AI Search
In 2026, SEO is no longer just about keywords and backlinks, it’s about AI-driven insights, automation, and smarter optimisation.
The right SEO tool can mean the difference between ranking on page one or being invisible online.
With so many options available, choosing the right one can feel overwhelming. That’s why we’ve put together this guide to the Top 9 SEO Tools in 2025. From free tools to enterprise platforms, we’ll cover the features, pricing, and best use cases, so you can choose the tool that fits your business needs.
At Push, we help brands integrate these tools into AI-powered SEO strategies. Here’s our expert take on the platforms shaping search today.
To make this list genuinely useful, we looked beyond popularity and hype. Each SEO tool included here was measured against six key criteria that matter most to businesses in 2025:
Modern SEO is inseparable from AI. We prioritised tools that go beyond basic reporting and incorporate artificial intelligence for automation. This includes features like AI-powered content optimisation, SERP analysis, keyword clustering, and predictive ranking models.
Tools that save marketers hours of manual work by surfacing insights or generating recommendations ranked higher on our list.
A great SEO tool should fit seamlessly into your existing tech stack. We evaluated how easily each platform integrates with content management systems (CMS like WordPress), analytics suites (GA4), CRMs, and collaboration tools.
We also considered usability, from intuitive dashboards to clear reporting. Tools with steep learning curves or clunky UIs scored lower.
Data is the foundation of SEO. Tools that provide reliable keyword rankings, backlink analysis, SERP snapshots, and reporting stood out. Accuracy is especially critical for AI-driven tools, as flawed datasets lead to poor recommendations.
We factored in the reputation of each tool’s data sources, frequency of updates, and validation against live SERPs.
The best SEO tool should deliver value across business sizes. We reviewed each platform’s pricing tiers, flexibility, and scalability, whether it’s affordable for startups, offers professional plans for mid-sized businesses, or has enterprise-grade packages.
Scalability matters: businesses should be able to grow into advanced features without switching platforms.
Even the most powerful tool falls short without proper support. We looked at customer success resources, onboarding, tutorials, live chat, community forums, and training workshops.
Tools with active customer support and strong educational ecosystems scored higher, as they empower teams to get maximum value and keep pace with evolving SEO practices.
SEO isn’t just about content and keywords, technical SEO is the backbone of performance. We assessed whether each tool provides robust features for site auditing, crawl diagnostics, Core Web Vitals, mobile usability, and schema markup.
Tools like Screaming Frog stand out here, but even all-in-one platforms need strong technical foundations to be considered best-in-class in 2025.
AI is now woven into every layer of SEO. The most effective tools in 2025 are those that use machine learning and natural language processing to take the heavy lifting out of manual SEO tasks.
Many of the innovations seen in top AI tools are now embedded into SEO platforms, offering predictive analytics, keyword clustering, and automated content briefs that save hours of work.
AI is now woven into every layer of SEO. The most effective tools in 2025 are those that use machine learning and natural language processing to take the heavy lifting out of manual SEO tasks.
When reviewing SEO tools, ask: ‘Does this AI capability save my team time, improve accuracy, or directly impact rankings?’
SEO platforms generally fall into two categories: all-in-one suites and specialist tools.
When evaluating, ask: ‘Do I need breadth (all-in-one) or depth (specialist)?’
Price is only one part of the equation, the real question is ROI.
When deciding, weigh the cost against ‘time saved, revenue gained, and whether the tool will grow with your business’.
SEO is one of the fastest-changing fields in digital marketing. With Google’s AI Overviews, Search Generative Experience (SGE), and constant algorithm shifts, yesterday’s toolset may already be outdated.
The safest bet is choosing tools that demonstrate agility, constantly improving their AI models, datasets, and reporting features.
Overview:
Semrush remains one of the most powerful SEO platforms in 2025, offering a complete suite for keyword research, content optimisation, backlink tracking, and competitor analysis. Its recent AI-driven enhancements, like predictive keyword clustering and automated content briefs, make it an industry leader for businesses that want depth and breadth.
Key Features:
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Pricing:
Free trial + Paid plans: $139.95/mo (Pro), $249.95/mo (Guru), $499.95/mo (Business)
Best For:
Agencies, enterprises, and in-house teams that need a complete SEO hub.
Why Choose Semrush:
It’s the go-to tool for marketers who want one platform to manage every aspect of SEO.
Overview:
Ahrefs has long been the gold standard for backlink data. In 2025, it continues to shine with one of the largest and freshest link databases available, now enhanced by AI-powered link growth forecasting and competitor SERP insights.
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Pricing:
Free trial + Paid plans: £23/mo (Starter), £99/mo (Lite), £1999/mo (Standard), £359/mo (Advanced), £1,199 (Enterprise)
Best For:
Marketers and agencies focused on link building and competitor analysis.
