The best AI tools for SEO in 2026

AI is shaping how people search. More than nine in 10 searches in the UK still happen on Google, but how results are presented has changed.

Answer boxes and AI overviews occupy the top of results pages, meaning fewer clicks for traditional listings. At Submerge, we see the impact of this every day. Our content team is trained in SEO and produces optimised articles, guides and landing pages for businesses across different sectors.

Because we combine hands‑on experience with continuous testing, we know which AI tools are delivering real value and which are not. In practice, value means fewer rewrites for writers, faster briefs and clearer attribution in AI summaries.

With this in mind, these are the top AI SEO tools teams are using this year, along with their typical costs and tips for putting them to work effectively.

Read more about optimising your content for AI search.

How is AI changing how we search online?

Instead of relying solely on traditional keyword-based searches, AI-driven algorithms in search engines are now understanding context, intent and even natural language queries.

Tools like Google’s Search Generative Experience (SGE) and Bing’s AI-powered chat results are making search more conversational, providing users with summarised answers and multimedia results in real time.

AI is also personalising search results based on past searcher behaviour, preferences and even location, making it easier for users to find exactly what they need. As a result, we’re getting information faster and doing less to find it. For businesses and SEO professionals, this means adapting strategies to focus on user intent, high-quality content and structured data to stay visible online.

Why AI SEO matters now

AI has proven it isn’t going anywhere any time soon.

As it becomes more deeply integrated into search engines and digital platforms, AI’s fundamentally reshaping how websites are ranked and discovered. Search engines like Google are increasingly relying on AI to interpret user intent, analyse content quality and deliver personalised results at lightning speed as users interact with search results differently.

For businesses and website owners, this means traditional SEO tactics alone are no longer enough.

How AI affects search intent and traffic

Some searches are being more heavily affected than others – informational searches, such as “how to conduct a competitor analysis“, are being quickly and succinctly answered by AI overviews in SERPs, so users never click through.

The impact isn’t the same for every search. Branded queries, such as ‘Spotify login’, are mostly unaffected, as users already know where they want to go.

This means that ranking on page one is no longer the sole goal for optimisation, but it does depend on your query mix and which search features your audience sees most.

Local searches are holding steady. Commercial queries like ‘boiler repair near me’ still show local packs and Google Business Profiles, which continue to drive calls and visits.

So, what can you do to maximise your brand’s online visibility? Create content designed to be lifted into AI overviews by:

• Using short Q&As, clean schema markup and clear definitions
• Avoiding jargon that could confuse AI summaries
• Leveraging AI SEO tools to save time on analysis and generate better briefs.

Discover the key secrets for how to appear in featured snippets.

What should I do next?

Here are a few things you could do to give your business the best chances of visibility in a crowded digital market:

• Add structured data to key pages, including FAQs, how-to guides and product pages.
• Write concise FAQs that reflect the exact language people use in their searches.
• Strengthen local signals by updating your Google Business Profile with accurate categories, opening hours and recent reviews.
• Monitor search results closely to see which queries trigger AI overviews and answer boxes to guide content creation.

Leveraging AI isn’t just an advantage anymore – it’s quickly becoming a necessity for anyone serious about online visibility and growth.

AI-driven SEO tools can help your business uncover insights and predict trends faster and more accurately than ever before.

What to look for in an AI‑aware SEO tool

Not all AI tools are made equal, with some having broader applications while others have specific features for certain SEO disciplines, such as link building or technical.

Focus on features that help you understand how AI overviews and other SERP features affect your visibility while supporting smart content planning and technical optimisation. Other features you may want include:

• Real‑time visibility of where your content appears in AI overviews and answer boxes
• Keyword clustering and topical authority analysis, not just single‑keyword focus
• Technical audits that cover schema, page speed and crawlability.
• Automated content briefs with related questions and semantic coverage that respects tone, not just term density
• Clean integration with Google Search Console, Analytics and common CMS platforms
• Pricing that scales reasonably with usage (seat limits can bite small teams, so check before you commit)

SEO tools professional teams actually use

Having the right tools makes planning and tracking your SEO efforts much easier.

Whether you’re building out topical authority or just giving content a final polish before it goes live, these platforms are favourites among teams looking to stay ahead.

Semrush

Semrush is a powerhouse platform designed for agencies and large websites that need a comprehensive suite of SEO tools.

With its broad set of features, it covers everything from keyword research and site audits to competitor analysis and social media tracking. One standout is its strong UK and international data coverage, making it especially valuable for businesses with multi-domain or global operations.

While its robust capabilities come with a steeper learning curve, Semrush is invaluable for managing complex, multi-site SEO campaigns at scale.

Did you know Submerge is a certified Semrush Agency Partner?

Ahrefs

Ahrefs is renowned for its industry-leading backlink analysis and competitive research tools.

It offers highly accurate keyword and link data, helping users uncover what’s driving their competitors’ rankings and identify valuable link-building opportunities through features like link gap audits.

While Ahrefs is less focused on content creation and more on technical SEO and off-site factors, its deep database and actionable insights make it a must-have for SEOs who want to dominate search visibility.

MarketMuse

MarketMuse is an AI-powered platform tailored for content strategy and building topical authority. It excels at identifying content gaps and guiding users towards creating comprehensive, authoritative pillar-cluster content structures.

By analysing your site and the broader web, MarketMuse pinpoints opportunities to improve your expertise and relevance on key topics.

While it’s on the pricier side (from £90/month) and requires thoughtful planning to get the most out of it, MarketMuse is ideal for brands serious about long-term content leadership.

