SEO Audit Tools

The ultimate guide to finding and choosing the best SEO Audit Tool

Performing SEO Audits require the right data on your website. Data from crawls, searches and request via APIs. There are a lot of different SEO audit tools that allows you create some of this data but the quality, usability, flexibility and strength of tools varies a lot and you should choose carefully before investing.
On this page I will guide you through choosing the best SEO Audit Tools.

What is a SEO audit tool?

Basically, a SEO audit tool helps you analyze a website and how well it’s optimized for SEO. Often SEO audit tools do that by crawling a website and find errors on the different parameters of SEO.

There are some basic features that your SEO audit tools should be finding including:

  • Crawls and provide easy to understand overviews of the website
  • Broken linksCanonicalisation issues
  • Titles
  • Descriptions
  • Internal duplicate content

There are numerous parameters that you want to check for when performing a SEO audit. The best tools covers only most of them. When choosing what tool you should use for your SEO audits you should especially consider tools that:

  • Check for duplicate content both internally and externally
  • Build crawl maps
  • Checking mobile friendliness and page speed
  • Analyses the sitemap
  • Readability
  • Integrations with Search Console and Google analytics

What influences the choice of SEO audit tool

One of the things you need to consider is whether to have several different tools with different purposes or going for a All-in-one SEO audit tool. Your choice should depend on a couple of things:

  • The complexity of your website: If you have a huge website this call for more advanced feature in you SEO tool. You should be able to crawl and analyze different areas of your website. You should have a crawl budget that can manage a big website working in the cloud, so that your client side tool don’t crash.
  • Experience: Your experience within SEO should guide you as to how advanced tool you should use. The more experienced you are the more technical the SEO tool can be. If you are making one of the first SEO audits go for some of the most popular and easy to use tools.
  • Team: How many on you team is going to use the data from the audit tool? If you are sharing the SEO audit tool with others, then make sure it’s easy for them to access historic data or make sure you extract and export data so that i.e. developers can easy understand it and take action.
  • Budget: Price range of SEO audit tools is very different and you should of course take your budget into account. There is a correlation between quality and price, but not a linear corre
searchmetrics keyword research seo tool

SearchMetrics is a suite of fullservice SEO tools. Basically SearchMetrics have developed three distinct functionalities the SearchMetrics suite with the ResearchCloud and what i call Projects and with their Content Experience.

Price

5/10

Data

7/10

Depth

9/10

User

5/10

Agency

7/10

SEO-powersuite-keyword-research-tool

SEO powersuite is four different tool in one enterprise. You can buy each tool individually or buy them all together in an tool bundle.

Price

9/10

Data

7/10

Depth

7/10

User

5/10

Agency

6/10

sitebulb seo tool

Sitebulb is a client side website crawler that according to themselves ‘delivers instantly actionable insights and intuitive data visualizations’. 

Price

9/10

Data

9/10

Depth

8/10

User

7/10

Agency

8/10

URL Profiler Logo seo tool

URL profiler is a scraper tool that lets you improve and add data to an existing dataset or url list. You can simply upload a url list and let URLprofiler collect data from various other tools via APIs or via URLprofilers own scraper.

Price

9/10

Data

8/10

Depth

9/10

User

4/10

Agency

8/10

screaming frog seo tool

Screaming Frog SEO Spider is a client site webcrawler that allows you to do technical and content audits. 

Price

NA

Data

NA

Depth

NA

User

NA

Agency

NA

se ranking seo tool logo

SEranking is all in one SEO enterprise solution that provides you with Ranktracking, crawl data and backlink data

Price

NA

Data

NA

Depth

NA

User

NA

Agency

NA

mangools logo seo tools

MangoTools is a suite of 4 tools that help you perform keyword research, SERP features, rank tracking and backlink audits.

Price

NA

Data

NA

Depth

NA

User

NA

Agency

NA

seoprofiler logo seo tools

SEOprofiler is an all in one SEO enterprise tool that lets you track keywords, perform site audits and do backlinking audits in one place

Price

NA

Data

NA

Depth

NA

User

NA

Agency

NA

The complexity of SEO audit tools

Performing a SEO audit that takes everything into account is not an easy task. There are a lot of things that can go wrong when Google is crawling your website. Creating a SEO tool that takes everything into account and have ways of finding errors and reporting them back to you is a difficult task.

