Best SEO Software for Small Business Owners and Startups

If you are a small business owner looking for the best SEO software to help you get started, then this is the article for you.

I tested several tools and selected the best SEO software for small business owners and startups. 

Each SEO tool in this article has its strengths and weaknesses, so your ultimate choice should be based on the specific requirements of your business.

My two top choices are Serpstat and Mangools. Both are affordable and provide an all-in-one SEO toolkit.

Whatever SEO tool you choose from this article, I always recommend taking advantage of free trials and demo versions before making a final decision.

Table of Contents:

Why Small Businesses and Startups Should Invest in SEO Software

Search Engine Optimization (SEO) software is crucial for the online presence of your business, driving organic traffic and potential customers to your website. This is what SEO software can do for your business:

  • Keyword Research: SEO software aids in identifying the most relevant keywords for your business niche to improve its ranking in search engines.
  • Competitor Analysis: SEO software helps to understand the SEO strategies of competitors and provides insights on how to outperform them.
  • Link Building: Effective SEO software can also facilitates link building, which is an integral part of improving the website’s visibility and ranking.
  • Performance Tracking: SEO software can track the performance of your SEO efforts and provide actionable insights to improve your SEO strategy.

Best All-in-one SEO Software for Small Businesses


Mangools is a great all-in-one SEO tool that is well-suited for startups and small businesses. It has all the features you need to improve SEO and increase organic traffic to your website.

The tool includes keyword research, SERP analysis, rank tracking, backlink analysis, and website SEO metrics, and you will have access to all these features from a single dashboard.

Mangools is also very affordable, making it a good fit if you are on a tight budget.

Key features

  • KWFinder for keyword research
  • SERPChecker for SERP-analysis
  • SERPWatcher for rank tracking
  • LinkMiner for backlink analysis
  • SiteProfiler for website SEO metrics

Pros and Cons

  • Affordable pricing
  • All-in-one SEO tool with multiple features
  • User-friendly interface
  • The Site Profiler feature sometimes provides redundant data


  • Mangools Entry plan starts at $19 a month. All paid plans have 48-hours money back guarantee
  • You can also create a free account without a credit card to see if the tool fits your needs


Serpstat is a comprehensive SEO tool that offers a wide range of features for startups and small business owners. This is an all-in-one SEO solution that offers several key features that can benefit startups and small business owners.

It provides keyword research, site audit, competitor analysis, backlink analysis, and rank tracking. The tool is competitively priced and is considered a solid option for managing complete SEO campaigns.

Especially Serpstat’s SEO audit tool, daily rank tracking, and PPC analysis are valuable features.

Key features

  • Keyword Research: Serpstat provides a comprehensive keyword research tool for both SEO and PPC efforts.
  • Backlink Analysis: The platform allows users to analyze backlinks, which is crucial for understanding and improving a website’s authority and ranking.
  • Rank Tracking: Users can track keyword rankings on various search engines over time to assess the effectiveness of their SEO strategies.
  • Competitive Analysis: Serpstat enables users to gain insights into their competitors’ online marketing tactics, allowing for informed decision-making.
  • Site Audit: The tool offers a site auditing feature to identify and fix on-page issues that may affect a website’s performance.

In addition to these core features, Serpstat also provides other functionalities such as keyword clustering, API access, white label reporting, and trend analysis.

Pros and Cons

  • Affordable
  • Comprehensive features
  • One single dashboard
  • Compared to some competitors like Semrush and Ahrefs, Serpstat may have less data and advanced content marketing tools


Serpstat offers a range of pricing plans to cater to different needs.

  • Individual: $50 per month
  • Team: $100 per month
  • Business: $410 per month
  • Custom: Contact for a custom plan

Each plan comes with a set of features and capabilities, making it suitable for individuals, freelancers, and larger businesses. Serpstat offers a 7-day free trial on all plans.


