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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 of Contents
Scope and methodology......................................................................................2 Content marketing and analysis..............................................................12

SEO market overview..........................................................................................3 International search tracking...................................................................13
Figure 1: Organic search-driven traffic and revenues at Mobile/local analytics.................................................................................13
e-commerce sites percentage increase in 2020...........................3 Technical SEO crawling...............................................................................13
Figure 2: The global market for SEO software is Cross-device attribution............................................................................13
expanding at a 14.4% compound annual growth rate................4 Choosing an enterprise SEO platform...................................................... 14
SEOs’ top priorities can be out of reach..................................................4 The benefits of using enterprise SEO platforms............................... 14
Figure 3: SEOs’ top priorities................................................................4 Pricing/annual contracts................................................................................ 14
Figure 4: What SEO tasks are currently pending?.......................5 Recommended steps to making an informed purchase....................15
The evolving SERP...........................................................................................5 Step one: Do you need an enterprise SEO platform? .....................15
Figure 5: Google commands nearly 90% of the Step two: Identify and contact appropriate vendors......................16
U.S. search market....................................................................................5 Step three: Scheduling the demo............................................................ 17
Figure 6: How often SERP Features occur in the top 20 Step four: Check references, negotiate a contract..........................18
results on Google......................................................................................6 Conclusion.............................................................................................................20
Shopping, images and more.........................................................................7 Vendor profiles.................................................................................................... 21
Figure 7: The COVID-19 pandemic brought local AgencyAnalytics............................................................................................ 21
e-commerce to the fore..........................................................................7 Ahrefs.................................................................................................................23
Artificial intelligence and machine learning .........................................7 Botify..................................................................................................................26
The foundation: create content with humans in mind ......................8 BrightEdge........................................................................................................29
Successfully structuring data......................................................................9 Conductor........................................................................................................32
Technical SEO and user experience..........................................................9 Moz......................................................................................................................35
Figure 8: Google research correlates page speed Quattr................................................................................................................39
and revenue.................................................................................................9 Searchmetrics.................................................................................................42
Mature vendor market includes product suites and Semrush.............................................................................................................46
point solutions.....................................................................................................10 seoClarity.........................................................................................................50
Enterprise SEO platform capabilities ....................................................... 11 SE Ranking........................................................................................................54
Link analysis and acquisition .................................................................... 11 Serpstat.............................................................................................................56
Keyword research/rank analysis............................................................12 Siteimprove...................................................................................................... 59
Search intent-based analysis....................................................................12 Visably...............................................................................................................62
Custom site crawls/audits..........................................................................12 WebCEO...........................................................................................................64
© 2022 Third Door Media, Inc. 1 https://martech.org

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 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 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 vendors profiled in this report represent some of the options available. SEO point solutions that
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. Research took place in the first quarter of 2022. These, in addition to third-party research,
form the basis for this report.
Editorial Adviser:
Kim Davis, Editorial Director, MarTech Today, Third Door Media
Research/Writer/Editor:
Pamela Parker, Research Director, Content Studio, Third Door Media

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SEO market overview

Of all the tactics for driving traffic on the web, search engine optimization (SEO) is among the Of all the tactics
most powerful, given that 53% of a website’s traffic can typically be attributed to organic search,
according to a BrightEdge study. for driving traffic
on the web,
For e-commerce companies, SEO is even more important, with search generating 65% of website search engine
traffic and 67% of website revenue on a last-click basis, according to a survey and traffic analysis by optimization
Wolfgang Digital. The study found e-commerce sites in most categories achieving year-over-year (SEO) is among
percentage increases in the double-digits in 2020 (the latest dates for which such figures were
available). the most
powerful....
Figure 1: Organic search-driven traffic and revenues at e-commerce sites
percentage increase in 2020
30%
25%
20%
% of increase YOY
15%
10%
5%
0%
Retail Multi-channel Online only Travel Overall Travel-tickets Travel-hotels
Key: traffic revenue
Source: Wolfgang Digital E-Commerce KPI Report, 2020
This phenomenal return, combined with the increasing complexity of the SEO environment, is why
marketers turn to SEO platforms to gather the data and insights they need to identify appropriate
tactics, set priorities, and even implement solutions directly.
The global market for SEO software is expected to grow to $1.6 billion by 2027, up from $626.5
million in 2020, according to ResearchandMarkets, representing a compound annual growth rate of
14.4% over the period.

Figure 2: The global market for SEO software is expanding at a

14.4% compound annual growth rate
$1.6 billion SEO has
long been a
foundational
strategy in digital
marketing, but
the practice
$626.5 million continues to
provide benefits
and return on
investment.
2020 2027
Source: SEO Software – Global Market Trajectory & Analytics by ResearchandMarkets
SEOs’ top priorities can be out of reach

SEO has long been a foundational strategy in digital marketing, but the practice continues to provide
benefits and return on investment. However, SEO is not without its challenges.
Technical fixes are the top priority for SEOs, according to a September 2021 seoClarity survey. But
this is also the area that the most SEOs report to be currently pending – likely due to a shortage of
resources. More than half of SEOs surveyed (55%) reported the biggest hurdle to implementing
SEO projects is the lack of SEO resources, while 52.5% also mentioned a lack of development or
engineering resources. (See Figures 3 and 4.)
Figure 3: SEOs’ top priorities

1%
11%
Split testing
14% 32%
Technical SEO fixes
Creating and deploying

Other, not mentioned
Structured data markup
Page speed optimization

20% and internal linking
22%
Source: Top SEO Challenges Survey, seoClarity, September 2021

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Figure 4: What SEO tasks are currently pending?
Percentage of marketers saying this area is pending

(respondents could choose more than one answer) SEOs also face
challenges
Split testing 11% understanding
Page speed optimization 32%
the ever-
more-complex
Implementation of internal linking 33% environment of
the search engine
Structured data markup 42%
results pages
Content to be created and deployed 45% (SERPs), which
have evolved
Technical SEO fixes 50% considerably
0% 10% 20% 30% 40% 50% 60%
since the “10 blue
links” era.
Source: Top SEO Challenges Survey, seoClarity, September 2021
The evolving SERP

SEOs also face challenges understanding the ever-more-complex environment of the search engine
results pages (SERPs), which have evolved considerably since the “10 blue links” era. What was once
organic space on the SERPs has been taken over by engines’ monetization efforts – in the form of
larger, more dynamic ad placements – but also by SERP features like media-rich carousels, featured
snippets, knowledge panels, “people also ask” suggestions, and more.
Though Bing and other players like DuckDuckGo are active in search, Google still claims the lion’s
share of the market (87.27%) in the United States. The company’s innovations lead the market and
command most of SEOs’ attention. Smaller players are far behind, with Bing only fielding 6.61% of
searches, Yahoo attracting 3.24%, and DuckDuckGo taking up only 2.49% of the market, according
to Statcounter.
Figure 5: Google commands nearly 90% of the U.S. search market

Search Engine Marketing share U.S. form March 2021 - March 2022
90%
72%
54%
36%
18%
0%
Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar
2021 2021 2021 2021 2021 2021 2021 2021 2021 2022 2022 2022
Google Bing Yahoo DuckDuckGo Ecosia Other
Source: Statcounter

Google search engine results pages can contain any of more than 2,000 unique features (up from
1,200 at the time of our last report and 810 in the previous version), seoClarity estimates. Each
feature is tailored to a certain type of search or search intent. They’re not all displayed at once and
some are extremely rare. But only 2.75% of the initial SERPs delivered are without any kind of While there have
special feature, Semrush Sensor data showed in April 2022. been periodic
uproars about
Figure 6: How often SERP Features occur in the top 20 results on Google these features
taking up valuable
Percentage of pages on which
SERP Feature real estate and
it showed in the top 20 results
Site links 69.55%
directly answering
questions that
People also ask 60.52%
previously could
Reviews 49.67%
have led to a site
Images 49.08% visit, Google says
Knowledge panel 29.61% it’s driving more
Local pack 19.83% traffic to websites
Video 10.49% than ever before.
Tweet 6.93%
Featured snippet 6.12%
Top stories 5.45%
Instant answer 4.68%
No SERP features 2.75%
Top ads 2.41%
Bottom ads 2.09%
Shopping results 1.68%
Carousel 0.91%
Featured video 0.26%
Source: Semrush Sensor data, sampled April 11, 2022
While there have been periodic uproars about these features taking up valuable real estate and
directly answering questions that previously could have led to a site visit, Google says it’s driving
more traffic to websites than ever before.
The company contends that so-called zero-click searches often represent people reformulating their
search queries, connecting with businesses directly from results, or navigating directly to apps in
addition to seeking quick facts that can be delivered directly on SERPs.
“While we do show website links for many queries today when they are the most helpful response,”
Google said in a blog post, “we also want to build new features that organize information in more
helpful ways than just a list of links. And we’ve seen that as we’ve introduced more of these features
over the last two decades, the traffic we’re driving to the web has also grown — showing that this is
helpful for both consumers and businesses.”

Shopping, images and more

Search encompasses a lot more than just the main SERPs, too. Because Google now displays
free product listings from e-commerce sites without requiring them to pay for the traffic, Google For the most part,
Shopping is a robust source of organic traffic for many companies, as are Google Business Profiles image and video
and Maps (for local searches) as well as images and video searches.
optimization
For the most part, image and video optimization use the same techniques and tools employed in use the same
ranking for search, but Google Shopping, Google Business Profiles and Maps call for a variety of techniques and
unique tactics. tools employed
in ranking for
For example, Google Shopping requires a Google Merchant Center account and marketers must
search, but
meet specifications with the product data made available through a spreadsheet, via feeds or
through using the Content API. At the same time, they must ensure this information resonates with Google Shopping,
potential customers. Google Business
Profiles and Maps
This kind of SEO has grown significantly in importance since the start of the COVID-19 pandemic, call for a variety
when social distancing resulted in a big increase in online shopping, meaning that product listings,
of unique tactics.
local product listings and local product inventory feeds became vital.
These local product inventory feeds, which allow brick and mortar merchants to tell searchers that
the product they seek is in-stock at their store, have become especially valuable after the onset of
COVID-caused shortages due to supply-chain issues. Besides indicating that something is in-stock,
marketers preparing these feeds can even give potential buyers a timeframe within which the
purchased product can be picked up at the store.
Figure 7: The COVID-19 pandemic brought local e-commerce to the fore
With retailers adapting to delivery or online models, people are looking for clear,
specific information about where, how and when they can get what they need.
100
Searches for “curbside pickup” and
%
60
U.S. consumers searched online
%
“home delivery” have grown by 70% for “what’s open near me?”
and over 100%, respectively over the
week ending March 28
Source: Google data from the week of March 22, 2020, versus the week before
“In Q3 of 2020, U.S. retailers that had a BOPIS [buy online, pick up in store] option experienced 76%
growth compared to the prior year, far higher than the 47% growth for U.S. retailers not offering
BOPIS,” according to the First Edition of Salesforce’s State of Commerce report, which also noted
that, “The physical store largely became a place to fulfill online orders.”
Artificial intelligence and machine learning

Meanwhile, another revolution has taken hold, making it more difficult for SEOs to intuitively
understand what the search engines are looking for when they rank sites – artificial intelligence and
machine learning.

Since 2015, when Google introduced AI into search with a system called RankBrain, the company
has continued using artificial intelligence to better understand both the language of the content on
pages, as well as the language of search queries. In 2018, it introduced neural matching, which the
company says helps it better understand the context of content on a page or in a query. While there’s
no real way to
Then, in 2019, along came BERT, which stands for Bidirectional Encoder Representations from “optimize” for
Transformers. This system for understanding how combinations and sequences of words express
meanings and intents is now used In most queries. The most recent AI from Google, MUM, for
the artificial
Multitask Unified Model, isn’t yet used for ranking in Google Search, other than to improve searches intelligence
for COVID-19 vaccine information, but it could play a larger role in the coming years. systems
influencing
These are just a few of the changes afoot, however. Google said that it made more than 5,000 Google’s rankings,
changes to search in 2021 and did over 800,000 experiments to eliminate irrelevant search results.
This rapid pace of change is likely to continue at the same rate or even speed up.
SEOs should be
more confident
Additionally complicating things, localization features and, to a much lesser extent, personalization that their content
mean that each person who performs a query on Google will likely receive a different SERP than will perform well
someone else, primarily due to things like location, language, settings and platform. in rankings if it
This makes it difficult for SEOs without specially designed tools to gauge how their sites are ranking
truly provides
if they’re targeting audiences in localities other than their own. the information
sought by the
The foundation: create content with humans in mind searcher.
This doesn’t mean that well-established SEO best practices should be cast aside, however. Keyword
research, the creation of high-quality content, page-level analysis, backlink tracking and acquisition
are still of critical importance, while share-of-voice metrics are on the rise, even as the environment
continues to change.
While there’s no real way to “optimize” for the artificial intelligence systems influencing Google’s
rankings, SEOs should be more confident that their content will perform well in rankings if it truly
provides the information sought by the searcher. Consequently, SEOs have begun to focus more on
understanding user intent and creating content that meets that need. Meanwhile, tool developers
have sought to incorporate an understanding of intent into their offerings.
“Continue with your strategy to write the best content for your users. Don’t do anything special for
BERT, but rather, be special for your users,” advises Barry Schwartz, contributing editor at Search
Engine Land and owner of RustyBrick. “If you are writing for people, you are already ‘optimizing’ for
Google’s BERT algorithm.”
Multiple vendors we interviewed for this report cited user intent as a current important trend
in SEO, with one listing “semantic intent,” and another mentioning “greater in-depth research to
understand user intent.”
SEOs’ response to this call to understand users’ intent is to develop content that anticipates the
questions they’re asking or the problems they need to solve. Yes, it’s what Google has been telling
webmasters all along – that they just need to create great content. As the search giant explains in
a help document about creating a Google-friendly website: “Give visitors the information they’re
looking for. Provide high-quality content on your pages, especially your homepage. This is the single
most important thing to do.”
One acronym that sums this up well is known as E-A-T, which stands for expertise, authority, and
trustworthiness. It refers to a section of Google’s Guidelines for Quality Raters, the people it asks to
look over search results and provide feedback.

