M A R T E C H I N T EL L I G EN C E R EP O R T

ENTERPRISE

SEO
PLATFORMS:
A MARKETER’S GUIDE

N I N T H E D I T I O N

A M A R T ECH TO DAY RE SE A RCH REPOR T

M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Table of Contents
Scope and methodology..............................................................................................................2
SEO market overview...................................................................................................................3
Table 1: Organic search visits by device......................................................................... 3
Table 2: Organic search share of all U.S. visits................................................................ 4
Table 3: Monthly SEO budgets, by company size.......................................................... 4
Google prioritizes mobile, page speed, user experience..................................................... 5
Table 4: Mobile share of U.S. organic search visits......................................................... 5
Rich results to dominate SEO agendas in 2019.................................................................... 6
Mature vendor market includes point solutions and enterprise platforms ........................... 7
Table 5: SEO’s Toolbox................................................................................................... 8
Enterprise SEO platform capabilities..........................................................................................9
Link analysis and acquisition.................................................................................................. 9
Keyword research/rank analysis .......................................................................................... 10
Search intent-based analysis............................................................................................... 10
Custom site crawls/audits.................................................................................................... 10
Social signal tracking and integration................................................................................. 10
Content marketing and analysis.......................................................................................... 10
Table 6: Selected enterprise SEO platform capabilities............................................... 11
International search tracking .............................................................................................. 12
Mobile/local analytics.......................................................................................................... 12
Choosing an enterprise SEO platform..................................................................................... 13
The benefits of using enterprise SEO platforms................................................................. 13
Pricing/annual contracts...................................................................................................... 13
Recommended steps to making an informed purchase...................................................... 14
Step One: Do you need an enterprise SEO platform?........................................................ 14
Step Two: Identify and contact appropriate vendors.......................................................... 15
Step Three: Scheduling the demo....................................................................................... 16
Step Four: Check references, negotiate a contract............................................................. 18
Conclusion................................................................................................................................... 18
Vendor profiles........................................................................................................................... 19
Authoritas™ (Formerly AnalyticsSEO)................................................................................. 19
Botify................................................................................................................................... 21
BrightEdge.......................................................................................................................... 24
Conductor........................................................................................................................... 26
DemandSphere (formerly GinzaMetrics)............................................................................. 28
Dragon Metrics.................................................................................................................... 31
gShift (acquired by Mintent Software Corp)........................................................................ 33
Linkdex................................................................................................................................ 36
Pi Datametrics..................................................................................................................... 38
RankAbove.......................................................................................................................... 41
Raven Tools......................................................................................................................... 43
Rio SEO............................................................................................................................... 45
Searchmetrics, Inc................................................................................................................ 47
SEMrush, Inc ....................................................................................................................... 49
seoClarity............................................................................................................................. 52
Serpstat............................................................................................................................... 54
Sistrix................................................................................................................................... 56
WebCEO............................................................................................................................. 58
Resources.................................................................................................................................... 60

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

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 trends are driving the adoption of enterprise SEO platforms?

• What choices are available in SEO platforms?
• What capabilities do enterprise SEO platforms provide?
• Does my company need an SEO platform?
• How much does an SEO platform 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 January 2018
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 product, service or
vendor.

For the purposes of this report, search engine optimization (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 primary search
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 18 vendors profiled in this report were selected based on their role as industry leaders
in enterprise SEO software platforms. SEO point solutions, such as Majestic, which focus on
one or two specific aspects of SEO, are discussed in the report’s market overview. We have
not included agencies that offer proprietary SEO tools as part of their services.

The report was prepared by conducting in-depth interviews with leading vendors and
industry experts. Interviews took place in October/November 2018. These, in addition to
third-party research, form the basis for this report.

January 2019

Consulting Editors:
Marshall Simmonds, Founder, Define Media Group
Eric Enge, CEO, Stone Temple Consulting

Research/Writers:
Emily Fraser Voigt, Freelance Writer/Editor, www.efveditorial.com
Brian Kelly, Principal, Candlewood Creative, www.candlewoodcreative.com

Editor:
Claire Schoen, Content Services Director, Third Door Media

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

SEO market overview After a period of

declining visit share
Over the years, Google’s search engine results page (SERP) has evolved from 10 simple blue with competition
links to a more dynamic view with Sponsored Ads at the top of the page, and more than 20 from social media
other SERP elements including Knowledge Graphs, Featured Snippets, Local Features, Direct and from increased
Answers, Image Packs, Twitter Cards, Carousel Listings and suggestions for related queries
ad loads on the
dotted around the page.
SERP, organic
While this makes the Google SERP more advertiser- and user-friendly, it means that the top search results have
organic search results appear further down the page and SEO marketers need to work harder stabilized over the
than ever to get their content seen. past year.
However, there was some good news for SEO marketers in 2018. Increasing paid search cost-
per-click (CPC) and decelerating click growths benefited organic traffic volume, according to
Merkle’s Digital Marketing Report for Q3 2018. There was an almost 6% year-on-year increase
in organic search visits in Q3 2018, driven by organic search visit via phone growth of 18% year
on year (see table 1).

Table 1: Organic search visits by device

20% 18%
Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018
15%

10%
6%
5%

0%

-5%
-4%
-6%
-10%

-15%

-20%
Phone Tablet Desktop Overall

Source: Merkle’s Digital Marketing Report for Q3 2018.

After a period of declining visit share with competition from social media and from increased
ad loads on the SERP, organic search results have stabilized over the past year. The organic
search share of all US site visits was 26% in Q3 2018, down from 28% in Q1 2017, but more or
less stable since the end of 2017. Mobile devices accounted for 25% of all US search visits in
Q3, up from below 24% in Q4 2017. (See table 2)

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Table 2: Organic search share of all U.S. visits Content marketing

30%
budgets that were
being allocated
to social over the
28%
past four years are
26% beginning to return
26%
to organic search as
25% social has not driven
24%
the amount of traffic
companies had
22% planned for

20%
Q1 2017 Q2 Q3 Q4 Q1 2018 Q2 Q3

Overall Mobile

Source: Merkle’s Digital Marketing Report for Q3 2018.

Content marketing budgets that were being allocated to social over the past four years are
beginning to return to organic search as social has not driven the amount of traffic companies
had planned for, according to one vendor we spoke to for this report. These content teams will
be developing primarily for organic search in 2019 which has been shown to drive more traffic.

SEO budgets vary widely from firm to firm. Enterprise-level businesses generally outspend
smaller firms, and 45% of enterprise-level companies invest more than $20,000 a month,
according to The State of Enterprise SEO in 2017, conducted by seoClarity in partnership with
North Star Inbound and BuzzStream. However, the report also showed that a surprising 11% of
enterprise-level firms allocate less than $1,000 per month to SEO (see Table 3).

Table 3: Monthly SEO budgets, by company size

Enterprise Medium Small

Less than $1,000 11% 18% 27%

$1,000 - $2,500 6% 16% 19%

$2,500 - $5,000 7% 20% 20%

7
$5,000 - $10,000 20% 16% 20%

$10,000 - $20,000 11% 10% 6%

More than $20,000 45% 20% 9%

Source: 1SEO: Average Monthly Spending on SEO in 2017 (Infographic), with data from NorthStar Inbound report:
The State of Enterprise SEO in 2017.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Google prioritizes mobile, page speed, user experience Marketers continue

to evaluate the
Google continues to dominate organic search, producing 92% of total US organic search visits
in Q3 2018 (95% on mobile), while Bing and Yahoo accounted for 5% and 3% of organic visits pros and cons of
respectively, according to Merkle. StatCounter puts Google’s share a little lower at 87.28% accelerated mobile
between May 2017 and May 2018, with Bing and Yahoo at 6.91% and 4.65% respectively. But pages (AMP), which
either way, Google remains the clear winner in the quest for market share and continues to set Google rolled out
the agenda when it comes to SEO.
in February 2016 to
A growing majority of organic search visits are mobile, with phones and tablets combining to prioritize speed on
produce 56% of visits in Q3 2018, up from 53% a year earlier, Merkle reports. Phones account the mobile Web.
for the lion’s share with 48%, while tablets account for a stable 9% of visits (see Table 4).

Table 4: Mobile share of U.S. organic search visits

60%
56%
50%
48%
40%

30%

20%

10% 9%

0%
Q1 2017 Q2 Q3 Q4 Q1 2018 Q2 Q3

Combined Phones Tablets

Source: Merkle’s Digital Marketing Report for Q3 2018

Google made several moves towards promoting user experience in 2018. In March, it started
rolling out mobile-first indexing, shifting to use the mobile version of a web page for indexing
and ranking “to better help our – primarily mobile – users find what they’re looking for,”
according to a company blog post. The rollout is still ongoing, with many enterprises yet to
receive an inclusion notice.

Google also launched a Speed Update in July 2018, making page speed a ranking factor for
mobile search and impacting the mobile search rankings of the internet’s slowest sites. Google
Search Console started sending out warning notices for slow loading pages to companies
with verified properties in October 2018. Marketers continue to evaluate the pros and cons of
accelerated mobile pages (AMP), which Google rolled out in February 2016 to prioritize speed
on the mobile Web.

Google does not provide specific metrics about whether it considers a website fast or not, but
it suggests webmasters use the Chrome User Experience report, the Lighthouse tool, and the
PageInsights tool to gauge their competitiveness in this area.

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Enterprise SEO Platforms: A Marketer’s Guide

There are several website performance tools which brands can use to enhance—or diagnose As Google increases
problems with—their page loading times. These include Lighthouse, Fetch&Render, Pingdom, its use of rich results
yslow.org, sitespeed.io, and webpagetest.org (see SEO Toolbox section). Google’s Page
Speed Insights tool now incorporates data from the Lighthouse tool report as well.
on the SERP, “zero-
click SERPs” are
SEO platform vendors interviewed for this report expect user experience in general to become becoming more
a more important ranking factor in 2019, with Google lowering the ranking of sites with slow prevalent – where
loading times, modals and excessive ads. However, historically this has only been a factor searchers find what
impacting very slow pages, resulting in a degradation of their rankings, and having essentially
no impact on average to fast sites. SEO platforms are building out their technical and on-site
they are looking for
SEO capabilities including updating their crawlers, to ensure users’ sites are designed in the without having to
most optimal way to increase traffic, and to cater to the growing importance of page speed, click on a web result.
user experience, Javascript-rendered content and structured data markup (Schema).

Rich results to dominate SEO agendas in 2019

As Google increases its use of rich results on the SERP, “zero-click SERPs” are becoming
more prevalent – where searchers find what they are looking for without having to click on
a web result. This is especially true on mobile devices, where screen space is limited, and
users expect fast and accurate answers. The more Google can find about a brand, the more
information users will find directly within the SERP. This makes rich results a top priority for
SEOs.

Featured Snippets aim to provide direct answers to a query and can take the form of a
paragraph, list or table appearing above organic search results in position zero. Some 13%-
14% of SERPs currently include Featured Snippets, according to Moz.

Rich snippets also enable brands to showcase more information within the SERP, by enhancing
organic search results with information such as reviews, ratings, prices or availability.

Schema.org structured data helps Google and other search engines understand a website’s
content better and is what enables search engines to present rich search results. While
currently there is no evidence that using Schema helps a site get a Featured Snippet, it does
help surface star ratings, cook time and calorie information next to an image for a recipe,
for example. Once more sites have been tagged with Schema microdata, this will be a key
way for Google – and other search engines as well as machines such as Amazon’s Alexa – to
understand a site’s content more clearly and effectively.

While voice search is not moving as fast as many predicted, it is still a major trend, and
mastering the process of earning Featured Snippets will also be key for brands wanting to
be found via voice search, where users get only one result – which most of the time is the
same result that appears in Knowledge Graph or Featured Snippet results in regular search. In
addition, Google released a new speakable schema markup in July 2018 (still in beta mode at
the time of this writing). This new schema markup is aimed at bringing more news content to
the Google Assistant and Google Home devices and will be something for SEOs to keep an
eye on in 2019.

Mastering structured data markup will therefore become increasingly important for SEO
marketers. Aside from the obvious desire to rank highly, firms must also bear in mind that
Google will devalue pages that feature incorrect structured data, so it is important that SEOs
get this right. As such, brands are having to re-evaluate their SEO strategies, and will look to
SEO and content marketing platform vendors to provide the tools to do this over the next year
or two.

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Enterprise SEO Platforms: A Marketer’s Guide

SEO platforms can help firms track their rankings on various SERP features
along with organic results and should also work to validate structured data, Select SEO tool and platform
AMP code and hreflang, which identifies the language and country of a site. financial transactions 2018

Mature vendor market includes point solutions and October 2018

• gShift: Acquired by Mintent
enterprise platforms • STAT Search Analytics:
Many digital marketers now use some form of SEO Tool, be it free or paid, Acquired by Moz
to help analyze and improve their SERP rankings. The enterprise SEO tools • RankScience: $1.8M Seed
market includes many suite-based platforms as well as point solutions that
automate singular pieces of the SEO puzzle. Both types of vendors offer July 2018
unique benefits based on marketing need, budget, and internal resources. • Linkdex: Acquired by Authoritas.
Suite-based platforms offer a “one-stop approach” to SEO management,
providing search marketers with multiple tools in one interface, as well as April 2018
enterprise level customer service and support. Point solutions can be used • SEMrush: $40M venture funding.
alongside these platforms or in place of a platform for search marketers
needing best-of-breed agility or very specific SEO task management (see March 2018
Table 5). However, point solutions cannot offer the full range of services • Conductor: Acquired by WeWork
provided by an enterprise SEO tool.
January 2018
Rather than competing over market share, point solutions can expand the • ContentKing: €350K Seed
market, providing a deeper focus on a specific area. However, they can be
lacking in terms of management, administration and reporting. This makes Source: Third Door Media and Crunchbase
them ripe targets for acquisition by larger platforms, and many vendors we
spoke with expect M&A activity to continue to be robust in 2019.

Point solutions are not just M&A targets, but some are also active acquirers
as they seek to achieve platform status by purchasing or merging with other
point solutions.

Moz, which acquired STAT Search Analytics in October 2018, has moved into
the platform category for this year’s report, as has SEMrush, which raised
$40 million in venture funding in April 2018 to expand its machine-learning
powered market intelligence capabilities and proprietary database, and to
drive new acquisitions and executive hiring.

The acquisition pipeline has been full in 2018, with Mintent buying gShift in
October 2018 and Authoritas acquiring rival SEO platform Linkdex in July
2018 (which had previously been bought by ScribbleLive in August 2016).
Conductor was acquired by WeWork in March 2018, as part of an acquisition
spree by the coworking firm, which has bought 9 companies in the last two
years.

While dealmaking has been relatively strong this year, one vendor suggested
the risk of recession in 2019 has increased, which could cause dealmaking
to slow in the coming year. However, for the time being, deal flow and
investment remain active.

