How SEO tools can offer marketing insight

Making use of the right tools to aid search engine optimisation (SEO) campaigns can offer significant insights into how marketers should go about optimising their web pages, it has been suggested.

According to a recent ClickZ article by Netconcepts natural search director Patricia Fusco, tools such as Ranks.nl can help companies to answer questions regarding why some sites rank well for certain keywords while others do not.

Ranks.nl allows marketers to analyse web pages based on keyword density, with Ms Fusco giving the example of getting the application to look at websites in the top ten Google rankings for the term 'exercise equipment'.

Using the tool reveals that the average keyword density among these sites is 4.45 per cent, with the term being repeated about 9.8 times on average on those pages that made it into the rankings.

"Learning about what page elements are required to optimise a site takes time, patience and a good understanding about the tools available to help you improve your site's positioning for targeted keywords and keyword phrases," Ms Fusco said.

Popular keyword research tools used in the field of SEO include WordTracker and various services run by Google.