Tag Archives: free seo tools

Beyond Google Analytics: 10 SEO analytics and reporting tools

Analytics and reporting are a critical part of any SEO campaign.

As well as ensuring that you prove your worth to your clients, analytics are also essential in helping you make iterative improvements to the campaign as you go along.

Yet SEO reporting can be a bit of a minefield. With a myriad of available data, countless online tracking tools and making sure that the client actually understands what on earth you are talking about, it’s difficult to know where to turn.

Naturally, Google Analytics is a great place to start, especially for traffic overviews and conversion tracking, but it most certainly shouldn’t be where you stop.

When looking for an analytics and reporting tool, it is also important to remember that the focus should never just be on rankings. Sure, we all like to see ranking improvements – clients especially – but these are ultimately just vanity metrics. Serious SEO professionals need tools that dig deep and show the results in a way that is tangible and in line with business objectives.

In this post, we’ll cover a handful of the best free and paid tools available for SEO reporting and analytics. Plus we also look outside of the traditional SEO realm of analytics and into wider marketing metrics. Keeping the focus only on SEO can be limiting – we are interested in the bigger picture.

Free tools

Search console

Okay, so it’s another Google tool but it would be remiss of us not to mention Search Console. Your first port of call for identifying site errors, crawl errors, structured data, HTML improvements and security issues.

Also particularly useful for exploring the search analytics for a given site. Gain an understanding of the most popular search terms being used to find a website and the corresponding click-through rates. Data is useful as a guide but not comprehensive enough to be relied upon as a standalone tool. In short, it’s free – so use it but don’t depend on it.

Neil Patel’s SEO Analyzer

Neil Patel’s SEO Analyzer is a handy tool for acquiring a quick indication of a website’s overall SEO performance. It provides much the same metrics as you would get from other free SEO tools, including onsite issues, backlinks and keyword analysis.

The tool provides recommendations which are categorised by priority: high, medium or low. Tips are quite general and not particularly mind-blowing, but are nevertheless useful.

It is therefore handy for obtaining a top line overview, although if you are looking for analytics which are a touch more compelling then you may have to part with some cash (see next section). It’s the way the world works.


Similar to the previous tool, Seoptimer provides an overarching set of analytics presented via a clear and simple grading system. The grades are divided into five sections to help the user identify any key problem areas: SEO, usability, performance, social and security.

Seoptimer lists all the key points of analysis and provides commentary on how well the site is doing for each point with a simple tick/cross system. Again, much like the other free tools, Seoptimer is useful for quick insights and analytics. Quick and actionable takeaways presented in a user friendly manner.

Paid tools


Although there is a free version of WooRank available, it is somewhat limited in the results provided. The paid tool offers a comprehensive website review that covers a wide spectrum of on-site requirements.

What sets this tool apart from other more basic ‘website checker’ tools is that WooRank also provides tailored tips for increasing traffic and boosting conversions. Given that increased conversions are the ultimate end goal of most SEO campaigns, any tool that offers a way of improving this metric is a winner in our books.

WooRank also enables the user to set goals, which is a handy way of setting performance benchmarks for reporting. It is almost always more effective having goals to work towards, especially when it comes to involving the client in the reporting process.

Clients can often feel alienated by the plethora of data and SEO terminology, but WooRank is about tangibility, both for the teams working on the campaign and for the client.


SEMRush is a fantastic all-round SEO tool that provides a myriad of different services. In terms of reporting, users can take advantage of in-depth analysis, from position tracking to the onpage SEO checker. SEMRush provides detailed insights and corresponding recommendations so that you can take immediate action.

Plus, the reporting tool allows you to quickly create ‘drag and drop’ reports. These can be tailored to each client, resulting in detailed and bespoke reports that take only a small amount of time to create.

Majestic SEO

If you want to take your link-building reporting to a new level, then Majestic is the answer. Deep dive into link analytics, including their popular metrics of trust flow and citation flow, as well as backlink history, backlink breakdown and anchor text analysis.

Majestic has the largest commercially available backlink index so you can bet on the analytics being fairly accurate and comprehensive. As a stand-alone analytics and reporting tool, Majestic falls short of the competition. But if you want to hone in on link analytics then you need look no further.

Raven Tools

Let’s be honest, manually creating SEO reports every month is a time-consuming pain, and is another hurdle in creating teams that can scale quickly. Sure, seeing the incredible results your team have pulled off is exciting but actually getting it all down on paper in a clear, digestible manner can be frustrating.

