Is It Time To Switch To A New SEO Tool?
30 second summary:
- The needs of an SEO agency are dynamic and change as the business grows
- From data accuracy to seamless functionality, the spectrum of SEO tools and their functions is wide. But how do you choose?
- Five tell-tale signs that it might be time to look for new SEO software to complete your technology stack
The SEO industry is constantly changing and evolving. Your SEO agency's requirements will also change as your business grows. The tools you use determine how you manage your growth. Hence, it is important to keep up to date with the latest developments in order to decide whether introducing a new SEO tool will benefit your business.
However, it's always about setting priorities that are critical to your business needs.
Many factors play a role here:
- Some SEO platforms solve problems you might not even know existed. To identify these, you need to keep abreast of new advances in the industry
- Some solve a specific problem that you are already familiar with. In these cases, it's just a matter of figuring out which tool best suits your agency's needs
- Some offer a seamless experience that you can use to streamline your SEO workflows
- Some offer competitive advantages in terms of features or prices
In our interviews with top SEO agencies from around the world, we have gathered various insights into the factors that most influence the decision to test and even switch to a new central SEO tool.
Here are some of the tell-tale signs that it might be time to look for new SEO software to add to your tool stack.
Content created in collaboration with SEOmonitor.
1. Your current tool does not provide you with the correct data or functionality
Accuracy and functionality are the biggest problems SEO professionals have with their tools.
Does your current solution give you enough data? Does it provide the correct data? If not, you may not be able to achieve your SEO goals.
Have you ever encountered any of these problems?
Unreliable or incomplete data
Some SEO platforms simply offer more data capabilities than others, while others charge additional fees for displaying certain metrics, such as:
- "(Not provided)" data from Google
- Organic traffic segmentation for brands / non-brands
- Mobile or desktop traffic
Having this data is invaluable for SEO professionals. However, exact pay can be an extremely limiting factor, especially for smaller agencies.
Example: Map the traffic data from Google Analytics and map it to the keyword data from Google Search Console Get what "(not provided)" This means that you can show customers the direct impact of SEO on other business goals – for example, how increasing the ranking for a keyword affects conversions.
SEO platforms that provide this type of data by default can give you an advantage in customer acquisition and retention by highlighting the relationship between SEO and business results.
Or it could be an issue with unreliable metrics – misleading or opaque calculations, issues related to technical changes rather than your SEO performance, and so on.
Think about that Visibility metric. When averaged the positions for a series of keywords, changes based on adding or deleting keywords from this list are misleading so you can figure out why the score is fluctuating.
Paul Wood, director of Pamper media, indicates that innovation is a critical factor in an SEO tool's calculation of a key metric. This is all the more true if the agency used to do this with spreadsheets and many hours before looking into such an efficient metric.
"The more interesting scenario is when you suddenly become aware of a tool that is doing something your team didn't even consider," said Wood. "When you see it in a tool, it's a moment when you change the way you think about things and how you structure your work. And then you start to work differently."
How to Find the Right SEO Tools should Problems solving employment agencies, even those that you may not have thought could be solved.
Speed is a big factor in the SEO industry.
Search professionals right now need access to accurate, current data in order to implement campaigns and track performance.
Because if your software is malfunctioning, you have to solve the problem fast.
Because of this, it is important to consider the quality of support when choosing an SEO tool.
Ideally, you should have access to a dedicated account manager who you can turn to to resolve issues quickly if necessary, as well as regular support calls to review your agency's needs.
When Paul Friend, Head of SEO, and Ben Foster, Managing Director, of SEO works Deciding it is time to choose another core SEO tool, they rated its ongoing and ad hoc support as one of the "hundreds of different relevant aspects of choosing the right tool".
As part of their decision matrix, this was a point that was required to match key functions like keyword functions like universal rankings, general market visibility ratings, content information, forecasting and reporting functions, link building functions, competitive intelligence and much more.
Ultimately, if you want to evaluate or upgrade your existing tech stack, you need to see how well a solution works based on your agency's specific needs.
2. You want to be seen as an innovation leader
Digital is always on the move and SEO pros need to be up to date with new developments to stay competitive. Agencies need to be at the forefront of innovation and are constantly looking for new technologies that will set them apart.
Paul Wood says they "make an effort at least a couple of times a year to get a proper review of the tools available". Your primary focus when evaluating new tools in the market is accessibility and UX, such as:
- How easy it is to export data
- How they facilitate collaboration between internal teams and customers
- How many functions can be integrated into a single platform?
