Search Engine Optimization

Maximizing Website Optimization: The Indispensable SEO Toolset for Digital Success

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My Essential Top 11 SEO Tools That I Rely On and Couldn’t Work Without

Google Apps Script

This tool do the extreme automation of SEO tasks, by significantly lessening the time needed for most common and tedious outputs.

Google Apps Script is a scripting platform developed by Google that allows users to extend the functionality of various Google products, including Google Sheets, Google Docs, Gmail, and more. It provides a way to automate tasks, create custom functions, build add-ons, and interact with Google services using JavaScript.

Here are some key aspects and use cases of Google Apps Script:

Automating tasks

With Google Apps Script, you can automate repetitive tasks in Google Sheets, such as data entry, formatting, and data manipulation. For example, you can create a script to automatically import data from an external source, perform calculations, and generate reports.

Custom functions

Google Apps Script allows you to create custom functions in Google Sheets, similar to formulas, but with the flexibility of JavaScript. This enables you to extend the built-in functions and perform complex calculations or access external APIs to retrieve data.

Building add-ons

You can develop add-ons for Google Docs, Sheets, and other Google products using Google Apps Script. Add-ons enhance the functionality of these applications by adding custom menus, sidebars, and dialogs. They can be used to integrate with external services, perform advanced document processing, or streamline specific workflows.

Integrating with Google services

Google Apps Script provides APIs and services to interact with various Google services, such as Gmail, Calendar, Drive, and Analytics. You can automate tasks like sending emails, scheduling events, managing files, and fetching analytics data programmatically.

Web app development

Using Google Apps Script, you can build lightweight web applications that can be deployed as standalone web apps or embedded in Google Sites. These web apps can interact with Google services, access external APIs, and provide customized interfaces for specific purposes.

Collaboration and workflow automation

Google Apps Script enables collaboration and workflow automation within Google Workspace (formerly G Suite). You can create scripts to automate approval processes, create custom forms, generate documents based on templates, and more.

To get started with Google Apps Script, you can access the script editor from within the Google product you want to work with (e.g., Google Sheets) and write your code using JavaScript syntax. The Apps Script documentation provides comprehensive guides, tutorials, and reference materials to help you explore and utilize the platform’s capabilities.

seo tools

Search Console

When it comes to leveraging site data directly from Google in a reliable and cost-effective manner, a combination of Google Apps Script and Google Analytics for Sheets remains one of the most dependable free tools available. This powerful combination allows users to extract and manipulate data from Google Analytics directly into Google Sheets, providing valuable insights and analysis.

Google Apps Script enables automation and customization within Google Sheets, allowing users to create scripts that fetch data from various sources, including Google Analytics. By utilizing Apps Script, you can automate the retrieval of site data, perform data transformations, generate reports, and more, all within the familiar environment of Google Sheets.

Google Analytics for Sheets is an add-on that integrates Google Analytics data directly into Google Sheets. It offers a user-friendly interface to connect to your Google Analytics account, select the desired data dimensions and metrics, and pull the data into a spreadsheet. This add-on provides a seamless way to access and analyze your site’s performance data without the need for complex coding.

By combining the capabilities of Google Apps Script and Google Analytics for Sheets, you can build automated workflows and customized reports tailored to your specific needs. Whether you want to track key metrics, analyze user behavior, or create automated dashboards, this combination offers a reliable and cost-effective solution.

Google Search Console (formerly known as Google Webmaster Tools) is a free web service provided by Google that allows website owners, administrators, and SEO professionals to monitor and optimize their website’s performance in Google Search results.

Here are some key features and functionalities of Google Search Console:

Website verification

Before accessing the data and features within Search Console, you need to verify ownership of the website. Verification can be done through various methods, such as adding an HTML tag to your website’s code, uploading an HTML file, or verifying through Google Analytics.

Performance data

Search Console provides insights into how your website performs in Google Search results. You can view metrics such as impressions, clicks, click-through rates (CTR), and average position for specific keywords or pages. This data helps you understand the visibility and performance of your website in organic search.

Indexing status

Search Console allows you to see which pages of your website have been indexed by Google and which ones might have issues preventing proper indexing. You can submit sitemaps to help Google discover and crawl your website more effectively.

URL inspection tool

?This tool enables you to check the indexing status and live representation of specific URLs on your website. It provides information about whether a page is indexed, if there are any crawling or rendering issues, and how the page appears in search results.

