Tools & Software

The marketing, analytics and ops software we operate — and where each fits in your stack.

14 tools & software

About this branch

What belongs in Tools & Software.

Software we actually operate on client work, not a directory of everything that exists. Each page says what the tool is genuinely good at, where it sits in a stack alongside the others, and what it will not do for you — the part review sites leave out because they are paid by the vendor.

There are no affiliate links anywhere in this branch. If we name a tool it is because we run it, and if we say it has a limit it is because we hit that limit on real work.

The full list

All 14 tools & software.

Alphabetical. Every entry is its own page, typed as schema.org SoftwareApplication and linked to the entities and services it relates to.

Ahrefs

SEO Tool

An SEO suite best known for one of the largest and freshest backlink indexes in the industry.

Cloudflare

CDN & Security

A global CDN, DNS and security platform that sits in front of websites to speed and protect them.

Google Ads

Advertising Platform

Google's advertising platform for reaching users across Search, YouTube, Display, Shopping and more.

Google Analytics 4

Analytics

Google's event-based analytics platform for measuring what people do on your site and app.

Google PageSpeed Insights

Performance Tool

Google's free tool for measuring page performance and Core Web Vitals in the lab and the field.

Google Search Console

SEO Tool

Google's free reporting on how your site performs in Google Search and how Google crawls and indexes it.

Google Tag Manager

Tag Management

Google's free system for deploying and managing tracking tags without editing site code.

Hotjar

CRO / UX

A behaviour-analytics tool that shows how visitors actually use a page through heatmaps and recordings.

HubSpot

CRM

An all-in-one CRM and marketing, sales and service platform built around inbound marketing.

Looker Studio

Analytics

Google's free tool for turning marketing and analytics data into shareable, interactive dashboards.

Screaming Frog SEO Spider

SEO Tool

A desktop crawler that scrapes a website like a search engine to expose technical SEO issues.

Semrush

SEO Tool

A broad marketing-visibility platform spanning SEO, PPC, content and competitive research.

Shopify

Commerce Platform

A hosted commerce platform for building and running online stores without managing infrastructure.

Yoast SEO

WordPress Plugin

The most widely used WordPress plugin for on-page SEO controls and content guidance.

All of the Knowledge Graph