Tools are a must for serious SEOs; they deliver the flexibility and capability to tackle jobs of any size. Knowing which ones best fit your needs, budget and the scale of the sites you work on is critical. In this clinic, our veteran SEOs open their own tool chests, share with you their favorites (both free and paid) and take your questions about how to use them (and others) effectively. These are tools that have earned the loyalty of our speakers thanks to their utility, features and ability to help maximize time - no sponsored advice here!

1. @abbynhamilton
@chriscountey

2. @abbynhamilton
@chriscountey
SEO Tools
Ahrefs
Answer the Public
Archive.org
Botify
BrightEdge
Chrome Developer Tools
Google Local Search Results
Google Data Studio
Google Search Console
HTTP Headers
HTTPstatus.io
Keywords Everywhere
Link Clump
Link Redirect Trace
Local Falcon
Moz Pro
PowerBI
Rich Results Test
Schema Markup Generator
Screaming Frog
SEMrush
SEO Meta in 1-Click
Structured Data Testing Tool
FREE
FREE
FREE
FREE
FREE
FREE
FREE
FREE
FREE
FREE
FREE
FREEFREE
FREE
FREE

3. @abbynhamilton
@chriscountey
Google Search Console

4. @abbynhamilton
@chriscountey
Google Search ConsoleNEW

5. @abbynhamilton
@chriscountey
Get more data from Google Search Console
PRO TIP:
Add subdirectories as
individual profiles to
expand data beyond
1,000 row limit

6. @abbynhamilton
@chriscountey
COMMON TASKS:
Google Search Console’s URL Inspection Tool
 See the current index status of a URL
 Test whether a live URL is able to be
indexed
 Check validity of page enhancements:
mobile, AMP, & rich results
 Request indexing (or re-indexing) of a
URL

7. @abbynhamilton
@chriscountey
Google Search Console
Index Coverage
Mobile Speed
Mobile Usability
Desktop Speed
NEWNEW

8. @abbynhamilton
@chriscountey
Google Search Console
NEW
Mobile Speed

9. @abbynhamilton
@chriscountey
Google Search Console
FAQ Enhancement
AVAILABLE FOR:
 Breadcrumb
 Dataset
 Event
 FAQ
 Fact check
 How-to
 Job posting
 Logo
 Product
 Q&A page
 Recipe
 Sitelinks
searchbox
 Video

10. @abbynhamilton
@chriscountey
Screaming Frog

11. @abbynhamilton
@chriscountey
Screaming Frog

12. @abbynhamilton
@chriscountey
Screaming Frog… for Paid Search?
PRO TIP:
Export PPC landing
pages and crawl
with Screaming Frog
before launch

13. @abbynhamilton
@chriscountey
Botify

14. @abbynhamilton
@chriscountey
Botify: Thin Content and Low Word Count

15. @abbynhamilton
@chriscountey
Botify: Clean Up Internal Links

16. @abbynhamilton
@chriscountey
Botify: Pages Not Doing Work

17. @abbynhamilton
@chriscountey
HTTPstatus.io

18. @abbynhamilton
@chriscountey
Chrome Dev Tools: Inspect

19. @abbynhamilton
@chriscountey
Chrome Dev Tools: User Agent Switcher

20. @abbynhamilton
@chriscountey
Chrome Dev Tools: Location Switcher

21. @abbynhamilton
@chriscountey
Chrome Dev Tools: Lighthouse

22. @abbynhamilton
@chriscountey
Chrome Dev Tools: Lighthouse

23. @abbynhamilton
@chriscountey
Chrome Dev Tools: Lighthouse
Run in Incognito with Fewer Extensions

24. @abbynhamilton
@chriscountey
Cloudinary Image Optimization
PRO TIP:
Cloudinary can help
identify image
optimizations (and
they have an API)

25. @abbynhamilton
@chriscountey
Link Redirect Trace

26. @abbynhamilton
@chriscountey
HTTP Headers
PRO TIP:
Important SEO
signals (canonical,
hreflang, noindex )
can be specified in
the HTTP header.

27. @abbynhamilton
@chriscountey
SEO Meta in 1-Click

28. @abbynhamilton
@chriscountey
Archive.org (The Wayback Machine)

29. @abbynhamilton
@chriscountey
Archive.org (The Wayback Machine)

30. @abbynhamilton
@chriscountey
Archive.org Changes (Beta)
https://web.archive.org/web/changes/moz.com
Coming Soon?
This tool is in beta
and may not work
for everyone yet.

