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What It Is & How It Works

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What It Is & How It Works

The AARRR metrics framework, also called pirate metrics or the AARRR funnel, is a set of metrics used to track and influence critical user behavior that can lead to business growth. The acronym stands for acquisition, activation, retention, referral, and revenue.

Startups all around the world have been using this framework to learn whether they are on a growth track and what specific stages of the funnel need optimization. And investors watched those closely too. For many years, AARRR was the golden standard of metrics until someone proposed to flip the script.

In this article, you will learn:

Who is the AARRR metrics framework for?

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The AARRR framework was devised by investor and entrepreneur Dave McClure (founder of 500 Startups) out of necessity for a simple, universal solution that any startup can use to:

  • Develop a model of customer behavior that leads to business growth.
  • Improve marketing and development efforts by focusing on metrics that really matter.

Naturally, the pirate association is just a coincidence, stemming from how the metrics are pronounced. It has nothing to do with running a startup like a pirate ship. The goal of using this metrics framework is to create a sustainable and scalable business by leaving all the vanity metrics behind and focusing on what makes a business grow.

Therefore, the pirate metrics are not only for marketers. CEOs, entrepreneurs, product managers, and investors can use them too.

How does the AARRR metrics framework work?

As I mentioned earlier, this framework is often referred to as a type of marketing funnel. This is because acquisition, activation, retention, referral, and revenue are proposed here as subsequent stages of a simplified buyer’s journey.

Potential customers ideally start at the acquisition stage. Some of them are activated through experiencing the product, and only a percentage of those initial visitors will arrive at the revenue stage and become customers.

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As in any marketing funnel, the idea is to move people from the first stage to the last. Therefore, these stages become steps you need to take in order to make your business grow. Let’s illustrate that:

AARRR funnel. From top to bottom (acquisition, activation, retention, referral, revenue). Arrow pointing from referral to acquisition

So in this section, we’re going to talk about how we can engage each stage of the funnel, plus how to measure each stage of the funnel.

1. Acquisition

Or, in other words, how to attract people to your business? How to make them find your message (or have your message find them) and visit your website or your app? And lastly, how to measure all that?

Without people learning of your existence and coming to you to discover what you offer, your business won’t make any money—no matter how great it is. That’s why you need to think about the marketing tactics and channels that will carry your message to your target audience.

Generally, the more people you attract in the acquisition stage, the more paying customers you will have in the last stage of this funnel.

For this stage, you will likely use a lot of different marketing tactics, spanning various marketing channels. To show you what I mean, let me list a couple of things we do to attract visitors to Ahrefs:

  • Product-led articles for our blog
  • Product-led videos for our YouTube channel
  • Free tools 
  • Social media
  • Partnerships with influencers in our niche
  • Advertising on Twitter, Quora, Google Ads, etc
  • PR

In choosing your tactics and channels, it’s important to know who your target audience is and where you can reach them.

For example, our target audience consists of people who do SEO: professional SEOs, content marketers, business owners, and bloggers, among others. Knowing what they are interested in and the search demand for those topics, we can decide what content we should create to leverage search demand on Google and finally attract them to our website.

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Matching terms report results

Using a tool like Ahrefs’ Keywords Explorer, you can automatically generate thousands of keyword ideas by just knowing a few topics your target audience is interested in.

This technique is called SEO content: creating content that’s designed to rank on search engines like Google.

Furthermore, we can measure the performance of that content by looking at the organic search traffic:

Site Explorer overview of beginner's guide on keyword research

An acquisition metric can be anything that informs you of people coming in from “the outside” to your business. So your metrics for this stage will depend on your channels and your business model. These can be referral traffic from reviews, affiliate links from partners, app store visits, app downloads, and more.

Key data that helps track acquisition in the form of bar graphs, line graphs, and table

Tracking acquisition is fairly easy in analytics tools like Google Analytics 4. You can get a breakdown of your highest volume and best-performing channels and track specific campaigns, mediums, and sources.

Measuring acquisition doesn’t necessarily mean tracking homepage visits. You can keep track of visits to any landing page/screen that, in your opinion, acts as a gateway to your business—for example, various landing pages used in your PPC campaigns.

Recommended reading: How to Use & Reduce Customer Acquisition Cost (CAC)         

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2. Activation

The activation stage is about determining, engaging, and measuring the actions you want people to take to experience your product or service. These include signing up for a free trial or a free tool, filling out a contact form, signing up for a newsletter, watching a product demo, etc.

Page about AWT

Ahrefs Webmaster Tools is a free SEO tool that we often promote in our content. It’s a great way to activate our visitors because they can use some of the product features for free as long as they want. And if at some point they need more, they have the option to upgrade that same account they’ve been used to.

The reason why you need to “activate” your visitors is that mere visits to your website are not enough to make someone buy from you. Without encouraging your visitors to learn more about or experience your product, they will remain just that—visitors who never become customers.

Of course, it’s nearly impossible to activate 100% of your newly acquired visitors. This study revealed that the average conversion rate on landing pages in the SaaS industry in 2021 was 3%.

Some people will just leave for various reasons (not the right time, just browsing, etc.). This doesn’t necessarily mean you’re doing something wrong. You can precisely target the most relevant keywords, advertise to niche audiences, or be an expert in ad targeting. But you’ll still be visited by people who aren’t ready to buy from you. It’s just part of the game.

Effectiveness in converting people from the acquisition stage to the activation stage depends on factors like:

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  • How “qualified” are your visitors when they first come to your site? Do they already know your brand? Are they just learning about the solution, or are they ready to make a purchase?
  • How compelling is your value proposition?
  • How much friction is there before you can activate your visitors? Have you set the bar too high/too low?
  • The UX and UI of your website, e.g., aesthetics, site speed, and information architecture.

3. Retention

This part of the AARRR framework is about encouraging activated users to come back.

The idea behind this is if people repeatedly visit your business, it’s a sign that they want more of what you offer—possibly even enough to buy from you. Conversely, if people don’t come back after activation, it’s likely they’ve lost interest in making a purchase.

You can also look at it this way. If you’re activating users through a free trial of your product and your users come back to actually use the product, they are showing a behavioral pattern similar to that of paying customers: coming back multiple times to use the product.

So by encouraging people to come back, you are fostering that behavioral change. And by measuring this stage, you can more easily forecast which users/cohorts are likely to become customers.

Here are some factors that can influence this stage of the funnel:

  • Expectations vs. reality – If you’re overpromising in the previous stages of the funnel and underdelivering here, people will drop off massively.
  • Low value for the money – Sometimes, there is no other way to see if something is worth the money until you try it. In some cases, people find the value of their purchase doesn’t match the money they spent.
  • Product education – If people don’t know how to use your product or where to find certain features, they will feel confused or even frustrated.
  • Lack of a use case – It’s one thing to show people how they can do something or where they can find some function, and it’s another to inspire. Your customers may need a product like yours, but they may not know what to use it for or how to fit it into their workflow.
  • Tire-kickers and hitchhikers – Some people whom you have successfully activated never meant to buy your product. Some people may just want to browse around, and that’s it. Others may sign up for that one particular thing you offered in your free trial without the need to use it regularly.

With some theory out of the way, let’s look at an example of influencing the retention stage.

At Ahrefs, we use product education as a way to keep our users informed and engaged. So when people sign up for an Ahrefs account, we send them three onboarding emails with an overview video of our toolset and some tips on how to get around the interface.

Ahrefs' "welcome" email with introductory video and list of our 5 main tools, each linked to more resources

It’s a good way to deliver product education in your first email because people actually expect those. (On average, welcome emails get a 91.43% open rate.)

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Essentially, that email provides a shortcut to all the product education we serve in other places: this blog, Ahrefs Academy, Ahrefs Insider group on Facebook, and educational videos on YouTube.

As you may have noticed in the screenshot above, we also provide support contextually right inside the product. Every metric that users find inside the toolset has a hint explaining what it is for, and all reports are accompanied by tutorials.

When it comes to measuring retention, the best way to do it is by measuring product engagement (of course, if you’re offering some kind of free trial). For example, you can track how many users log in at least three times in a seven-day period. (You can use tools like Mixpanel or Heap.)

On a side note, if you discover a unique pattern of product usage among your paying customers, you can later use that to modify your retention metrics to better identify users who are most likely to upgrade their accounts.

If you’re not offering a direct product experience in the activation stage, you can reach for other metrics like:

  • Repeated visits to your website (or certain pages in it).
  • Newsletters being opened.
  • A continued conversation with your sales team.

Pro tip

 As far as I’m concerned, the AARRR framework doesn’t say anything about encouraging your inactivated users to come back. It focuses only on repeated visits from activated users.
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In fact, in this talk about the pirate metrics, Dave says that “people bounce off your site because they didn’t mean to come there. … Those aren’t the folks that you’re really looking at.”

This isn’t entirely accurate.

First of all, the “bounce rate” metric most often paints a skewed picture of user engagement. That’s why it has been quite recently replaced in Google Analytics 4 by another more universal and more “sensitive” metric.

Second, it may take several touchpoints for a new user to be interested in your product.

So despite the original theory, you may want to consider tactics that will encourage your inactivated users to come back, e.g., retargeting, blogging, being active on social media.

4. Referral

The referral stage in your AARRR metrics should answer the question, “How do we know people like us enough to recommend us, and how can we influence that?”

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Referral is just one of the many acquisition channels. However, when someone likes your product enough to tell others, that can’t be a better sign that you’ve created something of great value and people are ready to pay for it. In startup lingo, this means you’re getting traction.

Another reason why you need to take user recommendations seriously is it’s one of the most effective ways to acquire new customers. According to a Nielsen study, 83% of people trust recommendations from friends and family, and 66% of people trust consumer opinions posted online.

As a result of referrals from your happy users, you get more prospects to “fuel” the acquisition stage of the funnel (hence the arrow pointing from referral to acquisition in our illustration of this framework).

But how to make users recommend your product to others? Well, there is no other way around it than to build something truly valuable and provide a great user experience. How? Start with researching your market to understand what the market needs and how well the competition serves that demand. Next, make sure your business idea can achieve product-market fit.

You can look for signs of positive (and negative) word of mouth about your product or service in:

  • Social media shares and conversations.
  • Industry surveys.
  • Review sites.
  • Communities in your market segment.
Poll showing majority of people chose Ahrefs as their go-to SEO toolset

Receiving positive word of mouth organically is the absolute foundation. But not all of your users will be willing to share their experiences, and that’s completely normal. But there are some ways you can influence word of mouth to give it an additional push:

  • Referral programs
  • PR
  • Helpful content that solves your users’ problems
  • Encouraging users to share their experiences on review sites like G2 or Capterra
  • User-generated content (e.g., pictures with branded hashtags on Instagram)
  • Positive experiences (e.g., sending users free swag)
  • Social sharing widgets

When it comes to measuring this stage of AARRR, one idea is to use social media tools like Brand24 to monitor the web for mentions of your product/brand. You can also keep track of your reviews and look for any significant changes in the average rating scores.

If you want to go even deeper and measure the referral stage more thoroughly, you can gauge how willing people are to recommend you using the NPS score.

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Sidenote.

Originally, referral is placed before revenue in the pirate metrics, i.e., before a user becomes a customer. But in reality, referrals also happen (and can be influenced) after a user becomes a customer. One could even argue these types of referrals are more important to business growth.

5. Revenue

And finally, after your visitors become activated users, some of them become paying customers.

A somewhat more technical term for that is “monetization behavior.” Dave advises startups to figure out what part of their product or service should be monetized.

For example, the more you use Ahrefs, the more you pay for it. But you don’t pay for every click you make. This is a poor monetization behavior idea. For us, it makes the most sense to tie the price of our service to certain tiers of data usage and data update frequency.

Table of different pricing tiers with corresponding information

Different data usage for different pricing tiers.

In practice, as the usage of our product grows, so do our costs. But our profit grows proportionally as well.

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Of course, monetization behavior for your business can be something completely different. You may even keep your service completely free for users and monetize via ads or in-app purchases (e.g., social media platforms).

When it comes to influencing your revenue, you may have already guessed that revenue is an outcome of all of the previous stages of the funnel. The more visitors you attract and effectively activate, the more sales you get in the end.

Let me give you an example. The more we educate people with product-led content, the more data people use in their accounts. And since that’s the main driver of revenue for us, the more data people use, the more we profit. And it’s a win-win. If people use more data, it means they know how to put our product into practice to improve their SEO.