According to the Guidelines: “High-quality pages and websites need enough expertise to be
authoritative and trustworthy on their topic. Remember that there are ‘expert’ websites of all types,
even gossip websites, fashion websites, humor websites, forum and Q&A pages, etc. In fact, some
types of information are found almost exclusively on forums and discussions, where a community of As the use of
experts can provide valuable perspectives on specific topics.” structured data
has risen, the
Enterprise SEO platforms help in this endeavor by providing marketers with data that they can use to
craft their content marketing strategies and effectively compete for the highest rankings and most
search giant now
promising SERP features, optimizing for the features that deliver the most return on investment. supports schema
for everything
Successfully structuring data from articles to
videos, including
In addition to producing content on the right topics, it’s become increasingly important for websites
to format their content in such a way that search engines understand it more easily. In more and things like how-
more circumstances, Google is using structured data – code added to a site that is invisible to tos, books,
humans but tells the search engine exactly what is being presented – to display rich results tailored events, FAQs,
to the particular type of content. movies and
recipes.
As the use of structured data has risen, the search giant now supports schema for everything from
articles to videos, including things like how-tos, books, events, FAQs, movies and recipes. While
the use of structured data doesn’t directly impact how pages will rank, it could enable larger, more
dynamic display types that drive greater click-through.
Technical SEO and user experience

Structured data falls into the realm of what’s called technical SEO since it involves the way website
content and interfaces are coded. Other considerations here include crawling issues, crawl budget,
duplicate URL issues and canonical issues.
Page load times have also grown immensely in importance as mobile phones, with their typically
narrower bandwidth, are the devices most used for performing searches.
Though Google has shied away from setting a specific standard for page load times on mobile, it’s
made clear that it will give a boost to sites that load quickly – increasing the importance of tools that
help troubleshoot the mechanics of content delivery, especially where the delivery of mobile content
is concerned.
Figure 8: Google research correlates page speed and revenue
As page load time goes from:
1s to 3s the probability of bounce increases 32%
Source: Google/SOASTA Research, 2017

Mature vendor market includes

product suites and point solutions Most digital
Most digital marketers now use some form of SEO software, be it free or paid, to help analyze and marketers now
improve their organic search rankings. The enterprise SEO software market includes many suite- use some form
based platforms as well as point solutions that automate singular pieces of the SEO puzzle. Both of SEO software,
types of vendors offer unique benefits based on marketing need, budget and internal resources. be it free or paid,
Suite-based platforms, which we are focusing on in this report, offer a “one-stop-shop” approach to help analyze
to SEO management, providing search marketers with multiple tools in one interface, as well as
enterprise-level customer service and support. and improve their
organic search
Point solutions, such as Screaming Frog or Majestic, can be used alongside these platforms or in rankings.
place of a platform for search marketers needing best-of-breed agility or very specific SEO task
management. However, point solutions cannot offer the full range of services provided by an
enterprise SEO tool. Instead, point solutions typically provide a deeper focus on a specific area,
which makes them ripe targets for acquisition by larger platforms.
The past year has already seen significant consolidation, after a few years of the status quo. The
most significant ownership change has been Moz’s acquisition by iContact, a subsidiary of J2 Global,
in June of 2021, which added search marketing to its existing brands focused on email – iContact,
Campaigner, SMTP, Communicator and Kickbox.
In January, Semrush acquired SEO training site Backlinko for an undisclosed sum. The deal was
expected to provide Semrush with a more robust source of SEO knowledge and training. It also helps
the company build its brand among marketers who have more recently begun in SEO roles, given
that training appeals to people getting up to speed and gaining new skills.
February 2022 brought several important transactions, starting with Conductor’s acquisition of
real-time technical SEO monitoring tool ContentKing, which it expects to integrate into its platform
within 12 months. Conductor announced a $150 million funding round in November of 2021,
which helped to make the acquisition possible. The company now has a $500 million valuation,
representing a great deal of growth since it was acquired by WeWork for $120 million in 2018. The
company later repurchased itself to become an independent “employee-owned” operation.
Later in February, BrightEdge purchased technical SEO platform Oncrawl, adding technical SEO to
their arsenal as Conductor has with ContentKing. Oncrawl is BrightEdge’s third acquisition since its
founding in 2007. Most recently, it bought Trilibis in 2019.
Another notable recent event was Semrush’s initial public offering, which occurred in March 2021.
The company didn’t quite get what it was hoping for from the opportunity. Originally, it had planned
to offer 16.8 million shares at a range of $14 to $16 a share, but it ended up pricing the offering at the
lower end ($14) and only offering 10 million shares. That brought the company somewhere between
$140 million and $161 million, according to Seeking Alpha.
We’ve also seen some activity among start-ups targeting the SEO market. Semactic, which says
it customizes its SEO software for customers’ needs, attracted a pre-seed round of funding in
February 2022, according to Techcrunch. Others getting early money include Hexact and Botster,
both of which appear to be more customizable no-code or low-code solutions.

Enterprise SEO
platform capabilities Enterprise-level
Enterprise SEO platform vendors offer numerous capabilities that range from keyword research platforms may
and rank-tracking to backlink analysis and acquisition, as well as competitive intelligence and content also provide more
optimization. Most of the SEO platforms profiled in this report offer the following core capabilities: extensive link
and site audits
• Keyword research and rank tracking; or analytics
• Page-level SEO analysis;
• Content optimization analysis; that include
• Link (also called backlink) analysis and acquisition/removal; predictive scoring
• Site error detection; systems to
• Organic search traffic market share; identify potential
• Competitive analysis; opportunities to
• International search results and rank tracking;
• Internal cross-linking; and improve page
• APIs for third-party data integration and management, as well as for export to other analysis performance or
tools. link authority.
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 or real-time site crawls;

• Features to manage adjacent fields like PPC or social media marketing;
• Search intent-based analysis, perhaps involving artificial intelligence or machine learning;
• Universal search rankings incorporating featured snippets, knowledge panels, reviews, local
packs, images, top stories, video, related questions, carousels, tweets and other dynamic
displays;
• Analysis and management of Google Shopping feeds;
• Content marketing analysis and performance tools;
• On-page content quality analysis;
• Competitive intelligence and benchmarking;
• Identification of technical issues such as broken pages, slow loading pages, content duplication,
excessive redirects, which can impact rankings; and
• Cross-device attribution.
The following section discusses some of these capabilities and the key considerations involved in
choosing an enterprise SEO platform.
Link analysis and acquisition

Links continue to be one of the most important external or “off-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.

Keyword research/rank analysis

Keyword research – knowing what terms people use to find your website, how your pages rank for
various queries and how you should use those terms in your copy – is a pillar of effective SEO. Virtually Keyword research
all enterprise SEO platforms provide keyword research tools that allow marketers to discover the ways – knowing what
that consumers search for content, and what keywords are driving traffic for competitors.
terms people
Vendors source this data differently, however. Some vendors license data from point solutions or ISPs, use to find your
due to Google’s restrictions on scraped data in its terms of use and the percentage of search results that website, how your
are keyword “(not provided).” Other vendors develop and manage a proprietary database of keyword pages rank for
terms. As a result, reliable keyword data has become less of a commodity and more expensive. various queries
and how you
It’s also important to note that rank analysis has grown increasingly complex as Google has upped
its use of more dynamic and visual SERPs. Marketers are no longer satisfied with a simple numeric should use those
designation of how their page ranks for a particular query; they want to know if it’s displayed in a terms in your
carousel, in a knowledge panel, with sitelinks – or any of the other ways in which crawled content is copy – is a pillar
being displayed on the SERPs. of effective SEO.
One of the newest entrants to this category, Visably, offers a different look at ranking, going so
far as to look at all the content on pages that rank for a particular keyword and then categorizing
those pages. With all this data, it seeks to give brands a sense of how they’re coming across in search
generally, even if the brand-related activity is happening on third-party sites. Other providers are
also coming up with their own proprietary formulas for calculating “share of voice” in search
Search intent-based analysis

Google’s search algorithms, often powered by artificial intelligence, are focusing less on keyword
matches and more on search intent. To counter the lack of keyword data, SEO platform vendors
are developing more tools that analyze search intent and predict or recommend the most relevant
content that would meet the searcher’s needs.
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. They often prioritize
and assign 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; some feature
real-time technical data, while others offer updates on a weekly basis. Ideally, the tool should be
able to crawl the entire site, not just random pages. However, some enterprise sites are so large it’s
unrealistic to expect a tool to crawl it in its entirety.
Content marketing and analysis

SEO and content marketing have become closely aligned, as Google has raised the content quality
bar through artificial intelligence as well as its regular 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 the competition to identify
potentially important gaps and make recommendations for improvement.
One emerging
One emerging area in which vendors are investing is the ability to automatically and proactively area in which
suggest topics that marketers should create content about – eliminating the need to spend lots of vendors are
time on analysis. Some even aid in developing the type of content that will show up in queries for
target keywords.
investing is
the ability to
International search tracking automatically
and proactively
International search coverage has become a critical capability, as the global economy leads more suggest topics
U.S.-based enterprises to conduct business online and offline in multiple countries and languages.
that marketers
Virtually all enterprise SEO platforms profiled in this report offer some level of international search should create
coverage that crosses borders, languages,and alphabets. The capabilities include international content about –
keyword research, integrating global market and search volume data into the platform, as well as eliminating the
integrating global CPC currency data. need to spend
lots of time on
Mobile/local analytics
analysis.
Google’s search engine updates are increasingly focused on improving the mobile/local search user
experience. While mobile-friendly sites are now table stakes in the SEO game, appearance in local
listings has become more important in the COVID-19 era, which elevated e-commerce and digital
communication among local retailers and restaurants, in part to cope with the demand for BOPIS
and curbside delivery.
Technical SEO crawling

Tools to identify technical issues that may be hindering ranking performance are very important,
given that marketers rank technical SEO fixes as their number one priority. These include things like
slow page load, implementation of schema markup, identification of crawling issues, the allocation of
crawl budget, and the flagging of duplicate URL and canonical issues.
Cross-device attribution
Recognizing that SEO is just one aspect of a brand’s marketing efforts, and also that search traffic
(especially on brand keywords) is influenced by paid media, some vendors are developing capabilities
that help marketers determine what marketing initiative is driving site visits or sales. This is
becoming increasingly difficult, however, as third-party cookies are no longer being supported by
many companies.

Choosing an enterprise SEO platform

The benefits of using enterprise SEO platforms Using an
With thousands, tens of thousands, and even millions of pages, sites, social conversations, images, enterprise
and keywords to manage and optimize, enterprise SEO has become increasingly complicated and SEO platform
time-consuming. can increase
efficiency and
Using an enterprise SEO platform can increase efficiency and productivity while reducing the time
productivity
and errors involved in managing organic search campaigns.
while reducing
More specifically, managing SEO through an enterprise toolset can provide the following benefits: the time and
errors involved
• Many tools, one interface. Enterprise SEO platforms perform many tasks in one system. A in managing
comprehensive dashboard can help your organization monitor SERP rankings and trends, how
organic search
you measure up to competitors and your share of voice. The integration and prioritization of
tasks, reporting and user permissions can offer substantial benefits to enterprise-level SEO campaigns.
operations.
• Intent insights. Because of the search engines’ increased focus on user intent, enterprise-level
SEO tool vendors are developing machine learning models that analyze user behavior and site
content to help marketers answer searchers’ questions. This information can inform content
development strategy –- a critical element given the foundational importance of quality
content.
• 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. Through education as well as software tool development, a
relationship with a quality vendor can give marketers a competitive advantage.
• Automated reporting to provide data in near real-time. Many brands end up trying to put a
lot of data in spreadsheets and updating them manually. 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. Many also allow for the
export of data to business intelligence tools or other analytics software.
Pricing/annual contracts
Licensing an enterprise SEO platform can be a significant investment, particularly for e-commerce
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. They may also 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). Enterprise-level pricing models vary and are often customized based on the number
of users, sites, keyword rankings, link volume, international coverage and other SEO activities.

Recommended steps to making an

informed purchase Understanding
Understanding your current marketing processes, knowing how to measure success and being your current
able to identify where you are looking for improvements are all critical pieces of the SEO platform marketing
decision-making process. The following section outlines four steps to help your organization begin processes,
that process and choose the SEO platform that is the right fit for your business needs and goals. knowing how to
measure success,
Step One: Do you need an enterprise SEO platform? and being able
Deciding whether your company needs an enterprise-level SEO platform calls for the same to identify where
evaluative steps involved in any software adoption, including a comprehensive self-assessment you are looking
of your organization’s business needs and resources, staffing, management support and financial for improvements
resources. Use the following questions as a guideline to determine the answers.
are all critical
• Do we have the right human resources in place? Employing people to implement and use pieces of the SEO
SEO platforms is a prerequisite to success. If you have marketing staff, utilizing SEO toolsets platform decision-
can make them more efficient and effective. The vast majority of organic search marketers making process.
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. Their analytical capabilities
can also help SEOs prove the impact of their work on the bottom line.
• 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.
• 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. With many SEOs reporting a technical backlog as the primary
thing hindering their SEO success, allocating resources to this task can be the factor that
determines whether an implementation is successful or not.
• 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.
• 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. Some tool companies include or offer training for
an additional fee, so be sure to ask about this.
• To what extent do we need to share reports with non-SEO staff? Some tool providers focus
significant development resources on simple interfaces that can be utilized by people in other
organizational roles – such as writers or C-suite executives. If this is important to you, make
sure you specifically look for this when evaluating possible platforms.

• 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 The most
decide if you’re ready to put an enterprise platform to good use, as well as help you decide effective RFPs
which tool will best meet your organizational needs. only request
• How will we measure success? Depending on your site’s monetization strategy, make sure you
relevant
know how you’ll determine if the rollout of the platform and the successful execution of the information and
established KPIs actually increased sales, conversions, or page views. provide ample
information about
• Do we have realistic expectations? It is not uncommon for enterprise SEO efforts to take at your business and
least six months to generate tangible results. If SEO is a new initiative within the organization,
cultural shifts and workflow processes will need to be implemented and refined. Setting
its SEO needs.
realistic timelines and goals will help build support at all levels of the enterprise.
• Do we have an SEO culture? Many organizations begin to invest in SEO but find that a lack
of understanding of SEO across the organization cripples its progress. Broad educational
programs are often required to provide consistent performance and results.
Step Two: Identify and contact appropriate vendors

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. If you find that one vendor doesn’t offer this “must-have” capability, it’s
obviously not a fit. When it comes to international data, it can be cost-prohibitive to track all
your markets, so you may want to use an enterprise-level tool to track your most important
market, then use simpler tools for secondary markets.
• Take your list of capabilities and then do some research. Many of the vendors profiled in this
report also provide whitepapers and interactive tools that can help.
• Narrow your list 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 comes 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.

