How to build a winning SEO tool stack for 2023 - Search Engine Land

SEO professionals can access many free and paid platforms, tools, and software. But if you and your competitors are all using the same tools, data, and approaches – how can you set yourself apart?

At SMX Next, I shared the SEO tools that will make up my toolkit in 2023. If you missed the session, read on as I share some highlights.

Before we dive in, it’s worth noting that true to the fast pace of SEO, there’s already been a change in how you might think of one of the tools – but we’ll get to that shortly.

So what will we be covering in this article?

• Why do we use SEO tools?
• The usual suspects.
• The unusual suspects.
• Fun with AI.

Let’s get started.

Why do we use SEO tools?

As with virtually every decision we make, when it comes to tools, it’s good to think about the ever-present question – why? Why do we use tools in the first place?

We generally use SEO tools for one of the following tasks:

• To automate monotonous tasks (e.g., rank checking).
• To distill large amounts of data into usable information (e.g., Google Analytics).
• To access information not functionally available to us otherwise (e.g., backlink analysis).
• To combine data sources and points (e.g., domain metrics on backlinks).

Essentially, we use tools to save time. When you think of most of the tools you use or want to use, they generally speed up the collection of information or present it in a way that’s easier to draw conclusions.

Take a moment and think of one of the tools you use and one of the tasks you...

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