As for measuring this last stage of the framework, here are some popular revenue metrics:

  • Customer lifetime value (CLV or CLTV)
  • Annual or monthly recurring revenue (ARR, MRR)
  • Revenue growth rate

Let’s conclude this section with Dave’s original AARRR dashboard example.

Table of AARRR's stages, along with corresponding info on user state, conversion, and estimated value

A few takeaways from the picture above I’d like to note:

  • Notice how conversion drops as you go down the framework. That’s normal. All marketing funnels are leaky by design. (They probably shouldn’t be called “funnels” in the first place.) But don’t treat those numbers as benchmarks, as they are just examples. 
  • Notice that there are multiple micro stages at each stage. For example, activation consists of these: happy 1st visit, email sign-up, and account sign-up. But you don’t have to frame it this way. You can simplify this dashboard using just one metric per stage. You can also go deeper and use a more granular way of measuring (learn more about marketing KPIs here).

If I haven’t stressed the importance of retention enough, here is an alternative metrics framework that is literally based on this stage.

RARRA is the pirate metrics “remixed” by Thomas Petit and Gabor Papp with mobile startups in mind (but could probably be used by any startup). It goes like this:

  1. Retention – Focus on creating a product that people will want to come back to
  2. Activation – Let people experience the value of your product (aka the “aha moment”) as soon as possible
  3. Referral – Get your users to talk about the app and share it
  4. Revenue – Find ways to monetize the product
  5. Acquisition – Scale and optimize your acquisition channels; do it only after you have clear signals that people are willing to come back to your app (important!)

As you can see, this framework consists of the same stages that we’ve discussed so far. So the question arises, “How is RARRA different from AARRR?”

In my opinion, the main difference between these two frameworks is that RARRA emphasizes certain metrics, while AARRR is just a model for identifying the critical stages in a buyer’s journey.

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Or let’s put it this way. The AARRR framework is simply proposing that activation is the first stage in a buyer’s journey. But reading the RARRA framework the same way is wrong because retention can’t be the first stage in a buyer’s journey.

The remixed framework leads with retention (instead of activation) because it tries to emphasize that mobile startups should build products with retention in mind. The original framework, on the other hand, doesn’t specify that you need to focus more on one stage than the other.

I’d say that RARRA is a good commentary to AARRR that’s made 10 years later. And weirdly enough, you can use both. You should build easy-to-use, valuable products that users will want to come back to, but you should also figure out how to attract those users. And what’s more, you will need to acquire a lot more users at the top of the funnel than you want to have customers at the bottom of the funnel.

Of course, I fully encourage you to develop your own opinion about these two frameworks. Or even develop your own modifications when you’re ready. For more information on RARRA, start with Why Focusing Too Much on Acquisition Will Kill Your Mobile Startup.

Final thoughts

One of the most accurate definitions of a startup comes from Eric Ries: “A human institution designed to bring something new under conditions of extreme uncertainty.” That element of uncertainty is what makes focusing on the right things absolutely critical for startup success.

And this is what AARRR offers: focusing on the metrics that really matter to build a sustainable business. This framework may not be complete or perfect, as RARRA proponents claim. But it’s a really good start if you use it properly.

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As you go along and learn how to build and market a startup, you’ll see a lot of the-only-thing-that-matters type of stuff. Take all that with a grain of salt. I believe you should try things yourself and see where they take you.

Got questions or comments? Ping me on Twitter.




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Marketing Calendar 2024 With Template To Plan Your Content

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Marketing Calendar 2024 With Template To Plan Your Content

Setting yourself and your organization up for successful marketing means understanding the interesting dates, holidays, and events throughout the year that you can leverage for your brand.

Pulling that information together takes time and effort, so we’ve done the legwork for you.

Our complete marketing calendar for 2024 with a template gives you all the information you need to plan your content.

You can customize this easily referenceable table and pull out the relevant dates for your business to create your own 2024 marketing calendar.

For planning content and social media campaigns, using a marketing calendar gives you insights and opportunities to tie your content into well-known events in engaging ways.

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These range from big sporting events to awareness months that you can plan content around, to public holidays so you can leverage them for engagement.

Free Marketing Calendar And Template For 2024

Below, we have listed some of the major holiday highlights for 2024. We have also compiled a free spreadsheet that lists many obscure awareness days to help you plan content in any niche.

The full 2024 marketing calendar and template are available at the end of the article, with a breakdown of each month.

This calendar focuses mainly on the U.S. and Canada, with some major international and religious holidays included.

Your 2024 Holiday Marketing Calendar

January

January is a time of resolutions and fresh starts, with many picking a goal for the year or looking to make a change.

It can be a slow start, given that many people are still recovering from the end of last year, but that gives you time to plan your calendar and ease into a new year of content.

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There are plenty of broad activities to lean into, like Veganuary and National Hobby Month, to connect with audience lifestyles.

Events in January always have all eyes on them, too, like the Golden Globes and Winter X Games, so content around them can kickstart your 2024 engagement.

Monthly Observances

  • International Creativity Month
  • National Blood Donor Month
  • National Braille Literacy Month
  • National Hobby Month
  • Dry January
  • Veganuary

Weekly Observances

  • January 1-7 – New Year’s Resolutions Week
  • January 1-7 – Celebration of Life Week
  • January 1-7 – Diet Resolution Week
  • January 8-14 – Home Office and Security Week

Days

  • January 1 – New Year’s Day
  • January 1 – Mexican Independence Day
  • January 1 – Global Family Day
  • January 2 – National Science Fiction Day
  • January 4 – World Braille Day
  • January 6 – Epiphany
  • January 7 – Orthodox Christmas
  • January 10 – Golden Globes
  • January 13 – Korean American Day
  • January 13 – Stephen Foster Memorial Day
  • January 14 – Orthodox New Year
  • January 14 – Ratification Day
  • January 15 – Martin Luther King Jr. Day
  • January 15 – Civil Rights Day
  • January 17 – Ditch New Year’s Resolutions Day
  • January 17 – Benjamin Franklin Day
  • January 18-28 – Sundance Film Festival
  • January 20 – World Religion Day
  • January 24 – Tu BiShvat
  • January 26-29 – Winter X Games
  • January 27 – International Holocaust Remembrance Day
  • January 28 – Data Privacy Day

Popular Hashtags for January:

  • #NewYearsDay
  • #ScienceFictionDay
  • #NationalTriviaDay
  • #NationalBirdDay
  • #NationalStickerDay
  • #GetToKnowYourCustomersDay
  • #CheeseLoversDay
  • #MLKDay
  • #NationalHuggingDay
  • #PieDay
  • #NationalComplimentDay
  • #PrivacyAware

February

Despite being the shortest month, February is full of interesting events you can leverage for your marketing campaigns.

