SEO
Tools

This page is a reference sheet, not a guide.

Some of these SEO tools are VERY advanced and require many hours of experience and/or training to master or even use correctly.

All-in-one tools

I recommend Morningscore for anyone who works with SEO, but it's not their full-time job. It's perfect for anyone working for themselves or as a marketing manager. Advanced SEOs and especially SEO consultants (such as myself) should keep this particular product in mind, to recommend for the type of client that wants to do some/most of the work themselves. That's when I recommend it together with Google Search Console and then nothing else, so as not to overwhelm the client in tools.

Test Rich Results - evaluate currently implemented structured data
See PageSpeed Insights for speed and user experience metrics.
Run Mobile Friendly test
Check HTTP Status - bulk-test up to 100 URLs and their HTTP-responses.
Redirection Path (Chrome Plugin) - Does the same as HTTP status, but always for every page you visit, very smart!

Bing Webmaster Tools - FREE; use it!
Google Search Console - FREE; use it!
Google Analytics
Fathom Analytics - Cookie-free, privacy-focused analytics. $14 and up / month. This affiliate link will give you $10 off your first invoice. 7 day free trial.
Any rank-tracking tool. Personally I prefer to use AccuRanker because it integrates smoothly with Google Looker Studio, but will often recommend clients use Morningscore if they like to monitor things themselves.

Keywordtool.io - $69 and up / month. Same as Keyword Planner, but better!
Google Ads Keyword Planner - requires that you have active campaigns, in order to access all features. So not really free, but kind of.

Use Screaming Frog - This SEO tool can do almost all of the above if you know which buttons to press.
Test accessibility