SEO and content marketing tools are essential for small businesses to stay competitive in 2025. With content marketing driving customer engagement (83% of marketers say it’s the most effective demand-generation method), smart use of SEO tools can deliver strong ROI.

This guide compares 10 leading platforms – from premium suites to budget-friendly alternatives – reviewing features, pros and cons, pricing (in AUD), and ideal use cases. Every tool has been selected to suit Australian small businesses and content teams working with limited budgets.

(Looking for strategic support? See our SEO services and blog for more tips.)

1. SEMrush – All-in-One SEO, PPC & Content Suite

SEMrush is a robust platform covering keyword research, SEO audits, competitor analysis and even social/PPC analytics. It’s a go-to for full-stack digital marketing. Reviews highlight its powerful data and visual reports for keywords and backlinks. SEMrush excels at competitor research (domain overviews, keyword gaps, traffic analytics), but it has a learning curve for new users.

• Pros: Industry-leading keyword database (26B+), deep competitor/PPC insights, frequent AI updates, integrates SEO with content and social marketing.

• Cons: Premium pricing; steeper learning curve; limited internal link insights compared to Ahrefs.

• Pricing (AUD): Starts at ~AU$210/month (Pro).

• Best for: Agencies or internal teams needing a full digital marketing suite.

2. Ahrefs – Backlink & Keyword Research Powerhouse

Ahrefs is a leading SEO tool, especially strong in backlink analysis and keyword research. It covers all major SEO needs with a cleaner interface than SEMrush. Site Explorer is trusted for backlink data and internal link analysis. It lacks PPC tools, but makes up for it in SEO depth.

• Pros: Massive link index, solid keyword data, powerful audit and rank tracking.

• Cons: Premium price; limited advertising/PPC tools.

• Pricing (AUD): Plans from ~AU$193/month (Lite).

• Best for: SEO-focused freelancers and agencies prioritising link building and competitor research.

3. Moz Pro – Established SEO Suite with Strong Research Tools

Moz Pro is a longstanding SEO platform with great educational resources and a gentle learning curve. It includes keyword research, audits, and rank tracking, plus Moz Local for business listings. While it offers fewer features than SEMrush or Ahrefs, it’s ideal for smaller teams getting started.

• Pros: Simple interface, decent keyword and site audits, excellent support.

• Cons: Smaller keyword/link database; limited features at lower tiers.

• Pricing (AUD): Starts at ~AU$150/month (Standard).

• Best for: Small businesses or agencies looking for user-friendly SEO tools.

4. Surfer SEO – Content Optimisation & On-Page SEO

Surfer SEO is built for content optimisation. Its Content Editor suggests keywords, headings and structure to improve rankings, based on real-time SERP data. While it lacks backlink tools, its on-page SEO capabilities are best-in-class for writers and marketers.

• Pros: Real-time content scoring, AI-guided writing, easy SERP comparisons.

• Cons: Narrower focus; article limits on entry plans.

• Pricing (AUD): Starts at ~AU$150/month.

• Best for: Content marketers and writers optimising blog content or landing pages.

5. Ubersuggest – Budget-Friendly Keyword & SEO Tool

Ubersuggest, created by Neil Patel, is a cost-effective SEO suite offering keyword research, audits, and content ideas. It’s great for beginners, with an intuitive dashboard and generous free tier. While its data isn’t as extensive as premium tools, it’s exceptional value for small teams.

• Pros: Very easy to use, good free features, affordable pricing.

• Cons: Smaller database; less accurate on niche/long-tail keywords.

• Pricing (AUD): From ~AU$45/month. Lifetime deals often available.

• Best for: Solopreneurs and small businesses starting their SEO journey.

6. Rankability – AI Content Briefs & SEO Guidance

Rankability is an emerging tool that combines SEO audits with AI-generated content briefs. It analyses competitors and your content to suggest structure, keywords and topics. Though it’s still growing, its AI brief generator is efficient for scaling content efforts.

• Pros: Time-saving briefs, helpful AI suggestions, keyword rank tracking.

• Cons: Not a full SEO suite; lacks backlink functionality; pricing sits mid-tier.

• Pricing (AUD): From ~AU$225/month.

• Best for: Content teams needing high-output SEO briefs without a full-stack platform.

7. WriterZen – All-in-One Content Discovery & Optimisation

WriterZen supports the full content creation process – from topic discovery and keyword research to drafting articles with AI. It’s popular among content marketers seeking an affordable all-in-one workflow.

• Pros: Topic ideation, AI-assisted content, keyword research in one tool.

• Cons: Smaller keyword database, English-only AI, credit-based limits.

• Pricing (AUD): From ~AU$60/month.

• Best for: Agencies or teams producing SEO content at scale.

8. Seodity – All-Purpose SEO Toolkit with AI Editor

Seodity is a newer all-in-one SEO and AI writing platform. It includes rank tracking, site audits, keyword tools and an AI content editor. It delivers impressive value for its price and is agency-friendly.

• Pros: Solid SEO tools + AI writing in one package, competitive pricing.

• Cons: Smaller data set; UX could be smoother.

• Pricing (AUD): From ~AU$75/month.

• Best for: Budget-conscious agencies or marketers wanting SEO plus AI content generation.

9. Google Search Console – Free SEO Analytics & Monitoring

Every site should use Google Search Console. It shows real-time search data, performance metrics, indexing errors, and technical SEO issues – straight from Google.

• Pros: Completely free, essential performance insights, crawl and error alerts.

• Cons: Limited to Google data; not a keyword discovery tool.

• Pricing (AUD): Free.

• Best for: All websites – crucial for monitoring SEO health and performance.

10. Google Analytics (GA4) – Free Traffic & Conversion Insights

GA4 is critical for measuring how content performs – from traffic sources to conversions. It helps you evaluate whether your SEO efforts drive business results.

• Pros: Free, in-depth data, tracks user behaviour and ROI metrics.

• Cons: Learning curve; limited third-party tracking.

• Pricing (AUD): Free (standard GA4).

• Best for: Any business wanting to track performance across organic, social and referral channels.

Conclusion: Which SEO Tool Should You Use in 2025?

Choosing the right SEO or content marketing tool depends on your goals, experience and budget. Major platforms like SEMrush and Ahrefs offer end-to-end power, while tools like Ubersuggest and Seodity offer solid features at a fraction of the cost. Free tools like Google Search Console and Analytics are must-haves.

Need help selecting the right tools or refining your SEO strategy?

Get in touch with Carter Media for tailored advice, audits, and content strategies built to grow your rankings and ROI.