Enterprise SEO Tool 2014: A Buyer's Guide by Third Door Media, Inc.
Upcoming SlideShare
Loading in...5
×
 

Enterprise SEO Tool 2014: A Buyer's Guide by Third Door Media, Inc.

on

  • 1,429 views

 

Statistics

Views

Total Views
1,429
Views on SlideShare
1,426
Embed Views
3

Actions

Likes
2
Downloads
46
Comments
0

1 Embed 3

https://twitter.com 3

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Enterprise SEO Tool 2014: A Buyer's Guide by Third Door Media, Inc. Enterprise SEO Tool 2014: A Buyer's Guide by Third Door Media, Inc. Document Transcript

  • 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 Tools 2014: A Buyer’s Guide M A R K E T I N T E L L I G E N C E R E P O R T :
  • With 10 feature-packed releases every year, 60+ customer success managers, and the most comprehensive platform to win in Secure Search — BrightEdge has earned the trust of over 8,500 brands. 8,500+ brands rely on the BrightEdge S3 platform to maximize SEO performance and drive revenue in a measurable and predictable way. Find out more at www.brightedge.com.
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 1 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Table of Contents Scope and Methodology..............................................................................................................2 SEO Tools Market Overview.........................................................................................................3 Table 1: Are you currently using or plan to use SEO software?..........................................3 Table 2: Selected SEO Point Solutions................................................................................4 SEO Tools Market Trends..............................................................................................................5 Trend #1: SEO and content marketing more tightly integrated..............................................5 Table 3: To what degree are your SEO efforts integrated with content marketing?..........5 Trend #2: SEO success shifts from keywords to semantic search............................................6 Table 4: Periodic Table of SEO Success Factors..................................................................7 Trend #3: SEO tools expand data management features to incorporate more third-party data and digital channels..........................................................8 Table 5: Selected Third-Party System Integrations for Selected Enterprise SEO Tools...........................................................................................................8 Enterprise SEO Tool Capabilities.................................................................................................9 Keyword research/rank analysis...........................................................................................9 Link analysis and acquisition..............................................................................................10 International search tracking..............................................................................................11 Site crawls/audits...............................................................................................................11 ROI forecasting/predictive analytics..................................................................................11 Social signal tracking and integration................................................................................11 Content marketing or management..................................................................................12 APIs and third-party data integration................................................................................12 Pricing/annual contracts.....................................................................................................12 Choosing an Enterprise SEO Solution.......................................................................................13 The benefits of using enterprise SEO tools.......................................................................13 Recommended steps to making an informed purchase...................................................13 Step One: Do you need an enterprise SEO software tool?..............................................13 Step Two: Identify and contact appropriate vendors........................................................14 Step Three: Scheduling the demo.....................................................................................15 Step Four: Check references, negotiate a contract...........................................................16 Conclusion....................................................................................................................................17 Vendor Profiles............................................................................................................................18 Analytics SEO.....................................................................................................................18 BrightEdge.........................................................................................................................21 Conductor..........................................................................................................................24 GinzaMetrics.......................................................................................................................26 gShift..................................................................................................................................29 Linkdex...............................................................................................................................32 RankAbove.........................................................................................................................34 Raven Internet Marketing Tools.........................................................................................37 Rio SEO..............................................................................................................................40 Searchmetrics.....................................................................................................................43 seoClarity............................................................................................................................45 SEOlytics............................................................................................................................47 Resources...........................................................................................................................49
  • MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 2 Email: whitepapers@digitalmarketingdepot.com Scope and Methodology This report examines the current market for enterprise search engine optimization (SEO) tools and the considerations involved in implementing SEO software. This report answers the following questions: • What trends are driving the adoption of enterprise SEO software? • Who are the leading players in enterprise SEO software? • What capabilities does enterprise SEO software provide? • Does my company need SEO software? • How much does SEO software cost? If you are considering licensing an SEO software tool, this report will help you make that decision. The report has been updated since its original publication in July 2013 to include the latest industry statistics, developing market trends, and new vendor profiles and product updates. This report is not a recommendation of any SEO tool or company, and is not meant to be an endorsement of any particular product, service, or vendor. For the purposes of this report, SEO is defined as the process of getting traffic from the “free,” “organic,” “editorial,” or “natural” listings on search engines. All major search engines such as Google, Yahoo!, and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads. The 12 vendors profiled in this report were selected based on their role as industry leaders in enterprise SEO software tools. We have not included companies that offer SEO software tools as part of agency services, such as agencies like Rosetta and iCrossing. We also excluded SEO point solutions, such as Majestic SEO or SEMrush, which focus on one or two specific aspects of SEO, or don’t sell to the enterprise market, e.g. Moz. The report was prepared by conducting in-depth interviews with leading vendors and industry experts. Interviews took place in January and February 2014. These, in addition to third-party research, form the basis for this report. March 2014 Consulting Editors: Marshall Simmonds: Founder, Define Media Group, Inc. (www.definemg.com) Eric Enge: Stone Temple Consulting (www.stonetemple.com) Research/Writers: Sarah Engel, Karen Burka Editor: Claire Schoen, Digital Marketing Depot (http://digitalmarketingdepot.com)
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 3 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide SEO Tools Market Overview SEO has solidified its role as a mainstay of digital marketing. Driven by the rapidly changing and increasingly complex SEO landscape, more search marketers and agencies are turning to automated tools to help them manage campaigns across different search engines, geographies, formats, and devices. Well more than half – or 60% – of search marketers are currently using SEO software, according to the 2014 Marketing Technology Adoption Survey conducted by Marketing Land. Another 16% plan to add SEO software in the next twelve months (see Table 1). Marketers and agencies face many choices in an SEO software tools market that is highly fragmented. Source: Marketing Land’s 2014 Marketing Technology Adoption Survey Table 1: Are you currently using or plan to use SEO software? Marketers and agencies face many choices in an SEO software tools market that is highly fragmented. While there were traditionally few barriers to entry, this has begun to change. Enterprise vendors continue to attract venture capital to fund growth. BrightEdge announced a Series D round of financing in June 2013. At $42.8 million, the financing was BrightEdge’s largest to date, and will be used to expand the company’s content marketing capabilities. GinzaMetrics also plans to use its December 2013 financing – the amount of which was not disclosed – to bolster its content marketing and sales promotion features. SEO point solutions, which automate singular pieces of the SEO puzzle, also play an important role in the market as enterprise marketers seek best-of-breed tools to work in conjunction with their enterprise solutions, and small and mid-size businesses (SMBs) seek affordable options to manage SEO tasks (see Table 2). Several of these vendors made acquisitions in 2013 and 2014 to either expand or strengthen their existing capabilities. Proxy server tool SearchDex acquired Altruik in February 2014 to fortify its page optimization features. Log file analysis tool Splunk made two acquisitions in 2013 to expand the data sources and devices its software can analyze. The company bought Cloudmeter in December 2013 and mobile analytics platform BugSense in September 2013; terms of the two deals were not disclosed. Using now Adding in next 12 months No plans to use 60% 16% 24%
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 4 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Source: Third Door Media Table 2: Selected SEO Point Solutions Site monitoring Int’l. keyword research SERP rank tracking Site Crawler/ broken link checker Link analysis and acquisition/removal Log file analysis Page optimization Keyword research Competitive intelligence Page management/ proxy server SEO Task Loggly Pingdom Pingability SERPS WebCertain Advanced Web Ranking AuthorityLabs Microsite Masters Rank Ranger Rank Tracker (moz) SERPs.com SerpScan.com Sheer SEO Check My Links Screaming Frog SEO Spider Xenu Link Sleuth Ahrefs Google Webmaster Tools JungleTorch Link Research Tools Majestic SEO Moz (Open Site Explorer) Splunk Sawmill BloomReach SEMrush AdGooroo Hitwise The Search Monitor SearchDex Your Amigo Tool www.loggly.com www.pingdom.com www.pingability.com www.SERPS.com www.webcertain.com www.advancedwebranking.com www.authoritylabs.com www.micrositesmaster.com www.rankranger.com www.moz.com SERPs.com SerpScan.com www.sheerseo.com https://chrome.google.com/webstore/detail/ check-my-links/ www.screamingfrog.co.uk/seo-spider/ http://xenus-link-sleuth.en.softonic.com/ www.ahrefs.com www.google.com/webmasters/tools www.jungletorch.com www.linkresearchtools.com www.majesticseo.com www.opensiteexplorer.org www.splunk.comwebstore/detail/ check-my-links/ www.sawmill.net www.bloomreach.com www.semrush.com www.adgooroo.com www.experian.com/hitwise/ www.thesearchmonitor.com www.searchdex.com www.youramigo.com URL
  • 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.