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 M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Table 5: SEO’s Toolbox

Site monitoring
Link analysis, Mobile Website Conversion
Competitive Int’l keyword Keyword Page Proxy Site A/B split
acquisition or SERP analytics rankings or performance/ rate
intelligence research research optimization server crawler testing
removal research Log file Uptime speed optimization
Engagement
analysis monitoring

AdGooroo AnswerThe Ahrefs Ahrefs BloomReach Ghost-Proxies Advanced Analyze-robots. App Annie Exact Trend GTmetrix Heap Fetch&Render ABTasty Compete
Public.com Web Ranking txt Analytics

Ahrefs Google KeywordTool. Bing Webmaster OneHydra Ninjasproxy Authority- Beam Us Up Sensor Tower Loggly Pingability IBM Tealeaf Lighthouse CrazyEgg Marketizator
Keyword io Tools Labs
Planner

iSpionage I Search From KWFinder.com cognitiveSEO Page Locus SearchDex JungleTorch BROWSEO SEO Rank Sawmill Pingdom Kissmetrics Nightwatch.io Loop11 OptinMonster
Monitor (Solar Wind)

Keyword- keyword.io SEO Chat Google Search Unbounce Trusted Microsite DeepCrawl Serps.com Splunk PingMate Maxymizer Page Speed MouseFlow Owler
Competitor Console Proxies Masters Insights

Keyword-Spy KeywordTool. Wincher JungleTorch WooRank Pro Rank Mozenda TUNE SumoLogic Site24x7 Mixpanel Pingdom Nightwatch.io SimilarWeb
io Tracker

Serp Scan Mail.ru Word-tracker LinkResearch- SE Ranking Screaming Frog Weblog Expert SiteUptime Monetate Sitespeed.io RankScience
Keyword Tool Tools

Similar Web Search Latte Link Detox SEO Rank Sitebulb Optimizely webpagetest.
Monitor org

SpyFu Spywords.ru Link Prospector SERPs.com Xenu’s Link Woopra yslow.org

Sleuth

The Search Topvisor.ru Majestic SERPWoo

Monitor

Ubersuggest Monitor SerpYou

Backlinks

WebCertain moov Siteoscope

Yandex Ontolo STAT Search

Wordstat Analytics

WebMeUp

Source: Third Door Media

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Enterprise SEO platform capabilities Enterprise SEO

platform vendors
Enterprise SEO platform vendors offer numerous capabilities that range from keyword research offer numerous
and rank-checking to backlink analysis and acquisition, as well as competitive intelligence, capabilities that
social signal integration, and workflow rights and roles. Most of the SEO platforms profiled in range from keyword
this report offer the following core capabilities:
research and
• Keyword research and rankings; rank-checking to
• Page-level SEO analysis; backlink analysis
• Content optimization analysis; and acquisition, as
• Link (also called backlink) analysis and acquisition/removal; well as competitive
• Social signal tracking (organic);
intelligence, social
• Site error detection;
• Organic search traffic market share; signal integration,
• Competitive analysis; and workflow rights
• International search results and rank tracking; and roles.
• Internal cross linking; and
• APIs for third-party data integration and management.

Enterprise-level platforms may also provide more extensive link and site audits or analytics
that include predictive scoring systems to identify potential opportunities to improve page
performance or link authority. Vendors differentiate by offering more frequent or detailed data
updates or content marketing features that sometimes require additional investment. These
more advanced capabilities may include, but are not limited to:

Daily site crawls;

• Search intent-based analysis;
• Universal search rankings: Featured Snippets, Knowledge Panels, Review, Local Packs,
Images, Top Stores, Video, Tweets, Related Questions, Carousels (AMP);
• Content marketing analysis and performance tools;
• On-page content quality analysis;
• Competitive intelligence and benchmarking;
• Mobile/local analytics; and
• Cross-device attribution.

The following section discusses some of these capabilities and the key considerations involved
in choosing an enterprise SEO platform (see Table 6).

Link analysis and acquisition

Links continue to be the one of the most important external or “off-the-page” signals that
can help a website rise in search engine rankings. Most enterprise SEO platforms provide link
analysis (i.e., what sites are linking to yours?), link building or removal 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 platforms.

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Enterprise SEO Platforms: A Marketer’s Guide

Keyword research/rank analysis Social media activity

is an important
Keyword research – knowing what terms people use to find your website, how they rank, and
how to use those terms in your copy – has been a pillar of effective SEO. Virtually all enterprise ranking factor or
SEO platforms provide keyword research tools that allow marketers to discover the ways that signal in search
consumers search for content, and what keywords are driving traffic for competitors. Vendors engine algorithms
source this data differently, however. Some vendors license data from point solutions or ISPs, and results.
due to Google’s restrictions on scraped data in its AdWords terms of use and the growing
percentage of search results that are “keyword (not provided).” Other vendors develop and
manage a proprietary database of keyword terms. As a result, reliable keyword data has
become less of a commodity and more expensive.

Search intent-based analysis

Google’s search algorithms are focusing less on keyword matches and more on search intent.
The Panda, Penguin, and Hummingbird updates all made keyword data less accessible to
search marketers. To counter the lack of keyword data, SEO platform vendors are developing
more “search intent” based tools that analyze search intent and predict or recommend the
most relevant content for the searcher.

Custom site crawls/audits

With content quality becoming the lynchpin for many marketers’ SEO strategies, site crawls or
audits are important tools offered by enterprise SEO platform vendors. Some platforms 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 random pages. Features are
increasingly being added for mobile-optimized and AMP pages support as well.

Social signal tracking and integration

Social media activity is an important ranking factor or signal in search engine algorithms and
results. All enterprise SEO platforms profiled in this report track, measure, and integrate
social signals into their analytics and dashboard reports. Sites that experience strong social
sharing typically perform better in organic search results. Capabilities range from social signal
tracking and correlations to site traffic and conversions, as well as social profile monitoring
and sentiment analysis, and contact-relationship management. While most vendors do well at
tracking organic traffic, few currently track paid social activity.

Content marketing and analysis

SEO and content marketing have become closely aligned, as Google has raised the content
quality bar through developments like Rank Brain (Hummingbird), and its spree of 2018
algorithm updates. As a result, relevant, up-to-date content has become integral to SEO
success. Many vendors have upgraded the content optimization and content marketing
capabilities of their enterprise SEO platforms and expanded the tools’ content marketing
features. These include page management tools or APIs to monitor on-page content and
errors, reports on content performance and traffic trends, influencer identification and
campaign management, and real-time content recommendations.

More advanced platforms perform analysis to help improve the depth and quality of content
by performing topical analysis of content and comparing it against competition to identify
potentially important gaps and make recommendations for improvement.

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Enterprise SEO Platforms: A Marketer’s Guide

Table 6: Selected enterprise SEO platform capabilities

Search Social Content
Custom Social signals Mobile/
Keyword research/ intent- signals marketing International search
Vendor Link analysis & site tracked- local
rank analysis based tracked- module or tracking
acquisition crawls organic analytics
analysis paid tool
Authoritas Combination of Proprietary data Daily FB, IN, ST 4 All the configurations 4
(formerly Analytics proprietary and licensed Google has & Bing,
SEO) data from Majestic Yahoo, Yandex, Baidu.

BrightEdge Combination of Proprietary data 4 Daily FB, TW 4 76K+ locations 4

proprietary and licensed across US and global
data from Majestic locations
Botify Proprietary data Proprietary data 4 Daily / weekly / FB, IN, PN, 4 All countries 4
monthly RD, TU, TW

Conductor Combination of Combination of 4 Daily TW, YT 4 100 countries 4

proprietary data and proprietary data and
partner data partner data
DemandSphere Combination of proprietary Combination of 4 Daily FB, IN, IS, Custom 4 120+ countries 4
(formerly data and data licensed proprietary data and PN, SS, TW, build only
GinzaMetrics) from Moz and Ahrefs partner data YT
Dragon Metrics Combination of Combination of Daily, Weekly, Traffic from Traffic from 10 search engines, 4
proprietary data and proprietary data or Bi-weekly all social all social 200 countries and
licensed data from Moz and data licensed available media sites media sites languages, 100,000+
from Google Search tracked with tracked locales
Console, Bing, Baidu 4 separate with 4
reports separate
reports

gShift Combination of Proprietary data 4 Daily FB, IN, PN, 4 4 200+ countries 4
proprietary and licensed TW, YT
data from Majestic

Linkdex Combination of Combination of 4 Daily FB, TW All the configurations 4

proprietary and licensed proprietary and Google has & Bing,
data from Majestic licensed data Yahoo, Yandex, Baidu,
Sogou, Haosou360,
Naver, Seznam.

Pi Datametrics Data licensed from Proprietary data 4 Two hourly, Daily, FB, IN, YT 4 All countries, search
4
Majestic Weekly, Monthly engines and languages

RankAbove Combination of Combination of 4 Daily FB, IN, TW 4 200+ countries 4

proprietary and licensed proprietary and
data from Ahrefs licensed data

Raven Tools Data licensed from Moz Licensed data No Completely FB, IN, TW, Any Zipcode user
and Majestic customized. YT provides
Every day - Week
- Month - Every
5 days, 17 days,
every year, etc.

Rio SEO Combination of Combination of 4 Weekly FB, FQ, IS, 4 58 countries 4

proprietary and licensed proprietary and TW, YE, YT
data licensed data
Searchmetrics Proprietary data Proprietary data 4 Daily FB, IN, PN, 4 128 countries 4
TW

SEMrush Proprietary data Proprietary data 4 Daily /weekly/ FB, IG, IN, 4 140+ Google 4
on-demand site PN, TW, YT configurations, +
crawls Bing US
+ Baidu China
seoClarity Combination of Proprietary data and 4 Daily FB, IN, PN 4 180+ countries 4
proprietary and licensed analysis from daily
data from Majestic crawls of the web
Serpstat Combination of Combination of 4 Daily 4 12,000+ global cities 4
proprietary and licensed proprietary data and
data from Majestic partner data
Sistrix Combination of Proprietary data 4 Daily FB, IN, PN 4 350+ language/ 4
proprietary and licensed search engine
data from Majestic combinations

WebCEO1 Combination of Combination of Daily FB, IN, PN, 4 350+ global and 4
proprietary and licensed proprietary and TW local search engines
data from Majestic Google Keyword
Planner data
Note: Social network abbreviations are: FB (Facebook), FQ (Foursquare), IS (Instagram), IN (LinkedIn), PN (Pinterest), RD (Reddit), SS (SlideShare),
ST (StumbleUpon), TU (Tumblr), TW (Twitter), YE (Yelp), YT (YouTube).
Source: Third Door Media

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International search tracking International search

coverage has
International search coverage has become a critical capability, as the global economy leads
more U.S.-based enterprises to conduct business online and offline in multiple countries and become a critical
languages. Virtually all enterprise SEO platforms profiled in this report offer some level of capability, as the
international search coverage that crosses borders, languages, and alphabets. The capabilities global economy
include integrating global market and search volume data into the platform, as well as leads more U.S.-
integrating global CPC currency data.
based enterprises
to conduct business
Mobile/local analytics
online and offline in
Google’s search engine updates are increasingly focused on improving the mobile/local multiple countries
search user experience. As mobile-friendly sites rise to the top of the SERPs, marketers are and languages.
demanding more and better mobile and local data and analytics to help them optimize their
sites for mobile users and improve search engine rankings. Keyword performance for mobile
devices is now offered as part of the standard platform by several vendors. Other available
features include mobile audits, rankings, and metrics by device (i.e., desktop, tablet, iPhone,
and Android).

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Choosing an enterprise SEO platform With hundreds,

thousands, tens
The benefits of using enterprise SEO platforms of thousands, and
even millions of
With hundreds, thousands, tens of thousands, and even millions of pages, sites, social 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
conversations,
increase efficiency and productivity while reducing the time and errors involved in managing images, and
organic search campaigns. More specifically, managing SEO through an enterprise toolset keywords to manage
can provide the following benefits: and optimize,
enterprise SEO has
• Many tools, one interface. Enterprise SEO platforms perform many tasks in one system.
A comprehensive dashboard can help your organization monitor SERP rankings and
become increasingly
trends, how you measure up to competitors, and your share of voice. The integration and complicated and
prioritization of tasks, reporting, and user permissions can offer substantial benefits to time consuming.
enterprise-level SEO operations.

• 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.

• Keeping pace 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 faster and
easier.

Pricing/annual contracts
Licensing an enterprise SEO platform can be a significant investment, particularly for
ecommerce or retail brands 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.

Virtually all enterprise SEO platforms are provided on a software-as-a-service (SaaS) basis,
i.e. the vendor makes the software available online and is responsible for all maintenance
and 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.

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Recommended steps to making an informed purchase Understanding

your current
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 marketing processes,
SEO platform decision-making process. The following section outlines four steps to help knowing how to
your organization begin that process and choose the SEO platform that is the right fit for measure success,
your business needs and goals. and being able to
identify where you
Step One: Do you need an enterprise SEO platform? are looking for
Deciding whether your company needs an enterprise-level SEO platform calls for the improvements, are
same evaluative steps involved in any software adoption, including a comprehensive self- all critical pieces of
assessment of your organization’s business needs and resources, staffing, management the SEO platform
support, and financial resources. Use the following questions as a guideline to determine the
decision-making
answers.
process.
1. Do we have the right human resources in place? Employing people to implement and
use SEO platforms is a prerequisite to success. If you have marketing staff, utilizing SEO
toolsets can make them more efficient and effective. The vast majority of organic search
marketers struggle to justify their SEO budgets. SEO platforms and tools are a key
component of helping to keep overall costs down while getting the required work done.

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

investment annually. It is critical to demonstrate the value of SEO to C-level executives
by running pilot test projects and agreeing to a definition of “success” in advance.

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 analytics and reports.

4. Who will own enterprise SEO? Enterprise 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, it should be both.

5. Can we invest in staff training? It is vital to provide training to technical, design,

content, and marketing teams, and reinforce 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. How will we 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 increased sales, conversions or page views.

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8. Do we have realistic expectations? It is not uncommon for enterprise SEO efforts to The most effective
take at least six months to generate tangible results. If SEO is a new initiative within RFPs only request
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
relevant information
all levels of the enterprise. and provide ample
information about
9. Do we have an SEO culture? Many organizations begin to invest in SEO but find that your business and its
a lack of understanding of SEO across the organization cripples its progress. Broad SEO needs. It should
educational programs are often required to provide consistent performance and results.
reflect high-level
Step Two: Identify and contact appropriate vendors strategic goals and
KPIs.
Once you have determined that enterprise SEO software makes sense for your business,
spend time researching individual vendors and their capabilities by doing the following:

• Make a list of all the 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. For example, if social signal integration is crucial to your natural
search process, make sure you focus on it during vendor interviews and demos. If you find
that one vendor doesn’t offer this “must-have” capability, it’s obviously not a fit.

• Take your list of capabilities and then do some research. The “Resources” section at the
back 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.)

• 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.

• Decide whether you need to engage in a formal RFI/RFP process. This 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 goals and
KPIs. For example, mention your company’s most important KPIs and how you will evaluate
the success of your SEO efforts. Include details about timelines and the existing digital
technology you have deployed.

When written properly, an RFP will facilitate the sales process and ensure that everyone
involved on both sides come to a shared understanding of the purpose, requirements,
scope, and structure of the intended purchase. From the RFP responses, you should be able
to narrow your list down to three or four platforms that you’ll want to demo.

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Step Three: Scheduling the demo Set up demos with

your short list of
Set up demos with your short list of vendors within a relatively short timeframe after
receiving the RFP responses to help make relevant comparisons. Make sure that all potential vendors within a
internal users are on the demo call, and pay attention to the following: relatively short
timeframe after
• How easy is the platform to use? receiving the RFP
• Does the vendor seem to understand our business and our marketing needs?
responses to help
• Are they showing us our “must-have” features?
• Is the reporting actionable? make relevant
comparisons.
Other questions to ask each vendor include:
1. How do you calculate 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 from where raw data
is extracted (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 search ranks are calculated from within
country or remotely. Does their tool make hreflang coding recommendations? Will it
manage the page relationship and directional recommendations? The 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? Or, if your page shows up as a Google Featured Snippet, will you show up
there plus the traditional SERP position? That location and reporting feedback helps to
quantify strategic and tactical efforts.

