What marketers need to know

What marketers need to know

Search engine optimization continues to be a mainstay of digital marketing, with search driving about 50% of website traffic on average, according to an analysis of similar data from Growth Badger. But SEO practice is becoming more complex and includes more considerations than SEO had in the era of the “10 blue links”.

Today, SEO includes everything from content marketing and distribution to user experience, and even the basic task of gathering and interpreting search intelligence is becoming more and more challenging as search engines continue to
Change how results are displayed and transferred to other media such as voice assistants. This does not mean that well-established SEO best practices should be excluded. Keyword research, page-level analysis, backlink tracking and acquisition, and ranking tracking remain critical, even as the environment continues to change.

Search Engine Optimization (SEO) platforms offer numerous capabilities ranging from keyword research and rank checking to backlink analysis and acquisition, as well as competitive intelligence, social signal integration, rights and workflow roles.

Enterprise-wide platforms may also provide links, audits, or more comprehensive analytics that include predictive scoring systems to identify potential opportunities to improve page performance or link authority. Sellers differentiate by offering more frequent or detailed data updates or content marketing features that sometimes require additional investment.

The next section discusses some of these capabilities and the key considerations involved in choosing an SEO platform for your organization.

Get the full report on Enterprise SEO Tools here

Correlation and acquisition analysis

Links are still one of the most important external or “off page” signals that can help a website rise in search engine rankings. Most enterprise SEO platforms provide link analysis (i.e. what sites link to your site), link building or removal recommendations via competitive analysis, and other reports revealing link acquisition opportunities (i.e. which sites you should request links from) as part of their core platforms .

Keyword Research / Rank Analysis

Keyword research — knowing what terms people use to find your website, how your pages rank for various queries, and how you should use those terms in your copy — has been one of the pillars of effective SEO. Almost all search engine optimization (SEO) platforms provide businesses with keyword research tools that allow marketers to discover the ways consumers are searching for content, and which keywords drive traffic to competitors.

However, the sellers source this data differently. Some vendor licensing data from point solutions or ISPs, due to Google restrictions on data quoted in the Terms of Use and the percentage of search results that are “keyword (unavailable).” Other vendors develop and manage a database of keyword terms. As a result, reliable data for keywords is becoming less expensive and more expensive.

It is also important to note that ranking analysis has become increasingly complex as Google has increased its use of more dynamic and visual SERPs. Marketers are no longer satisfied with the simple numerical designation of how their pages are arranged for a particular query; They want to know if it displays in a library, in a dashboard, with sitelinks – or any of the other ways that crawled content is displayed in SERPs. One of the latest arrivals to
Visually, this category offers a completely different view of the ranking, as you go so far as to look at all the content on the pages that are ranking for a particular keyword and then rank those pages.

With all this data, he seeks to give brands an idea of ​​how they appear in search in general, even if brand-related activity is happening on third-party sites.

Intent-based analysis research

Google’s search algorithms focus less on keyword matches and more on the search intent. Recent algorithm updates, including the addition of BERT, have reduced the value of keywords in SEO. To counteract the lack of keyword data, SEO platform vendors are developing more “search intent”-based tools that analyze search intent and anticipate or recommend the most relevant content that meets the searcher’s needs.

Custom site crawls/audits

As content quality has become the backbone of many SEO strategies for marketers, site crawls or audits are important tools that SEO platform sellers offer to businesses. Some platforms offer optimization recommendations for keywords, page structures, and crawlability; Prioritizing and grading such factors as HTML title tags, body tags, and meta tags.

Most SEO platforms provide daily site crawls; Others offer weekly frequency. Ideally, the tool should be able to crawl the entire site, not just random pages, and should support the analysis of mobile-optimized pages and AMP pages as well. However, some enterprise websites are so large that it is unrealistic to expect a tool to completely crawl them.

Get the full report on Enterprise SEO Tools here

Track and integrate social signals

Social media activity is not directly included in search engine ranking algorithms, but highly engaged pages benefit from increased traffic, and viewing social activity can help inform content creation and distribution strategies. Most enterprise SEO platforms track, measure, and integrate social signals into their analytics and dashboard reports.

Sites with strong social engagement typically perform better in organic search results. Capabilities range from tracking social signals and links to site traffic and conversions, as well as social profile monitoring, sentiment analysis, and contact relationship management.

While most sellers do a good job of tracking organic traffic, few currently track paid social activity.