Step Three: Scheduling the demo

Set up demos with your shortlist of vendors within a relatively short timeframe after receiving the
RFP responses to help make relevant comparisons. Make sure that all potential internal users are on Set up demos
the demo call, and pay attention to the following: with your shortlist
of vendors within
• How easy is the platform to use?
• Does the vendor seem to understand our business and our marketing needs? a relatively short
• Are they showing us our “must-have” features? timeframe after
• Is the reporting actionable? receiving the RFP
responses to help
Other questions to ask each vendor include:
make relevant
• How do you calculate search volumes? Knowing how the system treats information types will comparisons.
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 from where raw
data is extracted (i.e., analytics, log files, or a proprietary tracking pixel).
• 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.
• 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 is normalized for global or local (in that
market) search, and whether search ranks are calculated from within the 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.
• How do you track and report universal search results? 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? That location and reporting
feedback helps to quantify strategic and tactical efforts.
• Does your tool help customers understand what competitors do, and derive actionable
insights from that? What are the most important features the tool has 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.
• 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.
• Where are the actionable reports? Enterprise tools have dashboards and generous amounts
of data but it’s 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.

• What other meta-information does your system collect that may be made available 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.
Before deciding
• Is there a workflow built in that allows me to coordinate the work of my marketing, content, on a vendor,
web development and social media teams across the organization? SEO cannot operate in take the time to
a silo. A true enterprise platform should provide built-in workflow management that includes
task assignment, management and monitoring of completion rates across groups.
speak with one
or two customer
• What does the onboarding process entail and how long will it take? What are the training references,
options (i.e., is it online only or will you send people to our location to train us on-site)? Be sure preferably
to find out what onboarding and support is included in pricing and what is an add-on. someone in a
• What kind of ongoing support and client engagement will your account team provide?
business like
How will you gauge our use or non-use of the platform’s features? One of the most common yours.
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.
• What new features are you considering? What are 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 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 important.
This helps establish long-term trust and an expectation with the vendor that it will always be
on the cutting edge of SEO.
Step Four: Check references, negotiate a contract

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 you with several
references if you cannot identify them yourself.
Use this opportunity to ask any additional questions and find out more about any topics that weren’t
addressed during the demo. Make sure that the person you’ve been referred to is a primary user of
the solution. Consider also asking these basic questions:
4 Why did you move to an enterprise SEO platform?

4 Why did you select this platform over others?
4 Has this platform lived up to your expectations?
4 How long did the system take to implement?
4 Are you also using additional tools for crawling, page evaluations, competitive analysis,
domain and link data?
4 Were there any surprises that you wish you’d known about beforehand?
4 What was the quality of the training resources and the onboarding process?
4 Where have you seen the most success? The biggest challenges?
4 Do other teams in your company use the tool? How did you get their buy-in?
4 How are you measuring your own success?
4 How easy was the set-up process and how long? Did the vendor help?
4 How responsive is customer service?
4 Has there been any downtime?
4 Do you use all the resources provided? If not, which ones and why?

4 What is the most useful, actionable (favorite) report the tool generates?
4 What do you wish they did differently?
4 Why would you recommend this platform?
Although not
Although not all vendors require an annual contract, many do. Once you’ve selected a vendor, be all vendors
sure to get in writing a list of what technology and support are covered in the contract. Ask about require an annual
what kinds of additional fees might come up.
contract, many
4 Are there charges for custom integrations, if so, how much (and how long will the onboarding do. Once you’ve
take)? selected a vendor,
4 What is the hourly charge for engineering services, and is there a minimum? be sure to get in
4 What partner organizations are available to install and integrate the tool? writing a list of
4 If you need to train a new hire midyear, what will that cost?
4 What is the “out” clause?
what technology
4 Are they open to a trial period with options to exit the contract? and support are
covered in the
Obtaining the answers upfront – and having them in writing – will ensure fewer surprises and fewer contract.
costs down the road.

Conclusion
Organic search continues to evolve rapidly as Google updates and refines its search algorithms, Technical
employing artificial intelligence to better understand natural language and user intent.
Additionally, the vast array of types of displays on the SERPs – knowledge graph, carousels, local considerations,
packs, “people also ask” and many more – mean that marketers must level up their resources to truly like those
understand how their site’s pages are performing to meet their KPIs. addressed by
Google’s Core
Technical considerations, like those addressed by Google’s Core Web Vitals, are also growing in Web Vitals, are
importance because they affect the user experience. Tools integrating these metrics and providing
suggestions on how to improve them can provide significant value. also growing
in importance
Search marketers have many choices when seeking a technology partner to manage SEO. The because they
enterprise SEO tools market includes many suite-based platforms as well as point solutions that affect the user
typically specialize in certain areas. experience.
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

VENDOR PROFILES
Target audience
• AgencyAnalytics’ target audience is mid-sized and large marketing agencies with 25+
clients and 1M-50M+ in annual revenues.
Company overview
• Founded in 2010.
• 65 employees.
AgencyAnalytics • AgencyAnalytics is privately held and has not taken venture funding.
18 King Street East, Suite 1400 • The company considers its mission to be helping agencies scale with automated
Toronto, ON reporting. Rather than providing tools itself, AgencyAnalytics pulls data from other
Canada platforms and gives agencies an overview of performance and customized reporting.
agencyanalytics.com • Based in Toronto, Ontario, AgencyAnalytics has a fully remote and global team.
Product overview
Key customers
• AgencyAnalytics is a growth platform for marketing agencies to automate their client
Not disclosed reporting quickly and easily. With AgencyAnalytics, agencies can build customizable
dashboards and reports that connect their clients’ data across silos. With access to
Key executives 60+ marketing integrations, the solution lets marketing agencies monitor campaign
performance at scale and communicate with their clients.
Joe Kindness, Founder and • AgencyAnalytics has over 12 direct integrations to help monitor SEO progress
Chief Executive Officer and identify new growth opportunities. The system lets users automatically pull in
Blake Acheson, Founder and rankings, find and correct site issues, track organic traffic growth, and more using direct
Chief Technology Officer integrations with Google Analytics, SEMRush, Ahrefs, Moz, Google Search Console,
Jacob Varghese, Bing Webmaster Tools, and more.
Chief Marketing Officer
Search intelligence and competitive research
Jesse Smith, VP of Product
• AgencyAnalytics’ Rank Tracker tool gathers the latest search engine ranking metrics for
an agency’s clients in one place, providing users with a constant and up-to-date view of
SEO campaigns.
• Additional detailed information is available about individual keywords, such as keyword
ranking performance over time and how a client ranks against their competition.
• The Rank Tracking tool also identifies opportunities to increase clients’ keyword
rankings by monitoring their historical SERP results.
• With 13 SEO-related integrations, AgencyAnalytics can report all of the metrics
provided by these tools, including backlink tracking, keyword rankings, time spent on
specific pages and more.
Technical SEO and user experience

• AgencyAnalytics’ site audit tool allows users to identify and resolve common website
issues that may impact a client’s search engine rankings and user experience, like 404
errors, duplicate content, broken links, and more.
• The site auditor automatically checks for more than 40 technical errors on a one-time or
scheduled basis to ensure a client’s website is performing well and aligned with SEO best
practices.

VENDOR PROFILES
Paid media monitor client campaigns, provide

seamless client communication and
• AgencyAnalytics connects to 16 of the provide granular user access and
biggest PPC and paid social platforms, permissions.
offering custom dashboards and • Agencies can provide clients with
automated PPC reports. their own login so they can access
• Agencies can pull all of their clients’ live dashboards and reports in real-
PPC data from various sources into one time without sharing any sensitive
centralized dashboard. Combining data information.
AgencyAnalytics from multiple PPC platforms (such as • An agency’s team can be added as
18 King Street East, Suite 1400 Google Ads, Amazon Ads, and Bing Ads) individual users, which allows team
Toronto, ON and even their paid social metrics (like leaders to create tasks for each
Canada Facebook Ads, Twitter Ads, TikTok Ads, campaign, assign them to team members
agencyanalytics.com etc.) gives clients the full picture of their and track their progress. These features
paid campaign performance. allow agencies to keep their teams
organized and provide clients with
Reporting visibility into what is being done on their
behalf. Completed tasks can also be
• AgencyAnalytics lets agencies automate added to automated monthly reports.
client reporting by providing with • Agency Analytics connects to 60+
dozens of prebuilt report and dashboard marketing channels to automate
templates that can be customized using reporting. Integrations include
an intuitive drag and drop report builder. GoogleAnalytics, Google Business
• Built-in data visualization options allow Profiles, various call tracking software,
agencies to attractively display this data SEO software (Rankings, Site Auditor
using key metrics, line charts, pie charts, and Majestic), social (Facebook,
bar charts, and more, allowing them to Facebook Ads, Instagram, Twitter,
track progress against their clients’ goals. LinkedIn, YouTube), and email marketing
• Report scheduling feature allows providers.
agencies to automatically send client
reports on a daily, weekly, or monthly Pricing and support
basis. If agencies want to do a final check
before the report goes to their client, or • An annual contract is not required.
add any additional personalizations, they • A free trial is available.
can be notified before it is sent. • Subscription plans can be billed monthly
or annually, and vary by plan based on
Page-level audit agency size (ranging from 10 to 200+
clients). The freelancer plan starts
• AgencyAnalytics’ site auditor allows at $10/month per client campaign
users to identify and prioritize issues, (minimum of 5 campaigns), and $15/
as well as schedule website audits on a month per campaign (minimum of 10
regular basis. campaigns) for the Agency plan. A
• They can use the site auditor to select Custom Enterprise plan is available for
an issue, such as a 404 or a missing alt agencies that require more than 100
tag, and identify which pages on their client campaigns.
website are suffering from the issue. • All plans offer 24/5 customer support
and a dedicated account manager is
Collaboration and third-party included with the enterprise plan.
integrations • Agencies also have access to an
extensive help center, getting started
• AgencyAnalytics is built around videos and FAQs to help them get the
collaboration and third-party most out of the platform.
integrations. The tools let agencies

VENDOR PROFILES
Target audience
Freelancers, agencies, midmarket companies and enterprises.
Ahrefs Company overview

Marina One East Tower, • 60 Employees.
7 Straits View, 08-02 • Founded in 2010.
Singapore, Singapore 018936 • Ahrefs offers an all-in-one SEO platform that helps companies of any size grow their
ahrefs.com search traffic, analyze their competitors’ digital strategies, explore content ideas, and
find SEO-related issues with their websites.
Key customers
Product overview
Not disclosed.
Ahrefs was built to not only provide rich and accurate data across 19.8 billion keywords,
Key executives 10 search engines and 243 countries but also provide easy-to-interpret visualizations and
insights across the following six areas:
Dmitry Gerasimenko, • Competitive analysis
Founder and • Content research
Chief Executive Officer • Site audits
Igor Pikovets, • Backlink research
Chief Technology Officer • Rank tracking
• Web monitoring
Tim Soulo, Chief Marketing
Officer and Product advisor
Content research, creation and distribution
• Keywords Explorer pulls relevant keyword suggestions from a database of over three
billion keywords. Keyword difficulty score and advanced keyword metrics helps you
decide which keywords to target for content, with data on how competitors rank for
various keywords.
• Keyword Explorer will also help generate ideas and spot content opportunities by
providing ideas in six different ways:
• Phrase match -- phrases that contain the target keyword.
• Having same terms -- ideas that contain all the terms in the target keyword (in any
order).
• Also rank for -- keywords for which the top-ranking pages also rank for.
• Search suggestions -- queries suggested via ‘autocomplete’ when people are
searching for your target keyword.
• Newly discovered -- search queries that were added to the company’s database
recently.
• Questions -- phrased as a question.

Ahrefs’ Site Explorer combines three SEO tools in one visual interface:
• Organic traffic research lets users see what keywords their competitors are ranking for
and which pages bring the most search engine traffic by country.
• Backlink checker enables users to see which websites link to their competitors’ sites and
gauge the quality of their backlink profiles. In addition to seeing top content by backlinks,
one can also track which content has the most social shares, Ahrefs index of live
backlinks is updated with fresh data every 15-30 minutes. Email alerts can be created
for new backlinks to clients’ websites and their competitors.

VENDOR PROFILES
• Paid traffic research helps marketers issues that can easily be shared with
learn whether their competitors are others. Audits support JavaScript-
doing paid search advertising, what their powered websites and can crawl
ads look like and what keywords they are mobile versions. These can be set to run
bidding on. automatically daily, weekly, or monthly.
Ahrefs
• Rank tracker monitors a site’s rankings • Ahrefs also helps users clean backlink
Marina One East Tower,
over time and charts performance against profiles from low-quality backlinks that
7 Straits View, 08-02
competitors’ so users can easily visualize can harm website performance in search
Singapore, Singapore 018936
how their SEO efforts are paying off. In and monitoring of outgoing links.
ahrefs.com
addition to seeing rank progress, search
traffic, and SERP features, the tool lets SERP display and
users find out which websites and pages structured data
are fighting for search traffic from a list of
tracked keywords. Ahrefs reports rankings across 13 SERP
• Content Explorer helps find the most features:
traffic and share-worthy content in any • Featured snippet
niche with contextual insights on which • Sitelinks
pages gain or lose links and traffic over • Top stories
time. This lets users reverse engineer a • Image pack
competitor’s content marketing strategy • Thumbnails
by understanding their publishing and • Ads top
republishing frequency. • Ads bottom
• Various backlink reports reveal where • Shopping results
competitors are getting external • Knowledge card
backlinks from and help marketers find • Knowledge panel
more information about those backlinks. • Videos
• Tweet box
Technical SEO and user • People also ask
experience
Paid media
• Site Audit monitors a website’s on-page
SEO performance, checks the website for • Ahrefs will show recent PPC keywords
100+ pre-defined SEO issues related to: and ads of any website and can list
• Performance: slow pages, too-large who ranks on PPC ads for a particular
CSS or HTML. keyword and when (starting from 2015).
• HTML tags: missing, duplicate or
non-optimal length of title tags, Page-level audit
meta descriptions and H1 tags.
• Social tags: incomplete or missing • Site Explorer lets users analyze backlinks
Open Graph tags and Twitter cards. and organic rankings of individual pages.
• Content quality: low word counts, Site Audit identifies and recommends
unconsolidated duplicate pages. on-page SEO fixes related to H1 tags, alt
• Localization: all issues with Hreflang. text, title tags, and meta descriptions.
• Incoming links: detecting orphan • Additionally, the ahrefs free SEO toolbar
pages, issues with nofollow links. will help with quick on-page SEO data
• Outgoing links: detecting links to checks.
redirects, broken pages.
• Resources: issues with images, Third-party integrations
JavaScript, CSS.
• External pages. • Google Data Studio connector for
• Site Audit automatically groups issues reporting.
by type and and provides actionable • An API is available for custom
recommendations on how to fix the integrations.

