4 essential SEO and PPC tools

19 April 2017

4 essential SEO and PPC tools

Software creators have cottoned on to the fact that SEO is the focus of many website owners. As a result, there is a wide range of software options available for practitioners. So, here are 4 SEO tools we love and, what’s more, two of them are free!

Screaming Frog

If you look at any list of essential SEO tools, chances are you’ll find Screaming Frog somewhere very near the top. In fact, usually it’s at the very top and we’re happy to go along with this. For many people, this is the “go-to” tool for SEO audits and it gives you all the information you need to manage information architecture and make sense of log files, clear out duplicate content, optimise title tags and meta descriptions and deal with 302 (temporary) redirects. Even though it incorporates enterprise-level functionality, it has a clear and understandable interface and is very straightforward to use.


This may be a bit of a surprise choice, since BuzzSumo does have a reputation as being something of a “jack-of-all-trades”, which has some truth in it. There is, however, one area in which BuzzSumo excels and it’s why we think this software is worth the money. Basically, it is a great tool for spotting the most-shared content on any given topic and on specific sites. This information can then be used as a basis for creating and curating content as part of your overall SEO strategy. Given that coming up with engaging content is possibly one of the hardest parts of SEO, we think that anything that makes this task easier is a worthwhile investment.

Google Tag Assistant

You have to hand it to Google, they do provide plenty of free tools to help you get the most out of their services. The Google Tag Assistant does pretty much what it says on the label, it checks which Google tags are on which of your pages and identifies any issues with them. Basically, if you’re running AdWords campaigns then you really want to have this little plugin in your toolkit so that you can quickly track and fix any conversion issues. Even if you’re not, it’s a convenient way to double-check that Google Analytics code is present and correct on each page as it should be.

Keyword Grouper

This is a free tool that can deliver a lot of value in terms of optimising your advertising budget. The basic idea behind it is that even though keywords are targeted individually, in the real world, clusters of keywords can have a big impact on your traffic and conversions and therefore you’ll want to keep tabs on them, too. The way this tool works is that you drop in your keywords along with a relevant metric (e.g. traffic) and it will analyse them and tell you which keyword clusters are having the most impact in any given area (such as traffic or conversions). You can then use this information to determine keyword priorities, which ultimately translates into budgeting priorities.