Ahrefs is a very comprehensive, user-friendly SEO tool. Its features, including site auditing, keyword research, backlink analysis, and competitive analysis, are top-notch.

  • Site auditing: identifies SEO issues and provides recommendations for improvement
  • Keyword research: helps discover profitable keywords and analyze their ranking difficulty
  • Backlink analysis: assesses the quality of backlinks and highlights opportunities for link-building
  • Performance tracking: improves SEO strategies based on actionable insights

Ahrefs provides a well-rounded view of SEO performance with robust capabilities. It’s suitable for any size business thanks to its user-friendly interface and extensive capabilities.

  • Fully-featured SEO tool
  • Works with multiple search engines
  • Robust database for keywords and backlinks, making it a valuable asset for SEO purposes
  • No free trial available


  • Plans start at $89 a month


SEMrush is another popular SEO tool that offers an all-in-one solution. Its array of features includes keyword research, site audit, SEO content template, and rank tracking.

  • Keyword research: supports you with finding the most effective keywords for your content
  • Site audit: highlights website issues impacting SEO performance
  • SEO content template: provides guidance on creating SEO-friendly content

SEMrush offers more than just SEO tools. It’s a comprehensive digital marketing suite that provides a wide array of features to help businesses improve their online presence.

Pros and Cons

  • Wide range of SEO-related tools
  • Suitable in-house marketing teams and marketing agencies
  • Hundreds of integrations
  • Not the most affordable option and their free plan is very limited


  • Plans start at $129,95, but SEMrush offers 7-day free trial on all plans.

Moz Pro

Moz Pro is a well-regarded SEO software that offers advanced features such as site crawl, keyword research, and rank tracking. It is known for its user-friendly dashboard and helpful customer support.

  • Site crawl: identifies website errors duplicate content, and SEO opportunities
  • Keyword research: offers keyword suggestions and SERP analysis
  • Rank tracking: track keyword ranking over time and against competitors

Moz Pro’s strength lies in its user-friendly interface, comprehensive features, and the wealth of data it provides, and is an excellent choice for startups and small businesses looking to improve their overall SEO.

Pros and Cons

  • All-in-one SEO tool suite
  • Best learning and resource guides to improve SEO knowlegde
  • Exceptional site auditing tool
  • Pricey and not suitable for beginners


  • Pricing start at $79 a month. Moz Pro also offers a 30-day free trial on all features.

High Rated SEO Software for Keyword Research

Keyword research is a crucial part of SEO, and utilizing the right tool can significantly enhance your SEO performance. Long Tail Pro and Google Keyword Planner are good options when you are looking for specific keyword research software.

  1. Long Tail Pro is an excellent tool for finding long-tail keywords, which are often less competitive and easier to rank. With its rank tracker feature and competitor analysis, it provides valuable insights to help you optimize your SEO strategy.
  2. Google Keyword Planner is a free SEO tool from Google, this software offers basic keyword research features and is excellent for finding keywords related to your business. It’s particularly useful for analyzing search trends and forecasting keyword performance.

Comparison of SEO Software for Keyword Research

SEO SoftwareKeyword ResearchSite AuditCompetitor Analysis
Long Tail ProYesNoYes
Google Keyword PlannerYesNoNo

Top SEO Tools for On-Page Optimization

There are several on-page optimization software programs that can significantly boost a company’s SEO performance. SurferSEO, Google Search Console, WooRank, and Crazy Egg are among the best SEO software for on-page optimization.

Each offers a unique set of features, and depending on the company’s specific needs, some may be more suitable than others.