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 5 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide SEO and content marketing are becoming more tightly integrated, as the lines separating SEO, social media marketing, and content marketing continue to blur. SEO Tools Market Trends The enterprise SEO tools market is being driven by a number of important trends, including: 1. Tighter integration between SEO and content marketing. 2. SEO success shifts away from keywords to semantic search. 3. SEO tools expand data management features to incorporate more third-party data and digital channels. The following sections discuss each of these trends in more depth. Trend #1: SEO and content marketing more tightly integrated SEO and content marketing are becoming more tightly integrated, as the lines separating SEO, social media marketing, and content marketing continue to blur. Eighty-eight percent of marketers and 90% of digital agencies say their SEO efforts are either somewhat or highly integrated with their content marketing, according to SEMPO’s The State of Search Marketing Report 2013 (see Table 3). The SEMPO report also found that nearly half – 45% – of marketers now say their content marketing and SEO efforts are part of the same budget. Many of Google’s updates since 2012 – including the Panda algorithm and the Hummingbird platform update – are driving SEOs to focus on creating and marketing relevant, unique content that increase a visitor’s time on page and links clicked. While Google has not confirmed this, most SEOs believe that Google is putting more weight on dwell time (the time spent on a web page) as a ranking factor, viewing the metric as proof of user interest in page content. Table 3: To what degree are your SEO efforts integrated with content marketing? Source: SEMPO, The State of Search Marketing Report 2013 45% 43% 12% Marketers Agencies 51% 39% 10% Highly integrated Somewhat integrated Not integrated
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 6 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide By definition, SEO involves optimizing a website and its content in order to be ranked highly by search engines. In response, vendors have upgraded the content marketing capabilities of enterprise SEO tools and used venture funding to expand the tools’ content management features. These features include more sophisticated workflow and task management options that allow cooperation across departments. SEOs can share keyword research with content creation staff, which can incorporate top-performing keywords into web copy. Management can monitor whether corrections of on-page errors and broken links have been made, and review any resulting trends in traffic. Social endorsements are part of this trend as well, as search engines look for site content that is important to web visitors as evidenced by likes, tweets, and shares. For personalized search results, a strong correlation has emerged between social activity and high rankings, and sites that experience strong social sharing perform better in organic search results. While it is not clear that these social endorsements directly drive rankings, the correlation is important and can’t be ignored. It’s clear that personalization of the results based on Google+ connections can have a significant impact on Google’s SERPs, although there’s no proof that this happens with either Facebook or Twitter. Many of the enterprise SEO tools profiled in this report offer extensive social signal tracking, measurement, and integration of results into their analytics and dashboard reports through social signal tracking, monitoring, and campaign management. Trend #2: SEO success shifts from keywords to semantic search By definition, SEO involves optimizing a website and its content in order to be ranked highly by search engines. As the search engines become more sophisticated, SEOs must also keep up and adjust ‘best practices’ for SEO success. In the past year, this has become increasingly evident, as Google and other search engines move toward semantic search (the ability to understand search intent). The continuing evolution of Google’s SERP algorithms is creating challenges for search marketers and agencies alike. A majority of search marketers – 83% – now say the impact of Google’s “not provided” keyword data and the Hummingbird/Penguin/Panda updates are each significant or highly significant trends, according to SEMPO’s The State of Search Marketing Report 2013. Industry experts estimate that “keyword (not provided)” may account for as much as 50-80% of Google search data. As a result, universal rank performance is becoming more important, allowing marketers to track how different content types perform on the SERPs. The complexity and volume of digital data available also has increased exponentially, leading Google to expand and re-prioritize the number of web-based “signals” or ranking factors that impact SERPs. These include millions of videos, images, and social media conversations and content. Table 4 summarizes some of the major factors that contribute to SERP ranking success. These types of changes have forced marketers and vendors to rethink their SEO strategies, including their data sources for key metrics, link-building tactics, and their use of structured vs. unstructured data. Source: Third Door Media
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 7 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Quality is currently determined by a number of factors including author trust or site reputation, as well as content authority, freshness, relevance, and depth. SEO success is increasingly moving away from being “quantity” based, i.e., keyword rankings and link volume, toward being “quality” based. Quality is currently determined by a number of factors including author trust or site reputation, as well as content authority, freshness, relevance, and depth. More SEO tool reports rely on campaign performance metrics that emphasize brand building, site traffic, and conversion, rather than rankings. Several SEO tool vendors have stopped displaying scraped data as a result of Google’s stricter enforcement of terms in its AdWords API access agreements, which contain an anti-scraping provision. Turning unstructured data such as social network reviews and conversations into structured data that search engines can more easily crawl has become crucial to SEO performance. Google’s Data Highlighter tool, found in Webmaster Tools, for identifying structured data allows site publishers that use the tool to make it easier for search engines to identify “structure-able” data on any website. Marketers are increasingly turning to Schema.org for HTML markup tags that structure site content in a way that is readable to search engines. Source: Search Engine Land, Third Door Media Table 4: Periodic Table of SEO Success Factors
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 8 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide An increasing number of enterprise-level organizations are using their SEO tools to understand vast amounts of data, reaching far beyond the search engines. Trend #3: SEO tools expand data management features to incorporate more third-party data and digital channels An increasing number of enterprise-level organizations are using their SEO tools to understand vast amounts of data, reaching far beyond the search engines. From taking in social data to reporting in presentation-ready formats, SEO marketers have become data marketers. To address their clients’ needs, many of the SEO tools profiled in this report have opened their Application Programming Interfaces (API) to integrate more third-party data solutions and manage more types of marketing data within the tool (see Table 5). Specifically, SEO tools are managing paid search campaigns and reporting, as well as integrating social media, web analytics, CRM and CMS systems data into their systems and dashboards. The goal is to provide a more holistic view of customer and site visitor behavior, and ultimately gain budget share from content and analytics tool vendors. 25 data partners including EMS (MailChimp, Campaign Monitor, Constant Contact), PR Newswire, and DataSift for social listening 55-plus integrations through Data Integration Marketplace. Includes CRM and CRM systems through plug-ins; and web analytics such as Adobe Analytics (Omniture), Google Analytics, IBM Digital Analytics (Coremetrics), Webmaster Tools Web analytics systems: Adobe Analytics (Omniture), Google Analytics, AT Internet, IBM Digital Analytics (Coremetrics), Webtrends, etracker Raven Tools seoClarity Searchmetrics Google Analytics, Adobe Analytics (Omniture), Webtrends, IBM Digital Analytics (Coremetrics), Webmaster Tools Google Analytics, Adobe Analytics (Omniture), IBM Digital Analytics (Coremetrics), Webtrends, Salesforce and other CRM systems Google Analytics, Webtrekk, Adobe Analytics (Omniture), eTracker, Piwik Google Analytics, Adobe Analytics (Omniture), IBM Digital Analytics (Coremetrics), Webtrends; CMS and eCommerce systems through SEO Cloud Third-party system integrations available BrightEdge GinzaMetrics Seolytics Conductor SEO tool Table 5: Selected Third-Party System Integrations for Selected Enterprise SEO Tools Source: Third Door Media
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 9 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide 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. Enterprise SEO Tool 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 suggestions for acquisition/removal; • Workflow and task management; • Competitive intelligence; and • International search results and rank tracking. 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 content management or marketing features, for example, which sometimes require additional investment. Other more advanced capabilities may include, but are not limited to: • ROI forecasting and/or predictive analytics; • Content marketing or management tools; • Social media management; • Universal and/or blended search rankings; and • API for third-party data integration and management. The following section discusses some of these capabilities and the key considerations involved in choosing an enterprise SEO solution (see Table 6). Keyword research/rank analysis 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. Virtually all enterprise SEO solutions provide keyword research tools that allow users to discover the ways that consumers may be searching for content. However, many vendors are sourcing this data differently (e.g. from ISPs), due to Google’s restrictions on scraped data in its AdWords terms of use, and the growing percentage of search results that are “keyword (not provided).”
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 10 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Table 6: Selected Enterprise SEO Tool Capabilities Conductor Linkdex gShift Labs Analytics SEO Rio SEO Searchmetrics seoClarity SEOlytics GinzaMetrics Raven Tools RankAbove BrightEdge 4 44 8 4 44 8 4 48 4 4 44 8 4 44 4 4 84 4 4 4 4 4 4 8 4 8 FB, G+, IN, TW Daily45 countriesCombination of proprietary data and data licensed from SEMrush Combination of proprietary data and data licensed from Moz FB, G+, IN, PN, TW Daily200-plus countries/135 languages Combination of proprietary and licensed data Combination of proprietary and licensed data FB, G+, IN, TW, YT Weekly200-plus countries/135 languages Proprietary dataData licensed from Blekko and Google Analytics FB, DE, G+, IN, PN, TW Weekly128 countriesCombination of proprietary data and data licensed from SEMrush Combination of proprietary data and data licensed Majestic SEO FB, TW, YTWeekly58 countriesCombination of proprietary and licensed data Data licensed from Majestic SEO FB, G+, IN, PN, TW Weekly134 countriesProprietary dataProprietary data FB, G+, IN, PN, TW DE, TE, TW Daily Daily 180-plus countries 75 language/ search engine combinations Combination of proprietary and licensed data Proprietary data Combination of proprietary and licensed data Combination of proprietary and licensed data 4 44 8 4 48 8 8 44 4 4 44 4 FB, G+, TW Daily120 countriesCombination of proprietary and licensed data Data licensed from Moz FB, IN, TWDaily120 (all countries with Internet access) Data licensed from Moz and Majestic SEO Data licensed from Majestic SEO and Moz FB, G+, TW Daily267 countries/80 languages Proprietary dataData licensed from Majestic SEO FB, G+, IN, TW Weekly169 countriesProprietary dataCombination of proprietary and licensed data Platform Content Marketing Module or Tool API for 3rd Party Data Integration ROI Forecasting Annual Contract Required International Search Tracking Keyword Research/ Rank Analysis Link Analysis & Acquisition Custom Site Crawls Social Signals Tracked Social Network Abbreviations: DE=Delicious; DI=Digg; FL=Flickr; FB=Facebook; G+=Google+; IN=LinkedIn, PN=Pinterest; RE=Reddit; ST=Stumbleupon; TE=Technorati; TW=Twitter; VI=Vimeo; WP=Wordpress; YT=YouTube Source: Third Door Media
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 11 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Market globalization means that more and more U.S.-based enterprises conduct business in multiple countries and languages, and have websites that do so, too. Link analysis and acquisition Links were the first significant “off the page” ranking factor used by search engines to improve SERP relevancy. And links continue to be the one of the most important external signals that can help a website rise in search engine rankings. The majority of enterprise SEO solutions provide link analysis (what sites are linking to yours?), link-building recommendations via competitive analysis, and other reports that reveal opportunities for obtaining links (what sites should you solicit links from?) as part of their base product. Link quality is becoming more important, as both Google and Bing have improved their algorithms to discount, or even punish, links received from low quality sites. International search tracking Market globalization means that more and more U.S.-based enterprises conduct business in multiple countries and languages, and have websites that do so, too. As a result, the vast majority of enterprise SEO solutions profiled in this report offer a wide range of international search capabilities that cross borders, languages, and alphabets, including supporting international data integrations with other systems, such as web analytics. Site crawls/audits With content quality and marketing becoming the lynchpin for many marketers’ SEO strategies, site crawls or audits have become popular and important tools offered by enterprise SEO vendors. The tools may offer optimization recommendations for keywords, page structures, and crawlability, prioritizing and assigning scores for such factors as HTML title tags, body tags, and meta tags. Several of the SEO tool vendors profiled in this report provide daily site crawls, others offer a weekly frequency. The tool should also crawl the entire site, not just random pages. ROI forecasting/predictive analytics With C-suite executives demanding that organic search prove its bottom-line impact, ROI forecasting and predictive analytics are becoming critical tools for professional SEOs and agency executives. Enterprise SEO vendors have responded to this market need with analytics tools that project the potential ROI of planned keyword, link, and even social media campaigns, allowing clients to evaluate the level of KPIs such as incremental traffic or rank gains that merit a campaign investment or resources. Social signal tracking and integration More and more people believe that social media activity has become an increasingly important ranking factor or signal in search engine algorithms and results. Whether they are or not, social media is becoming an increasingly important part of any digital marketing strategy. Many of the enterprise SEO solutions profiled in this report track, measure and integrate social signals into their analytics and dashboard reports. A strong correlation has emerged between social activity and high rankings, and sites that experience strong social sharing perform better in organic search results. Capabilities range from social signal tracking and correlations to site traffic and conversions, to social profile monitoring and sentiment analysis, and contact- relationship management.
