The best way to construct a profitable search engine marketing device stack for 2023


search engine marketing professionals can entry many free and paid platforms, instruments, and software program. However if you happen to and your rivals are all utilizing the identical instruments, knowledge, and approaches – how will you set your self aside?

At SMX Subsequent, I shared the search engine marketing instruments that may make up my toolkit in 2023. In case you missed the session, learn on as I share some highlights.

Earlier than we dive in, it’s price noting that true to the quick tempo of search engine marketing, there’s already been a change in the way you would possibly consider one of many instruments – however we’ll get to that shortly.

So what’s going to we be overlaying on this article?

  • Why will we use search engine marketing instruments?
  • The same old suspects.
  • The weird suspects.
  • Enjoyable with AI.

Let’s get began.

As with nearly each resolution we make, in relation to instruments, it’s good to consider the ever-present query – why? Why will we use instruments within the first place?

We usually use search engine marketing instruments for one of many following duties:

  • To automate monotonous duties (e.g., rank checking). 
  • To distill massive quantities of knowledge into usable data (e.g., Google Analytics).
  • To entry data not functionally out there to us in any other case (e.g., backlink evaluation).
  • To mix knowledge sources and factors (e.g., area metrics on backlinks).

Primarily, we use instruments to avoid wasting time. While you consider many of the instruments you utilize or wish to use, they often pace up the gathering of knowledge or current it in a means that’s simpler to attract conclusions.

Take a second and consider one of many instruments you utilize and one of many duties you utilize it for. Assured it’s going to match a number of of the needs above.

However, in fact, there are a whole bunch of instruments to select from. I’m not going to fake that the checklist under is totally exhaustive.

I’ve solely included instruments I exploit myself and solely people who would apply to most individuals. That mentioned, they’re instruments which have confirmed themselves invaluable to my common routine.

So what are they?

The same old suspects

The usual suspects

You may in all probability guess what my checklist of common suspects is now. However let’s cowl them anyway.


Why does Semrush make this checklist?

Semrush is a stable all-in-one toolset overlaying a number of areas of search engine marketing, SEM and SMM and usually does them nicely.

A few of the key instruments throughout the suite I exploit commonly are:

  • Audit: There are undoubtedly extra subtle technical audit instruments on the market, however the Semrush device runs commonly and offers you a quick-and-easy place to observe for spikes and drops in errors, and so on.
  • Rank checking: Their rank-checking device is great. You may choose the situation your rankings are checked from (or a number of) and monitor them every day. For these with massive numbers of phrases, they’re additionally offered in an simply digested and filterable means.
  • Social poster: Semrush has a stable social monitoring and posting device. You may hold monitor of your progress towards rivals and monitor RSS feeds to rapidly and simply get put up concepts. It’s not as strong a social device as some devoted ones are, but it surely’s stable and adequate for a lot of use instances.
Semrush social poster.png

You’re in all probability accustomed to a lot of what it does and if not, I’d recommend a trial.

Semrush is mostly fairly inexpensive for the number of functions it serves (although it could actually get dear if it is advisable to add customers, white label experiences, or use add-ons). And because it’s usually well-known, understanding learn how to use it’s a marketable ability.

Screaming Frog

Arms down, that is one of the best worth device in the marketplace.

Screaming Frog.png

Screaming Frog, for the three of you who may not know, is a crawler.

Give it an internet site or a listing of URLs and configure the way you need it to crawl (depth, consumer brokers, paths, and so on.), information on the info you wish to gather, plus a little bit of time, and it’ll return an audit of the positioning with varied visualizations and filters.

There’s a free model that’s good for as much as 500 URLs, although it has restricted customizations. For a paid model, you’ll must pony up a “whopping” $210/yr. As I mentioned, greatest worth device in the marketplace.

It’s good for:

  • Personalized crawling.
  • On the lookout for particular textual content or HTML on pages.
  • Simply export points to ship to devs.
  • Creates XML sitemaps.
  • Nice visualizations.

And I don’t must dive into the rest of my common suspects as you hopefully use them already:

All I’ll say about Bing Webmaster Instruments is that this:

Bing Webmaster Tools

It’s like Search Console, however with much more particulars and data, making it the unsung hero of search engine marketing instruments.

The weird suspects

The unusual suspects

Technical search engine marketing instruments

Jet Octopus is one other technical search engine marketing suite. (And no, I don’t know the place these corporations get their names.)

The interface consists of screens like:

Jet Octopus

It’s just like Semrush however with completely different filtering choices and naturally, a special crawler. As you may see above, Jet Octopus permits you to simply group points into the sections of the positioning you’ll discover them in, like a mixture of Semrush and Bing Webmaster Instruments.

I additionally discover it provides me a special means of taking a look at a website construction, although I wouldn’t surrender Semrush for it, making it one so as to add to the combo in case you have the finances and must be sure to have an easy-to-use completely different means of taking a look at issues.

And a few extra uncommon suspects for technical search engine marketing:

Merkle: Numerous free search engine marketing instruments overlaying all the pieces from schema to prerendering.


Structured Information Testing Device: For testing your schema.

Structured Data Testing Tool

Cell Moxie: Free and paid instruments for testing your cellular search engine marketing.

Mobile Moxie

Uptime Robotic: For ensuring your website(s) are up.

