I would like to dedicate this article to the health workers and their families, who have shone the brightest in the darkest moments.

The world seems to have changed, although to be fair it has never stopped its progress. This truth becomes evident when we talk about a discipline as attached to the present as SEO.

And precisely today I want to talk to you about that, about doing SEO in times of coronavirus .

In difficult times there are those who choose to collapse, others instead prefer to see it as an opportunity for growth and learning ; In truth, it is this second group of people who will be most interested in the content that I bring to Shaz Vlog 2.0.

You might be interested in What is it and how to do an SEO competition analysis

And it is that we must not forget that some sectors, as well as many online stores, are making a killing; either by reinventing its business model, adapting its range of services/products or establishing new synergies, agreements and collaborations with other companies or sectors, as can happen with ozone, for example .

Without going any further, my cooking and sports blogs have increased their traffic; and I know for a fact that sales of sports equipment have also increased, by around 130% during confinement.

And although seen this way it seems that people have become more fit, the reality is that we are rather polarizing ourselves; in short, changing purchasing habits and models .

Seen this way, it is a good time to look for new business opportunities, find that necessary evolution; reinvent itself in times of crisis.

You might be interested in The Best SEO Agency & SEO Services in Karachi, Pakistan by Shaz

With all this I want you to get the message that your project or digital business has a future, the market is changing and the opportunities are still there for those who want to explore them.

You must not stop doing SEO or that your sector is one of the most affected, and if you have never considered positioning your business or online store in Google before, this is perhaps the best time to start .

At the end of the day, the position you occupy in Google will be a great advantage that will ease the economic recovery process while we are gradually returning to normality.

For example, one of my clients is in total closure of activity (belongs to the tourism sector) but we continue to do SEO for him so that he does not lose the privileged position he occupies in his sector.

Maintaining the position of your keywords despite the fact that the traffic has dropped, must be a priority to safeguard your company. Whether you have an online business, a budding project or live from your niches, neither boredom nor fear should invade your daily tasks.

There is a lot of SEO to be done and to do it well, you need to have tools that facilitate your ascent towards the long-awaited Google summit . Today I come to tell you the characteristics that this faithful squire must have.

SEO tools, your travel companions to position in Google

In the same way that to make a reform at home or a delicious cake you need a special toolbox or kitchen utensils, to do SEO you will also need to have a specific toolkit or functions.

As in everything, SEO must be learned and this learning involves the use of tools that make the task in question less burdensome and its performance easier .

And since in this post you need to understand, at least, the concepts of SEO, if you still do not have it completely clear, I strongly recommend this previous reading:

Those who are dedicated to positioning their own or third-party projects on Google do so using specific tools for this because, even if you know how to drill, if you don’t have a drill it will be difficult to make a hole in the wall.

That is why SEO consultants and agencies, as well as small freelancers or entrepreneurs, choose to acquire SEO tool suites ; because of the advantages they offer compared to the classic “single- function” tool .

An SEO suite is the union of different tools that run under a common software . It would be like the programs that run on your computer. And although there are quite a few SEO suites, I particularly use and recommend Dinorank , especially if you’ve never done SEO before.

In the first place, because unlike other suites, Dinorank is a tool created in Spain and therefore its support and customer service system is in native Spanish ; something uncommon in the sector of SEO tools.

This is always an advantage when we talk about working with software since we often have doubts about some aspect of its operation or the data it shows us.

In addition, its value for money is excellent for such a complete SEO suite. An economic option as well as effective.

What benefits does an SEO suite bring to the users who use it?

I would summarize the advantages, mainly, in these five:

  • The convenience of centralizing processes.
  • You only have to learn how to handle it once, since although the functions are different, its architecture is the same.
  • If different SEO tools are used, it is easy to find format incompatibility when crossing data or exporting files.
  • Its price is usually cheaper in proportion to all the functions it allows you to do compared to more specific SEO tools.
  • You get a more complete solution since it allows you to approach web positioning in a comprehensive way.

What functions should an SEO tool have to help you position in Google?

It depends on the business model you want to position and the way you understand SEO, but there are some essential features that a good SEO software must have.

Below I will share with you the most relevant aspects when taking a project to the top of Google. In short, I will tell you the unavoidable steps of a professional SEO strategy , as well as what you must take into account when selecting a suite of SEO tools that will make your job easier.

