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ESEOP_MIR_FINAL

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A Digital Marketing Depot Research Report
M A R K E T I N T E L L I G E N C E R E P O R T :
Enterprise SEO Platforms 2015:...

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BrightEdge is the essential content marketing platform for modern business. It transforms online content into tangible bus...

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© 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 	 1	 Email: whitepapers@digitalmarketingdepot.com
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ESEOP_MIR_FINAL

  1. 1. A Digital Marketing Depot Research Report M A R K E T I N T E L L I G E N C E R E P O R T : Enterprise SEO Platforms 2015: A Marketer’s Guide
  2. 2. BrightEdge is the essential content marketing platform for modern business. It transforms online content into tangible business results, such as traffic, revenue and engagement. BrightEdge's S3 platform is powered by a sophisticated big data analysis engine and is the only company capable of web-wide, real-time measurement of content engagement across all digital channels, including search, social and mobile. BrightEdge's 8,500+ global brands include leaders, like 3M, Microsoft, Netflix and Nike. The company is based in San Mateo, CA with offices in New York City, Chicago, London and Tokyo. www.brightedge.com/requestademo (800) 578-8023Demo the Future of Marketing Today TARGETD EMAND OPTI M IZECONTENT TARGETD EMAND OPTI M IZECONTENT M E ASURE RESULTS M E ASURE RESULTS OPTIMIZE CONTENTOPTIMIZE CONTENT MEASURE RESULTSMEASURE RESULTSTARGET DEMANDTARGET DEMAND
  3. 3. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 1 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Table of Contents Scope and methodology............................................................................................................ 2 SEO platforms market overview.............................................................................................3 Table 1: Projected U.S. SEO spend, 2014-2019 (in US$ millions)..................................3 Maturing market includes enterprise platforms, point solutions..........................................4 Table 2: Selected SEO point solutions...........................................................................5 SEO platforms market trends.................................................................................................6 Trend #1: Integration between SEO and content marketing impacts SEO tools and the enterprises using them............................................................................................6 Table 3: Top five tactics used in organic search marketing............................................6 Trend #2: SEO strategies adapt to search engine changes; focus on hyper-local optimization increases..........................................................................................................7 Trend #3: SEO reaches across the enterprise to engage both marketing and technical professionals..................................................................................................7 Table 4: SEO stakeholders reach across the enterprise.................................................8 Enterprise SEO platform capabilities.....................................................................................8 Table 5: Selected enterprise SEO platform capabilities..............................................10 Choosing an enterprise SEO platform..................................................................................12 The benefits of using enterprise SEO platforms................................................................12 Recommended steps to making an informed purchase.....................................................12 Step One: Do you need an enterprise SEO platform?.......................................................12 Step Two: Identify and contact appropriate vendors.........................................................13 Step Three: Scheduling the demo......................................................................................14 Step Four: Check references, negotiate a contract............................................................15 Conclusion..............................................................................................................................16 Vendor profiles......................................................................................................................17 Analytics SEO.......................................................................................................................... 17 BrightEdge.............................................................................................................................. 19 Conductor............................................................................................................................... 21 GinzaMetrics........................................................................................................................... 23 gShift....................................................................................................................................... 26 Linkdex.................................................................................................................................... 28 RankAbove.............................................................................................................................. 30 Rio SEO................................................................................................................................... 32 Searchmetrics.......................................................................................................................... 34 seoClarity................................................................................................................................ 37 SEOlytics................................................................................................................................. 39 Web CEO................................................................................................................................ 41 Resources................................................................................................................................... 43
  4. 4. MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide © 2015 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) platforms and the considerations involved in implementing them. This report addresses the following questions: • What are the current trends 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 enterprise SEO software platform, this report will help you make that decision. The report has been completely updated from its March 2014 publication 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 platform 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 generating 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 webpages 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 platforms. We have not included companies that offer SEO tools as part of agency services, such as 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 target 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 November and December 2014. These, in addition to third- party research, form the basis for this report. January 2015 Consulting Editors: Jessica Bowman, Founder and CEO, SEOinhouse.com; Marshall Simmonds, Founder, Define Media Group Research/Writer: Brian Kelly, Principal, Candlewood Creative Editors: Karen Burka, Senior Research Consultant; Claire Schoen, VP, Marketing Services, Third Door Media
  5. 5. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 3 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide SEO platforms market overview Digital marketing spend is projected to reach more than $57 billion in 2014, with search (including both paid and organic search) representing nearly half of the market, according to Forrester Research. SEO, in particular, has become a lynchpin of digital marketing strategies, due to its ability to increase revenue in a highly cost-efficient manner. SEO fees will total $2.7 billion in 2014 and are expected to reach $4.1 billion by 2019, according to Forrester Research’s U.S. Digital Marketing Forecast, 2014-2019 report (see Table 1). With a healthy eight percent year-over-year growth rate projected during the five- year forecast period, SEO spend will be fueled by several factors, including veteran search marketers spending more on SEO and capping their paid search budgets due to market saturation. At the same time, SEO has become an increasingly complex marketing discipline, led by the near-constant algorithm changes implemented by Google. Source: Forrester Research Table 1: Projected U.S. SEO spend, 2014-2019 (in US$ millions) At the same time, SEO has become an increasingly complex marketing discipline, led by the near-constant algorithm changes implemented by Google. With monikers like Hummingbird, Panda, and Penguin, Google updates are not often as ‘cute’ as their names suggest, and have had significant impacts on SEO practices. (For a complete review of Google algorithm updates and how they’ve affected digital marketing, visit http://searchengineland.com/library/google/ google-algorithm-updates.) Designed to improve search quality and reduce spam, Google algorithm updates are a constant factor in the life of anyone practicing SEO. Moz estimates that Google changes its search algorithm between 500 and 600 times annually. $2,743 $2,975 $3,224 $3,490 $3,775 $4,080 $0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 $3,500 $4,000 $4,500 2014 2015 2016 2017 2018 2019 inUS$millions
  6. 6. 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.
  7. 7. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 4 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Marketers and agencies face an array of choices in an SEO tools market that is fairly mature yet still highly fragmented. Driven by the rapidly changing SEO landscape, more search marketers and agencies are turning to automated tools to help them manage campaigns across search engines, geographies, formats, and devices. Over three-quarters of search marketers are either using or plan to invest in SEO software, according to the 2014 Marketing Technology Adoption Survey conducted by MarketingLand. Maturing market includes enterprise platforms, point solutions Marketers and agencies face an array of choices in an SEO tools market that is fairly mature yet still highly fragmented. Enterprise platforms such as Conductor, BrightEdge, seoClarity, and Searchmetrics continue to attract venture capital to solidify their market positions. Searchmetrics announced an $18.4 million funding round in March 2014, as well as an undisclosed amount of additional funding in November 2014. The Berlin-based company has aggressively targeted the U.S. market for growth. SEO point solutions, which automate singular pieces of the SEO puzzle, also play an important role in the market. Many enterprise marketers seek best-of-breed tools to work in conjunction with their enterprise platforms, while small and mid-size businesses (SMBs) utilize point solutions as affordable options to manage SEO tasks (see Table 2). Several point solution vendors announced partnerships or new funding in 2014 to expand or strengthen their existing capabilities. Site monitoring tool Loggly partnered with New Relic to improve performance monitoring, and secured $15 million in Series C venture financing in October 2014. Pingdom was acquired by SolarWinds, an IT management company, but will continue to operate under the Pingdom brand. Competitive intelligence provider SimilarWeb announced a $15 million series D funding round from Naspers and Lord David Alliance in November 2014.
