Top 3 Free Local SEO Tools You’ll Wish You Knew Sooner

Are you spending way too much time trying to figure out Local SEO? We’ve rounded up three free tools that will save you hours and help your local SEO efforts.

1. Jepto’s Google Business Profile Category Finder

Try it here

Choosing the right categories for your Google Business Profile (GBP) is critical. With over 4,100 categories—and frequent updates—picking the right one can mean the difference between ranking in local search results or being invisible.

How it works:

• Enter a keyword related to your business (e.g., “child custody” for a family lawyer).
• Jepto will show you the best GBP categories and related services to help you rank higher.

👉 Pro Tip: Your primary category is the #1 local pack ranking factor, according to Whitespark’s local pack ranking study. See the data here.

Real-World Example

A foundation repair business searches for “foundation repair.” They find that while there’s no exact Google category for that, the Foundation Repair Service is nested under Concrete Contractor—making it the best choice.

📌 Don’t forget services! Our research shows that services listed in the GBP can impact rankings. 

2. Google Search Console Enhanced Analytics Extension

Download it here

Analyzing SEO performance shouldn’t require a calculator. This Chrome extension does all the math for you—quickly comparing date ranges, showing percentage changes, and highlighting traffic trends.

Why You Need This Tool

• Instantly see traffic change percentages (e.g., a 67% increase after an optimization)
  
• Customize date ranges in seconds
  
• Use the match-day pattern feature to adjust for low-traffic days (a must-have for businesses with weekend spikes or drops). See how different your data looks when this setting is enabled:
  • Without the box checked
    
  • With the box checked
    
    

If you’re using Search Console but not this extension, you’re making SEO harder than it needs to be.

3. GS Location Changer

Get it here

Wondering how far your business actually ranks in search results? GS Location Changer lets you simulate searches from any zip code, showing you real-world local rankings.

Why This is a Must-Have

Let’s say your law firm is based in Philadelphia. You check rankings for zip code 19140 and see that you’re in the top 3 for “divorce lawyer.”

 But in 19141, a competitor has taken your spot.

That’s a major insight—because now you know exactly where to focus your SEO efforts.

📌 You can influence how far you rank with strong local SEO strategies. If you’re not checking zip code-level rankings, you’re missing out on key optimization opportunities.

💬 What’s your go-to free local SEO tool? Or is there one you’re curious about and want us to test? Drop a comment below!