Table of Contents
QUICK SUMMARY:
SEO analysis tools help agencies gather, evaluate, and interpret search engine optimization data across the entire site. These platforms go beyond simple keyword tracking, offering insights into technical SEO errors, Google Search Console data, backlinks, content quality, and on-page elements like title tags and meta descriptions. This guide covers the top SEO analysis tools—free and paid—so your team makes smarter, data-driven decisions and improves clients’ overall SEO success.
SEO management is more than monitoring numbers. Clients expect clear explanations of what’s working, what isn’t, and what to do next. That means your agency needs SEO analysis tools that surface actionable data, highlight critical errors, and help you communicate results with clarity
The right tools make this easier. Instead of digging through spreadsheets or switching between many tools, SEO analysis platforms consolidate insights in one place—revealing opportunities, surfacing technical errors, and making it easier to walk clients through changes that impact rankings.
Each tool specializes in something different—technical audits, track keywords, content creation support, backlink evaluation, or competitive insights. But they all do the same foundational job: they improve efficiency, uncover opportunities, and give your team the context needed to explain shifts in organic traffic and search visibility.
SEO analysis tools also help agencies diagnose slow pages, uncover missing keywords, evaluate internal links, review content structure, and assess how well a site aligns with search intent. When you’re managing multiple clients, these insights create a more repeatable workflow—removing guesswork and helping teams stay ahead of algorithm changes and search trends across every website you manage.
In this guide, we’ll examine the best SEO analysis tools for agencies, including free tools, premium platforms with advanced features, and specialized solutions for technical audits, keyword research, content optimization, and competitor analysis. With these tools, you’ll know exactly which solutions belong in your agency’s SEO workflow.
Why agencies use SEO analysis tools
Managing SEO for multiple clients requires precise data, timely updates, and tools that help your team clearly communicate the value of your work. That’s where SEO analysis tools make the biggest difference—they surface the insights you need to explain results and guide clients toward better decisions.
More specifically, the right SEO analysis tools help your team:
Data accuracy: Reliable SEO analysis tools provide precise keyword data, search volume insights, related keywords, and performance metrics your team needs to support smart on-page, off-page, and technical decisions.
Real-time metrics: Real-time SEO analysis helps your team understand ranking shifts, identify technical SEO errors, and respond to search trends or algorithm changes before they affect a client’s results.
Showcasing agency value: Detailed, customizable SEO analysis reports help you highlight ranking improvements, diagnose technical issues, and present clear evidence of how your work impacts organic traffic, visibility, and conversions.
Enhanced content optimization: SEO analysis tools reveal how content performs across search engines, show missing keywords, and evaluate content quality, content structure, topic clusters, internal links, and opportunities to create content that aligns with search intent. This helps agencies refine on-page elements, target high-impact keywords, and optimize both on-site and off-site SEO efforts.
By choosing the right SEO tool, you’ll be better positioned to showcase value, enhance content optimization, and improve overall marketing strategies to target placements in visible SERP elements (like Featured Snippets, AI Overviews, and People Also Ask panels).
With the right mix of SEO analysis tools, agencies diagnose issues faster, review the entire site at scale, and understand how individual pages influence overall performance. These insights make it easier to refine on-page elements like title tags, meta descriptions, structured data, and internal linking—all while giving clients clearer, more confident explanations of what’s driving results.
What to look for in an SEO analysis tool
Choosing the right SEO analysis tool makes all the difference. It streamlines client management, simplifies technical reviews, and helps your team focus on the SEO tasks that actually improve rankings. More specifically, here’s what agencies should look for when comparing tools.
Feature | Description |
|---|---|
Comprehensive reporting | Offers in-depth SEO analysis reports with essential metrics, including keyword rankings, backlink data, technical errors, and on-page factors like title tags and meta descriptions. These reports help agencies demonstrate the full impact of their strategies. |
Real-time data | Provides live metrics that help you identify issues quickly—whether it’s losing traffic, encountering critical errors, or spotting performance gaps across multiple websites or clients. |
Keyword research tool | Includes features to analyze specific keywords, uncover related keywords, evaluate keyword difficulty, and surface long tail keywords that support stronger content planning. |
Content optimization | Analyzes content quality, content structure, topic clusters, and internal linking, helping your team create content that ranks and supports broader topical authority. |
User-friendly interface | Makes SEO analysis fairly easy by offering intuitive navigation, accessible reporting, and tools that reduce the learning curve for new team members. |
Competitor analysis | Identifies ranking gaps, keyword gap opportunities, backlink insights, and top ranking pages among competing sites—helping your agency build a more informed SEO strategy. |
Scalability and efficiency | Supports multiple sites, multiple locations, and growing client lists with features like position tracking, automated audits, and workflows that help SEO agencies manage complex operations efficiently. |
Integration capabilities | Connects easily with tools like Google Search Console, Google Analytics, and Bing Webmaster Tools, while also supporting API access for automated workflows and deeper actionable insights. |
Customer service | Provides responsive support to help teams troubleshoot issues, understand how the tool works, and optimize setup for large accounts or agencies with many features to manage. |
When evaluating SEO analysis tools, look for platforms that simplify technical audits, reveal backlink opportunities, improve content scoring, and support collaboration through tools like Google Docs, Google Sheets, or your content management system, such as Shopify or a WordPress editor. These elements make it easier to diagnose issues, refine content, and deliver more confident, data-backed recommendations to clients.
Whether you’re seeking a specialized solution or expanding your existing SEO toolkit, take time to do the upfront groundwork. That way, you’ll choose a platform that truly aligns with your agency’s goals and ensures clients achieve success.
Set realistic SEO goals, share real-time results, and track your agency’s progress in an easy-to-understand SEO dashboard. Try AgencyAnalytics free for 14 days.
16 SEO analysis tools and software for agencies
With so many SEO analysis tools on the market, it’s hard to know which ones truly support your agency’s workflow. To make the decision easier, here’s a curated shortlist of options—covering technical audits, keyword research, content optimization, competitor insights, and tools that help you review the entire site with deeper, more actionable insights.
