Enterprise SEO Platforms - SEOTools 2015

M A R K E T I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms 2015:

A Marketer’s Guide
A Digital Marketing Depot Research Report

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Enterprise SEO Platforms 2015: A Marketer’s Guide
Table of Contents
Scope and methodology............................................................................................................ 2
SEO platforms market overview............................................................................................. 3
Table 1: Projected U.S. SEO spend, 2014-2019 (in US$ millions).................................. 3
Maturing market includes enterprise platforms, point solutions.......................................... 4
Table 2: Selected SEO point solutions........................................................................... 5
SEO platforms market trends................................................................................................. 6
Trend #1: Integration between SEO and content marketing impacts SEO tools
and the enterprises using them............................................................................................ 6
Table 3: Top five tactics used in organic search marketing............................................ 6
Trend #2: SEO strategies adapt to search engine changes; focus on hyper-local
optimization increases.......................................................................................................... 7
Trend #3: SEO reaches across the enterprise to engage both marketing
and technical professionals.................................................................................................. 7
Table 4: SEO stakeholders reach across the enterprise................................................. 8
Enterprise SEO platform capabilities..................................................................................... 8
Table 5: Selected enterprise SEO platform capabilities.............................................. 10
Choosing an enterprise SEO platform.................................................................................. 12
The benefits of using enterprise SEO platforms................................................................ 12
Recommended steps to making an informed purchase..................................................... 12
Step One: Do you need an enterprise SEO platform?....................................................... 12
Step Two: Identify and contact appropriate vendors......................................................... 13
Step Three: Scheduling the demo...................................................................................... 14
Step Four: Check references, negotiate a contract............................................................ 15
Conclusion.............................................................................................................................. 16
Vendor profiles...................................................................................................................... 17
Analytics SEO.......................................................................................................................... 17
BrightEdge.............................................................................................................................. 19
Conductor............................................................................................................................... 21
GinzaMetrics........................................................................................................................... 23
gShift....................................................................................................................................... 26
Linkdex.................................................................................................................................... 28
RankAbove.............................................................................................................................. 30
Rio SEO................................................................................................................................... 32
Searchmetrics.......................................................................................................................... 34
seoClarity................................................................................................................................ 37
SEOlytics................................................................................................................................. 39
Web CEO................................................................................................................................ 41
Resources................................................................................................................................... 43
© 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 1 Email: whitepapers@digitalmarketingdepot.com

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 are the current trends driving the adoption of enterprise SEO software?
• Who are the leading players in enterprise SEO software?
• What capabilities does enterprise SEO software provide?
• Does my company need SEO software?
• How much does SEO software 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 March 2014 publication
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 particular product, service or vendor.
For the purposes of this report, 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 such 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 12 vendors profiled in this report were selected based on their role as industry leaders in
enterprise SEO software platforms. We have not included companies that offer SEO tools as
part of agency services, such as Rosetta and iCrossing. We also excluded SEO point solutions,
such as Majestic SEO or SEMrush, which focus on one or two specific aspects of SEO or don’t
target the enterprise market, e.g. Moz.
The report was prepared by conducting in-depth interviews with leading vendors and industry
experts. Interviews took place in November and December 2014. These, in addition to third-
party research, form the basis for this report.
January 2015
Consulting Editors: Jessica Bowman, Founder and CEO, SEOinhouse.com;
Marshall Simmonds, Founder, Define Media Group
Research/Writer: Brian Kelly, Principal, Candlewood Creative
Editors: Karen Burka, Senior Research Consultant; Claire Schoen, VP, Marketing Services,
Third Door Media

SEO platforms market overview

Digital marketing spend is projected to reach more than $57 billion in 2014, with search
(including both paid and organic search) representing nearly half of the market, according to
Forrester Research. SEO, in particular, has become a lynchpin of digital marketing strategies,
due to its ability to increase revenue in a highly cost-efficient manner.
SEO fees will total $2.7 billion in 2014 and are expected to reach $4.1 billion by 2019,
according to Forrester Research’s U.S. Digital Marketing Forecast, 2014-2019 report (see
Table 1). With a healthy eight percent year-over-year growth rate projected during the five-
year forecast period, SEO spend will be fueled by several factors, including veteran search
marketers spending more on SEO and capping their paid search budgets due to market
saturation.
Table 1: Projected U.S. SEO spend, 2014-2019 (in US$ millions)
$4,500
$4,080
$4,000 $3,775
$3,490
$3,500 $3,224
$2,975
$3,000 $2,743
in US$ millions
$2,500
$2,000
$1,500
$1,000
$500
$0
2014 2015 2016 2017 2018 2019
Source: Forrester Research
At the same time, SEO has become an increasingly complex marketing discipline, led by the At the same time,
near-constant algorithm changes implemented by Google. With monikers like Hummingbird, SEO has become
Panda, and Penguin, Google updates are not often as ‘cute’ as their names suggest, and have
had significant impacts on SEO practices. (For a complete review of Google algorithm updates
an increasingly
and how they’ve affected digital marketing, visit http://searchengineland.com/library/google/ complex marketing
google-algorithm-updates.) Designed to improve search quality and reduce spam, Google discipline, led by
algorithm updates are a constant factor in the life of anyone practicing SEO. Moz estimates the near-constant
that Google changes its search algorithm between 500 and 600 times annually. algorithm changes
implemented by
Google.

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Driven by the rapidly changing SEO landscape, more search marketers and agencies
are turning to automated tools to help them manage campaigns across search engines,
geographies, formats, and devices. Over three-quarters of search marketers are either using or
plan to invest in SEO software, according to the 2014 Marketing Technology Adoption Survey
conducted by MarketingLand.
Maturing market includes enterprise platforms, point solutions

Marketers and agencies face an array of choices in an SEO tools market that is fairly mature Marketers and
yet still highly fragmented. Enterprise platforms such as Conductor, BrightEdge, seoClarity, agencies face an
and Searchmetrics continue to attract venture capital to solidify their market positions.
Searchmetrics announced an $18.4 million funding round in March 2014, as well as an
array of choices in
undisclosed amount of additional funding in November 2014. The Berlin-based company has an SEO tools market
aggressively targeted the U.S. market for growth. that is fairly mature
yet still highly
SEO point solutions, which automate singular pieces of the SEO puzzle, also play an important fragmented.
role in the market. Many enterprise marketers seek best-of-breed tools to work in conjunction
with their enterprise platforms, while small and mid-size businesses (SMBs) utilize point
solutions as affordable options to manage SEO tasks (see Table 2).
Several point solution vendors announced partnerships or new funding in 2014 to expand or
strengthen their existing capabilities. Site monitoring tool Loggly partnered with New Relic
to improve performance monitoring, and secured $15 million in Series C venture financing in
October 2014. Pingdom was acquired by SolarWinds, an IT management company, but will
continue to operate under the Pingdom brand. Competitive intelligence provider SimilarWeb
announced a $15 million series D funding round from Naspers and Lord David Alliance in
November 2014.

Table 2: Selected SEO point solutions
SEO task Tool URL

Site monitoring
Log file analysis Loggly www.loggly.com
Sawmill www.sawmill.net
Splunk www.splunk.com
Up-time monitoring Pingability www.pingability.com
Pingdom www.pingdom.com
Site engagement and Heap Analytics www.heapanalytics.com
user intelligence Mix Panel Mixpanel.com
Keyword research Keyword Tool www.keywordtool.io

SEMrush www.semrush.com
SimilarWeb www.similarweb.com
Wordtracker www.wordtracker.com
Site crawler/broken link DeepCrawl http://deepcrawl.co.uk/
checker Screaming Frog www.screamingfrog.co.uk/seo-spider/
Xenu Link Sleuth http://xenus-link-sleuth.en.softonic.com/
Competitive intelligence AdGooroo www.adgooroo.com

Hitwise www.experian.com/hitwise/
The Search Monitor www.thesearchmonitor.com
Link analysis and Ahrefs www.ahrefs.com

acquisition/removal Google Webmaster Tools www.google.com/webmasters/tools
JungleTorch www.jungletorch.com
Link Research Tools www.linkresearchtools.com
Majestic SEO www.majesticseo.com
Open Site Explorer (Moz) https://moz.com/researchtools/ose/
Proxy server Ninjaproxies www.ninjaproxies.com
SearchDex www.searchdex.com
Page optimization BloomReach www.bloomreach.com

Unbounce www.unbounce.com
SERP analytics Advanced Web Ranking www.advancedwebranking.com

AuthorityLabs www.authoritylabs.com
Microsite Masters www.micrositesmaster.com
Rank Ranger www.rankranger.com
Rank Tracker (Moz) http://moz.com/tools/rank-tracker
SERPs.com SERPs.com
SerpScan.com SerpScan.com
Sheer SEO www.sheerseo.com
STAT Search Analytics http://getstat.com
Source: Third Door Media

