Born between 1997 and 2012, Generation Z (Gen Z) is the first generation to have grown up with the internet, social media, and smartphones as part of their everyday lives.

More than just very demure and very mindful, they’re a complex demographic myriad businesses and industries are vying to target – with their own unique set of ideals, values, and interests that vary drastically from older generations.

For social media marketers, effectively reaching Gen Z requires more than injecting buzzwords and phrases into your messaging.

It requires a strategic approach that starts with obtaining a comprehensive understanding of this specific audience.

Unlike previous generations, Gen Z came into the world with the internet already having made a significant impact for both business and consumers alike.

Smartphones were well on their way to becoming a household necessity, with the first iPhone being introduced on June 29, 2007. Myspace was also about to become a phenomenon that would inspire and forever shape the social media technology movement.

Given the breadth of experience Gen Z has with smart devices, technology, and social media, it’s imperative for marketers to tailor their social media strategies to successfully capture and convert potential Gen Z customers.

As marketers, now is the time to uncover what motivates Gen Z and how to capture the largest market segment to improve return on investment, maximize your marketing efforts, and drive more qualified business.

Let’s unpack exactly who this generation is and proven strategies for increasing Gen Z engagement across numerous social media platforms.

Demystifying Gen Z: Who Are They Exactly?

Gen Z comprises a little over one-fifth (20.69%) of the U.S. population.

Gen Z is unique among current generations – not just for the social structure they have come up in, but also for their spending habits, which differ from other generations.

According to Statista, Gen Z isn’t as motivated to purchase a product after seeing an ad on TV, with only about a third of this demographic saying a TV ad has prompted them to make a purchase.

Social media’s influence, however, was proven to be much more profound.

Gen Z And Social Media

Two-thirds of Gen Zers say they’ve been influenced to make a purchase after seeing a social media advertisement.

Additionally, 33% of the Gen Z population is interested in buying from a brand founded by an influencer, a stark contrast from the minuscule 4% of Baby Boomers who expressed interest in doing the same.

Social media is woven into the fabric of their lives.

A 2024 report by Morning Consult found that 54% of Gen Zers favor YouTube over any other social media platform, with 80% spending their time on it. Instagram is another platform after YouTube, with 75% of Gen Zers gravitating towards spending time there. TikTok (69%) and Snapchat (63%) are also popular platforms for Gen Zers.

Furthermore, the same report indicates 35% of Gen Zers spend over 4 hours a day using social media, and only 4% spend less than 1 hour a day.

Knowing that Gen Z spends ample time on social media regularly highlights the need for marketers to focus their attention and efforts on this dominating channel.

This holds especially true for the social channels Gen Z frequents most, which are YouTube, Instagram, TikTok, and Snapchat.

Gen Z’s Dual World: Online Convenience Meets In-Person Experience

When it comes to online versus in-person shopping, it’s more of a toss-up.

Gen Z is accustomed to the convenience of online shopping, but they value real-life experiences, as well as the ease of same-day pickup.

A Deloitte study in 2023 also found a 50/50 split between Gen Zers and Millennials who see online interactions as meaningful replacements to in-person experiences, and those who prefer the real thing.

All of this suggests that an omnichannel approach to the customer experience is best for Gen Z, but still poses an interesting conundrum for marketers.

We know where Gen Zers are spending their time and how to reach them, but what does it take to connect with them authentically? And what drives them to log off and shop in person?

Here are six social media best practices to consider when targeting a Gen Z audience.

1. Embrace Partnership With Creators

The concept of the traditional “influencer” – who does sponsorship deals, goes on brand trips, and sells an aspirational lifestyle attainable to their followers through the purchasing of products – dominated the 2010s.

But for Gen Z, that heyday is proving to be behind us. As they become savvier about when and how they’re being sold to, the creator economy is king.

In this new paradigm, authenticity and originality are lauded over aspiration.

TikTok creator Alix Earle jumps to mind as a prime example. Earle has seen rapid fame in just a few short months, surpassing 5 million followers today.

She has all the marks of a traditional influencer – the travel, high-end products, and aspirational lifestyle – but her unpolished and relatable tone is arguably what garnered her a massive audience, and what keeps them around as her lifestyle appears to become less attainable.

When she recommends a product to an audience, it feels organic, like a recommendation from a friend.

As a brand, encouraging, engaging with, and platforming this type of user-generated content (UGC) – where your product might not be the star of a scripted video, but a detail in a larger story – can be very effective with Gen Z.

2. Give The Brand A Persona Online

In addition to outsourcing content to creators with their own audiences, we’re also seeing the emergence of brands becoming influencers in their own right.