Enter Raven Tools.

Raven allows you to create automated marketing reports which both look fantastic and deliver all the goods. Reporting aside, it can also help you to identify any problems with your SEO and consequently fix them. The Raven tool can even access Moz and Majestic link data, which is a pretty inviting prospect.

Not so great for keyword rank tracking, but the reports themselves look enticing and have the capability of pulling data from a range of sources.

Moz Analytics

As with all Moz tools, there is a user friendly interface that looks uncomplicated, appealing and comprehensible. Some SEO tools can look overwhelming or daunting but with fantastic data visualization, Moz always manages to make SEO accessible.

Of course we are all familiar with domain authority, spam score and the wider Open Site Explorer link metrics available through Moz. These are all useful as a performance benchmark for an ongoing SEO campaign and are important to refer back to at certain intervals to check progress.

However, Moz is notoriously slow at picking up new backlinks, which can be frustrating and it is therefore wise not to rely solely on Moz.

Wider marketing tools

Let’s not forget that SEO is ultimately just one aspect of the marketing mix. Although SEO reporting and analytics tools can be extremely useful, it is important not to disregard the wider marketing output and results.

As long as your SEO goals are aligned to the overall business objectives, then a successful SEO campaign should have a knock-on effect on other marketing channels, such as social media, email marketing and website performance.

We therefore figured it would be handy to include a couple of additional reporting ideas below to really get the most out of your campaign.


Hotjar allows you to gain a better understanding of how users are navigating your site by using heatmaps, recordings, form analysis and conversion funnels. Sure, SEO may help to get users to your site, but the customer journey does not end there. No way. The next step is giving them a gentle but firm shove through conversion funnel and into a loyal, happy and paying customer.

Use as an extension of your SEO reporting tools to work out where customers are converting and where they are leaving. You can then utilize this information in your SEO campaign, to allow you to focus on the high-converting pages.

Social reporting tools

SEO and social media may not be directly linked, but they work alongside each other and results are often correlated. If an SEO campaign is being executed, it is always best practice to ensure that comprehensive social media management is also taking place simultaneously.

Ultimately, any marketing campaign is about increasing brand presence across the entire marketing spectrum, and so it is important to cover all these bases in your reporting.

Some of the paid tools, such as SEMRush, include social analytics integration so you can keep all of your analytics in one place. Failing that, it is always worth keeping a check on the built-in analytics tools native to each social platform.


There are a myriad of other SEO tools available, such as Advanced Web Ranking and Authority Labs, but these tend to have more of a focus on keyword and rank tracking.

Although this is useful, it is not nearly as helpful as those tools which provide actionable recommendations and a more in-depth reflection of conversions. Start with our above recommendations and you’ll be producing stellar reports in no time.


Ten steps to successful SEO for startups

SEO can help a growing startup establish its presence and meet business goals. Here’s how to get started with search engine optimization and which areas to focus on.

It’s a common challenge for early-stage and growing startups to find the resources and the time to focus on many different activities that can take their business to the next level. It’s also easy to feel lost among all the tasks, being unable to decide where to start.

SEO is sometimes ignored as an activity when it comes to setting priorities, but it can be very useful in:

  • establishing your startup’s authority
  • reaching a wider audience
  • building traffic and brand awareness
  • improving engagement
  • generating interest in your business

This is an overview of how startups or new businesses can get started with SEO by following a series of steps that can help them improve their online presence and find a new audience.

Set your goals

One of the most important steps when starting with SEO is to align it with your wider goals. It’s useful to set initial goals for what you want to achieve with your content to explore how to involve SEO in the process.

These goals have to be measurable and clear to help you decide on specific ways to achieve them. For example:

  • Double the number of visitors to the site in the next quarter
  • Increase blog traffic by 30% in the next three months
  • Generate interest from 20 new prospects in the next month
  • Increase sales by 20% until the end of the year

The next step is to examine how content fits each goal and what that means for SEO.

For example, if your first goal is doubling the number of visitors in the next quarter, it’s important to build awareness through different channels in order to increase the traffic back to the site. This can be achieved by creating more targeted content, which can also be optimized for search engines.

Keyword research

Once your goals are set, it’s useful to explore how SEO can help the wider business.

Keyword research can help you discover new content opportunities, while it can also improve your existing content.

The focus on the right audience and the right content brings an understanding of the content that they’re more likely to consume. That’s when the keyword research can become more useful to provide you with content ideas and new opportunities to rise in the top of search.