SEO platforms market trends

The enterprise SEO platforms market is being driven by a number of important trends, including:
1. Integration between SEO and content marketing impacts SEO tools and the enterprises
using them.
2. SEO strategies adapt to search engine changes; focus on hyperlocal optimization increases.
3. SEO reaches across the enterprise to engage both marketing and technical professionals.
The following sections discuss each of these trends in more depth.
Trend #1: Integration between SEO and content marketing impacts SEO
tools and the enterprises using them
The lines separating SEO, social media marketing, and content marketing continue to blur, The lines separating
creating an enterprise imperative to integrate all three disciplines to achieve business goals. SEO, social media
Nearly three-quarters of search marketers are using content creation as an organic search
marketing, and
marketing tactic, second only to SEO landing pages, according to The State of Search
Marketing 2014 published by Regalix Research (see Table 3). content marketing
continue to
Search industry experts agree that updates to search engine algorithms have made content blur, creating
quality a key factor in higher rankings. The challenge for search marketers is how to integrate an enterprise
SEO best practices into the content creation process. Only one-third of B2B marketers and
imperative to
one-quarter of B2C marketers say their organizations have a documented content marketing
strategy, according to the Content Marketing Institute’s 2015 Benchmarks, Budgets, and integrate all three
Trends – North America report. Altimeter Group has similarly reported that 70% of marketers disciplines to achieve
lack a consistent or integrated content strategy. business goals.
SEO platform vendors have responded to this market need by expanding the content
marketing features and capabilities available through their toolsets. Social endorsements
are part of this trend as well, as search engines look for site content that is important to web
visitors as evidenced by likes, tweets, and shares. Many of the enterprise SEO platforms
profiled in this report currently offer extensive social signal tracking, measurement, and
integration of results into their analytics and dashboard reports through social signal tracking,
monitoring, and campaign management.
Table 3: Top five tactics used in organic search marketing
SEO landing pages 75%
Content creation 73%
Meta tags 69%
Blogs 65%
Social media 54%
Source: State of Search Marketing 2014, Regalix Research

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Trend #2: SEO strategies adapt to search engine changes; focus on hyper- SEO has become
local optimization increases. more complex as the
number of ranking
SEO has become more complex as the number of ranking factors and the frequency of search
engine algorithm updates increase. The factors impacting SERP results are also evolving, as factors and the
the mobile web begins to dominate search. Google has implemented several updates to cater frequency of search
to mobile searchers. In July 2014, Google introduced its Pigeon update, which provides more engine algorithm
useful, relevant, and accurate local search results tied more closely to traditional web search updates increase.
ranking signals. The goal, according to Google executives, is to improve the search engine’s
distance and location ranking parameters.
Factors like business verification and validation have become more important in search
algorithms. Landing pages with title tags, local copy and descriptions, and hyperlinked maps
that allow searchers to click on driving directions demonstrate more relevancy for searchers,
and subsequently rank higher. Validation through backlinks from trusted sources such as Yelp
or Angie’s List enable the search engine to verify hours and services and are boosting quality
scores.
Google executives have publicly stated that sites which do not work well on mobile devices
will incur ranking penalties in search results. According to Google research, 61% of users are
unlikely to return to a mobile site that they had trouble accessing from their smartphone. That
includes sites that use fonts which are illegible on mobile devices, or sites where users have to
zoom in or pan around excessively.
SEO platform vendors have had to respond to these types of changes. Many of the vendors
profiled in this report offer a wide array of local optimization features and modules that utilize
SEO best practices for marketers with multiple brick-and-mortar locations. Virtually all of the
vendors profiled in this report now offer “keyword not provided” solutions to fill in the gaps
that have resulted from Google’s decision to encrypt search referral keywords. SEO platform
vendors are currently considering their responses to Google’s August 2014 decision to boost
rankings for sites using HTTPS coding for secure search.
Trend #3: SEO reaches across the enterprise to engage both marketing
and technical professionals.
SEO is no longer solely a web development or IT function. Editors (i.e., content developers), IT,
web developers, user experience designers, graphical designers, data analysts, and marketing
managers are all stakeholders in webpage performance and search engine rankings. Whereas
the search analyst might once have resided in the IT department, that role is now migrating
to the marketing department. The job function of ‘marketing technologist’ has emerged,
reflecting the increasing overlap of skills required to be successful in search marketing.
While in-house SEOs have the technical skills to effectively use enterprise SEO tools, more
vendors are targeting marketing end users with easy-to-use graphical interfaces, wizards, and
widgets (see Table 4). Workflow tools have become integral features in many enterprise-level
SEO platforms to facilitate the coordination of website tasks between diverse departments.
SEOs can share keyword research with content creation staff, which can incorporate top-
performing keywords into web copy. Management can monitor whether corrections of on-
page errors and broken links have been made, and review any resulting trends in traffic.

Table 4: SEO stakeholders reach across the enterprise
Marketing
Incorporate high-
ranking keywords,
phrases and images in
webpage copy,
landing pages, email,
social media
IT Data
Install SEO tools, analysis
integrate with Customize reports,
analytics, PPC, BI interpret results for
and CRM diverse stakeholders
SEO
solutions
Editorial Web
Align copywriting development
with best Identify and fix
performing page errors,
keywords and broken links, etc.
phrases
Enterprise SEO platform capabilities Enterprise-level

platforms may
SEO software comes in many shapes and sizes, from rank-checking tools and keyword research also provide more
toolsets to full-service platforms that manage keywords, links, competitive intelligence, extensive link and
international rankings, social signal integration, and workflow rights and roles (see Table 5). The site analytics that
majority of the SEO solutions profiled in this report offer the following core capabilities:
include predictive
• keyword research and rankings; scoring systems to
• link (also called backlink) analysis and acquisition/removal; identify the potential
• social signal tracking; opportunities to
• international rank tracking; and improve page
• APIs for third-party data integration and management.
performance or link
Enterprise-level platforms may also provide more extensive link and site analytics that authority.
include predictive scoring systems to identify the potential opportunities to improve page
performance or link authority. Vendors also begin to differentiate by offering more frequent
data updates or content management or marketing features, which sometimes require
additional investment. Other more advanced capabilities may include, but are not limited to:
• content marketing or management tools;

• custom site crawls;
• competitive intelligence;
• workflow and task management; and
• ROI forecasting and/or predictive analytics;

The following section discusses some of these capabilities and the key considerations involved
in choosing an enterprise SEO platform.
Keyword research/rank analysis

Keyword research – knowing what terms people used to find your website and using those Keyword research –
terms in your copy – has been a pillar of effective SEO. Virtually all enterprise SEO platforms knowing what terms
provide keyword research tools that allow users to discover the ways that consumers may be people used to find
searching for content. However, many vendors are sourcing this data differently (e.g. from
ISPs), due to Google’s restrictions on scraped data in its AdWords terms of use, and the
your website and
growing percentage of search results that are “keyword (not provided).” using those terms in
your copy – has been
Link analysis and acquisition a pillar of effective
SEO.
Links were the first significant “off-the-page” ranking factor used by search engines to improve
SERP relevancy. And links continue to be the one of the most important external signals that
can help a website rise in search engine rankings. The majority of enterprise SEO platforms
provide link analysis (i.e., what sites are linking to yours?), link-building 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 products.
International search tracking

Market globalization means that more and more U.S.-based enterprises conduct business
in multiple countries and languages, and have websites that do so, too. As a result, the vast
majority of enterprise SEO solutions profiled in this report offer a wide range of international
search capabilities that cross borders, languages, and alphabets, including supporting
international data integrations with other systems, such as web analytics.
Site crawls/audits
With content quality and marketing becoming the lynchpin for many marketers’ SEO
strategies, site crawls or audits have become popular and important tools offered by enterprise
SEO platform vendors. Tools may 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 a pre-defined list of URLs or random page crawls.
Social signal tracking and integration

Social media activity as a ranking factor or signal in search engine algorithms and results is
the subject of industry debate. All of the enterprise SEO solutions profiled in this report track,
measure, and integrate social signals into their analytics and dashboard reports. A strong
correlation has emerged between social activity and high rankings, and sites that experience
strong social sharing perform better in organic search results.

Table 5: Selected enterprise SEO platform capabilities
Content API
Custom Annual
Keyword research/ International Social signals marketing ROI for 3rd
Vendor Link analysis & site contract
rank analysis search tracking tracked module or forecasting party data
acquisition crawls required
tool integration
Analytics SEO Combination of Combination of 128 countries Daily FB, DE, G+, IN, 4 4 4 No
proprietary and proprietary data and ST, TW
licensed data from data licensed from
Majestic SEO SEMrush
BrightEdge Combination of Proprietary data 174 countries Daily FB, G+, IN, TW 4 4 4 Yes
proprietary and
licensed data from
Majestic SEO
Conductor Combination of Combination of 45 countries Daily FB, G+, IN, 4 4 4 Yes

proprietary data proprietary data and TW, YT
and data licensed data licensed from
from Moz SEMrush
GinzaMetrics Combination of Combination of 150-plus Daily FB, G+, IS, PI, 4 4 4 No

proprietary data proprietary and countries SL, TW, YT
and data licensed licensed data
from Moz and
Ahrefs
gShift Data licensed from Proprietary data 200-plus Weekly FB, G+, IN, PN, 4 4 4 Yes
Blekko and Google countries TW, YT
Analytics
Linkdex Combination of Combination of 200-plus Daily FB, G+, IN, PN, 4 4 4 No

proprietary and proprietary and countries TW
licensed data from licensed data
Majestic SEO
RankAbove Data licensed from Proprietary data 267 countries Daily FB, G+, IS, TW 4 4 4 Yes
Majestic SEO
Rio SEO Data licensed from Combination of 58 countries Weekly FB, TW, YT 4 4 4 Yes
Majestic SEO proprietary and
licensed data
Searchmetrics Proprietary data Proprietary data 134 countries Daily FB, G+, IN, PN, 4 4 4 Yes
TW
seoClarity Combination of Combination of 180-plus Daily FB, G+, IN, PN, 4 4 4 Yes
proprietary and proprietary and countries TW
licensed data licensed data
SEOlytics Combination of Proprietary data 75 language/ Daily DE, TE, TW 4 8 4 No

proprietary and search engine
licensed data from combos
Majestic SEO
Web CEO Combination of Combination of 350+ global Daily FB, G+, TW 4 4 4 No

proprietary and proprietary and and local
Ahrefs data Google Keywords search engines
Planner data
Social Network Abbreviations: DE=Delicious; FB=Facebook; G+=Google+; IN=LinkedIn, IS=Instagram,

