Enterprise SEO Platforms: A Marketer’s Guide
If you are considering licensing an SEO software platform, this report will help you decide whether you need to. The report has been updated since its last publication in January 2016 to include the latest industry statistics, developing market trends, and new vendor profiles and product updates.
Editor’s Note: The following is an excerpt from the MarTech Intelligence Report, "Enterprise SEO Platforms: A Marketer’s Guide." You can download the report here free.
The Benefits of Using SEO Software Platforms
With hundreds, thousands, tens of thousands, and even millions of pages, sites, and keywords to manage and optimize, enterprise SEO has become increasingly complicated and time-consuming. Using an enterprise SEO software platform can increase efficiency and productivity while reducing the time and errors involved in managing organic search campaigns. More specifically, automating SEO through a toolset or platform can provide the following benefits:
Many tools, one interface. Enterprise SEO Platforms perform many tasks in one system. Integration of tasks, reporting, and user permissions offers substantial benefits to enterprise-level SEO operations compared to using single-function point solutions.
More efficient management of global operations. Enterprise SEO Platforms have built-in diagnostics that can be invaluable on a global scale to identify site-wide issues across languages, countries or regions. These tools uncover macro and micro issues with pages, templates, and infrastructure.
The ability to stay up-to-date with the search engines. SEO software vendors have dedicated teams and engineers to follow algorithm changes and their impact on ranking factors.
Automated reporting to provide data in near real time. Many brands end up trying to put a lot of data in spreadsheets and manually update them. But that doesn’t provide a complete view of the data. Many enterprise SEO Platforms offer highly customized reporting capabilities that are widget- and wizard-driven to make reporting easy and fast.
Enterprise SEO Platform Capabilities
SEO software comes in many shapes and sizes, from rank-checking tools and keyword research toolsets to full-service solutions that manage keywords, links, competitive intelligence, international rankings, social signal integration, and workflow rights and roles.
The majority of the SEO solutions profiled in this report offer the following core capabilities:
- Keyword research and rankings;
- link (also called backlink) analysis and acquisition/removal;
- social signal tracking;
- international rank tracking; and
- APIs for third-party data integration and management.
Enterprise-level solutions may also provide more extensive link and site analytics that include predictive scoring systems to identify the potential opportunities to improve brand websites or link authority. Vendors also begin to differentiate by offering more frequent data updates, or additional modules, such as local or mobile SEO, sometimes requiring additional investment.
Other more advanced capabilities may include, but are not limited to:
- content marketing or management tools;
- custom site crawls;
- competitive intelligence;
- workflow and task management; and
- ROI forecasting and/or predictive analytics
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