[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-how-to-choose-seo-tools-by-alex-tachalova":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":443,"breadcrumbs":444,"reading_minutes":175,"category":451,"head":453},"2016-07-07T13:01:15",{"rendered":6},"\u003Cp class=\"p1\">\u003Cb>\u003C\u002Fb>\u003Cspan class=\"s1\">Alex started her presentation by mentioning how she only uses 5 SEO tools to complete her client work. She advised that you don’t actually need many to implement effective SEO campaigns. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cblockquote>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">\u003Cem>“One thousand songs in your pocket”\u003C\u002Fem>\u003C\u002Fspan>\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Above is the popular slogan used by Apple when they marketed their iPod. \u003C\u002Fspan>\u003Cspan class=\"s1\">Steve Jobs had an amazing ability to frame the problem. Alex urges SEOs to use the same idea when choosing what SEO tools to use. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">SEO tools are wide and diverse with SEOs preferring several different ones. To know which SEO tools to use, you need to identify the problem(s) of a website.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"marketing-is-done-to-manipulate-your-impression\">“Marketing is done to manipulate your impression”\u003C\u002Fh2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">You need to identify the problems, not solutions. O\u003C\u002Fspan>\u003Cspan class=\"s1\">utlining your problems will enable you to select the right tool. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">Questions that need answers when choosing your SEO tools are:\u003C\u002Fp>\n\u003Col>\n\u003Cli class=\"p1\">\u003Cspan class=\"s1\">Do you need one tool that does everything, or many tools?\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"p1\">What is the data quality like?\u003C\u002Fli>\n\u003Cli class=\"p1\">How stable is the tool?\u003C\u002Fli>\n\u003Cli class=\"p1\">What are the differences between tools out there?\u003C\u002Fli>\n\u003Cli class=\"p1\">Are you getting your money’s worth?\u003C\u002Fli>\n\u003Cli class=\"p1\">Question the data; is it good? is it up-to-date?\u003C\u002Fli>\n\u003Cli class=\"p1\">Does the tool allow you to to make adjust\u002Fmanipulate the data into reports\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Answering questions such as these will enable you to choose the correct tool. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"can-you-rely-on-the-data\">\u003Cspan class=\"s1\">\u003Cb>Can you rely on the data? \u003C\u002Fb>\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">A nice UI isn’t everything; what the tool does in the background is what counts.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">“With the third party data providers, you can’t control the process fully” SEO tools still need the human element to decipher what the data actually means and what are the implications of the data.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">When choosing SEO tools, don’t forget about your client who may also be interacting with the tool. Ask them what they like about it, what they dislike etc.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Use \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.producthunt.com\u002F\">Product Hunt\u003C\u002Fa> to keep up-to-date with cutting-edge marketing tools.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FiVSB5MJifvjAtB\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom:5px\"> \u003Cstrong> \u003Ca href=\"\u002F\u002Fwww.slideshare.net\u002FAlexandraTachalova\u002Fhow-to-choose-and-use-tools-as-efficiently-as-possible\" title=\"How to choose and use tools as efficiently as possible\" target=\"_blank\" rel=\"noopener\">How to choose and use tools as efficiently as possible\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"\u002F\u002Fwww.slideshare.net\u002FAlexandraTachalova\" target=\"_blank\" rel=\"noopener\">Alexandra Tachalova\u003C\u002Fa>\u003C\u002Fstrong> \u003C\u002Fdiv>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17],143,[19,20,21,22,23,24,25,26,27],"post-2697","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-search-leeds",{"page_content_modules":29,"hero":171},[30,127],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Search Leeds: How to Choose SEO Tools by Alex