M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms: A Marketer’s Guide SEVENTH EDITION A MarTech Today Research Report M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Table of Contents Scope and methodology.......................................................................................................... 2 SEO market overview............................................................................................................... 3 Table 1: Digital marketing activities used by marketers and agencies........................... 3 Keyword vs. semantic search data......................................................................................... 4 Search within emerging media still difficult to track.............................................................. 4 Consolidating vendor market includes point solutions and enterprise platforms................. 4 Table 2: What technology do you use to manage SEO?................................................ 5 Enterprise SEO platform capabilities...................................................................................... 7 Link analysis and acquisition.................................................................................................. 7 Keyword research/rank analysis............................................................................................. 7 Search intent-based analysis................................................................................................. 8 Custom site crawls/audits...................................................................................................... 8 Social signal tracking and integration................................................................................... 8 Content marketing................................................................................................................ 8 International search tracking................................................................................................. 8 Mobile/local analytics.......................................................................................................... 10 Choosing an enterprise SEO platform................................................................................... 10 The benefits of using enterprise SEO platforms................................................................. 10 Pricing/annual contracts...................................................................................................... 10 Recommended steps to making an informed purchase...................................................... 11 Step One: Do you need an enterprise SEO platform?........................................................ 11 Step Two: Identify and contact appropriate vendors.......................................................... 12 Step Three: Scheduling the demo....................................................................................... 12 Step Four: Check references, negotiate a contract............................................................. 14 Conclusion............................................................................................................................... 15 Vendor profiles....................................................................................................................... 16 Authoritas™ (Formerly AnalyticsSEO)................................................................................. 16 BrightEdge.......................................................................................................................... 18 Conductor........................................................................................................................... 20 GinzaMetrics........................................................................................................................ 22 gShift................................................................................................................................... 24 Linkdex................................................................................................................................ 26 Pi Datametrics..................................................................................................................... 28 RankAbove.......................................................................................................................... 30 Rio SEO............................................................................................................................... 32 Searchmetrics...................................................................................................................... 34 seoClarity............................................................................................................................. 36 SISTRIX (including SEOlytics)............................................................................................... 38 WebCEO............................................................................................................................. 40 Resources................................................................................................................................ 42 © 2017 Third Door Media, Inc. • http://thirddoormedia.com 1 Email:
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[email protected] Website: http://www.brightedge.com/ @brightedge M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide 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 trends are driving the adoption of enterprise SEO platforms? • What choices are available in SEO platforms? • What capabilities do enterprise SEO platforms provide? • Does my company need an SEO platform? • How much does an SEO platform 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 January 2016 pub- lication 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 product, service or vendor. For the purposes of this report, search engine optimization (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 primary search 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 13 vendors profiled in this report were selected based on their role as industry leaders in enterprise SEO software platforms. SEO point solutions, such as Majestic, Moz or SEM- rush, which focus on one or two specific aspects of SEO, are discussed in the report’s market overview. We have not included agencies that offer proprietary SEO tools as part of their services. The report was prepared by conducting in-depth interviews with leading vendors and industry experts. Interviews took place in November 2016. These, in addition to third-party research, form the basis for this report. January 2017 Consulting Editors: Eric Enge, CEO, Stone Temple Consulting Marshall Simmonds, Founder, Define Media Group Research/Writers: Marji McClure Karen Burka, Senior Research Consultant, Third Door Media Editor: Claire Schoen, Content Services Director, Third Door Media © 2017 Third Door Media, Inc. • http://thirddoormedia.com 2 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide SEO market overview The research and “window shopping” Organic search is the first – and often the last – step in the purchase funnel. The research and conducted online “window shopping” conducted online via organic search is now larger than paid search and via organic search is social. Several SEO studies have found that more than 60% of global web traffic comes from now larger than paid organic search. The term “ROOV” (Return on Organic Value) is increasingly being used to search and social. attribute online visibility to offline purchases. Search engine optimization (SEO) is finally getting the respect it deserves, as a result. SEO is now used by 93% of digital marketers and 95% of digital agencies, according to SEMPO’s 2016 State of Search report (see Table 1). SEO spending is projected to reach $3.2 billion in 2016 and surpass $4.0 billion by 2019, according to Forrester’s U.S. Digital Marketing Forecast. Table 1: Digital marketing activities used by marketers and agencies SEO 95% 93% 89% Paid search 85% Social media marketing 72% 84% Social media advertising 77% 69% Digital display marketing 71% 68% Email marketing 51% 78% 0% 20% 40% 60% 80% 100% Agencies/consultants Marketers Source: SEMPO’s 2016 State of Search report The mobile web dominates organic search, with more than four in five smartphone users conducting local searches on search engines, according to Understanding Consumers’ Local Search Behavior published by Google, Ipsos MediaCT, and Purchased. More Google searches are taking place on mobile devices than on computers in 10 countries including the U.S. and Japan, according to Google’s own research. Google continues to hone its search algorithms in favor of mobile-friendly sites. In November 2016, Google rolled out a new mobile-first index that creates and ranks search listings based on the mobile version of content – even for listings that are shown to desktop users. Google executives want the search engine’s index and results to represent the majority of users, who are now mobile searchers. Google has also adopted a mobile standard – Accelerated Mobile Pages (AMP) – to encourage brands to build webpages that speed up mobile uploads. SEMPO’s 2016 State of Search report found that 62% of marketers agree that the increased use of mobile devices is having a “highly significant” impact on their businesses. The result is an increase in demand for mobile analytics that can help search marketers optimize their sites for mobile users and improve search engine rankings. Enterprise SEO platform vendors now offer keyword performance metrics for mobile devices as part of their standard platforms. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 3 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Other available features include AMP tracking and optimization; and mobile audits, rankings, Google’s Panda, and metrics by device (i.e., desktop, tablet, iPhone, and Android). There are also an emerging Penguin, and group of mobile intelligence point solutions, such as App Annie, Sensor Tower, and TUNE that provide a range of mobile analytics for both SEO and PPC marketing. Hummingbird updates over the Keyword vs. semantic search data past three years have made keyword Google’s Panda, Penguin, and Hummingbird updates over the past three years have made data less accessible keyword data less accessible to search marketers. Hummingbird introduced semantic search or the use of search intent – rather than keywords or phrases – as one of the most important to search marketers. factors in Google SERPs. Hummingbird includes a machine learning, artificial intelligence system called RankBrain, which relies on content and links as its first two ranking signals. Coupled with Google’s emphasis on the Knowledge Graph, which presents searchers with a box full of information about their search query, Google’s search algorithms now focus more on search intent than keyword match. Some industry experts argue that keywords, and keyword research, still have a valuable role in effective SEO. Keywords provide the foundation for improving site content, whether it is optimized text or a blog post. Keywords are also the lynchpin for any type of content gap analysis that can surface missing site information. Many of the enterprise SEO platforms profiled in this report offer proprietary “keyword not provided” tools to provide keyword data where Google doesn’t. Content optimization – the practice of analyzing the robustness of the key pages of a site – is on the rise as well. This includes looking at how well content is written, how well it covers all aspects of the topic matter of the page, and how well it links to other closely related resources. Ultimately, marketers and their SEO partners will have to work together to identify relevant search audiences and deliver content that responds to user intent more than simple keyword matches. Link quality will be a crucial part of this process, as Google’s September 2016 Penguin 4.0 algorithm update focused on backlink quality. Penguin requires marketers to acquire authentic links through real relationships and not through link-building campaigns. Search within emerging media still difficult to track Marketers and SEO platform vendors are watching to see the impact that new technology and media – such as wearables, social media, and voice search – will have on the market. Several vendors expect to release new search algorithms and analytics for these formats in 2017. Others will look at partnerships and API access with existing social media management solutions to expand social and search analytics capabilities. Search engines and social networks have not made data accessibility a priority, however. The data is expensive and not detailed enough for today’s personalized level of search marketing. Consolidating vendor market includes point solutions and enterprise platforms Driven by the need to keep pace with the constantly changing organic search landscape, marketers are using an array of software tools to manage campaigns across search engines, geographies, formats, and devices. More than half of digital marketers currently license a third-party tool to assist in the management of their SEO efforts, according to SEMPO’s 2016 State of Search report (see Table 2). The 2016 survey figure is a 13 percentage point jump over 2015. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 4 Email:
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[email protected] @conductor M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Table 2: What technology do you use to manage SEO? Select SEO tool and platform financial We manage SEO with tools transactions, 2015-2016 like Excel 23% • September 2016 Searchmetrics: Undisclosed Our services provider has a amount from Verdane Capital proprietary tool Advisors • August 2016 We have a proprietary in- Linkdex: Acquired by 57% 14% house solution ScribbleLIVE • May 2016 We license a tool from a SEOlytics: Acquired by SISTRIX 7% third-party vendor for use • January 2016 in-house App Annie: $63M Series E Moz: $10M Series C Source: SEMPO’s 2016 State of Search Industry Report • October 2015 The enterprise SEO tools market includes many suite-based platforms as well as point TUNE: Acquired Artisan solutions that automate singular pieces of the SEO puzzle. Both types of vendors Mobile offer unique benefits based on marketing need, budget, and internal resources. Suite- • July 2015 based platforms offer a “one-stop approach” to SEO management, providing search TUNE: Acquired Appfuel marketers with multiple tools in one interface. Point solutions can be used alongside • February 2015 these platforms or in place of a platform for search marketers needing best-of-breed Conductor: $27M Series D agility or very specific SEO task management (see Table 3). • January 2015 TUNE: $27M Series B The crowded market is relatively mature and beginning to consolidate, as vendors use App Annie: $55M Series D acquisitions, venture funding, and rebranding to enhance their capabilities and market positions. Source: Third Door Media In a nod to the growing connection between SEO and content marketing, ScribbleLive acquired Linkdex in August 2016 (see sidebar). SISTRIX, a European search analytics provider, bought Hamburg-based SEOlytics in May 2016 to expand its enterprise business. AnalyticsSEO rebranded as Authoritas in April 2016, as company executives seek to broaden the company’s scope beyond technical SEO. Venture capital continues to flow into the market, particularly on the mobile side, as vendors try to finance organic growth and external acquisitions. TUNE and App Annie both held significant funding rounds over the past 18 months. TUNE used some of its financing to make two acquisitions in 2015: mobile analytics developer Artisan Mobile in October and mobile agency Appfuel in July. Conductor raised $27 million in Series D financing in February 2015, while Pi Datametrics generated $3.5 million from Mercia Technologies since 2015. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 5 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Table 3: Selected SEO Point Solutions Link analysis, Mobile Competitive Int’l keyword Keyword Page Proxy Site acquisition or SERP analytics rankings or Site monitoring intelligence research research optimization server crawler removal research Log file Uptime Engagement analysis monitoring AdGooroo AnswerThe KeywordTool. Ahrefs BloomReach Ninjaproxies Advanced Analyzerobots. App Annie Loggly GTmetrix Heap Public.com io Web Ranking txt Analytics iSpionage Dragon Metrics Moz Bing Moz SearchDex AuthorityLabs Beam Us Up Sensor Sawmill Pingability Kissmetrics Webmaster Tower Tools Keyword-Competitor Google SEMrush cognitiveSEO OneHydra JungleTorch Botify SEO Rank Splunk Pingdom IBM Tealeaf Keyword Monitor (Solar Wind) Planner KeywordSpy Keyword.io SEO Chat Google Search Page Locus Microsite BROWSEO Serps.com SumoLogic PingMate Maxymizer Console Masters Moz KeywordTool.io Wincher JungleTorch Unbounce Moz DeepCrawl TUNE Site24x7 Mixpanel SpyFu Mail.ru Keyword Wordtracker LinkResearch- WooRank Pro Rank Moz SiteUptime Monetate Tool Tools Tracker Serp Scan I Search From Link Detox SE Ranking Mozenda Optimizely The Search Monitor Search Latte Link SEO Rank Screaming Frog Woopra Prospector Monitor SEMrush Majestic SERPs.com Xenu’s Link Sleuth Spywords.ru Monitor SerpYou Backlinks Topvisor.ru Moz SERPWoo Ubersuggest Ontolo Siteoscope WebCertain rmoov STAT Search Analytics Yandex SEMrush Wordstat WebMeUp Source: Third Door Media © 2017 Third Door Media, Inc. • http://thirddoormedia.com 6 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Enterprise SEO platform capabilities Enterprise-level platforms may Enterprise SEO platform vendors offer numerous capabilities that range from keyword research also provide more and rank-checking to backlink analysis and acquisition, as well as competitive intelligence, extensive link social signal integration, and workflow rights and roles. Most of the SEO platforms profiled in and site audits this report offer the following core capabilities: or analytics that • Keyword research and rankings; include predictive • Page-level SEO analysis; scoring systems to • Content optimization analysis; identify potential • Link (also called backlink) analysis and acquisition/removal; opportunities to • Social signal tracking; improve page • Site error detection; • Organic search traffic market share; performance or link • Competitive analysis; authority. • International search results and rank tracking; • Internal cross linking; and • APIs for third-party data integration and management. Enterprise-level platforms may also provide more extensive link and site audits or analytics that include predictive scoring systems to identify potential opportunities to improve page performance or link authority. Vendors differentiate 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 site crawls; • Search intent-based analysis; • Universal search rankings; • Content marketing and performance tools; • Competitive intelligence and benchmarking; • Mobile/local analytics; and • Cross-device attribution. The following section discusses some of these capabilities and the key considerations involved in choosing an enterprise SEO platform (see Table 4). Link analysis and acquisition Links continue to be the one of the most important external or “off-the-page” signals that can help a website rise in search engine rankings. Most enterprise SEO platforms provide link analysis (i.e., what sites are linking to yours?), link building or removal 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 platforms. Keyword research/rank analysis Keyword research – knowing what terms people use to find your website, how they rank, and how to use those terms in your copy – has been a pillar of effective SEO. Virtually all enterprise SEO platforms provide keyword research tools that allow marketers to discover the ways that consumers search for content, and what keywords are driving traffic for competitors. Vendors source this data differently, however. Some vendors license data from point solutions or ISPs, due to Google’s restrictions on scraped data in its AdWords terms of use and the growing © 2017 Third Door Media, Inc. • http://thirddoormedia.com 7 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide percentage of search results that are “keyword (not provided).” Other vendors develop and SEO and content manage a proprietary database of keyword terms. As a result, reliable keyword data will marketing have become less of a commodity and more expensive. become closely Search intent-based analysis aligned, as Google raises the content Google’s search algorithms are focusing less on keyword matches and more on search intent. quality bar through The Panda, Penguin, and Hummingbird updates all made keyword data less accessible to developments like search marketers. To counter the lack of keyword data, SEO platform vendors are developing more “search intent” oriented tools that analyze search intent and predict or recommend the AMP, RankBrain most relevant content for the searcher. (Hummingbird), and Penguin. Custom site crawls/audits With content quality becoming the lynchpin for many marketers’ SEO strategies, site crawls or audits are important tools offered by enterprise SEO platform vendors. Some platforms 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 random pages. Social signal tracking and integration Social media activity is an important ranking factor or signal in search engine algorithms and results. All enterprise SEO platform profiled in this report track, measure, and integrate social signals into their analytics and dashboard reports. Sites that experience strong social sharing typically perform better in organic search results. Capabilities range from social signal tracking and correlations to site traffic and conversions, as well as social profile monitoring and sentiment analysis, and contact-relationship management. Content marketing SEO and content marketing have become closely aligned, as Google raises the content quality bar through developments like AMP, RankBrain (Hummingbird), and Penguin. As a result, relevant, up-to-date content has become integral to SEO success. Many vendors have upgraded the content optimization and content marketing capabilities of their enterprise SEO platforms and expanded the tools’ content marketing features. These include page management tools or APIs to monitor on-page content and errors, reports on content performance and traffic trends, influencer identification and campaign management, and real- time content recommendations. International search tracking International search coverage has become a critical capability, as the global economy leads more U.S.-based enterprises to conduct business online and offline in multiple countries and languages. Virtually all enterprise SEO platforms profiled in this report offer some level of international search coverage that crosses borders, languages, and alphabets. The capabilities include integrating global market and search volume data into the platform, as well as integrating global CPC currency data. