How to Build an SEO Strategy

- SEO Tools You Need

Search engine optimisation (SEO) can be challenging!

If you want to succeed with SEO, you need tools.

It can be tough to figure out what you need to do to optimise your website for search engines and even tougher to know if you’re doing it right. 

Thankfully, there are a number of great SEO tools out there that can help you get started. 

We’ve compiled a list of popular SEO tools, so take a look and find the one that’s best for you.

Let’s get started!

Why Use SEO Tools? 

SEO tools are essential for any business that wants to optimise its search engine efforts so that it can increase visibility, ranking, traffic and conversions.

Many different SEO tools are available, and each has its own unique features and benefits. 

However, all SEO tools share one goal: to help you optimise your search engine efforts. 

SEO tools can help you track your website’s performance, keyword rankings, backlinks, and more. 

They can also help you identify and fix technical errors that could be holding your website back from the first page of Google. 

With the right SEO tool, you can save hours of time and get the most out of your search engine optimisation efforts.

We’re going to touch on both free and paid SEO tools.

Free Tools For Search Engine Optimisation (SEO) 

1. Google Search Console

Google Search Console tool helps improve Google search performance. 

With this tool, you can:

  • Track the performance of your site (clicks, impression, positioning)
  • Track and monitor SEO data 
  • Get notified of any technical issues on your website
  • Submit sitemaps so that your content can be crawled, indexed and ranked by Google

2. Google Trends

Google Trends helps you explore the popularity of search queries. 

With this tool, you can:

  • Track trends and popular search queries 
  • Compare those queries to each other
  • Monitor daily, monthly, and yearly searchers
  • Identify seasonal trends 
  • Predict trends

3. Google Alerts

Google Alerts helps you create alerts that you can get notified on based on topics of interest. 

With this tool, you can:

  • Receive notifications from Google when a new trend is detected
  • Choose how often you want to receive notifications

4. Google Analytics

Google Analytics helps you track and monitor the analytics of your website.

With this tool, you can:

  • Measure return on investment (ROI) of ads
  • Monitor your website’s traffic
  • Use this data to let you know who the people are that visit your site, what they searched, and how they found you

5. Google PageSpeed Insights

Google PageSpeed Insights helps you ensure that your web pages run fast.

With this tool, you can:

  • Resolve any issues that interfere with fast page speed

6. Answer The Public

Answer The Public is a keyword tool that displays how people search for queries using Google suggest data. 

With this tool, you can:

  • Brainstorm keyword 
  • Get a birds-eye view of what people are searching for
  • Get an idea of common questions searched related to a keyword
  • Find a variety of questions that are posed for a keywords query

7. Also Asked

Also Asked is a tool that uses people also asked data from Google 

With this tool, you can:

  • Find questions that come up for a users query
  • Identify the search intent for the query 
  • Explore data for a keyword

8. SERPSim

SERPSim is a tool used for Google snippets. 

With this tool, you can:

  • See how your web pages, meta titles, descriptions, and URLs will look in search engine results pages (SERPs) 
  • Optimise snippets to increase click-through rates

9.XML Sitemaps

XML Sitemaps help search engines crawl your website so it can be indexed and ranked accordingly.

With this tool, you can:

  • Let Google know which pages are most important 
  • Submit a sitemap so your web pages get crawled and indexed
  • Make it easier for Googe to do what it does 

10. Robots.txt Generator

A Robots.txt helps you make sure that a web page doesn’t get crawled by Google. This prevents a site from being overwhelmed with requests.

With this tool, you can:

  • Manage crawler traffic 
  • Prevent pages from being crawled like pages you don’t want to be indexed and ranked (no value) 
  • Set Instructions that tell the algorithm how to crawl the page

11. Copyscape

Copyscape is a tool that helps you identify duplicate copies on the internet.

With this tool, you can:

  • Identify if the content has been stolen by other sites
  • Determine if your content is original 

12. Siteliner

Siteliner is a tool that also helps you identify duplicates as well as broken links for your site. 

With this tool, you can:

  • Check for duplicated content on your site 
  • Identify broken links 
  • Balance internal and external links

13. Keyword Surfer

Keyword Surfer is an extension for keyword research.

With this tool, you can:

  • You see search volumes, CPC, keyword suggestions, related terms and other data for queries all in Google SERPs
  • Do keyword research easily and much more quickly 

Paid Tools For Search Engine Optimisation (SEO) 

1. Semrush

Semrush is an all in one marketing platform. 

With this tool, you can:

  • Do keyword research
  • Do technical SEO audits
  • Track SERPs position
  • Analyse backlink profile
  • Do a competitor analysis
  • Do organic research 
  • Traffic analytics 
  • Do paid search and more

2. Ubersuggest

Ubbersuggest is a tool for keyword research 

With this tool, you can:

  • Get ideas for keywords
  • See a keyword overview 
  • Check your keyword rankings
  • Check your domain score
  • Get content ideas

3. Ahrefs

Ahrefs is an all in one SEO platform.

With this tool, you can:

  • Do SEO analysis
  • Do a competitor analysis
  • Do keyword research
  • Check your backlinks
  • Optimise your website 

4. Moz

Moz is an all in one SEO platform that helps improve search engine visibility.

With this tool, you can:

  • Explore links 
  • Do keyword Explorer 
  • Track your ranking 

5. Yoast

Yoast is an SEO plugin for WordPress which helps optimise their sites for search engines. 

With this tool, you can:

  • Optimise your posts
  • Optimise your content structure 
  • Optimise your keywords

6. Screaming Frog

Screaming Frog is an SEO tool that helps improve on-page SEO.

With this tool, you can:

  • Crawl your website
  • Get your website Crawled with JavaScript
  • Generate XML Sitemaps
  • Audit redirects 

SEO can be a difficult task to tackle on your own, but with the help of the right tools, it doesn’t have to be. 

Have you tried any of these tools to help optimise your website? If not, we recommend giving them a try – they could make all the difference in your search engine ranking.

Now that you know what tools you need for SEO, you can start to implement them into your SEO strategy. Proceed to the next section of the KAMG SEO Content Hub to begin to learn how much SEO costs.

Need some help with SEO? Our team of experts are here for you. 

Contact us today for a free consultation!

Picture of Amy Rendel

Amy Rendel


AMY RENDEL is a marketing consultant from South Africa currently residing in Israel. She has a B.Com in marketing and has worked with companies in South Africa, Israel, the UK, and the US. She spends her days writing blogs, website content and social media posts.

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Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at Flash Player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: