SEO & Marketing Tools We Actually Use (And Why They Matter)
If you’ve ever dived head-first into digital marketing, you’ll know how overwhelming the sea of SEO tools, CRMs, analytics platforms, and AI helpers can be. There’s a new tool promising “game-changing” results every week, but truth be told, most of them aren’t worth your time.
At Lead Path, we keep things lean and results-driven. We don’t just sign up for every shiny new platform. We use the tools that work – that save time, sharpen strategy, and make a real difference to our clients’ visibility, traffic, and leads.
So here’s a look behind the curtain: these are the tools we use every day in 2025 to power up SEO, content, email marketing, analytics, and B2B lead generation, with a few thoughts on why they’ve earned their place in our workflow.
Ahrefs – the SEO backbone
Still the gold standard in SEO tools. Whether we’re doing deep-dive keyword research, checking backlinks, or snooping on competitors, Ahrefs is our go-to. The interface is powerful without being a headache, and the keyword explorer alone is worth the price tag.
SemDash – for smarter, optimised content
SemDash is one of the best content optimisation platforms we’ve used – ideal for writing SEO-friendly blogs and landing pages that don’t sound like a robot wrote them. It gives real-time suggestions based on search intent, keyword density, and competitor data.
FluentCRM + Amazon SES or Postmark – WordPress-based email that delivers
For email marketing, we use FluentCRM, a self-hosted CRM built for WordPress. When paired with either Amazon SES or Postmark, it sends email reliably, tracks opens and clicks, and keeps costs low.
Postmark – for transactional email
When it comes to password resets, contact form confirmations, and order notifications, deliverability is everything. Postmark is lightning-fast and reliable – ideal for WooCommerce and membership sites.
Reportz.io – custom client reporting made simple
Reportz.io pulls data from Google Analytics, Search Console, Ahrefs, Facebook Ads and more into one clean dashboard. We use it to create custom client reports that update automatically – no more end-of-month panic.
Leadscrush – reverse IP tracking for B2B lead generation
Leadscrush reveals which companies visit your site – even if they don’t convert. It’s brilliant for sales teams who want to follow up with warm B2B leads.
ChatGPT – for ideas, outlines, and data crunching
We use ChatGPT daily to brainstorm, reword technical copy, analyse data, and speed up research. It’s like having an extra strategist on hand 24/7.
Google Search Console – don’t skip the basics
Search Console is still one of the best free SEO tools available. It gives you direct insights into how Google sees your site – from indexing issues to CTR and keyword data.
Matomo Analytics – privacy-first analytics
Matomo is a self-hosted analytics alternative to Google Analytics. It’s privacy-focused and GDPR-compliant, which makes it great for clients who are serious about data control.
Independent Analytics – WordPress analytics with UTM tracking
Independent Analytics is perfect for WordPress sites. It tracks visits, outbound clicks, and UTM campaign performance – all without cookies. Lightweight, fast, and easy to use.
Final Thoughts
In 2025, the best marketing doesn’t come from chasing trends – it comes from understanding your audience, utilising the right tools, and developing strategies that work.
Whether it’s SEO, email marketing, analytics or lead gen, the tools we use at Lead Path help us focus on what matters most: results. If you’re tired of bloated platforms and guesswork, or you’re looking for a marketing partner who knows what they’re doing, let’s chat.
We’ll bring the tools. You get the goals.