Business-to-business (B2B) SEO is about more than climbing rankings.
You pursue it for visibility. Your goal is to connect with business owners, decision-makers, and industry professionals who need your product or service.
Precision is key in this niche. The following B2B SEO tools will help you boost productivity, brand awareness, and conversion rates.
1. Semrush
Semrush is a comprehensive online marketing platform that offers more than 55 tools and reports.
Its SEO toolkit has four main workflow groups:
Following these workflows covers all areas of your B2B website’s SEO.
Some recommended SEO tools within Semrush are Traffic Analytics, Keyword Magic Tool, On Page SEO Checker, and Persona.
Here’s how they work:
Traffic Analytics
Traffic Analytics shows insights into your competitors’ SEO and marketing efforts. It reveals where they get traffic from and which strategies work.
You can use that data to fill gaps in your strategy, get content ideas, and improve your rankings.
Enter a site’s URL into the search box and click “Analyze.”
It’s a user-friendly way to find any domain’s top-performing pages, traffic channels, and audience profiles.
Cost: Full access to Traffic Analytics is available with the .Trends package at $289/month. You can add it to any Business, Guru, or Pro Semrush subscription.
Keyword Magic Tool
The Keyword Magic Tool connects you to Semrush’s database of 25.1 billion keywords.
You provide one seed keyword (i.e., a broad term related to your business or product) and the tool then generates thousands of keyword variations for deeper research.
Type your seed keyword into the search box, choose a location, and click “Search.”
You’ll see many keyword ideas and metrics. These include search volume, search intent, and keyword difficulty (KD).
Rearrange the list in ascending or descending order by clicking any metric along the top.
For example, click “Volume” and look for high-traffic keywords with low difficulty. Targeting these can help you rank faster in the search engine results pages (SERPs).
Clicking a keyword takes you to the Keyword Overview page. There, you can see the top 100 ranking pages and compare metrics across countries.
Use these details to build a list of priority keywords in the Keyword Strategy Builder.
Cost: Available with a Free, Pro ($139.95/month), Guru ($249.95/month), or Business ($499.95/month) Semrush account.
On Page SEO Checker
Semrush’s On Page SEO Checker evaluates your content and suggests search-friendly improvements in real time.
Enter your landing pages and keywords to get a full list of ideas, such as:
- Optimizing meta tags
- Improving user experience (UX)
- Verifying content readability
You can speed up the auditing process by importing data from Google Analytics, Google Search Console, and Semrush’s Site Audit tool.
To use On Page SEO Checker, first choose an existing project:
Or create a new one. Click “+ Create project,” add your URL and Project Name, then return to the list to select “Set up.”
The tool will ask for your target location and which pages you want to optimize. Choose them and click “Collect ideas.”
A dashboard appears with recommendations.
Click any number in the “Total Ideas” panel to see a list of pages.
Click a blue “ideas” button to explore the tool’s suggestions for that page. For example, selecting “Backlinks Ideas” shows pages with backlink recommendations.
Based on competitor data, the tool recommends sites to acquire backlinks from.
Backlinks are critical. Google sees them as an important ranking signal.
You can also pick a page from the Overview’s list of “TOP pages to optimize.”
Click any blue “ideas” button to see a full list of on-page SEO recommendations for that URL.
You’ll see recommendations around SEO “Strategy,” “SERP Features,” “Content,” and more.
Pay close attention to content recommendations. You may use too many keywords or not enough. The tool can spot issues and suggest changes based on competitor data. Improving content based on these recommendations can help your overall strategy.
McKinsey found that B2B businesses can see a 5-10% revenue increase by enhancing content relevance and engagement.
Cost: On Page SEO Checker is available with all Semrush accounts but has limits per plan:
- Free: 10 SEO Idea Units
- Pro: 500 SEO Idea Units
- Guru: 800 SEO Idea Units
- Business: 2,000 SEO Idea Units
Persona
Semrush’s Persona tool builds a buyer persona in minutes.
A buyer persona is a representation of your ideal customer based on market research, competitor insights, and existing customer profiles.
The tool includes B2B-specific templates. It also offers questions and prompts as you create profiles.
Detailed personas help you tailor SEO content for specific decision-makers.
Start by choosing a profile image that resembles your typical customer.
Then, pick a template. For B2B, select the B2B template.
Enter your abstract buyer’s details. Add custom tiles if something is missing.