You can start by creating an “ideal list” of the keywords you want to target. Chances are that this list will consist of many popular keywords, which means that it will probably be harder to reach the top of the search results as a new startup. The next step is to use a tool to perform the actual keyword research and find new opportunities for keywords to target.

Long tail keywords may offer more chances to show up higher in the search results, while you can also perform manual searches on your own to test the first pages of the keywords you want to target. This will allow you to understand how SEO can work for your target audience and what types of pages ranked higher in SERPs.

A keyword research can also be the start of your content planning, by producing more keyword-focused content in an authentic yet strategic way that can position your business higher in search results.

Analyze your existing content

An important next step is to create an overview of your existing content – any blog posts, or general pieces of copy you’ve created to promote your business. This allows you to spot any content gaps or pieces of content that need to be updated or even removed.

A content inventory allows you to organize every piece of content that exists on your site. This makes it easier to create a content audit for SEO purposes, to explore how your content currently performs and how you can improve it.

A content audit can be a spreadsheet that features all your published content and it can include:

  • Page URL
  • Page title
  • Meta description
  • Wordcount
  • Type of content
  • Condition of content – Evergreen, out of date, re-used, off-topic, etc.

If you still haven’t written meta descriptions or set the conditions of each piece of content, then these can be filled gradually, as you start organizing your SEO strategy. Still, they can be very useful in having them all together in one spreadsheet, even when you fill them later on.

Check for errors

There are many possible errors that can affect your content’s SEO. That’s why it’s a good idea to spot and fix any issues, including:

Duplicate content

There’s a danger that duplicate content will cannibalize the keywords you want to target in search. Duplicate content can be a problem on your own site, but also with any guest posts that you submit to other websites for backlinks – make sure that they don’t resemble your original piece of content too heavily. We’ll talk more about backlinks later on in this post.

Broken images

It’s easy to have a broken image on your site, especially if you’re sharing it from an external source. That’s why it’s useful to check your pages for missing images, improving the first impressions of your content.

404 error pages

A page that’s no longer working can affect your site’s rankings in search engines, but also user experience and the engagement. If you recently migrated content or changed any URLs, you may need to check for any 404 error pages that you’re not aware of.

In fact, you can even turn them into a content marketing asset or add a fun element to them. For more on this, see Stuart Shaw’s excellent guide, ‘How to create the perfect 404 page‘.

Broken links

As with broken images, broken links can harm your site’s reputation, but also the user experience. A broken link can affect your page’s ranking. Luckily it’s easy to discover broken links and fix them with tools such as Screaming Frog’s SEO Spider and Moz Pro.

Optimize content 

There are many ways to optimize your content for search engines. The so-called on-site SEO can be improved with a number of fixes:

URL structure

The structure of your URL can affect both your page’s ranking, but also the user experience. Thus, it’s a good idea to create clear and readable URLs, both for humans, but also for search engines. For example, this url www.example.com/seo-best-practices is better than this one www.example.com/index.php?id_sezione=360&sid=4j3898enno0223bns983201djis03


The title of each page should be clear, concise and descriptive. It can improve both the traffic on your page, but also the ranking provided that the rest of the text matches the title’s expectations.


A focus on the formatting of your page can facilitate the crawling for search engines, while it also enhances the readability for your readers. For example, the headings can make the scanning of the content easier, creating a smoother experience and a clear structure.

Meta tags

Meta tags are the HTML elements that search engines and visitors find your content. It’s what they can see in a search engine and thus, it’s important to add value in a limited number of characters. The title and the description should perfectly describe the topic; here are some examples to help you create better meta descriptions.

Internal linking

The addition of internal links – links from your own domain – to your content can be very effective for SEO. It’s a strategic way to inform search engines about the topics you want to serve as an authority, making it easier to showcase all the pages you’ve created for them. It also helps you rank higher on the keywords you are targeting, while facilitating the reading experience for the engaged readers who want to read more.

SEO for images

Ten steps to successful SEO for startups

Search engine optimization goes beyond text. Visual content also requires optimization in order to be indexed by search engines.

The title has to be descriptive rather than generic, such as image32.jpg, while it’s also useful to add an alt-tag to help Google spot your images. Moreover, the size also contributes to your page’s user experience, so it’s better to keep it as small as possible.

Excessive use of generic stock photographs can undermine the authenticity of your content, so where possible, try to source your own, or use screenshots and other informative images instead.

Optimizing images for search also increases the chances for users to discover your content, as many people will come across a picture via image search and visit the original web page to find out its context.

