Tools we use

    Google Search Console

    Google Search Console is Google's own platform for monitoring how your website appears in search results. It shows which queries are bringing people to your site, how often your pages are appearing in search, which ones are getting clicked, and where you're ranking. It also flags technical issues like crawl errors, mobile usability problems, indexing issues that could be holding your site back. We use Search Console daily to track performance, spot opportunities, and catch problems early. It's the most direct line of communication between your website and Google, and it's central to how we measure and report on progress.

    Google Analytics 4 (GA4)

    Google Analytics 4 is the current standard for website analytics, tracking how visitors find your site, what they do once they're there, and whether they take the actions that matter to your business: filling in a form, making a purchase, picking up the phone. It uses event-based tracking to build a detailed picture of user behaviour across devices, and gives us the data we need to understand which marketing channels are delivering real results (because unlike Search Console, GA4 shows direct traffic, AI traffic, paid traffic, and other data streams as well as organic). We use GA4 to make sure every SEO recommendation is backed by evidence, and to report on the metrics that actually matter to your bottom line.

    Google Tag Manager

    Google Tag Manager is a tag management system that lets us deploy and manage tracking codes across your website without needing to edit the site's code directly. This means we can set up conversion tracking, event monitoring, and third-party integrations quickly and cleanly, without slowing your site down or creating technical debt. It keeps everything organised in one place and makes it easy to adjust tracking as your business needs change. For our clients, it means faster implementation, fewer technical headaches, and more accurate data feeding into your analytics.

    PageSpeed Insights

    PageSpeed Insights is Google's own tool for measuring how fast your website loads and how well it performs for visitors. It analyses your pages against Google's Core Web Vitals (the performance metrics that directly affect your search rankings) and provides specific recommendations for improvement. Page speed matters because slow sites lose visitors and rank lower. We use PageSpeed Insights as part of every technical audit to identify performance bottlenecks, and we monitor it on an ongoing basis to make sure your site stays fast as it grows.

    Ahrefs

    Ahrefs is one of the most powerful SEO platforms available, and it's our primary research tool at Pollinate. We use it for backlink analysis, keyword research, competitive intelligence, content gap analysis, and rank tracking. It has one of the largest databases of live backlinks in the industry, which makes it invaluable for understanding your link profile, identifying opportunities your competitors are capitalising on, and building strategies to close the gap. Whether we're prospecting for link building, auditing your site's authority, or tracking how your rankings are moving, Ahrefs is at the centre of the process.

    Semrush

    Semrush is a comprehensive digital marketing platform that we use alongside Ahrefs to get the fullest possible picture of your SEO landscape. It's particularly strong for keyword research, site auditing, competitor analysis, and tracking your visibility across search. Where it really shines is in its ability to surface opportunities: keywords your competitors rank for that you don't, content gaps in your strategy, and technical issues that are costing you traffic. We use Semrush to build data-driven strategies and to monitor the health and performance of your site on an ongoing basis.

    Screaming Frog

    Screaming Frog is a desktop-based website crawler that lets us perform deep technical audits of your site. It crawls every page just like a search engine would, identifying issues like broken links, duplicate content, missing meta data, redirect chains, orphan pages, and crawl depth problems. It's one of the most respected technical SEO tools in the industry, and it's essential for understanding the structural health of a website. We use it at the start of every engagement to build a clear picture of what needs fixing, and regularly after that to make sure nothing has slipped through the cracks.

    WordPress

    WordPress powers over 40% of the web, and it's the content management system we recommend for most of our clients. It's flexible, scalable, and when set up properly, excellent for SEO. We build and maintain WordPress sites that are technically sound, fast, and easy for you to manage day-to-day. Our own site runs on WordPress too! We use the same platform we recommend to our clients, which means we understand its strengths, its quirks, and how to get the most out of it from an SEO perspective.

    Rank Math

    Rank Math is an advanced WordPress SEO plugin that gives us granular control over on-page optimisation. It handles meta titles and descriptions, schema markup, XML sitemaps, redirects, and internal linking suggestions all from within the WordPress dashboard. It's lightweight, fast, and packed with features that help us implement SEO best practices efficiently across every page of your site. We use Rank Math to make sure the technical on-page fundamentals are solid, so your content has the best possible chance of ranking.

    Advanced Custom Fields (ACF)

    Advanced Custom Fields is a WordPress development tool that lets us build custom data structures and flexible page layouts tailored to your specific needs. It's what allows us to create bespoke templates, dynamic content sections, and interactive elements that go beyond what standard WordPress themes offer. For our clients, it means a website that's built around your business rather than squeezed into a generic template, and one that's structured in a way that's clean, maintainable, and optimised for both users and search engines.

    WooCommerce

    WooCommerce is the leading e-commerce platform for WordPress, powering millions of online stores worldwide. It gives us the flexibility to build fully customised shopping experiences while maintaining all the SEO advantages of WordPress. From product page optimisation and schema markup to site structure and page speed, we know how to make WooCommerce stores that don't just look good but perform well in search. If you're selling products online through WordPress, WooCommerce is how we make sure your store is set up to attract organic traffic and convert it into sales.

    Shopify

    Shopify is one of the most popular dedicated e-commerce platforms, and while it works differently to WordPress, SEO still plays a critical role in driving traffic to Shopify stores. We understand Shopify's architecture — its strengths and its limitations from an SEO standpoint — and we know how to work within them to maximise your organic visibility. From optimising product and collection pages to fixing common Shopify SEO pitfalls like duplicate content and rigid URL structures, we help Shopify store owners get more from search without fighting against the platform.