SEO stands for Search Engine Optimization. An SEO Specialist is like the digital world's problem solver. Their primary role is to make sure a website gets noticed on search engines like Google, Bing, Yahoo etc. Think about it—when you search for something, you rarely scroll past the first page, right? An SEO Specialist's job is to get websites onto that coveted first page, preferably in the top three positions, where all the clicks and traffic happen.
The work involves understanding search engine algorithms (Google has over 200 ranking factors!) and using that knowledge to improve a site’s visibility. It’s not just about stuffing keywords—it’s about creating a site that’s user-friendly, relevant, and valuable.
For example, an SEO Specialist might analyze a website’s traffic data to figure out why visitors aren’t sticking around. Maybe the pages take forever to load, or the content doesn’t answer the user’s questions. They fix those issues to keep users engaged and improve rankings.
SEO isn’t a one-time job either. It’s a continuous process. Search engines change their rules frequently, and SEO Specialists have to stay on top of trends. For instance, Google's recent Core Web Vitals update focused heavily on site speed and user experience. Those who didn’t adapt saw their rankings drop.
Now, I've been an SEO specialist since 2017 and I do have A LOT to say about my work but I'll try to be as succinct as possible. I've been working full-time 100% remotely for US-based companies and one global market research giant, e-coms and affiliate marketing clients. I have a ton of experience all acquired from the comfort of my home.
What Does an SEO Specialist Actually Do?
SEO Specialists juggle a ton of tasks. Here’s a breakdown of their main responsibilities:
Keyword Research
Imagine you’re running a travel blog. You need to figure out what people are searching for, like “budget travel tips” or “best places to visit in Italy.” SEO Specialists use tools like Google Keyword Planner or Ahrefs to find these phrases and determine how competitive they are.
On-Page Optimization
This is where the magic happens on the website itself. SEO Specialists tweak title tags, headers, and meta descriptions to make them more attractive to search engines. For example, instead of a dull title like "Blog Post 1," they might write, “10 Travel Hacks to Save Big on Your Next Trip.”
Off-Page SEO
Building backlinks is huge. Backlinks are like votes of confidence from other websites. The more high-quality links you have pointing to your site, the more trustworthy it appears to Google. For example, if a popular travel website links to your blog, your rankings will likely improve.
Technical SEO
Ever clicked on a website, and it took ages to load? SEO Specialists ensure sites are fast, mobile-friendly, and technically sound. I use tools like Screaming Frog to find issues like broken links or duplicate content.
Local SEO
Local SEO focuses on optimizing a website to rank higher in local search results, helping businesses attract customers within their geographic area. This includes strategies like optimizing Google Business Profile and Map Pack, local citations, and creating location-specific content to boost visibility for location-based queries.
Content Strategy
Creating content isn’t just about writing—it’s about writing with purpose to satisfy the readers search intent. If your audience is searching for “easy meal prep ideas,” your blog should provide those answers, preferably with engaging visuals and clear instructions.
Mix of Tasks Based on the Client’s Needs
To illustrate this further, here's my tasks breakdown from my last invoice to a client:
- Identify and Plan Target Keywords Implementation
- Research Existing and New Target Keywords
- Research and Monitor Competitors
- Optimize all Meta Tags
- Write Meta Descriptions that Boost Clicks
- Add Missing Meta Tags and Descriptions
- Check the URL Slugs for SEO-Friendliness
- Add Target Keywords to Body of Content
- Collaborate with *** ***** in the Process of Content Production and Optimization
- Review and Improve Content Quality
- Improve Navigation and Topical Relevance of Articles with Internal Links Which I Create
- Add Engaging Visual Content
- Monitor Performance Using GSC, GA4, and Ahrefs
- Work on Technical SEO
- Make Sure All Pages Are Indexed
- Increase Website Speed
- Make Sure All Pages Are Mobile-Friendly
- Consult and Collaborate With the Team Assigned
- Other One-Off and Long-Term SEO Tasks Like Optimization and Monitoring of the New Redesigned Homepage etc
Of course, some tasks vary month to month, other tasks client to client.
Tools of the Trade
These tools cater to different aspects of SEO, from technical audits and content creation to backlink analysis and local optimization. A combination of these tools can help create a well-rounded strategy for improving search engine rankings and increase traffic and conversions.
