9 Best DIY SEO Software Tools for Your Business (2023)

Are you a business owner, blogger or digital marketing professional looking to improve your search engine rankings without the expense of an SEO agency? Look no further! There are plenty of DIY SEO Software tools available that can help you get great results on your own. 

In this blog post, I’ll cover the 9 best DIY SEO software tools of 2023, each packed with features to analyze website SEO, research keywords and track progress. 

Whether you’re a seasoned pro or just getting started, these tools are sure to take your SEO game up a notch!

What Are The Best DIY SEO Software and Tools?

Here are my TOP 9 picks for the best DIY SEO software tools on the market today:

  1. Surfer SEO
  2. Morningscore
  3. Nightwatch
  4. Mangools
  5. Ubersuggest
  6. Google Keyword Planner (FREE)
  7. SE Ranking
  8. SEOptimer
  9. BrightLocal

1. Surfer SEO

Hero image from Surfer SEO's website


Surfer SEO is the best SEO tool designed to help business owners, content marketers and bloggers maximize visibility and rankings in Google search results.

It provides actionable insights, recommendations for optimization, competitive analysis and keyword research using advanced algorithms and data analysis. 

Top Features & Benefits

  • AI-generated tasking with Grow Flow – save time by letting SurferSEO do the planning for you
  • Powerful content editor with content scoring – get the best out of your time writing SEO articles
  • Establish your topical authority with the keyword research tool – turn your SEO strategy into a winning one
  • SEO Audit Tool for maximum optimization of existing web pages – increase organic reach and get more sales
  • Seamless integration with Jasper – take AI content creation and SEO to the next level


Image of subscription plans from Surfer SEO's website

No free trial. However, they do have a 7-day money-back guarantee.

  • Basic for $59/month including content editor (10 articles), auditing (20 pages), keyword research, SERP analysis, and Grow Flow (optimize and track 2 websites)
  • Pro at $119/month including content editor (30 articles), auditing (60 pages), keyword research, SERP analysis, and Grow Flow (optimize and track 2 websites)
  • Business at $239/month including content editor (70 articles), auditing (140 pages), keyword research, SERP analysis, and Grow Flow (optimize and track 2 websites)

Bottom Line

Surfer SEO is the perfect tool for business owners, content marketers, and bloggers looking to improve their search engine ranking effectively.

Compete with competitors, research keywords and optimize your website easily with powerful features like competitive analysis, keyword research and website optimization analysis – all designed to increase visibility and drive traffic. 

2. Morningscore

Hero image from Morningscore's website


With Morningscore, business owners and digital marketers can take their SEO efforts to the next level in an intuitive, fun and effective way through a gamified all-in-one SEO tool.

Leveraging detailed analysis of on-page optimization, keyword research and competitor analysis, this robust and gamified SEO tool provides insights and recommendations to improve a website’s visibility and performance. 

Top Features & Benefits

  • Intuitive keyword rank tracker – outperform your competitors on the keywords that matter to your business
  • Powerful link scanner with tracking – increase your linkscore and win the game of linkbuilding over your competition
  • Website checker SEO Tool for monitoring your website’s health – fix basic, technical, and content-related issues for increased performance
  • State-of-the-art gamified SEO missions – stay motivated and have fun doing SEO yourself
  • Helpful SEO reporting tool – keep track of your SEO performance and if your efforts have paid off


Image of subscription plans from Morningscore's website

Morningscore offers a free 14-day trial and offer the following subscription plans:

  • Growth suite for $65/month including 200 keywords, 5 websites, 2 users, dashboard, and keyword tracker. Access to missions, health and links sections.
  • Professional suite for $125/month including 1000 keywords, 25 websites, 10 users, dashboard, keyword tracker, and scan websites. Access to missions, health, links, and reports sections.
  • Master suite for $237/month including 2500 keywords, 100 websites, 20 users, dashboard, keyword tracker, scan websites. Access to missions, health, links, and reports sections.

Bottom Line

Although Morningscore as a DIY SEO software tool at first glance may seem pricey, the Growth suite comes highly recommended. 

From my own professional experience working in smaller B2B companies, the Growth suite is really ideal for any business owner og digital marketer who wants to get started with the SEO game in an intuitive, fun, and engaging way.

And with a free 14-day trial, you can check out for yourself just how easy it is to use!

