Ok, by now, I bet we all know that web search is big. That goes without saying. What’s rather surprising, however, is how big it actually is.
Apparently, we’ve grown so fond of Google and the likes that 95% of all web traffic is now essentially organic search. In essence, internet users are typically conducting about 6.5 billion searches a day.
To put that into perspective, search engines are basically processing as many search queries as the size of humanity on a regular basis.
Consequently, 61% of all website visitors are coming from search engines. While paid search accounts for 10%, organic generates a whopping 51%. Even social media is nowhere close to that, considering only 5% of site traffic comes from there.
That said, let’s see how you can secure the best SEO tools for digital marketing in 2023.
Although Google is the most prominent, the fact is, there are numerous search engines on the web. They come in different languages, each with its own unique market audience.
Even Google itself is quite diverse, with multiple versions that are specifically optimized for different areas. Google.co.uk, for instance, runs algorithms that have been adjusted for UK-based audiences, while Google.de, on the other hand, is principally engineered for German searches.
Strangely enough, Google is not the leader in every country. While Seznam is way more popular in the Czech Republic, Koreans prefer Naver, Russia is obsessed with Yandex, and China is all about Baidu.
It’s therefore critically important to start your search by establishing the specific search engines your target audience is using. If your online shop is based in the U.S, for instance, it would be a good idea to prioritize on SEO tools built for Google.com.
The best tools, however, would be the dynamic ones that support multiple search engines. You should assess them based on your audience’s behaviours and languages.
What are you looking to gain with your SEO tools? Well, of course, maintaining a good search engine rank is the primary goal here. But, how exactly would you want to achieve that?
Each SEO tool comes with its own set of features developed for a specific role. For example, I bet you already know a couple of keyword researching tools. Since they offer insights into search query terms, they’d be perfect for establishing keywords you should optimize your site for.
And that’s just the beginning. There are tools for pretty much every SEO element you can think of- link building, content optimization, you name it.
In addition to that, we have supplementary tools built for intelligence. While some offer competitor analysis capabilities, others help you monitor your rankings, and then there’s an exclusive class of site crawlers for keeping tabs on potential SEO errors.
Now, you might consider going for the best in each category. But, you’d only end up with numerous tools that would not only overwhelm you but also fail to work in tandem.
So, the best approach here would be seeking toolkits embedded with multiple well-optimized functionalities. A keyword research tool, for instance, can double up as a site crawler and so forth.
Then, to streamline your entire digital marketing framework, your toolkits should be able to integrate with other solutions. The best tools, as a matter of fact, easily connect with resources like Webmaster, paid-advertising, and web tracking software- to complement your SEO structure with deep insights.
Search algorithms are built on big data. The reliability of an SEO tool, therefore, significantly depends on its data mining capability. An effective tool should consistently obtain information from an accredited and reliable source, then process it using relevant algorithms, before eventually relaying accurate results.
Sadly, that’s not the case with most tools on the web. Although some of the most reliable information sources like Google Adwords, Google Search Console, and Google Analytics are widely accessible, data accuracy is still a major problem. Consequently, many marketers continue to make poor decisions based on unreliable analytics.
To avoid being a victim, assess each tool’s data sources plus information gathering and processing frameworks. You should also consider testing them independently to see how they respond to various variables.
And since search engine algorithms are always changing, data accuracy over the long haul can only be guaranteed by a tool that’s updated regularly. So, avoid options that take long to morph accordingly.
Search engines can crawl to pretty much any corner of the web to retrieve your web pages, regardless of the platform you’ve built your site on. And that alone makes SEO relevant to all types of website platforms.
Unfortunately, while SEO is universal, it turns out that its tools are not. Some tools are only compatible with a limited number of website platforms. You might come across one that works well on WordPress, for example, only to develop compatibility issues when you try leveraging it on say Magento or Shopify.
So, you should save yourself possible frustrations in the future by settling for solutions that can be embedded into your specific site platform.
However, if your tool options are very limited, you may want to consider migrating to a different well-resourced website platform. After all, there are many robust platforms that offer free site migration without any downtime.
Another way around this would be going for tools that are built to run independently. There are many web-based solutions that require only your web address, and voila!