Search Console, analytics and PageSpeed Insights are the essential starting layer
Add Clarity for behavior, one WordPress SEO plugin, Screaming Frog or Ahrefs Webmaster Tools for deeper audits and Letomix tools for image preparation. Avoid overlapping plugins and dashboards that do not support a decision.
Best choices by website task
Start with the question you need answered.
Search Console
Indexing, queries and Google search performance.
Google Analytics
Acquisition, engagement and conversions.
Microsoft Clarity
Heatmaps and session recordings.
PageSpeed Insights
Core Web Vitals and technical diagnostics.
8 core website tools compared
The remaining specialist tools are reviewed below.
| Tool | Primary role | Data source | Best for | Main check |
|---|---|---|---|---|
| WordPress | Publishing | Your website | Content ownership | Maintenance |
| Search Console | Search visibility | Google Search | Indexing and queries | Report interpretation |
| Google Analytics | Traffic and events | Implemented tracking | Acquisition and conversions | Consent and setup |
| Microsoft Clarity | User behavior | Sessions and heatmaps | UX diagnostics | Privacy |
| Rank Math or Yoast | WordPress SEO | Site configuration | Metadata and sitemaps | Use only one |
| PageSpeed Insights | Performance | Lab and field data | Core Web Vitals | Score obsession |
| Ahrefs Webmaster Tools | Audit and backlinks | Verified site data | Technical monitoring | Prioritization |
| Screaming Frog | Technical crawling | Site crawl | Metadata and links | Free crawl limit |
15 free website tools
Each tool covers a different layer of building, measuring or improving a site.
WordPress
Open-source software for blogs, content sites and business websites.
Where it helps
- full content ownership
- large theme and plugin ecosystem
- SEO flexibility
- portable content
What to check
- hosting and domain are separate
- updates and backups require maintenance
- plugins can create conflicts
WordPress is the strongest free software foundation when long-term ownership matters more than a fully managed builder.
Google Search Console
Search visibility, indexing, queries and technical signals from Google.
Where it helps
- indexing reports
- search queries and clicks
- sitemap submission
- URL inspection
What to check
- data is Google-specific
- reports can lag
- verification and interpretation matter
Search Console should be connected early because it shows whether Google can discover and index the site.
Google Analytics
Traffic sources, events, engagement and conversion measurement.
Where it helps
- traffic acquisition
- event tracking
- audience reports
- custom exploration
What to check
- consent setup may be required
- configuration can be complex
- bad events create bad reports
Google Analytics is useful when the site has clear events and decisions tied to the data.
Microsoft Clarity
Heatmaps and session recordings for understanding page behavior.
Where it helps
- heatmaps
- session recordings
- rage and dead click signals
- free usage
What to check
- privacy setup matters
- recordings need interpretation
- not a replacement for analytics
Clarity helps explain how visitors interact with layouts, navigation and calls to action.
Rank Math
WordPress SEO controls for metadata, sitemaps and schema.
Where it helps
- titles and descriptions
- XML sitemaps
- schema controls
- on-page guidance
What to check
- do not chase scores
- configuration can become complex
- use only one SEO plugin
Rank Math is useful when you want broad SEO controls inside WordPress.
Yoast SEO
A familiar WordPress SEO plugin for metadata and search appearance.
Where it helps
- titles and meta descriptions
- canonical controls
- breadcrumbs
- readability guidance
What to check
- many advanced features are paid
- traffic-light scores are not rankings
- use only one SEO plugin
Yoast is a strong alternative to Rank Math when a simpler and familiar workflow is preferred.
Canva
Website graphics, banners, social images and simple visual assets.
Where it helps
- templates
- featured images
- simple banners
- easy resizing
What to check
- premium assets
- generic templates
- export size and compression
Canva is useful for quick visuals, but images still need compression and consistent brand rules.
PageSpeed Insights
Performance diagnostics and Core Web Vitals reporting.
Where it helps
- mobile and desktop tests
- Core Web Vitals
- diagnostic opportunities
- field data where available
What to check
- lab and field data differ
- scores fluctuate
- fixes require technical context
PageSpeed Insights is the best first performance tool, but the score should not replace actual user experience.
GTmetrix
Waterfall, page weight and loading diagnostics.
Where it helps
- request waterfall
- page size
- loading milestones
- repeatable reports
What to check
- free test locations are limited
- results depend on conditions
- reports require interpretation
GTmetrix is useful when you need to see which resources delay or increase the page load.