1. Google Analytics (GA4)
A free tool for tracking website traffic, user behavior, and performance metrics. It helps identify where your traffic is coming from, which pages are performing well, and where users drop off. Ideal for monitoring organic traffic and analyzing ROI on SEO efforts. GA4 is a crucial tool for corporate website to affiliate marketing side hustle projects.
2. Google Search Console
A must-have for monitoring your website's health on search engines. It provides insights into keyword rankings, indexing status, and potential errors like crawl issues. You can also submit sitemaps and identify opportunities for improvement. Here's a typical Google Search Console performance overview:
3. Ahrefs
Ahrefs is known for its backlink analysis capabilities. It also offers features like keyword research, site audits, and competitor analysis. It’s a go-to tool for finding high-quality backlink opportunities and analyzing competitors’ content strategies. My favorite features? Batch Analysis, Competitive Analysis and Keyword Explorer.
4. SEMrush
A comprehensive SEO and marketing tool that excels in keyword research, competitor analysis, and tracking SERP rankings. Its domain analysis feature shows traffic estimates, top-performing pages, and backlink profiles for competitors.
5. Moz Pro
Offers a suite of tools for keyword research, rank tracking, and site audits. Moz’s Domain Authority (DA) metric is widely used to evaluate a site’s potential to rank. It also includes a Chrome extension (MozBar) for on-the-go analysis.
6. Ubersuggest
Created by Neil Patel, this beginner-friendly tool focuses on keyword research, content ideas, and backlink analysis. It provides data on keyword difficulty, search volume, and seasonal trends, making it great for content planning.
7. Screaming Frog SEO Spider
This desktop-based crawler scans websites for technical SEO issues like broken links, duplicate content, and missing metadata. It’s particularly useful for large sites where manual audits would take too long.
8. Yoast SEO
A popular WordPress plugin that simplifies on-page SEO for blogs and websites. It offers real-time suggestions for optimizing metadata, internal linking, and readability, helping beginners with best practices.
9. Surfer SEO
An advanced on-page SEO tool that helps optimize content to rank higher. It analyzes the top-ranking pages for a keyword and provides recommendations for word count, keyword usage, and other ranking factors.
10. Google Keyword Planner
A free tool within Google Ads that helps discover new keywords and estimate their search volume. It’s particularly useful for PPC campaigns but also works well for SEO keyword planning.
11. AnswerThePublic
Visualizes questions and search queries people ask online. Great for generating content ideas and targeting long-tail keywords. It’s especially effective for understanding user intent.
12. PageSpeed Insights
PageSpeed Insights is an awesome tool from Google that analyzes the performance of a webpage on both desktop and mobile devices. It provides a score based on factors like loading speed, interactivity, and visual stability, along with specific recommendations for improvement. Using these insights, I can optimize pages to enhance user experience and meet SEO performance benchmarks. Here are current metrics for Earn A Little Cash:
13. KWFinder
Focuses on keyword research, particularly low-competition keywords with high search volume. It’s beginner-friendly and provides data on SERP difficulty, search volume, and cost-per-click (CPC).
14. Sitebulb
An auditing tool that identifies technical issues affecting SEO performance. It offers detailed visual reports, making it easier to explain findings to clients or team members.
15. BrightLocal
Designed for local SEO, this tool helps manage business listings, track local rankings, and gather online reviews. It’s ideal for businesses targeting specific geographic areas.
16. SERPstat
An all-in-one SEO platform offering keyword research, competitor analysis, and site audits. It also includes a text analytics feature to optimize content for better rankings.
17. GTmetrix
Focuses on site speed optimization. It provides detailed insights into loading times, page size, and performance issues. Improving site speed is crucial for both user experience and SEO rankings.
18. SpyFu
Specializes in competitor research for both SEO and PPC. It shows what keywords competitors are ranking for, their ad strategies, and how much they spend on paid campaigns.
19. RankMath
Another WordPress plugin that simplifies on-page SEO. It provides suggestions for metadata, schema markup, and internal linking. It also supports advanced features like tracking keyword rankings directly from your dashboard.
20. Canva for SEO Graphics
Although not a traditional SEO tool, Canva helps create visually appealing images and infographics for SEO. These can improve user engagement, increase time-on-page, and earn backlinks from other sites.