The colder days can leave people looking for things to get involved with from the comfort of their homes. So, make sure your content is working in line with popular days to attract people to your organization’s content.

Spread the love on Valentine’s Day, celebrate the Lunar New Year, and embrace Black History Month as we enjoy a slightly longer February with 2024’s Leap Year.

Monthly Observances

  • Black History Month
  • American Heart Month
  • National Heart Month
  • National Weddings Month
  • National Cancer Prevention Month
  • National Library Lovers Month
  • Celebration of Chocolate Month

Weekly Observances

  • February 7-13 – African Heritage and Health Week
  • February 9-14 – New York Fashion Week
  • February 11-17 – Freelance Writers Appreciation Week
  • February 11-17 – International Flirting Week
  • February 11-17 – Random Acts of Kindness Week
  • February 18-24 – Engineers’ Week
  • February 19-25 – National Pancake Week
  • February 28-March 5 – National Eating Disorders Awareness Week

Days

  • February 1 – First Day of Black History Month
  • February 1 – National Freedom Day
  • February 1 – National Change Your Password Day
  • February 2 – Groundhog Day
  • February 4 – Rosa Parks Day
  • February 4 – World Cancer Day
  • February 4 – The Grammy Awards
  • February 7 – National Girls and Women in Sports Day
  • February 10 – Lunar New Year
  • February 11 – Super Bowl Sunday
  • February 11 – International Day of Women and Girls in Science
  • February 12 – Abraham Lincoln’s Birthday
  • February 12 – Red Hand Day
  • February 12 – Georgia Day
  • February 12 – Darwin Day
  • February 13 – Mardi Gras
  • February 13 – International Pancake Day
  • February 14 – Valentine’s Day
  • February 14 – Ash Wednesday
  • February 14 – Arizona State Day
  • February 15 – Susan B. Anthony’s Birthday
  • February 18 – NBA All-Stars
  • February 18 – Daytona 500
  • February 19 – Presidents’ Day
  • February 22 – George Washington’s Birthday
  • February 29 – Leap Day

Popular Hashtags for February

  • #GroundhogDay
  • #WorldCancerDay
  • #NationalWeatherpersonsDay
  • #SendACardToAFriendDay
  • #BoyScoutsDay
  • #NationalPizzaDay
  • #ValentinesDay
  • #RandomActsOfKindnessDay
  • #PresidentsDay
  • #LoveYourPetDay

March

March marks the beginning of spring, and the days start to get longer. Whether March Madness turns up the heat or Easter is on its way, there are plenty of exciting events to get your content involved with.

Some of the monthly observances, such as Women’s History Month or The Great American Cleanup, can serve as great causes for regular engagement this month.

Monthly Observances

  • Women’s History Month
  • Nutrition Month
  • Music in Our Schools Month
  • Craft Month
  • American Red Cross Month
  • The Great American Cleanup
  • Ramadan begins on March 10

Weekly Observances

  • March 10-16 – Girl Scout Week
  • March 10-16 – National Sleep Awareness Week
  • March 17-23 – National Agriculture Week
  • March 24-30 – National Cleaning Week

Days

  • March 1 – Employee Appreciation Day
  • March 1 – Zero Discrimination Day
  • March 1 – Global Unplugging Day
  • March 3 – World Wildlife Day
  • March 3 – National Anthem Day
  • March 4 – International HPV Awareness Day
  • March 8 – International Women’s Day
  • March 10 – Daylight Savings
  • March 10 – Ramadan
  • March 12 – 96th Academy Awards Ceremony
  • March 14 – Pi Day
  • March 15 – The Ides of March
  • March 17 – St. Patrick’s Day
  • March 17 – NCAA March Madness
  • March 17 – World Sleep Day
  • March 18 – Global Recycling Day
  • March 19 – Nowruz
  • March 19 – Spring Equinox
  • March 22 – World Water Day
  • March 24 – Palm Sunday
  • March 24 – Purim
  • March 26 – Epilepsy Awareness Day
  • March 27 – World Theatre Day
  • March 28 – MLB Opening Day
  • March 28 – Maundy Thursday
  • March 29 – Good Friday
  • March 30 – Holy Saturday
  • March 31 – Easter Sunday

Popular Hashtags for March

  • #PeanutButterLoversDay
  • #EmployeeAppreciationDay
  • #ReadAcrossAmerica
  • #DrSeuss
  • #WorldWildlifeDay
  • #NationalGrammarDay
  • #BeBoldForChange
  • #DaylightSavings
  • #PiDay
  • #StPatricksDay
  • #FirstDayofSpring
  • #WorldWaterDay
  • #NationalPuppyDay
  • #PurpleDay
  • #NationalDoctorsDay
  • #EarthHour

April

April is probably best known for April Fools’ Day, and a chance to get creative with parody and spoof content for your calendar that can make your customers smile.

Earth Month also means you can make more eco-friendly posts about your organization’s commitment to reducing its impact on the planet.

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You also might want to get your cape out of storage on April 28th for National Superhero Day.

Monthly Observances

  • Earth Month
  • National Autism Awareness Month
  • Parkinson’s Awareness Month
  • Celebrate Diversity Month
  • Stress Awareness Month
  • Ramadan ends on April 8

Weekly Observances

  • April 15-21 – Animal Cruelty/Human Violence Awareness Week
  • April 21-27 – National Volunteer Week
  • April 21-27 – Administrative Professionals Week
  • April 22-26 – Every Kid Healthy Week

Days

  • April 1 – April Fool’s Day
  • April 1 – Easter Monday
  • April 2 – World Autism Awareness Day
  • April 2 – International Children’s Book Day
  • April 5 – Lailat al-Qadr
  • April 6 – National Walking Day
  • April 7 – National Beer Day
  • April 7 – World Health Day
  • April 8 – Total Solar Eclipse
  • April 10 – Eid-Al-Fitr
  • April 11-14 – Masters Tournament PGA
  • April 11 – National Pet Day
  • April 12-21 – Coachella Music Festival
  • April 13 – Thomas Jefferson’s Birthday
  • April 13-15 – Songkran
  • April 15 – American Sign Language Day
  • April 15 – Tax Day
  • April 15 – Boston Marathon
  • April 15 – Patriots’ Day
  • April 16 – Emancipation Day
  • April 21 – World Creativity and Innovation Day
  • April 22 – Earth Day
  • April 22 – Passover starts
  • April 26 – Arbor Day
  • April 27 – World Design Day
  • April 28 – National Superhero Day
  • April 30 – National Honesty Day
  • April 30 – Passover ends