3. Nightwatch

Hero image from Nightwatch's website


Nightwatch is the ideal diy SEO software tool that can be used to give your website the highest ranking possible on search engines. 

This innovative platform provides users with an extensive suite of easy-to-use SEO features and analytics tools to help them navigate the SEO landscape with ease. 

Whether you are a professional or novice, Nightwatch offers the best diy seo tool to make sure your website stands out from the competition.

Top Features & Benefits

  • Leave your competitors behind with accurate rank tracking across several search engines – make better SEO decisions based on comprehensive data sets
  • Powerful and user-friendly SEO reporting tool – customize and automate according to your preferences
  • Comprehensive website auditing for better on-page SEO decision-making – rank higher and increase sales 


Image of subscription plans from Nightwatch's website

Nightwatch offers a 14-day risk free trial.

Nightwatch’s monthly plans come in different levels depending on the amount of keywords supported. First two levels with the above shown highlights:

  • 250 keywords at $39/month
  • 500 keywords at $59/month

Bottom Line

Nightwatch is the perfect DIY SEO tool for any website looking to climb the rankings and stand out from the competition. 

With powerful analytics tools and a comprehensive suite of easy-to-use features, Nightwatch offers accurate rank tracking across several search engines, customizable and automated reports, and comprehensive website auditing – giving you everything you need to make better SEO decisions and boost your visibility on search engine results pages.

4. Mangools

Hero image from Mangools' website


Mangools is the ultimate SEO solution for website owners and digital marketers alike. With an all-in-one package of keyword research, site analysis, backlink analysis, and rank tracking tools, Mangools offers actionable data to help users boost their search engine rankings. 

Thanks to its user-friendly interface and easy navigation, Mangools is becoming increasingly popular – making it the perfect choice for anyone looking to enhance their website’s ranking in Google search results.

Top Features & Benefits

  • Quickly and easily find find long tail keywords with low SEO difficulty – find keyword opportunities and monetize them
  • Comprehensive local SERP Checker – find your competitors’ weak spots turn them into an SEO advantage
  • UI-friendly SERP Watcher for optimal keyword tracking – ensure you get the best out of your SEO efforts
  • Win the game of backlinks with LinkMiner and increase your chances of TOP 10 ranking on Google
  • Get valuable metrics and insights with SiteProfiler – check the domain authority of any website and get new content ideas


Image of subscription plans from Mangools' website

Besides their monthly plans, Mangools offers a 10-day free trial and a 48-hour money back guarantee.

Mangools Basic at €49/month will cover all you need, if you are just starting out exploring SEO and want to start optimizing in the most affordable way.

Mangools Premium at €69/month will suit you well, if you have at least some basic knowledge about SEO and want total freedom for keyword suggestions and competitor keywords.

Mangools Premium at €129/month is the most pricey option and should only be chosen if you are running an SEO or digital marketing agency etc.

Bottom Line

Mangools is a comprehensive SEO solution for businesses of any size, offering a range of features for keyword research, local SERP analysis, keyword tracking, backlink analysis and website profiling. With its user-friendly interface, it’s easy to track your SEO efforts and stay ahead of the competition. 

And with pricing plans starting from €49/month for the Basic plan to €69/month for the Premium plan, Mangools has an option that fits any budget – allowing you to get the best out of your SEO efforts.

5. Ubersuggest

Hero image from Ubersuggest's website


Ubersuggest by Neil Patel is the perfect tool for businesses and marketers looking to enhance their online presence. 

With a user-friendly interface and actionable insights, Ubersuggest gives small business owners a powerful tool for improving visibility in search engines, while allowing digital marketers to get ahead of the competition. 

Top Features & Benefits

  • Get instant, raw search insights with AnswerThePublic – increase your organic visibility and get found with the right content
  • Insightful SEO Analyzer – get the insights and learn what errors to fix to take your SEO to the next level
  • Reverse engineer your competitors’ SEO, content marketing, and social media marketing strategy – get ahead of your competition with Ubersuggest
  • Powerful Chrome extension – get the keyword insights on the fly (works with both Google, YouTube, and Amazon)


Image of subscription plans from Ubersuggest's website

Ubersuggest comes with a 7-day free trial on all monthly plans

  • Individual plan at $29/month is a great option for entrepreneurs and online businesses wanting to start their SEO journey with their website. 
  • Business plan at $49/month does the job well for small- to medium-sized businesses with additional websites in their portfolio. 
  • Enterprise/Agency plan at $99/month will leave larger established companies/agencies with the most powerful Ubersuggest setup available without being costly at all. 

