How to Select An Enterprise SEO Platform

5 Key Benefits of Enterprise SEO Platforms

Enterprise SEO has become more complex and time-consuming since there are hundreds, tens of thousands, or even millions of pages, sites, social discussions, images, and keywords to manage and optimise.

Utilising an enterprise SEO platform can improve productivity and efficiency while decreasing the amount of time and mistakes needed to manage organic search marketing. 

More specifically, the following advantages can be obtained by controlling SEO through an enterprise toolset:

  • A single interface, many tools. Platforms for enterprise SEO handle a variety of activities in one place. Your company can track SERP ranks and trends, how you stack up against the competition, and your voice share with a comprehensive dashboard. Enterprise-level SEO operations can significantly benefit from the integration and prioritisation of tasks, reporting, and user rights.
  • Insights into intent. Enterprise-level SEO tool providers are creating machine learning models that examine user behaviour and website content to assist marketers in responding to searchers’ inquiries due to the search engines’ increased emphasis on user intent. Given the fundamental significance of high-quality content, this information can guide content development strategy, which is an essential component.
  • More effective global operations management. Enterprise SEO tools include built-in diagnostics that are extremely helpful for locating site-wide issues across languages, nations, or regions worldwide. These tools reveal large-scale and small-scale problems with infrastructure, templates, and pages.
  • Following the search engines’ lead. The SEO software developers have teams and engineers devoted to tracking the effects of frequently changing search engine algorithms on the SEO reports businesses need. A strong vendor relationship can give marketers a competitive edge through training and the development of software tools.
  • Data delivery through automated reporting is almost real-time. Many businesses attempt to update spreadsheets with a lot of data manually. However, it needs to give a comprehensive picture of the facts. To make reporting quicker and more straightforward, most business SEO platforms have highly configurable reporting options that are widget- and wizard-driven. Many also permit data export to business intelligence tools or other analytics programs.

How Much Do Enterprise SEO Platforms Cost

Purchasing an enterprise SEO platform licence can be expensive, especially for e-commerce or retail firms with many SKUs or product pages.

Marketers spend tens of thousands of dollars on licensing fees each month. They might also pay for installation and personnel training to make the most of the platform’s capabilities and value.

The vast majority of enterprise SEO platforms are offered as software as a service (SaaS) (i.e. the vendor makes the software available online and is responsible for all maintenance and system administration).

According to SemRush, the number of users, sites, keyword ranks, link volume, foreign coverage, and other SEO activities, enterprise-level pricing models vary and are frequently adjusted.

How to Make The Appropriate SEO Platform Purchase

Are you prepared to assist your company in selecting the SEO platform that best serves your wants and objectives? These four measures can help.

Step 1: Do you need an enterprise SEO Platform?

The same evaluation procedures required for any software adoption must be followed when determining whether your business needs an enterprise-level SEO platform. These procedures include thoroughly assessing your organisation’s business needs and resources, staffing, management support, and financial resources.

At any point of time that you require such services, DMA Search Engine Marketing Services will be more than willing to be of assistance to you.

To find the answers, use the following questions as a reference.

  • Do we have the appropriate human resources? Success requires hiring personnel to implement and use SEO platforms. Using SEO toolkits can increase their effectiveness and efficiency if you have marketing personnel. Most organic search marketers need help to defend their SEO spending. Platforms and tools for SEO are essential for doing the necessary job while minimising expenditures overall. SEOs can demonstrate the financial impact of their efforts with the aid of their analytical skills.
  • Does the C-level support us? Software for enterprise SEO might cost five or six figures a year, and it is crucial to carry out pilot test projects and pre-agree on a definition of “success” to show C-level executives the worth of SEO.
  • Have we had the necessary technological resources? Successful business SEO requires committed technical staff to take advantage of the opportunities and recommendations brought to light by analytics and reports. Allocating resources to this activity can decide whether an implementation is effective because many SEOs identify a technological backlog as the main obstacle to their success.
  • Who will control business SEO? Depending on the type of firm, enterprise SEO is frequently integrated with editorial, marketing, or IT. Unfortunately, in big businesses, the decision often comes down to who has the budget or can best explain the business case. In a perfect world, it ought to be both.
  • Can we fund employee training? The technical, design, content, and marketing teams must receive training, which must be reinforced frequently. Incorporating SEO expertise into current training programs and identifying corporate evangelists to disseminate the messaging are vital components of a successful company SEO implementation. Comprehensive, regular, and ongoing training are required. Ask about this because some tool manufacturers either provide training as part of the product or charge extra for it.
  • What degree of report sharing with non-SEO workers is necessary? Some tool vendors devote many development resources to creating straightforward user interfaces that staff members may use in various organisational functions, such as writers and C-suite executives. If you consider this to be crucial, be sure to check for it, particularly while assessing potential platforms.
  • Do we have a system for monitoring, measuring, and reporting results? Have we created KPIs? It’s critical to have an upfront understanding of your SEO goals. Do you want more visits to your site or better SERP rankings? Is conversion, whether it be a whitepaper download or a product buy, your main goal? Setting goals can help determine whether your firm is ready to use an enterprise platform and which solution would best serve your needs.
  • How will we assess our progress? Make sure you know how you’ll determine whether the platform rollout and the effective implementation of the established KPIs truly improved revenues, conversions, or page views, depending on the monetization strategy for your website.
  • Do we have reasonable goals? Enterprise SEO campaigns frequently take at least six months to show visible returns. Changes in organisational culture and workflow procedures will need to be made if SEO is a new effort. Building support at all levels of the organisation starts with setting reasonable deadlines and objectives.
  • Do we have a culture of SEO? Numerous businesses start investing in SEO but discover that a general need for SEO awareness could improve their development. To deliver consistent performance and results, comprehensive instructional programs are frequently needed.

