Today’s consumers rely on search engines to help them find everything from restaurant recommendations to B2B software providers.
This means that regardless of what your business offers, your target audience is likely searching for products or services like yours on search engines like Google.
And if you want to attract them to your site, you need search engine optimization.
But if you’ve spent much time researching your options with digital marketing, you’ve probably heard that before.
Once you’ve accepted this, though, the next logical question is how to do search engine optimization.
That’s why on this page, we’ll explain exactly what makes SEO so important, as well as a few search engine optimization techniques and search engine optimization tools you can use to increase your online visibility.
• An Introduction to SEO
Search engine optimization, or SEO, is a strategy for improving your site’s rankings in search engine results.
It involves identifying which keywords and phrases your target audience uses when looking for products or services like yours, then working towards ranking well for those searches.
Of course, this is a simplified explanation — and you can check out our resource on “what is SEO” for a more in depth look at search engine optimization.
• SEO Optimization Tools
As you work towards improving your site’s online visibility, there are plenty of tools you can use to simplify and improve the process.
• Tools to improve your keyword research
Keyword research is the first step in any successful SEO strategy, and there are several tools designed specifically to help you identify the best possible keywords for your business:
1. Google Keyword Planner
• Tools to simplify on-page optimization
Optimizing a page’s on-page elements is an essential part of the SEO process, and the following tools can help you ensure that you do so correctly:
2. Screaming Frog
3. Redirect Path
• Tools to improve off-page optimization
Another essential part of SEO is off-page optimization, which primarily involves earning backlinks.
Competitor research is one of the best ways to identify new opportunities for link building, and these two tools are both excellent choices for that process:
2. Open Site Explorer
• Tools to monitor your results
As you make changes to your site, it’s important to measure the impact those changes make. These are two of the best tools for monitoring your results:
1. Google Analytics
2. Google Search Console
• Tools to improve your conversion rate
Your goal with SEO isn’t just to attract traffic — it’s to convert that traffic into customers and clients for your business. As a result, you’ll need to make sure that your site is in line with your visitors’ needs and designed to encourage conversions.
The following tools can help you measure your performance and identify opportunities for improvement.
2. Crazy Egg