  • SurferSEO is an advanced SEO tool that utilizes data-driven strategies to optimize website content and offers an in-depth content editor that guides the creation of SEO-friendly content.
  • Google Search Console is a free tool from Google that helps businesses monitor and troubleshoot their website’s presence in Google Search results. It provided insights into how Google views their site and optimizes its organic presence.
  • WooRank offers a robust website review and SEO tool that allows businesses to analyze their website on an on-page and off-site SEO level. It provides actionable insights to improve a website’s visibility and performance.
  • Crazy Egg provides heatmap tools that provide insights into how users interact with a website. It allows businesses to understand user behavior and optimize their site accordingly to improve engagement and conversions.
SEO ToolMain FeaturesBest For
SurferSEOData-driven strategies,
In-depth content optimization
Businesses that want to create SEO-friendly content
Google Search ConsoleSite monitoring, Troubleshooting assistanceBusinesses that need a comprehensive SEO review of their website
WooRankWebsite review tool,
On-page and off-site SEO analysis
Enhances a website’s visibility and ranking
Crazy EggHeatmap tools,
User behavior insights
Businesses looking to understand and improve user engagement

Effective Link Building SEO Software

Several software options stand out when it comes to effective link building, including Buzzstream, Link Hunter, Monitor Backlinks, and Hunter.


Buzzstream is a powerful tool designed for businesses that are serious about building a strong link profile. It boasts a wide array of features, including:

  • Link prospecting
  • Outreach management
  • Relationship tracking

With Buzzstream, businesses can streamline their link-building processes and build strong, lasting relationships with high-value link prospects.

Link Hunter

Link Hunter is a tool designed with simplicity and effectiveness in mind. It provides:

  • Automated link prospecting
  • Outreach templates
  • Performance tracking

Monitor Backlinks

Monitor Backlinks is specifically designed to keep an eye on a website’s backlink profile. It helps businesses:

  1. Track new and lost backlinks
  2. Monitor keyword rankings
  3. Check website health

By identifying and highlighting your most valuable links, Monitor Backlinks allows you to focus on what truly matters for your SEO strategy.

Hunter IO

Hunter IO, formerly known as Email Hunter, is an excellent tool for outreach. Its functionalities include:

  • Domain search
  • Email verification
  • Lead management

All of these tools offer unique benefits that can boost your business’s SEO efforts. The key is to align these tools with your specific business needs and objectives.

SEO SoftwareUsesBest For
BuzzstreamLink prospecting,
Relationship tracking
Businesses seeking long-term link partnerships
Link HunterAutomated link prospecting,
Performance tracking
Businesses needing a simple, efficient tool
Monitor BacklinksBacklink monitoring, Keyword rankingBusinesses wanting detailed backlink insights
Hunter Domain searchLead managementOutreach-focused businesses

Best SEO Tools for Analyzing Website Performance

Rapid page load times and responsive interactions are not only critical for providing an optimal user experience but also play a significant role in search engine rankings.

Below are some of the best SEO software tools for analyzing website performance:

  1. SEO Powersuite combines four different SEO tools – Rank Tracking Tool, Website Auditor, SEO SpyGlass, and LinkAssistant – to provide a comprehensive solution for improving your website’s visibility and ranking on search engines.
  2. Google Search Console: is a free tool from Google that provides a wealth of information about your website’s performance on Google’s search engine. It includes data on your site’s traffic, keyword rankings, crawl errors, and more.
SEO ToolMain FeaturesBenefits
SEO PowersuiteCombination of four SEO tools – Rank Tracker, Website Auditor, SEO SpyGlass, LinkAssistantComprehensive solution, Improves website visibility and ranking
Google Search ConsoleData on site’s traffic, keyword rankings, crawl errorsOffers a wealth of information about the site’s performance on Google

SEO Software for Local Search Optimization

There are several SEO software tools that can provide significant value when it comes to local search optimization. These are some of the most popular ones:

