In the competitive world of marketing, a company’s search engine optimization (SEO) strategy can determine its success or failure. In today’s digital world, SEO is the buzz word. In order to survive, you need to be ‘armed to the teeth’ with the latest tools.
However, the obvious question arises – “Which tools do I choose?”
SEO is important for businesses if they want to rank high on search engines. In order to remain on top of SERPs, we have to keep track of the website’s performance, monitor, and make changes when needed.
An SEO analyst needs tools to track the data related to links, rankings, referrals etc. Moz, SEMrush and Screaming Frog SEO Spider are some of the tools that can help us in our quest for achieving ‘SEO supremacy’.
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Moz helps you to compare different keywords and rank them alongside each other. It helps to identify the sources from where you are receiving maximum traffic on your website. It also gives an instant analysis of on-page keyword usage and gives us recommendations for optimization of target search terms and higher rankings.
A site audit of up to 3000 pages can be done to find out more about bad links, broken pages, and engine-crawl ability. It helps us to improve the website’s organic traffic, ranking of keywords, and site visibility when accessed via search engines.
Moz offers inbound marketing tools that are user-friendly. Some free Moz tools include:
- Followerwonk: This tool shows data related to the Twitter account, such as user comparison, social graphs, and more.
- Open Site Explorer: This tool is used to analyze the backlinks. It proves advantageous for increasing the link equity with the help of metrics.
- Mozbar: This is the browser tool and gives you instant knowledge about the key features of Moz about the page that you have opened.
- SERP Overlay: It shows the OSE metrics whenever the user makes some individual searches.
- Moz Local: It shows you the data related to the local citations of the company. It is considered as the first place from where you should start the local SEO of any given site.
SEMrush can provide insights on what keywords your competitor’s are using organically. It also shows the CPC of those keywords.
The free users of the tool can get the report of 10 keywords by just entering the URL of the website.
A few of the information you can get from SEMrush include, CPC, organic ranking, URL, search volume, total number of search results, ad competition, percentage of traffic generated, and the trend of keywords since past one year.
The main advantage of using SEMrush is that you get to know about the keywords that your competitors are using for driving traffic to their websites. This will provide you with insight on understanding what they are bidding for and how you can improve your own SEO strategies as well.
Screaming Frog SEO Spider crawls through the website and makes a list of all internal pages, links, crawl level, keyword elements like title and their lengths.
Why do we need this? That’s because of the fact that before going in for SEO optimization, we need to have an idea of its current status. We need to know some details like – the number of pages, titles, meta descriptions, and broken links if any.
In other words, we need a site audit. This is where the Screaming frog SEO Spider tool comes to our rescue. The tool spiders the CSS, images, links, apps and the script of the website from the point of view of SEO. This tool helps to fetch the main onsite elements for SEO and categorically present them in tab form, thereby allowing you to deal with the common problems related with SEO.
Google Search Console
Google Search Console is a tool that helps SEO experts, webmasters, web marketers, and website owners monitor the website performance through the Google Search Index. These tools have been constantly evolving and providing the means for website users to make their pages more Google-friendly and attain a higher page ranking.
Google Search Console can help to diagnose a website’s current status and recommend ways of making it to the top of the rankings. The various features of Google Search Console include the information about the search traffic, crawl data, search appearance, updates for technical status and additional resources for education.
Bing Webmasters is another tool to get more visitors to the site. This tool gives us custom reports as to why a particular person visited this site and depending on the result, it helps us find ways of increasing the website traffic.
This tool will guide you to the best possible way to achieve your goal of more visibility and website hits. Bing webmaster offers many tools to webmasters that help them troubleshoot the indexing and crawling of a website, creation of sitemap, website statistics, content submission consolidation, community resources and submission and ping tools.
Data analytics tools
Data analytics tools help us resolve the challenge of collecting & analyzing data, managing social networks, SEO optimization and data analysis problems. After all, we do need all the information that can be gathered so that we are better-prepared in fighting for the top spot of SERPs.
Kissmetrics is a software that is popularly used to study site analytics. It studies the real data concerning effective engagement of people with your website such as conversion rates and metrics, churn rates, lifetime conversion values, and etc. The data results obtained here would be of far greater use to you for shaping your marketing efforts.
Clicky provides a high level of detail regarding every segment of visitors. One can filter and sort by column to determine what works and what needs to be improved. It lets you track each visitor’s actions on the website and provides an option to collect data like visitor’s names or email addresses.
Each visitor can be analysed and their history can be checked. This tool lets you know when your site goes offline so that immediate action can be taken.
Piwik offers both Android and iOS apps for Smartphone access of the web analytics report. It has features similar to that of Google Analytics, like real-time data updates, conversion tracking, campaign and events tracking etc. However, it has an edge over Google analytics because of the fact that data storage is unlimited.
All reports and data are retained by default. It also has a customizable user interface to cater to your needs. Moreover, it is an open source web analysis platform which must be hosted on your server for free access. Multiple websites can thus be tracked without worrying about extra costs. There are many advantages of using Piwik such as:
- It is free to use
- Unlimited storage
- Community support
- It can be accessed from any part of the world.
With Site Analyzer, you don’t need to download and install any new application to your system. It is an instant SEO tool that gives you analysis on the performance of the site, SEO, content, and UX-design.
You will get a task list using this software that will help you to understand the strength as well as the weaknesses of your website using page analysis score.
Raven Tools is a data-driven agency. It tracks, measures, tests, and analyzes each data of the users and finds out the are and aren’t working. It helps the clients to manage the site more efficiently. The tool clearly tells what is important using its online marketing reports. The main benefits of Raven include:
- Multiple reports can be created using loads of research data stored in the took.
- You can create a new content building campaign within minutes using this tool.
- It integrates many data sources that al;so include Google Search Console and Google Analytics.
In addition, their SEO website auditor scrutinizes all the codes of the website and finds out the trouble areas. It gives you the option for setting specific times for crawls, so that you can compare the results and find out if improvements are needed. With the help of the Auditor summary, you can get all the information about the SEO health of the particular website. Above all, you can get the specific details about which pages require more attention and the reasons for it, including duplicate errors, no-follow or broken links or missed codes for Google Analytics.
Just the Beginning!
These are few of the top SEO and data analytics tools. You will need to try them out and decide which tool best fits your purpose. It’s hard to remain at the top of SERPs without the help of tools. Therefore, choose your weapon wisely and make sure you’re monitoring your performance!