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, decided it was time to choose another core SEO tool, they rated the ongoing and ad hoc support as one of the "hundreds of different more relevant." Considerations when 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.
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 so they 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.
You grow 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 trend towards a digital-first approach is only expected to continue, which means that 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 campaign and keyword level data 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 help ensure that 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.
Your tool is not sufficiently collaborative or 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.
- Collaboration capabilities: Annotations, comments, and real-time sharing capabilities for teams and customers.
- Tracking Metrics: A central agency dashboard that teams can use to monitor performance and tasks and align with goals.
- Personalization features: From filtering campaigns by account managers to an edit mode that optimizes your time for keyword management, to saving customized report templates across the agency, there are a number of features you should consider.
A robust SEO solution that combines several functions like this on a single platform helps to optimize internal workflows and gain a holistic view of the operation of agencies.
Your tool is not cost effective
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 you only pay for what you use. In the absence of a pre-defined plan, agencies can better evaluate their spend 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 or fixed rate to migrate from your existing system to a new tool?
- Integration costs: Does the price include multiple integrations for important 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, 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.