In addition to Google Analytics, there are countless tools for different analyses and figures. For many people, SEO analyses are very relevant in addition to the campaign analyses, which can be done easily and professionally with Google Analytics. There are also different ways to check your rankings and visibility.
If you want a complete SEO analysis, I recommend a visit to suite.searchmetrics.com. The website analysis conducted by Searchmetrics takes many different factors into account and provides information about the individual values.
Whether it is a comparison of SEO and paid visibility, link building analysis, demographic analysis, market analysis, social rankings, or top organic keyword listings. The free version already offers a large amount of information while the premium version of Searchmetrics is even more detailed. I recommend starting with the free version. If that is not enough for you, you can buy the premium version.
A broader and detailed SEO tool, which comes from Google, is the Webmaster Tool. You can register for free and with “Add Property” you can release your website for analysis. To activate the tool, you have to insert a HTML code or a file on your website.
Furthermore, I recommend entering the sitemaps under the category “Crawling – Sitemaps” right at the beginning, so that Google can analyze and follow the structure of your website.
In addition to technical analysis such as crawling, error analysis and statistics, or HTML improvement suggestions, the analysis tool also offers other relevant functions such as the Date Highlighter, which provides Google with the structures and layout of the page. This way Google knows where the description, image, price, rating and much more is positioned for each product.
With the search query analysis, the system shows you which backlinks lead to your site. You can also exclude these if they are negative backlinks. Furthermore, you can see the number of internal links, which are also highly rated by Google. The search analysis lists which keywords your site uses to generate organic visitors.
I consult this tool at least once a week and look at the development of the search analysis, the number of indexed pages and the backlinks listing. With this data I have a quick and basic overview of the status of my website.
For certain areas it is advantageous to know how search behavior has changed in the last days, weeks, months or years. This is where the Google Trends analysis tool comes into play.
With Google Trends, search terms can be analyzed in detail. Thus, you can find out which keywords are popular and therefore relevant for your content. In addition, keywords can be compared to analyze the strength of the individual words. This way you, as a seller, can check, for example, whether you are more likely to use women’s shoes or lady’s slippers as your main keyword and what the search tendency is.
However, these analyses can also be carried out with the Keyword Planner from the Google Ads account, which I almost prefer because the Keyword Planner shows additional information like competitiveness and cost per click.
The PageSpeed Insights tool has evolved from Google’s technical “kitchen” and is basically only used to check the speed at which a website is loading. As mentioned in previous topics, the speed of a website is very important for the evaluation of the ranking.
For this analysis you open the PageSpeed Insights Tool and type in your website. After checking your website, you will receive a mobile and a desktop analysis including evaluation and rating. A list of open and negative points is included in the evaluation. This is your homework so to speak. Mostly, however, this includes quite programming intensive tasks, which indicate the reduction of the data volume.
You have already experienced that the speed of a website is of high relevance. For this reason, I recommend doing this analysis on a monthly basis to analyze changes.
Maybe you have heard of Alexa Rank? It is an integral analysis and comes from Amazon. Alexa Rank evaluates websites and lists them in a national and international website rank. On Alexa you can check and compare the entire list of individual factors such as backlinks, number of visitors, visitor duration and bounce rate. A small part of this analysis can be viewed for free and can be extended with a paid version.
Basically, an interesting tool, but not of great relevance, because these analyses can also be closely examined with tools by Google.
In addition to the factors already mentioned, the age of the domain and the website is also analyzed and evaluated in the ranking. Thus, an older website or domain is rated more positively than a new one. This can be relevant for you if you want to take over an existing website or URL and possibly compare several domains.
Under SEO Review Tools you can analyze the website or domain. It is also always interesting to see how long a website or URL has existed.
Probably the most important analysis in online business is the shopping cart abandonment analysis. Here, you can observe the reasons for customers abandoning their shopping cart and analyze the individual processes as well as why there are increased abandonments.
In the basic analyses of Google Analytics, you can see on which page your customers jump off and thus which pages have potential for improvement. In addition to the process-optimized reasons, it is also possible that customers are distracted and as a result forget to place an order.
There are tools that can be used for this purpose. Individual tools such as discontinued goods mailing can, depending on the CMS, also be installed and automated as a program. The customer, who has put a product into the shopping cart and entered at least their email address, receives a reminder with the content of the shopping cart after a predefined time. These functions increase sales by an average of 10-15%.
Remarketing can also be defined in such a way that only customers who “enter” a certain page, in this case the order process page, are addressed. The customer receives a remarketing cookie placed on his computer and is followed by a dynamic ad with the desired product as a banner.
Remarketing can be set up very easily with Google Ads.