Using a template ensures you don’t miss important details when building your B2B buyer personas.
Cost: Free.
Helpful B2B SEO features (across Semrush):
- Discover untapped keyword opportunities in minutes (Keyword Magic Tool)
- Crawl pages to detect technical issues impacting SEO (Site Audit)
- Find on-page improvement ideas from top-ranking competitors (On Page Checker)
- Use B2B-specific templates to speed up SEO processes (Persona)
User review (Semrush): “I love that Semrush offers a pretty complete package for an SEO campaign. It offers in-depth insight into anything from backlink metrics to keyword performance. It’s also great for scoping out new opportunities for new business or pitching, by giving top-level estimated performance metrics about almost any website”—Chris C., SEO Specialist [via G2]
2. Google (GSC, GA4, PageSpeed Insights)
Google’s search and website performance toolkit provides valuable data for making better SEO decisions.
The main tools are Google Analytics, Google Search Console, and PageSpeed Insights.
Google Analytics 4 (GA4)
Google Analytics 4 shows how people find and use your website. It also shows how your site performs in paid search (i.e., pay-per-click advertising (PPC)) and organic search.
This data is crucial for measuring your B2B SEO strategy. It also reveals the impact of on-page SEO changes.
You’ll find data on:
- Users
- Sessions
- Page engagement
- Traffic sources
Use GA reports to assess your SEO efforts, fix inefficiencies, and repeat what works.
Cost: Free.
Google Search Console
Google Search Console (GSC) monitors your site’s performance on Google’s SERPs. It also helps fix crawling and indexing issues.
GSC simplifies technical search data. It suits business owners with limited marketing or analytics experience, and reports are shareable with team members.
Submitting sitemaps and URLs for GSC to crawl helps Google index your site faster. That means your high-quality content can reach your audience sooner.
Cost: Free.
PageSpeed Insights
PageSpeed Insights measures your website’s technical performance and suggests ways to improve it. Faster pages can boost your UX and ranking potential.
The tool checks your site’s Core Web Vitals. This measures how fast pages load and how responsive they are.
Only one-third of websites pass the Core Web Vitals threshold. Meeting these standards can help you beat competitors.
Whether you pass or not, PageSpeed Insights offers recommendations for improving site performance.
You get mobile and desktop insights—helpful for reaching business owners on different devices.
Cost: Free.
Helpful B2B SEO features (across GA, GSC, and PageSpeed Insights):
- Segmentation for analyzing high-value site traffic
- Goal conversion tracking for measuring SEO ROI
- Index coverage reports for diagnosing content issues
User review (GSC): “The best thing about [GSC] is that it saves me hours and days’ worth of time by telling me which keywords I need to work on so that my rankings boost in a few days. With this tool, I’ve been able to increase my website’s clicks from 400/month to 48,000/month in two years.”—Shivam A, content manager at AiSensy [via G2]
Further reading: See our Guide to Google SEO Tools for details on GSC, GA, PageSpeed Insights, and more.
3. Screaming Frog SEO Spider
Screaming Frog’s SEO Spider finds technical and indexing issues that harm your site’s search performance.
It crawls your site like Google and checks for:
- Broken links and faulty URLs
- Duplicate content
- Missing metadata
- Unsuitable image sizes
- Pagination errors
All these issues affect your site’s visibility. Screaming Frog SEO Spider speeds up the detection process.
It also integrates with GSC, GA, and PageSpeed Insights to create a clear picture of search performance.
Cost: There are free and paid plans. The free version has a 500-URL crawl limit. The paid version is $259/year with no limits.
Helpful B2B SEO features:
- Comprehensive technical and on-page audits
- XML sitemap checker to identify indexing gaps
- Integrations with other services for detailed insights
User review: “Screaming Frog gives me all the data I need to audit and optimize every website I want, at least if it’s about on-page SEO. Due to the local installation, you don’t have to wait until your crawls start. And if you buy a license, there is no quota for URLs or domains. Just crawl whatever you like.”—User in the software industry [via G2]
4. Yoast
Yoast SEO is a plugin for WordPress, the popular content management system (CMS).
The tool simplifies basic and technical SEO actions. It lets you set and edit title tags, URL slugs, and meta descriptions.
You can also create canonical URLs, generate meta robots tags, and prevent search engines from indexing certain pages.