VENDOR PROFILES
Pricing and support • Enterprise - starting at $999/month

($832 with annual subscription)
• No annual contract required, but intended for agencies and enterprise
discounts are given for those who companies. Customized based on
commit to an annual subscription. needs. Contact for a custom quote.
Ahrefs • The company offers five pricing plans: • Chat and email customer support is
Marina One East Tower, • Lite - $99/month ($82 with annual available at no extra charge 24 hours a
7 Straits View, 08-02 subscription) Fits SMBs and DIY day, 5 days a week. The ahrefs Insider
Singapore, Singapore 018936 SEOs who work with a few sites only. community consists of more than 10,000
ahrefs.com • Standard - $199/month ($166 with members to bounce ideas off of and
annual subscription). Mostly used by collaborate with.
SEO freelancers and SMBs who are • The ahrefs platform includes educational
more active in content marketing how-tos, tutorials, and insider tips.
and SEO. • Onboarding support and a dedicated
• Advanced - $399/month ($332 account manager are available for an
with annual subscription). Used by additional fee.
small agencies and fast growing
businesses.

VENDOR PROFILES
Target audience
• Enterprise websites with an emphasis on e-commerce/retail, publishers/media,
classifieds and travel verticals.
Botify Company overview

101 Greenwich St, Floor 9
New York, NY 10006 • Founded in 2012.
T: 617-576-2005 • 250+ employees.
botify.com • Raised a total of $82.2 million with $55 million in Series C funding in 2021.
• Offices in New York, Seattle, London, Paris, Sydney, Tokyo and Singapore.
Product overview
Key customers
• The Botify platform is comprised of three main suites to meet the size and scale for
Marriott
enterprise brands:
REI
• Botify Analytics: tools for factors that affect a site’s organic search results. It allows
Conde Nast
users to drill down into over 1,200 different metrics included inside Botify’s Unified
Expedia
Data Model.
Carvana
• Botify Intelligence: Provides prescriptive insights to save time and mitigate risk.
Glassdoor
• Botify Activation: Automates organic search optimization at scale.
Key executives Content research, creation and distribution

Adrien Menard, Co-Founder and
• RealKeywords, part of the Botify Analytics suite:
Chief Executive Officer
• Keyword research and rank tracking tool that bridges real user queries from the
Stan Chauvin, Co-Founder and Google Search Console API with advanced technical SEO insights.
Co-Chief Innovation Officer • Automatically detects the main keyword of a page based on real user interactions with
Thomas Grange, Co-Founder and a brand’s webpages. It then detects, at scale, any time this main keyword is and is not
Co-Chief Innovation Officer present in common SEO elements such as titles, descriptions, anchor texts, etc.
• Reveals real searcher data to help content creators detect which keywords are
Robert Rothschild,
trending up or down with their audience, as well as how keywords are performing
by device and location over time.
• Botify has a number of content quality indicators that allow users to see their content
how search engines see it (examples: duplicate content, thin content) and rapidly
address any issues. All content quality indicators can be overlaid with 1000+ other
metrics from the Botify platform to allow a user to see, for example, how thin content
might correlate with rank position or quantity of traffic.
• Botify collects titles, descriptions and heading tags for every page that is crawled on a
website, allowing for the detection of empty, short, long, and duplicate values for any of
them.

• RealKeywords, from Botify Analytics, offers access to search users’ behavior, including:
• Search queries, impressions, ranking, click through rate and volume
• Searcher location
• Devices
• Trends in queries over time
• Which keywords are trending up and down over time
• Ability to combine data points and reveal insights such as the reason for poor rankings
• Crawl metrics such as inlinks, meta tags, page speed, page depth, etc. are available for
competitor websites when a customer elects to crawl their competitor’s websites.

VENDOR PROFILES
Technical SEO and user Page-level audit

experience
• Collects data on each page that spans
• Full integration of Core Web Vitals data, every phase of the SEO funnel —
including historical performance and crawl, render, index, rank, and traffic/
Botify trends. conversions. Evaluates the structure
101 Greenwich St, Floor 9 • Every error code and page load event on and content of websites just like a search
New York, NY 10006 the website is reported. engine.
T: 617-576-2005 • Integrations with analytics platforms • SiteCrawler, from Botify Analytics,
botify.com illustrate how any site issues could be crawls the site at a speed of up to 250
affecting the visitor experience, as URLs/second (HTML) and 100 URLs/
evidenced by metrics like pages per visit, second (JavaScript), picking up every
bounce rate, time on site, etc. relevant data point.
• Chrome extension allows users to see
Paid media each page’s data while visiting it.
• LogAnalyzer, from Botify Analytics,
• Organic and social visits report offers analyzes up to 100 million search engine
visibility into which of their pages are requests per day to see how any search
getting traffic from social. engine is crawling digital assets.
• Allows users to evaluate how Google • Botify Intelligence and Botify Activation,
AdsBot is crawling pages, helpful for layer on prescriptive insights and
evaluating whether the right pages are automated actions. This allows users to
being crawled for paid advertising purposes. see, for example, what optimizations will
• RealKeywords allows paid media teams have the highest impact and which pages
to see: require immediate action.
• Which keywords are trending and • Implementation
may be worth bidding on. • SpeedWorkers, part of Botify
• Which keywords are ranking in a low Activation, automatically reduces
organic position and may be worth or eliminates the impact of poor
paying to show up for. JavaScript performance on page
• Which keywords are ranking in a indexing for even the largest, most
high organic position and getting complex web properties.
lots of clicks, possibly eliminating the
need to bid for that same keyword. Third-party integrations
SERP display and • EngagementAnalytics, from Botify

Analytics, integrates with analytics
structured data platforms such as Google Analytics,
• Full analysis of a website’s structured Adobe Analytics, and AT Internet for full
data allows users to scale across all data suite.
the pages on a website at one time. • Offers an API for custom integrations.
Reporting capabilities include (but are
not limited to): Reporting
• Pages with structured data errors
• Pages missing structured data • AlertPanel, from Botify Intelligence, is an
altogether early detection system that sends alerts
• Structured data types by segment when SEO issues arise.
(product scheme on product pages, • Custom Reports allow anything in
article schema on article pages, etc.) Botify’s unified data model to be
• Ability to cross-reference 1000s of displayed directly in the platform or sent
metrics such as visits, time on site, to a business intelligence application via
Google crawls, etc. with structured the Botify API.
data types and implementations.

VENDOR PROFILES
Pricing and support • A search data strategist and a client

delivery manager are accessible for first
• Annual contract required 90 days to help integrate and analyze
• No free trial. Personalized demos with data and discuss strategic initiatives.
real data can be offered as part of pre- • Professional service add-ons are
Botify purchase process. available.
101 Greenwich St, Floor 9 • Each account has a customer success • The Botify Certification Program allows
New York, NY 10006 manager who is a strategic partner for clients to take courses and certification
T: 617-576-2005 the full duration of the engagement exams to improve their mastery of the
botify.com to provide day-to-day support at no platform.
additional cost.

VENDOR PROFILES
Target audience
• Digital marketers and SEOs in global enterprise companies and mid-market SMBs across
BrightEdge all B2B and B2C verticals including finance, retail, automotive, e-commerce, travel,
989 East Hillsdale Ave 300 hospitality, education, manufacturing, health & beauty, technology, communications,
Foster City, CA 94404 consumer products, fashion, food & beverage, insurance, legal services, marketing,
T: 800-578-8023 media, pharma, publishing, real estate & construction and recreation.
brightedge.com
Company overview
• 415 employees.
Key customers • Founded in 2007.
Marriott • BrightEdge previously raised a total of $61.9 million in four venture funding rounds.
L’Oréal Investors include: Illuminate Ventures, Insight Venture Partners, Intel Capital, Altos
Standford Health Care Partners and Battery Ventures.
CBIZ • BrightEdge is profitable and self-funding.
Microsoft • In 2019 BrightEdge acquired mobile technology developed from Trilibis which has now
been transformed and integrated into the BrightEdge Autopilot solution.
• BrightEdge helps marketers improve online visibility and traffic from the most extensive
Key executives digital channel: organic search. BrightEdge provides web-wide, real-time identification
Jim Yu, Chief Executive Officer of new search and content opportunities alongside business intelligence to help users
maximize performance and return on content and digital marketing campaigns.
Lem Park, Chief Technology • Headquartered in Foster City, CA, with offices in Cleveland, Chicago, Seattle, New York,
Officer London, Tokyo, and Sydney.
Krish Kumar, Chief Operating
Officer Product overview
• SaaS-based SEO and content performance marketing platform that leverages Business
Intelligence (BI) and real-time search insights to connect consumers to experiences
across all digital channels, including search, site, local and mobile. BrightEdge Autopilot
brings smart, end-to-end automation of SEO.
• BrightEdge Data Cube indexes billions of pieces of SEO, content and digital data points
across the globe and by device types, including desktop and smartphones. Users can
filter across multiple factors to see what is and isn’t performing at a macro level in
Google.
• BrightEdge Instant empowers marketers to utilize real-time insights to optimize content
within one platform across 37,000 locations and 46 languages.

• Research on demand: Gives marketers access to real-time, on-demand data — including
conversational search — which allows them to ask specific questions and discover data-
driven answers.
• Rankings in real-time across any search engine and any device across 37,000 locations
and 46 languages.
• Analyzes video (YouTube) and image SERP rankings in real-time to allow marketers
to optimize for those search types.
• Checks rankings of pages on Amazon, allowing users to protect their brand and
policies.
• Page-Level Reporting defines gaps and opportunities of content against competitor
pages that outrank it for on-page tactical optimizations. Includes social signals and
offsite elements that may be influencing organic listings.

VENDOR PROFILES
Search intelligence and • BrightEdge supports structured

competitive research data. BrightEdge Data Cube detects
the presence of universal results for
BrightEdge • BrightEdge provides both Business keywords so marketers can see how
989 East Hillsdale Ave 300 Intelligence (BI) on macro trends and engines are utilizing structured data in
Foster City, CA 94404 search intelligence in granular detail in a SERPs. BrightEdge Instant also gives
T: 800-578-8023 single platform. marketers a real-time view of how mark-
brightedge.com • BrightEdge Market Insights is built up is being used.
into the BrightEdge platform and
provides customizable macro- Technical SEO and user
market trends for strategic experience
planning and reveals prescriptive
opportunities. It aggregates millions • Recommendations and Page Speed
of search keywords in a given Performance allows marketers to
space to define search behavior at understand, at scale, desktop and mobile
scale. Marketers use this to make site speed performance while comparing
broad digital strategy decisions and and contrasting against the competition.
holistically visualize their audience • BrightEdge ContentIQ is an enterprise-
demand. grade website auditing solution that can
• BrightEdge provides a suite of crawl sites. It highlights errors, redirects,
tracking and measurement tools for and issues that hinder both SEO and user
keyword intelligence. BrightEdge experience on the site, enabling digital
Share of Voice for keyword groups marketers to identify and prioritize the
defines who the real competitors resolution of site errors and issues that
are for keywords based on how they degrade rank, site visits, conversions,
appear in results. Customers can and revenue.
also track Facebook performance • BrightEdge Instant features a Log File
directly and the tool provides Analyzer that uses server logs to analyze
recommendations for how to make critical aspects of a site for crawlers.
posts more visible both internally Marketers can see what is hindering
and externally. crawls and what errors they experience.
• Core Web Vitals Test allows marketers BrightEdge Instant also features a scaled
to quickly see how up to 500 URLs will Page Speed Test and Core Web Vitals
measure for Google’s Core Web Vitals. analysis so users can take action.
• Active Backlinks allows marketers to • BrightEdge Autopilot helps improve user
see the backlink profile of their sites and experience by automated SEO.
competitors in real-time.
Paid media
SERP display and
structured data • BrightEdge keyword reporting shows
marketers where paid results are also
• BrightEdge provides real-time analysis of appearing on a results page and adjusts
search results, including attributes such the overall visibility of organic results
as Knowledge Graph, images, carousels, to account for paid presence. This
‘people also ask,’ instant results, quick helps with prioritization and targeting.
answers, video, paid search listings, local, Throughout multiple views, BrightEdge
hyperlocal, and map packs. also assigns keyword value from a
• BrightEdge also provides a classic CPC perspective to help marketers
and blended rank view of organic understand the cost avoidance and
performance to help marketers media equivalent value of organic search.
understand how these attributes impact
traditional organic results.

VENDOR PROFILES
Page-level audits and all major marketing automation

systems and content platforms and CRM
• The BrightEdge page-level (Salesforce.com).
BrightEdge recommendation engine also provides
989 East Hillsdale Ave 300 granular recommendations for each Pricing and support
Foster City, CA 94404 page on the site, including keyword
T: 800-578-8023 usage, internal linking needs, social • An annual contract is required; multi-
brightedge.com linking requirements, external backlink year contract discounts are available.
requirements, and general content • No free trials are available.
format opportunities based on how • Specific pricing details aren’t disclosed
search engines are treating keywords publicly but SaaS-based pricing is
targeted. based on the number of keywords and
websites.
Collaboration and third-party • All BrightEdge customers are assigned
integrations a Customer Support Manager who
provides live insights and guidance on a
• BrightEdge supports integrations with bi-monthly basis.
Facebook (Certified PMD partner), • All customers have 24/7 access to the
Twitter, Google Voice, Alexa, Google support team (across five continents)
Analytics, Adobe Analytics, and IBM through email and help centers.
Coremetrics. Each integration pulls • BrightEdge offers best practices
in site-wide, page-level metrics, and consulting by industry, international
granular conversion metrics. rollout programs, technical SEO,
• Accredited Adobe and Google partner website optimization, content marketing
with 2-way integrations and an official strategy, ranging from strategy,
SAP Hybris integration partner for analytics, technology, and operational.
Commerce. Adobe integrates BrightEdge Specific engagements include Site
into all AEM deployments for content Migration & Redesign Support, Technical
optimization, and BrightEdge integrates Audit, Content Landscape Audit,
with CMS systems such as Adobe AEM, Keyword Research, SEO Technical
SiteCore, Drupal, and WordPress. Audit – to include structured data &
BrightEdge has supported over 10,000 international.
integrations with all major martech
solutions, including bid management

VENDOR PROFILES
Target audience
• Conductor’s target audience is enterprise organic marketing teams (inclusive of
Conductor SEO, content, and web management). Conductor partners with companies across all
2 Park Avenue verticals, with focus in technology, retail, finance, healthcare, travel & hospitality and
New York, NY 10016 manufacturing.
T: 212-213-6251
conductor.com Company overview
• 300 Employees.
Key customers • Founded in 2010.
• Acquired by WeWork in March 2018, spun out as an independent company in
Samsung December 2019.
Citigroup • Valued at $525 million post-money valuation in $150 million series A funding by Bregal
Visa Sagemount in 2021
SAP • Conductor is an organic marketing technology company with a mission to empower
Johns Hopkins brands to transform marketing into a force for helping people. Cross-functional teams
Slack collaborate on Conductor’s platform to acquire and educate customers by creating
and optimizing content that gets found online. Conductor also offers a suite of services
Key executives and support, including strategy engagements, consulting projects, site migrations and
enablement solutions.
Seth Besmertnik, • Conductor is headquartered in New York City, with offices in San Francisco, Denver,
Chief Executive Officer Austin, London, Buenos Aires and Kyiv.
Selina Eizik,
Chief Operating Officer Product overview
Wei Zheng, Chief Product Officer
• Conductor combines keyword data, social engagement metrics and audience
Alok Srivastava, demographics to illuminate customer intent. Users can uncover new content and
Chief Technology Officer optimization opportunities and create customer-first content at scale, with in-platform
AI-powered content recommendations and via one-click integrations to workflow
management tools.
• Users can also implement on-page website optimizations in real-time, directly from the
platform to any content management system (CMS). Rank tracking and content analytics
capabilities let marketers track and share the performance of content and campaigns
across channels.
Content research, creation, distribution

• Conductor Actions lets users create and optimize website content with customizable,
in-platform content briefs.
• Content Guidance provides users with prioritized AI- recommendations for content
optimizations, including insight into header tags, metadata, schema markup and more.
• Live Editor proactively notifies users of their top-priority site optimizations and allows
users to make real-time changes to their live on-page content directly from the platform.
• In Marketplace, users can request on-demand services from Conductor and its trusted
partners to get guidance on their content calendar or buyer’s journey.
• Conductor’s content analytics suite provides a comprehensive view of performance and
correlates changes in traffic to website changes and SEO activity, through automatic
content change detection and custom annotations to keep track of all SEO and content
activities.

