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How do SEO analysis tools work?
SEO analysis tools collect data about websites and search results, then turn it into numbers you can act on. Most draw on three sources: web crawlers that scan billions of pages and record the links between them, search result data gathered by checking what ranks for millions of keywords in different locations, and keyword databases that estimate how often each term is searched.
It matters because Google dominates UK search. More than 90% of UK searches happen on Google, according to the Competition and Markets Authority.
Each tool applies its own formulas to that data, which is why scores differ from one provider to the next. Treat the numbers as directional rather than exact. They’re most useful for comparing your site with competitors and tracking how things change over time.
What is a domain authority checker?
A domain authority checker gives a website a score from 0 to 100 that estimates how strong its backlink profile is, and so how likely it is to rank. The score is based mainly on how many websites link to the domain and how authoritative those linking sites are.
Google doesn’t use any third-party authority score, so it’s a comparison metric rather than a ranking factor. It’s most useful for sizing up competitors, judging whether a site is worth getting a link from, and checking whether your own authority is growing.
Check your score with our free domain authority checker.
What is a backlink checker?
A backlink checker lists the websites that link to a domain or page. For each link it usually shows the referring domain, the anchor text, whether the link is followed or nofollowed, and when it was first found.
Use it to see which links are helping your site, spot lost or spammy links, and find out where competitors get their links from. Those competitor links are often the quickest route to new link-building opportunities.
Links matter more as buying moves online. The Office for National Statistics reports that 28.8% of UK retail sales were made online in August 2026, so competition for visibility is fierce, and links remain one of the clearest signals of a trustworthy site.
See who links to you with our free backlink checker.
What is a rank checker?
A rank checker shows where a website appears in Google’s results for specific keywords. Results vary by location and device, so a good rank checker lets you choose the country or city and whether to check desktop or mobile results.
Checking rankings regularly shows whether your SEO work is paying off, which pages are climbing or slipping, and where you’re close to page one and could win more traffic with a little extra work.
Google handles around 3 billion UK searches a month, and Ofcom’s Online Nation report found that around 30% of keyword searches now include an AI Overview. Tracking your rankings shows whether you’re still visible as the results page changes.
Find out where you rank with our free rank checker.
What are SEO tools?
SEO tools are software that help you understand and improve how a website performs in search engines. They cover tasks like keyword research, rank tracking, backlink analysis, technical site audits and traffic forecasting, giving you data that would be impossible to gather by hand.
What are the best SEO tools?
For all-in-one platforms, Ahrefs and Semrush are the industry standards, with Moz Pro a solid alternative. Google Search Console is free and essential, because it shows how Google itself sees your site, and Screaming Frog is the go-to for technical audits. The best choice depends on your budget and the jobs you need to do most.
Which SEO tools should you use?
Start with Google Search Console and Google Analytics: they’re free and use your own site’s data. Add a backlink checker and rank checker to keep an eye on competitors. If you’re planning content or budgets, choose a tool with keyword volumes and traffic forecasting, so you can estimate what ranking for a term is worth before you invest in it.
Where can I find the best affordable SEO tools?
Begin with the free options: Google Search Console, Google Keyword Planner and the free checkers on this page. Many paid platforms also offer free trials or free plans, such as Ahrefs Webmaster Tools for site owners. Only pay for a subscription once you know which features you’ll use every week.