Popular Hashtags For April:

  • #AprilFools
  • #WAAD
  • #FindARainbowDay
  • #NationalWalkingDay
  • #LetsTalk
  • #EqualPayDay
  • #TaxDay
  • #NH5D
  • #NationalLookAlikeDay
  • #AdministrativeProfessionalsDay
  • #DenimDay
  • #EndMalariaForGood
  • #COUNTONME
  • #ArborDay
  • #NationalHonestyDay
  • #AdoptAShelterPetDay

May

May brings a lot of variety with it as there are plenty of good causes to raise awareness for, plus major sporting events and unique celebrations you can join in with.

Cinco de Mayo, the Kentucky Derby, and Memorial Day are just a few examples of events that will have lots of people paying attention and can make for great marketing themes.

Monthly Observances

  • ALS Awareness
  • Asthma Awareness
  • Asian Pacific American Heritage Month
  • Jewish American Heritage Month
  • National Celiac Disease Awareness Month
  • Clean Air Month
  • Better Sleep Month
  • Lupus Awareness Month

Weekly Observances

  • May 5-11 – National Pet Week
  • May 19-25 – National Travel & Tourism Week
  • May 5-11 – Drinking Water Week
  • May 6-12 – Nurse’s Week
  • May 12-18 – Food Allergy Awareness Week

Days

  • May 1 – May Day
  • May 1 – Law Day
  • May 1 – Lei Day
  • May 2 – World Password Day
  • May 4 – Star Wars Day
  • May 4 – International Firefighters Day
  • May 4 – Kentucky Derby
  • May 5 – Cinco De Mayo
  • May 5-10 – French Open
  • May 6 – National Nurses Day
  • May 6 – Yom HaShoah
  • May 8 – World Red Cross and Red Crescent Day
  • May 10 – World Lupus Day
  • May 11 – World Fair Trade Day
  • May 12 – Mother’s Day
  • May 13-19 – PGA Championship
  • May 14 – Yom Ha’atzmaut
  • May 15 – International Day of Families
  • May 17 – NASCAR Day
  • May 17 – Malcolm X Day
  • May 17 – Internet Day
  • May 19 – HIV/AIDS Awareness Day
  • May 20 – World Bee Day
  • May 20 – Victoria Day (Canada)
  • May 21 – World Meditation Day
  • May 25 – Geek Pride Day
  • May 26 – Trinity Sunday
  • May 26 – Indianapolis 500
  • May 27 – Memorial Day
  • May 28 – World Hunger Day
  • May 29 – Memorial Day

Popular Hashtags For May:

  • #RedNoseDay
  • #MayDay
  • #WorldPasswordDay
  • #StarWarsDay & #Maythe4thBeWithYou
  • #InternationalFirefightersDay
  • #CincoDeMayo
  • #MothersDay
  • #BTWD
  • #MemorialDay & #MDW

June

Once June has arrived, it’s finally starting to feel like summer. Everyone wants to make the most of the sunshine, and the positive energies are flowing.

Given that June also marks Great Outdoors Month, this is a great opportunity to make your brand a must-have companion for planning a beachside vacation or hosting a cookout.

You can also show your support for LGBTQ+ Pride, Flag Day, and Father’s Day, along with all the other events listed here.

Monthly Observances

  • LGBTQ Pride Month
  • Caribbean-American Heritage Month
  • Great Outdoors Month
  • Men’s Health Month
  • National Safety Month
  • National Zoo and Aquarium Month

Weekly Observances

  • June 2-8 – National Garden Week
  • June 2-8 – National Headache Awareness Week
  • June 10-16 – National Men’s Health Week
  • June 16-22 – National Roller Coaster Week

Days

  • June 1 – Global Parents Day
  • June 5 – Hot Air Balloon Day
  • June 5 – World Environment Day
  • June 6 – D-Day
  • June 8 – Belmont Stakes
  • June 8 – World Oceans Day
  • June 8 – National Best Friends Day
  • June 9 – Donald Duck Day
  • June 10 – Chinese Dragon Boat Festival
  • June 11 – Kamehameha Day
  • June 12 – Shavuot
  • June 13-16 – Bonnaroo Music Festival
  • June 14 – Flag Day
  • June 14 – Flag Day
  • June 16 – Father’s Day
  • June 16 – Tony Awards
  • June 13-16 – U.S. Open PGA
  • June 19 – Juneteenth
  • June 20 – Summer Solstice
  • June 23 – International Widows Day
  • June 29 – July 21 – Tour de France
  • June 30 – International Asteroid Day

Popular Hashtags For June:

  • #NationalDonutDay
  • #FathersDay
  • #NationalSelfieDay
  • #TakeYourDogToWorkDay
  • #HandshakeDay
  • #SMDay

July

July presents lots of opportunities for savvy marketers, from the 4th of July to the International Day of Friendship.

As we enter the summer slow-down period, there’s lots to celebrate that can help to feed your social media content to keep customers engaged.

So celebrate your independence, indulge in a little ice cream, and bring people together with one of the many events in July.

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Monthly Observances

  • Family Golf Month
  • Ice Cream Month
  • National Parks and Recreation Month
  • National Picnic Month
  • National Independent Retailer Month
  • National Blueberry Month

Weekly Observances

  • July 15-21 – Capture the Sunset Week

Days

  • July 1 – International Joke Day
  • July 1-11 – Wimbledon
  • July 2 – World UFO Day
  • July 4 – Independence Day
  • July 6 – International Kissing Day
  • July 7 – World Chocolate Day
  • July 8 – National Video Games Day
  • July 11 – World Population Day
  • July 12 – Pecan Pie Day
  • July 16 – Moon Landing Anniversary
  • July 16 – MLB All-Star Game
  • July 17 – World Emoji Day
  • July 17 – Ashura
  • July 18 – Nelson Mandela International Day
  • July 20 – International Chess Day
  • July 20 – National Moon Day
  • July 21 – National Junk Food Day
  • July 24 – Amelia Earhart Day
  • July 26 – Aunt and Uncle Day
  • July 26 – August 11 – Summer Olympics
  • July 28-30 – Summer X Games
  • July 28 – Parents’ Day
  • July 28 – World Hepatitis Day
  • July 30 – International Day of Friendship
  • July 31 – World Ranger Day

Popular Hashtags For July:

  • #NationalPostalWorkerDay
  • #WorldUFODay
  • #WorldEmojiDay
  • #DayOfFriendship

August

We’ve hit the hottest days by August as back-to-school looms, and we welcome the return of football.