VENDOR PROFILES
Search intelligence and SERP display and structured

competitive research data
Conductor • Keyword and competitive research in • Users have access to comprehensive
2 Park Avenue Explorer lets users uncover which topics reporting for all major Featured Snippets
New York, NY 10016 are in-demand, displaying monthly / Result Types such as, ‘people also
T: 212-213-6251 search volume for over 20+billion ask’ (PAA) results, answer boxes, local
conductor.com keywords, enhanced with: packs, articles, in-depth articles, Twitter
• opportunity score, profiles, app packs, jobs, the news
• cost-per-click data, carousel and more, for all keywords. The
• semantically related search terms, tool prescribes relevant schema markup
• social intelligence like social media for content that is not already included.
mentions and engagement, • Conductor’s custom extraction tool
• audience demographics, that identifies multiple tags — including
• regional topic demand, Microdata, RDFA and JSON — gives
• mapping by customer journey stage. users recommendations for optimizing
• Explorer provides instant insight into schema markup. The platform also
the search audience with demographics allows marketers to add schema
like occupation, interests, geography and language to websites in bulk and
‘people also ask’ results. measure the impact of this work through
• Users can track organic visibility and analytics integrations with Google,
rank position by location, device, Adobe and IBM Analytics.
channel, page, and category in hundreds
of search engines. This includes the Paid media
user’s brand and competitor content on
YouTube and Amazon. • In Conductor’s content analytics suite,
• Users can also perform keyword users can compare organic and paid
research directly in their browser on traffic to your page and uncover the
any live content with the Conductor for impact of each channel with automatic
Chrome browser extension, showing and custom annotations.
monthly search volume and related • Users can also track any web property
keywords in-line on any live content. — paid, owned, earned, competitive, or
• Users can instantly see which of their third-party — across YouTube, Amazon,
competitors own a valuable share of social media, press, on the Google SERP
the Google SERP. They can also view and at the channel level. Also, track
how their content ranks and SEO health keywords and ranking for Amazon brand
compared to competitors to identify profiles and product listings on the
opportunities across locations and Amazon SERP.
devices, for any product or category. • Paid and organic optimizer helps
• Explorer allows for on-demand optimize brands’ paid and organic
competitive intelligence. Compare strategy and reveal their competitors’
domains, subdomains, or subfolders paid strategy. Users can receive
to identify competitive opportunities prioritized alerts of top competitive
where their brand is not as visible as the movements.
competition.
• Content guidance lets users uncover Technical SEO and user
elements that make up the top-ranking experience
pages for their topic including title, meta
description, body copy, schema markup • Customers have access to real-time
readability and more. technical SEO auditing and website
monitoring with coverage of any site.
This includes competitors’ sites and non-
traditional properties. Users have access

VENDOR PROFILES
to always-on proactive alerting that the content — including desktop and

surfaces technical issues before search mobile page speed.
rankings are impacted. Key capabilities
Conductor include: Collaboration and third-party
2 Park Avenue • 24/7 technical website auditing integrations
New York, NY 10016 • Continuous site monitoring to
T: 212-213-6251 instantly detect errors • Conductor is available across a Web
conductor.com • Customized, real-time alerts Application and Chrome Extension.
available in-app and delivered via Conductor also has an available API and
email and Slack offers SSO / SAML support.
• Multiple APIs and integrations with • Assign briefs, keyword lists and tasks
Adobe, Google Search Console, to team members in one click, with
Google Analytics and more seamless integrations to Asana, Jira,
• Crawls are fully automated and run Trello and Google.
continuously, prioritizing the highest
authority pages. Speeds may be set Pricing and support
for different windows, based on user
preference. Alerts are configurable • An annual contract is required.
by type and trigger, including specific • A free trial is available.
page properties and issues like Content, • Pricing isn’t disclosed publicly but the
Relations (links broken, Hreflang company provides quotes on custom
changed), Pages, and Analytics. solutions upon request.
• Intelligence scoring algorithm prioritizes • All Conductor customers get access to
based on criteria such as the number customer success services as part of
of internal links, link depth, traffic and their subscription. Customer success
change frequency. Automated throttling provides onboarding, product training
adjusts crawl speed based on site and support to help them be successful
performance. with the platform. During onboarding,
• Full page changelogs are available customers complete a proprietary
and can be filtered by active status, organic marketing assessment and
site segmentation, page details (title, work with the team to create a custom
Hreflang implementation, canonical success plan. Every Conductor
links) and more. Users can view live subscription includes monthly customer
performance reports that combine success offerings, like content briefs,
health, issues, change types and core optimizations and visibility reports.
web vitals in a single interface. They • Conductor also offers professional
can also access historical data for up to services and consulting add-ons.
60 months with customizable views for Offerings include consulting projects,
different stakeholders. site migrations, strategy engagements
• Conductor’s Chrome Extension also and enablement solutions to strengthen
offers instant page and technical in-house operations.
auditing, including desktop and mobile • In-platform marketplace provides
page speed, sitemaps, robot.txt, direct access to more than 100+ service
canonicals, redirects and linking. With offerings from Conductor’s partner
the extension, users can make real-time ecosystem. This includes resources
on-page optimizations to structured data for content creation and digital assets
directly from the Chrome browser. The production.
extension also offers proprietary scoring
to assess how audiences will experience

VENDOR PROFILES
Target customer
• Agencies and mid-sized and enterprise companies with in-house marketing and SEO
teams.
MOZ
1111 3rd Ave, 17th Floor Company overview
Seattle, WA 98101
T: 206-602-2005 • Founded in 2004 as SEOMoz.
moz.com • 200 employees.
• Acquired STAT Search Analytics in October 2018.
• Headquartered in Seattle, WA with an office in Vancouver, Canada.
• Part of the Moz Group with the acquisition by Ziff Davis in 2021. Ziff Davis (NASDAQ:
Key customers
ZD) is a vertically focused digital media and internet company whose portfolio includes
Obility leading brands in technology, entertainment, shopping, health, cybersecurity and
Hive Digital martech.
Trivago
iProspect Product overview
TELUS
• Moz Pro is an SEO analytics and research platform for professional SEOs and marketers
providing performance-driving insights, tools for in-depth competitive analysis, and
Key executives
actionable recommendations – powered by robust link data available via API.
Brittani Dinsmore, SVP, • Report building templates, which include drag-and-drop modules, include: competitive
Moz Pro & Moz Local analysis overview, full competitive analysis, campaign overview, link analysis, rankings
analysis, ranking opportunities, full site audit, quick site audit and search visibility.
Willow Mack, SVP,
• STAT is a large-scale rank tracking and SERP analytics solution for professional SEOs
Moz Enterprise & STAT
and enterprises, providing daily tracking, local and mobile SERPs, deep competitor
Michael Cole, VP of intelligence, as well as flexible app and API options.
Software Engineering
Michael Pepe, President Content research, creation and distribution
and GM, Moz Group
• On-Page Optimization:
• Leverages semantic-related phrases in Content Suggestions to help broaden a site’s
reach through topics related to target keywords – powered by NLP (Natural Language
Processing) and graph models. With this technology, Moz’s system can take a keyword
like “Roger Federer” and recommend “male professional tennis players.”
• Evaluates performance of on-page SEO with Page Optimization Score and a list of
factors that are impacting page scores.
• Provides recommendations of relevant page content to accelerate ranking potential
of a site.
• Keyword Explorer:
• Database and suggestion engine includes 500 million quality-vetted English
keywords and more than 180 million SERPs updated every other week.
• Includes AI keyword feature that groups related keywords based on the preference
of close, moderate or broad similarities.
• Enables users to prioritize keywords using a scoring system that combines: Monthly
Search Volume, Keyword Difficulty and Organic Click Through Rate to understand
how likely an organic ranking is to be seen based on the SERP features on the page,
how difficult it will be to compete for rankings and how often it will be searched for.
• Finds gaps and opportunities by reviewing current ranking keywords of a domain,
subdomain, or page, against the top-ranking keywords of competing sites.
• Keyword Lists enables importing of existing keyword lists, provides prioritization
tools and metrics, and CSV export functionality.
• Accepts a custom score of 1-10 to designate the importance of a particular keyword.

VENDOR PROFILES
• Distills millions of keywords into related • Quick and meaningful insights on

keyword suggestions to be grouped and any page or SERP including SEO
sorted by similarities, long-tail options, metrics at a glance such as Domain
or in question format, to help marketers Authority and Keyword Difficulty.
MOZ find competitive options and insight for • Custom searches by search engine,
1111 3rd Ave, 17th Floor fresh and relevant content. country, region or city.
Seattle, WA 98101 • Analyze Page overlay exposes page
T: 206-602-2005 Search intelligence elements.
moz.com • On-page optimization insights help
• Link Explorer and Links API: for building out link-worthy content.
• Index includes 8 trillion pages, 718 • Previews for validation of
million root domains, 43 trillion links. authorship, schema.org, and other
Analyzes discovered and lost links, markups inside the browser.
full inbound link profiles, anchor • Detailed page-level analysis,
text; finds broken links. Proprietary including linking root domains and
Link Metrics with historical views subdomain links.
• Domain Authority:
• Predicts the likelihood that one Competitive research
domain will outrank another using
machine learning, which factors in link- • Campaigns:
pattern metrics, including Spam score. • Tracks and compares Search
• Page Authority: Visibility, presence in SERP features,
• Uses machine learning to predict and keyword rankings against
how well a specific page will rank in competitors by URL: domain,
search. subdomain, page, or path.
• Linking Root Domains: • Tracks and compares link profiles
• Provides the backstory of a site’s link across a site and its competitors.
profile and helps marketers set link • Keyword labels allow for
building benchmarks by comparing performance comparison between
the number of linking domains different keyword groups, clusters,
pointing a site and up to five others. or categories.
• Top Pages Report: • Compares mobile vs. desktop
• Surfaces the pages on a site with the rankings.
most backlinks providing insight for • Streamlines workflows with real-
marketers to understand what type time actionable tips and insights
of page content attracts links. across all tracked data.
• Link Intersect: • Keyword Explorer:
• Provides competitive link • Compares keywords that rank
intelligence by showing which for certain sites and not others to
domains and pages link to certain ID opportunities for competitive
sites and not others, and which content optimization and rank
pages they link to. tracking.
• Link Tracking Lists: • Link Explorer:
• Provides marketers with tracking • Provides top ranking pages for any
and reporting of link prospecting site for quick comparison.
activities by aggregating link • Compares link profile metrics across
prospects into lists by link targets – up to 5 sites at a time: domain,
keeps track of when target domains subdomain, or exact page.
are linking to a site, when and • Shows which links are pointing
how, complete with note-taking to sites other than a target site to
functionality. reveal link building opportunities.
• MozBar – SEO Toolbar Chrome • Competitive research tools:
Extension: • Identifies top competitors based on

VENDOR PROFILES
fresh SERPs. • Tracks search presence against

• Identifies gaps in keyword and competitors across 16 SERP
content strategies. features, including Featured
• Finds opportunities for low-hanging Snippets, Answer Boxes, Local
MOZ fruit in a company’s keyword Packs.
1111 3rd Ave, 17th Floor strategy. • Tracks and monitors search engine
Seattle, WA 98101 • STAT Competitive Landscape: rankings and organic search traffic
T: 206-602-2005 • Contextualizes a website’s over time to prove SEO efforts are
moz.com performance within the competitive working.
landscape of the SERPs. • Tracks and compares keyword
• Measures the visibility of a given rankings by search engine across
keyword set on Google through 170+ International Google search
Share of Voice. The metric can be engines; Bing and Yahoo; Google
compared for current SERP leaders Mobile and Desktop.
and be used to track visibility gains • STAT SERP Features:
or losses. • Tracks search presence across
dozens of SERP features and Share
User experience of Voice across those features.
• STAT Rank Tracking:
• Site audits: • Tracks fresh, daily rankings across
• Weekly, automatic full site crawls every market, location and language
with instant recrawl capability up to that Google supports.
5,000,000 pages. • Provides search volume and CPC
• On-demand site crawl checks the data for each keyword.
health of any site up to 3,000 pages. • Allows for smart segmentation to
• Site health monitoring crawls large tag, slice and dashboard keywords.
sites weekly to ensure search
engines are indexing web pages Page-level audit
correctly.
• Provides error reports categorized • Site Crawl Reports provide the total
by impact and effort to fix. pages crawled and page-level details
• Alerts are triggered and sent including: page title, status code, page
automatically when new issues are speed, Page Authority, word count,
detected. referring URL, crawl directives, and any
• Downloadable site audit reports crawl issues associated with the page.
available detailing critical issues and • Page Optimization surfaces factors that
recommended fixes. could be hindering a page’s ability to rank
• Performance Metrics: for a specific keyword, including analysis
• Automatically tracks Core Web of the meta description and optimal
Vitals. placement within key locations of the
• Prioritizes pages that matter the page.
most.
• Compares mobile to desktop Pricing and support
performance instantly.
• Reports on Core Web Vitals over • Annual contracts are standard, but not
time with three-month lookbacks required; multi-year contract discounts
and custom reports. are available.
• Free trial available for self-serve tools.
SERP display • Enterprise level plans and services are
available for customization.
• SERP Features and Rank Tracking: • Includes a dedicated account manager
• Tracks Featured Snippets in and personalized onboarding.
position 1. • Custom integrations and databases are