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 8 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Table 4: Selected enterprise SEO platform capabilities Search Content Keyword research/ Custom site Social signals International Mobile/local Vendor Link analysis & intent-based marketing rank analysis crawls tracked search tracking analytics acquisition analysis module or tool Authoritas Combination of Proprietary data Daily FB, G+, IN, 4 97 countries (formerly Analytics SEO) proprietary and ST licensed data from Majestic BrightEdge Combination of Proprietary data 4 Daily FB, G+, IN, 4 110+ countries 4 proprietary and TW licensed data from Majestic Conductor Combination of Combination of 4 Daily FB, G+, IN, 4 60 countries 4 proprietary data proprietary data and TW and data licensed data licensed from from Moz SEMrush, Google Search Console GinzaMetrics Combination of Combination of Daily FB, G+, IN, 4 120+ countries 4 proprietary data proprietary and IS, PN, SS, and data licensed licensed data TW, YT from Moz and Ahrefs gShift Combination of Proprietary data Daily FB, G+, IN, 4 200+ countries 4 proprietary and PN, TW, YT licensed data from Majestic Linkdex Combination of Combination of 4 Daily FB, G+, IN, 4 200+ countries 4 proprietary and proprietary and PN, TW licensed data from licensed data Majestic Pi Datametrics Data licensed from Proprietary data 4 Daily FB, G+, IN 4 4 4 Majestic RankAbove Data licensed from Combination of 4 Daily FB, G+, IN, 4 267 countries 4 Ahrefs proprietary and TW licensed data Rio SEO Combination of Combination of 4 Weekly FB, FQ, IS, 4 58 countries 4 proprietary and proprietary and TW, YE, YT licensed data licensed data Searchmetrics Proprietary data Proprietary data 4 Daily FB, G+, IN, 4 128 countries 4 PN, TW seoClarity Combination of Combination of 4 Daily FB, G+, IN, 4 180+ countries 4 proprietary and proprietary and PN, TW licensed data from licensed data Majestic and Moz SISTRIX (SEOlytics) Combination of Proprietary data 4 Daily FB, G+, IN, 4 50 language/ 4 proprietary and PN, TW search engine licensed data from combinations Majestic WebCEO1 Combination of Combination of 4 Daily FB, G+, IN, 4 350+ global 4 proprietary and proprietary and PN, TW and local search licensed data from Google Keywords engines Majestic Planner data 1 Fresh rank checking. WebCEO does not buy ranking data. Note: Social network abbreviations are: FB (Facebook), FQ (Foursquare), G+ (Google+), IS (Instagram), IN (LinkedIn), PN (Pinterest), SS (SlideShare), ST (StumbleUpon), TW (Twitter), YE (Yelp), YT (YouTube). Source: Third Door Media © 2017 Third Door Media, Inc. • http://thirddoormedia.com 9 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Mobile/local analytics With hundreds, thousands, tens Google’s search engine updates are increasingly focused on improving the mobile/local search user experience. As mobile-friendly sites rise to the top of the SERPs, marketers are of thousands, and demanding more and better mobile and local data and analytics to help them optimize their even millions of sites for mobile users and improve search engine rankings. Keyword performance for mobile pages, sites, social devices is now offered as part of the standard platform by several vendors. Other available conversations, features include mobile audits, rankings, and metrics by device (i.e., desktop, tablet, iPhone, images, and and Android). keywords to manage and optimize, enterprise SEO has Choosing an enterprise SEO platform become increasingly The benefits of using enterprise SEO platforms complicated and time consuming. 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 platforms perform many tasks in one system. A comprehensive dashboard can help your organization monitor SERP rankings and trends, how you measure up to competitors, and your share of voice. The integration and prioritization of tasks, reporting, and user permissions can offer substantial benefits to enterprise-level SEO operations. • 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. • Keeping pace 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 customized reporting capabilities that are widget- and wizard-driven to make reporting faster and easier. Pricing/annual contracts Licensing an enterprise SEO platform can be a significant investment, particularly for ecommerce or retail brands 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. 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 © 2017 Third Door Media, Inc. • http://thirddoormedia.com 10 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide your overall cost can be more art than science and based upon keyword, site, and link Understanding volume, international coverage, and other SEO activities. your current marketing processes, Recommended steps to making an informed purchase knowing how to Understanding your current marketing processes, knowing how to measure success, and measure success, being able to identify where you are looking for improvements, are all critical pieces of the and being able to SEO platform decision-making process. The following section outlines four steps to help identify where you your organization begin that process and choose the SEO platform that is the right fit for your business needs and goals. are looking for improvements, are Step One: Do you need an enterprise SEO platform? all critical pieces of the SEO platform Deciding whether your company needs an enterprise-level SEO platform calls for the decision-making same evaluative steps involved in any software adoption, including a comprehensive self- assessment of your organization’s business needs and resources, staffing, management process. 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? Employing people to implement and use SEO platforms is a prerequisite to success. If you have marketing staff, utilizing SEO toolsets can make them more efficient and effective. The vast majority of organic search marketers struggle to justify their SEO budgets. SEO platforms and tools are a key component of helping to keep overall costs down while getting the required work done. 2. Do we have C-level buy-in? Enterprise SEO software can be a five- or six-figure investment annually. It is critical to demonstrate the value of SEO to C-level executives by running pilot test projects and agreeing to a definition of “success” in advance. 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 analytics and reports. 4. Who will own enterprise SEO? Enterprise SEO is commonly placed into marketing, editorial or IT depending on the nature of the business. Unfortunately, in large companies, it usually ends up with either whoever has the budget or whoever can best articulate the business case. In a best-case scenario, it should be both. 5. Can we invest in staff training? It is vital to provide training to technical, design, content, and marketing teams, and reinforce 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. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 11 Email:
[email protected] MAKING BUSINESSES VISIBLE Consumer tracking information External link metrics Combine data from your web Uploading backlink data to a crawl analytics. Adding web analytics will also identify non-indexable, redi- data to a crawl will provide you recting, disallowed & broken pages with a detailed gap analysis and being linked to. Do this by uploading enable you to find URLs which backlinks from popular backlinks have generated traffic but TA checker tools to track performance of S DA BA aren’t linked to – also known as C CK the most link to content on your site. orphans. YTI LI L NK A AN DA WEB TA ORG TA DA AN E IC SE IL Search Analytics AR F Crawler requests G DeepCrawl’s Advanced Google CH LO Integrate summary data from any DAT log file analyser tool into your Search Console Integration A allows you to connect technical crawl. Integrating log file data site performance insights with enables you to discover the pages organic search information on your site that are receiving from Google Search Console’s attention from search engine bots Search Analytics report. as well as the frequency of these requests. Monitor site health Improve your UX Migrate your site Support mobile first Unravel your site architecture Store historic data Internationalization Complete competition Analysis
[email protected] +44 (0) 207 947 9617 +1 929 294 9420 @deepcrawl Free trail at: https://www.deepcrawl.com/free-trial M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide 7. How will we measure success? Depending on your site’s monetization strategy, make It is not uncommon sure you know how you’ll determine if the rollout of the platform and the successful for enterprise SEO execution of the established KPIs actually increased sales, conversions or page views. efforts to take at 8. Do we have realistic expectations? It is not uncommon for enterprise SEO efforts to least six months to take at least six months to generate tangible results. If SEO is a new initiative within generate tangible the organization, there are cultural shifts and workflow processes that will need to be results. 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 by doing the following: • 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, make sure you focus on it 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.) • 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. • Decide whether you need to engage in a formal RFI/RFP process. This is an individual preference, however, be sure to give the same list of capabilities to each vendor to facilitate comparison. The most effective RFPs only request relevant information and provide ample information about your business and its SEO needs. It should reflect high-level strategic goals and KPIs. For example, mention your company’s most important KPIs and how you will evaluate the success of your SEO efforts. Include details about timelines and the existing digital technology you have deployed. 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 platform to use? • Does the vendor seem to understand our business and our marketing needs? • Are they showing us our “must-have” features? • Is the reporting actionable? © 2017 Third Door Media, Inc. • http://thirddoormedia.com 12 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Other questions to ask each vendor include: 1. How do you calculate 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 from where raw data is extracted (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 search ranks are calculated from within country or remotely. The 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? Or, if your page shows up as a Google rich answer, will you show up there plus the traditional SERP position? That location and reporting feedback helps to quantify strategic and tactical efforts. 5. Do you support separate measurement of mobile site performance, mobile friendliness, mobile rankings, and user engagement with the mobile version of your site? As mobile-friendly sites rise to the top of the SERPs, marketers are demanding more and better mobile and local data and analytics to help them optimize their sites for mobile users and improve search engine rankings. Find out what mobile capabilities are available. 6. Does your tool help customers understand what competitors do, and derive actionable insights from that? What are the most important features you have for providing competitive research? Competitive intelligence is a standard feature for virtually all enterprise SEO platforms – but the scope and cost differ between vendors. Find out what level of data is provided about your competitors and vertical industry, and make sure it fits your requirements. 7. 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, and whether data can be exported in CSV format. 8. Where are the actionable reports? Enterprise tools have dashboards and generous amounts of data but it’s very important to understand how, and, which reports can immediately benefit your business. A good sales team will understand your company’s objectives and KPIs and will have reports ready or be able to run them in real time. This is data that can be handed over to the appropriate teams and promptly acted upon. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 13 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide 9. What other meta-information does your system collect that may be made available Before deciding to me via API? Being able to trace search traffic data from the front of the funnel all the on a vendor, take way to sales data in a CRM or business intelligence (BI) system will help you to more accurately calculate ROI. the time to speak with one or two 10. Is there a workflow built in that allows me to coordinate the work of my marketing, customer references, content, web development, and social media teams across the organization? preferably someone SEO cannot operate in a silo. A true enterprise platform should provide built-in in a business like workflow management that includes task assignment, management, and monitoring of completion rates across groups. yours. 11. What does the onboarding process entail and how long will it take? What are the training options, i.e., is it online only…or will you send people to our location to train us on site? Be sure to find out what onboarding and support is included in pricing and what is an add-on. 12. 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. 13. 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. 