Richard Baxter of netmagazine.com on building the perfect toolkit for SEO and digital marketing
You’ve heard the saying, 'A poor craftsman blames his
tools'. In our world, it’s more like 'really awesome tools make me look
good to my clients', or similar. Making sure you use the best tools is critical to being thorough, competitive and exceptional at your craft, but staying up-to-date is pretty difficult.
I’ve been working in the trenches of the SEO industry for 10 years, watching different tools come and go, all gaining in complexity and
usefulness as time goes on. Our industry evolves extremely rapidly, and so does your need to keep an eye on what’s out there to help you be more effective and agile, especially when it comes to carrying out essential, but often mundane, digital marketing tasks.
Let’s take a look at what are new, useful or downright awesome tools in inbound marketing, focusing on some of the key stages of the SEO
process: research, technical, link building and content marketing outreach.
To write this post, I enlisted the input of some good friends in my industry, and of course, my team of over 20 SEOs at
SEOgadget who work with these tools all day, every day.
Keyword research and audience profiling
Among the classic keyword research tools has always been the
Google Adwords Keyword Tool. Unfortunately, the Google Keyword Tool is due to close very soon. In its place,
Google announced the
Keyword Planner, which has most of the data available from the original keyword tool and more to come.
If you’re looking for even more keyword ideas, try tools based on the
Google Suggest API like
Ubersuggest.
You'll get far by simply creating a list of keywords and prioritising
them by search volume. A really nice tip (first heard via Wil Reynolds,
CEO at
Seer Interactive)
is simply don’t click search in Google. Type in your keywords and see
what appears in the autocomplete box to get an idea of how people are
searching around those words.
If you’re building a serious data set, the smart money is in
combining different data points for extra validation. Finding low
competition, high volume keywords is every search marketers’ Holy Grail.
For that quest,
Moz.com’s
Keyword Difficulty Tool
can help estimate search volumes and combines data aggregated from
Bing, rankings for that particular keyword by location and Moz’s own
link data source,
Mozscape.
Bing Webmaster Tools
has a nifty keyword tool, showing your average ranking position, the
number of clicks you received, and the number of impressions for that
particular keyword.
If you’re lucky enough to have an Adwords API key, you could consider
extracting keyword search volumes via its API by working with your
development team (or using an Excel Tool like our
Adwords API Extension for Excel).
SEMrush have a powerful API and present search volumes as reported by Google. This
excellent article
by Russ Jones of Virante found that SEMrush’s data had the lowest error
rate (compared to its own index) and a high level of coverage.
What about the new stuff? Keyword research as a subset of our
industry can move slowly at times. Because there’s no direct return for
your efforts (just because you’ve done some keyword research hardly
means your traffic will grow), I suspect lower levels of investment find
their way into this corner of the SEM universe.
With that said, we’re excited about
Grepwords (currently in beta) as a newcomer to the keyword research tool space, as well as
Searchmetrics, which calculates a search volume based on its own traffic algorithms.
Search engine visibility monitoring
When it comes to your organic rankings, there are lots of interesting
tools that are handy for a quick health check or larger scale
monitoring challenges. If you’re working in multiple locations, and
you’d just like a little data, small web apps like
Search Latte help you check rankings in different countries quickly and easily.
With that said, some of us want to see all of the data! We use a few tools for rank checking on a day-to-day basis.
Getstat
is an excellent, enterprise-level keyword tracking platform, with
detailed reports, clear data presentation and useful alerts service.
It’s able to collect ranking data at the regional level, which is useful
for tracking rankings by US state, for example.
Advanced Web Ranking
is a powerful solution for scheduled, localised ranking, link
monitoring, keyword research. It’s also a powerful, site-crawl-based
search engine accessibility monitoring platform. Combined with proxy
services like
Trusted Proxies,
it’s fast and scalable enough for most in-house SME SEO teams and
agencies. Usefully, it can be configured to run on a server, with AWR
clients connecting to a single data source across your network.
Technical SEO and search engine accessibility
I’ve always thought
Bing SEO Analyzer in
Bing Webmaster Tools is a really good tool for quickly identifying on page issues, like malformed containers, missing
H1
elements and the like. Its real power comes from a simple to interpret
user interface, often lacking in so many 'technical' SEO tools. The tool
visibly renders the web page you’re analysing, and highlights any
issues it finds during the analysis process.
Moz.com’s PRO toolset comes with a deep site crawler (lovingly referred to by its team as
Roger Mozbot).
Approximately once a week, you receive an update to your crawl data,
with a user interface that updates you on crawler discovered errors,
warnings and notices. Moz have a very simple to use, visual interface
that's ideal for newcomers to SEO. Its data export, API services, link
analysis and social monitoring make for a well-rounded advanced SEO
campaign solution. Export data from its tools includes advanced,
technical SEO features like the contents of your
X-Robots filed in your server header response. Hardcore!
