9 Important Features of Business SEO Platforms

9 Important Features of Business SEO Platforms

Enterprise SEO platform vendors offer numerous capabilities. These range from keyword research
and ranking tracking for backlink analysis and acquisition, as well as competitive intelligence and content
optimization

Most sellers profile themselves Business SEO Platforms: A Guide for Marketing offer the following basic capabilities:

Keyword research and ranking tracking; Page-level SEO analysis; Content optimization analysis; Analysis and acquisition/removal of links (also called backlink); Site error detection; Organic Search Traffic Market Share; Competitive analysis; International search results and ranking tracking; Cross internal internal – link; iAPIs for integration and management of third-party data, as well as for export to other analysis tools.

Enterprise-level platforms may also offer broader site and link audits or analytics that include predictive scoring systems to identify potential opportunities to improve page performance or link authority.

Vendors differentiate themselves by offering more frequent or detailed data updates or content marketing features that sometimes require additional investment. These more advanced capabilities may include, but are not limited to:

Daily or real-time site crawls. Functions to manage adjacent fields such as PPC or social media marketing. Analysis based on search intent, perhaps with artificial intelligence or machine learning. Universal search rankings that incorporate featured snippets, knowledge panels, reviews, local packs, images, top stories, video, related questions, carousels, tweets, and other dynamic displays. Analysis and management of Google Shopping channels. Content marketing analytics and performance tools. Analysis of the quality of the content on the page. Competitive intelligence and comparative analysis. Identifying technical issues that can impact rankings (eg broken pages, slow loading pages, duplicate content, excessive redirects). Cross-device attribution.

Here are nine important features of business SEO platforms.

Links remain one of the most important external or “off-page” signals that can help a website rise in search engine rankings.

Most business SEO platforms offer link analytics (i.e. which sites are linking to yours), link building or removal recommendations through competitive analysis, and other reports that reveal link opportunities (i.e. which sites you should request links from) as part of their base platform.

2. Keyword Research/Rank Analysis

Keyword Research: Knowing what terms people use to find your website, how your pages rank for various queries, and how you should use those terms in your copy is a pillar of effective SEO .

Virtually all business SEO platforms offer keyword research tools that allow marketers to discover the ways consumers are searching for content and which keywords are driving traffic for competitors.

However, marketers obtain this data differently.

Some providers license data from point solutions or ISPs, due to Google’s restrictions on scraped data in its terms of use and the percentage of search results that are the keyword “(not provided).” Other vendors develop and maintain a proprietary database of keyword terms.

As a result, reliable keyword data has become less of a commodity and more expensive.

It’s also important to note that ranking analysis has become increasingly complex as Google has increased its use of more dynamic and visual SERPs.

Marketers are no longer satisfied with a simple numerical designation of how their page ranks for a particular query; they want to know if it’s displayed in a carousel, in a knowledge panel, with sitelinks, or in any of the other ways crawled content is displayed in the SERPs.

Brands want to get a sense of how they’re doing in search overall, even if brand-related activity is happening on third-party sites. That’s why providers are creating their own proprietary formulas to calculate “share of voice” in search.

3. Analysis based on search intent

Google’s search algorithms, often powered by artificial intelligence, focus less on keywords
matches and more about search intent.

To counter the lack of keyword data, SEO platform providers are developing more tools that analyze search intent and predict or recommend the most relevant content that would meet the searcher’s needs.

4. Custom site crawls/audits

With content quality becoming the backbone of many marketers’ SEO strategies, site crawls or audits are important tools offered by enterprise SEO platform providers.

Some platforms offer optimization recommendations for keywords, page structures, and crawling. They often prioritize and assign scores for factors such as HTML title tags, body tags, and meta tags.

Many business SEO platforms offer daily site crawls; some include real-time technical data, while others offer weekly updates.

Ideally, the tool should be able to crawl the entire site, not just random pages. However, some business sites are so large that it is unrealistic to expect a tool to fully crawl them.

5. Marketing and content analysis

SEO and content marketing have become closely aligned as Google has raised the bar for content quality through artificial intelligence and regular algorithm updates. As a result, relevant and up-to-date content has become an integral part of SEO success.

Many marketers have improved the content optimization and content marketing capabilities of their enterprise SEO platforms and expanded the content marketing features of the tools. This includes:

Page management tools or APIs to monitor page content and errors. Reports on content performance and traffic trends. Identification of influencers and campaign management. Real-time content recommendations.

The most advanced platforms perform analytics to help improve the depth and quality of content by performing up-to-date analysis of content and benchmarking it against the competition to identify potentially important gaps and make recommendations for improvement.

An emerging area that marketers are investing in is the ability to automatically and proactively suggest topics that marketers should create content about, eliminating the need to spend a lot of time on analysis. Some even help develop the type of content that will appear in targeted keyword queries.

6. International search tracking

International search coverage has become a critical capability as the global economy drives more US-based companies to do business online and offline in multiple countries and languages.

Virtually every enterprise SEO platform profiled in this report offers some level of international search coverage that crosses borders, languages, and alphabets.

Capabilities include international keyword research, integration of global market and search volume data into the platform, as well as integration of global CPC currency data.

7. Mobile/local analysis

Updates to Google’s search engine increasingly focus on improving the mobile/local search user experience.

While mobile-friendly sites are now the bet in the SEO game, appearing in local listings has become more important in the era of COVID-19, which has increased e-commerce and digital communication between local retailers and restaurants, in part to meet demand. for BOPIS and curbside delivery.

8. Technical SEO tracking

Tools to identify technical issues that may be hindering ranking performance are very important, as marketers rank technical SEO fixes as their number one priority. These include things like:

Slow page loading. Implementation of schema markup. Identifying tracking issues. The tracking budget allocation. Flagging duplicate URLs and canonical issues.

9. Attribution between devices

Recognizing that SEO is only one aspect of a brand’s marketing efforts, and also that search traffic (especially on branded keywords) is influenced by paid media, some marketers are developing capabilities that help marketers determine what marketing initiative is driving site visits or sales.

This is becoming increasingly difficult, however, as many companies no longer support third-party cookies.

Get the full report on Business SEO Tools here

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About the author

Pamela Parker is Director of Research at Third Door Media’s Content Studio, where she produces MarTech intelligence reports and other in-depth content for digital marketers alongside Search Engine Land and MarTech. Before taking on this role at TDM, she served as content manager, senior editor and executive features editor. Parker is a highly respected authority on digital marketing, having reported and written on the subject since its inception. She is a former managing editor at ClickZ and has also worked in the business world helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.

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