Content Marketing and Analysis

SEO and content marketing have become closely aligned, as Google has raised the bar for content quality through developments such as BERT and RankBrain (Hummingbird), and regular algorithm updates. As a result, updated, relevant content has become an integral part of SEO success.

Many sellers have upgraded the content optimization and content marketing capabilities of their organization’s SEO platforms and expanded the content marketing features of the tools. This includes page management tools or APIs to monitor on-page content and errors, reports on content performance and traffic trends, influencer identification and campaign management, and real-time content recommendations.

The most advanced platforms perform analysis to help improve the depth and quality of content by conducting in-place analysis of content against the competition to identify potentially important gaps and make recommendations for improvement.

One emerging area in which sellers are investing is the ability to automatically and proactively suggest topics for marketers to create content for — eliminating the need to spend a lot of time analyzing. Some even offer help with developing the type of content that will appear in queries for your target keywords.

International Search Tracking

International search coverage is becoming a critical capability, as the global economy is driving more US-based companies to conduct business online and offline in multiple countries and languages. Most enterprise SEO platforms offer some level of international search coverage that goes beyond borders, languages, and alphabets. Capabilities include international keyword research, integration of global market data and search volume into the platform, as well as global CPC coin data integration.

Mobile / Local Analytics

Google search engine updates increasingly focus on improving the mobile/local search user experience. As mobile-friendly sites rise to the top of SERPs, marketers are demanding more and better mobile and local data and analytics to help them improve their sites for mobile users and improve search engine rankings. Many vendors offer features such as mobile audits, ratings, and metrics by device (for example, desktop, tablet, iPhone, and Android) as well as by location.

Technical Crawl for SEO

The increasing importance of mobile traffic is also leading to the development of tools to identify issues that may slow page loads or affect mobile compatibility. This includes providing information about the site’s rating to Core Web Vitals.

In addition, technical implementation of schema markup is necessary if the page is to be used in one of the featured snippets or other advanced displays. Many of today’s tools can identify chart errors and advise on correcting them.

Cross-device referral

Recognizing that SEO is just one aspect of a brand’s marketing efforts, and also that search traffic (particularly on brand keywords) is affected by paid media, some sellers are developing capabilities that help marketers determine which marketing initiative drives site visits or sales. However, this is becoming increasingly difficult, as third-party cookies are no longer supported by many companies.

Get the full report on Enterprise SEO Tools here

Benefits of using SEO platforms

With hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images, and keywords to manage and improve, enterprise SEO is becoming more complex and time consuming.

Using a search engine optimization (SEO) platform can increase efficiency and productivity while reducing the time and errors involved in managing organic search campaigns. More specifically, managing SEO through an enterprise toolkit can provide the following benefits:

  • Many tools, one interface. SEO platforms perform many tasks in one system. A comprehensive dashboard can help your organization monitor SERP rankings and trends, how you’re standing up to competitors and your voice share. Task integration, prioritization, reporting, and user permissions can provide significant benefits to enterprise-wide SEO.
  • Insights of intent. With search engines increasingly focused on user intent, enterprise-level SEO tool vendors are developing machine learning models that analyze user behavior and site content to help marketers answer searchers’ questions.
  • More efficient management of global operations. Enterprise SEO tools have built-in diagnostics that can be valuable on a global scale for identifying site-wide issues across languages, countries, or regions. These tools reveal macro and micro issues with pages, templates, and infrastructure.
  • Keep up with the search engines. SEO software vendors have dedicated teams and engineers to monitor frequent search engine algorithm changes and their impact on the SEO reports that organizations require.
  • Automated reporting to provide data in near real time. Many brands end up trying to put a lot of data into spreadsheets and update them manually. But this does not provide a complete view of the data. Most enterprise SEO platforms provide highly customized reporting capabilities that rely on tools and wizards to make reporting faster and easier. Many also allow data to be exported to business intelligence tools or other analytics software.

New in search engine land

About the author

Pamela Parker is Director of Research at Third Door Media’s content studio, where she produces MarTech Intelligence reports and other in-depth content for digital marketers jointly with Search Engine Land and MarTech. Prior to taking this role at TDM, I worked as Content Manager, Senior Editor and Executive Features Editor. Parker is a highly respected authority in the field of digital marketing, who has reported and written on the topic since its inception. She was a former managing editor of ClickZ and also worked on the commercial side helping independent publishers monetize their Federated Media Publishing sites. Parker holds a master’s degree in journalism from Columbia University.

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