SEO content for business

How to get SEO content for business right?

I don’t think there is a business out there that would say no to the SEO gods gracing them with optimal search engine results. When writing your own content for your business, feeling as though you’re at the mercy of search engines can be a little deflating if you don’t know how they categorise content. Let me just say that it’s not as complicated as you might think. There are also loads of SEO tools out there to support your process. (PS: You can learn how to write SEO content for your business with a few copywriting mentorship sessions too.)

As a team, we lean on a suite of SEO tools to help us with both technical SEO and SEO copywriting. Those include keyword research tools, SEO copywriting aids, crawlers, all-in-one tools such as SEMRush, as well as broken link checkers and a host of Google tools. We don’t really consider other search engines beyond Google. You might want to, in which case, Bing also has a suite of free SEO tools that can help your process.

Here are a sample of the tools that we use to enhance our SEO efforts. Hopefully these will help you with your own SEO content writing process and moving up through Google’s search results pages.

SEO tools to measure monthly search volume

Keyword Research Tools

Google Keyword Planner

Solid keyword research is the basis of any website copywriting that you want found in search results. When it comes to research tools, Google Keyword Planner is a solid option to start with, and the best news is that it’s one of the free tools that’s accessible to anyone. It’s not so much an SEO tool as it is an Adwords assistant. It showcases the search metrics associated with keywords that are currently being used in Google Adwords campaigns, however, this data sample can be used to better understand people’s searching habits within any given topic.

With this keyword research tool, you can find relevant keywords, as well as inspiration for other keyword ideas. You can view the existing search volume around those keywords (ie: how many people are typing that keyword into Google), how competitive the keyword is (ie: how many people are actively using it in their Google Adwords campaigns), and how difficult it will be to try and rank for it.

Keyword difficulty is an excellent indication to help you decide whether or not to even try and rank for a keyword. If you’re a small business, just starting out and you don’t have much authority online, the keyword difficulty metrics will be your BFF. Don’t bother trying to rank for anything that’s not an easy to mid option to start with. This data is clearly visible on your downloads from Google Keyword Planner. I like to download the historical metrics to get a broader view of how each search query has performed.

free SEO tools for keyword ideas

Answer The Public

Answer The Public is another excellent keyword tool that is now owned by Neil Patel. Even if you don’t know how to perform keyword research, you’ll be able to nail it with this tool. You can start with one word, a location, and language preference and expand from there. The data is depicted in both a visual wheel, in tables, as well as in a list form, and it details the questions that people are asking around a given topic or keyword.

The caveat is that it’s a paid tool with a very swift leap from the Individual plan (currently £9 per month) to the Pro (currently £99 per month) plan. We use the Individual plan as we don’t need much more than that, but with the Pro you have unlimited searches and can invite a team of three people. Since we use it as an additional layer to keyword research, I don’t see the need to pay for more searches and users, but you do you.

get keyword ideas for seo content


Ubersuggest used to be a free SEO tool offering another layer to your research. It’s always good to use a few different tools to see what comes up in order to add the most value to your web pages. I find that Ubersuggest can often uncover some related keywords that Keyword Planner misses, but it doesn’t give you that much information for free. All the juiciness is locked behind a monthly premium.

We still use it as a complement to help us max out on what to use to try and drive organic search. It offers additional suggestions for related keywords that we often incorporate into our content as secondary or even tertiary keywords. Ubersuggest is also a Neil Patel tool, which you can find linked on his website under Tools.

keyword research tool

Competitor Analysis

One of the best ways to delve into keyword insights is to look at what your competitors are doing. We use SEMRush to draw up comparisons, but you can do this manually or use free SEO audit tools to help you. Using competitor analysis as a keyword research tool is a strategic way of finding what works for others and putting it into play for yourself. Free tools can be just as effective as paid SEO tools with enough time and dedication, they simply require a little more work.

The easiest way to see who your competitors are is of course to do a Google search for the keywords you’re trying to rank for, and see who the search engines deem as most authoritative for that query. Have a look at their SEO content and see how they structure it in comparison to yours. You might find that they have a set layout that seems to work, so how can you improve on that?

competitor analysis for keyword ideas

ChatGPT For Content And Keyword Suggestions

We never (ever) use ChatGPT to write content for us, but we do use it as a means to give us direction and support. Using ChatGPT to help you find seed keywords to base your keyword research on is a smart move that saves you loads of time, and also gives you options that you might not have considered.

