Analyzing your site’s SEO and performance requires the right tools: traffic and behavior, search visibility, technical health, and backlinks. This guide compares widely used options—Google Analytics and Search Console, SEMrush, Ahrefs, Moz, Majestic, and Screaming Frog—so you can choose and combine tools that fit your SEO strategy and budget.
Google Analytics and Google Search Console
Google Analytics tracks website traffic, user behavior, and conversions. Google Search Console shows how your site appears in Google: queries, clicks, impressions, indexing, and crawl issues. Both are free and foundational for measuring SEO and content performance. Google’s Search Central and Analytics documentation explain how to use them. Together they give you baseline data to improve content and technical SEO.
SEMrush
SEMrush provides site audits, keyword research, backlink analysis, rank tracking, and content optimization in one platform. Its site audit surfaces technical issues (broken links, duplicate content, meta tags) and suggests fixes. SEMrush Academy and SEMrush blog offer guides on audits and keyword strategy. Use it alongside topic ideation and content planning for a full view of SEO and content.
Ahrefs
Ahrefs offers site audits, keyword research, backlink analysis, and content gap reports. Its crawler identifies technical SEO problems and opportunities. Ahrefs Blog covers site audits, link building, and content optimization. Teams use Ahrefs to maintain technical foundations and domain authority.
Moz
Moz provides site audits, keyword research, link analysis, and rank tracking. Its crawler and Moz Learning Center help you fix technical and on-page issues. Use Moz to support keyword lists and content strategy with data aligned to Google’s guidance.
Majestic
Majestic specializes in backlink data and trust metrics. It’s useful for link building and competitive backlink analysis rather than full site audits. Combine it with Google Search Console and a crawler (e.g. SEMrush, Ahrefs, or Screaming Frog) for a complete website analysis and link profile.
Screaming Frog SEO Spider
Screaming Frog SEO Spider crawls your site to find technical SEO issues: broken links, redirect chains, duplicate content, missing meta tags, and more. Google’s crawling and indexing docs align with what crawlers surface. Use it regularly to fix technical foundations so on-page and content can perform.
Conclusion
SEO tools for website analysis range from free (Google Analytics, Search Console, Screaming Frog’s free tier) to paid suites (SEMrush, Ahrefs, Moz). Start with Google tools and add a crawler (Screaming Frog or a suite) for technical audits. Use a combination that fits your goals and budget so you can analyze and optimize your site over time.