TikTok SEO made easy: Expert tips + a free tool for success – Hootsuite Blog

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Hashtags aren’t the only way to get on the For You Page. Conquer TikTok SEO and get your content in front of more people, more often.
There’s a time and place for being mysterious and y’all, TikTok isn’t it — at least, not if you’re using digital marketing strategies to grow your audience and your business.
A great TikTok SEO strategy will tell everyone (other users, the TikTok algorithm, the platform’s search engine technology) exactly who you are and what you’re doing. Good SEO ensures that your TikTok videos are categorized correctly, can be easily searched for, and show up organically for your intended audience.
For expert advice, we talked to Sara Nielsen, head of social strategy at We Make Footballers and Project Footballer. Read on to find actionable, easy steps to take to optimize your TikTok content creation for search and increase video views.
Forget being subtle: SEO is for the bold.
TikTok SEO (search engine optimization) is a strategic way to get your TikTok account and videos to rank higher in search engine results pages (SERPs). This includes TikTok’s search results as well as third-party platforms like Google search.
Improving your TikTok SEO can help you get more reach, followers, and engagement, which will ultimately grow your presence on the app. By aligning your content with the right keywords, you can ensure that you show up in search queries that matter to your audience.
For example, when you search “Calgary pizza” on TikTok, the first TikTok videos that come up have the best SEO — these videos are optimized to appear in TikTok search engine results for pizza in Calgary.
TikTok SEO matters because:
Source: TikTok
TikTok SEO matters because:
Psst: We ran a full experiment on social media SEO that includes 9 tips for social SEO success — watch the video here.
Note: While good SEO is important for your social media strategy, it’s not everything. TikTok user @Mainlysocials points out that the content, editing, and quality of your video still matter.
To understand TikTok SEO, you first need to understand what TikTok looks for when ranking content. There are several core ranking factors for the TikTok algorithm. These are:
User interactions include videos you’ve liked, videos you’ve hidden, videos you’ve added to your favorites, and videos you watch all the way to the end. TikTok takes note of all of this data and uses it to determine which videos to show you.
PSA: What time a video is posted can affect how many user interactions you get, and Hootsuite can tell you exactly when your audience is most active online.
Find out when your audience is online and optimize your posting schedule for maximum engagement. It’s so easy.
All of the information contained in a video can affect its ranking on TikTok. This includes captions, hashtags, sound effects and music.
TikTok looks for videos that contain relevant keywords in their titles and descriptions, as well as videos that cover trending topics or TikTok trends.
Need help optimizing captions for your audience? Try out our free AI caption generator tool.
These are settings TikTok uses to optimize performance. They include language preference, country setting (you may be more likely to see content from people in your own country), the type of mobile device you use and categories of interest you selected as a new user.
While account settings do factor into your TikTok SEO ranking, they receive a lower weight than video info and user interactions.
You’ll be happy to hear that TikTok does not factor follower count into its SEO ranking algorithm (though, if you do want to get more followers, we have you covered).
This means that if you create great content that speaks directly to your target audience, you have as much chance of landing at the top of search as the biggest TikTok influencers.
This is what sets TikTok apart from other platforms like Instagram. And honestly? We’re here for it.

Psst: Here’s our little secret for getting great SEO on TikTok every time.

Hootsuite’s free TikTok SEO tool will recommend optimized captions based on your video description, keywords and tone (choose from styles like “cheeky” or “formal” or “emo teenager”).
If you’re already active on TikTok, you may have a good idea of what your audience likes. If not, consider taking some time to get to know them better.
Look at the videos they’re engaging with and the relevant hashtags they’re using. Analyze the comments and messages they’re sending you, too. This can help you understand their demographics and interests so that you can create content tailored to them and what they might search for.
Understanding your audience can help you craft better titles and descriptions for videos, making them easier to find in TikTok searches. This can give you a leg up when it comes to being discovered by new audiences, too.
Keyword research is an essential part of traditional SEO, so it makes sense to use it on TikTok, too. Find out what words or phrases your target audience is using when searching for types of content like yours.
