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Top 7 Must-Have Marketing Tools for Small Businesses



As a small business, you need to be marketing your products or services to stay afloat and ahead of the competition. There are many marketing tools available, but which ones are the best for small businesses?

Cut through the noise and identify the exact tools that will help you attract and convert customers with our ranking of the top 7 must-have marketing tools for small businesses:

1. Google Analytics:

This free tool from Google allows you to track your website traffic, understand your customer’s behavior, and measure the success of your marketing campaigns. Every small business should use Google Analytics to track their marketing progress and make data-driven decisions.

If you don’t know how your campaigns are performing, how are you supposed to adjust and improve them?

Google Analytics can be a bit overwhelming at first,  but there are plenty of resources available to help you get started.

2. Canva:

Canva is a free online design platform that makes it easy to create professional-looking illustrations for your social media accounts, website, and marketing materials. Canva is extremely user-friendly and even has built-in templates so you don’t have to start from scratch.

If you’re not a designer, Canva is the perfect tool for you to create high-quality visuals and GIFs for your marketing campaigns. By the time you’re done, no one will be able to tell that your graphics weren’t made by a pro.

3. SEMRush:

SEMRush is a powerful, comprehensive marketing platform that allows you to schedule social media posts, perform keyword research, analyze competitor performance, optimize content for search engines, and gain insights into your performance.

You can view a dashboard for each project or account you’re working on and see all the data you need at once so you can gain a better understanding of your marketing progress and where you need to improve.

SEMRush offers a free 14-day trial so you can try it out before committing to a paid plan.

4. Animoto:

Animoto is a video marketing platform that makes it easy to make a video for your small business. With Animoto, you can create professional-looking marketing videos without any prior video editing experience.

One great thing about Animoto is that it offers a wide range of video styles to choose from, so you can create a video that matches your brand’s style and tone. You can even combine photos, music, and different video clips to create something seamless and beautiful.

5. WebinarJam:

WebinarJam is one of the best webinar platforms that allows you to host live, interactive events with your audience. With WebinarJam, you can reach more people, build relationships with your customers, and generate leads for your business.

Webinars are a great marketing tool because they allow you to show off your expertise and build trust with your audience. When they can pair a face with the brand, it creates a personal connection. Plus, live webinars can be much more engaging than some pre-recorded videos.

WebinarJam makes it easy to host a webinar by providing everything you need in one platform, including registration, email marketing, and live streaming.

6. Video Animation Tools like Vyond:

Vyond is an animated video marketing platform that makes it easy to create educational marketing videos for your small business. With Vyond, you can create professional-looking videos without any prior video editing experience.

Use the built-in templates within Vyond to create marketing videos in minutes, and drag and drop elements until you get the finished product you’re aiming for.

7. Automation Tools like Hubspot or Skillfuel:

Save time by automating your marketing campaigns with a platform like Hubspot. Hubspot is a powerful marketing automation tool that allows you to automate your marketing campaigns, including email marketing, social media marketing, and lead generation.

Business owners say that the biggest benefit of marketing automation is the time it saves. It can improve productivity by 20%.

Consider the time and effort it takes to track marketing emails and follow up with the right responses. Rather than hiring someone to manage this job, you can let Hubspot do the work for you, saving thousands and lots of your own time.

Another example could be social media recruiting. That alone could be someone’s entire job, but with the help of tools like Skillfuel, you can let the software drive qualified candidates to your postings without lifting a finger (or spending the money to hire someone).

Why Marketing Tools are Important

There are several marketing tools available to small businesses, each with its own unique purpose. When used together, these tools can help you save time and money, while still marketing effectively to your target audience.

There’s no sense in trying to do everything yourself. Part of the benefit of running a small business in this day and age is the increased access to marketing tools and software that can improve or automate many of the marketing tasks that would otherwise fall on your plate.

Plus, with help of advanced technologies, you can improve your results without adding any extra effort.

How to Choose the Best Marketing Tools for Your Small Business

The best marketing tools for your small business will depend on your budget, your marketing goals, and the resources you have available.

If you’re on a tight budget, look for free trials on tools like SEMRush and Vyond to test things out before you commit to the investment. If you have a little more to spend, consider investing in a tool like Hubspot or Skillfuel to automate your marketing campaigns and save you time.

The most important thing is to choose marketing tools that will help you reach your marketing goals and make your life easier. With the right marketing tools, you’ll be able to save time, money, and energy while growing your small business.

Grow Your Small Business with Marketing Tools

The right marketing tools can help you save time and money while marketing effectively to your target audience. Use the list of vetted and recommended tools above, choose the ones that fit your budget and your marketing goals, and see how they can help you grow your small business in a short amount of time.

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4 Common Mistakes E-commerce Websites Make Using JavaScript



4 Common Mistakes E-commerce Websites Make Using JavaScript

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Despite the resources they can invest in web development, large e-commerce websites still struggle with SEO-friendly ways of using JavaScript.

And, even when 98% of all websites use JavaScript, it’s still common that Google has problems indexing pages using JavaScript. While it’s okay to use it on your website in general, remember that JavaScript requires extra computing resources to be processed into HTML code understandable by bots.