5. Do you support separate measurement of mobile site performance, mobile

friendliness, mobile rankings, and user engagement with the mobile version of your
site? As mobile-friendly sites rise to the top of the SERPs, marketers are demanding
more and better mobile and local data and analytics to help them optimize their sites
for mobile users and improve search engine rankings. Find out what mobile capabilities
are available. Does the tool track and show AMP page results in the SERP carousel, for
example?

6. Does your tool help customers understand what competitors do, and derive
actionable insights from that? What are the most important features you have for
providing competitive research? Competitive intelligence is a standard feature for
virtually all enterprise SEO platforms – but the scope and cost differ between vendors.
Find out what level of data is provided about your competitors and vertical industry, and
make sure it fits your requirements.

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7. 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, and whether data can be exported in CSV format.

8. Where are the actionable reports? Enterprise tools 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 be able to run them in real time. This
is data that can be handed over to the appropriate teams and promptly acted upon.  

9. 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.

10. Is there a workflow built in that allows me to coordinate the work of my marketing,
content, web development, and social media 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.

11. What does the onboarding process entail and how long will it take? What are the
training options, i.e., is it online only…or will you send people to our location to
train us on site? Be sure to find out what onboarding and support is included in pricing
and what is an add-on.

12. 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.  How do they propose you avoid tool fatigue and
checkout for your organization? A vendor should be prepared to address this issue
and specifically how the tool creatively engages users and gets them back into the
environment.

13. 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.  How quickly do they respond
to the implementation of new SERP features by Google and begin tracking them?
It’s important to understand the level of innovation and the ability to add and track
emerging technologies. 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.

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Step Four: Check references, negotiate a contract Although not all

vendors require an
Before deciding on a vendor, take the time to speak with one or two customer references,
preferably someone in a business like yours. The SEO vendor should be able to supply annual contract,
you with several references if you cannot identify ones yourself. Use this opportunity to ask many do. Once
any additional questions, and to find out more about any questions that weren’t answered you’ve selected a
during the demo. Make sure that the person you’ve been referred to is a primary user of the vendor, be sure to
solution. Consider also asking these basic questions:
get in writing a list of
• Why did you move to an enterprise SEO platform? what technology and
• Why did you select this platform over others? support are covered
• Has this platform lived up to your expectations? in the contract.
• How long did the system take to implement?
• Are you also using additional tools for crawling, page evaluations, competitive analysis,
domain, and link data?
• Were there any surprises that you wish you’d known about beforehand?
• What was the quality of the training resources?
• 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? Are they open to a trial period with options to exit
the contract? Obtaining the answers up front – and having them in writing – will ensure fewer
surprises or additional costs down the road.

Conclusion
Organic search continues to evolve rapidly, as Google updates and refines its search
algorithms in favor of mobile, local and fast-loading sites. As some firms see a boost in SEO
and content marketing budgets, they may be on the lookout for new tools or platforms to
manage their complex and increasingly technical SEO activities.

There are many choices for search marketers seeking a technology partner to manage
SEO. The enterprise SEO tools market includes many suite-based platforms as well as
point solutions that automate singular pieces of the SEO puzzle. Both types of vendors
offer unique benefits based on marketing need, budget, and internal resources. A careful
self-assessment of your business needs and resources, staffing, management support, and
financial resources will help to ensure that your organization makes the right choice for long-
term success. n

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Vendor Profiles
Target customer
• Global SEO teams, e-commerce sites and agencies supporting them.

Company overview
Authoritas™ • Founded in 2009.
136-138 Holly Road • 25 employees.
Middlesex • Privately funded.
TW1 4HQ • Analytics SEO Limited (Trading as Authoritas) acquired Linkdex in July 2018.
U.K. The Linkdex platform continues to evolve and is actively being developed,
(T) +44 (0)208 977 4465 (UK) maintained and supported by a dedicated team
(T) 512 229 0380 (U.S.) The acquisition is transparent to Linkdex and Authoritas clients at present.
www.authoritas.com • Additional offices in the U.S. South Africa, and France.

Key customers Product overview

• Data science-driven SEO and content marketing platform for experienced SEOs and
BNP Paribas
content marketing professionals.
iProspect
• Includes essential SEO data and tools for optimizing one or many large websites in
Johnson & Johnson
competitive niches built around a six-stage SEO and content marketing process:
La Redoute
Research: Industry analysis, competitive benchmarking, search visibility and
Renault Nissan
keyword research and keyword rank tracking.
Audit: Technical auditing, website crawling, real-time log analysis.
Key executives Strategy: Content strategy and content gap analysis.
Optimize: Universal search, voice search, content audit.
Laurence O’Toole, CEO
Outreach: Link profiling and outreach.
Penny Holt, Finance Director Measure: Google Search Console, Google Analytics and Adobe Analytics
integration and customized reporting.
• e-Commerce focused big-data content strategy module which helps e-Commerce
sites find the content optimization and creation strategies that will generate the
greatest increase in sales and/or profits.
• Multi-site management facilities: Multi-site tagging, performance dashboards and
task management to measure performance across different teams and territories.
• Market Share: Competitor research and content marketing strategy module
designed to help marketers pinpoint the top 100 competitors in their market and
define content marketing opportunities based upon relevance, ease-of-ranking, and
projected ROI.
• Features a proprietary database of 100 million domains, 40 million commercial
keywords, and 30 million blogs.
Databases fed by proprietary crawlers and third-party partner Majestic for
backlinks.
Collection of SERP rankings for millions of keywords; clusters pages and
keywords to shed light on Google’s algorithm and the natural clusters that form
in any market.
Highlights clusters of opportunity and relative strength.
• IntelliTraffic™ “not provided” solution opens access to hidden keyword visit data.
• Features to support voice search such as Featured Snippet detection and People
Also Ask.
• Features to support Mobile First Index including real-time log analysis of Googlebot
and Google mobilebot.

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Vendor Profiles
Social signals integration Pricing and service
• Integrates Facebook, LinkedIn, and • Custom e-Commerce, agency
StumbleUpon. and enterprise plans per client
requirements.
Reporting and analytics Pricing based on features selected,
Authoritas™ professional services needed and
136-138 Holly Road • Keyword suggestions and opportunities data required.
Middlesex are automatically generated across Custom one-off big data research
TW1 4HQ multiple search engines. projects are also offered which
U.K. Keyword ranking histories are allow clients to build a totally
(T) +44 (0)208 977 4465 (UK) tracked daily for Google, Bing, customized view of their market
(T) 512 229 0380 (U.S.) Yahoo, Yandex, and Baidu. across their top 100 competing
www.authoritas.com Provides an overview of average sites and millions of keywords.
monthly and weekly rankings. API Pricing – supports integration
Segmentation is available to of market-wide insights into in-
sort generic (non-branded) from house or agency dashboards and
branded keyword traffic. other platforms.
• Unlimited backlink analysis includes • Enterprise packages include advanced
for defined competitors in each SEO features such as customized access
campaign. to Market Share and network analysis
• Competitive intelligence includes technology to define markets,
industry analysis and competitor site bulk keyword history site imports,
audits for ranking factors and backlinks. advanced reporting, multi-site project
• Customized white-labeled, scheduled management, professional services,
reports in PowerPoint, Excel or PDF. SLAs, and priority support.
• Annual subscriptions: flexible
Third-party partnerships and commercial terms with preferred
integration rates for clients looking for long-term
relationships of one year or more.
• Third-party API integrations with • Freemium accounts available.
Majestic, Adobe Analytics, Google • Dedicated account manager assigned
Analytics, Google Search Console and to each enterprise account.
Xiti. • Email, online, and phone-based
• Site Auditing and Crawling API (XML- customer support (during U.K. and U.S.
RPC) and SERPs API (REST API). office hours) included; add-on onsite
• Additional white-label partnerships support available.
available through Authoritas’ API. Webinars, online manuals, and
video resources included for all
accounts.

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Vendor Profiles
Target customer
• SEOs and digital marketers at global enterprise companies.

Company Overview
• Founded in 2012.
Botify
• 100-plus employees.
205 Hudson Street
• Private company, raised $7.2 million in Series A funding in 2016.
New York, NY 10013
• 450-plus customers in 30 countries.
(T) 617-576-2005
Offices in Paris, New York, London.
www.botify.com

Product Overview
• Botify is a full-service SEO platform. It offers users end-to-end search insights for log
Key customers file data, crawl behavior, content quality analysis, and real user queries in a simple
Expedia user interface. Botify is comprised of three solutions:
iProspect Botify Log Analyzer: SEO log file analysis application designed for enterprise
Nike websites. Delivers real-time data about search engine activity, such as URLs
Refinery29 crawled by Google or Bing by day, crawl volume by site segment, or advanced
Staples scenarios like staleness detection highlighting sections of the site that are
infrequently crawled or not yet discovered by search engines.
Botify Analytics: Technical SEO crawler that packages structural, device, content,
Key executives and indexability indicators into a simple user interface. Isolates mobile and
Adrien Menard, AMP SEO indicators. Shows internal linking and page depth to understand site
Founder and CEO structure and crawlability. Displays dedicated JavaScript indicators. Shares a
compliance indicator that evaluates the likelihood of pages to being considered
Thomas Grange, valuable and included in search engine indices. Offers content quality analysis
Founder and CTO designed to track and analyze all of Google’s multivariate content ranking signals.
Stan Chauvin, Judges content by stripping away the template to share insights only on the
Founder and CPO content that Google considers.
Botify Keywords: Ranking solution that reconciles real user queries with technical
SEO and content quality metrics for every ranking page on a site. Isolates non-
brand queries and CTR, shows growth opportunities indicators such as missed
clicks. Presents mobile-only insights with configurable dashboard. Ties structural
indicators like depth to rankings.
• Applications can be purchased separately. When purchased in combination, metrics
from each solution are combined, at the URL and segment level within the user
interface.
• Traffic and ranking data is paired with 350-plus content and technical SEO metrics.
• Botify can analyze up to 50 million URLs per crawl in a cloud-based platform, crawling
up to 250 pages per second, with real-time data reporting during analysis.
• Reports and graphs can be customized and assembled in Custom Dashboards to
follow specific metrics important for individual businesses. Data can be exported to
Google Data Studio to cross with third party metrics.
• Botify offers Javascript (JS) and non-JS crawl comparisons to highlight how JS is
rendered by search engines, along with measuring critical JS indicators.

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Vendor Profiles
Social signals integration also separates JavaScript load time
and demonstrates URLs with blocked
• Integration with Google Analytics resources.
and Adobe Analytics allows users • HTTP Codes Report: Isolates crawl
to compare SEO traffic with social errors and follows how these are
traffic. Gain insights about how users’ trending over time. Users discover
Botify behavior on social may be impacted by the distribution of HTTP codes, and
205 Hudson Street SEO efforts. whether 301 redirects are growing or
New York, NY 10013 • Integrates with Facebook, LinkedIn, how redirect chains or redirect loops
(T) 617-576-2005 Pinterest, and Twitter. might be impacting crawl.
www.botify.com • Audits open graph tags with • Content Quality Report: Distinguishes
customizable HTML extracts feature. page content from templated site
content using AI to quickly evaluate the
Reporting and analytics percentage of valuable content. Users
can see scaled analysis of duplication
• Keywords Reports: Captures real user and content size on site within the
behavior and actual search queries, and report, and prioritize thin or low value
finds rising trends in rankings. Utilizes content improvement; make sure pages
single-click device-specific dashboards, related with canonical tags are really
and isolates non-brand performance. similar, especially AMP pages and their
Uncovers growth opportunities with corresponding canonical pages.
metrics such as CTR and missed clicks. • Inlinks Report: Uncovers insights
Filters real queries by country. about site structure including internal
• Crawl Budget Report: Provides SEO log PageRank, depth, or crawlability based
file analysis to optimize crawl budget on linking within the site.
by tracking percentage of URLs that are • Link Explorer: Analyzes all inlinks and
actually crawled by Google and Bing or outlinks on each crawled page in a
any search engine. Users can manage single, customizable report. Uncovers
crawl frequency and staleness of how PageRank is distributed by page,
content and focus search engine crawls and how strategic pages are linked to
on strategic pages and avoid waste of the website.
crawl budget. • Sitemaps Report: A scaled look at
• Visits Reports: Users analyze all URLs the quality of pages within sitemaps.
driving traffic to their site to show the Highlights indexability issues on
percentage of the site responsible sitemap URLs, HTTP status code
for visits and prioritize technical distribution, and captures URLs within
improvements. the sitemap that are not being crawled.
• URL Explorer: Users can analyze all • Compliance Indicator: Creates a
crawled URLs on a site within a single, compliance indicator that evaluates
customizable report; analyze 500-plus the likelihood that a given page will
SEO KPIs including structured data, JS get indexed by search engines. This
or AMP-specific metrics; filter by any highlights HTTP errors, no index tags,
of these KPIs as well as by segment, robots directives, and canonicals
device, or country. pointing to other pages on the site.
• Advanced filters: Users can filter all • JavaScript: Shows how websites with
graphs by any of the 500-plus SEO KPIs JS are actually seen by search engines.
and create their own charts shaped Compares JS enabled crawls with JS
around the needs of their business. disabled crawls to understand possible
• Performance Reports: Shows average disparities. Shares dedicated JS
load time of pages across the site, metrics.
and the ratio of fast to slow pages • Metrics Tables: Users can create custom
that enables users to analyze, at the reports, trended over time, as well as
URL level, page speed. This report custom tables capturing indexability