Remember to consider different ways of phrasing a topic, as well as related keywords. You can do this through tools like Google Ads Keyword Planner, SEMrush, Ahrefs and more.
Source: SEMrush
TikTok user @businesswithsab offers some great advice for using TikTok’s search to find the best keywords for your niche.
Once you have your TikTok keyword research completed, start adding them to your content in the titles, descriptions, and captions of your videos. This includes any on-screen text, such as lyrics or explanations.
Also, be sure to say the keywords out loud. That’s right, TikTok’s algorithms prioritize videos where the keywords are actually spoken.
Remember the “Calgary pizza” search from earlier? The video above from @freshdaily ranks highest in TikTok’s search because it incorporates keywords in the caption, on-screen text, hashtags, and in the video’s audio.
You’ll want to include your keywords in any hashtags you use, as this will help people find your posts more easily. Use both your main keyword and any variations of your keyword that make sense, but don’t overdo it. Make sure you know the optimal number of hashtags to use on each platform.
TikTok user @juliabroome suggests using keywords in your video’s comments, as well. So don’t forget about keywords once you post: you can still get some good ol’ SEO when replying to comments.
Every savvy SEO marketing strategy requires continuous monitoring and tweaking. Sure, you put all the best practices in place, but how will you know if your efforts are successful?
Tracking your TikTok analytics is the best way to see if your SEO strategy is paying off. This will give you insights into which videos are performing well, what kind of engagement they’re getting, and more. It can also help you identify areas where you can improve, such as topics or keywords that don’t seem to be resonating with your audience.
Hootsuite Analytics can show you exactly how many views are coming from search, as opposed to the For You page or from existing followers.
According to Nielsen, an effective TikTok SEO strategy will make use of both general and specific hashtags.
Nielsen, who handles social media for a football (the non-American kind) training organization, keeps this in mind when choosing hashtags. “For example, I might use #football as a broader hashtag, and #footballtrainingdrills as a more specific hashtag,” she explains.
Using both broad and niche hashtags works in two ways: broad hashtags expand your reach, and niche hashtags help you show up in search. That way, TikTok users looking for your specific content can find you more easily.
The above TikTok uses broad hashtags like #youthfootball and more niche hashtags like #FunFlairEvents (the name of the tournament organizer).
Thanks to this SEO-friendly hashtag strategy, the video is likely to turn up both organically and in search results for the brand’s target audience.
FYI: For a guide to gaining traction, engaging new followers, and blowing up on TikTok, download Hootsuite’s TikTok growth checklist.
Nielsen chooses keywords based on what her audience is searching for. TikTok’s autocomplete function is a secret weapon: when you start typing in a search term, the platform will predict what word (or words) you’ll type next based on what others are searching for.
For example, the below popular results come up when “bike trails Banff” is typed into the search bar. This gives you a good idea of what TikTok users are searching for.
Source: TikTok
When you’re using the search tool to find relevant keywords, TikTok will often suggest other terms that users search.
When I searched “party appetizers,” for example, the platform suggested “small bites appetizers party,” “finger food for parties,” and more. These are all results that users look for, and would be good long-tail keywords to include.
Source: TikTok
Nielsen offers an example for her particular niche. “I might type in ‘football drills’ and then see that people are searching for ‘football drills for kids,’ ‘football drills by yourself,’ ‘football drills u8,’ etc.,” she explains.
“Experiment with different variations to see which ones yield the best reach.”
Once you’ve determined which keywords will give you optimal TikTok SEO, you should aim to use them as naturally as possible — don’t just throw them together in your caption.
Because while the TikTok robots can interpret a jumble of words, most humans can’t… and that will ultimately hurt your SEO. Remember the “User interaction” ranking factor we noted earlier? If users aren’t interacting with your videos because your content and captions are confusing, all that keyword work will be for nothing.
“Write short and engaging captions that naturally incorporate some of your top keywords,” Nielsen recommends.
Source: @rowenhomes
The above TikTok incorporates keywords like “DIY” and “wall feature” in a natural, clear way. The caption makes the video topic obvious without needing to tap “more,” which Nielsen gives the thumbs-up.