While many are topping up their tans and making the most of the final Summer days, August still provides lots of opportunities to align your content with wider events.

Make sure you’re using your marketing calendar to the fullest extent to post any sunny seasonal content promptly before fall arrives.

Monthly Observances

  • Back to School Month
  • National Breastfeeding Month
  • Family Fun Month
  • Peach Month

Weekly Observances

  • August 1-7 – International Clown Week
  • August 4-10 – National Farmers’ Market Week
  • August 25-31 – Be Kind to Humankind Week

Days

  • August 1 – National Girlfriends Day
  • August 1 – NFL Hall of Fame Game & Preseason
  • August 2 – International Beer Day
  • August 4 – National Friendship Day
  • August 7 – Purple Heart Day
  • August 8 – International Cat Day
  • August 9 – Book Lover’s Day
  • August 11 – National Son and Daughter Day
  • August 12 – Victory Day
  • August 13 – Left Hander’s Day
  • August 15 – Assumption of Mary
  • August 17 – National Honey Bee Day
  • August 19 – World Humanitarian Day
  • August 19 – Raksha Bandhan
  • August 20 – National Radio Day
  • August 21 – Senior Citizens Day
  • August 26 – Women’s Equality Day
  • August 30 – Frankenstein Day
  • August 30 – National Beach Day

Popular Hashtags For August:

  • #InternationalCatDay
  • #NationalBookLoversDay
  • #WorldElephantDay
  • #LefthandersDay
  • #WorldPhotoDay
  • #WorldHumanitarianDay
  • #NationalLemonadeDay
  • #NationalDogDay
  • #WomensEqualityDay

September

As fall begins, some of the bigger events happening in September are Hispanic Heritage Month, Grandparents Day, and, of course, Labor Day.

There are also plenty of other events to inspire you, from Oktoberfest to National Yoga Month. Plus, a National Coffee Day for those who struggle to start their day without a caffeine fix.

Monthly Observances

  • Wilderness Month
  • National Food Safety Education Month
  • National Yoga Month
  • Whole Grains Month
  • Hispanic Heritage Month (September 15 – October 15)

Weekly Observances

  • September 8-14 – National Suicide Prevention Week
  • September 15-21 – National Indoor Plant Week
  • September 16-22 – Pollution Prevention Week
  • September 24-30 – National Dog Week

Days

  • September 2 – VJ Day
  • September 2 – Labor Day
  • September 4 – National Wildlife Day
  • September 5 – International Day of Charity
  • September 6 – National Fight Procrastination Day
  • September 8 – Pardon Day
  • September 8 – National Grandparents Day
  • September 11 – 9/11
  • September 11 – Patriot Day
  • September 12 – Video Games Day
  • September 13 – Uncle Sam Day
  • September 15 – Greenpeace Day
  • September 17 – Constitution Day
  • September 21 – Oktoberfest Begins
  • September 21 – International Day of Peace
  • September 22 – World Car-Free Day
  • September 22 – September Equinox
  • September 24 – World Bollywood Day
  • September 24–29 – Presidents Cup PGA
  • September 27 – Native American Day
  • September 27 – World Tourism Day
  • September 29 – National Coffee Day (US)
  • September 29 – Confucius Day
  • September 29 – World Heart Day

Popular Hashtags For September:

  • #LaborDay
  • #NationalWildlifeDay
  • #CharityDay
  • #ReadABookDay
  • #911Day
  • #NationalVideoGamesDay
  • #TalkLikeAPirateDay
  • #PeaceDay
  • #CarFreeDay
  • #WorldRabiesDay
  • #GoodNeighborDay
  • #InternationalPodcastDay

October

It’s that time of year when pumpkin spice lattes roll around again.

While October is known as the spooky season to many, there’s much more to this month than just Halloween – there’s Teacher’s Day, World Mental Health Day, and Spirit Day, to name a few, around which your organization can look to create content.

Monthly Observances

  • Breast Cancer Awareness Month
  • Bully Prevention Month
  • Halloween Safety Month
  • Financial Planning Month
  • National Pizza Month

Weekly Observances

  • October 8-14 – Fire Prevention Week
  • October 13-19 – Earth Science Week
  • October 20-26 – National Business Women’s Week

Days

  • October 1 – International Coffee Day
  • October 1 – World Vegetarian Day
  • October 3 – National Techies Day
  • October 5 – World Teacher’s Day
  • October 6 – Oktoberfest Ends
  • October 7 – Child Health Day
  • October 10 – World Mental Health Day
  • October 11 – National Coming Out Day
  • October 12 – Yom Kippur
  • October 14 – Indigenous Peoples’ Day
  • October 14 – Columbus Day
  • October 14 – Thanksgiving Day (Canada)
  • October 16 – World Food Day
  • October 19 – Sweetest Day
  • October 20 – Spirit Day (Anti-bullying)
  • October 22 – Make a Difference Day
  • October 24 – United Nations Day
  • October 30 – Mischief Night
  • October 31 – Halloween

Popular Hashtags For October:

  • #InternationalCoffeeDay
  • #TechiesDay
  • #NationalTacoDay
  • #WorldSmileDay
  • #WorldTeachersDay
  • #WorldHabitatDay
  • #WorldMentalHealthDay
  • #BossesDay
  • #UNDay
  • #ChecklistDay
  • #Halloween

November

During the month in which we all give thanks, there is also a wide range of causes you can help out with or raise awareness for, like Movember and America Recycles Day.

You should also mark your marketing calendar for arguably the biggest sales events of the year – Black Friday and Cyber Monday (Dec. 2) – which are sure to be on everyone’s radar.