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
issues like noindex tags, bad HTTP Pricing and service
status codes, or canonicals. Metrics
tables allow users to tie structural • Enterprise plans offered on a
indicators to visits. They can be used subscription basis.
to track content quality over time, by • Annual contracts are required and
segment to understand changes in terms are agreed upon based on
Botify quality by section of the site. Receive website size, determined by number of
205 Hudson Street custom graphs via email at the end of pages.
New York, NY 10013 report generation. • Three different levels of professional
(T) 617-576-2005 • Custom Reports: Enables creating services support available, and new
www.botify.com customized dashboard tied to the clients are trained to on how to set up
specific needs of individual businesses and use platform. Clients have:
to maximize ROI. Dedicated onboarding managers
to introduce the platform and
Third-party partnerships and guide them through the multiple
KPIs.
integration Account managers to make sure
• Integrates with Google Analytics and the platform answers their needs to
Adobe Analytics. reach their goals.
• Google Search Console API integration. Dedicated SEO experts to help
• API Access enables users to set up them get the most out of the
automatic reporting and data exports, platform.
and correlate specific details from
Botify data with metrics, like backlink
reports, social signals, revenue and
more.
• Google Data Studio and Google
Sheets integration for custom
dashboards crossed with other third-
party data.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target customer
• Enterprise and mid-market digital marketers, content marketers, search marketers,
BrightEdge and digital agencies.
989 E. Hillsdale Boulevard,
Suite 300 Company overview
Foster City, CA 94404
• Founded in 2007.
(T) 800-578-8023
• 400 employees.
www.brightedge.com
• Over 1,700 clients and over 10,000 brands.
• Raised a total of $61.9 million in four venture funding rounds.
• Investors include Illuminate Ventures, Insight Venture Partners, Intel Capital, Altos
Partners and Battery Ventures.
• Headquartered in Foster City, CA, with offices in Cleveland, Chicago, Seattle, New
York, London, Tokyo, and Sydney.
Key customers
Adobe Product overview
Home Depot
HP • SaaS-based SEO and content performance marketing platform that leverages deep
Microsoft learning to connect consumers to experiences across all digital channels including
Performics search and mobile. BrightEdge provides web-wide, real-time identification of new
content opportunities and measurement of content performance.
Data Cube indexes billions of pieces of data points across the globe and device
Key executives types, including desktop, tablets, and smartphones.
Jim Yu, Co-Founder and CEO Insights, leveraging DataMind technology, uses pattern recognition algorithms
to identify high-value search opportunities, competitive threats, and market shifts
Lemuel Park, relevant to any website, brand, product or service.
Co-Founder and CTO Content Optimizer enables users of Adobe Experience Manager (AEM) to
Krish Khumar, identify profitable topics and access SEO best-practices from within their AEM
Chief Operating Officer workflows.
ContentIQ is an enterprise-grade website auditing solution that can crawl up
to hundreds of millions of website pages, enabling digital marketers to identify
and prioritize the resolution of website errors and issues that degrade site visits,
conversions, and revenue.
HyperLocal capability provides organic demand and performance insights for any
keyword in over 76,000 US and global locations in 40-plus languages.
Anomaly Detection sends alerts for key issues or user-defined variations in SEO
or website performance.
Intent Signal programmatically categorizes keywords based on their organic
opportunity above the fold of the SERP. Intent Signal dashboard creates
prioritized work groups to help focus efforts in SEO vs. Paid.
Recommendations gives prescriptive SEO enhancement suggestions with
estimated impact based on competitive landscape and level-of-effort.
Page Reporting analyzes the impact of SEO programs and new content initiatives
against website KPIs.
Share of Voice identifies the full set of competitors for key topic areas. It
accurately maps key competitors to prioritize competitive content marketing
work plans.
Global Search Engine rankings in three device types (desktop, mobile, and
tablet), and international search engines, including China’s Baidu, So.com,
Russia’s Yandex, and South Korea’s Naver.
Mobile SEO features include mobile Data Cube, mobile search rankings, mobile
Page Reporting, mobile Share of Voice, mobile ContentIQ, and mobile SEO
optimization Recommendations.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Backlink reporting and Third-party partnerships and
recommendations via partnership integration
with Majestic provides existing
BrightEdge and historical backlink information, • Page-based integration with all major
989 E. Hillsdale Boulevard, including quantity, quality, anchor analytics providers, including Google
Suite 300 text, URL, add date, category, and Analytics, Adobe Analytics, Webtrends,
Foster City, CA 94404 type. and IBM Digital Analytics.
(T) 800-578-8023 Task Management workflow • CMS integration with Adobe
www.brightedge.com tool enables digital marketers Experience Manager (AEM).
to directly assign tasks from • Integrates with Google Search Console,
Recommendations to any Hybris Commerce Suite, and Majestic.
colleague. • Setup is facilitated by OAuth and
Automated Page Events BrightEdge’s Connect API.
automatically generates an • SAML integration for single sign-on.
annotation for any changed on-
page element on any tracked page Pricing and service
in the BrightEdge platform.
• Customized pricing based on number
Reporting and analytics of keywords and websites.
Additional fees for custom
• StoryBuilder has flexible visualization integrations.
capabilities, with executive dashboards • Billing: Accounts are billed annually;
to showcase the positive impact on multi-year contract discounts are
brand equity and revenue from website available.
optimization efforts. • Unlimited user licenses with unlimited
Templated dashboards are built online training and certification is
based on best practices in SEO. included as part of the contract.
Create on-the-fly metrics to drill • Global customer services are available
into more specific analyses, such on numerous levels:
as year-over-year revenue, visit Personalized onboarding
performance by channel, mobile experience with Client Onboarding
growth, and revenue and traffic Managers.
growth broken out by persona and/ Ignite Onboarding is included in all
or buyer’s journey stage contracts to help customers with
• Opportunity Forecasting provides one-on-one onboarding assistance
the projected impact on site traffic, to learn the BrightEdge platform,
conversions, or revenue to help identify goals, and work through a
prioritize SEO projects and make guided Ignite project.
stronger business cases for user Dedicated Customer Success
initiatives. Managers.
• BrightEdge reports Blended Rank, 24/7 help tickets, accessible
which takes into consideration all through the BrightEdge platform.
content types that are shown on SERP, Professional Services that contract
including images, videos, carousel to solve complex SEO, SEM,
listings, local 3-pack, news and other content marketing, and web
universal listing results. marketing challenges.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target customer
• Enterprise marketers in various verticals including financial services, retail and IT.

Conductor Company overview

2 Park Avenue
New York, NY 10016 • Product launched in 2010.
(T) 212-213-6251 • 300 employees.
www.conductor.com • 1000-plus brands
• Headquartered in New York City with offices in San Francisco, London, and Kiev.
• Acquired by WeWork in March 2018.
• As of this writing, Conductor will continue to operate as an independent business,
with its own clients, and Seth Besmertnik will continue to serve as CEO. The
companies plan to combine WeWork and Conductor capabilities into a marketing
cloud offering for enterprise customers.
Key customers
Citi Product overview
Gap
Salesforce • Conductor Searchlight is a search and content intelligence platform that helps
SAP marketers create and optimize content to improve visibility online. platform
WeWork generates customer intent insights for enterprise brands that helps marketers to
delivers compelling, value-driven content,. Customizable dashboards and workflows
guide marketers through the content creation process.
Key executives • Conductor also offers a range of services including dedicated analysts, strategy
Seth Besmertnik, CEO support, org-wide SEO training, migration consulting, and more.
Selina Eizik, COO
Social signal integration
Baruch Toledano, CGO
Neetu Rajpal, CTO • Provides visibility into YouTube and Twitter search performance with custom reporting
available around additional channels.

Reporting and analytics

• Offers flexible reporting to organize and personalize how marketers view, analyze,
and share search intelligence
• Reporting dashboards are designed to be easily shared across teams and
stakeholders.
• Some popular reports enable marketers to:
Understand market demand across locations and topics.
Monitor important search terms and uncover wins, losses, and new opportunities
to influence customers.
Uncover where known competitors are gaining ground and discover up-and-
coming competitors to track.
Measure the impact of content over time.
Monitor the technical health of sites.

Third-party partnerships and integrations

• Technology partners include:
• SEMrush
• Dragon Metrics
• DeepCrawl

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
• LinkResearchTools Pricing and service
• Keyword Objects
• Integrations include: • Pricing
• All major analytics platforms such as Undisclosed pricing.
Conductor Google Analytics, Adobe Reports and Annual contract required.
2 Park Avenue Analytics, Adobe Data Connectors, IBM Free trials available.
New York, NY 10016 Digital Analytics, and Webtrends. • Services
(T) 212-213-6251 • Adobe Experience Manager and Conductor’s professional services
www.conductor.com Google Docs, providing pre-publish team can help organic marketing
optimization recommendations directly success, offering localization,
within the CMS. strategy and technical services
• Task managers such as Asana, enabling Conductor offers 24-hour weekday
users to turn search insights into customer support by phone,
actions. email, and in-app chat. Users have
unlimited access to comprehensive
Knowledge Base, and daily training
webinars.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target customer
• Enterprise and mid-market content marketers, digital marketers, strategists, SEOs,
DemandSphere and agencies
(formerly GinzaMetrics)
659 High St Company overview
Worthington
OH 43085 • GinzaMetrics rebranded to DemandSphere in February 2018, following the creation
(T) 888-726-4692 of a series of new product offerings.
www.demandsphere.com • GinzaMetrics full service enterprise SEO platform is now DemandMetrics and is
architected as an integrated platform that enables brands and agencies to execute
global SEO and content marketing programs.
It includes managing regional hubs, localization of keywords, content and teams,
and reporting and intelligence solutions for the user’s brand and competitors
• Accompanying DemandMetrics in the DemandSphere suite are:
Key customers DemandRankings – a scalable, flexible, and affordable rank tracking platform;
Angie’s List DemandSpeed – built to answer Google Speed updates and other page speed
GroupM factors;
Recruit DemandCrawl – deep crawling technology with more than 50 data insights per
Royal Bank of Canada page across your site, competitors, and offsite content;
The Shipyard DiscoverySphere – including competitor discovery, keyword research, and
Yahoo! Japan Content Catching Fire modules, this product highlights opportunities
• 40-plus employees.
• Raised $1.7 milllion in six funding rounds.
Key executives • Acquired Asian influencer marketing platform Withfluence in September 2017.
Ray Grieselhuber, • US headquarters in Columbus. Foreign headquarters in Tokyo, Japan; additional
Founder and CEO locations throughout the US, Europe, Asia, and the Middle East.
Erin Robbins Acheson,
President and COO Product overview
Hiroyuki Okamoto, • SaaS platform core features include intelligence and automation to address all phases
VP of Managed Services Asia of the organic marketing process.
• Supports localized user interfaces that are available in five languages: English,
Japanese, Chinese, Spanish, and Russian.
• Local capabilities include tracking at the individual city level.
• Opportunity identification and scoring available; discovery tools including keyword,
competitor, and content are integrated into the platform and alert systems.
• All instances of Google, Baidu, Sogou, Yandex, Daum, Naver, Qihoo 360, etc. are
supported.
• Amazon search intelligence as well as insights into additional search engines are
available. The Amazon search intelligence feature includes deep data across multiple
facets of product listing pages, competitors, and ranking elements.
• Supports use of structured data markup/AMP/hreflang.
• Site Health monitoring and recommendations to improve content.
• Segment-based approach provides insights across: campaigns, messages, audience
types, personas, customer journey stage, product, feature, location, and more.
Segmenting services are available with team of search and content strategists.
• Unique Keyword Discovery tool provides metrics and insights about discovered
keywords, including SERP data, difficulty score, competitor insights, keyword and
topic extraction based on TF-IDF and natural language processing. Intent mapping
capabilities for keywords based on proprietary corpus and natural language
processing capabilities.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
• Competitor Discovery tool to find based on their individual needs. Users
competitors content and keywords, can specify dates, search engines,
at the segment level so users can find devices, competitors, keywords and
DemandSphere who is taking traffic across products, conversion events.
(formerly GinzaMetrics) features, campaigns, messages, and • Analytics data, such as organic visits
659 High St more. and ecommerce revenue, can be
Worthington • CatchingFire feature notifies users graphed within DemandMetrics. Data
OH 43085 to key targets based on proprietary can be viewed by device type.
(T) 888-726-4692 algorithm for their content as well as • Ranking changes accessible at the
www.demandsphere.com competitors. individual keyword and keyword-group
• Link strength and opportunities are level.
scored using proprietary algorithms. • Large keyword sets managed through
• Mobile toolset offers local search data keyword grouping; internal search
ranking, mobile integration, deeper accommodates grouping of common
crawl, embedded reports, and sortable terms.
recommendations • Share of channels allows users to
• Workflow feature provides project track and compare marketing channel
and task management; users can be performance over time. Users see
assigned tasks from anywhere in the total traffic by channel by any date
application. parameters, and view granular channel
Project owners automatically traffic data.
notified when a task or project is • Competitive intelligence delivered
complete via visual representations of keyword,
content, and backlink data.
Social signal and listening • CSV file import and the option to
capabilities integrate with Google Search Console
to enable bulk keyword additions.
• Clicks, comments, follow/audience • Account summaries and keywords
counts, and link sharing for channels can be downloaded in Excel and CSV
including Facebook, Twitter, YouTube, formats and saved to branded PDF
LinkedIn, Pinterest, Instagram, and reports.
SlideShare. • Google Drive exports allow users to
• Keyword, content, and campaign connect to a Google Drive account
performance tracked across social and export table items directly from
channels. the reporting center into shareable
• Compares social performance to spreadsheet formats.
organic search performance within • Daily data updates are standard on all
the same dashboard and includes the engagements.
analysis in reports. • Mobile and device level data are
• Integrated social media data including available and integrated throughout
trends, share of voice, and competitor the platform.
comparisons. • CTR curve data for SEOs at the
• Tracking for Yelp is also enabled in the individual keyword and keyword group
platform and includes ratings details level.
and comparison of total rating stars • Competitor Discovery and Keyword
across competitors. Discovery exports by segment.
• Reports exported by Excel, csv,
Reporting and analytics embedded html for email, pdf, and
Google Drive
• Modular dashboards and reports allow • Automated sends for scheduled reports
users to customize their view of data and updates.
and determine which data to share

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Third-party partnerships and • Additional products such as
integration DemandSpeed and DiscoverySphere
are priced based on usage metrics.
DemandSphere • Proprietary data supplemented through • Annual and multi-year contracts
(formerly GinzaMetrics) partnerships with Moz and Ahrefs for standard, but not required. Month to
659 High St backlink data on almost 700 billion month contacts are available.
Worthington links. • Managed Services team available
OH 43085 • Integrates with Google Analytics, for additional expertise and
(T) 888-726-4692 Webtrends, Adobe Analytics, and implementation including error and
www.demandsphere.com IBM Digital Analytics, as well as CRM issue correction, content creation, and
solutions, such as Salesforce. others.
• Proprietary algorithms can work in • Custom onboarding process to guide
combination with third-party analytics teams and users through initial setup
to track and measure daily site and platform overview.
rankings, traffic, conversions, and • Dedicated 24/7 account management
optimization opportunities. and customer success team.
• API integrations across platform data
are available.

Pricing and Service

• DemandRankings pricing starts at $99/
month.
• DemandMetrics pricing is customized
to individual agencies and enterprises.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target Customer
• Enterprise marketers, digital marketing and SEO agencies, and in-house teams.

Company Overview
Dragon Metrics
222 Broadway, 20th Floor • Founded in 2012.
New York, NY10038 • Headquarters in Hong Kong, additional offices in New York City.
(T) 212 457-0806 • Privately funded.
www.dragonmetrics.com
Product Overview
Hong Kong Headquarters:
27/F Morrison Plaza • Global SEO platform.
5-9 Morrison Hill Road • Support for 10 search engines in 200-plus countries and languages, on desktop and
Causeway Bay, Hong Kong mobile devices, across 100,000 cities/postal codes/neighborhoods.
(T) +852 3420-0468 • Additional suite of features and tools specifically targeting non-Google search
engines, such as Baidu, Naver, 360, and Yandex.
• Twelve ranking reports provide detailed visibility into ranking data, with customizable
Key Customers alerts to proactively monitor site ranking performance.
• Domain and keyword research database provides instant insights into millions of
Airbnb keyword rankings, competitor analysis, search volumes, and related keywords on
Expedia Google in 70 countries and Baidu in China.
GroupM • Support for 25-plus types of SERP features, with tools and reports to identify
iProspect opportunities to rank in featured snippets, local boxes, AMP, and other universal
Microsoft results.
Performics • Competitor Discovery identifies rival sites by automatically finding the top 50 highest
ranking domains for each individual search engine, country, and keyword category.
Key Executives • Site auditor provides analysis on 50-plus common onsite SEO issues, with
recommendations and step-by-step instructions on how to fix each one.
Simon Lesser, • Forecasting tools allow marketers to predict the value of SEO efforts by measuring
o-founder and CEO the estimated ROI delivered by SEO campaigns.
Richard Mabey, Co-founder • Link management and research tools track backlinks and help identify link building
opportunities.
• Keyword research tools combine proprietary data sources with suggestions from
Google, Bing, and Baidu.
• “Not provided” tool uncovers which keywords are driving organic traffic and
conversions, previously hidden on analytics tools.