The SEO Works team also emphasizes the importance of always being on guard and keeping members informed of each other. They also have an extensive training program in place so everyone is familiar not only with the tools, but also with the specific methods the agency uses for top-notch SEO strategies.
In addition, agencies like SEO Works are developing proprietary tools that show how their innovative approach can create a competitive advantage for clients in their portfolio.
3. You expand or scale your SEO agency
According to a recent McKinsey Global Survey among C-level executives, digital adoption has accelerated worldwide by at least three to four years in just a few months.
This digital-first approach is expected to only continue, meaning the need to scale SEO agencies is likely to be high now and for the foreseeable future.
In order to meet this growing demand for SEO services, agencies have to scale their processes efficiently and at the same time remain competitive themselves. As you grow your agency, it is a good time to test your tools and see if they have the right capabilities to fuel and support that growth.
Fast growing agencies need more features like:
- Access to more users: As you add new customers and employees, you want tools that allow you to have unlimited users (ideally at no additional cost) and make collaboration between teams easier
- Unlimited API access: Your SEO tools need to work seamlessly with your other business tools as you expand your entire technology toolkit. For example, we've made it as easy as possible to export large amounts of data via the SEOmonitor API so that you can pull the data at the campaign and keyword level into your preferred internal systems (like Klipfolio) and customize customer reports
- More efficient workflows: Operational dashboards, integrated systems and organizational functions for your customer portfolio make a decisive contribution to helping you Get the status quo at a glance
In the words of many SEO experts we've spoken to, the greatest value an SEO platform can bring is in helping you not to waste time.
The right tools will help you do this, but ineffective tools can cause your team to spend too much time on technical processes, which seriously affects your scalability.
4. Your tool is not cooperative enough or not customizable
SEO professionals need to have stable processes and methods in all teams. The best software is designed with this in mind.
Collaboration and customization are the most important things agencies prioritize when choosing SEO tools. And many functions make this easier, such as:
- Multi-user access: Unlimited access for team members and customers with customizable client view permissions.
- Collaborative functions: Real-time annotations, comments and sharing functions for teams and customers.
- Track metrics: A centralized one Agency dashboard This allows teams to monitor performance and tasks and align themselves with goals.
- Personalization functions: From filtering campaigns by account managers to an edit mode that optimizes your time spent on keyword management, to saving customized report templates across the agency, there are many features you should consider.
A robust SEO solution that combines several functions like this on a single platform helps optimize internal workflows and gain a holistic view of the operation of agencies.
5. Your tool is not inexpensive
Agencies of different sizes have different budgets.
Optimizing costs is especially important for scaling agencies. You have to hire more people and use more resources in your tools to handle a larger volume of customers, and you don't want to scale your costs at the same rate.
Some questions to ask when evaluating the cost effectiveness of a particular tool are:
Does it offer flexible pricing and resource usage?
Most SEO software solutions have fixed subscription costs that include a set number of domains and keywords. However, if your usage of the tool's resources fluctuates from month to month, your pricing will stay the same.
Other platforms offer agencies the option to upgrade or downgrade every month, so only you Pay for what you use. In the absence of a pre-defined plan, agencies can better evaluate their spending based on the volume of campaigns over a period of time.
Are there any additional hidden costs?
Some tools come at a great base price, but come with hidden costs and extras that can add up quickly, especially when you're attracting lots of new customers and running larger campaigns. These include:
- Cost per user: Can you add unlimited users (including customers) at no additional cost to enable internal and external collaboration?
- Migration fees: Is there an hourly rate or a fixed rate to migrate from your existing system to a new tool?
- Integration costs: Does the price include multiple integrations for key trading tools (Data Studio, Google Sheets, API access, etc.)?
If your current software doesn't make financial sense for your business, it may be time to try a new one.
When is the right time to start looking for a new SEO tool?
The answer is: you should never stop your critical analysis.
Innovation is an ongoing process, especially in this rapidly changing industry. So your favorite SEO tool needs to keep pace and keep its features updated.
If you encounter these signs in your existing solutions, they may not serve you as well as they should be, such as:
- If you can't get access to the correct data or functionality.
- If you want to be a leader in innovation, you need innovative methods.
- When you expand or scale your agency and need more features.
- Or if you want to be cheaper.
We know that the core tools of an SEO agency are critical to attracting more clients and managing them more efficiently.
For this reason, our team at SEOmonitor strives to develop specific solutions with which you can acquire, manage and retain relevant customers.
Join us and our SEO agencies on the way to more transparency and measurability in the SEO industry.
Alice Teodorescu is Content Marketing Manager at SEOmonitor.