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 12 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide 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. Content marketing or management Relevant, up-to-date content has become integral to SEO success. Many vendors have upgraded the content marketing capabilities of their enterprise SEO tools and used venture funding to expand the tools’ content management features. These features include more sophisticated workflow and task management options that allow cooperation across departments. SEOs can share keyword research with content creation staff, which can incorporate top-performing keywords into web copy. Several vendors offer page management tools to monitor on-page content and errors, and review performance and traffic trends. APIs and third-party data integration A solution’s API is a source code-based specification that allows other software systems to communicate with it. The API is the key that can either lock or unlock the software for integration with other systems.   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. As a result, integration with web analytics platforms such as Adobe Analytics (Omniture), Webtrends, IBM Digital Analytics (Coremetrics), and Google Analytics, has become standard for the SEO vendors profiled in this report. Several vendors have opened their APIs to additional system integration, including social listening tools, as well as CRM and content management (CMS) systems in response to marketers’ needs for a more holistic approach to digital marketing. Pricing/annual contracts Virtually all enterprise SEO tools are provided on a software-as-a-service (SaaS) basis, i.e. the vendor makes the software available online and is responsible for all maintenance and system administration. Pricing models vary, and at the enterprise level, are often customized based on the number of users, sites, keyword rankings, and pages. Determining your overall cost can be more art than science and based upon keyword, site, and link volume, international coverage, and other SEO activities. Licensing an enterprise SEO tool can be a significant investment, particularly for ecommerce or retail marketers with hundreds of thousands of SKUs or product pages. Marketers typically spend tens of thousands of dollars each month in licensing fees, and pay for installation and staff training to maximize the value of the tool and its capabilities.
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 13 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide With hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images, and keywords to manage and optimize, enterprise SEO has become increasingly complicated and time-consuming. Choosing an Enterprise SEO Solution The benefits of using enterprise SEO tools With hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images, and keywords to manage and optimize, enterprise SEO has become increasingly complicated and time-consuming. Using an enterprise SEO software tool can increase efficiency and productivity while reducing the time and errors involved in managing organic search campaigns. More specifically, managing SEO through an enterprise toolset can provide the following benefits: • Many tools, one interface. Enterprise SEO tools perform many tasks in one system as discussed in the preceding pages. Integration of tasks, prioritization, 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 tools 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. • Tools that stay up-to-date with the search engines. SEO software vendors have dedicated teams and engineers to follow algorithm changes and their impact on the SEO reporting required by enterprises. • 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. Most enterprise SEO tools offer highly customized reporting capabilities that are widget- and wizard-driven to make reporting easy and fast. Recommended steps to making an informed purchase 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 tool decision-making process. The following section outlines four steps to help your organization begin that process and choose the SEO tool that is the right fit for your business needs and goals. Step One: Do you need an enterprise SEO software tool? Deciding whether or not your company needs an enterprise-level SEO tool calls for the same evaluative steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support, and financial resources. Use the following questions as a guideline to determine the answers. 1. Do we have the right human resources in place? Having the people to implement and use SEO tools is a prerequisite to success. If you have marketing staff, SEO tools will make them more efficient and effective. 2. Do we have C-level buy-in? Enterprise SEO software is a five- or six-figure investment annually. Agreeing to a definition of “success” with the executives at your company is critical to winning their long-term support.
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 14 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Once you have determined that enterprise SEO software makes sense for your business, spend time researching individual vendors and their capabilities. 3. Do we have the right technical resources? Successful enterprise SEO needs dedicated technical resources deployed to it to act on recommendations and opportunities the tool/ reports reveal. 4. Who will own enterprise SEO? Enterprise SEO is commonly placed into marketing, editorial, or IT depending on the nature of the business. Unfortunately, in large companies, it usually ends up with either whoever has the budget or whoever can best articulate the business case. In a best case scenario, it should be both. 5. Can we invest in staff training? It is vital to provide training to technical, design, content, and marketing teams, reinforcing it on a regular basis. A successful enterprise SEO implementation will find ways to inject the SEO knowledge into existing training programs and identify internal evangelists to broadly distribute the messages. Training needs to be comprehensive, consistent, and continuous. 6. Have we established KPIs and put a system in place for tracking, measuring, and reporting results? It’s important to know upfront what you want your SEO to achieve. Do you want to improve SERP rankings, or the time visitors spend on your site? Is conversion, whether a product purchase or white paper download, your key objective? Having goals will help you decide if you’re ready to put an enterprise tool to good use, as well as help you decide which tool will best meet your organizational needs. 7. Do we have realistic expectations? It is not uncommon for enterprise SEO efforts to take at least six months to generate tangible results. If SEO is a new initiative within the organization, there are cultural shifts and workflow processes that will need to be implemented and refined. Setting realistic timelines and goals will help build support at all levels of the enterprise. Step Two: Identify and contact appropriate vendors Once you have determined that enterprise SEO software makes sense for your business, spend time researching individual vendors and their capabilities. Make a list of all the SEO capabilities you currently have, those that you would like to have, and those that you can’t live without. This last category is critical, and will help you avoid making a costly mistake. For example, if social signal integration is crucial to your natural search process, this is one capability you will focus on during vendor interviews and demos. If you find that one vendor doesn’t offer this “must-have” capability, it’s obviously not a fit. Take your list of capabilities and then do some research. The “Resources” section at the back of this report includes a list of blogs, reports, and industry research that will help. (Many of the vendors profiled in this report also provide white papers and interactive tools that can help.) Once you’ve done the necessary research, narrow your list down to those vendors that meet your criteria. Submit your list of the SEO capabilities you’ve identified, and set a timeframe for them to reply. Whether or not you choose to do this in a formal RFI/RFP process is an individual preference, however be sure to give the same list of capabilities to each vendor to facilitate comparison. The most effective RFPs only request relevant information and provide ample information about your business and its SEO needs. It should reflect high-level strategic goals and KPIs. For example, mention your company’s most important KPIs and how you will evaluate the success of your SEO efforts. Include details about timelines and the existing digital technology you have deployed.
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 15 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide 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. 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. From the RFP responses, you should be able to narrow your list down to three or four platforms that you’ll want to demo. Step Three: Scheduling the demo Set up demos with your short list of vendors within a relatively short timeframe after receiving the RFP responses, to help make relevant comparisons. Make sure that all potential internal users are on the demo call, and pay attention to the following: • How easy is the tool to use? • Does the vendor seem to understand our business and our marketing needs? • Are they showing us our “must-have” features? Other questions to ask each vendor include: 1. How do you calculate your search volumes? Knowing how the system treats information types will impact how you ascribe value to certain keyword terms, make decisions about keyword and content choices, and affect the ROI of your search marketing efforts. Find out if the tool uses exact match, broad match, or phrase match, and where raw data is extracted from (i.e., analytics, log files or a proprietary tracking pixel). 2. Can this system track millions of searches, visits, site pages, etc? Knowing whether the solution is a true enterprise solution or a simple tool that may not scale for your business needs is crucial. Limits on the numbers of keyword rankings, pages or traffic tracked could impact your use of the system or significantly increase the cost. 3. Do you support international search? There are many nuances within international SEO that can mislead even the best SEOs. Find out if the numerator in the calculation of the platform’s average clicks per search or average search volume are normalized for global or local (in that market) search, and whether or not search ranks are calculated from within country or remotely. Misapplication of international data could impact the ROI of your search marketing efforts. 4. How robust and flexible are your reporting options? Different users have different reporting needs. Find out if reports can be customized and automatically delivered to different users and types of users. For example, high level KPIs for the CMO versus drill-down details for web development or IT. And, whether any and all data can be exported in CSV format. 5. Where are the actionable reports? Enterprise tools all have dashboards and generous amounts of data but it’s very important to understand how, and which, reports can immediately benefit your business. A good sales team will understand your company’s objectives and KPIs and will have reports ready or can run them in real-time. This is data that can be handed over to the respective teams and promptly acted on.   6. What other meta-information does your system collect that may be made available to me via API? Being able to trace search traffic data from the front of the funnel all the way to sales data in a CRM or business intelligence system will help you to more accurately calculate ROI.
