What are SEO tools?

In brief, SEO tools assist webmasters in improving their search ranking and website visibility. Special tools have been created to help analyse metrics such as Keywords, Backlinks, Domain Authority, Page Rank amongst other considerations.

Search Engine Optimisation tools analyse a website or web page and provide information which can be used to improve it’s rankings. You can also use these tools to analyse your competition. This will give you a good insight into what needs to be done in order to outrank them.

For Webmasters and Website Owners alike, monitoring and analysing your website for improvement is critical when wanting to outperform the competition. Some of the elements that require monitoring are:


Keyword analysis is a method used for determining the common search terms that are relevant to your business or website. It’ll also give you a good view of your competition, which will be using similar keywords. Keyword analysis is extremely important as search engines use them to determine where your website appears and what user search queries to match your website with.


As discussed in our article about backlinks, ensuring your website has quality backlinks at all times is another factor of SEO. Quality links are rewarded while poor quality and spammy links are penalised by search engines. Using a backlink monitoring tool, you are able to find and remove backlinks which may be having a negative effect on your rankings.


The content on your website should contain keywords to match the user’s search queries. For example “Peak District SEO” or “Peak District SEO Company” would be a targeted keyword I may use to attract businesses in my local area who are looking for SEO solutions. Placing keywords in the titles, descriptions or tags of the content are also important for SEO. Content should not only contain keywords, but it must be interesting, relevant and unique to rank well.

While this is a manual process, tools can be employed to automatically scan for discrepancies and mistakes you may have made when manually inputting the data.

Domain Authority

Domain Authority [“DA”] takes into account many different internal and external factors. The age of a domain name, number of backlinks, technical setup (if you’re using a CDN – Content Delivery Network – or not) and other technical fundamentals are taken into account.

By using a DA monitoring tool, you can check if your SEO is having a positive effect or if you’re perhaps wasting your time using a technique that doesn’t work. While some SEO specialists recommend having your keyword as your domain name, for example, https://www.peakdistrictseo.com/ for the keyword Peak District SEO. I have found over the years that if you know what you’re doing then this isn’t necessary.

Page Rank

Most SEO tools you’ll find online nowadays measure the ranking of websites or individual pages by comparing them to your competitors. To establish yourself as a high ranked, it’s key to post unique content and backlinks as often as possible.

Website Traffic

I’ve always used Google Analytics combined with AWStats. Having the ability to view your visitors’ behaviour is priceless. You can see how often they visit, the source of their visit (referring content), how they have navigated through your website and where you can improve user flow and conversions. They can also show which keywords they tapped in to get to your website.

Social Media

One of the most undervalued sources of backlinks, Social Signals and traffic is social media as many companies restrict themselves to one or two platforms. Using social media tools such as the Rackpoint® Social Portal software allows you to post to 20 different social media websites from one place. That’s 20x more exposure and you guessed it – more exposure means more backlinks, better domain authority, increase in traffic followed by an increase in rankings.

What’s the problem with SEO tools?

Using the wrong tools can certainly cause you a headache. Some developers have attempted to generate systems and methods that cheat google algorithms. They proactively search out websites which are low-quality and ban or penalise them. Remember, poor content, poor high-volume backlinks and duplicate content will have a negative effect on your rankings.