The SEO Tools Marketers Actually Need

As a marketer, you’re likely aware of the vast array of SEO tools available. But what might surprise you is that even the most advanced platforms have limitations.

The myth of the all-in-one SEO tool

Many organizations — especially those without in-house or external SEO expertise — fall into the trap of believing that a single SEO tool can cover all aspects of search optimization. Enterprise platforms often reinforce this belief by selling the idea that their software, paired with professional services, can fully replace SEO expertise. 

Services from enterprise SEO tools are often an upsell that provides an account representative with SEO knowledge — but they don’t drive the deeper work that truly impacts performance. Critical tasks like developing topical content strategies, conducting competitive content analysis, performing in-depth keyword research, and solving complex technical issues require real SEO expertise, which is why an enterprise platform may not be worth the cost savings.

Common SEO tools

So what SEO tools and platforms should organizations consider? Let’s take a look at common SEO tools and why it is important to leverage them for well-rounded SEO coverage.

1. Google Search Console (GSC) 

• What: GSC is essential for assessing organic visibility and performance in search engine results pages (SERPs). Most SEOs spend more time in GSC than in any other analytics platform
• Why: While other search engines have similar tools, GSC remains the most critical (unless a significant portion of traffic comes from alternative engines)

*Note: Many organizations fail to incorporate visibility metrics into their measurement strategy. This is a missed opportunity, as organic search remains the top traffic driver for most websites. With AI Overviews becoming more influential in search results, tracking visibility in GSC is more important than ever. 

2. Crawling tools

• What: Standalone crawling tools fall into two categories:

1. Software-based: Screaming Frog is the industry (and CM) favorite
2. Cloud-based: popular options include Lumar (formerly DeepCrawl), Sitebulb, and Siteimprove

• Why: Crawling tools are necessary to evaluate a website’s technical health, mimicking how search engines discover and interpret SEO factors. While enterprise platforms often include crawling capabilities, standalone tools tend to be more robust

3. Ranking tools

• What: Most enterprise SEO platforms originated as ranking tools before expanding their capabilities. Leading options include SEMrush, BrightEdge, Conductor, and Ahrefs
• Why: Tracking keyword rankings is essential for understanding SEO performance. While GSC provides keyword ranking data, it lacks advanced segmentation, competitive insights, and SERP analysis features 

4. Competitive & real-time analysis tools

• Why: Competitive analysis is an important component of SEO because you can learn a lot about what Google and other search engines might deem most relevant. Competitive analysis helps you answer who’s winning and why for topics and keyword phrases you might be targeting
• What: Enterprise ranking tools collect vast amounts of data, making them valuable for competitive and real-time analysis. Many organizations have moved away from costly options, like BrightEdge and Conductor, in favor of more affordable alternatives like Semrush and Ahrefs, which provide real-time competitive analysis out of the box

5. Reporting tools & platforms

• What: With SEO relying on multiple data sources, reporting can be a major challenge. Organizations need a solution that integrates data from across all channels for effective analysis and reporting. CM developed Practix Intelligence Engine to streamline this process, bringing together data from various SEO tools for comprehensive insights
• Why: Regardless of the tool used, SEO professionals must have a reporting system that consolidates visibility, traffic, and conversion metrics for actionable decision-making

6. Backlink tools

• What: While backlinks have become a less dominant ranking factor, they still play a role in SEO success. Many enterprise tools include backlink data, often integrating with Majestic SEO, the largest and most current backlink database. Ahrefs has also built a strong backlink database over time. For organizations without an enterprise tool that covers backlink data, a Majestic subscription is an affordable alternative and even integrates with Screaming Frog for a seamless workflow
• Why: Backlink data can be helpful when determining the value of a piece of content. For example, URLs with a high number of backlinks from a high percentage of sources are likely valuable in search. You may use this information when determining content consolidation or even where to do PR outreach based on who is linking to a page

SEO tools enhance, not replace, marketers

There is no one-size-fits-all SEO tool. While enterprise platforms offer a broad set of features, they cannot replace the expertise required to interpret insights and implement effective strategies. Organizations that rely solely on tools — without skilled SEO professionals — often find themselves with plenty of data but no clear path forward.

For marketers, the key takeaway is this: invest in the right tools, but also invest in expertise. Whether in-house or external, knowledgeable SEO professionals are essential for making sense of the data, prioritizing actions, and driving meaningful results.