All SEOs have certain tools and tricks that they use to monitor their client’s performance and that of their competitors.

At BrightonSEO several of the speakers revealed some of the free tools they have found most valuable, as well as some custom reports created for Google Analytics.

This list is compilation of tools suggested by Auto Trader head of search and online partnerships Berian Reed; Forward3D head of SEO Danielle Fudge; and Koozai digital marketing executive Anna Lewis.

You can find more useful GA dashboards and report relating for social media and email marketing on Lewis’s blog


Tynt is a JavaScript plugin that automatically inserts a backlink whenever somebody copies and pastes your content, which could potentially cause an uplift in the number of backlinks you achieve each week.

A video on Tynt’s homepage says that for every one person who clicks and ‘email this’ social sharing button, a further 90 copy and paste text or images from a site into email, blogs, tweets and other web pages.

Many major newspapers use similar kind of automated backlinks, which Reed said earns them thousands of extra backlinks each day.

It also lets you know what phrases people are copying and pasting, which can give you an insight into the kind of keywords that people associate with your content.

Link Detective

This tool allows you to analyse your competitor’s backlinks and group them by type, so you can then try to match their profile for easily duplicated links.

It’s a useful way of seeing how your competitor’s have achieved their position in search results and comes with a range of filters so you can weed out the high quality links that earn you the biggest boost in the SERPs.

This is another way of spying on your competitors by tracking changes to their website. You can put any URL in and ChangeDetection will notify you when the content on that site had been altered.

This gives you an insight into their SEO strategy as you can see what sections of the website they prioritise and how often they are updating the content.


Forward3D’s tool is still in beta as it was only launched last week, but it is a great way of analysing what type of content is gaining the most traction on Pinterest so you can then modify your content strategy to suit.

You can search for any relevant topic to discover all the pins associated with that keyword. Pinalytics then shows you how many times these have been repinned, ‘liked’ and commented on, as well as the amount of shares it has gained through other social networks.

The idea is to help you find out what type of content is most likely to get shared and also which users you should target to enhance your content strategy.

As an added bonus, all the data can be downloaded into a .csv file for further analysis.

Google Analytics reports and dashboards

To use the following tools you need to sign into GA, click the link, then select which profile you want to add it to.

SEO dashboard

This dashboard will give you information about how organic search is performing for your site, including total organic visits, total non-brand organic visits and a graph of the organic visits.

It also gives you statistics for keywords and landing pages showing their visits, bounce rates and conversions. 

SEO report

This report includes four sections, two of which are broken into two sub-categories. It gives you tabs for a general overview, details for keywords, landing pages and e-commerce data. 

By clicking on the keyword data you can access the landing pages reached by that keyword, and vice versa for the landing pages.

PPC dashboard

This dashboard allows you to see the share of cost that your campaigns have displayed as a pie chart, with line graphs that highlight when there are any fluctuations.

There are also tables that show data by keyword so you can quickly see how the performance of the top keywords is doing.

Lewis said that the dashboard got full before revenue and goal completion data could be incorporated.

PPC Report

Lewis’s PPC report includes includes a huge amount of data, including information about on-page interaction and conversions.