Monthly Observances

  • Native American Heritage Month
  • Movember
  • World Vegan Month
  • Novel Writing Month
  • National Gratitude Month

Weekly Observances

  • November 11-16 – World Kindness Week (second week: Monday – Sunday)
  • November 18-22 – American Education Week
  • November 18-24 – Game and Puzzle Week

Days

  • November 1 – Day of the Dead/Día de los Muertos
  • November 1 – All Saint’s Day
  • November 1 – World Vegan Day
  • November 2 – Melbourne Cup
  • November 3 – Daylight Savings Time Ends
  • November 5 – Election Day
  • November 8 – STEM Day
  • November 9 – World Freedom Day
  • November 10 – Marine Corps Birthday
  • November 11 – Veterans Day
  • November 13 – World Kindness Day
  • November 14 – World Diabetes Day
  • November 15 – National Entrepreneurs Day
  • November 24 – Evolution Day
  • November 28 – Thanksgiving Day
  • November 29 – Native American Heritage Day
  • November 29 – Black Friday

Popular Hashtags For November:

  • #WorldVeganDay
  • #NationalSandwichDay
  • #DaylightSavings
  • #CappuccinoDay
  • #STEMDay
  • #VeteransDay
  • #WKD
  • #WDD
  • #BeRecycled
  • #EntrepreneursDay
  • #Thanksgiving
  • #ShopSmall

December

December is here, and the end of the year is in sight.

Although 2025 is right around the corner, and you might want to start planning your content calendar for next year, don’t neglect your content in the run-up to the holidays.

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Send your year off in style with marketing campaigns dedicated to events like Nobel Prize Day, Rosa Parks Day, Green Monday, and more.

You can even do a content wrap-up of your best moments from the year – and make sure to get your 2025 marketing calendar sorted early before the post-Christmas wind-down.

Monthly Observances

  • Human Rights Month
  • Operation Santa Paws
  • Safe Toys and Gifts Month
  • World Food Service Safety Month

Weekly Observances

  • December 9-15 – Human Rights Week
  • December 25 – January 2 – Hanukkah (Chanukah)
  • December 26 – January 1 – Kwanzaa

Days

  • December 1 – World AIDS Day
  • December 1 – Rosa Parks Day
  • December 2 – Cyber Monday
  • December 3 – International Day of Persons with Disabilities
  • December 6 – St. Nicholas Day
  • December 7 – Pearl Harbor Remembrance Day
  • December 7 – National Letter Writing Day
  • December 8 – Feast of the Immaculate Conception
  • December 9 – Green Monday
  • December 10 – Nobel Prize Day
  • December 10 – Human Rights Day
  • December 11 – UNICEF Anniversary
  • December 15 – Bill of Rights Day
  • December 18 – National Twin Day
  • December 21 – Winter Solstice
  • December 22 – Forefathers Day
  • December 23 – Festivus
  • December 24 – Christmas Eve
  • December 25 – Christmas Day
  • December 25 – Hanukkah
  • December 26 – Kwanzaa
  • December 26 – Boxing Day
  • December 31 – New Year’s Eve

Popular Hashtags For December:

  • #IDPWD
  • #NationalCookieDay
  • #NobelPrize
  • #WinterSolstice
  • #NYE

The Complete Marketing Calendar And Template To Plan 2024

You can find the link to our complete marketing calendar and template for 2024 right here.

By having a content plan set out months in advance, you can rest assured that you’ll have great ideas to work with throughout the year.

And just because you have a plan doesn’t mean you can’t adapt if something interesting happens later in the year.

Simply rearrange your calendar and work your trending content around key dates.

Keep track of what ideas work throughout the year and use them to help guide your marketing calendar for 2025, so you can double down on successful content ideas.

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Featured Image: Paulo Bobita/Search Engine Journal

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Content Pruning: Why It Works, and How to Do It

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Content Pruning: Why It Works, and How to Do It

Content pruning sounds pretty appealing: delete a ton of content and see your organic traffic improve. But pruning has risks (like deleting useful pages and useful backlinks), and benefits are not guaranteed: So how does pruning actually work? And when

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8 Free SEO Reporting Tools

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8 Free SEO Reporting Tools

There’s no shortage of SEO reporting tools to choose from—but what are the core tools you need to put together an SEO report?

In this article, I’ll share eight of my favorite SEO reporting tools to help you create a comprehensive SEO report for free.

Price: Free

Google Search Console, often called GSC, is one of the most widely used tools to track important SEO metrics from Google Search.

Most common reporting use case

GSC has a ton of data to dive into, but the main performance indicator SEOs look at first in GSC is Clicks on the main Overview dashboard.

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As the data is from Google, SEOs consider it to be a good barometer for tracking organic search performance. As well as clicks data, you can also track the following from the Performance report:

  • Total Impressions
  • Average CTR
  • Average Position
gsc-performance-overviewgsc-performance-overview

Tip

If you’ve signed up for AWT using Google Search Console, you can view your GSC performance data in Ahrefs by clicking “GSC Performance” from the main dashboard.

But for most SEO reporting, GSC clicks data is exported into a spreadsheet and turned into a chart to visualize year-over-year performance.

organic-traffic-graph-showing-clicks-year-over-yearorganic-traffic-graph-showing-clicks-year-over-year

Favorite feature

One of my favorite reports in GSC is the Indexing report. It’s useful for SEO reporting because you can share the indexed to non-indexed pages ratio in your SEO report.

google-search-console-indexed-pages-reportgoogle-search-console-indexed-pages-report

If the website has a lot of non-indexed pages, then it’s worth reviewing the pages to understand why they haven’t been indexed.

Price: Free

Google Looker Studio (GLS), previously known as Google Data Studio (GDS), is a free tool that helps visualize data in shareable dashboards.

Most common reporting use case

Dashboards are an important part of SEO reporting, and GLS allows you to get a total view of search performance from multiple sources through its integrations.

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Out of the box, GLS allows you to connect to many different data sources.

Such as:

  • Marketing products – Google Ads, Google Analytics, Display & Video 360, Search Ads 360
  • Consumer products – Google Sheets, YouTube, and Google Search Console
  • Databases – BigQuery, MySQL, and PostgreSQL
  • Social media platformsFacebook, Reddit, and Twitter
  • Files – CSV file upload and Google Cloud Storage

Sidenote.

If you don’t have the time to create your own report manually, Ahrefs has three Google Looker Studio connectors that can help you create automated SEO reporting for any website in a few clicks

google-looker-studio-partner-connectorsgoogle-looker-studio-partner-connectors

Here’s what a dashboard in GLS looks like:

ahrefs-seo-audit-dashboardahrefs-seo-audit-dashboard
Ahrefs Google Looker Studio integration

With this type of dashboard, you share reports that are easy to understand with clients or other stakeholders.

