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During our daily work as online marketers, we’re required to work with a wide variety of tools. Two of the most effective tools in any field are knowledge and experience. While there are no substitutes for these tools, learning from those who have them can definitely enhance your own performance. One area in which knowledge and experience come in handy is the smart selection of tools to work with on a daily basis.

To help you, we’ve compiled what we feel is the ultimate comprehensive list of tools that online marketers should be familiar with. We regularly use all of the following tools in our work, and strongly feel that you should also get to know them to see how they can make your own work more effective. If you know of any additional “must-haves” we might have missed, please let us know in the comments!

Google Search Console (formerly known as Google Webmaster Tool)- This is a must-have tool that marketers and site owners use on a daily basis. Moreover, it’s a trustworthy tool that provides abundant and valuable information on the performance of our website. The GSC platform provides vital data about the site’s search rankings, and performs other handy functions such as indexing, addressing technical problems, uploading the sitemap, and executing the disavow function. It’s recommended that you check the data on GSC at least once a week. If you’re interested in conducting a thorough site audit using GSC, read this helpful guide on how to optimize crawlability.

Cost: Free


Bing Webmaster Tools– Although Bing has a relatively small worldwide market share, its Index Explorer report (found under Reports & Data) is the best tool available to assess site architecture. This report is free when you set up this tool on your site.

Cost: Free


Google Analytics– This is probably the most popular software for site statistics available. GA enables us to measure incoming traffic and visitor behavior, analyze popular pages, and to obtain insights into our bounce rate, our visitors’ average time on the site, our conversion funnel, and other valuable site information.

Cost: Free (unless you upgrade to Premium)

Google Analytics


Mixpanel– This is one of the leading analysis tools on the market. In contrast to Analytics, it focuses on user behavior and on a deep analysis of the customer engagement level, the scope and types of goals achieved, clicked areas, and much more.

Cost: Free limited use – expanded use packages start at $150/month.


Kissmetrics– This is yet another leading analysis tool that differs from Analytics in that it focuses on people and actions. In contrast to Analytics, the tracking method focuses more on the reasons why users click certain areas, the features that convert better (and why), and the elements that will improve the conversion rate. That said, this tool doesn’t come cheap.

Cost: From $220/month.


CrazyEgg– A conveniently priced heatmap service that will help you better understand where your users are clicking and how far down they scroll on each page. The results data can be sliced in a number of different ways, and the insights provided are pure gold.

Cost: From $9/month

CrazyEgg Heatmap Service



Hotjar– This service is similar to CrazyEgg, but contains more options, such as a screen recording service that enables you to see precisely what the users did on each page, distributing polls, heatmaps, and much more. The tool is very user-friendly in its operation and to your budget, even if you choose to upgrade.

Cost: Free for basic use


Xenu– This is one of the oldest tools available to find broken links. Although this is a somewhat outdated tool (and could be a little more user friendly), it gets the job done with no particular issues. I would not recommend using it when working with exceptionally large websites.

Cost: Free


Website Auditor– This is a crawler created by SEO Power Suite which has become more substantial over the past two years. The tool scans the pages of the site, pulling valuable data such as meta tags, number of social media shares, external links, broken links, error pages and more. It’s highly recommended as a user-friendly add-on tool.

Cost: Free for basic use


Screaming Frog– This is the leading crawler available today. It is an excellent tool that provides abundant information on the site, including meta tags, images, status codes, number of words, referrals, referral chains, Ajax, and much more. When used in combination with Analytics and Search Console, Screaming Frog will enlarge your data suite and assist you in decision making.

Cost: Free up to 500 pages; £99/year for larger sites

Screaming Frog


SiteCondor– Unlike other crawlers, this is an online SaaS that scans the site and provides a wealth of interesting data. The tool enables you to view and analyze aggregative data, set email alerts, perform thorough site audits, and much more. The biggest advantage is that the data is accessible from anywhere.

Cost: From $19/month


Schema Creator– This is one of my personal favorites. Schema Creator enables you to create HTML using microdata from Schema.org. As a result, you can produce the necessary code to present rich Google results such as ranks, recipes, reviews, events, books, and more.

