Marketing automation software Pardot is offering up some new search engine optimization focused tools (modules) that are worth a look.

Pardot’s now includes a feature for monitoring keywords and competitors within the cloud-based system. Marketers can track site rankings in Google and Bing, see the ranking difficulty, the average cost per click and the approximate search volume for an exact query. Marketers can perform side-by-side comparisons of keywords (filtering by tag or by rank) and even have access to an audit of historical data to track performance over time.

The marketing automation solution is also offering up a competitor monitoring tool, to see how their SEO campaign performance measures up to that of competitors. Users can track a competitors PageRank, inbound links and indexed pages as well as view historical data to view trends over time.

"We're excited to provide our customers with this advanced technology," said Zach Bailey, vice president of products at Pardot."As inbound marketing becomes more competitive, the search marketing module will give Pardot clients the insight they need to gain an advantage."