PN=Pinterest; SlideShare=SL; ST=StumbleUpon; TE=Technorati; TW=Twitter; YT=YouTube

Content marketing or management

Relevant, up-to-date content has become integral to SEO success. Many vendors have
upgraded the content marketing capabilities of their enterprise SEO tools and used
venture funding to expand the tools’ content management features. These features include
more sophisticated workflow and task management options that allow cooperation across
departments. SEOs can share keyword research with content creation staff, which can
incorporate top-performing keywords into web copy. Several vendors offer page management
tools to monitor on-page content and errors, and review performance and traffic trends.
ROI forecasting/predictive analytics

With C-suite executives demanding that organic search prove its bottom-line impact, ROI
forecasting and predictive analytics are becoming critical tools for professional SEOs and
agency executives. Enterprise SEO vendors have responded to this market need with
analytics tools that project the potential ROI of planned keyword, link, and even social media
campaigns, allowing clients to evaluate the level of KPIs such as incremental traffic or rank
gains that merit a campaign investment or resources.
APIs and third-party data integration

A solution’s API is a source code-based specification that allows other software systems
to communicate with it. The API is the key that can either lock or unlock the software for
integration with other systems.
Data sharing, particularly in terms of identifying the relationship between keyword and Data sharing,
link performance, social media, site traffic, and conversion, is critical to SEO success. As particularly in terms
a result, integration with web analytics platforms such as Adobe Analytics (aka Omniture), of identifying the
Webtrends, IBM Digital Analytics, and Google Analytics, has become standard for the SEO
vendors profiled in this report. Several vendors have opened their APIs to additional system relationship between
integration, including social listening tools, as well as CRM and content management (CMS) keyword and link
systems in response to marketers’ needs for a more holistic approach to digital marketing. performance, social
media, site traffic,
Pricing/annual contracts and conversion,
Virtually all enterprise SEO platforms are provided on a software-as-a-service (SaaS) basis, i.e. is critical to SEO
the vendor makes the software available online and is responsible for all maintenance and success.
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 your
overall cost can be more art than science and based upon keyword, site, and link volume,
international coverage, and other SEO activities.
Licensing an enterprise SEO platform can be a significant investment, particularly for

ecommerce or retail marketers 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.

Choosing an enterprise SEO platform

The benefits of using enterprise SEO platforms
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 tools perform many tasks in one system as
discussed in the preceding pages. Integration of tasks, prioritization, reporting, and user
permissions offers substantial benefits to enterprise-level SEO operations, compared to
using single-function point solutions.
• 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.
• Stay current 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 highly customized
reporting capabilities that are widget- and wizard-driven to make reporting easy and fast.
Recommended steps to making an informed purchase

Understanding your current marketing processes, knowing how to measure success, and Understanding
being able to identify where you are looking for improvements, are all critical pieces of the your current
SEO platform decision-making process. The following section outlines four steps to help your
organization begin that process and choose the SEO platform that is the right fit for your
marketing processes,
business needs and goals. knowing how to
measure success,
Step One: Do you need an enterprise SEO platform? and being able to
identify where you
Deciding whether or not your company needs an enterprise-level SEO platform calls for the
same evaluative steps involved in any software adoption, including a comprehensive self-
are looking for
assessment of your organization’s business needs, staff capabilities, management support, and improvements, are
financial resources. Use the following questions as a guideline to determine the answers. all critical pieces of
the SEO platform
1. Do we have the right human resources in place with the bandwidth to use the tools decision-making
and study the data? Employing people to implement and use SEO tools is a prerequisite
to success. If you have marketing staff, SEO tools will make them more efficient only if they
process.
have the bandwidth to use them. Far too many companies invest in enterprise-level tools,
but fail to use them effectively because of competing priorities with active projects.
2. Do we have C-level buy-in? Enterprise SEO software is a five- or six-figure investment

annually. Agreeing to a definition of “success” with the executives at your company is
critical to winning their long-term support.

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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 tool/reports.
4. Who will own SEO? 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, enterprise-level SEO must be a shared discipline because many of its
components are owned by various departments.
5. Can we invest in staff training? It is vital to provide training to technical, design, content,
and marketing teams, reinforcing 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.
7. Have we decided how we will measure success? Depending on your site’s monetization
strategy, make sure you know how you’ll determine if the rollout of the platform and the
successful execution of the established KPIs actually increase sales, conversions or page
views.
8. Do we have realistic expectations? It is not uncommon for enterprise SEO efforts to

take at least six months to generate tangible results. If SEO is a new initiative within
the organization, there are cultural shifts and workflow processes that will need to be
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
Once you have determined that enterprise SEO software makes sense for your business, determined that
spend time researching individual vendors and their capabilities. Make a list of all the SEO
enterprise 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. software makes
sense for your
For example, if social signal integration is crucial to your natural search process, this is one business, spend
capability you will focus on during vendor interviews and demos. If you find that one vendor time researching
doesn’t offer this “must-have” capability, it’s obviously not a fit.
individual vendors
Take your list of capabilities and then do some research. The “Resources” section at the back and their capabilities.
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.)
Once you’ve done the necessary research, 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. Whether or not you choose to do this in a formal RFI/RFP process 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 When written
goals and KPIs. For example, mention your company’s most important KPIs and how you properly, an RFP
will evaluate the success of your SEO efforts. Include details about timelines and the existing
digital technology you have deployed.
will facilitate the
sales process
When written properly, an RFP will facilitate the sales process and ensure that everyone and ensure that
involved on both sides come to a shared understanding of the purpose, requirements, scope, everyone involved
and structure of the intended purchase. From the RFP responses, you should be able to narrow on both sides
your list down to three or four platforms that you’ll want to demo.
come to a shared
Step Three: Scheduling the demo understanding
of the purpose,
Set up demos with your short list of vendors within a relatively short timeframe after receiving requirements, scope,
the RFP responses, to help make relevant comparisons. Make sure that all potential internal and structure of the
users are on the demo call, and pay attention to the following:
intended purchase.
• How easy is the tool to use?
• Does the vendor seem to understand our business and our marketing needs?
• Are they showing us our “must-have” features?
Remember to ask probing questions to truly understand the data, such as:
1. How do you calculate your 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 where raw data is
extracted from (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 or not search ranks are calculated from within
country or remotely. 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? That location and reporting feedback helps to quantify strategic and tactical efforts.
5. 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. For example, high-level KPIs for the CMO versus drill-
down details for web development or IT. And, whether any and all data can be exported
in CSV format.
6. Where are the actionable reports? Enterprise tools all 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 can run them in real time. This is data
that can be handed over to the appropriate teams and promptly acted upon. Evaluate
if getting to the reports and understanding them is easy enough for the non-SEO
stakeholders who need SEO data.
7. What other meta information does your system collect that may be made available to
me via API? Being able to trace search traffic data from the front of the funnel all the way
to sales data in a CRM or business intelligence (BI) system will help you to more accurately
calculate ROI.
8. Is there a workflow built in that allows me to coordinate the work of my marketing,

content, web development, social media, and PR teams across the organization?
SEO cannot operate in a silo. A true enterprise platform should provide built-in workflow
management that includes task assignment, management, and monitoring of completion
rates across groups.
9. 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.
10. 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. Rel=canonical,
Rel=prev/next, Google News Keyword Tag, and structured data are all examples of
enhancements that should be on every vendor’s radar. 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.
Before deciding
Step Four: Check references, negotiate a contract on a particular
Before deciding on a particular vendor, take the time to speak with one or two customer
vendor, take the
references, preferably someone in a business similar to yours. The SEO vendor should be able time to speak
to supply you with several references if you cannot identify ones yourself. Use this opportunity with one or two
to ask any additional questions, and to find out more about any questions that weren’t customer references,
answered during the demo. Make sure that the person you’ve been referred to is someone preferably someone
who is a primary user of the solution. Consider also asking these basic questions:
in a business similar
• Why did you move to an enterprise SEO platform? to yours.
• Did you migrate to this tool from a different enterprise SEO tool? If so, how was the
conversion process?
• 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, competitive analysis, and link data?
• Were there any surprises that you wish you’d known about beforehand?
• 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?
• What is the most useful, actionable (favorite) report the tool generates?
• What do you wish they did differently?
• Why would you recommend this platform?
Although not all vendors require an annual contract, many do. Once you’ve selected a vendor,
be sure to get in writing a list of what technology and support are covered in the contract. Ask
about what kinds of additional fees might come up. Are there charges for custom integrations,
if so, how much (and how long will the onboarding take)? What is the 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 will that cost? What
is the “out” clause? Obtaining the answers up front – and having them in writing – will ensure
fewer surprises or additional costs down the road.
Conclusion
SEO has become a lynchpin of digital marketing strategies, due to its ability to increase Marketers and
revenue in a highly cost-efficient manner. At the same time, SEO has become an increasingly agencies face an
complex marketing discipline, led by the near-constant algorithm changes implemented by
Google. Moz estimates that Google changes its search algorithm between 500 and 600 times array of choices in
annually. an SEO tools market
that is fairly mature
Marketers and agencies face an array of choices in an SEO tools market that is fairly mature yet yet still highly
still highly fragmented. There are rank-checking tools and keyword research toolsets, as well fragmented.
as full-service solutions that manage keywords, links, competitive intelligence, international
rankings, social signal integration, and workflow rights and roles. Enterprise-level solutions may
also provide more extensive link and site analytics that include predictive scoring systems to
identify the potential opportunities to improve page performance or link authority.
Understanding your current marketing processes, knowing how to measure success, and
being able to identify where you are looking for improvements, are all critical pieces of the
SEO tool decision-making process. Choosing the right partner means conducting a rigorous
internal evaluation to determine your business priorities, needs, and goals. Is your C-suite on
board with the investment? Do you have the right staffing in place to manage SEO? And, have
you put KPIs in place to measure the return on your investment? With the answers to these
and other questions, your organization can move forward and reap numerous benefits from
automating SEO. n

