Last Updated on September 9, 2020
Using On Page Optimization Tools Wisely
Recently I pondered the question “can an SEO consultant become so good at fooling his SEO tools, but not really fooling Google?” We use various tools and have gotten so good at them that we rarely get low optimization scores. Many SEO Tools are guessing at Google’s algorithm. We happen to use three paid tools (as free versions don’t typically offer the bells and whistles we need) and cross-reference our results. But what if you don’t have a huge budget for SEO? Or, you want to keep things simple?
Here is some advice on choosing an SEO tool and using it wisely for on page (content) optimization:
1. Choose The Right Tool
There are literally hundreds of SEO tools available. Some are limited to content optimization while others have robust reporting functions. Before clicking on the free 30-day trial, make a list of what you really need your SEO tool to do. Here are some examples of various tool features:
- Ranking reports
- Keyword tracking
- Competitive analysis
- On page (content optimization) recommendations
- Social monitoring
It takes time and effort to learn and effectively use SEO tools. If you only need a screwdriver, why would you buy a heavy-duty Leatherman multi-tool? It’s a waste of your money and mental energy. Once you know what you need, then test drive providers like SEOmoz or SEOquake. Disclaimer, we are an SEOmoz affiliate because we vetted several tools over the years and think they offer a great product. We don’t recommend them because of the paltry incentive we receive. We just want to walk our talk when it comes to our SEO tools. We also believe that our clients should own their data so they aren’t held hostage by SEO practioners who use a black-box approach.
2. Human First, SEO Tools Second
When using an optimization grading tool, you’ll receive recommendations along with an overall score. You may get to the point where, if you make the recommended optimization change, the content dramatically diminishes how the user experiences your content. Meaning, the revision is good for the SEO tool but not for the human. Always choose the human first. Why? Because they pay the bills.
3. Be Consistent Whatever You Choose
Once you’ve chosen the right tool for your business, then apply it consistently across your web content. For example, we use WordPress SEO by Yoast and Scribe for every single piece of content we create. We can see how our content and site optimization is improving over time. This is important feedback. If we were inconsistent then it would be a hodge-podge of graded results. It would be more difficult to untangle what we’re doing wrong and ultimately fix it.
It’s important to note here that you can get a good grade and then Google makes an algorithmic change (they do this several hundred times a year). If you don’t use White Hat SEO practices, then your content is probably at a higher risk of a Google demotion. Again, if you write for the human and avoid trickery, then you’re probably safe. Google makes changes to foil those who abuse the system and deliver a less-than-positive user experience.
Searching for SEO Tools to optimize your content? Do you have any unanswered questions? Let us know and we’ll be happy to help you out.