An SEO agency often uses website analysis and management tools. These are essential tools for maintaining the good performance of any website.

Let us share the best extensions for analysing a website.

1.Google Analytics – GA4

This had to be at the top of the list. GA4 allows you to extract statistical information from websites and applications, including:

• – Number of daily visitors
• – Number of visitors per page
• – Number of conversions
• – Visitor profile
• – Visitor origin
• – Referral traffic
• – Visit duration

At a more advanced level, you can create behavioural funnels, create events, analyse conversions, A/B tests, among other information. The resulting reports allow you to analyse and cross-reference data, reach conclusions and drive business.

2.Hotjar

This tool is very user-centred and offers heatmaps, session recordings, surveys and feedback forms, among other features that allow you to extract qualitative and quantitative data about visitors and their actions on a website. Hotjar shows the trajectory of visitors on your site, the most clicked areas, points to correct, where to place strategic call-to-action buttons, etc. It also lets you see which parts of the page are ignored and which elements generate sales and sign-ups. This way, it combines a range of essential information to improve the website’s browsing experience.

3.Google Search Console SEO

As the name suggests, this is a search console that allows you to measure, improve SEO and find out where your traffic comes from. Search Console‘s tools and reports help you evaluate your site’s traffic and search performance, correct problems and optimise content. With problem alerts, URL inspection, reference keyword analysis and mobile page reports, there’s no doubt that this extension will make your site stand out.

4. Ahrefs SEO

While Search Console allows you to analyse your site’s SEO internally, Ahrefs allows you to analyse it externally. With this tool, you can see the SEO status of your competitors’ sites, as well as the relative position of your own. This tool analyses millions of links every day, which legitimates the results calculated in terms of ranking positions. This analysis includes keywords, audits and ranking trackers. The information contained in this tool is considered essential for good SEO work. This analysis includes keywords, audits and ranking trackers. The information contained in this tool is considered essential for good SEO work.

5. SimilarWeb

This is an incredibly useful tool which allows you to measure, in great detail, metrics such as the site’s global, national and category ranking, number of visits, page views per visit, average visit duration, traffic origin by country or channel, keywords that generated traffic, details of traffic generated by social networks, interests and user demographics. And the best thing is that SimilarWeb also compares this data with that of the competitor sites you select.

6.Screaming Frog SEO Spider
Screaming Frog presents itself as an SEO expert and creator of the crawler that crawls the internet. The tool provides reports where you can see well or badly constructed URLs, meta descriptions, all headings (H1, H2, etc.) as well as pages that may have 404, 500 and other errors. It is extremely useful for reviewing the site, identifying points for improvement and correcting errors.

7.Website Auditor

This is a free and valuable SEO PowerSuite tool – in fact, a collection of auditing tools – which analyses the website in global terms and identifies areas where performance is inefficient, in order to correct them. Website Auditor also presents the solution to various problems, explaining each one. These include issues related to on-page SEO optimisation, tools for webmasters, visualisation of the site structure and content optimisation. These include issues related to on-page SEO optimisation, tools for webmasters, visualisation of the site structure and content optimisation.

8. Google PageSpeed Insights

This extension analyses the loading speed and performance of a website. Simply enter the URL of the page and it immediately shows if there are problems with accessibility, colour and links, both on desktop and mobile.

As well as providing this information, PageSpeed Insights proposes fixes to be implemented to improve page performance and the user experience.

9.SEOquake

This SEO tool offers a complete and instant overview of the SEO performance of any page. It allows you, for example, to analyse keyword density, high-speed auditing of on-page SEO and backlink metrics, compare domains and URLs and anchor texts in real time and – an indispensable detail for anyone working in this area – export all the data to a file. It also checks SEO parameters on the move and thoroughly analyses the SERPs.

SEOquake is like an earthquake: fast and effective! Only instead of destroying, it helps correct various optimisation problems.

10.SEO Pro Extension

Free information in a second – that’s what this Marketing Syrup extension for Chrome promises.

