9 Best SEO Tools for Agencies (Free & Paid)

Running an agency is busy. You have many clients, websites, and campaigns to manage. Finding the right SEO tools can make your work easier and faster. 

The right tools help you track rankings, check backlinks, audit websites, and show real results to clients. They save time, help plan strategies, and give your agency a competitive edge.

In this guide, we list the best SEO tools for agencies. These tools are easy to use, powerful, and designed to help you grow your clients’ websites. 

1. Semrush

Semrush is a full-suite SEO and marketing platform trusted by top agencies and brands worldwide. It helps you research keywords, analyze competitors, track rankings, audit websites, and plan strategies all in one place.

Agencies love it because it saves time and gives clear insights, letting teams manage multiple clients without needing extra manpower. Semrush also goes beyond SEO, offering tools for content, social media, paid advertising, and local search optimization, so you get a 360-degree view of online performance.

With Semrush, you can uncover billions of keywords, millions of backlinks, and detailed domain insights. Its AI-driven tools give recommendations for content improvements, technical fixes, and competitive strategy.

Agencies benefit most from its ability to handle multiple projects, track local and global markets, optimize content for both humans and AI, and provide deep competitive intelligence.

Key Features:

• Keyword research and analysis

• Competitor tracking and gap analysis

• Site audits and technical SEO checks

• Backlink analytics and link-building opportunities

• Content optimization and AI writing suggestions

• Position tracking for multiple locations and devices

• Local SEO tools and Google Business optimization

• Social media management and analytics

• Paid ads monitoring and PPC keyword research

• Reporting and shareable client dashboards

Pricing:

• Pro: $117.33/mo – Up to 5 projects, keyword and competitor tools, site audit, backlink analysis, position tracking

• Guru: $208.33/mo – All Pro features plus 15 projects, historical data, multi-location tracking, AI tools, content marketing tools

• Business: $416.66/mo – All Guru features plus 40 projects, share of voice, extended limits

Get Semrush

2. Mangools

Mangools is a simple, powerful SEO toolset made for agencies, marketers, and business owners who want to grow organic traffic without complexity.

It includes five main apps: KWFinder for keyword research, SERPChecker for analyzing search results, SERPWatcher for tracking rankings, LinkMiner for backlink analysis, and SiteProfiler for quick site insights.

For agencies, Mangools is great for managing multiple clients while keeping work simple and effective. Its tools are lightweight but cover all essential SEO functions, keyword discovery, backlink analysis, ranking tracking, and SERP evaluation.

The clean interface makes data easy to understand and act on, so teams can plan campaigns, optimize content, and monitor performance without confusion. It’s especially helpful for agencies that want reliable SEO results on a budget.

Key Features:

• Keyword research and difficulty analysis with KWFinder

• Competitor analysis and SERP insights with SERPChecker

• Rank tracking and performance monitoring with SERPWatcher

• Backlink discovery and evaluation with LinkMiner

• Domain overview and top content analysis with SiteProfiler

• AI search visibility audit and Chrome extension for on-page SEO

• Bulk keyword analysis and local search tracking

Pricing:

• Entry: €29 – Basic usage for small projects

• Basic: €49 – Ideal for bloggers and small websites

• Premium: €69 – For established marketers and teams

• Agency: €129 – Full suite for agencies with multiple clients

Get Mangools

3. Ahrefs

Ahrefs is a comprehensive SEO and marketing platform used by agencies, marketers, and businesses aiming to grow organic traffic. It offers tools for keyword research, backlink tracking, domain analysis, technical SEO audits, and brand monitoring.

Ahrefs excels at keyword research and competitive analysis. The Keywords Explorer shows search volume, difficulty, SERP overviews, click-through rates, and trend forecasts. Its AI tools suggest seed keywords and related terms for content planning.

Site Explorer allows domain analysis, revealing backlinks, ranking keywords, traffic estimates, and historical trends. This makes it easy to evaluate competitors or identify valuable link opportunities.

For technical SEO, the Site Audit tool detects issues affecting speed, mobile-friendliness, SSL, duplicate content, and broken links. It includes Core Web Vitals metrics from both field and lab data.

Its reporting and analytics are detailed, with API access and customizable dashboards. However, its entry-level plans are restrictive, the interface can be slow on large sites, and no mobile app is available.

Key Features:

• Keyword research with difficulty scores, SERP analysis, and AI suggestions

• Domain analysis and backlink insights with Site Explorer

• Site auditing and technical SEO optimization

• Brand monitoring with Brand Radar

• Traffic potential metric for evaluating untapped keywords

• API access and customizable reporting

• AI-driven content suggestions and optimization

Pricing:

• Starter: $29 – Limited access to site and keyword tools

• Lite: $129 – 5 projects, 750 tracked keywords, limited features

• Standard: $249 – 20 projects, 2,000 keywords, full feature access

• Advanced: $449 – 50 projects, 5,000 keywords, extended data access

Try Ahrefs

4. SE Ranking

SE Ranking is an all-in-one SEO and AI search platform that helps agencies, brands, and SEO professionals improve their online visibility. The platform is easy to use but powerful enough for teams handling multiple projects and clients.