Favorite feature

The ability to blend and filter data from different sources, like GA and GSC, means you can get a customized overview of your total search performance, tailored to your website.

Price: Free for 500 URLs

Screaming Frog is a website crawler that helps you audit your website.

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Screaming Frog’s free version of its crawler is perfect if you want to run a quick audit on a bunch of URLs. The free version is limited to 500 URLs—making it ideal for crawling smaller websites.

screaming-frog-user-interface-screenshotscreaming-frog-user-interface-screenshot

Most common reporting use case

When it comes to reporting, the Reports menu in Screaming Frog SEO Spider has a wealth of information you can look over that covers all the technical aspects of your website, such as analyzing, redirects, canonicals, pagination, hreflang, structured data, and more.

Once you’ve crawled your site, it’s just a matter of downloading the reports you need and working out the main issues to summarize in your SEO report.

Favorite feature

Screaming Frog can pull in data from other tools, including Ahrefs, using APIs. 

If you already had access to a few SEO tools’ APIs, you could pull data from all of them directly into Screaming Frog. This is useful if you want to combine crawl data with performance data or other 3rd party tools.

screaming-frog-api-accessscreaming-frog-api-access

Even if you’ve never configured an API, connecting other tools to Screaming Frog is straightforward.

Price: Free

Ahrefs has a large selection of free SEO tools to help you at every stage of your SEO campaign, and many of these can be used to provide insights for your SEO reporting.

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when-to-use-ahrefs-free-tools-across-the-seo-process-illustrationwhen-to-use-ahrefs-free-tools-across-the-seo-process-illustration

For example, you could use our:

Most common reporting use case

One of our most popular free SEO tools is Ahrefs Webmaster Tools (AWT), which you can use for your SEO reporting.

With AWT, you can:

  • Monitor your SEO health over time by setting up scheduled SEO audits
  • See the performance of your website
  • Check all known backlinks for your website
ahrefs-overviewahrefs-overview

Favorite feature

Of all the Ahrefs free tools, my favorite is AWT. Within it, site auditing is my favorite feature—once you’ve set it up, it’s a completely hands-free way to keep track of your website’s technical performance and monitor its health.

If you already have access to Google Search Console, it’s a no-brainer to set up a free AWT account and schedule a technical crawl of your website(s).

Price: Free

Ahrefs’ SEO Toolbar is a free Chrome and Firefox extension useful for diagnosing on-page technical issues and performing quick spot checks on your website’s pages.

Most common reporting use case

For SEO reporting, it’s useful to run an on-page check on your website’s top pages to ensure there aren’t any serious on-page issues.

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ahrefs-seo-toolbar-overviewahrefs-seo-toolbar-overview

With the free version, you get the following features:

  • On-page SEO report
  • Redirect tracer with HTTP Headers
  • Outgoing links report with link highlighter and broken link checker
  • SERP positions
  • Country changer for SERP

The SEO toolbar is excellent for spot-checking issues with pages on your website. If you are not confident with inspecting the code, it can also give you valuable pointers on what elements you need to include on your pages to make them search-friendly.

If anything is wrong with the page, the toolbar highlights it, with red indicating a critical issue.

severity-highlight-ahrefs-seo-toolbarseverity-highlight-ahrefs-seo-toolbar

Favorite feature

The section I use the most frequently in the SEO toolbar is the Indexability tab. In this section, you can see whether the page can be crawled and indexed by Google.

indexability-tab-ahrefs-seo-toolbarindexability-tab-ahrefs-seo-toolbar

Although you can do this by inspecting the code manually, using the toolbar is much faster.

Price: Free

Like GSC, Google Analytics is another tool you can use to track the performance of your website, tracking sessions and conversions and much more on your website.

google-analytics-screenshotgoogle-analytics-screenshot

Most common reporting use case

GA gives you a total view of website traffic from several different sources, such as direct, social, organic, paid traffic, and more.

Favorite feature

You can create and track up to 300 events and 30 conversions with GA4. Previously, with universal analytics, you could only track 20 conversions. This makes conversion and event tracking easier within GA4.

Price: Free

Google Slides is Google’s version of Microsoft PowerPoint. If you don’t have a dashboard set up to report on your SEO performance, the next best thing is to assemble a slide deck.

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Many SEO agencies present their report through dashboard insights and PowerPoint presentations. However, if you don’t have access to PowerPoint, then Google Slides is an excellent (free) alternative.

google-slides-screenshotgoogle-slides-screenshot

Most common reporting use cases

The most common use of Google Slides is to create a monthly SEO report. If you don’t know what to include in a monthly report, use our SEO report template.

Favorite feature

One of my favorite features is the ability to share your presentation on a video chat directly from Google Slides. You can do this by clicking the camera icon in the top right.

share-video-chat-google-slidesshare-video-chat-google-slides

This is useful if you are working with remote clients and makes sharing your reports easy.

Price: Free

Google Trends allows you to view a keyword’s popularity over time in any country. The data shown is the relative popularity ratio scaled from 0-100, not the direct volume of search queries.

Most common reporting use cases

Google Trends is useful for showing how the popularity of certain searches can increase or decrease over time. If you work with a website that often has trending products, services, or news, it can be useful to illustrate this visually in your SEO report.

Google Trends makes it easy to spot seasonal trends for product categories. For example, people want to buy BBQs when the weather is sunny.

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Using Google Trends, we can see that peak demand for BBQs usually happens in June-July every year.

bbq-google-trends-graphbbq-google-trends-graph

Using this data across the last five years, we could be fairly sure when the BBQ season would start and end.

Favorite feature

Comparing two or more search terms against each other over time is one of my favorite uses of Google Trends, as it can be used to tell its own story.

google-trends-comparison-examplegoogle-trends-comparison-example

Embellishing your report with trends data allows you to gain further insights into market trends.

You can even dig into trends at a regional level if you need to.

regional-trends-via-google-trendsregional-trends-via-google-trends

Final thoughts

These free tools will help you put together the foundations for a well-rounded SEO report.

The tools you use for SEO reporting don’t always have to be expensive—even large companies use many of the free tools mentioned to create insights for their client’s SEO reports.

Got more questions? Ping me on X 🙂

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