Note: You may want to hide some pages from search engines. See our Guide to Meta Robots Tags & X-Robots-Tags to learn more.
Yoast also analyzes your site and offers recommendations. It also tells you what you’re doing well.
The tool is accessible for business owners and junior marketers. Yoast’s tagline is “SEO for Everyone.”
Further reading: Our How to Use the Yoast SEO Plugin for WordPress guide explains more.
Cost: Yoast’s free plan has some limitations. The “Premium” plugin costs $99/year and includes extra features and 24/7 support.
Helpful B2B SEO features:
- Optimizes on-page elements like titles and metadata
- Offers readability analysis for high-quality content
- Integrates XML sitemaps with WordPress
User review: “For a non-professional WordPress developer like myself, the depth of support and information is fantastic. I’m able to research before diving in and have confidence that timely and useful support is there when, not if, I need it.”—Richard D, small business developer [via G2]
5. Ahrefs
Ahrefs is an SEO toolkit for competitor analysis, link building, keyword research, content optimization, site audits, and rank tracking.
It tracks metrics like referring domains, organic traffic, and traffic value. These appear in intuitive dashboards.
Ahrefs’ web crawler, Ahrefsbot, collects “petabytes of data every day.” This ensures up-to-date performance insights and recommendations.
Cost: The Lite plan is $129/month. The Advanced plan is $449/month, while Enterprise starts at $1,499/month.
Helpful B2B SEO features:
- Identifies content gaps worth targeting
- Lets you compare content volume with competitors
- Finds linkable content opportunities across your site
User review: “The way [Ahrefs] uncovers competitor strategies and gives you the lowdown on their backlinks and keywords is pure gold. And those keyword research features? They’ve saved me hours of guesswork and brought in serious traffic. Plus, the site audit—it’s like having a virtual detective that points out exactly what’s wrong with your site’s SEO.”—Ali S, digital marketing executive [via G2]
6. Little Warden
Little Warden automates important SEO checks that busy B2B owners, marketers, and admins often miss.
These checks guard against:
- Domain expirations
- SSL certificate expirations
- Title and meta tag changes
- Robots.txt changes
Identifying these issues early helps you maintain online visibility.
Image Source: Little Warden
Little Warden is especially useful if you manage multiple websites. It walks you through setting up checks for your entire site portfolio. Then, it sends automated updates via email, Messenger, or Slack.
Image Source: Little Warden
Cost: The Small Team plan is $54.99/month, the Agency plan is $89.99/month, and the Large Agency plan is $199.99/month.
Helpful B2B SEO features:
- Technical SEO audits based on Google’s latest requirements
- Actionable on-page optimization tips
- Site crawling and monitoring for changes or new issues
User review: “It’s beneficial for sites that multiple developers manage because they have a habit of overwriting code and pushing changes that break search visibility. For example, it’s caught and notified me of robots.txt changes that could have de-indexed the site if I hadn’t known about it.”—Jon Henshaw, founder of Coywolf [via Coywolf]
7. SplitSignal
SplitSignal is Semrush’s A/B testing tool. Its statistical models predict the SEO impact of proposed changes on your site.
This lets you experiment without wasting resources, and make informed decisions to grow organic search traffic.
You can test many SEO tweaks, including modifications to titles, meta tags, ad-block placements, alt tags, and structured data.
If SplitSignal suggests a change will help, you can apply it across your site and potentially rank faster.
Cost: SplitSignal is available by application. Complete a request form for more information.
Helpful B2B SEO features:
- Tests new page versions against existing content
- Provides feedback on content changes
- Offers a “Confidence Level” for more informed decisions
User review: “It made the whole process of testing and changing metadata more efficient. We didn’t need to get the developers involved and could test every idea that came to our minds without having to run for approvals. This opens up so many possibilities.”—Stephan Cude, Senior Tech SEO Manager at Leafly [Semrush testimonial]
8. Moz Pro
Moz Pro is an all-in-one SEO toolset for site audits, rank tracking, backlink analysis, and keyword research.
The software aims to “remove SEO complexity” with intuitive dashboards, customizable reports, and proprietary metrics.
Page Authority (PA) predicts how well a page will rank in Google on a scale of 1-100. Moz’s Spam Score helps you find content that needs optimizing for relevance and originality.
Cost: Moz Pro’s Standard plan is $99/month with usage limits. Medium is $179/month, and Large is $299/month.
