The benefits of SEO-oriented analysis

When my experience at Cantiere Creativo began, back in my internship days, I had the chance to try my hand at analyzing data from an SEO perspective. That's how I came to understand how the digital landscape has, in a sense, upended the rules of traditional marketing.

Google is today's leading search engine, so we need users to find us and understand that we are the solution they're looking for.

There's more and more talk of an "answer engine" that people ask real questions in very natural language.

Hence the importance of a strategy to rank not only for brand keywords but also for long-tail ones.

Ranking in the organic SERP results means competing not only with those who offer your same product or service to the same target in the same geographic area, but also with anyone targeting the same search keywords.

What's more, to please Google a website must be visible, secure, fast and accessible.

Every page must also be correctly indexed, and the content architecture must be highly relevant to the user's search intent and pertinent to the business in question.

While there are plenty of free tools, there's no denying they aren't enough for meaningful strategic analysis.

Choosing a Pro SEO audit tool is part of the level of service you want to offer the client.

It doesn't just focus on the best-performing keywords or search intent: it enables a 360° comparison with competitors in terms of content, domain authority, desktop and mobile visibility, and link building strategy.

It lets you do work whose goal isn't just delivering the job, but client satisfaction. It's an investment in a long-lasting relationship of trust.

Moz Pro is one of the most complete tools for running an SEO audit, for several reasons:

• It lets you track progress on a weekly and monthly basis, on both the technical and the semantic side;
• It provides downloadable reports in PDF format, with very useful data for delivering a high-quality SEO audit to our clients;
• It lets you work transparently with clients, who will see tangible results in the medium to long term;
• It helps with your Content Marketing strategy. By showing the ranking and CTR of each keyword, it lets us suggest new ideas for the blog;
• It offers insights into which products or services are searched for most. This is a great indicator of what to focus on.
• With the "Site Crawl Overview" section, you can check and fix website issues such as page errors, duplicate content, and titles and descriptions that are too long or too short.

Before setting up Moz Pro, it's a good idea to analyze the website's architecture, keywords and competitors.

Remember to set up Moz Pro before work begins, so the client can use the analysis to compare the website's ranking before and after.

After the initial setup, monitor the data weekly so you can fine-tune your strategy. The "analyze a keyword" and "keyword list" tools let you add more keywords and group them by goal or topic.

The Cantiere Creativo team has seen clients satisfied thanks to SEO audits. If you need to monitor your website's health, contact us and our digital marketing manager will be available for a tailored consultation.

And if you're a fellow digital marketer, whether or not you already knew these tools, we hope our article has given you some food for professional growth.