Running an SEO agency means you’re only as good as your tools. At Evergreen Digital, we’ve tested dozens of platforms, apps, and software solutions to find what actually works for driving results. Here’s our honest breakdown of the tools we use every single day to deliver SEO success for our clients.
SEO Analysis Tool Stack
What We Actually Use
SEMrush
A valuable tool for competitive research and keyword tracking, SEMrush has long been a staple in our toolkit. However, as the platform evolves, raising prices and tightening restrictions, it has become less practical for some projects. If you’re looking to maximize value, pay special attention to whether you’re actually using all its features. There are many strong alternatives available, so don’t be afraid to keep your eyes open for more flexible options as your needs change.
Ahrefs
When we need deep backlink analysis, Ahrefs is unmatched. Their Site Explorer shows us exactly where competitors are gaining their authority, and the Content Explorer helps us find link-worthy content in any niche. We especially love using it for cannabis SEO clients who need to understand the backlink landscape in a highly regulated space.
We also enjoy it for tracking and AIO analysis as well.
Google Search Console
This free tool from Google is non-negotiable. It’s key first-party information about your website. Other keyword tracking tools are good, but this is directly from Google, which’s also sending you traffic, so while we’ve seen it be inaccurate (along with most tools) to an extent, it’s also direct info from the search engine you need to rank in the most.
GSC shows us exactly how Google views your site, which queries are driving traffic, and what technical issues need to be addressed. We check this daily for all our clients.
We also use this to submit URLs for indexing and finding other issues with the site.
Google Analytics 4
While SEO tools provide us with keyword data, Google Analytics reveals what happens after people click. We use it to track conversion paths, understand user behavior, and prove ROI. The new GA4 interface took some getting used to, but the enhanced tracking capabilities are worth it. We use GA4 along with GSC in our main reports to clients.
Screaming Frog
For technical SEO audits, Screaming Frog is the best. This desktop tool crawls websites like a search engine bot would, showing us broken links, missing meta descriptions, and site architecture issues. It’s especially crucial for large e-commerce sites where manual checking would take forever.
Content Creation Powerhouse
ChatGPT
AI has completely changed the content game. We utilize ChatGPT for brainstorming blog topics, creating content outlines, and even drafting initial content. The key is treating it as an intelligent assistant, not a replacement for human creativity. We always edit and fact-check everything it produces.
Neuron Writer
This tool helps us create content that actually ranks. Neuron Writer* (affiliate link) analyzes top-performing pages for any keyword and suggests what to include in our content. It’s like having a content optimization expert built into your writing process. The SERP analysis feature saves hours of manual research.
Canva
Canva is perfect for creating blog graphics, social media assets, simple infographics, and web icons. The brand kit feature ensures that all our clients’ visuals remain consistent across projects. Here is our Canva invitation link, in case you’d like to take a look!
Project Management & Organization
Asana
Asana keeps our entire team organized across multiple client projects. We’ve built custom project templates for SEO audits, content campaigns, and monthly reporting. The timeline view helps us spot potential bottlenecks before they become problems.
Notion
Our company wiki, process documentation, and client resources all live in Notion. We’ve built custom databases for tracking content performance, managing client communications, and storing SEO best practices. It’s our single source of truth for everything.
Communication & Collaboration
Slack
Internal team communication happens in Slack. We have dedicated channels for each client, plus general channels for sharing wins, asking questions, and staying connected. The thread feature keeps conversations organized, and integrations with other tools streamline our workflow.
Gmail
Email might seem basic, but Gmail’s powerful search, filters, and labels help us stay on top of client communications. We utilize shared inboxes for client support and employ automated filters to prevent important messages from getting lost.
Google Meet
Client calls, team meetings, and screen shares all happen through Google Meet. The integration with Google Calendar makes scheduling seamless, and the recording feature helps us capture meaningful strategy discussions.
Loom
Sometimes explaining something with a quick video is faster than writing a long email. We use Loom to create screen recordings showing clients exactly what we’ve implemented, how to use their new content management system, or what changes we’re recommending.
Document & File Management
Google Docs
All our content creation happens in Google Docs. The real-time collaboration features let our writers and editors work together seamlessly. We’ve created templates for various content types, which include SEO optimization checklists and brand guidelines.
Google Sheets
From keyword research to performance tracking, Google Sheets handles our data analysis. We’ve built custom formulas for calculating keyword difficulty, tracking ranking improvements, and reporting client ROI. The pivot table feature turns raw data into actionable insights.
Google Drive
Everything needs to be stored in a well-organized and accessible location. Google Drive keeps all our client files, resources, and templates in one place. The sharing permissions ensure the right people have access to the correct information.
Why This Stack Works
The key to our tool selection isn’t finding the most expensive or feature-rich options; it’s finding the most effective ones. It’s about choosing tools that work well together and actually get used by our team. Every tool on this list serves a specific purpose and integrates with our overall workflow.
We’ve tried fancier project management systems than Asana, more expensive SEO tools than SEMrush, and more complex content platforms than Google Docs. But simple often wins. When tools are intuitive and reliable, your team actually uses them consistently.
The Bottom Line
Your tool stack should align with your team’s size, budget, and client needs. What works for a 10-person agency might be overkill for a freelancer, and what works for local service businesses might not scale for enterprise clients.
The most important thing is having systems that help you deliver consistent results. Whether that’s through premium tools or clever use of free options doesn’t matter as much as having processes your team can follow reliably.
At Evergreen Digital, these tools help us deliver measurable SEO results for our cannabis and wellness clients. However, remember that tools are only as effective as the strategy behind them and the team utilizing them.
*This is an affiliate link. If you purchase through it, we may earn a small commission at no extra cost to you.
