What Are SEO Tools? SEO tools give constant alerts and statistics regarding your site’s performance on the search engines. They identify potential weak spots and help uncover holes in your site’s strength or potential weakness which could prevent you from making and ranking in the top SERPs. As with real tools however, each has a purpose and each serves a different purpose in SEO. Here is a list of the six main SEO tools that every successful website owner should consider investing in: Link Popularity Checker – This tool will help identify the popular link directories that link to your site. It also identifies the popular links that link to sites that link to yours.