1. AgencyAnalytics: Best all-in-one SEO analysis and reporting tool
AgencyAnalytics is an all-in-one platform built for SEO agencies that need fast, accurate reporting and deeper SEO analysis across multiple sites. It connects to major SEO analysis tools—including Ahrefs, Semrush, Google Analytics, and Majestic—so you can centralize performance insights without switching between dashboards.
Beyond keyword tracking, AgencyAnalytics brings together audits, backlink insights, position tracking, and content performance from over 80+ integrations. This gives your agency a complete view of SEO performance and helps you diagnose technical SEO errors, slow pages, and missing keywords all in one platform.
Monthly reporting becomes easier, too. Instead of gathering screenshots or pulling data from multiple websites, AgencyAnalytics automates the process and turns key metrics into clear, professional SEO analysis reports your clients understand instantly.
Standout features
First-party data benchmarks: Leverage accurate, first-party data to benchmark client performance against industry standards. Compare rankings, traffic, SEO impact, and backlink trends across industries to identify opportunities and set smart, data-driven decisions for upcoming campaigns.
Ask AI: Use AI-powered summaries to translate complex SEO data into clear explanations for clients. The AI assistant reviews rankings, highlights critical errors, evaluates content quality, and surfaces insights that help you explain not just what changed—but why it matters.
Pre-built templates: Use customizable dashboards and report templates to track rankings, technical audit findings, backlink metrics, and keyword analysis. Use a readymade SEO dashboard template or a professional SEO report template to provide insights tailored to SEO marketers, local businesses, or enterprise clients with multiple locations.
Integrations
Ahrefs, Majestic, Google Search Console data, Rack Tracker, Moz, Semrush
Shopify & WooCommerce
Pricing
The Agency starts from $179, which includes access to all 80 integrations, unlimited user profiles, forecasting, anomaly detection, and more. There’s also a free 14-day trial available.
Agency Tip: Connect your SEO analysis tools inside AgencyAnalytics to monitor rankings, backlinks, structured data issues, and technical performance from one dashboard.
2. Google Analytics: Best for SEO traffic insights and behavior analysis
Google Analytics (GA4) is a foundational SEO analysis tool that provides deep visibility into organic traffic, user behavior, and how visitors interact with your entire site. GA helps agencies understand which pages attract the most traffic, where users drop off, and how SEO-driven visitors convert once they land on the site.
GA4 also tracks conversions, user journeys, and engagement patterns, helping agencies understand the SEO impact of specific keyword paths, landing pages, and content updates. It integrates seamlessly with other Google products, making it a strong fit for agencies managing multiple clients or handling complex reporting workflows.
Standout features
Detailed traffic analysis: Analyze SEO-driven traffic by device, location, and behavior. GA provides granular keyword data (via Search Console integrations), helping agencies understand which pages support better rankings and stronger user engagement.
Event tracking and conversion reporting: Track micro and macro conversions, review drop-off points, and evaluate how organic users move through individual pages and conversion paths.
AI-powered insights: Use machine learning and AI-powered recommendations to detect anomalies, highlight losing traffic trends, and surface optimization opportunities across SEO-driven sessions.
Integrations
Google Search Console
Google Ads
Looker Studio
Pricing
Free — making it one of the most valuable free tools for SEO analysis at scale.
Agency Tip: Use the GA dashboard in AgencyAnalytics to view organic traffic and engagement data alongside other platform metrics. This way, you’ll get a more comprehensive overview of SEO performance.
3. Semrush: Best for AI search & SERP feature tracking
Semrush is an all-in-one SEO analysis tool with advanced capabilities for keyword research, competitor insights, technical audits, rank tracking, and content optimization. Its broad feature set helps SEO agencies manage everything from specific keywords and related keywords to backlink profiles and content scoring—all within one platform.
With one of the largest keyword databases available, Semrush offers reliable keyword data, search volume trends, and competitive insights. Its SEO audit tools uncover technical SEO errors, critical errors, missing meta tags, slow-loading pages, and other factors that influence performance across the entire site.
Standout Features
Keyword research: Semrush is known for its powerful keyword analysis capabilities. Explore search volume, keyword difficulty, CPC, competitive density, and long tail keywords to shape smart, data-backed SEO strategies. Its Keyword Magic Tool also helps you uncover topic clusters and new opportunities for content creation.
Competitor analysis and benchmarking: Review competitor strategies, discover missing keywords, identify backlink gaps, and analyze top ranking pages to understand where your client’s site stands. Semrush also highlights SEO impact and helps agencies build more effective SEO analysis workflows.
AI SERP visibility tracking: Semrush uses AI-powered analysis to track how AI-driven search features (like SGE or Bing Copilot) affect rankings, visibility, and click-through rates. This gives agencies deeper actionable insights into how changing search experiences impact performance.
Integrations
Google Analytics
Google Search Console
WordPress plugin
Pricing
The Guru plan starts at $208.33 per month, offering advanced features like competitive analysis, position tracking, content templates, and multi-location visibility. Semrush also offers a free version with limited data for basic SEO checks.
Agency Tip: Connect your Semrush account in AgencyAnalytics to view detailed keyword rankings, backlink insights, and metrics from over 80+ marketing platforms—all in one dashboard.
4. Ahrefs: Best for backlink analysis and SEO research
Ahrefs remains one of the most trusted platforms for SEO professionals, best known for its industry-leading backlink data, competitive insights, and technical auditing capabilities. With one of the largest and fastest-updated link indexes, Ahrefs helps agencies uncover valuable backlink opportunities, review competitor visibility, and evaluate authority trends across other websites.
Beyond backlinks, Ahrefs includes powerful keyword research tools, technical audit capabilities, content gap analysis, and reliable rank tracking. Its site audit crawler surfaces technical errors, missing metadata, broken links, slow pages, and opportunities to improve content quality and overall site structure.
Standout features
Backlink analysis: Ahrefs’ extensive backlink index offers detailed insights into referring domains, anchor text, link velocity, and trust signals. Agencies use this data to build links, assess authority gaps, and evaluate how backlinks influence a site’s overall SEO success.
Keyword gap analysis: Identify missing keywords, compare keyword portfolios against competitors, and uncover keyword gap opportunities for new or content creation. This is one of Ahrefs’ strongest features for developing topic clusters and improving topical authority.
