What are the Right Tools for Your SEO Campaign?

There are a vast number of search engine optimisation (SEO) tools online, and many companies make their living by providing these tools and data. There are both free and paid tools available, however, and some can be quite costly. If you’re not careful, all of the data can be overwhelming and could actually distract you from focussing on the important thing – working on tasks which improve your SEO and drive more organic traffic and better conversions. However, SEO tools can be extremely useful when you use the right ones in the right way. In this short article, I will mention some of the basic necessities for any website.

In 2015 Google officially rebranded Google Webmaster Tools as “Google Search Console.” Google Search Console is the basic free tool which provides a wide range of tools for diagnosing issues on your site, and it’s used by everyone – from beginners to the most advanced users. Google Search Console allows you to not only diagnose the problems on your site but also to report the actions you have taken to solve some of those problems directly to Google . New features are constantly being added to this tool.

Bing Webmaster Tools offers data on search traffic, site maps, keywords, links, URL parameters, crawl data, and robots.txt just like Google Webmaster Tools does. However, it also provides more in-depth SEO improvement recommendations than Google.

Screaming Frog’s spidering tool gives you access to an incredible amount of data, and is indispensable for technical SEO work. It can give you information such as duplicate content, server errors, canonical tags, meta robots tags, title tags, meta descriptions, and more. It also allows you to include or exclude URLs with specific strings of characters in them to either examine a very particular part of your site, or to keep the crawl manageable for very large sites.

Google Analytics is one of the most basic tools you should be using to optimise your site. It gives you some of the most useful data that you are ever going to get about your visitors and traffic sources. It lets you track the way users access your site, what pages they enter into, where they exit, and all of the sources that drive traffic to your website. You can track conversions, identify your best and worst pages, and uncover your biggest opportunities.

Clearly this is the tip of the iceberg in terms of SEO tools you could use, but remember to keep things as simple and focussed as possible. If you are trying to build a transport business in Melbourne, for example, then uploading plenty of regular related content on a friendly blog, and using keywords such as ‘Melbourne transportation’ could get you much further than using endless tools whilst losing the pulse of your business. Keep everything simple and relevant and let your use of SEO tools, like your traffic, grow organically.