Some do this by bringing on a well-known creator to represent their brand’s social presence. For example, Kyle Prue, a TikTok creator with over 1.4 million followers, has become jointly known for the personal finance brand, Fizz.

Stylistically, the content for Fizz is virtually indistinguishable from his personal content – except for the fact that it’s about personal finance.

Others employ a character or a staff member to become the face of the brand online.

The popular language learning app, Duolingo, has amassed over 6.5 million TikTok followers making videos featuring its mascot, the Duolingo owl (and most of these videos have nothing to do with learning a language).

Another example with a different twist is the bag brand, Baboon to the Moon, which leverages a few of its Gen Z team members to make content that often features products prominently but feels snarky and off the cuff – a tone that tends to resonate well with the Gen Z audience.

3. Focus On Engagement Over Follower Count

Gen Z is far less brand loyal than its predecessors.

They’re frequently served content from social media main pages like TikTok’s For You page, Instagram’s Discover tab, and YouTube’s Recommended page.

An eye toward individual post engagement and visibility can be a better indicator of success than follower count by profile.

From a local experience (LX) perspective, this also means that there can be value in creating profiles for local stores to build a more personal connection with those locations.

Showing the location, offers, or events specific to that store and the people who work there could encourage more engagement.

For example, the TikTok profile for a Barnes and Noble location in Canton, Connecticut, has 15,600 followers and nearly 686,000 likes on its posts.

Democratizing content creation in this way can be a great way to generate more overall engagement, especially at the community level, and foster a sense of ownership with your staff.

4. Use Video To Your Advantage

Video marketing is a primary purchase driver for the Gen Z demographic. Not only does this audience like to watch videos, but they can also compel them to take action and purchase a product or service.

The previously cited report from Morning Consult found that over half (53%) of GenZers have purchased an item shown in a review video, and 40% have done the same from haul videos.

“Get Ready With Me (GRWM)” videos also inspire purchasing, with 37% of respondents saying this has led to a purchase as well.

The video purchasing trend aligns closely with the fact that Gen Z prefers to engage with platforms that allow for easy video creation, such as TikTok and Instagram.

When creating videos, it’s important for your business and any influencers you partner with to remain authentic and genuine.

Gen Zers are quick to abandon ship and take their money elsewhere if they feel a brand is being deceitful or if an influencer’s testimonial appears forced.

This is why it’s crucial to partner with influencers within your niche and who already have an understanding of your industry.

It’s beneficial to also examine the influencer’s reach and average post engagement to ensure your dollars are being well spent.

Scripts should also be avoided as this can appear inauthentic. Give influencers or your employees talking points to cover during their video, but stray away from regurgitating a word-for-word speech.

Your videos should be conversational, fun, and valuable for the intended audience.

5. Optimize Your Google Business Profile

Let’s say that you successfully build the authentic connection and positive association necessary to attract a Gen Z buyer.

At the local level, their experience begins when they open a new tab on their computer or switch apps on their photo to search for your brand – and there’s a strong chance that they are turning to Google to do that.

In a 2022 study of local consumer search behavior (Disclosure: I work for Rio SEO), we found that:

•  47% of Gen Zers said they very frequently use Google Search and Google Maps to find information about businesses in their area.
• 65% of the most frequently searched information on local business listings is the business address/directions – followed by reviews (56%), hours of operation (54%), and website (54%).
• 68% of Gen Zers conduct online searches a few times per day.
• 65% of Gen Zers want to travel 10 miles or less for a business’s products or services.

To progress your Gen Z leads from social media marketing into conversion, managing your LX and optimizing with your Google Business Profile (GBP) is key.

Your GBP should be optimized for mobile and up-to-date, with correct store hours and addresses with GPS directions, as well as quick visibility into in-store inventory, payment options, and other store highlights.

6. Create Short-Form Content

Capturing the attention of a Gen Z audience can be daunting as they prefer quick and short snippets of information. Gen Z isn’t interested in consuming cumbersome videos.

They crave content that’s easy to digest and gets to the point right away.

Businesses should focus on incorporating short-form content into their social media strategy, such as 10-, 30-, and 60-second videos on TikTok, Instagram Reels, and YouTube Shorts.

Each of these formats is designed to entice the viewer in a short timeframe, ensuring they don’t tune out before your message is delivered.

Incorporating current trends can also help capture Gen Z’s attention.

A video from TikTok creator Jools Lebron gained lightning-speed traction when she modeled her “demure” workplace-friendly makeup. She quipped the look was “Very demure. Very mindful.”

The video’s popularity has since skyrocketed, prompting businesses and consumers alike to adopt and insert the phrase into their everyday jargon.

Businesses have since capitalized on the trend, adding the phrase into their own posts and videos to stay current with the Gen Z audience.

