Jess Blog

8 SEO Tracking Software Platforms Our Small Agency Actually Uses

If you do a search for best SEO tracking platforms, most of the results are giant lists and not particularly curated. Since we have experience in the industry, we thought it would be more helpful to tell you exactly what we use on a daily basis for ourselves and our clients. Here are 8 SEO tracking software platforms that we find useful every day.

Google Analytics

This service, offered by Google, tracks and reports on your website traffic. It gives you insight into how users are engaging with your website through a variety of channels. Google Analytics makes it easier for you to determine what may be engaging your target market or how to build upon that through the data it captures. You can use it to reposition and expand on successful content or reallocate resources from things that aren’t working to things that are. The best part is that it’s free to sign up and use!

Google Search Console

This is another Google-provided service that allows webmasters to check the indexing status of their websites and, in turn, optimize the visibility of them. In essence, it helps you monitor, maintain, and troubleshoot your site’s presence in Google Search results. Search Console is important because if your site isn’t indexing properly, then it doesn’t matter how great your SEO strategy is. Additionally, when you link Search Console and Google Analytics, you can see what keywords you’re showing up for and which ones are getting people to click through to your website. You’ll find this information in the Search Analytics report, where you can see your data from various perspectives including which pages are showing up in the search engines. It’s also free to sign up and use Search Console!

Google Tag Manager

Google Tag Manager (GTM) allows you to manage and implement snippets of code (known as tags) on your website. Once you install GTM, you will be able to install tracking codes without having to modify the code on your site. Tag Manager can be used to install Google Analytics or set up to work with  Google Analytics to track Events. GTM can also store code from non-Google products, so if you’re trying to have all of your tracking code in one place, GTM can do it. As with the other Google services mentioned, it’s free to install and use.

Google Data Studio

Google Data Studio allows you to create branded reports to share analytics data with your clients, or just view yourself. It helps you create easy-to-understand reports that roll up all the information from marketing sources you would like to track. It lets you create one or more pages, customize how you would like to present the data, as well as offers visual customizations like colors and branding. There are paid versions of Data Studio, but we use the free version. You can sign up and play around for free.

Agency Analytics

Agency Analytics is another reporting platform that allows you to monitor multiple campaigns across various channels in one spot. You can create custom, branded reports, and aggregate your reporting for all your marketing sources in one platform. While less flexible than Google Data Studio, there is no learning curve, so it’s much easier to get started. This is a subscription service but they offer a free trial.


SEMrush is a multifaceted suite of tools that we rely on daily to assist in our SEO campaigns. This is such an essential toolset for us as it easily finds use in all stages of a campaign. At the very beginning of an SEO campaign you can use it for initial research and analysis of keywords, backlinks and the competitive landscape. Throughout the duration of our projects, we use it to monitor keyword positions and perform website and backlink audits to identify strategic link building and website optimization opportunities. We utilize the data it generates for us to assist in reporting campaign performance to clientele. There is a fee for this service, and you can learn more on the website.

Screaming Frog

Screaming Frog is a website crawler that you can use regularly to perform website audits for SEO campaigns, web development projects, and other various digital marketing endeavors. This tool helps you to easily dive into a website’s architecture and diagnose a wide array of technical and on-page issues that may hinder a site’s visibility in search results. Identifiable issues can range from basics like missing or duplicated title tags and meta descriptions or server response errors to more in-depth indexing issues caused by robots.txt or errors with canonicals. Using this tool, you’re able to make more informed decisions when it comes to SEO strategy and in maintain the quality of a website. You can download the tool for free, but service requires a fee.


Jess is a web analytics platform that helps you determine which of your advertising campaigns are actually generating sales. Jess lets you track the source of every phone call and form submission, down to the keyword or campaign. Instead of just tracking leads, this platform allows you to follow your leads to the close of the sale. This provides true visibility into what is working and what isn’t so you can reallocate precious marketing dollars to what actually brings in revenue. There is a monthly fee for this service and you can visit the site to learn more.

Sometimes your marketing strategy is only as good as the tools you use to develop and implement it. Data rules everything and knowing where to put your marketing budget is key to the success of your strategy. These tools allow us to determine what works, what doesn’t, and to make adjustments when necessary so that we’re not wasting our clients’ money. If you’d like to learn more about any of these tools, or how to develop and execute an effective marketing strategy, contact us!