Tools of the Trade
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Hello and welcome to lesson four of module five.
This is the final lesson of SEO success. So I thought what better way to sign off the course than by sharing with you some of the best tools of the trade. Now there are hundreds of marketing tools out there and available. Some are good, some are bad and most are very, very expensive.
So I’m going to share with you the tools that I know, trust and use on a daily basis. I’m going to jump onto my computer right now and walk you through them all.
Okay. So first we have Copyscape. This is a copy checking tool, which is really useful to check your copy is unique or check where it has been placed online. What this tool does, when you add URLs, all content into it, it goes and checks online to see if that content has been placed anywhere or if it can find it indexed anywhere within or on the Internet. So really, really useful. It’s something I use all the time and you can test URLs for free.
So if you’re doing a guest blogging campaign and you want to check your content, check if someone has published or if they haven’t or there’s one of many different uses for this tool as there’s just a way to check if your copy or if a URL or anything that is published online, if it’s unique. You could check if someone has copied your content.
So if you think someone may have plagiarised your content, you can pop your URL into this search box and it will check if anyone else has published that exact same content and it will also give you a percentage. So, it will say this content is 5% an exact match or 10% or 50% or whatever it is.
If it’s only a small percentage that happens, it’s nothing to worry about if however you see something, whereas I’ve seen it many times and it’s 100% copy match or 95% copy match, you need to be looking into that. So it’s just a nice tool. You can use the URL and search and that’s free and I think you’ve got a limited number of maybe five or 10 of those searches per day, or you can have a premium account whereby you can add in copy. So let me just make sure I’m signed in and I can show you a premium.
So if you think someone may have plagiarised your content, you can pop your URL into this search box and it will check if anyone else has published that exact same content and it will also give you a percentage. So, it will say this content is 5% an exact match or 10% or 50% or whatever it is. If it’s only a small percentage that happens, it’s nothing to worry about if however you see something, whereas I’ve seen it many times and it’s 100% copy match or 95% copy match, you need to be looking into that. So it’s just a nice tool.
You can use the URL and search and that’s free and I think you’ve got a limited number of maybe five or 10 of those searches per day, or you can have a premium account whereby you can add in copy. So let me just make sure I’m signed in and I can show you a premium.
So here, you can buy premium credits and it works out five pence per search, so it’s no cost at all really. And then what you can do is you can take copy from a blog post or anything that’s on your website or something you’ve said if it’s someone else, you can paste it in here, do a premium search and that will check on Google to see if that content is published anywhere else online. And sometimes you’ll see the same content is published in multiple places.
And if it is, you can review each to make sure no one’s plagiarised your content and that it is unique and what percentage is copied out there. So Copyscape is a tool that I’ve been using for years and I highly recommend it, if you’re worried about plagiarising your content or anyone else stealing your content or wanting to check your copy is unique.
Like I said, you can have a free account or a premium account and you can buy credits for five pence per check. So really, really cheap.
Moving on, Majestic SEO or just as it’s called Majestic now, Ahrefs and SEMrush are three of the leading link analysis and SEO tools. Most SEOs agencies or marketers will use one or more of these tools. As an agency I use all of them and it’s a way you could … They’re all paid tools so they’re not free. You can again use a limited number of searches. I think Majestic limits you to about three searches per day and Ahrefs something similar, and same with a SEMrush. Now each of these tools, you can pop in your URL into these tools and it will give you various data. A lot of them are based around linked data, but it will tell you all sorts of things.
Majestic is fairly accurate in terms of the links that it will … The information that it will give you, but it doesn’t have the biggest database, for the lack of a better word.
Ahrefs is seen as one of the leading marketing tools. And you see this is the dashboard interface. You pop in your URL and it has all sorts of information and technical data relating to your website or again, with these tools, what a lot of marketers will do is you can analyse your competitors. So it’s great for keyword and competitor research as you can pop your competitor’s URLs in and find who’s linking to them, where they’re getting their most traction as far as their content is concerned, what types of keywords they’re ranking for. You can see here they’re quite powerful tools but like I said, they do cost.
