For B2B marketers, staying ahead of the competition often hinges on how effectively you leverage data and insights. The right B2B SEO tools can be a game-changer, helping content strategists not only understand an audience but also fine-tune strategy and drive more qualified leads.
Whether you’re a seasoned SEO content strategist or just getting started, or you’ve hired a SEO strategist from Contently’s talent network, using the software at your disposal can make the difference between getting lost in the search engine shuffle and rising to the top of the rankings. In this post, we’ll explore some of the best SEO tools that can empower your B2B marketing efforts, ensuring your strategy is both effective and efficient.
Best free B2B SEO tools
Google Analytics
Let’s start with the most obvious: Google Analytics. Likely, you are already using it. If not, there are several reasons why you should.
First, what better tool than one developed by the same search engine on which you want to rank? Second, unlike many tools that provide data based on proprietary algorithms that estimate keyword traffic, Google Analytics gives you hard data on actual visitors hitting your website.
Oh, and it’s free!
Beyond that, Google Analytics offers a wealth of search engine optimization features and benefits: multiple traffic statistic options, real-time audience tracking, site visitor behavior views, conversion reporting…the list is endless.
Integrating Google Analytics into your content management system is as simple as dropping in a few lines of javascript into the portion of the HTML. WordPress users don’t even have to do that; there are simple plugins, like Google’s own Site Kit, to make this process much more simple.
Google Keyword Planner
Google Keyword Planner is another must-have SEO tool, and it’s also free. It enables you to research and discover relevant keywords, get search volume and forecast data, and determine keyword cost.
The only drawback is that you must have a Google Ads account to access the tool. However, you don’t have to use Google Ads; you can just register for an account. You can find Keyword Planner under the “tools and settings” option in the navigation bar.
7 More Essential B2B SEO tools
1. Ahrefs
Ahrefs is a robust SEO platform that lets you discover new keywords and monitor ranking progress. In addition, you can track competitors’ keyword rankings and backlinks and complete a website audit to find SEO issues.
B2B content marketing managers will love the content discovery feature that finds the most popular articles on any topic. And it’s perfect for developing an SEO-focused content calendar.
Ahrefs has a variety of plans to suit your team’s needs, but most marketing teams will need a more robust plan than the basic version. They do offer a suite of free SEO tools that offer some help (but they aren’t as robust as a paid account).
Ahrefs pricing: Lite ($129/month), Standard ($249/month), Advanced ($449/month)
2. Semrush
Semrush is a favorite tool among SEO professionals and content marketers. Like Ahrefs, it comes with a comprehensive set of platform features and benefits, including keyword research, competitive analysis, a suite of content marketing tools, rank tracking, and much more. While similar to Ahrefs, Semrush only gives statistics for Google searches, while users can conduct keyword research for multiple search engines using Ahrefs. On the other hand, Semrush offers more detailed keyword reporting than its competitor.
You can use a few of Semrush’s tools for free, but to conduct more searches or access its more robust tools, you need to pay for it.
Semrush pricing: Pro ($139/month), Guru ($249/month), Business ($499/month)
3. AnswerThePublic
AnswerThePublic (ATP) is another keyword discovery tool that takes a slightly different approach to providing information about what customers are searching for.
The first step is to enter a keyword. ATP then utilizes a visual mind map-style functionality to reveal relevant keywords—you can click on any of those to show even more keywords.
According to the developers, AnswerThePublic “listens” to autocomplete data from search engines like Google, then lists every useful phrase and question people ask about your keyword. It’s free to use, but you can upgrade to a paid version with more features.
AnswerThePublic pricing: Individual ($11/month), Pro ($99/month), Expert ($199/month)
4. Screaming Frog SEO Spider
Screaming Frog’s SEO Spider is a must-have for B2B marketers aiming to boost their website’s technical SEO performance. It efficiently crawls your entire site, identifying issues like broken links, duplicate content, and poor site structure that could hurt your search rankings. Its ability to handle JavaScript-heavy sites and generate XML sitemaps ensures your content is fully optimized for search engines.