31. @abbynhamilton
@chriscountey
Ahrefs Keywords Explorer
Where are users searching for information?
Keyword Google YouTube Amazon
dogs 705k 62k 77k
dog food 76k 1.3k 187k
dog videos 19k 23k n/a
Search volume

32. @abbynhamilton
@chriscountey
Ahrefs Keyword Explorer

33. @abbynhamilton
@chriscountey
Ahrefs Keyword Explorer

34. @abbynhamilton
@chriscountey
Ahrefs Content Gap
What keywords are my competitors ranking for that I’m not?

35. @abbynhamilton
@chriscountey
Ahrefs Content Gap
PRO TIP:
Use URL paths to
narrow results.

36. @abbynhamilton
@chriscountey
Ahrefs Site Explorer
What keywords should I target for featured snippets?
HOW TO:
 Ahrefs Site Explorer
 Search: your domain
 Filter for featured snippets
 Filter for top positions
 Export results
 Filter out featured snippets
you already rank for

37. @abbynhamilton
@chriscountey
Ahrefs Content Explorer

38. @abbynhamilton
@chriscountey
Ahrefs Content Explorer
What are my top performing pages?
PRO TIP:
Use advanced
search operators
to refine your
queries

39. @abbynhamilton
@chriscountey
Ahrefs Content Explorer:
Are there any unlinked mentions of my brand?
HOW TO:
 Ahrefs Content Explorer
 Search: “brand name”
-site:example.com
 Highlight unlinked domains
> enter domain
 Export > Check “Only pages
with highlighted domains”

40. @abbynhamilton
@chriscountey
Ahrefs Site Explorer
Broken Backlinks Report
PRO TIP:
Consolidate
authority by 301
redirecting 404
pages with
valuable backlinks.

41. @abbynhamilton
@chriscountey
SEMrush Organic Research

42. @abbynhamilton
@chriscountey
SEMrush Organic Research
How is my site performing in organic search?
PRO TIP:
Use to research
competitor’s
organic
performance.

43. @abbynhamilton
@chriscountey
SEMrush Organic Research
Who are my top organic competitors?

44. @abbynhamilton
@chriscountey
SEMrush Keyword Magic Tool

45. @abbynhamilton
@chriscountey
SEMrush Topic Explorer

46. @abbynhamilton
@chriscountey
SEMrush Keyword Gap
HOW TO:
 SEMrush Keyword Gap
 Enter domains
 Select “all keywords”
 Include > [your domain’s]
organic position > equals > 0
 View results

47. @abbynhamilton
@chriscountey
SEMrush Keyword Gap

48. @abbynhamilton
@chriscountey
BrightEdge
How is my site performing in universal search?

49. @abbynhamilton
@chriscountey
BrightEdge

50. @abbynhamilton
@chriscountey
BrightEdge

51. @abbynhamilton
@chriscountey
Moz Pro SERP Analysis

52. @abbynhamilton
@chriscountey
Moz Pro SERP Analysis

53. @abbynhamilton
@chriscountey
Moz Bar Chrome Extension
How competitive is the SERP?
How do cold sores spread Cold sore vs canker sore

54. @abbynhamilton
@chriscountey
LinkClump
HOW TO:
 Search for any query
 Add "&num=100" to the end
of the URL (for more results)
 Download Link Clump
extension > settings > copy
to clipboard
 Control +V into excel/sheets

55. @abbynhamilton
@chriscountey
Keywords Everywhere

56. @abbynhamilton
@chriscountey
Answer the Public + Keywords Everywhere

57. @abbynhamilton
@chriscountey
{…} Schema Markup Generator (JSON-LD)

58. @abbynhamilton
@chriscountey
Structured Data Testing Tool

59. @abbynhamilton
@chriscountey
Rich Results Test

60. @abbynhamilton
@chriscountey
Structured Data Testing Tool (Chrome Extension)
PRO TIP:
Download the
Chrome extension
to quickly audit
markup

61. @abbynhamilton
@chriscountey
Google Local Search Results Tool
Check local rankings

62. @abbynhamilton
@chriscountey
Local Falcon

63. @abbynhamilton
@chriscountey
Google Data Studio
PRO TIP:
Get a copy of
Aleyda Solis’s
report at
aleydasolis.com

64. @abbynhamilton
@chriscountey
PowerBI
PRO TIP:
Watch Wil Reynolds’
YouTube series
Power BI Basics for
SEO & PPC
Marketers.

