- Full Transparency
The Professional Tools Behind Every Result We Deliver
Market Latch uses the same industry-standard tools as the world’s top digital marketing agencies — not workarounds or guesswork. Here’s the complete stack, organized by service, so you know exactly how your work gets done
- 9 Service Categories
- 70+ Professional Tools
- Industry-Standard Stack
SEO Services — Tools We Use
From technical audits and keyword research to rank tracking and link analysis — these are the tools that power every SEO engagement at Market Latch.
Semrush
Full site audits, keyword research, competitor gap analysis, backlink tracking, and rank monitoring — our primary SEO intelligence platform.
Keyword Research · Audit · Competitor
Ahrefs
The gold standard for backlink analysis, content gap identification, keyword difficulty scoring, and SERP history tracking
Backlinks · Keywords · Content Gap
Screaming Frog
Deep technical site crawls to identify broken links, duplicate content, missing meta tags, redirect chains, and crawl errors.
Technical Crawl · On-Page Audit
Google Search Console
Real Google data on impressions, clicks, average position, index coverage, Core Web Vitals and manual actions.
Indexing · Performance · Core Web
Google PageSpeed
Official Core Web Vitals measurement tool. Used to diagnose and fix LCP, INP, and CLS issues that directly affect search rankings.
Speed · Core Web Vitals · LCP/CLS/INP
Google Analytics 4
Tracks organic traffic growth, user behaviour, goal completions, and conversion attribution — the source of truth for measuring SEO ROI.
Traffic · Conversions · Behaviour
Rank Math SEO
Our preferred WordPress SEO plugin for on-page optimization, schema markup (JSON-LD), XML sitemaps, and 404 monitoring.
On-Page SEO · Schema · Sitemap
GTmetrix
Waterfall analysis of page load times across different server locations. Identifies exactly which resources are slowing a page down.
Speed Testing · Waterfall Analysis
Moz Pro
Full site audits, keyword research, competitor gap analysis, backlink tracking, and rank monitoring — our primary SEO intelligence platform.
Domain Authority · Link Explorer
SurferSEO
NLP-based content scoring that tells us exactly how to structure and optimize each page to outrank the current top results.
Content Optimization · NLP · SERP Analysis
Google Trends
Validating search demand trends before committing to keywords — so content targets topics with growing, not declining, search interest.
Search Trend Intelligence
Majestic SEO
Deep link quality analysis using Trust Flow and Citation Flow metrics to evaluate the real authority value of backlink profiles.
Trust Flow · Citation Flow · Link Analysis
WordPress Development — Tools We Use
Every website Market Latch builds uses a performance-first toolchain — no bloated page builders, no theme frameworks that slow you down.
WordPress.org
The foundation of every website we build. Self-hosted, open-source, and fully owned by the client — no proprietary lock-in.
CMS · Core Platform
GeneratePress + GenerateBlocks
Our preferred theme + block builder combination. Fastest WordPress theme available.
Theme · Layout · Performance
Astra + Spectra
Lightweight theme with Spectra blocks for visual design. Used on client sites where template-based design speeds up the build timeline.
Theme · Page Builder Alternative
Elementor Free
Used selectively for complex landing page layouts requiring precise visual control. Paired with performance optimization.
Visual Page Builder
Wordfence Security
Installed on every site we build. Web application firewall, real-time threat intelligence, malware scanning, and login security.
Firewall · Malware Scanner · Brute Force
UpdraftPlus
Scheduled automated backups to Google Drive or Dropbox. Configured before any other plugin is installed on every project.
Automated Backups · Cloud Storage
LiteSpeed Cache
Our preferred caching solution for LiteSpeed servers. Handles page caching, image optimization, CSS/JS minification, and CDN integration.
Page Cache · Image Optimize · CDN
Smush / ShortPixel
Automatic image compression, WebP conversion, and lazy loading. Reduces image payload by 40–80% without visible quality loss.
Image Compression · WebP · Lazy Load
WPForms / CF7
WPForms Lite for drag-and-drop form building; Contact Form 7 as a lightweight shortcode alternative for simpler installations.
Contact Forms · Lead Capture
Redirection
Essential for site migrations and URL restructuring. Manages 301 redirects to preserve SEO equity and monitors 404 errors in real time.
301 Redirects · 404 Monitor
Figma
Used for wireframing page layouts, designing UI components, and creating client approval mockups before development begins.
UI Design · Wireframes · Prototypes
WooCommerce
The world's most-used e-commerce platform. Used for all online store builds requiring product listings, cart, checkout, and payment processing.
E-commerce · Product Management
Google Ads Management — Tools We Use
Every Google Ads campaign we manage is backed by proper tracking, keyword intelligence, and multi-platform attribution — not guesswork.
Google Ads
The primary platform for search, display, Shopping, and Performance Max campaigns. All campaign structure, bidding strategy, and ad copy is managed here.
Domain Authority · Link Explorer
Google Tag Manager
Centralized tag management for conversion tracking, remarketing pixels, and event firing — without touching site code on every change.