Vendor Profiles
Target customer
• Ecommerce sites, enterprises managing multiple sites, and digital marketing
agencies.
1346 East Broadway, Suite 103
Pearland, TX 77581 Key customers
(T) 281-816-5176
www.analyticsseo.com Betfair
Les Echos
U.K. Headquarters: Regus
136-138 Holly Road Santander Private Bank
Middlesex United Kingdom Sophos
TW1 4HQ
Company overview
• Founded in 2009.
• 21 employees.
• Raised $1 million in angel funding in 2012.
• Additional offices in France, Sweden, and Norway.
Key executives
Laurence O’Toole, CEO
Penny Holt, Finance Director
Nuno Costa, CTO
Dennis Hart, President, U.S. Operations
Product overview
• Big Marketing Data™ platform features proprietary database of 100 million domains,
25 million commercial keywords, and 30 million blogs.
Databases fed by proprietary crawlers and third-party partners including Majestic
SEO (backlinks).
• Provides competitive marketshare analysis using millions of proprietary daily keyword
rank checks.
• Proprietary IntelliTraffic™ “not provided” solution opens access to hidden keyword
visit data.
• Multi-site project management and white-label reporting.

Vendor Profiles
Product Details
Social signals integration • Big Data APIs cover keyword rankings,
competitive research, site audits, and
• Integrates Google+, Twitter, Facebook, blogger/influencer outreach.
LinkedIn, Delicious, and StumbleUpon. • Additional white-label partnerships
1346 East Broadway, Suite 103 available through Analytics SEO’s API.
Pearland, TX 77581 Reporting and analytics
(T) 281-816-5176 Pricing and service
www.analyticsseo.com • Customized white-labeled, scheduled
reports in PowerPoint, Excel or PDF. • Agency and Enterprise plans
U.K. Headquarters: • Competitive intelligence includes customized per client requirements.
136-138 Holly Road industry analysis, and competitor site Pricing based on features selected,
Middlesex United Kingdom audits for ranking factors and backlinks. professional services needed, and
TW1 4HQ • Users can analyze up to five competitor the number of sites, keywords,
sites per domain; bulk competitive pages, and backlinks.
analysis is available at an additional • Enterprise packages include advanced
charge. features such as customized access
• Keyword suggestions and opportunities to Big Marketing Data™ and network
are automatically generated across analysis technology to define markets,
multiple search engines. bulk keyword history site imports,
Keyword ranking histories are advanced reporting, multi-site project
tracked daily. management, professional services,
Platform provides an overview SLAs, and priority support.
of average monthly and weekly • Month-to-month and annual
rankings. subscriptions available.
Segmentation is available to • Email, online, and phone-based
sort generic (non-branded) from customer support included; add-on on-
branded keyword traffic. site support available.
Webinars, online manuals, and
Third-party partnerships and video resources are included for all
integration accounts.
• Third-party API integrations with

Majestic SEO, SEMrush, Google
Analytics, Google Webmaster Tools,
Adobe Site Catalyst, and Xiti.

Vendor Profiles
Target customer
• Enterprise marketers, digital agencies, content marketers, and mid-market
BrightEdge ecommerce companies.
999 Baker Way, Suite 500
San Mateo, CA 94404 Key customers
(T) 800-578-8023
Adobe
www.brightedge.com
HP
Marriott
Microsoft
Nike
Performics
Key executives
Jim Yu, Founder and CEO
Lemuel Park, Founder and CTO
Joshua Crossman, VP, Client Services and Strategy
Barrett Foster, VP, Sales
Company overview
• 300 employees.
• 1,000-plus clients/9,000-plus brands.
• Additional offices in Chicago, Seattle, New York, London, Tokyo, and Sydney.
Product overview
• SaaS-based BrightEdge S3 platform offers competitive intelligence as well as the
BrightEdge Data Cube, which indexes billions of pieces of content, including rich
media, search, and social, across six global regions.
Content-based recommendations allow users to optimize around multiple
keyword and content strings to the same URL.
Page-based integrations to allow customers to accurately tie their SEO efforts
back to business metrics in their web analytics systems.
• Tracks global and local search engine rankings across desktop, mobile, and tablet
for 382 cities and 174 countries, including China’s Baidu, Russia’s Yandex, and South
Korea’s Naver.
Keywords can be tracked in either English or the local language.
Competitive intelligence groups and compares competitors or surfaces new,
untracked competitors.
• Mobile SEO features include mobile search rankings, mobile share of voice, and
mobile site audit.
• Offers recommendations for more than 32 on- and off-page factors including content
analysis, content recommendations, header tags, meta tags, social signals, backlinks,
internal links, and keywords.
• Partners with Majestic SEO for link management.
Provides existing and historical backlink information including quantity, anchor
text, URL, add date, category, and type.
Provides recommendations for backlink opportunities and insight into competitor
backlinks.

Vendor Profiles
Product Details
Social signals integration Third-party partnerships and
integration
• Social and SEO correlations examined
BrightEdge through technology built with partners • Page-based integration with all major
999 Baker Way, Suite 500 Facebook and Twitter. analytics providers including Google
San Mateo, CA 94404 • Social site audits perform site checks Analytics, Adobe Analytics, Webtrends,
(T) 800-578-8023 on Facebook’s OpenGraph to optimize and IBM Digital Analytics.
www.brightedge.com Facebook brand page performance. • CMS integration with Adobe
• Twitter trends visible within the Experience Manager (AEM).
platform. • Integrates with Google Webmaster
Social and SEO metrics compared Tools and Majestic SEO.
side-by-side. • Setup is facilitated by OAuth and
Tracks social SEO performance BrightEdge’s Connect API.
of the top 10 ranking pages for a
keyword. Pricing and service
Social signals such as “likes” and
“tweets” are integrated. • Customized pricing based on the
Shared URLs, Plus Ones on number of keywords and websites.
Google + and LinkedIn metrics are Additional fees for custom
also tracked. integrations.
• Accounts are billed annually; multi-year
Reporting and analytics contract discounts are available.
• Global customer success organization
• Solution for secure search with page (70-plus reps) comprised of Client
reporting integrates actuals from web Services Analysts, Client Services
analytics. Managers, and Client Onboarding
• Customizable dashboards for flexible Managers.
time periods that model customer Professional services team also
domains, competitor domains, and available.
customer organizational structure. • Ignite Onboarding is included in all
• Options include financial forecasting contracts to help customers with
for SEO projects; keyword prioritization one-on-one onboarding assistance
can be customized according to where customers learn the BrightEdge
difficulty and resource variables. platform, identify goals, and work
• Blended rank feature measures through a guided Ignite project.
true search rankings across rich • Online training and certification is
media, social, universal listings, and included as part of onboarding.
geographic results. 1500-plus members in BrightEdge
• Task management workflow tracks Certified Professional Community.
assignment, progress, and completion. • Inbound service is available 24/7
• Includes competitive intelligence, through email and system-based
keyword and content gap routing tickets.
opportunities, and SEO
recommendations for on- and off-page
factors based on trending data.

Vendor Profiles
Target customer
• Large agencies and enterprise-level marketers.
Conductor Key executives

2 Park Avenue
New York, NY 10016 Seth Besmertnik, CEO
(T) 888-9CONDUCT Eric Reisch, VP, Customer Success and Strategy
www.conductor.com Kerry Ancheta, VP, Worldwide Sales
Baruch Toledano, VP, Product Management
Key customers
Ancestry.com
Canon
Citi
FedEx
HSN
Siemens
Company overview
• Product launched in 2010.
• 150-plus employees.
• 6,500 clients.
• Raised $20 million in Series C funding in October 2012 led by Investor Growth
Capital, with FirstMark Capital and Matrix Partners.
Product overview
• Conductor’s Searchlight offers measurement and analytics across organic, universal,
local, mobile, and international search results.
• Tracks 528 global locations.
• Allows multiple teams to manage workflows, share metrics, and automate reporting.
• Automated alerts signal issues that require immediate attention – as frequently as
daily if necessary.
• Supports international search engines such as Baidu (China), Yahoo! Japan, and
Yandex (Russia) in dozens of languages.
• Opportunity discovery functionality identifies new content opportunities.
• Optimizes existing content through recommendations for on-page and off-page
factors.