Cost: Free


Structured Data Testing Tool– This is an independent Google tool that enables you to easily check whether there are structured data errors on the site.

Cost: Free


Robots.txt Checker– This is a Google tool that analyzes the Robots.txt file on your site. It then alerts you to any blocked archives and lets you know whether the file contains errors. There are numerous tools that enable this type of inspection, but I trust Google’s proprietary tool since our main concern is how Google sees our site. Use of the tool requires that the site be accessible to Search Console.

Cost: Free


Facebook Debugger– This is a Facebook tool intended to help you detect technical glitches and to understand what your post will look like once published. Although not its main objective, the tool will also enable you to refresh and remove cashe from Facebook’s server so it will once again read the link and present the information accordingly.

Cost: Free


SEO Site Checkup– This is a highly convenient tool for site auditing. The tool presents results graphically in a way that’s easy to understand and includes recommendations. You can even export the report in PDF format and share it with the client. Moreover, you can use additional features to create sitemaps, inspect broken links, and more.

Cost: One-time use is free; monthly subscription starts at $19.90/month.


SimilarWeb– In our opinion, this is the leading service for obtaining information and (approximate) statistics about different sites and applications. It’s important to take into account that the information is not accurate, but rather serves solely as an indication. In our experience, it’s necessary to subtract 30% of the reported traffic in order to obtain more accurate data.

Cost: Free for basic use

Similar Web



Alexa– This is one of the oldest services available in the field of SEO. By using a toolbar installed in various users’ browsers, Alexa collects various data about the internet, such as a global site ranking, assigned category, traffic estimation, and more. The tool is similar to SimilarWeb, but contains fewer graphics.

Cost: Free for basic use


QuantCast– This site analysis tool is geared mostly toward advertisers. It provides valuable and interesting information about the site’s visitors, and groups the data according to demographic information such as age, gender, mobile/PC use, and more.

Cost: Free


Archive.org– This is one of the best tools to play around with. It serves mainly as a vast archive of web pages where you can find previous page versions for nearly every website in the world. Curious to see what your site looked like 3 years ago? No problem! Interested in checking out what Google.com looked like in 1998? A cinch! You can easily compare page versions and ensure that you’re not repeating design mistakes.

Cost: Free


Whois– This is one of the most popular tools for professionals who deal with outreach. If you’ve found a blog you like and want to publish a guest post, but you can’t find the contact information for its owner anywhere, you can find it on Whois. Whois contains the contact information for website owners, including email, provided that the owner has not chosen to remain anonymous. Interestingly, Google recently announced they would look at sites whose owners chose to remain anonymous as suspicious.

Cost: Free up to a certain number of searches


Rank Tracker– This is one of the oldest rankings services available. Unlike other software, however, it requires download and installation, which many perceive as a shortcoming. If you typically work using one computer, there’s nothing to worry about. This excellent and trustworthy software also offers constant updates.

Cost: Free for basic use


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Advanced Web Rankings– This software is among the oldest on the market, yet is still considered a leader in terms of ranking checks. Many companies around the world use this powerful and highly accurate tool.

Cost: Starting at $50/month


Google Page Speed– Because it is a Google tool, this is one of the most trustworthy tools out there. This tool assigns a score between 1-100 to each site, and provides suggestions to fix any issues found. Rumor has it that the days of this tool are numbered, so use it quickly!

Cost: Free

Pingdom Pagespeed Insights



Pingdom– This tool is recommended for site-speed analysis. It scans the site’s various components and promptly produces a convenient report depicting the loading speed of each. Consequently, you can clearly see the features that are weighing down the site: the server, images, videos, scripts, etc. Pingdom works with several servers in the US and Europe.

Cost: Free for basic use


GTmetrix– This tool is similar to Google Page Speed, but has a greater emphasis on design and UX. It also provides more information. This tool enables you to view information collected from Yahoo’s equivalent tool, also considered to be among the best in the category.