  8. 8. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 5 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Source: Third Door Media Table 2: Selected SEO point solutions Site monitoring Log file analysis Up-time monitoring Site engagement and user intelligence Site crawler/broken link checker SERP analytics Proxy server Keyword research Page optimization Competitive intelligence Link analysis and acquisition/removal SEO task Loggly Sawmill Splunk Pingability Pingdom Heap Analytics Mix Panel DeepCrawl Screaming Frog Xenu Link Sleuth Advanced Web Ranking AuthorityLabs Microsite Masters Rank Ranger Rank Tracker (Moz) SERPs.com SerpScan.com Sheer SEO STAT Search Analytics Ninjaproxies SearchDex www.loggly.com www.sawmill.net www.splunk.com www.pingability.com www.pingdom.com www.heapanalytics.com Mixpanel.com http://deepcrawl.co.uk/ www.screamingfrog.co.uk/seo-spider/ http://xenus-link-sleuth.en.softonic.com/ www.advancedwebranking.com www.authoritylabs.com www.micrositesmaster.com www.rankranger.com http://moz.com/tools/rank-tracker SERPs.com SerpScan.com www.sheerseo.com http://getstat.com www.ninjaproxies.com www.searchdex.com Keyword Tool SEMrush SimilarWeb Wordtracker BloomReach Unbounce AdGooroo Hitwise The Search Monitor Ahrefs Google Webmaster Tools JungleTorch Link Research Tools Majestic SEO Open Site Explorer (Moz) www.keywordtool.io www.semrush.com www.similarweb.com www.wordtracker.com www.bloomreach.com www.unbounce.com www.adgooroo.com www.experian.com/hitwise/ www.thesearchmonitor.com www.ahrefs.com www.google.com/webmasters/tools www.jungletorch.com www.linkresearchtools.com www.majesticseo.com https://moz.com/researchtools/ose/ Tool URL
  9. 9. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 6 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide SEO platforms market trends The enterprise SEO platforms market is being driven by a number of important trends, including: 1. Integration between SEO and content marketing impacts SEO tools and the enterprises using them. 2. SEO strategies adapt to search engine changes; focus on hyperlocal optimization increases. 3. SEO reaches across the enterprise to engage both marketing and technical professionals. The following sections discuss each of these trends in more depth. Trend #1: Integration between SEO and content marketing impacts SEO tools and the enterprises using them The lines separating SEO, social media marketing, and content marketing continue to blur, creating an enterprise imperative to integrate all three disciplines to achieve business goals. Nearly three-quarters of search marketers are using content creation as an organic search marketing tactic, second only to SEO landing pages, according to The State of Search Marketing 2014 published by Regalix Research (see Table 3). Search industry experts agree that updates to search engine algorithms have made content quality a key factor in higher rankings. The challenge for search marketers is how to integrate SEO best practices into the content creation process. Only one-third of B2B marketers and one-quarter of B2C marketers say their organizations have a documented content marketing strategy, according to the Content Marketing Institute’s 2015 Benchmarks, Budgets, and Trends – North America report. Altimeter Group has similarly reported that 70% of marketers lack a consistent or integrated content strategy. SEO platform vendors have responded to this market need by expanding the content marketing features and capabilities available through their toolsets. 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. Many of the enterprise SEO platforms profiled in this report currently offer extensive social signal tracking, measurement, and integration of results into their analytics and dashboard reports through social signal tracking, monitoring, and campaign management. The lines separating SEO, social media marketing, and content marketing continue to blur, creating an enterprise imperative to integrate all three disciplines to achieve business goals. 54% 65% 69% 73% 75% Social media Blogs Meta tags Content creation SEO landing pages Table 3: Top five tactics used in organic search marketing Source: State of Search Marketing 2014, Regalix Research
  10. 10. www.searchmetrics.com | US 1 866 411 9494 | UK +44 203 6952150 eBay enables millions of people to buy, sell and pay online. And it demands a strong, visible search presence. So eBay relies on Searchmetrics to monitor global search visibility and performance, competitor activity and search trends. Read the full case study at www.searchmetrics.com/customers/ebay/ or call us to schedule a demo. “Searchmetrics helps eBay understand the value of search.” Maxime Rauer Manager, Natural Search eBay
  11. 11. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 7 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Trend #2: SEO strategies adapt to search engine changes; focus on hyper- local optimization increases. SEO has become more complex as the number of ranking factors and the frequency of search engine algorithm updates increase. The factors impacting SERP results are also evolving, as the mobile web begins to dominate search. Google has implemented several updates to cater to mobile searchers. In July 2014, Google introduced its Pigeon update, which provides more useful, relevant, and accurate local search results tied more closely to traditional web search ranking signals. The goal, according to Google executives, is to improve the search engine’s distance and location ranking parameters. Factors like business verification and validation have become more important in search algorithms. Landing pages with title tags, local copy and descriptions, and hyperlinked maps that allow searchers to click on driving directions demonstrate more relevancy for searchers, and subsequently rank higher. Validation through backlinks from trusted sources such as Yelp or Angie’s List enable the search engine to verify hours and services and are boosting quality scores. Google executives have publicly stated that sites which do not work well on mobile devices will incur ranking penalties in search results. According to Google research, 61% of users are unlikely to return to a mobile site that they had trouble accessing from their smartphone. That includes sites that use fonts which are illegible on mobile devices, or sites where users have to zoom in or pan around excessively. SEO platform vendors have had to respond to these types of changes. Many of the vendors profiled in this report offer a wide array of local optimization features and modules that utilize SEO best practices for marketers with multiple brick-and-mortar locations. Virtually all of the vendors profiled in this report now offer “keyword not provided” solutions to fill in the gaps that have resulted from Google’s decision to encrypt search referral keywords. SEO platform vendors are currently considering their responses to Google’s August 2014 decision to boost rankings for sites using HTTPS coding for secure search. Trend #3: SEO reaches across the enterprise to engage both marketing and technical professionals. SEO is no longer solely a web development or IT function. Editors (i.e., content developers), IT, web developers, user experience designers, graphical designers, data analysts, and marketing managers are all stakeholders in webpage performance and search engine rankings. Whereas the search analyst might once have resided in the IT department, that role is now migrating to the marketing department. The job function of ‘marketing technologist’ has emerged, reflecting the increasing overlap of skills required to be successful in search marketing. While in-house SEOs have the technical skills to effectively use enterprise SEO tools, more vendors are targeting marketing end users with easy-to-use graphical interfaces, wizards, and widgets (see Table 4). Workflow tools have become integral features in many enterprise-level SEO platforms to facilitate the coordination of website tasks between diverse 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. SEO has become more complex as the number of ranking factors and the frequency of search engine algorithm updates increase.
