Segment conversions into two categories: Macro-conversions: Final business goals (purchases, appointments). Micro-conversions: Steps along the funnel (newsletter signups, view important pages). Document these goals clearly. This foundation ensures your tracking measures what matters most and prevents noise or data distortions down the line. 4. Creating a Conversion Action in Google Ads The heart of tracking begins here: conversion actions are defined in your Google Ads dashboard. Each action tells Google what to track, how to value it, and how frequently count it: Steps to create a conversion action: Log in to Google Ads. Click the “Tools & Settings” (wrench icon) at the top right. Under “Measurement,” select “Conversions.” Click the blue “+ New conversion action.” Select your conversion source (Website, App, Phone Calls, Import). For most, choose Website and proceed to enter the site’s domain for a quick scan. Give the conversion a recognizable name (e.g., “Lead Form Submission”). Choose category (e.g., Submit Lead Form, Purchase, Book Appointment). Set up: Value (fixed, dynamic, or leave blank) Count (All or One: “Every” for ecommerce, “One” for lead gen) Attribution model (e.g., data-driven, last click) Save and continue. Each configuration choice has an impact on how your data will appear and how Google’s automation will learn. Clarity in naming and categorization is vital, especially when tracking multiple goals. 5. Installing the Google Ads Conversion Tag After creating a conversion action, Google provides a unique snippet of code: the conversion tag. This snippet must be placed on your website’s conversion confirmation page(s). Correct installation ensures successful data capture. Manual Tag Installation: Copy the code provided by Google. Paste this into the section of the page where conversions occur (usually a “Thank You” or order confirmation page). For dynamic transaction values (e.g., ecommerce), ensure the value variable is passed to the tag. Publish and save changes. Using a CMS (such as WordPress): Use your theme editor or popular plugins (e.g., Insert Headers and Footers) to insert the tag. A misstep here can break reporting or cause duplicate counting. Always test the tag using Google’s “Tag Assistant” Chrome extension or Google’s own Tag Verification tools after publishing. 6. Leveraging Google Tag Manager for Easy Tracking Google Tag Manager (GTM) simplifies conversion tracking—especially for those managing multiple tags or not comfortable editing website code directly. Advantages: Central management of all tags (Google Ads, Analytics, Facebook, etc.) Less risk when updating tracking (no direct code edits) Flexibility in setting advanced triggers (e.g., fire tags only on specific pages or user actions) Setting up with GTM: In Google Ads, choose “Use Google Tag Manager” when presented the option after creating a conversion action. Note the Conversion ID and Conversion Label provided by Google Ads. In GTM, go to Tags → New → Tag Configuration → Google Ads Conversion Tracking. Paste the Conversion ID and Label. Set up the Trigger: typically, this fires on a page view of your confirmation/thank-you URL. Save and publish changes. Always test with Preview Mode and the Tag Assistant to ensure correct firing. Migrating to GTM also enables more advanced tracking (like button clicks or dynamic values) without repeatedly requesting developer resources. 7. Testing and Troubleshooting Your Conversion Tracking Tracking isn’t “set and forget.” Frequent errors include code placed in the wrong location, tags firing on non-conversion pages, or double counting conversions. Testing Routine: Complete a conversion on your site as if you were a user. Check conversion status in Google Ads (conversion status typically appears within a few hours). Use the Google Tag Assistant or Browser Developer Tools to confirm the tag fires on the right page. For GTM users, leverage Preview Mode to simulate and debug firing conditions. If conversions aren’t recording: Confirm the correct tag ID and label are used. Recheck trigger conditions. Ensure that no ad-blockers or browser settings are interfering. For dynamic values (e.g., ecommerce), check that the correct variable or data layer value is passed to the tag. Thorough testing is crucial for reliable data and ongoing optimization. 8. Understanding Attribution Models in Google Ads Attribution models determine how Google credits conversions to different campaigns, keywords, or touchpoints. Main models include: Last Click: Credits the last ad click. First Click: Credits the first interaction. Linear: Equal credit to all clicks. Time Decay: More credit the closer the click was to conversion. Position-Based: 40% to first and last, 20% split among others. Data-Driven: Uses Google’s insights to assign credit based on observed behaviors. Choosing an attribution model affects reported performance and bidding decisions. For most advertisers, Data-Driven Attribution (if available) offers the most actionable insights. Switching models is possible—but always note that historical data may look different under a new model. 