What is the right approach to SEO
SEO Tools: How Do I Choose the Right SEO Tool?
Benjamin: SEO tools are a dime a dozen. So how do I choose the right SEO tool for me?
Welcome to the Content Performance Podcast, the online marketing podcast for advanced users.
B: I recently went to iTunes and saw, ey, we got some new ratings and reviews again. Thank you very much to everyone who has already hiked over there and clicked there. # 00: 01: 00-7 #
Q: Thank you, thank you. # 00: 01: 01-3 #
B: Yes, exactly. And if you haven't given a rating yet, you can quickly do it in your podcast player or on iTunes or whatever device you use to receive us. # 00: 01: 13-0 #
Q: That's always stupid, isn't it? We always only address the people who are on the move with the iPhone. # 00: 01: 16-7 #
B: Yes, I think the iPhone users I recently read from a study like this also consume a lot more podcasts than the normal Android listener. # 00: 01: 26-3 #
Q: Yes, and none of the Android users listen to a podcast. # 00: 01: 28-0 #
B: Yes, those are the chosen ones who have understood that. But / (both laugh) # 00: 01: 32-4 #
Q: No, bullshit. I mean, I dealt a little bit with myself on our website, also with the subscribe buttons and such. There is an incredibly large ecosystem, that's what I think is called on an Android, how many different players there are. So, actually, what we're getting at, if you can also award five stars, then of course you should do that too, right? # 00: 01: 57-8 #
SEO tools: the starting point
B: Definitely. But now let's talk a little bit about SEO tools. Because actually, I always have the feeling that everyone would like to have their ultimate SEO tool with which one can solve all their problems immediately. Yes? But unfortunately there isn't. But we can definitely make a little bit of that entry. # 00: 02: 18-0 #
Q: Yes, exactly. Of course there is no such thing. So, of course, from the tool manufacturer's point of view, it's always a great argument when you're with us, you get everything. But that is often impractical in everyday work. And that's what we want to talk a little about today. Exactly. # 00: 02: 34-2 #
B: Exactly. Well. Let's start # 00: 02: 38-5 #
Q: What are the challenges? # 00: 02: 39-3 #
B: Exactly. So first of all there are a few fundamental problems that we would like to discuss. When you are faced with the question, which SEO tools do I want to use now? The first is that the question is always like this, yes, what do you want to work on, yes? So what are the requirements that you have? Can you describe that a bit? # 00: 03: 03-1 #
SEO tools for ranking, keywords, technology?
Q: Yes, so the SEO tools have different focuses at first, right? There are tools that analyze other websites. There are SEO tools that provide me with keywords. There are tools that are focused or specialized in analyzing a link.
Then there are SEO tools that are more concerned with the page itself, with the technology. And then there are also tools that offer all of this in such an overall package.
And then in principle you first have the problem, do I go to a specialist now or do I go to an all-rounder? You have that in many other areas as well, how you do it. This is the first. And the second is, of course, what specific requirements do I have now? And defining that for yourself is often a bit of a problem, right? So now I want to do a big, detailed keyword research for example? So a keyword research can initially be an active keyword research, so to speak, where I pull keywords from different tools. But it can also be kind of a passive one, where I look at what my competition is good for, and what is interesting for me about it, yes? So more like a competition and competition analysis. And of course the SEO tools have different focuses. Some SEO tools just provide keywords and others just offer a detailed competition analysis. And of course you have to be clear beforehand, what do I want? Do I want to have both, or maybe I am interested in active research on a certain topic because there may not yet be any competition? # 00: 04: 44-4 #
B: Yes, exactly, right? So that's really all of these challenges, be it keywords, ranking, traffic, content performance. There are really so many different topics in the field of SEO, all of which are relevant and the question is, where exactly do I want to get started now? # 00: 05: 05-7 #
Content performance is rarely covered
Q: Yes, content performance in particular, which we often talk about, is a topic that is not covered by many SEO tools, yes? Because that is something that cannot be measured at all, and cannot be measured actively from free data sources even in retrospect. That is what every website operator has to measure himself on his side. It's more in the direction of analytics, but it's still a big SEO factor, isn't it? So often the question is, can I get what I want to know from the tool at all, yes? Or are there any tools for that? # 00: 05: 40-3 #
B: Yeah, that's kind of the first big topic, isn't it? What are my requirements? What do I actually want to know? Yes, the second is, once I've got that clear, there is still a large selection, so to speak, in every subject area. So be it provider, quality, prices. How do you look up there? # 00: 06: 08-8 #
Free SEO tools
Q: Yes, exactly. I'm standing in front of the big shelf and have a lot of different brands and brands that all promise me the same thing. And in the end I don't know exactly which SEO tool will give me the best results for my needs, right? And I often can't see that at first glance. There are a few niche areas where there are actually only one or two tools for doing it. But for such frequent SEO requirements, such as keyword research or for such a link analysis and so on, many tools already offer something. Or on-page analyzes.
