Many SEO experts developed their own methods for analyzing data on site visits and to research the links that point to rival sites. Over the years, these manual and spreadsheet-based methods have evolved into research software.

Even the big corporations are in on the act with Google offering many of the definitive SEO tools for free. The SEO tools market is reaching critical mass. Now, even small firms employ automated methods for their digital marketing. If you haven’t tried any of the SEO tools for your law firm’s website, now might be a good time to give some a whirl.
Search Engine Journal, Search Engine Land, and Search Engine Watch  all have useful coverage of SEO tools this week.

Three technologies you absolutely must have for better SEO

All of this article offers useful information on some of the latest technological trends in web development. However, it is the section on the Mobile Friendly Test facility that gets this article included in this week’s SEO Trends report. It is vitally important that you check how your law firm’s site looks on devices other than your own. Your site may look great when you access it from your laptop, but you also need to check how it looks from a mobile device. You can access this tool either through the Google Search Console or through Google Webmaster Tools. The big advantage of this tool is it shows you what Google thinks of your website in terms of mobile-friendliness as well as showing you how your site looks on a smartphone – which is useful if you don’t actually own one.

Marketing Automation: What You Need to Know

The nub of the marketing functions explained in this article cover the “retargeting” actions that you might like to implement in order to keep your law firm’s name at the forefront of your potential customers’ minds. The idea here is to maintain contact with people who visited your website but didn’t actually book an appointment. You can be sure that those people are looking for the services that you provide and you need to convince them to choose you. This article explains three tools that can be used for creating newsletters and keeping in touch with potential and current customers. As with any category of tools, there are different levels of service on offer and this is illustrated by a rundown of the features of three systems. Remember, if you don’t have much time to dedicate to marketing, a feature-rich package can actually take more time to set up and maintain the absolute basic marketing automation package.

Want better data from AdWords Keyword Planner? Use the forecasting tools, says Google

Google’s Keyword Planner is a very powerful free tool that many SEO implementers use even if they have no intention of paying for advertising with Google’s AdWords. The tool will show you how many searches were performed on any given key term. Well, at least it used to. As with any really useful tool that seems too good to be free, it seems that it actually was, and Google noticed that. They have just made it a little less useful by reporting the number of searches as a range of values, such as 100 to 1,000, rather than giving the actual number. This article explains a new technique you can use to get more accurate numbers out of the Keyword Planner. This involves employing a forecasting facility that is built into the Keyword Planner site.

Download our free guide and learn about the importance of key performance indicators (KPIs)

Fixing historical redirects using Wayback Machine APIs

If your law firm’s website has been running for a few years, the chances are that it may have been through a redesign, with changes in the directory structure of the server files, which should have been accompanied by redirects. If you didn’t set up any redirects when you moved a page or renamed part of your site’s menu structure, there are probably hundreds of backlinks pointing to your site that are now dead. This is lost rankings and you need to fix that. Find out how to trace what the pages on your site used to look like with this useful tool.

Five free Chrome extensions for SEO practitioners

Adding useful extensions to your chrome browser can offer great SEO functionality. Here are five extensions to try for your law firm’s SEO effort. There might be one or two factors that you should consider before you make these installations permanent. If you have a centralized applications server for your practice with a standard workstation set up, then you would need to make these tools active on every desktop in the office. Another factor that you should consider before adding extensions to Chrome is their effect on the speed of your actions on Web pages. If an extension slows down data entry, or makes pages impossibly slow to load, consider dropping it from your set up.

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