21 free must-have Digital Marketing tools

I've rounded up a list of my favourite free digital marketing tools for more effective digital marketing on a shoestring budget.

Table of Contents

Most digital marketing tools are extremely expensive, making it challenging for small businesses and individual marketers to access high-quality resources. But, there are powerful and effective digital marketing tools available for free. You just need to know where to find them.

This article introduces 21 must-have free digital marketing tools that can help you build a successful marketing stack on a shoestring budget.

Each tool listed has been trialled and tested by yours truly and was found to provide real value.

Without further ado, let’s go!

Best free SEO tools

Technical SEO tools – TechnicalSEO.com

TechnicalSEO.com is an awesome collection of technical SEO tools. It’s the first step in my technical SEO website auditing process.

It provides a comprehensive suite of resources, including a fetch & render simulator, a robots.txt testing tool, Google Search Console lost impression URL inspector, JS/CSS coverage, performance audit a sitemap generator and much more. Another great resource, completely free of charge, is an archive full of SEO presentations categorised by topics.

Dashboard of TechnicalSEO.com, a free digital marketing tool.
Source: Technicalseo.com interface; main dashboard.

Website crawlerGreenFlare.io

Greenflare.io offers a free SEO analysis and crawling tool that runs on Windows, macOS and Linux. Unlike other free web crawlers, Greenflare.io has absolutely no crawl limits. It provides crawl stats, status codes, broken links, and metadata, offering a robust SEO analysis tool for free.

Dashboard of Greenflare.io, a free digital marketing tool.
Source: greenflare.io interface, sample crawl.

Javascript rendering checkSearchViu

The SearchVIU javascript rendering checker helps you compare the source code and rendered HTML to identify discrepancies, providing insights into Javascript-related SEO issues. It’s an intuitive tool with a user-friendly interface.

Dashboard of Search Viu, a free digital marketing tool.
Source: Searchviu.com interface, main dashboard.

Page Performance testing toolWebpageTest.org

There are many great and free site performance testing tools out there, including GTMetrix and Google’s own PageSpeed Insights. One that’s standing out is WebPageTest.org

WebPageTest.org is a versatile tool for analysing website performance, allowing you to test from various locations and browsers. Its customisable options make it an invaluable resource for SEO and page speed optimisation.

Dashboard of WebPageTest.org, a free digital marketing tool.
Source: Webpagetest.org interface; advanced configuration options.

Mobile marketing toolsMobile Moxie

The MobileMoxie suite is made up of three mobile marketing tools that will help you deliver great mobile experiences to your customers. 

The mobile SERP checker gives you access to mobile search results at whatever location you want: an address, or by city, state or postcode. 

The mobile page simulator emulates your mobile landing pages in real-time across all mobile devices and any location. 

And lastly, the app rank analyzer lets you track a mobile app’s changes in ranking. All three tools can be used up to three times per day for free, for more reports you can sign up for a paid plan.

Dashboard of Mobile Moxie, a free digital marketing tool.
Source: Mobilemoxie.com interface; SERParator dashboard

Critical Path CSS generatorSitelocity.com

The critical path CSS generator from sitelocity.com is a straightforward tool that automatically generates the Critical Path CSS for your website and generates a single minified CSS file from all the CSS files your website uses.

Dashboard of Sitelocity.com, a free digital marketing tool.
Source: sitelocity.com interface; main dashboard.


Thruuu by Samuel Schmitt is a free SERP analysis tool that provides detailed information about the top search results for a given query. It offers excel export functionality for in-depth analysis and is useful for keyword research and competitor analysis.

Dashboard of thruuu, a free digital marketing tool.
Source: samuelschmitt.com/thruuu

Google algorithm update checkerPanguin Tool

Panguin tool helps identify if your website has been impacted by a Google algorithm update. By analysing organic traffic along a timeline of known updates, you can determine whether algorithm changes have affected your site.

Dashboard of Panguin tool, a free digital marketing tool.
Source: barracuda.digital/panguin-tool/ interface

Keyword research toolKeywordsheeter

A basic but effective keyword research tool, Keywordsheeter pulls Google’s autocomplete suggestions for a given query. With a click of a button, you can export your list or simply copy-paste. I like using this tool as an idea generator to get me started with keyword research. 

Dashboard of Keywordsheeter, a free digital marketing tool.
Source: keywordsheeter.com interface.

