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Getting a Competitive Advantage: 3 Secret Marketing Tools Used by Digital Marketing Agencies

debbie

Digital marketing is a tremendously successful industry in the United States. In the first half of 2019 alone, customers spent $57.9 billion on digital marketing. Yet what actually happens when you hire a digital marketing or SEO agency?

What special marketing tools do these companies have at their disposal and how can they help you get a competitive advantage? We're all about transparency at ClickReady and want you to know how we work.

We're going to let you peek behind the digital marketing curtain and let you in some secrets. We'll show you the marketing tools that let us give your company a boost.

Ready to find out how digital marketing works and learn what happens when you hire us? Then stick around and find out more!

1. SEMRush

SEMRush lets SEO experts like us find the right keywords that your site needs to have to rank. So what, we hear you say. Surely some keywords are obvious, so why should I hire an SEO agency to do this for me?

It's true, some keywords are obvious. Yet there's a problem inherent to these keywords.

Keywords are predominantly ranked by two different factors: their search volume and their difficulty. Search volume is easy to understand: it's how many searches there are for this keyword. Keyword difficulty is where things get difficult.

For instance, let's say that you're a Ford dealership and want to rank. Ford is going to be very difficult to rank for as Ford's web presence is massive and has a stranglehold on the one-word keyword "Ford." Target "Ford dealership in Atlanta," and you'll have much greater success as there is no preeminent company or body with control of this keyword.

We use SEMRush to find keywords that you can rank for and are widely searched. This maximizes the number of people who see your site.

We also use SEMRush to perform two integral parts of any SEO campaign. These are position tracking and backlink audit.

Position tracking lets us set custom keywords and see how your website is tracking on a daily basis. This lets us react to any changes with lightning speed and keep your website in pole position.

The backlink audit tool makes sure that you aren't linking to any dangerous or toxic backlinks. Linking to the wrong domains can lead to Google penalizing your ranking so this is vital for success.

2. Raven Tools

RavenTools is a phenomenal marketing tool that integrates data from a range of sources and helps us to create reports to show you the results of your campaigns. Other marketing tools can do similar things but RavenTools is the pinnacle of this technology.

Using it, we can pull together data from sources like Google Analytics, LinkedIn, Twitter, Facebook, Bing, and more. Together with you, we'll decide which metrics are most important to you and then create tailored reports about the effects your campaign is having.

This means that you get to see cold, hard data about your campaign. It aids us in transparency: you'll always be able to see whether our approaches are working or not. With RavenTools, we can schedule emails that send updated reports to you regularly.

RavenTools also lets us tackle on-page SEO issues that are hampering your website. On-page SEO issues include problems like:

Malware infections
Malformed redirects
Duplicated content
Broken titles
Badly formatted robots.txt files

We can audit your site using these tools and then take a look at each of these issues in order of their severity.

SEO Competitor Analysis

Another of the most important features of RavenTools is its functionality as an SEO competitor analysis tool. You're not the only business in your sector and you need to stay ahead of your competitors.

RavenTools lets us look at your rivals' sites and see how they're performing on a range of metrics including:

Site ranking
Number of backlinks
Audience engagement with their content
Page speed
Domain authority

Using these tools, we can see where we need to improve your site. Using this tool, we can improve your site and make sure it doesn't fall behind those of your competitors.

3. Screaming Frog

Like RavenTools, Screaming Frog is not focused on keyword research. Screaming Frog focuses on crawling your webpages like Google's crawlers and detecting any technical issues with your webpages that are causing issues with your Google ranking.

See, technical issues can have a huge effect on how Google indexes your site and makes it available to browse. If, for instance, there are no links to a page, these are known as orphan pages. Google can't find them and this means that they won't show up on a web search.

If your robots.txt file hasn't been formatted properly and Google's crawlers can't access your webpage, they won't be able to index it either. If your servers are down too often, Google will presume your site is down and won't index it as readily.

Screaming Frog lets us find these issues and many more and correct them from within your website. This means that Google won't penalize your site and you'll have a consistently higher ranking. It also lets us create sitemaps for your website, which means there won't be any more orphaned pages on your site: Google will be able to index it all.

Other Honorable Mentions…

UX testing is an invaluable tool for companies looking to strengthen their marketing approach. Usability testing helps companies understand the way users interact with their product, with the ultimate goal of creating an experience that makes the user see the value of a product or service right away.

With usability testing services like those provided by UX Firm, users are observed one at a time as they engage with a product or interface and share their thoughts as they interact with it. This allows the researchers to gain an understanding of what works, and what doesn't, from the perspective of a user in real-time.

Understanding the ways users interact with a product will in turn help that company provide a better experience for the user, leading to user satisfaction and a higher conversion rate.

Microsoft Azure Services provided by ProviDyn includes a cloud platform that your business can use for storage, cybersecurity, and networking. This service is great for businesses on a budget, as it is on a pay-as-you-go subscription setup. ProviDyn’s team of experienced technicians can perform a wide variety of technical services with Microsoft Azure, including:

Installation
Migration
Infrastructure Management
Data Storage
App Development

Why Shouldn't I Use These Marketing Tools Myself?

You might be wondering why you can't use these marketing tools yourself. Why should you hire a marketing agency to do it for you? Cost is a factor but the biggest problem with this approach is a lack of analysis skills.

One of the biggest digital marketing agencies' advantages is the ability to interpret this data. We know what all of it means and can use it to improve your site. There's no wasted time and no incorrect assumptions: we'll use our expert knowledge to make your site better (and we can prove it too, thanks to RavenTools reports).

The future of marketing is digital. Get in touch with us and find out how we can improve your site!

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