Uptime Robot

Content material instruments

However all of the technical search engine marketing on the earth gained’t get your rating with out nice content material. So let’s have a look at some uncommon suspects on the content material aspect:

An enormous favourite content-related search engine marketing device of mine is the shockingly cheap Infranodus (although it arguably isn’t a content material device, it’s what I exploit it most for).

Inside Infranodus, you’ll discover an array of instruments for a whopping €9/month (about the identical in USD).


My mostly used instruments assist me dig into the ideas included within the high Google outcomes, and the way the ideas join to varied pages inside a listing.

Briefly, you may enter a question and it’ll produce an interactive mapping of how the phrases within the outcomes join to one another, which I discover helps me not solely higher perceive how Google would possibly see an idea, however a consumer as nicely.

Right here it’s in motion:

A screenshot of a computer

And naturally:

  • AlsoAsked: A great visualization of questions individuals as associated to subjects you’re researching.
  • Reply The Public: A great visualization of how the questions associated to a phrase group, by query intent.

After all, I’ve instruments I exploit for maintaining a tally of hyperlinks and rivals’ hyperlinks.

My favourite instruments on this class are:


Whereas technically Ahrefs is a set of instruments one would possibly examine to Semrush, it’s in hyperlinks that I discover it actually shines. 

The best way to construct a profitable search engine marketing device stack for 2023 83

I discover it catches new backlinks sooner than different instruments, and usually has a extra strong database.

So after I’m retaining my eye on new hyperlinks, on the lookout for gaps in hyperlink profiles, or simply researching rivals, that is my first (although not solely) cease.


I haven’t used Majestic in just a few years, however I needed to incorporate it within the checklist because it’s a stable backlink device price your consideration.


At one level, I hit a threshold and had too many instruments, so I made a “one in, one out” coverage to maintain it below management.

I had loads of duplication within the hyperlink class so I needed to do away with some instruments. However for many who don’t have this drawback, Majestic is a stable choice to think about (and would possibly even be price revisiting myself).

Search Console

I hope I don’t must inform you why Search Console is a crucial device for monitoring your backlinks, however right here it’s summed up in a Secure Diffusion-generated picture. 

straight from the horse's mouth

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After all, we will’t neglect about AI. There are all kinds of AI-driven instruments and I’m not going to inform you which is greatest as I haven’t examined all of them and am removed from deciding which one(s) I’ll land on but (although Jasper has taken an early lead).

That mentioned, you may entry a few of the core tech at no cost! 

Whereas there’s been loads of hype round ChatGPT, I nonetheless desire accessing the expertise (GPT-3) within the OpenAI playground. It’s the identical expertise with (IMO) higher flexibility and interface.

Merely join an OpenAI account, after which you may entry the API to carry out all kinds of NLP-related duties, or simply mess around of their playground.

It may be used for:

  • Content material outlines.
  • Writing ecommerce knowledge en masse.
  • Powering chatbots (although there are a lot of pre-boxed options for that as nicely).
  • Translation.
  • And a lot extra, together with full content material creation. (Use at your individual danger!)
OpenAI playground

AI instruments for picture technology are additionally in style these days. I’ve used text-to-image turbines for:

  • Photos for articles.
  • Featured pictures.
  • Digital advertisements.
  • Social posts.
  • Swag creation.

You may see some good examples of the facility of picture turbines in my earlier article, What the new wave of machine learning libraries means for SEO, marketing, which embrace:

Stable Diffusion-generated images

The most important instruments you should use for text-to-image turbines embrace:

  • Craiyon (previously DALL-E mini): Free and limitless use.
  • Stable Diffusion (through Dream Studio): 200 free generations, then $10/month for 1,000.
  • DALL-E 2: 15 free generations, then $15 per block of 115.

I constructed a forecasting device that you can run as a Google Colab.

It permits you to join together with your Google Analytics (solely Common Analytics for now, as most individuals don’t have over a yr of knowledge in GA4, which is required for first rate forecasting).

You may even select a selected phase of your analytics (natural, for instance) and forecast the subsequent few months to provide you one thing like:

Google Colab forecasting tool by Dave Davies

It’s good to have the ability to know upfront what issues are going to appear like sooner or later.

I wrote a full tutorial on learn how to use it (very straightforward) in a earlier Search Engine Land article, Forecasting web traffic using Google Analytics and Facebook Prophet

The above instruments should not the one ones I exploit. (I’ve 39 in my bookmarks alone!) However these are those I’ve discovered to work for me through the years.

After all, it’s possible you’ll use completely different instruments as your state of affairs or finances could differ. What’s vital is that you’ve got instruments for all the principle duties.

Under is the entire video of my SMX Subsequent presentation.

Opinions expressed on this article are these of the visitor creator and never essentially Search Engine Land. Employees authors are listed here.

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Concerning the creator

Dave Davies

Dave Davies is the Lead search engine marketing for the Machine Studying Operations firm Weights & Biases. He obtained his begin in search engine marketing within the early 2000s and in 2004 co-founded Beanstalk Web Advertising and marketing along with his spouse Mary, who nonetheless runs its day-to-day operations. He hosts a weekly podcast, speaks commonly on the trade’s main conferences, and is proud to be an everyday contributor proper right here on Search Engine Land.

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