At the same time, new JavaScript frameworks and technologies are constantly arising. To give your JavaScript pages the best chance of indexing, you’ll need to learn how to optimize it for the sake of your website’s visibility in the SERPs.

Why is unoptimized JavaScript dangerous for your e-commerce?

By leaving JavaScript unoptimized, you risk your content not getting crawled and indexed by Google. And in the e-commerce industry, that translates to losing significant revenue, because products are impossible to find via search engines.

It’s likely that your e-commerce website uses dynamic elements that are pleasant for users, such as product carousels or tabbed product descriptions. This JavaScript-generated content very often is not accessible to bots. Googlebot cannot click or scroll, so it may not access all those dynamic elements.

Consider how many of your e-commerce website users visit the site via mobile devices. JavaScript is slower to load so, the longer it takes to load, the worse your website’s performance and user experience becomes. If Google realizes that it takes too long to load JavaScript resources, it may skip them when rendering your website in the future.

Top 4 JavaScript SEO mistakes on e-commerce websites

Now, let’s look at some top mistakes when using JavaScript for e-commerce, and examples of websites that avoid them.

1. Page navigation relying on JavaScript

Crawlers don’t act the same way users do on a website ‒ they can’t scroll or click to see your products. Bots must follow links throughout your website structure to understand and access all your important pages fully. Otherwise, using only JavaScript-based navigation may make bots see products just on the first page of pagination.

Guilty: uses infinite scrolling to load more products on its category pages. And because of that, Nike risks its loaded content not getting indexed.

For the sake of testing, I entered one of their category pages and scrolled down to choose a product triggered by scrolling. Then, I used the “site:” command to check if the URL is indexed in Google. And as you can see on a screenshot below, this URL is impossible to find on Google:

Of course, Google can still reach your products through sitemaps. However, finding your content in any other way than through links makes it harder for Googlebot to understand your site structure and dependencies between the pages.

To make it even more apparent to you, think about all the products that are visible only when you scroll for them on If there’s no link for bots to follow, they will see only 24 products on a given category page. Of course, for the sake of users, Nike can’t serve all of its products on one viewport. But still, there are better ways of optimizing infinite scrolling to be both comfortable for users and accessible for bots.


Unlike Nike, uses a more SEO-friendly way of serving its content on category pages.

They provide bots with page navigation based on <a href> links to enable crawling and indexing of the next paginated pages. As you can see in the source code below, there’s a link to the second page of pagination included:

Moreover, the paginated navigation may be even more user-friendly than infinite scrolling. The numbered list of category pages may be easier to follow and navigate, especially on large e-commerce websites. Just think how long the viewport would be on if they used infinite scrolling on the page below:

2. Generating links to product carousels with JavaScript

Product carousels with related items are one of the essential e-commerce website features, and they are equally important from both the user and business perspectives. Using them can help businesses increase their revenue as they serve related products that users may be potentially interested in. But if those sections over-rely on JavaScript, they may lead to crawling and indexing issues.


I analyzed one of’s product pages to identify if it includes JavaScript-generated elements. I used the What Would JavaScript Do (WWJD) tool that shows screenshots of what a page looks like with JavaScript enabled and disabled.

Test results clearly show that relies on JavaScript to serve related and recommended product carousels on its website. And from the screenshot below, it’s clear that those sections are invisible with JavaScript disabled:

How may it affect the website’s indexing? When Googlebot lacks resources to render JavaScript-injected links, the product carousels can’t be found and then indexed.

Let’s check if that’s the case here. Again, I used the “site:” command and typed the title of one of’s product carousels:

As you can see, Google couldn’t find that product carousel in its index. And the fact that Google can’t see that element means that accessing additional products will be more complex. Also, if you prevent crawlers from reaching your product carousels, you’ll make it more difficult for them to understand the relationship between your pages.


In the case of’s product page, I used the Quick JavaScript Switcher extension to disable all JavaScript-generated elements. I paid particular attention to the “More to consider” and “Similar items” carousels and how they look with JavaScript enabled and disabled.

As shown below, disabling JavaScript changed the way the product carousels look for users. But has anything changed from the bots’ perspective?

To find out, check what the HTML version of the page looks like for bots by analyzing the cache version.

To check the cache version of’s page above, I typed “cache:…”, which is the URL address of the analyzed page. Also, I took a look at the text-only version of the page.

When scrolling, you’ll see that the links to related products can also be found in its cache. If you see them here, it means bots don’t struggle to find them, either.

However, keep in mind that the links to the exact products you can see in the cache may differ from the ones on the live version of the page. It’s normal for the products in the carousels to rotate, so you don’t need to worry about discrepancies in specific links.

But what exactly does do differently? They take advantage of dynamic rendering. They serve the initial HTML, and the links to products in the carousels as the static HTML bots can process.

However, you must remember that dynamic rendering adds an extra layer of complexity that may quickly get out of hand with a large website. I recently wrote an article about dynamic rendering that’s a must-read if you are considering this solution.