Cost: Free


Google Keyword Planner– This tool is a “must” for any professional dealing with AdWords and SEO marketing. With this tool, you’ll be able to get keyword ideas along with monthly search volume data from Google. That said, it’s not recommended that you base your strategy solely on the data reported using this tool, particularly since there are more effective tools on the market. Recently, Google overhauled the UX of the tool so that it depicts only ranges instead of exact numbers. This tool is primarily for anyone who doesn’t have an active paid AdWords account.

Cost: Free


Keywordtool.io– This tool employs the Google Suggest API and ‘scrapes’ results from Google’s auto-complete suggestions. This is an excellent tool for collecting information on what people are searching for, and for obtaining ideas for various long-tails.

Cost: Free


UberSuggest– This is similar to the previous tool, but with a less convenient interface. Whatever tool you use, it’s always recommended to take the list of keywords you’ve chosen and check Google’s tool for their monthly search volume.

Cost: Free


SEM Rush– This is one of the most well-known tools for competitor research. This tool enables us to obtain valuable information on competitors, both for PPC campaigns and for organic keyword campaigns. Although this tool has many other uses, it is used primarily for keyword research.

Cost: Starting at $70/month

SEM Rush










SpyFu– This is an excellent tool for collecting competitor intelligence, regardless of whether you’re running a paid or organic campaign. This tool will provide you with valuable information on central keywords, competitors, and performance, as well as insight as to how well competitors’ ads are performing and the text they contain.

Cost: Free for basic use. However, if you want to make the most of the tool, I suggest you opt for the paid annual plan.


Ahrefs– This is one of the leading tools for link analysis, and my personal favorite. It offers a convenient user interface and a high-quality index that is updated frequently. I particularly like the form in which the links are presented, and the ability it gives to drill down and delve deeply into a user profile, thus making it possible to make effective decisions.

Cost: Starting at $100/month


MajesticSEO– This is one of the oldest and most popular tools for keyword research. In addition, it offers several additional features such as comparing domains, checking a bulk set of domains simultaneously, and more. The tool offers two significant metrics. One is called Citation Flow and is affected by the number of citations found on the web for the site. The second is called Trust Flow and is a direct competitor of Moz DA. Some even claim it’s more accurate and less susceptible to manipulation.

Cost: Free for basic use


Open Site Explorer– This is another popular tool developed by Moz. There are many uses for this tool, and it’s possible to inspect a site’s link profile using different segmentations. However, I personally am not a big fan of this tool because it is often inaccurate. I recommend that you don’t rely on it solely, but that you use it as a complementary tool to verify that you have a complete picture of the data.

Cost: Free for basic use


Remove’em– This service is dedicated to helping site owners remove spam links and links that contain repetitive anchors. The service includes a link profile analysis, a contact option to message site owners, and the ability to monitor the process and produce progress reports.

Cost: Starting at $99/month, or a one-time payment of $249


Web Developer– This is an excellent browser add-on that enables us to ‘play’ with various elements on the site, such as tags, images without alt, the cancellation of CSS and scripts, and more. This is a “must-have” tool for both developers and SEO professionals. With the development of mobile communication and the importance of crawling by Google, this tool has become more and more central. It now even enables users to see what the site looks like at various screen resolutions and on various devices – all at the touch of a button.

Cost: Free


FireBug– This is another excellent add-on that enables you to view and edit code, or specific parts of the code. The tool is easy to use and enables you to view the effect of the changes on a local computer before they’re implemented live on the site. This tool works best with Firefox.

Cost: Free


SeoQuake– This is the kind of add-on every online marketer has to install. It may not be new, but it provides large amounts of information about any site you select, within seconds. It can also help you quickly assess the page’s state.

Cost: Free


Moz Tool Bar– This toolbar displays various metrics about each page, including PA, DA and more. Moreover, this toolbar enables you to clearly see all outgoing links and internal links, and to examine different tags as well as the page structure overall. Very user-friendly.

Cost: Free


LastPass– This tool makes life easier, period. LastPass manages various passwords and works with most popular browsers, enabling you to keep and sync all of your passwords together, and then access them easily from anywhere. All it takes is to install the browser add-on and then connect to your username using a single password, thereby unlocking all of your passwords.