VENDOR PROFILES
available upon request (for a fee). available for training, support, and
• Self-service plans are available on a service.
monthly basis, from $99 to $999/month • Additional training available (for a fee) on
(does not include customization options request.
MOZ or account management). • API access is available for an additional
1111 3rd Ave, 17th Floor • STAT pricing starts at $720/month. cost.
Seattle, WA 98101 • Dedicated customer enablement team
T: 206-602-2005
moz.com

VENDOR PROFILES
Target audience
• Quattr works with businesses across all verticals and industries, including both B2B
and B2C companies. Customers range from upstarts with $10M+ in annual revenues to
enterprises with $10B+ in annual revenues.
Quattr
832 Loma Verde Ave
Palo Alto, CA 94303 Company overview
quattr.com • Founded in 2019.
• 35 employees.
Key customers • Quattr is a venture-backed company that has raised over $7M in venture financing.
• The company focuses on transforming website optimization with AI, delivering higher
McAfee traffic and engagement for organizations of all sizes.
Coursera
247.ai
Housing.com Product overview
TheYes.com • Quattr is a growth optimization platform focused on driving higher SEO and SEM traffic,
Aryaka.com engagement, and leads.
• Quattr brings together a brand’s website data in one place and assesses its digital
Key executives presence in real-time.
• The company then uses AI and proprietary models to make content, experience and
Anurag Singhal, Founder and discoverability recommendations, providing real-time guidance to capture previously
Chief Executive Officer missed opportunities.
Chris Smith, Sr., Director of Sales
Liza Mischel, Content research, creation and distribution
Director of Marketing
• Quattr provides brands complete competitive research via its functionality to determine
Snehal Desai, market share. The platform identifies the specific URLs competing for a given keyword.
Head of Engineering Then, Quattr deploys content relevancy and quality algorithms across a brand’s content
and that of its competitors to see where the gaps exist.
• The system walks users through guided workflows to close gaps and improve content.
• The company’s reporting also helps customers identify which keyword clusters (search
intents) a page should be optimized for across thousands of potential keywords.
• Additionally, it provides guidance on important topics that may be missing on a landing
page and preventing it from ranking for the target keyword cluster(s).
• Quattr also helps users compare their current content to those of other top-performing
pages and suggests ways to improve and close the gap.

• Quattr’s search Intelligence starts with its deep learning-based query understanding
engine that can understand search intent for queries in all global languages. The
company says its content understanding technology goes deeper than simple SERP
metrics tracking by performing a search engine-like evaluation of the URLs identified as
competing pages for a given search intent and geography.
• Quattr helps users answer questions about the following areas:
• Ranking factors. The tool can detail how a company’s landing page compares with
competing pages across top ranking factors. It also provides guidance on where
to focus improvement efforts. Quattr crawls top competing pages and compares
them across numerous ranking factors calculated and aggregated into categories
like semantic relevance, content quality, technical SEO factors, accessibility, etc.
That means hours of computation for select customer and competitor URLs to
apply various machine learning models to every aspect of a page that can influence
rankings.

VENDOR PROFILES
• Keyword opportunity. The tool helps • One of the dimensions Quattr scores
users identify the top ten keyword against is the presence and complexity of
clusters (search intents) a landing structured data. For example, if a client
page should be optimized for. site has no structured data on a given
• Keyword relevance. Helps users URL, Quattr will identify if the competing
Quattr
determine whether their landing URLs in search have structured data and
832 Loma Verde Ave
page is the most targeted for the top what type so users can understand and
Palo Alto, CA 94303
ten keyword clusters. If not, the tool close the competitive gap.
quattr.com
provides guidance on what edits will
improve its ranking. Technical SEO and
• Internal linking. Shows users how to user experience
link to other semantically relevant
and valuable pages on their website. • Quattr considers experience and
• Comprehensive traffic metrics and technical performance to be important
rank or market share. Determines parts of its overall platform optimization
what a brand’s presence is in Google strategy. The company’s systems
overall or by each intent, country, perform Lighthouse audits at scale
language and device. Quattr ingests across an entire website, aggregating
all client keyword-level performance issues at the issue-level instead of URL
data from Google Search Console, by URL. This gives brands a prioritized
Google Ads, and Google Analytics list of issues that can be looked at from
and applies query understanding to the perspective of the site as a whole.
this data at scale to discover trends • Quattr’s platform also helps prioritize
for search behaviors and related these issue by using Google Search
performance changes. It layers Console metrics, combining the scope
this search performance data with of the user experience with the scale of
proprietary market share metrics traffic impact.
data like SERP rankings, market
share and third-party data on missing Paid media
keywords and search intents.
• Organic social data. Quattr allows • Quattr pulls in all keyword data,
organic search performance to including keywords from paid search,
be compared with organic social via an API integration with Google
channels across various metrics and Ads. This allows brands to have a
options. unified classification hierarchy for their
keywords rather than separating paid
SERP display and and organic into their own silos.
structured data • Quattr joins the Google Ads keyword
data to Google Search Console so that
• Quattr reports on features and anomalies brands can report on these metrics
in Google search results and includes together.
items like Featured Snippets, Reviews, • Furthermore, Quattr’s keyword
Videos, Images results, and other clustering at the page level and user
anomalies detected when compared interface to view these clusters allows
against a traditional search engine results brands to connect keyword conversions
list. This is available in dashboards and from paid to organic. Brands can then
calculated on a daily basis. choose to optimize their SEO with the
• All search results-related metrics can be data-driven conversions from paid as a
filtered or drilled down by customizable data input source.
search intents, a taxonomy of content • These unified reports also allow marketers
(ex. Listing Pages or Listing Pages - Men’s to view Google Ad Relevance (Quality
Shoes), countries, languages, non-brand Score) data that helps them optimize paid
flag, etc. landing pages to convert better.

VENDOR PROFILES
Page-level audit done across the technical and content

workstreams.
• Quattr’s page-level analysis includes • The main core of the product is loosely
scraping and analyzing for keyword based on the Google Search Console
relevance and structured data. This user interface, except it includes more
Quattr manifests in the page-level optimization filtering and drill-down options as well as
832 Loma Verde Ave workflow where brands can see various visualizations.
Palo Alto, CA 94303 their URLs against the specific URLs
quattr.com competing in search. Collaboration and third-party
• Quattr processes data at the page level
integrations
first to create a stacked rank list of the
most critical landing pages to optimize. • The Quattr platform includes multiple
• When users look at the data for a workflows for tackling site issues -- both
specific landing page, Quattr displays a technical and content-related. Each can
Ranking Factors view to explain the type be connected to Slack and Jira, with each
of optimization needed, either technical task having its own shareable URL to
or content-focused. Each ranking factor facilitate discussions about that work.
score is linked to a detailed review Uses can share links via Slack or create a
and improvement workflow guided new Jira ticket directly from Quattr.
by AI. For example, when entering the • Quattr’s data integration layer is
content audit at the page level, all of powered by an ELT platform that offers
the keywords are clustered at these 200+ connectors. This allows Quattr
micro-levels with various scorings to give to extend its own SEO data lake with
the user an understanding of the most customer-specific data integrations.
important optimization areas of that • Quattr’s cloud and API-based
page and the baseline level relevancy the architecture enables customers to easily
site has for a given keyword cluster. extend the platform’s functionality.
• The user can then select one of the Sharing is supported from the
“weaker” keyword clusters and view warehouse database level to REST APIs.
a competitive breakdown of all the • Additionally, the platform is built upon
landing pages competitive for that Google’s Looker BI platform to extend
cluster with on-page elements scored the reporting and analytics capabilities
individual (metadata, headings, body, and offer a data science workbench to
alt text, anchor text, structured data). more advanced customers.
Now that the user knows which cluster
is important, they can see which
Pricing and support
component of the page is weakest.
• The platform then surfaces a workflow • Annual contracts are required.
to update these components that • Free trials are available.
includes keyword research data. • Pricing ranges widely from tens of
thousands of dollars a year to several
Reporting hundred thousand per year. The price is
based on the type of website (B2B, B2C,
• Part of the Quattr platform sits on e-commerce), average monthly clicks
an instance of business intelligence from Google search and the number of
and big data software Looker. This domains included in the scope. Pricing
enables marketers to extract whatever is fixed for the duration of the annual
information they need from their data. contract.
• For more regular reporting, the • Quattr is mostly a turnkey solution that
platform includes automated weekly involves customers giving Quattr access
and monthly email reports that break to different data sources as a part of
down all analytics on the site and provide onboarding. The process is simple and
information on the main priorities to be well documented. If customers need

VENDOR PROFILES
support, Quattr provides full integration provided by Quattr’s Concierge team

support for no extra charge. Quattr of SEO and web experts who share
conducts weekly onboarding meetings their platform knowledge and industry
throughout the initial onboarding period, experience.
which can last 2 to 4 weeks, and then
Quattr
shifts to biweekly meetings during the
832 Loma Verde Ave
rest of the engagement. Support is
Palo Alto, CA 94303
quattr.com

VENDOR PROFILES
Target audience
• Digital marketers, SEO professionals, content marketers and e-commerce professionals
Searchmetrics at large enterprises. The company serves all verticals, especially retail, publishers,
1825 South Grant Street, brands and financial services.
Suite 09-101
San Mateo, CA 94402 Company overview
Searchmetrics, GmbH • 204 employees.
Global Headquarters • Founded in 2005.
Greifwalder Strasse 212 • Since 2010, Searchmetrics has received $40 million from investors including Holtzbrinck
10405 Berlin Digital, Iris Capital and Verdane Capital.
Germany • Founded in 2005 as a boutique digital agency, Searchmetrics has grown into a global
T: 866-411-9494 provider of the data, software platforms and expertise that drive online revenue and
searchmetrics.com elevate brands.
• Searchmetrics’ software is backed up by its services division, the Digital Strategies
Group. Expert consultancy teams leverage the power of the platform to develop and
Key customers
implement sustainable strategies for clients and maximize their business potential.
eBay • Searchmetrics has offices in San Mateo, Chicago, London and Berlin.
Zendesk
Siemens Product overview
Lenovo
National Football League • Searchmetrics solutions are custom-built for each client, based on their unique goals
McKinsey & Company and needs. Clients can combine data, software and consulting services into a custom
package that can be scaled to meet the need.
• Most often, enterprises turn to Searchmetrics to help them:
Key executives
• Understand their audiences
Matthew Colebourne, • Predict market demand
Chief Executive Officer • Attract the right visitors to their site
• Convert those visitors to customers
Konstantinos Dolkas,
• Report ROI across the organization
Chief Technology Officer
• The company’s offerings include:
Lillian Haase, • Software products. The Searchmetrics Suite helps marketing teams understand
Chief Marketing Officer the search landscape globally, create content that attracts the right audiences and
Ken Ogenbratt, converts them to customers. They can also audit and improve their sites and report
Chief Finance Officer on their progress.
• Searchmetrics insights are custom in-depth reports that help clients pinpoint trends
in market demand, size markets, and decide what to promote when.
• Consulting Services. The Digital Strategies Group provides strategic consulting,
execution, site relaunch plans, and more. They act both as external consultants and
as in-house experts, ensuring that different departments work together for success
in organic search.
• Data products. These flexible solutions allow clients to predict market demand,
track performance and integrate data from search across the enterprise.

• The Searchmetrics Suite helps SEOs and content marketers attract and convert visitors
with capabilities like:
• Finding keywords and topics related to their products.
• Understanding the intent behind the keywords (transactional, informational, or
navigational).
• Seeing the currently top performing content and how it is displayed in SERPs.

VENDOR PROFILES
• Composing and editing of content • Site Links

and getting instant feedback • Images
predicting how it will rank. • Maps
Searchmetrics • Receiving recommendations for • Product Listing Ads
1825 South Grant Street, what to change to improve rankings. • News
Suite 09-101 • Quickly seeing when content needs • Twitter
San Mateo, CA 94402 to be updated (based on drops in • Ads (top)
rankings). • Ads (bottom)
Searchmetrics, GmbH • Direct Answer
Global Headquarters Search intelligence and • Featured Snippets
Greifwalder Strasse 212 • Mobile Apps
competitive research
10405 Berlin • Recipes
Germany • Searchmetrics aims to help customers • Carousel
T: 866-411-9494 move beyond search volume and truly • Google Destinations
searchmetrics.com understand digital demand, performance • Google Music
and competitors. • Hotel 3-pack
• The Searchmetrics Suite allows users to: • Google Jobs
• Analyze what people are truly • Hotels
looking for (transactional, • Science Articles
informational, or navigational terms). • Flights
• Identify opportunities to gain • Events 3-packs
market share. • Searchmetrics feature tracking and
• Track performance against priority trend capabilities are updated as Google
keywords. adds new SERP features.
• Understand deeper performance via • The company’s Research Cloud
a proprietary metric called ‘Organic Keyword Discovery feature shows
Visibility’ some structured data common to
• Compare performance to every ranking results for individual keywords.
competitor. For instance, while doing keyword
• Searchmetrics also offers standard SEO research in Research Cloud, users will
software features, including keyword rank find keyword volume, traffic potential
tracking, topic explorer, PPC data, backlink and CPC data and also information
monitoring, technical analysis and alerts, about the types of snippets shown
search trends over time, differences across for that keyword such as Site Links,
mobile and desktop, etc. Video, Answer Box, Related Questions
in addition to revealing other SERP
SERP display and features for those keywords, such
as Product Listing Ads (PLSs), News
structured data Box Integration, Knowledge Graph
• Seachmetrics provides data on the key Integration, Google Maps and Images.
Google SERP features that are most
commonly shown based on domain or Technical SEO and
country selected (for both desktop and user experience
mobile). This includes information on
which SERP features normally appear for The Searchmetrics Suite helps clients
a particular keyword and which search improve user experience by tracking site
features are associated with content. performance across key metrics.
Desktop and mobile trend data are • Crawls and evaluates the technical
avaiable on features including: performance of websites or specific
• Related Questions pages, including pages rendered with
• Videos JavaScript.
• AMP • Identifies site changes or site errors that
• Knowledge Panel will have the most immediate impact and