  1. Moz Local is a powerful SEO tool that allows businesses to create and manage their local business listings on Google, and social media platforms. This will make it way easier for your audience to find and choose your business.
  2. Semrush Listing Management Tool provides a comprehensive listing management tool that simplifies the process of managing your business’s online presence. It provides a centralized platform where you can update business information, track local rankings, and monitor customer reviews.
  3. Uberall is an innovative solution that helps businesses manage and optimize their digital presence across various online platforms. This tool enables businesses to engage with customers, improve online visibility, and drive local traffic.
  4. GeoRanker is an advanced local SEO tool that allows businesses to track their rankings for multiple locations and keywords. It offers heat map reports and real-time ranking data, providing businesses with valuable insights into their local SEO performance.
  5. Grid My Business is a unique local SEO tool that enables businesses to visualize and optimize their local search performance. It provides a grid view of your business’s presence across different locations, helping you identify areas where your local SEO efforts can be improved.
SEO SoftwareKey Features
Moz LocalConsistent business information,
multiple platform management
Semrush Listing Management ToolCentralized platform,
customer review monitoring
UberallDigital presence management,
customer engagement
GeoRankerReal-time ranking data,
heat map reports
Grid My BusinessGrid view of business presence,
local SEO optimization

Popular SEO Software with Competitor Analysis Features

Understanding your competitors’ strategy is a crucial part of a successful SEO strategy. Several SEO tools provide this capability, but some stand out more than others, these include Semrush, Ahrefs, Moz, and Serpstat.

  • Semrush is a versatile tool that offers advanced features for competitor analysis. It enables you to track your competitor’s SEO strategy by providing details about their organic keywords, site traffic, and backlink data. 
  • Ahrefs is recognized for its extensive backlink database, which is essential for analyzing the link-building strategies of competitors. It also provides features for keyword research, content research, and rank tracking.
  • Moz is another reliable SEO tool that offers comprehensive features for tracking competitors. It provides valuable insights into your competitors’ keyword strategies and on-page SEO. With Moz, you can also track your own site’s rankings alongside your competitors’.
  • Serpstat is a relatively new player in the SEO tools market but it has quickly gained popularity. It offers a variety of features for competitor analysis, including tracking competitors’ SEO tactics, their PPC campaigns, and their content marketing strategies.
SEO SoftwareKey Features
SEMrushCompetitor analysis, keyword research, site audit, rank tracking
AhrefsBacklink analysis, keyword research, content research, rank tracking
Moz ProKeyword research, site audit, on-page SEO analysis, rank tracking
SerpstatKeyword research, competitor analysis, site audit, rank tracking

What Are Some Key Features to Look For in SEO Software For Small Businesses and Startups?

Small businesses and startups need to target the right keywords to attract the right audience. Keyword research is an essential SEO feature that helps businesses identify the most relevant keywords for their niche and target audience.

The right keywords can help businesses rank higher in search engine results pages (SERPs) and attract more traffic to their website.

On-page optimization

On-page optimization refers to the optimization of individual web pages to rank higher in search engines. It is all about the improvement of website content, meta tags, images, and other on-page elements to improve the website’s visibility in search engines.

Link building

Link building is the process of acquiring hyperlinks from other websites to your own. It is an important SEO feature that helps small businesses and startups improve their website’s authority and credibility.

Local SEO

For small businesses and startups that operate in a specific geographic location, local SEO is an essential feature. Local SEO helps with the optimization of the online presence for local search queries to improve visibility in local search results and attract more local customers.

Analytics and Reporting

Analytics and reporting are crucial SEO features. By tracking your website’s performance, keyword rankings, backlinks, and other important metrics, you can identify areas for improvement and make better decisions to improve your SEO strategy.

Some of the best SEO software options for small businesses and startups

The providers below offer some of the best SEO tools for small businesses and startups with comprehensive features to cater all SEO needs:

  • Mangools one of the most affordable all-in-one SEO tools, offers a range of SEO tools including keyword research, rank tracking, and backlink analysis. It’s particularly known for its intuitive interface.
  • Serpstat is designed for in-depth competitor analysis, keyword research, backlink analysis, site audit, and rank tracking. Serpstat’s unique feature is its ability to identify market leaders who are not direct competitors but can impact your SEO strategy.
  • Ahrefs is widely recognized for its SEO toolset that offers a suite of features, including keyword research, competitor analysis, and backlink research. Ahrefs has a user-friendly interface and provides actionable insights that can significantly boost your SEO efforts.

