SimilarWeb:  Highly visual and easy to use competitive intelligence tool to analyse any website. It lets you analyse engagement levels, traffic sources and ranking details.

Neil Patel’s SEO Analyzer:  A free analysis of your SEO performance of your own website with a prioritised set of recommendations as well as benchmarking against up to 3 competitors.

SEO SiteCheckup: A set of intuitive tools that provide professional analysis of more than 30 SEO variables. It profiles your website against your competitors’ SEO performance (up to 5). Embeddable widgets make it easy to use and quick.

Impactana: A tool bar that uses two metrics – social signals and user engagement – to identify what kind of content works best for your audience.

SEMrush: An all-in-one SEM toolkit comprising of SEO, paid advertising, social media, content and PR applications. It helps you measure your competition, market and industry.

ahrefs: A powerful backlink checking tool using a unique index and offering a robust ranking database of millions of keywords from different countries.

Moz: A popular tool that measures, monitors and evaluates onsite and offsite SEO aspects of a website. Comes in handy for both beginners and more advanced users.

Followerwonk: This Moz-owned Twitter analytics tool allows you to collect and examine data on Twitter users such as demographics and usage frequency. It also identifies trends, influencers and brand advocates.

Screaming Frog: Install their SEO Spider Tool programme on your computer and it will crawl your website’s SEO elements including links, images, CSS, script and apps.

Google Search Console: All the tools you need to monitor your performance in the search results. A Google web service that allows webmasters to check their websites’ indexing status and visibility in Google Search Results.

Google Analytics Solutions Gallery: The Gallery aims to aid both less and more experienced marketers in taking away more information from Google Analytics by providing useful data in the form of dashboards and reports.

Google Data Studio: Another practical tool from Google to help you visualise your data better by turning it into easy-to-read dashboards and reports. Fully customisable, editable and shareable.

Google Mobile-Friendly Test: A quick way to find out if your website performs well on mobile devices. Just enter your URL and voila!

Google PageSpeed Insights: Enter a page URL and find out how fast it loads by comparing your score to the ideal 100. It also offers suggestions on how you can improve the speed both on mobile and desktop.

Google Structured Data Testing Tool: It provides a simple way to develop, test and change your structured markup. Get a preview of the markup in the search results by providing a URL or a code snippet.

Google Optimize: This is an AB testing and personalisation solution. Use the free version if you’re just getting started with experimentation or get the paid version for more advanced testing options.

Google Trends: It uses information from Google search to show how often a term is used relative to the total number of searches across different regions across the globe. Useful if you want to find out the level of interest for a specific term over time.

KWFinder: A keyword finder and research tool that helps you find long tail keywords with low competition. It bases its search on the keywords’ SEO Difficulty score measured in real time.

Ubersuggest: A user-friendly keyword research tool that uses various sources such as images, news, shopping, web and videos. It offers a wide pool of search terms suggestions and helps you get new ideas and discover niche searches.

Answer the Public: A search query data visualisation tool that helps content marketers find out what questions consumers ask in Google and YouTube. Enter a keyword, find out what questions are being asked on that topic and create informative content.

Siteliner: A scanner that identifies factors that might be negatively affecting your ranking in search results. It crawls your website and reports on duplicate content, broken links and page power.

Yoast SEO WordPress Plugin: It enables website optimisation by allowing you to optimise page content, images, titles, meta descriptions, create XML maps and and change website configuration at an advanced level.

Google Alerts: It detects changes in content for a provided term and will notify you via email. You can manage how often you receive notifications and what kind of sources you get content from.

Feedly: An application that aggregates news from a variety of online sources. The news can be saved in boards, organised in stories, added notes to and shared on social media.

Buzzsumo: A great platform for content marketing and SEO. It allows you to find the most shared content on a particular topic or on a website. Also effective in finding influencers in your industry.

Canva: A software that can turn anybody into a graphic designer. Choose from multiple templates or use the extensive number of graphic elements to create your own designs for web pages, blogs and social media. It lets you share your creations with your team and edit together.

Zapier: If you’re tired of constantly switching between apps, this tool is for you. It creates automated actions or workflows between business apps and you don’t need to be a technical person to set it up.