Popular, renowned brands such as Netflix, Zillow, and Lyft hired Lebron for marketing campaigns, where she uses her now iconic phrase “very demure, very mindful” in ads for the respective businesses.

While the demure trend may not last much longer before the next viral video steals the spotlight, it’s crucial for businesses to pay close attention to what’s trending to captivate Gen Z’s attention across their most visited social media platforms.

In Conclusion

The key takeaway is this: Gen Z social media marketing requires striking a balance between adaptability of medium and consistency of voice to bring in an engaged audience.

Optimizing online, social media, and local experience will equip brands to convert that audience into customers.

The brands that make both sides a priority will be the best poised to break through to this notoriously elusive generation.

More resources: 

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Featured Image: DavideAngelini/Shutterstock

SEO professionals know the value of investing in the right tools. While free SEO tools have their place, some paid options offer more features and deeper insights.

This article examines 16 paid-for SEO tools that we think you may find are worth the investment, depending on your needs. We’ll highlight key features, discuss use cases, and offer tips to make the most of them.

Our Top 16 Paid SEO Tools

1. Semrush

Semrush is an all-in-one SEO toolkit ideal for handling large amounts of data.

In practice, we’ve used Semrush for keyword research. The Keyword Magic Tool helped surface long-tail phrases with lower competition.

It also assists with competitor analysis, making it possible to reverse engineer top-ranking pages.

Semrush is a valuable tool for SEO professionals due to its comprehensive features and extensive data. Its keyword database is among the largest in the industry, providing users with a wealth of information for content and optimization strategies.

One of Semrush’s key strengths lies in its competitive analysis capabilities. You access data on rivals’ top-performing pages, target keywords, and backlink profiles.

The platform’s intuitive design ensures that even those new to SEO can navigate its various tools and features, making it accessible to professionals at different experience levels.

Potential Drawbacks:

• Higher price point compared to other tools.
• It can be overwhelming for beginners due to the wealth of data and features.

Tips And Tricks:

• Use the Keyword Magic Tool’s “Questions” filter to find long-tail keyword opportunities.
• Set up weekly site audits to stay on top of technical SEO issues.
• Leverage the “Backlink Gap” tool to uncover link building opportunities based on competitor analysis.

Best Hack:

• Create a custom “Content Template” in Semrush’s Content Marketing Toolkit. Enter your target keyword, and Semrush will analyze top-ranking pages to provide recommendations.

Price Range:

• $139.95 – $499.95 per month.

2. Ahrefs

Ahrefs is known for its extensive backlink database, which is updated every 15 minutes.

We find Ahrefs shines at link building, and regularly use Site Explorer to analyze competitors’ backlinks and identify new opportunities.

We also appreciate the “Link Intersect” feature, which shows sites that link to multiple competitors but not to you (yet).

Ahrefs has established itself as a go-to SEO tool, renowned for its backlink database. This resource is considered one of the best in the industry.

The platform’s Site Explorer feature offers a comprehensive view of any website’s SEO performance. This tool allows for in-depth analysis of various metrics, helping professionals understand both their sites and those of competitors.

Ahrefs’ Keywords Explorer is another standout feature, offering robust keyword research capabilities. This tool lets you uncover keyword opportunities, analyze search trends, and refine content strategies.

Potential Drawbacks:

• Steeper learning curve compared to some other tools.
• Higher price point.

Tips And Tricks:

• Use Content Explorer to find top-performing content in your niche and analyze what makes it successful.
• Filter for followed links in Site Explorer to focus on the most valuable backlink opportunities.
• Set up Rank Tracker to monitor your target keywords and get alerted to position changes.

Best Hack:

• Leverage Ahrefs’ “Content Gap” feature to find keywords your competitors rank for but you don’t. Plug in multiple competitors to surface keyword opportunities you may be missing.

Price Range:

• Starter plan for $29 per month.
• $129 – $449 per month.

3. Moz Pro

Moz Pro is an SEO platform offering keyword research, link analysis, site audits, rank tracking, and on-page optimization.

We’ve used Moz Pro for on-page SEO. The On-Page Grader provides actionable recommendations, ensuring pages are optimized for search engines and users.

Moz Pro has carved out a niche in the SEO industry by offering a user-friendly platform catering to beginners and experienced professionals.

One of Moz Pro’s standout features is its comprehensive on-page optimization toolkit. It provides insights and recommendations for improving your website’s content, structure, and overall SEO performance.

The platform is also known for providing reliable and accurate data. Moz Pro’s metrics and reports are widely trusted within the industry.

