For the past couple of months, despite the fact that I have been using the Google Search Console as my primary tool for monitoring website related issues, I have been feeling that it has been a little bit too rigid and inflexible to meet my needs. In fact, I have been thinking about replacing the GSC for quite some time. Why?
In the past few years, many websites have begun to jump on the SEO bandwagon. They have created millions of pages, rewritten all of their content, and switched from one SEO tool to another. A few years ago, I decided to try the SEO race at a new site I was building. At first, I worked with a competitor’s service, but eventually switched to a tool created by a top-tier search engine company. This was a new service, and I had high hopes for it. Turns out, it was a great service, but one of my competitors had already registered the name of the service I had just switched from. It was a very expensive lesson for me, but it’s a lesson I’m happy to share with you.
- The needs of an SEO agency are dynamic and evolve as the company grows.
- The range of SEO tools and their capabilities is vast, from data accuracy to seamless functionality, but how do you decide which one to choose?
- Five signs that it’s time to look for a new SEO software to complete your technology stack
The SEO industry is constantly changing and evolving. As your business grows, so do the demands on your SEO agency. The tools you use determine how you manage your growth. Therefore, it is important to stay abreast of all innovations in this field to decide if using a new SEO tool will be beneficial to your business. However, it is always a matter of prioritising what is essential for your business needs. Many factors play a role here:
- Some SEO platforms solve problems that you may not have even known existed – you need to be aware of new industry developments to recognize them.
- Some offer a solution to a specific problem you already know about – in those cases, you just need to determine which tool is best suited for your agency’s needs.
- Some offer a seamless experience that helps you optimize your SEO workflows.
- Some offer a competitive advantage in terms of functionality or price.
In our interviews with leading SEO agencies around the world, we gathered a variety of information about the factors that most influence the decision to test or even switch to a new primary SEO tool. Here are some signs that it’s time to look for a new SEO software in your toolbox. The content was created in cooperation with SEOmonitor.
1. Your current instrument does not provide the data or functionality you need
Accuracy and functionality are the biggest challenges SEO professionals face when working with tools. Does your current solution provide enough data? Does it provide the right data? Otherwise, you will not be able to achieve your SEO goals. Have you ever had any of these problems?
Invalid or incomplete data
Some SEO platforms simply offer more data than others, while others pay extra to display certain statistics, for example:
- Google data (not provided)
- Segmentation of organic traffic into branded and non-branded traffic.
- Mobile and office traffic
This data is invaluable to SEO professionals. But having to pay for it on a granular basis can be a very limiting factor, especially for smaller agencies. For example, if you combine traffic data from Google Analytics with keyword data from Google Search Console, you can show your customers the direct impact of SEO on other business goals (e.g., “What’s your bottom line?”). SEO platforms that provide this data by default can give you an advantage in customer acquisition and retention by demonstrating the link between SEO and business results. It can also be a problem with unreliable metrics – misleading or opaque calculations, problems with technical changes instead of your SEO metrics, etc. Think of visibility measures. If the indicator is calculated as the average of positions for a set of keywords, the changes associated with adding or removing keywords from this list are misleading, so you need to figure out why the indicator is fluctuating. Paul Wood, managing director of Indulge Media, notes that it is essential to innovate in the way the SEO tool calculates key parameters. Especially if it’s something the agency has done before with spreadsheets and many hours of work before knowing such an effective measure. A more interesting scenario is when you suddenly discover there’s a tool that does something your team didn’t even think of, Wood says. When you see that in an instrument, you change the way you look at things, the way you build your work. And then you start working differently. That’s how good SEO tools should work: they attack an agency’s pain points, even those you didn’t know existed.
Speed is an important factor in the SEO industry. Research professionals must have access to accurate and up-to-date data in order to conduct campaigns and monitor their effectiveness. Because if your software fails, you need to fix the problem quickly. Therefore, when choosing an SEO tool, you should consider the quality of support offered. Ideally, you will have access to a dedicated account manager who you can contact if necessary to resolve issues quickly, as well as regular support calls to discuss your agency’s needs. When Paul Friend, Head of SEO, and Ben Foster, Managing Director of SEO Works, decided it was time to switch to another SEO tool, they found that ongoing, expert support was one of the hundreds of important aspects of choosing the right tool. As part of their decision matrix, this was one of the elements to be aligned with key functions such as keyword functions including universal ranking, global market visibility metrics, content analysis, forecasting and reporting functions, link building functions, competitive analysis, etc. When evaluating your existing technology package or considering an upgrade, you should ultimately consider how well the solution works for your agency’s specific needs.
2. You want to be seen as a leader in innovation
Digital technology is constantly evolving, and SEO professionals need to keep up with new developments to stay competitive. Agencies must take the lead in innovation. That is why they are constantly looking for new technologies with which they can distinguish themselves. Paul Wood reported that she tries to make a thorough evaluation of the available instruments at least twice a year. For example, when evaluating new tools on the market, they pay particular attention to accessibility and UX:
- The ease with which data can be exported
- How they facilitate collaboration between internal teams and customers
- How many functions can be integrated into one platform?
The SEO Works team also stresses the importance of always being on the ball and keeping each other informed. The agency also has an extensive training program so that everyone is not only familiar with the tools, but also with the specific techniques it uses to implement top-notch SEO strategies. Agencies like SEO Works go further and develop their own tools to show how their innovative approach can be a competitive advantage for their portfolio clients.