  12. 12. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 8 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Enterprise SEO platform capabilities SEO software comes in many shapes and sizes, from rank-checking tools and keyword research toolsets to full-service platforms that manage keywords, links, competitive intelligence, international rankings, social signal integration, and workflow rights and roles (see Table 5). 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 acquisition/removal; • social signal tracking; • international rank tracking; and • APIs for third-party data integration and management. Enterprise-level platforms may also provide more extensive link and site analytics that include predictive scoring systems to identify the potential opportunities to improve page performance or link authority. Vendors also begin to differentiate by offering more frequent data updates or content management or marketing features, which sometimes require additional investment. Other more advanced capabilities may include, but are not limited to: • content marketing or management tools; • custom site crawls; • competitive intelligence; • workflow and task management; and • ROI forecasting and/or predictive analytics; Enterprise-level platforms may also provide more extensive link and site analytics that include predictive scoring systems to identify the potential opportunities to improve page performance or link authority. Table 4: SEO stakeholders reach across the enterprise SEO Marketing Incorporate high- ranking keywords, phrases and images in webpage copy, landing pages, email, social media IT Install SEO tools, integrate with analytics, PPC, BI and CRM solutions Editorial Align copywriting with best performing keywords and phrases Web development Identify and fix page errors, broken links, etc. Data analysis Customize reports, interpret results for diverse stakeholders Source: Third Door Media
  13. 13. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 9 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide The following section discusses some of these capabilities and the key considerations involved in choosing an enterprise SEO platform. 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 platforms 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).” 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 platforms provide link analysis (i.e., what sites are linking to yours?), link-building recommendations via competitive analysis, and other reports that reveal opportunities for obtaining links (i.e., what sites should you solicit links from?) as part of their base products. 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 platform vendors. 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. Most of the SEO platform vendors profiled in this report provide daily site crawls, others offer a weekly frequency. The tool should also crawl the entire site, not just a pre-defined list of URLs or random page crawls. Social signal tracking and integration Social media activity as a ranking factor or signal in search engine algorithms and results is the subject of industry debate. All 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. 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.
  14. 14. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 10 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Table 5: Selected enterprise SEO platform capabilities Conductor Web CEO Linkdex RankAbove Rio SEO Searchmetrics seoClarity gShift Analytics SEO GinzaMetrics BrightEdge SEOlytics 45 countries 350+ global and local search engines FB, G+, IN, TW, YT 4 FB, G+, TW 4 Daily Daily 4 4 Yes 4 4 No 200-plus countries 267 countries 58 countries 134 countries 180-plus countries FB, G+, IN, PN, TW 4 FB, G+, IS, TW 4 FB, TW, YT 4 FB, G+, IN, PN, TW 4 FB, G+, IN, PN, TW 4 Daily Daily Weekly Daily Daily 4 4 No 4 4 Yes 4 4 Yes 4 4 Yes 4 4 Yes 200-plus countries FB, G+, IN, PN, TW, YT 4Weekly 4 4 Yes 128 countries FB, DE, G+, IN, ST, TW 4Daily 4 4 No Combination of proprietary data and data licensed from SEMrush Combination of proprietary and Google Keywords Planner data Combination of proprietary data and data licensed from Moz Combination of proprietary and Ahrefs data Combination of proprietary and licensed data Proprietary data Combination of proprietary and licensed data Proprietary data Combination of proprietary and licensed data Combination of proprietary and licensed data from Majestic SEO Data licensed from Majestic SEO Data licensed from Majestic SEO Proprietary data Combination of proprietary and licensed data Proprietary dataData licensed from Blekko and Google Analytics Combination of proprietary data and data licensed from SEMrush Combination of proprietary and licensed data from Majestic SEO 150-plus countries FB, G+, IS, PI, SL, TW, YT 4Daily 4 4 No 174 countries 75 language/ search engine combos FB, G+, IN, TW 4 DE, TE, TW 4 Daily Daily 4 4 Yes 8 4 No Combination of proprietary and licensed data Combination of proprietary data and data licensed from Moz and Ahrefs Proprietary data Proprietary data Combination of proprietary and licensed data from Majestic SEO Combination of proprietary and licensed data from Majestic SEO Vendor International search tracking Social signals tracked Content marketing module or tool Custom site crawls ROI forecasting API for 3rd party data integration Annual contract required Link analysis & acquisition Keyword research/ rank analysis Social Network Abbreviations: DE=Delicious; FB=Facebook; G+=Google+; IN=LinkedIn, IS=Instagram, PN=Pinterest; SlideShare=SL; ST=StumbleUpon; TE=Technorati; TW=Twitter; YT=YouTube Source: Third Door Media
  15. 15. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 11 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide 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. 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. 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 (aka Omniture), Webtrends, IBM Digital Analytics, 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 platforms 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 platform 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 platform and its capabilities. 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.
  16. 16. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 12 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the SEO platform decision-making process. Choosing an enterprise SEO platform The benefits of using enterprise SEO platforms 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 platform can increase efficiency and productivity while reducing the time and errors involved in managing organic search campaigns. More specifically, managing SEO through an enterprise 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. • Stay current with the search engines. SEO software vendors have dedicated teams and engineers to follow frequent search engine 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 platforms 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 platform decision-making process. The following section outlines four steps to help your organization begin that process and choose the SEO platform that is the right fit for your business needs and goals. Step One: Do you need an enterprise SEO platform? Deciding whether or not your company needs an enterprise-level SEO platform 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 with the bandwidth to use the tools and study the data? Employing people to implement and use SEO tools is a prerequisite to success. If you have marketing staff, SEO tools will make them more efficient only if they have the bandwidth to use them. Far too many companies invest in enterprise-level tools, but fail to use them effectively because of competing priorities with active projects. 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.
  17. 17. Web Presence Analytics Software SEO + Social + Content gShiftLabs.com/SEOTools • sales@gShiftLabs.com • @gShiftlabs • 1 866 743 5960 All Metrics, One Dashboard Social Impact, Monitored Track Competition, Daily Find out the impact and engagement your content is generating across your social networks, and what drives traffic and conversions. Keep tabs on your competition and monitor their web activity, then compare to yours and see how you stack up. Search, social, email, e-commerce and more. Get every metric in one place for at-a-glance performance measurement, then dig deeper. gShift’s powerful web presence analytics and reporting platform allows agencies and brands to delve deep in to owned and earned digital marketing metrics. Using gShift, digital marketers can: • Improve discoverability & brand presence within search engines and social networks • Gauge performance of content marketing efforts across multiple channels • Gain valuable insight into customer behavior and search methods • Create powerful custom reports, then schedule and automate reporting delivered to your inbox
  18. 18. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 13 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide 3. Do we have the right technical resources? Successful enterprise SEO needs dedicated technical resources deployed to it to act on the recommendations and opportunities surfaced by the tool/reports. 4. Who will own SEO? 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, enterprise-level SEO must be a shared discipline because many of its components are owned by various departments. 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 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 whitepaper download – your key objective? Having goals will help you decide if you’re ready to put an enterprise platform to good use, as well as help you decide which tool will best meet your organizational needs. 7. Have we decided how we will measure success? Depending on your site’s monetization strategy, make sure you know how you’ll determine if the rollout of the platform and the successful execution of the established KPIs actually increase sales, conversions or page views. 8. 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 whitepapers 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 Once you have determined that enterprise SEO software makes sense for your business, spend time researching individual vendors and their capabilities.
