As promised at SMX London, during my presentation on the SEO Periodic Table panel, below is a round up of some third-party SEO tools that we endorse.

Here at Ayima, we’re spoiled for choice when it comes to in-house tools and have a team of developers dedicated to Research and Development. But there's no denying it, there are some epic third-party tools out there that are publicly available.

Google’s algorithm is becoming more and more sophisticated to ensure they return the most relevant search results to users. There are over 200 factors that Google considers when ranking content in its index.

Google’s Webmaster Guidelines, and their view on SEO best practices, has generally delivered the same message: Provide quality content that is user-friendly, with quality relevant natural links. This will increase your chances of Google ranking your content over your competitors, when deciding what pages to present for a user’s search query.

Therefore, you need to address your SEO strategy as a whole. But at the same time you can't focus on everything at the same time. In order to be efficient in your SEO campaign and make sure you’re covering the fundamentals, you need to be able to make educated decisions based on hard data.

That’s why it’s essential to know the data sources and tools you have access to. There are a number of useful tools that are publicly available.

Here are some tools that can make your day-to-day life easier as an SEO or a Webmaster – some that are new, and some that have been around for years.

On-Page SEO Tools:

What is it? What does it do? Where can I find it?
Screaming Frog View a wide range of HTML elements across pages of your website.
Redirect Path Flags up 301, 302, 404 and 500 HTTP Status Codes
Web developer plugin View simple on-page elements like document outline (H1, 2, 3), responsive layout and page speed
Google SERP Snippet Optimizer Preview and test the length of your Page Title and Meta Description (an oldie but a goodie)
Uber Suggest Keyword Research
Coda Easily identify the HTML code that forms web pages
Firebug Edit, debug, and monitor CSS, HTML, and JavaScript live in any web page
User-Agent Switcher Test your web pages across different user agents:  browsers, mobile devices or search robots
Balsamiq Make wireframes for webpages across your site – great for illustrating ideas for content.

Off-Page SEO Tools:

What is it? What does it do? Where can I find it?
Nerdy Data A crawler that finds HTML elements - good for identifying patterns across the web
AHrefs Deep-dive backlinks analysis tool with an exceptionally user-friendly interface. Look at linking domains, anchor text and top target pages.
Open Site Crawler Look at backlink data and that of your competitors, as well as Social Data, which include Twitter metrics and Facebook and Google+ data.
SEMRush Generate a list of competitors in your market, as well as a list of your website for competing for. I could go on and on
User-Agent Switcher Test your web pages across different user agents:  browsers, mobile devices or search robots
Whitespark Local citation citation finder and review handout generator
MagesticSEO Explore backlinks and Internet PR and Marketing
Knowem Check for the use of your brand, product, personal name or username instantly on over 500 social media websites.

Back to Basics – Google Tools:

Although it seems like it would go without saying that everybody uses Google Webmaster Tools (GWTs) and Google Analytics (GA), but you would be surprised at how many Webmasters overlook these tools when they are spoilt for choice with tools for other factors – but this should be the first place to look as it’s hooked in to your website, and Google are being nice enough to share this data with you…

Webmaster Tools

Monitor crawl stats, errors, and Meta data, and make use of the Search Queries function for gaining keyword insights for developing you onsite content. Make use of their Structured data testing tool and Structured Data mark-up helper (Structured data and other personalized search are important factors when it comes to Google’s Hummingbird update).


Use landing pages and keyword referral data to gain insight when creating and updating content, and make use of Google Tag Manager to add or update your website tags and mobile applications.


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