1. Google Search Console & Google Analytics: Not technically SEO tools, but free essentials from Google to understand your website's search traffic and performance.
2. Yoast SEO (for WordPress): A popular plugin with on-page SEO optimization guidance and suggestions.
3. SEMrush: An all-in-one SEO tool with features for keyword research, competitor analysis, and site audits (free trial available).
4. Ahrefs: Another powerful SEO platform with in-depth keyword research, backlink analysis, and competitive insights (free trial available).
5. Moz Pro: Offers tools for keyword research, link building, and technical SEO audits (free trial available).
6. Screaming Frog SEO Spider: Crawls your website to identify technical SEO issues and improve website health.
7. Ubersuggest (from Neil Patel): A free SEO tool offering keyword suggestions, basic site audits, and backlink analysis.
8. Surfer SEO: Ideal for bloggers, helps analyze content based on competitors and suggests improvements for better ranking.
9. BrightLocal: Focuses on local SEO, helps manage listings and improve local search visibility for businesses.
10. KWFinder: Budget-friendly keyword research tool with search volume and competition data.