There are a lot of SEO tools out there. Plus, what makes it even more difficult is that there are tools, some of which are free of charge, that also provide me with data for many requirements, yes? Especially if you take the Google Search Console, for example, the old webmaster tools, with you, Google has also loaded it up properly in recent years and I can already get a lot of good, free information from there. And then, in principle, the question arises, do I still need a paid tool, right? With the large selection that is there. And yes, that doesn't make it any easier, I have to say. # 00: 07: 24-0 #
B: Yes, so you always weigh up between prices and quality or, so to speak, what you get for it. # 00: 07: 34-1 #
Q: Yes, but you don't even know that. # 00: 07: 35-6 #
Costs for SEO tools: Between a few euros and several hundred euros
B: You have the all-rounders again, right? The very big SEO tools, then the very small SEO tools. I think I'm always surprised by the prices, too, right? There is from, I'll say, from a few euros to a few hundred euros a month, the range you already have at least, yes? Or even more. So, right? # 00: 07: 55-5 #
Q: That also quickly goes into the four-digit range if you look at the really big market leaders. Then you are pretty quick there. # 00: 08: 02-4 #
B: And if you then combine them too, that is to say, I need several of them, then you will quickly be even higher that way. And then the question arises, I think that for larger companies this is / yes, but even then it will probably be discussed again briefly. But for smaller companies, right? Then they stand there very quickly and ask themselves, okay, now I'm getting so much out of this for the SEO tools. Does it do that? # 00: 08: 28-7 #
“What does it cost and what does it bring? So mainly because there are often monthly contributions that you have to pay. "
Q: That is the third question you ask yourself. What does it cost, what does it bring, right? So mainly because there are often monthly contributions that you have to pay. Then you can still consider whether you might then pay for it directly in advance every year. And then the question arises, what do I get out of it, right? This risk, if I do that now, will I get the data out too? Will I get the results that I expect from it? Is there perhaps a tool that can do it even better, where I can then perhaps increase the distance to the competition even more, right? Am I going to lose something if I choose SEO Tool A now? Because SEO Tool B can do it better somehow. So there is always such a risk, such an inhibition often, so even after fifteen years I feel so that I somehow sometimes think, okay, I would like the information now. The SEO tool promises that. But will I actually get it if I spend this money now? And it's just such an inhibition, but of course everyone has that who has to decide something. Especially in the area of SEO, which is so complex, it is even more important to decide in favor of a tool or to decide against other tools. # 00: 09: 38-4 #
B: So something else that comes to mind now. I mean, I grew into this topic of SEO tools myself, right? Well, I'll say, three years ago I really didn't have a bearing at all, yes? And in the meantime, through our cooperation and through our joint projects and customer work, I have grown a lot and use them myself. But I always notice, when you come around the corner with a new tool, I always think straight away, oh phew, do I even get that (laughs)? Can I even use it now? You're such a tekkie now, yeah? You say, oh yeah, a million functions. Let's go, yeah And start. And I always think so, oh, is there a tutorial here? So yeah And then you are mostly my tutorial, so yeah? And then I learn / Because I often use this very specifically for my content work. I usually don't need the thousand functions and the ten times around the corner, but I actually go relatively purposefully where it brings me something, so yeah? Especially when it comes to keywords or ranking. And yes, I also think so, the usability, yes? Then it is also very expensive and very big and then I cannot operate it at all. But that’s the real view of the non-Tekkies now, so yes? Which is still in there. Yes, who is maybe just not ready to sacrifice three days for somehow until I understand it that way. # 00: 11: 15-0 #
Select an SEO tool based on a specific occasion and requirement
Q: Yes, as a Tekkie you have to take a step back. I agree. Sure, it's a bit like buying a car or anything else where there is a wide range of options, right? If I then decide against certain options, will I be at a disadvantage now? Or do I need that again later for my online marketing or content marketing? That's always like an argument. I could always use that again. That sounds good. But that is / I mean, we are a little bit on the way towards a solution. The question is actually always what exactly do I need in everyday work, yes? Where do I need support right now? Where do i need help? And that is how you measure what the tool has to deliver to me now. And not necessarily about everything else it can in principle, right?
So you have to develop towards that at some point. So many tools do a lot for you and say you can enter your domain here and then we do a huge analysis and tell you everything that doesn't work, yes? That means, it's a bit like that, you let the work come upon you, so to speak, yes? And then you see, oh, with a hundred pictures the ALT tag is missing or something like that, yes? And then you have a lot to do to rework everything. But the question is, is this really the biggest lever for me personally on my website, yes? It is usually the case that you really have a very specific need and for certain help that a tool has to provide. And it is not important that the tool can somehow tackle all other problems, but that it can best solve my acute, specific problem now. And you are absolutely right.
