Platforms for managing SEO have developed from being only glorified ranking tools to comprehensive platforms.
However, it cannot end there… only uphill from here guys!!
Providers of enterprise SEO platforms offer numerous features. These include competitive intelligence, content optimization, backlink analysis, and acquisition, in addition to keyword research and rank tracking.
The majority of the providers provide the following basic capabilities:
- keyword analysis and rank monitoring;
- SEO analysis at the page level;
- examination of content optimization
- Link analysis, acquisition, and removal (sometimes known as “backlinking”);
- identification of site errors
- market share for organic search traffic;
- Competition research;
- tracking of search rankings internationally;
- Internal cross-linking, APIs for managing and integrating data from outside sources, and export functionality for use with other analysis tools
But, very few incorporate the above features along with these features and we wish every SEO platform would incorporate these:
- SERP Updates
- Apps and Real-Time Reporting
- Target Reporting
- Recommended Course of Actions
- Metrics of video
- No Additional Fee
Now, let’s dive right into the SUPER important features every enterprise platform must possess.
Video Metrics
An excellent resource for helping customers comprehend your product or service is a video.
Due to the high demand for videos, SEO platforms ought to offer more information on associated KPIs, such as:
- View statistics.
- The number of plays.
- Engagement stats.
- Online shares
- Rates of click-through.
- Rate of conversion.
- Average hit rate
- Comments from viewers,
- SEO tools should also include analytics for load times (since Google stats found that over 50 percent of users abandon the website if it takes longer than three seconds to load)
Some of these functions are offered by numerous SEO tools. However, they might all be developed further.
Recommended Course of Action
Each month, SEO platforms charge hundreds of dollars.
They must begin making more concrete recommendations to support this expense.
Most SEO tools offer general advice that their users probably already know, including highlighting the absence of a keyword in the title.
In other words, SEO tools should allow users to build and test structured data directly on the platform and then put it on their websites rather than telling a customer they should have it.
Most folks want an SEO platform that can analyze the content on their websites and suggest a title that includes the keyword so that all they have to do to optimize is press a button.
Regardless of the CMS one uses, machine learning breakthroughs should allow SEO platforms to post the updated title directly to the user’s site.
The platform should also continuously track performance and keep the title that generates the highest click-through rates based on prior iterations.
Target Reporting
Every company and organization has quarterly, yearly, and monthly goals.
For marketers to determine whether they are on track to meet their goals, SEO tools should provide goal reporting capability that follows this timeline.
Additionally, they should provide advice on what clients that fall short of these objectives can do to enhance their websites.
And by recommendations, I don’t just mean general advice; I mean actual advice supported by facts.
Apps and Real-Time Reporting
Real-time data reporting features are also required for SEO solutions.
So, for instance, a retailer might log on to the platform or even an app during the crucial end-of-year holiday period to get real-time data about SEO performance and make essential changes that much faster.
Additionally, SEO platforms that provide apps would make it much simpler for companies and agencies to obtain real-time information on SEO performance.
Real-time alerts for changes or issues would be a fantastic addition to SEO solutions.
Although some platforms are beginning to add this functionality, it’s time for them to catch up because many other places offer these features at more affordable pricing points.
SERP (Search Engine Results Page) Updates
Third-party tools are typically used to track changes in SERPs, giving SEO managers one more tool to keep an eye on.
Instead, this should be incorporated into the systems of SEO platforms.
By using this, they can directly from the platform show clients how SERPs are altering, which may suggest Google is testing something or a new upgrade is on the way.
Link Analysis And Reporting
Links are still one of the most crucial “off-page” or external signals that can raise a website’s search engine rankings.
In addition to other reports that reveal opportunities for obtaining links, most enterprise SEO platforms offer link analysis, link building or removal recommendations via competitive analysis, and other reports as part of their base platforms.
Analyzing And Researching Keywords
A key component of efficient SEO is keyword research, which involves understanding the search phrases people use to reach your website, how your pages rank for different queries, and how to employ those terms in your material.
Almost all business SEO platforms offer keyword research features that allow marketers to see how customers look for content and what keywords bring in customers for rivals.
However, the sources of this data vary amongst companies.
Due to Google’s limitations on scraped data in its terms of use and the proportion of search results that contain the words “(not provided),” some vendors license data from point solutions or ISPs (Internet Service Providers). Other providers create and maintain a private database of keyword phrases.
As a result, reliable keyword data is now more challenging to come by and more expensive.
It’s also crucial to remember that rank analysis has become more complex as Google uses more dynamic and appealing SERPs.
Marketers want to know if their website is displayed in a carousel, a knowledge panel, with site links, or in any other way that crawling material is displayed on the SERPs; they are no longer satisfied with a simple ranking indicator of where their page ranks for a particular query.
Even if brand-related activity occurs on third-party websites, brands still want to know how they’re seen in search generally. Because of this, providers are developing their unique formulae for determining “share of voice” in search.
Analysis Based On Search Intent
Analysis based on search intent
Google’s artificial intelligence-powered search algorithms are less concerned with keywords and more about search intent and matches.
The absence of keyword data forces SEO platform providers to provide more tools that analyze search intent and forecast or suggest the most pertinent content that will satisfy the searcher’s expectations.
Custom Site Audits And Crawls
Site crawls or audits are essential services provided by corporate SEO platform suppliers, as content quality has become the cornerstone of many marketers’ SEO efforts.
Some tools suggest improving page architecture, crawlability, and keyword optimization. They frequently rank and assign ratings for elements, including HTML title tags, body tags, and meta tags.
Many enterprise SEO tools offer daily site crawls; some offer real-time technical data, while others offer updates once a week.
The program should ideally be able to crawl the entire website, not just selected pages. But it’s impossible to expect a tool to fully scan some commercial sites because they can be so big.
Similarity Across Devices
Given that SEO is only one component of a brand’s marketing activities and that paid media has an impact on search traffic (particularly for brand keywords), some vendors are creating tools to assist marketers in identifying the marketing initiatives that are generating site traffic and revenue.
However, since many businesses no longer support third-party cookies, this is getting more and more challenging.
Conclusion
Some excellent SEO solutions are available that support digital marketers in managing SEO from start to finish and offer resources to improve client exposure and boost high-quality traffic to their websites.
To prevent these clients from looking elsewhere for tools, however, they must continue to develop with new features that meet the needs of the brand and the agency.