9. Using Offline Conversion Tracking Not all conversions happen online. Businesses with offline touchpoints (e.g., store visits, phone closes, in-person sales) can still credit Google Ads for conversions. How offline tracking works: Customers click your ad, submit info, and later purchase offline. Upload offline conversion events to Google Ads with identifiers (e.g., GCLID—Google Click Identifier). Google matches these events to the original ad interaction. Gain a fuller picture of ad impact—including leads and sales that happen in-person or by phone. This is vital for companies in sectors like real estate, high-value consulting, or automotive sales. Accurate offline tracking requires careful sales process documentation and reliable data export/import routines. 10. Common Mistakes and Pro Tips for Google Ads Conversion Tracking Frequent pitfalls include: Tracking low-value actions: Avoid marking trivial actions (like page views) as primary conversions. Double counting conversions: Watch out for importing the same event from different sources (e.g., GA4 + manual tag). Incorrect trigger setup: Tags firing too early, too late, or on the wrong URL. Failure to test: Launching campaigns with unverified tracking. No clear naming conventions: Making it hard to report or optimize against results. Pro tips: Document every conversion action and reason for tracking it. Regularly review conversion data for anomalies (sudden drops or spikes). Pair conversion tracking with detailed audience segments for deeper insights. Periodically revisit attribution models and conversion windows as customer journeys evolve. Setting up conversion tracking in Google Ads is essential for any business aiming to maximize digital marketing ROI. The process—defining meaningful goals, creating accurate conversion actions, installing and verifying tags, and leveraging advanced tools like Google Tag Manager—transforms Google Ads from a “black box” into a measurable, optimized engine for real growth. For agencies and clients alike, conversion tracking is more than a technical step. It is the foundation of transparent reporting, confident decision-making, and sustained performance improvement. By following these comprehensive best practices, businesses can ensure every digital dollar works harder—and every result is truly measurable. For businesses ready to take the next step, services like GetPhound can help implement and optimize conversion tracking to ensure every Google Ads campaign is built for measurable impact and lasting results.

How quickly can SEO help a small business rank locally?

By Ross Cohen • September 15, 2025
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Should I DIY SEO or hire a freelancer for my small business?

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How much does SEO cost for a small business?

By Ross Cohen • September 9, 2025
Search engine optimization (SEO) is critical for small businesses wanting to be found by local and online customers. However, decoding the true cost of SEO is often confusing due to varying service models, price ranges, and deliverables. This article dives deeply into what small business owners can expect to pay for SEO in 2025, examines which factors influence these costs, explores typical service structures, and arms businesses with the knowledge to choose wisely. What is SEO and Why Does It Matter? SEO is the practice of optimizing a website and its online presence to improve visibility in search engine results for relevant keywords. For a small business, organic search traffic from Google, Bing, and other engines remains one of the most cost-effective ways to reach potential customers actively looking for their products or services. There are several components to SEO: On-page: optimizing website content, metadata, and technical factors. Off-page: building backlinks and gaining mentions from other reputable sites. Local SEO: optimizing for geographic queries, especially important for brick-and-mortar or service-area businesses. Content: ongoing publication of original, relevant content to engage visitors and improve keyword rankings. Without effective SEO, even the best website may remain invisible to target customers—while competitors reap the benefits. Average SEO Costs for Small Businesses in 2025 The costs of SEO services for small businesses in 2025 generally fall into several categories: Monthly Retainers: The most common model, with ongoing services and monitoring. These range from $500 to $2,500 for small businesses, although some local campaigns may start as low as $300 per month, and more aggressive strategies may exceed $5,000 per month. Hourly Consulting: Some consultants charge $75–$300 per hour, ideal for occasional advice or audits. One-Time Projects: Site audits or migrations, which run from $1,000 to $10,000 or more depending on complexity. Performance-Based: Rare, but some agencies offer payment based on achieving ranking milestones. The actual cost for a specific business depends on its industry, local competition, website size, and required services. Key Factors Influencing SEO Pricing Several elements directly impact the price of an SEO campaign: Business size and website complexity: Larger sites or stores take more time to optimize. Industry competitiveness: Highly competitive sectors (legal, finance, healthcare) with difficult keywords demand a higher investment. Location targeting: National SEO is more expensive than highly-local campaigns. Current website health: Sites with technical issues, penalized domains, or