Potential Drawbacks:

• Some features aren’t as comprehensive as specialized tools (e.g., backlink data vs. Ahrefs).
• Monthly limits on certain features like keyword queries.

Tips And Tricks:

• Use MozBar (free Chrome extension) for on-the-go metrics while browsing the web.
• Leverage the “SERP Analysis” feature in Keyword Explorer to understand the competitive landscape for target keywords.
• Set up custom reports to track key metrics like keyword rankings, link growth, and site crawl issues.

Best Hack:

• Run your site through Moz Pro’s “Site Crawl” and prioritize the identified issues by “High,” “Medium,” and “Low” impact. Focus on resolving the “High” impact issues first.

Price Range:

4. Majestic

Majestic is renowned for its backlink database, making it a go-to tool for link analysis and acquisition.

We’ve used Majestic for backlink audits. The “Backlinks” tab in Site Explorer shows your site’s link profile, allowing you to identify potentially toxic links and spot opportunities.

Majestic has made a name in the SEO industry primarily due to its extensive backlink database. This resource provides current link data and offers historical information.

The platform stands out with its proprietary link quality metrics: Trust Flow and Citation Flow. These unique indicators offer a nuanced view of a website’s link profile quality.

Majestic also excels in comparative analysis. Its tools let you compare link profiles of multiple websites side by side.

Potential Drawbacks:

• User interface can be less intuitive compared to some other tools.
• Primarily focused on link data.

Tips and Tricks:

• Use the “Clique Hunter” to find sites that link to multiple competitors but not to you.
• Analyze linking sites’ “Topical Trust Flow” to ensure relevance and authority.
• Set up the “Link Alerts” feature to be notified of new backlinks to your site (or your competitors).

Best Hack:

• Use Majestic’s “Link Context” feature to see a backlink’s exact placement and surrounding text. This can provide valuable insights and help you craft pitches for outreach emails.

Price Range:

• $49.99 – $399.99 per month.

5. Screaming Frog SEO Spider

Screaming Frog is a tool for crawling websites and uncovering technical SEO issues.

It’s ideal for site audits. By crawling a site and exporting the data to Excel, you can spot and fix technical SEO issues at scale.

Screaming Frog is recognized for its powerful site crawling capabilities. Its speed and efficiency make it an invaluable asset for technical SEO audits and routine site checks.

The software excels in delivering comprehensive analysis of on-page SEO elements. It examines factors such as meta tags, headings, content, and internal linking structure.

One of Screaming Frog’s key strengths is its high level of customization. You can tailor crawl settings, configure custom extraction rules, and set up specific filters to focus on particular aspects of the website.

Potential Drawbacks:

• Requires some technical knowledge to leverage its capabilities fully.
• It can be resource-intensive for very large sites.

Tips And Tricks:

• Use the “Custom Extraction” feature to pull specific data points at scale.
• Integrate with Google Analytics to pull performance metrics into your crawl data.
• Leverage the “Visualization” feature to generate sitemaps and spot orphaned pages.

Best Hack:

• Set up a custom “Search” filter to identify pages with specific issues (e.g., missing meta descriptions, duplicate page titles). Export this list and use it as a prioritized action plan for your on-page optimizations.

Price Range:

6. Serpstat

Serpstat is an all-in-one SEO platform with features for keyword research, competitor analysis, backlink analysis, and site audits.

We found Serpstat effective for keyword clustering and topic modeling. By analyzing semantically related keywords and their search intent, you can create targeted content that better answers user queries.

Why It’s Good For SEO:

• Broad feature set covering multiple aspects of SEO.
• Strong keyword research capabilities, including related questions and search suggestions.
• Affordable pricing compared to some other all-in-one platforms.

Potential Drawbacks:

• User interface can be overwhelming initially due to the many features.
• Some advanced features (e.g., API access) are limited to higher-tier plans.

Tips And Tricks:

• Use the “Tree View” in Keyword Research to visualize keyword relationships and create topic clusters.
• Leverage the “Missing Keywords” feature in Competitor Analysis to identify quick-win opportunities.
• Set up regular “Site Audits” to monitor your technical SEO health over time.

Best Hack:

• Use Serpstat’s “Content Marketing” tool to analyze top-ranking pages to inform your own content creation and optimization.

Price Range:

7. CognitiveSEO

CognitiveSEO is a tool suite focusing on backlink analysis and link building.

In practice, we found CognitiveSEO helpful for link profile cleanups. The “Unnatural Link Detection” feature uses machine learning to identify potentially toxic links, saving time in the disavow process.

Serpstat’s all-in-one approach allows users to manage multiple SEO tasks within a single tool, from keyword research to competitor analysis and rank tracking.

The platform’s keyword research capabilities are noteworthy. Serpstat provides extensive data on search terms, including related questions and search suggestions.