  19. 19. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 14 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide 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. 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? Remember to ask probing questions to truly understand the data, such as: 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 platform 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 do you track and report universal search results? As an in-house SEO expert you will want to know if and where your site was listed on the results page. For example, did your listing appear in web results, the In the News segment, an in-depth article, or the video results? That location and reporting feedback helps to quantify strategic and tactical efforts. 5. 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. 6. 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 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.
  20. 20. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 15 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide 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 appropriate teams and promptly acted upon. Evaluate if getting to the reports and understanding them is easy enough for the non-SEO stakeholders who need SEO data. 7. 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 (BI) system will help you to more accurately calculate ROI. 8. Is there a workflow built in that allows me to coordinate the work of my marketing, content, web development, social media, and PR teams across the organization? SEO cannot operate in a silo. A true enterprise platform should provide built-in workflow management that includes task assignment, management, and monitoring of completion rates across groups. 9. What kind of ongoing support and client engagement will your account team provide? How will you gauge our use or non-use of the platform’s features? One of the most common reasons a company transitions out of an enterprise platform 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. 10. 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, Google News Keyword Tag, and 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 platform? • Did you migrate to this tool from a different enterprise SEO tool? If so, how was the conversion process? • Why did you select this platform over others? • Has this platform lived up to your expectations? • How long did the system take to implement? • Are you also using additional tools for crawling, competitive analysis, 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? 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.
  21. 21. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 16 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide • Do you use all the resources provided? If not, which ones and why? • What is the most useful, actionable (favorite) report the tool generates? • What do you wish they did differently? • Why would you recommend this platform? 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 (and how long will the onboarding take)? 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 you 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. Conclusion SEO has become a lynchpin of digital marketing strategies, due to its ability to increase revenue in a highly cost-efficient manner. At the same time, SEO has become an increasingly complex marketing discipline, led by the near-constant algorithm changes implemented by Google. Moz estimates that Google changes its search algorithm between 500 and 600 times annually. Marketers and agencies face an array of choices in an SEO tools market that is fairly mature yet still highly fragmented. There are rank-checking tools and keyword research toolsets, as well as full-service solutions that manage keywords, links, competitive intelligence, international rankings, social signal integration, and workflow rights and roles. Enterprise-level solutions may also provide more extensive link and site analytics that include predictive scoring systems to identify the potential opportunities to improve page performance or link authority. 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. Choosing the right partner means conducting a rigorous internal evaluation to determine your business priorities, needs, and goals. Is your C-suite on board with the investment? Do you have the right staffing in place to manage SEO? And, have you put KPIs in place to measure the return on your investment? With the answers to these and other questions, your organization can move forward and reap numerous benefits from automating SEO. n Marketers and agencies face an array of choices in an SEO tools market that is fairly mature yet still highly fragmented.
  22. 22. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 17 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide 1346 East Broadway, Suite 103 Pearland, TX 77581 (T) 281-816-5176 www.analyticsseo.com U.K. Headquarters: 136-138 Holly Road Middlesex United Kingdom TW1 4HQ Target customer • Ecommerce sites, enterprises managing multiple sites, and digital marketing agencies. Key customers Betfair Les Echos Regus Santander Private Bank Sophos Company overview • Founded in 2009. • 21 employees. • Raised $1 million in angel funding in 2012. • Additional offices in France, Sweden, and Norway. Key executives Laurence O’Toole, CEO Penny Holt, Finance Director Nuno Costa, CTO Dennis Hart, President, U.S. Operations Product overview • Big Marketing Data™ platform features proprietary database of 100 million domains, 25 million commercial keywords, and 30 million blogs. Databases fed by proprietary crawlers and third-party partners including Majestic SEO (backlinks). • Provides competitive marketshare analysis using millions of proprietary daily keyword rank checks. • Proprietary IntelliTraffic™ “not provided” solution opens access to hidden keyword visit data. • Multi-site project management and white-label reporting.
  23. 23. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 18 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Product Details Social signals integration • Integrates Google+, Twitter, Facebook, LinkedIn, Delicious, and StumbleUpon. Reporting and analytics • Customized white-labeled, scheduled reports in PowerPoint, Excel or PDF. • Competitive intelligence includes industry analysis, and competitor site audits for ranking factors and backlinks. • Users can analyze up to five competitor sites per domain; bulk competitive analysis is available at an additional charge. • Keyword suggestions and opportunities are automatically generated across multiple search engines. Keyword ranking histories are tracked daily. Platform provides an overview of average monthly and weekly rankings. Segmentation is available to sort generic (non-branded) from branded keyword traffic. Third-party partnerships and integration • Third-party API integrations with Majestic SEO, SEMrush, Google Analytics, Google Webmaster Tools, Adobe Site Catalyst, and Xiti. • Big Data APIs cover keyword rankings, competitive research, site audits, and blogger/influencer outreach. • Additional white-label partnerships available through Analytics SEO’s API. Pricing and service • Agency and Enterprise plans customized per client requirements. Pricing based on features selected, professional services needed, and the number of sites, keywords, pages, and backlinks. • Enterprise packages include advanced features such as customized access to Big Marketing Data™ and network analysis technology to define markets, bulk keyword history site imports, advanced reporting, multi-site project management, professional services, SLAs, and priority support. • Month-to-month and annual subscriptions available. • Email, online, and phone-based customer support included; add-on on- site support available. Webinars, online manuals, and video resources are included for all accounts. 1346 East Broadway, Suite 103 Pearland, TX 77581 (T) 281-816-5176 www.analyticsseo.com U.K. Headquarters: 136-138 Holly Road Middlesex United Kingdom TW1 4HQ
  24. 24. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 19 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide BrightEdge 999 Baker Way, Suite 500 San Mateo, CA 94404 (T) 800-578-8023 www.brightedge.com Target customer • Enterprise marketers, digital agencies, content marketers, and mid-market ecommerce companies. Key customers Adobe HP Marriott Microsoft Nike Performics Key executives Jim Yu, Founder and CEO Lemuel Park, Founder and CTO Joshua Crossman, VP, Client Services and Strategy Barrett Foster, VP, Sales Company overview • Founded in 2007. • 300 employees. • 1,000-plus clients/9,000-plus brands. • Additional offices in Chicago, Seattle, New York, London, Tokyo, and Sydney. Product overview • SaaS-based BrightEdge S3 platform offers competitive intelligence as well as the BrightEdge Data Cube, which indexes billions of pieces of content, including rich media, search, and social, across six global regions. Content-based recommendations allow users to optimize around multiple keyword and content strings to the same URL. Page-based integrations to allow customers to accurately tie their SEO efforts back to business metrics in their web analytics systems. • Tracks global and local search engine rankings across desktop, mobile, and tablet for 382 cities and 174 countries, including China’s Baidu, Russia’s Yandex, and South Korea’s Naver. Keywords can be tracked in either English or the local language. Competitive intelligence groups and compares competitors or surfaces new, untracked competitors. • Mobile SEO features include mobile search rankings, mobile share of voice, and mobile site audit. • Offers recommendations for more than 32 on- and off-page factors including content analysis, content recommendations, header tags, meta tags, social signals, backlinks, internal links, and keywords. • Partners with Majestic SEO 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.
