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Jason Meyer

Tutorial Three Essential SEO Tools For Any Marketing Consultant

Jason Meyer

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You need to manage an effective SEO strategy. You need great tools that can help you do everything: keyword research, competition tracking and backlink monitoring.

To manage all aspects of SEO, we use several tools. These are the tools we use daily to keep up with SEO both for clients and our own benefit!

Top SEO tool overall: SEMrush​


SEMrush is a comprehensive SEO platform with dozens of tools and crystal-clear reporting, and that’s why we’ve partnered with them.

SEO can quickly get confusing. You’re running multiple reports, and when it’s across a handful of platforms, you can lose track of the through-line on your data. SEMrush offers many services and features that make it easy to keep track of all your data and reports.

SEMrush has the following tools, and reports available:

  • Domain Analytics: It includes the following information. Additionally, it allows you to compare domains and determine overall rankings.
  • Keyword Analytics: You can use the keyword wizard to look at keywords in depth and find new ones.
  • Marketing Insights include analytics and traffic rankings, which provide insights into your audience’s geographic location and the pages they are visiting through what channels (direct search, social media, or search).
  • Gap Analysis: To identify gaps in keywords or backlinks, you can compare your domain against competitors’ to see where there’s overlap and where you can move out ahead of the competition.
  • Topic Research: You can enter any topic you like and receive a list with titles that are based on the content of competitors’ sites.
  • SEO Content Template: By entering a set of keywords you’d like to use in a particular piece of content, SEMrush will give you tips on how to optimize for those keywords, based on the current content landscape on Google.
  • SEO Writing Assistant: This program will evaluate your writing in terms of SEO, readability and tone.
  • Lead Generation Tool: SEMrush’s site audit widget allows you to add their code to your website. Prospects have the opportunity to inspect their website for free. You will send a report to their email. Marketing consultants can use this opportunity to generate new leads.
  • Listing Management: Provide business information and manage reviews to keep local listings current.
  • CPC Map: See CPC broken down state-by-state, and industry-by-industry. CPC Cost versus Demand for every industry.
  • Projects: This is key for marketing consultants; you can save and manage your clients’ SEO data from the projects dashboard.

As you can see, SEMrush has you covered, no matter what kind of SEO research or work you’re trying to do. It’s still best practice to use Google Search Console for each of your clients, but Google Search Console requires that you link up to each individual client’s website. SEMrush’s projects feature allows you to easily toggle between reports on SEO for any of your clients.

CallRail: The best tool to track end-to–end transactions​


Search Engine Optimization is only done online. Not quite. Although your rank in the SERPs will be determined by how well you present yourself online, your SEO strategy can also have an impact on the outside world. When people find an online business they like, they often reach out to the company offline. For small businesses and locally owned businesses, the telephone is the most direct point of contact offline between prospects and employees.

CallRail provides insight into the source of your call traffic. It allows you to add a code line into your website in order to clearly show the connection between offline and online interaction with prospects. Each ad campaign can be associated with a specific number of phone numbers. You can then know what prospect learns about you by calling a specific number. You can see how they use the same technology for form submissions so you can easily connect the behavior of completing online forms and those in person interactions.

CallRail features

An overview of CallRail’s features, as outlined on their website.

What is the point of this? This provides insight to your marketing campaigns. When you’re only tracking online responses to ad campaigns, you’re only getting half the story. Perhaps you craft a campaign that’s so compelling, multiple readers flock to their phones to call your client. If you’re only tracking online reactions, you might think you’re getting crickets in response, when in reality the campaign was so successful people jumped right to making contact with the business.

Call tracking is crucial. You can show your clients the full extent of your value. They will be more inclined to pay you what you are worth for marketing efforts that result in X clients calling the store.

BrightLocal: The best local SEO tool​


What works for Walmart’s or Salesforce’s SEO strategy will never apply to a local business. BrightLocal was created to meet local SEO needs.

Some of their SEO tools overlap with SEMrush’s offerings. Although they provide keyword and search ranking information, the main difference between them and SEMrush is that their reports and information can be accessed locally. BrightLocal’s data will only be relevant to clients based in the St. Louis region.

They also have tools to help small businesses overcome two major SEO obstacles: reviews and local listing.

Local listings sites like Yelp and Google My Business are critically important to a small business’s survival. That’s where prospects go to learn about local solutions, read reviews, and get directions and contact information. BrightLocal makes it easy for you to make sure your client is listed on all of the relevant local directories, which gives them a boost in backlinks and ensures that they’re discoverable by those prospects who rely exclusively on local listings, rather than general Google searches, to find local businesses.

BrightLocal reputation management dashboard
BrightLocal reputation management dashboard

A screenshot from BrightLocal’s website, featuring a sample version of their reputation management dashboard.

Reputation management is also easier with them. Small businesses are especially vulnerable to online reviews. With a household name brand, people usually already have a sense of whether they’re well-regarded by others. People will look online for opinions from customers about local businesses, even if they don’t know the company by name. If your client doesn’t have a strategy for soliciting reviews from happy customers or managing negative feedback from unhappy ones, BrightLocal can help you stay on top of all reviews posted across various local listings sites.

It’s hard enough to manage SEO either for one client or yourself. When you’re managing SEO for multiple businesses, things can get unwieldy, fast. When you have the right tools on hand, though, it’s much easier to manage the many moving parts that come along with creating a great SEO strategy.

You might also like our Small Business Guide for SEO.


Local SEO, Tools for Curation
 

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