Ubersuggest
Limited keyword research and competitor discovery.
Where it helps
- keyword suggestions
- content ideas
- search estimates
- competitor pages
What to check
- strict free limits
- estimates are not exact
- data depth is limited
Ubersuggest is useful for initial ideas, but should not be the only source for keyword decisions.
Ahrefs Webmaster Tools
Technical audits and backlink data for verified websites.
Where it helps
- site audit
- backlink overview
- organic keyword data
- site health monitoring
What to check
- site ownership verification
- not the full Ahrefs product
- reports need prioritization
Ahrefs Webmaster Tools is useful for understanding technical and backlink issues on sites you control.
Screaming Frog SEO Spider
Desktop crawling for metadata, links, redirects and technical SEO.
Where it helps
- crawl titles and descriptions
- find broken links
- review redirects
- export crawl data
What to check
- free crawl limit
- technical interface
- desktop resources
Screaming Frog becomes valuable when a site has enough pages that manual checks no longer scale.
Pexels
Free stock photos and videos for website content.
Where it helps
- broad visual library
- photos and video
- easy downloads
- commercial-friendly licensing
What to check
- images can feel generic
- license still needs review
- large files need optimization
Pexels is useful when original photography is unavailable, but stock images should match the page purpose.
Google Trends
Seasonality, topic comparison and changes in search interest.
Where it helps
- compare topics
- regional interest
- seasonality
- rising searches
What to check
- not exact search volume
- relative data
- easy to misread small samples
Google Trends helps validate timing and direction before committing to a content topic.
Google Looker Studio
Dashboards that combine website and marketing data.
Where it helps
- custom dashboards
- Google data connectors
- shareable reports
- multiple data sources
What to check
- dashboard maintenance
- connector limits
- bad source data remains bad
Looker Studio is useful after the underlying analytics and Search Console setup is already reliable.
Prepare website images before upload
Create cleaner product images, reduce page weight and remove photo metadata. No account or subscription required.
Background Remover
Create a transparent PNG for product cards, author images and website layouts.
Image Compressor
Reduce image file size before upload to improve page weight and delivery.
EXIF Remover
Remove location and camera metadata before publishing a photo online.
Processing runs in your browser; files are not uploaded to a Letomix server.
A practical website tool stack
Most new sites do not need every tool on this page.
Publishing
Use one CMS or website platform with clear ownership.
Search
Connect Search Console and submit the correct sitemap.
Analytics
Track only events that support actual decisions.
Performance
Test representative page templates and optimize large assets.
Technical review
Add a crawler or audit tool when manual checks stop scaling.
What makes a website tool stack worse
More plugins and dashboards do not automatically improve the site.
Installing two SEO plugins
Duplicate metadata and sitemap logic can create conflicts.
Uploading oversized images
Compress and resize images before they enter the CMS.
Chasing scores
SEO and performance scores are diagnostic signals, not the user goal.
Collecting data without decisions
Every dashboard should answer a recurring question.
Paying before traffic exists
Start with free data until a real limitation appears.
Upgrade for scale, deeper data or team workflow
A paid website tool should remove a specific growth bottleneck.
Larger crawls and keyword data
The site has enough pages and traffic to justify deeper analysis.
Team reporting
Scheduled dashboards, permissions and shared workflows become necessary.
Automation and support
Manual monitoring or technical failures cost more than the subscription.
Common questions
Short answers before building a website tool stack.
What are the essential free tools for a new website?
Start with Google Search Console, Google Analytics or another analytics platform, PageSpeed Insights and one image optimization workflow.
Should I use both Rank Math and Yoast SEO?
No. Use one SEO plugin. Running two SEO plugins can create duplicated metadata, sitemap conflicts and unnecessary complexity.
What is the best free tool for checking website speed?
PageSpeed Insights is the best first check because it combines performance diagnostics with Core Web Vitals data where available.
What is the best free tool for understanding user behavior?
Microsoft Clarity is useful for heatmaps and session recordings, while analytics tools show traffic sources and events.
How can Letomix tools help a website owner?
Use the Background Remover for transparent product images, Image Compressor for smaller uploads and EXIF Remover before publishing photos.
When should I pay for a website tool?
Upgrade when deeper SEO data, larger crawl limits, team access, automation, reporting or support removes a repeated bottleneck.