Social signal integration

• Three social traffic reports available:
Social Overview: high-level information about a website’s social traffic over time.
Social Networks: social traffic grouped by different social networks.
Social Landing Pages: social traffic data grouped by landing pages.

Reporting and Analytics

• White-labeled reports help marketers build fully-customizable reports and set them
to recur on a custom schedule.
50-plus reporting modules can be dragged-and-dropped onto the report canvas
and customized by chart value, layout, KPIs, table columns, sort order, and
extensive filtering.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
WYSIWYG (“what you see is what Pricing and Service
you get”) editor allows for the
addition of analysis and external • Pricing based on number of keywords,
data, with text, links, images, and URLs, and websites tracked.
tables. Starter: $82 / month, includes
Dragon Metrics • Modular dashboard enables fully 1,000 keywords.
222 Broadway, 20th Floor customized reporting environments. Standard: $416 / month, includes
New York, NY10038 • Data exportable as Excel, HTML, PDF, 5,000 keywords.
(T) 212 457-0806 or accessed directly via developer API. Enterprise: $832 / month, includes
www.dragonmetrics.com 10,000 keywords.
Third-Party Partnerships and Custom plans up to 2 million
Hong Kong Headquarters: keywords available.
27/F Morrison Plaza
Integration • Monthly subscriptions available, with
5-9 Morrison Hill Road • Integration with Google Analytics. discounts for annual and multi-year
Causeway Bay, Hong Kong Includes over 30 page-level subscriptions.
(T) +852 3420-0468 reports, ecommerce integration, • 30-day free trial available.
and support for filtering by • Dedicated account manager.
segment, goal, and device. • Unlimited training included in all
• Google Search Console integration subscription levels.
brings an unlimited data history and up • In-app live chat, phone, and email
to 50,000 daily keyword rankings per support.
site (does not count towards keyword • 24/7/365 support in English, Chinese,
quota). and Japanese.
• Backlink data integration via Moz, • Online knowledge base with 200-plus
paired with proprietary supplementary articles and 2.5-plus hours of training
data. videos.
• Developer API available.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target customer
• Fortune 5000 brand and agency marketing teams.

Company overview
• Founded in 2009.
• 27 employees.
gShift (acquired by Mintent • Acquired SiteCondor, a website auditing tool for agencies and content marketers, in
Software Corp) September 2015 for an undisclosed amount.
92 Caplan Avenue • Acquired InNetwork, an influencer marketing platform, in March 2016 for an
Barrie, ON undisclosed amount.
and 100-535 Thurlow St., • Acquired by Mintent Software Corp in Q4 2018.
Vancouver, BC • In addition to gShift’s portfolio of intellectual property, Mintent has also acquired
(T) 705-727-5648 gShift’s Digital Marketing Agency, SEO, Content Marketing, Social Media Marketing,
www.gshiftlabs.com Influencer Marketing and Paid Search Marketing.
• Mintent has added the gShift SEO platform’s capabilities to its content marketing
Key customers platform, and the resulting platform is now available to all Mintent and gShift clients.
• Growing global value-added reseller (VAR) program.
Australia Post
BDO Canada
Bell Canada Product overview
CBRE
• SaaS-based analytics platform reports on the impact and engagement of client
Napoleon
content across all channels.
VELUX Canada
• Daily data collection across organic search, social and mobile sources.
• Content optimization tool for organic search and content marketing.
Key executives • Full SEO site audit functionality identifies technical issues, including titles, meta-
descriptions, headings, canonicals, resources and more.
Matt Dion, CEO
• Custom dashboard and insight-based Data Beacon infrastructure provides user-
Krista LaRiviere, specific (e.g. SEO Specialist, Content Marketer, CMO) data and insights.
Chief Strategy and 60-plus data beacons and dashboard templates focused on analytics, content
Partnership Officer performance, competition, discovery/research, keywords and/or content
Darryl Burke, engagement.
Chief Technology Officer ŠŠ Web Presence Comparison Beacon enables agencies or multi-location
enterprise brands to monitor key KPIs across multiple clients/web
Jeff Riddall, VP Product
presences in one view.
ŠŠ Keyword, Content and Competitor Discovery Beacons enables focus on
selected items.
ŠŠ Predictive Traffic and Revenue Boost Analysis Beacons offer “what if”
optimization scenarios.
ŠŠ Visibility Score and Share of Voice Beacons gauge organic visibility relative
to competition or over time.
ŠŠ Configurable Google Analytics Beacon displays any website traffic,
behavioural or conversion data within a gShift dashboard.
• Content Insights use machine learning to identify and recommend the appropriate
keywords to optimize content for.
Dashboard and beacon data exportable in .CSV or PDF formats.
• Add-on kontextURL™ smart URL service monitors, measures and reports on the
engagement of optimized on-site and off-site content through to a conversion point.
Unlimited content tagging and taxonomy for granular data segmentation.
• Individual kontextURL detail and custom campaign dashboards for real-time analysis
and optimization.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
• Integration with HubSpot for enhanced of indexed pages, competitive
prospect lead scoring. comparison and completed activities.
• Add-on Influencer Marketing module • Content optimization recommendations
can find and manage influencers and prioritized to improve content for both
plan, build, manage, monitor and websites and blogs.
report on the performance of influencer • Activities plotted on timeline graphs,
marketing campaigns. which subsequently measure and
Backlinks tool can identify, validate visualize any keyword position, organic
gShift (acquired by Mintent
and create new quality inbound traffic or conversion peaks/valleys.
Software Corp)
links. • Competitive intelligence for keyword
92 Caplan Avenue
Majestic SEO backlink data position data, backlinks and indexed
Barrie, ON
provided via separate Majestic pages for side-by-side comparisons
and 100-535 Thurlow St.,
subscription. with competitors’ ranking content and
Vancouver, BC
• Not Provided module informs color-coded for quick identification of
(T) 705-727-5648
marketers on keywords driving traffic opportunities and threats.
www.gshiftlabs.com
despite Google’s encryption efforts. • Standard and advanced kontextURL
• Project management/activity tracking content engagement reports.
and reporting.
Third-party partnerships and
Social signal data integration integration
• Engagement data collected from • Core platform integrates with Google
Facebook, LinkedIn, Pinterest, Twitter, Analytics, Google Search Console and
and YouTube. Majestic SEO. External integration of
Graphically plots social media data into TapClicks.
trends. • Flexible Dashboard infrastructure
• Twitter conversations mined for supports integration of any required
keyword, curated content and third-party data (e.g. web analytics,
influencer marketing opportunities to lead nurturing, CRM or PPC).
inform the content marketing workflow • kontextURL module integrated with
process. Google Analytics, Adobe Analytics,
• Social activity and backlink data in HubSpot, TapClicks and ScribbleLive.
unified view, enabling users to compare • Full APIs of SEO and kontextURL data
social and search results as content is for additional third-party integration
optimized across channels. and reporting.
• Keywords monitored daily in social
streams, as required. Pricing and service
Reporting and analytics • Professional and Enterprise pricing
packages available for brands and
• Reporting module offers multi-format agencies based on the number of
(PDF, Word, Excel, CSV) export and keywords, websites, site audits or
white-label capabilities. kontextURL engagements.
Schedule and email comparative Brand Professional: $325/month
daily, weekly, quarterly or year-over- includes 300 keywords and up to
year reports. two websites.
• Annotate reports to highlight trends or Brand Enterprise: $750/month
insights. includes 1,000 keywords and up to
• Metrics include website traffic (via five websites.
Google Analytics), Google AdWords Agency Professional: $999/month
performance, top ranking keywords, includes 2,000 keywords and up to
content, number of backlinks, number 20 websites.

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Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Agency Enterprise: $2,249/month • Free trials available.
includes 10,000 keywords and up • Annual contract required.
to 150 websites. • A dedicated Client Success Manager is
• Additional fees for following social included in pricing.
keywords (i.e. Twitter Keyword • Free, self-guided gShift Certification
Research). Program.
• Custom dashboards and standard data • Coaching and managed services are
beacons free. Premium and custom premium priced.
gShift (acquired by Mintent
data beacons priced monthly per • gShift University is a self-guided, online
Software Corp)
beacon. digital marketing program. Pricing
92 Caplan Avenue
• API use is an additional cost, based on available for individuals or teams.
Barrie, ON
volume of data to be accessed daily, • gShift DigitalMinds Concierge Service
and 100-535 Thurlow St.,
weekly and/or monthly. available for an additional fee.
Vancouver, BC
• Site Audit pricing based on number of
(T) 705-727-5648
audits performed per month.
www.gshiftlabs.com
• kontextURL pricing based on number
of pieces of content per month.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target customer
• Enterprise agencies and in-house teams working across national and global markets.
Linkdex
U.K. Headquarters: Company overview
136-138 Holly Road • Founded in 2009.
Middlesex • After raising $15.3 million in venture funding, Linkdex was acquired by SEO platform
TW1 4HQ Analytics SEO Limited (Trading as Authoritas) in July 2018.
U.K. According to Authoritas, the Linkdex platform continues to evolve and is actively
(T) +44 (0)208 977 4465 (UK) being developed, maintained and supported by a dedicated team.
(T) 512 229 0380 (U.S.) The acquisition is transparent to Linkdex and Authoritas clients, as of this writing.
www.linkdex.com
Product overview
Key customers • All-in-one SEO platform creates content and outreach strategies, targets audiences
iProspect and measures impact.
Land’s End • Provides data, including organic search performance data on billions of pages, a
Moneysupermarket unique author database, and reporting and productivity tools.
Rise Interactive • Supports data-driven SEO, content marketing, and outreach strategies in more than
Skyscanner 200 countries, 135 languages, and five search engines.
TK Maxx • Supports Google, Bing, Yahoo, Yandex, Baidu, Haosou 360, Sogou, Naver and
Seznam.
• Visibility functionality gives a snapshot of keywords a domain is ranking for, along
Key executives with competitor analysis.
Laurence O’Toole, CEO • Website crawling system gives content and technical insight across each domain
indexed, up to millions of pages, with scheduled and on-demand crawls.
Marcus Williams, VP Sales • Fully-integrated task management system allows for smarter and highly visible
Al Khan – Client Services workflow.
Director • Geo-ranking feature drills down to reflect rankings from any zip or postcode, town or
city.
• SEO forecasting tool helps identify increased traffic, value and conversions that
improved ranking performance would have on large and niche keyword universes.
• Entity Search: Includes a database of entities - websites, authors, keywords, content
and social profiles. Common use cases include detailed and focused insights on who
the topical authorities are in each country and language by keyword group.
• Keyword Flux & Cannibalization: Seepages which rank (and have ranked, over time)
for a given keyword, and identify when and where keyword flux is occurring.
• Google Search Console data can be stored for three years.

Social signals integration

• Integrates with user’s Twitter account.

Reporting and analytics

• Reporting system exports to PowerPoint, CSV and PDF.
• Analyzing and reporting on Share of Search for large and niche keyword universes
through time.
• Fully customizable alerts to monitor notable changes in user data.
• Users can crawl competitors’ websites to discover their best performing content and
benchmark competitors’ KPIs against their own.

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Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Third-party partnerships and • Support delivered during US
integration and European working hours via
screenshare, phone, live chat and
Linkdex • Backlink data provided by Majestic, email.
U.K. Headquarters: then re-crawled to improve data • Annual contracts required.
136-138 Holly Road accuracy and evaluated for further • Free trials are available
Middlesex analysis and insights. • Accreditation for best-practice training
TW1 4HQ • API Deliverables: All relevant client data and certification.
U.K. from Linkdex is available through its • Enterprise-level customers are
(T) +44 (0)208 977 4465 (UK) API. additionally supported by a
(T) 512 229 0380 (U.S.) • Google Search Console and Google Professional Services Team, which
www.linkdex.com Analytics Integration. assists in specific projects that
range from diagnostics to digital
Pricing and service transformation.

• Pricing based on data consumption

and starts at $600/month with power
users typically paying $3,000 to $5,000/
month.
Includes an unlimited number of
users.
Account management support and
training is included.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target customers
• Enterprise and mid-market brands in retail, finance, FMCG and electronics verticals,
as well as agencies.
Pi Datametrics
1460 Broadway
Company overview
New York, NY 10036 • Parent company, Intelligent Positioning, founded in 2007.
(T) 646-709-6927 • Pi Datametrics Platform established 2013.
www.pi-datametrics.com • 50-plus employees.
• $3.5 million investment from Mercia Technologies since 2015.
• Global offices in London, Brighton, New York, Bangkok and Hyderabad.

Key customers
Product overview
Debenhams
• Pi Platform is an enterprise-level SEO and content marketing platform delivering
Harrods
daily, global and actionable search insight to support high-value strategies. Offers
Tesco
unlimited user licenses as standard.
The Telegraph
Conflict Detector enables users to identify and report on cannibalization.
Travel Supermarket
Rapid Tracking supports full feature analysis of page one in search, every two
Vodafone
hours.
Collaborative Insights facilitates task and workflow management, enabling users
Key executives to share opportunity, alleviate risk and build a unified strategy through tagging
and subscription functionality.
Garry Titterton,
Position Explorer Table and Chart delivers daily top 100 URL datasets,
Founder and Chairman
performance analysis by site or search term, and integrated global AdWords data
Daniel Titterton, to reveal commercial value.
Founder and CEO Competitor Discovery analyzes the entire landscape on any given day, enabling
Sam Silverwood-Cope, users to compare market dominance against their closest competitors, and
Founder and CMO unearth new brand uplift opportunities.
Jonathan Earnshaw, Visibility Index enables users to chart current, historical, and industry-wide
Founder and CTO performance, across any category within any market.
Intelligent Copy and Page Diagnostics crawl any domain to provide actionable
content recommendations for on-page and off-page ranking factors, including
meta data, social signals and backlink profiles.
Tractor reveals performance snapshots of the search landscape for up to 100,000
specified searches, aggregated over a week or month.
• Pi Platform Reporting provides nine customizable modules for automatically
monitoring daily, weekly and monthly performance.
Google Analytics and Adobe in-app report integrations align content
performance with commercial results to reveal the true value of organic search
performance.
Comprehensive workspace segmentation aligns business models and KPIs,
including market, product line/department, and search volume segmentation.
Pi Commercial Reports provide estimated optimum revenue and performance
by content category, month over month performance comparisons, greatest
possible monthly traffic, and opportunity, benchmarked against three main
competitors to give transparency to the value of search, and make it crucial to
business decisions.
Pi Market Intelligence is a proprietary share -voice-solution offering competitor
research, gap analysis and search trend forecasts. Showcasing content
breakdown, and consumer search behavior, it enables the identification of new
opportunities.

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Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
The Vault offers access to Pi’s entire department, and search volume
historical databank, with unlimited segmentation.
domain tracking, 400K-plus daily Pi Commercial Reports provide
queries and 600-plus business estimated optimum revenue and
categories. The data is grouped performance by content category,
Pi Datametrics
into markets and segments, for MoM performance comparisons,
1460 Broadway
grab-and-go pitching insight, greatest possible monthly traffic,
New York, NY 10036
industry-wide trend identification, and opportunity, benchmarked
(T) 646-709-6927
and instant reporting. against three main competitors.
www.pi-datametrics.com
• Commissioned Pi Bespoke Reports
Social signals integration focus on Market Intelligence data:
global market share, search trends,
• Social integrations include Facebook commercial opportunity and
and LinkedIn shares via Page performance across categories and
Diagnostics. niches.
• Blogger outreach provisions via • PricePoint reports showcase a brand’s
Backlink Discovery tool. pricing data alongside their search
visibility, in the context of their
Reporting and analytics competition.