  25. 25. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 20 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Product Details Social signals integration • Social and SEO correlations examined through technology built with partners Facebook and Twitter. • Social site audits perform site checks on Facebook’s OpenGraph to optimize Facebook brand page performance. • Twitter trends visible within the platform. Social and SEO metrics compared side-by-side. Tracks social SEO performance of the top 10 ranking pages for a keyword. Social signals such as “likes” and “tweets” are integrated. Shared URLs, Plus Ones on Google + and LinkedIn metrics are also tracked. Reporting and analytics • Solution for secure search with page reporting integrates actuals from web analytics. • Customizable dashboards for flexible time periods that model customer domains, competitor domains, and customer organizational structure. • Options include financial forecasting for SEO projects; keyword prioritization can be customized according to difficulty and resource variables. • Blended rank feature measures true search rankings across rich media, social, universal listings, and geographic results. • Task management workflow tracks assignment, progress, and completion. • Includes competitive intelligence, keyword and content gap opportunities, and SEO recommendations for on- and off-page factors based on trending data. Third-party partnerships and integration • Page-based integration with all major analytics providers including Google Analytics, Adobe Analytics, Webtrends, and IBM Digital Analytics. • CMS integration with Adobe Experience Manager (AEM). • Integrates with Google Webmaster Tools and Majestic SEO. • Setup is facilitated by OAuth and BrightEdge’s Connect API. Pricing and service • Customized pricing based on the number of keywords and websites. Additional fees for custom integrations. • Accounts are billed annually; multi-year contract discounts are available. • Global customer success organization (70-plus reps) comprised of Client Services Analysts, Client Services Managers, and Client Onboarding Managers. Professional services team also available. • Ignite Onboarding is included in all contracts to help customers with one-on-one onboarding assistance where customers learn the BrightEdge platform, identify goals, and work through a guided Ignite project. • Online training and certification is included as part of onboarding. 1500-plus members in BrightEdge Certified Professional Community. • Inbound service is available 24/7 through email and system-based routing tickets. BrightEdge 999 Baker Way, Suite 500 San Mateo, CA 94404 (T) 800-578-8023 www.brightedge.com
  26. 26. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 21 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Target customer • Large agencies and enterprise-level marketers. Key executives Seth Besmertnik, CEO Eric Reisch, VP, Customer Success and Strategy Kerry Ancheta, VP, Worldwide Sales Baruch Toledano, VP, Product Management Key customers Ancestry.com Canon Citi FedEx HSN Siemens Company overview • Product launched in 2010. • 150-plus employees. • 6,500 clients. • 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 measurement and analytics across organic, universal, local, mobile, and international search results. • Tracks 528 global locations. • Allows multiple teams to manage workflows, share metrics, and automate reporting. • Automated alerts signal issues that require immediate attention – as frequently as daily if necessary. • Supports international search engines such as Baidu (China), Yahoo! Japan, and Yandex (Russia) in dozens of languages. • Opportunity discovery functionality identifies new content opportunities. • Optimizes existing content through recommendations for on-page and off-page factors. Conductor 2 Park Avenue New York, NY 10016 (T) 888-9CONDUCT www.conductor.com
  27. 27. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 22 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Product Details 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. • Integrates YouTube. • Social metrics intelligently blended with a variety of data sources to provide a holistic view of natural search and social activities. Reporting and analytics • Keyword tracking across devices, locations, and universal search results. • Competitive intelligence compares page content against business and SEO competitors in a single view. • Role-based workspaces provide customizable reporting experiences. Third-party partnerships and integration • Partners with SEMrush for opportunity discovery 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. • Content Insights suite allows marketers to create rule-based segments of their site, such as product or category pages, to analyze search and traffic performance beyond the page level. Pricing and service • Tiered Searchlight pricing structure as follows: Starter: Begins at $1,995/month and includes 1,000 searches, up to 10,000 discovered pages, one domain, and up to three comparison domains. Standard: begins at $3,750/month and includes 2,000 searches, up to 50,000 discovered pages, up to three domains, and up to 10 comparison domains. Premium and Enterprise packages are customized by client. • Average customer spend is $50,000 annually. • Free trials available. • Customer success team provides support, training, and best practices. • Online customer community facilitates interaction with Conductor experts, marketing peers, and allows users to direct functionality requests to the Conductor team. • Add-on professional services team provides on-call technical and strategic SEO services. Conductor 2 Park Avenue New York, NY 10016 (T) 888-9CONDUCT www.conductor.com
  28. 28. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 23 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide GinzaMetrics 156 2nd Street San Francisco, CA 94105 (T) 888-469-2707 www.ginzametrics.com Target customer • Mid-market and enterprise-level agencies and marketers. Key customers Chegg GroupM Search Factory Scribd The Richards Group Traffika Key executives Ray Grieselhuber, CEO and Co-founder Erin Robbins O’Brien, COO Company overview • Founded in May 2010 as a product of Ginzamarkets. • 15 employees. • Originally funded by Y Combinator; received $1.3 million in additional seed funding in August 2011 from 500 Startups, Venture51 and several angel investors. • In December, 2013, Tokyo-based SunBridge Global Ventures Inc. made an undisclosed venture funding investment. • Additional U.S. office in Dallas, TX. • Foreign headquarters in Tokyo; additional offices throughout Europe, Asia, and the Middle East. Product overview • A unified search, social, and content marketing dashboard with global capabilities. • Provides daily data updates, including keyword rankings, across multiple search engines, including Google, Yahoo!, Bing, Yandex, Baidu, and Sogou. • Daily optimization recommendations for keywords and content targeting, page structure, and crawlability. • Supports over 150 countries; localized user interface is available in five languages: English, Japanese, Chinese, Spanish, and Russian. • Competitor data woven throughout the platform allows users to find, monitor, and deep dive into competitor content and search campaigns. • An implementation wizard guides users through the initial setup process in five minutes. Workflow feature further provides comprehensive project and task management; users can be assigned tasks from anywhere in the application. Customizable reports filtered by date, granularity, search engine, keyword group, and conversion event types. Project owners automatically notified when a task or project is complete.