She suggests front-loading your captions as a best practice — in other words, using keywords and a hook at the very beginning. “TikTok only shows a small amount of text, so make it count!”
Good TikTok SEO starts at the very beginning — your username can have a colossal impact on how often your account comes up in search.
“Try to choose a username that is either an exact match for your brand name or as close to it as you can come in case users are searching for your brand,” Nielsen suggests.
“For anyone starting a new business, choosing a company name that reflects what you do can help your TikTok SEO.”
Source: @mirandaandersonphoto
This wedding photographer has the word “photo” in her username, and “wedding photography” in her bio.
Plus, her bio lists the locations she works in. That way, anyone searching for a wedding photographer in Calgary is likely to come across her content (that’s how I found it just now).
If your brand already has a name (and it’s not SEO-friendly), don’t sweat it. You can change your TikTok username to be better for SEO.
Note: you can only change your TikTok username every 30 days, and it’s best to keep it as consistent as possible so you don’t confuse your audience.
It’s not just your captions and hashtags that have an impact on your TikTok’s SEO. The platform can also interpret your on-screen text.
Nielsen recommends using keywords in an on-screen headline to tell your audience (and TikTok’s ranking technology) exactly what your video is about.
Source: @kimladbeauty
TikTok user @kimladbeauty does this very well — at a glance, it’s very easy for a human to understand what their videos are about, and it’s equally easy for TikTok to do the same.
“A strong, ‘share-worthy’ on-screen hook can also encourage viewers to share your video with other people they think would enjoy it,” Nielsen adds. “And it will better enable TikTok to push your video out to people likely to engage.”
Not every strategy is going to work perfectly for every brand, so it’s important to try new things and keep track of the results.
“Test out different content, different SEO strategies, different captions, and never stop testing,” says Nielsen. “Monitor metrics closely to see what’s working and what isn’t.”
Using Hootsuite, you can test and determine the best time to post for your business according to when your audience is most active online. You can also keep track of your engagement, reach and more.
When it comes to trying new SEO strategies, Nielsen recommends testing one thing at a time and doing it consistently for at least a few weeks. “Then, review your metrics and see if it’s moved the needle. Keep repeating this process and find what works for your company.”
“Don’t overdo it on the hashtags!” advises Nielsen. Everything in moderation, right? While using strategic hashtags can be great for your TikTok SEO, you still want to be as concise and direct as possible — Nielsen recommends three to five hashtags as a “sweet spot.”
In fact, overuse can actually negatively impact your algorithm ranking. “Using too many hashtags can not only make your caption look cluttered, but more importantly, it can confuse TikTok about your post’s focus,” Nielsen explains.
Nielsen explains that some social media managers might not use TikTok’s auto-generated captions because they can make videos look more cluttered. But, those captions are a valuable SEO tool: they help TikTok understand your content.
“Even if you drag the captions off-screen for aesthetic purposes, having them on your video is an easy way to let TikTok know what you’re talking about,” says Nielsen.
That said, keeping the captions on-screen makes your videos more accessible — either way, don’t count out those auto-captions.
A consistent posting schedule is important on all platforms (see how often you should post on Instagram, Facebook, LinkedIn, and more here), but it’s especially important on TikTok.
Posting consistently will help you get more accurate analytics and give you a better idea of what works and what doesn’t.
Nielsen points out that posting inconsistently will reduce your account’s visibility from an SEO perspective, too. “The more consistently you post, the easier it will be for TikTok to understand what your page is about and push it to the right audience,” she says.

Grow your TikTok presence alongside your other social channels using Hootsuite. Schedule and publish posts for the best times, engage your audience, and measure performance — all from one easy-to-use dashboard. Try it free today.
Grow on TikTok faster with Hootsuite
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Alyssa is a freelance writer, editor and illustrator based in Vancouver, BC. Her portfolio ranges from lifestyle articles to travel journalism to restaurant reviews to technical writing to editing annual reports for non-profits—she wears a lot of hats (metaphorically… in real life, she rarely wears hats).