Vendor Profiles
Product Details
Social signals integration Pricing and service
• Provides visibility into social signals • Tiered Searchlight pricing structure as
from Google+, Facebook, Twitter, follows:
Conductor and LinkedIn for all content, including Starter: Begins at $1,995/month
2 Park Avenue analysis of users’ pages and in-depth and includes 1,000 searches,
New York, NY 10016 competitive data for both configured up to 10,000 discovered pages,
(T) 888-9CONDUCT and discovered competitors. one domain, and up to three
www.conductor.com • Integrates YouTube. comparison domains.
• Social metrics intelligently blended with Standard: begins at $3,750/month
a variety of data sources to provide a and includes 2,000 searches, up
holistic view of natural search and social to 50,000 discovered pages, up
activities. to three domains, and up to 10
comparison domains.
Reporting and analytics Premium and Enterprise packages
are customized by client.
• Keyword tracking across devices, • Average customer spend is $50,000
locations, and universal search results. annually.
• 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.
• Role-based workspaces provide • Online customer community facilitates
customizable reporting experiences. interaction with Conductor experts,
marketing peers, and allows users to
Third-party partnerships and direct functionality requests to the
integration Conductor team.
• Add-on professional services team
• Partners with SEMrush for opportunity provides on-call technical and strategic
discovery and Moz for link reporting. SEO services.
• Searchlight integrates with all major
analytics platforms including Google
Analytics, Adobe Reports and Analytics,
Adobe Data Connectors, IBM Digital
Analytics, and Webtrends.
• Content Insights suite allows marketers
to create rule-based segments of
their site, such as product or category
pages, to analyze search and traffic
performance beyond the page level.

Vendor Profiles
Target customer
• Mid-market and enterprise-level agencies and marketers.
GinzaMetrics
156 2nd Street
Key customers
San Francisco, CA 94105
(T) 888-469-2707 Chegg
www.ginzametrics.com GroupM
Search Factory
Scribd
The Richards Group
Traffika
Key executives
Ray Grieselhuber, CEO and Co-founder
Erin Robbins O’Brien, COO
Company overview
• Founded in May 2010 as a product of Ginzamarkets.
• 15 employees.
• Originally funded by Y Combinator; received $1.3 million in additional seed funding
in August 2011 from 500 Startups, Venture51 and several angel investors.
• In December, 2013, Tokyo-based SunBridge Global Ventures Inc. made an
undisclosed venture funding investment.
• Additional U.S. office in Dallas, TX.
• Foreign headquarters in Tokyo; additional offices throughout Europe, Asia, and the
Middle East.
Product overview
• A unified search, social, and content marketing dashboard with global capabilities.
• 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 150 countries; localized user interface is available in five languages:
English, Japanese, Chinese, Spanish, and Russian.
• Competitor data woven throughout the platform allows users to find, monitor, and
deep dive into competitor content and search campaigns.
• An implementation wizard guides users through the initial setup process in five
minutes.
Workflow feature further provides comprehensive project and task management;
users can be assigned tasks from anywhere in the application.
Customizable reports filtered by date, granularity, search engine, keyword group,
and conversion event types.
Project owners automatically notified when a task or project is complete.

Vendor Profiles
Product Details
Social signals integration Webmaster Tools enable bulk
keyword additions.
• Data including clicks, comments, and • Dashboard charts daily SERP data with
GinzaMetrics link sharing is collected from Facebook, historical data to visualize trends and
156 2nd Street Twitter, and Google+ on a daily basis. search engine algorithm updates.
San Francisco, CA 94105 • Keyword, content, and campaign Analytics data such as organic visits
(T) 888-469-2707 performance tracked across social and e-commerce revenue can be
www.ginzametrics.com channels. graphed within GinzaMetrics, along
• Compares social performance to with viewing data by device type,
organic search performance within including desktop, mobile, and
the same dashboard and includes the tablet.
analysis in reports. • Competitive intelligence features
• Competitor social landscape analysis deliver visual representations of
includes social channels such as Twitter, keyword, content, and backlink data.
Facebook, Google+, Instagram, • Customers can access ranking changes
Pinterest, SlideShare, and YouTube. at the individual keyword and keyword
group level.
Reporting and analytics • Competitor sites crawled to detect
content strategies.
• Proprietary algorithms work in • Reports can be white labeled and
combination with a customer’s scheduled to email at any interval to
third-party analytics to track and colleagues, clients or teams.
measure daily site rankings, traffic Customers can add notes and
and conversions, and optimization section headers to each section of
opportunities. individual reports, to automate and
• Offers optimization recommendations manage multiple communications
for keywords and content targeting, inside the application.
page structure, and crawlability. • Account summaries and keywords
Specifics include HTML title can be downloaded in Excel and CSV
tags, body tags, errors, meta formats and saved to branded PDF
tags, headers and internal linking reports.
analysis.
System assigns numerical scores Third-party partnerships and
(0-100) to indicate performance
in these areas and prioritizes
integration
accompanying suggestions. • Proprietary data supplemented through
• Large keyword sets managed through partnerships with Moz and Ahrefs for
keyword grouping; internal search backlink data on almost 700 billion
accommodates quick grouping of links.
common terms. Link strength and opportunities
Available options include are scored using proprietary
overlapping of keywords across algorithms.
multiple groups and keyword Customers are notified of new
match rules. link acquisitions or problems with
Both a CSV file import and the existing links through automated
option to integrate with Google alerts.

Vendor Profiles
Product Details
• Integrates with major analytics
providers including Google Analytics,
Webtrends, Adobe Analytics, and
GinzaMetrics IBM Digital Analytics, as well as CRM
156 2nd Street solutions such as Salesforce.
San Francisco, CA 94105 • Provides an API for customer developer
(T) 888-469-2707 teams and integration into other
www.ginzametrics.com platforms.
Pricing and service

• Offers three SaaS-based pricing plans,
all featuring access to scheduled
reporting, white-labeling capabilities,
and unlimited users:
Professional: $1,000/month.
Premium: $2,000/month.
Portfolio: $3,000/month.
• Enterprise pricing is customized.
• Annual contracts are discounted (but
not required).
• Account managers are available for
Portfolio and Enterprise plans.
• Custom data and solutions available
upon request.

Vendor Profiles
Target customer
• Fortune 5,000 brands and their agencies that use SEO, content marketing, social
media, and mobile as core assets in their digital marketing strategies.
gShift Key customers

126 Wellington Street, Suite 205
BDO
Barrie, ON L4N 1K9
Bell Canada
(T) 705-727-5648
GearyLSF
www.gshiftlabs.com
The SEO Company
WSI
Key executives
Krista LaRiviere, CEO and Co-founder
Chris Adams, CTO and Co-founder
Claude Ricks, COO
Company overview
• 25 employees.
• Raised $3.6 million in three rounds of funding since April 2010 from the Investment
Accelerator Fund (MaRS), GrowthWorks, Brightspark, and FedDev IBI.
Product overview
• SaaS-based platform reports on the impact and engagement of client content across
its mobile, web, and social presences.
Daily data collection across social, search, and mobile sources.
• Content optimization tool for organic search and content marketing.
• Not Provided module informs marketers on keywords driving traffic despite Google’s
encryption efforts.
• gMobile provides content marketers with mobile insights.
• Content Marketing Performance module monitors and reports on key engagement
metrics from owned and earned sources.
• Provides insight on the competitiveness of keyword phrases and which keywords are
included in backlink anchor text.
• Backlinks tool helps clients create new and quality links.

Vendor Profiles
Product Details
integration
• Collected from Facebook, Twitter,
LinkedIn, Google+, Pinterest, and • Integrates with Google Analytics,
YouTube. Adobe Analytics, and Constant
Graphically plots social media Contact.
gShift
trends. • API for additional data integration and
126 Wellington Street, Suite 205
• Twitter conversations mined for reporting.
Barrie, ON L4N 1K9
keyword opportunities to inform the
(T) 705-727-5648
content marketing workflow process. Pricing and service
www.gshiftlabs.com
• Social activity and backlink data in
unified view, allowing users to compare • Agency Full Version pricing starts at
social and search results as content is $1,268/month and includes tracking up
optimized across channels. to 5,000 keyword rankings across up to
• Brand keywords monitored daily in 40 web presences.
social streams. • Lite and Full Version pricing packages
also available for brands and agencies
Reporting and analytics based on the number of keyword
rankings and web presences.
• Reporting module offers export and Brand Lite: $325/month includes
white-label capabilities, scheduled one web presence and up to 100
reporting, and automated, scheduled, keyword rankings.
emailed reports. Agency Lite: $650/month targets
• Metrics include number of backlinks, mid-sized SEO agencies and
number of indexed pages, frequency includes up to 2,000 keyword
of search engine crawling, and top- rankings across up to 20 web
ranking keywords. presences.
• Provides content optimization Brand Full: $845/month targets in-
recommendations through a systematic house SEO teams and includes up
task tracking process. to 3,000 keyword rankings.
Prioritized suggestions are made to • API use is an additional cost, based on
improve content for both websites volume of keywords, account setup,
and blogs. and API access.
Tasks are plotted on gShift’s • Annual contract required.
Web Presence Graph, which • A dedicated account manager is
subsequently measures and included in pricing.
visualizes any ranking changes. • Coaching and managed services are
• Competitive intelligence for position premium priced.
data, backlinks, and indexed pages;
provides side-by-side comparison with
competitors’ sites.
• Integration with Constant Contact
allows email marketing campaign
data to be included in monthly digital
marketing reports.

