The tools I use to run my freelance SEO business in Switzerland
I get asked regularly what tools I use. So here’s the full list. Just what’s actually open on my screen on a normal working week. Some links are affiliate links. I only link to things I genuinely recommend.
SEO tools
SE Ranking
My main SEO tool. I use it for keyword research, rank tracking, backlink analysis, and site audits. It covers what you need as a freelancer without the enterprise price tag.
Ahrefs SEO Toolbar
Free Chrome extension. I use it constantly while browsing. It shows domain rating, on-page SEO data, redirect chains, noindex tags, hreflang, and more. You don’t need Ahrefs subscription, it’s free.
SEO META in 1 CLICK
Same functionality as Ahrefs SEO Toolbar, but does not require login.
Keyword Surfer
Free Chrome extension that overlays word count of an page directly on SERP (Google search result page).
MozBar
Another free Chrome extension that shows domain authority of each listing on SERP (Google search result page).
Squoosh
Browser-based image compression tool from Google. I use it to compress images to under 100 KB. The quality controls are excellent. You can visually compare the before and after at different compression levels and pick the right trade-off. Free, no account needed.
Website and hosting
Cyon
Swiss hosting provider. The servers are in Switzerland, which matters for some clients in regulated industries. Support is in German and genuinely helpful.
Digital analytics
ObservePoint
I use ObservePoint to test and debug analytics implementations.
Money and bookkeeping
Abaninja
My bookkeeping tool. I use it for quotes, invoices, and expense tracking. It's Swiss-made and designed for small businesses, which means it handles CHF invoicing, Swiss VAT, and MWST correctly without workarounds.
Project management
Trello
I keep client projects on Trello boards. Simple Kanban: To Do, In Progress, Done.
Notion
My documentation home. SOPs, templates, research notes, client onboarding docs. I use Notion for anything that needs to be written down and found again later. I don't use it as a project manager (Trello handles that), but for building up a knowledge base as you grow your freelance practice, Notion is hard to beat.
Dropbox
File storage and sharing. I share audit deliverables, reports, and assets with clients via Dropbox.
Meetings and scheduling
Cal.com
I use cal.com for all scheduling. Clients pick a slot from my calendar, no back-and-forth. It connects to my Google Calendar and only shows times I'm actually free. I also use it for my consulting calls here on Freelance Shift. The free plan is generous and the self-hosted option exists if you care about data sovereignty.
Productivity and Mac apps
Alfred
Mac app launcher and productivity tool. I use it instead of Spotlight for everything: opening apps, searching files, running snippets, and custom workflows. The Powerpack (paid) unlocks the really useful stuff like clipboard history and custom workflows.
Jumpcut
Clipboard manager. It remembers the last 99 things you copied. Sounds trivial until you realize how often you copy something, copy something else, and then need the first thing again. Free and unobtrusive.
Window Collage
Window management for Mac. I use it to snap windows into tiled layouts. Cheaper than Magnet and does what I need.
Shottr
Screenshot tool with built-in annotations. I use it to annotate screenshots before sending them to clients: circling things, adding arrows, writing quick notes directly on the image. Free for personal use, genuinely excellent.
Giphy Capture
For quick screen recordings I share as GIFs. Useful when I want to show a client how to do something in their CMS without writing a step-by-step document. Free Mac app.