What it does: Every marketer needs to understand SEO. Ahrefs makes this job simple and straightforward. You can track keyword performance, measure your social metrics, perform backlink analysis, analyze your content, explore trending content, measure your keyword positions and do keyword research. It’s a robust all-in-one SEO tool that will put you on the path to outrank your competitors.

The All in One SEO Pack plugin has more than one million active installs. You won’t have to look far to find competitors, but there’s a reason why so many people use this tool. Not only is it free and simple, but it’s results can’t be denied. It will definitely help your website, from an SEO perspective, which is something all new businesses are interested in.
If you’ve ever looked at your site analytics and yelled “what do you want from me?” you’re not alone. That’s why Inspectlet lets you analyze user activity via eye-tracking heat maps, screen capture, and user interaction analytics. You’ll be able to watch how users interact with your site and figure out where they may get confused. And then get to work fixing those areas.
Sure, we did keyword research, we recommended partnerships and widgets and architecture advice, but we didn’t step back and take a good look at our target audiences, what sites were meeting their specific needs in search results, and what we specifically could build into the product that would be far more desirable than what everyone else had (not even thought of yet ideally) to make sure our entire site is superior, resulting in the inevitable stealing of search traffic from our competitors.
SEO plans need to be somewhat flexible and require regular reviews to ensure that optimisations are proving effective and targets are being met. If you are operating in an industry that is very competitive, it’s important to consider the efforts of competing websites and what may be required to outrank them in the SERPs (Search Engine Results Pages). An SEO specialist should monitor changes and trends in the industry to ensure your SEO strategy can continually be innovated.
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Typically, the number of keywords targeted depends on the size and scope of the SEO project. Once an SEO strategy plan has been mapped out, the analyst will have a better idea of the number of keywords, a plan can be developed for how those keywords fit in with optimized pages and link submissions necessary to make progress in the SERPs. Analysts start by researching keywords and coming up with a shortlist both the agency and client are happy with. This may include several research methods including keyword recommendations from the client, customers and suppliers, surveys, using keyword research tools and so forth.
Social media marketing is not as difficult as it sounds, especially when you rely on tools like Hootsuite. With this particular tool, you can schedule and manage social media profiles for more than 30 platforms. Imagine doing this by hand, without a central dashboard to guide you. It would be enough to frustrate even the most experienced entrepreneur, let alone a new business owner. Let Hootsuite operate like the social media marketing manager it is.
Want to see all of the images on a Web page along with their size, alt text, and a real-size display of the image? How about a list of all of your page links: external links, internal links, style sheets, XML, and other assets? Do you know which ones aren't working? Among our free SEO tools, this one is always popular for its multipurpose functionality!
I second Rand's comment!  Congrats on moving from the corporate world to the independent consultant.  This is my goal for the near future.  I too have been testing the waters of independent consulting, but it doesn't quite pay the bills yet!  Sometimes I feel like I should find a mentor who has been where I am now and is where I want to go.  Perhaps i'll find a few in this community over time!
As I had a teacher at school who was always really picky on how to draw conclusions I must say that the conclusions you drew for your health situation might be true, but dangerous. For example: If slightly more women than men suffer from health deseases it could be wise to write the information toward women. But, if you take search behaviour into account thing could look a lot different: It might turn up that men search more than women or that (senior) men are more present on the net than women.
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