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5 Key Digital Marketing Statistics to Improve Your Law Firm's Strategy in 2025 – Entrepreneur

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Copyright © 2025 Entrepreneur Media, LLC All rights reserved. Entrepreneur® and its related marks are registered trademarks of Entrepreneur Media LLC
By Chris Dreyer Edited by Chelsea Brown
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As we enter 2025, the digital marketing world is evolving at a rapid pace, and staying ahead means understanding the latest trends and statistics shaping the industry. Whether it’s leveraging the explosive growth of mobile traffic or tapping into the potential of influencer marketing, these insights can help you create smarter, more impactful strategies for your law firm.
The digital advertising market is booming. Valued at $667 billion in 2024, it’s on track to surpass $1.5 trillion by 2030, with an annual growth rate of 13.9%. Despite this incredible growth, nearly 47% of businesses still don’t have a digital marketing strategy — leaving plenty of room for firms already ahead of the curve to carve out their niche.
On top of that, the number of internet users is set to reach nearly 6 billion by 2027, offering an unprecedented opportunity to connect with potential clients online.
Related: 5 Digital Marketing Tips for the Legal Niche From a Lawyer
Mobile devices now account for over 63% of all website traffic, a statistic that underscores the importance of optimizing your website for mobile users. However, desktop traffic still makes up 39.76%, so don’t neglect those users either. A responsive, user-friendly website is essential to capturing both audiences.
Email marketing remains one of the most effective tools for connecting with potential clients. The ROI speaks for itself — businesses earn an average of $36 for every dollar spent, with some reports showing returns as high as $42. That’s a staggering 3600-4200% ROI.
Even more compelling, 88% of email users check their inbox multiple times a day, giving you a prime opportunity to engage with your audience and drive conversions.
If your law firm isn’t making SEO a priority, you’re missing out on one of the most powerful tools for attracting new clients. An astounding 93% of all online experiences begin with a search engine, and with over 3.5 billion searches happening on Google every day, the potential to grow your firm’s visibility and client base is enormous.
Unlike traditional advertising, SEO isn’t just about being seen — it’s about being found by the right people at the right time. When done correctly, SEO helps connect your firm with prospective clients actively searching for the legal services you provide. In fact, SEO is 1,000% more effective at driving traffic than organic social media, making it an essential component of any successful marketing strategy.
To stand out in this competitive space, focus on creating high-quality, relevant content tailored to your specific practice areas and audience. Answer common legal questions, provide insights into complex legal topics, and highlight your firm’s unique competencies. Incorporating targeted keywords, optimizing meta descriptions and improving site speed are all crucial elements of a strong SEO strategy.
Additionally, local SEO is critical for law firms. By optimizing for location-specific searches, such as “personal injury attorney near me,” you can ensure your firm appears in front of clients who are ready to take action.
Investing in SEO isn’t just about increasing traffic — it’s about building credibility, fostering trust and positioning your law firm as the go-to choice in your market.
Related: Drive Demand For Your Brand With These 5 Proven Digital Marketing Strategies
Social media advertising is on the rise, with global ad spending projected to surpass $255 billion in 2025. For law firms, this presents an incredible opportunity to connect with potential clients and build your brand presence. Platforms like Instagram, which has over 200 million business accounts, offer a unique way to showcase your law firm’s personality, share valuable insights and engage with your audience through visually appealing content.
Facebook, on the other hand, remains one of the most cost-effective platforms for law firms. With an average conversion rate of 8.78% and a declining cost-per-lead, it’s a powerful tool for reaching new clients and driving results without breaking the bank. Whether it’s promoting legal services, sharing client success stories or highlighting your firm’s skillset in specific practice areas, Facebook offers an affordable and effective way to generate leads and build trust.
By incorporating strategic advertising on these platforms, your law firm can not only increase visibility but also connect with the right audience at the right time. Staying ahead of these trends in social media advertising ensures your firm remains competitive and hopefully even goes viral.
Google Ads remains a cornerstone of paid advertising, offering an average ROI of 200%. Metrics like cost-per-click (CPC), which hovers around $1.79-$4.66 depending on your industry, and click-through rates of 3.17% highlight its effectiveness in driving meaningful engagement.
