Do you want to increase the organic search exposure and income of your business? These are some essential characteristics of a platform for business SEO.
Enterprise SEO platform providers provide a wide range of features. These include competition intelligence, content optimization, backlink analysis and acquisition, keyword research, and rank tracking.
Core functionalities offered by the majority of vendors featured in Enterprise SEO Platforms: A Marketer’s Guide include the following:
- Keyword research and rank tracking;
- Page-level SEO analysis;
- Content optimization analysis;
- Link (also called backlink) analysis and acquisition/removal;
- Site error detection;
- Organic search traffic market share;
- Competitive analysis;
- International search results and rank tracking;
- Internal cross-linking; and
- APIs for third-party data integration and management, as well as for export to other analysis tools.
In addition, more thorough link and site audits and analytics, such as predictive scoring systems, might be offered by enterprise-level platforms in order to spot possible chances to boost page performance or link authority.
Differentiating factors offered by vendors include content marketing elements that may call for extra funding or more frequent or thorough data updates. These more sophisticated abilities could consist of, but are not restricted to:
- Daily or real-time site crawls.
- Features for social media marketing and PPC management, among other related topics.
- Evaluation of search intent that may use machine learning or artificial intelligence.
- Rankings for universal searches that include related queries, carousels, tweets, photos, top stories, videos, reviews, local packs, featured snippets, and other dynamic displays.
- Analysis and management of Google Shopping feeds.
- Content marketing analysis and performance tools.
- On-page content quality analysis.
- Competitive intelligence and benchmarking.
- Finding technical problems that affect rankings (e.g., broken pages, pages that load slowly, duplicate content, and too many redirects).
- Cross-device attribution.
These are nine key components of business SEO systems.
1. Link analysis and acquisition
One of the most significant external, or “off-page,” factors that might raise a website’s search engine ranks is still links.
As part of their base platforms, the majority of enterprise SEO platforms offer link analysis (i.e., what websites link to yours), recommendations for link building or removal through competitive analysis, and other reports that highlight opportunities for obtaining links (i.e., which websites you should approach for links).
2. Keyword research/rank analysis
The foundation of successful SEO is keyword research, which includes understanding the phrases people use to reach your website, how your pages rank for different queries, and how you should employ those terms in your writing.
Almost all business SEO solutions offer capabilities for keyword research, enabling marketers to learn how customers look for content and which terms competitors are using to drive traffic.
However, vendors obtain this data in different ways.
Because of Google’s limitations on data scraping in terms of usage and the proportion of keyword-based search results that are “(not provided),” some suppliers license data from point solutions or Internet service providers. An exclusive keyword term database is created and maintained by other suppliers.
Consequently, trustworthy keyword data has grown more costly and less common.
It’s also crucial to remember that as Google has increased the usage of more dynamic and visual SERPs, rank analysis has become more intricate.
Marketers want to know if their website appears in a carousel, knowledge panel, sitelinks, or any other way that crawled information is shown on the search engine results page (SERP). They are no longer content with a basic numerical indication of how their page ranks for a specific query.
Even when brand-related activity takes place on third-party websites, brands still want to know how they appear in search results overall. Because of this, service providers are developing their own unique algorithms to determine “share of voice” in search
3. Search intent-based analysis
Google’s search algorithms, which are frequently driven by AI, now place more emphasis on search intent than term matches.
SEO platform providers are creating additional tools to forecast or suggest the most relevant content that would satisfy the searcher’s wants in order to overcome the dearth of keyword data. These tools assess search intent.
4. Custom site crawls/audits
Site audits and crawls are crucial tools provided by corporate SEO platform providers, as content quality is now the cornerstone of many marketers’ SEO efforts.
Certain platforms include suggestions for optimizing pages, keywords, and crawlability. They frequently rank and prioritize elements including HTML title tags, body tags, and meta tags.
A lot of enterprise SEO tools offer weekly updates, while some offer real-time technical data and daily site crawls.
The program should ideally be able to crawl every page of the website, not just selected ones. But it’s impossible to expect a program to fully scan some commercial sites due to their size.
5. Content marketing and analysis
Due to Google’s frequent algorithm changes and use of artificial intelligence to raise the bar for content quality, SEO and content marketing have grown increasingly correlated. Consequently, current and pertinent material is now essential to SEO success.
Many vendors have enhanced the content marketing elements of their solutions and improved the enterprise SEO platforms’ content marketing and optimization capabilities. These consist of:
- Use APIs or page management tools to keep an eye on issues and content on the page.
- Report on traffic patterns and content performance.
- Identifying influencers and managing campaigns.
- Recommendations for material in real-time.
By conducting topical analysis of material and comparing it to the competitors, more sophisticated platforms uncover potentially significant gaps and offer suggestions for development, ultimately helping to increase the depth and quality of information.
One new area that vendors are investing in is the capacity to automatically and proactively recommend subjects for content creation by marketers, hence removing the need for extensive analytical work. Some even help create content that will appear in search results for specific keywords.
6. International search tracking
As more U.S.-based businesses conduct business online and offline in numerous nations and languages due to the global economy, international search coverage has become an essential skill.
This research profiles nearly all enterprise SEO tools that provide some degree of cross-lingual, cross-Alphabet, worldwide search coverage.
International keyword research, platform integration of global market and search volume data, and platform integration of global CPC currency data are some of the features.
7. Mobile/local analytics
The goal of Google’s search engine improvements is to make local and mobile search more user-friendly.
While having a mobile-friendly website is already standard practice in SEO, the COVID-19 age has increased the importance of appearing in local rankings. This is partly because local businesses and restaurants have to deal with the demand for BOPIS and curbside delivery, which has enhanced e-commerce and digital communication.
8. Technical SEO crawling
Given that marketers prioritize technical SEO repairs, it is critical to have tools to discover technical issues that can be impeding ranking performance. These consist of items such as:
- Slow page load.
- Implementation of schema markup.
- Identification of crawling issues.
- The allocation of crawl budget.
- The flagging of duplicate URL and canonical issues.
9. Cross-device attribution
Understanding that paid media has an impact on search traffic, particularly for brand keywords, and that SEO is only one component of a brand’s marketing strategy, some suppliers are creating tools to assist marketers in identifying the campaigns that are generating site visits and revenue.
But since many businesses no longer support third-party cookies, this is getting harder and harder.