Search Engine Optimisation is invaluable to successful digital marketing, and it’s a whole world of strategies and techniques in and of itself. So, although you can get by doing the basics through your own time, effort and skills, a more professional approach requires more. To be direct, high-quality SEO requires you to utilise the right tools.

The question is, which tools? 

Well, there’s no need to overcomplicate it. It’s not about finding the best overall tools, but rather, about finding the tools that work best for you. What’s more, utilising SEO tools shouldn’t be a daunting prospect in the slightest. Instead, it should be something that enables you to execute your SEO strategies more efficiently, and with more ease. 

If you’re wondering which tools to get started with, take a look at our recommended list: 

  • SEMrush

SEMrush is by far one of the most popular tools used in SEO. It’s an all-encompassing platform that caters to keyword research, SERP analysis, page ranking metrics, and more. It can help provide a detailed overview of your domain’s performance, including key aspects such as backlinks, authority, and traffic insights. 

It’s incredibly customisable, and is compatible with a range of additional tools, depending on what you need. However, it’s among the more premium tools in regards to pricing. 

  • Ahrefs

Very similar to SEMrush, Ahrefs features many of the same capabilities, with a focus on monitoring specific sites and domains to keep track of their ranking and performance over time. It can also provide you with custom charts when performing web audits, or collecting historical data. 

It’s particularly good for competitor analysis, with sub-tools such as Content Gap, which allows you to compare the keywords specific competitors rank for. It also features cheaper subscription options compared to other similar tools. 

  • SEOptimer

SEOptimer is a great tool for diagnosing website performance issues, which can be fixed by changing and adapting the SEO approach. It’s especially useful for quickly identifying your page’s weaknesses, and it will provide you with a list of recommendations in order to improve and solve them. It works well for those in need of actionable guidance and also features sub-tools that can help you carry out what needs to be done. 

However, despite its effectiveness, SEOptimer can be a little limited in regards to its capabilities and also needs to be used alongside other SEO tools. 

  • Clearscope

Clearscope is distinctly different from most other SEO tools and focuses almost exclusively on content optimisation. It can provide an in-depth report on your content, highlighting metrics such as readability rating, keyword ranking, content grade, and more. It can also integrate with WordPress and WordDocs, facilitating content creation and editing. It also features a few performance-analysis sub-tools, which can provide some insight into your SEO approach, helping you optimise the use of the created content. 

However, it isn’t a very versatile tool, and the price range of its subscription options can be classed as premium. 

  • KWFinder

KWFinder is regarded by many as one of the best keyword research tools on the market. It’s ideal for efficiently identifying high-performing keywords and providing data on both the search volume and difficulty rating. It can help with content optimisation, to improve search engine rankings and overall visibility. 

Its simplicity allows for an intuitive user experience, and the tool is available for a competitively cheap price. However, it’s limited to a rather entry-level SEO strategy, so you’ll likely need something else as you increase your SEO activities. 

  • Google SEO tools

Google is at the beating heart of digital marketing, so it’s no surprise that we want to include its various SEO tools within this list. Among the most useful, we’d like to highlight the following:

  • Google Search Console:

This is a tool used for running diagnostics and creating in-depth reports of a site’s performance, which is ideal for optimising content. 

  • Google Analytics:

A must-use tool for receiving insights into your site’s performance, specifically regarding links and traffic. 

  • Google Trends:

Sometimes overlooked, this tool allows you to explore trending data on a global scale, helping you adapt your digital marketing approach to achieve the best results possible, supported by the right SEO. 

There are many more tools out there that can help make SEO easier, and more efficient. The ones we’ve mentioned are just a few of those we think everyone in digital marketing should know about, which can cover all of the SEO fundamentals. 

For more handy insights into digital marketing, take a look at our It Works Blog. Alternatively, get in touch today and find out what we can do to help!