MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015 ...€¦ · MARKET INTELLIGENCE REPORT:...

A Digital Marketing Depot Research Report

M A R K E T I N T E L L I G E N C E R E P O R T :

Enterprise SEO Platforms 2015: A Marketer’s Guide

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Scope and methodology ........................................................................................................... 2SEO platforms market overview ............................................................................................ 3

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.......................................................................... 5SEO platforms market trends ................................................................................................ 6

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Enterprise SEO platform capabilities .................................................................................... 8.............................................. 10

Choosing an enterprise SEO platform ................................................................................. 12 ............................................................... 12

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........................................................... 15Conclusion ............................................................................................................................. 16Vendor profiles ..................................................................................................................... 17

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............................................................................................................................. 30 .................................................................................................................................. 32

......................................................................................................................... ............................................................................................................................... 37 ................................................................................................................................ ...............................................................................................................................

Resources ..................................................................................................................................

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

2

“The process of generating traffic from the “free,” “organic,” “editorial,” or “natural” listings on search engines.

January 2015Consulting Editors:

Research/Writer:Editors: Third Door Media

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Forrester Research’s U.S. Digital Marketing Forecast, 2014-2019

At the same time, SEO has become an increasingly complex marketing discipline, led by the near-constant algorithm changes implemented by Google.

Source: Forrester Research

Table 1: Projected U.S. SEO spend, 2014-2019 (in US$ millions)

$2,743$2,975

$3,224$3,490

$3,775$4,080

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

$4,500

2014 2015 2016 2017 2018 2019

in U

S$ m

illio

ns

Leading Brands Trust One SEO Platform for Organic Search Success

www.conductor.com© Conductor, 2014. All Rights Reserved.

Organic search drives 5X more traffic than all social media sites combined. Are you investing in the right SEO platform to help you unlock your opportunity?

Talk with a Conductor representative about setting up your trial access today. Visit conductor.com/trust to learn more.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Marketers and agencies face an array of choices in an SEO tools market that is fairly mature yet still highly fragmented.

2014 Marketing Technology Adoption Survey

Maturing market includes enterprise platforms, point solutions

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Source: Third Door Media

Table 2: Selected SEO point solutions

Site monitoringLog file analysis

Up-time monitoring

Site engagement and user intelligence

Site crawler/broken link checker

SERP analytics

Proxy server

Keyword research

Page optimization

Competitive intelligence

Link analysis and acquisition/removal

SEO task

AdGooroo

Tool URL

6

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Trend #1: Integration between SEO and content marketing impacts SEO tools and the enterprises using them

The State of Search Marketing 2014

2015 Benchmarks, Budgets, and Trends – North America

The lines separating SEO, social media marketing, and content marketing continue to blur, creating an enterprise imperative to integrate all three disciplines to achieve business goals.

54%

65%

69%

73%

75%

Social media

Blogs

Meta tags

Content creation

SEO landing pages

Table 3: Top five tactics used in organic search marketing

Source: State of Search Marketing 2014, Regalix Research

www.searchmetrics.com | US 1 866 411 9494 | UK +44 203 6952150

eBay enables millions of people to buy, sell and pay online. And it demands a strong, visible search presence. So eBay relies on Searchmetrics to monitor global search visibility and

performance, competitor activity and search trends.

Read the full case study at www.searchmetrics.com/customers/ebay/or call us to schedule a demo.

“Searchmetrics helps eBay understand the value of search.”Maxime RauerManager, Natural SearcheBay

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Trend #2: SEO strategies adapt to search engine changes; focus on hyper-local optimization increases.

Trend #3: SEO reaches across the enterprise to engage both marketing and technical professionals.

SEO has become more complex as the number of ranking factors and the frequency of search engine algorithm updates increase.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Enterprise-level platforms may also provide more extensive link and site analytics that include predictive scoring systems to identify the potential opportunities to improve page performance or link authority.