AI Search impact analysis: Monitor how AI search (SGE, Bing Copilot, etc.) affects rankings, click-through rates, and organic visibility. Ahrefs highlights search trends, volatility, and SERP feature changes that impact your clients’ traffic.
Integrations
Google Search Console
Google Analytics
WordPress
Export options for Google Sheets and Google Docs workflows
Pricing
Ahrefs’ Standard plan starts at $249 per month. Higher tiers unlock more reports, deeper keyword data, larger crawl limits, and broader access for agencies managing multiple clients.
Agency Tip: Integrate Ahrefs with AgencyAnalytics to view comprehensive backlink metrics, keyword insights, and competitor data side by side. Use Ahrefs’ site audit and backlink insights alongside your reporting platform to create clear, client-ready SEO analysis reports. Combining Ahrefs insights with automated dashboards makes it easier to explain SEO impact, prioritize fixes, and show progress across individual pages and the entire site over time.
5. Moz Pro: Best SEO analysis tool for keyword research and authority tracking
Moz is a well-rounded SEO analysis tool that helps agencies improve rankings, evaluate content quality, and uncover opportunities across the entire site. With keyword research, site audits, and link-building features bundled into a clean, user-friendly interface, Moz Pro remains a popular choice for agencies seeking reliable, long-term SEO insights.
This tool also provides in-depth insights into domain authority and page authority—three core indicators that help agencies understand how well a site competes in organic search. These insights make it easier to identify backlink opportunities and determine which individual pages need attention to support stronger rankings.
Standout features
Keyword Explorer: Discover specific keywords, search volume trends, keyword difficulty, and related keywords that support better targeting. Moz also highlights long tail keywords and intent signals, making it easier to build strong topic clusters and guide content creation.
Link Explorer: Analyze backlink profiles, review critical errors related to linking domains, and identify authority-building opportunities. Link Explorer helps agencies build links strategically and monitor competitor activity across other websites.
On-page optimization recommendations: Moz Pro reviews title tags, meta descriptions, internal links, and structured data to surface improvements that support stronger SEO success. The platform’s page-level recommendations are especially useful for diagnosing technical errors and improving content structure.
Integrations
Google Analytics
Google Search Console
HubSpot
Price
Moz Pro’s Medium plan starts at $179 per month, offering deeper crawls, expanded keyword limits, api access, and more robust tools for agencies managing multiple clients.
Agency Tip: Use the Moz integration in AgencyAnalytics to track Domain Authority, keyword rankings, and backlink data alongside other marketing metrics.
6. Majestic: Best SEO analysis tool for backlink quality and off-site insights
Majestic is a specialized SEO analysis tool focused on backlink evaluation, authority scoring, and off-site SEO insights. Agencies use it to assess link quality, uncover backlink opportunities, and identify patterns that influence rankings across the entire site.
Majestic provides detailed metrics like Trust Flow and Citation Flow, helping agencies evaluate the quality, authority, and relevance of backlinks. Its large database also offers extensive historical data, giving teams a clear view of long-term link trends and identifying critical errors or toxic links that may reduce visibility.
Standout features
Comprehensive backlink analysis: Majestic provides in-depth backlink insights, including referring domains, anchor text, topical relevance, and authority signals. These metrics help agencies build links, evaluate SEO impact, and see how off-site factors influence rankings across individual pages and domains.
AI-Based Link pattern detection: Scan backlink profiles to detect suspicious link patterns and uncover new linking opportunities; faster than manual audits.
Site Explorer: Access in-depth analysis of domain authority, backlink profiles, and competitor link strategies, helping marketers improve their own SEO tactics.
Integrations
Google Search Console
Screaming Frog SEO Spider
BuzzStream
Pricing
Majestic’s Pro plan starts at $99.99 per month, offering larger index access, more reports, and deeper backlink intelligence for agencies managing multiple websites.
Agency Tip: Integrate Majestic with AgencyAnalytics to monitor backlink health and new link acquisition trends directly in your reports. It’s an easy way to show clients how off-site SEO efforts are building authority.
7. SE Ranking: Best all-in-one SEO analysis tool for rank tracking and site auditing
SE Ranking is a widely trusted all-in-one SEO analysis tool that offers agencies a strong balance of ease-of-use, accurate keyword data, and deep technical insights. Known for reliable position tracking, flexible reporting, and an intuitive interface, SE Ranking helps agencies evaluate the entire site, uncover technical errors, and benchmark performance across competitive landscapes. It’s especially popular among agencies that manage multiple clients and need a scalable SEO analyzer without a steep learning curve.
Unlike many tools that specialize in only one area, SE Ranking combines keyword research, content auditing, competitor insights, and on-page checks in one platform—making it a practical, budget-friendly addition to any SEO analysis tech stack.
Standout features
Comprehensive rank tracking: SE Ranking provides highly accurate, daily position tracking across search engines, locations, and devices. Agencies can evaluate individual keywords, SERP features, volatility, and trends—making it easier to diagnose why rankings shift and where opportunities exist.
Keyword research and clustering: Uncover related keywords, search volume metrics, keyword difficulty, and intent insights, plus automatically generate topic clusters to streamline content creation and planning. Their built-in keyword tools make keyword grouping and prioritization far more efficient.
Website SEO analyzer & technical audit: The platform’s SEO analyzer crawls the entire site to detect critical errors, technical issues, missing metadata, internal links problems, slow-loading pages, and structured data gaps. Clear categorization makes it simple for agencies to fix issues and communicate priorities to clients.
Content quality audits: SE Ranking includes powerful on-page analysis that evaluates content quality, keyword usage, meta descriptions, title tags, and readability—helping agencies fine-tune pages for improved SEO success.
Competitor and keyword gap analysis: Quickly compare your clients’ visibility with competitors to spot keyword gap opportunities and top-ranking competitor pages. Useful for shaping content roadmaps and building authority in competitive niches.
Integrations
SE Ranking integrates with:
Google Search Console
Google Analytics
Google Sheets
WordPress (via plugin)
Third-party reporting tools (including easy export options for Google Docs)
These integrations help agencies centralize historical data, simplify reporting, and streamline multi-client workflows.