We use ChatGPT to help us brainstorm topic ideas too. Once we have that inspiration, it’s easy to follow through with a quality piece of content. Some of the prompts you can use to get some decent keyword suggestions are:

  • Give me ten keywords that are related to SEO copywriting
  • What are the top ten keywords people use to find out more about SEO copywriting
  • What SEO copywriting topics should I write about

The last prompt on that list is a great one to help stir up inspiration for article topics.

use ChatGPT as a keyword tool

SEO Analytics And Site Health Tools

Google Search Console

Google Search Console is the absolute must have of all SEO tools, especially if Google search is your results page of choice. Another free SEO tool that works hand in hand with Google Analytics. Once your website is set up and you’re ready to start promoting your content to the world, your next port of call is to navigate to Google Search Console and set up an account.

Aside from being essential for your basic SEO set up, it’s also a great free tool for monitoring the health of your website. It’s also the first place to look if website performance is lacking as you’ll be able to see if your pages are even indexed. If not, you can request that they are considered.

You can monitor the performance of your pages, and see which keywords are bringing in traffic. It’s a good place to start if you’re not sure what to optimise for. You can go with what’s already working and amplify the presence of those keywords within your on page SEO. Page speed data is also available and linked to Google Lighthouse reports, which are a more technical overview of your page performance.

You can also use Google Search Console to see which of your pages are performing the best. You can see this data according to keyword or page URL. If something is working really well, it’s an indication of what your target audience is appreciating and a guide to what you can create more of.

manage and measure your web pages

Google Analytics

You can’t fault Google Analytics for being the stalwart in analytics platforms for so many years. There are loads of paid analytics tools that you can use that probably have more insights and better reports, Power BI comes to mind. But there is absolutely nothing wrong with Google Analytics when it comes to understanding the data related to your website performance.

Before we begin any web project, we make sure that Google Analytics is set up and linked to Google Search Console. The two work hand in hand to deliver you premium insights into your web pages, your traffic, and user behaviour to and through your content. When users are dropping off from our content really quickly, it’s an indication that it might not be engaging enough. Maybe the opening paragraph is not congruent with the title. Perhaps it’s just downright boring?

Data is your best friend when trying to find out what works and what doesn’t, and it’s a trial and error process. It can be as simple as measuring your monthly search volume, or as intricate as tracking events and activity. Use Google Analytics to guide your SEO copywriting process and you will be finding favour with search engines sooner that you realise.

Google Analytics free SEO tool

All-In-One SEO Tool


SEMRush is a paid tool, although you can add one account for free. The data you can gather with your free account is limited, but it’s definitely enough to get started with to see if it works for you. With it you can track ten keywords, crawl up to 100 URLS with the site audit function, check your backlinks and off page SEO performance, and conduct keyword research with the Keyword Magic Tool. There are a few other features that you can use, so it’s well worth trying to see if it’s the SEO tool for you.

The SEMRush site audit tool (I use the paid version) trumps all others. Again, my opinion, and the tool we choose over and above others, having worked with a few. I’ve tried Moz, Web CEO, Ahrefs, and I have always come back to SEMRush. The site audit function is a great overview to analyse the quickest wins for SEO improvement. If your page speed, structured data, internal links, external links, or any other on-page factor is in need of attention, it will show up in your overall SEO score.

paid SEO tools - SEMRush

Rank Tracking Tool

Making sure the keywords you use in your SEO copywriting are actually working and moving up in Google search is paramount. I use the Position Tracking feature in SEMRush for rank tracking and it’s one of my favourite features of the software. If you have a free account, you can still access this tool, but it’s limited to ten keywords. Perfect if you’re a small business owner with a concise and straightforward website.

Once you’ve added your keywords and the location where you want to track them, it will take a day or so to start returning data. The caveat here is that if your keywords are not ranking in the top 100 in that location, you won’t see any data that’s relevant to you. You’ll only see the existing search information around that keyword. I feel that this offers even more encouragement to get your keywords ranking so that you can actually see measurable results. But up until they pass the 100 position mark, I will use Google Search Console to see how they’re performing.

The Position Tracking feature in SEMRush is awesome because even if you’re not in the top 100, it gives you data on keyword difficulty, intent, and search volume. A dream for website owners who actually use SEO data to improve.

Using Google Trends for SEO

Broken Link Checker

A hugely overlooked element of your SEO content is making sure it works for you from start to finish. That includes ensuring that any links you add to your copy are doing the job they’re supposed to do. That means:

  • Directing to the right locations
  • Making use of appropriate anchor text that matches the destination
  • Most importantly that the links actually work

You can use a tool like Check My Links to determine whether or not you have broken links on your web page. It’s a Chrome extension that I’ve used for years to help me source broken links page by page. It highlights your broken links in red, making it super easy for you to go to that location on the page and fix, replace or remove the broken link.