Mobile usability

Google Search Console provides insights into the mobile-friendliness of your website. It identifies mobile-specific issues that could impact user experience and rankings, such as mobile viewport configuration, content accessibility, and touch elements.

Coverage and crawl errors

Search Console highlights any crawl errors encountered by Google when indexing your website. It helps you identify issues such as broken links, server errors, and other factors that might prevent proper indexing of your site’s pages.

Search analytics

This feature provides detailed data on the search queries that lead users to your website. It includes information on impressions, clicks, CTR, and average position for specific keywords. It helps you understand how users are finding your site and the effectiveness of your search engine optimization (SEO) efforts.

Manual actions

If your website violates Google’s quality guidelines, you may receive a manual action notification in Search Console. This alert informs you of any penalties imposed on your site and provides instructions on how to resolve the issue and request a reconsideration.

Google Search Console is a valuable tool for website owners and SEO professionals to monitor and optimize their website’s presence in Google Search. It provides actionable insights, helps identify issues, and improves the overall performance and visibility of your website in organic search results.


Screaming Frog is an exceptional crawling tool that offers powerful APIs and extensive crawling configuration options. Investing £149 in this tool can be one of the best decisions you make for your crawling needs each year.

With its comprehensive features, Screaming Frog allows you to crawl websites efficiently and extract valuable data for analysis and optimization. The tool’s APIs provide seamless integration with other applications and systems, enabling you to automate tasks and streamline workflows.

Screaming Frog’s crawling configuration options give you fine-grained control over how the tool explores and analyzes websites. You can customize the crawling behavior, set up rules for handling specific pages or sections, and extract specific data points relevant to your goals.

By utilizing Screaming Frog, you can uncover critical insights about your website’s structure, identify technical issues that may affect search engine optimization (SEO), and gain a deeper understanding of your site’s overall health. The tool’s crawling capabilities help you identify broken links, analyze page titles and meta descriptions, review header tags, and much more.

Furthermore, Screaming Frog’s ability to integrate with APIs expands its functionality and potential use cases. You can leverage its APIs to automate data retrieval, incorporate data into your reporting systems, or feed it into other SEO tools for in-depth analysis and monitoring.

Whether you are an SEO professional, a digital marketer, or a website owner, the investment in Screaming Frog can yield substantial returns. Its extensive crawling capabilities, customizable configuration options, and API integrations make it a go-to tool for comprehensive website analysis and optimization.

Considering the significant value it brings to your crawling endeavors, the £149 investment in Screaming Frog can prove to be an excellent and worthwhile expenditure year after year.


With code-free machine learning solutions, you can effortlessly scale and predict various SEO tasks without requiring any knowledge of coding languages like Python.

These user-friendly machine learning platforms empower SEO professionals and marketers to harness the power of advanced algorithms without the need for programming expertise. Instead of writing complex code, you can utilize intuitive interfaces and drag-and-drop functionalities to train models, analyze data, and make predictions.

By leveraging code-free machine learning, you can accomplish a range of SEO tasks more efficiently and effectively. Here are a few examples:

Keyword analysis and prediction

These platforms can analyze historical keyword data, identify patterns, and generate predictions for future trends. This enables you to optimize your content strategy, target high-performing keywords, and stay ahead of competitors.

Content optimization

Code-free machine learning can help you analyze and understand the relevance and quality of your content. It can provide insights into factors such as readability, sentiment analysis, and keyword usage, allowing you to optimize your content for improved search rankings.

User behavior analysis

These tools can process large volumes of user data to identify patterns and behavior trends. By understanding user preferences and intent, you can tailor your website, content, and user experience to maximize engagement and conversions.

Rank tracking and SERP analysis

Machine learning can automate the process of tracking search engine rankings and analyzing search engine results pages (SERPs). It can help you monitor your website’s performance, identify ranking opportunities, and adjust your SEO strategy accordingly.

Backlink analysis

Code-free machine learning solutions can assist in analyzing backlinks, identifying high-quality sources, and evaluating link building opportunities. This enables you to enhance your link profile and improve your website’s authority and visibility.By eliminating the need for coding knowledge, these platforms democratize the use of machine learning in the SEO field, making it accessible to a wider range of professionals. You can achieve scalable and accurate predictions without spending time and resources on learning complex programming languages.With code-free machine learning, you can elevate your SEO strategies, make data-driven decisions, and optimize your website’s performance, all while focusing on the core aspects of your role as an SEO professional or marketer.

