Home / Tools We Use
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.
Service 1
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.
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Semrush
Keyword Research · Audit · Competitor
Full site audits, keyword research, competitor gap analysis, backlink tracking, and rank monitoring — our primary SEO intelligence platform.
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Ahrefs
Backlinks · Keywords · Content Gap
The gold standard for backlink analysis, content gap identification, keyword difficulty scoring, and SERP history tracking.
🖥️
Screaming Frog
Technical Crawl · On-Page Audit
Deep technical site crawls to identify broken links, duplicate content, missing meta tags, redirect chains, and crawl errors.
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Google Search Console
Indexing · Performance · Core Web Vitals
Real Google data on impressions, clicks, average position, index coverage, Core Web Vitals, and manual actions — essential for every SEO project.
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Google PageSpeed Insights
Speed · Core Web Vitals · LCP/CLS/INP
Official Core Web Vitals measurement tool. Used to diagnose and fix LCP, INP, and CLS issues that directly affect search rankings.
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Google Analytics 4
Traffic · Conversions · Behaviour
Tracks organic traffic growth, user behaviour, goal completions, and conversion attribution — the source of truth for measuring SEO ROI.
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Rank Math SEO
On-Page SEO · Schema · Sitemap
Our preferred WordPress SEO plugin for on-page optimization, schema markup (JSON-LD), XML sitemaps, and 404 monitoring.
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GTmetrix
Speed Testing · Waterfall Analysis
Waterfall analysis of page load times across different server locations. Identifies exactly which resources are slowing a page down.
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Moz Pro
Domain Authority · Link Explorer
Domain Authority scoring, link explorer, and local SEO tools including citation tracking for multi-location businesses.
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SurferSEO
Content Optimization · NLP · SERP Analysis
NLP-based content scoring that tells us exactly how to structure and optimize each page to outrank the current top results.
🗺️
Google Trends
Search Trend Intelligence
Validating search demand trends before committing to keywords — so content targets topics with growing, not declining, search interest.
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Majestic SEO
Trust Flow · Citation Flow · Link Analysis
Deep link quality analysis using Trust Flow and Citation Flow metrics to evaluate the real authority value of backlink profiles.
Service 2
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.
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WordPress.org
CMS · Core Platform
The foundation of every website we build. Self-hosted, open-source, and fully owned by the client — no proprietary lock-in.
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GeneratePress + GenerateBlocks
Theme · Layout · Performance
Our preferred theme + block builder combination. Fastest WordPress theme available. Sub-40KB total page weight baseline. Exceptional Core Web Vitals.
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Astra + Spectra
Theme · Page Builder Alternative
Lightweight theme with Spectra blocks for visual design. Used on client sites where template-based design speeds up the build timeline.
🖼️
Elementor Free
Visual Page Builder
Used selectively for complex landing page layouts requiring precise visual control. Paired with performance optimization to minimize impact on site speed.
🛡️
Wordfence Security
Firewall · Malware Scanner · Brute Force
Installed on every site we build. Web application firewall, real-time threat intelligence, malware scanning, and login security.
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UpdraftPlus
Automated Backups · Cloud Storage
Scheduled automated backups to Google Drive or Dropbox. Configured before any other plugin is installed on every project.
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LiteSpeed Cache
Page Cache · Image Optimize · CDN
Our preferred caching solution for LiteSpeed servers. Handles page caching, image optimization, CSS/JS minification, and CDN integration.
🖼️
Smush / ShortPixel
Image Compression · WebP · Lazy Load
Automatic image compression, WebP conversion, and lazy loading. Reduces image payload by 40–80% without visible quality loss.
📝
WPForms / CF7
Contact Forms · Lead Capture
WPForms Lite for drag-and-drop form building; Contact Form 7 as a lightweight shortcode alternative for simpler installations.
↩️
Redirection
301 Redirects · 404 Monitor
Essential for site migrations and URL restructuring. Manages 301 redirects to preserve SEO equity and monitors 404 errors in real time.
🎨
Figma
UI Design · Wireframes · Prototypes
Used for wireframing page layouts, designing UI components, and creating client approval mockups before development begins.
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WooCommerce
E-commerce · Product Management
The world’s most-used e-commerce platform. Used for all online store builds requiring product listings, cart, checkout, and payment processing.
Service 3
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.
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Google Ads
Campaign Management · Bidding · Ad Copy
The primary platform for search, display, Shopping, and Performance Max campaigns. All campaign structure, bidding strategy, and ad copy is managed here.
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Google Tag Manager
Conversion Tracking · Tags · Events
Centralized tag management for conversion tracking, remarketing pixels, and event firing — without touching site code on every change.
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Google Keyword Planner
Search Volume · CPC · Keyword Discovery
Official search volume and CPC data directly from Google. Used during keyword selection to validate demand before campaign build.