Conversion Tracking · Tags · Events
Google Keyword Planner
Official search volume and CPC data directly from Google. Used during keyword selection to validate demand before campaign build.
Search Volume · CPC · Keyword Discovery
Looker Studio (Data Studio)
Custom client reporting dashboards connecting Google Ads, Analytics 4, and Search Console into one clear, automated performance view.
Client Reporting · Dashboards
SpyFu
Reveals competitors' historical Google Ads keywords, ad copy, budgets, and landing pages — used during research before campaign setup.
Competitor PPC Intelligence
Optmyzr
Rule-based optimization automation for bid management, keyword expansion, negative keyword mining, and quality score improvements.
Campaign Optimization · Automation
Google Merchant Center
Product feed management for Google Shopping campaigns. Feed optimization for better product impression share and lower cost-per-click.
Shopping Feeds · Product Ads
Google Analytics 4
Linked to Google Ads for conversion import, audience building, and cross-channel attribution to understand the full customer journey.
Conversion Attribution · Audience Signals
Meta Ads Management — Tools We Use
Facebook and Instagram advertising managed through the full Meta Business ecosystem — with proper pixel setup, audience strategy, and creative testing.
Meta Ads Manager
The primary platform for all Facebook and Instagram ad creation, audience targeting, budget allocation, and campaign optimization.
Campaign Setup · Targeting · Budgets
Meta Business Suite
Centralizes management of Facebook Page, Instagram, Ads Manager, and Business Manager access in one dashboard.
Account Management · Inbox · Analytics
Meta Pixel + CAPI
Browser Pixel + Conversions API (server-side) for accurate conversion measurement in a privacy-first, cookieless tracking environment.
Conversion Tracking · Retargeting Signals
Meta Audience Insights
Audience research tool for understanding demographics, interests, and behaviours of target customer segments.
Audience Research · Interest Targeting
Meta Creative Hub
Preview and share ad creative mockups across all Meta placements before going live — used for client approval workflows.
Ad Mockups · Creative Preview
Meta Catalog Manager
Product catalogue setup for dynamic retargeting ads that show users the exact products they previously viewed on your website.
Dynamic Product Ads · Catalogue
Canva
Professional ad creative production for static images, carousel formats, and short video ads across Facebook and Instagram placements.
Ad Creative Design · Video · Static
AdEspresso
Systematic creative and audience A/B testing at scale — used to identify winning combinations faster than manual Ads Manager testing.
A/B Testing · Reporting · Optimization
Social Media Management — Tools We Use
Scheduling, design, analytics, and strategy tools that keep social content consistent, on-brand, and data-informed.
Buffer
Clean, intuitive social media scheduling across Facebook, Instagram, LinkedIn, Twitter/X, and Pinterest — with engagement analytics.
Scheduling · Publishing · Analytics
Hootsuite
Enterprise-level social management for monitoring brand mentions, scheduling, and managing multiple client accounts from one dashboard.
Multi-Platform Management · Streams
Later
Visual content calendar with Instagram grid preview — ensures feed aesthetic is cohesive before posts are published.
Instagram Visual Planner · Grid Preview
Canva
Primary tool for all social media visual creation — static posts, Stories, carousel slides, cover images, and short-form video thumbnails.
Social Graphics · Templates · Reels
Notion
Used for building and sharing monthly content calendars, caption banks, hashtag libraries, and social media strategy documentation with clients.
Content Calendar · Strategy Docs
Meta Business Suite Analytics
Native performance analytics for Facebook and Instagram — reach, engagement rate, follower growth, and best-performing post analysis.
Facebook & Instagram Insights
LinkedIn Analytics
Native LinkedIn analytics for tracking impressions, profile visits, follower demographics, and post-by-post engagement performance.
B2B Engagement · Follower Insights
BuzzSumo
Identifies the highest-performing content in any niche — used for content ideation, competitor analysis, and influencer identification.
Content Research · Trending Topics
Content Marketing — Tools We Use
Research, optimization, and quality tools that ensure every piece of content is built to rank, built to read well, and built to convert.
SurferSEO
Analyses top-ranking pages and scores content for NLP terms, word count, heading structure, and semantic coverage needed to outrank them.
Content Score · NLP Optimization · SERP
Clearscope
Topic and entity-based content grading tool — ensures articles cover the full semantic scope that search engines expect for a given topic.
Content Optimization · Entity Coverage
Grammarly
Quality control on every piece of content — grammar accuracy, sentence clarity, tone consistency, and plagiarism checking before delivery.
Grammar · Clarity · Tone Check
Hemingway Editor
Flags complex, passive-voice, and hard-to-read sentences. Ensures content is accessible to a broad audience — critical for conversion copy.
Readability · Sentence Simplification
Ahrefs Content Explorer
Finds the best-performing content in any niche by traffic and backlinks — used for skyscraper content strategy and gap identification.
Content Research · Link Attraction Audit
AnswerThePublic
Visualises the full range of questions, prepositions, and comparisons that people search around any keyword — used for FAQ and long-tail content planning.