Your approach is definitely much better than that of saying that I would like an answer to my question now. Do I get this? And do I get there well? And can I work with them or does it not work? I always find a very good indicator is whether you simply feel the need to log into the tool more often in order to get certain information, yes? And when that is the case, when that is the case and somehow you always have the feeling, okay, I have to log in again because that interests me, I find that exciting, what I find there, then that is actually a A good sign that the tool also helps you with your daily work. # 00: 13: 35-5 #
B: But then you already have it (both laugh). So just that you do it a little bit like that / But that's where the path goes, right? So that you log in, so to speak, a little bit like that, not as much as possible / I think, then there is, for example, yes, you do an annual subscription, you save ten percent or have a monthly subscription, you just pay a little more. I would always say monthly subscription, because then you just throw it out / Maybe we also have regular, then you throw out such a tool after a month. # 00: 14: 06-9 #
Q: Has it happened to us too, right? Yes exactly. # 00: 14: 08-3 #
Test SEO tool and cancel again - no problem
B: And I think it's actually common work for us as SEO consultants. So that you just say, oh, look here, there is now a new tool. Is this interesting? Yes, let's try it out. And if we notice that we are not logging in or that is somehow lying around and is not in our focus at all, then we cancel it again. Or you also have tools where you can then book add-ons on top. And then it goes on for two or three months and then we notice, hey, we really didn't look into it and still somehow cost a hunni more a month or I don't know how. And then you just take it out again. # 00: 14: 41-9 #
Q: This is how it should work. Exactly. But you can also act a little, you can also approach it a little strategically. So you can see beforehand which questions do I want to have clarified in the first place. But you also have to know what I want to know. And that is actually the core motivation with which one should approach an SEO tool. What do I want to know, yeah? And then I think it is not decisive whether this really throws out all of the complete data for me in depth, but if I can get to work well with it, right? And if I can do a good analysis with it, for example, and can work on it and feel good about it, that's actually worth a lot, isn't it? Also in terms of usability. And so the question of what do I want to know specifically now is the most important one. # 00: 15: 37-3 #
B: That is the linchpin. Yes # 00: 15: 38-3 #
Q: The linchpin, yes. # 00: 15: 39-0 #
B: Yes, then just the question, do I need this permanently or specifically? So, too, do I use that over and over again, like that? Or do I use it specifically for a specific topic? And then I cancel that again. And then just a little bit with the selection, I think what kind of tip do you have? So if you say, yes, okay, I now want to know keywords, for example, which tool should I choose? # 00: 16: 07-2 #
Tip: Database as a decision factor for the right SEO tool
Q: Yes, I think there are often really very specific requirements that you have, yes? If I have a company that works internationally, it is important that the tool I use has a large, often English-language database. And that's where the tools simply differ. There are SEO tools that are perhaps more geared towards the German-speaking area and have their main focus there. Which is also perfectly fine. But if I'm an international company, then maybe I should look for a tool that may also be based in the USA, which also has a larger database there. You can compare them a bit with each other. The tools also give out similar data.But ultimately you have to test your own keyword set in the tools and see how many keyword suggestions, for example, do I get for my main keyword, for my longtail terms? How deep does the tool go? And then yes, there it is, that's my experience, that when you're on the road internationally, you may be better off with other tools than with tools that have a local focus. That’s one thing. And there is one other thing that you just mentioned that I think is very important because it has a bit to do with the business policy of the individual tools. Actually, no tool is interested in you only having it for a month and then canceling it, yes? # 00: 17: 31-4 #
B: Yes, that's right (laughs). If someone overhears an SEO tool provider like that, they'll probably write us an angry email right away (laughs). M # 00: 17: 31-4 #
Q: Yes, but that's the way it is, right? The tools earn their money with people taking out the subscription and sticking to it. But I think there are just areas that are more like one-time jobs. Or jobs that you might do once a year or something. And I think you have to be so consistent and say, okay, I'll get the information out now and then I'll be gone again. And then I don't need it to just run with it and keep running. # 00: 18: 06-0 #
B: For example, crawling for SEO, or what? Like this? # 00: 18: 09-6 #
Q: Yes, so personally I don't do an on-page analysis every day. And I don't need anyone crawling my entire site even once a week. That's what I personally don't need, yes? Well, I know my projects so well that I know they're going. And if I really see a construction site there or something changes somehow, then I get the data on a daily basis, yes? But that is also a matter of taste. I think there are also a lot of people who may not have such a great technical background now, who feel more secure with it when they know okay, someone regularly looks at it or a tool on it, yes? But it's always a machine that looks at it. And maybe she doesn't always see everything. So I'm more of the handicraft type. And especially when it comes to on-page things, I do a lot by hand. That's right. # 00: 18: 58-7 #
B: Okay. How would your conclusion as an SEO expert be? So what does not mean yet, but a little bit like that, what does it come down to? # 00: 19: 09-3 #
Q: It boils down to putting together your own SEO toolset. Yes? So I don't think that you can find one tool that does everything for you and that covers all the requirements as you need them. Every company is different. And the SEO tools have their focal points and not every tool covers all focal points the way I need them. That means, I have to sit down and in principle I have to say goodbye to the idea of finding a tool that does everything for me, but I can look forward to testing out many SEO tools. And I mean, we're not just talking about paid SEO tools either. There are also a lot of auxiliary tools, small tool boxes that cost nothing, but which still provide very valuable data for me, yes?