• Unlimited domain tracking of root Third-party partnerships and

domains, subdomains, subfolders, and
integration
any other variation.
• Unlimited platform access for cross- • Partners with Majestic for backlink
company usage across both brands and discovery profiles.
agencies. • Google Analytics and Adobe
• The top 100 SERP results for any search integration.
term daily, providing 8 trillion-plus • Flexible data API enables users to pull
average monthly searches on terms data from the Pi Datametrics platform
tracked globally. via third-party programs, to customize
• Content performance across any search internal reports.
engine mon, including Google, Bing, • Partnered with Brandwatch Vizia to
Naver, Haosou, and Yandex, as well as integrate search and social data.
content types, including YouTube, app
search, mobile, and image search.
Pricing and service
• Pi Platform reporting provides nine
customizable modules for automatically • Enterprise and Agency plans, based
monitoring daily, weekly and monthly on a monthly license fee, include all
performance. features, in-app reporting, onboarding,
Google Analytics and Adobe and product education.
in-app report integrations align • Pi Platform pricing is based on number
content performance with of queries (daily tracking standard).
commercial results to reveal • Market Intelligence and Bespoke
the value of organic search Reports priced as a standalone or
performance. recurring plan.
Workspace segmentation for • API (including Tractor) usage by
aligning business models and KPIs, preference and pricing based on a
including market, product line/ user’s platform query quota.

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Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
• Strategic Support services include • Onboarding training is offered free.
project support and one-to-one Comprehensive training options are
Pi Analyst support, delivered at available for additional fees to suit all
a customer-set frequency. Pricing levels. Pi’s CTO frequently leads private
is calculated depending on time and bespoke training sessions.
Pi Datametrics
dedicated to project. • Multi-year contract discounts available.
1460 Broadway
• Tech support is available via phone • Pricing starts at $700 per month.
New York, NY 10036
from 4 AM to 3:30 PM EST, or email
(T) 646-709-6927
24/7.
www.pi-datametrics.com

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Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target customer
• Enterprise-level marketers and IT professionals.
RankAbove
Yigal Alon Street Company overview
Beit Shemesh, Israel
www.rankabove.com • Founded in April 2007.
• 35 employees.
U.S. Headquarters: • Headquartered in Beit Shemesh, Israel, with U.S. headquarters in New York, NY.
79 Madison Avenue
New York, NY 10016 Product overview
(T) 800-430-1436
• SaaS-based software positioned as a global, scalable, end-to-end SEO solution that
can be localized in any language. Analyzes websites, pages, and keywords in any
language and across all major search engines, including non-alphanumeric languages
Key customers like Arabic and Chinese.
1-800-Flowers Continuous site crawls provide real-time data and recommendations.
eBay Proprietary indexing based on top traffic-generating webpages, backlinks,
James Perse internal links, and keywords to create an accurate sample of the website to be
MTV (Viacom) optimized.
Rakuten Prioritized recommendations provided for all page issues, and based on the
weight of the issue, number of pages affected, and the importance of those
pages to the website.
Key executives Engine constantly updates the weights of SEO issues based on changes in
Mayer Reich, Google’s algorithms.
CEO and Co-founder A 301 redirect tool assists with site migrations (e.g. implementation of site
redesigns or a site relaunch).
Eli Feldblum, Offers project workflow, task assignment, permission hierarchies, and multi-site
CTO and Co-founder management within a customizable dashboard system.
Michael Barnett, • All data applications are hosted in the cloud.
VP, Customer Success
Ilana Tamir, Marketing Director Social signals integration
• Integrates with Facebook, Instagram, and Twitter.
• Social footprint tracking includes likes, posts, and backlinks.

Reporting and analytics

• Backlink analysis examines several optimization elements including domain, anchor
text, no follow, source and target page, and link status.
• Provides competitive intelligence and link discovery based on competitor keywords,
backlinks, and on-page elements.
• Newly discovered backlinks allow users to see which marketing campaigns have
impacted their backlink profiles and SEO efforts.
• Automatic keyword suggestions are based on site crawls, third-party analytics, third-
party tools, and competitive intelligence.
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 offered as part of the standard
platform. This fully integrated module reports keyword performance and metrics
by device for desktops, tablets, iPhones, and Androids.

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Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
• On-page analysis tool detects up to 70 capabilities include cross-channel
SEO issues per page and up to 20 site- marketing optimization, digital
wide structural issues per site. marketing optimization, marketing
RankAbove Examples of on-page issues include performance optimization and
3 Aluf Kalman Magen Street missing headers, titles, image alt price, promotion, and product mix
Tel Aviv, Israel tags, missing keywords in URLs, optimization..
6107075 and duplicate titles and meta- • Integrates with Inbound Writer’s cloud-
(T) 972-3-771-1300 descriptions. based content optimization tool to help
www.rankabove.com The engine classifies a website’s marketers create and improve content.
pages into buckets of identical
U.S. Headquarters: templates allowing users to Pricing and service
79 Madison Avenue optimize in bulk as opposed to
New York, NY 10016 page by page. • Pricing starts at $2,000/month for
(T) 800-430-1436 annual contracts and is customized
Third-party partnerships and based on number of keywords and
domains in the system.
integration
• Includes ½ day of initial training and
• Licenses backlink data from Ahrefs. 24/7 technical support via email and
• Integrates with Google Analytics. phone.
• RankAbove is an Adobe accredited • Add-on services include Site Migration,
application partner and a partner in Penalty Removal, and Site Audit.
the Adobe Genesis program. • Tracks customer platform usage to
• Integrates with Coremetrics, now gauge whether or not customers are
part of IBM’s Enterprise Marketing using the software properly.
Management (EMM) group, to
deliver real-time web analytics. Core

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Vendor Profiles
Target Customer
• Digital agencies, freelancers, media companies, in-house marketers.

Company Overview
• Founded in 2007.
Raven Tools • 15 Employees.
10 Cannery Row • Privately held.
Nashville, TN 37203 • Began as an agency and transitioned into a tool provider for agencies.
www.raventools.com
Product Overview

Key Customers • The Raven Platform offers four pricing tiers targeting mid-sized marketing agencies
and in-house marketing professionals. It identifies 17-plus different on-page technical
American Eagle SEO issues and diagnoses site health.
Grand Ole Opry • Schedules site crawls and compares month over month improvement.
Thomas Reuters • Inspects backlinks on any domain and generate authority metrics from both Moz and
TrueNorth Digital Marketing Majestic in one unified view to identify potential link building opportunities.
Under Armor • Monitors link building outreach efforts, with automated checking for requested links
becoming active links.
Key Executives • Publishes to Wordpress, Order Content via TextBroker and manages content.
• CRM included that tracks what type of links are targeted, the contact associated with
Babak Hedayati, CEO the link, and the warmth of the lead.
Gary Malhotra, • Google Ads, Facebook Ads, and Bing Ads, are tracked and reported. All paid
General Manager campaigns and KPIs reported in the reporting tool or on the primary dashboard.
Jon Zumbrun,
Director of Product Social Signals Integration
Jeremy Rivera, • Users can post content to Facebook, LinkedIn, Twitter YouTube; surface in-depth
Director of Marketing social media metrics for monthly reports.

Reporting and Analytics

• Connects with 25-plus data sources including Google Analytics, search console, call
tracking and email marketing integrations.
Customizable data visualization with user-selected KPIs from any of the tools on
the Raven Platform.
• All reports can be scheduled and can include a subdomain, full white label domain, and
branded reports along with a branded dashboard. Report options are PDF links, PDF
attachments, or an HTML link.
• Identifies key organic growth or decline in metrics like traffic or goals by combining data
from Google Analytics and Search Console.
• Research the competition by keyword and surface link building opportunities.
Categorize the links by Moz or Majestic page metrics and add target links to the link
manager. Compare sites to competitors on metrics ranging from Moz and Majestic to
page speed, social shares, and site audit health.
• Use data from IBM Watson, Moz, Majestic, Calais, and Google to surface PPC and
organic insights.
• Identify potential keyword opportunity by looking at top-performing competitor pages,
and by gathering important insights from Moz, Majestic, and Google.

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Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Third-Party Partnerships and GROW: $139/ mo (effective rate
Integration with yearly pre-paid plan) includes
8 Users, 80 Domains, 2 Million Site
• SEO and PPC keyword research data Audit Crawls, Unlimited Reports,
supplied by Google AdWords. 20,000 Rank Position Checks, 3
• Domain and link quality data supplied Million Backlink URL results, (60
by Majestic SEO and Moz. reports), 300,000 Link Spy URL
Raven Tools • Email metrics integrations for reporting Link Results (30 reports), Full-White
10 Cannery Row include MailChimp, Campaign Monitor, Label.
Nashville, TN 37203 Constant Contact, Aweber, and Emma. THRIVE: $249/ mo (effective rate
www.raventools.com • Content partnership with Textbroker with yearly pre-paid plan) includes:
that allows users to order content. 20 Users, 160 Domains, 5 Million
• Call tracking integration through Call Site Audit Page Crawls, Unlimited
Rail. Reports, 25,000 Rank Position
Checks, 4 Million Backlink Analysis
Pricing and Service URL Results (80 Reports), 400,000
Link Spy URL Link Results (40
• Free 14-day trial available. reports), Full-White Label.
• Free onboarding training LEAD: $399/ mo (effective rate
• Five service levels available. with yearly pre-paid plan) includes:
FREELANCER: $39/ mo (effective 40 users, 320 Domains, 7 Million
rate with yearly pre-paid plan) Site Audit Page Crawls, Unlimited
includes: 1 User, 3 Domains, 50k Reports, 30,000 Rank Position
Site Audit Page Crawls, Unlimited Checks, 5 Million Backlink URL
Reports, 7,500 Rank Position Results (100 reports), 500,000 Link
Checks, 1 Million Backlink URL Spy URL link results (50 reports),
Results (20 reports), 100k Link Full-White Label.
Spy URL Link Results (10 reports), • Customer support is email- and social
Custom-Sub-domain, Emails, and media-based and available during
Reports. normal business hours (Monday-Friday,
START: $79/month (yearly pre- 8 a.m. to 6 p.m. CST).
paid plan) includes: 4 Users, 20 • Comprehensive online training
Domains, 400K Site Audit Page resources and zendesk based support
Crawls, Unlimited Reports, 2 Million center.
Backlink URL Results (40 reports),
200,000 Link Spy URL Link Results
(20 reports), Custom Sub-domain,
Emails, and Reports.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target customer
• In-house search and digital marketers at multi-location mid-market and enterprise
level companies; brands with ecommerce websites and brick-and-mortar locations
nationwide, and search marketers at digital agencies.
Rio SEO
8080 Dagget Street
Suite 220 Company overview
San Diego, CA 91111-2233
• Founded in 2006.
(T) 858-529-5005
• 50-plus employees.
www.rioseo.com
• Venture-backed: Investors include Voyager Capital, Stratim Capital, FTV Capital,
Dubilier & Company.
• Headquartered in San Diego with offices in Seattle, Chicago, and New York.

Key customers Product overview

CVS • Open Local Platform is a local data and content management system designed
Hallmark to optimize and streamline local data for enterprises. Pages are engineered
Bank of America with language translations, localized design strategies, and segmented regional
Petco marketing, Platform offerings are available individually or as bundles.
Papa Murphy’s Local Listings. Optimizes and distributes local business data to internet
Target directories, local maps, and specialty social networks customized to each source.
Can publish location data to more than 420 directories in 50-plus countries.
Local Reporting. Reports on the success of local search programs across web
Key executives analytics, local rankings, citation accuracy, local reviews, customer behavior, and
Ryan Drutman, ratings over time.
VP of Sales Local Pages. Enables creation of location finder solutions, including local
landing pages optimized for desktop and mobile, schema SEO markup, social
Mick Wilson, integration, and dynamic headers and footers.
VP of Customer Success Local Manager. Marketing tools that engage franchise owners and local
managers with local content authoring, multiple user levels, local access to key
data, history tracking, and integration with local reporting.
Local Social. Consolidates reviews and social management through centralized
publishing, monitoring and alerts, and sentiment roll-up reporting.
Local Services. Extends local marketing with professional expertise on SEO
copywriting, paid media, custom link development, listings and data services.

Social signal integration

• Local Social consolidates reviews and social management through centralized
publishing, monitoring and alerts, and sentiment roll-up reporting.
• Measures social signals from Facebook, Twitter, YouTube, and blogs.
• Metrics include word-of-mouth visitors, number of influencers, influencer
demographics, referrals, top shared pages, and conversions, which are used to
calculate social ROI.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Reporting and analysis • Integrates with Google Analytics,
Google Search Console and Majestic.
• Local Reporting reports on the success • Integrates with Yelp, to improve Yelp
of local search programs across web profile accuracy for all client locations
analytics, local rankings, citation and access to reviews.
Rio SEO
accuracy, local reviews, customer • Direct partnerships with leading
8080 Dagget Street
behavior, and ratings over time and technology firms including Apple,
Suite 220
includes: Bazaarvoice, Thrive Commerce,
San Diego, CA 91111-2233
Local ranking reports; LiveRamp, Marchex, and others.
(T) 858-529-5005
Granular web analytics; • APIs for real-time data integration and
www.rioseo.com
Citation accuracy; reporting.
Review monitoring;
Conversion tracking; and Pricing and service
Map Pack Insights (Roll up
reporting of all Google My • SaaS-based pricing based on product
Business Location specific insights, and number of locations.
including click-to-call, driving • Dedicated Account Directors and full-
directions, and overall views). service support.

Third-party partnerships and

integration
• Integrates with leading search engines
and directory services including Bing,
Cylex, Facebook, Foursquare, Google,
Manta, YP Canada, and others. With
direct partnerships with Acxiom,
InfoUSA, Neustar Localeze, Factual,
Apple, and Here.com, feeding location
data to over 350 directories.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target Customers
• Digital and content marketing professionals at large enterprises and global agencies.
Searchmetrics
1110 Park Place, Suite 150 Company Overview
San Mateo, CA 94403
(T) 866-411-9494 • Founded in 2005.
www.searchmetrics.com • Since 2010, Searchmetrics has raised $40 million from investors.
Backers include Holtzbrinck Digital, Iris Capital and Verdana Capital.
Searchmetrics, GmBH - Global • 250-plus employees; 30 in USA.
Headquarters • Additional offices in New York, London, and Varaždin.
Greifwalder Strabe 212
10405 Berlin Product Overview
Germany
• Searchmetrics offers software and services to help digital marketers make their web
assets perform in organic search and their content attract buyers. The technology
provides customized insights, and actionable recommendations for both search and
Key Customers
content strategies.
Barclays • The Searchmetrics Suite includes:
eBay Searchmetrics Research Cloud -With a database consisting of over 250 billion
Lenovo pieces of information and data for domains in 30 countries including China, the
The Golf Channel Research Cloud provides a place to explore the organic performance of brands
Volkswagon and competitors globally, locally, and on mobile.
Yahoo! Searchmetrics Search Experience – Tracks the performance of the keywords,
topics, and pages. Supports Google, Bing, and Yahoo!, as well as international
search engines, such as Yandex, Baidu, and Naver.
Key Executives
Searchmetrics Site Experience – Regularly crawls and evaluates the technical
Volker Smid, performance of websites, including pages rendered with JavaScript. Exposes
CEO Searchmetrics Group changes or site error fixes will have the most impact and improve visitors’
experience.
Marcus Tober, Founder and
Searchmetrics Content Experience – SEO insights packaged for non-SEO content
CIO
marketers and writers. A multi-factor score tells authors when content is aligned
Dirk Wolf, CFO with the language, length, and intent of the target audience.
Searchmetrics Group • The Searchmetrics Digital Strategies Group provides services including:
Jordan Koene, CEO and Strategic Consulting - Helps marketing leaders identify and pursue revenue
General Manager opportunities by analyzing how digital marketing channels are performing and
Searchmetrics, Inc. aligning them with the business goals and resources.
SEO Consulting - Evaluates and optimizes website technical performance as well
as prioritizes actions to improve keyword and page ranking performance.
Content Marketing Services – Support content initiatives, including content
strategy and planning, content creation, management, reporting, and content
workshops and playbooks.