very low authority will need more work. Objectives: Whether focusing on quick wins (e.g., Google Business Profile) or long-term organic growth determines the resources needed. A customized strategy that accounts for these factors ensures businesses get the best return on investment for their budget. SEO Pricing Models Explained SEO providers use several pricing models: Monthly Retainers: Fixed recurring fee for an agreed-upon set of services. Hourly Rates: Pay for consulting or one-off solutions per hour. Per-Project Pricing: Flat fee for defined deliverables, like a comprehensive audit. Pay-for-Performance: Only pay if certain ranking or traffic targets are met, though these models can be risky and are less common. Most small businesses prefer monthly retainers for continuous improvement and measurable progress, but one-time projects can be ideal for businesses wanting a roadmap to implement internally. What is Included in a Typical Small Business SEO Package? SEO agencies generally offer packages combining: Technical Audit & On-Page Optimization: Analyzing and optimizing website architecture, speed, mobile usability, and on-page factors. Local SEO: Optimizing Google Business Profile, local citations, reviews, and directory listings—crucial for location-based businesses. Content Creation: Blog posts, landing pages, and other assets targeting relevant keywords and customer questions. Backlink Building: Securing links from relevant, high-authority websites to boost domain credibility. Reporting & Analytics: Ongoing performance tracking and transparent reporting. The level of detail and scope of each component typically increases with higher-priced packages, which may also offer advanced analytics, custom strategy, and competitor monitoring. DIY SEO vs. Hiring an Agency: Cost Comparison Small business owners often wonder whether they should handle SEO internally or hire professionals: DIY/In-House: Cost of SEO tools, staff training, and lost time can add up quickly. A full-time SEO staffer may cost $40,000–$80,000/year not counting tools and resources. Agency/Freelancer: Lower monthly fees and access to experienced pros, for $500–$2,500/month. Best for businesses that want expert support without a dedicated full-time hire. For most small businesses, working with an external SEO provider offers a lower-risk, higher-value approach, at least until growth or technical demands justify an in-house team. Is SEO Worth the Investment for Small Businesses? SEO remains one of the most cost-effective marketing strategies: Long-Term ROI: Unlike paid ads, SEO drives long-term traffic without paying for every click. Quality Leads: SEO attracts leads closer to conversion, since they’re actively seeking products or services. Brand Building: High rankings improve brand trust and awareness. Most studies find that businesses investing at least $500/month in SEO see measurable increases in traffic and leads within 3–6 months, with compounding benefits as rankings improve over time. How to Choose the Right SEO Provider To get the best value, consider: Experience with Small Businesses: Ask about case studies or references. Transparent Pricing & Services: Look for clear deliverables—not vague promises. No Long-Term Contracts: Agencies like GetPhound offer month-to-month commitments, so satisfaction drives retention, not contracts. Proven Track Record: Request specific examples of ranking and lead improvements. A reliable agency should offer clear communication, regular progress updates, and customized strategies—not one-size-fits-all packages. GetPhound’s Approach to Affordable, High-Impact SEO GetPhound’s RankGuarantee™ SEO offers a unique value proposition: pay only after reaching the first page for 100+ keywords, with no annual commitment or cancellation fees. Key features include: Targeting hundreds of keywords for broad visibility. Fast ranking improvements (typically in 45–60 days). Transparent pricing with no hidden costs. U.S.-based team and highly responsive support. For small businesses, GetPhound’s Silver and Gold plans layer in additional content marketing, on-page optimization, and Google Business Profile management, helping accelerate organic growth while maintaining affordable pricing. Tips for Maximizing SEO Value on a Budget Set Clear Goals: Know which keywords, markets, or revenue targets matter most. Prioritize Local SEO: Focusing on nearby searchers delivers faster results. Leverage Content Marketing: Regular, high-quality content supports both rankings and customer engagement. Monitor Progress: Use analytics to ensure campaigns are delivering measurable gains. Stay Flexible: SEO is an ongoing process—adjust tactics as performance and Google algorithms change. Final Thoughts SEO is an essential growth driver for small businesses, and its cost can be tailored to fit a range of needs and budgets. By understanding typical price ranges, the factors at play, and the structure of effective SEO campaigns, small business owners can make informed, strategic decisions. GetPhound’s no-contract, results-driven approach makes high-impact SEO both accessible and affordable, ensuring every dollar invested brings businesses closer to their growth goals. With the right partner and a clear strategy, SEO can transform a small business’s visibility, lead flow, and long-term success.