6. SpyFu

An SEO tool that’s both smart and a joy to look at.

SpyFu is one of my favorite tools in terms of layout, workflow logic, and overall aesthetics.

Every feature is right where you expect it to be and each page is eye candy.

My only strife with SpyFu is that some of their reports are a little form-over-function – beautiful to look at, but hard to read and extract insights.

Historically, SpyFu has been more of a PPC tool rather than an SEO tool, but it has now added enough of SEO features to be both.

From a technical perspective, SpyFu delivers top-notch competitive research, with in-depth metrics and a list of organic keywords that the competitor ranked for in the last 10 years.