Clearscope

Clearscope is the go-to tool for optimising content that’s already in draft and ensuring it’s ready for search engines before you hit publish.

Its intuitive scoring system and real-time keyword guidance make it easy for writers and editors to polish their content for maximum relevance and coverage. While it doesn’t offer a full suite of SEO tools, Clearscope excels as a “final pass” solution for content teams who want to boost organic performance with data-driven optimisation.

It’s a premium tool designed for those who value clarity and precision.

Surfer SEO

Surfer SEO is a favorite among mid-sized content teams looking for an affordable and effective way to standardise their content briefs and outlines.

Its AI-driven recommendations help you craft content that matches what’s ranking in the SERPs, making it easier to compete for top spots.

While Surfer’s features are mostly focused on content rather than technical SEO or link building, its reasonable pricing and user-friendly interface make it a practical choice for teams looking to streamline their workflow and scale content production.

Writesonic

Writesonic leverages AI to generate high-quality marketing copy, blog posts and SEO-friendly content in minutes.

It’s especially useful for agencies and businesses that need to produce content at scale without sacrificing quality. With templates for everything from landing pages to product descriptions, Writesonic can help fill your content calendar fast.

Its flexibility and time-saving automation make it a valuable addition to any SEO toolkit, particularly for teams that want to focus on strategy rather than the grind of daily writing.

Here’s a quick breakdown:

Tool	Best for	Strengths	Weaknesses	Typical Use Case	Price (indicative)
Semrush	Agencies and large sites	Broad feature set, strong data, UK coverage	Cost, complexity	Multi‑domain programmes	From £87/month
Ahrefs	Backlink analysis and competitive research	Accurate keyword and link data	Less useful for writers	Link gap audits	From £99/month
MarketMuse	Content strategy and topical authority	Identifies gaps, builds authority	Expensive, needs planning	Pillar‑cluster planning	From £73/month
Clearscope	Optimising content already in draft	Clear scoring and guidance	Not a complete SEO platform	Final pass before publish	From £140/month
Surfer SEO	Mid‑sized content teams	Affordable, reasonable outlines	Limited beyond content	Standardised briefs + content writing	From £58/month
Writesonic	High‑volume content production	Speed and idea generation	Needs editorial oversight	Ideation and snippets	From £29/month

The prices listed are for the most basic packages and are subject to change – check the latest tiers before setting your budget.

Building these SEO tools into your workflow

Having the right AI tools in your SEO toolkit is one thing, but using them at the right time is another.

To get the most out of your investment, it’s essential to integrate these platforms purposefully into your day-to-day SEO processes.

Start with what users actually see

Before diving into deep technical fixes, begin by auditing the areas of your website that customers interact with most – your FAQs, pricing pages, delivery or returns policies, key service descriptions.

These are the touchpoints that shape first impressions and drive conversions.

Using tools like Semrush or Ahrefs, you can quickly identify gaps or outdated information that you can fix. Prioritising user-facing content ensures your site addresses real customer needs, which can often deliver faster SEO wins than chasing every technical ticket in your backlog.

Focus your authority

Establishing topical authority is more important than ever now AI is n the driving seat.

Leverage content strategy platforms like MarketMuse to conduct topic modelling and see where your competitors are dominating and where there are gaps you can fill.

Rather than spreading your efforts thin, select three core topics to focus on for the quarter. This targeted approach allows you to produce deeper, more authoritative content, signalling to both users and search engines that your site is a trusted resource in those areas.

Tighten drafts before publishing

Optimising content before it goes live is crucial for search performance. Tools that offer real-time scoring and keyword guidance can help you refine drafts for maximum impact.

One focused optimisation pass is often enough – over-editing can strip away your brand’s unique tone and personality.

Write for overviews

With AI summaries and rich snippets becoming more common in search results, structuring your content to answer specific questions is now a smart strategy.

When writing or updating pages, include two to four clear, concise Q&As, supported by quality links and proper schema markup. This increases your chances of being featured in AI-generated overviews or knowledge panels, driving more qualified traffic to your site.

Measure both classic and AI surfaces

Success in SEO today means tracking performance across both traditional and emerging search features.

Continue to monitor classic metrics like click-through rate and impressions for organic listings, but also pay close attention to where your brand appears in AI-powered panels or summaries. Keep a lightweight manual log, ideally with dated screenshots, of your visibility in these new surfaces.

This dual approach will help you understand where your efforts are paying off and where new opportunities may be emerging.

Budget, risk and what to measure

Entry points for AI writing assistants can be as low as £20 per month, while enterprise platforms can exceed £500 per month. Seat and crawl limits often drive the real cost, so check the fine print before handing over the company card details.

Although they can be very helpful when used correctly, AI tools can add increased risk to a business, whether that’s through factual errors from an out-of-date model, overspending without a reasonable ROI or becoming over-reliant on automated content.

Key metrics to monitor to track the effectiveness of your AI tools could include:

• Organic traffic growth by topic
• Impressions and citations in AI overviews, with dated screenshots where possible
• Click‑through rates from SERPs
• GA4 engagement metrics include engaged sessions, average engagement time and conversions
• Backlinks are earned over time (segment by page type to see what actually works)

Read more about marketing for AI with tools and trends redefining success.

Making AI search work for you

AI-powered search tools are here to stay, and work best when you set clear rules.

Rather than handing over all your work to the machines, you’ll need to work with them to generate the best results for your business. What they spit out, you need to review so your business can adhere to strong editorial standards

Remember to choose tools that fit your team and review them monthly, then drop anything that’s not helping. Keep track what drives clicks, engagement and conversions on your website so you can make better informed decisions on where you’re spending your budget.

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