Table 4: SEO stakeholders reach across the enterprise

SEO

MarketingIncorporate high-ranking keywords,

phrases and images in webpage copy,

landing pages, email, social media

ITInstall SEO tools,

integrate with analytics, PPC, BI

and CRM solutions

EditorialAlign copywriting

with best performing

keywords and phrases

WebdevelopmentIdentify and fix

page errors, broken links, etc.

Dataanalysis

Customize reports, interpret results for

diverse stakeholders

Source: Third Door Media

9

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Keyword research/rank analysis

Link analysis and acquisition

International search tracking

Site crawls/audits

Social signal tracking and integration

Keyword research – knowing what terms people used to find your website and using those terms in your copy – has been a pillar of effective SEO.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Table 5: Selected enterprise SEO platform capabilities

Conductor

Web CEO

Linkdex

RankAbove

Rio SEO

Searchmetrics

seoClarity

gShift

Analytics SEO

GinzaMetrics

BrightEdge

SEOlytics

4

4

4 4

4 4

TW4

4

4

TW4

TW4

4 4

4 4

4 4

4 4

4 4

4 4 4

4 4 4

4 4 4

4

DE, TE, TW 4

4 4

8 4

Vendor International search tracking

Social signals tracked

Content marketing module or

tool

Custom site

crawls

ROI forecasting

APIfor 3rd

party dataintegration

Annual contract required

Link analysis & acquisition

Keyword research/rank analysis

11

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Content marketing or management

ROI forecasting/predictive analytics

APIs and third-party data integration

Pricing/annual contracts

Data sharing, particularly in terms of identifying the relationship between keyword and link performance, social media, site traffic, and conversion, is critical to SEO success.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the SEO platform decision-making process.

The benefits of using enterprise SEO platforms

Many tools, one interface.

More efficient management of global operations.

Stay current with the search engines.

Automated reporting to provide data in near real time.

Recommended steps to making an informed purchase

Step One: Do you need an enterprise SEO platform?

1. Do we have the right human resources in place with the bandwidth to use the tools and study the data?

2. Do we have C-level buy-in?

Web Presence Analytics SoftwareSEO + Social + Content

gShiftLabs.com/SEOTools • sales@gShiftLabs.com • @gShiftlabs • 1 866 743 5960

All Metrics, One Dashboard Social Impact, Monitored Track Competition, Daily

Find out the impact and engagement

your content is generating across

your social networks, and what

drives traffic and conversions.

Keep tabs on your competition

and monitor their web activity, then

compare to yours and see how you

stack up.

Search, social, email, e-commerce

and more. Get every metric in one

place for at-a-glance performance

measurement, then dig deeper.

gShift’s powerful web presence analytics

and reporting platform allows agencies

and brands to delve deep in to owned and

earned digital marketing metrics.

Using gShift, digital marketers can:

• Improve discoverability & brand presence within search engines and social networks

• Gauge performance of content marketing efforts across multiple channels

• Gain valuable insight into customer behavior and search methods

• Create powerful custom reports, then schedule and automate reporting delivered

to your inbox

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

3. Do we have the right technical resources?

Who will own SEO?

5. Can we invest in staff training?

6. Have we established KPIs and put a system in place for tracking, measuring, and reporting results?

7. Have we decided how we will measure success?

8. Do we have realistic expectations?

Step Two: Identify and contact appropriate vendorsOnce you have determined that enterprise SEO software makes sense for your business, spend time researching individual vendors and their capabilities.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Step Three: Scheduling the demo

1. How do you calculate your search volumes?

2. Can this system track millions of searches, visits, site pages, etc?

3. Do you support international search?

How do you track and report universal search results?

5. How robust and flexible are your reporting options?

6. Where are the actionable reports?

When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides come to a shared understanding of the purpose, requirements, scope, and structure of the intended purchase.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

7. What other meta information does your system collect that may be made available to me via API?

8. Is there a workflow built in that allows me to coordinate the work of my marketing, content, web development, social media, and PR teams across the organization?