Ahrefs starts at around, I’ll show you, starts at around $99. You’ll notice these are all in dollars. They’re all American tools. Starts at 99 and then it just goes up. The 99 one would be more than sufficient for a small business or an independent or a start up. But it is an expense, it’s not something you necessarily need, but I just want to cover all these tools so you know, if as your business grows and you think you want to do, you want to take this up a couple of years and you really want to stop being very advanced with your analysis of your competitors and your industry, these are some of the tools that would help and facilitate you being able to do that.
SEMrush is much the same. It’s quite expensive again, I think it’s actually as expensive or more, I can’t remember off the top of my head. Let’s have a look. 99, so again, it starts the same and then it just goes up. The basic package would be more than sufficient for most small businesses needs. And like I said, it does much the same kind of stuff here and analyses various data. The good thing about SEMrush and these tools, I’m going to get into the nitty gritty of what they all do and how they differ, but they do have different purposes and different specialties, hence most agencies like myself use all of them. With SEMrush, one of the best things that are has is it gives you a very accurate representation of a website’s traffic. So you know your own traffic because you have analytics, but you have no idea what your competitor’s traffic is.
Well, SEMrush is arguably the best tool at telling you the volume of traffic your competitors are getting and where that visibility is, what keywords are ranking for, what pages they’re ranking for, or ranking best. So it’s quite valuable in that way. It gives you a good sense of peeking behind the curtain to see your competitor’s data.
Going back to Majestic, this is the cheapest tool. So if you were going to dip your toe in the water at some stage down the line, I would probably recommend this one. You can do much the same sort of stuff. You can pop in your competitor’s URLs and find out where they’re getting their links from. This doesn’t tell you as much in as far as analytical data or competitors where they’re getting their traffic from and how much traffic they’re getting. But it does tell you this focuses more on links. So it is very good at telling you where your competitors are getting their links from and where they’re getting their most traction, and then most visibility.
Now, this tool, like I said, is the cheapest and it starts at only … This is actually is in pounds, this is a UK based store, and this starts at only 30 pounds per month.
All of these tools don’t have any subscription, so you can often, sign up and then a month or two down the line you can cancel it. You don’t have to sign up to a year or two years or anything. And just to confirm for all of these tools, I am not associated with any of these tools, I don’t have any connection with them, I don’t have any affiliate links. I’m not going to include links so I get a commission or anything like that. These are just the agency tools that I use and I’m just putting them out there so that you can get a real sense of how a professional marketer or a digital marketer goes about their business. So as you want to improve, you’re going to know which of the best tools to use.
And these, again, all come from my years of experience of trying and testing these. There’s very few tools on the market that I haven’t tried and these are the ones for me, that stand head and shoulders above.
So Majestic is a good one, 30 pounds a month. That’s the cheapest, most cost effective way to dip your toe in the water if you’re wanting to analyse your links and your competitor’s data, things like that. So majestic, Ahrefs and SEMrush, those are the three. Now all of these tools and everything I’m going to cover in this lesson, will be in a worksheet that you can download just below this lesson. So you’ll have links off to everything and you can go and click through and read more about them and make any decisions at any point if you so wish.
Moving on, buyproxies.org. Now these proxies are a way to essentially hide your activity online, and they’re very, very useful for marketers for a few reasons. When you’re doing a lot of searching, you may even discover this, as you’re working through the modules, and you’re doing your own keyword research, Google may prompt you to put in a capture code. And because if you’re searching continually, Google essentially thinks this looks … This is unusual search behaviour, and it will block you and ask you to prove that you’re not a robot. And it will asked you to put in a capture code or tick a box or something along those lines. And that is because Google is monitoring your search behaviour. So by using what’s called proxies, what you’re doing is you’re hiding your internet activity behind a wall, if you like.
So Google cannot see what you’re doing. So it stops you, it prevents your browser from being blocked. And there are loads of companies are out there that provide private proxies. You’ve only got a Google search, private proxies UK or private proxies whatever, and you will come up with dozens and dozens of companies. I’ve tried all sorts of different companies, and I’ve found buyproxies to be the best. The way it works is you pay a monthly fee, I think I pay around 60 pounds a month and then you get a bunch of proxies, and I think I get 30 or 40 of them every single month. And a proxy is just an IP address. And then what you do is you plug your IP, so when you’re on the Internet you have, I’m going to be taking about a half day to explain this, when you go on the Internet, whether it’s on your phone or more so on your desktop, how I’m talking about here, you have an IP address. So regardless of whether you use BT or whoever for your Internet, you’ll have an IP address. With this tool, once you buy it, you plug your IP address into this tool and you can get that by simply looking up, go into Google and type in what is my IP, and it will tell you.