Why Choose Ahrefs:
It’s the best tool for understanding and building authority through backlinks.
Overview:
Moz Pro combines ease of use with solid SEO fundamentals, making it ideal for small to mid-sized businesses. Its 2025 updates introduced AI-enhanced keyword suggestions and improved on-page graders, helping users make quick optimisations without advanced technical skills.
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Pricing:
Free trial + Paid plans: $49/mo (Starter), $99/mo (Standard), $179 (Medium), $299 (Large)
Best For:
SMBs and entry-level marketers looking for reliable SEO basics.
Why Choose Moz Pro:
It’s the perfect tool for those starting their SEO journey, balancing simplicity and functionality.
Overview:
Screaming Frog has become a staple for technical SEO audits. Its 2025 version now includes AI-driven health scoring and enhanced Core Web Vitals monitoring, making it indispensable for diagnosing and fixing site issues at scale.
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Pricing:
Free version (up to 500 URLs), £199/year (Paid version)
Best For:
Technical SEOs, developers, and agencies performing deep site audits.
Why Choose Screaming Frog:
It’s the most trusted and accurate tool for diagnosing technical SEO issues.
Overview:
Surfer SEO has become a must-have for content teams, offering real-time optimisation scores and AI-generated content briefs. Its NLP-based SERP analysis ensures content aligns with what Google rewards in 2025.
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Pricing:
Free trial + Paid plans: $99/mo (Essential), $219 (Scale), Custom pricing (Enterprise), $95 (AI Tracker)
Best For:
Content marketers and SEO teams focused on on-page optimisation.
Why Choose Surfer SEO:
It’s the best tool for creating SEO-optimised content at scale.
Overview:
Clearscope is known for its powerful content grading and topic modelling capabilities. In 2025, its AI-enhanced readability analysis and deep integration with Google Docs make it a favourite among publishers and agencies.
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Pricing:
Free trial + Paid plans: $189 (Essentials), $399 (Business), Custom pricing (Enterprise)
Best For:
Agencies, publishers, and large content teams needing high-volume optimisation.
Why Choose Clearscope:
It’s the most precise tool for ensuring content meets Google’s quality and relevance standards.
Overview:
Google Search Console is a non-negotiable tool for any website. It provides direct data on search performance, indexing issues, and Core Web Vitals. While not as feature-rich as paid platforms, it’s the backbone of any SEO toolkit.
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Pricing:
Free
Best For:
All website owners, from small businesses to enterprises.
Why Choose GSC:
It’s the most essential free SEO tool for monitoring performance directly from Google.
Overview:
Rank Math has become the most popular WordPress SEO plugin, combining simplicity with powerful features like schema builder and AI content suggestions. Its 2025 update improved automation for on-page optimisation.
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Pricing:
Free trial + Paid plans: $49.99/mo (Agency), $20.99/mo (Business), $10.99/mo (Rank Math + WP Rocket), $6.99/mo (Pro)
Best For:
WordPress site owners who want a lightweight but powerful SEO plugin.
Why Choose Rank Math:
It’s the easiest way to manage SEO directly inside WordPress.
Overview:
Jasper is best known as an AI writing tool, but its SEO Mode makes it highly valuable for marketers. Integrated with Surfer SEO, Jasper helps teams create SEO-optimised content quickly and at scale.
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Pricing:
Free trial + Paid plans: $69 (Pro), Custom pricing (Business)
Best For:
Marketing teams and agencies producing high volumes of SEO content.
Why Choose Jasper:
It’s the fastest way to combine AI copywriting with SEO optimisation.
With so many options, the “best” SEO tool depends on your goals, team size, and budget. Here’s a breakdown of which platforms stand out in specific categories:
While these tools are powerful, tools alone don’t guarantee success. What matters is how you use them strategically.
If you’re exploring the top SEO agencies in the UK, you’ll notice that many focus on traditional approaches. Push takes it further by blending proven SEO practices with AI-first strategies, helping clients future-proof their marketing and achieve measurable growth.
At Push, we:
Explore our SEO services to see how we can supercharge your growth.
The future of SEO is AI-driven, and the right tools are only the beginning. As an AI marketing agency, Push helps businesses connect the dots between technology, SEO, and growth, turning the industry’s best tools into real-world results.
Contact Push today and see how we can help your brand dominate search in 2025.
Semrush is the most comprehensive tool, but the best choice depends on your goals. For content optimisation, Surfer is excellent; for backlinks, Ahrefs is unbeatable.
Moz Pro and Rank Math are affordable and beginner-friendly, making them great for SMBs.
Yes. Most businesses combine at least two tools (e.g., Semrush + Screaming Frog + GSC) for complete coverage.
Not entirely. AI enhances SEO tools but human strategy is still required to interpret data and execute effectively.
Google Search Console is the most important free SEO tool. Pair it with free versions of Screaming Frog or Rank Math for extra insights.
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