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 16 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Before deciding on a particular vendor, take the time to speak with one or two customer references, preferably someone in a business similar to yours. 7. 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? SEO does not operate in a silo. A true enterprise tool should provide built-in workflow management that includes task assignment, management, and monitoring of completion rates across groups. 8. What kind of ongoing support and client engagement will your account team provide? How will you gauge our use or non-use of the tool’s features? One of the most common reasons a company transitions out of an enterprise tool is because they don’t use it enough. A vendor should be prepared to address this issue and specifically how the tool creatively engages users and gets them back into the environment. 9. What new features are you considering? What’s the long-term roadmap and launch dates? The SEO landscape is constantly changing with new features to further leverage digital assets rapidly coming out of Google and Bing. It’s important to understand the level of innovation and the ability to add and track emerging technologies. Rel=canonical, Rel=prev/ next, authorship, structured data are all examples of enhancements that should be on every vendor’s radar. Knowing a vendor’s new feature release date schedule and its ability to stick to committed timelines is also very important. This helps establish a long-term trust and relationship with the vendor that it will always be on the cutting edge of SEO. Step Four: Check references, negotiate a contract Before deciding on a particular vendor, take the time to speak with one or two customer references, preferably someone in a business similar to yours. The SEO vendor should be able to supply you with several references if you cannot identify ones yourself. Use this opportunity to ask any additional questions, and to find out more about any questions that weren’t answered during the demo. Make sure that the person you’ve been referred to is someone who is a primary user of the solution. Consider also asking these basic questions: • Why did you move to an enterprise SEO tool? • Why did you select this tool over others? • Has this tool lived up to your expectations? • How long did the system take to implement? • Are you also using additional tools for crawling, page evaluations, competitive analysis, domain, and link data? • Were there any surprises that you wish you’d known about beforehand? • Where have you seen the most success? The biggest challenges? • How are you measuring your own success? • How easy was the set-up process and how long? Did the vendor help? • How responsive is customer service? • Has there been any down time? • What is the most useful, actionable (favorite) report the tool generates? • What do you wish they did differently? • Would you recommend this tool? Although not all vendors require an annual contract, many do. Once you’ve selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract. Ask about what kinds of additional fees might come up. Are there charges for custom integrations, if so, how much? What is the hourly charge for engineering services, and is there a minimum? What partner organizations are available to install and integrate the tool? If we need to train a new hire midyear, what will that cost? What is the “out” clause? Obtaining the answers up front – and having them in writing – will ensure fewer surprises or additional costs down the road.
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 17 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide To be most effective, marketers must be agile, be plugged in to every aspect of the digital marketing organization, and have the support of C-suite executives. Conclusion SEO has solidified its role as an effective mainstay of digital marketing. But the market continues to evolve rapidly to meet the challenges posed by the search engines, social networks, and today’s mobile consumer. To be most effective, marketers must be agile, be plugged in to every aspect of the digital marketing organization, and have the support of C-suite executives. An enterprise SEO tool can help you achieve these goals, by automating time-consuming tasks, and providing accountability that can prove the ROI of your SEO campaigns. Marketers have a wide range of choices when it comes to SEO tools, from point solutions that monitor broken links or SERP rankings, to page-optimization tools, and full-service enterprise solutions that manage keywords, links, competitive intelligence, international rankings, social signal integration, and workflow rights and roles. 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 tool decision-making process. Perform your due diligence when it comes to identifying, researching, and interviewing SEO tool vendors. A successful conclusion to this process can result in greater long-term ROI and ongoing business productivity. n
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 18 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customer • Digital marketing agencies and enterprises managing multiple sites Key Customers Betfair Crédit Agricole Regus Santander Private Bank Sophos Key Executives Laurence O’Toole, CEO Penny Holt, Finance Director Mark Bennett, CTO Dennis Hart, President, U.S. Operations Company Overview • Founded in 2009 • 21 employees • Raised $1 million in angel funding in 2012 • Headquartered in London with additional operations in France Product Overview • Cloud-based software for owned and earned media. • Offers access to a unique database of ‘Big SEO Data™’, ‘Big Social Data™’ and ‘Big Marketing Data™’ coupled with third-party API integration. • Multi-site project management and reporting, white-label, and API solutions. • Keyword suggestions and opportunities are automatically generated across multiple search engines. • Proprietary ‘Not Provided’ solution. • Segmentation is available to sort generic (non-branded) from branded keyword traffic and to track competitors. • Automatically tracks page-level traffic, social shares, and links. • Daily site checks for common errors; weekly site crawls identify SEO issues. • Page-level optimization tool compares client with top-ranking URLs to drill into what needs to be done to outrank the competition. • Backlink tool analyzes link quality and acquisition, automatically finding new link possibilities, including education and government sites, and tracking new links. • Includes free article, PR, and newswire services, as well as generic and niche directories. • Identifies key influencers in client niche and has a complete suite of link management tools. 1346 E Broadway, Suite 103 Pearland, TX 77581 (T) 281-816-5176 www.analyticsseo.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 19 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Reporting and Analytics • Project manages portfolio of websites from one interface and identifies issues impacting performance across all sites. • Competitor sites are audited to discover ranking factors and backlinks. • Users can analyze up to five competitor sites per domain. • Bulk competitive analysis is available upon request. • Agencies can integrate a white-labeled, site-auditing widget to help convert more site visitors to leads. • Tracks keyword ranking history daily and provides an overview of average monthly and weekly rankings. • Integrates with Google Analytics and produces reports that can be scheduled in PowerPoint, PDF or Excel according to needs. Social Signal Integration • Analyzes social media through content marketing and link prospecting. • Conducts analysis of top performing organic landing pages to monitor social shares. • Integrates with Majestic SEO to find quality site links and checks social networks to monitor social site user bases. Third-Party Partnerships and Integration • APIs cover keyword ranking, competitor and market research, site auditing, and blogger outreach. • Partners can develop additional white-label solutions and new product and revenue streams with Analytics SEO’s API. • Third-party data providers include Google and Adobe for web analytics, SEMrush for keyword rank checks, Majestic SEO for link databases, and Google Webmaster Tools. Pricing and Service • Tiered pricing levels include a freemium option for one domain for a single user, 10 keyword rank checks, 20 pages crawled and 50 backlinks. Micro-business and start-ups: $29/month. SMB: $169/month for four domains, two users, 200 keyword rank checks, 500 pages crawled, and 500 backlinks. Agency & Enterprise: Custom packages. Pricing varies based on features selected, professional services needed and the number of sites, keywords, pages and backlinks. Larger packages include advanced features like bulk keyword history site imports, advanced reporting, multi-site management, professional services and priority support. • No annual contract required. Month-to-month and annual subscriptions are available. Annual subscriptions are discounted. • Customer support through phone, email, and online meetings. • Free webinars, a manual and video resources is included for all accounts. Product Details 1346 E Broadway, Suite 103 Pearland, TX 77581 (T) 281-816-5176 www.analyticsseo.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 20 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Company Strategy • London-based company targeting U.S. and Europe for growth. • Enhancements for 2014 include algorithm tracking, mobile rankings and further content marketing and social integration. Product Details 1346 E Broadway, Suite 103 Pearland, TX 77581 (T) 281-816-5176 www.analyticsseo.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 21 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customer • Enterprise marketers, digital agencies, mid-market ecommerce companies Key Customers Adobe HP iProspect Marriott Microsoft Performics Quora Key Executives Jim Yu, founder and CEO Lemuel Park, founder and CTO Jim Emerich, CFO Joshua Crossman, VP, Client Services and Strategy Barrett Foster, VP, Sales Albert Gouyet, VP, Operations Brad Mattick, VP, Marketing and Products Sammy Yu, Chief Architect Tom Ziola, VP, Business Development Company Overview • Founded in 2007 • 220-plus employees • 750-plus clients • Additional offices Chicago, New York, and London Product Overview • SaaS-based BrightEdge S3 platform offers patented competitive intelligence and reverse indexing. • Tracks global and local search engine rankings across desktop, mobile, and tablet for 301 cities and 169 countries, including China’s Baidu and Russia’s Yandex. • Keywords can be tracked in either English or the local language. Customers can check their performance by keyword group and compare it to competitors or to discover new, untracked competitors. Offers recommendations for over 32 on- and off-page factors including content, header tags, meta tags, social signals, backlinks, and keywords. • Partners with Majestic SEO’s link index for link management. • Provides existing and historical backlink information including quantity, anchor text, URL, add date, category, and type. Provides recommendations for backlink opportunities and insight into competitor backlinks. 999 Baker Way, Suite 500 San Mateo, CA 94404 (T) 800-578-8023 www.brightedge.