You plug that IP address into this tool and then what it does is that your Internet traffic is then routed through buyproxies, and so you use the 10 or the 20 proxies you have. And essentially your internet signal bounces between these ones. So Google can’t track what you’re doing because you’re hopping from one to another to another and you can notice just by this map that proxies are all over the world.
So one minute your search behaviour will be coming from the UK, next minute we’ll be coming from Africa, next minute we’ll be coming from Australia then Russia, it jumps around all over the place, prevents Google from blocking you. Hopefully I’ve simplified that enough. It’s one of those things if you’re only doing a bit of searching, you wouldn’t need it. But it’s one of those tools that if you are consistently getting Google asking you for capture codes and you’re at your internet is getting blocked and stuff like that, having private proxies is a good way, and you can get them cheaper. I’ve got the whole bunch of them because I need them for the sort of activities that I’m doing everything on volume whereas if you’re only doing it for your business, you may only need 10 proxies, in which case you can probably get that for 10, 20 pounds a month.
So it’s a nice cost effective way of giving your internet … Giving you the ability to surf the internet without Google constantly trying to shackle you. So I hope that makes sense, buyproxies. Like I said, there are loads of other companies out there even you’ve got to look up private proxies and you’ll get a whole host of them.
Moving on PayPal and Stripe now, these are two payment gateways. I’m sure you’ll probably be familiar with PayPal and maybe Stripe. They’re two of my favourite payment gateways. So whether if you’re an e-commerce site and you accept payments having the ability to accept PayPal payments and Stripe payments, fantastic often businesses will choose one or the other. Both have pros and cons. PayPal is by far the more well known one within the UK. You can set up a business PayPal account, and it’s fairly straightforward to set up.
PayPal make you jump through a few hoops to confirm that you are a legitimate business and you have to connect into your business bank account and show details of your business setup if you’re a limited company or a sole trader, etc. But once you’ve done that, they’ll take a small fee I think is around three and a half percent fee plus 20 pence per transaction. And you can then accept payments from anywhere in the world and it’s fairly straight forward. You get an email notification from PayPal, every time you receive a payment, you login into your PayPal account and then you can withdraw those payments and have them go straight from your PayPal account into Your Business Bank account.
Much the same with Stripe. They tried similar fees and they have a similar set up. Stripe works very, very well. If you’re an e-commerce and you’re on say Shopify likewise with WooCommerce and things like that, it works really well. And if you need to accept payments, I would recommend either PayPal or Stripe. I’ve actually over recent months tended to lean more towards Stripe for a few more technical reasons. It’s very good if you need to customise anything. As you can see, it’s developers first. Stripe has been built with development in mind. So if you’ve got any kind of specific requirements and you’re having a development team work on it, often they too will lean towards Stripe over PayPal.
But as I say, they’re just two very good payment options. Often having a PayPal and stripe is just the most simple way of allowing, to accept card payments and things like that on your website. With Stripe, again, it’s very, very simple, to allow the facility to accept credit card payments, debit card payments, things like that. So it’s very, very simple to set up. You can literally, you don’t even need, if you’re not trying to customise it, you don’t even need any actual developer assistance as such to set up a payment gateway in way it just, you start up the account, you plug it into your CMS, whether that’s WordPress or Shopify or Magento or whatever it is and after a few settings, you’re pretty much ready to go. So PayPal or stripe or the payment gateways that are use and that I always recommend.
Moving on email marketing. So we’ve got MailChimp and we’ve got a AWeber. These are arguably two of the best, email marketing providers. So email marketing is when you build up a database of email addresses for customers or those interested in your services, products, whatever it is, and then you can send them emails on a regular basis. You can have automated email funnels and processes set up so that you keep in constant contact with your customers and you’re not always relying on them just visiting your website. Ideally you want to have some sort of lead capture on your website, so, or a sign up for your newsletter or whatever it is. You want to get people to engage with your website through your content and your content marketing and your promotion, and then once they do, ideally you want that person to provide their email address. And by using a system such as MailChimp or AWeber, you have the ability to then communicate with those people on a fairly regular basis.