Cost: Free for PC (if you want mobile access, you’ll need to pay)


Adblock– This add-on is meant to block advertisements on various websites, including YouTube, thus streamlining your internet use. Opinions concerning this tool vary among marketers, since at the end of the day, we’re blocking the fruits of the hard work carried out by our colleagues. However, I’m for the use of this tool in moderation. You can define entire sites or specific pages for viewing ads, and only neutralize sites that go overboard.

Cost: Free


Tag Assistant– This is an excellent add-on created by Google that will help you examine various tags on the page —  the way they function, when and how pages are loaded, how the tag manager is used, and more. It will even alert you to duplicate tags.

Cost: Free


GA Debugger– This is an add-on similar to the one previous mentioned. However, it is centered around the Analytics tag and will help you know what JS code is loading, what information you’re sending to the data layer, and when it will load.

Cost: Free


Redirect Path– In my opinion, this is one of the most useful add-ons. It works in the background and notes the status code of every page loaded as long as the page doesn’t return a result of 200. It’s very useful in recognizing redirects, 404’s and other errors, and even notes the redirection path and type.

Cost: Free

Redirect Path


MajesticSEO toolbar– As you might expect, this toolbar shows important MajesticSEO metrics on the browser itself, without the need to launch the program and check each site individually.

Cost: Free


ScrapeBox– This is the ultimate scraping tool, despite the bad reputation it has acquired as a result of the negative practices of some users. ScrapeBox can perform several interesting and useful actions, such as pulling all sites that meet specific requirements (a good base for outreach), and more.

Cost: One-time fee of $197


Raven Tools– This is a particularly helpful tool for generating online marketing reports, and  includes a variety of different features for SEO, PPC, Analytics, social media, and more.

Cost: $99/month


Moz Pro– This is one of the most popular SEO services, and will provide you with a wide range of tools that includes full access to Open Site Explorer (a link research tool, see above), Moz Analytics, a social listening tool, a rank tracking tool, an advanced site scanning tool, and more. Although I am personally not the biggest fan of all of the tools included, two of them happen to be excellent: the local marketing tool, and the new keyword tool.

Cost: Starting at $99/month


Ignitur – Built by marketers and based on over a decade of experience, Ignitur is a software solution for internet marketing management that was created with two goals in mind: to increase productivity, and to take the guesswork out of marketing. Ignitur addresses the common pain-points that most web marketers share through three important web marketing workflow components: data mining, project management, and a reporting engine.

Cost: Starting at $29/ mo




Market Samurai– This is desktop software and not an online service. Unlike other tools, Market Samurai focuses mainly on SEO and provides effective keyword research and competitor research, as well as domain, content, and monetization features.

Cost: One-time fee of $149


CopyScape– This is one of the most popular services used by SEO professionals to detect duplicate content. Although it’s a great and popular tool, I wouldn’t recommend relying on it entirely since it sometimes misses the mark. Always use at least two different tools to detect duplicate content.

Cost: Free for basic use


Copylo– This is a monthly subscription service that enables you to add a site, or several sites, to an automatic internet scan in order to find duplicate sites or content.

Cost: Free up to 30 pages


Plagiarism Checker– This is a great and useful tool that enables you to search for a particular text and check whether it exists somewhere else online. The tool also includes a WordPress add-on and an optional API.

Cost: Free


Correctica– This is one of the coolest online tools available today. Correctica enables you to quickly and easily examine site content to assess writing level and grammar. The tool lets you check web pages and/or files of different formats, just in case the content has yet to be uploaded to the site.

Cost: Free for occasional use. The fee for ongoing use starts at $9/monthcorrectica










Coschedule– Tired of managing endless Excel spreadsheets just to stay on top of your content calendar? This tool was made for you. Use Coschedule to easily and conveniently manage a content calendar for all of your social media and blog posts, as well as for other content marketing efforts.

Cost: Starting at $60/month


Google Alerts– Using this tool, you’ll be able to set up alerts for specific keywords and receive an email whenever they are mentioned anywhere across the web.