Pros & Cons of Being an SEO Specialist
Pros
- Remote-Friendly: You can work from anywhere, whether it’s your couch or a beach in Bali.
- High Demand: Businesses always need SEO pros. Job security is solid.
- Good Pay: Entry-level salaries are decent, and experienced specialists can make six figures.
- Variety: No two projects are the same. One day you’re optimizing for a fashion brand; the next, you’re working on a tech startup.
- Creative and Technical: SEO is a mix of writing, coding, and problem-solving.
- Freelancing Opportunities: Set your own hours and work with clients globally.
- Tangible Results: Seeing a site climb the rankings is incredibly rewarding.
- Continuous Learning: Algorithms evolve and new SEO tools appear, so there’s always something new to learn.
Cons
- Algorithm Changes: Google’s updates can feel like moving goalposts. One update can tank your rankings if you’re not careful. It can happen even if you're careful. Go figure...
- Time-Intensive: SEO results aren’t instant. It can take months to see improvements. However, clients usually expect instant results.
- Competitive Industry: Standing out takes time and effort, especially as more and more people enter the field.
How SEO Specialists Earn
The earning potential in SEO is broad. For in-house roles, salaries range from $40,000 for juniors to $120,000+ for senior positions. Freelancers often charge by the hour or per project:
- Hourly rates: $75–$200
- Project fees: $1,500–$10,000+
- Monthly retainers: $500–$5,000
Agencies often bundle services and charge clients on a monthly retainer basis, especially for long-term SEO campaigns.
How To Become an SEO Specialist
Understand the Fundamentals
To step into the world of SEO, start with a thorough understanding of the basics. SEO revolves around optimizing websites so they rank higher on search engines like Google and Bing.
Begin by learning the mechanics of how search engines crawl and index websites. Grasp the importance of keywords, backlinks, and search intent.
Use free resources like blogs, online tutorials, and beginner-friendly guides to build a foundation. Look into terms like on-page SEO, off-page SEO, and technical SEO to gain a well-rounded perspective.
Learn and Master Key Tools
SEO professionals rely heavily on specialized tools to make informed decisions. Start with beginner-friendly, free tools such as Google Analytics and Google Search Console. These will help you monitor website traffic, identify popular keywords, and detect technical issues.
Gradually, expand your skillset by learning advanced tools like Ahrefs, SEMrush, and Moz. These provide deep insights into competitor strategies, backlink profiles, and keyword opportunities. Familiarity with these tools gives you a strong edge in the field.
Hone Your Content Creation Skills
Content is a major driver of SEO success, so sharpening your writing skills is essential. Practice writing blog posts, articles, and meta descriptions while integrating keywords naturally into the text.
Learn how to craft compelling titles that grab attention and meta tags that improve click-through rates. It’s also wise to familiarize yourself with popular content management systems like WordPress, which many companies use for publishing content.
Build Technical Expertise
Technical SEO forms the backbone of a well-optimized website. Invest time in understanding website architecture, page speed optimization, and crawlability. Learn to fix common issues like broken links and duplicate content.
Knowledge of HTML, CSS, and JavaScript will give you a deeper understanding of how websites function. Mastering concepts like mobile-first indexing and schema markup can further distinguish you as a skilled SEO professional.
Gain Real-World Experience
Practical experience is where the theoretical knowledge comes alive. Start by working on your own website or blog to experiment with different strategies. Offer your services to small businesses or non-profits to build a portfolio. Look for internships, freelance gigs, or entry-level positions that allow you to apply your skills.
Track your efforts meticulously—record improvements in organic traffic, rankings, and user engagement metrics. These results can serve as proof of your abilities when pitching clients or applying for jobs.
Stay Informed About Industry Trends
Search engine algorithms and SEO best practices change frequently. Participate in webinars and conferences where experts share insights on new strategies. Regularly updating your knowledge ensures your skills remain relevant and keeps you ahead in the field.
