This review roundup covers 10 SEO tools: Ahrefs, AWR Cloud, DeepCrawl,, LinkResearchTools, Majestic, Moz Pro, Searchmetrics Essentials, SEMrush, and SpyFu. The primary function of, Moz Pro, SEMrush, and SpyFu falls under keyword-focused SEO. When deciding what search topics to target and how best to focus your SEO efforts, treating keyword querying like an investigative tool is where you'll likely get the best results.

Google used to make much of its ad hoc keyword search functionality available as well, but now the Keyword Planner is behind a paywall in AdWords as a premium feature. Difficulty scores are inspired by the way Google calculates its Competition Score metric in AdWords, though most vendors calculate difficulty using PA and DA numbers correlated with search engine positions, without AdWords data blended in at all. Search Volume is a different matter, and is almost always directly lifted from AdWords. Not to mention keyword suggestions and related keywords data, which in many tools come from Google's Suggest and Autocomplete application programming interfaces (APIs).
We’ve used other tools in the past, but SE Ranking offers more up-to-date data and information, which benefits our agency and clients. SE Ranking allows us to access historical data with just a few clicks without ever having to leave the interface. From daily ranking updates to current search volume trends, there are numerous aspects that are essential when formulating client strategies, and with SE Ranking’s continuously updated system we are able to use this data to help our clients succeed.
Baseline ranking assessment. You need to understand where you are now in order to accurately assess your future rankings. Keep a simple Excel sheet to start the process. Check weekly to begin. As you get more comfortable, check every 30 to 45 days. You should see improvements in website traffic, a key indicator of progress for your keywords. Some optimizers will say that rankings are dead. Yes, traffic and conversions are more important, but we use rankings as an indicator.
A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility.[48] Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic.[48] Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page's metadata, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL canonicalization of web pages accessible via multiple URLs, using the canonical link element[49] or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score.
Your site’s URL structure can be important both from a tracking perspective (you can more easily segment data in reports using a segmented, logical URL structure), and a shareability standpoint (shorter, descriptive URLs are easier to copy and paste and tend to get mistakenly cut off less frequently). Again: don’t work to cram in as many keywords as possible; create a short, descriptive URL.
An SEO expert could probably use a combination of AdWords for the initial data, Google Search Console for website monitoring, and Google Analytics for internal website data. Then the SEO expert can transform and analyze the data using a BI tool. The problem for most business users is that's simply not an effective use of time and resources. These tools exist to take the manual data gathering and granular, piecemeal detective work out of SEO. It's about making a process that's core to modern business success more easily accessible to someone who isn't an SEO consultant or expert.

Another reason is that if you're using an image as a link, the alt text for that image will be treated similarly to the anchor text of a text link. However, we don't recommend using too many images for links in your site's navigation when text links could serve the same purpose. Lastly, optimizing your image filenames and alt text makes it easier for image search projects like Google Image Search to better understand your images.
The caveat in all of this is that, in one way or another, most of the data and the rules governing what ranks and what doesn't (often on a week-to-week basis) comes from Google. If you know where to find and how to use the free and freemium tools Google provides under the surface—AdWords, Google Analytics, and Google Search Console being the big three—you can do all of this manually. Much of the data that the ongoing position monitoring, keyword research, and crawler tools provide is extracted in one form or another from Google itself. Doing it yourself is a disjointed, meticulous process, but you can piece together all the SEO data you need to come up with an optimization strategy should you be so inclined.
Search engines may penalize sites they discover using black or grey hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.[54] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's search engine results page.[55]

When Googlebot crawls a page, it should see the page the same way an average user does15. For optimal rendering and indexing, always allow Googlebot access to the JavaScript, CSS, and image files used by your website. If your site's robots.txt file disallows crawling of these assets, it directly harms how well our algorithms render and index your content. This can result in suboptimal rankings.
Brian, I own and operate a small business in Florida (website below). I had someone build my site. I hired someone in Cambodia (they were referred) to do some SEO work on the site. They made some changes and stopped responding. I received some error message from Google saying my sight may not be seen on search engines. I have no idea how to fix it. My traffic was good, not great but seems to have nose dived. When I watch these videos and login to WordPress I am completely overwhelmed. If this sight doesn’t start producing soon it may put me out of business. Are you for hire or can you refer me to someone at least to make whatever fixes are necessary? Thanks 🙂 Hope to hear from you soon.
LinkResearchTools makes backlink tracking its core mission and provides a wide swath of backlink analysis tools. LinkResearchTools and Majestic provide the best backlink crawling of this bunch. Aside from these two backlink powerhouses, many of the other tools we tested, such as Ahrefs, Moz Pro, Searchmetrics, SEMrush, and SpyFu, also include solid backlink tracking capabilities.
“Sharability” – Not every single piece of content on your site will be linked to and shared hundreds of times. But in the same way you want to be careful of not rolling out large quantities of pages that have thin content, you want to consider who would be likely to share and link to new pages you’re creating on your site before you roll them out. Having large quantities of pages that aren’t likely to be shared or linked to doesn’t position those pages to rank well in search results, and doesn’t help to create a good picture of your site as a whole for search engines, either.

Ranking refers to the process search engines use to determine where a particular piece of content should appear on a SERP. Search visibility refers to how prominently a piece of content is displayed in search engine results. Highly visible content (usually the content that ranks highest) may appear right at the top of organic search results or even in a featured snippet, while less-visible content may not appear until searchers click to page two and beyond