However, success in paid advertising requires consistent monitoring — something 72% of businesses fail to do. Regularly reviewing and optimizing your campaigns is crucial to maximizing ROI.
Artificial intelligence is revolutionizing the way businesses approach marketing. In 2025, 88% of marketers will integrate AI into their strategies to personalize content, optimize campaigns and generate real-time insights. AI is no longer a luxury — it’s becoming a necessity for staying competitive.
Related: 5 Mistakes To Avoid in Your Digital Marketing
The marketing landscape for law firms is evolving rapidly. From embracing AI-driven personalization to investing in SEO and social media advertising, the strategies you adopt in 2025 will determine your ability to connect with potential clients and build a strong brand presence.
If navigating these trends feels overwhelming, consider partnering with experts who specialize in law firm marketing. With the right strategy and partner, you can position your firm for long-term success in an increasingly digital world.
As we enter 2025, the digital marketing world is evolving at a rapid pace, and staying ahead means understanding the latest trends and statistics shaping the industry. Whether it’s leveraging the explosive growth of mobile traffic or tapping into the potential of influencer marketing, these insights can help you create smarter, more impactful strategies for your law firm.
The digital advertising market is booming. Valued at $667 billion in 2024, it’s on track to surpass $1.5 trillion by 2030, with an annual growth rate of 13.9%. Despite this incredible growth, nearly 47% of businesses still don’t have a digital marketing strategy — leaving plenty of room for firms already ahead of the curve to carve out their niche.
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10 Free SEO Tools for Businesses – U.S. Chamber of Commerce

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Want to boost Google rankings, fix search engine optimization errors, or use SEO on YouTube? Explore the top small business SEO software solutions.
Increasing website traffic can boost sales and help companies reach more customers. But you can’t attract visitors if you don’t track search engine optimization (SEO) performance or website health. The best free SEO software for small businesses helps you check for backlinks, analyze keyword efforts, and monitor ranking progress. Plus you can use free tools for SEO to find new terms and trending topics that your audience cares deeply about.
Discover 10 beginner-friendly (and free) SEO software solutions to optimize and measure progress on websites, YouTube, and e-commerce channels.
Ryan Robinson’s Free Keyword Research Tool is an excellent free small business SEO tool because it’s easy to use, shows ranking difficulty, and provides longtail keywords. It’s great for finding unique, less competitive phrases fast.
Free local SEO tools from BrightLocal provide insights to evaluate location-specific efforts. BrightLocal’s SEO platform includes a local search results checker that displays Google Search or Google Maps results for any city, ZIP code, or country. Simply enter a search query to view localized search results.
[Read more: How to Cross-Link in Your Content to Improve Search Ranking]
Free SEO tools like Ahrefs’ optimization solutions are lighter versions of professional SEO and marketing software. Ahrefs offers a free SEO toolkit with site audit features and keyword generators for YouTube, Amazon, Google, and Bing.
Here are two ways you can use Ahrefs’ free SEO tools for competitor analysis and keyword optimization:
Screaming Frog’s SEO Spider Tool crawls websites, finds SEO issues, and highlights opportunities. Clearly labeled, detailed reports and resources make Screaming Frog one of the best SEO tools for small business websites and a favorite among professionals.
To familiarize yourself with this free SEO software and site audits in general, try this approach:
AnswerThePublic is a unique SEO content research tool that can help you understand user intent and find longtail keywords. It sources autocomplete data from search engines and creates easy-to-read lists, tables, and wheels.
After registering for free, you can perform three daily searches from one platform per search, like Google, Bing, YouTube, or Instagram. Use AnswerThePublic to ensure your content covers all the details people want or to generate new topic ideas.
The SEO agency HigherVisibility provides six free SEO tools for small businesses. You don’t need to register or download anything. The web-based SEO features are easy to use, and each page answers frequently asked questions, such as where the data comes from or how to use the search results.
Use these beginner-friendly SEO web tools to:
See key SEO site metrics — such as total visits, bounce rate, and visit duration — using Seline, a privacy-first Google Analytics alternative. The free version has all the features, allowing you to measure organic traffic growth and user engagement for 3,000 monthly events.
