In the blink of an eye, new tools come and go. There are a million out there, and most new and experienced SEOs are always asking - what are the best tools out there? Which tools are definite "must haves" and which should I shelve? In 15 years as a digital marketer, I’ve been particularly interested in searching for powerful tools that can go a long way. I’ve always believed that by revealing the right data, a good tool can open doors. So without further ado, here is a list of some of the best tools I’ve discovered, and why. SEMrush The first, and most powerful, way we use SEMrush is to determine if a site is healthy or not. Whenever we are doing outreach and working on link-building campaigns, we always check SEMrush to see how many keywords a site is ranking for in Google. When we find sites that have a high volume of inbound links and DA, but no keywords ranking in SEMrush, then it’s likely they’ve been penalized. We also check their organic traffic to d