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I'll touch briefly on some of the essentials to consider.
I'll then share with you some of the more advanced or
unknown tools available on the market, and why you might want to make use of them.
Website performance and analysis tools are great places to start auditing your site.
Often a technical SEO audit or a domain migration or
a problem in your website's performance is an indicator of why you should consider
a technical SEO initiative.
Google Search Console, Bing webmaster tools, and
Screaming Frog are great places to start.
There are good reasons to use the Google Search Console.
You can submit new content for
crawling, monitor the content that's most engaging for search, help your site
stay clean because you don't have blind visibility to the malware or spam issues.
You also have access to data like which queries cause your site to appear in
search results, which result in more traffic, which sites are linking
most to your website, and how mobile is performing for your visitors.
So if you're a beginner or intermediate, or very limited on bandwidth,
the Google Search Console is a great way to start.
To enable set-up, load a file to your server or
add a meta tag to your website's HTML.
You can also set up each subdomain or new country or language here as well.
Here are the reasons to use the Bing webmaster tools platform.
It can help you find traffic, provide reports on why people came to your site,
and indicate what to focus on.
If you don't know where to start or feel overwhelmed, these tools can scan and
recommend good items to work on.
If you are interested in expanding your site, Bing provides visibility.
Even though your traffic for Bing will be significantly less than Google's,
their data is valuable and worth considering.
Screaming Frog is the software platform, desktop program designed for
auditing medium to large sites.
It allows you to quickly crawl, analyze, and audit a site, so
I strongly recommend it.
Another website crawler the look at is called Beam Us Up.
It's similar to Screaming Frog.
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Its crawl export options and
error filters let you see which errors have been found on your site.
With it, you can export all URLs, filter details,
find individual page information, and discover errors.
So Beam Us Up is also a tool worth considering.
Deep Crawl is a great platform for heavy duty auditing.
Here are the features of Deep Crawl.
It is web-based, it costs money, gives you visibility into precisely how and
when your site is being crawled.
It displays the technical architecture that is in place.
You can customize a lot of the crawling features,
you can set up different types of reporting.
It is very good for any changes related to migrations or
major changes to your site where significant risk is involved.
By crawling a test environment, you're able to identify and
fix issues that might negatively affect your site before it goes live.
SEO PowerSuite is a tool to monitor Google's updates,
their effect on your rankings, and protect your site against penalties.
This is a critical part of technical SEO.
SEO PowerSuite is valuable for conducting penalty checks,
threat detection, penalty prevention or recovery.
It does a lot of what Screaming Frog, Deep Crawl and Beam Us Up do, but
it specifically identifies vulnerabilities in the context of algorithmic updates
revealing how your site may or may not be compliant.
Supermetrics Data Grabber is a useful way to
aggregate the Google Search Console data.
You're able to automate and put additional aggregation around that data.
You can select multiple sites, report fields, and
reporting options which you pick out of each respective site.
Data Grabber is great if you have multiple domains in the search console and
you want a simpler way to report out on them.
If you look at their website, you'll see that they have data grabbing options for
other platforms too, including Google Analytics and Google AdWords.
The SEO Tools for Excel plugin is invaluable, and it's free.
You add it directly into Excel.
It allows you to export many features of your website,
then download these directly to your desktop.
It will crawl your domain and add the data it found directly into Excel.
It's a very efficient and easy way to get started with a baseline analysis.
BROWSEO is really good.
It's a web page where you enter any URL and see a page in pure HTML.
It views your web page just as search engines see it.
Another website performance analysis tool to consider is Website Auditor.
Woorank is accessed as a plugin or directly from the website.
It is a good place to get a top-level indication for a domain's value.
Use WooRank if you're just starting with a domain and
want to know if it passes the highest level study of success for that site.
It shows if the top priorities of the website are in place such as SEO basics,
content, linking, keywords, backlinks in determining the SEO authority.
The Penguin Tool by Barracuda
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lets you see directly how Google's algorithm updates are impacting your site.
You're able to tie directly in with Google Analytics data.
It lets you see where the variance in page or
domain performance is structured according to the algo updates.
Use the Penguin Tool if you've had issues with performance, also before or
after Google makes changes.
TechnicalSEO.info delivers very good basic SEO tools,
including XML sitemap submission tool, an adaptive testing tool,
a robots.txt testing tool, and others shown here.
TechnicalSEO.info is a good place to look for
additional off-the-shelf tools that are usually free.
Here are a few keyword ranking tools that are great for looking at ranking metrics.
Bruce Clay, MOZ, Advanced Web Ranking, Authority Labs, and Rank Ranger.
Bruce Clay and MOZ also have part of their platform that does technical SEO and
monitoring of overall website performance.
Link building is a critical element of SEO, so let's cover link building tools.
Majestic, Authority Spy, BuzzSumo,
Linkbird, Linkody and Raven Tools.
These all provide information related to backlink profiles and
how you might reach out for additional links.
They also show how you might work more closely with social teams to influence
stake holders or authorities in your industry.
These link building tools can be very effective as you get your technical
SEO and architecture in place.
Dave LloydSenior Manager, Global Search Marketing