What I do for a lot of my agency clients is we set up automated email processes so that every couple of weeks we are updating those potential customers or those existing customers or those previous customers with information and you can have various messaging, you can update and include your content. It’s just a way of keeping in touch with, let’s say with those customers. You can set up these automated email funnels or you can do what a lot of small businesses doing may be more relevant for you. It’s just use it as a way of emailing when you have something specific to say.
So if you’ve just launched a new product or a new service, or even if you’ve just released a new authority piece of content and you want to spread the word about it, or if you’re running a special offer, or if you’ve got a seasonal promotion, something along those lines. If you’ve built up an email list, and it’s very simple to do, you can have the little pop up boxes or on the right hand in the sidebar or anywhere … Just add your email address and your name. With a few clicks you can set this up so that they add their details, they get added to a MailChimp list or an AWeber list, they build up, and then you log in, you create a newsletter and you can use one of their existing templates and then you send that off to them with links to your website, with your whatever messaging you’ve got, like I say, it’s a great way to keep in communication and actually drive people back to your website without relying on them going onto Google and, actually searching for you.
So both tools are invaluable and even better they’re very, very cheap. I think MailChimp, you can actually have a free account, but it limits you. And so I think it limits you to around 2000 contacts and, you can only do a certain number of maillots per month, but if you’re getting started, MailChimp is probably the best way to go. I can say is free and it has arguably one of the best delivery rates in the industry. It’s very, very robust and actually a lot of advanced marketers use MailChimp just using their paid versions because it is very, very reliable. There’s often a lot of marketers, who use the pro marketer account here. So you can see a new business free, it’s ready and waiting there for you. So highly recommended. AWeber is slightly more advanced. There’s more technical stuff that you can change and you can do, but again, it starts at a very reasonable of 19 again dollars per month for up to 500 subscribers, unlimited emails, very, very reasonable. And then they have a sliding scale as your business grows. So when it comes to email marketing, MailChimp, or AWeber.
Moving on, and I wanted to show you a quite technical tool, and this is really awesome little tool that I use and hopefully want to show it to you. You’ll think back to the previous modules and think, boy, this could be a really, really helpful. It’s called Google simple results. And if you just Google search that, so search for, Google simple results. Click on the first link here, which will be this website onlinesales.co.uk/blog/google-results-bookmarklet. We click on that. In here, now again, this website, it’s a bit … It doesn’t look like much, but actually they’ve got a really fantastic little bookmark that in here. So if you scroll down, you’ll see this Google simple results, green button here. Now what you need to do is drag this up to your bookmarks bar, so you can see I’ve already done it, so it’s as simple Google results up there. Whatever browser you’re using, it should work. It works in chrome, works in Firefox. I haven’t tested them all, but if you just drag it up there, you’ll get this little bookmarklet that appears here. And now I’m going to show you what we use it for.
Say for example, when you’re doing your keyword research or your content marketing research, whatever it is, you know how I’ve previously covered, that you want to find whatever it is you’re looking for. But it could be whether you’re looking for links pages, it could be that you’re looking for blogging websites, it could be whatever it is you’re looking for, it really doesn’t matter. It could even if you’re just looking up something just randomly on Google because … Whatever you’re interested in. To extract those links, And if you … Like now if I was doing link research and I was looking up say, yoga studios and I was looking up in URL say links or resources or something like that. If I was looking that up, if I saw these and I thought, right, I want to email these people cause I want to pitch my business to get on these links pages, something like we’ve previously covered.
Now you could go through and hold down control and right click and open up all of these and then copy the URLs and pop them into a spreadsheet and record them. But that’s gonna take time. And so when I’m doing this process, I don’t do that because that would take far too long. So what I do is I come into settings and I hit search settings and never shown instant results and I go up to a hundred. Now, some of this I’ve already shown you, but there’s one or two that I haven’t, so I’m going to go to a hundred cause I want a hundred results per page. Now you could do that to 50 or 30 or whatever it is. Save that, says your preference has been saved.
So now what we’ve done is you can see here I’ve got the same search string and I’ve got the hundred results. Okay? Now all of these are links pages. So what I often do, and I’m doing this research, and I’m gathering data, is I would just skim through the list and I’ll get to the bottom of … The bottom 20% I’ll just … All the results still relevant. In this case, yes they are, because there’s a heck of a lot of links pages in the yoga industry. If it’s still relevant, what we can do is we go back up and then simply click … When you’re in the search results, click on Google simple results that will load a new tab. And then what you’ve got is it basically it just provides another version of the search results, but in a more simplified way.