  29. 29. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 24 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Social signals integration • Data including clicks, comments, and link sharing is collected from Facebook, Twitter, and Google+ on a daily basis. • Keyword, content, and campaign performance tracked across social channels. • Compares social performance to organic search performance within the same dashboard and includes the analysis in reports. • Competitor social landscape analysis includes social channels such as Twitter, Facebook, Google+, Instagram, Pinterest, SlideShare, and YouTube. Reporting and analytics • Proprietary algorithms work in combination with a customer’s third-party analytics 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 tags, body tags, errors, meta tags, headers and internal linking analysis. System assigns numerical scores (0-100) to indicate performance in these areas and prioritizes accompanying suggestions. • Large keyword sets 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 bulk keyword additions. • Dashboard charts daily SERP data with historical data to visualize trends and search engine algorithm updates. Analytics data such as organic visits and e-commerce revenue can be graphed within GinzaMetrics, along with viewing data by device type, including desktop, mobile, and tablet. • Competitive intelligence features deliver visual representations of keyword, content, and backlink data. • Customers can access ranking changes at the individual keyword and keyword group level. • Competitor sites 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 notes and section headers to each section of individual reports, to automate and manage multiple communications inside the application. • Account summaries and keywords can be downloaded in Excel and CSV formats and saved to branded PDF reports. Third-party partnerships and integration • Proprietary data supplemented through partnerships with Moz and Ahrefs for backlink data on almost 700 billion links. Link strength and opportunities are scored using proprietary algorithms. Customers are notified of new link acquisitions or problems with existing links through automated alerts. Product Details GinzaMetrics 156 2nd Street San Francisco, CA 94105 (T) 888-469-2707 www.ginzametrics.com
  30. 30. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 25 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Product Details • 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 • Offers three SaaS-based pricing plans, all featuring access to scheduled reporting, white-labeling capabilities, and unlimited users: Professional: $1,000/month. Premium: $2,000/month. Portfolio: $3,000/month. • Enterprise pricing is customized. • Annual contracts are discounted (but not required). • Account managers are available for Portfolio and Enterprise plans. • Custom data and solutions available upon request. GinzaMetrics 156 2nd Street San Francisco, CA 94105 (T) 888-469-2707 www.ginzametrics.com
  31. 31. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 26 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Target customer • Fortune 5,000 brands and their agencies that use SEO, content marketing, social media, and mobile as core assets in their digital marketing strategies. Key customers BDO Bell Canada GearyLSF The SEO Company WSI Key executives Krista LaRiviere, CEO and Co-founder Chris Adams, CTO and Co-founder Claude Ricks, COO Company overview • Founded in 2009. • 25 employees. • Raised $3.6 million in three rounds of funding since April 2010 from the Investment Accelerator Fund (MaRS), GrowthWorks, Brightspark, and FedDev IBI. Product overview • SaaS-based platform reports on the impact and engagement of client content across its mobile, web, and social presences. 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 mobile insights. • Content Marketing Performance module monitors and reports on key engagement metrics from owned and earned sources. • 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. gShift 126 Wellington Street, Suite 205 Barrie, ON  L4N 1K9 (T) 705-727-5648 www.gshiftlabs.com
  32. 32. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 27 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Product Details Social signals integration • Collected from Facebook, Twitter, LinkedIn, Google+, Pinterest, and YouTube. Graphically plots social media trends. • Twitter conversations mined for keyword opportunities to inform the content marketing workflow process. • Social activity and backlink data in unified view, allowing users to compare social and search results as content is optimized across channels. • Brand keywords monitored daily in social streams. 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 ranking changes. • Competitive intelligence for position data, backlinks, and indexed pages; provides side-by-side comparison with competitors’ sites. • Integration with Constant Contact allows email marketing campaign data to be included in monthly digital marketing reports. Third-party partnerships and integration • Integrates with Google Analytics, Adobe Analytics, and Constant Contact. • API for additional data integration and reporting. Pricing and service • Agency Full Version pricing starts at $1,268/month and includes tracking up to 5,000 keyword rankings across up to 40 web presences. • Lite and Full Version pricing packages also available for brands and agencies based on the number of keyword rankings and web presences. Brand Lite: $325/month includes one web presence and up to 100 keyword rankings. Agency Lite: $650/month targets mid-sized SEO agencies and includes up to 2,000 keyword rankings across up to 20 web presences. Brand Full: $845/month targets in- house SEO teams and includes up to 3,000 keyword rankings. • API use is an additional cost, based on volume of keywords, account setup, and API access. • Annual contract required. • A dedicated account manager is included in pricing. • Coaching and managed services are premium priced. gShift 126 Wellington Street, Suite 205 Barrie, ON  L4N 1K9 (T) 705-727-5648 www.gshiftlabs.com
  33. 33. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 28 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Linkdex 21 West 46th Street, Suite 1002 New York, NY 10036 (T) 347-817-7979 www.linkdex.com U.K. Headquarters: 90 Chancery Lane London United Kingdom WC2A 1EU (T) 44-0-20-3757-2600 Target customer • Enterprise agencies and brands working across national and global markets. Key customers Havas iProspect Lenovo Microsoft MoneySupermarket.com Transamerica Key executives Mark Smith, CEO Matt Roberts, Chief Strategy Officer Martin Armstrong, CTO Collette Easton, VP, Managed Services Company overview • Founded in 2009. • Raised $16 million in venture funding since December 2013 from Oxford Capital Partners and Amadeus Capital Partners. Product overview • SaaS-based platform that supports SEO in more than 200 countries, 135 languages, and five search engines. • Proprietary data tools include Entity Search, which searches multiple keywords, multiple combinations, and specific websites to find the influencers producing the most relevant content in a client’s chosen market. Relationships developed through Entity Search are collected into a contact database for future nurturing. • Visibility feature provides instant domain performance intelligence, benchmarked against vertical industry. • Daily or weekly ranking data provided down to zip code level. • Advanced not-provided solutions estimate keyword traffic. • Forecasting tools support business case planning and market opportunity analysis. • Content 360 product combines multichannel analytics data, ranking, social, and backlink data with a technical site crawl. Large-scale technical crawls of millions of pages included in core product. • 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.