Many SEO audit tools crawl your website and report back on finding and the data they gather. However, in order to perform a SEO audit that covers all elements you also have to include other parameters and dataset than a crawl. You have to take the following into account: duplicate content on other websites than your own, Authority from external links, Social share, whether a page is in index or not and when it has been crawled the last time. In some cases you also need to do audit of logfiles of the websites visitors to understand how Google crawled the website last time.

Thus, the best SEO audit tools do not only crawl your website and reports this back. They also perform Google searches, integrates with Search Console and Analytics, as well as other third party backlink tools.

When you choose your own SEO audit tool one might not be enough and you might have to choose two or three different tools to be able to cover all SEO parameters.

One-off SEO audits or recurrent surveillance

When choosing your SEO audit tool you should consider your need for continuous audits i.e. once a week. Some of the tools offer to perform weekly crawl so that you can keep track of basic merics from the crawls and get data and stats on your websites overall SEO health.

Even though the SEO audit tools offer continuous audits there is no such thing as an automatically SEO audit. If you don’t plan to invest the time in analyzing your SEO on a weekly basis, I wouldn’t recommend you to invest in this data.

A proper SEO audit takes time and need your experience and dedication. In my experience performing SEO audits every half or whole year is more than sufficient to find and fix errors on your website, as long as you keep track of rankings with a ranking tool and thus become aware if you start losing rankings and can perform ad hoc SEO analysis when needed.

Visualisations of your SEO audit data

One of the things that you should consider is the need for visualisation of your SEO audit data. If you have clients or internal stakeholders, who are not familiar with SEO and are gatekeepers a decisions on a SEO audit tool with strong visualisations is prefered, since you quickly can get them to understand issues and errors on the website.

Often SEO audit tools also let you export the crawls and the data to Excel and sheets where you can work with the data and visualize it on your own. This however, takes a vast amount of experience and time from your end. The best SEO audit tools are visualizing errors in an easy way, so that you can be as efficient as possible when performing your audit.

SEO audit tools and large websites

If you have a website of i.e. 500k pages, choosing the right SEO audit tool is tricky as crawling such a big website demands a lot of resources. Client side SEO audit tools is not able to do it and you should either go for SaaS SEO audit tools or keep your SEO audits to parts of the website instead of the whole website.

When you’re analyzing huge websites like the example above, the setup and configurations of your crawl is important. Make sure that you collect the right data and also make sure that your crawler is not entering a rabit hole, where the crawler just keeps digging itself down into more and more pages. Here you have to make sure that you are able to set up the SEO audit tool in best possible way. Look after the following functions in the tool:

  • The ability to include and exclude url paths and domains
  • The ability to honor noindex rules and canonicalisation rules
  • Choosing from different file formats to either crawl or not crawl ie. media files

Have a Javascript website? Then not all SEO audit tools will work

If you are one among the increasing amounts of websites that run on javascript, then not all of the SEO tools can handle the website. Javascript is way more complicated to crawl as not all content is served right away. Therefore, the SEO audit tool has to wait for a number of seconds before the content is loaded and then crawl this. This is a very difficult process for SEO audit tools often involving errors when crawling and not crawling all internal links and thus missing out on pages and content.

You should make sure that the SEO audit tool you choose have a javascript function. Also, read reviews on whether other people using the SEO audit tool have used it with javascript websites. You can also write to their support to make sure that their tool is able to crawl your website.

The best SEO audit tools for agencies

If your are an agency with numerous clients this should of course be part of your considerations. Some SEO audit tools have a cost per domain, where you will have to pay for each domain you want to crawl. Other SEO audit tools just have a license fee and then you can perform all the SEO audits you want.

Also consider how you deliver your SEO audits to clients. If you deliver a pdf document you are able to tailor the looks and tone of voice to your agency, but if you are delivering the SEO audits via the tool the usability and professionalism in the SEO audit tool is important.