You need to make data-driven decisions. How do you choose the best search engine analytics tool?

I want to answer this as if I was trying to help someone understand what “SEO” is. Some, possibly older people think of SEO and instantly think its some word that is too “computer sciency” so when you find out that it is basically just what appears on Google. Then tools like Google Analytics become your bestfriend. So I would say If I was new to all this, just tell me,”On Google the, First page is the most relevant page and the better SEO you have the more visible it is to others.” Even if it’s not technically 100% correct, it points you in the direction and idea of what SEO is and can inspire you to get into these types of areas of learning.

IMO, by researching user reviews and comparing features and pricing plans can help ensure you choose the right tool that best aligns with your organization's goals and requirements.

I think this step is a must. Think about what you want to achieve with your website or online presence. For example, if you're running an online store, your goal might be to increase sales. Choose a tool that can track metrics like website traffic, conversion rates, and revenue to help you see if you're reaching your goal. For instance, if your goal is to increase sales, you'd want to track how many people visit your site and how many of them actually make a purchase.

Your goals and your audience will help define your metrics. Ultimately, you want to build a strategy that grows your business. Would you rather increase your reach, or get more and better conversions? Each requires a unique approach. Create an ideal customer profile (ICP) and let that be the foundation of each SEO strategy. Craft a campaign around achieving your goal with that audience, learn their search behavior and interests, test your campaign, and iterate. You can use A/B tests to see which strategies perform best for your metrics and key performance indicators (KPIs). Don't waste time on vanity metrics since they won't lend themselves to your ROI. Consult with a reputable digital strategist or agency if you need help.

Consider how much money and time you can afford to spend on a search engine analytics tool. For instance, if you're a small business with a limited budget and few employees, you might want to choose a tool that's affordable and easy to use, without requiring a lot of technical expertise to set up and maintain. Conversely, if you're a larger company with more resources, you might be able to invest in a more advanced tool with additional features and capabilities. Remember to factor in not just the initial cost of the tool, but also any ongoing fees or expenses for support and training. Choose a tool that offers the best value for your budget and resources, helping you get the most out of your investment.

Always explore this from a perspective of ROI. If you're investing in your tool, it should be earning money for you as well. Having access to quality data is invaluable in the right hands, but a tool is only as good as the team that uses it. Some tools can have exorbitant pricing that might be well worth it in the hands of the right team. However, if your team is less knowledgeable and experienced, you might want to work with a more affordable solution. Lastly, keep the big picture in mind and evaluate if these tools provide a better ROI than investing in SEM, an expert consultation, or another area of your marketing strategy?

Ensure the tool can gather data from various sources like your website, social media platforms, and advertising campaigns. Look for seamless integration with platforms you already use, such as Google Analytics or Facebook Ads Manager. This way, you can get a comprehensive view of your online performance without having to switch between multiple tools or platforms.

Importantly, different tools have access to different data and calculate that data differently. For instance, the ideas of "Domain Authority" and "Keyword Difficulty" are entirely made up, but not fictitious. It's the tool developer's approximation of what they think makes a domain carry some weight in the SEO world. With an understanding of the data that is valuable to your campaigns and your SEO efforts, you can make a much more informed decision and save a lot of money. Budget willing, I'll often choose both Ahrefs (which I find better for SEO) and Semrush (which if I find better for PPC ad campaigns) because I want the best results for my clients across both spectrums of search.

Tools like Google Analytics are powerful, free, and provide excellent data and solid visualizations. While it takes a great deal of time and expertise to master them, in the hands of an experienced analyst these can make or break the foundation of your marketing strategy. This enables you to make good judgments about your future strategies based on the big picture and fine details of past strategies. Without these, you're shooting in the dark and gambling with your business' future by using your gut to guide your marketing strategies. Need more advanced visualizations than the built-in dashboards? Analytics experts can create wonders, so we'll often build dashboards with Looker Studio and create custom reports and explorations.

This is connected to the above, but I'd often recommend Google Analytics here for the same reasons. On its own, it provides solid basics that anyone can use. If you want to get more advanced, you can customize your metrics, audiences, and visualizations all in one place, and even teach it to automate most of your tasks for you. It also natively supports connecting to Google Search Console where you can get insights about the terms your visitors are searching for you by. Then, you can fuel your marketing strategies with the most accurate data possible within 24 hours or less. If you need more immediate access to enterprise-grade analytics for hour-by-hour marketing decisions, your organization can upgrade to Google Analytics 360.

Look for a tool that not only provides insights but also helps you understand what actions to take based on those insights. For example, if the tool identifies a drop in website traffic from a specific demographic, it should suggest strategies to regain their interest, such as launching targeted marketing campaigns or improving website content. Additionally, consider the tool's ease of use and the level of support available to ensure you can effectively analyze data and implement actionable strategies without encountering obstacles.