But then there I can now copy all of those open up excel, let’s just do that. And what I can do is I can … I’m just going to bring this across. I can open up this and now I can paste in all of those hundreds. So now what I’ve got is I’ve got 100, 101 actually URLs, all those URLs from that search page, and I’ve got them in an instant. Rather than having to go through and open all of these, and then copy and paste the URLs in which you would otherwise have to do. So it’s a huge time saver. And then you’ve seen how quick that is. Then what I do is I either then click to page two or I would do another set. So I’ve changed the URL to in your resources or whatever it is for that campaign that I’m working on and then I would just do that simple Google results, copy and paste everything into here.
It’s a huge time saver because now I’ve got all of those URLs in an instant rather than having to do them one by one. So I just wanted to share with you that little tool. It’s a tool that I found a few years ago actually, and it’s just been a huge time saver over the years, way of extracting a lot of data very, very quickly. So I wanted to share it with you. So Google simple results. Absolutely fantastic. We can close that.
Now I wanted to share with you a couple of social media tools because social media is one of those things. It’s great. It’s hugely powerful. But for a small business, especially when you’re juggling a million different things, it can be one of those things you just never have the time to do. And trying to log into your Facebook and your Twitter account and your Instagram account and update all these tools, none of it is possible.
So there are a couple of tools, I mean there’s dozens, there’s absolutely dozens of tools and apps and everything that can assist with your social media marketing. There’s two that I know of and that I use and that I recommend. And they are Buffer and Hootsuite. Now both of them are paid, but both very, very cheap. If we look at the pricing for Buffer, there is actually a free version, but that only limits you to one social media account, so most businesses are going to use more than one social platform. So often the awesome plan is just fantastic. It really is awesome. For 10 pounds a month you can have up to 10 social media accounts and you get access to the vast majority of the settings. And if I log in, you can actually see what it looks like.
In here you link up all of your social media accounts that you use. So whether that is your Twitter account, Linkedin, Facebook, Google plus, Instagram, whatever it is, and then you can write an update. So what you would do once you’re in your account, what do you want to share in much the same way as if you went onto your Twitter account and on your Facebook and you wanted to share an update. You can just choose, I only want this one to go on Facebook for example. So you would just select the ones you want to go and you’d write your updates and you can include images and videos and text and links out, it really doesn’t matter. I mean add to queue. And then what it will do it will pop into this. You’ve set the number of times you’re going to post that day?
And you can have multiple times a day. You could have once a day, you could have different schedules per platform, you can publish the same thing to all platforms or have different stuff going out. It’s very, very easy to set up. It’s very simple. So you can see, I just have every day these times going out nice and simple, and she haven’t even got anything in my account to worry about. But it’s just a really simple way that saves me, I don’t want you to make the initial connection, once you get this account set up and you’ve made that connection with Facebook and Twitter and Google and all that sort of stuff. You don’t even need to log into your Google account, or your Facebook account. You can just do everything from here.
So it’s absolutely fab. And Buffer have a bookmark tool as well. So if you’re surfing the net and you come across a great article or something that if I were interested in, you can add it to your Buffer in quite literally a click or two. And then it just keeps you on top of your social media. It keeps you current, and it’s a great way. Whenever I’m doing content marketing and I’ve published a great piece of content I’ll come into here and I will … So when I do my monthly roundup for example, I’ll come into here and I will choose different platforms and I’ll write an update and I’ll include the link to the post and all do several versions of that and spread it over a week or more because you can go days and days in advance here and really set it up. So, you know, that next Monday I’m going to tweet about it and then next Tuesday I’m going to do a Facebook update about it, and then next Thursday it’s going to be a Google and stuff like that.
So really, really powerful. A great way to share your content and ease the social media burden, which I know can be a real pain when you’re trying to run your business, but keeps social media up to date.