Vendor Profiles
Target customer
• Enterprise agencies and brands working across national and global markets.
Linkdex
21 West 46th Street, Suite 1002 Key customers
New York, NY 10036 Geico
(T) 347-817-7979 Havas
www.linkdex.com iProspect
Microsoft
U.K. Headquarters: MoneySupermarket.com
90 Chancery Lane Transamerica
London United Kingdom
WC2A 1EU
(T) 44-0-20-3757-2600 Key executives
Mark Smith, CEO
Matt Roberts, Chief Strategy Officer
Martin Armstrong, CTO
Collette Easton, VP, Managed Services
Company overview
• Raised $16 million in venture funding since December 2013 from Oxford Capital
Partners and Amadeus Capital Partners.
Product overview
• SaaS-based platform that supports SEO in more than 200 countries, 135 languages,
and five search engines.
• Proprietary data tools include Entity Search, which searches multiple keywords,
multiple combinations, and specific websites to find the influencers producing the
most relevant content in a client’s chosen market.
Relationships developed through Entity Search are collected into a contact
database for future nurturing.
• Visibility feature provides instant domain performance intelligence, benchmarked
against vertical industry.
• Daily or weekly ranking data provided down to zip code level.
• Advanced not-provided solutions estimate keyword traffic.
• Forecasting tools support business case planning and market opportunity analysis.
• Content 360 product combines multichannel analytics data, ranking, social, and
backlink data with a technical site crawl.
Large-scale technical crawls of millions of pages included in core product.
• Campaign management suite includes task and outreach management, permission
levels, productivity tracking, discussions, tags, and file transfers.
• Data is stored in two U.S.-based, cloud-based, mirrored data centers.

Vendor Profiles
Product Details
Social signals integration • Mobile SEO ranking and technical SEO
data to improve mobile visibility.
• Twitter, Facebook, LinkedIn, • Task management and outreach
Google +, and Pinterest signal data workflow integrated with reporting to
Linkdex
integrates with Content 360 and all and improve productivity.
21 West 46th Street, Suite 1002
reports.
New York, NY 10036
• Social content filters allow users to Third-party partnerships and
(T) 347-817-7979
discover content strategies and topics
www.linkdex.com
that travel socially.
integration
• Benchmark social and link performance • Backlink data provided by Majestic
U.K. Headquarters
of owned and competitive high-traffic SEO, then re-crawled and evaluated for
90 Chancery Lane
content. further analysis and insights.
London United Kingdom
WC2A 1EU Link quality scored by proprietary
(T) 44-0-20-3757-2600 Reporting and analytics algorithms.
Social profile of link sources.
• Customizable enterprise reporting Authorship, video, rel=publisher,
dashboards offer more than 40 and other deep link source insights
reporting widgets to measure included.
multichannel analytics, content, • Integrates with all major analytics tools
keyword, and outreach performance. including Google Analytics and Adobe
Reports come as presentation- Analytics.
ready PPTs or PDFs.
• Reports on share of search /voice for
markets, channels, and categories.
Pricing and service
• Automated and scheduled reporting. • Pricing based on data consumption and
• Immediate organic visibility data and starts at $600/month.
performance benchmarking for any Includes an unlimited number of
domain. users.
• Universal Search Results tracked • Account management teams support
across all country and language and train customers.
configurations. • Enterprise-level customers are
• Advanced and realistic forecasts of additionally supported by an Insights
traffic, value, and conversions through- Team, which assists in onboarding
time created with High, Medium, and and data applications according to
Low scenarios. customer requirements.
• Unique 360-degree page metric
helps users learn more and do more
with most valuable page content,
and benchmarks content against the
competition.

Vendor Profiles
Target customer
• Enterprise-level marketers and IT professionals.
RankAbove
91 Hahashmonaim Street Key customers
Tel Aviv, Israel 6120101
(T) 972-3-771-1300 1-800-Flowers
www.rankabove.com eBay
MTV (Viacom)
U.S. Headquarters: NBTY
79 Madison Avenue Ozon.ru
New York, NY 10016 Petco
(T) 800-430-1436
Key executives
Mayer Reich, CEO and Co-founder
Eli Feldblum, CTO and Co-founder
Michael Barnett, VP, Customer Success
Shlomi Gabbay, VP, Research and Development
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 enable 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 is 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 rollovers (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.

Vendor Profiles
Product Details
integration
• Integrates Facebook, Google+,
RankAbove Instagram, and Twitter. • Licenses backlink data from Majestic
91 Hahashmonaim Street • Social footprint tracking include likes, SEO.
Tel Aviv, Israel 6120101 posts, and backlinks. • Integrates with Google Analytics.
(T) 972-3-771-1300 • Integration with Adobe Analytics and
www.rankabove.com Reporting and analytics IBM Digital Analytics through Adobe
and IBM partnerships.
U.S. Headquarters: • Backlink analysis examines several
79 Madison Avenue optimization elements including
New York, NY 10016
Pricing and service
domain, anchor text, no follow, source
(T) 800-430-1436 and target page, and link status. • Pricing starts at $2,000/month for
• Provides competitive intelligence and annual contracts and is customized
link discovery based on competitor based on number of keywords and
keywords, backlinks, and on-page domains in the system.
elements. • Includes ½ day of initial training and
• Newly discovered backlinks allow users 24/7 technical support via email and
to see which marketing campaigns phone.
have impacted their backlink profiles • Add-on services include Site Rollover
and SEO efforts. (i.e., site redesign), Penalty Removal,
• Automatic keyword suggestions and Site Audit.
are based on site crawls, third-party • Tracks customer platform usage to
analytics, third-party tools, and gauge whether or not customers are
competitive intelligence. using the software properly.
Platform indicates how difficult it is
to rank for any given keyword and
displays actionable details about
competitor websites occupying the
search results for that keyword.
Keyword performance for mobile
devices is also offered.
• On-page analysis tool detects up to 70
SEO issues per page and up to 20 site-
wide structural issues per site.
Examples of on-page issues
include missing headers, titles,
image alt tags, missing keywords
in URLs, and duplicate titles, meta
descriptions, and content.
The engine classifies a website’s
pages into buckets of identical
templates allowing users to choose
to optimize in bulk as opposed to
page by page.

Vendor Profiles
Target customer
• Search and digital marketers at mid-market and enterprise-level companies, as well
as digital agencies.
• Multi-location brands with or without ecommerce websites.
Rio SEO
9255 Towne Centre Drive,
Suite 750 Key customers
San Diego, CA 92121
ADT
(T) 858-529-5005
IBM
http://www.rioseo.com
Intel
JC Penney
Kohl’s
Lenovo
Key executives
Dema Zlotin, CEO
James Wu, COO
Bill Connard, VP, Local Search Solutions
Company overview
• Formerly a division of Covario, became an independent SaaS company in September
2014.
• Acquired San Diego-based Top Local Search in May 2012, as well as Seattle-based
social marketing software provider Meteor Solutions in November 2012.
Product overview
• Cloud-based local search platform comprising distinct modules that can be licensed
separately or as a suite.
• Offers international support, including localized account teams and services for
international search engines.
• Local SEO and mobile search modules include:
Local Search Optimizer™: integrates local SEO elements into location pages,
while providing location analytics to measure local performance and on-page
activity by site visitors.
Location Finder™: provides SEO-formatted store/location finders and local
landing pages for country, state, and location landing pages. Includes integrated
search and click activity analytics.
Mobile Location Finder™: builds optimized and localized mobile landing pages
for each location.
Local Map Optimizer™: provides consistent local map listing information across
the major search engines of Google Places, Yahoo! Local, Bing Local, and
MapQuest.
Local Listing Manager™: manages business location data for search engine
maps, data aggregators, internet directories, and social networks.
IYP Link Optimizer™: provides bulk feed submissions via API to aggregators such
as Acxiom, InfoUSA, Neustar Localeze, and Factual.
Facebook Places Optimizer™: provides consistent store places listing information

Vendor Profiles
Product Details
to Facebook Places. Reporting and analysis
Local Review Checker™: monitors
and reports on reviews across each • Enterprise Roll-Up Reporting
business location from sources such Software™ reports on the success
as Yelp, Foursquare, and Google+. of a local search program across
Rio SEO
Local Citation Tracker™: tracks and web analytics, local ranking, citation
9255 Towne Centre Drive,
reports on the accuracy of a brand’s accuracy, local reviews, and ratings over
Suite 750
local business information across time and includes:
San Diego, CA 92121
search engines, data aggregators, local ranking reports;
(T) 858-529-5005
and online directories. granular web analytics;
http://www.rioseo.com
Local Search Rank Checker™: citation accuracy;
monitors and reports on local rank review monitoring; and
in each market against a brand’s conversion tracking
most valued keyword search terms.
Local Neighborhood Optimizer™: Third-party partnerships and
collects and injects optimized integration
neighborhood information into
local landing page content, local • Direct API integrations with Acxiom,
listings, and on-page markup for InfoUSA, Neustar Localeze, and
hyperlocal relevancy. Factual.
• Partners with Majestic SEO for backlink
data.
Social signals integration
Pricing and service
• Social Analyze module measures
social signals from Facebook, Twitter, • Customized pricing based on the
YouTube, and blogs. number of locations and modules
Metrics include word-of-mouth selected and the scope of any custom
visitors, number of influencers, development.
influencer demographics, referrals, • Modules are available individually or as
top shared pages, and conversions, bundles, on a monthly or annual basis.
which are used to calculate social • Dedicated Account Directors provide
ROI. direct contact for changes, updates,
• Determines the visibility of a customer’s reporting, and additional modules.
content marketing and distribution • Included support ranges from
efforts. dedicated staff, custom webinars,
• Tracks “dark social” metrics or e-learning curriculum, and on-site visits
techniques that are not normally to self-serve e-learning videos and
measured, such as copying and manuals.
pasting a URL into an email and instant
messages.