Bottom Line

With Ubersuggest by Neil Patel, businesses and marketers can easily enhance their online presence with a range of powerful features. 

From keyword research and website analysis to competitor tracking and backlink analysis, Ubersuggest delivers actionable insights to grow your website and improve rankings in search engines. 

6. Google Keyword Planner

Screenshot of Google Keyword Planner's 'Discover new keywords' feature
Screenshot of Google Keyword Planner's 'Keyword Plan' feature


Google Keyword Planner is a powerful, free tool that helps businesses get the most out of their SEO and PPC campaigns. 

With data on search volume, competition, and suggested bids for keywords, the Planner allows business owners to identify profitable keywords, generate new ideas, and compare keyword data – giving them the insights they need to make informed decisions about targeting and budgeting.

Top Features & Benefits

  • Easy and reliable keyword research based on extensive data sets – target the right keywords for your business and get quality traffic
  • Analyze your competitors’ websites and see keywords they rank for – stay ahead of the competition
  • Organize your keywords within your Google Ads account – you’re in control and can save time by avoiding spreadsheet administration
  • Get bid estimates for selected keywords – get to know the PPC value of a keyword and use that info to your advantage


Google Keyword Planner is 100% free to use. You only need a Google Ads account to get started.

Bottom Line

Google Keyword Planner is a must-have tool for businesses that want to get the most out of their SEO. With information on keyword performance and competition, the Planner provides business owners with valuable insights they need to make informed decisions about what keywords to target, how much to budget, and how to optimize content for search engines. 

Moreover, it can be used as a starting point for businesses looking for new opportunities in keyword targeting – allowing them to stay ahead of the competition and reap the benefits of SEO.

7. SE Ranking

Hero image from SE Ranking's website


SE Ranking is an ideal choice for businesses that need an all-in-one SEO solution. With its simple and straightforward interface, businesses can easily access the tools they need to make sure they are highly visible online and draw web traffic. 

The intuitive design makes it easy to find what you need quickly, giving businesses the confidence that their online presence is being well taken care of with minimal effort on their part. 

Top Features & Benefits

  • Powerful Backlink Checker & Analyzer – build a data-driven link building strategy to increase traffic and generate more sales
  • Quick and precise keyword grouping with Keyword Grouper – administer your keywords with ease and efficiency
  • Full-cycle AI-based content creation with the Content Editor – produce content that ranks and generates leads
  • Score your website in 2 minutes with Website Audit – get valuable insights and start improving it for better rankings


Image of subscription plans from SE Ranking's website

All subscription plans come with a 14-day free trial.

Essential plan at $49/month – ideal choice for entrepreneurs and online businesses ready to kickstart their SEO efforts. 

Pro plan at $109/month – best option for the more dedicated professionals with the need for more extensive keyword management and SEO auditing. 

Business plan at $239/month – well suited for e.g. digital marketing agencies with needs for white labeling and extensive SEO reporting.

Bottom Line

SE Ranking is a great all-in-one SEO tool for DIY users, with its affordable pricing and powerful features, so that e.g. entrepreneurs, freelancers and digital marketing agencies can find the one that best meets their needs. 

Built with user experience in mind, SE Ranking offers features like Backlink Checker, Keyword Grouper, AI-based Content Editor and Website Audit to provide valuable insights so users can optimize their websites for improved ranking and increase web traffic.

However, in my opinion, most small businesses and other professionals who want to do SEO themselves can get a long way with the Essential plan at only $49/month. 

8. SEOptimer

Hero image from SEOptimer's website

SEOptimer’s DIY SEO software is excellent for small businesses looking to upgrade their website and rankings without breaking the bank. 

Their easy to use software crawls your entire site for potential issues, provides helpful guides tailored specifically to your website type, and keeps you up-to-date on any improvements or changes in keyword rankings. 

With DIY SEO, you can get the same level of insight as expensive SEO agencies without having to pay top dollar.

