What is Search Engine Positioning?
Search engine positioning, or search engine optimization, is the action or set of actions carried out over a period of time of between a week and several months to place the URL of a website in the highest positions of the main search engines, such as Google or Bing, for a word or phrase, also called a keyword, within any query made.
This set of actions carried out on the URL of a website includes the creation of original and useful internal content according to the search intention of any user, the construction of links or backlinks that are directed to the website and that provide valid web traffic, improving the user experience with good internal linking, and optimizing for mobile devices, allowing any user who connects from any mobile phone to view the content appropriately with a good internal font size.
What is Search Engine Optimization Software?
Search engine optimization software is a tool or set of tools that aim to help website owners, managers, and digital marketers improve the visibility and ranking of their websites in top search engine results.
This optimization software provides several features and functionalities that help website administrators improve key aspects, such as content analysis, the evolution of the site's web traffic and where it comes from, building backlinks, researching keywords to generate new content, competition analysis, rankings in the main search engines according to the keyword, trends, analysis of programming and design errors on the website itself, etc.
List of Software and Tools
There are various search engine optimization software and tools available that can help rank a website or any URL within a website in the search results of any search engine, keeping in mind that not all search engines use the same search engine optimization policies.
Some of the most popular tools are:
- Google Search Console.
- Lookkle.
- SEMrush.
- Moz.
- Ahrefs.
- Screaming Frog.
- BrightEdge.
- Serpstat.
- Backlinko.
- Ubersuggest.
Google Search Console
These are some ways in which Google Search Console can help a website rank better in the main search engines:
1. Indexing verification
Search Console allows website owners to check if a URL on their site has been correctly indexed by the Google search engine.
In the event that there are indexing problems and the URL does not appear in Google results, the problems can be corrected since the tool itself indicates why it is not being indexed.
Likewise, the tool indicates indexing problems in general for all the pages that it has already tried to index within the website, indicating the error.
The Sitemap option is the most recommended since it indicates to the search engine the pages to index within your website.
2. Search performance monitoring
Search Console shows information in its performance tab about the number of impressions that the website receives in the search engine and the number of clicks received. In the same way, each page of the site can be analyzed separately, such as the queries that are made according to keywords, devices and countries.
3. Keyword identification
As mentioned in the previous step, Search Console provides information about the keywords that drive traffic to the website.
These keywords can be seen in the performance tab and indicate, in the Queries section, the page the keyword is directed to, as well as the number of impressions and clicks for this query.
4. External links or Backlinks
Search Console displays the external links pointing to the website, identifying only those links that actually have something of importance to Google. This is a good way to identify ignored or harmful links for the search engine.
5. Loading Speed
Search Console displays information about the loading speed of website pages, whether for mobile devices or desktops.
Indicate if you have problems with the loading speed of some pages on your site or if the situation is very bad. It always gives you the option to resolve the issue and run a test to have it checked again.
6. Mobile Usability
In this section, Search Console indicates the pages of your website that have display problems on mobile devices, such as content that is wider than the screen, text that is too small, or elements that are too close or overlap.
Lookkle
Lookkle offers a variety of services to help a website rank better in search engines, including:
1. Keyword Optimization
This tool performs exhaustive keyword research, highlighting the number of monthly searches, the competition rate, and the score for that keyword.
2. Content creation
Lookkle has tools that can help create quality and relevant content for a website. Such as the tool for creating web titles for blog articles or similar, the meta tag generator, or the artificial intelligence tool for rewriting text.
3. Improved Design and Usability
Lookkle has several On-page SEO analysis tools for the analysis of website structure errors according to your main keyword, analysis of broken links and images, complete SEO analysis, analysis for optimization on mobile devices, optimization of HTML tags, website speed analysis and spam analysis of any website.
4. Backlinks
Lookkle has two tools that allow you to obtain and monitor the backlinks of any website. This allows you to develop a link-building strategy for a website, obtaining quality links that the competition may not have.
5. Web traffic analysis
This tool allows you to see the web traffic of any analyzed site. This can be positive when analyzing competitor websites and seeing where their traffic comes from, whether it is search engine traffic, referral links or if it comes from social networks.
6. Competitor analysis tool or a tool that indicates the position of a website on Google.
SEMrush
SEMrush is a well-known website that has a series of basic tools that can help any website obtain better positioning:
1. Keyword analysis
Relevant keyword analysis tool that can be useful to create uncompetitive content with more traffic for a website.
This tool provides data on monthly search volume, competition, and keyword trends.
2. Competitor analysis
This tool allows you to analyze the keyword strategy and its performance on competing websites.
This can give you ideas to improve or simulate your own strategies to outperform the competition in search results.
3. Backlink analysis
SEMrush provides information about links pointing to any website, whether your own or a competitor's. This can help you get the quality links that the competition has and thus surpass them in the search results.
