Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.


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There are so many SEO tools on the market, what makes this one unique? This tool helps you identify high and low performing pages, get recommended actions tagged to your posts, and understand the overall health of your content.

The grandfather of SEO analytics tools probably needs no mention for experienced SEOs. Google Analytics is one of the most popular digital analytics software tools.

There is also a myth that GA 360 users get (not provided) keywords back. This is not true.

This information allows you to better optimize your website for that keyword so you can make adjustments as needed. Unfortunately, it won’t reveal your ‘not provided’ keywords in Google Analytics but you can use other tools for that.

Google Analytics 360 can be valuable because it removes data limits and adds new ways to slice your data. However, GA 360 provides more granularity in the data than many SEO teams will be ready to handle. For most companies, the free version of Google Analytics has more than enough power. And importantly, it doesn’t come with the $150k price tag per year.

Google Analytics 360.

Looking at performance by keywords used to be a fantastic way of seeing how people behave as they search for different terms and how they convert based on specific keywords. Recently (not provided) accounts for 99% of all keywords, which makes analysis impossible.

Without a doubt, a must-have tool for digital marketers. The one flaw we’ve noticed in recent years is that gradually keywords that used to be visible have disappeared. I tracked this back to 2011 and the historical trend looks something like this.

Google Data Studio is a free tool that turns your data into informative, easy to read, shareable, and customizable dashboards and reports. It’s an ideal tool to tell your story with charts, geo maps, area and bubble graphs, data tables, pivot tables, and lots more.

It is Google’s free web analytics service that allows you to analyze at a granular level how visitors on your website behave.

The best SEO analytics tools provide free trials and then charge monthly with most SMB-focused plans ranging from $50 to $800. GA 360 being the exception here, as it’s much more expensive at $150k per year.

The most important on-page SEO information can be found under the ‘Page elements’ tab. Data such as title tag, meta description, and H1 tags can be seen at a glance. It gives you a page optimization score and page content suggestions.

This is another free SEO tool to help you investigate whether you’ve been impacted by Google’s algorithm updates. Technology brought to you by digital marketing agency Barracuda Digital.

Within 30 seconds it will pinpoint if there is content overlapping from different pages on your website. The median for all other sites is 18%, so Moz.com is above average.

A lot will depend on the number of Urls your business operates. Some of the tools will differentiate based on Urls. For instance, the Keyword Hero pricing structure is tiered based on the number of Urls that a company needs to analyze.

Google Search Console and GA are free to use but GSC is focused on Serp data, which only gives you part of the picture, especially for keyword optimization.

Google Analytics.

If you didn’t know a high DA (domain authority) is a site with a very large number of high-quality external links (such as Wikipedia or Google.com), whereas small businesses and websites with fewer inbound links will have a much lower DA score. New websites will always start with a Domain Authority score of one.

Depending on how your business plans to use the tools, it might make sense to try a few free trial options before jumping into a paid version. The trial versions of the above list range from 7 days up to as long as 90 days for Keyword Hero.

Regardless of who produced the content, there is a high possibility that the original page will not be the one chosen for the top search results. This runs the risk of ranking cannibalism.

In addition, Siteliner reports on internal links per page, page speed, and page size. This tool gets the thumbs up from me.

It’s about getting the tools that provide the most effective combination of keyword-driven SEO capabilities with a level of SEO organization, analysis, and execution.

Duplicate content can confuse Google by forcing it to choose which of the identical pages it should rank in the top results. This is only really a problem if you are using the same target keywords.

This means you can once again study behavioral metrics by keyword and identify the keywords that are making you the most money. This in turn will shape your content and on-site SEO strategy. It’s a handy tool for checking Serp position and brand versus non-brand keyword performance. You can analyze up to 2,000 Urls for free with a certainty threshold of 83% for all keywords.


When it comes to choosing the best SEO analytics tools to meet your organization’s needs, the decision should be based on how your SEO priorities, budget, and the number of Urls you manage.

SEO Chrome extensions like FatRank allow you to analyze your website’s performance. This is one of the best SEO analytics tools to let you know the ranking of your keywords. You can add keywords to your search to find out how you rank per page for each keyword you have optimized for.

If you think about the 9 Most critical SEO success factors, the list includes speed, keyword optimization, and relevance. It’s important to understand what your target audience cares about (keyword research), how your pages match search intent, and if the content is relevant or not.

Keyword Hero is now completely free to use across all plans for 90 days. What it does is allow you to see your keywords again in Google Analytics, so it works well with the free version of Google Analytics. After a few days, you can begin to see all the keyword search terms reappear under a new view in Google Analytics.

If a product tells you what optimizations need to be made to your website, does it then provide the tech to help you make these improvements quickly?