Google Tag Manager (GTM)

Google Tag Manager (GTM) plays a fundamental role in enabling enhanced tracking capabilities, such as determining whether a blog page contributes to an actual sale or merely a session.

As a powerful tag management system, GTM allows you to manage and deploy various tracking tags and pixels on your website without the need for manual code implementation. It simplifies the process of adding, updating, and managing tracking codes, ensuring accurate data collection and analysis.

By leveraging GTM, you can implement advanced tracking scenarios that provide deeper insights into user behavior and conversion attribution. Here’s how GTM facilitates enhanced tracking:

Conversion tracking

GTM enables you to track specific actions or events that lead to conversions, such as completed purchases, form submissions, or sign-ups. By implementing conversion tracking tags through GTM, you can precisely attribute these actions to their source, understanding which pages or marketing efforts drive actual sales or desired outcomes.

Enhanced e-commerce tracking

GTM seamlessly integrates with Google Analytics, allowing you to set up enhanced e-commerce tracking. This advanced tracking feature enables you to analyze user interactions throughout the purchase funnel, including product impressions, add-to-cart actions, and completed transactions. It provides valuable insights into the effectiveness of your product pages, marketing campaigns, and overall conversion rates.

Custom event tracking

GTM empowers you to track custom events tailored to your specific business objectives. For instance, you can track interactions with video players, button clicks, scroll depth, or form submissions. This level of granular tracking helps you understand user engagement patterns and optimize your website’s performance accordingly.

Cross-domain tracking: GTM simplifies cross-domain tracking implementation, allowing you to monitor user journeys across multiple websites or subdomains. This ensures a holistic view of user behavior, enabling you to assess the impact of different touchpoints on conversions and user experience.

A/B testing and personalization: GTM seamlessly integrates with various testing and personalization platforms, enabling you to deploy experiments and personalized experiences on your website. This allows you to measure the effectiveness of different variations and optimize user experiences based on real-time data.

By leveraging the capabilities of Google Tag Manager, you can gain valuable insights into user behavior, conversion attribution, and the impact of various website elements on your business objectives. It serves as a fundamental tool for implementing enhanced tracking, enabling you to make data-driven decisions and optimize your website for better performance and conversions.

SEO Minion

SEO Minion is an exceptional browser extension that offers an incredible range of features, allowing you to scrape valuable data like People Also Ask (PAA) sections, Frequently Asked Questions (FAQs), local listings, and more. This free extension serves as a valuable resource for generating numerous content ideas.

With SEO Minion, you can effortlessly extract PAA and FAQ sections from search engine result pages (SERPs), providing you with insights into the questions and topics that users are actively searching for. This data serves as a rich source of inspiration for creating relevant and engaging content that addresses users’ queries.

Furthermore, SEO Minion enables you to scrape local listings, which can be particularly useful for businesses targeting specific geographical areas. By extracting local listings data, you can identify popular businesses, gather competitor insights, and develop content tailored to local audiences.

By leveraging the capabilities of SEO Minion, you gain access to a vast pool of data that sparks content ideas and helps you create valuable, targeted content. Whether you are looking for inspiration for blog posts, articles, or landing pages, this extension serves as a valuable resource for content ideation and creation.

The fact that SEO Minion is a free extension makes it even more remarkable, as it provides powerful features and data without any financial investment. It empowers SEO professionals, content creators, and marketers to generate content ideas based on real-time user queries and local trends, ultimately improving their website’s visibility and engagement.

In summary, SEO Minion is an incredible browser extension that offers a wide range of features, allowing you to scrape PAA sections, FAQs, local listings, and more. It provides a treasure trove of data to inspire content ideas, and the fact that it is available for free makes it an invaluable resource for content creators and SEO practitioners.

Keywords Everywhere

A robust extension that allows for quick retrieval of diverse keyword data. They also offer an affordable API, which can be utilized to create your own tools if you’re interested in development.

Keywords Everywhere is a powerful browser extension that provides users with valuable keyword data quickly and efficiently. They also offer an inexpensive API, which can be used for building custom tools, particularly beneficial for those interested in software development.


An extension that allows for instant evaluation of a website’s Content Management System (CMS), hosting provider, and various other elements.

BuiltWith is a browser extension that allows for immediate identification and analysis of a website’s Content Management System (CMS), hosting provider, and a variety of other technical aspects.

Quick JavaScript Switcher

Quick JavaScript Switcher is a browser extension that allows for immediate enabling or disabling of JavaScript on a webpage. It’s particularly useful for web development and debugging, or to enhance browsing security and performance.

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