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 22 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Reporting and Analytics • Solution for secure search with page reporting integration to analytics to understand actual SEO performance at the page level. • Customized reporting options include financial forecasting for SEO projects; keyword prioritization can be customized according to difficulty and resource variables. • Customizable dashboards provide a comprehensive picture of SEO performance. • Task management workflow tracks assignment, progress, and completion. • Blended rank feature measures true search rankings across rich media, social, and geographic results. • Includes competitive intelligence, keyword opportunities, and SEO recommendations for on- and off-page factors based on trending data. Social Signal Integration • Correlations between social and SEO examined through a patent- pending technology built with partners and customers Facebook and Twitter. • Social site audits perform site checks on Facebook’s OpenGraph, offering optimization for a brand’s Facebook page performance. • Twitter trends can be viewed directly within the platform and used to time engagement and outreach. • Social and SEO metrics can be compared side-by-side, as can the social SEO performance of the top 10 ranking pages for a keyword. Social signals such as “likes” and “tweets” are integrated into keyword rankings. Shared URLs, Plus Ones on Google + and LinkedIn metrics are also tracked. Third-Party Partnerships and Integration • Integrates with all major web analytics providers including Google Analytics, Adobe Analytics, Webtrends, and IBM Digital Analytics. • Integrates with Google Webmaster Tools and Majestic SEO. • Setup is facilitated by BrightEdge’s Connect API. Pricing and Service • Customized pricing based on number of keywords and websites, as well as geographic coverage. • Additional fees for custom integrations. • Accounts are billed monthly; volume discounts are available. • Customer success organization (60 reps) is included in pricing and available to help clients’ manage implementation and report building. • In addition to training and implementation assistance, a quarterly, in-person executive business review is included to gauge results. • Inbound service is available 24/7 through email and system-based routing tickets. 999 Baker Way, Suite 500 San Mateo, CA 94404 (T) 800-578-8023 www.brightedge.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 23 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Company Strategy • Ten major product updates per year. • Recent innovations include secure search solution with page reporting. • Moving toward a content-marketing and page-centric approach through the following: Allows clients to optimize pages for multiple keywords and focus on internal linking structures. Released a Page Manager module in September 2012, Content Optimizer integration with Adobe CQ in February 2013, and Page Reporting in August 2013. 999 Baker Way, Suite 500 San Mateo, CA 94404 (T) 800-578-8023 www.brightedge.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 24 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customer • Large agencies and enterprise-level marketers Key Executives Seth Besmertnik, CEO Jim Caci, CFO Seth Dotterer, VP, Marketing Eric Reisch, VP, Account Development & Sales Baruch Toledano, VP, Product Management Andrew Wilson, VP, Engineering & Co-founder Maria Bradley, Sr. Director, Customer Success Key Customers Ancestry.com Angie’s List BestBuy Capital One FedEx General Electric (GE) Siemens Company Overview • Product Launched in 2010 • 100-plus employees • Raised $20 million in Series C funding in October 2012 led by Investor Growth Capital, with FirstMark Capital and Matrix Partners Product Overview • Conductor’s Searchlight offers monitoring across organic, universal, and international search results. • Allows multiple teams to manage workflows, share metrics, and automate reporting. • Automated alerts signal issues that require immediate attention, even on a daily basis, and the platform helps customers create business cases to justify and track search marketing investments. • Supports global efforts across international search engines and dozens of languages. • Provides extensive keyword discovery functionality to identify new opportunities for content. • Optimizes existing content through recommendations for on-page and off-page factors. • Content Insights functionality allows marketers to create rule-based segments of their site, such as product or category pages, in order to understand their search and traffic performance beyond the page level. 2 Park Avenue New York, NY 10016 (T) 888-9CONDUCT www.conductor.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 25 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Reporting and Analytics • Tracks and measures keywords, backlinks, and competitive intelligence. • Keyword summaries show ranks, recommendations, and traffic, while historical data includes all HTML allowing customers to view page and rank changes over time for their own sites as well as their competitors. • Users can view and customize data and insights to their needs through personalized workspaces and into customized reports. Social Signals Integration • Provides visibility into social signals from Google, Facebook, Twitter and LinkedIn for all content, including analysis of users’ pages and in-depth competitive data for both configured and discovered competitors. • Social metrics are reported in near real time, allowing users to quickly measure the impact of their social activities. • Social metrics are intelligently blended with a variety of data sources to provide a holistic view of natural search and social activities. Third-Party Partnerships and Integration • Conductor partners with SEMrush for keyword research and Moz for link reporting. • Searchlight integrates with all major analytics platforms including Google Analytics, Adobe Reports and Analytics, Adobe Data Connectors, IBM Digital Analytics, and Webtrends. Pricing and Service • Searchlight pricing is customized based on customer need, and begins at $2,000/ month. • The average customer spend is $50,000 annually, according to Conductor executives. • Free trials are available. • A customer success team provides support, training and best practices. • A customer community facilitates learning through an information-sharing network. The community also offers access to instructional documentation, case studies, and Conductor research. Company Strategy • Planning to double staff by the end of the year, with a focus on engineering and customer success. • Utilizes a Customer Advisory Board to direct product roadmap. • Looking to expand its international footprint. 2 Park Avenue New York, NY 10016 (T) 888-9CONDUCT www.conductor.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 26 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customer • Mid-market and enterprise-level agencies and marketers Key Customers Chegg GroupM Outrider Recruit Scribd SearchFactory Traffika Key Executives Ray Grieselhuber, CEO and Co-founder Erin Robbins O’Brien, Chief Operating Officer Company Overview • Founded in May 2010 as a product of Ginzamarkets • Originally funded by Y Combinator; received $1.3 million in additional seed funding in August 2011 from 500 Startups, Venture51 and several angel investors • 15 employees • Additional offices in Japan, Europe, and Austin, Texas Product Overview • A unified search, social and content marketing dashboard with global capabilities. • Offers daily optimization recommendations for keywords and content targeting, page structure, and crawlability. • Provides daily data updates, including keyword rankings, across multiple search engines, including Google, Yahoo, Bing, Yandex, Baidu, and Sogou. • Supports 120 countries; localized user interface is available in five languages: English, Japanese, Chinese, Spanish and Russian. • An implementation wizard guides users through the initial setup process in five minutes. • The Workflow feature further provides comprehensive project and task management, and users can be assigned tasks from anywhere in the application. Customers can create customizable reports filtered by date, granularity, search engine, keyword group and conversion event types. Project owners are automatically notified when a task or project is complete. 25 Taylor St. San Francisco, CA 94012 (T) 888-469-2707 www.ginzametrics.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 27 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Reporting and Analytics • Proprietary algorithms work in combination with a customer’s third-party analytics provider to track and measure daily site rankings, traffic and conversions, and optimization opportunities. • Offers optimization recommendations for keywords and content targeting, page structure, and crawlability. Specifics include HTML title tag, body tags, errors, meta tags, headers and internal linking analysis. The system assigns numerical scores (0-100) to indicate performance in these areas and prioritizes accompanying suggestions. • Large keyword sets are managed through keyword grouping; internal search accommodates quick grouping of common terms. Available options include overlapping of keywords across multiple groups and keyword match rules. Both a CSV file import and the option to integrate with Google Webmaster Tools enable adding keywords in bulk. • The dashboard charts daily SERP data with historical data to visualize trends and search engine algorithm updates. Analytic data such as organic visits and e-commerce revenue can also be graphed within GinzaMetrics, along with viewing data by device type, including desktop, mobile and tablet. • Competitor insights deliver visual representations of keyword, content, and backlink data. • Customers can access ranking changes at the individual keyword and keyword group level. • Competitors’ sites are also crawled to detect content strategies. • Reports can be white labeled and scheduled to email at any interval to colleagues, clients or teams. • Customers can add their own notes and section headers to each section of the report, enabling virtually any type of communication to be automated and managed inside the application. • Account summaries and keywords can be downloaded in Excel and CSV formats and saved to brandable PDF reports. Social Signal Integration • Customers can compare social performance to organic search performance within the same dashboard and include the analysis in reports. • Data including clicks, comments, and link sharing is collected from Facebook, Twitter and Google+ on a daily basis. 25 Taylor St. San Francisco, CA 94012 (T) 888-469-2707 www.ginzametrics.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 28 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Third-Party Partnerships and Integration • For its backlink features, GinzaMetrics partners with Moz for data on almost 700 billion links. Link strength and opportunities are scored using proprietary algorithms, which evaluate existing domain strength and identify new opportunities. Customers are notified of new link acquisitions or problems with existing links through automated alerts. • GinzaMetrics integrates with major analytics providers including Google Analytics, Webtrends, Adobe Analytics, and IBM Digital Analytics, as well as CRM solutions such as Salesforce. • Provides an API for customer developer teams and integration into other platforms. Pricing and Service • GinzaMetrics offers three SaaS-based pricing plans, all featuring access to scheduled reporting, white-labeling capabilities and unlimited users: Small: $1,000/month for 2,500 keywords; 10 sites; and 2 tracked competitors per site. Medium: $1,500/month for 5,000 keywords; 30 sites; 3 tracked competitors per site; and 1 custom dashboard. Large: $2,500/month for 10,000 keywords tracked; 100 sites; 4 tracked competitors per site; and 3 custom dashboards. • Annual contracts are discounted (but not required). • Two-week free trial is available. • 24/7 phone support available; Medium and Large plans are serviced by dedicated account managers. Company Strategy • New social media integration and task management capabilities. • Plans to expand international support, universal search. • Additional expansion to support local and mobile growth underway. 25 Taylor St. San Francisco, CA 94012 (T) 888-469-2707 www.ginzametrics.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 29 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customer • Agencies and brands optimizing brand content for massive discoverability and engagement as they search and share across social and mobile devices Key Customers Bell Canada BBDO First Digital GearyLSF The SEO Company Key Executives Krista LaRiviere, CEO and Co-founder Chris Adams, CTO and Co-founder Malcolm MacGregor, VP, Sales and Marketing Company Overview • Founded in 2009 • 17 employees • Raised $2.1 million in two rounds of funding since April 2010 from the Investment Accelerator Fund, MaRS, GrowthWorks, and FedDev IBI • Offices in Toronto and San Francisco Product Overview • SaaS-based platform reports on the impact and engagement of a client’s content across its mobile, web, and social presence. • Daily data collection across social, search, and mobile sources. • Content optimization tool for organic search and content marketing. • Not Provided module informs marketers on keywords driving traffic despite Google’s encryption efforts. • gMobile provides content marketers with a third dimension of insight from mobile. • Provides insight on the competitiveness of keyword phrases and which keywords are included in backlink anchor text. • Backlinks tool helps clients create new and quality links on a consistent basis. 