Step 2: Choose the right vendors and get in touch with them

Once you’ve decided that using corporate SEO software is a good idea for your company, take some time to learn more about specific suppliers and their capabilities by performing the following:

  • Make a list of all the SEO skills you currently possess, would like to have and are unable to live without. This final category is crucial and will keep you from making an expensive error. It’s not a fit if you discover that one provider doesn’t have this “must-have” function. You may want to utilise an enterprise-level solution to follow your most significant market before using more straightforward tools for secondary markets because it can be too expensive to watch all your needs regarding foreign data.
  • After making a list of your skills, do some study—many of the manufacturers mentioned in this study offer interactive tools and whitepapers that can be useful.
  • Select just the vendors from your shortlist who meet your requirements. Please send your list of the SEO skills you’ve discovered and a deadline for their response.
  • Determine if a formal RFI/RFP process is necessary. Although this is a matter of personal opinion, make sure to provide each provider with the same list of capabilities to enable comparison.

The best RFPs ask for pertinent information and give enough details about your company’s SEO requirements. It must include high-level strategic objectives and KPIs. Mention the most crucial KPIs for your business and how you plan to measure the effectiveness of your SEO efforts, for instance. Include information regarding deadlines and the digital technology you are currently using.

An effective RFP will speed up the sales process and guarantee that all parties on both sides have a common knowledge of the desired acquisition’s goals, specifications, parameters, and structure. You should be able to select the three or four platforms you want to demo from the RFP responses.

Step 3: Scheduling the Demo

As soon as you have the RFP replies, schedule demos with the suppliers on your shortlist to enable you to make meaningful comparisons.

On the demo call, make sure all potential internal users are present. Also, take note of the following:

  • How simple is it to utilise the platform?
  • Does the vendor appear to comprehend our company’s needs in terms of marketing?
  • Are they demonstrating the traits we deem essential?
  • Is the reporting proper?

Additional inquiries to pose to each seller include:

  • How are search volumes determined? Understanding how the system handles different information kinds will affect how you assign value to particular keyword terms, choose keywords and content, and affect the return on investment of your search marketing efforts. Learn where the raw data is coming from (i.e., analytics, log files, or a proprietary tracking pixel).
  • This system can track millions of searches, visitors, website pages, etc. It’s critical to understand whether the platform is a fundamental corporate solution or just an essential tool that might not grow with your company’s needs. Limitations on the volume of tracked traffic, pages, or keyword rankings may impact how you utilise the system or drastically raise costs.
  • Do you encourage global search? The many subtleties of international SEO might mislead even the most experienced SEOs. Find out whether the numerator is normalised for global or local (inside that market) search and whether search ranks are determined locally or remotely when calculating the platform’s average clicks per search or average search volume. Does their product offer suggestions for hreflang coding? Will it handle the recommendations for direction and page relationships? The incorrect application of global data could impact the ROI of your search marketing activities.
  • How are results from a universal search tracked and reported? Inquire as to if and where your website appeared on the results page. Did your listing, for instance, show up in online results, the In the News section, a detailed story, or the video results? It is possible to quantify strategic and tactical efforts using location and reporting feedback.
  • Does your product assist users in understanding what rivals are doing and drawing valid conclusions from that? What aspects of the instrument are most crucial for doing comparative research? Almost all corporate SEO solutions include competitive intelligence as a standard component. However, the scope and price vary amongst suppliers. Find out what level of information on your rivals and the specific industry is offered, and make sure it meets your needs.
  • How versatile and robust are your reporting options? Users’ requirements for reporting vary. Ask if reports can be automatically modified for different user types and given to those users and if data can be saved in CSV format.
  • Where are the reports that can be used? Enterprise solutions offer dashboards and a ton of data, but knowing how (and which) words can help your organisation immediately is crucial. A strong sales team will be familiar with the goals and KPIs of your business, have reports available, or be able to run them directly. The necessary teams can get this data and take immediate action.
  • What more meta-data does your system gather that could be exposed via API? You can more precisely measure ROI by linking search traffic data from the top of the funnel to sales data in a CRM or business intelligence (BI) system.
  • Exists a workflow that I can use to organise the efforts of my marketing, content, web development, and social media teams across the entire organisation? SEO cannot be done in isolation. Integrated workflow management, including task assignment, management, and monitoring of group completion rates, should be a feature of an excellent corporate platform.
  • How long will the onboarding procedure last, and what will it entail? What training choices are available? (For example, will you send instructors to our location to train us there?) Make sure to ascertain what onboarding and support are bundled with the price and what is an extra.
  • What type of continuous assistance and client involvement can we expect from your account team? How will you determine whether we use or don’t use the platform’s functionalities? The need for more utilisation of an enterprise platform by a corporation is one of the most frequent causes of this change. How do they suggest you keep your organisation’s tools from becoming stale and abandoned? A vendor needs to be ready to solve this problem, mainly how the product imaginatively engages users and reasserts them into the ecosystem.
  • What brand-new features are you thinking about? What are the launch dates and long-term roadmap? The SEO landscape continuously evolves as Google and Bing release new technologies to exploit digital assets better. How quickly do they start tracking new SERP features when they are implemented? Understanding the level of innovation and the capacity to integrate and monitor emerging technologies. Understanding a vendor’s new feature delivery timetable and its track record of meeting deadlines is crucial. By doing so, you can build a relationship of long-term trust with the seller and create an expectation that it will constantly advance SEO.

Step 4: Check references & Negotiate a Contract

Spend some time speaking with one or two past clients, preferably from a company related to your own, before choosing a vendor. If you are unable to locate them yourself, the SEO company should be able to provide you with multiple references.

Take advantage of this chance to learn more about subjects that weren’t covered during the demo and ask any further questions you may have. Please verify that the person you have recommended is the solution’s primary user.

Also, think about asking the following fundamental queries:

  • Why did you switch to a platform for enterprise SEO?
  • Did you choose this platform above others? Why?
  • Has this platform met your expectations?
  • How long did it take to put the system in place?
  • Use any further crawling, page evaluation, competitive, domain, or link data analysis tools.
  • There may have been a few surprises that you wished you’d known about sooner.
  • What were the standards of the onboarding procedure and the training materials?
  • Where has success been the greatest for you? What are the most challenging problems?
  • Does the tool get used by other teams at your company? How did you get their approval?
  • How do you assess your level of achievement?
  • How long and how simple was the setup process? Did the supplier assist?
  • How quickly does customer service respond?
  • Has there been a lull recently?
  • Do you make use of all the tools offered? If not, why not, and which ones?
  • What is your favourite, most helpful report that the device produces?
  • What would you have preferred if they changed?
  • Why would you suggest this website?

Many vendors want an annual contract, and however not all do. Once a vendor has been chosen, document what technology and support are covered in the warranty. Find out what additional charges might be expected.

  • If bespoke integrations are associated with fees, what are they (and how long will the onboarding process last)?
  • Is there a minimum charge for engineering services, and what is the hourly rate?
  • Which affiliate companies can install and include the tool?
  • What will it cost to train a new employee if you need to do it mid-year?
  • The “out” clause’s definition
  • Are they willing to provide the contract with a trial period with a break clause?

Fewer shocks and future costs can be avoided by getting the answers up front and having them in writing.

Small businesses like yours may improve every aspect of their search engine optimization with D’Marketing Agency assistance in order to rank better on search engines.

Wondering what we do? To find out more about our approach to search engine optimization, Contact D’Marketing Agency. When you’re ready, contact us so we can help with your SEO.

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