Pricing
SE Ranking offers flexible plans with a strong value-to-feature ratio.
Essential plans start around $55 per month
Pro and Business plans scale based on the number of keywords, multiple locations, and project limits
A free trial is available
Paid tiers offer deeper API access, more data, and additional features for agencies
This makes SE Ranking a more affordable alternative to premium competitors while still offering robust, professional-grade features.
Agency Tip: SE Ranking works especially well when paired with a dedicated reporting platform. Export your keyword data, technical audit findings, and SEO analysis results from SE Ranking, then bring them into AgencyAnalytics to create white label dashboards and automated reports.
8. Bing Webmaster Tools: Best free Google tool alternative for Microsoft search visibility
Bing Webmaster Tools is a free SEO analysis platform from Microsoft that helps agencies understand how their clients’ sites perform in Bing’s search results. The tool includes keyword research, indexing insights, backlink checks, and technical auditing features—making it a helpful addition to any SEO stack, especially when comparing results across multiple websites.
Although often overshadowed by Google’s ecosystem, Bing Webmaster Tools offers detailed insights that complement Google Search Console data. For agencies optimizing the entire site, it reveals how different search engines interpret content, structured data, and technical elements.
Standout features
Comprehensive site performance monitoring: Bing provides performance metrics across indexing, crawl stats, technical errors, and search visibility. Agencies use this data to identify slow pages, missing schema elements, and areas where the site may not be aligned with user expectations.
Keyword research: The built-in keyword tool helps uncover search trends, seed keyword ideas, and visibility across different countries, devices, and timeframes. This makes it easier to expand campaigns or discover other tools worth comparing across platforms.
AI Insights dashboard: Bing uses AI tools to surface anomalies, traffic changes, and optimization opportunities automatically. This offers agencies a quick overview of website SEO analysis tools performance without digging through raw data.
Integrations
Microsoft Ads
Google Analytics (via third-party tools)
Google Tag Manager (via third-party tools)
Pricing
Bing Webmaster Tools is completely free, making it one of the best free tools for technical checks, indexing status, and cross-engine SEO analysis.
Agency Tip: Use the Bing Webmaster Tools dashboard in AgencyAnalytics to easily view essential search data alongside other key metrics. Its crawl reports pair well with a dedicated reporting platform when you want to produce a full report that reflects performance across multiple search engines—not just Google.
9. Google Search Console: Best SEO analysis tool for indexing, visibility, and site health
Google Search Console (GSC) is a core SEO analysis tool that provides agencies with essential visibility, indexing, and performance insights. It shows how Google crawls, interprets, and ranks your clients’ pages—revealing issues, technical errors, and visibility gaps that impact performance across the entire site.
GSC also sends alerts for indexing failures, manual penalties, mobile usability problems, and visibility drops. These notifications help agencies catch issues early, especially for new pages or content updates that need monitoring after publishing.
Standout features
Detailed indexing and crawling reports: Get real-time insights into crawl activity, indexation, rich results, and coverage issues. This helps agencies identify whether blockers exist, whether a site URL is being indexed correctly, and how search engines perceive authoritative content.
SERP analysis insights: Review click-through rates, impressions, SERP analysis, and search terms that drive organic visibility. GSC helps agencies see which keywords contribute most to SEO rankings and where opportunities exist for better rankings or topical expansion.
Time-sensitive alerts: Google Search Console sends notifications about critical issues like manual penalties, security problems, and mobile usability errors. This helps agencies address them quickly and avoid drops in rankings.
Integrations
Google Analytics
Google Ads
Data Studio
Pricing
Google Search Console is completely free, making it one of the most powerful free tools available for SEO analysis and performance monitoring.
No need to get lost in a sea of SEO data. Use AgencyAnalytics to consolidate key metrics across multiple platforms without the hassle–sign up for a free 14-day trial today.
10. Google PageSpeed Insights: Best for assessing site performance and core web vitals
Google PageSpeed Insights (PSI) is a powerful SEO analysis tool that evaluates page experience, loading behavior, and Core Web Vitals across mobile and desktop devices. It highlights speed bottlenecks, layout shifts, and other performance issues that influence rankings, visibility, and user experience across the entire site.
PSI also offers specific optimization recommendations—making it easier for agencies to identify speed-related technical issues, fix rendering problems, and evaluate how performance affects SEO success across important URLs and individual pages.
Standout features
Performance scores: PSI provides performance grades for mobile and desktop, along with Core Web Vitals like LCP, CLS, and FID. These metrics help agencies understand page stability, interactivity, and responsiveness—important factors when optimizing content for better SEO rankings and rich results eligibility
Actionable recommendations for improving speed: Identify compression gaps, render-blocking resources, ineffective caching, and slow-loading elements. PSI also evaluates font sizes, unused JavaScript, and image-related issues that can slow down pages and impact both user behavior and SEO performance.
Core Web Vitals assessment: The tool evaluates metrics tied directly to modern ranking systems. Agencies use this data to diagnose layout shifts, identify speed issues, and ensure new pages follow best practices before publishing.
Helpful for technical SEO analysis: PSI works well alongside other SEO analysis tools because it highlights opportunities that traditional SEO crawlers might overlook—such as render delays, mobile responsiveness issues, and assets that affect content scoring or usability. These deeper insights help agencies prioritize fixes that improve performance across multiple websites simultaneously.
Integrations
Google Lighthouse
Chrome DevTools
The free Chrome extension version of Lighthouse for on-page analysis
Google Analytics (via manual data correlation)
Pricing
Google PageSpeed Insights is completely free, making it one of the best free tools for performance-focused SEO analysis
Agency Tip: Bring Google PageSpeed Insights into AgencyAnalytics to visualize Core Web Vitals, identify performance issues, and deliver faster, higher-ranking websites for your clients. Combined with auditing tools and your content editor workflow, this helps SEO agencies demonstrate how page performance contributes to better rankings and long-term SEO impact.
11. Google Lighthouse: Best analysis tool for web performance and accessibility audits
Google Lighthouse is an open-source SEO analysis tool that evaluates page performance, accessibility, best practices, and SEO fundamentals. Agencies use Lighthouse to understand how a website behaves under real-world conditions—surfacing issues that affect rankings, usability, and the overall experience across the entire site.