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 vendor, take the time to speak with one or two customer references, preferably someone in a business like 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 a primary user of the solution. Consider also asking these basic questions: • Why did you move to an enterprise SEO platform? • 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, page evaluations, competitive analysis, domain, and link data? • Were there any surprises that you wish you’d known about beforehand? • What was the quality of the training resources? • 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? • Do you use all the resources provided? If not, which ones and why? © 2017 Third Door Media, Inc. • http://thirddoormedia.com 14 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide • What is the most useful, actionable (favorite) report the tool generates? Although not all • What do you wish they did differently? vendors require an • Why would you recommend this platform? annual contract, Although not all vendors require an annual contract, many do. Once you’ve selected a many do. Once vendor, be sure to get in writing a list of what technology and support are covered in the you’ve selected a contract. Ask about what kinds of additional fees might come up. Are there charges for vendor, be sure to custom integrations, if so, how much (and how long will the onboarding take)? What is the get in writing a list of 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 what technology and will that cost? What is the “out” clause? Are they open to a trial period with options to exit support are covered the contract? Obtaining the answers up front – and having them in writing – will ensure fewer in the contract. surprises or additional costs down the road. Conclusion Organic search is a rapidly evolving market discipline, as Google updates and manipulates its search algorithms to respond to changing consumer needs. Emerging technologies, the increasing role of visual images, and the globalization of ecommerce are just a few of the macro industry factors that will impact marketing success in organic search. There are many choices for search marketers seeking a technology partner to manage SEO. The enterprise SEO tools market includes many suite-based platforms as well as point solutions that automate singular pieces of the SEO puzzle. Both types of vendors offer unique benefits based on marketing need, budget, and internal resources. A careful self-assessment of your business needs and resources, staffing, management support, and financial resources will help to ensure that your organization makes the right choice for long- term success. n © 2017 Third Door Media, Inc. • http://thirddoormedia.com 15 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • E-commerce sites, enterprises managing multiple sites, and digital marketing agencies. Key customers Authoritas™ (Formerly AnalyticsSEO) Decathlon 136-138 Holly Road GlaxoSmithKline Middlesex U.K. Monster TW1 4HQ Regus (T) 281-816-5176 (U.S.) Renault Nissan www.authoritas.com Sophos Key executives Laurence O’Toole, CEO Penny Holt, Finance Director Nuno Costa, CTO Carlo Walther, Business Development Director, U.K. and U.S. Company overview • Founded in 2009. • 25 employees. • Privately funded. • Additional offices in the U.S. (Austin, TX), South Africa, and France. Product overview • Data science-driven SEO and content marketing platform with new Big Data solution: Market Share – a proprietary competitor research and content marketing strategy module designed to help marketers pinpoint the top 100 competitors in their market and define content marketing opportunities based upon relevance, ease-of-ranking, and projected ROI. • Features a proprietary database of 100 million domains, 25 million commercial keywords, and 30 million blogs. Databases fed by proprietary crawlers and third-party partner Majestic for backlinks. Collection of SERP rankings for millions of keywords; clusters pages and keywords to shed light on Google’s algorithm and the natural clusters that form in any market. Highlights clusters of opportunity and relative strength. • Proprietary IntelliTraffic™ “not provided” solution opens access to hidden keyword visit data. • Site and keyword tagging to allow clients to dissect and track in a manner that best reflects business requirements. • Multi-site tagging to measure performance across different teams and territories, offering the capability to effectively split test SEO approaches. • Multi-site project management and white-label reporting. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 16 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details Social signal integration • Site Auditing and Crawling API (XML- RPC) and SERPs API (REST API). • Integrates Google+, Facebook, • Additional white-label partnerships LinkedIn, and StumbleUpon. available through Authoritas’ API. Reporting and analytics Pricing and service Authoritas™ (Formerly AnalyticsSEO) • Keyword suggestions and opportunities • Agency and Enterprise plans 136-138 Holly Road are automatically generated across customized per client requirements. Middlesex U.K. multiple search engines. Pricing based on features selected, TW1 4HQ Keyword ranking histories are professional services needed, and (T) 281-816-5176 (U.S.) tracked daily for Google, Bing, the number of sites, keywords, www.authoritas.com Yahoo!, Yandex, and Baidu. pages, and backlinks. Platform provides an overview • Enterprise packages include advanced of average monthly and weekly features such as customized access rankings. to Market Share and network analysis Segmentation is available to technology to define markets, sort generic (non-branded) from bulk keyword history site imports, branded keyword traffic. advanced reporting, multi-site project • Unlimited backlink analysis includes management, professional services, for defined competitors in each SEO SLAs, and priority support. campaign. • Month-to-month and annual • Competitive intelligence includes subscriptions available. industry analysis and competitor site • Dedicated account manager assigned audits for ranking factors and backlinks. to each enterprise account. Users can analyze up to five • Email, online, and phone-based competitor sites per domain; bulk customer support (during U.K. and U.S. competitive analysis is available at office hours) included; add-on onsite an additional charge. support available. • Customized white-labeled, scheduled Webinars, online manuals, and reports in PowerPoint, Excel or PDF. video resources included for all accounts. Third-party partnerships and integration • Third-party API integrations with Majestic, Google Analytics, Google Search Console, Adobe Analytics, and Xiti. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 17 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • Enterprise and mid-market digital marketers, content marketers, search marketers, BrightEdge and digital agencies. 989 E. Hillsdale Boulevard, Suite 300 Key customers Foster City, CA 94404 Adobe (T) 800-578-8023 Home Depot www.brightedge.com HP Microsoft Nike Performics Key executives Jim Yu, Co-Founder and CEO Lemuel Park, Co-Founder and CTO Kevin Bobowski, SVP, Marketing Joshua Crossman, VP, Strategy and Client Services Company overview • Founded in 2007. • 300-plus employees. • 1,300-plus clients/9,000-plus brands. • Additional offices in Cleveland, Chicago, Seattle, New York, London, Tokyo, and Sydney. Product overview • SaaS-based SEO and content performance marketing platform built on a 50 petabyte big data and deep learning engine that provides web-wide, real-time identification of new content opportunities and measurement of content performance across all digital channels, including search, social, and mobile. The BrightEdge Data Cube indexes billions of pieces of content, including rich media, search, and social, across 14 global regions and mobile. DataMind pattern recognition algorithms identify high-value search opportunities, competitive threats and market shifts relevant to each brand, market segment, and more. Anomaly Detection surfaces changes in data as they happen, such as the rise or fall of revenue and/or conversions from an entire domain or a section of content. Intent Signal is new and it identifies keywords with organic search results above the fold to target optimization efforts for keywords with highest traffic potential. Page-based recommendations allow users to optimize around multiple keyword and content strings to the same URL. Page-based integrations tie SEO efforts back to business metrics in web analytics and revenue management systems. • Tracks global and local search engine rankings for 840-plus different search engines across 40-plus languages, 110-plus countries, 310-plus cities, and three device types (desktop, mobile, and tablet). International search engine coverage includes China’s Baidu and Haosou, Russia’s Yandex, and South Korea’s Naver. • Mobile SEO features include mobile Data Cube, mobile search rankings, Accelerated Mobile Pages tracking and optimization, mobile page reporting, mobile share of © 2017 Third Door Media, Inc. • http://thirddoormedia.com 18 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details voice, mobile site audit, and mobile difficulty and resource variables. app search rankings. • Blended Rank feature measures search • Offers recommendations for more rankings across rich media, social, BrightEdge than 32 on- and off-page factors, universal listings, local three-pack, and 989 E. Hillsdale Boulevard, including content analysis, content geographic results. Suite 300 recommendations, header tags, meta- • Includes competitive intelligence, Foster City, CA 94404 tags, social signals, backlinks, internal keyword, and content gap (T) 800-578-8023 links, and keywords. opportunities, as well as SEO www.brightedge.com • Task management workflow tool assigns recommendations for on- and off-page tasks, tracks progress, and automatically factors based on trending data. closes tasks upon completion. Third-party partnerships and Social signal integration integration • Social and SEO correlations examined • Partners with Majestic for link through technology built with partners management. Facebook and Twitter. • Page-based integration with all major • Social site audits perform site checks analytics providers, including Google on Facebook’s OpenGraph to optimize Analytics, Adobe Analytics, Webtrends, Facebook brand page performance. and IBM Digital Analytics. • Twitter trends visible within the platform. • CMS integration with Adobe Social and SEO metrics compared Experience Manager (AEM). side-by-side. • Integrates with Google Search Console, Tracks social SEO performance of the Hybris Commerce Suite, and Majestic. top 10 ranking pages for a keyword. • Setup is facilitated by OAuth and Social signals such as “likes” and BrightEdge’s Connect API. “tweets” are integrated. • SAML integration for single sign-on. Shared URLs, Plus Ones on Google+, and LinkedIn metrics are Pricing and service also tracked. • Customized pricing based on number Reporting and analytics of keywords and websites. Additional fees for custom • StoryBuilder measures and manages integrations. content performance through charts • Accounts are billed annually; multi-year and dashboards. contract discounts are available. On-the-fly metrics include • Global customer success organization year-over-year revenue, visit (70-plus reps) comprising Client Services performance by channel, mobile Analysts, Client Services Managers, and growth, historical global vs. local Client Onboarding Managers. performance, and revenue and Professional Services also available. traffic growth by persona and/or • Ignite Onboarding is included in all buyer’s journey stage. contracts to help customers with one- • Customizable dashboards for flexible on-one onboarding assistance. time periods that model customer • Online training and certification is domains, competitor domains, and included as part of onboarding. customer organizational structure. • Inbound service is available 24/7 • Options include financial forecasting through email and system-based for SEO projects; keyword prioritization routing tickets. can be customized according to © 2017 Third Door Media, Inc. • http://thirddoormedia.com 19 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • Enterprise-level marketers and agencies. Conductor Key customers 2 Park Avenue New York, NY 10016 AT&T (T) 212-213-6251 Brooks Brothers www.conductor.com Citi Gap Jet.com Uber Key executives Seth Besmertnik, CEO Avi Goldwerger, CMO Marc Chabot, VP, Sales Baruch Toledano, VP, Product Management Company overview • Product launched in 2010. • 175 employees. • 7,500 brands. • Raised $27 million in Series D funding in February 2015 led by Catalyst Investors, with FirstMark Capital, Matrix Partners, Investor Growth Capital, and Blue Cloud Ventures. Total financing of more than $60 million. Product overview • Activity-based navigation launched in July 2016 provides marketers with an easily accessible, intuitive UI of best-practice workflows based on process-driven actions that drive effective organic marketing results. • Insight Stream, launched in October 2016 analyzes customer organic marketing data and surfaces a live stream of interactive insights (opportunities, big wins, potential losses, etc.). • Conductor’s Searchlight offers measurement and analytics of organic performance, providing insights across specific location and device types, and specific content types (i.e. images, videos, and local listings). • Enables multiple teams to collaborate, manage workflows, share metrics, and automate reporting. • Supports international search engines such as Baidu (China), Yahoo! Japan, and Yandex (Russia) in dozens of languages. • Audience Intent Explorer discovers relevant new content topics, prioritized by search volume and level of competition, as well as the stage of the buyer’s journey. • Provides targeted recommendations for improving existing content, with the ability to prioritize based on traffic and performance impact. • Provides insights into the organic competitive landscape, as well as market share of voice. • Content Mapping enables marketers to create more impactful content based on persona, product line, role or business unit; discover performance gaps; and identify ways to move customers from conversation to conversion. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 20 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details Social signal integration • Integrates with Adobe Experience Manager to provide pre-publishing • Provides visibility into social signals optimization recommendations to users from Google+, Facebook, Twitter, from directly within the CMS. Conductor and LinkedIn for all content, including • Content Insights suite allows marketers 2 Park Avenue analysis of users’ pages and in-depth to create rule-based segments of New York, NY 10016 competitive data for both configured their site, such as product or category (T) 212-213-6251 and discovered competitors. pages, to analyze search and traffic www.conductor.com • Monitors video content performance performance beyond the page level. and how customers are being found on Integrates with DeepCrawl, website YouTube. crawler, providing customers with • Social metrics blended with a variety of a single sign-on solution with data sources to provide a holistic view complete, in-depth view of site of natural search and social activities. architecture to ensure their content is technically sound and error free. Reporting and analytics Pricing and service • Keyword tracking across devices, locations, and universal search results. • Undisclosed pricing. • Competitive intelligence compares • Free trials available. page content against business and SEO • Customer Success team provides competitors in a single view. support, training, and best practices. • Content analysis. • In-app chat and phone support. • Role-based workspaces provide • Online customer knowledge base customizable reporting experiences. facilitates interaction with Conductor experts and marketing peers, and Third-party partnerships and allows users to direct functionality integration requests to the Conductor team. • Add-on Professional Services • Proprietary first-party data augmented team provides on-call customized with licensed data from SEMrush for technical and strategic SEO services opportunity discovery, and Moz for link ranging from content ideation and reporting. improvement, audience targeting, site • Integrates with all major analytics analysis, and migration. platforms including Google Analytics, Adobe Reports and Analytics, Adobe Data Connectors, IBM Digital Analytics, and Webtrends. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 21 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • Mid-market and enterprise-level digital marketing and SEO agencies, internal GinzaMetrics marketers, and SEOs. 156 2nd Street San Francisco, CA 94105 Key customers (T) 888-726-4692 www.ginzametrics.com Angie’s List Chegg DrivenLocal Recruit The Shipyard UPMC Key executives Ray Grieselhuber, Founder and CEO Erin Robbins, President and COO Company overview • Founded in May 2010 as a product of Ginzamarkets. • 20-plus employees. • Foreign headquarters in Tokyo, Japan; additional offices throughout Europe, Asia, and the Middle East. Product overview • Scalable SaaS platform that combines search and content marketing solutions with global capabilities. Provides marketing intelligence, SEO recommendations, and reporting while delivering tactical tools to implement strategic recommendations and optimize content. • Universal search filter allows users to see what other elements appear on the SERP alongside their ranking content and keyword pairs. • 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 120 countries; localized user interface is available in five languages. • Link strength and opportunities scored using proprietary algorithms; customers notified of link acquisitions or problems through automated alerts. • Competitor Discovery tool weaves data throughout the platform to allow users to find, monitor, and deep dive into competitor content and search campaigns. Competitor groups allow marketers and SEOs to pair competitor data with content and keyword data. • Mobile toolset offers local search data ranking, mobile integration, deeper crawl, embedded reports, and sortable recommendations. • Workflow feature provides project and task management; users can be assigned tasks from anywhere in the application. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 22 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details Social signal integration PDF reports. • Reports can be white labeled and • Clicks, comments, follow/audience scheduled to email at any interval to GinzaMetrics counts, and link sharing for Facebook, colleagues, clients or teams. 156 2nd Street Twitter, Google+, YouTube, LinkedIn, San Francisco, CA 94105 Pinterest, Instagram, and SlideShare. (T) 888-726-4692 Third-party partnerships and • Tracks keyword, content, and campaign www.ginzametrics.com performance. integration • Compares social performance to • Proprietary data supplemented through organic search performance within partnerships with Moz and Ahrefs. the same dashboard and includes the • Integrates with major analytics analysis in reports. providers, including Google Analytics, • Integrated social media data including Webtrends, Adobe Analytics, and trends, share of voice, and competitor IBM Digital Analytics, as well as CRM comparisons. solutions, such as Salesforce. Proprietary algorithms can work Reporting and analytics in combination with third-party analytics to track and measure daily • Modular dashboards and reports allow site rankings, traffic, conversions, users to customize their view of data and optimization opportunities. and determine which data to share. • Provides an API for development teams Users can specify dates, search and integration into other platforms. engines, devices, competitors, keywords, and conversion events. Analytics data, such as organic Pricing and service visits and ecommerce revenue, can • GinzaLite platform introduced in early 2016 be graphed within GinzaMetrics. targets users with fewer keywords who still • Ranking changes at the individual want the functionality of an enterprise SEO keyword and keyword-group level. platform for an affordable price. • Offers optimization recommendations • Three standard SaaS-based pricing for keywords and content targeting, plans, all featuring access to scheduled page structure, and crawlability. reporting, white-labeling capabilities, • Large keyword sets managed through and unlimited users. keyword grouping; internal search Professional: $1,499/month. accommodates quick grouping of Premium: $2,999/month. common terms. Portfolio: Custom pricing. • Share of channels allows users to track and • All pricing plans can be customized to fit compare marketing channel performance user needs with start-up plans beginning over time. Users see total traffic by at $499/month for qualified organizations. channel by any date parameters, and view • Enterprise pricing is available and granular channel traffic data. customized per company needs. • Competitive intelligence delivered • Annual contracts are discounted (but via visual representations of keyword, not required). content, and backlink data. • Implementation wizard guides users • CSV file import and the option to through the initial setup process. integrate with Google Webmaster • Dedicated account managers are available Tools to enable bulk keyword additions. for Portfolio and Enterprise plans. Account summaries and keywords • Email and phone support included in can be downloaded in Excel and all pricing. CSV formats and saved to branded © 2017 Third Door Media, Inc. • http://thirddoormedia.com 23 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • Fortune 5,000 brands and their agencies that use SEO, social media, content marketing, and influencer marketing as core assets in their digital marketing strategies. gShift 126 Wellington Street, Key customers Suite 209 BDO Canada Barrie, ON L4N 1K9 Bell (T) 705-727-5648 G/O Digital www.gshiftlabs.com MDC Agencies ProSites WSI Key executives Krista LaRiviere, Co-founder and CEO Darryl Burke, President, Technology Jeff Riddall, Director of Product Strategy Vicky Lawrence, Director of Services and Client Strategies Company overview • Founded in 2009. • 30 employees. • Raised $6 million in three rounds of funding since April 2010. • Acquired SiteCondor, a website auditing tool for agencies and content marketers, in Sept. 2015 for an undisclosed amount. • Acquired InNetwork, an influencer marketing platform, in March 2016 for an undisclosed amount. Product overview • SaaS-based analytics platform reports on the impact and engagement of client content across all channels. • Daily data collection across organic search, social, and mobile sources. • Content optimization tool for organic search and content marketing. • Full SEO site audit functionality identifies technical issues, including titles, meta- descriptions, headings, canonicals, resources, and more. Available in Excel and PDF data exports. • Content Marketing Performance module monitors and reports on key engagement metrics from owned and earned sources. • Custom dashboard and insight-based data beacon infrastructure provides user- specific (e.g. SEO Specialist, Content Marketer, CMO) data and insights. • 60-plus data beacons and dashboard templates focus on analytics, content performance, competition, discovery/research, keywords, and off-site content engagement. • Add-on kontextURLTM smart URL service can monitor, measure, and report on the engagement of on-site and off-site content along a conversion path. • Add-on Influencer Marketing module can find and manage influencers and plan, build, manage, monitor, and report on influencer marketing campaigns. • Backlinks tool can identify, validate, and create new quality inbound links. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 24 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details • Not Provided module informs Third-party partnerships and marketers on keywords driving traffic integration despite Google’s encryption efforts. • Project management/activity tracking • Core platform integrates with Google and reporting. Analytics, Google Search Console, and gShift Majestic. 