After all, the choice of your “work tool” can make the difference between success and mediocrity in your web positioning work. Thus, any SEO tool worth its salt must have the following modules :

  • Keyword analysis (keyword research) Necessary to perform keyword searches for your services or products.
  • SEO audit. Needed to find and debug errors on your website.
  • Position tracking. Necessary to monitor the keywords that you are positioning in Google; See when they go up. See when they go down.
  • Content analyzer. Necessary to get the semantic prominence of the texts you want to position, that is, those terms that are most commonly used for a specific sector, service or product.

Keyword Analysis Module

The starting point for any project or business that wants to position itself on Google is to understand what the user is looking for and how they do it . You have to see first if there is a market and if there is, if it is not already saturated and there is space for you; try new approaches, be more specific, etc.

An SEO tool that includes keyword analysis among its functions will allow you to search for the terms associated with your services or products: see the search volume they have on Google, the trend of that search throughout the year and the competition around them.

Let’s use a real example to see it:

Suppose I want to position myself for the keyword “Madrid weddings” , so I enter the keyword to study in the tool.

The image shows us the number of times per month that the keyword that we have entered is searched for, as well as its total average volume. In this case we see how in the months of March, June and October there are search peaks.

The advantage you get with an SEO tool that allows you to do Keyword Research is that you not only get information about the keyword you want to study, but also discover new keywords ; Keywords normally semantically related in long tail format (more than 3 words) or local that you will most likely be interested in positioning.

Here we can see that, although the search volume of these keywords is lower, they are more specific and therefore we can respond more specifically to that search that the user is doing.

In this case “Madrid weddings” is a seed keyword that helps us to discover new keywords that are searched for in Google . If we know what they are looking for, we will know what content to offer so that they reach our website.

At the same time, an analysis of keywords helps us to know the competition that surrounds the sector and thus see which keywords are within the reach of our project.

It is so to speak as if you turned on the light in a dark warehouse, it allows you to walk through it seeing where the dangers are and where the opportunities.

SEO audit module

This is a somewhat abstract function that each SEO tool interprets in its own way. This module serves you on a tray the errors and absences that prevent your domain from being positioned .

Normally the data is presented in table format, in an orderly and relatively easy to understand way for anyone who has already had contact with SEO.

The number of errors in a domain is usually much higher than is believed and therefore the resistance or limitations that we may have when it comes to positioning ourselves in Google are also higher.

Some of the most serious errors that no search engine tolerates are:

  • Very slow website load time ; which can ultimately lead to 500 errors.
  • An excessive number of “page not found” URLs (404 errors); especially serious if it is a content that was previously positioning.
  • That your website does not comply with the SSL security protocol ; especially in those domains in which transactions are carried out.
  • Duplicate or sparse content . It is a problem that normally derives from a CMS ( WordPress or Prestashop are good examples) which usually generate duplicate text of little value in categories, labels, filters, etc.

And although the errors mentioned above are the most problematic, there are many other errors to pay attention to, here are some listed:

  • Excessive number of 3XX redirects of any kind.
  • Duplicates or absences in title tags or main heading (h1).
  • Number of URLs in noindex (these are pages tagged in such a way that Google cannot index them; consequently, they cannot be positioned in its search engine).
  • Duplicate or missing meta descriptions; If you have reached the first page of Google, this will be a text that you should take care of.

Are there terms you’ve never heard before? If that were the case, here is a Dictionary of SEO terminology: See SEO dictionary

This is precisely one of the main reasons why I recommend the use of Dinorank among friends and acquaintances who want to get started in SEO.

Unlike other SEO tools, Dinorank has a very easy learning curve, with continuous recommendations and “what to do in case…” advice within the platform; both in text format and with video tutorials.

Starting to understand the basics of SEO and gaining experience is much easier with Dinorank ; no language barrier, no learning barrier. There are other very good SEO suites, but they do not support the novice user as Dinorank does.

position tracking

Any project or company that wants to be successful needs to make periodic measurements of the progress or setbacks that are taking place in its business. SEO is no exception.

A complete SEO tool must have its own tracking system to monitor those keywords that we are positioning ; as well as the fluctuations that occur. Know what position your domain occupies for a specific keyword, if it is going down or falling in the SERPS, etc.

The SERPS are nothing more than the results (web pages) that Google shows in its search engine once the user has carried out a search.

If you do SEO, you should know what position your Golden Keywords occupy (keywords directly associated with a product or service with a medium/high transaction rate) at all times. If they go up great, but if they go down you have to look at why.