One of Serpstat’s key selling points is its competitive pricing structure. The tool offers a robust feature set at a more affordable price than other all-in-one platforms.

Potential Drawbacks:

• The primary focus is on link analysis (less comprehensive for technical SEO or content optimization).
• Higher price point compared to some other specialized link analysis tools.

Tips And Tricks:

• Use the “Link Velocity” graph to spot unnatural spikes in link acquisition that could trigger a manual review.
• Leverage the “Link Juice” metric to prioritize high-impact link opportunities.
• Set up alerts for new and lost links to your site (and competitors).

Best Hack:

• Take advantage of CognitiveSEO’s “Link Explorer” bookmarklet. When browsing the web, you can quickly analyze any page’s backlink profile without manually entering the URL into the tool.

Price Range:

• $129.99 – $499 per month.

8. Advanced Web Ranking

Advanced Web Ranking (AWR) is a rank-tracking and reporting tool that helps you monitor your search engine positions across multiple locations and devices.

AWR is used extensively for tracking and reporting client rank. The tool’s ability to track rankings at a granular level (e.g., by city or zip code) and generate custom-branded reports help demonstrate SEO progress and value.

AWR is known for its precise and dependable rank tracking capabilities, allowing users to monitor their SEO performance confidently.

AWR excels in tracking rankings across various geographical locations and search engines.

The platform’s integration with Google Analytics and Google Search Console allows users to create comprehensive reports that combine ranking data with website traffic and performance metrics.

Potential Drawbacks:

• Primarily focused on rank tracking.
• Higher price point compared to some other rank tracking tools.

Tips And Tricks:

• Use the “Keyword Groups” feature to organize your tracked keywords by theme or strategy.
• Set up automated reports to inform clients or stakeholders of ranking progress.
• Leverage the “Competitor Benchmarking” feature to identify opportunities and threats.

Best Hack:

• Use AWR’s landing page report to identify which pages drive the most organic traffic and rankings. This can help prioritize your SEO efforts and replicate success across other pages.

Price Range:

9. Mangools

Mangools is a suite of SEO tools designed for simplicity and ease of use.

While it may lack some of the advanced features of other platforms, its intuitive interface makes it a great option for beginners or those who prefer a more streamlined toolkit.

Mangools is particularly useful for local SEO. KWFinder’s location-based keyword suggestions and SERP analysis make it easy to identify local search opportunities and optimize for regional keywords.

Mangools offers a suite of straightforward features designed to be accessible to users of all skill levels.

One of Mangools’ standout offerings is KWFinder, its keyword research tool. KWFinder discovers and analyzes keywords, helping users identify valuable content creation and optimization opportunities.

Mangools sets itself apart with its competitive pricing structure and flexible plans. The platform offers various subscription options to suit different needs and budgets.

Potential Drawbacks:

• Fewer advanced features compared to more comprehensive SEO platforms.
• Limited data for certain tools (e.g., backlink database not as extensive as some competitors).

Tips And Tricks:

• Use KWFinder’s “Autocomplete” and “Questions” features to uncover long-tail keyword opportunities.
• Leverage SERPChecker’s “Domain Strength” metric to gauge the competitiveness of a SERP.
• Set up automated reports in SERPWatcher to keep stakeholders informed of ranking progress.

Best Hack:

• Utilize Mangools’ “SEO Browser Extension” to get quick, on-the-fly metrics while browsing the web. You can see key data points like search volume, CPC, and SERP snapshot for any keyword, right from your browser.

Price Range:

10. Conductor

Conductor is an enterprise SEO and content marketing platform that expanded its capabilities in 2023 by acquiring European competitor Searchmetrics. The combined company provides a comprehensive SEO solution on a global scale.

The core Conductor platform offers tools for keyword research, rank tracking, site auditing, and performance reporting.

Searchmetrics bolstered Conductor’s feature set with additional capabilities such as content optimization insights and backlink data.

In practice, the unified platform can assist throughout the full optimization workflow.

Potential Drawbacks:

• Higher price point befitting an enterprise-grade platform.
• Initial learning curve due to the breadth of features.

Tips and Tricks:

• Leverage Searchmetrics’ content optimization tools to reverse-engineer top results.
• Set up Insights Streams for automated issue monitoring and alerts.
• Use the unified platform to seamlessly move between keyword research, content planning, technical audits, and reporting.

Best Hack:

• Connect Conductor’s API to your business intelligence tools, surfacing SEO insights across the organization to better inform marketing and product decisions.

Price Range:

• Varies by usage (free trial available).