Additionally, Screaming Frog’s integration with Google Analytics and Search Console offers deeper insights into your site’s performance. With a user-friendly interface, customizable options, and bulk editing capabilities, it’s a powerful tool that helps B2B marketers make data-driven decisions to stay ahead in a competitive landscape.
Screaming Frog offers a free version of the tool that can crawl up to 500 URLs, but to get the most out of its capabilities, you’ll want to upgrade to the paid tier.
Screaming Frog SEO Spider pricing: $259 per year, per license (each user requires a unique license)
5. BrightLocal
BrightLocal is a crucial tool for B2B marketers focusing on local SEO, offering a comprehensive suite tailored to enhance local search visibility. With features like rank tracking for specific locations, citation monitoring across directories, and review management, BrightLocal ensures your business stays competitive in local markets. Its local SEO audit helps identify issues that could hinder your visibility, allowing for quick optimization to boost search rankings.
The tool also excels in competitive analysis, offering insights into local competitors’ performance and highlighting missed keyword and citation opportunities. Additionally, BrightLocal’s citation management and review response tools streamline your local SEO efforts, ensuring consistency and accuracy across all platforms. With customizable reports and data visualization, marketers can easily track progress and make informed decisions to dominate local search results.
BrightLocal pricing: Track ($39/month), Manage ($49/month), Grow ($59/month)
6. SimilarWeb
SimilarWeb is essential for B2B marketers looking to outmaneuver competitors and understand their audience. It offers powerful competitive analysis tools, allowing you to compare traffic, analyze competitors’ keywords, and explore shared audience segments. With in-depth audience insights, including demographics and browsing habits, marketers can craft highly targeted campaigns that drive results.
The tool also provides comprehensive traffic analysis, revealing where your visitors come from and how they engage with your site. Additionally, SimilarWeb keeps you updated on industry trends and offers SEO audits, keyword research, and ranking tracking, making it a critical asset for optimizing your SEO strategy.
It’s one of the pricier tools available, but it provides a wealth of data organized in easy-to-follow charts that are great for presentations.
SimilarWeb pricing: Starter ($125/month), Professional ($333/month)
7. Clearscope
The last tool on the list, Clearscope, was developed primarily with content marketers in mind. Give it a target keyword, and the platform locates and analyzes top-ranking content, then recommends relevant terms, word count, readability, and other optimization factors.
Users copy and paste their content into Clearscope’s text editor. It grades the content based on the recommendations. Users then modify the content to achieve the recommended score to improve its ranking.
Clearscope is the most expensive of all the tools on this list, and they don’t offer a free trial.
Clearscope pricing: Essentials ($189/month), Business ($399/month)
Choosing the right B2B SEO tools for your content strategy
Identifying the right SEO tools is crucial for B2B marketers who want to maximize their impact and drive measurable results. With so many options available, it can be overwhelming to determine which tools align best with your specific business needs.
That’s where the SEO content marketing experts at Contently come in. We’re here to help you navigate the landscape, choose the most effective tools, and integrate them seamlessly into your strategy. With Contently by your side, you can confidently optimize your SEO efforts, ensuring your business stands out in a crowded digital marketplace.
Ask the Content Strategist: FAQs about SEO tools
What criteria should a business use to decide between free and paid SEO tools?
Businesses should consider their specific needs, budget, and the scale of their SEO efforts when choosing between free and paid tools. Free tools may be sufficient for smaller businesses or those just starting, but paid tools often offer more advanced features, better support, and scalability, making them more suitable for larger enterprises or businesses with aggressive growth plans.
How do these tools integrate with each other or with existing marketing software?
Many SEO tools, such as Google Analytics, Ahrefs, and Semrush, offer integration capabilities with other marketing software like CRM systems, content management systems (CMS), and data visualization platforms. Integrating these tools can result in more streamlined workflows, centralized data, and the ability to make data-driven decisions across different marketing channels.
What kind of support or customer service is available for these tools?
Support varies widely across different tools. For example, free tools like Google Analytics offer community forums and documentation but lack dedicated customer service. Paid tools like Ahrefs and Semrush typically provide more comprehensive support, including live chat, email support, and sometimes dedicated account managers, which can be crucial for resolving issues quickly and efficiently.
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