One of the most frequently asked questions by fellow SEO consultants probably is: “What online marketing tools do you use?” In the ever-changing SEO world, it was time for us to update our list with the present day tools we use on a very regular basis in a variety of projects. Some of these tools are mainly for SEO use, but they all come in handy for every website owner. Use them to check on your site’s health, improve communications and keep track of your traffic. And these are, of course, all important aspects of online marketing. So let’s dive straight in!
The heart of many a search engine optimization/search engine marketing campaign is Google Analytics. You can use it to track the clicks on your website and the impact of the things you change over time. It is, for example, effective to track how successful your advertisements, email blasts, and SEO campaigns are.
To install Google Analytics on your site, you have to put the Google tracking code on every page of your site. If you use a CMS like Joomla, Drupal or WordPress to create your site, you should find this easy to do, using one of the freely available extensions, like MonsterInsights.
Page Analytics by Google
This handy little Chrome extension is an online marketing tool that will help you read your Google Analytics data on a per page basis. There are more extensions like it, but this one is from Google. You can use it for any site that you have Google Analytics access to.
Google Analytics Tracking Code Debugger
If you want to take your Google Analytics tracking to a more advanced level, the tracking code debugger extension for Chrome is very helpful. It allows you to see what Google Analytics tracks for the current page.
Get Clicky is another great online marketing tool for analyzing the traffic on your site. Especially if you’re one of those people that don’t want to use Google Analytics. It has one nifty feature that GA doesn’t have: you can watch users navigate your site in real time. This means you can see what pages they land on, what they click on, what they download and where they leave. Using the Spy tool you can even track a given IP address on your site in real time. This will help you check what content on your site is attractive to people, and what content they ignore.
Tip: There’s a free WordPress plugin for Clicky (by Yoast) that makes it easy to install on every page.
Google Search Console
Google Search Console has many useful options for analyzing and evaluating your site’s performance. It’s still underused by people all over the web. We have written several articles about Google Search Console, so go read if you want to learn more. You’ll also find a few articles about Bing’s webmaster tools there, by the way.
A nice section to check is the Structured Data section, under ‘Search Appearance‘. See if your shop is well-configured in terms of structured data. This helps search engines understand your site; you can read more about that here. You can also check out our online course about Structured Data for more insights.
Fetch as Googlebot is one of our favorite features because it allows you to fetch a page exactly the way Googlebot would. It then shows if there are issues that prevent Googlebot from accessing your content.
Google Cache (Text Only Version)
To check how Google sees your site you can also search for your page, then click the small triangle next to the URL in the search results and click ‘cached’.
This will show you a (hopefully) recent version of your page. Click on ‘Text-Only version’, in the upper left corner of your page (in the gray area), to see the text on your page as Google sees it.
When indexing your site, Google looks for keywords in the domain name, in the Title tag, in the Heading (H1, H2, H3…) tags, etc. So check how Google sees your site to ensure that everything is clear. If you want to sell Motorcycles on your site, but all the keywords are Sales, Training and Special Offers, Google won’t send you much traffic. Also, when your content is buried under loads of paragraphs about other stuff, it won’t work well for your online marketing.
Wirify allows you to see the relationship between text and graphics on a page. This is practical when you’re looking at complex pages and you want to see the relationship between the number of graphics and the amount of text on a site. Wirify lets you see where these elements appear respective to one another in a schematic way. It’s also a useful tool if you just want to use the layout of another site as inspiration for your own site.
To use this tool, just visit the Wirify page, drag the Wirify by Volkside link into your bookmark toolbar. Visit any page and click the link to see a wireframe version of your site.
MajesticSEO lets you see all the people who link to your site. Incoming links from other relevant and well-linked websites are crucial to ensure that your page will rank well in Google listings. This tool is also useful to see who links to your competitors. Checking that will give you new people to contact for your link building. Recently, we interviewed Dixon Jones, Marketing Director of Majestic, and he shared his views on link building and using Majestic. You can read it here.
Some search terms are just better than others, and search term value changes over time. Google Trends lets you rank keywords against each other, allows you to see their performance over time, by geographic location if desired.
From a marketing perspective, the best thing is to have a website that focuses on a keyword that is starting a meteoric rise. For example, if you are the only cell phone accessory store with content about the iPhone, the week the new iPhone is announced, and your site is equipped to close sales, you’ll likely draw a lot of traffic and sell loads of products.
Google AdWords Keyword Planner
Another important tool for evaluating the usefulness of keywords is to examine them with Google Adwords Keyword Planner. You input a series of search terms and Google shows you how many people searched for those terms, and related terms, both globally and locally. Click on the headings at the top of the table to sort by keyword, by the number of searches or by competition.
Competition is a measurement of how many people are actively marketing that term through Google Adwords. This gives you an idea of how hard it may be to rank for the term.
As time goes by, the number of browsers people use to surf the Internet increases. Chrome, Safari, Firefox, Mozilla, IE, Opera… and for every browser a dozen or more versions. BrowserStack (free trial) makes it easy to see how your page looks in all these browsers, highlighting any issues that may make the site unusable.
An alternative online marketing tool with the same purpose is BrowserShots, see screenshot.
Contrast Ratio Calculators
For anyone who creates websites, Contrast Ratio Calculators are critical. These allow you to check colors, and indeed entire pages, to conform to international accessibility standards. One such test is Lea Verou’s Contrast Ratio. It will instantly tell you if two colors are a match or not.
Remember when choosing colors for your website that a pretty large percentage of men around the world is, at least partly, color blind. Having good, contrasting colors in your design is important for them!
Quix is an extensible bookmarklet, developed by Joost himself. It allows you to easily access all your bookmarks and bookmarklets, across all your browsers, while maintaining them in only one spot. All you have to do is remember the shortcut for the bookmarklet.
Basically, it is a command line for your browser. So you can type ‘bitly’, and bring up a tool to shorten with bit.ly, etc. If, like most developers, you have fifty browser-based analysis and editing tools you use every day, Quix will save you many clicks and keystrokes.
Share your tools!
The web is always coming up with new tools, new techniques, and new utilities, but this list provides a quick overview of things we use and refer people to regularly. We hope it proves useful for your online marketing efforts. Of course, we understand that this list might be a bit basic if you’ve been doing SEO for years. So feel free to drop your suggestions in the comments. Thanks!
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