  34. 34. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 29 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Product Details Social signals integration • Twitter, Facebook, LinkedIn, Google +, and Pinterest signal data integrates with Content 360 and all reports. • Social content filters allow users to discover content strategies and topics that travel socially. • Benchmark social and link performance of owned and competitive high-traffic content. Reporting and analytics • Customizable enterprise reporting dashboards offer more than 40 reporting widgets to measure multichannel analytics, content, keyword, and outreach performance. Reports come as presentation- ready PPTs or PDFs. • Reports on share of search /voice for markets, channels, and categories. • Automated and scheduled reporting. • Immediate organic visibility data and performance benchmarking for any domain. • Universal Search Results tracked across all country and language configurations. • Advanced and realistic forecasts of traffic, value, and conversions through- time created with High, Medium, and Low scenarios. • Unique 360-degree page metric helps users learn more and do more with most valuable page content, and benchmarks content against the competition. • Mobile SEO ranking and technical SEO data to improve mobile visibility. • Task management and outreach workflow integrated with reporting to and improve productivity. Third-party partnerships and integration • Backlink data provided by Majestic SEO, then re-crawled and evaluated for further analysis and insights. Link quality scored by proprietary algorithms. Social profile of link sources. Authorship, video, rel=publisher, and other deep link source insights included. • Integrates with all major analytics tools including Google Analytics and Adobe Analytics. Pricing and service • Pricing based on data consumption and starts at $600/month. 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. Linkdex 21 West 46th Street, Suite 1002 New York, NY 10036 (T) 347-817-7979 www.linkdex.com U.K. Headquarters 90 Chancery Lane London United Kingdom WC2A 1EU (T) 44-0-20-3757-2600
  35. 35. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 30 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide RankAbove 91 Hahashmonaim Street Tel Aviv, Israel 6120101 (T) 972-3-771-1300 www.rankabove.com U.S. Headquarters: 79 Madison Avenue New York, NY 10016 (T) 800-430-1436 Target customer • Enterprise-level marketers and IT professionals. Key customers 1-800-Flowers eBay MTV (Viacom) NBTY Ozon.ru Petco Key executives Mayer Reich, CEO and Co-founder Eli Feldblum, CTO and Co-founder Michael Barnett, VP, Customer Success Shlomi Gabbay, VP, Research and Development Company overview • Founded in April 2007. • 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 non-alphanumeric languages like Arabic and Chinese. • Continuous site crawls enable real-time data and recommendations. • Proprietary indexing based on top traffic-generating webpages, backlinks, internal links, and keywords to create an accurate sample of the website to be optimized. • Prioritized recommendations provided for all page issues, and is based on the weight of the issue, number of pages affected, and the importance of those pages to the website. Engine constantly updates the weights of SEO issues based on changes in Google’s algorithms. • A 301 redirect tool 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.
  36. 36. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 31 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Product Details Social signals integration • Integrates Facebook, Google+, Instagram, and Twitter. • Social footprint tracking include likes, posts, and backlinks. Reporting and analytics • Backlink analysis examines several optimization elements including domain, anchor text, no follow, source and target page, and link status. • Provides competitive intelligence and link discovery based on competitor keywords, backlinks, and on-page elements. • 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 for mobile devices 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 allowing users to choose to optimize in bulk as opposed to page by page. Third-party partnerships and integration • Licenses backlink data from Majestic SEO. • Integrates with Google Analytics. • Integration with Adobe Analytics and IBM Digital Analytics through Adobe and IBM partnerships. 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. • Tracks customer platform usage to gauge whether or not customers are using the software properly. RankAbove 91 Hahashmonaim Street Tel Aviv, Israel 6120101 (T) 972-3-771-1300 www.rankabove.com U.S. Headquarters: 79 Madison Avenue New York, NY 10016 (T) 800-430-1436
  37. 37. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 32 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Rio SEO 9255 Towne Centre Drive, Suite 750 San Diego, CA 92121 (T) 858-529-5005 http://www.rioseo.com Target customer • Search and digital marketers at mid-market and enterprise-level companies, as well as digital agencies. • Multi-location brands with or without ecommerce websites. Key customers ADT IBM Intel JC Penney  Kohl’s Lenovo Key executives Dema Zlotin, CEO James Wu, COO Bill Connard, VP, Local Search Solutions Company overview • Formerly a division of Covario, became an independent SaaS company in September 2014. • 50-plus employees. • Acquired San Diego-based Top Local Search in May 2012, as well as Seattle-based social marketing software provider Meteor Solutions in November 2012. Product overview • Cloud-based local search platform comprising distinct modules that can be licensed separately or as a suite. • Offers international support, including localized account teams and services for international search engines. • Local SEO and mobile search modules include: Local Search Optimizer™: integrates 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 finders and local landing pages for country, state, and location landing pages. Includes integrated search and click activity analytics. Mobile Location Finder™: builds optimized and localized mobile landing pages for each location.   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™: manages business location data for search engine maps, data aggregators, internet directories, and social networks. IYP Link Optimizer™: provides bulk feed submissions via API to aggregators such as Acxiom, InfoUSA, Neustar Localeze, and Factual. Facebook Places Optimizer™: provides consistent store places listing information
  38. 38. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 33 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Product Details to Facebook Places. Local Review Checker™: monitors and reports on reviews across each business location from sources such as Yelp, Foursquare, and Google+. Local Citation Tracker™: tracks and reports on the accuracy of a brand’s local business information across search engines, data aggregators, and online directories. Local Search Rank Checker™: monitors and reports on local rank in each market against a brand’s most valued keyword search terms. Local Neighborhood Optimizer™: collects and injects optimized neighborhood information into local landing page content, local listings, and on-page markup for hyperlocal relevancy. Social signals integration • Social Analyze module measures social signals from Facebook, Twitter, YouTube, and blogs. Metrics include word-of-mouth visitors, number of influencers, influencer demographics, referrals, top shared pages, and conversions, which are used to calculate social ROI. • Determines the visibility of a customer’s content marketing and distribution efforts. • Tracks “dark social” metrics or techniques that are not normally measured, such as copying and pasting a URL into an email and instant messages. Reporting and analysis • Enterprise Roll-Up Reporting Software™ reports on the success of a local search program across web analytics, local ranking, citation accuracy, local reviews, and ratings over time and includes: local ranking reports; granular web analytics; citation accuracy; review monitoring; and conversion tracking Third-party partnerships and integration • Direct API integrations with Acxiom, InfoUSA, Neustar Localeze, and Factual. • Partners with Majestic SEO for backlink data. Pricing and service • Customized pricing based on the number of locations and modules selected and the scope of any custom development. • Modules are available individually or as bundles, on a monthly or annual basis. • Dedicated Account Directors provide direct contact for changes, updates, reporting, and additional modules. • Included support ranges from dedicated staff, custom webinars, e-learning curriculum, and on-site visits to self-serve e-learning videos and manuals. Rio SEO 9255 Towne Centre Drive, Suite 750 San Diego, CA 92121 (T) 858-529-5005 http://www.rioseo.com
  39. 39. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 34 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Searchmetrics 1510 Fashion Island Boulevard, Suite 250 San Mateo, CA 94404 (T) 866-411-9494 www.searchmetrics.com Target customer • Search and content marketing professionals at enterprise companies and large global agencies. Key customers eBay iCrossing Sephora Symantec Walgreen’s Yahoo! Key executives Thomas Schuster, CEO Marcus Tober, Founder and CTO Roy Satterthwaite, VP, Sales Jordan Koene, VP, Professional Services Company overview • Founded in December 2007. • Completed a round of venture funding in March 2014, totaling $18.4 million from Neuhaus Partners, Holtzbrinck Digital, Iris Capital. • 165-plus employees. • 6,500-plus brands. • Additional offices New York, Berlin, London, and Paris. Product overview • Flagship Searchmetrics Suite™ provides customized insights, forecasts, and recommendation analysis and data in SEO, social media, and content marketing. • Database of 500 million keywords and 100 million domains in 134 countries focused on: content optimization, site structure, and technical optimization. Content optimization targets content marketing professionals with actionable and customized recommendations. Site structure targets product managers and IT professionals interested in site architecture and URL analysis and recommendations. Technical optimization targets SEOs and web designers with traditional SEO work, such as rankings, on page optimization, etc. • Coverage includes Google, Bing, and Yahoo!, as well as international search engines such as Yandex, Baidu, and Naver. Analyzes local search results for 350 major cities worldwide. Combine countries, cities, and languages to support 829 search engine combinations. Mobile and tablet capabilities measure rankings, traffic, and market share.
