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
BrightEdge is the essential content marketing platform for modern business. It transforms online content into tangible business results, such as traffic, revenue and engagement. BrightEdge's S3 platform is powered by a sophisticated big data analysis engine and is the only company capable of web-wide, real-time
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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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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
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“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
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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 #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
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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
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
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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
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 • [email protected] • @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
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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 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
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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
Pricing and service
GinzaMetrics
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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
Key executives
Company overview
Product overview
Not Provided
gMobileContent Marketing Performance
gShift
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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
Reporting
Third-party partnerships and integration
Pricing and service
gShift
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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
Linkdex
Target customer
Key customers
Key executives
Company overview
Product overview
Entity Search
Entity Search
Visibility
Content 360
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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
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
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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
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
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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
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