SEO and digital marketing is a perpetually changing landscape that requires a lot of effort and time to execute successfully. Thankfully the internet is full of a free tools that take a lot of the heavy lifting out of the process. Using these free tools effectively can increase your productivity and effectiveness for your client or business and have huge payoffs. Here’s a list of 5 of that everyone should know about and be using.
Moz has been a leader and authority on SEO and digital marketing for years now. I always find myself looking through their site for industry developments and quick reference on certain topics. Aside from their wonderful content, they also provide a host of free tools as well. Free tools such as the Moz Toolbar, Moz Local and Open Site Explorer have become an essential tool in every SEO professional’s box. Use these tools to get quick and clear metrics on you or your clients site and judge the progress of your SEO efforts.
Google Page Speed Insights and Mobile Friendly Test
I usually group these two things together when I’m using them on a project. Ever since Google announced that they will begin giving precedence to mobile friendly websites, the Mobile Friendly Test has become a fundamental piece of my SEO analysis. It let’s you know if your content ports well to a tablet or phone and how well it loads. Page loading times have long been known to effect rankings as well. That’s why it’s crucial to run your site through Page Speed Insights to know how you measure up.
Don’t be misled by the unusual name of this great and lightweight site crawler. Screaming Frog is a powerful tool that gets used for every client I work with. Screaming frog lets you easily crawl your clients site and export results into spreadsheets for easy analysis of duplicate web content, server errors, SEO tags and more.
Keyword research is the foundation of any SEO campaign. Google Keyword Planner is simply the best out there. With this great free tool you can research keywords, discover new keyword ideas, and even get historical statistics related to those words. One of my favorite features is its ability to let you group keywords together and get forecasts on the list as a whole.
I hate to sound like a Google fan boy, but the fact is that when it comes to analyzing your pages actual performance with users, there is no substitute for Google Analytics. A book could be written on the power and scope of this amazing software, but a few of my favorite features are the ability to set up and visualize conversion goals and view traffic flow through site pages. Traffic flow lets you identify bottle necks in your site where users tend to leave in bulk and get them to stay and ultimately get you conversions! Simply put, if you’re not using Analytics, you’re not in the game.