Cost: Free


Google Trends– Are you interested in writing a new post, but are unsure of whether there will be an audience for the topic selected? Do you want to investigate a new niche or industry, or are you just interested in how popular your brand is? Using this tool, you’ll be able to see trends for every single key term.

Cost: Free


Social Mention– Did we mention Google Alerts? This tool works similarly, but focuses on social media networks.

Cost: Free


Uptime Robot– One of the most common negative features that plague big websites is a lack of optimal crawling. The issue is often not the crawling level, but accessibility. When a site is stored on a problematic server, it may be periodically taken offline, thus becoming completely inaccessible to bots. Uptime Robot will enable you to monitor a number of websites and receive real-time alerts if and when they crash, or for any server issue. You can define regular intervals for conducting checks, starting at one minute.

Cost: Free


Dropbox– This is one of the most popular cloud computing services available today. I personally am pleased with their service and their computer integration, and find their app conveniently accessible and easy to use. One of Dropbox’s main advantages is its ability to define a folder that will be accessible even when it is not connected to the internet (e.g. mobile), thus making it easy to store files you may need during a flight, for example.

Cost: Free for basic use



Google Drive– Although similar to Dropbox, this tool is less convenient in my opinion. Google does offer a sort of free Microsoft Office cloud service, thus making the tool a powerful one that that enables us to share files with others and edit them mutually. Another advantage of Google Drive is that it is seamlessly integrated with Gmail.

Cost: Free for basic use


Pocket– If you are among the many people who wake up and check their email and social media accounts, only to find piles of suggested reads that they simply don’t have time for, this PC/mobile app is for you. Pocket will help you organize and access articles even without an internet connection, thus enabling you to read them whenever you want, including during flights and subway rides.

Cost: Free


Outbrain– This is a content publishing platform driven by relevancy. Today, no self-respecting site fails to include “suggested reading” at the bottom of content pages. In many cases, what you are seeing is Outbrain hard at work. Outbrain analyzes various content and then suggests similar articles that may be of interest to the user based on what they have just read — either on the site the user is currently in, or externally.

Cost: Advertisers pay per click, so cost depends on content popularity.


Taboola– This tool is very similar to Outbrain, and can be found on many large and well-known sites. Taboola makes it possible to expose billions of users to content each month (theoretically). Various analysis tools are also available that will help you focus your activity in order to maximize ROI.

Cost: Varies


Content Idea Generator– This is a useful tool that will help you come up with topics or an attention-grabbing headline simply by inserting broad theme keywords.

Cost: Free


Blog Topic Generator– This tool is similar to the one above. By inputting only 3 words, you can use the tool to help find interesting post ideas.

Cost: Free


HootSuite– This is one of the most popular all-in-one tools for social media management. HootSuite enables users to time, manage, and distribute posts and campaigns in over 50 different social media platforms, and to get valuable campaign insights and statistics.

Cost: Free for basic use hootsuite


BufferApp– This tool enables you to schedule distribution dates for various content across social media networks. You can even set a distribution frequency, defined as the number of times the content will be distributed across every network. Using BufferApp, you will be able to save time and avoid forgetting to post. If you spend half an hour at the beginning of each month, your  content distribution can be set to run automatically throughout the month.

Cost: Free for single use


Social Bakers– This is a powerful tool that displays data and statistics about social media pages and profiles. With Social Bakers, you’ll be able to know which Facebook pages are the most popular (by the number of fans), and will be able to segment the data according to topic, type, and country. This can be very handy when planning outreach activities and initiating influencer campaigns.

Cost: One-time fee of $120


BuzzSumo– This tool lets you know how many shares and other social signals appeared (on  leading social media sites) for any site. In addition, BuzzSumo offers features such as content comparison that help you find the most popular posts, assess their parameters, and get inspired. This tool helps you to reduce the guesswork and avoid the need to rely on hunches.

Cost: Free for basic use


Sprout Social– This tool helps manage your daily social media efforts, and includes several features specifically geared towards agencies. Sprout is a highly useful and visually pleasing tool, and displays data in a clear and colorful way.  

Cost: Starting at $59/month


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Asher Elran
Co-founder at Ignitur