85 Bayfield Street, Suite 202 Barrie, ON  L4M 3A7 (T) 705-727-5650 U.S. Headquarters 181 Fremont Street San Francisco, CA 94105 (T) 866-743-5960 www.gshiftlabs.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 30 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Reporting and Analytics • Reporting module offers export and white-label capabilities, scheduled reporting, and automated, scheduled, emailed reports. • Metrics include number of backlinks, number of indexed pages, frequency of search engine crawling, and top ranking keywords. • Provides content optimization recommendations through a systematic task tracking process. • Prioritized suggestions are made to improve content for both websites and blogs. • Tasks are plotted on gShift’s Web Presence Graph, which subsequently measures and visualizes any resulting ranking changes. • Competitor intelligence for position data, backlinks, and indexed pages; provides side-by-side comparison with competitor’s site. Social Signals Integration • Collected from Facebook, Twitter, LinkedIn, Google+, and YouTube. • Graphically plots social media trends. • Conversations are mined in Twitter for keyword opportunities to inform the content marketing workflow process. • Social activity and backlink data can be viewed together in one chart, allowing users to compare social and search results as content is optimized across channels. • Brand keywords are monitored daily in social streams for content marketers to create smarter content and engage prospects and customers in conversations. Third-Party Partnerships and Integration • Integrates with Google Analytics. • Integrates with Constant Contact. • Provides an open API for additional data integration and reporting. Pricing and Service • Enterprise pricing starts at $2,400/month and includes 20,000 keywords as well as branded reports. • SMB and agency pricing packages are also available based on the number of keyword rankings: Small Business: $99/month includes one web presence and up to 300 keyword rankings. Pro: $299/month targets in-house SEO teams and includes up to 1,500 keyword rankings. Agency: $499/month targets mid-sized SEO agencies and includes up to 3,000 keyword rankings. Agency Pro: $1,299/month targets large SEO agencies and includes up to 10,000 keyword rankings. • API use is an additional cost, based on volume of keywords, account setup, and API access. • Annual contract required. • Coaching and managed services are premium priced. • A dedicated account manager is included in pricing. 85 Bayfield Street, Suite 202 Barrie, ON  L4M 3A7 (T) 705-727-5650 U.S. Headquarters 181 Fremont Street San Francisco, CA 94105 (T) 866-743-5960 www.gshiftlabs.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 31 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Company Strategy • Goal to provide analytics and reporting on mobile, search, and social in one dashboard for faster reporting, simpler management and more effective content production and publishing. • Encouraging the shift from SEO to content marketing and social media.85 Bayfield Street, Suite 202 Barrie, ON  L4M 3A7 (T) 705-727-5650 U.S. Headquarters 181 Fremont Street San Francisco, CA 94105 (T) 866-743-5960 www.gshiftlabs.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 32 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customer • Enterprise brands and search, social and PR agencies working across local, national and global markets Key Customers Blue Rubicon Geico GroupM Haymarket LBi MoneySupermarket.com Nokia Razorfish Transamerica TUI Key Executives Mark Smith, CEO Matt Roberts, Co-founder and VP, Product Martin Armstrong, CTO Collette Easton, VP, Enterprise Company Overview • Founded in 2009 • $800,000 in Series A funding in October 2009 from Amadeus Capital Partners Product Overview • Supports over 200 countries, 135 languages, and five search engines. • Linkdex’s Content 360 product combines multichannel analytics data, ranking, social, and backlink data with a technical site crawl. • Outreach and public relations-focused tools support the identification of authors and influencers, as well as social network and backlink analysis. Relationships developed through these efforts are collected into a contact database for future nurturing. • Campaign management suite includes task and outreach management, permission levels, productivity tracking, discussions, tags, and file transfers. • Data is stored in two U.S.-based, cloud-based mirrored data centers. 420 Lexington Avenue New York, NY 10170 (T) 646-403-8159 U.K. Headquarters 77 Oxford Street London, UK W1D 2ES (T) +44 (0)20 7659 2390 www.linkdex.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 33 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Reporting and Analytics • Customizable enterprise reporting dashboards that have more than 40 reporting widgets to measure multichannel, content, keyword, and outreach performance. • Share of search and competitor data is reported for countries, cities, towns, and zip codes using geo-ranking results. • Reports come as presentation-ready PPTs or PDFs. Social Signals Integration • Linkdex’s Network Analysis, defined as a network of influential people and domains, uses Twitter to identify social trends and contacts. • Users input 5 to 10 Twitter handles; Linkdex then builds recommendations for additional contacts based upon that data. • Multiple networks can be combined to profile and analyze complex media landscapes. • Authorship data is provided for any market with social profiles being integrated with an author’s details. • Influencers are visualized in a network diagram with advanced filters, which include network influence and relationship strength. • Twitter, Facebook, LinkedIn, Google +, and Pinterest signal data integrates with Content 360 and Reporting Third-Party Partnerships and Integration • Backlink data is initially provided by MajesticSEO, then re-crawled and evaluated for further analysis and insights. Pricing and Service • Pricing based on data consumption and starts at $600/month. • Pricing includes an unlimited number of users. • Account management teams support and train customers. • Enterprise-level customers are additionally supported by an Insights Team, which assists in onboarding and data applications according to customer requirements. Company Strategy • Incorporates user feedback and targets 26 product updates annually. • Plans to integrate more diverse data sources into the platform to continue attracting a broad marketing audience, including users in the search, content, social, and public relations industries. 420 Lexington Avenue New York, NY 10170 (T) 646-403-8159 U.K. Headquarters 77 Oxford Street London, UK W1D 2ES (T) +44 (0)20 7659 2390 www.linkdex.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 34 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customer • Enterprise-level marketers and IT professionals Key Customers 1-800-Flowers eBay MTV (Viacom) NBTY Ozone.ru Petco Wix Key Executives Mayer Reich, CEO and Co-founder Eli Feldblum, CTO and Co-founder David Corre, CFO Michael Barnett, VP, Customer Success Shlomi Gabbay, VP, Research and Development Company Overview • Founded in April 2007 • Headquartered in Tel Aviv, Israel • 35 employees • Product Overview • SaaS-based software positioned as a global, scalable, end-to-end SEO solution that can be localized in any language, including complex languages such as Arabic and Chinese. • Continuous site crawls enable real-time data and recommendations; a proprietary method of crawling and indexing results in a more accurate sample of the website to be optimized. • Prioritization of recommendations is provided for all issues, and is based on number and relative importance of pages affected. Features a 301 redirect tool that assists with site rollovers (e.g. implementation of site redesigns or a site relaunch). • Offers project workflow, task assignment, permission hierarchies and multi-site management within a customizable dashboard system. • All data applications are hosted in the cloud. 91 Hahashmonaim St. Tel Aviv, Israel 6120101 (T) 972 3 771 1300 U.S. Headquarters 345 7th Avenue, Suite 503 NY, NY 10001 (T) 800-430-1436 www.rankabove.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 35 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Reporting and Analytics • Backlink analysis examines several elements of optimization including domain, anchor text, no follow, source and target page, link status, and overall detection of ‘spammyness.’ • Provides competitive intelligence and link discovery based on the keywords, backlinks and on-page elements per competitor. • Newly discovered backlinks allow users to see which marketing campaigns have impacted their backlink profiles and SEO efforts. • Automatic keyword suggestions are based on site crawls, third-party analytics, third- party tools, and competitive intelligence. Platform indicates how difficult it is to rank for any given keyword and displays actionable details about competitor websites occupying the search results for that keyword. Keyword performance on different mobile phones and tablets is also offered. • On-page analysis tool detects up to 70 SEO issues per page and up to 20 site-wide structural issues per site. Examples of on-page issues include missing headers, titles, image alt tags, missing keywords in URLs, and duplicate titles, meta descriptions and content. • The engine classifies a website’s pages into buckets of identical templates so the user can choose to optimize in bulk as opposed to page by page. Social Signal Integration • Integration of Facebook, Google+, Instagram, and Twitter. • Social footprint tracking including likes, posts, and backlinks. Enhanced integrations including tracking of the same metrics belonging to the website’s competitors, and RankAbove recommendations to be provided with next release in Q2 2014. Third-Party Partnerships and Integration • RankAbove licenses backlink data from Majestic SEO. • Integrates with Google Analytics. • Partners with Adobe and IBM to integrate with Adobe Analytics and Digital Analytics web analytics. Pricing and Service • Pricing starts at $2,000/month for annual contracts and is customized based on number of keywords and domains in the system. • Includes ½ day of initial training and 24/7 technical support via email and phone. • Add-on services include Site Rollover (i.e., site redesign), Penalty Removal, and Site Audit. • RankAbove tracks customer usage of the platform through an analytics system that gauges whether or not customers are using the software properly. 91 Hahashmonaim St. Tel Aviv, Israel 6120101 (T) 972 3 771 1300 U.S. Headquarters 345 7th Avenue, Suite 503 NY, NY 10001 (T) 800-430-1436 www.rankabove.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 36 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Company Strategy • Focus on helping enterprise-level companies expand their businesses globally. • Looking at mobile performance as a growth area. • Product roadmap centered on automation, customization, third-party integrations, and user experience. 91 Hahashmonaim St. Tel Aviv, Israel 6120101 (T) 972 3 771 1300 U.S. Headquarters 345 7th Avenue, Suite 503 NY, NY 10001 (T) 800-430-1436 www.rankabove.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 37 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customer • Mid-market and enterprise-level marketing agencies and professionals Key Customers Copyblogger Gaiam PushFire SafeAuto Insurance Thomson Reuters Vocus Key Executives Patrick Keeble, Chief Executive Officer Scott Holdren, Chief Technology Officer Jon Henshaw, Chief Marketing Officer Company Overview • Founded in 2007 • 25 employees • Privately held Product Overview • Major software redesign in August 2013 created more visual, wider dashboard workspace, and organized tools to ease workflow. • Launched Site Auditor tool in February 2013 to crawl websites and uncover critical technical SEO issues, as well as provide a roadmap to on-site optimization. • Keyword Rankings tool released in March 2013 incorporates search engine- authorized data to help SEOs analyze content engagement and conversions. • Google Analytics data integrations permit unlimited custom charts and reports for in-depth analysis. • Content marketing capabilities include content creation, purchasing and management, optimization analysis, blog publication, and distribution to PR and social networks. • Uses Amazon’s cloud-based Web Services for data application storage. • Disabled iOS app late in 2013, stating an intent to build a responsive version of its online platform for mobile and tablet users. 