Social signals integration

• Integrates with Facebook, Twitter, Pinterest, and LinkedIn.
• Analyze the social media performance of client domains by tracking frequency of URL
shares, including on which social networks.

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Vendor Profiles
Reporting and analytics • Connectors available for BI Tools Domo
and Tableau.
• Each page in the Searchmetrics Suite • API available for data exports to
Searchmetrics contains charts, tables, and graphs that internal, custom, and other systems
1110 Park Place, Suite 150 provide data to assess brand websites. from all parts of the Searchmetrics
San Mateo, CA 94403 • Beyond standard metrics like keywords, Suite.
(T) 866-411-9494 page rankings, and search volume,
www.searchmetrics.com Searchmetrics provides measurements Pricing and Service
like SEO visibility, traffic value and
Global Headquarters: potential to understand how ranking • Packages and Pricing are based on
Greifwalder Strabe 212 positions for different pages impact the goals of the customers, size of the
10405 Berlin website as a whole. projects and number of website pages
Germany • Searchmetrics’ data on SERP Features managed.
shows what featured snippets, PLAs, • Software packages require a minimum
and other SERP clutter are taking up annual contract and include a
SERP space. dedicated Client Success Manager
• Each chart, table and graph can be (CSM).
added to customizable dashboards • Service engagement terms depend on
making coinvent summaries in the customer goals, services required,
particular areas for employee as well as timing and duration desired.
executive management. • Digital Diagnostics, demos, and trials
available.
Third-party partnerships and
integration
• Integrates with Adobe Analytics,
Google Analytics, AT Internet, IBM
Digital Analytics, Webtrends, eTracker,
and Google Search Console.

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Vendor Profiles
Target customer
• Large and mid-sized companies, in-house marketing teams, and agencies of any size
working across national and global markets.

SEMrush, Inc Company overview

7 Nershaminy Interplex
• Founded in August 2008.
Suite 301
• 500-plus employees.
Trevose, PA 19053-6980
• $40 million funding announced in April 2018, co-led by Greycoft, e.ventures, and
(T) 855-814-4510
Siguler Guff.
www.semrush.com
• Headquartered in Boston, MA, with five additional offices across the USA and
Europe.

Key customers Product Overview

Amazon.com • SEMrush offers solutions for competitive analysis, keyword research, link building, on-
BNP Paribas page and technical SEO, rank tracking, content marketing, and social.
Booking.com • The Digital Marketing toolkit enables users to establish and finetune online visibility,
Deloitte with more than 30 tools within the platform, as well as search data for 140-plus
Hewlett-Packard countries, 450-plus million domains, and 9.4 billion keywords.
Quora • Domain Overview delivers insights into any domain’s paid and organic search engine
presence for global and mobile (Google) databases.
• Traffic Analytics allows companies to reverse engineer their competitors’ online
Key executives marketing strategies by analyzing their traffic, traffic sources, and key user
Oleg Shchegolev, engagement metrics on desktop and mobile.
CEO and Co-founder • Organic Research uncovers top organic search competitors along with their most
effective keywords and provides the information on available SERP features for target
Dmitri Melnikov, phrases.
COO and Co-founder • Gap analysis allows comparison of up to 5 domains to uncover keyword (organic,
Eugene Levin, paid, and PLA) and backlink opportunities.
Chief Strategy Officer • Keyword Analytics provide a full set of metrics on any keyword by providing insights
Del Humenik, on various paid and organic keyword metrics.
Chief Revenue Officer • The Keyword Magic Tool offers access to an extended database with over 9.4 billion
keywords, displaying in real time keyword metrics and information about SERP
features. The tool includes a question-based phrase filter (30-plus languages) for
voice search optimization.
• Organic Traffic Insights combines data from Google Analytics and Google Search
Console, with SEMrush’s proprietary data to uncover ‘not-provided’ keywords, and
evaluate performance by device (desktop, mobile, tablet) and geo-location.
• Backlink Analytics delivers in-depth insights into any domain’s backlink profile,
with the option of quick batch analysis of backlinks between 200 unique URLs and
domains.
• Backlink Audit covers the workflow of reviewing a website’s backlink profile, by
checking links for toxicity. Integration with Google Search Console, Google Analytics,
and Majestic delivers the most comprehensive backlinks data for analysis.
• Link Building enables SEOs to use SEMrush data to identify new link-building
opportunities and manage outreach campaigns within the tool.
• SEMrush Site Audit website crawler analyzes more than 140 on-page and technical
SEO issues. Its flexible settings allow SEOs to identify which website sections and
versions of the site (desktop, mobile or AMP) need urgent attention.
• On Page SEO Checker uses combined data from Google Search Console, Google
Analytics and SEMrush’s databases, to deliver prioritized recommendations

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Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
for improving content, based on pages, errors encountered during
benchmarking against the top-10, real- the crawl, crawl budget expenditure
time organic competitors. analysis, plus crawl rate management
• SEO Content Template gives content recommendations.
writers SEO optimization tips, based
SEMrush, Inc on the analysis of the top-10 organic Social Signals Integration
7 Nershaminy Interplex competitors for the target keyword,
Suite 301 prior to creating content. • Integrates with Facebook, Twitter,
Trevose, PA 19053-6980 • Position Tracking simultaneously tracks LinkedIn, Instagram, Pinterest, and
(T) 855-814-4510 a website’s search performance for YouTube, providing the ability to
www.semrush.com a custom set of keywords in Google monitor the visibility of a company’s
and Baidu in multiple locations and on social media profiles in SERPs. The
different devices. The tool reports on tool also offers detailed social media
Featured Snippets rankings for relevant analysis of competitive domains, as
keywords. Locations can be targeted by well as site checks on Facebook’s
ZIP code (more than 98,000 locations OpenGraph and TwitterCards, to
are available for tracking). optimize page rendering experience.
• The Listing Management tool provides
an automatic solution for NAP-related Reporting and analytics
issues, allowing you to check and
edit your business listings across all • All reports available for export in Excel,
directories utilizing Yext capabilities. PDF, DOC or CSV format.
• The SEMrush Sensor tracks the volatility • Customizable SEO dashboards.
of Google and Baidu SERPs to identify • My Reports allows delivery of branded
potential algorithm updates. or white-label reports, including data
• The Content Marketing Toolkit consists from all SEMrush modules along with
of: data from Google Analytics, Google
Topic Research tool (suggests the Search Console, and Google My
most popular topics, questions and Business.
headlines related to a keyword and
the target location); Third-party partnerships and
Content Audit (evaluates content integration
performance by laying out all on
and off-site content metrics in • Google Analytics, Google Search
one table; allows integration with Console, and Google My Business
Google Analytics and Google integration
Search Console); • Third-party tools: Majestic, DashThis,
Post Tracking (helps to measure the TapClicks, DataBox, Yext
success of external content, such as • Task management tools: Yahoo and
PR efforts, and compare it against Microsoft emails, Google Calendar,
competitors); Trello, and Gmail
and SEO Writing Assistant, an • Full API data access allowing users to
add-on for Google Docs and include SEMrush data in a CMS, as well
Wordpress that provides real- as use the analytics data outside of
time SEO recommendations for SEMrush UI
content optimization, based on • An extension for working with Google
best-performing articles for given Docs and Wordpress that provides
keywords in a given location. instant recommendations for content
• Log File Analyzer provides insight optimization based on the best-
into what happens when a search performing articles in Google’s Top 10
engine crawls a website. The report
includes uncrawled and most-crawled

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Vendor Profiles
Pricing and service • Onsite training and professional
services also available to enterprise
• Customized pricing and reports on clients.
demand. • Custom databases, integrations, and
• Annual contracts are standard, but not custom features are available upon
SEMrush, Inc required. request.
7 Nershaminy Interplex • Enterprise pricing covering access
Suite 301 to white-label reports, first-line tech
Trevose, PA 19053-6980 support and dedicated account
(T) 855-814-4510 managers, and access to closed beta
www.semrush.com features.

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Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target customer
• Enterprise brands and agencies worldwide.

seoClarity
Company overview
9701 W. Higgins Road,
Suite 320 • Founded in February 2004; platform launched in 2008.
Rosemont, IL 60018 • Privately held.
(T) 773-831-4500 • 50-plus employees.
www.seoclarity.net
Product Overview
• seoClarity is powered by the Clarity Grid™ infrastructure. It’s the combination of
petabytes of data (keywords, daily crawls of the web, and years of historical data),
machine-learning algorithms, and patented analyses. It enables real-time, interactive
Key customers analysis and insights.
AutoTrader • Rank Intelligence™ provides an advanced, real-time exploration of ranking data
Expedia to easily navigate and understand ranking performance – at scale. It includes 27+
Overstock SEO metrics to slice, dice, and analyze ranking data, including unlimited competitor
Paychex comparisons.
RetailMeNot • Unlimited daily rank tracking from every country, on every search engine, both
Under Armour desktop and mobile. It includes all instances of Google, Bing, Yahoo, Baidu, Yandex,
Naver and more.
• Research Grid™ provides interactive and dynamic keyword research and discovery
Key executives to analyze the performance of content and provides access to the entire search
Mitul Gandhi, Co-Founder and landscape.
Chief Architect • Clarity Audits™ is a site audit technology that includes 40-plus technical health
checks and includes a built-in HTML and JavaScript crawler, that crawled up to 48
Kalpesh Guard, Co-Founder and million pages.
CFO Includes an unlimited number of crawl projects or number of pages crawled,
Orrin Wolf, Chief Operations internal link audit and analysis.
Officer • Content marketing suite includes the full lifecycle of Content Optimization
Richard Chavez, VP, Professional management features and services for content research, steady stream of content
Services ideas, and an AI-driven content writer.
• Bot Clarity™ is an advanced log-file analysis tool to identify search engine crawl
issues as they happen. It also identifies spoof-bots acting as search engines and how
quickly new pages are being crawled by the search engines.
• Actionable Insights™ algorithm designed to learn from hundreds of data points and
automatically generate insights to scale SEO practices across the enterprise.
• Voice Search Optimization tools and workflow.
• All SEO data and metrics are updated daily and stored indefinitely.
• Tags group keywords and pages to simplify analysis of very large datasets and aligns
with buyer’s journey marketing.
• Page-level analytics and Google Search Console integrations identifies close to 100%
visibility into term “Not Provided” and includes 16 months of historical GSC data. It
allows correlation of keyword level data with all SEO metrics. Patent-pending.
• Global coverage in 180-plus countries with support for native languages including
Chinese, Japanese, and Arabic letters and characters.
• Free Google Chrome plugin provides real-time page-level content analysis and
insights for all levels of users within an organization.
• Built-in workflow management system for customizable team collaboration.

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Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Social signal integration or integration into an internal data
warehouse, through Adobe Marketing
• Aggregates social metrics from Cloud, Amazon web Services, Box.com,
Facebook, LinkedIn, and Pinterest. FTP data exchange or custom data
seoClarity • Social Content Research uncovers warehouses.
9701 W. Higgins Road, Suite 320 content marketing topics of interest to • Full API integration for Keyword Pay-
Rosemont, IL 60018 clients. Per-Click metrics to compare to organic
(T) 773-831-4500 • Daily tracking of social activity for performance through integration with
www.seoclarity.net clients and their competitors. Marin, Kenshoo, DoubleClick and Bing
Ads.
Reporting and Analytics • GDPR Compliance and Enterprise-class
data security.
• Open data platform imports data from
virtually any analytics source, including Pricing and service
Adobe, IBM, Google Analytics, and
internal data warehouses. • Annual and multi-year contracts are
• Comprehensive set of tracked metrics on a scalable pricing model based on
from bot-level data to social data. domains and keywords tracked within
• Data and ROI story telling with the platform.
dashboards and flexible reporting • Unlimited training to ensure adoption of
• Automated alerts notify users of the platform. Training and support of the
detected issues and KPI performance in platform is free. There is no add-on cost
real-time. or limits on the training and support.
• Unlimited, customizable dashboards • Dedicated Client Success Manager
with 150-plus visualizations. included to drive success, training
and pro-active support at each step,
Third-party partnerships and includes access to technical SEO teams.
integration • Three tiers of support: Core, Pro and
Advanced.
• Over 60 possible integrations Core includes most platform
within seoClarity’s Data Integration capabilities and requires additional
Marketplace. fees for access to Clarity Academy
• Analytics integration provides access Live.
to organic search data in partnerships Pro includes access to all platform
with Adobe Marketing Cloud, Adobe capabilities, plus two passes to
Experience Manager (CQ5), IBM Clarity Academy Live.
Digital Analytics, Google Analytics, and Advanced includes access to all
Google Search Console. platform capabilities and Executive
• Combines multiple backlink data Sponsorship and Support, plus
sources through consolidated link unlimited access to Clarity
profile data with integrations for ahrefs, Academy Live.
Buzz Stream, Majestic, Moz, and • SEO Professional Services are included
Google Search Console. in all packages, and are available for
• Full two-way content management an additional fee for strategic planning
integration with internal CMS, allowing and advanced, ad-hoc SEO projects
seamless and secure changes to • Client success support includes:
Developer or Quality Assurance 24/7 phone and email critical
environments without leaving the support.
platform. Live chat.
• Users can extract, transform and load Online knowledgebase of articles,
any data point, report or analysis training videos, and use case studies.
collected by seoClarity into a data ŠŠ Active online user
storage system for long-term storage, community.

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Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target Customer
• SEO agencies, in-house teams, digital market analysts.