Stay on top of updates by following industry-leading blogs, subscribing to newsletters, and joining professional forums. Here are my 10 top SEO blogs that are highly respected in the industry, each offering valuable insights, tips, and strategies for both beginners and experienced SEO professionals:
- Moz Blog
Moz is one of the most authoritative names in SEO, and their blog is a great resource for industry news, how-to guides, case studies, and tips on SEO strategy. The blog covers a wide range of topics, from keyword research to algorithm updates and everything in between. Moz's whiteboard Friday videos and beginner-friendly content make this blog a go-to for many. - Search Engine Journal (SEJ)
Search Engine Journal is an all-around SEO and digital marketing hub. They provide expert analysis on SEO news, Google updates, and industry trends. SEJ’s blog also offers detailed guides on on-page SEO, link building, and technical SEO, as well as tips for local SEO and e-commerce businesses. - Search Engine Land
This site is well-known for covering the latest trends and algorithm changes in the SEO and search marketing world. The blog features in-depth articles, news updates, and expert commentary on all things related to SEO, SEM, content marketing, and more. It’s particularly useful for professionals who want to stay ahead of Google’s frequent updates. - Backlinko
Backlinko, founded by Brian Dean, is famous for offering highly actionable SEO advice, often in the form of comprehensive, step-by-step guides. Brian’s blog focuses heavily on link building, on-page SEO, and content marketing, offering tips that are easy to implement and based on solid research. - Ahrefs Blog
The Ahrefs blog provides SEO advice backed by data, often using case studies and their own tools to showcase the effectiveness of different strategies. Their blog covers a wide variety of SEO topics, including keyword research, backlink analysis, content marketing, and rank tracking, making it an excellent resource for those using Ahrefs tools. - Neil Patel Blog
Neil Patel is a well-known figure in the SEO industry, and his blog provides in-depth resources for marketers and SEO professionals. Neil covers everything from SEO basics to advanced strategies like conversion optimization, social media marketing, and content strategy. His guides are often rich with actionable tips and data-driven insights. - Semrush Blog
Semrush is a powerful SEO and SEM tool, and their blog is a great resource for learning new strategies and staying up to date with the latest trends in digital marketing. The blog covers SEO topics, from keyword research and competitor analysis to Google penalties and mobile SEO, offering practical advice for businesses of all sizes. - Yoast Blog
Yoast is one of the leading SEO plugin providers for WordPress, and their blog offers a wealth of information focused on on-page SEO and content optimization. Their advice is particularly beneficial for WordPress site owners, offering tips on how to optimize content, improve site structure, and make the most of their plugin’s features. - Content Marketing Institute (CMI) Blog
While primarily focused on content marketing, CMI's blog often intersects with SEO, providing valuable insights on content strategies that can improve search rankings. They offer tips on optimizing content for both readers and search engines, as well as advice on building an effective content marketing plan. - Matt Cutts Blog
Matt Cutts, former head of Google’s Webspam team, has written extensively about search engine algorithms, SEO best practices, and Google’s evolving standards. His blog provides helpful insights into how Google views SEO practices and can be an informative resource for understanding Google’s core principles, especially for those interested in the intersection of SEO and Google’s policies.
Also, I strongly suggest that you join some of the popular and trustworthy Facebook SEO groups and learn from the experiences of others.
Build Your Personal Brand and Network
Establishing a strong online presence is critical for showcasing your SEO expertise. Optimize your LinkedIn profile, highlight projects you’ve worked on, and share results-driven case studies.
Networking with other professionals can open doors to collaborations and new opportunities. Attend local meetups or online communities where SEO professionals share tips, tools, and challenges. A visible and credible online presence demonstrates your commitment and expertise.
What Makes a Successful SEO Specialist?
Here are 7 qualities and strengths that make a successful SEO specialist:
1. Analytical Mindset
A great SEO specialist needs to be able to analyze data, understand trends, and make decisions based on hard metrics. Whether it's analyzing website traffic, keyword performance, or backlink profiles, an SEO expert must be able to dig deep into analytics tools and extract actionable insights that drive results.
2. Adaptability
SEO is constantly evolving. What works today may not work tomorrow due to Google’s frequent algorithm updates. Successful SEO specialists are flexible and stay up-to-date with industry changes. They’re quick to adjust their strategies based on the latest trends and best practices.
3. Problem-Solving Skills
SEO isn’t just about following a set of rules. A successful SEO professional needs to troubleshoot issues, such as penalties or traffic drops, and find creative ways to fix them. They need to approach SEO challenges with a problem-solving mindset to uncover and resolve obstacles that prevent websites from performing well in search engines.
4. Technical Knowledge
Understanding the technical side of SEO is crucial. From site speed optimization to mobile-friendliness, URL structures, and schema markup, a deep technical understanding is necessary to ensure a site is fully optimized. SEO specialists should know how to work with HTML, CSS, and JavaScript, or at least understand how technical elements impact SEO performance.