At the time of writing this post, the extension was temporarily unavailable. If this persists, please let us know.

optimise your web pages

Domain Authority SEO Tool

Domain authority used to be a major ranking factor, and while it isn’t considered to be now, it is still important to understand. Your domain authority speaks to how influential your website is considered to be. For lack of a better word, what level of authority it holds. It is a measure out of 100, with sites like Facebook and Twitter having a score in the 90s.

As you gain authority online, your score goes up. It’s that simple. Gaining authority can come down to how much organic traffic you receive, how many high profile websites link to your content, how often your content is shared. Anything that would point to you being an authority in your niche. I use a tool called Domain Authority Checker by Website SEO Checker. It’s simple and straightforward to use, but there are a tonne out there including a good one from Ahrefs.

While it’s not really essential for managing your SEO content, domain authority (DA) is good to keep an eye on. If you’re not moving the needle in terms of your DA, perhaps it’s time to audit your site, see what content is pulling you down, and validate where your strongest pages and posts are, and try to replicate the value they offer through other pages.

search engine friendly content

Site Crawl Tools

Screaming Frog

There can be only one, in my opinion. I’ve tried so many, and mainly in the hopes of avoiding paying the annual fee for Screaming Frog. But at the end of the day, it’s so well worth the money and a small price to pay for the amount of data you get in return.

The free version of Screaming Frog delivers crawls of up to 500 URLs, so if you’re working on really small websites, this will be perfect for you. It will stop crawling at 500 URLs, so if you hit 500 on the nose, there are probably further URLs that you’re not getting a view of. If you only need a sample of URLs, then again, this is perfect.

I love Screaming Frog because it’s basically like a mini on page SEO report that details all your website’s URLs and the data relevant to each one. You get a full overview of the meta tags recorded for each web page, the size of the page, load time, what your current H tags are, if there are any redirects in place. It’s the easiest way to spot any 404 errors you might have, as well as any anomalies in URL structure.

It’s an essential tool of you’re planning any form of website migration, as it can provide a very clear snapshot of the before and after for you. Obviously, you need to crawl the site before (save the crawl) and then after (save that one too) and then you can make the comparison.

get on page SEO right

Other Useful SEO Tools

Google’s People Also Ask Feature

You’ve probably noticed this tool and even used it on a number of occasions, without actually realising that it’s a keyword research tool. When you type a search query into Google, the search engine also delivers a number of related topics further down the page. These are gold as they’re based on actual user search queries.

To make the best use of it, type your seed keyword into Google. Scroll down until you see the People Also Ask feature and see what questions people have been asking that are relative to your seed query. Placing these queries into your content and answering them in a way that’s helpful and informative could well have you ranking up in those results in time.

long tail keywords

Google Trends

Google Trends is an interesting one, as it’s not a keyword research tool, but it can be useful for keyword ideas and topics. Use it to conduct searches into keywords and how they’ve trended in search over time. Browse through keyword trends by location or timeframe, or switch to worldwide and all time (well, since 2004) to see the trajectory of that topic globally over time.

It’s pretty fascinating. If you’re not sure about the validity of a topic you’re researching and whether or not it will garner interest, Google Trends is a good place to start to see if interest has increased or decreased over time.

Use Google Trends for keyword planning

Final Thoughts From An SEO Copywriter

While there are innumerable tools out there that can help you with your content, the best one by far is your own intuition. You can spend a bomb on SEO tools, extensions, assistants, and and and, but still find that your SEO content doesn’t move the needle. This could come down to a particular keyword you’ve chosen, or quite simply that your on page SEO game is simply not strong enough.

It’s an ongoing process of writing, waiting, measuring, optimising, updating, and finding the right combination of content, images, relevant keywords, and structure to match search queries as well as user intent. Plus, you need to write it in a way that’s going to trump your competitors and offer something more valuable than what’s typically available.

Value is a key driver here. If you are offering value through your content, be that through offering your own opinion or insight, collating loads of interesting pieces of data, offering a usable tutorial… the list goes on. If it’s truly valuable, and you’re able to get it into the hands of the people who need it, the results will speak for themselves.

As always, the Archetype team is here to support your journey. If you need help with keyword research, start with our free course on Mastering Keyword Research. if you need help with the actual SEO copywriting side of things, download our free SEO Copywriting Checklist.

Finally, if you need to speak to us on a consultative level, you can schedule a call with me here.

PS: This post does contain affiliate links. Just so you know. It won’t affect you in any way, but if you decide to sign up to one of the tools listed using my affiliate link, I’ll get a kick back. So, thank you, if you do.

Katherine Stott
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