your marketing team require an SEO platform for their work? //
Understanding your marketing processes, being able measure success, and identifying where you want to improve are all important pieces in the platform decision-making. This section will help you choose the SEO platform best suited to your needs and goals.
Need an Enterprise SEO Platform?
To determine if your business needs a enterprise-level SEO tool, you will need to take the same evaluation steps as any other software. This includes a thorough self-assessment.
Consider your business and resource needs, including staffing, financial resources and management support.
Discover platform capabilities of vendors such as Semrush Ahrefs Brightedge Conductor in the full MarTech Intelligence reporton enterprise-level SEO platforms
Answer the questions below to help you determine your answers.
Are we putting the right people in place?
Success is dependent on hiring people who can implement and use SEO platforms. Using SEO toolsets will make your marketing staff more effective and efficient. Most organic search marketers find it difficult to justify their SEO budgets. The use of SEO platforms and tools is a great way to reduce costs while still getting the job done. SEOs can use their analytical capabilities to prove the impact that their work has on the bottom-line.
Does the C-Level buy-in exist?
The cost of enterprise SEO software is usually in the five or six figure range. By running pilot projects and defining success in advance, it is important to show C-level executives the value of SEO.
Are we able to provide the necessary technical resources?
To be successful, enterprise SEO requires dedicated technical resources to implement the opportunities and recommendations uncovered by analytics and reports. Allocating resources for this task is important because many SEOs report that a technical backlog is the main thing that hinders their SEO success.
Who will be the owner of enterprise SEO?
Enterprise SEO is often placed in marketing, editorial, or IT, depending upon the nature of the company. In large companies, the decision is usually made by whoever has the most budget or who can articulate the best business case. Best-case scenarios should include both.
Can we invest in training staff?
Training is essential for technical, design and content teams. It should be reinforced regularly. A successful implementation will identify ways to incorporate SEO knowledge into training programs, and identify internal advocates to help spread the message. The training must be thorough, constant and ongoing. Ask if the tool company offers training or if it is included in their price.
How far should we share SEO reports with other staff?
Some tool providers spend significant resources developing simple interfaces for people who are in other roles within an organization, such as C-suite executives or writers. When evaluating platforms, be sure to look out for these features.
Do we have a system for measuring, tracking and reporting results and KPIs?
You should know what you hope to achieve with SEO. You may want to increase your SERP ranking or you might wish to increase the amount of time that visitors spend on your website. Are you primarily interested in conversion, such as a whitepaper or product download? You can decide whether you are ready to use an enterprise platform and which tool is best for your organization by setting goals.
How will we measure our success?
If you have a monetization plan for your website, you should know how to determine whether the KPIs and the implementation of the platform actually resulted in an increase in sales, conversions or page views.
Are our expectations realistic?
Enterprise SEO initiatives can take up to six months before they produce tangible results. When SEO is a brand new initiative, it will be necessary to implement and refine workflow processes and cultural changes. Set realistic goals and timelines to build support across the organization.
Does our culture embrace SEO?
Many organizations invest in SEO, but are hampered by a lack understanding within the organization. To achieve consistent results and performance, it is often necessary to implement a broad educational program.
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SEO platforms: A snapshot
What Is SEO? The term “search engine optimization” (SEO) encompasses many marketing activities including Content Marketing and User Experience Strategy.
What are the tools? How can SEO platforms give marketers more insight into their work? These tools offer features such as ranking-checking and advanced keyword research. They also provide competitive intelligence and backlink analysis. Enterprise-level platforms can take these functions even further with comprehensive auditing and analysis, which makes it easier to identify areas that need improvement.
Why SEO is important. For years, SEO has been a key component of digital marketing. According to Growth Badger’s study based on SimilarWeb data, search drives approximately 50% of website traffic. SEO has become more complex, and while marketers have created strategies to keep pace with it, companies can no longer ignore this marketing discipline.
Dig deep: What are SEO platforms and how can they help marketers to get found in search engines?
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