What SEO Tools We Actually Use Day to Day


Most SEO stacks fail because they grow without intent. Too many tools, overlapping features, and dashboards nobody actually checks. We take the opposite approach. Our stack is built around speed, clarity, and repeatable decisions—not shiny features. In this post, we break down the SEO tools we actually open every day, how each one earns its place, and the simple rules we use to keep the stack lean as workflows and platforms change.

Table of Contents

Our core toolset

At a high level, these are the tools that run most of our daily work:

  • Google Workspace with Gemini for AI-driven drafts, data pulls, and workflow.
  • BrightLocal for local listings, audits, and reporting.
  • Majestic for backlink analysis and trust metrics.
  • Semrush mainly for local listings and a few reporting features.
  • Content Maxima for algorithm trigger terms and content tuning.
  • WordPress for a few legacy sites.
  • Bolt.new for fast, lightweight site builds we are testing.

Why Google Workspace plus Gemini is the backbone

Gemini is the AI we use all day. It sits inside Docs, Sheets, Drive, and Gmail. That means we can ask for drafts, pull files, or build SOPs without jumping between apps. Everything lives in one place for the brand.

To get the most out of Workspace and Gemini we do a few things every time we set up a new brand account:

  1. Create a separate Google Workspace account for that brand.
  2. Use a dedicated Chrome profile tied to that Workspace account.
  3. Enable Gemini and related settings in the Workspace admin console.
  4. Grant Gemini access only to the workspace files you want it to use.

Keeping brand data in one workspace makes it easy to query documents, pull meeting notes, and generate content without risking crossover into our personal accounts.

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How we use BrightLocal and Semrush

For local SEO, BrightLocal is our go-to. It gives clean, straightforward local rankings, citation checks, and reporting. It is quick to set up and simple to share with clients.

Semrush is still in the stack, but not for heavy keyword obsession. We use it mainly for local listings management and a few handy reports. It plays well with BrightLocal for a complete local picture.

We care more about link quality than raw counts. Majestic gives trust flow and topical relevance metrics that help us decide which links to pursue or cut loose. It is simple and focused, which is why we keep it in the toolkit.

Content and AI: Content Maxima and how we think about keywords

Keyword obsession is not where we put our energy. Instead we tune for algorithm trigger terms. For that work we use Content Maxima. It helps find the phrases that actually move the needle right now.

Gemini helps draft content fast, and Content Maxima helps finetune the wording so the content hits relevant signals. This combo cuts content time dramatically while keeping quality high.

Site builds: WordPress and Bolt.new

We still run a few WordPress sites. It is not our favorite, but it remains useful for some needs. Lately we are testing Bolt.new for fast HTML builds. Bolt can be very fast, but some builds take longer than expected. We are still deciding which projects it fits best.

How we keep work organized with SOPs

Every recurring task gets an SOP in the brand's Workspace. We use Gemini to help create and update those SOPs. That means anyone on the team can follow the same steps and keep work consistent.

A basic SOP setup looks like this:

  1. Create a SOP doc in the brand workspace.
  2. Outline the steps, tools, and expected outputs.
  3. Use Gemini to draft templates and checklists.
  4. Store related files and templates in a shared folder.
  5. Train the team using the SOP and update as needed.

Daily workflow checklist

This short checklist keeps our day on track. It is the same across brands, inside each workspace.

  • Check BrightLocal reports for local visibility and ranking dips.
  • Scan Majestic for new or lost backlinks that matter.
  • Use Gemini to generate or edit content drafts and SOP updates.
  • Run Content Maxima checks on top-priority pages.
  • Manage listings and citations in Semrush as needed.
  • Update tasks and automations in HighLevel or your CRM.

Security and privacy choices

We are careful about what we let Gemini access. For business work we give it access inside the brand workspace. For personal files we keep Gemini turned off or isolated from those accounts.

Using separate Chrome profiles and workspace accounts makes this simple. It also keeps client work clean and auditable.

Tool selection rules we follow

When deciding on a tool we ask three simple questions:

  1. Does it save time for the team?
  2. Does it reduce the number of steps we must take?
  3. Does it help us make better decisions faster?

If the answer is yes to at least two, we try it. If not, we skip it. This stops tool creep and keeps our stack lean.

Quick notes on setup and tips

  • Chrome profiles are easy to create and make separating brand work simple.
  • Always check the Workspace admin console to enable Gemini features after creating a new account.
  • Keep SOPs inside the brand workspace so Gemini can read them and produce consistent outputs.
  • Test Bolt for speed on simple landing pages before moving full sites over.

FAQ

Which tool do we open first each day?

Google Workspace. We use Gemini in Docs and Sheets to pull notes, write drafts, and check tasks tied to a brand. It is the fastest way to get context and action items for the day.

Do we use Semrush for keyword research?

Not much. Semrush stays in the stack for local listings and some audits. For algorithm trigger phrases we prefer Content Maxima and the AI in Workspace.

Why Majestic instead of other backlink tools?

Majestic gives trust flow and topical relevance metrics that match how we think about links. We value quality over raw volume, and Majestic focuses on those metrics.

Is Gemini safe to use with client data?

Yes, when used inside a dedicated Workspace with careful admin settings. We avoid giving Gemini access to personal accounts and limit access to only the files needed for work.

Should we move all sites to Bolt.new?

Not yet. Bolt is promising for fast, simple pages. For complex needs and sites with many integrations, WordPress still wins. We test Bolt on smaller builds before committing.

Final thought

The stack we use is less about buzz and more about flow. Google Workspace plus Gemini speeds up work. BrightLocal and Majestic keep local and link data clear. Semrush and Content Maxima handle niche needs without dragging us back into keyword tunnel vision. Keep tools focused on real work and the day runs smoother.