4. Organic traffic analysis
SEMrush shows the amount of traffic a website receives from search engines. This can be useful to know what content is generating the most traffic on competitor websites in order to simulate a similar keyword strategy.
5. Website audit
This tool is used to identify technical errors and opportunities for improvement in the optimization of your website.
Moz
Moz is a fairly well-known website that offers several tools and features that can help a website rank better.
1. SEO Analysis
Moz's SEO analysis tool evaluates website performance to provide insight into potential technical issues, and suggestions for improving on-page SEO and keyword analysis.
2. Keyword research
The free version of Moz Keyword Explorer allows you to perform keyword research to find relevant and popular terms.
3. Link and backlink audit
Moz's link audit tool scans a website for broken, harmful, or low-quality links that can affect search engine rankings.
Additionally, this tool provides information about backlinks.
4. Ranking Tracking
The free version of Moz allows you to track search engine rankings for a website's main keywords, so you can see progress and performance in search results.
5. Competitor analysis
Moz's competitor analysis tool allows you to view web competition in terms of domain ranking, backlinks, and other rankings.
Ahrefs
Ahrefs is a well-known website that consists of multiple online SEO tools:
1. Keyword Generator
Ahrefs provides detailed information on keywords relevant to your website, such as monthly search volume, ranking difficulty, and related keywords.
2. Competitor analysis
Ahrefs allows you to perform a competitor analysis and compare your website with your competitors on various aspects such as backlinks, organic traffic, and ranked keywords.
3. Website audit
Ahrefs performs a complete audit of your website and provides detailed information on technical issues that may affect your search engine rankings. This includes broken link issues, duplicate title tags, duplicate content, and other factors that can affect your visibility in search engines.
4. Backlink analysis
The Ahrefs tool provides complete data on a website's backlinks, reporting the number of backlinks, their quality, and referring domains.
5. Keyword Explorer
Its premium tools perform historical tracking of web traffic for any site, as well as keywords of interest and backlinks. This is its main and most powerful tool, giving an almost perfect SEO analysis.
Screaming Frog
Screaming Frog is an SEO crawling website that helps improve the positioning of a website with the use of several tools:
1. Technical analysis
Screaming Frog performs an exhaustive crawl of the website and provides detailed information on technical aspects that can affect its positioning, such as crawling errors, broken links, redirection problems, and duplicate pages, among others.
2. Keyword optimization
The tool allows you to analyze the keywords present on the website, including those used in the content, headers, meta tags and alt attributes of images.
3. Link Analysis:
Screaming Frog shows all the internal and external links that exist on a website.
4. Metadata analysis
This tool displays the metadata used on each page, such as the title and description.
BrightEdge
BrightEdge is a search marketing platform that consists of several main tools:
1. Keyword analysis tools.
2. Track Keyword Performance
Tool that allows you to track how your target keywords are ranking in search results.
3. Competitor analysis
Detailed analysis of your competitors in terms of keywords, rankings and content strategies.
4. Content optimization
Tool to optimize existing content and develop new content ideas based on keywords.
5. Track content performance in terms of ranking, visibility and traffic.
Serpstat
Serpstat is an SEO website that offers a variety of tools:
1. Backlink Analysis Tool
This tool allows you to analyze backlinks from a website and its competitors and monitor new and lost backlinks.
The tool provides information about malicious sites, active backlinks, lost backlinks, external links, external domains, anchors, parent pages, and more.
2. Competitor analysis
This tool performs a competitor analysis, such as competitor positions, keyword lists, etc.
3. Keyword and domain analysis
Analysis by list of keywords a.nd domains in bulk.
4. SERP Crawl Tool
Serpstat's SERP tracking tool allows users to analyze niches and monitor website positions for many keywords.
Backlinko
The tools that Backlinko provides are the following:
1. Backlinks Panel.
Shows information about general backlinks, malicious sites, active backlinks, lost backlinks, external links, external domains and anchor texts.
2. Identification of high and low quality backlinks from competitors.
3. Calculation algorithm.
This tool uses an accelerated calculation algorithm that evaluates the quality of backlinks.
4. Competitor analysis.
6. Backlink Health Monitoring.
Ubersuggest
Ubersuggest is an SEO website that provides tools for keyword analysis, competitor analysis, backlink analysis, content analysis, and more:
1. Keyword analysis.
2. Competitor analysis.
This tool analyzes your competitors' keywords, organic search, and backlinks.
3. Backlink Analysis.
4. Content analysis.
Ubersuggest offers content analytics features that allow users to evaluate the performance of their content, identify top-performing pages, and analyze content gaps.
5. Site audit.
This tool searches within a website for SEO issues, technical errors, performance issues, site speed, mobile friendliness, and SEO elements.
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