Website auditing chrome extensionSEO Quake

I love a good chrome extension and SEO Quake is up there with the best. This free SEO tool provides quick on-page SEO audits. It checks for internal and external links, metadata, and other SEO parameters, allowing you to perform quick audits on any webpage.

Dashboard of SEOQuake, a free digital marketing tool.
Source: SEO Quake interface, sample audit.

Best free paid advertising tools

Audience analysisYouTube Find My Audience

Ever wondered which personas fall into YouTubes in-market and affinity audiences? Google’s own audience insights tool gives you exactly that information. It’s also great for discovering new potential audiences and creating free audience profiles. 

Dashboard of YouTube find my audience, a free digital marketing tool.
Source: thinkwithgoogle.com

Negative keyword list builder – Free  DM Tools

If you work with Google Ads you know how important negative keyword lists are and how cumbersome they can be to build. The Free DM negative keyword tool looks for similar queries to your chosen keyword and gives you a comprehensive list of suggestions to add as negatives. Once done, simply copy all or download as txt.

Dashboard of Free DM tools, a free digital marketing tool.
Source: freedmtools.com interface, main dashboard.

Competitor research – Meta aka. Facebook Ads library

Ever wondered what ads your competitors have running across Facebook? Insert Facebook Ads library. Before looking up an ad, choose your location and ad category. Then simply search by brand or keywords to gain inspiration for ad strategy or ad creatives.

Dashboard of Meta ads library, a free digital marketing tool.
Source: Meta.com, ads library interface.

Text converterCovertcase

Convertcase is a text transformation tool that allows you to switch between lower and upper case, capitalise, uncapitalise, or convert to mix case. This tool is handy for writing ad copy and other marketing materials.

Dashboard of Convertcase, a free digital marketing tool.
Source: convertcase.net, main dashboard.

Best misc marketing tools 

Buyer persona creatorSEMrush

Creating buyer personas is (or should be) the starting point of all marketing activities, from identifying the right messaging and channels to crafting engaging and converting content. And SEMrush’s free buyer persona template builder helps with exactly that. Build as many profiles as you like, for free.

Dashboard of SEMrush buyer persona creator, a free digital marketing tool.
Source: SEMrush.com, dashboard sample template.

Google Sheet templatesSheets for Marketers 

Sheets for Marketers offers a library of free digital marketing spreadsheets ready to be copied and used by marketers of all levels. The template library is extensive and includes Google Analytics templates, SEO and website audit templates and competitor research templates, just to name a few. I love the PPC & SEO calculator templates, which have saved me a lot of time and are definitely worth a look.

Dashboard of Sheets for marketers, a free digital marketing tool.
Source: Sheetsformarketers.com, homepage.

Marketing dashboard templates – Looker Studio

Looking for something more visual? Google offers its own library of nifty Data Studio templates ready to use or customise as you like. The platform allows you to share and collaborate on dashboards.

Dashboard of Google Data Studio, a free digital marketing tool.
Source: datastudio.google.com/gallery, marketing templates.

Thesaurus and word toolsWord Hippo

WordHippo is a no-fuss tool that I use religiously (no more searches for “what’s another word for…). What sets it apart is its extensive list of synonyms, antonyms, word meanings, rhyming words, and more. They also have an IOS/Android app for use on your mobile devices.

Source: Wordhippo.com, main dashboard.

Presentation & graphics designPiktochart

We all know and love Canva, an awesome and easy-to-use graphic design tool (they also have a free plan so please check it out!). A lesser-known but similar software is Piktochart. It’s aimed at business professionals who want to spice up presentation slides and reports or create infographics, flyers, posters, and more. The free plan is limited but for occasional use more than enough.

Source: Piktochart.com interface using the chart feature.

AI-based Content Creation – ChatGPT

ChatGPT is a cutting-edge AI language model designed to generate human-like text. It’s a versatile tool for digital marketing, helping with content creation and ideation. Marketers can use it to generate blog posts, social media content, email responses, and more. The free plan provides basic features, making it a useful addition to your marketing toolkit.

So there you have it, a collection of my favourite free digital marketing resources. I hope you get value out of them and most importantly, I hope you can save money on pricey software in the future.

Do you have a suggestion? Something missing? Just let me know and I’ll add it.

Louisa Ingelheim

Louisa Ingelheim

Louisa is a data-driven digital marketing consultant with almost a decade of experience in Google Ads management, Facebook Ads, (technical) SEO and Website tracking.

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