My SEO Stack: A Guide by a Head of SEO

What’s my SEO Stack? Let’s dive in.

The digital world is teeming with SEO tools, but discerning which ones provide actual value can be a daunting task. However, as a seasoned Head of SEO, I have identified the most effective SEO tools which I rely on daily to maintain and grow my online presence. This guide outlines these tools, providing insights into their various features, uses, and benefits, and aims to equip you with the necessary knowledge to harness their power for your SEO strategy.

Primary Contact: Google Search Console

Google Search Console is a fundamental SEO tool that provides direct communication with Google. The tool delivers performance metrics, including clicks, impressions, average positioning, and click-through rate, granting a clear view of your website’s performance. Additionally, it provides information about the indexing and coverage of your website, revealing problems with specific pages and identifying pages that aren’t indexed.

As a basic yet incredibly functional tool, Google Search Console is essential for controlling your website’s basic elements. If changes are made to a page, or if your sitemap has been updated, this tool allows you to re-upload for re-indexing, ensuring Google possesses the most recent version of your page.

Data Analysis: Google Analytics and WordPress

A sound SEO strategy requires an understanding of your website’s performance, with Google Analytics being a key tool for achieving this. Through conversion rate analysis, A/B testing, traffic analysis, and funnel visualization, Google Analytics helps understand user behavior, revealing how well they’re moving through the conversion funnel and where they’re clicking.

In conjunction with Google Analytics, I utilize WordPress as a platform and Yoast, a WordPress plugin, for enhancing SEO. Yoast provides useful indications of how SEO-friendly your page or post is, offering suggestions on keyword usage, image inclusion, alt tags, and heading distribution. However, it’s crucial to not solely rely on such tools for on-page SEO but to focus more on the quality of the content, creating a user-centric approach.

Comprehensive Website Audit: Screaming Frog

Screaming Frog is a comprehensive tool ideal for advanced SEO, offering an in-depth audit of your website. It provides details on URL information, broken links, redirects, duplicate content, and site architecture visualization. This information proves invaluable for deep audits, highlighting critical problems that might go unnoticed with other tools.

Additionally, Screaming Frog’s Log File Analyzer helps detect inefficiencies in your crawl budget, revealing if Google is crawling a page too often or not enough. It identifies which page is crawling and how many times, providing useful insights into optimizing your crawl budget.

Content Optimization and Competitor Analysis: Surfer SEO

Surfer SEO is an extensive tool that I utilize for content audits, content editing, and SERP analysis. It compares your content with top-ranking competitors based on a specific keyword, offering insights into areas you may be lacking. The tool also suggests content structure based on SERP data, indicating term usage, placement, and importance, guiding content writers in real time as they draft the content.

Furthermore, Surfer SEO’s SERP Analyzer provides a detailed breakdown of on-page factors comparing different competitors, aiding us in understanding trends within specific keywords and guiding decisions based on those trends.

Research and Outreach: Ubersuggest and Pitchbox

For keyword research, competitor analysis, and backlink analysis, I lean on Ubersuggest. It offers a user-friendly overview of keywords, their difficulty, and competitor behavior within that keyword, providing a solid foundation for SEO beginners.

In terms of link building, Pitchbox plays a vital role. It operates as a CRM for link building, providing a curated list of bloggers or websites based on a given keyword, alongside SEO metrics for each potential collaborator. This enables efficient outreach to selected contacts, complete with personalized messages and follow-up options.

A Comprehensive SEO Suite: Ahrefs

Last, but certainly not least, is Ahrefs, the tool I spend most of my time on. Ahrefs is an all-encompassing SEO tool that offers one of the best backlink indexes available. Its keyword index is connected with Clickstream, providing an estimated yet calculated metric of how much traffic websites receive. This tool is perfect for keyword research, competitor analysis, market research, site audits, and rank tracking. I have trusted Ahrefs with all my SEO projects, and its power cannot be overstated.

Team Communication and Organization: Slack and Google Calendar

To effectively manage an SEO team, communication, and organization are key. Tools such as Slack for communication and Google Calendar for meeting scheduling offer an excellent solution. These tools, in conjunction with Google Workspace, can streamline team operations and improve efficiency.

In conclusion, I rely on these critical SEO tools daily. They have been instrumental in managing and growing the online presence of the startups I work with, and I firmly believe they can do the same for your business. While each tool provides unique features and benefits, their collective use forms a robust SEO strategy that can lead to substantial online growth.

Remember, it’s not just about using the right tools; it’s about using them correctly, and efficiently, and keeping the focus on quality content and the user experience.

Video of this same blog post by Jaume:

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Jaume Ros
An SEO expert with 8 years of experience. SEO Youtube channel with 9k+ subscribers. Also featured on the Ahrefs Youtube channel.