126 Wellington Street, Suite 205 Barrie, ON L4N 1K9 Social signal integration • Flexible dashboard infrastructure supports integration of any required (T) 705-727-5648 • Engagement data collected from third-party data (e.g. web analytics, www.gshiftlabs.com Facebook, Twitter, LinkedIn, Google+, lead nurturing, CRM, or PPC). Pinterest, and YouTube. • kontextURL module integrated with Graphically plots social media Google Analytics and HubSpot. trends. • APIs for additional data integration and • Twitter conversations mined for reporting. keyword, curated content, and influencer marketing opportunities. Pricing and service • Social activity and backlink data in unified view, allowing users to compare • Professional and Enterprise pricing social and search results as content is packages available for brands and optimized across channels. agencies based on the number of • Branded keywords monitored daily in keywords and websites. social streams. Brand Professional: $325/month includes 300 keywords and up to Reporting and analytics two websites. Brand Enterprise: $750/month • Reporting module offers full export and includes 1,000 keywords and up to white-label capabilities. five websites. Schedule and email comparative Agency Professional: $999/month daily, weekly, quarterly or year-over- includes 2,000 keywords and up to year reports. 20 websites. • Metrics include website traffic (via Agency Enterprise: $2,249/month Google Analytics), Google AdWords includes 10,000 keywords and up performance, top ranking keywords, to 150 websites. content, number of backlinks, number • Additional fees for following social of indexed pages, competitive keywords (i.e. Twitter Keyword Research). comparison, and completed activities. • Custom dashboards and standard data • Content optimization recommendations beacons free. Premium and custom data prioritized to improve content for both beacons priced monthly per beacon. websites and blogs. • API use is an additional cost, based on Activities are plotted on gShift’s volume of data to be accessed daily, Website Timeline Graph, which weekly and/or monthly. measures and visualizes any traffic • Site Audit pricing based on number of or conversion peaks/valleys. audits performed per month. • Competitive intelligence for position • kontextURL pricing based on number data, backlinks, and indexed pages of pieces of content per month. in side-by-side comparison with • Annual contract required. competitors’ ranking content and • A dedicated Client Success Manager is color-coded for quick identification of included in pricing. opportunities and threats. • Coaching and managed services are premium priced. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 25 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • Enterprise agencies and in-house teams working across national and global markets. Linkdex 70 W. 40th Street, 16th Floor Key customers NY, NY 10018 Havas (T) 347-817-7979 iProspect www.linkdex.com Lionbridge Rise Interactive U.K. Headquarters: Skyscanner 90 Chancery Lane Vodafone London U.K. WC2A 1EU (T) 44-0-20-3757-2600 Key executives Mark Smith, CEO Matt Roberts, Chief Strategy Officer Martin Armstrong, CTO Company overview • Founded in 2009. • After raising $20-plus million in venture funding, Linkdex was acquired by content marketing platform ScribbleLive in August 2016. Product overview • New version of the SaaS-based platform, released in fall 2016, has a new UI, new data and features, and can now be purchased as a standalone product or with other ScribbleLive content marketing products like Plan and Visual.ly. • Supports data-driven SEO, content marketing, and outreach strategies in more than 200 countries, 135 languages, and five search engines. • Proprietary data for solving the keyword variation/search volume issues as a result of Ad Planner limitations. • Proprietary research and benchmarking Visibility feature provides instant domain and page performance intelligence benchmarked against vertical industry with history and trend data for 12-plus months. • Daily or weekly ranking data provided down to zip-code level. • Ranking and page flux alerting and management. • Advanced alerting suite for staying in control of the SEO channel. • Advanced forecasting tools support business case planning and market opportunity analysis. • Content 360 product combines multichannel analytics, ranking, social, and backlink data with a technical site crawl. • Large-scale technical crawls of millions of pages included in core product. • Proprietary Ranking Author search allows users to find the authors with the highest ranking content in a client’s chosen market. Relationships developed through Entity Search are collected into a contact database for future nurturing. • Campaign management suite includes task and outreach management for influencer marketing/blogger outreach, permission levels, productivity tracking, discussions, tags, and file transfers. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 26 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details Social signal integration • Integrates with major analytics tools, including Google Analytics, Google • Twitter, Facebook, LinkedIn, Google+, Search Console, and Adobe Analytics. and Pinterest signal data integrates Linkdex with Content 360 and all reports. Pricing and service 21 West 46th Street, Suite 1002 New York, NY 10036 (T) 347-817-7979 Reporting and analytics • Pricing based on data consumption and starts at $600/month with power users www.linkdex.com • Customizable enterprise SEO typically paying $1,200/month reporting dashboards offer more than Includes an unlimited number of U.K. Headquarters: 40 reporting widgets to measure users. 90 Chancery Lane multichannel analytics, content, Account management teams London United Kingdom keyword, and outreach performance. support and train customers within WC2A 1EU • Reports come as presentation-ready the price. (T) 44-0-20-3757-2600 Microsoft formats or PDFs. • Accreditation for best-practice training • Reports on share of search/voice for and certification. markets, channels, and categories. • Enterprise-level customers are additionally supported by a Third-party partnerships and Professional Services team, which integration assists in specific projects that range from diagnostics to digital • Backlink data provided by Majestic, transformation. then re-crawled to improve data accuracy and evaluated for further analysis and insights. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 27 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • Major global brands and agencies. Key customers Pi Datametrics Financial Times 1460 Broadway L’Oreal New York, NY 10036 Ricoh (T) 347-305-8445 Starcom MediaVest www.pi-datametrics.com Time Inc. Virgin (Media and Active) U.K. Headquarters: 120 Church Street, 3rd Floor Brighton U.K. BN1 1UD Key executives (T) 44 (0) 20 3371 3930 Garry Titterton, Founder and Chairman Daniel Titterton, Founder and CEO Sam Silverwood-Cope, Founder and CMO Jonathan Earnshaw, Founder and CTO Company overview • Parent company, Intelligent Positioning, founded in 2007. • Pi Datametrics platform established in 2013. • 50 industry specialists across the globe in London, Brighton, New York, and Hyderabad. • Dow Jones, FTSE, and CAC-listed customers across retail, finance, FMCG (Fast Moving Consumer Goods), electronics, and more. • Received $3.5 million investment from Mercia Technologies since 2015. Product overview • Enterprise-level SEO and content marketing platform delivering global insight and actionable data across multiple digital channels on a daily basis. • Standard unlimited platform access for cross-company usage. • Offers unlimited domain tracking of root domains, subdomains, subfolders, and any other variation. • Offers the top 100 SERP results for any search term daily. • Measures and reports on content performance in any language across any search engine globally, including Google, Bing, Naver, Haosou, and Yandex, as well as YouTube, app search, mobile, and image search. Collaborative Insights facilitate task and workflow management. Position Explorer Table and Chart delivers daily, live datasets based on the top 100 URLs, and displays integrated global AdWord data to reveal the CPC, search volume, and competition value of individual search themes in any international market/currency. Competitor Discovery enables users to surface relative market dominance against direct competitors and unearth brand uplift opportunities. Unlimited Visibility Indexes enable users to chart and benchmark current, historical, and site-wide performance against any competitor. Intelligent Copy and Page Diagnostics features crawl any domain to provide qualitative content recommendations on key on-page and off-page ranking factors, including social signals and backlink profiles. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 28 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details Tractor is an additional data multiple search engines and markets. harvesting feature, delivered via an API, which provides a top- Third-party partnerships and level alternative to the platform’s integration granular tracking. Pi Datametrics The Vault enables users to access • Partners with Majestic for backlink 1460 Broadway Pi’s daily databank, and provides discovery profiles. New York, NY 10036 pre-structured business category • Google Analytics integration permits (T) 347-305-8445 intelligence for top-level market any level of data segmentation. www.pi-datametrics.com share analysis and keyword • Flexible data API enabling users to pull discovery. data from the Pi Datametrics platform U.K. Headquarters: via third-party programs to customize 120 Church Street, 3rd Floor Social signal integration internal reports. Brighton U.K. BN1 1UD • Social integrations include Facebook Pricing and service (T) 44 (0) 20 3371 3930 and LinkedIn shares, and Plus Ones on Google+ via Page Diagnostics. • Enterprise and Agency plans based • Users can conduct blogger outreach on a monthly license fee, include all activities using Backlink Discovery tool. features, in-app reporting, onboarding, and product education. Reporting and analytics • Platform pricing based on number of queries (daily tracking standard). • Gamma reports are custom built, based Additional weekly and monthly on a user’s key search themes, to reveal data can also be supplied. true market worth in comparison to Unlimited URL tracking and user direct and relevant competitors. access is included in monthly fee. Uses a proprietary Organic Value • Gamma reports can be priced as a Score to enable users to discover standalone forecast or as a recurring market performance, potential, and 12-month plan. opportunity, and assign monetary • API (including Tractor) usage by value to content visibility. preference and pricing based on a • Automated in-app reporting provides user’s platform query quota. users with nine customizable modules • Strategic support services include for monitoring keyword, search best-practice project support and theme, site-wide, and industry level one-to-one Pi Analyst insight, delivered performance. at a customer-set frequency. Pricing • Provisions for aligning positive and is calculated depending on time negative keyword movement with dedicated to project. landing page metrics to visualize the • Multi-year contract discounts available. commercial value of content and organic performance. • Comprehensive workspace segmentation can be set up to align with business models and KPIs, including market segmentation, product line/department segmentation, and search volume segmentation. • Compound workspaces enable users to compare content performance across © 2017 Third Door Media, Inc. • http://thirddoormedia.com 29 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • Enterprise-level marketers and IT professionals. RankAbove 3 Aluf Kalman Magen Street Key customers Tel Aviv, Israel 6107075 1-800-Flowers (T) 972-3-771-1300 eBay www.rankabove.com Motor Trend (The Enthusiast Network) MTV (Viacom) U.S. Headquarters: NBTY (Puritans Pride) 79 Madison Avenue Rakuten New York, NY 10016 (T) 800-430-1436 Key executives Mayer Reich, CEO and Co-founder Eli Feldblum, CTO and Co-founder Michael Barnett, VP, Customer Success 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 provide 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 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 migrations (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. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 30 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details Social signal integration • On-page analysis tool detects up to 70 SEO issues per page and up to 20 site- • Integrates Facebook, Google+, wide structural issues per site. RankAbove Instagram, and Twitter. Examples of on-page issues include 3 Aluf Kalman Magen Street • Social footprint tracking include likes, missing headers, titles, image alt Tel Aviv, Israel posts, and backlinks. tags, missing keywords in URLs, 6107075 and duplicate titles and meta- (T) 972-3-771-1300 Reporting and analytics descriptions. www.rankabove.com The engine classifies a website’s • Backlink analysis examines several pages into buckets of identical U.S. Headquarters: optimization elements including templates allowing users to 79 Madison Avenue domain, anchor text, no follow, source optimize in bulk as opposed to New York, NY 10016 and target page, and link status. page by page. (T) 800-430-1436 • Provides competitive intelligence and link discovery based on competitor Third-party partnerships and keywords, backlinks, and on-page elements. integration • Newly discovered backlinks allow users • Licenses backlink data from Ahrefs. to see which marketing campaigns • Integrates with Google Analytics. have impacted their backlink profiles • Integration with Adobe Analytics and and SEO efforts. IBM Digital Analytics through Adobe • Automatic keyword suggestions and IBM partnerships. are based on site crawls, third-party analytics, third-party tools, and competitive intelligence. Pricing and service Platform indicates how difficult it is • Pricing starts at $2,000/month for to rank for any given keyword and annual contracts and is customized displays actionable details about based on number of keywords and competitor websites occupying the domains in the system. search results for that keyword. • Includes ½ day of initial training and Keyword performance for mobile 24/7 technical support via email and devices is offered as part of the phone. standard platform. This fully • Add-on services include Site Migration, integrated module reports keyword Penalty Removal, and Site Audit. performance and metrics by device • Tracks customer platform usage to for desktops, tablets, iPhones, and gauge whether or not customers are Androids. using the software properly. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 31 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • In-house search and digital marketers at mid-market and enterprise level companies; brands with ecommerce websites and brick-and-mortar locations nationwide; and search marketers at digital agencies. Rio SEO 8080 Dagget Street Suite 220 Key customers San Diego, CA 91111-2233 CVS (T) 858-529-5005 Hallmark http://www.rioseo.com Papa Murphy’s Providence Health & Services Target Key executives Dema Zlotin, CEO James Wu, COO Cynthia Sener, VP, Product and Operations Joe Esposito, VP Strategic Partnerships & Product Innovation Company overview • Founded in 2006. • Formerly the software technology division of Covario, Rio SEO became an independent SaaS company in September 2014 when Dentsu Aegis Network acquired Covario. Subsequently raised additional funding from FTV Capital, Dubilier & Co, Voyager Capital, and Stratim Capital to pursue further development and sales of its technology platform. • 50-plus employees. • Additional offices in Seattle, Chicago, and New York. Product overview Rio SEO offers the Open Local Platform, a local data and content management system designed to optimize and streamline local data for enterprises. Platform offerings are available individually or as bundles. It is comprised of the following products and services: • Local Listings. Optimizes and distributes local business data to internet directories, local maps, and specialty social networks customized to each source. • Local Reporting. Reports on the success of local search programs across web analytics, local rankings, citation accuracy, local reviews, customer behavior, and ratings over time. • Local Pages. Enables creation of location finder solutions, including local landing pages optimized for desktop and mobile, schema SEO markup, social integration, and dynamic headers and footers. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 32 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details • Local Manager. Marketing tools that • Direct partnerships with Acxiom, engage franchise owners and local InfoUSA, Neustar Localeze, Factual, managers with local content authoring, Apple, and Here.com, feeding location multiple user levels, local access to key data to over 350 directories. Rio SEO data, history tracking, and integration • Direct partnerships with leading 9255 Towne Centre Drive, with local reporting. technology firms including Apple, Suite 750 Bazaarvoice, Thrive Commerce, San Diego, CA 92121 • Local Social. Consolidates reviews and LiveRamp, Marchex, and others. (T) 858-529-5005 social management through centralized • Open Local platform integrates with http://www.rioseo.com publishing, monitoring and alerts, and Google Analytics, Google Search sentiment roll-up reporting. Console and Majestic. • APIs for additional data integration and • Local Services. Extends local marketing reporting. with professional expertise on SEO copywriting, paid media, custom Pricing and service link development, listings and data services. • SaaS-based pricing based on product and the number of locations. Third-party partnerships and • Dedicated Account Directors provide direct contact around changes, integration updates, and reporting. • Integration with leading search engines and directory services including Google, Yahoo!, Bing, YP.com, YP Canada, Cylex, Manta, Foursquare, Facebook, and others. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 33 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • Digital and content marketing professionals at large enterprises and global agencies. Key customers Searchmetrics eBay 1110 Park Place, Suite 150 iCrossing San Mateo, CA 94403 Symantec (T) 866-411-9494 TripAdvisor www.searchmetrics.com Yahoo! YP Global Headquarters: Greifwalder Strabe 212 10405 Berlin Key executives Germany Volker Smid, CEO Marcus Tober, Founder and CTO Dirk Wolf, CFO Jordan Koene, Chief Evangelist and VP, Professional Services Company overview • Founded in 2005. • $18.4 million in March 2014 round of venture funding from Neuhaus Partners, Holtzbrinck Digital, Iris Capital. Added Verdane Capital as an investor in September 2016. • 200-plus employees. • Additional offices in New York and London. Product overview • Suite-based platform provides customized insights, forecasts, and actionable recommendations for search and content strategies. • Offers the Searchmetrics SEO Suite. Database includes over 250 billion pieces of information and data for domains in many countries. China was added in 2016. Search engine coverage includes Google, Bing, and Yahoo!, as well as international search engines, such as Yandex, Baidu, and Naver. Analyzes local/mobile search results for 500 major cities worldwide. Combines countries, cities, and languages to support 940 search engine combinations. • Content optimization targets content marketing professionals with thematic market coverage, author briefings on topics and questions, and real-time coaching for style and relevance. • Visibility Guard identifies critical or accidental website errors (no-index, 404s, bad canonicals) and limits downtime by sending out alerts when errors are discovered. • Research Cloud and Content Performance tools uncover competitor strategies, including ranking keywords, backlinks, and social strategies. • Custom mobile audit, mobile SEO visibility KPI, and mobile-to-desktop keyword device spread to optimize site pages for desktop, mobile, and tablet. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 34 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details Social signal integration • Custom Charts Creator graphs customizable KPIs such as traffic, SEO • Integrates with Facebook, Google+, visibility, and keyword rankings. Twitter, Pinterest, and LinkedIn. Automated email notifications • Social Engagement analyzes the social advise when goals and targets media performance of client domains have been achieved or when Searchmetrics by tracking frequency of URL shares, performance is falling short of 1110 Park Place, Suite 150 including on which social networks. minimum requirements. San Mateo, CA 94403 • Sitemap and RSS feeds enable • Traffic Insight analyzes keywords that (T) 866-411-9494 automatic hourly updates on social drive traffic to specific webpages. www.searchmetrics.com engagement with individual URLs. Incorporates relevant PPC Global Headquarters: (AdWords) data, identifying Greifwalder Strabe 212 Reporting and analytics keywords that are directing PPC 10405 Berlin traffic to landing pages. • Intuitive dashboard and customizable • Traffic and conversion value forecasting Germany user interface. provides individual ranking and • Content Optimization provides quick conversion value targets, calculates content analysis with the input of a traffic forecasts for keywords, and keyword and URL. predicts traffic and conversions. • Site Structure Optimization allows webmasters and developers to surface Third-party partnerships and site error details via site crawl. • Keyword research combines traffic integration index data per keyword with CPC data. • Integrates with leading web analytics • Link Optimization incorporates content tools including Adobe Analytics, performance data, allowing users Google Analytics, AT Internet, IBM to approach internal linking from Digital Analytics, Webtrends, eTracker, both a technical and business-driven and Google Search Console. perspective. • API available for data export only. • Research Cloud and Content Performance reports provide on- demand competitive insights on Pricing and service domain and URL levels. • Four pricing options: Provides competitive backlinks, Searchmetrics Essentials. ranking keywords, and social Searchmetrics Suite Business. signals through a single URL. Searchmetrics Suite Enterprise. Identifies on-page content Searchmetrics Suite Ultimate. recommendations for individual • Packages are customizable. URLs. • All packages require an annual contract Benchmarks clients against and include a dedicated Client Success competitors on eight SEO metrics, Manager (CSM). such as number of ranking • Included Searchmetrics Academy offers keywords, average position, and extensive SEO training (online and live) search volume. in different cities throughout the year. • Identifies which keywords drive Google • Searchmetrics Professional Services Knowledge Graph and Carousel team provides support and suite placement, and which keywords rank management, as well as SEO and across news, images, video, and map content analysis. results. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 35 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • Enterprise brands and agencies worldwide. seoClarity Key customers 9701 W. Higgins Road, Suite 320 Rosemont, IL 60018 Barnes & Noble (T) 773-831-4500 Bazaarvoice www.seoclarity.net Dell Expedia Overstock.com Paychex Key executives Kalpesh Guard, Co-founder and CEO Mitul Gandhi, Co-founder and Chief Architect Orrin Wolf, Chief Operations Officer Richard Chavez, VP, Professional Services Company overview • Founded in February 2004; platform launched in 2008. • 50-plus employees. Product overview • Platform built on the Actionable Insights™ (AI) algorithm designed to learn from hundreds of datapoints and automatically generate insights to scale SEO practices across the enterprise. • All SEO metrics are updated daily and stored indefinitely. • Tags group keywords and pages to simplify the analysis of very large datasets and aligns with buyer’s journey marketing. • Content Roadmap feature provides audience and intent discovery as well as analysis and ROI. • In-depth keyword and competitive research leveraging 140-plus million keyword dataset. • Global coverage in 180-plus countries with support for each country’s native languages, including Chinese, Japanese, and Arabic letters and characters. • Free Google Chrome plugin provides accessible insights for all levels of users within an organization. • Patent-pending, page-level analytics and Google Search Console integrations to address “Term Not Provided.” • Content Optimization Lifecycle Management features and services for research and writing, as well as tracking and measuring results and impact. • Built-in workflow management system for customizable team collaboration. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 36 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details Social signal integration • Partnerships with Adobe Marketing Cloud, Adobe Experience Manager • Aggregate social metrics from (CQ5), IBM Digital Analytics, Google Facebook, Twitter, LinkedIn, Google+, Analytics, and Google Search Console. seoClarity and Pinterest. • Consolidated link profile data with 9701 W. Higgins Road, Suite 320 • Patent-pending correlation of social integrations for Majestic, Moz, and Rosemont, IL 60018 activity to SEO results. Google Search Console. (T) 773-831-4500 • Social Content Research uncovers • Full two-way content management www.seoclarity.net content marketing topics of interest to integration with internal CMS. clients. • Daily tracking of social activity for Pricing and service clients and their competitors. • Annual contracts are based on a Reporting and analytics scalable pricing model based on domains and keywords tracked within • Open data platform imports data from the platform. virtually any analytics source, including • Dedicated Client Success Manager Adobe, IBM, Google Analytics, and included, with access to technical SEO internal data warehouses. teams. • Comprehensive set of tracked metrics • Training schedule is proactively from bot-level data to social data. published and ongoing, meeting the • Automated alerts notify users of needs of all levels of users. detected issues and KPI performance in • Professional services available to real-time. augment any of the client’s key • Unlimited, customizable dashboards marketing initiatives. with 150-plus visualizations. Client Success support includes: 24/7 critical support. Third-party partnerships and Live chat. integration Online knowledge base of articles, training videos, and use case • Over 60 possible integrations studies. within seoClarity’s Data Integration Active online user community. Marketplace. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 37 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • SEO agencies, in-house teams, and IT professionals. SISTRIX (including SEOlytics) Key customers Thomas-Mann-Straße 37 53111 Bonn, Germany Amazon (T) 49 (0) 228 3041 4044 Ebay www.sistrix.com Johnson & Johnson Kayak Nestle UNICEF Key executives Johannes Beus, CEO Company overview • Founded in 2003. • Leading European provider of search analytics and the inventor of the Visibility Index, which monitors data and Google rankings for domains. • SISTRIX’s Toolbox examines about 250,000 websites/minute and 300 billion links/ month. It then processes those results into charts and other metrics. • Acquired direct competitor SEOlytics in May 2016. SEOlytics is housed under the SISTRIX Toolbox. Through this acquisition, SISTRIX aims to expand its enterprise business and increase its focus on in-house SEO. Product overview • SaaS-based suite that supports SEO/SEA (Search Engine Advertising) research, rank tracking, backlink analyses, and on-page analyses through the following modules: • SEO Research and SEO Visibility Index: For several countries (.com/.uk/.es/.de/.at/. ch/.fr/.it/.se/.pl/.nl/.br/.tr) for desktop and mobile rankings. • Link: Provides access to a database that combines SISTRIX and Majestic’s sources. Included LinkPlus provides access to over 250 billion links. Automatic view about most important evaluations. Users can also access external links for a domain with all the detailed information. Integrated LinkRating crawls all incoming links to a user’s domain in real time and gathers additional data for link ratings. • Ad: Provides competitive intelligence about search advertising campaigns as well as banner campaigns for any website. • Universal: Universal search data for all provided countries. • Optimizer: Offers daily visibility into keyword performance and rankings for more than 50 languages/search engine combinations, including Google, Bing, Yahoo, and Yandex. • Allows clients to create a user-specific SEO industry index for performance benchmarking and a calculation for SEO keyword performance forecasting. • Automatically and regularly crawls a user’s websites, reviews every row of source code, and finds SEO mistakes for up to five projects at the same time with no additional cost. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 38 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details Social signal integration format. Users can also receive data in JSON format. • The SISTRIX Toolbox evaluates Facebook, Twitter, Google+, Pinterest, Pricing and services SISTRIX (including SEOlytics) and LinkedIn. Thomas-Mann-Straße 37 Provides data about shares, • The SISTRIX Toolbox consists of six 53111 Bonn, Germany comments, and likes. modules: SEO, Universal, Links, Ads, (T) 49 (0) 228 3041 4044 Users receive data for their own Social, and Optimizer. Each individual www.sistrix.com website, as well as all competitors module is priced at €100. and any other domain they want to • Users can subscribe to a single monitor. module, expand their Toolbox with extra modules or use all available Reporting and analytics modules. From the third module, there are automatic discount levels, and • Users can determine the content when booking all modules, there is a of reports and incorporate in any maximum price of €400. (Prices are evaluation from the Toolbox into any only available in euros.) report. • Customized enterprise and agency • The Toolbox automatically generates plans are available. customized reports as determined by • Onboarding begins with a training, users at the intervals they want. webinars, and ongoing customer Reports can be delivered to service through multiple channels. specific e-mail addresses. • Detailed video tutorials for all functions • Clients with multiple websites and SEO are included. agencies can set up customized report templates. Third-party partnerships and integration • Integration with Google Search Console and Google Analytics. Data is used for potential analysis to forecast traffic and SEO data. • Combined link data from SISTRIX and Majestic. • Data from SISTRIX can be used in connection with Microsoft Excel and Google Table. • An open API is available. All requests and answer values are UTF-8 encoded. API interface answers occur in XML © 2017 Third Door Media, Inc. • http://thirddoormedia.com 39 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Target customer • Digital agencies, as well as hosting and CMS providers. Web CEO Limited Key customers 10 Great Russell Street, Suite 3055 1-800-Flowers London U.K. Benchmark Digital WC1B 3BQ M7 Group (T) 866-793-2236 SEORankings.com www.webceo.com StrawberrySEO.nl Techdata Key executives Viktor Tatarov, Founder and CEO Allen MacCannell, VP, Sales and Partnerships Joanne Pimanova, Marketing Director Julia Kostenko, Director, Client Services and Strategy Company overview • Founded in 2000. • 55-plus employees. Product overview • SaaS-based, enterprise-level SEO platform targeting digital agencies. • Language wiki actively used by 200,000 users to keep the interface multilingual. • Lead generation widget enables agency websites to offer visitors free SEO audit reports. • Journal of Events keeps track of SEO work being done on a website, including Google Update notifications. • Keyword research tool provides suggestions, competitive intelligence, and Google Search Console integration. Keywords can be entered in any language. • Sorts by KEI (Keyword Effectiveness Index) and shows city-specific local monthly search statistics. • Rank tracker shows local and mobile results for keywords and browsers in any language. Reports display blended results, including Google Places. Allows comparisons with 20 competitors per project. • Site auditing tools provide detailed suggestions on more than 50 influence ranking factors, including mobile friendliness and page load speed, as well as recommended changes to HTML code and Schema markup. • Offers an up-to-date content submission tool and a sitemap creation and submission tool. • Backlink tracking tool identifies backlinks and helps users analyze them. The Competitor Backlink Spy shows competitor backlinks with their anchor texts. • White-label hosting of the tools on custom domains. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 40 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Vendor Profiles Product Details Social signal integration Pricing and service • Integrates with LinkedIn, Pinterest, • Tiered pricing ranges from a freemium Facebook, Google+, and Twitter. model to an Agency Fixed plan for Web CEO Limited • Users can add their social media URLs $499/month. 10 Great Russell Street, to be rank checked as part of a project’s • Agency Unlimited plans are available Suite 3055 domain. for $99/month plus $2/active project London U.K. • Detailed social media analytics track and $4/1,000 rank queries, depending WC1B 3BQ competitors. on the volume of keywords, number of (T) 866-793-2236 search engines, and how deep in the www.webceo.com Reporting and analytics SERPs a user chooses to search. There is a nominal charge of • Dashboards include adjustable widgets. $4/10,000 backlinks found. • PDF and CSV reports mailed manually • Custom fixed price plans are also or on an automated schedule. available. • Do-It-Yourself SEO tools allow clients to • All plans allow branding of the user host on their own domains. interface and reports. • Read-only SEO reports on the user’s Agency Unlimited plan includes a own domain. white-label option, enabling the • Email alerts warn users of drops in partner to access SEO tools from rank, increases in broken links, and lost the user’s domain with the user’s backlinks. branding. • Accounts are billed monthly; discounts Third-party partnerships and are applied to annual subscriptions. integration • Customer support is available 7am to 7pm (GMT) via phone, email, live chat, • Integrates with Google Analytics and and Skype. Google Search Console. • Free and unlimited Skype training and • Backlink Quality Checker, Toxic Links demos from 8am to 8pm (GMT) for all Report, Chosen Links Watch, and plans, including freemium. Competitor Backlink Spy all use data obtained from a partnership with Majestic. • Web analytics and site monitoring partnerships with Alexa and Search Engine News. © 2017 Third Door Media, Inc. • http://thirddoormedia.com 41 Email:
[email protected] M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise SEO Platforms 2017: A Marketer’s Guide Resources Blogs Enterprise Search Marketing and SEO, published by Define Media Group. www.definemg.com/blog The Digital Marketing Excellence blog, published by Stone Temple Consulting. www.stonetemple.com/blog/ The Moz Blog, published by Moz. http://moz.com/blog Websites www.digitalmarketingdepot.com www.marketingland.com www.martechtoday.com www.searchengineland.com www.searchenginewatch.com www.SEOinhouse.com Articles “8 Ways SEO has changed in the past 10 years,” by Jayson DeMers, Founder and CEO, AudienceBloom. http://searchengineland.com/8-ways-seo-changed-past-10-years-260686 “13 uses for keyword research to help you win in the search engines,” by Stoney deGeyter, CEO, Pole Position Market- ing. http://searchengineland.com/13-uses-keyword-research-help-win-search-engines-258124 “FAQ: All about the Google mobile-first index,” by Barry Schwartz, News Editor, Search Engine Land. http://searchengineland.com/faq-google-mobile-first-index-262751 “Google begins mobile-first indexing, using mobile content for all search rankings,” by Barry Schwartz, News Editor, Search Engine Land. http://searchengineland.com/google-begins-experimenting-mobile-first-index-hopes-expand-upcoming-months-262527 “Google algorithm updates,” published by Search Engine Land. http://searchengineland.com/library/google/google-algorithm-updates “The SEO Maturity Curve: Enterprise Scale & Development,” by Jim Yu, Founder and CEO, BrightEdge. http://searchengineland.com/seo-maturity-curve-enterprise-scale-development-232034 Research Reports 2016 State of Search Industry Report, published by SEMPO, January 2017. http://blog.sempo.org/2016/11/state-of-search-survey-2016-results-to-date U.S. Digital Marketing Forecast, 2014-2019, published by Forrester, November 2014. https://www.forrester.com/US+Digital+Marketing+Forecast+2014+To+2019/fulltext/-/E-RES116965 Understanding Consumers’ Local Search Behavior, published by Google, Ipsos MediaCT, and Purchased, May 2014. https://www.thinkwithgoogle.com/infographics/how-advertisers-can-extend-their-relevance-with-search.html © 2017 Third Door Media, Inc. • http://thirddoormedia.com 42 Email:
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