Also, the fact that crawlers can access the product carousels doesn’t guarantee these products will get indexed. However, it will significantly help them flow through the site structure and understand the dependencies between your pages.

3. Blocking important JavaScript files in robots.txt

Blocking JavaScript for crawlers in robots.txt by mistake may lead to severe indexing issues. If Google can’t access and process your important resources, how is it supposed to index your content?


It’s impossible to fully evaluate a website without a proper site crawl. But looking at its robots.txt file can already allow you to identify any critical content that’s blocked.

This is the case with the robots.txt file of As you can see below, they block the /js/ path with the Disallow directive. It makes all internally hosted JavaScript files (or at least the important ones) invisible to all search engine bots.

This disallow directive misuse may result in rendering problems on your entire website.

To check if it applies in this case, I used Google’s Mobile-Friendly Test. This tool can help you navigate rendering issues by giving you insight into the rendered source code and the screenshot of a rendered page on mobile.

I headed to the “More info” section to check if any page resources couldn’t be loaded. Using the example of one of the product pages on, you may see it needs a specific JavaScript file to get fully rendered. Unfortunately, it can’t happen because the whole /js/ folder is blocked in its robots.txt.

But let’s find out if those rendering problems affected the website’s indexing. I used the “site:” command to check if the main content (product description) of the analyzed page is indexed on Google. As you can see, no results were found:

This is an interesting case where Google could reach the website’s main content but didn’t index it. Why? Because blocks its JavaScript, Google can’t properly see the layout of the page. And even though crawlers can access the main content, it’s impossible for them to understand where that content belongs in the page’s layout.

Let’s take a look at the Screenshot tab in the Mobile-Friendly Test. This is how crawlers see the page’s layout when blocks their access to CSS and JavaScript resources. It looks pretty different from what you can see in your browser, right?

The layout is essential for Google to understand the context of your page. If you’d like to know more about this crossroads of web technology and layout, I highly recommend looking into a new field of technical SEO called rendering SEO.

Winner: proves that a well-organized robots.txt file can help you control your website’s crawling. The crucial thing is to use the disallow directive consciously.

Although blocks a single JavaScript file with the Disallow directive /cc.js*, it seems it doesn’t affect the website’s rendering process. The important thing to note here is that they block only a single JavaScript file that doesn’t influence other URL paths on a website. As a result, all other JavaScript and CSS resources they use should remain accessible to crawlers.

Having a large e-commerce website, you may easily lose track of all the added directives. Always include as many path fragments of a URL you want to block from crawling as possible. It will help you avoid blocking some crucial pages by mistake.

4. JavaScript removing main content from a website

If you use unoptimized JavaScript to serve the main content on your website, such as product descriptions, you block crawlers from seeing the most important information on your pages. As a result, your potential customers looking for specific details about your products may not find such content on Google.


Using the Quick JavaScript Switcher extension, you can easily disable all JavaScript-generated elements on a page. That’s what I did in the case of one of’s product pages:

As you can see above, the product description section disappeared with JavaScript disabled. I decided to use the “site:” command to check if Google could index this content. I copied the fragment of the product description I saw on the page with JavaScript enabled. However, Google didn’t show the exact product page I was looking for.

Will users get obsessed with finding that particular product via They may, but they can also head to any other store selling this item instead.

The example of proves that main content depending on JavaScript to load makes it more difficult for crawlers to find and display your valuable information. However, it doesn’t necessarily mean they should eliminate all JavaScript-generated elements on their website.

To fix this problem, Walmart has two solutions:

  1. Implementing dynamic rendering (prerendering) which is, in most cases, the easiest from an implementation standpoint.

  2. Implementing server-side rendering. This is the solution that will solve the problems we are observing at without serving different content to Google and users (as in the case of dynamic rendering). In most cases, server-side rendering also helps with web performance issues on lower-end devices, as all of your JavaScript is being rendered by your servers before it reaches the client’s device.

Let’s have a look at the JavaScript implementation that’s done right.


IKEA proves that you can present your main content in a way that is accessible for bots and interactive for users.

When browsing’s product pages, their product descriptions are served behind clickable panels. When you click on them, they dynamically appear on the right-hand side of the viewport.

Although users need to click to see product details, Ikea also serves that crucial part of its pages even with JavaScript off:

This way of presenting crucial content should make both users and bots happy. From the crawlers’ perspective, serving product descriptions that don’t rely on JavaScript makes them easy to access. Consequently, the content can be found on Google.

Wrapping up

JavaScript doesn’t have to cause issues, if you know how to use it properly. As an absolute must-do, you need to follow the best practices of indexing. It may allow you to avoid basic JavaScript SEO mistakes that can significantly hinder your website’s visibility on Google.

Take care of your indexing pipeline and check if:

  • You allow Google access to your JavaScript resources,

  • Google can access and render your JavaScript-generated content. Focus on the crucial elements of your e-commerce site, such as product carousels or product descriptions,

  • Your content actually gets indexed on Google.

If my article got you interested in JS SEO, find more details in Tomek Rudzki’s article about the 6 steps to diagnose and solve JavaScript SEO issues.

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