1101 McGavock St., Suite 201 Nashville, TN 37203 (T) 615-469-5150 www.raventools.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 38 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Reporting and Analytics • Keyword ranking tool reports keyword impressions, clicks, engagement and conversion metrics to clients, all using data that comes directly from the search engines themselves. • Includes keyword research and management, website and competitor research and management, backlink analysis, link-building campaign management and monitoring, on-site technical optimization; and outreach and contact-relationship management. • PPC tools include keyword research, Google AdWords campaign management, quality analysis and reporting. • In October 2013, incorporated Google Analytics’ Advanced Segments, as well as geographic and other metrics. SEOs can mix and match GA data sets for in-depth, custom analysis and reports. Social Signal Integration • Provides social media management (with full integration for Facebook, LinkedIn, and Twitter) including real-time brand and keyword monitoring, outreach and contact- relationship management, metrics analysis, and reporting. Third-Party Partnerships and Integration • Moved to DataSift partnership in 2013 for more comprehensive social media monitoring data and sentiment analysis. • SEO and PPC keyword research data supplied by Google AdWords. • Domain and link quality data supplied by Majestic SEO and Moz. • Content analysis by Scribe. • Basecamp integration available for task management. • Email metrics integrations for reporting include MailChimp, Campaign Monitor, Constant Contact, Aweber, and Emma. • PR Newswire partnership allows clients to order PR Newswire iReach releases from within Raven for an additional flat fee. Pricing and Service • Two pricing tiers targeting mid-sized marketing agencies and in-house marketing professionals. Pro: $99/month includes four users, 50,000 managed links, 25,000 link checks, 20 social media monitoring terms, and 20 Scribe SEO content analyses. Agency: $249/month includes unlimited users, 150,000 managed links, 100,000 link checks, 50 social media monitoring terms, and 50 Scribe SEO content analyses. • Free 30-day trial available. Includes Pro plan with limits on Site Auditor, social monitoring, and content analysis tools. 1101 McGavock St., Suite 201 Nashville, TN 37203 (T) 615-469-5150 www.raventools.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 39 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details • Both plans include unlimited campaigns; unlimited reports; unlimited Twitter, Facebook, and YouTube account management; unlimited Google Analytics, AdWords and Webmaster Tools account integrations; and full customization and branding. • Agencies can use their own domain for white-labeling for an additional $50/month. • No annual contract required; clients that pre-pay for 12 months in advance get an additional free month. • Customer support is email- and social media-based and available during normal business hours (Monday-Friday, 8 a.m. to 6 p.m. CST). • Free online training classes offered several times weekly and online marketing- focused classes offered frequently. Company Strategy • Planning to launch an overhaul of reporting system by mid-2014. • Incorporating goals, benchmarks, and baseline comparison reports to allow clients to do historical and potential campaign analysis. 1101 McGavock St., Suite 201 Nashville, TN 37203 (T) 615-469-5150 www.raventools.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 40 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customers • In-house search and digital marketers at mid-market and enterprise-level companies • Retailers with ecommerce websites and brick-and-mortar locations nationwide • Search and social media practitioners at digital agencies Key Customers Advanced Auto Parts AT&T Charming Charlie IBM Jenny Craig Microsoft Papa Murphy’s Regis (includes Cost Cutters, Supercuts, Mia & Maxx, etc.) Sports Authority T-Mobile Key Executives Michael Gullaksen, Co-CEO Jeff Johnson, Co-CEO Claire Long, COO/CFO Chris Reid, SVP and General Manager Bill Connard, VP, Local Search Solutions Company Overview • Created by Covario as a new division/brand in April 2012 • 200-plus employees • 50 customers • Acquired San Diego-based Top Local Search and its local SEO and business listing platform in May 2012 • Acquired Seattle-based social marketing software provider Meteor Solutions in November 2012 • Additional offices in Beijing, Chicago, Seattle, and London Product Overview • Covario software division focused on SaaS-based enterprise search, local SEO, and social media marketing automation, analytics, and activation solutions. • Product portfolio encompasses more than 15 distinct modules that can be licensed separately or as a suite of enterprise search, local SEO, and/or social marketing software tools. • Modules are broken out into four categories: Local SEO Automation, Social Media Marketing, Mobile Search and Social, and Enterprise Search Solutions. • Enterprise Search Solutions Modules include: Keyword Discovery Automation™ dispenses keyword suggestions for both organic search and social media based on a customer’s content, as well as competitor pages. Includes support for languages in North America, South America, Europe, and Asia. Keyword lists may be exported. Search Analytics™ is the reporting dashboard (although each of the other individual modules provides some basic reports). Marketers can create reports based on KPI metrics in conjunction with third-party analytics data. It offers automated SERP recommendations, link opportunities, competitive intelligence, and site auditing. Rio SEO integrates with major Web analytic platforms, 9255 Towne Centre Drive, Suite 750 San Diego, CA 92121 (T) 858-397-1500 www.rioseo.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 41 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide including Google Analytics, Adobe Analytics, and Webtrends. Change Tracker™ tracks on- and off- page changes on a weekly basis, providing insight into any resulting traffic fluctuations. This module offers email-based task assignment as well as integration with task management software. Website Optimizer™ is a CMS designed to auto-deploy SEO content and changes to large ecommerce sites. The module was designed specifically to help large sites automate the optimization process. A blend of original content and Rio SEO’s content optimization rules creates new pages that meet SEO best practices. Testing is offered to experiment with new content before going live. Mobile Site Builder™ is similar to the Website Optimizer module, but with a focus on building out mobile websites. Mobile versions of a customer’s native site are created and auto-deployed. • Local SEO and Mobile Search Modules include: Local Search Optimizer™ automatically integrates best practice local SEO elements into location pages, while providing location analytics to measure local performance and on-page activity by site visitors. Location Finder™ provides SEO-formatted store/location finder and local landing pages for country, state, and retailer landing pages. Includes integrated search and click activity analytics. Mobile Location Finder™ builds optimized and localized mobile landing pages for each city.   Local Map Optimizer™ provides consistent Local Map Listing information across the major search engines of Google Places, Yahoo Local, Bing Local, and MapQuest. Local Listing Manager™ provides the ability to manage business location data and export custom spreadsheets formatted for search engine maps, data aggregators, internet directories, and social networks. IYP Link Optimizer™ provides bulk feed submissions to companies like Acxiom, InfoUSA, and Localeze. Facebook Places Optimizer™ provides consistent Store Places Listing information to Facebook Places. • The platform is cloud-based to provide additional storage capabilities for enterprise customers. 9255 Towne Centre Drive, Suite 750 San Diego, CA 92121 (T) 858-397-1500 www.rioseo.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 42 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Reporting and Analytics • Users can identify and implement recommended SEO changes on the fly. • Customizable reporting tools track and measure such KPIs as traffic, revenue, and opportunities. • Built-in algorithm looks at keyword-level variables and issues dashboard alerts to help users prioritize SEO problems, such as 404 page errors. • Every Rio SEO module can be set to variable user access levels. Agencies can export data in an Excel pivot-friendly format. Social Signals Integration • Three modules measure social signals from Facebook, Twitter, YouTube, and blogs, and implement the data into incentive strategies and social advertising: Social Analyze™ determines the visibility of a customer’s content marketing and distribution efforts. Metrics include word-of-mouth visitors, number of influencers, influencer demographics, referrals, top shared pages, and conversions, which are used to calculate social ROI. Social Activate™ enables marketers to deploy incentives and rewards for social sharing. Tools are available to reach desktop, tablet, and mobile smartphone audiences. Social Advertise™ uses Rio SEO’s technology to help identify target audiences for social advertising. Users can place media buys and employ retargeting strategies. • Also tracks “dark social” metrics or techniques that are not normally measured, such as copying and pasting a URL into an email and instant messages. Third-Party Partnerships and Integration • Partners with Majestic SEO for backlink data. Pricing and Service • Pricing is customized based on modules selected and the scope of deployment. Change Tracker and Social Analytics pricing are based on keyword volume and the popularity of the terms in the system. Website Optimizer pricing can be either a flat fee or performance-based. • Modules are available individually or as bundles, on a monthly or annual basis. • Included support ranges from dedicated staff, custom webinars, e-learning curriculum, and on-site visits to self-serve e-learning videos and manuals. Company Strategy • The company remains open to considering potential acquisitions to expand product line. • Expect the company to invest heavily in its unique local SEO and local business listing management platform in the year ahead, as well as its social media marketing automation and analytic tools. • Rio SEO is aligning with the trend of SEO moving into inbound and content marketing to engage in full customer lifecycle management, including traditional and local search, social engagement, and earned relationships. 9255 Towne Centre Drive, Suite 750 San Diego, CA 92121 (T) 858-397-1500 www.rioseo.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 43 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customer • Mid-market and enterprise-level marketers and agencies with a global customer base or plans to expand globally Key Customers eBay Mattel ResolutionMedia Siemens Symantec Virgin Media Business Key Executives Thomas Leo Schuster, CEO Marcus Tober, founder and CTO Dirk Wolf, CFO Company Overview • Founded in December 2007 • 100-plus employees • Raised $11 million in three rounds of funding since January 2010 • Additional offices in New York, San Mateo, London, and Paris Product Overview • Searchmetrics SuiteTM provides a database of 240 million keywords and 100 million domains in 134 countries. • Allows for international tracking and evaluation of SEO campaigns and search engines including Google, Bing, Yandex, Baido, Naver, and Seznam. • Suite tools include the following: Traffic Insight. Closes the “not provided” information gap for high-traffic keywords. URL-based concept includes traffic data and new keyword potential. Content Optimization. Provides content analysis and optimization of text content. Social Engagement. Tracks the social engagement of online projects in real time, and quantifies and analyzes the interactions of viral marketing campaigns on all of the relevant networks. Holistic Search. Performs exact comparison and gap analysis of SEO and PPC performance with the same keyword set to identify hidden traffic and conversion potentials. Optimizes PPC strategy, tracks specific goals and finds appealing keywords. Searchmetrics GmbH Greifswalder Straße 212 10405 Berlin, Germany U.S. Headquarters 1115 Broadway, 12th Floor New York, NY 10010 (T) 866-411-9494 www.searchmetrics.