11. Yoast SEO (Premium)

Yoast SEO is a popular WordPress plugin that helps optimize your website’s content for search engines and readability. While the plugin offers a free version, the Premium version includes additional features.

Yoast is invaluable for optimizing blog posts and landing pages.

The Premium version’s ability to optimize for multiple keywords and provide internal linking suggestions has helped us create more comprehensive content.

Due to its seamless integration, Yoast SEO has become a staple tool for WordPress users. This plugin offers on-page optimization features directly within the WordPress interface.

One of Yoast SEO’s key strengths is its dual focus on SEO and content readability. The tool provides real-time feedback on SEO factors while offering suggestions to improve readability.

The plugin offers specific, easy-to-implement suggestions for improving various aspects of on-page SEO, making it easy to use regardless of skill level.

Potential Drawbacks:

• Limited to WordPress websites.
• Some advanced SEO tasks may require additional tools.

Tips And Tricks:

• Use the “Readability Analysis” to ensure your content is engaging and easy to read.
• Leverage the “Internal Linking Suggestions” to boost your site’s link equity and topical relevance.
• Optimize for semantic variations by using the “Multiple Focus Keywords” feature.

Best Hack:

• Use Yoast’s “Schema” feature to add structured data markup to your content. This can help your pages stand out in the search results with rich snippets.

Price Range:

12. Woorank

Woorank is a web-based SEO audit and monitoring tool that provides insights and recommendations for improving your website’s search visibility.

Woorank excels at quick, high-level SEO audits. The tool’s user-friendly interface and actionable recommendations make it easy to identify and prioritize key SEO tasks, even for newcomers.

Woorank presents complex SEO concepts in a digestible format, providing straightforward recommendations you can readily understand and implement.

The tool provides a holistic view of a website’s SEO performance, allowing you to identify and address various aspects of your strategy.

Woorank’s pricing structure is designed to accommodate different needs and budgets. The platform offers flexible plans, making it accessible to small businesses and individual users.

Potential Drawbacks:

• Audit insights may not be as in-depth as some other specialized audit tools.
• Keyword data and backlink analysis may be less comprehensive than standalone tools.

Tips And Tricks:

• Use the “Priorities” feature to focus on the highest-impact optimization opportunities first.
• Leverage the “Keyword Tool” to identify long-tail keywords and content gaps.
• Set up weekly or monthly reports to track progress over time.

Best Hack:

• Utilize Woorank’s “Page-Level Analysis” to examine specific pages on your site to uncover opimization opportunities.

Price Range:

• $19.99 – $199.99 per month.

13. Ubersuggest

Ubersuggest is an affordable, all-in-one SEO tool that provides keyword suggestions, competitor analysis, and content ideas.

The tool aims to make SEO accessible to businesses of all sizes.

Ubersuggest has gained popularity in the SEO community largely due to its competitive pricing structure.

Despite its affordability, Ubersuggest delivers comprehensive SEO data and insights. Users can access information on keywords, backlinks, content ideas, and competitor analysis, all within a single platform.

One of Ubersuggest’s strengths lies in its ability to provide actionable recommendations. The tool doesn’t just present data; it offers specific suggestions for improving various aspects of SEO performance.

Potential Drawbacks:

• Data may not be as extensive or up-to-date as some other tools.
• Limited advanced features compared to more comprehensive platforms.

Tips And Tricks:

• Use the “Keyword Ideas” feature to uncover long-tail opportunities and content gaps.
• Leverage the “Top Pages” analysis to identify competitor content that’s performing well.
• Check the “SEO Analyzer” for quick, actionable insights on improving your pages.

Best Hack:

• Utilize Ubersuggest’s “Content Ideas” feature to generate blog post topics and outlines. The tool analyzes top-ranking content for your target keywords and provides suggestions for headings, word count, and related keywords to include.

Price Range:

14. Raven Tools

Raven Tools is an all-in-one SEO and digital marketing platform offering research, analysis, and reporting tools.

Raven Tools is particularly useful for SEO reporting. The custom report builder lets you pull data from multiple sources (e.g., Google Analytics, Google Search Console, social media) into a single, branded report, saving time and effort.

Raven Tools covers various aspects of online marketing, including pay-per-click advertising, social media management, and content marketing. This all-in-one approach allows you to manage multiple facets of your digital strategy within a single platform.

Raven Tools integrates with a wide range of third-party tools and platforms. By centralizing information from different tools, Raven Tools helps streamline workflows and improve efficiency.

Potential Drawbacks:

• Some advanced features (e.g., competitor analysis) may not be as robust as standalone tools.
• Reporting features may be overkill for smaller teams or clients.