Vendor Profiles
Target customer
• Search and content marketing professionals at enterprise companies and large global
agencies.
Searchmetrics Key customers

1510 Fashion Island Boulevard,
eBay
Suite 250
iCrossing
San Mateo, CA 94404
Sephora
(T) 866-411-9494
Symantec
www.searchmetrics.com
Walgreen’s
Yahoo!
Key executives
Thomas Schuster, CEO
Marcus Tober, Founder and CTO
Roy Satterthwaite, VP, Sales
Jordan Koene, VP, Professional Services
Company overview
• Founded in December 2007.
• Completed a round of venture funding in March 2014, totaling $18.4 million from
Neuhaus Partners, Holtzbrinck Digital, Iris Capital.
• 6,500-plus brands.
• Additional offices New York, Berlin, London, and Paris.
Product overview
• Flagship Searchmetrics Suite™ provides customized insights, forecasts, and
recommendation analysis and data in SEO, social media, and content marketing.
• Database of 500 million keywords and 100 million domains in 134 countries focused
on: content optimization, site structure, and technical optimization.
Content optimization targets content marketing professionals with actionable
and customized recommendations.
Site structure targets product managers and IT professionals interested in site
architecture and URL analysis and recommendations.
Technical optimization targets SEOs and web designers with traditional SEO
work, such as rankings, on page optimization, etc.
• Coverage includes Google, Bing, and Yahoo!, as well as international search engines
such as Yandex, Baidu, and Naver.
Analyzes local search results for 350 major cities worldwide.
Combine countries, cities, and languages to support 829 search engine
combinations.
Mobile and tablet capabilities measure rankings, traffic, and market share.

Vendor Profiles
Product Details
Social signals integration keywords that are directing PPC
traffic to landing pages (along
• Integrated with Facebook, Google+, with the volume of paid traffic per
Twitter, Pinterest, and LinkedIn. keyword) and keywords generating
• Social Engagement analyzes social PPC traffic.
media performance of customer • Analyzes and optimizes online content
Searchmetrics
domains by tracking how frequently to improve rankings, traffic, and
1510 Fashion Island Boulevard.
specific URLs are shared – and on which conversions.
Suite 250
social networks. • Competitive intelligence includes
San Mateo, CA 94404
• Sitemap and RSS feed monitoring allow analysis of competitors’ content and
(T) 866-411-9494
customers to receive automatic hourly keyword strategies including top
updates on social engagement with keywords in headings and page word
individual URLs. counts.
Identifies customer and competitor
Reporting and analytics market share for SEO and PPC for
target keywords.
• Site and keyword optimization • 360 Page View offers SEO optimization
identifies on-page optimization on the URL level.
requirements by crawling and assessing • Mobile SEO analyzes data to optimize
domain sub-pages to repair technical keywords, content, and trends for both
errors. mobile phones and tablets.
• Identifies which keywords generate Analyzes mobile rankings, identifies
Google Knowledge Graph and mobile traffic and conversions, and
Carousel results. helps users develop customized
• Tracks Google Universal Search SEO strategies for mobile devices.
rankings for any domain across news, • Traffic and conversion value forecasting
images, video, and map results. provides individual ranking and
• Customizable reporting dashboards conversion value targets, calculates
include traffic, SEO visibility, and traffic forecasts for keywords, and
keyword rankings. predicts traffic and conversions.
Automated email alerts advise • Holistic search feature performs
when targets have been achieved comparisons of earned, owned, and
or when performance is falling PPC performance with the same
short of minimum requirements. keyword set to identify hidden traffic as
• Users able to create individually well as conversion potential.
scalable traffic and revenue forecasts
and simulations. Third-party partnerships and
• Site structure optimization provides an
in-depth view of site architecture and
integration
content structure of a site’s pages. • Integrates with leading web analytics
Individual crawling options up to tools including Adobe Analytics,
two million URLs. Google Analytics, AT Internet, IBM
• Traffic Insight closes the Google “not Digital Analytics, Webtrends, Google
provided” information gap for high- Webmaster Tools, Adobe Experience
traffic keywords by analyzing keywords Manager (AEM) and eTracker.
that drive traffic to specific web pages. • API available for data export only.
Incorporates relevant PPC
(AdWords) data, identifying

Vendor Profiles
Product Details
Pricing and service
• Customized pricing based on goals and
requirements.
• Two pricing options:
Searchmetrics Suite for Agencies.
Searchmetrics
Searchmetrics Suite for the
1510 Fashion Island Boulevard.
Enterprise.
Suite 250
• All packages require an annual contract
San Mateo, CA 94404
and include a dedicated client success
(T) 866-411-9494
manager (CSM).
• Professional services team available
as an add-on to provide SEO project
management and performance
analysis.
• Searchmetrics Academy offers SEO
training online and live training in
different cities throughout the year.

Vendor Profiles
Target customer
• Enterprise-level and upper mid-market organizations.
seoClarity
Key customers
2800 S. River Road, Suite 290
Des Plaines, IL 60018 Barnes & Noble
(T) 773-831-4500 Dell
www.seoclarity.net Orbitz
Overstock.com
Paychex
Zappos
Key executives
Kalpesh Guard, Co-founder and CEO
Mitul Gandhi, Co-founder and Chief Architect
Chris Sachs, Director of Operations
Aditya Ravinuthala, Director of IT
Company overview
• Founded in February 2004; platform launched in 2008.
Product overview
• Customizable SEO solution performs daily crawls and offers keyword rankings,
analytics, backlinks, social metrics, content optimization, and competitive intelligence.
• Coverage for desktop, mobile, local, global, and technical SEO.
• Global coverage in 180-plus countries with support for each country’s native
languages including Chinese, Japanese, and Arabic letters and characters.
Timely data delivery in international app portals.
• Page-level analytics and Google Webmaster Tools integrations to tackle “Term Not
Provided.”
• Content optimization lifecycle management features and services include research
and writing, as well as tracking and measuring results and impact.
• Customizable collaboration and built-in workflow management system.
• Data hosted on a hybrid cloud system that safeguards proprietary customer data in
dedicated servers.

Vendor Profiles
Product Details
integration
• Aggregates social metrics from
Facebook, Twitter, LinkedIn, Google+, • 60-plus integrations within seoClarity’s
seoClarity and Pinterest. Data Integration Marketplace.
2800 S. River Road, Suite 290 • Patent-pending correlation of social • Partners with Adobe Marketing Cloud,
Des Plaines, IL 60018 activity to SEO results. Adobe Experience Manager (CQ5),
(T) 773-831-4500 • Social content research to uncover IBM Digital Analytics, Google Analytics,
www.seoclarity.net content marketing topics of interest to and Google Webmaster Tools.
clients. • Clients can build master link profiles
• Daily tracking of social activity for with data from MajesticSEO, Moz, and
clients and their competitors. Google Webmaster Tools.
• Full two-way content management
Reporting and analytics integration with internal CMSs.
• Open data platform imports data from

Pricing and service
virtually any analytics source including
Adobe, IBM, Google Analytics, and • Customized pricing based on volume
internal data warehouses. tracked.
• Comprehensive set of tracked metrics Pricing plans start at $1,999/month
from bot-level data to social data. (annual contract required).
• Actionable Insights™ (A.I.) algorithm • Price includes dedicated Client Success
is designed to learn from hundreds of Manager and access to technical SEO
data points and automatically generate teams.
insights and scale SEO practices across • Support options include:
the enterprise. 24/7 critical support (response time
• Automated alerts notify users of for email support averages one
detected issues and KPI performance in business hour).
real-time. Live chat.
• Unlimited, customizable dashboards Online knowledge base of articles,
with 100-plus visualizations. training videos, and use case
studies.
Active online user community.

Vendor Profiles
Target customer
• Mid-market and enterprise-level marketers and agencies.
SEOlytics Key customers

Am Neumarkt 30
22041 Hamburg, Germany Deutsche Post DHL
(T) 49-40-688-73-58-00 Holidaycheck
www.seolytics.com HomeAway
hotel.de
Idealo
immobilienscout24.de
Key executives
Sören Bendig, CEO, Managing Director
Sven Kalow, COO, Managing Director
Company overview
Product overview
• SaaS-based suite that supports SEO research, rank tracking, backlink analyses, link
building, and reporting through the following modules:
Rank Tracker: Offers daily visibility into keyword performance, rankings and
detailed analysis of relevancy issues for 75 language/search engine combinations
including Google, Bing, and Yandex. Allows clients to create a user-specific SEO
industry index for performance benchmarking and a calculation for SEO keyword
performance forecasting.
SEO Research: Utilizes different SEO research keyword databases. Universal
search rankings are fully integrated and the Knowledge Graph can be analyzed
as well. Clients can do historic benchmarking for up to 10 domains.
Keyword Research: Allows easy researching, organizing, and processing of
extensive high-quality keyword sets for SEO and PPC. Works internationally for
different languages.
Backlink Analyses: Supports integration with Majestic SEO (no extra subscription
required). Uses its proprietary index as seed data and builds functionality on top.
Link Building: Features a “Domainfinder” database to enable the user to research
topic-relevant domains to target backlink opportunities.
Paid Search: Provides competitive intelligence about search advertising
campaigns. Product listing ads can be analyzed within the module as well.
• Provides daily data updates, international support, and universal search and
Knowledge Graph integration.

