People who know me, know that I love my SEO tools (tools for Search Engine Optimisation). Ubersuggest by Neil Patel is a fantastic tool I’ve been using a lot lately, as a quick way to review a client’s website. Ubersuggest is continually being added to and Neil’s released a video explaining why he’s produced this tool. His intention for 2020 was to pave the way for automated SEO using his tools, machine intelligence and Artificial Intelligence (AI). Neil admits he didn’t know if this would even work or how much he will be able to do. In the meantime why not take advantage of this amazing tool! So love him or not, although these features are available through other tools, this one has beautiful displays and is easy to follow.
Please note in early 2020, this tool became freemium software. As such, there’s a limited result free version, an enhanced version when using a Google sign in, and finally a full paid version, which is still affordable for many at $USD100 approximately for a one year subscription. The free version is still much of what was originally described (although the number of results displayed is reduced), with the paid offer providing even more insights.
The tool opens with a section of keyword research so you can search by country and language for results. When you click on the keyword it opens another screen with related keywords and questions, and also tells you the competitors that rank above you in their average position. You can export the keywords to a CSV file at a click of a button. Results are limited for the free version, but still useful. For those with the paid version, you can now access additional insights like the amount of traffic that actually clicks through for the search term and the age demographics of searchers.
Coronavirus Keyword Update
What a crazy world we’re experiencing in 2020, especially in Australia where we’ve had drought, bushfire, flood and now the Coronavirus global pandemic with the #crisistrifecta. Both the Ubersuggest keyord tool and Google Trends allow you to see a change in trends. Because things are evolving so quickly keywords are shifting. For instance who in 2019 would have thought toilet paper would’ve been like gold! It helps businesses see though that the demand peak has passed so there’s no point trying to jump on toilet paper bandwagon now!
For some industries the change has been a shift from a service provider to DIY. For instance landscape designer may have dropped in Google search results while landscaping has jumped up. If you were a landscape designer, you’d want to be producing blogs emphasising landscaping, home grown produce etc rather than pushing design services as much (although you may operate in a slightly different way). Show yourself as an expert, introduce your new solutions to new challenges and problems faced by your clients.
As best practice you would want to review your keywords in normal times at least quarterly. In these crazy times, it may be far more frequently.
Ubersuggest Site Audit and SEO issues
Some of the best features (especially for market research and finding SEO issues) are the Ubersuggest site audit and backlink tracking features. The site audit allows you to look at your website, or even your competitors websites, and work out what is going on. It tells you things like your Domain Score (aka Domain Authority) out of 100. It tells you if there are any SEO issues, and if they have a high, moderate or low chance of impacting your SEO. You can drilldown and identify exactly where the potential issues are coming from (for instance the pages with the low web count). As the tool doesn’t discriminate you can ignore results like your contact page having low word count.
The Ubersuggest backlink section is a way of checking what off-site SEO has been completed for your site when an external agency has been engaged, and for seeing what others are up to. For your own site, you can also use the free Google Search Console to check your incoming external links. In many cases people who have hired SEO agencies will have a lot of backlinks to your website. Unfortunately not all backlinks are good! Some clients have been horrified to find out they’ve been placed on dodgy ‘blogs’ on made-up websites. The worst of these are questionable adult sites and the like. Look at the last page of your Ubersuggest backlinks report to see the lowest quality ones like these.
Many backlinks are created from directories out of state, or out of country, when they only service people in their state. The reason the directories have been linked, are because these are often news site related business directories that have good Domain Authority. It does explain to people why they were getting some weird phone calls they did not expect from out of state.
A great market research activity is to search your competitors site for their backlinks and find high Domain Authority sites to connect with. This could provide possible guest blog and media opportunities, as well as quality directories which have backlinks.
The trouble with being on so many directories, is in the maintaining of them. If these SEO companies are setting them up, are they giving you log-ins and passwords which they are creating to sign up to the account? If details change you need to be able to update your details. Otherwise, you potentially have many hundreds, or in some cases many thousands of these out-of-date listings floating around. I personally think you should go for less of these directory backlinks, but if there are some high Domain Authority ones they’re probably going to do you no harm. Good local directories are usually a good idea too.
Why less directories overall? Because of the maintenance issues, but also some of these lower quality sites only have temporary high domain authority because the traffic to them are SEO agencies and people on Fiverr creating backlinks. End consumers eventually get frustrated and their bounce rate falls through the floor. These sites then start losing their shine and their domain authority, and will be more of a hindrance than a help.
Check out Ubersuggest – one of the best freemium SEO tools around
So, if you know a little bit about SEO I strongly suggest having a look at Ubersuggest by Neil Patel, and even if you don’t, maybe take a look. You might realise that some of the things are actually not that tricky. Ubersuggest gives you a lot of information about where the problems are and gives you a little information about how to fix them. If you have any issues you can get in touch with us and we can assist. We also offer more comprehensive independent UX and SEO Audits using additional premium SEO tools.
User Experience (UX) and Google Analytics
One of the things Ubersuggest does not currently do, and I’m not sure whether it could be built-in, is User Experience (UX) and the way we need to be guided around a site. The logical layout of a website is not currently included in the product.
For instance, I have a client that was sending three different ads, for three different services to the same home page. This home page is not specific, made worse by an image and text at the top of the page not really conveying what the page is about, therefore has a high bounce rate (80% in Australia). Bounce rate means the people leaving (or bouncing out of) the webpage without moving to another page.
Therefore, her ads are leading people to her home page with an 80% bounce rate when the individual pages only have a 15% bounce rate. Imagine how much more effective her ads would be if she directed them to the correct pages instead of just the homepage (and/or changed the homepage). This information I could see clearly simply from looking at the website. In addition it was strongly supported by Google Analytics numbers.
As an update to this example, my client followed my simple suggestions updating her home page, adding immediate buttons to her individual service pages. Her home page bounce rate fell markedly (to under 20%). Additionally, she made some suggested edits to her service pages (further work required here) and to her blogs to increase their SEO effectiveness. Result? Her clinic was full WITHOUT the need any more for Google Ads saving her $600 cost per month and increasing her revenue as well.
Google Analytics and Google Search Console
Many people when I do SEO workshops say they have Google Analytics, however almost none of them look at their Google Analytics or understand how to review the data. I especially love the visual flow tool, where you can see where pages lead and where people drop off. Additionally, even less have the connected Google Search Console. Google Search Console allows you to update your site map for quick Google re-indexing, find broken pages, check your backlinks and check what keyword terms you are currently ranking for.
Please make an effort to complete some SEO training, including learning how to read Google Analytics and Google Search Console. You can attend SEO training through myself, receive one on one advice, learn through Kate Toon or try the Google Digital Garage courses.
Article last updated 23 April 2020.
This blog was written by our Founder Jane Tweedy.
Jane is currently a Business Connect Advisor part-time for NSW small businesses in Western Sydney (especially Blacktown and The Hills), and Founder and Lead Trainer of FAQ Business Training. Outside NSW Jane can offer remote business advice and some business consulting through FAQ Business Consulting. Please contact Jane here.