Tachalova",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},59,"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F","Petar Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":43,"job_title":39,"specialist_service_links":44,"photo":71},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[45,62],{"page":46,"link_text":51},{"ID":47,"post_author":48,"post_date":49,"post_date_gmt":49,"post_content":50,"post_title":51,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":54,"to_ping":50,"pinged":50,"post_modified":55,"post_modified_gmt":55,"post_content_filtered":50,"post_parent":56,"guid":57,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":61},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":63,"link_text":66},{"ID":64,"post_author":48,"post_date":65,"post_date_gmt":65,"post_content":50,"post_title":66,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":67,"to_ping":50,"pinged":50,"post_modified":68,"post_modified_gmt":68,"post_content_filtered":50,"post_parent":56,"guid":69,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":70},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-06-30 09:19:16","\u002F?page_id=37897","\u002Fpr-social\u002F",{"ID":72,"id":72,"title":73,"filename":74,"filesize":75,"url":76,"link":77,"alt":50,"author":78,"description":50,"caption":50,"name":79,"status":80,"uploaded_to":56,"date":81,"modified":81,"menu_order":56,"mime_type":82,"type":83,"subtype":84,"icon":85,"width":86,"height":87,"sizes":88},24289,"Pete-Jovetic-NEW","Pete-Jovetic-NEW.png",274057,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&q=90","\u002Fpete-jovetic-new\u002F","12","pete-jovetic-new","inherit","2023-08-02 10:44:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":89,"thumbnail-width":90,"thumbnail-height":90,"medium":91,"medium-width":92,"medium-height":93,"medium_large":94,"medium_large-width":95,"medium_large-height":96,"large":97,"large-width":98,"large-height":99,"1536x1536":100,"1536x1536-width":101,"1536x1536-height":102,"2048x2048":103,"2048x2048-width":104,"2048x2048-height":105,"post-thumbnail":106,"post-thumbnail-width":107,"post-thumbnail-height":108,"12_col":109,"12_col-width":110,"12_col-height":111,"default_landscape":112,"default_landscape-width":113,"default_landscape-height":87,"default_portrait":114,"default_portrait-width":87,"default_portrait-height":113,"6_col_and_margin_short":115,"6_col_and_margin_short-width":107,"6_col_and_margin_short-height":111,"11_col_and_margin":116,"11_col_and_margin-width":117,"11_col_and_margin-height":111,"9_col_rectangle":118,"9_col_rectangle-width":119,"9_col_rectangle-height":120,"11_col":121,"11_col-width":122,"11_col-height":111,"staff_image_696_600":123,"staff_image_696_600-width":86,"staff_image_696_600-height":87,"rectangular_thumbnail":124,"rectangular_thumbnail-width":125,"rectangular_thumbnail-height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":128,"reduced":32,"top_overlap":129,"bottom_underlap":129,"disable_observer":-1,"heading":130,"cta_text":131,"cta_link":132,"items":133},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[134,147,156],{"type_key":20,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":139,"image":140,"authors":141,"category":145},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[142],{"name":143,"image":144},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":146,"name":51},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":20,"title":148,"excerpt":149,"to":150,"postedAt":151,"readingTime":139,"image":152,"authors":153,"category":155},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[154],{"name":143,"image":144},{"to":146,"name":51},{"type_key":20,"title":157,"excerpt":158,"to":159,"postedAt":160,"readingTime":161,"image":162,"authors":163,"category":170},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[164,167],{"name":165,"image":166},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":168,"image":169},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":146,"name":51},{"type":172,"style":173,"heading":33,"date":4,"updatedAt":174,"reading_minutes":175,"image":176,"imageAlt":33,"categories":177,"collections":356},"blog-post","light","2022-02-07T16:48:42",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[178],{"id":10,"count":179,"description":180,"link":146,"name":51,"slug":54,"taxonomy":181,"parent":56,"meta":182,"acf":183,"head_links":184,"resource_count":185,"yoast_title":186,"yoast_meta":187,"yoast_json_ld":232,"_links":328,"path":146},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[188,190,193,196,199,202,205,207,209,211,214,217,220,223,226,229],{"property":189,"content":186},"title",{"property":191,"content":192},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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