What is the difference between free and paid SEO software for small businesses and startups?

Understanding the distinction between paid SEO software and free tools can greatly impact a small business or startup’s decision-making process. It’s crucial to weigh the pros and cons of each type before making a choice.

Here are some key differences to consider when choosing between free and paid SEO software:

Free SEO Software:

  • Generally, there is no financial investment required
  • These tools often offer basic SEO services such as keyword tracking and analytics
  • Free software typically lacks personalized customer support
  • Updates on free versions may not be frequent, and users may miss out on new features or improvements.

Paid SEO software:

  • There is usually a monthly or annual fee, which varies depending on the specific software and features
  • Paid versions usually provide more advanced features like content optimization, comprehensive SEO audits, competitor analysis, and more
  • Paid software usually offers dedicated support, including phone or live chat assistance
  • With a paid plan, users often have access to the latest updates and improvements as soon as they’re available

Are There Any SEO Software Options Specifically Designed for E-commerce Businesses?

There are several SEO software options meticulously crafted to cater to the unique needs of e-commerce businesses.

These software solutions are equipped with features and functionalities that streamline SEO processes, enabling e-commerce businesses to boost their visibility, drive more traffic, and increase conversions.

  • SEMRush: This is an all-in-one marketing toolkit that offers robust SEO features, including SEO keyword research, backlink analysis, and site audits. SEMRush also provides e-commerce websites with detailed insights into their competitors’ strategies.
  • Moz Pro: Moz Pro offers probably the most comprehensive suite of SEO tools to help e-commerce businesses improve their search engine rankings. The software includes features for SEO keyword research, link building, and on-page optimization.
  • Ahrefs: Ahrefs is a powerful SEO software that provides e-commerce businesses with deep insights into what their competitors are doing and how they can outperform them. The platform offers tools for SEO keyword research, competitor analysis, and backlink tracking.

Choosing the right SEO software for your e-commerce business involves considering several factors, such as your business goals, budget, and technical capabilities.

What are the most common challenges small businesses and startups face when it comes to SEO?

Small businesses and startups often have limited resources, which can make it difficult to invest in SEO. This can lead to a lack of expertise and knowledge in the field, making it challenging to implement effective SEO strategies.

Another challenge is the competition. Small businesses and startups often operate in crowded markets, where larger, more established companies dominate the search rankings. This can make it difficult to gain visibility and attract organic traffic.

Time is also a significant challenge for small businesses and startups. SEO is a long-term strategy that requires consistent effort and optimization. However, small business owners and startups often have limited time to dedicate to SEO, as they are focused on other aspects of growing their business.

Finally, keeping up with the constantly changing SEO landscape can be a challenge for small businesses and startups. Search engine algorithms are constantly evolving, and staying up-to-date with the latest trends and best practices can be difficult without a dedicated SEO team or software.

Google Search Console 

Google Search Console (former Google Webmaster Tools) offers some of the best free marketing tools that can greatly assist in search engine optimization (SEO):

  1. Google Trends: Google Trends can help you with insights and inspiration on keyword ideas.
  2. Google Keyword Planner: Google Keyword Planner helps users discover relevant keywords and estimate their search volume, contributing to targeted content creation.
  3. Google Search Console: Google Search Console allows website owners to monitor their site’s performance in search results, identify indexing errors, and submit sitemaps for improved visibility.
  4. Google Analytics: Google Analytics provides valuable insights into website traffic, user behavior, keywords, and Google Ads enabling users to identify areas that require optimization and track the success of SEO strategies.
  5. Google Business Profile: Google Business Profile helps to enhance a business’s visibility in local search results and Google Maps.
  6. Google Page Speed Insights: Google PageSpeed Insights analyzes website performance and provides optimization suggestions for faster loading speeds, a critical factor for improved SEO rankings.


