Thread by @GiordMarco96

What's the actual impact of tools on #SEO work?

Many claim that *some* tools are mandatory to execute a strategy.

I think this is often misleading.

Let's see how to differentiate between planning and execution 🧵

Cause-effect and correlation are different concepts that are often interchanged.

Testimonials and case studies can be tweaked to show a certain outcome.

You don't get rich because you used a keyword research tool.

This is one of the most common tricks used by sales teams.

Strategy involves planning and abstracting the steps, having an overview.

Tactics are the steps you take, what you do to execute a strategy.

Tools can be useful at both stages BUT...

You should never let a tool decide for you.

Strategy is what you normally don't delegate.

NLP tools are one of those frequent examples that come to my mind.

Stuffing entities or keywords doesn't replace great content and is not enough for obvious reasons.

These tools do all but a strategy for you, don't be misled.

The most common pitfall I see is non-techies mistaking the 2 stages when using tech.

E.g. Python for automation

Automation is not SEO and it's just something that helps you to carry out boring tasks.

It's extremely useful and powerful but doesn't replace SEO.

The same concept can be applied to Analytics, it doesn't replace anything.

It's another discipline that may help you and is needed to make decisions.

SEO is still SEO but thinking that you can do everything by yourself is naive.

https://twitter.com/GiordMarco96/status/1586807195852603394

Tools often offer interesting features that solve some pesky problems.

The main issue is how people use them since in Digital Marketing there is the tendency to abuse everything.

And when a tool is used incorrectly, you can expect many headaches and untruthful reporting.

Be careful when they pitch you products and bring basic evidence.

"Our clients had an increase in traffic after X", since you don't have any means of verifying this info.

That's why you always have to test it yourself!

For planning, the most important tool is your brain, no doubt about that.

Execution is different because boring tasks don't require your attention.

And that's here that Automation is super important and makes a difference.

You can plan a strategy with the help of research tools but the final decision is up to you.

Focus, abstraction, and management are where you should excel.

No tool can replace your key role as an SEO.

Whoever claims otherwise is a marketing bro and doesn't know technology.

Tools are super super crucial for executing those tasks you are too lazy to do.

And that's perfect, you should work smarter, not harder.

As long as you understand how they work, you will face no problems.

If you get pitched, first check if that tool fits your stack and methodology.

You don't have to reinvent your stack if it's working.

Sinergy between tools beats a standalone solution.

It can also lead to cost reduction which is the ultimate goal.

There are bloggers and affiliate marketers making a lot of money with simple tools.

That's because sometimes you already know where to look.

An expensive tool won't give you rankings, but execution will.

If you want to know more about Analytics instead, you can purchase my ebook:

marcogiordano96.gumroad.com/l/analytics-fo…

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