VENDOR PROFILES
improve visitors’ experiences. Collaboration and third-party

• Evaluates the areas of a site that are integration
crawled and indexed.
Searchmetrics • Identifies server errors, canonical tags, • Searchmetrics API enables enterprises
1825 South Grant Street, no index/index pages. to connect the dots from SERP to sale by
Suite 09-101 • Conducts ad hoc or scheduled crawls. adding search data directly into their BI
San Mateo, CA 94402 • Compares results of crawls to identify and data warehouse applications.
long-term changes and trends.
Searchmetrics, GmbH • Lists all the issues that might impact a Pricing and support
Global Headquarters website’s search performance with clear
Greifwalder Strasse 212 recommendations how to fix them. • Usually, Searchmetrics’ solutions are
10405 Berlin • Identifies and focuses on optimizing used by marketing teams and not
Germany essential areas with high traffic potential. individuals. The pricing is structured with
T: 866-411-9494 • Takes precise action by combining that in mind and includes:
searchmetrics.com insights for page speed, website • Unlimited users, projects,
architecture, internal linking and content dashboards and reports, and
with URL ranking data to effectively research.
enhance on-page performance and • A dedicated cient success manager
increase the user experience on a • Comprehensive online SEO training
website. courses and Help Center articles
and videos.
Paid media • Pricing is customized depending on
factors such as:
• The Searchmetrics Suite provides • Size of markets a company wants
information about paid search such as: to analyze and optimize (Search
• Potential traffic from each paid Experience)
keyword. • Amount of Content a company
• Estimates on the value of organic creates (Content Experience)
traffic based on CPC data. • Number of URLs that needs to be
• Estimates of the average spend a crawled (Site Experience)
competitor would use to rank for • Scale of Data Exports and
that keyword. Integrations (API)
• Paid keyword count. • Scope of additional Search-,
• Paid spread. Content-, Data Analytics Consulting
• The Visibility (proprietary metric) (Digital Strategies Group)
of paid campaigns on desktop and • The average solution for enterprises
mobile. can be around $5,000 per month with
• Top 100 paid competitors. international enterprises usually paying
• Average paid keyword count for top more than $10.000 per month.
10 competitors..

VENDOR PROFILES
Target audience
• Digital marketing specialists working for in-house teams of mid-size and enterprise
companies and marketing agencies.
Semrush, Inc. Company overview

800 Boylston St, Ste 2475
Boston, MA 02199 • Founded in August 2008.
T: 800 815-9959 • 1000-plus employees.
semrush.com • Semrush went public on the New York Stock Exchange in March 2021 under the ticker
symbol “SEMR.”
• Headquartered in Boston, MA, with six additional offices across the USA and Europe.
Key customers
Product overview
Booking.com
• Solutions for competitive analysis, keyword research, link building, on-page and
Quora
technical SEO, rank tracking, content marketing, digital PR, advertising and social media.
Vodafone
• Digital Marketing toolkit lets users establish and improve online visibility.
Walmart
• More than 50 products, tools and add-ons within the platform.
Forbes
• Search data for 130+ countries, 800+ million domains, and 21 billion keywords.
P&G
• 142 geo databases, 800+ million domain profiles, and 21 billion keywords.
Key executives
Oleg Shchegolev,
• Semrush Content Marketing Toolkit.
Chief Executive Officer and Co-
• Topic Research tool suggests the most popular topics, questions and headlines
founder
related to a keyword and the target location.
Dmitri Melnikov, • Content Audit evaluates content performance by laying out all on- and off-site
Chief Operating Officer content metrics in one table.
and Co-founder Allows integration with Google Analytics and Google Search Console.
Eugene Levin, • Post Tracking helps measure success of external content, such as PR efforts, and
Chief Strategy Officer compare it against competitors.
Del Humenik, • SEO Content Template gives content writers SEO optimization tips, based on the
Chief Revenue Officer analysis of the top-10 organic competitors for the target keyword, prior to creating
content. Checks for plagiarism and tone of voice; also includes a Rewriter feature.
Vitalii Obishchenko, • SEO Writing Assistant add-on for Google Docs, Microsoft Word and WordPress
Chief Product Officer provides real-time SEO recommendations for content optimization, based on best-
performing articles for given keywords in a given location.
Checks for plagiarism and tone of voice.
• Brand monitoring tracks the online mentions of any business.
• Content Marketplace helps users order and manage content from the professional
content writers.
• Impact Hero is an AI-powered tool that breaks down your content by customer
journey stages, detects the most impactful pieces, and provides recommendations
for content that can perform better.
• Social Media Poster lets users manage social media workflow and analysis in one
place. Draft, schedule, and post content.
Facebook Business pages.
LinkedIn.
Pinterest.
Twitter.
Instagram.
Google My Business

VENDOR PROFILES
• Google Chrome extension one-click reviewing a website’s backlink profile by

scheduling of posts on Facebook, Twitter, checking links for toxicity. Integration
Instagram, Pinterest, LinkedIn, or Google with Google Search Console, Google
My Business while browsing the web. Analytics, and Majestic.
• On Page SEO Checker uses combined data • Link Building lets users use Semrush
Semrush, Inc. from Google Search Console, Google data to identify new link-building
800 Boylston St, Ste 2475 Analytics and Semrush’s databases to opportunities and manage outreach
Boston, MA 02199 deliver prioritized recommendations for campaigns within the tool.
T: 800 815-9959 improving content. • Position Tracking simultaneously tracks
semrush.com • Benchmarked against top-10 real- a website’s search performance for
time organic competitors. a custom set of keywords in Google
• Provides recommendations on and Baidu in multiple locations and on
strategy, backlinks, technical SEO, different devices. Reports on Featured
SERP features, and UX. Snippets rankings for relevant keywords.
Locations can be targeted by ZIP code
Search intelligence and with 98,000+ locations available for
competitive research tracking.
• Listing Management tool makes it easy to
• Organic Research uncovers top distribute business data automatically to
organic search competitors and their the most authoritative directories (80+
most effective keywords, providing for the U.S., 40+ for other countries) and
information on available SERP features even make it voice search ready with
for target phrases. automatic distribution of the information
• Keyword Gap and Backlink Gap compare to Amazon Alexa, Apple, Bing, and
up to five domains to identify organic, Google.
paid, and Google Shopping keywords • Semrush Sensor tracks the volatility of
and backlink opportunities. Google and Baidu SERPs to identify
• Keyword Overview gives a full set of potential algorithm updates.
metrics on any keyword. • Domain Overview shows any domain’s
• Keyword Magic Tool offers access to an paid and organic search engine presence
extended database with more than 20 for global and mobile (Google) databases,
billion keywords, displaying in real time covering data for 130 countries as well
keyword metrics and information about as giving insights on the global level.
SERP features. Includes a question based • Organic Research finds top organic search
phrase filter (30+ languages) for voice competitors and their most effective
search optimization. keywords, with information on available
• Keyword Intent feature allows users to SERP features for target phrases.
see any keyword’s intent value when • Semrush Competitive Intelligence
researching keywords or domains in • Trends add-on package lets users
Semrush’s database. conduct market analysis.
• Organic Traffic Insights combines data • Traffic Analytics lets users reverse
from Google Analytics and Google engineer their competitors’ online
Search Console with Semush’s marketing strategies by analyzing
proprietary data to uncover “not their traffic, traffic sources, top
provided” keywords and evaluate pages, audience overlap, and key user
performance by device (desktop, mobile, engagement metrics on desktop and
tablet) and geo-location. mobile.
• Backlink Analytics shows any domain’s • Market Explorer shows competitors’
backlink profile, and Bulk Analysis helps main traffic channels, market size, and
prospecting link building opportunities audience demographics.
with analysis of backlinks between 200 • Keyword Gap and Backlinks Gap tools
unique URLs and domains. uncover keywords and backlinks
• Backlink Audit provides workflow for opportunities from competitors profiles

VENDOR PROFILES
• Social Media Tracker tracks the social • Site links.

media accounts of competitors on • Featured video.
Twitter, Facebook, Instagram, YouTube, • People also ask.
Pinterest and LinkedIn. • Instant Answer.
• Compare growth and engagement • Ads top.
Semrush, Inc. Levels. • Hotels
800 Boylston St, Ste 2475 • Identify top-performing content in • Flights
Boston, MA 02199 the niche. • Reports on new, lost, improved, declined,
T: 800 815-9959 unchanged keyword positions.
semrush.com Technical SEO and user • Positions report of Organic Research
experience tool estimates share of traffic driven
to the website with the given keyword,
• Semrush Site Audit website crawler difficulty on ranking well in organic
analyzes more than 140 on-page and search for the given keyword, and CPC.
technical SEO issues. • Share of voice metric takes into account
• Identifies which website sections the total combined volume of all tracked
and versions of the site (desktop, keywords and shows the ratio of traffic
mobile or AMP) need urgent that website gets.
attention. • Keyword Intent displays the audience’s
• Crawls parts of the website still search intent for each keyword in the
under construction and closed for tracking campaign
users to check the technical health • Semrush Site Audit website crawler.
before making them accessible. • Provides additional reports about
• Reports on crawlability, markups, pages crawled within Site Audit project,
HTTPS, international SEO, including the Markups report.
performance, Core Web Vitals and • Markups report gives a grade based on
internal linking. the number of invalid vs. valid structured
• Log File Analyzer reports on what data items found on the site providing a
happens when a search engine crawls a breakdown of the total number of pages
website. with markups, the markup type, and then
• Uncrawled and most-crawled pages. a list of the actual structured data items
• Errors encountered during the found on the site.
crawl.
• Crawl budget expenditure analysis. Paid media
• Crawl rate management
recommendations. • Advertising Toolkit
• Advertising research.
Shows keywords that
SERP display and
competitors are bidding on.
structured data Analyzes keywords by CPC,
competitive density, and more
• Position Tracking tool provides data with
competitive metrics.
specifics on SERP features.
Shows actual copies of
• Featured Snippet.
the competitor’s ads and
• Knowledge panel
seasonality.
• AMP
Provides historical data going
• Reviews.
back to January 2012.
• Video.
• Top stories. • PLA Research analyzes performance
• Images. of an advertiser’s Google Shopping
• Twitter. ad campaigns, checking their
• Shopping ads. positions and copies.
• Ads bottom. • Social Media toolkit.
• Local pack. • Social Media Tracker.

VENDOR PROFILES
• Tracks social media accounts on address a specific marketing need,

Twitter, Facebook, Instagram, YouTube, such as App Store Optimization,
Pinterest, and LinkedIn. Competitive Intelligence, Local SEO
• Compares competitors’ growth and or YouTube optimization, etc.
engagement levels.
Semrush, Inc. • Identifies top-performing content in the Page-level audit
800 Boylston St, Ste 2475 niche.
Boston, MA 02199 • Social Media Poster. • Site Audit. Analyzes 140+ on-page and
T: 800 815-9959 Allows to draft, schedule, and technical SEO issues.
semrush.com post content on Facebook • Identifies which web site sections and
(Business pages), Instagram, versions of the site (desktop, mobile or
LinkedIn, Pinterest, Google AMP) need urgent attention.
My Business and Twitter. • Crawls parts of a website still under
Pair with analysis from Social construction and closed for users to
Media Tracker to manage check technical health before making
social media workflow and them accessible.
analysis in one place. • Audits international SEO, performance,
• Social Media Ads is a tool for and internal linking.
dedicated paid social specialists • On Page SEO Checker.
working with ads on Facebook, • Analyzes and gives
Instagram, FB Messenger, and FB recommendations for specific pages
Audience Network. It allows: on a website.
Create ad campaigns, ad sets, • Generates technical SEO ideas.
and ads for Facebook and • Generate ideas to target SERP
Instagram. Features.
Monitor the performance of
ads and receive notifications Pricing and support
when it falls.
Find weak and strong points • Monthly subscriptions: $119.95 for Pro
of social ad campaigns and package; $229.95 for Guru package;
optimize them. $449.95 for Business package.
• Export ads into a CSV file • Enterprise pricing covering access
• Semrush App Center to white-label reports, first-line tech
• The Semrush App Center is a support, dedicated account managers,
curated collection of apps, both and access to closed beta features.
created by Semrush and third-party • Onsite training and professional services
vendors. Each one is designed to also available to enterprise clients.

VENDOR PROFILES
Target audience
• Enterprise brands and agencies worldwide.
seoClarity
2 N. LaSalle St. Suite #1120 Company overview
Chicago, IL 60602
• Founded in February 2004.
T: 773-831-4500
• Platform launched in 2008.
seoclarity.net
• Privately held.
• 70+ employees.
Key customers Product overview

Expedia
• All-in-one SEO and content optimization platform powered by the Clarity Grid
Overstock
infrastructure, which provides real-time, interactive analysis and insights.
Paychex
• Keywords, daily crawls of the web, and years of historical data.
MoneySuperMarket
• Machine-learning algorithms.
Samsung
• Patented analyses.
Zillow
• Dashboards and Reporting provides data and ROI storytelling.
• Customizable dashboards.
Key executives • Flexible reporting.
• 150+ visualizations.
Mitul Gandhi, Co-Founder and
• Automated alerts of detected issues and KPI performance in real-time.
Chief Product Architect
• Full site analytics integration.
Kalpesh Guard, • Rank Intelligence provides an advanced, real-time exploration of ranking data and no
Co-Founder and limits on the number of competitive comparisons.
Chief Financial Officer • Research Grid provides interactive and dynamic keyword research and discovery.
Orrin Wolf, • Clarity Audits is server-based site audit technology with built-in crawler.
Chief Operations Officer • Content Marketing Suite with Content Fusion includes artificial intelligence-driven
Christopher Sachs, content analysis, optimization, and content writer tool.
Vice-President, Client Success • ClarityAutomate is an SEO automation platform that publishes critical fixes, updates or
adds internal links, runs SEO split testing, deploys schema, and optimizes for page speed
in real-time.
Content research, creation and distribution.

• Research Grid
• Understand content performance for any domain, sub-domain, URL or keyword.
• Voice search optimization tools and workflow including Featured Snippets
opportunities.
• Prioritize quick wins.
• Research competitive insights.
• 90+ countries and billions of keywords, updated every month for mobile and
desktop with 5+ years historical data
• Keyword research focused on Baidu rankings, keywords and search volume of 5+
million keywords.
• Content Gaps/Content Ideas identifies gaps with competitors and reveals content ideas
from the largest People Also Ask data set.
• Content Guard. Monitors changes 24/7 on over 150 page elements, sorting them into
prioritized action lists with sophisticated alerts.
• SEO Split Tester. Allows for an integrated SEO split testing approach to test changes on
the site, evaluate results and roll out changes without changing the site infrastructure.
• Free Google Chrome plugin provides real-time page-level content analysis and insights
for all levels of users.