What is the best SEO for a small business?

Two SEO tools stand due to their comprehensive features, user-friendly interfaces, and affordable price models. 

  1. Serpstat: Known for its comprehensive keyword research capabilities and competitive analysis
  2. Mangools: Renowned for its user-friendly interface, in-depth analytics and local SEO 

Is SEO worth it for small business?

The short answer is: yes. The primary reason to endorse SEO for small businesses is its cost-effectiveness.

Unlike traditional marketing methods that can have high costs with lower returns, SEO is an investment that pays dividends over time.

It’s a long-term strategy that helps small businesses compete with larger companies without having the same marketing budget.

  • Visibility and Ranking: With the right SEO strategies, a small business can increase its visibility to potential customers. This can result in higher website traffic and ultimately higher sales.
  • Trust and Credibility: A well-optimized website that ranks high in search engines can build trust and credibility with your audience. People trust search engines, and ranking high in search results can give your business a significant credibility boost.
  • User Experience: SEO isn’t just about search engines, but good SEO strategies improve the user experience and usability of a website. Users trust websites that have a good user experience.

To further illustrate, let’s take a look at the table below:

Benefits of SEODescription
Increased TrafficBy ranking higher on search engines, your website will naturally see an increase in traffic.
Brand AwarenessBeing on the first page of search engine results for targeted keywords not only helps users associate your brand with those keywords, but it instills trust since companies on the first page are generally perceived to be more trustworthy.
Better Conversion RatesSEO-optimized websites load faster, are easy to read and surf, and will display properly on almost all types of devices, including mobile and tablets.

Websites that are easy to read and navigate are more likely to grab and hold the attention of your readers or visitors – i.e. they’re more likely to become your loyal customers, subscribers, and returning visitors.

What is the best SEO tool to use?

The choice of the ‘best’ SEO tool largely depends on the specific needs and budget of your business. Here are three top-rated SEO tools ideal for small businesses and startups:

  1. Mangools
  2. Serpstat
  3. Ahrefs
SEO SoftwareKey FeaturesPricing
MangoolsKeyword research, SERP analysis, rank tracking, backlink analysis, SEO metrics$19 per month
(billed annually)
SerpstatKeyword research, keyword clustering, site audit, competitor analysis, AI content generator, etc.$50 per month (billed annually)
AhrefsSite audit, keyword explorer, content explorer, rank tracker, backlink checker, etc.$83 per month (billed annually)

*Note: The pricing mentioned above may vary as per the additional features chosen.

How do I SEO for a small business website?

Optimizing a small business website for search engines is a critical step in growing your business. SEO, or Search Engine Optimization, is the process of enhancing a website to increase its visibility for relevant searches.

The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business. Here’s a step-by-step guide:

  1. Keyword Research: Start by identifying keywords that your customers are using to find businesses like yours.
  2. On-page SEO: Next, optimize your website’s content and HTML source code. This includes your titles, headers, and meta descriptions.
  3. Technical SEO: This includes website speed, mobile-friendliness, indexing, crawlability, site architecture, structured data, and security.
  4. Content Creation: Regularly publish high-quality, original content that includes your target keywords.
  5. Link Building: Aim to increase the number of high-quality, relevant sites that link to your website.

Depending on your time, willingness to learn, and the complexity of your website(s), you may decide you need an expert to handle things for you.

SEO software can help streamline this process, providing marketing tools and insights to help you boost your site’s performance in search results. Here are some of the best SEO software for small businesses and startups:

Choosing the right SEO software is a strategic decision that should take into consideration your business’s specific needs, budget, and SEO goals. Each of the above-mentioned tools offers a unique set of functionalities tailored for different SEO strategies.


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