Digital marketers are constantly on the look out for tools and strategies they can use to give online campaigns an edge. There are great resources out there to help SEO companies improve the performance of websites, create optimized content, and get information about how particular websites are doing. Let’s take a look at some of the best tools out there for online marketers to analyze websites and how they help improve digital marketing strategies.
1. Open Site Explorer from Moz
Moz’s Open Site Explorer comes in both paid and free versions. It enables users to explore inbounds links for a specific websites. This can be especially useful when navigating Google algorithm updates. The Penguin algorithm update, in particular, penalized sites that were artificially manipulated the numbers of links back to their site. The Open Site Explorer can help diagnose these issues and avoid penalties by taking action to remove such backlinks.
Open Site Explorer also offers domain authority and page authority for websites. These metrics, provided on a logarithmic 100-point scale, provide a convenient quantitative measure of how a website’s doing, SEO-wise. Unfortunately, these are only updated around once a month, so digital marketers can’t see changes they’ve made to websites in real time.
Unlike the Open Site Explorer, Majestic, gives more frequently updated data and it’s trust and citation flow metrics offer insights similar to Moz’s domain and page authority. Both Open Site Explorer and Majestic are excellent tools for analyzing links associated with a website. However, they both have a steep learning curve, so help documents should be read before using them.
So, since both Open Site Explorer and Majestic offer similar data, which should online marketers use? Those is the SEO community note the fresher data available through Majestic over Moz’s Open Site Explorer as an advantage, while experts find Moz’s Page Authority/Domain Authority metrics more accurate than Majestic’s Citation flow and Trust Flow. Both tools have their strengths and weaknesses but continue to improve and offer excellent analyses of backlink data.
3. SEMRush Analytics Reports
The Analytics Reports provided by SEMrush give online marketers unique insights in what their competitors are doing in their organic, paid ad, and display ad efforts. Online marketing professionals are able to see what keywords competing companies are organically performing well in. For paid advertising, users can see what keywords competitors are bidding on and what bids they’re making. They can even view the ad copy their rivals are using. This can be incredibly useful when SEO companies are looking for the smallest differentiators through which they can set themselves apart. Though the reports tend not to provide much data for smaller websites, they are incredibly rich for more established ones. SEMrush also offers a good API which can be used to feed data for other tools, as we’ll see further on in this list.
Writing on his blog, Razor Social, Ian Cleary notes SEMRush’s analysis provides actionable items to help SEO companies get ahead of the competition. Whether it’s utilizing the highest ranking pages and linking those to ones that aren’t performing well, or analyzing which keywords your competitors are performing well in and adjusting your content accordingly, SEMRush offers great insights to help a marketing campaign get ahead.
Developed by the guys at RankTank.org, GooberSuggest is an excellent tool for identifying keyword opportunities when creating content for websites or blogs. Though it requires you to pay for an active SEMRush API key to get complete data, GooberSuggest highlights specific keywords that content creators and online marketers should target based on the volume of searches and number of search engine results related to those keywords. The tool even allows users to specify the country they want to obtain results for different geographical areas.
Similar to GooberSuggest, Keywordtool.io offers keyword suggestions based on a root keyword entered by the user. Though extended search data requires a premium account, this information can be especially useful when looking to make the most of keyword opportunities and creating content, so is well worth the investment.
6. Cognitive SEO
Cognitive SEO provides a great holistic SEO tool for digital marketers to analyze websites they’re working on. By being able to view data on links and backlinks, SEO experts can remove toxic links that may be affecting their website’s ranking. Additionally, compared to some of the other tools available to digital marketers, Cognitive SEO is pretty intuitive to use allowing digital marketers to jump right in without .
Link marketing consultant, Wiep Knol, sees the link analysis features of Cognitive SEO as what really help it stand out from the crowd of SEO tools. Combined with the option to export of Comma Separated Values files makes it an invaluable link building tool.
7. Screaming Frog
Unlike the rest of the tools on this list which are web-based, Screaming Frog's SEO Spider tool is only available as a downloaded program for your desktop. That doesn't diminish its usefulness, however. The SEO spider tool is a complete SEO audit program giving users in depth information on what's going wrong with a website: from meta tags and broken links to pages not being indexed by search engines and external links coming to the website. The extensive information it's capable of delivering, much of it available in the free version, can also be exported into Microsoft Excel format. This makes storing and tracking data over time a much easier proposition.
Since there is so much going on in the SEO Spider Tool it is advisable for users to read the help document that comes with the download. Doing so makes it easier for users to find exactly what they're looking for through the myriad of information available.
There are plenty of other tools available to online marketers besides the seven listed here. As digital marketing strategies becoming increasingly granular with the complexity of search engine algorithms, SEO companies will leverage tools such as these to ensure they’re doing everything they can to get the most from their clients’ marketing campaigns.
Have you had any experience with any of these digital marketing tools? Are there any others that you would recommend? Let us know in the comments below.