Hootsuite, very similar idea. Hootsuite is actually a little bit more involved. You’ll notice with Buffer, it’s very much one way. There’s no interaction with this. This is just a place where you are pushing stuff out. There’s no real way to have a conversation, which in essence is the whole point of social media. Hootsuite is more about conversation and engagement. It’s more tricky to get your head around. Initially there’s more of a learning curve with it, but it’s arguably more powerful once you have got an understanding of it. And what you have in Hootsuite is you have what they call streams. So you have multiple columns within your Hootsuite account where once you connect in your social media accounts, it will show you … So one of the columns will show your Facebook feed. So it gives you the ability to like stuff and comment on things within Hootsuite. So, it’s quite powerful in that regard, same with Twitter, it shows your Twitter feed and gives you the ability to talk about your … I would say to like staff and to retweet stuff. And things like that.
So it’s a little bit more interactive but it does move very quickly. If you imagine you’re looking at all your feeds and you can set up Twitter to only show certain … If you’re following different groups, you can set things up in all manner of different ways. So it does provide more advanced options. And what, like I said, once you get your head around it, it is actually very, very powerful, but it does take a little bit more time to set up and kind of get used to.
Costs again, very, very reasonable. There’s nothing here to scare, most businesses off. And like I said, once it’s set up, it just gives you both tools. They work in slightly different ways, but they give you the ability, so you can see these are the kinds of columns, one, two, three, four. It’s kind of how it looks. You can see you’ve got Twitter, Instagram, YouTube and whatever that one is there. So both give you the ability to manage your social media in a much more effective way without it taking a huge volume of time. And often what I say to small businesses when I’m working with them, is I say, set up a Hootsuite or buffer account and go on a couple of times a week, add in load of content and then if they are using say Hootsuite, go on there and just interact with and businesses to show that you are current and then you’re promoting your content marketing and stuff like that, so you’re not just posting and sharing stuff for the sake of it, but actually there’s a purpose to it but it saves you having to jump in and out of all of the different tools continually.
So buffer, Hootsuite are just two that I recommend. There are literally dozens and dozens of other ones, but they’re the ones that I use and I recommend.
Lastly, we have a tool which is a mobile friendly test from Google. So if you’re not sure about your website’s compatibility from a mobile device standpoint, there are, again, there are loads of tools out there that can tell you various information regarding how mobile friendly your website is. But why not go straight to the horse’s mouth as it were and look at … Get from Google’s understanding of your website. So again, I’ll include this link and you just pop your URL in and it will crawl your website and it will tell you if there are any website issues. If they’re not and it will give you recommendations on how to fix your website.
I hope that gives you a few ideas. I would imagine you’re not going to need all of those tools unless you’re planning on opening up your own SEO agency but hopefully there may have been one or two within that you think, do you know what, that could be really, really useful for me. So like I said, go forward, use those or any that you think could be applicable for your business. If you do have any questions, by all means, send me an email and I’ll gladly see if I can help point you in the right direction.
That’s it. You have done it. Congratulations. You have reached the end of SEO success. You now almost certainly know far more than your competitors about SEO and you have equipped yourself with all the knowledge that you need. You know how to do intelligent keyword research and how to optimise your website. You know how to create great content and understand its importance so you won’t be falling into the traps that your competitors, no doubt will. You know how to promote your business and gain quality brand mentions and worthwhile links to your business website, and you know the best tools of the trade. You know, which are the right tools to use for your business to succeed for years to come.
I hope you have found the SEO success training course valuable and it helps your business grow online. I’ve had a lot of fun putting this training course together is taken many months to write, record and produce the training material.
It’s been a real labour of love as helping small businesses is a real passion of mine. It’s something I’ve been doing with my agency for many years so I’m delighted that with my academy I’ve been able to help you as well.
There is just one last thing that I need you to do and that has to send me an email to [email protected] to let me know that you have completed the course, as every member that completes the course gets a diploma certificate. You’ve put in a lot of effort to get to this point and it’s very important that that effort is recognised. Send me an email with the subject line as TEA success. The tea stands for the Evergreen Academy success. Include your full name and your postal address and we’ll get your diploma certificate sent straight out to. Alternatively, if you would like an electronic copy, just let us know in the email.
All that remains is for me to say thank you so much for being a member of the Evergreen Academy. Remember, you have access to this course material for life. So go back and re-watch the lessons as many times as you wish. You also have continued access to the private members only Facebook group, so feel free to share any stories, update people on how your business is getting on, and ask any questions you have. Thank you once again, and the very best of luck with your business.