SEO - Search Engine Optimization

Beyond Google Analytics: 10 SEO analytics and reporting tools

Last Updated: November 6, 2017 4

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Analytics and reporting are a critical part of any SEO campaign. As well as ensuring that you prove your worth to your clients, analytics are also essential in helping you make iterative improvements to the campaign as you go along. Yet SEO reporting can be a bit of a minefield. With a myriad of available data, countless online tracking tools and making sure that the client actually understands what on earth you are talking about, it’s difficult to know where to turn. Naturally, Google Analytics is a great place to start, especially for traffic overviews and conversion tracking, but it most certainly shouldn’t be where you stop. When looking for an analytics and reporting tool, it is also important to remember that the focus should never just be on rankings. Sure, we all like to see ranking improvements – clients especially – but these are ultimately just vanity metrics. Serious SEO professionals need tools that dig deep and show the results in a way that is tangible and in line with business objectives. In this post, we’ll cover a handful of the best free and paid tools available for SEO reporting and analytics. Plus we also look outside of the traditional SEO realm of analytics and into wider marketing metrics. Keeping the focus only on SEO can be limiting – we are interested in the bigger picture. Free tools Search console Okay, so it’s another Google tool but it would be remiss of us not to mention Search Console. Your first port of call for identifying site errors, crawl errors, structured data, HTML improvements and security issues. Also particularly useful for exploring the search analytics for a given site. Gain an understanding of the most popular search terms being used to find a website and the corresponding click-through rates. Data is useful as a guide but not comprehensive enough to be relied upon as a standalone tool. In short, it’s free – so use it but don’t depend on it. Neil Patel’s SEO Analyzer Neil Patel’s SEO Analyzer is a handy tool for acquiring a quick indication of a website’s overall SEO performance. It provides much the same metrics as you would get from other free SEO tools, including onsite issues, backlinks and keyword analysis. The tool provides recommendations which are categorised by priority: high, medium or low. Tips are quite general and not particularly mind-blowing, but are nevertheless useful. It is therefore handy for obtaining a top line overview, although if you are looking for analytics which are a touch more compelling then you may have to part with some cash (see next section). It’s the way the world works. Seoptimer Similar to the previous tool, Seoptimer provides an…

Source: Beyond Google Analytics: 10 SEO analytics and reporting tools

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Jessie Moore

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