Serpstat
Company Overview
Office 7, 35-37 Ludgate Hill
London • Founded in 2013 in Ukraine as an internal analytics tool for SEO agency Netpeak,
EC4M 7JN became fully independent standalone company in 2015.
United Kingdom • In 2015 launched Google USA database and started global expansion.
www.serpstat.com • In 2016 launched five new modules in one all-in-one SEO platform.
• 70-plus employees.
• 350,000 registered users.
• Customers from 26 countries

Key customers Product Overview

L`Oreal • Serpstat is an all-in-one SaaS-based multi tool for SEO, PPC, and marketing
Lenovo specialists, helping customers to rank web-projects higher.
Shopify • Capable of an in-depth keyword/competitor research, backlink analysis, advance
Spectrum position tracking, keyword clustering, text analysis and SEO audit, it was designed for
Yves Rocher professionals and agencies wishing to automate core SEO actions and get analytics
data through the following modules:
• Serpstat Position Tracking Tool:
Key executives Gives exact positions of all top 100 domains in 12,000-plus major cities around
Oleg Salamaha, the globe for every tracked keyword.
Founder and VP of Product Ability to track an unlimited number of keywords on a daily basis in desktop and
mobile.
Artem Borodatyuk, Ranking changes of competitors at no additional cost.
Co-Founder, CEO Independent statistics for groups of search queries as well as individual keywords.
Eugene Lata, VP of Marketing Market share analysis.
Andrew Bondar, VP of Sales Historical rank tracking data from all existing projects.
SERP by phrase, storm, and snippets.
Multi-Users management system.
• Serpstat Backlink Analysis Tool:
Enables users to research the link profile of a website and provides access to a
database that combines Serpstat and Majestic’s sources.
Full backlinks data collected over the last 2 years.
Quality scores of referring domains including Serpstat Page Rank and Trust Rank.
Fresh and Historical indexes with the most important reports on referring
domains, pages, anchors to evaluate backlinks’ strength and research new and
lost backlinks.
• Serpstat Keyword Research Tool:
1.7B keywords among 90 regional Google and Yandex databases.
Any domain`s organic and paid keywords, its subdomains, distribution of
keywords that it ranks for on top organic positions, Visibility trend, keyword pool
chart, top pages, data on its most direct competitors, and examples of its ads in
paid search.
Search suggestions and questions with top keyword metrics including keyword
difficulty, volume, CPC.
Keyword distribution and adaptable filters.
In-depth URL analysis to discover keywords that are missed.
Serpstat Site Audit Tool:
Checks any site for technical errors and evaluates the results of the SEO work.

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Vendor Profiles
Can find 52 types of errors and • Users receive data for their own
threats that don’t comply with website, as well as all competitors and
search engines requirements. any other chosen domain or URL.
Gives a list of recommendations for
Serpstat setting up the analyzed site.
Office 7, 35-37 Ludgate Hill
Reporting and Analytics
Fast-scanning algorithm allows
London processing of 25,500 page scans • Automatically generates white label
EC4M 7JN per hour. reports on a daily, weekly, monthly
United Kingdom • Keyword Clustering and Text Analysis basis.
www.serpstat.com Tools: • Automated email notifications for
Grouping a large number of any change in keywords and domains
phrases into clusters for simple and rankings.
quick work with the semantics of a • Data visualization.
site. • Guest access to data and reports
Combines a large number of
keywords by implication. Third-Party Partnerships and
Creates a group of keywords to Integration
place on a specific page.
Organization of the full structure of • Integration with Majestic SEO to
the site. combine the backlinks data.
Text analytics of the site content • Integrations with reports generated
based on competitor’s site text services, including reportz.io and
analytics. SEOtools for Excel.
• Serpstat Competitor Research Tool: • Open API in JSON format, available
Analyzes competition and monitors from any pricing plan.
the progress of competitors and • Serpstat Plugin for Chrome.
niche leaders.
Customers get keyword map of any Pricing and Service
competitor`s websites.
Domain vs Domain and URL vs URL • Freemium business model with basic
comparison tools. features.
Visibility, traffic, organic and • Eight pricing plans beginning at $19 /
paid keywords, keyword position month.
distribution, subdomains, backlinks, • Customized enterprise and agency
pages with the highest visibility of plans are available.
any website. • Onboarding includes personal
90 regional Google and Yandex demonstration, one-on-one phone calls
databases. with manager, 24/7 customer success
• Available API. team, webinars, and ongoing customer
• Flexible Team Management system to service through multiple channels.
evaluate SEO team`s performance and • Detailed video and text tutorials are
distribute the limits between accounts. included.
Checklists and Task Management system. • 2-weeks money back guarantee.

Social signal integration

• Provides data about shares, comments,
and likes in Serpstat Content Marketing
tool.

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Vendor Profiles
Target customer
• SEO agencies, in-house teams, digital market analysts.

SISTRIX Company overview

Thomas-Mann-Straße 37
53111 Bonn • Founded in 2003.
Germany • 40-plus employees.
(T) +49 228-3041-4044 • Acquired direct competitor SEOlytics in May 2016.
www.sistrix.com • Customers in 30-plus countries.

Product overview
• The SISTRIX Toolbox examines billion of links and SERPs figures for millions of
keywords every week and processes these results into customized charts and
Key customers actionable metrics.
Amazon • Extensive, international coverage for both mobile and desktop.
Ebay • Single account type with no functionality restrictions.
Johnson & Johnson • SaaS-based suite that supports SEO/SEA (Search Engine Advertising) research, rank
Kayak tracking, backlink analyses, and on-page analyses through the following modules:
Nestlé • SEO Research and SEO Visibility Index module:
UNICEF 6 user accounts.
Unlimited domain and keyword analysis with extensive filter options.
Daily visibility updates for more than 20 countries.
Key executives Historic mobile keyword data for millions of keywords, going back to 2015 and
Johannes Beus, CEO desktop history going back to 2010 (depending on country).
Desktop and mobile rankings for 23 countries.
Historical data for search positions 1 to 100.
Historical record of indexed URLs at domain and directory level.
Visibility analysis at host, directory and URL level.
View duplicate content and cannibalization with one click.
Competitor analysis tools.
Historical SERPs snippets for any domain.
Featured snippet records for any domain.
Data for News, Images, Videos, Maps and Shopping for any domain.
• Link module: Provides access to a database that combines SISTRIX and Majestic’s
sources.
Included LinkPlus provides access to over 250 billion links. Automatic dashboards
with the most important evaluations. Users can also access external links for a
domain with all the detailed information.
Integrated LinkRating crawls all external links to a user’s domain in real time and
gathers additional data for an automated threat assessment for your link audits.
• Ads module: Provides competitive intelligence about search advertising campaigns
as well as banner campaigns for any website.
• Optimizer module: Offers daily visibility into keyword performance and rankings
for more than 1200 country, language and search engine combinations, including
Google, Bing, Yahoo, and Yandex.
Allows clients to create user-specific SEO industry indices for performance
benchmarking and calculations for SEO keyword performance forecasting.
Automatically and regularly crawls a user’s website, reviews every row of source
code, and finds on-page SEO mistakes for up to five projects at the same time, at
no additional cost.

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Vendor Profiles
Social signals integration • Combined link data from SISTRIX and
Majestic.
• The SISTRIX Toolbox evaluates the • Data from SISTRIX can be exported
largest social networks including used in connection with Microsoft
SISTRIX Facebook, Instagram, Pinterest, and Excel, Google Spreadsheets and, by
Thomas-Mann-Straße 37 LinkedIn. proxy, with Google Data Studio.
53111 Bonn • Provides data about shares, comments, • An open API is available, with all data
Germany and likes. returned being UTF-8 encoded.
(T) +49 228-3041-4044 • Users receive data for their own • API interface returns values as XML by
www.sistrix.com website, as well as all competitors and default and can also return data in the
any other chosen domain. JSON format.

Reporting and analytics Pricing and service

• The SISTRIX Toolbox automatically • The SISTRIX Toolbox consists of six
generates customized reports as modules: SEO & Universal, Links, Ads,
defined by users. Social, and Optimizer.
• Reports can be delivered to specific • Each individual module is priced at
e-mail addresses daily, weekly or €100. (Pricing only available in Euro.)
monthly. • Users can subscribe to a single module,
• Users can freely determine the content expand their Toolbox with extra
of their reports and incorporate any modules or use all available modules.
evaluation from the Toolbox into any • Starting at three modules, there are
report. automatic discount levels, with a
• Clients with multiple websites and SEO maximum monthly net-price of €400
agencies can set up customized report for all modules combined.
templates. • Customized enterprise and agency
plans are available.
Third-party partnerships and • Onboarding begins with telephone
integration training, webinars, and ongoing
customer service through multiple
• Integration with Google Search channels.
Console and Google Analytics. • Detailed video tutorials for all functions
• Data is used to help with the “not are included.
provided” Analytics problem, as well as • Free trials available.
for potential analysis and forecasts for • All updates included.
traffic and SEO data.

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M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
Target customer
• Digital agencies, as well as hosting and Content Management Systems (CMS)
providers.
Web CEO
Suite 3055, Company overview
10 Great Russell Street
London U.K • Founded in 2000 as a division of telecommunication company Radiocom.
WC1B 3BQ • Privately held; self-funded.
(T) 866-793-2366 • 65-plus employees.
www.webceo.com • Additional offices in Hong Kong, South Africa and Israel.

Product overview
• SaaS-based, enterprise-level SEO platform targeting digital agencies.
Key customers • Language wiki actively used by 200,000 users to keep the interface multilingual.
Benchmark Digital • Lead generation widget enables agency websites to offer visitors free SEO audit
M7 Group reports.
Nestle • Journal of Events keeps track of SEO work being done on a website, including
Opmax Google Update notifications.
Walmart • Keyword research tool provides suggestions, competitive intelligence, and Google
Techwyse Search Console integration. Keywords can be entered in any language.
• Sorts by KEI (Keyword Effectiveness Index) and shows city-specific local monthly
search statistics.
Key executives • Rank tracker shows local and mobile results for keywords and browsers in any
Viktor Tatarov, Founder and CEO language.
Reports display blended results, including Google Places.
Allen MacCannell, VP, Sales and Allows comparisons with 20 competitors per project.
Partnerships • Site auditing tools provide detailed suggestions on more than 50 influence ranking
Joanne Pimanova, Marketing factors, including mobile friendliness and page load speed, as well as recommended
Director changes to HTML code and Schema markup.
Julia Kostenko, Director, Client • Offers an up-to-date content submission tool and a sitemap creation and submission
Services and Strategy tool.
• Backlink tracking tool identifies backlinks and helps users analyze them. The
Competitor Backlink Spy shows competitor backlinks with their anchor texts.
• White-label hosting of the tools on custom domains.
• Dangerous Competitors Tool identifies the websites with a better average ranking for
the set of keywords users are monitoring,
• Agency Task Manager allows users to assign work on various projects to appropriate
colleagues.

Social signals integration

• Integrates with Facebook, Pinterest and Twitter.
• Users can add their social media URLs to be rank checked as part of a project’s
domain.
• Detailed social media analytics track competitors.

Reporting and analytics

• Dashboards include adjustable widgets.
• PDF and CSV reports mailed manually or on an automated schedule.
• Do-It-Yourself SEO tools allow clients to host on their own domains.
• Read-only SEO reports on the user’s own domain.

© 2019 Third Door Media, Inc. • http://thirddoormedia.com 58 Email: [email protected]

M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Vendor Profiles
• Email alerts warn users of drops in • Custom fixed price plans are also
rank, increases in broken links, and lost available.
backlinks. • All plans allow branding of the user
• Backlinks can now be filtered for interface and reports.
Web CEO Follow/NoFollow and New links. Agency Unlimited plan includes a
Suite 3055, white-label option, enabling the
10 Great Russell Street Third-party data partnerships and partner to access SEO tools from
London U.K the user’s domain with the user’s
WC1B 3BQ integration
branding.
(T) 866-793-2366 • Integrates with Google Analytics and • Accounts are billed monthly; discounts
www.webceo.com Google Search Console. are applied to annual subscriptions
• Backlink Quality Checker, Toxic Links which aren’t required. Customers can
Report, Chosen Links Watch, and work with WebCEO on a month to
Competitor Backlink Spy all use data month basis with refunds for unused
obtained from a partnership with time.
Majestic. • Free Trials are available for new
• Web analytics and site monitoring registrants and anyone who asks in
partnerships with Alexa and Search good faith. Agencies can get full white
Engine News. label features on a trial basis at no cost.
• Customer support is available 7am to
Pricing and service 7pm (GMT) via phone, email, live chat,
and Skype.
• Tiered pricing ranges from a freemium • Free and unlimited Skype training and
model to an Agency Fixed plan for demos from 8am to 8pm (GMT) for all
$499/month. plans, including freemium.
• Agency Unlimited plans are available
for $99/month plus $2/active project
and $4/1,000 rank queries, depending
on the volume of keywords, number of
search engines, and how deep in the
SERPs a user chooses to search.
Additional charge of $4/10,000
backlinks found.

© 2019 Third Door Media, Inc. • http://thirddoormedia.com 59 Email: [email protected]

M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Resources
The Digital Marketing Excellence blog, published by Stone Temple Consulting. https://www.stonetemple.com/blog/

Google SERP Feature Graph, published by Moz.

https://moz.com/mozcast/features

Websites
www.digitalmarketingdepot.com
www.marketingland.com
www.martechtoday.com
www.searchengineland.com
www.crunchbase.com
www.techcrunch.com

Articles
“8 game-changing SEO trends that will dominate 2018,” by SEOPowerSuite (Sponsored Content) on Search Engine Land.
https://searchengineland.com/8-game-changing-seo-trends-that-will-dominate-2018-286023

“ComScore Search Engine Market Share – May 2018 vs. April 2018,” by Seattle Organic SEO.
https://seattleorganicseo.com/comscore-search-engine-market-share-may-2018-vs-april-2018/

“Search Engine Market Share USA May 2017-May 2018,” by StatCounter.

http://gs.statcounter.com/search-engine-market-share/all/united-states-of-america/#monthly-201705-201805-bar

“Global Search Engine Market Share for 2018 in the Top 15 GDP Nations,” by Matthew Capala, Alphametic.
https://medium.com/@SearchDecoder/global-search-engine-market-share-for-2018-in-the-top-15-gdp-nations-2cf-
65c11e5f5

“Google begins to roll out its mobile first indexing,” by Sarah Perez, TechCrunch.
https://techcrunch.com/2018/03/26/google-begins-to-roll-out-its-mobile-first-index/

“Google Speed Update is now being released to all users,” by Barry Schwartz, Search Engine Land.
https://searchengineland.com/google-speed-update-is-now-being-released-to-all-users-301657

“Google Search Console is sending notices for slow loading pages,” by Barry Schwartz, Search Engine Land.
https://searchengineland.com/google-search-console-is-sending-notices-for-slow-loading-pages-306966

“Speed is now a landing page factor for Google Search and Ads,” by Addy Osmani and Ilya Grigorik, Google.
https://developers.google.com/web/updates/2018/07/search-ads-speed

“What’s the Difference Between a Rich Snippet and a Featured Snippet?” by Zac Heinrichs, Portent.
https://www.portent.com/blog/seo/difference-between-rich-snippet-featured-snippet.htm

“SEO Learning Center: Schema.org Markup”, by Moz.

https://moz.com/learn/seo/schema-structured-data

“Incorrect structured data: Search Engine Land’s ultimate guide to Google penalties and messages,” by Kaspar Szymanski,
Search Engine Land.
https://searchengineland.com/guide/google-penalties/incorrect-structured-data

“Morgan Stanley sees risk of US recession in 2019,” video by CNBC.

https://www.cnbc.com/video/2018/11/27/morgan-stanley-sees-risk-of-us-recession-in-2019.html

© 2019 Third Door Media, Inc. • http://thirddoormedia.com 60 Email: [email protected]

M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise SEO Platforms: A Marketer’s Guide

Research Reports
Digital Marketing Report for Q3 2018, published by Merkle, Q3 2018
https://www.merkleinc.com/thought-leadership/digital-marketing-report

The State of Enterprise SEO 2017, published by seoClarity, North Star Inbound and BuzzStream.
https://www.seoclarity.net/hubfs/docs/research/seoclarity_stateofenterpriseseo_report.pdf

Partner Organizations
Define Media Group: www.DefineMG.com
Stone Temple Consulting: www.stonetemple.com

© 2019 Third Door Media, Inc. • http://thirddoormedia.com 61 Email: [email protected]