What kind of ongoing support and client engagement will your account team provide? How will you gauge our use or non-use of the platform’s features?

10. What new features are you considering? What’s the long-term roadmap and launch dates?

Step Four: Check references, negotiate a contractBefore deciding on a particular vendor, take the time to speak with one or two customer references, preferably someone in a business similar to yours.

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Is your C-suite on board with the investment? Do you have the right staffing in place to manage SEO? And, have you put KPIs in place to measure the return on your investment?

n

Marketers and agencies face an array of choices in an SEO tools market that is fairly mature yet still highly fragmented.

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Company overview

Key executives

Product overview

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product DetailsSocial signals integration

Reporting and analytics

Third-party partnerships and integration

Pricing and service

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

BrightEdge

Target customer

Key customers

Adobe

Key executives

Company overview

Product overview

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product DetailsSocial signals integration

Reporting and analytics

Third-party partnerships and integration

Pricing and service

BrightEdge

21

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Target customer

Key executives

Key customers

Company overview

Product overview

Conductor

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product DetailsSocial signals integration

Reporting and analytics

Third-party partnerships and integration

Pricing and service

Conductor

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

GinzaMetrics

Target customer

Key customers

Key executives

Company overview

Product overview

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Social signals integration

Reporting and analytics

Third-party partnerships and integration

GinzaMetrics

25

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Pricing and service

GinzaMetrics

26

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key executives

Company overview

Product overview

Not Provided

gMobileContent Marketing Performance

gShift

27

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product DetailsSocial signals integration

Reporting and analytics

Reporting

Third-party partnerships and integration

Pricing and service

gShift

28

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Linkdex

Target customer

Key customers

Key executives

Company overview

Product overview

Entity Search

Entity Search

Visibility

Content 360

29

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product DetailsSocial signals integration

Content 360

Reporting and analytics

Third-party partnerships and integration

Pricing and service

Linkdex

30

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

RankAbove

Target customer

Key customers

Key executives

Company overview

Product overview

31

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product DetailsSocial signals integration

Reporting and analytics

Third-party partnerships and integration

Pricing and service

RankAbove

32

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Rio SEO

Target customer

Key customers

ADTIBM

Key executives

Company overview

Product overview

Local Search Optimizer

Location Finder

Mobile Location Finder

Local Map Optimizer

Local Listing Manager

IYP Link Optimizer

Facebook Places Optimizer

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product Details

Local Review Checker

Local Citation Tracker

Local Search Rank Checker

Local Neighborhood Optimizer

Social signals integration

Social Analyze

Reporting and analysis

Enterprise Roll-Up Reporting Software

Third-party partnerships and integration

Pricing and service

Rio SEO

34

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Searchmetrics

Target customer

Key customers

Key executives

Company overview

Product overview

35

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product DetailsSocial signals integration

Social Engagement

Reporting and analytics

Traffic Insight

Third-party partnerships and integration

Searchmetrics

36

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product DetailsPricing and service

Searchmetrics

37

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

seoClarity

Target customer

Key customers

Key executives

Company overview

Product overview

38

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product DetailsSocial signals integration

Reporting and analytics

Third-party partnerships and integration

Pricing and service

seoClarity

39

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

SEOlytics

Target customer

Key customers

Key executives

Company overview

Product overview

Rank Tracker

SEO Research

Keyword Research

Backlink Analyses

Link Building

Paid Search

40

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product DetailsSocial signals integration

Reporting and analytics

Third-party partnerships and integration

Pricing and service

SEOlytics

41

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Web CEO Limited

Target customer

Key customers

Key executives

Company overview

Product overview

42

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Product DetailsSocial signals integration

Reporting and analytics

Third-party partnerships and integration

Pricing and service

Web CEO Limited

43

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015: A Marketer’s Guide

Blogs

Websites

Articles

Research Reports