Lighthouse generates detailed reports with recommendations that help agencies fix performance bottlenecks, tighten on-page SEO, and prepare content for modern search experiences like AI Overviews and enhanced SERP features. It’s a great tool for improving technical foundations before you begin deeper optimization work.
Standout features
Website performance audit: Run detailed checks on page load times, mobile responsiveness, caching efficiency, and render behavior. Lighthouse highlights areas that influence SEO success, user engagement, and Core Web Vitals performance—even before you run a larger SEO analysis or crawler audit.
Accessibility and best practices evaluation: The tool evaluates a site’s accessibility SEO, ARIA attributes, and code practices that influence Google’s interpretation of your client’s content. These checks help agencies ensure the site’s foundations support both SEO rankings and long-term topical authority.
SEO & PWA assessments: Lighthouse includes a dedicated SEO analyzer that reviews meta tags, internal linking patterns, mobile behavior, and crawlability signals. It also evaluates Progressive Web App (PWA) readiness and highlights optimization tools or improvements needed for faster engagement and broader SERP visibility.
Integrations
Google Chrome DevTools
Google PageSpeed Insights
Google Search Console (via manual data correlation)
Pricing
Google Lighthouse is free, making it a handy tool for technical SEO analysis and UX performance audits.
Agency Tip: Use the Google Lighthouse integration in AgencyAnalytics to monitor performance, accessibility, and SEO scores without switching between tools. Explore Lighthouse as an early diagnostic step before running larger crawler audits. Export results into your reporting platform to show clients where improvements were made, how technical fixes support better rankings, and why certain SEO tasks come before content or link-building efforts.
12. Screaming Frog SEO Spider: Best analysis tool for technical audits and crawling
Screaming Frog SEO Spider is one of the most respected technical SEO analysis tools on the market. It crawls entire websites at scale—across hundreds or thousands of URLs—to uncover broken links, duplicate content, missing metadata, slow-loading resources, and structural issues that impact rankings and crawlability.
Agencies rely on Screaming Frog to run fast, in-depth SEO analysis across large or complex websites—making it easier to identify technical issues that traditional analytics dashboards overlook. It’s especially useful for sites with thousands of pages where manual checks would be impossible.
Standout features
Comprehensive site audit capabilities: Screaming Frog provides a complete technical overview, surfacing issues like broken links, missing meta descriptions, title tags, non-indexable URLs, thin content, duplicate pages, and redirect chains. These insights help agencies fix issues early and strengthen the foundation needed for SEO success.
Technical SEO issues: The crawler flags technical errors, JavaScript rendering problems, and page-level SEO issues that affect performance. This makes Screaming Frog a great tool for identifying problems that aren’t obvious through standard analytics tools.
Customizable crawl settings: Set up highly customized crawls to focus on a specific directory, parameterized URLs, or page type. Agencies also use custom extraction to audit schema markup, structured data, and page attributes—helping them refine content quality, usability, and on-page elements before creating a full report.
Ideal for large-scale SEO analysis: Screaming Frog is especially valuable for agencies managing multiple clients or multiple locations. Its speed allows teams to complete their first audit quickly, diagnose complex problems, and export findings into collaborative tools like Google Sheets or Google Docs for further review or content editor planning.
Integrations
Google Analytics
Google Search Console
Ahrefs
Pricing
Screaming Frog SEO Spider offers a limited free plan, with the full version priced at $279 per year. The paid version unlocks deeper crawling, API access, advanced filters, and support for crawling multiple sites at scale.
Agency Tip: Use Screaming Frog as the backbone of your technical SEO analysis. Export crawl data into your reporting platform to show clients where issues exist, how fixes improve SEO impact, and why technical tasks play a crucial role in achieving better rankings and long-term authority.
13. Spyfu: Best analysis tool for competitive keyword and PPC intelligence
SpyFu is a competitive intelligence platform that reveals how rivals perform across organic search and PPC campaigns. It highlights competitor keywords, ad strategies, estimated spend, ranking trends, and keyword gaps—giving agencies a clearer understanding of where to focus next.
Agencies use SpyFu to reverse-engineer competitor tactics, refine keyword targeting, and understand how search visibility shifts over time. It’s especially helpful for uncovering ranking influences across other websites and identifying opportunities to build authority around high-value topics.
Standout features
Competitive analysis: SpyFu provides detailed competitive insights, revealing keywords competitors rank for, their SERP history, top ranking pages, and long-term performance patterns. This helps agencies understand which specific keywords drive the most organic traction—and where opportunities exist to outperform competitors.
PPC and SEO crossover insights: Review PPC keyword spend, ad variations, and performance forecasts. SpyFu also highlights related keywords, historical insights, and search terms that overlap between paid and organic strategies—making it easier to create data-driven, integrated SEO campaigns.
Historical data: SpyFu includes robust historical data that helps agencies measure progress, track competitor volatility, and evaluate long-term SEO impact. This is especially useful when creating a business plan, forecasting opportunities, or grouping keywords into long-term topic clusters.
Helpful for keyword research workflows: SpyFu pairs well with keyword tools that expand seed keyword lists or suggest trending opportunities. Agencies often export SpyFu data into Google Sheets or a content calendar workflow to refine heading ideas, outline new pages, or identify content gaps before beginning full content creation.
Integrations
Google Analytics
Google Ads
Data Studio
Can supplement insights from many tools in your SEO stack
Pricing
SpyFu’s Team/Agency plan starts at $249 per month. Higher tiers unlock more data, deeper exports, and enhanced features that support SEO agencies managing multiple sites and performing advanced competitor analysis at scale.
Agency Tip: Use SpyFu’s competitive data to enhance your SEO analysis reports, especially when clients want to understand why competitors outrank them. Pair SpyFu insights with automated reporting workflows to surface opportunities, fix issues faster, and demonstrate how your strategy helps clients stay ahead in crowded search markets.
14. BrightEdge: Best enterprise-level SEO analysis tool for AI-driven insights and content optimization
BrightEdge is an enterprise-level SEO platform designed for agencies managing large-scale SEO campaigns. It unifies keyword research, technical auditing, content optimization, and competitive intelligence into a single platform, making it easier to analyze multiple sites, multiple locations, and multi-channel performance at scale.