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Looker Studio (Data Studio)
Client Reporting · Dashboards
Custom client reporting dashboards connecting Google Ads, Analytics 4, and Search Console into one clear, automated performance view.
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SpyFu
Competitor PPC Intelligence
Reveals competitors’ historical Google Ads keywords, ad copy, budgets, and landing pages — used during research before campaign setup.
⚙️
Optmyzr
Campaign Optimization · Automation
Rule-based optimization automation for bid management, keyword expansion, negative keyword mining, and quality score improvements.
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Google Merchant Center
Shopping Feeds · Product Ads
Product feed management for Google Shopping campaigns. Feed optimization for better product impression share and lower cost-per-click.
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Google Analytics 4
Conversion Attribution · Audience Signals
Linked to Google Ads for conversion import, audience building, and cross-channel attribution to understand the full customer journey.
Service 4
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.
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Meta Ads Manager
Campaign Setup · Targeting · Budgets
The primary platform for all Facebook and Instagram ad creation, audience targeting, budget allocation, and campaign optimization.
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Meta Business Suite
Account Management · Inbox · Analytics
Centralizes management of Facebook Page, Instagram, Ads Manager, and Business Manager access in one dashboard.
🎯
Meta Pixel + CAPI
Conversion Tracking · Retargeting Signals
Browser Pixel + Conversions API (server-side) for accurate conversion measurement in a privacy-first, cookieless tracking environment.
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Meta Audience Insights
Audience Research · Interest Targeting
Audience research tool for understanding demographics, interests, and behaviours of target customer segments before campaign build.
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Meta Creative Hub
Ad Mockups · Creative Preview
Preview and share ad creative mockups across all Meta placements before going live — used for client approval workflows.
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Meta Catalog Manager
Dynamic Product Ads · Catalogue
Product catalogue setup for dynamic retargeting ads that show users the exact products they previously viewed on your website.
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Canva
Ad Creative Design · Video · Static
Professional ad creative production for static images, carousel formats, and short video ads across Facebook and Instagram placements.
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AdEspresso
A/B Testing · Reporting · Optimization
Systematic creative and audience A/B testing at scale — used to identify winning combinations faster than manual Ads Manager testing.
Service 5
Social Media Management — Tools We Use
Scheduling, design, analytics, and strategy tools that keep social content consistent, on-brand, and data-informed.
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Buffer
Scheduling · Publishing · Analytics
Clean, intuitive social media scheduling across Facebook, Instagram, LinkedIn, Twitter/X, and Pinterest — with engagement analytics.
🦉
Hootsuite
Multi-Platform Management · Streams
Enterprise-level social management for monitoring brand mentions, scheduling, and managing multiple client accounts from one dashboard.
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Later
Instagram Visual Planner · Grid Preview
Visual content calendar with Instagram grid preview — ensures feed aesthetic is cohesive before posts are published.
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Canva
Social Graphics · Templates · Reels
Primary tool for all social media visual creation — static posts, Stories, carousel slides, cover images, and short-form video thumbnails.
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Notion
Content Calendar · Strategy Docs
Used for building and sharing monthly content calendars, caption banks, hashtag libraries, and social media strategy documentation with clients.
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Meta Business Suite Analytics
Facebook & Instagram Insights
Native performance analytics for Facebook and Instagram — reach, engagement rate, follower growth, and best-performing post analysis.
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LinkedIn Analytics
B2B Engagement · Follower Insights
Native LinkedIn analytics for tracking impressions, profile visits, follower demographics, and post-by-post engagement performance.
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BuzzSumo
Content Research · Trending Topics
Identifies the highest-performing content in any niche — used for content ideation, competitor analysis, and influencer identification.
Service 6
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.
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SurferSEO
Content Score · NLP Optimization · SERP
Analyses top-ranking pages and scores content for NLP terms, word count, heading structure, and semantic coverage needed to outrank them.
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Clearscope
Content Optimization · Entity Coverage
Topic and entity-based content grading tool — ensures articles cover the full semantic scope that search engines expect for a given topic.
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Grammarly
Grammar · Clarity · Tone Check
Quality control on every piece of content — grammar accuracy, sentence clarity, tone consistency, and plagiarism checking before delivery.
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Hemingway Editor
Readability · Sentence Simplification
Flags complex, passive-voice, and hard-to-read sentences. Ensures content is accessible to a broad audience — critical for conversion copy.
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Ahrefs Content Explorer
Content Research · Link Attraction Audit
Finds the best-performing content in any niche by traffic and backlinks — used for skyscraper content strategy and gap identification.
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AnswerThePublic
Question Research · FAQ Mining
Visualises the full range of questions, prepositions, and comparisons that people search around any keyword — used for FAQ and long-tail content planning.
