A Quick Software Buyer's Checklist for SEO
Search engine optimization remains the most attractive digital marketing opportunity available to brands both large and small.
It's a complicated undertaking however, one that requires an immense amount of creative effort and resources for it to yield results. Fortunately, there are plenty of software solutions on the market, like those referenced in Website Magazine's December Top 50 list on SEO Software Solutions to ease at least some of the burden.
So what should you look for if you are considering buying into one of these offerings?
+ Keyword Research:
Search as a channel is driven by intent - users actively look for what they want and they do so by using keywords. Knowing which keywords will provide the best return, and which an enterprise for is incredibly important. Every SEO tool should provide some means of recommending or suggesting the terms and phrases that should be optimized for.
+ Site Auditing:
You can't know where you're going if you don't know where you are! SEO software solutions that provide some analysis of pages that is based on best practices is the only way to identify potential barriers to optimization and what might be preventing success.
+ Internal Link Optimization:
The Web consists of links, but when it comes to SEO, it's essential that enterprises optimize the links on their own property first, funneling search bots through those citations to important pages as that is the only way to convey importance. The best SEO software tools make recommendations on which pages have the most authority so the visibility of pages can be increased.
+ External Link Building:
Search engines rely on the number and quality of links/citations from external, third-party sites in order to determine not only relevance but quality, using that information to rank sites on their results pages. SEO software solutions which provide an opportunity to check existing backlinks, identify which links competitors have, and find new links are the hallmark of the most powerful offerings today.
+ Rank Tracking:
In the age of personalization, tracking position on search engines can be a truly difficult (and often meaningless) pursuit, but listing position remains a good indicator of how effective an SEO campaign is in general. While a better measurement of success is revenue (and actual results) any solution chosen by an enterprise should have this functionality.