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 44 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Reporting and Analytics • Analyzes Google Universal Search performance for any domain in the images, video, shopping, or maps channels. • Identifies on-page optimization requirements - the software crawls and assesses an unlimited amount of pages of a domain to identify on-page optimization needs, providing hints or warnings where required. • Analyzes local search results for 350 specific cities in 14 countries. • Identifies online competition by displaying the main domains that correlate to keywords for a selected domain. • Generates detailed customizable reports into a reporting dashboard of KPIs, tables, and overviews. • Offers automatic reports or alerts and automatic sharing of reports other users as email attachments or links. • Task and user-level management features for team management. Social Signals Integration • Monitors social signals and analyze web site visibility of any domain across five popular social networks: Facebook, Twitter, LinkedIn, Google+ and Pinterest. Third-Party Partnerships and Integration • Integrates with leading web analytics tools including Adobe Analytics, Google Analytics, AT Internet, IBM Digital Analytics, Webtrends, and etracker. • API available for data export only. Pricing and Service • Tiered pricing offers three levels: Business, Enterprise, and Ultimate. • All levels require an annual contract and include a dedicated client success manager (CSM).  • Add-on professional services team available to help clients and agency partners leverage the platform. Company Strategy • Focus on growing Searchmetrics’ proprietary database, opening its API for data integration and new partnerships, and targeting enterprise-level international customers. Searchmetrics GmbH Greifswalder Straße 212 10405 Berlin U.S. Headquarters 1115 Broadway, 12th Floor New York, NY 10010 (T) 866-411-9494 www.searchmetrics.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 45 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customer • Enterprise-level and upper mid-market organizations Key Customers Home Depot Orbitz Overstock.com Paychex Zappos Key Executives Kalpesh Guard, Co-Founder & CEO Mitul Gandhi, Co-Founder & Chief Architect Christina West, VP, Sales Chris Sachs, Director of Operations Doug Benson, Director of Marketing Company Overview • Founded in February 2004; platform launched in 2008 • 50-plus employees Product Overview • Customized SEO solution that performs daily crawls and offers insights into all aspects of SEO – from keyword rankings, analytics, backlinks and social metrics to content optimization and deep competitive intelligence. • Coverage for desktop, mobile, local, global and technical SEO. • Page level analysis and Google Webmaster Tools integrations to tackle “Term Not Provided.” • Content optimization lifecycle management includes research to writing through to tracking and measuring results and impact. • Daily crawls and a comprehensive set of tracked metrics from bot-level data to social data. • Advanced, patent-pending, machine-learning algorithm called Actionable Intelligence™ (A.I.) is designed to learn from hundreds of data points and automatically generate insights and scale SEO practices across the enterprise. • Automated alerts notify users of detected issues and KPI performance in real-time. • Global coverage in 180-plus countries includes support for each country’s native languages including Chinese, Japanese, and Arabic letters and characters • Customizable Collaboration and built-in workflow management system. • Data is hosted on a hybrid cloud system that safeguards proprietary customer data in dedicated servers. 2800 S. River Road, Suite 290, Des Plaines, IL 60018 (T) 773-831-4500 www.seoclarity.net
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 46 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Reporting and Analytics • Open data platform allows clients to import data from any analytics source: Adobe, IBM, Google Analytics, and internal data warehouses. • Unlimited, customizable dashboards with 100+ visualizations. • Custom reports and visualizations let clients continue using preferred analysis/ visualization within the platform. Social Signal Integration • Aggregates social metrics from Facebook, Twitter, LinkedIn, Google+ and Pinterest. • Patent-pending correlation of social activity to SEO results. • Social content research to uncover topics worth writing about. • Daily tracking of social activity for clients and their competitors Third-Party Partnerships and Integration • 55-plus integrations within seoClarity’s Data Integration Marketplace. • Trusted partner of Adobe Marketing Cloud, Adobe Experience Manager (CQ5), IBM Digital Analytics, Google Analytics, and Google Webmaster Tools. • Clients can build a master link profile with data from Majestic SEO, Moz and Google Webmaster Tools. • Full two-way content management integration with Content Management Systems. Pricing and Service • Customized pricing based on volume tracked. Pricing plans start at $1,999 per month (annual contract required). • Provides dedicated Client Success Manager and a team of technical SEOs. • Support options include: 24/7 critical support (response time for email support averages one business hour). Live chat. Comprehensive online knowledge base contains articles, training videos, and use-case studies. Active online user community. Company Strategy • New features and updates are released every two weeks and incorporate customer feedback. • Approach to enterprise SEO centers on scaling large campaigns. 2800 S. River Road, Suite 290, Des Plaines, IL 60018 (T) 773-831-4500 www.seoclarity.net
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 47 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Target Customer • Mid-market and enterprise-level marketers and agencies Key Customers Conrad Deutsche Post DHL Fleurop Holidaycheck HomeAway hotel.de idealo Key Executives Sören Bendig, CEO, Managing Director Sven Kalow, COO, Managing Director Company Overview • Founded in 2009 • 20 employees • One of two European-based SEO vendors targeting the U.S. market for growth Product Overview • SaaS-based suite that supports SEO research, rank tracking, backlink analyses, link building, and reporting through the following modules: Rank Tracker: Offers daily visibility into keyword performance and rankings for 75 language/search engine combinations including Google, Bing, and Yandex. Allows clients to create a user-specific SEO industry index for performance benchmarking and a calculation for SEO keyword performance forecasting. SEO Research: Utilizes different SEO research keyword databases. Universal search rankings are fully integrated and the Knowledge Graph can be analyzed as well. Clients can do historic benchmarking for up to 10 domains. Keyword Research: Allows easy researching, organizing, and processing of extensive high-quality keyword sets for SEO and PPC. Works internationally for different languages. Backlink Analyses: Supports integration with Majestic SEO (no extra subscription required). Uses its proprietary index as seed data and builds functionality on top. Link Building: Features a “Domainfinder” database to enable the user to research topic-relevant domains to target backlink opportunities. Paid Search: Provides competitive intelligence about search advertising campaigns. Product listing ads can be analyzed within the module as well. • Provides daily data updates, international support, and universal search and knowledge graph integration. Am Neumarkt 3022041 Hamburg, Germany (T) +49 (0) 40 688 73 58 00 www.seolytics.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 48 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Product Details Reporting and Analytics • Features a series of reporting templates, which can be customized and white labeled by agencies. • Search-and-filter options enable users to drill down into data and create reports in PDF or Excel. Social Signal Integration • Integrates social signals for Twitter, Technorati, and Delicious, allowing users to track brand mentions on each network. • Developing a new social media dashboard to integrate with existing social media management platforms and provide more in-depth social analysis. Third-Party Partnerships and Integration • Integrates with Google Analytics, Webtrekk, Adobe Analytics, eTracker, and Piwik. Data is used for potential analysis to forecast traffic and SEO data. • Data from SEOlytics can be used in Excel through an add-in. • An open API is offered to integrate data within existing enterprise/agency platforms and supports CSV, XML, HTML, and JSON output formats. Pricing and Service • Pricing based on keywords and domain quantities; a free starter version includes unlimited domain and keyword analysis, international monitoring for one country, and daily rankings for 10 keywords. • Customized enterprise and agency plans are available. • Two standard pricing plans: PRO: $99/month includes daily rank tracking of two projects, daily rankings for 50 keywords, 500 links in Linkmonitor, competitive intelligence from SEO research, reports and exports, and email and phone support (1 hour maximum). ELITE: $339/month includes daily rank tracking of five projects, daily rankings for 550 keywords, 2,000 links in Linkmonitor, unlimited competitive intelligence, and unlimited, branded reports and exports. The SEOlytics API access is included, as is email, phone and webinar support. • Customers that purchase an annual contract receive a 15% discount. • Onboarding begins with a training webinar; ongoing customer service is provided through online and phone support. Detailed video tutorials for all functions are included. Company Strategy • Focused on transparent data and customizable analysis features, which SEOlytics executives believe are necessary to bring value to the professional user. • Suite built on daily update intervals and a complete understanding of the SERPs, from full universal search and Knowledge Graph to product listing ads. • In 2013, the company created new large-scale business intelligence solutions, utilizing their big data and cloud computing cluster technologies to create complex SEO insights for extensive online industries. Am Neumarkt 3022041 Hamburg, Germany (T) +49 (0) 40 688 73 58 00 www.seolytics.com
  • © 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 49 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Tools 2014: A Buyer’s Guide Resources Blogs “Ramblings about SEO,” published by Stone Temple Consulting. www.stonetemple.com/blog “The Moz Blog,” published by Moz. http://moz.com/blog “Rand’s Blog,” published by Rand Fishkin. http://moz.com/rand Websites www.marketingland.com www.digitalmarketingdepot.com www.searchenginewatch.com Articles “Prioritizing SEO Strategies in 2014: Where to Focus,” by Warren Lee, Global SEO Manager, Adobe. http://searchengineland.com/prioritizing-seo-strategies-2014-181998 “Why SEO Can’t Reside in a Silo,” by Jay Taylor, Founder and CEO, Leverage Digital Media. http://searchenginewatch.com/article/2328860/Why-SEO-Cant-Reside-in-a-Silo “A Year-end Checklist for Evaluating Your Enterprise SEO Program,” by Adam Sherk, VP, SEO and Social Media, Define Media Group. http://searchengineland.com/a-year-end-checklist-for-evaluating-your-enterprise-seo-program-141113 “How to Structure Your Organization for SEO Success,” by Eric Enge, President, Stone Temple Consulting, with Adobe’s Warren Lee. http://searchengineland.com/how-to-structure-your-organization-for-seo-success-118395 Research Reports/Surveys The State of Search Marketing Report 2013, published by SEMPO and Econsultancy. https://sempo.site-ym.com/?CurrentStateofSearch MarketingLand’s 2014 Marketing Technology Adoption Survey, Third Door Media http://downloads.digitalmarketingdepot.com/MLD_1402_TechAdoptn_landingpage.html The Periodic Table of SEO Factors, Third Door Media. http://searchengineland.com/seotable/