5. Strong Communication Skills
SEO specialists need to communicate effectively with both technical teams (like developers) and non-technical stakeholders (like content creators or business owners). Explaining SEO strategies, performance reports, and technical concepts in a clear, concise way is essential for collaboration and ensuring everyone is on the same page.
6. Attention to Detail
SEO involves a lot of little details that can make a big difference in rankings. Whether it’s ensuring the proper use of title tags and meta descriptions or auditing a site for broken links, a successful SEO professional is meticulous about checking every aspect of a website to ensure everything is optimized.
7. Creativity
SEO is not just about following rules – it also involves creativity. Whether it’s finding innovative ways to build backlinks, coming up with fresh content ideas, or crafting SEO-friendly headlines that attract clicks, a successful SEO specialist needs to think creatively to stay ahead of competitors and engage audiences.
Why Do Some SEO Specialists Fail?
Truth be told, not everyone makes it in SEO, and here’s why:
- Cutting Corners: Using black-hat tactics like keyword stuffing or buying backlinks might work short-term, but it’ll get you penalized eventually.
- Lack of Patience: SEO is a long game. If you’re expecting overnight results, you’ll burn out quickly.
- Not Staying Updated: Google changes its algorithms frequently. Specialists who don’t keep up with trends (like voice search or AI-driven search) fall behind.
- Ignoring Analytics: If you’re not tracking what’s working and what’s not, you’re flying blind.
- Poor Communication: SEO isn’t just technical—it’s about managing client expectations and communicating realistic goals. Overpromising and underdelivering will hurt your reputation for good.
What SEOs Have To Say About Their Work
“My Journey From Zero Knowledge to Landing Clients”
"I started learning SEO about two years ago with zero knowledge. I watched free tutorials, practiced on my blog, and eventually ranked it for a few local keywords. Once I saw results I decided that SEO is a perfect side hustle for me. I reached out to small businesses in my area and offered my services at a discounted rate to build a portfolio. My first client paid $500 for a one-time optimization, and now I manage monthly retainers of $2,000–$3,000. It’s a lot of trial and error, but consistent learning pays off." – JT
“The Challenge of Managing Client Expectations”
"One of the hardest parts of my job is managing clients who expect results overnight. I spend a lot of time educating them about how SEO works and that it’s a long-term strategy. One client wanted to rank for 'best wedding photographer' in a major city in two months—it was impossible. Now I set clear timelines and goals upfront to avoid these situations." – KM
“Why Communication Skills Are Key”
"As an SEO freelancer, I realized that technical skills are only half the battle. I once lost a big client because I didn’t explain the value of my work clearly. Now, I make detailed reports showing keyword improvements, traffic growth, and how that translates into revenue. Clients appreciate transparency, and I’ve kept them longer because of it." – DR
“Balancing SEO With Other Marketing Strategies”
"I work for a small e-commerce business, and SEO is just one piece of the puzzle. We also run Google Ads, social media campaigns, and email marketing. SEO is great for organic growth, but it takes time, so we use paid ads for quick wins while waiting for our rankings to improve. It’s all about balancing short-term and long-term strategies." – CL
“The Joy of Ranking a Difficult Keyword”
"Ranking a keyword in a competitive niche is the most rewarding part of my job. I worked on a fitness blog that wanted to rank for ‘best protein powders.’ After six months of optimizing content, building backlinks, and improving the site’s speed, we hit the first page. The client’s sales skyrocketed, and it felt amazing to see my hard work pay off." – PH
“Technical SEO Is Not for the Faint of Heart”
"I’m more into technical SEO, and it’s not as glamorous as people think. Fixing crawl issues, optimizing Core Web Vitals, and dealing with schema markup can be tedious, but it’s crucial. One time, I fixed a site’s loading speed from 10 seconds to under 2 seconds. The traffic jumped by 40% in just a month." – AL
“Learning From Mistakes”
"I once made the mistake of over-optimizing a client’s site, stuffing keywords into every possible place. The rankings tanked, and I had to clean up the mess. It taught me the importance of keeping things natural and focusing on user experience over algorithms. Now, I always double-check my strategies to avoid penalties." – GF
“The Importance of Staying Updated”
"SEO is constantly changing. When Google rolled out its mobile-first indexing, I had to audit all my clients’ sites to make sure they were mobile-friendly. It was stressful, but staying on top of updates is non-negotiable. I spend at least an hour a day reading industry blogs and testing new strategies." – SR