BrightEdge provides real-time data and predictive analytics powered by AI tools, helping agencies stay ahead of search trends and adapt content before rankings shift. It delivers deeper insights into keyword performance, page visibility, structured data improvements, and opportunities to build authority around key topics.
Standout features
Real-time SEO metrics: BrightEdge monitors ranking shifts, SERP features, keyword difficulty, and organic visibility in real time. Agencies use these metrics to uncover losing traffic patterns, evaluate SEO impact, and identify which individual pages need optimization to improve overall site performance.
Comprehensive ROI tracking: Connect SEO efforts directly to conversions, revenue, and business impact. BrightEdge’s ROI reporting helps teams demonstrate results clearly, produce a full report for stakeholders, and align search performance with the broader business plan.
AI search visibility tracking: BrightEdge tracks how modern AI search experiences—like Google’s AI Overviews and Bing Copilot—affect SERP positioning, click distribution, and keyword rankings. These insights guide agencies as they refine content structure, content quality, and topic clusters to remain competitive.
Helpful for enterprise content workflows: BrightEdge integrates naturally into content creation processes, helping teams manage heading ideas, optimize page titles and meta descriptions, and refine copy within a content management workflow.
Integrations
Google Analytics
Google Search Console
Adobe Analytics
Marketing automation platforms and CMS systems
Pricing
BrightEdge offers custom enterprise pricing, typically aligned with the number of keywords, users, and domains under management. Plans scale for agencies handling multiple clients and high-volume SEO analysis across large websites.
Agency Tip: Use BrightEdge as your central source of truth for enterprise SEO analysis, then pull high-level insights into your client reporting platform to create streamlined, digestible client reports. This workflow helps agencies surface actionable insights faster, demonstrate progress clearly, and stay ahead of traditional SEO challenges in competitive industries.
15. Raven Tools: Best affordable SEO analysis tool for small agencies and blended reporting
Raven Tools is an all-in-one marketing platform that provides agencies with a variety of SEO tools, including site audits, keyword research, and backlink analysis.
Raven Tools offers budget-friendly SEO analysis tools designed for small agencies and consultants who need accessible site audits, keyword data, and reporting tools in one platform. It provides an easy way to review website SEO performance, track essential metrics, and generate clean reports without the complexity of enterprise platforms.
This makes it a practical choice for agencies supporting multiple clients who want a simple, unified interface rather than a deep, highly technical SEO stack.
This platform also offers social media analytics tools and PPC analysis, making it a versatile tool for agencies that handle multiple aspects of digital marketing.
Standout features
Site audits for essential metrics: Raven’s auditor reviews structural issues, missing meta descriptions, thin content, redirect problems, and basic technical errors that affect visibility. While less advanced than enterprise crawlers, these insights still help teams fix issues quickly and strengthen foundational SEO success.
Simple keyword research workflows: Use the built-in keyword tools to surface related keywords, evaluate keyword difficulty, and export lists for content planning or a content editor workflow. Raven Tools is especially helpful for agencies who want a quick overview of keyword ideas without relying on several tools at once.
Backlink and competitor summaries: Raven Tools includes backlink summaries and competitor reports that highlight linking domains, authority patterns, and visibility trends. While not as deep as Ahrefs or Majestic, these summaries still help agencies surface high-level opportunities to build authority.
Reporting and white-label options: Raven Tools makes it easy to build branded client reports across SEO, PPC, and social platforms. Agencies managing multiple websites use it to create full reports, automate recurring updates, and provide clients with a consolidated view of performance.
Integrations
Google Analytics
Google Search Console
Majestic
Pricing
Raven Tools’ plans start around $39 per month, making it one of the most affordable SEO analysis tools in this list. Higher tiers support more projects, expanded reporting, and added connections for agencies managing multiple clients.
Agency Tip: Raven Tools works well for agencies who need a cost-effective way to produce SEO analysis reports without a steep learning curve. Pair Raven’s data with a more advanced reporting platform when you need deeper insights, better rankings visibility, or the ability to scale reporting workflows as your client roster grows.
16. Serpstat: Best all-in-one SEO analysis tool for growth opportunities and competitor insights
Serpstat is an all-in-one SEO analysis tool built for agencies seeking keyword insights, technical auditing, competitor analysis, and growth opportunities in a single platform. With a large keyword database and versatile feature set, Serpstat helps teams analyze multiple websites, streamline content workflows, and surface actionable insights faster.
Serpstat’s extensive keyword and domain database makes it easier to uncover high-value opportunities, refine content strategy, and evaluate how competitors structure their top-ranking pages. It’s a great tool for agencies that want deeper SEO analysis without relying on several tools or premium enterprise platforms.
Standout features
Keyword research: Analyze search volume, keyword difficulty, long-tail variations, and related keywords through a single interface. Serpstat also suggests missing keywords, content gaps, and topic clusters, helping agencies plan content creation more effectively and improve SEO rankings across multiple locations.
Technical SEO tools: Serpstat’s site audit identifies technical errors, slow-loading pages, indexing issues, and structured data problems. Agencies use these audits to diagnose speed issues, optimize content structure, and outline clear SEO tasks that support long-term SEO success.
AI keyword grouping and content insights: Serpstat uses AI tools to cluster keywords, uncover search trends, group related topics, and identify content scoring opportunities. These insights are especially helpful when planning new pages, outlining posts in a content editor, or building internal link strategies that support better rankings.
Helpful for multi-channel and competitor workflows: Serpstat’s competitor analysis features reveal common keywords, keyword gaps, and backlink patterns across other websites. Agencies managing several SEO analysis tools often pair Serpstat with a free plan or free tools like Google Trends or Google Search Console data to cross-check research, validate assumptions, and strengthen optimization strategies.
Integrations
Google Analytics
Google Search Console
Trello
Works well alongside marketing automation and reporting platforms
Pricing
Serpstat’s Team plan starts at $100 per month, with higher tiers offering increased limits for keywords, projects, and API access. This makes Serpstat a flexible choice for agencies managing multiple clients and scaling SEO analysis efforts over time.