3. You create or develop your own SEO agency
According to a recent McKinsey global survey of C-level executives, the adoption of digitalization worldwide has accelerated by at least three to four years in just a few months. This trend of digitalization is expected to continue, which means that the need for scaling up SEO agencies will be high both now and in the near future. In order to meet the growing demand for SEO services, agencies must efficiently adapt their operations and remain competitive. If your agency is growing, now is the time to review your tools and make sure they have the right functionality to drive and support that growth. Fast-growing agencies need additional functions, such as B.
- Additional User Access: As you add new customers and employees, you need tools that allow you to have an unlimited number of users (ideally at no additional cost) and facilitate team collaboration.
- Unlimited access to API: Your SEO tools should work closely with other professional tools as you expand your technology suite. For example, we’ve made it as easy as possible to export a lot of data through the SEOmonitor API, so you can pull campaign and keyword data into your internal systems (like Klipfolio) and customize reports for clients.
- More efficient workflows: Operational dashboards, integrated systems and capabilities to organize the customer portfolio give you status information at a glance.
According to many SEO professionals we’ve spoken to, the greatest value an SEO platform can provide is that it helps you avoid wasting time. The right tools will help you do that, but ineffective tools can force your team to spend too much time on technical processes, which has a serious impact on your ability to scale.
4. Your tool is not cooperative or adaptive enough
SEO professionals must have solid processes and methodologies in place across all teams. The best software is developed with this in mind. Collaboration and customization are the key elements that agencies focus on when choosing SEO tools. And there are many features that contribute to this, such as. B. :
- Multi-User Access: Unlimited access for team members and customers, with customizable customer view rights.
- Joint Capabilities: Real-time annotation, commenting and sharing for teams and clients.
- Monitoring metrics: A centralized agency dashboard that allows teams to track and align performance and goals.
- Adjustment functions: Whether it’s filtering campaigns by account manager, an edit mode that optimizes your keyword management time, or saving custom report templates for your entire agency, there are many features to consider.
A robust SEO solution that integrates many of these features into a single platform streamlines internal workflows and provides a comprehensive overview of the agency’s activities.
5. Your instrument is not cost-effective
Agencies of different sizes have different budgets. Cost optimization is essential, especially for large agencies. You need to hire more people and devote more resources to your tools to serve more customers, and you don’t want to keep up with your costs. The following questions should be asked when assessing the cost effectiveness of a device:
Does it offer flexibility in pricing and use of resources?
Most SEO software solutions have a fixed subscription price that includes a number of domains and keywords. But if the use of the instrument’s resources varies from month to month, the price remains the same. Other platforms offer agencies the option to upgrade or downgrade monthly, so you only pay for what you use. A pre-established plan helps agencies to better estimate their costs based on the volume of the campaign within a given time frame.
Are there any hidden extra costs?
Some tools have an attractive base price, but have hidden costs and extra features that can add up quickly, especially if you take on a lot of new customers and run large campaigns. These include:
- Cost per user: Can you add an unlimited number of users (including customers) at no extra cost to enable internal and external collaboration?
- Migration rights: Is there an hourly rate or a flat rate for converting an existing system to a new unit?
- Integration costs: Are multiple integrations with key tools (Data Studio, Google Sheets, API access, etc.) included?
So if your current software isn’t delivering the best financial benefits for your business, it might be time to try a new one.
When is the right time to start looking for a new SEO tool?
The answer is that you should never stop your critical analysis. Innovation is a constant process, especially in this fast-moving sector. Therefore, your primary SEO tool must keep up with the times and constantly update its capabilities. If you notice these signs with your existing solutions, they may not be serving you as well as they should:
- If you can’t access the data or features you need.
- If you want to be a leader in innovation, it means you need innovative methods.
- As your agency grows or expands, you will need additional functionality.
- Or if you want to economize.
We know that basic SEO agency tools are essential to attracting more clients and managing them more effectively. Therefore, the SEOmonitor team strives to develop customized solutions that help you attract, manage and retain relevant customers. Join us and our community of SEO agencies in bringing more transparency and measurability to the SEO industry.
Frequently Asked Questions
How is SEO changing?
To kick off the year, I decided to investigate what SEO tools were on the market, for both general consumers and website owners. I was curious to see how they were evolving over time, and if some were better than others. I found out that running a website has become easier than ever. But I also found out that it’s not as easy as it used to be. Ever since Google officially announced the release of its search algorithm update on July 27th, SEO professionals have been scrambling to modify their sites so that they will not be penalized when their sites are put under the microscope. In some cases, this has meant applying a whole plethora of technical criteria to the site, such as removing every element of the page that isn’t an actionable piece of metadata. In reality, the SEO industry needs to be more open and transparent, and should focus on analyzing and improving a site’s position in the SERPs rather than on the amount of effort put in by the site’s owner.
Are SEO tools worth it?
A lot of people believe that SEO (Search Engine Optimization) tools are essential to make your website rank high in the search engines. But do they really work? We will look at the latest SEO tools available, and at the ones that you should avoid. Search engine optimization (SEO) tools have become a crucial part of modern marketing tactics, especially for small- to medium-sized businesses looking to drive traffic to their website.
Which SEO tool is best?
This is a hard question to answer, because there are many good SEO tools out there. They all do different things, and have different strengths and weaknesses. Ultimately, it comes down to personal preference. If you’re looking for a tool that can handle multiple projects without breaking down, or that can help you with ranking multiple domains, it may not be the right choice for you. If you’ve been reading Gear Live regularly, you know that SEO is a big topic for us. Right now, we’re seeing a lot of new tools making their way into the industry, but which tool is best? As you might expect, there’s a wide range of opinions out there. Some SEOs swear by one or more tools, while others find them all to be useless, which is why we decided to put together a guide to help you decide.
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