It also does not hurt to analyze the reasons that have led a keyword to rise, since if you manage to isolate the actions that were decisive in achieving that rise in the rankings, it is likely that you can replicate those actions with similar success for other semantically related keywords. to the cluster (niche or micro sector).

For the correct measurement of the rankings, it is also important that we highlight the concept of geolocation and the need for a good SEO suite to offer it for its position tracker.

Let’s continue with the example of “Madrid weddings” :

For a company that organizes events and weddings in Madrid, such as Negralejo, what you want is for it to appear, above all, in searches carried out in the Madrid area.

The possibility of closing a sale is more affordable for someone who lives and wants to get married in Madrid, than for someone who lives in Barcelona.

Google is always seeking to satisfy that doubt or need that the user has expressed, and it achieves this by offering geolocated and proximity results .

And you, as a businessman or entrepreneur with a budding project, will be extremely interested in knowing the specific position you occupy in your city. After all, for a service website, the range of service provision is limited. Same limitation that many ecommerce may have at European and international level.

That is why I consider it important that an SEO tool has a position tracker with the possibility of geolocating in any city , since not even Google’s search console offers you this option.

Thus, while perhaps at the level of Spain, X keyword positions may be in the Top 8, in Barcelona, ??in the city where you provide the service, you may be in the Top 3.

There is a big difference in both visibility and visits to your website when you go from appearing in a Top 8 or a Top 2. With a geolocated position tracker you can measure it.

There are many tools that have keyword tracking systems, but in my professional experience, I have found few that include geolocation, and if that was the case, the cost skyrocketed.

Fortunately, there are SEO suites like Dinorank, SEMrush or Seoprofiler that offer a powerful tracker with geolocation at a more than fair cost.

However, there is a key difference between the two, and that is that with Dinorank’s position tracker you can also measure the fluctuations of the 20 best ranking competing domains for the keyword you are tracking.

It really is wonderful the control and knowledge of the sector that you get with Dinorank. Knowing if your competition goes up or down for the same keyword you are trying to position is a joy.

Semantic salience module

The word brings them to them but in reality its definition is much simpler; We are talking about a module that optimizes your texts so that they are positioned in Google.

The basis of this function is simple, you place a seed keyword that you want to position and the tool will analyze the texts of the first 10 results in Google. Let’s see it with an example:

There are few SEO tools on the market that perform this function, but in those that offer it, your module will essentially work as follows:

  1. You enter the main keyword you want to position.
  2. The tool tracks and analyzes the texts of the first 10 results in Google for that keyword.
  3. If you already have a URL with content created for that keyword, you enter it in the system and the tool will offer you a comparison of the terms that you are using compared to the average of that Top10 competitor.

With you can see, what you get is a graph and a table of related keywords . Those secondary or long tail keywords associated with that root keyword that you want to position will be used to provide semantic richness to the text.

You have to do everything possible so that Google understands what your content is about and thus defines what searches it is going to offer it for. With this function, what you do is adapt your text to the parameters that you know work .

Does the ultimate SEO tool exist?

There are some great SEO tools out there, but making such a strong statement would be reckless. Among other things because SEO is an art in itself , and as such it is constantly on the move. A tool that is effective today may become obsolete in a couple of years if it is not renewed along with Google.

A good SEO tool will not get you to the top of Google by itself, just as you cannot win a race in a good car without the skill to drive it . Of course, as soon as you learn to handle it, then your chances of winning skyrocket.

SEO is a constant learning, but it is grateful . In this article I wanted to take you through the journey that every project, company or freelancer that wants to position itself in Google must undertake and I wanted to offer you a reliable travel companion hand in hand with an SEO suite.

And whatever your choice, remember that for your work to be effective, you need the SEO tool you use to allow you to :

  • Keyword Research ; to find out what the user is looking for.
  • SEO Audit ; to find out what errors are on your website.
  • Position tracker ; to know what keywords you have positioned and their evolution.
  • semantic prominence ; to learn how to write to create texts that are appetizing for Google.

And of course, if possible, have an SEO suite that includes everything for an affordable price , something really complicated and one of the best options you can choose is, without a doubt, Dinorank.

I say goodbye to you, reader / reader, wishing you the best. Don’t be discouraged and keep pushing.

And remember that doing a good SEO job means getting a lot of free traffic to your website every day. This same blog, for example, receives more than 10,000 visits from Google every day . So if you have never explored SEO, now is the time to do so.