“SEO Is a Team Effort”
"I work at an agency, and SEO is never a solo job here. I collaborate with content writers, web developers, and social media managers to get results. For example, when optimizing a travel website, I worked with the content team to create destination guides while developers fixed site speed issues. Teamwork is key." – ML
“Making a Living as a Freelancer”
"I’ve been freelancing in SEO for three years, and I love the flexibility. I set my own rates and choose my clients. My sweet spot is small businesses, like local restaurants or photographers, because they’re willing to pay for results. I earn around $4,000–$5,000 a month working part-time hours, which gives me the freedom to pursue other interests." – TN
And the not so good:
“Chasing Quick Results”
"When I started out, I thought I could game the system by buying a bunch of cheap backlinks. I found a service that promised 1,000 backlinks for $20 and thought it was a steal. At first, my site’s traffic spiked, but within weeks, my rankings tanked, and I got hit with a penalty. It took me months to recover, and I had to start from scratch. Cheap shortcuts cost me big time." – RF
“Ignoring Content Quality”
"I was so focused on keywords that I completely ignored the actual content. I stuffed articles with keywords like 'best running shoes for beginners' in every sentence. The articles were unreadable, and visitors bounced immediately. My site never gained traction, and I eventually shut it down because no one trusted it. Lesson learned: SEO without good content is a dead end." – KH
“Overpromising to Clients”
"I took on a client who wanted to rank for super competitive keywords like 'best credit cards' within three months. I was desperate for the gig, so I said I could do it, even though I knew it wasn’t realistic. Three months later, the client was furious when there were no results. I lost the contract, my reputation took a hit, and I realized the importance of setting realistic expectations." – LM
“Neglecting Technical SEO”
"I built a beautiful site for a local bakery and focused all my effort on content and backlinks. What I didn’t notice was that the site had a bunch of broken links, slow loading times, and duplicate meta tags. The rankings never improved, and I couldn’t figure out why. It wasn’t until I hired someone to audit the site that I realized I’d ignored technical SEO. By then, the client had moved on." – GS
“Giving Up Too Soon”
"I started a travel blog and spent two months writing posts and doing keyword research. When I didn’t see any traffic after 60 days, I gave up. A year later, I checked the site and realized some of my articles had started ranking organically, even though I hadn’t touched it in months. If I had stuck with it, I could have built something great. Patience is everything in SEO." – CB
SEO is challenging but rewarding. It’s a field where you can blend creativity with technical expertise, help businesses grow, and even carve out your niche as a freelancer. Whether you’re just starting or looking to level up, there’s always room for growth in this ever-evolving industry. If you’re ready to learn, adapt, and hustle, SEO could be your golden ticket.
What Is an SEO Specialist? - FAQs
1. What is an SEO Specialist?
An SEO specialist focuses on optimizing websites to improve their visibility and ranking on search engine results pages (SERPs). Their primary goal is to increase organic traffic by aligning a website's content and structure with search engine algorithms.
2. What are the key responsibilities of an SEO Specialist?
SEO specialists conduct keyword research, optimize on-page elements like titles and meta descriptions, build high-quality backlinks, and perform on-page and technical SEO tasks such as interlinking, improving site speed, and mobile responsiveness. They also monitor and analyze website performance to adjust strategies accordingly.
3. What skills are essential for an SEO Specialist?
Essential skills include analytical abilities to interpret data, technical proficiency in HTML and CSS, strong writing and editing skills for content creation, problem-solving capabilities to address SEO challenges, and effective communication skills for collaborating with teams and communicate with clients.
4. How does an SEO Specialist stay updated with industry changes?
SEO specialists stay informed by following industry blogs, attending webinars and conferences, participating in online forums, and experimenting with new tools and techniques. Continuous learning is crucial due to the dynamic nature of search engine algorithms.
5. What tools do SEO Specialists commonly use?
Common tools include Google Analytics for performance tracking, Google Search Console for monitoring site health, Ahrefs or SEMrush for backlink analysis, and Screaming Frog for technical SEO audits.