As marketers, we’ve all been to those meetings where we come in bursting at the seams to share our promising SEO insights, only to realize that no else really understands what we’re talking about. The c-suite we’re vaguely referencing Google and there’s some kind of keyword magic that takes place to help get the website on the first page — or something along those lines. That’s where their knowledge of your hard work stops. Trying to explain how SEO benefits your business can be a challenge. Instead of getting frustrated about it, you need to put your entire toolkit on the table and show off each of your shiny hammers and screwdrivers individually. Of course, by shiny hammers and screwdrivers, we’re talking about your SEO tools. Being able to break down their benefits and how they can help drive business is a crucial part of every marketer’s duties, and can help prove return on your investment in SEO. We’re here to help guide you through some of the most important tools that might just get you a little more shine at your next meeting as well.
Staying Ahead of the Competition
One of the most useful, if not the most useful, things to bring to your boss when talking SEO are hard stats about your immediate competitors. Understanding your competition from the nuanced, KPI-driven metrics found in SEO software can help you find where your competitors are thriving as well as gaps in their strategy that you can take advantage of.
The best way to do this is by working backwards. Analyze competitor content by pulling keywords they’re being discovered for on a particular page — especially for non-branded, high priority keywords. If you don’t have a website page optimized for the keyword you found that is bringing organic traffic to your competitor, this will provide the data to help you create content through a landing page, blog, eBook, or even utilizing this keyword in your Google Ads strategy.
By understanding what’s working well for your competitors, you can take that data and invest more time and resources into building valuable content or advertising campaigns as opposed to doing laborious research. The Mintent SEO platform enables you to monitor your competitor’s SEO analytics, including keyword positions, visibility scoring, backlinks, social media activity, and content indexing.
Streamlining Keyword Research
Thinking again of moving backwards from our goal for analysis, this is where keyword research can be pivotal in facilitating the most conversions. As marketers, we need to know what keywords are resulting in organic website traffic. Understanding this gives us insight into what our target customers are searching to find us online.
That said, manual keyword research is no walk in the park.
Using a reliable SEO software simplifies the process by having a strong source to pull data from on what keywords your website is ranking for. It also monitors the rankings of these keywords as time goes on. The result is a concise, accurate framework to pull reports and insights from.
This is complementary to competitive analysis. When you find high-volume, target keywords driving organic traffic to your competitors, you want to make sure that you’re not only ranking for those same keywords, but ranking in one of the prestigious top three slots on search engine results pages (SERPs) as well.
A clear keyword strategy creates higher efficiency for content marketers because they don’t have to do a deep dive every time they’re looking for a blog topic, for example. All of this should be laid out clearly and one of the best ways of doing so is with Keyword ‘Klusters’ that enable you to organize your keywords into logical groups for easier analysis and reporting. Being able to monitor the rankings of your keywords and competitor keywords will also help the marketing team stay focused and data-driven in their strategy — as opposed to just going off assumptions.
Monitoring Technical SEO Concerns
We’ve spent a good chunk of this blog post breaking down the content side of SEO, but there is a whole other technical side of it that also needs to be considered. Think of it like playing doctor in a sense. You’re checking the overall health of your website and all its components to make sure there are no glaring technical concerns which Google may be penalizing you for.
This includes technical on-page elements and structured data within your site such as missing or duplicate Title Tags, Headings, ALT Image Tags, broken links (404 errors) and Canonicals. To remedy that, using an SEO tool like Mintent’s Site Audit provides a quick and simple way of thoroughly assessing all those things. You can also use tools such as Google Search Console or Google Lighthouse, which is a great all-in-one tool that tests loading times, accessibility, SEO, and provides great resources on best practices. With that in mind, these audits need to be conducted regularly in order to address the changing dynamics of your website’s health so you’re always on Google’s good side.
Competitive analysis, keyword research, backlinks, and site audits are just a few of the many great tools featured in the Mintent SEO Platform. To find out more about how it can enhance your marketing efforts and strengthen your business, schedule a no-pressure demo today!