It’s also a lightweight app, which means Seline is less likely to slow your website down. If you’re focused on SEO for a small business website, Seline provides essential insights without requiring a credit card. Plus, it won’t stop collecting site data if you exceed your limit, so you can upgrade to an affordable SEO analytics plan as your business grows.
[Read more: How to Track Your Website Traffic—And Why It Matters]
Get longtail keywords for Bing, Google, YouTube, Amazon, eBay, and more channels using Keyword.io. The keyword research tool can help you find phrases people use for U.S. or international searches. Create a free account to download your generated list.
Explore SEO metrics for any web page with SEOquake, a free browser plugin. It works with Google Chrome, Mozilla Firefox, and Opera. Use the free keyword analysis tool to find keyword density and link information.
With a Google Ads account, you can access this effective, free keyword planner. You must enter billing information and set up a campaign, but you can pause the campaign to use the Google Keyword Planner for free. Find keyword suggestions by entering a term or website URL and clicking to get results.
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8 free SEO keyword research tools to explore – TechTarget

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All content marketing teams must master search engine optimization, so their organizations’ websites and related content show up in search results.
When organizations don’t do proper SEO keyword research, their web content might never reach its intended audience. However, content teams can use free keyword research tools to help them gather the information they need to improve their SEO strategies. Many free tools have no paid option, whereas others offer free and paid subscription tiers. Paid subscription tools can enhance SEO strategies, but teams that only need keyword recommendations and keyword volume rankings can benefit from free options, such as Google Search Console, Ranktracker and AlsoAsked.
Content teams conduct keyword research to identify the words and phrases that people use to search for goods, services and tips. They also perform this research to learn how those phrases rank based on their search volume in a given month. Content teams can use this information to develop and maintain a successful content strategy and understand what content their audiences want to see.
An organization’s initial SEO strategy for its website or blog is just the start of the journey. Content marketers should continuously perform keyword research as part of their marketing efforts, because search engines like Google frequently change the algorithms that determine how content ranks. Teams that continuously monitor and optimize content on webpages can stay up to date on algorithm changes.
Teams can find many free tools online to help them gather information to develop and improve their content and SEO strategies. Organizations that want to perform keyword research for free should consider the following SEO keyword research tools.
This list was compiled based on a combination of market reports and vendor rankings from Gartner Peer Insights, Capterra and G2, plus additional research by Informa TechTarget editors.
AlsoAsked is a keyword research tool that can help organizations discover questions people ask around keywords and related phrases. As search engines have become more sophisticated, people increasingly use natural language prompts to conduct searches, and AlsoAsked can help organizations understand these questions. The tool also helps to identify search phrases, plan content and get the right content in front of potential customers.
Moreover, this tool offers results for long-tail keywords — phrases that build on shorter keywords and are more specific — and shows the relationships between these topics and questions.
AlsoAsked offers free credits during its trial period, then splits into three paid tiers.
For marketing teams that run pay-per-click search campaigns, the Google Ads Keyword Planner tool can separate a targeted keyword list between SEO and pay-per-click (PPC) targeting. This tool also shows keyword suggestions and search volumes that can drive insights for campaign planning. Additionally, it shows a breakdown of cost-per-click data, advertising competition and seasonal traffic changes.
Teams that already do PPC advertising can benefit the most from this tool, as they can use the search volume feature for their campaigns. Yet, to access the most detailed analysis features for paid campaigns — rather than just search volume ranges — organizations must spend a certain amount of money on their paid Google Ad campaigns.
Content teams can use Google Search Console to begin their keyword research and gauge how well their organization’s web content performs on Google. This free tool analyzes the current keywords on a webpage and shows their average search engine results page (SERP) position, impressions and clicks.
Teams often use Google Search Console alongside other Google services for web and analytics tracking. Web administrators and content creators can use this tool to learn which pages receive minimal traffic and require changes. The tool can also show which search queries bring in the most traffic, so teams know which topics to cover in upcoming blog posts.