Question Research · FAQ Mining
Notion
All content calendars, briefs, editorial workflows, and keyword maps are built and maintained in Notion for clear client collaboration.
Editorial Calendar · Content Strategy
ChatGPT / Claude AI
Used as a research and ideation accelerator — all AI-assisted content is reviewed, verified, and rewritten by a human strategist before delivery.
Ideation · Drafting · Research Support
GBP Optimization & Local SEO — Tools We Use
Local SEO requires a specialist toolset beyond standard SEO platforms — these tools handle citation management, rank tracking in Google Maps, and review generation.
Google Business Profile
The direct Google dashboard for managing business details, photos, services, posts, reviews, and messaging — optimized in every engagement.
Profile Management · Posts · Q&A
BrightLocal
Tracks Google Maps rankings by postcode, audits local citations for NAP consistency, and monitors Google Business Profile performance over time.
Local Rank Tracking · Citation Audit
Local Falcon
Visual grid-based Google Maps rank tracking — shows exactly where a business ranks across different geographic points within its service area.
Google Maps Grid Rank Tracker
Moz Local
Submits and manages business citations across 70+ directories simultaneously. Ensures consistent Name, Address, and Phone across the web.
Citation Distribution · NAP Consistency
GatherUp
Automated review request system that generates more Google reviews consistently through email and SMS follow-up sequences post-transaction.
Review Generation · Monitoring
Whitespark
Identifies the most valuable local citation sources for any industry and city — plus local rank tracking with Google Maps position monitoring.
Citation Finder · Local Rank Tracker
Google Search Console
Tracks clicks and impressions for local search queries — including "near me" searches and location-modified keywords relevant to the business area.
Local Keyword Performance
Semrush Local
Local-specific audit capabilities within Semrush — identifies GBP optimization gaps, local keyword opportunities, and citation inconsistencies.
Local SEO Audit · Map Rank Tracking
E-commerce Marketing — Tools We Use
From WooCommerce store optimization to conversion rate analysis and product SEO — the full stack used to grow e-commerce businesses.
WooCommerce
Primary e-commerce platform for all WordPress store builds — product listings, variations, inventory, payment gateways, and checkout optimization.
Store Platform · Product Management
Hotjar
Visual heatmaps and session recordings reveal exactly where users click, scroll, and drop off — essential data for conversion rate optimization.
Heatmaps · Session Recordings · Funnels
Crazy Egg
A/B and multivariate testing for product pages, landing pages, and checkout flows — identifies which page versions convert at higher rates.
A/B Testing · Heatmaps · Scrollmaps
Klaviyo
E-commerce-specific email marketing: abandoned cart recovery, post-purchase sequences, winback flows, and product recommendation emails.
Email Marketing · Abandoned Cart · Flows
Google Analytics 4
GA4 e-commerce tracking for revenue by product, checkout funnel abandonment rates, and channel-level ROI attribution.
Revenue · Product Performance · Funnels
Google Merchant Center
Product feed submission for Google Shopping ads and free Google product listings — optimized for maximum impression share and click-through rate.
Shopping Ads Feed · Free Listings
Semrush / Ahrefs
Keyword research for product titles, category pages, and blog content — identifying buyer-intent search terms with strong commercial value.
Product SEO · Category Keyword Research
Meta Catalog Manager
Connects your WooCommerce product catalogue to Meta Ads for dynamic product retargeting — showing users the exact products they browsed.
Dynamic Retargeting · Product Catalogue
Digital Growth Strategy — Tools We Use
Strategy, planning, project management, reporting, and analytics tools that keep every engagement organized, transparent, and data-driven.
Looker Studio
Custom client dashboards pulling data from Google Analytics, Search Console, Google Ads, and Meta Ads into one clear, automated report.
Client Reporting · Multi-Channel Dashboards
Notion
All strategy documents, roadmaps, content calendars, and client deliverables are built and shared through Notion for full transparency.
Strategy Docs · Project Management
Miro
Visual collaboration boards for mapping customer journeys, marketing funnels, and strategy frameworks — used during client discovery sessions.
Funnel Mapping · Strategy Visualization
Canva
Branded strategy presentations, monthly performance reports, and visual growth roadmaps delivered to clients in professional PDF format.
Strategy Decks · Presentations · Reports
Semrush
Market sizing, competitor traffic share analysis, keyword gap identification, and growth opportunity mapping at the start of every strategy engagement.
Market Research · Competitor Intelligence
Calendly
Frictionless meeting booking for strategy calls, progress reviews, and onboarding sessions — with time zone auto-detection for global clients.
Meeting Scheduling · Client Bookings
Zoom / Google Meet
All client consultations, strategy sessions, onboarding calls, and monthly review meetings are conducted via video — globally, across all time zones.
Client Calls · Strategy Sessions
Google Analytics 4
The central measurement platform used across all services — connecting organic, paid, social, and direct channels into one attribution model.
Universal Measurement · ROI Tracking
70+ Professional Tools. One Accountable Partner.
You don’t need to know how to use these tools. You just need a partner who does — and who uses the right one for each job.