Which SEO tools are worth it for small businesses?
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Marketing Hub Marketing automation software Free and premium plans Service Hub Customer service software Free and premium plans Content Hub Content marketing software Free and premium plans Revenue Hub CPQ, billing, and payments software Free and premium plans Agent Hub Your central home for building and managing AI agents across the platform Learn more AEO (Beta) Answer engine optimization tools that track and improve your brand's visibility in AI results Learn more Home Marketing Which SEO tools are worth it for small businesses? Which SEO tools are worth it for small businesses? Written by: Zoe Ashbridge FREE SEO STARTER PACK Boost your website performance with this free 3-part starter pack. There are an abundance of SEO tools for small businesses. But, with limited resources and budget, small businesses can face an added challenge: finding the right tech stack that does everything they need to maintain a competitive edge in search, without breaking the bank. Solving this challenge is non-negotiable. According to HubSpot’s State of Marketing report, 50% of small businesses consider their website, blog, and SEO their most leveraged marketing channel. When organic search is the single biggest driver of growth, finding the right tools to do it well is essential. This guide helps business owners and SEO teams decide which tools fit their goals and build a tech stack that drives measurable results. It includes recommendations for free tools to get started with today, and for when you’re ready to invest, a categorized breakdown of must-have SEO software for small business. Every business needs SEO tools for digital marketing that also fit their goals, budget, and team skill level. There’s no one-size-fits-all for choosing the best SEO software for small business. Instead, small business decision-makers should outline criteria that tools need to meet. With a framework of what tools need to do, tool selection becomes easier. Here are some criteria to help the decision-making process. The online marketing tools a business needs depends entirely on what the business is trying to achieve right now. A business launching its first website has different priorities than one trying to scale content production. Here are some growth goals and the types of tools that may be suitable: Start with an auditing tool to benchmark the current site and identify growth opportunities. There’s a lot to SEO. Each pillar of SEO (on-page, technical, and backlinking) has its own specialist set of tools. Teams should match tools to categories to see which tool helps where and — perhaps more importantly for small business — which tools overlap across multiple functions. One tool that can do it all is potentially cheaper than buying many. The major tool categories (as covered in this article) are: Tip: Don’t rush out and buy a tool for every category on day one. Choose the categories that map most directly to your growth goal, then expand from there. It’s important that search engine optimization software drives growth and that the SEO team actually uses it. Tool subscriptions can run up a bill and you might find that team members aren’t logging in and using it. Consider how easily the team can integrate the new tool into the day-to-day, and whether or not there’s any desire to actually use it. Look for tools with: Budget is sometimes enough to rule a tool in or out. If the company can’t afford it, then procurement teams must find another solution. The table below details some tasks and recommends whether tools help complete the task for free, or if a paid solution might be best. You need data beyond a tool's limitations, and the SEO team is actively using the tool and finds it conducive to SEO success. Your team lacks SEO expertise and needs guided recommendations You only need one specific function (e.g. Google Search Console for rank tracking) You're managing SEO across multiple pages, products, or locations Tip: Before investing in a new tool, check for overlap with your existing stack. There’s no point paying for another tool if one already your team uses solves the same problem. Free SEO tools help small businesses start with lower cost and lower complexity, but they don’t always have the capabilities for scale.
Source: HubSpot
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