SEO PRO checks the HTTP status of any page and provides even more information, including:

• – Showing internal and external links
• – Detecting indexing or canonicalisation problems
• – Identify meta description, headings and canonical tag
• – Utilise meta-robots set to ‘noindex’
• – Check Core Web Vitals (LCP, INP and CLS)

The extension also checks the experience report for mobile devices and returns the results via the API.

11.Keywords Everywhere

This extension shows search volume, cost per click and keyword competition. It can integrate various platforms, including Google, YouTube and Amazon, to provide real-time keyword data.

Keywords Everywhere recently launched a series of new features, including:

• – Dynamic Instagram metrics, analysing likes and average comments per post about the total number of followers.
• – Twitter metrics, with in-depth insights into user engagement and social media impact analysis.
• – Pinterest metrics, with useful data per Pin image and strategy fine-tuning.
• – YouTube video summaries with Claude, Gemini and ChatGPT, allowing a quick overview of the content and an advanced browsing experience.
• – Model prompts for Gemini and Claude that answer users’ frequently asked questions and maximise the potential of these language models.

12.Checkbot

Checkbot is another of those super-complete and useful tools. It’s ideal for finding SEO, speed and security problems, testing 100 pages at once to detect broken or duplicate links, invalid HTML, insecure pages and dozens of other checks.

SEO tests allow you to fix broken page links, eliminate duplicate pages and avoid temporary redirects. It also protects forms from passwords and XSS, eliminates chains of redirects, reduces CSS and JavaScript and avoids scripts that block pages.

13.Response Viewer

JSON Response Viewer is a free plugin for Chrome that monitors all website requests and displays responses in an organised and readable format.

It allows you to expand and collapse specific parts of the data for easier visualisation and to jump between different search results, which makes browsing more efficient.

It is a very useful tool for web developers, software testers and data analysts.

14.View Rendered Source

This extension offers a complete view of how a web page is built and modified by the browser. View Rendered Source shows not only the original (raw) source code sent by the server, but also how the browser transformed this code into a functional page. This includes all the modifications made by JavaScript (rendered), highlighting the differences (difference), line by line, between the original code and the rendered code. It helps you understand exactly how JavaScript has altered the page.

This way, you can ensure that everything works correctly and is optimised for SEO.

15.Datalayer Checker

Datalayer Checker 2 is a Sublimetrix extension that makes it easy to debug and check the data layer, without using the browser console.

The new features recently introduced offer:

• – Visualisation in flat and JSON format
• – Ability to copy variables to the clipboard for quick mapping of GTM variables
• – Automatic highlighting of pushes
• – Personalised highlighting rules
• – Syntax highlighting within sent objects
• – Special highlighting for the ‘e-commerce’ key in push messages
• – Identification of ‘gtag’ objects
• – Options to enable or disable log messages in the data layer console
• – A toolbar that only appears when a data layer is found
• – Possibility of injecting up to 5 GTM containers when browsing a website
• – Code optimisation and error correction

The extension automatically lists all messages sent to the data layer whenever a page is loaded, an event occurs or data is entered manually.

16.Wappalyser

Instantly reveals the set of technologies used on any website, such as CMS, e-commerce platform or payment processor, as well as company and contact details. What’s more, it alerts you when a competitor changes technology, so you can always keep an eye on what’s new on the market!

Other Wappalyzer features include:

• – Company Details: Provides information and contact details about the company.
• – Competitor Monitoring: Allows you to receive notifications when a site changes its technology stack.
• – APIs for Automation: Offers APIs to instantly access data on technologies, which is useful for large-scale analysis or for enriching your own databases.

This extension is particularly useful for developers, digital marketing and sales professionals, and anyone interested in learning about the technologies used by a website.

Eager to try out each of these tools? The effectiveness of these tools combined with your knowledge is an excellent way to improve your website’s performance. Good luck! If you need help, you can always count on an SEO agency.

Article updated May 2024.