27 of the best digital marketing tools

Posted on 13/05/2017 by Team Hallam

Susan shares the top 27 digital marketing tools she uses on a daily basis. Chosen purely from personal preference, from SEO to social media monitoring, competitor research to conversion rate optimisation, here are the tools she recommends.

Over the years I’m often asked which are my favourite digital marketing tools.

I managed to whittle the list down to just 27.  But of course there are hundreds of other tools that I wish I could have included on the list such as Link Research Tools, Unbounce, the AdWords Editor and  Hootsuite.

Have I missed out your favourites?  I’m sure I have, so, please be sure to share your recommendations in the comments below.

Here are the 27 tools:

SimilarWeb:  Highly visual and easy to use competitive intelligence tool to analyse any website. It lets you analyse engagement levels, traffic sources and ranking details.

Neil Patel SEO Analayzer

Neil Patel’s SEO Analyzer:  A free analysis of your SEO performance of your own website with a prioritised set of recommendations as well as benchmarking against up to 3 competitors.

SEO SiteCheckup

SEO SiteCheckup: A set of intuitive tools that provide professional analysis of more than 30 SEO variables. It profiles your website against your competitors’ SEO performance (up to 5). Embeddable widgets make it easy to use and quick.


Impactana: A tool bar that uses two metrics – social signals and user engagement – to identify what kind of content works best for your audience.

Semrush logo

SEMrush: An all-in-one SEM toolkit comprising of SEO, paid advertising, social media, content and PR applications. It helps you measure your competition, market and industry.

Ahrefs logo

ahrefs: A powerful backlink checking tool using a unique index and offering a robust ranking database of millions of keywords from different countries.

Moz logo

Moz: A popular tool that measures, monitors and evaluates onsite and offsite SEO aspects of a website. Comes in handy for both beginners and more advanced users.

Followerwonk logo

Followerwonk: This Moz-owned Twitter analytics tool allows you to collect and examine data on Twitter users such as demographics and usage frequency. It also identifies trends, influencers and brand advocates.

Screaming frog logo

Screaming Frog: Install their SEO Spider Tool programme on your computer and it will crawl your website’s SEO elements including links, images, CSS, script and apps.

Google Search Console logo

Google Search Console: All the tools you need to monitor your performance in the search results. A Google web service that allows webmasters to check their websites’ indexing status and visibility in Google Search Results.

Google Analytics Solutions Gallery

Google Analytics Solutions Gallery: The Gallery aims to aid both less and more experienced marketers in taking away more information from Google Analytics by providing useful data in the form of dashboards and reports.

Google Data Studio logo

Google Data Studio: Another practical tool from Google to help you visualise your data better by turning it into easy-to-read dashboards and reports. Fully customisable, editable and shareable.

Google Mobile-Friendly Test

Google Mobile-Friendly Test: A quick way to find out if your website performs well on mobile devices. Just enter your URL and voila!

Google PageSpeed Insights

Google PageSpeed Insights: Enter a page URL and find out how fast it loads by comparing your score to the ideal 100. It also offers suggestions on how you can improve the speed both on mobile and desktop.

Google Structured Data Testing tool logo

Google Structured Data Testing Tool: It provides a simple way to develop, test and change your structured markup. Get a preview of the markup in the search results by providing a URL or a code snippet.

Google Optimize logo

Google Optimize: This is an AB testing and personalisation solution. Use the free version if you’re just getting started with experimentation or get the paid version for more advanced testing options.

Google Trends logo

Google Trends: It uses information from Google search to show how often a term is used relative to the total number of searches across different regions across the globe. Useful if you want to find out the level of interest for a specific term over time.

KWFinder logo

KWFinder: A keyword finder and research tool that helps you find long tail keywords with low competition. It bases its search on the keywords’ SEO Difficulty score measured in real time.

Ubersuggest logo

Ubersuggest: A user-friendly keyword research tool that uses various sources such as images, news, shopping, web and videos. It offers a wide pool of search terms suggestions and helps you get new ideas and discover niche searches.

Answer the Public logo

Answer the Public: A search query data visualisation tool that helps content marketers find out what questions consumers ask in Google and YouTube. Enter a keyword, find out what questions are being asked on that topic and create informative content.

Siteliner logo

Siteliner: A scanner that identifies factors that might be negatively affecting your ranking in search results. It crawls your website and reports on duplicate content, broken links and page power.

Yoast logo

Yoast SEO WordPress Plugin: It enables website optimisation by allowing you to optimise page content, images, titles, meta descriptions, create XML maps and and change website configuration at an advanced level.

Google alerts logo


Google Alerts: It detects changes in content for a provided term and will notify you via email. You can manage how often you receive notifications and what kind of sources you get content from.

Feedly logo

Feedly: An application that aggregates news from a variety of online sources. The news can be saved in boards, organised in stories, added notes to and shared on social media.

Buzzsumo logo

Buzzsumo: A great platform for content marketing and SEO. It allows you to find the most shared content on a particular topic or on a website. Also effective in finding influencers in your industry.

Canva logo


Canva: A software that can turn anybody into a graphic designer. Choose from multiple templates or use the extensive number of graphic elements to create your own designs for web pages, blogs and social media. It lets you share your creations with your team and edit together.

Zapier logo

Zapier: If you’re tired of constantly switching between apps, this tool is for you. It creates automated actions or workflows between business apps and you don’t need to be a technical person to set it up.

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