Helpful B2B SEO features:
- Flags toxic links for disavowal
- Includes MozBar Premium for quick SEO metrics
- Tests page load speed and mobile friendliness
User review: “Having all [SEO] issues in one place with the ability to filter them allows us to tackle high-priority site issues first. I also really like the keyword research tool and how the dashboard is laid out with monthly volume, SERP features, difficulty, organic CTR, and priority. This is also very nice to have in one place.”—Jake P, small business marketing director [via G2]
9. ChatGPT
ChatGPT is an AI chatbot that can assist with SEO and content marketing tasks. You can enter questions or prompts and receive conversational responses.
For example, you can use it as a basic keyword research tool by prompting it to find relevant keywords to target with your company’s SEO efforts.
Then, ask follow-up questions to get more information.
You can also ask ChatGPT to:
- Suggest relevant keywords
- Propose content headlines
- Write blog posts or sections
- Proofread text
- Provide lead generation ideas
- Generate simple code (e.g., XML sitemap, schema markup)
Always verify ChatGPT’s outputs. It can be inaccurate, so treat it as an assistant rather than a primary source.
Thoroughly edit the content it generates before publishing any on your site.
Explore keyword research and other search suggestions further with a dedicated SEO tool, like Semrush’s Keyword Overview.
Further reading: See our How to Use ChatGPT guide for more on its digital marketing capabilities.
Cost: Free, or $20/month for ChatGPT Plus.
Helpful B2B SEO features:
- Creates basic search-friendly content in seconds
- Answers site audit questions if you provide context
- Suggests SEO improvements
User review: “Tasks that took me 20 minutes or longer can now be completed in under five minutes. Additionally, it has helped my understanding of website development. If you’re not achieving the desired results, I suggest learning about effective prompts. With a bit of practice, you’ll see improved results.”—Dan M., business development executive in marketing [via G2]
10. Qwoted
Qwoted is a public relations (PR) tool connecting businesses and subject matter experts with journalists, PR agencies, and media outlets.
It can help your website performance in two ways:
- As a subject matter expert: Contribute to articles in your niche, gain exposure, and build backlinks
- As a content creator: Source expert insights for more original, valuable content
Expert contributions enhance originality and align with Google’s E-E-A-T guidelines, which stands for Experience, Expertise, Authority, Trustworthiness (not a direct ranking factor, but part of Google’s Search Quality Rater Guidelines). Meeting these guidelines could help your rankings.
Successful collaborations on Qwoted may lead to longer-term relationships, such as regular product mentions from influencers or reporters.
Cost: A free version limits you to two pitches per month. Unlimited plans are $99/month (billed annually). Team plans are also available.
Helpful B2B SEO features:
- Sorts outreach contacts by responsiveness
- Lists contacts’ expertise for fast research and outreach
- Filters by job title to build valuable relationships
User review: “I love that Qwoted lets me present myself professionally, and allows people to create different portals for themselves and their clients. I have seen and worked with a dozen pitching portals so far. Qwoted has the best user interface (UI) of all of them.”—User at a non-profit organization [via G2]
11. Bing Webmaster Tools
Bing Webmaster Tools is Microsoft’s version of GSC. It offers metrics such as click-through rates (CTR), impressions, and keyword rankings for Bing traffic.
Why use both GSC and Bing Webmaster Tools?
Google dominates search, but Bing still has more than 100 million active daily users. Some of your business’s prospects could be on Bing.
Bing Webmaster Tools also lets you submit sitemaps and fix crawl errors. It’s simpler than GSC but continues to evolve. The interface is clean and user-friendly.
Cost: Free.
Helpful B2B SEO features:
- Reveals Bing-specific crawl and indexing issues
- Allows direct URL submission for faster indexing
- Provides keyword performance data for Bing
User review: “This tool helps in understanding how Bing sees my website and how it crawls. I recently liked the feature of Bing indexing API. It helps in indexing and deindexing pages in a short time span. Moreover, the sub-domains info given in the site explorer helps me when cleaning unwanted subdomains.”—Atinder S., SEO manager [via G2]
Build and Implement a Winning B2B Marketing Strategy with Semrush
Building thoughtful, data-driven SEO into an omnichannel marketing plan helps B2B businesses thrive.
Semrush’s toolkit supports search, social media, online advertising, PR, and content campaigns. Sign up for a free 7-day trial to get started.