Top Features & Benefits

  • Fix any errors on your website with SEO Crawler – reach your website ranking potential and profit from it
  • User-friendly Keyword Research Tool for quality content generation – get a better ROI from your content marketing efforts
  • Intuitive Keyword Tracking Tool – assess your progress and improve keyword decision-making
  • Complete SEO report customization with multilingual support – get valuable and actionable insights relevant to your business


Image of subscription plans from SEOptimer's website

You can try out their free 14-day trial before committing to one of their subscription plans.

  • DIY SEO plan at $19/month – all the basic features to get you started, including unlimited website audits and access to the SEO toolbox.
  • White Label plan at $29/month – everything in DIY SEO plan + white labeling, multi-language support and multiple website crawling features.
  • White Label & Embedding plan at $59/month – everything in WHite Label plan + customizable Embed Audit Form for valuable business lead generation.

Bottom Line

All in all, SEOptimer is an excellent tool for business professionals who are looking to take their website and rankings to the next level without breaking the bank. 

The cheap DIY SEO plan is perfect for those just getting started, while the White Label plans might be more attractive to more established businesses. 

No matter which plan you choose, you’re sure to benefit from all that SEOptimer has to offer.

9. BrightLocal

Hero image from BrightLocal's website


With BrightLocal’s comprehensive local SEO platform, business owners and digital marketers can take their local marketing game to the next level. 

Whether you want to build citations, increase online visibility, or improve your ranking in search results – the user-friendly toolbox at BrightLocal provides the edge local businesses need to be on top of their competition.

Top Features & Benefits

  • Exploit Local Rank Tracker – be found by local searchers and increase your sales
  • Boost local rankings with listings support from BrightLocal – increase your online visibility and generate more leads
  • Improve your Google Business Profile with actionable insights – get better local exposure and beat the competition in your area
  • All-in-one review management solution – get more quality reviews and showcase your success with style


Image of subscription plans from BrightLocal's website

All of BrightLocal’s subscription plans come with a free 14-day trial.

  • Single Business at $29/month is a great option for small businesses and agencies.
  • Multi Business at $29/month is well suited for mid-size businesses and growing agencies.
  • SEO Pro at $79/month provides all available tools for large companies and agencies.

Bottom Line

BrightLocal is the optimal SEO tool for businesses using local marketing strategies to expose their products or services online to people in their local area.

The software also comes packed with some powerful features for managing reviews and boosting your Google Business Profile, which can be a game changer for winning the SEO game over the local competition.

What Is DIY SEO Software?

DIY SEO software is a term covering different SEO tools designed to help individuals and businesses optimize their websites for better performance in search engine results in the most cost-effective way and without the need for help from professionals. 

From keyword tracking and link building to content optimization and backlink analysis, DIY SEO software provides all the necessary features to aid users in their own SEO pursuits. 

Frequently Asked Questions

People raising their hands to ask questions

Can you do SEO for free?

Yes, it’s possible to do SEO for free by using free keyword research tools and optimizing content for search engines. 

For example, Google Keyword Planner and Ubersuggest can help you identify the best keywords to target. 

You can also use Google Search Console and Google Analytics to track and measure your site’s traffic, identify any issues that need fixing and make sure your site stands out prominently in Google’s search results.

Finally, optimizing content with those keywords, as well as following on-page optimization best practices, can help boost your website’s search engine rankings – all without needing to invest in paid SEO tools or services.

How do I select the best SEO software?

To choose the best DIY SEO software, it’s essential to consider your budget, the features you require, and the reputation of the software. Look for SEO tools that provide key features like keyword research, rank tracking, and backlink analysis. 

Do not forget to read user reviews, compare prices, and take advantage of free trials so that you can be sure the product has all the features you need and is straightforward to use.

Are SEO tools worth it?

It’s definitely worth investing in SEO tools, as they can deliver invaluable information about a site’s search engine optimization performance, help you save time, and identify what needs to be done to further optimize. By using such tools, businesses can boost their rankings in the search engines, drive more traffic to their websites, and ultimately generate more leads and revenue.

Wrap Up

Now that you know more about some of the best DIY SEO software tools on the market, it’s time to get started implementing them into your own website strategy. 

Remember to take your specific needs and expectations into account before making your final decision – some of these options are free while others require a subscription fee but offer a longer trial period so you can test out the features beforehand. 

Overall, investing in one of these tools is significantly cheaper than hiring an agency to do the work for you and most basic plans will cover all of the needs among business owners and other professionals who want to boost their online presence. 

So what are you waiting for? Get started with SEO today!