Agency Tip: Use Serpstat to support both content and technical SEO analysis. Export keyword clusters, site audit results, and competitor insights into your reporting system to create clear, unified SEO analysis reports that help clients understand where opportunities exist—and how your strategy keeps them ahead of search trends.
Best SEO tools and software for agencies: Summary
Tool name | Pros | Cons | Pricing |
|---|---|---|---|
AgencyAnalytics | All-in-one automated reporting across SEO, PPC, social, and more | May be too comprehensive for agencies seeking a simple, single-channel reporting tool | Agency starts from $179 |
Google Analytics | Web traffic and conversion tracking with robust event and goal setup | Can be complex to configure; limited keyword-level insights | Free |
Semrush | Comprehensive SEO and PPC suite with SERP feature tracking | Higher pricing tiers may not suit smaller agencies | From $208.33/month |
Ahrefs | Industry-leading backlink data and keyword research tools | No free plan; limited focus on PPC and social data | From $249/month |
Moz Pro | Excellent for keyword research, link tracking, and authority scoring | Some tools can be slower to update with live search data | From $179/month |
Majestic | Strong backlink database with Trust Flow and Citation Flow metrics | Focuses primarily on backlinks without broader SEO features | From $99.99/month |
SE Ranking | Accurate rank tracking; flexible keyword tools; solid SEO audits; budget-friendly; helpful for managing multiple websites | Not as deep as enterprise platforms; backlink data less robust than Ahrefs/Majestic | Team plans from ~$55/month |
Bing Webmaster Tools | Valuable for expanding search visibility beyond Google | Limited data depth compared to Google Search tools | Free |
Google Search Console | Essential for tracking indexing, crawling, and keyword performance | Lacks advanced reporting and multi-client management features | Free |
Google PageSpeed Insights | Quick, accurate evaluation of site speed and Core Web Vitals | Doesn’t provide full diagnostic context for complex issues | Free |
Google Lighthouse | In-depth performance, accessibility, and SEO audits | Manual setup required; not suited for large-scale monitoring | Free |
Screaming Frog SEO Spider | Comprehensive technical SEO crawler with custom extraction options | Can be resource-intensive when crawling very large websites | Free (limited) or $279/year |
SpyFu | Excellent for PPC and competitor keyword intelligence | Data coverage may vary by region or search market | From $249/month |
BrightEdge | Enterprise-level SEO automation with predictive AI insights | Best suited for large agencies; setup and onboarding could be complex | Custom pricing |
Raven Tools | Centralized SEO, PPC, and social reporting for smaller agencies | Limited data depth for highly technical SEO analysis | From $39/month |
Serpstat | Affordable all-in-one SEO, PPC, and content optimization tool | Some advanced analytics may require manual setup or customization | From $100/month |
How to choose the best SEO analysis software for your agency
Choosing the right SEO analysis tools isn’t about picking the software with the longest feature list—it’s about selecting platforms that align with your agency’s services, workflows, and growth model. The ideal tool makes insights easier to interpret, simplifies reporting, and supports your long-term business plan as your agency scales.
Here’s how to evaluate your options effectively.
Identify your agency’s core needs: Clarify what matters most for your team and clients. Some agencies prioritize technical audits, while others rely heavily on keyword research, content creation workflows, competitor insights, or multi-channel visibility. Start by defining which SEO tasks deliver the most value for your agency, then choose tools that strengthen those core capabilities.
Assess workflow compatibility and ease of use: Your SEO analysis tools should integrate smoothly with your existing stack—analytics platforms, marketing automation systems, CMS workflows, and collaborative tools like Google Sheets or Google Docs. Consider the learning curve, user experience, and whether the tool supports automated workflows that reduce manual effort as you grow.
Test tools with real client scenarios: Use a free trial or free plan wherever possible to see how a tool performs on actual client sites. Evaluate how well it analyzes multiple websites, surfaces critical insights, or supports internal collaboration. Review export options, reporting features, and whether the tool works well with your preferred content editor or project system.
Plan for scalability and pricing structure: Ensure the software can scale alongside your agency. Look for flexible pricing per month, API access when needed, and the ability to support multiple clients without adding excessive complexity. Tools that offer predictable costs, strong documentation, and reliable support are easier to maintain long term.
Choose tools that unify data for clearer reporting: SEO analysis improves dramatically when tools centralize rank tracking, keyword research, technical audits, and performance insights. Platforms that consolidate these views—especially those that integrate several tools—make it easier to produce a full report and explain what’s driving better rankings, traffic shifts, or content opportunities.
The best SEO software isn’t necessarily the one with the most features—it’s the one that helps your agency deliver results efficiently and at scale.
Will free SEO tools do the job?
Free SEO analysis tools—such as Google Search Console, Bing Webmaster Tools, Google Trends, and the free version of Screaming Frog—are excellent starting points for running quick checks, monitoring indexing, and reviewing essential metrics. They offer valuable insights into search trends, SERP visibility, keyword performance, and basic technical issues without requiring any upfront investment.
However, these tools have limits. As soon as your agency begins managing multiple clients, multiple websites, or deeper content creation workflows, free tools make it harder to scale. They often lack advanced features like automated workflows, comprehensive technical auditing, API access, robust competitor research, and detailed keyword grouping. Free tools also require more time to assemble into a cohesive full report, especially when you need to compare data from several tools or analyze complex performance questions.
For agencies that want to make data-driven decisions, support content optimization, and surface deeper insights quickly, paid SEO analysis tools become essential. They reduce manual effort, streamline reporting, and give teams the clarity needed to stay ahead of traditional SEO challenges and industry changes.
Free tools are a smart foundation—but growing agencies typically move to paid plans once they need more advanced features, stronger integrations, and the ability to monitor SEO performance at scale.
Summary & key takeaways
Choosing the right SEO analysis tools helps agencies deliver clearer insights, streamline workflows, and make smarter, data-driven decisions for their clients. The best tools don’t just surface metrics—they help teams identify search trends, uncover opportunities, and build authority with well-structured, high-quality content.
As you finalize your tech stack, keep the following points in mind:
Start with your agency’s priorities: Identify which SEO tasks need the most support—whether it’s technical audits, keyword grouping, content creation, competitor analysis, or reporting. Choose tools that strengthen the areas that matter most to your team.