  40. 40. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 35 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Product Details Social signals integration • Integrated with Facebook, Google+, Twitter, Pinterest, and LinkedIn. • Social Engagement analyzes social media performance of customer domains by tracking how frequently specific URLs are shared – and on which social networks. • Sitemap and RSS feed monitoring allow customers to receive automatic hourly updates on social engagement with individual URLs. Reporting and analytics • Site and keyword optimization identifies on-page optimization requirements by crawling and assessing domain sub-pages to repair technical errors. • Identifies which keywords generate Google Knowledge Graph and Carousel results. • Tracks Google Universal Search rankings for any domain across news, images, video, and map results. • Customizable reporting dashboards include traffic, SEO visibility, and keyword rankings. Automated email alerts advise when targets have been achieved or when performance is falling short of minimum requirements. • Users able to create individually scalable traffic and revenue forecasts and simulations. • Site structure optimization provides an in-depth view of site architecture and content structure of a site’s pages. Individual crawling options up to two million URLs. • Traffic Insight closes the Google “not provided” information gap for high- traffic keywords by analyzing keywords that drive traffic to specific web pages. Incorporates relevant PPC (AdWords) data, identifying keywords that are directing PPC traffic to landing pages (along with the volume of paid traffic per keyword) and keywords generating PPC traffic. • Analyzes and optimizes online content to improve rankings, traffic, and conversions. • Competitive intelligence includes analysis of competitors’ content and keyword strategies including top keywords in headings and page word counts. Identifies customer and competitor market share for SEO and PPC for target keywords. • 360 Page View offers SEO optimization on the URL level. • Mobile SEO analyzes data to optimize keywords, content, and trends for both mobile phones and tablets. Analyzes mobile rankings, identifies mobile traffic and conversions, and helps users develop customized SEO strategies for mobile devices. • Traffic and conversion value forecasting provides individual ranking and conversion value targets, calculates traffic forecasts for keywords, and predicts traffic and conversions. • Holistic search feature performs comparisons of earned, owned, and PPC performance with the same keyword set to identify hidden traffic as well as conversion potential. Third-party partnerships and integration • Integrates with leading web analytics tools including Adobe Analytics, Google Analytics, AT Internet, IBM Digital Analytics, Webtrends, Google Webmaster Tools, Adobe Experience Manager (AEM) and eTracker. • API available for data export only. Searchmetrics 1510 Fashion Island Boulevard. Suite 250 San Mateo, CA 94404 (T) 866-411-9494 www.searchmetrics.com
  41. 41. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 36 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Product Details Pricing and service • Customized pricing based on goals and requirements. • Two pricing options: Searchmetrics Suite for Agencies. Searchmetrics Suite for the Enterprise. • All packages require an annual contract and include a dedicated client success manager (CSM). • Professional services team available as an add-on to provide SEO project management and performance analysis. • Searchmetrics Academy offers SEO training online and live training in different cities throughout the year. Searchmetrics 1510 Fashion Island Boulevard. Suite 250 San Mateo, CA 94404 (T) 866-411-9494 www.searchmetrics.com
  42. 42. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 37 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide seoClarity 2800 S. River Road, Suite 290 Des Plaines, IL 60018 (T) 773-831-4500 www.seoclarity.net Target customer • Enterprise-level and upper mid-market organizations. Key customers Barnes & Noble Dell Orbitz Overstock.com Paychex Zappos Key executives Kalpesh Guard, Co-founder and CEO Mitul Gandhi, Co-founder and Chief Architect Chris Sachs, Director of Operations Aditya Ravinuthala, Director of IT Company overview • Founded in February 2004; platform launched in 2008. • 50-plus employees. Product overview • Customizable SEO solution performs daily crawls and offers keyword rankings, analytics, backlinks, social metrics, content optimization, and competitive intelligence. • Coverage for desktop, mobile, local, global, and technical SEO. • Global coverage in 180-plus countries with support for each country’s native languages including Chinese, Japanese, and Arabic letters and characters. Timely data delivery in international app portals. • Page-level analytics and Google Webmaster Tools integrations to tackle “Term Not Provided.” • Content optimization lifecycle management features and services include research and writing, as well as tracking and measuring results and impact. • Customizable collaboration and built-in workflow management system. • Data hosted on a hybrid cloud system that safeguards proprietary customer data in dedicated servers.
  43. 43. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 38 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide Product Details Social signals 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 content marketing topics of interest to clients. • Daily tracking of social activity for clients and their competitors. Reporting and analytics • Open data platform imports data from virtually any analytics source including Adobe, IBM, Google Analytics, and internal data warehouses. • Comprehensive set of tracked metrics from bot-level data to social data. • Actionable Insights™ (A.I.) algorithm 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. • Unlimited, customizable dashboards with 100-plus visualizations. Third-party partnerships and integration • 60-plus integrations within seoClarity’s Data Integration Marketplace. • Partners with Adobe Marketing Cloud, Adobe Experience Manager (CQ5), IBM Digital Analytics, Google Analytics, and Google Webmaster Tools. • Clients can build master link profiles with data from MajesticSEO, Moz, and Google Webmaster Tools. • Full two-way content management integration with internal CMSs. Pricing and service • Customized pricing based on volume tracked. Pricing plans start at $1,999/month (annual contract required). • Price includes dedicated Client Success Manager and access to technical SEO teams. • Support options include: 24/7 critical support (response time for email support averages one business hour). Live chat. Online knowledge base of articles, training videos, and use case studies. Active online user community. seoClarity 2800 S. River Road, Suite 290 Des Plaines, IL 60018 (T) 773-831-4500 www.seoclarity.net
  44. 44. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 39 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise SEO Platforms 2015: A Marketer’s Guide SEOlytics Am Neumarkt 30 22041 Hamburg, Germany (T) 49-40-688-73-58-00 www.seolytics.com Target customer • Mid-market and enterprise-level marketers and agencies. Key customers Deutsche Post DHL Holidaycheck HomeAway hotel.de Idealo immobilienscout24.de Key executives Sören Bendig, CEO, Managing Director Sven Kalow, COO, Managing Director Company overview • Founded in 2009. 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, rankings and detailed analysis of relevancy issues 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.

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