It’s often used as a replacement for showing the keywords that used to appear on GA, but it only shows a small percentage of the thousands of possible keywords that were used. I wrote about some differences between GA, GSC and KWH.

Yet, with so many options on the table where do you start?

I advise testing some of the above SEO analytics tools for free and see which best suits the needs of your business. It might be that you get lucky and the first tools you try work well, but mostly finding the perfect set of SEO tools takes a bit of experimentation and reshuffling.

This tool has the ability to:

If you’re the owner of a business or an SEO on your marketing team, Search Console can help you conduct an initial SEO analysis from scratch or update your existing SEO strategy with fresh keywords. Google Search Console monitors, debugs, and optimizes your website — and you don’t need to know how to code to benefit from this tool.

BROWSEO is an SEO browser that allows you to review your webpage in a limited format so you can analyze its UX and content as well as gain insight into its SEO. Once you input the URL, the output will hone in on your HTML so you’re able to understand the page’s structure, optimized search terms, and other SEO-related factors.

Seobility is a free SEO-checker tool. With it, you can test your website’s level of compliance with today’s SEO guidelines. By simply entering your URL, your site will be analyzed and you’ll receive tips on how you can better optimize your website.

Designed specifically for the SEO-minded, this program crawls the websites you specify, examining the URLs for common SEO issues. This program simplifies and expedites an otherwise time-consuming process — especially for larger websites. (It could take hours or days to manually evaluate the same URLs.)

Price: $99/ mo for Monthly plan, $79/ mo for Annual plan, $199/ mo for the Expert plan.

No matter if you’re creating your first content strategy or you’re an expert in all things SEO, HubSpot’s SEO Marketing Software gives you the tools and the confidence to rank in the SERP and report on your performance.

Keyword Hero pairs your visitor’s sessions with the keywords they used to land on your page, all within your Google Analytics account. In other words, this tool gives you an understanding of the search intent of your organic traffic.

Check My Links is a Google Chrome extension that you can use to ensure your links on both internal or external web pages work. For instance, if you were to search a term on Wikipedia, Check My Links would be able to tell you how many links that Wikipedia page has in total and how many of those links are broken.

Other things you can use SEOquake for are:

Here are some more examples of what Check My Links can do:

AnswerThePublic is a search listening and keyword tool that listens to autocomplete data from Google and other search engines, and then provides you with a list of phrases and questions that people are searching for around your keyword. This allows you to craft your website and content to your audience to increase traffic and conversions.

Some of Ahrefs’ main features are:

SEMrush also allows you to:

The Moz Pro subscription serves as an all-in-one tool for increasing your business’ search ranking. Moz’s collection of research tools provides subscribers with the resources they need to identify SEO opportunities, track growth, build reports, and optimize their efforts.

SpyFu is a competitor keyword research tool for Google Ads. In addition to keyword research, it helps with PPC competitive research, SEO competitive research, and the creation of custom lists and domains.

6. Bing Webmaster.

Although Google Analytics has a paid version, the free version of the product can help you manage your website’s SEO — this is especially true if you pair Google Analytics with Google Search Console. In doing so, all of your website’s SEO data will be centrally located and compiled, and you can use queries to identify areas for improvement with the keywords and phrases that you want your website and web pages to rank for.

BuzzStream also helps you:

Other ways that you can use the free version of Google Analytics to understand and improve your SEO are:

The Free SEO Report Card by UpCity lets you analyze your website to determine how it stacks up against the competition.

The good news is that there are several search engine optimization (SEO) tools out there — some free, some paid — that can help you view.

your website the way search engines like Google see it — this way, you can improve your ranking and relevance for your target keywords.

Toolkit allows you to track a website’s visibility improvement over time as well as identify which keywords it’s ranking for, what the page’s rank is for a keyword, the keyword’s monthly search volume, and more.

4. KWFinder.

Examples of what you can do with BROWSEO include:

Here’s what you should look for in Google Trends:

Some of the top features KWFinder offers include:

Microsoft Bing Webmaster gives you access to many tools that offer insight into your website such as reporting, diagnostic, and SEO tools. The SEO tools that you can use for free have the power to help you analyze your website, manage backlinks, and review keywords to ensure your site is well-optimized for organic search.

Internet Marketing Ninjas is an SEO-focused company with a variety of free tools you can use to compare your website against the competition, optimize web pages for certain keywords, generate meta tags, and increase organic traffic to your website.

This is helpful because you can make corrections to broken links immediately (or hopefully, before a page goes live). Check My Links is ideal for developers, content editors, and web designers according to its creators.

Other notable features of Screaming Frog SEO Spider are:

Moz Pro also includes:

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