10 Essential Technical SEO Tools for Agencies

SEO agencies need a variety of tools for different monitoring and analysis purposes. Fortunately, there are a number of tools that meet different needs. What if you only wanted to have the essentials? Well, here is a list of 10 essentials recommended by top SEO agencies. These are tools they cannot do without.

Google Analytics

When talking about organic search, Google is the main search engine and therefore it is only fitting that its analytics tool is at the top of a list of SEO tools. It is a free tool but offers detailed analytical reports on SEO and general performance of a site. You can provide a client with automatically generated monthly reports. Many agencies say that if there’s one tool they can’t live without, this is it.

Compatible with Google Mobile

Mobile devices are everywhere and the focus is on getting a mobile-optimized site. This tool will allow an agency to test how the website works on mobile devices. You can get direct information telling you if the site is mobile friendly or not.

howling frog

This tool gives you a diagnosis of the health of a website. It can provide reports on basic issues as well as complex issues. When it comes to checking links, this is a great tool for that. Screaming Frog will crawl and find broken links, duplicate URLs, server errors and more. Some of the advanced issues it can solve include: international SEO implementation issues, pagination issues, and website structure issues. It can also help identify missing page titles, meta keyword issues, and images that may be too large.

Webpage testing

One of the most common reasons people leave a website is because of its page speed. So many agencies focus on making sure they help their clients have sites with faster speeds. With WebPage Test, it is much easier to achieve this. You can identify what is slowing down the web page, measure its speed, as well as check the website speed of competitors so that you are better or at least on par with the competition. With this tool, you can check a combination of features that lead to the final effectiveness of a page.


Another issue you need to watch out for is content duplication. You don’t want to have a lot of pages with duplicate content. Use this tool to find duplicate content on any of the site pages, then you can remove the duplicate. Duplicate content is considered a black hat technique by Google and websites that have it will be penalized. This tool can also be used to monitor your links internally and externally, you can also use it to spy on the competition to find out how fast their pages are loading.

Google Search Console

This tool has undergone an update to make it even more efficient. Agencies can make better use of this tool for reporting. It has a very good reporting feature that can help you provide a client with as much information as they need about the SEO campaign. You can even compile reports for months and make sure nothing gets lost. So when you need to show data to the customer, you can easily find it in one place. Agencies can also use this data to assess their performance and determine what they need to improve or put more effort into. Google Search Console is a tool you can’t live without.


It’s nearly impossible to achieve SEO success without building links, so there has to be a link tool you can rely on. Linkody gives you an analysis of the backlinks you create. You can find out if other sites are linking to you and what is causing links to drop. The tool sends periodic reports via email about your backlinks. When building backlinks you also need to keep an eye on the competition, this tool will give you information on where your competitors rank and what new links they may have created. This insight puts you in a good position to be competitive.

Web Developer Toolbar

Use the Web Developer Toolbar to troubleshoot code issues with JavaScript and CSS. A site can be slowed down by code issues and this can affect the whole user experience. You need to be able to identify these issues and fix them. When JavaScript and CSS are disabled, it becomes easier to identify issues affecting the browser. Other issues may also be identified in this audit, such as broken images, alt text as well as meta tags. You can get a full audit report with this tool.


Keywords play a central role in SEO success and you need to be able to know which keywords are working well and which are a waste of time. WordStream is a refined tool that could be compared to Google AdWords. With this, you can find high volume keywords that have low competition. There is really a huge amount of keyword information that you can get from this tool. It keeps track of online keyword usage and shares that date with you and lets you choose the best keywords to reach the right audience.


Yes, it’s the common Excel you know and it’s a must-have tool for agencies. Think about the amount of data you process, where would you put that data and manage it best? Excel is the best option. Excel provides a number of tricks, for example, you can compare data from different tools. You can learn a lot about using Excel for SEO analysis.

These are essential tools that agencies can use to do their job better. These are not the only tools though, there are probably hundreds of other tools but these 10 are highly recommended and they are used most often. If there are a few you haven’t used, you should start now.

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