Tips And Tricks:

• Use the “Site Auditor” to regularly monitor your site for technical SEO issues and prioritize fixes.
• Set up “Automated Reports” to inform clients or stakeholders of key metrics and progress.
• Leverage the “Research Central” tool to access key SEO metrics while working on the platform.

Best Hack:

• Take advantage of Raven Tools’ integration of Google Analytics goals. You can report how your SEO efforts impact bottom-line metrics like conversions and revenue by syncing your GA goals with Raven.

Price Range:

15. Lumar

Lumar, previously known as Deepcrawl, focuses on website crawling and monitoring.

The tool identifies various technical SEO issues, including broken links, redirect chains, indexability problems, and other factors impacting search engine performance.

It also excels in accurately rendering and crawling JavaScript-heavy websites.

The platform offers customizable data extraction and reporting features, allowing you to tailor your analyses and reports to specific needs.

In practice, Lumar is considered invaluable for large-scale technical SEO audits. The automated crawling surfaces issues that would be difficult to catch manually, while monitoring ensures new problems are flagged as they pop up.

Potential Drawbacks:

• More narrow focus on technical issues compared to all-in-one SEO platforms.
• Higher pricing for an enterprise-grade crawling solution.

Tips and Tricks:

• Set up custom checks and extractions to hone in on your biggest tech SEO concerns.
• Integrate with analytics tools to correlate technical issues with performance impacts.
• Use the automated monitoring to validate fixes were implemented correctly.

Best Hack:

• Take advantage of Lumar’s data extraction capabilities. You can extract key page elements like titles, meta descriptions, etc. to cross-reference against SEO checklists or revise optimizations.

Price Range:

16. Sitebulb

Sitebulb is a desktop SEO tool that excels at in-depth technical audits and site crawls. It’s a go-to for agencies and freelancers needing detailed website analysis.

It extracts key page elements, integrates with analytics and rank tracking tools, and offers flexible reporting options.

Sitebulb’s real strength is its ability to present complex site issues in an accessible format, making it invaluable for pros conducting thorough website audits.

Its user-friendly interface coupled with powerful analysis capabilities makes it a standout choice for technical SEO work.

Potential Drawbacks:

• Desktop software requires local installation.
• More narrow specialization in technical crawling vs all-in-one SEO platforms.

Tips and Tricks:

• Leverage Sitebulb’s data extraction for exports of key on-page elements.
• Integrate with third-party tools for added context (e.g., rankings, analytics).
• Use the Project Comparison mode to track changes between crawls over time.

Best Hack:

• Take advantage of Sitebulb’s custom extraction hooks to pull in data from your own databases or APIs, enriching the crawl analysis.

Price Range:

• $13.50 – $245 per month.

What To Avoid When Choosing A Paid SEO Tool

When picking a paid SEO tool, keep an eye out for these potential issues:

• Don’t fall for tools that do everything but excel at nothing. Focus on those that nail the features crucial to your SEO game plan.
• Your tool should be easy to grasp. It’ll slow you down if it’s a pain to learn or navigate. Take advantage of free trials to test-drive before buying.
• The tool’s value lies in its data quality. Be skeptical of inconsistent or outdated info. Look for transparency about data sources and update schedules.
• Your SEO tool should be compatible with your other marketing tools. To streamline your workflow, check for compatibility with platforms like Google Analytics, Search Console, or WordPress.
• Even top-notch tools can be tricky sometimes. Aim for providers with responsive, knowledgeable support teams. Read reviews or ask fellow SEO pros for their take.

By sidestepping these pitfalls and identifying tools that fit your needs, you’ll make a smart investment.

Remember, tools are just part of the equation – your SEO know-how is what really drives results. Combine solid tools with your expertise, and you’ll be set for improved rankings and traffic.

Why Paid SEO Tools Might Be Worth The Investment

Paid tools offer key advantages:

• Paid tools have larger databases and provide more comprehensive data on keywords, backlinks, and competitor insights.
• Many paid tools include features like site audits, rank tracking, and content optimization that can elevate your SEO.
• Paid tools can reduce your time on manual SEO work by automating tasks.
• With access to the same tools as top SEO professionals, you can gain a competitive advantage and level the playing field.

The Right Tool Depends On Your Needs

Paid SEO tools can provide a competitive advantage over free tools. The right one depends on your needs, budget, and focus areas.

All-in-one suites like Semrush, Ahrefs, and Moz are ideal for agencies and in-house teams that need a comprehensive solution.

Specialized tools like Ahrefs, Majestic, and CognitiveSEO are valuable for focused link analysis and acquisition.

Technical SEO specialists should consider site crawling tools like Screaming Frog, while content teams may benefit from tools like Semrush and Searchmetrics.

With the many quality options available, investing in paid tools is often well worth the cost for serious SEO professionals.

