When webmasters began optimizing websites for search engines in the mid-1990s, they didn’t necessarily have access to all the SEO tools we’re familiar with today. Some of these tools were built for specific purposes, such as Google Analytics or Search Console, but many have been bundled together to serve as one-stop-shopping for digital marketers.
For example, if you’re a higher education institution looking to optimize your MBA program page, a good SEO tool will show you which terms are ranking well, as well as suggestions for concentration-specific and broad-reaching phrases. Ideally, this will allow you to create content that reflects your department or program and speaks to your audience’s needs, rather than being mirror images of what your competitors offer.
While there are a lot of great free SEO tools, it’s a good idea to try them out first before spending money on a paid plan. This way, you’ll have a better understanding of how the app works and whether it’s worth the price tag.
Another important aspect of choosing an SEO tool is scalability. This will allow you to adjust to changing search trends and continue to improve your website in the future.
Often, the best SEO tools are designed for ongoing optimizations and site audits. These can help you improve your site and its content in the long run, reducing the need for frequent manual intervention.
Some tools also integrate with mobile platforms and AMP pages to increase the load speed of web pages. These can boost your SEO and make your content more attractive to mobile searchers.
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