The Google Search Console, for example, is such a contact point. But there are also software tools that I can install on myself that are open source, which initially cost nothing, but which also help me, and which expand and supplement this tool set that I am developing. And then maybe because of that, a tool that costs money is displaced in my toolset. That can just happen. # 00: 20: 25-0 #
Q: Yes, first of all, of course, that you can then develop the requirements together, yes? Every company has different requirements. And derive from these requirements what good tools could be that actually help you now, right? That people talk about it. We already have a lot of experience, we also know the market a little and that in our workshop with our participants we work out a bit of their own toolset for everyone or even make suggestions as to where it really is could give you some cool data to help you. # 00: 21: 32-2 #
B: Yes. And also a little bit like we use the tools, right? We also show that on the basis of our projects. That's what we do in the webinars, that we go deeper into it, and we want to do that intensively in the workshop or with an SEO concept. # 00: 21: 50-6 #
Q: Yes, in the workshop, so to speak, that is what you can still do proactively now. The other is that we have also done one or two episodes in the area of Google Analytics, for example, which is also a tool. We also keep doing webinars on the topic, for which you can register if you are in our e-mail distribution list. I think we also did an episode on an SEO analysis and SEO strategy, right? # 00: 22: 15-8 #
B: Yes, exactly, right? So now exactly, you know now, they say, wow, they haven't mentioned any tools at all. Hey, that's an episode about SEO tools and they don't have any real tools yet (both laugh) / You have already mentioned a few. So we have an episode on Analytics, on Google Analytics. We have an episode on SEO Analysis. And we have an episode about heatmaps and recordings. So that's really like three episodes, I think, where we go deeper and also touch on individual tools. So there you really get that tangible again. So in the Analytics episode, you said that right, click there and look here, right? Then you'll find out. And that's the way it is again, I shall say, the solid episodes to go with it. Yes. # 00: 22: 57-2 #
Q: Yes, but I think, like you said, I think the market is so complex. I think it would be stupid to say that this is where you have to register, yes? I talk to colleagues quite often. And then they say, yes, I use this and the tool. I signed up there at some point. I learned to work with it. That works fine for me, yes? Where I would say, wow, I wouldn't work with that now. But it just works for him, right? So for him the tool is / # 00: 23: 23-7 #
B: No Fabian, we have to do it differently. We say this is the coolest SEO tool ever and then we put an affiliate link in it. And then we get a nice commission, even though the SEO tool is totally useless. # 00: 23: 33-7 #
Q: Great, now I've gotten into you. I wanted to do that from the start (both laugh). # 00: 23: 35-7 #
B: Come on, let's do some affiliate spam now. # 00: 23: 38-4 #
Q: Exactly. We have linked a list of the tools and / # 00: 23: 43-8 #
B: And then we put a hundred affiliate links in there. # 00: 23: 46-6 #
Q: You can register anywhere. # 00: 23: 47-6 #
B: 3.57 euros. Great (laughs). No, of course we don't. So you won't find any affiliate links in our shows (lots?) To any SEO tools, but we want you to make up your own mind, yes? And try to develop your own toolset. So. And for that you can now go deeper / That was now a bit of a handout, so what you should pay attention to in general, how to proceed. Yes, we have three episodes where we really still present individual tools and we still have our webinars and our workshop. And that's a little bit where we might be able to help you a little further. And we hope that you can somehow manage this for yourself, this interplay of tools. And yes, if you still have questions about this yourself and would like some tips, then write us an email and we will simply pick up the topic again later. Well, we already have a couple of points where we said, wow, no, we're not going to put that into this episode as well. So on the subject of SEO tools, we will definitely close two or three more episodes. # 00: 24: 57-3 #
Q: Yes, this is definitely an exciting topic. # 00: 24: 58-9 #
B: Yes. Otherwise it does fine, don't forget about the ratings and reviews. That really helps us and we are also simply happy because it is a cool feedback. Otherwise we'll hear from you next week. Do it well. Bye. # 00: 25: 14-2 #
Q: Yes, and don't click on affiliate links, right? Bye. # 00: 25: 17-9 #
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