More resources: 

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Featured Image: Nagy-Bagoly Arpad/Shutterstock

In a big move for digital advertisers, Reddit has just introduced a new Keyword Targeting feature, changing the game for how marketers reach their target audiences.

This addition brings fresh potential for PPC marketers looking to tap into Reddit’s highly engaged user base.

With millions of communities and conversations happening every day, Reddit is now offering advertisers a more precise way to get in front of users at the perfect moment.

The best part? They’re leveraging AI to make the process even more powerful.

Let’s break down why this is such an exciting development for digital advertisers.

Keyword Targeting for Conversation and Feed Placements

Reddit has always been about its vibrant communities, or “subreddits,” where users connect over shared interests and discuss a wide range of topics.

Until now, keyword targeting has only been available on conversation placements. Starting today, advertisers can use keyword targeting in both feed and conversation placements.

The targeting update allows advertisers to place ads directly within these conversations, ensuring they reach people when they’re actively engaged with content that’s related to their products or services.

For PPC marketers, this level of targeting means a higher chance of delivering ads to users who are in the right mindset.

Instead of serving ads to users scrolling passively through a general feed, Reddit is giving you the tools to place your ads into specific conversations, where users are already discussing topics related to your industry.

According to Reddit, advertisers who use keyword targeting have seen a 30% increase in conversion volumes. This is a significant lift for marketers focused on performance metrics, such as conversion rates and cost per acquisition.

Scaling Performance with AI-Powered Optimization

While precision is key, Reddit knows that advertisers also need scale.

Reddit mentioned two AI-powered solutions to help balance keyword targeting and scalability within the platform:

• Dynamic Audience Expansion
• Placement Expansion

Dynamic Audience Expansion

This feature works in tandem with keyword targeting to help advertisers broaden their reach, without sacrificing relevance.

Reddit’s AI does the heavy lifting by analyzing signals like user behavior and ad creative performance to identify additional users who are likely to engage with your ad. In essence, it’s expanding your audience in a smart, data-driven way.

For PPC marketers, this means more exposure without having to rely solely on manually selecting every keyword or interest.

You set the initial parameters, and Reddit’s AI expands from there. This not only saves time but also ensures that your ads reach a broader audience that’s still relevant to your goals.

Reddit claims campaigns using Dynamic Audience Expansion have seen a 30% reduction in cost per action (CPA), making it a must-have for marketers focused on efficiency and budget optimization.

Placement Expansion

Another standout feature is Reddit’s multi-placement optimization. This feature uses machine learning to determine the most effective places to show your ads, whether in the feed or within specific conversation threads.

This multi-placement strategy ensures your ads are delivered in the right context to maximize user engagement and conversions.

For PPC marketers, ad placement is a critical factor in campaign success. With Reddit’s AI optimizing these placements, you can trust that your ads will appear where they have the highest likelihood of driving action—whether that’s getting users to click, convert, or engage.

Introducing AI Keyword Suggestions

Reddit’s new AI Keyword Suggestions tool helps with this by analyzing Reddit’s vast conversation data to recommend keywords you might not have thought of.

It allows you to discover new, high-performing keywords related to your campaign, expanding your reach to conversations you might not have considered. And because it’s powered by AI, the suggestions are always based on real-time data and trends happening within Reddit’s communities.

This can be particularly helpful for marketers trying to stay ahead of trending topics or those who want to ensure they’re tapping into conversations with high engagement potential.

As conversations on Reddit shift, so do the keywords that drive those discussions. Reddit’s AI Keyword Suggestions help keep your targeting fresh and relevant, ensuring you don’t miss out on key opportunities.

New Streamlined Campaign Management

Reddit has also made strides in simplifying the campaign setup and management process. They’ve introduced a unified flow that allows advertisers to combine multiple targeting options within a single ad group.

You can now mix keywords, communities, and interests in one campaign, expanding your reach without overcomplicating your structure.

From a PPC perspective, this is huge. Simplifying campaign structure means you can test more variations, optimize faster, and reduce time spent on manual adjustments.

In addition, Reddit has enhanced its reporting capabilities with keyword-level insights, allowing you to drill down into what’s working and what’s not, giving you more control over your campaigns.

The Takeaway for PPC Marketers

For marketers working with Google Ads, Facebook, or Microsoft Advertising, this new update from Reddit should be on your radar.

The combination of keyword targeting, AI-driven audience expansion, and multi-placement optimization makes Reddit a serious contender in the digital advertising space.

If you’re looking to diversify your PPC campaigns, drive higher conversions, and optimize costs, Reddit’s new offerings provide a unique opportunity.

You can read the full announcement from Reddit here.