Lately, Screaming Frog’s
SEO Spider
has become the 'go to' site crawler. Able to highlight SEO
accessibility issues, it comes with powerful filtering to weed out
specific issues, like missing Google Analytics tracking code. It also
has a nifty sitemap generator.
I’m very excited about the premium service,
DeepCrawl. It’s a great deal more pricey than annual subscription tools like Screaming Frog, and free tools like
IIS SEO Toolkit (which is excellent, by the way. Follow
these handy installation guidelines), but has the capacity to crawl industrial-size websites with millions of pages. This is something the others simply can’t do.
Log analysis has taught me more about SEO than any other single
activity in the last decade. You learn so much about SEO simply by
looking at the resources Googlebot requests on your website. On that
note, we recommend you try the
free edition of Splunk with a recent log file export, to see what you can find.
Link analysis, monitoring and reporting
Link analysis has always been a rapidly-evolving area of our
industry. In light of Google’s very recent Penguin algorithm updates,
that evolutionary rate of change has increased exponentially. Every day,
Chrome extensions like
Check My Links are extremely useful for broken link building and general on page link checking. The rather wonderful
Scraper makes light work of fetching URLs in batches from web pages.
Web Developer
for Chrome and
Firefox have been a long time staple of any SEO interested in technical health.
Redirect Path
from Ayima cleverly logs each redirect step taken when a URL is
requested by the browser, frequently highlighting when SEO-unfriendly,
multiple hops are mad, or worse, where 302 redirects are lurking in the
chain.
There are some well-known players in the link data industry.
Majestic SEO and Moz.com’s
Mozscape both
have a vast reach into the link graph (our agency uses the API services
offered by both companies for our in-house tools). Probably the most
frequently used tool in-house for fast link appraisal at SEOgadget would
be Open Site Explorer. For really deep dive stuff we consolidate data
from all sources, including Google’s Webmaster Tools.
If you’re an Excel junkie, managing all of these data sources gets a lot easier with SEOgadget’s own
Links API Extension for Excel. The Excel plug-in talks to API services from Majestic, Moz, SEOgadget’s own
Links Contact API and soon, the
Ahrefs API.
If you’re into deep SEO auditing with Excel, and you’d like a few new
tools (like a regex parser) in Excel, install Niels Bosma’s
SEO Tools for Excel and check out all of the incredible new features your otherwise standard Excel installation now has.
New to the link data scene are
Ahrefs.
The link data monitoring is extremely fast (new and lost link discovery
seems to be a real strength for these guys). We rate the toolset in the
'hardcore' category for link data mining. It has a very powerful API,
too.
For the Python-minded, Benjamin Estes’s
Pyscape
is for you. It solves the problem of getting data from the Mozscape API
in bulk. Anyone who can run a Python script in Google App Engine should
be up and running with this in minutes.
For those times when you think you may have been working with the
wrong SEO agency, and your links could be to blame for a recent drop in
your organic rankings, we’re excited about
LinkRisk
as a fast and powerful link audit tool. It identifies suspect links
that may need removal, and it’s a useful tool to base some of your
outreach for link building on, too.
Social monitoring and metrics
Social Crawlytics is a
site-crawl-based competitive social analytics tool that (among other
useful reports) provides page-by-page social metrics, author popularity
and a breakdown of page level shares by social network via a solid UI or
API interface. It’s free, which is nice!
On the subject of social, my favourite tool on the web is
Topsy.
Topsy’s a powerful real-time social search engine, allowing you to
search by URL or search term, delivering mentions by social profiles on
Twitter and Google+. Here’s an
example search result for 'SEOgadget.com. Note the ability to filter for 'influential only' results.
The new darling of the real-time mentions monitoring scene is
Fresh Web Explorer.
You can compare mentions of your favourite terms found on the internet
up to four weeks ago, export the data and combine it with other
information from your tools. My favourite feature is the ability to find
mentions of your site that don’t currently link. Very useful.
Hopefully, you’ve found this list as useful as I’ve had fun have
compiling it! I’d like to thank my friends and contributors to this
article: Tom Bennet (
@TomBennet88), Chris Yee (
@eeYsirhc), Dan Butler (
@DBseo), Ally Biring (
@timeallytravels), Ian Lurie (
@portentint), Aleyda Solis (
@aleyda), Sam Crocker (
@samuelcrocker), Gianluca Fiorelli (
@gfiorelli1) and Geoff Kenyon (
@geoffkenyon). All great people in the industry and well worth a follow on Twitter to keep on top of great new SEO tools and tips.
Richard Baxter writes for .net. He’s a regular contributor to the SEO
and inbound marketing industry while running a busy, technology-based
SEO and inbound marketing agency,
SEOgadget.com. Connect with him on
LinkedIn,
Twitter and
Google+.