For example, users can combine Google Search Console with a Google Analytics account to get in-depth keyword data and find opportunity keywords — phrases that rank in positions eight through 20 with a large number of impressions — from the performance report. This report shows how Google ranks keywords in search queries from a snapshot in time. Content teams can use these opportunity keywords, along with on-page SEO improvements, to boost their page’s SERP rankings.
This tool is free to use.
From the Google Trends interface, content teams can see a search term’s popularity over time. This tool enables users to research individual words or compare keywords to see trend fluctuations, such as by season, holiday or annual releases of new technology.
For example, if a business sells a lot of Mother’s Day products, Google Trends can show when keywords related to Mother’s Day start to increase or decrease in search volume. That way, marketing teams can best prepare when to launch Mother’s Day-related content and deals.
This tool also shows interest by region, breaks down time ranges, and shows related topics and search queries. It is free to use.

Keyword Surfer is a free Google Chrome extension that analyzes Google search results directly on the SERP. This extension aims to assess the query volume for a given keyword in the Google database, which includes results from multiple countries. Within the SERP and search bar, users can see global estimates, their country’s results and the top 10 similar keywords in the search results.
The Keyword Surfer extension is free to add to Chrome browsers.
In addition to its paid subscription options, Moz offers a free version of its Keyword Explorer tool. The free tool, which offers 10 queries per month, can benefit content teams that lack SEO experience. The tool doesn’t include as many data points as some other tools, but that also makes it less overwhelming for new users.
Moz also creates a priority score, which gives content teams insight into whether they should invest time and effort into a keyword. The tool calculates priority scores based on various metrics, such as volume, clickthrough rate and difficulty, as well as how the organization prioritizes the keyword for its business.
The most effective keywords for organizations to rank for aren’t always obvious. Although certain words and phrases may be specific to products, services or industries, people often search using variations of those words and phrases.
To find useful keywords or phrases for search ranking viability, organizations need to know all the possible variations of potential keywords and phrases. Ranktracker is a keyword research tool that combines multiple tools into one to give users a multitude of keyword ideas. It can show a keyword’s traffic potential and its SEO competition.
Ranktracker offers a seven-day free trial for its four paid plans.
Semrush offers paid plans for its SEO tool, with free trials, which can benefit content teams just beginning their research. Semrush also offers a range of free keyword tools, with visibility into organic search rankings and search volume data, as well as a competitive keyword gap analysis.
Semrush’s tool has backlink analysis for teams that want to identify which links direct back to their sites. Additional features, such as an SEO content template and topic research for content strategy planning, make this tool a viable option for teams that want to start SEO planning and building a strategy, but intend to eventually scale up to a subscription.
Editor’s note: This article was updated to reflect changes in product information.
Griffin LaFleur is a MarketingOps and RevOps professional working for Swing Education. Throughout his career, LaFleur has also worked at agencies and independently as a B2B sales and marketing consultant.
8 ways to improve your search engine ranking
Part of: How SEO can give your content a boost
SEO and SEM strategies help marketers put digital content in front of the right audience. However, SEO strategies focus on organic search, whereas SEM generates paid traffic.
Customer data and behavior analytics tools can give content managers insight into the kind of content site visitors want.
While social media marketing and SEO seem like two separate practices, when used together, they can enhance any organization’s digital marketing strategy.
An organization’s content must rank well on Google to drive website traffic. Yet, SEO marketers face barriers to this success, such as algorithm changes and underdeveloped AI.
SEO keyword research tools can help marketing teams create the content their audiences want to see. Free options include Google Search Console, Keyword Surfer and Semrush.
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SEO Must Solve Its Marketing Problem – Forrester

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, Principal Analyst
Marketers spend hundreds of millions of dollars a year on paid search but only hundreds of thousands on SEO. Marketers know SEO isn’t thousands of times less valuable, but it can feel thousands of times harder to realize its value. In the words of one Redditor: “SEO is incredibly time consuming, often involves multiple people, involves difficult and in-depth technical skills, and even when done perfectly, you may not see tangible results for three to six months … Meanwhile you can do [paid search] and wham bam thank you ma’am, you can get many results in a short timeframe, [and it] only needs one person to get up and running. And you can prove 100% attribution to the marketing team.”