65. @abbynhamilton
@chriscountey
• To do SEO at scale you need a broad ecosystem of
tools
• Leverage Twitter, industry news, & conference decks
for recommendations from experts
• More experimentation now = more efficiency later
• Share what tools work best for you

66. @abbynhamilton
@chriscountey
• Can’t get enough tools? Annie Cushing has you covered with possibly
the most comprehensive list of SEO tools in a Google Doc: Annie
Cushing's Must-Have Tools
• Also consider checking out https://www.themarketertoolbox.com/
and https://backlinko.com/seo-tools for even more tools to explore.
• And we’re sure many of these brands and other cool tools are
represented here at SMX, so go check ‘em out. The best way to know
if a tool is right for you is to try it out.

67. @abbynhamilton
@chriscountey
SEO Tools Appendix
Ahrefs https://ahrefs.com/
Answer the Public https://answerthepublic.com/
Archive.org https://archive.org/
Botify https://www.botify.com/
BrightEdge https://www.brightedge.com/
Chrome Developer
Tools
CTRL + Shift + I in Chrome
Google Local Search
Results
https://technicalseo.com/tools/local-search/
Google Data Studio https://datastudio.google.com/u/0/
Google Search Console
https://search.google.com/search-
console/welcome
HTTP Headers
https://chrome.google.com/webstore/detail/ht
tp-
headers/nioieekamcpjfleokdcdifpmclkohddp
HTTPstatus.io https://httpstatus.io/
Keywords Everywhere https://keywordseverywhere.com/
Link Clump
https://chrome.google.com/webstore/detail/lin
kclump/lfpjkncokllnfokkgpkobnkbkmelfefj
Link RedirectTrace
https://www.linkresearchtools.com/seo-
tools/free-seo-tools/link-redirect-trace-
extension/
Local Falcon https://www.localfalcon.com/
Moz Pro https://moz.com/products/pro
PowerBI https://powerbi.microsoft.com/en-us/
Rich ResultsTest https://search.google.com/test/rich-results
Schema Markup
Generator
https://technicalseo.com/tools/schema-
markup-generator/
Screaming Frog
https://www.screamingfrog.co.uk/web-
scraping/
SEMrush https://www.semrush.com/dashboard/
SEO Meta in 1-Click http://www.seo-extension.com/
Structured DataTesting
Tool
https://search.google.com/structured-
data/testing-tool/u/0/

68. @abbynhamilton
@chriscountey
SEO Tools By Job
Screaming Frog
Botify
OnCrawl
Google Search Console GSC (Webmaster Tools)
DeepCrawl
https://httpstatus.io/
Stat
Chrome Dev Tools UA Switcher
Google Mobile Friendly Test
Screaming Frog
SEO Browser
Google Search Console GSC (Webmaster Tools)
Chrome Dev Tools UA Switcher
Google Mobile Friendly Test
Screaming Frog
SERPerator (MobileMoxie)
Google Search Console
Crawling Rendering Mobile
SEO Meta in 1 Click
GSC Fetch and Status Reports
HTTP Header Check
Indexing
Screaming Frog
GSC Coverage Reports
Sitebulb
Chrome Dev Tools UA Switcher
Signaling
SEMRush
Ahrefs
BrightEdge
Conductor
Yext
Google Search Console
SEOClarity
Moz/Stat
Performance Analysis

69. @abbynhamilton
@chriscountey
SEO Tools By Job
Content Ideation Competitive Research LinkAssessment
SEMRush
Ahrefs
BrightEdge
Conductor
MarketMuse
Answer the Public
Google Trends
SEOClarity
Moz/Stat
People Also Ask
SEMRush
Ahrefs
BrightEdge
Conductor
MarketMuse (Content)
Google SERPs
SEOClarity
Moz/Stat
SEMRush
Ahrefs
BrightEdge
Conductor
Botify
Google Search Console
SEOClarity
Moz/Stat
LinkMiner

70. @abbynhamilton
@chriscountey
SEO Tools By Job
PageContent Structured Data Site Speed
SEMRush
Ahrefs
BrightEdge
Conductor
MarketMuse
Botify
Google Search Console
SEOClarity
Moz/Stat
Merkle Schema Generator
Google Structured Data Tester
Google Search Console
Botify
Screaming Frog
Joe Hall’s JSON Generator
Google Search Console
Chrome Dev Lighthouse
WebPageTest.org
Botify
Screaming Frog
Cloudinary (Image Optimization)
Excel
PowerBI
Google Data Studio
Botify
Screaming Frog
Adobe Analytics
Google Analytics
DataVisualization and Reporting

71. @abbynhamilton
@chriscountey
THANK YOU
Abby Hamilton
SEO Associate Manager Merkle Inc.
www.linkedin.com/in/abigailnhamilton/
@abbynhamilton
Chris Countey
Sr Technical SEO Manager Comcast
www.linkedin.com/in/chriscountey/
@chriscountey