Vendor Profiles
Product Details
Social signals integration Pricing and service
• Integrates social signals for Twitter, • Pricing based on keywords and domain
Technorati, and Delicious, allowing quantities; a free starter version
SEOlytics users to track brand mentions on each includes unlimited domain and keyword
Am Neumarkt 30 network. analysis, international monitoring for
22041 Hamburg, Germany • Developing a new social media one country, and daily rankings for 10
(T) 49-40-688-73-58-00 dashboard to integrate with existing keywords.
www.seolytics.com social media management platforms • Customized enterprise and agency
and to provide more in-depth social plans are available.
analysis. • Two standard pricing plans:
PRO: $99/month includes daily
Reporting and analytics rank tracking of two projects, daily
rankings for 50 keywords, 500
• Features a series of reporting links in Linkmonitor, competitive
templates, which can be customized intelligence from SEO research,
and white labeled by agencies. reports and exports, and email and
• Search-and-filter options enable users phone support (1 hour maximum).
to drill down into data and create ELITE: $339/month includes daily
reports in PDF or Excel. rank tracking of five projects, daily
rankings for 550 keywords, 2,000
Third-party partnerships and links in Linkmonitor, unlimited
integration competitive intelligence, and
unlimited, branded reports and
• Integrates with Google Analytics, exports. The SEOlytics API access
Webtrekk, Adobe Analytics, eTracker, is included, as is email, phone, and
and Piwik. webinar support.
Data is used for potential analysis • Customers that purchase an annual
to forecast traffic and SEO data. contract receive a 15% discount.
• Data from SEOlytics can be used in • Onboarding begins with a training
Excel through an add-in. webinar; ongoing customer service is
• An open API is offered to integrate provided through online and phone
data within existing enterprise/agency support.
platforms and supports CSV, XML, Detailed video tutorials for all
HTML, and JSON output formats. functions are included.

Vendor Profiles
Target customer
• Digital agencies as well as hosting and CMS providers.
Web CEO Limited Key customers

10 Great Russell Street,
Suite 3055 Knewledge
London United Kingdom M7 Group
WC1B 3BQ Quantum Wireless
www.webceo.com SEORankings.com
StrawberrySEO.nl
Techwyse
Key executives
Viktor Tatarov, Founder and CEO
Allen MacCannell, VP, Sales and Partnerships
Joanne Pimanova, Marketing Director
Alla Nabatova, VP, Client Services and Strategy
Company overview
Product overview
• SaaS-based, enterprise-level SEO platform targeting digital agencies.
• Keyword research tool provides suggestions, competitive intelligence, and Google
Webmaster Tools integration. Keywords can be entered in any language.
• Sorts by KEI (Keyword Effectiveness Index) and shows city-specific local monthly
search statistics.
• Rank Tracker can be used with any language and shows blended results, including for
Google Places + mobile device results. Allows comparisons with 20 competitors per
project.
• Site Auditing tools provide detailed suggestions on more than 40 factors that can
influence rankings, 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.

Vendor Profiles
Product Details
Social signals integration obtained from a partnership with
Ahrefs.
• Integrates Facebook, Google+, and • Web analytics and site monitoring
Twitter. partnerships with Alexa and Search
Web CEO Limited • Users can add their social media URLs Engine News.
10 Great Russell Street, as well as any URL on the web to be
Suite 3055 included as part of their projects. Pricing and service
London United Kingdom • Detailed social media analytics track
WC1B 3BQ competitors. • Tiered pricing ranges from the
www.webceo.com freemium model to Pro and Platinum
Reporting and analytics plans priced as much as $349/month.
• Pro plans are $99/month plus
• Dashboards with adjustable widgets. additional fees based on the volume
• PDF and CSV reports mailed manually of keywords, backlinks found, active
or on an automated schedule. projects, number of search engines and
• Do-It-Yourself white-label SEO tools for how deep in the SERPs user chooses to
clients to host on their own domains. search.
• Read-only SEO reports on the user’s • Custom fixed-price plans are also
own domain. available.
• SERP analytics filters can be configured • All plans allow branding of the user
to show only blended results (Google interface and reports.
Places, Images), social media results, or The Pro plan provides the option
results for tagged keywords. of becoming a white-label partner
• Result comparisons can be made with with the tools accessed from the
previous scans and for 20 competitors. partner’s own domain.
• Mobile rankings can be compared with • Accounts are billed monthly; discounts
desktop results. applied to quarterly and annual
subscriptions.
Third-party partnerships and • Customer support available during
integration business hours on Greenwich Mean
Time (GMT) via phone, email, live chat
• Integrates with Google Analytics and and Skype.
Google Webmaster Tools. • Free and unlimited Skype or Go-
• Backlink Quality Checker, Toxic Links To-Meeting training and demos
Report, Chosen Links Watch, and within GMT 8AM to 8PM for all plans
Competitor Backlink Spy all use data including the freemium.

Resources
Blogs
Ramblings about SEO, published by Stone Temple Consulting. www.stonetemple.com/blog/
The Moz Blog, published by Moz. http://moz.com/blog
Rand’s Blog, published by Rand Fishkin. http://moz.com/rand/
Websites
www.digitalmarketingdepot.com
www.marketingland.com
www.searchengineland.com
www.searchenginewatch.com
www.SEOinhouse.com
Articles
“Google Says Penguin to Shift to ‘Continuous Updates,” by Barry Schwartz, CEO, RustyBrick.
http://searchengineland.com/google-says-penguin-shift-continuous-updates-210580
“How Google’s Penguin 3.0 Is Playing Out Across the Web,” by Philip Petrescu, CEO, Caphyon.
http://searchengineland.com/google-algorithm-changes-210285
“5 Steps to an Integrated Approach to SEO-Friendly Content Marketing,” by Jim Yu,

Founder and CEO, BrightEdge.
http://marketingland.com/5-steps-to-an-integrated-approach-to-seo-friendly-content-marketing-75960
“Google May Add Mobile User Experience to its Ranking Algorithm,” by Barry Schwartz, CEO, RustyBrick. http://search-
engineland.com/google-may-add-mobile-user-experience-ranking-algorithm-205382
“The 8 Most Common Content Optimization Mistakes We Saw in 2014,”by Arnie Kuenn, President of Vertical Measures.
http://marketingland.com/8-common-content-optimization-mistakes-saw-2014-110252
“Content & SEO Alignment: 3 Steps To Create The Perfect Win-Win,” by Jim Yu, Founder and CEO, BrightEdge. http://
searchengineland.com/content-seo-catch-22-3-steps-create-perfect-win-win-187099
Research Reports
A Faster Pace for Retail Paid Search, Forrester Consulting, Commissioned By Google DoubleClick.
https://sempo.site-ym.com/?CurrentStateofSearch
Forrester Total Economic Impact™ (TEI), Forrester Consulting, Commissioned By Covario.
http://www.covario.com/2014/09/forrester-research-highlights-impact-organic-search/
State of Search Marketing 2014, Regalix Research.
http://www.regalix.com/by_regalix/research/reports/state-search-marketing-2014/
The Content Marketing Software Landscape, by Rebecca Lieb, Altimeter Group.
http://www.slideshare.net/lieblink/the-content-marketing-software-landscape-marketer-needs-vendor-solutions

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise SEO Platforms 2015:

A Digital Marketing Depot Research Report

TARGET DEMAND OPTIMIZE CONTENT MEASURE RESULTS

Demo the Future of Marketing Today www.brightedge.com/requestademo

© 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 1 Email: whitepapers@digitalmarketingdepot.com

Scope and methodology

© 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 2 Email: whitepapers@digitalmarketingdepot.com

SEO platforms market overview

Table 1: Projected U.S. SEO spend, 2014-2019 (in US$ millions)

Source: Forrester Research

© 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 3 Email: whitepapers@digitalmarketingdepot.com

Talk with a Conductor representative about setting up your

Maturing market includes enterprise platforms, point solutions

© 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 4 Email: whitepapers@digitalmarketingdepot.com

Table 2: Selected SEO point solutions

SEO task Tool URL

Keyword research Keyword Tool www.keywordtool.io

Competitive intelligence AdGooroo www.adgooroo.com

Link analysis and Ahrefs www.ahrefs.com

Page optimization BloomReach www.bloomreach.com

SERP analytics Advanced Web Ranking www.advancedwebranking.com

© 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 5 Email: whitepapers@digitalmarketingdepot.com

SEO platforms market trends

The following sections discuss each of these trends in more depth.

Table 3: Top five tactics used in organic search marketing

SEO landing pages 75%

Content creation 73%

Meta tags 69%

Social media 54%

Source: State of Search Marketing 2014, Regalix Research

© 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 6 Email: whitepapers@digitalmarketingdepot.com

Read the full case study at www.searchmetrics.com/customers/ebay/

www.searchmetrics.com | US 1 866 411 9494 | UK +44 203 6952150

© 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 7 Email: whitepapers@digitalmarketingdepot.com

Table 4: SEO stakeholders reach across the enterprise

Source: Third Door Media

Enterprise SEO platform capabilities Enterprise-level

• content marketing or management tools;

© 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 8 Email: whitepapers@digitalmarketingdepot.com

Keyword research/rank analysis

International search tracking

Social signal tracking and integration

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Table 5: Selected enterprise SEO platform capabilities

Conductor Combination of Combination of 45 countries Daily FB, G+, IN, 4 4 4 Yes

GinzaMetrics Combination of Combination of 150-plus Daily FB, G+, IS, PI, 4 4 4 No

Linkdex Combination of Combination of 200-plus Daily FB, G+, IN, PN, 4 4 4 No

SEOlytics Combination of Proprietary data 75 language/ Daily DE, TE, TW 4 8 4 No

Web CEO Combination of Combination of 350+ global Daily FB, G+, TW 4 4 4 No

Social Network Abbreviations: DE=Delicious; FB=Facebook; G+=Google+; IN=LinkedIn, IS=Instagram,

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Content marketing or management

ROI forecasting/predictive analytics

APIs and third-party data integration

Licensing an enterprise SEO platform can be a significant investment, particularly for

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Choosing an enterprise SEO platform

Recommended steps to making an informed purchase

2. Do we have C-level buy-in? Enterprise SEO software is a five- or six-figure investment

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