Think beyond today’s needs: Your client roster, data volume, and reporting requirements will grow over time. Look for SEO analysis tools that offer flexible pricing per month, API access when needed, and the ability to manage multiple websites without adding complexity.
Unify & automate wherever possible: Tools that consolidate keyword research, rank tracking, audits, and performance data make it much easier to produce a full report for clients. Automating key reporting workflows frees your team to focus on strategy, optimization, and delivering better rankings—not manual data collection.
Communicate insights clearly: Great SEO analysis is only valuable when clients understand the “why” behind the results. Use platforms that turn technical findings into clear, actionable insights—helping clients stay aligned with your work and confident in your process.
Use a dedicated reporting platform for consistency: Even with strong analysis tools, agencies benefit from a centralized reporting system that presents data cleanly and consistently. A unified platform allows teams to compare insights across channels, highlight progress, and maintain a professional experience for clients.
SEO analysis is an ongoing process, and the tools you choose play a major role in how efficiently your agency operates. With the right combination of research tools, auditing platforms, and reporting technology, you’ll help clients understand their performance, uncover new opportunities, and stay ahead of evolving search behavior.
AgencyAnalytics is one of the most essential tools we use as an agency. Not only do we use it daily with our internal team to check specific KPIs we are tracking through various dashboards, but it has also saved us countless hours with our monthly reporting.
The reports we output and email to our clients have the data clearly visualized and look professional, giving our clients a report they can finally understand!
Brian Ferritto, Partner, 42connect
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Frequently asked questions about SEO analysis tools
Answers to the most common questions agencies ask when evaluating SEO analysis tools, improving reporting workflows, and understanding what drives stronger search performance.
A comprehensive SEO tool stack provides the data points agencies need to evaluate rankings, diagnose issues, and strengthen positions in search engine results pages. These platforms uncover technical problems, highlight link building opportunities, reveal how users interact with content, and show which improvements most influence the site’s visibility.
Agencies typically rely on a mix of top SEO tools depending on their specific use case. Here are the 16 core tools most commonly used for SEO analysis:
AgencyAnalytics – all-in-one reporting and SEO analysis
Google Analytics – organic traffic and behavior insights
Semrush – keyword research and competitive intelligence
Ahrefs – backlink analysis and domain insights
Moz Pro – keyword exploration and authority metrics
Majestic – link quality and Trust Flow metrics
SE Ranking – rank tracking and flexible audits
Bing Webmaster Tools – Microsoft search visibility
Google Search Console – indexing and performance insights
Google PageSpeed Insights – Core Web Vitals and performance analysis
Google Lighthouse – performance, accessibility, and SEO checks
Screaming Frog SEO Spider – technical SEO crawling
SpyFu – competitor keyword and PPC intel
BrightEdge – enterprise SEO analysis and AI-driven insights
Raven Tools – affordable all-in-one reporting and basic audits
Serpstat – keyword research, clustering, and growth analysis
Agencies sometimes supplement these platforms with:
Google Keyword Planner – for foundational keyword research
Yoast SEO and Rank Math – on-page optimization inside WordPress
These supporting tools help SEO experts refine strategy, uncover trend-driven searches, and explore low-competition keywords that may not surface in traditional dashboards.
The best choice depends on your main use case. Ahrefs is ideal for backlinks, Semrush excels at competitive research, Screaming Frog dominates technical audits, and AgencyAnalytics brings everything together into an all-in-one tool that simplifies reporting.
Strong SEO strategies typically involve a combination of these platforms to find opportunities across keywords, content, and site performance... and then report these findings to clients.
Effective SEO analysis rests on four foundational pillars:
Relevance and search intent alignment: This includes examining keyword relevance, topical depth, and how well a page answers what the searcher is actually looking for. Strong alignment with intent is one of the clearest predictors of sustained search performance.
Technical performance and crawl accessibility: Search engines must be able to access, interpret, and render the content efficiently. This pillar covers factors such as indexing, site architecture, page experience, Core Web Vitals, and the overall health of the technical environment.
Content quality and on-page optimization: High-quality content demonstrates expertise, clarity, structure, and usefulness. This pillar focuses on how thoroughly a topic is covered, how pages are organized, and whether the content provides a superior user experience compared to competing results.
Authority and competitive strength: Authority is shaped by backlinks, brand reputation, and how a site performs relative to competitors targeting similar topics. This pillar evaluates the credibility and strength of the domain as well as its ability to compete for visibility within the broader landscape.
Together, these pillars provide a complete framework for understanding performance, diagnosing issues, and uncovering the most impactful opportunities to improve visibility and long-term results in search.
SEO analysis focuses on diagnosing issues, identifying opportunities, and understanding the factors driving performance.
SEO reporting translates that work into a structured narrative that clients can easily follow.
Reporting distills findings, highlights progress, and demonstrates how your agency's efforts affect outcomes—while analysis is the deeper work that uncovers what needs to be done in the first place.
Both matter, but they influence performance differently. On-page analysis determines how well content aligns with search intent, how effectively it’s structured, and whether it demonstrates relevance. Off-page analysis focuses on authority—how credible and trusted the site is within its competitive landscape.
Strong organic performance depends on both: relevance earns visibility, and authority reinforces it.
A traditional report might take hours if you're collecting screenshots and exporting data manually.
With reporting platforms that automate data retrieval—building a polished, client-ready report is often a matter of minutes. Once templates and workflows are in place, the ongoing process becomes much more efficient.
Free tools like Google Search Console, Google Trends, and the free version of Screaming Frog are invaluable for early-stage work. They help teams validate search trends, check indexing status, and understand how the site appears in search results.
However, they often lack the depth, automation, or scale required for agencies managing multiple clients. Paid tools introduce more advanced auditing, better competitor insight, and workflows that reduce manual effort—making them essential as an agency grows.
Written by
Richelle Peace is a writer with a degree in Journalism who focuses on web content, blog posts, and social media. She enjoys learning about different topics and sharing that knowledge with others. When she isn’t writing, Richelle spends time teaching yoga, where she combines mindfulness, movement, and her passion for wellness.
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