It also supports local SEO, content marketing, and agency workflows, making it a solid choice for managing SEO campaigns at scale.

You can track your brand’s AI visibility, monitor search engine rankings, analyze backlinks, and audit websites efficiently. SE Ranking’s dashboards and reporting tools simplify client management and communication, while white-label options let agencies offer branded reports.

For large teams, API access and integrations like Looker Studio allow embedding data into custom workflows. Its AI tools also track performance across ChatGPT, AIO, Gemini, and Perplexity to give a strategic view of your AI presence.

SE Ranking supports agencies and businesses with scalable project management. Users can automate SEO reporting, create client dashboards, manage multiple projects, and run technical audits on any website size.

Key Features:

• Keyword tracking, SERP analysis, and competitor research

• Website audits with on-page SEO checks and technical recommendations

• Backlink monitoring and gap analysis

• AI-powered overviews and search tracking (ChatGPT, AIO, Gemini, Perplexity)

• Automated, white-label SEO reporting and dashboards

• Local SEO tools including business listings, rank tracking, and reviews

• Content marketing tools: AI Writer, plagiarism checks, content score, and idea finder

• API access for bulk SEO analysis and workflow automation

• Customizable client and team management with manager seats and permissions

Pricing:

• Essential: From $52/mo – 1 manager seat, 5 projects, 500 keywords

• Pro: From $95.20/mo – 3 manager seats, 30 projects, 2,000 keywords

• Business: From $207.20/mo – 5 manager seats, unlimited projects, 5,000 keywords

• Add-ons: Agency Pack, Content Marketing, Local Marketing, AI Search, API (varies)

Try SE Ranking

5. Gumloop

Gumloop centralizes marketing data and AI tools in one place, letting you monitor trends, enrich contacts, automate campaigns, and create content efficiently.

You can connect Gumloop to platforms like YouTube, Semrush, Perplexity, Apollo, Slack, and Airtable to track performance and streamline workflows.

The platform simplifies repetitive SEO and marketing tasks so your team can focus on high-impact strategies. It allows you to build custom AI workflows, from competitor research to content generation, without writing a single line of code.

Gumloop automates keyword research, content audits, rank tracking, and social monitoring. It integrates with AI models like ChatGPT, Claude, Gemini, DeepSeek, and Grok, enabling smart insights and personalized marketing at scale.

For agencies and enterprises, Gumloop supports multi-seat collaboration, custom API connections, virtual private cloud deployment, and granular access controls, making it enterprise-ready and secure.

Gumloop also shines in workflow automation. Users can scrape web pages, pull SEO data, generate blog outlines, and push results to Google Docs, Notion, or Sheets.

Key Features:

• Automated keyword research, competitor monitoring, and trend alerts

• AI-driven content briefs and SEO plans

• Contact enrichment, lead scoring, and personalized copy generation

• Multi-channel monitoring (news, video, social, and web)

• Workflow automation with drag-and-drop nodes and conditional logic

• Integrations with Google Docs, Notion, Slack, Airtable, Semrush, Apollo, and more

• Connect and control AI models like ChatGPT, Claude, Gemini, Grok, DeepSeek

• Enterprise features: VPC deployment, API key management, granular access control

• Web scraping and automated content audits

Pricing:

• Free: 2,000 credits/month, 1 seat, 1 active trigger, 2 concurrent runs

• Solo: $37/mo – 10k+ credits/month, unlimited triggers, 4 concurrent runs, email support, bring your own API key

• Team: $244/mo – 60k+ credits/month, 10 seats, 5 concurrent runs, unlimited workspaces, unified billing

Try Gumloop

6. AgencyAnalytics

AgencyAnalytics is a client reporting platform built specifically for marketing agencies. The platform helps agencies prove value, save time, and scale faster by turning complex marketing and SEO data into clear, actionable insights.

Agencies can track SEO performance, keyword rankings, backlinks, PPC campaigns, and social metrics in real time.

AI-powered features like automated report summaries, anomaly detection, and benchmarking help turn raw data into strategic decisions. With customizable dashboards, task management, client portals, and white-label options, agencies can deliver a polished experience without juggling multiple tools.

AgencyAnalytics also simplifies team and client management. You can assign roles, control access, and scale reporting across multiple clients efficiently. Automated report scheduling, roll-up tables, and bulk operations save hours each week.