Think about featured snippets 

Ten steps to successful SEO for startups

Google’s featured snippets, also known as “position zero” on the SERP, can be a great opportunity to get one over your competitors in search results.

Anyone can grab a featured snippet spot if you know how to optimize for it, which makes them a huge source of potential visibility for a startup trying to get its name out there.

The first thing to bear in mind is that your content should provide an answer to a specific question in a clear and descriptive way. The formatting, the word count and even the way you present the content can increase the chances of seeing your content appear as a featured snippet.

For more on this, check out our guides on featured snippets:

Involving PR, influencers, and backlinks

You can improve your SEO not only through on-site optimization, but also through external sources (known as off-page SEO). A startup that is just growing needs all the available coverage it can find for its services and its content. The combination of PR, influencers and backlinks can be very successful to an improved SEO strategy.

Public relations can help a startup build relationships with the right people in the industry. The combination of knowing your target audience and asking for professional help to expand your reach can increase the brand awareness and the interest in your business. This can boost your SEO by becoming an authority in your field, without spending time on networking all by yourself.

Moreover, influencer marketing can be very powerful and it can even be a manual activity, finding the best influencers for your niche and develop a genuine connection with them. As influencers have a big impact on affecting decisions, they can be the right people to help your startup grow. A startup should think like a person, not a business, that’s why it’s useful to put people to the front and start having conversations either online or offline during events and conferences.

Another useful way to build your authority and help SEO is to focus on gaining backlinks, or else links from external sources. If your business and your content are interesting enough to grab other sites’ attention, then this means that a larger audience will also be able to find you. Backlinks seem to be among the top three Google ranking factors, which means that it’s crucial to build a strategy on how to create interesting content and then how to promote it to the right sources.

Further Reading

Mobile optimization and UX

It’s critical nowadays to optimize your site for mobile devices. Google has already acknowledged the importance of mobile as a ranking signal and as more people consume content through their mobile devices, it becomes an even bigger priority to optimize your content.

While optimizing for mobile might seem like an expense you can do without in the early days of your startup, it’s also a vital component of being a competitive business, as well as getting your message out to the largest number of people.

Even a few simple things, like paying attention to image size and improving your site speed, will greatly boost your site’s performance on mobile and make it easier to implement full-on mobile optimization further down the line.

Use our mobile-friendly site checklist to make sure you hit the key points when optimizing your site for mobile.

Measuring SEO

A common question for anyone getting started with SEO is how to measure its success. A growing startup is interested in using SEO to:

  • build authority
  • increase traffic
  • improve engagement
  • expand reach

There are many ways to measure all these, but the most common metrics to focus on are:


Organic traffic can tell the number of users who visited your page through search results. This can be a good indication whether SEO has placed your content high up the rankings, or whether it’s interesting enough to make visitors search for it further in the results.

In either way, it’s a great sign that you’re on the right track to create a solid SEO strategy with the right content and an understanding of what your audience likes.


Engagement can be measured by the time users spend on the site, the bounce rate, or even the shares and the number of comments. All these can tell whether your content, the user experience, or the relevance match the readers’ expectations, offering a great start of what can be improved on each page.


Your content’s ranking on search results will gradually show your progress while improving SEO. Moreover, a keyword performance can indicate whether your content was successful enough to target specific keywords and how it performs compared to the competitors.


Conversions aren’t just about making sales – the term “conversion” can refer to any action you want users to perform after visiting your site, such as subscribing to a newsletter.

Domain authority and number of links

The actual number of links that you’ve gained from other sources leading back to your site serves as a great metric to show the interest towards your content. As the number of links increases, especially if they come from sources of high quality and relevance, so does your domain authority.

Domain authority is a measure of the “weight” your site carries in search, and as it improves, so do the chances of seeing your content higher up the search results.

There are many free tools you can use to measure your SEO performance, including:

  • Google Analytics for traffic, engagement, conversion
  • Google Search Console for keyword and page ranking
  • Google PageSpeed Insights for your page’s performance
  • Keywordtool.io / Google Keyword Planner (Adwords) for keyword ranking
  • Copyscape for duplicate content
  • MozBar for on-page metrics

Plus, check out our list of 15 Chrome extensions to aid in your SEO efforts.


SEO can help your startup grow in the crucial early stages of your business. While you don’t need to get hugely technical with SEO at this stage, following some simple steps will aid in discovery of your new brand, and help you to gain a foothold in your chosen niche.