Calibre9 Tools

Summary

The document contains documentation, guides, examples and points of contact for all currently used tools at Calibre9.

This Guide

This guide is maintained by Lachlan Cowie.

If you discover any errors, out-of-date information, or would like extra information added – please leave a comment or send me a message on Slack.

Slack

Slack is our internal communication platform. We use it to communicate about tasks, coordinate teams and to make custom emojis of Grant’s head.

Slack can be accessed via Webpage, but we recommend that users download the app.

Access is via your company Google account. If you are having issues with your account, please contact Chris Pride.

Gmail

Gmail is the main tool we use for sending reports and other emails to our clients.

→ Open Gmail

→ Go to the settings (cog in the top right) and click See all settings

→ In the General tab, scroll down until you see the Signature: section.

→ Click + Create new

→ Type in your name, position and phone number

→ Click the image button

→ Select Google drive and paste in the email signature URL

→ The image will appear massive. Click on it and select Large.

→ Underneath in Signature defaults, Set both dropdowns to your new email signature

→ Scroll to the bottom of the settings page and click Save Changes

Access is via your company Google account. If you are having issues with your account, please contact Chris Pride.

1Password

1Password is the password manager that we use for storing client credentials. Each specialist has an “Employee” vault where they can keep personal logins, and a vault bearing their name. Client credentials for their clients will be added to your named vault.

Access will be provided via your company Gmail account. I recommend downloading the Chrome Extension for accessing passwords.

I do not recommend the desktop app – it is slow, clunky and adds extra steps to the login process.

If you need to be provided with additional passwords, please contact Chris Pride.

Asana

Asana is the main tool that we use for campaign and task management. We use it to plan works for clients, and to pass works between teams for completion.

Access is provided to you via a special email address used only for Asana.

If you need assistance with Asana, please contact Chris Pride.

Google Drive

Google Drive is the system we use for storing and sharing files between team members. All client work, along with any process templates and documentation should be correctly stored and categorized in the company drive.

Access is provided to you via your normal Gmail account.

If you do not have the access you need, please contact Chris Pride.

Hubspot

Hubspot is the main tool that we use for our own B2B sales and customer relationship management (CRM). It keeps a record of our communications with clients, and has profiles of client information and contacts.

Chat GPT

ChatGPT is the main AI tool that we use. It can be interfaced with directly or incorporated into other tools/software. Here are some useful purposes for AI in our workflow:

Log in with the calibrenine.webmaster@gmail.com account. It should be in your 1Password.

If you do not have the access you need, please contact Chris Pride.

Agency Analytics

Agency analytics is our current SEO reporting tool. It connects to Google Search Console and Google Analytics and keeps track of a limited number of target keywords. It uses the data to make summary reports on campaign performance which we send to our clients every month.

We are currently in the process of developing software to replace Agency Analytics because it cannot report on Google Shopping or AI visibility. It also reports primarily on a limited number of manually-selected target keywords, which can easily misrepresent the actual performance of a campaign.

Specialists are given their own agency analytics account with their gmail address as the username.

If you are missing access to Agency Analytics, please contact Grant Ferguson.

Screaming Frog

Screaming Frog is a personal web crawler and the best tool for technical SEO, hands-down. It allows us to crawl a client’s website and locate technical issues at scale. Some things that can easily be found via Screaming Frog:

Also see our Tech Audit Guide (from page 44 onwards) for basic instructions on how to use Screaming Frog within the context of the tech audit.

The Screaming Frog client can be downloaded from their website. We will provide you with a licence key.

If your licence key is missing or out of date, please contact Chris Pride.

Ahrefs

Ahrefs is an SEO database. It features reports and tools built using combined data from the Ahrefs crawlers and the Search Consoles that they have access to. It is the best source of information for competitor data, backlink data, and any other information that cannot be gathered from the client’s Search Console.

Access is provided via 1Password.

If you do not have access to an Ahrefs account, please contact Chris Pride.

Semrush

Semrush is an SEO database similar to Ahrefs. It has slightly different data and tools, so we keep a couple of accounts in case we need a second estimate, or a specific tool.

Most users will not be given access to Semrush by default.

If you would like access to Semrush please contact Chris Pride.

Google Search Console

Search Console uses Google’s data to show the performance of your website in Google Search Results (SERPs). It has fully accurate data on how many clicks and impressions each page is getting for each keyword. It is the most important tool for Google SEO.

Log in with the calibrenine.webmaster@gmail.com account. It should be in your 1Password.

If you do not have access to the calibrenine.webmaster@gmail.com account in your 1Password, please contact Chris Pride.

