These days, everything is online and that’s why virtually every company has a website and most are now active on social media. But, if you really want to make the most of your digital marketing it is important that you are always a step ahead of your competitors who are in the same field.
Mr. David Bryan, Managing Director at Birmingham SEO agency Opace comments “Search engine marketing has got a bad reputation over recent years but it’s never been so important. Whether it’s organic SEO (Search Engine Optimisation) or paid advertising using AdWords or Bing, search engine marketing is at the heart of most businesses’ digital marketing strategies”. These five search engine marketing tools suggested by Opace will help to promote your website by boosting its visibility on search engines such as Google, Bing and Yahoo.
Rank Checking Tools: Understanding keywords and their rankings is critical to any SEO campaign.SEO professionals need to keep a check on three basic parameters of any SEO campaign they are working upon. They are - profit, trend of traffic and conversions. Rank checking tools often help in analyzing how well a specific keyword or group of keywords will perform on a particular search engine and where that website ranks for that keyword. They also help in showing how much a particular keyword's popularity and ranking has grown over time. It has a special feature that displays how your ranking has changed with respect to time. Two rank checking tools that we would recommend are – Moz.com’s Rank Tracker and Link Assistant’s Rank Tracker.
Link Analysis Tools: The link analysis tool is also an essential part of any SEO campaign. It provides in-depth data about historic inbound links and also helps to detect fresh links. Many modern tools also help to identify link spam, negative SEO or links which may contribute to a potential Google/Penguin penalty. Tools often also help users to download all of the links in Excel or CSV format, providing valuable data such as the IP address, domain age, Domain Authority (DA), Google Page Rank (PR), Trust Flow, penalty risk, anchor text and much more. The most important tool is Google Search Console (formally known as Webmaster Tools).The tool is free and provides the most important source of inbound links data available as it’s coming directly from Google. The other tool that would recommend is Open Site Explorer by Moz.com.
Search Analytics Tools: Having good search analytics is a crucial marketing tool. They provide a graphical or numerical presentation of how much traffic a website is attracting, how good the traffic is (bounce rate, time on site, conversions, etc), where the traffic is coming from (clicks, referrals, paid advertising, etc) and provide an indication of how well users are engaging with the content. If used properly, these tools will provide invaluable data and show how successful your marketing efforts are. Google Analytics is probably the most well know and data-rich tool available. It’s also free which a major benefit is. A slightly different tool that we would recommend is Hot Jar, which shows visitors active on your website in real-time and in a highly visual way, so that you can see where they’re clicking and scrolling. The tool will even capture video recordings to show the user’s journey on your site.
Competitive Research Tool: Various data providing services have centered on providing competitor research and comparative data to their clients over a long period of time. Competitive research tools can provide a lot of useful data, including the best keywords to use, percentage of traffic driven by a particular keyword and data showing competitor links and marketing efforts (e.g. social metrics). These tools often help to differentiate among the traffic driven by paid search ads and organic search. Some popular competitive research tools include Google Trends, SEMRush, Alexa and HitWise.
Keyword Research Tools: Keywords (or key phrases) are considered to be the soul of search on any search engine. In order to get your organic listing or ad to the top of the search page it is necessary to really understand the keyword and what it’s going to take to get you to the top. In organic search, it’s important to know the search volume, how many other sites are ranking for the keyword/phrase and how well established those sites are – understanding their age, popularity, inbound links and social metrics is important.
For paid advertising, such as Google AdWords, it’s necessary to identify and bid for the right keywords, so you need to understand the competition and set a suitable ‘cost per click’ bid and campaign budget. It is advisable not to make any hasty decisions while selecting keywords or go for a "carpet bomb" approach as you will exceed your budget very quickly and won’t get much meaningful data from it. The most popular keyword research tool is Google Keyword Planner (formally known as the AdWords Keyword Tool) which can be used for both organic SEO and paid search advertising. Other tools such as Keyword Spy can also provide valuable data.
Conclusion: Hopefully, you found this guide useful. Opace's own website too can be pretty informative for you, which contains over 20 recommended SEO and marketing tools split out into several important sections.