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Notion
Editorial Calendar · Content Strategy
All content calendars, briefs, editorial workflows, and keyword maps are built and maintained in Notion for clear client collaboration.
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ChatGPT / Claude AI
Ideation · Drafting · Research Support
Used as a research and ideation accelerator — all AI-assisted content is reviewed, verified, and rewritten by a human strategist before delivery.
Service 7
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.
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Google Business Profile
Profile Management · Posts · Q&A
The direct Google dashboard for managing business details, photos, services, posts, reviews, and messaging — optimized in every engagement.
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BrightLocal
Local Rank Tracking · Citation Audit
Tracks Google Maps rankings by postcode, audits local citations for NAP consistency, and monitors Google Business Profile performance over time.
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Local Falcon
Google Maps Grid Rank Tracker
Visual grid-based Google Maps rank tracking — shows exactly where a business ranks across different geographic points within its service area.
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Moz Local
Citation Distribution · NAP Consistency
Submits and manages business citations across 70+ directories simultaneously. Ensures consistent Name, Address, and Phone across the web.
⭐
GatherUp
Review Generation · Monitoring
Automated review request system that generates more Google reviews consistently through email and SMS follow-up sequences post-transaction.
📊
Whitespark
Citation Finder · Local Rank Tracker
Identifies the most valuable local citation sources for any industry and city — plus local rank tracking with Google Maps position monitoring.
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Google Search Console
Local Keyword Performance
Tracks clicks and impressions for local search queries — including “near me” searches and location-modified keywords relevant to the business area.
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Semrush Local
Local SEO Audit · Map Rank Tracking
Local-specific audit capabilities within Semrush — identifies GBP optimization gaps, local keyword opportunities, and citation inconsistencies.
Service 8
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.
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WooCommerce
Store Platform · Product Management
Primary e-commerce platform for all WordPress store builds — product listings, variations, inventory, payment gateways, and checkout optimization.
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Hotjar
Heatmaps · Session Recordings · Funnels
Visual heatmaps and session recordings reveal exactly where users click, scroll, and drop off — essential data for conversion rate optimization.
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Crazy Egg
A/B Testing · Heatmaps · Scrollmaps
A/B and multivariate testing for product pages, landing pages, and checkout flows — identifies which page versions convert at higher rates.
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Klaviyo
Email Marketing · Abandoned Cart · Flows
E-commerce-specific email marketing: abandoned cart recovery, post-purchase sequences, winback flows, and product recommendation emails.
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Google Analytics 4 (E-com)
Revenue · Product Performance · Funnels
GA4 e-commerce tracking for revenue by product, checkout funnel abandonment rates, and channel-level ROI attribution.
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Google Merchant Center
Shopping Ads Feed · Free Listings
Product feed submission for Google Shopping ads and free Google product listings — optimized for maximum impression share and click-through rate.
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Semrush / Ahrefs
Product SEO · Category Keyword Research
Keyword research for product titles, category pages, and blog content — identifying buyer-intent search terms with strong commercial value.
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Meta Catalog Manager
Dynamic Retargeting · Product Catalogue
Connects your WooCommerce product catalogue to Meta Ads for dynamic product retargeting — showing users the exact products they browsed.
Service 9
Digital Growth Strategy — Tools We Use
Strategy, planning, project management, reporting, and analytics tools that keep every engagement organized, transparent, and data-driven.
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Looker Studio
Client Reporting · Multi-Channel Dashboards
Custom client dashboards pulling data from Google Analytics, Search Console, Google Ads, and Meta Ads into one clear, automated report.
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Notion
Strategy Docs · Project Management
All strategy documents, roadmaps, content calendars, and client deliverables are built and shared through Notion for full transparency.
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Miro
Funnel Mapping · Strategy Visualization
Visual collaboration boards for mapping customer journeys, marketing funnels, and strategy frameworks — used during client discovery sessions.
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Canva
Strategy Decks · Presentations · Reports
Branded strategy presentations, monthly performance reports, and visual growth roadmaps delivered to clients in professional PDF format.
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Semrush
Market Research · Competitor Intelligence
Market sizing, competitor traffic share analysis, keyword gap identification, and growth opportunity mapping at the start of every strategy engagement.
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Calendly
Meeting Scheduling · Client Bookings
Frictionless meeting booking for strategy calls, progress reviews, and onboarding sessions — with time zone auto-detection for global clients.
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Zoom / Google Meet
Client Calls · Strategy Sessions
All client consultations, strategy sessions, onboarding calls, and monthly review meetings are conducted via video — globally, across all time zones.
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Google Analytics 4
Universal Measurement · ROI Tracking
The central measurement platform used across all services — connecting organic, paid, social, and direct channels into one attribution model.
The Market Latch Toolchain
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.
70+
Professional Tools
9
Service Categories
1
Accountable Partner