Google Analytics 4

Google Analytics 4 is used for on-site analytics. It is installed on our clients website and tracks user sessions, page views, engagement time and user journeys. Because it relies on a tracking script that may be blocked or not loaded by some users, data from GA4 is never fully accurate. Despite this, the trends and patterns of behaviour in the data are usually reflective of the site’s actual users.

Google Business

Google Business is the program used to manage store and location listings for Google Maps and for branded SERPS. A well optimised Google Business Profile has a large positive impact on both SEO and user engagement rate. Business profiles are particularly important in Bali where users are far more likely to engage with Google Maps than the regular SERPs.

Google Review Template (A4)

Google Review Template (A5)

Google Review Template (DL)

Google Merchant Center is the program used to manage product data, promotions and vendor information for Google Shopping. It is used extensively during our Google Shopping campaigns. When Google Shopping clients are first onboarded, we perform a Merchant Center Audit

Jai Tagle

Google Tag Manager

Google tag manager allows a user to combine and add multiple scripts to a website. We often use tag manager’s inbuilt features to create and add scripts which track conversion

Lachlan Cowie

Bing Webmaster Tools

Bing Webmaster Tools is very similar to Google Search Console, except it shows performance in Microsoft’s Bing Search. It has accurate data on how many clicks and impressions each page is getting for specific keywords. It is the most important source of information for Bing SEO.

Lachlan Cowie

Microsoft Clarity

Microsoft Clarity keeps detailed data on user clicks and interactions. We use it to support UX audits, insights and optimisations on our client’s sites.

Jai Tagle

Lachlan Cowie

Optimizely

This is a plugin for Wordpress originally developed by Spencer Potts (ex-Calibre9 CTO). It allows us to upload metadata to Wordpress sites in bulk (similar to what Matrixify does on Shopify Sites).

See the Metadata (bulk) section of the Wordpress Fixes Guide

The plugin can be downloaded here.

Development of this tool has been halted. Please contact Merrick Allen if it is not working correctly.

Keyword Tool

This tool combines keyword data from Google Search Console and Ahrefs. It is intended to shortcut analysis of current and competitor keywords.

This tool excels at:

See guide for details on accessing the tool.

Lewis Pola (Keyword Research)

Lachlan Cowie (Tool)

Keyword Cannibalisation Tool

The purpose of this tool is to discover keyword cannibalisation. Keyword cannibalisation occurs because two pages are too close in both topic and intent. Google (and other search engines) will not be sure which page to serve to users with that intent, so will alternate serving both pages based on arbitrary factors (Location, time of day, day of the week etc.). This causes the two pages to “cannibalise” ranking authority and user data from each other. Both pages will rank worse than a single page would have.

This tool attempts to discover cannibalisation by looking at which pages are competing for the same keywords. Cannibalising pages should have their content altered so as to address a different topic or search intent. If this is not possible, the lower performing page should be removed and redirected or canonicalised (based on context).

To access the video guide, open the Streamlit app, then expand the View Video Instructions dropdown.

Search Console Export Tool (Access with calibrenine.webmaster@gmail.com.au)

Chris Pride

Product Information Mapping Tool

The purpose of this tool is to correct and enhance backend data from product information management (PIM) systems on ecommerce stores. Having complete and enriched product data greatly enhances both on-page product schemas and any data feed that is connected to Google Merchant Center.

This tool is key to ranking our client’s products in both AI and Google Shopping.

Access to this tool is currently restricted (while it is in development). Please contact Merrick Allen or Jai Tagle if your client requires product information mapping.

Merrick Allen

Striking Distance Keywords Tool

The purpose of this tool is to discover keywords where the client is already performing well, but is not yet getting traffic. By default, the tool finds keywords in position 1-30 and then ranks them using combined volume and difficulty.

To use this tool, you need access to both Search Console and Ahrefs

Access via the above Streamlit link, if the app has been idle for a while, you may need to select Yes, get this app back up!

Lachlan Cowie

Keyword Compiler

The purpose of this tool is to find all of the target pages and keywords for a client. It is very useful for checking which URLs have already had their metadata optimised.

Merrick Allen

Jira

Jira is a project management tool similar to Asana, but with a focus on week-long sprints for software development. It is used by our development team to track their progress.

Access is provided to the dev team only via the dev@calibrenine.com.au Google account.

Figma

Figma is UX templating and design software. It is used by our dev team to design front-ends for their tools and dashboards.

Access is provided to the dev team only via the dev@calibrenine.com.au Google account.

BigQuery

BigQuery is Google’s cloud database. We use it to extract and store analytics data from our other Google properties.

Access is provided to the dev team only via the dev@calibrenine.com.au Google account.

Github

Github is a code repository. Our development team uses it to store and back up their code base.

Access is provided to the dev team only via the dev@calibrenine.com.au Google account.