Key Features:

• Automated client reporting and dashboards

• Customizable, branded dashboards and reports

• Track SEO, PPC, social, ecommerce, and local marketing metrics

• AI-powered summaries, anomaly detection, and benchmarking

• 80+ integrations (Google Analytics, Search Console, Semrush, Facebook, LinkedIn, Shopify, and more)

• Client portals with controlled access and permissions

• Task management and collaboration tools

• White-label options and custom domain/email branding

• API access and database connectors for advanced integrations

• Proposal creation and performance insights

Pricing:

• Freelancer: $59/mo – 5 clients, 5 staff users, unlimited reports & dashboards, report scheduling, 80+ integrations, client portal

• Agency: $179/mo – 10 clients, unlimited staff, custom metrics & alerts, AI summary, full branding

• Agency Pro: $349/mo – 15 clients, benchmarks, forecasting, anomaly detection, bulk operations, API access

• Enterprise: Custom – dedicated success manager, concierge implementation, priority support, database connectors

Try AgencyAnalytics

6. Surfer

Surfer is an all-in-one SEO and AI optimization platform that helps agencies rank content across Google, ChatGPT, Gemini, Perplexity, and other AI-driven search tools.

Instead of juggling multiple tools, Surfer provides one workflow to research, optimize, publish, and monitor performance. Agencies use Surfer to save time, automate client work, and scale content without scaling headcount.

For agencies, Surfer makes prospecting easy by showing which pages of potential clients need fixing, creating a clear upsell path.

Surfer also offers AI-focused tools that set it apart. The AI Tracker monitors how a brand shows up inside AI answers like ChatGPT and Gemini. Entity Optimization ensures client information is accurate and easy for AI systems to process.

The AI Content Humanizer rewrites AI-generated content into natural human-like text, while the AI Detector identifies machine-written content.

Agencies can onboard in hours, not weeks, and deliver measurable results that keep clients happy.

Key Features:

• Content Editor with live SEO scoring (NLP, structure, keywords, images)

• Surfer AI for fast, ready-to-rank article generation

• Auto-Optimize and Auto Internal Links for quick wins

• AI Tracker to monitor brand visibility in ChatGPT, Gemini, Perplexity, and AI Overviews

• AI Content Humanizer and AI Detector for quality control

• Keyword research, topical maps, and content gap discovery

• Content audit and rank drop alerts

• Multi-language support across 15+ languages

• Client prospecting tools to find and pitch SEO opportunities

• White-labeling, team management, and enterprise-grade features

Pricing:

• Essential: $89/mo – For individuals and small teams. Includes core SEO tools, Content Editor, Surfer AI, auto-optimization, and integrations.

• Scale: $179/mo – For growing agencies. Includes everything in Essential plus higher limits, AI Tracker, advanced topical maps, rank drop detection, and custom templates.

Try Surfer

Bonus: Free & Essential Tools

7. Google Search Console

Google Search Console (GSC) is a free tool from Google that helps you monitor and improve your website’s visibility in search results.

With GSC, agencies can track impressions, clicks, and keyword positions to understand how users find their clients’ sites. It also provides data on search queries, index coverage, and mobile usability, making it easier to optimize content and ensure pages are crawlable.

You can submit sitemaps, request indexing, and use the URL Inspection tool to see exactly how Google views each page.

Beyond performance tracking, GSC helps identify and fix issues that impact rankings. It sends alerts for errors such as indexing problems, Core Web Vitals issues, or structured data errors.

8. Google Analytics

Google Analytics is a free platform that helps businesses and agencies understand how users interact with websites and apps. It tracks customer behavior across devices and provides detailed insights into the full user journey.

With its reports, you can see where traffic comes from, how visitors engage with content, and which channels drive conversions. This data helps agencies measure performance, improve ROI, and make smarter marketing decisions.

Google Analytics goes beyond basic tracking with machine learning insights, predictive metrics, and cross-platform attribution. It integrates with tools like Google Ads, Search Console, and Google Cloud, giving agencies a unified view of marketing performance.

9. Google PageSpeed Insights

Google PageSpeed Insights is a free tool that analyzes how fast your website loads and performs on both desktop and mobile devices.

It provides a performance score along with detailed suggestions to improve speed, such as optimizing images, reducing unused code, or improving server response times. For agencies, PageSpeed Insights is essential because site speed directly impacts user experience, search rankings, and conversion rates.

The tool also measures Core Web Vitals like loading speed, interactivity, and visual stability, which are part of Google’s ranking signals.

Agencies can use these reports to identify technical issues, prioritize fixes, and deliver measurable improvements for clients.

Wrapping Up: Best SEO Tools for Agencies

The right SEO tools can make agency work faster, clearer, and more effective.

From research and reporting to audits and optimization, they remove guesswork and help teams focus on strategy instead of routine tasks.

In the end, what matters most is not just using tools, but knowing how to use them to serve clients better. When chosen wisely, SEO platforms give agencies the edge they need to deliver results, keep margins healthy, and grow with confidence.

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