SEO Tools: The Pros and Cons

Which SEO tools are best for your business?

There are lots of tools out there to help you boost your SEO, but which ones are the best fit for your business?

Search engine optimisation is an essential marketing tool for businesses of all sizes, helping you to increase the visibility of your brand and gain an edge over your competition – and all for relatively little financial investment. SEO can seem a little daunting to the uninitiated, but luckily there are plenty of tools out there to help you optimise your content and get your company rising up the search engine rankings.

To help you sort the wheat from the chaff, we asked a company specialising in SEO Essex to talk us through the pros and cons of some of the most popular SEO tools.

Moz Pro

Developed by Moz, one of the best-known SEO companies, Moz Pro is a flagship ‘paid for’ product that encompasses a large number of SEO tools. As well as offering a powerful new keyword tool, the product also has the capability to run continual audits of your chosen websites, sending routine emails to notify you when your results are ready. The product’s various reporting tools also provide tips to help you make improvements and fix any issues. The only real negative of Moz Pro is that its database of web pages isn’t as extensive as some competitors, but it is starting to catch up and, having received external investment, the company has the funds to continue developing new tools.

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Although often compared with tools such as SEMRush and Moz, Majestic actually specialises in backlink monitoring. The tool boasts one of the largest backlink databases in the market, and also holds an index of both live and historical backlinks. Another advantage of Majestic is its reports, which come in a number of different formats, making them easily-digestible for non-experts. The main drawback of Majestic is that it is pretty much solely focused on backlinks. This makes it fairly one-dimensional and it would be good to see the company add some more tools to its arsenal in order to provide a more comprehensive service to clients. Another thing to consider is that, while Majestic integrates with Google Search Console, it is not compatible with Google Analytics.

InSpyder Insite

The quality of your content can have a big impact on your search ranking position. If quality is a concern for you, the Inspyder Insite could prove useful. Offering seven separate tools to improve SEO, Inspyder is best known for its Crawler which checks sites for spelling mistakes, broken links, link redirects and keyword density – all things that can affect your SEO. All of Inspyder’s tools can be purchased separately or as a bundle, and most tools offer a free trial. However, before you sign up, be aware that Inspyder’s tools only work on Windows computers.


Web-based tool, Siteliner, has three main areas of focus when scanning your website; it looks for broken links, checks for duplicate content, and measures the strongest pages on your site based on internal linking. Once this process is complete, the tool produces a report that contains all of this information. By far the biggest advantage of Siteliner is that it is completely free for sites with fewer than 250 pages, and it also has the added benefit of being pretty speedy. However, if your website is on the larger side, you will need to purchase credits in order to get it audited.

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There is a large number of different tools out there, so it’s important to do you research. Take a look at the pros and cons of each and work out which would be a better fit for your business and your SEO needs. By choosing the right tools, you can improve your efficiency, increase your knowledge of the market, and give your SEO a valuable boost.

Read more: Why You’re Losing Money by Not Working with An SEO Company »