This sentiment is shared by countless marketers. It reflects SEO’s marketing problem.
SEO’s greatest challenges (and opportunities) come from:
Despite its challenges, SEO is critically important. Practically every buyer’s journey is influenced, blatantly or subtly, by organic search. Making a brand increasingly visible across ChatGPT and Perplexity is still SEO, but it demands new skills and tools. The market for SEO solutions is growing to meet marketers’ evolving needs.
SEO solutions resolve marketers’ problems with the channel by reducing SEO’s effort. They accelerate and simplify the SEO process and derisk cross-functional collaboration. They also help practitioners adapt to the rise of generative AI (genAI) and diversification of search beyond Google.
Our new Landscape report on SEO solutions clarifies the SEO market’s maturity, dynamics, notable vendors, top use cases, functionalities, and future. It features end-to-end platforms, point solutions, and agency tools. Some specialize in creating and auditing brands’ content while others focus on making brands’ sites increasingly intelligible to search engines. All try to keep pace with genAI and prove SEO’s value.
Stay tuned for our Forrester Wave™ on SEO solutions, which will publish in Q3 2025. As always, contact us to learn more.
Nashville & Digital
Stay tuned for updates from the Forrester blogs.
Stay tuned for updates from the Forrester blogs.

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Lounge Lizard Unveils New Guide on Mastering Google EEAT for SEO Success in 2025 – Kalkine Media

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Toyota reclaims lost traffic through creative SEO – Campaign Middle East

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Toyota SEO
Abdul Latif Jameel Motors Toyota faced a different digital challenge in Saudi Arabia: while local consumers commonly searched for their vehicles using informal Arabic nicknames, the company’s official website couldn’t use these terms. This technical limitation created a gap in the Toyota SEO strategy, with traffic for these high-volume search terms going to third-party sites instead.
Partnering with Serviceplan Experience, Toyota tackled the issue head-on by leveraging off-page SEO techniques to turn a technical obstacle into a creative breakthrough.
The Toyota Hilux and Land Cruiser LC70 are iconic models in Saudi Arabia, affectionately referred to by local nicknames تویوتاوانیت (ToyotaWanit) for Toyota Hilux and تویوتا ربع (Toyota Rabha) for Land Cruiser LC70.
However, the official naming conventions on Abdul Latif Jameel Motors Toyota’s website meant these terms couldn’t be included in the front-end content.
As Kenan Baki, SEO Manager at Serviceplan Experience, said: “The biggest challenge wasn’t just optimizing Toyota’s website, it was watching other websites dominate nickname keywords that we couldn’t use on the official site.”
Rather than accept this limitation, the team explored alternative ways to connect with users searching for these terms.
Serviceplan Experience developed an off-page SEO strategy that placed the informal nicknames into backlinks and anchor tags. Collaborating with trusted publishers and bloggers, the team ensured these high-volume terms linked back to Abdul Latif Jameel Motors Toyota’s website.
“And since we couldn’t implement these keywords on our official website, we had to think creatively. Off-page SEO became our playground, weaving these local terms into our backlink strategy to reclaim our rightful spot,” added Baki.
This approach bridged the gap between what users were searching for and what the website could provide, reclaiming valuable traffic.
Sameer Suri, Creative Director, said, “We always knew Toyota’s had nicknames in KSA. But realising they were costing us sales was an eye-opener. Once the SEO team came to us with this brilliant insight, we did what any good creative would do: Let them work their magic, then slip a quote into the PR like you actually contributed.”
Beyond addressing the nickname challenge, the team also improved the website’s overall technical health. By updating sitemaps, optimising URL structures, and enhancing Core Web Vitals, they raised the site’s health score from 86 to 97, significantly boosting user experience and search engine rankings.
In a year’s span, Abdul Latif Jameel Motors Toyota’s website achieved:
The campaign shows how brands can turn technical challenges into opportunities with creativity and insight. By focusing on local search behaviours and adopting a data-driven approach, Abdul Latif Jameel Motors Toyota successfully improved its online presence and strengthened its connection with Saudi consumers.
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