VENDOR PROFILES
• Topic Explorer lets users research and (backlinks and internal link
discover a topic based on industry, topic structure), and site health metrics.
clusters, and search demand. • SERP preview to validate data as
seoClarity • Execute topic research with AI- needed.
2 N. LaSalle St. Suite #1120 powered Intelligent Match. • Access to 28+ billion keywords every
Chicago, IL 60602 • Build topic clusters based on Intent month within keyword research and
T: 773-831-4500 Similarity. clickstream data.
seoclarity.net • Expand research with keywords • Detect correlation among rankings, bot-
actually searched by your users. level, page speed, traffic and more.
• Identify related long-tail keywords. • SERP Visibility provides a range of metrics
• Trend search volume for 24 months. for Google SERP features.
• Data set of 28+ billion keywords and • Featured snippets.
growing. • Images.
• Content Fusion. AI-enabled content • Video.
writer tool provides must-use topics for • Local.
any targeted keyword/topic along with a • Jobs.
competitive recap and metadata within • Dynamic SEO segmentation. Groups
one interface. keywords and pages to simplify analysis
• Analyze content against competitors. of very large datasets and align with
• Optimize content with relevancy buyer’s journey.
score on must-use topics. • Search Analytics shows close to 100% of
• Generate SEO content brief in one keywords driving traffic to the clients’
click. site with a deep integration with Google
• Supports 10+ languages. Search Console.
• Google Doc & Word plug-in. • Page-level analytics and Google
• User intent applied at every stage of Search Console integrations.
content research and development to • Trended CTR analysis by average
capture target audience along the entire rank position.
buyer journey. • Includes 16 months of historical GSC
• Leverage Google Trends integration to data.
monitor search demand and trends. • Allows correlation of keyword level
data with all SEO metrics.
Search intelligence and • Patent-pending.
competitive research • Rank Intelligence provides 27+ SEO
metrics.
• Actionable Insights organizes, sorts, and • All SEO data and metrics updated
filters petabytes of data to provide quick daily and stored indefinitely.Includes
insights from ranking performance to unlimited competitor comparisons.
site audit updates. • Daily or weekly ranking data.
• Increases team efficiencies and • Unlimited daily rank tracking from
recognize trends as they happen. every country, on every search
• Visibility Share replaces traditional rank engine, both desktop and mobile
position with pixel level rankings including Naver, Yandex, Google,
• Site Analytics tracks, analyzes and Bing.
prioritizes SEO campaigns based on site • Bulk ad hoc rankings and search
analytics data integrated with all SEO volume retrieval on demand.
metrics. • Google Images, Google Jobs, Google
• Covers the entire SEO lifecycle with Shopping, Amazon and YouTube
data and insights from petabytes of video rank tracking.
data from daily crawls of the web • Global coverage in 180+ countries with
with billions of data points. support for native languages including
• Includes ranking data with 27+ Chinese, Japanese, and Arabic letters
metrics, search demand, links and characters.

VENDOR PROFILES
• Bot Clarity provides advanced log-file • Link Optimizer. Automated internal

analysis tool. linking to support topical authority and
• Identify search engine crawl issues improve customer experience.
seoClarity as they happen.
2 N. LaSalle St. Suite #1120 • Identify spoof-bots acting as search SERP display and
Chicago, IL 60602 engines. structured data
T: 773-831-4500 • Determine how quickly new pages
seoclarity.net are being crawled by the search • All ranking metrics such as Weighted
engines. Average Rank, Average Rank, Estimated
• Research Grid provides insights for any Traffic, Top Keyword Rank Position.
domain, subdomain, URL, or keyword. SERP features displays rank and sub-
• Content Gaps lets users compare up to rank within the carousel or pack.
five domains to understand overlap and • Visual/pixel-depth ranking visibility.
gaps, and determine what is relevant. • Customized metrics.
• Rank Intelligence provides interactive • Topic and keyword-level search volume.
analysis with an unlimited number of • Multi-domain roll-up reporting and
competitor comparisons. metrics.
• Allows for on-the-fly competitive • Technical site health metrics and reports.
research for any domain. • Link data, such as backlinks and internal
links.
Technical SEO and user • Open data platform imports data from
experience almost any analytics source, including
Adobe, IBM, Google Analytics and
• Clarity Audits evaluate 100+ technical internal data warehouses.
health checks including page speed/load • Data exports and integration with
times, error codes and links issues. BigQuery, RedShift, Google Data Studio,
• Includes built-in HTML and Tableau, Zapier and others.
JavaScript crawler. • Data and ROI storytelling with
• Configuration capabilities throttle customizable dashboards and flexible
speed and depth. reporting.
• Crawls 100 million pages at 100 • Automated alerts notify users of
pages per second. detected issues and KPI performance in
• Includes an unlimited number of real time.
crawl projects or number of pages • Unlimited, customizable dashboards
crawled. with 150+ visualizations.
• Internal link audit and analysis. • Schema Testing is a structured data-
• Canonical, schema, hreflang, pagination testing tool to ensure structured data is
and duplicate content audits. implemented correctly.
• Easily compare crawls for data and • Supports all vocabularies and
resolution reporting. focuses on 16+ schema mark-up
• Crawler is a cloud-based, built-in HTML languages that Google cares about.
and JavaScript crawler that emulates • Identify opportunities, audit and verify
search engines’ bots. schema implementation across your
• Internal Link Analysis provides sites an website.
evaluation about users’ navigational • Deploys schema mark-up directly to the
experience. website.
• Page Speed accesses Google Page Speed
to display issues based on Core Web Paid media
Vitals metrics.
• ClarityAutomate. Automates changes • Includes paid and organic integration.
and updates to your website to make • Integrates paid search data to provide
implementation of tough technical insights and opportunities to align,
changes simple. create, and optimize campaigns.

VENDOR PROFILES
Page-level auditing Includes account set-up, online

knowledgebase and training
• Clarity Audits provide page-level analysis materials, and unlimited
with a built-in crawler. technical support.
seoClarity
• Page Clarity offers page-level analysis Starts at $750 per month for
2 N. LaSalle St. Suite #1120
including insights for on-page SEO 5,000 keyword queries ranked
Chicago, IL 60602
optimizations and recommendations. tracked daily.
T: 773-831-4500
seoclarity.net • Core Enterprise Package:
Collaboration and third-party Includes all the essential
integration capabilities a brand needs for
SEO.
• Built-in workflow management system Includes a dedicated Client
integrates with JIRA, Asana, Microsoft Success Manager, SEO
Teams and Slack for customizable team Professional Services audit
collaboration. and recommendations.
• API access is available and included in Unlimited training and
some plans. support.
• Pro Enterprise Package includes all
Pricing and services Core Enterprise Package capabilities
plus additional advanced SEO
• Pricing tiers based on the scale of capabilities
coverage needed for domains and Unlimited training and
ranking keywords, annual or multi-year support.
commitment, and timing. Unlimited bot log file analysis.
• Free, customized five-day trial with SAML login integration.
the brands domain and selection of Historical analytics and
keywords to rank track. rankings imports.
• Dedicated client success manager API access and data
included for Core and Pro packages, plus warehouse integrations.
access to technical SEO teams. Executive sponsorship and
• Three tiers of platform packages. support.
• Essentials Package: • Unlimited keywords and competitor
Includes Rankings, Ranking comparisons package available.
Analysis, Keyword Research, • Content marketing services are available.
Dashboards/ Reporting, These include strategy, planning,
and Content Analysis and creation and analysis of content.
Optimization.

VENDOR PROFILES
Target audience
• SE Ranking develops best-of-breed SEO software that allows anyone to independently
optimize and promote a website, regardless of their level of expertise.
SE Ranking
15 Ingestre Place, Company overview
London, UK W1F 0DU
+44 20 3868 1173 • 100+ Employees.
+1 415 704 4387 • Founded in 2013.
seranking.com • Offices in Minsk, Kyiv, Moscow and Palo Alto with headquarters in London.
Product overview
Key customers
• SE Ranking offers an all-in-one SEO platform with over 30 tools for every task in search
Wargaming.net marketing, including keyword research, website audit, competitive analysis, backlink
Plarium monitoring and rank tracking.
SQ Digital
Exposure Ninja Search intelligence
VSI.SI
Unitel Direct • SE Ranking collects data on every aspect of a website’s performance in search: from the
keywords it is optimized for to its page rankings in different search engines.
Key executives • Keyword Rank Tracker tool lets users monitor keyword rankings in Google, Bing,
Yahoo and YouTube for any language, location and device.
Valery Kurilov, • Backlink Checker provides full backlink profile data for any website, checks the
Chief Executive Officer status of links and their source, builds anchor text lists of the tested domain, and a
Alex Dymovich, map of the geographical origin of donor websites.
Chief Technology Officer • SERP Competitors tool provides insights into any site’s search competition by
monitoring the top 100 search results and their ranking dynamics.
Bogdan Babyak,
Competitive research
• The Competitive Research tool helps users find data on organic and paid search
competitors in 190+ countries. Features include:
• Competitor keyword rankings and search engine visibility scores.
• Competitor keywords, organic and paid traffic data, rankings and semantic
competitor comparisons.
• Competitor suggestions based on keywords, domains, subdomains and URLs.
• Popular competitor pages and keywords targeted in their online campaigns.
• Keyword alternatives for organic and paid campaigns.
• Any website’s backlink profile analysis against 15 key SEO parameters.
• Page changes monitoring automatically notifies whenever a web page is altered.
• Analyzing retrospective data on competitors’ rankings: how they were changing
over time and why
SERP display/Structured data

• Keyword Rank Tracker shows what SERP features Google displays for every keyword.
The tool currently monitors 35 SERP features, including:
• Local pack
• Featured snippet
• Reviews
• Videos
• Carousel results
• Knowledge graph

VENDOR PROFILES
• If Google includes an analyzed website Page-level audit

in any of the SERP features, the tool will
detect this and show which ones the • On-Page SEO Checker tool checks how
analyzed website is featured in. well a web page is optimized for a certain
SE Ranking keyword, evaluating content in terms
15 Ingestre Place, of uniqueness and technical errors.
London, UK W1F 0DU
User experience
Functions include:
+44 20 3868 1173 • The Website Audit tool finds technical • Check of page parameters.
+1 415 704 4387 errors hindering a website’s SEO success, • Title and meta descriptions.
seranking.com crawling every page of the website in • Header tags.
the process, including subdomains and • Page URL structure.
test domains. It also offers professional • Indexation status.
tips on how to fix each found error. The • Image optimization.
tool evaluates websites against key SEO • Link analysis.
parameters like: • Page loading speed test.
• Technical setup • Keyword density.
• Security • Popularity on social media.
• Meta tags and headers • Usability and technical analysis.
• Page loading speed • Content analysis.
• Image optimization
• Content optimization Pricing and support
• Link optimization
• Scanning sources include link-by-link • No annual contract required.
crawling, XML sitemap, and user list • Free 14-day trial is available. Free demo
of URLs. Subdomains and closed/ with a guided tour of the platform and
test domains can be scanned upon answers to questions can be provided
request. upon request.
• Monthly and yearly subscription plans at
Paid media three access levels.
• Essential from $18.70/month
• The Competitive Research tool provides • Pro from $42.70/month
an overview of any competitor’s paid • Business from $90.70/month
keywords, including the following data • Free technical support for all customers
points: (both trial and paid users), including the
• Estimated number of monthly clicks solution of technical issues and platform
from target keywords. demos.
• Estimated monthly budget.
• Detailed analysis of paid keywords.
• What ads a website uses.
• What ad versions are being tested.
• The number of times each ad was
used in a particular PPC campaign.
• Tracks paid keyword rankings and
compares them to previous checks.
• Shows a breakdown of rankings by
increased, decreased, new and lost
keywords.
• For any domain and any keyword,
users can view a list of the most
popular ads, their analytics, copy
and their preview on Google.

VENDOR PROFILES
Target audience
• All levels of digital marketers from SMB to enterprise. This includes SEO agencies and
in-house SEO teams.
Company overview
Serpstat • 85 employees.
Netpeak LTD • Founded in 2013.
Unit 2000, 2nd Floor, • Serpstat was founded in Ukraine as an internal analytics tool for the Netpeak digital
6 Market Place, marketing agency. The tool was spun out as an independent subsidiary of Netpeak
Fitzrovia, London, W1W 8AF Group in 2015, when it launched a Google USA database and began global expansion.
United Kingdom An investment of $250,000 by Digital Future fueled those moves.
serpstat.com • The company has continued to add new functionality over time and now provides more
than 30 tools with 244 geographic databases for Google and Yandex.
Key customers • The company is now headquartered in London, but it maintains offices in Ukraine and in
the United States.
Rakuten
Viber Product overview
AT&T
Shopify • Serpstat is a multifunctional SEO platform with tools that help customers analyze
Deloitte competitors and lead projects, track daily rankings, monitor backlinks and content
Samsung quality, collect keywords for new and old web pages, find website issues with
Uber recommendations on how to fix them and and much more. Use cases include:
• Market share monitoring. Gauge the demand for a product or service in a target
Key executives market via search query analysis, including geography and seasonality.
• Competitor research. Serpstat’s tools allow users to explore the successful organic
Oleg Salamaha, search and search ad tactics of their primary competitors.
Founder and Board Member • Technical SEO. Serpstat’s tools allow users to perform regular technical audits on
Artem Borodatyuk, their websites. With these audits, marketers receive recommendations on how to fix
Co-founder errors to ensure search engines are effectively crawling and indexing their sites.
• Position tracking. The tool lets marketers know how their websites are positioned
Ekaterina Kabakova, compared to their competitors in the search results.
Chief Executive Officer
Andrew Bondar, VP of Content research, creation and distribution
Sales & Customer Success
• The Serpstat product suite includes Keyword Clustering and Text Analytics tools.
Since a single webpage can rank for multiple keywords, Keyword Clustering helps with
planning and optimizing content that targets dozens of similar and related keywords.
The tool automatically groups a large number of keywords into clusters for working on
the semantic core of the site. After the clusters are ready, the Text Analytics tool can be
launched.
• The Text Analytics tool is designed to help optimize the text on a webpage to rank for
the whole clusters instead of keywords. It provides a list of recommended keywords to
use in title, H1, and body based on top-10 search results of all keywords.
• The Search Questions tool analyzes Google’s autocomplete suggestions and gives ideas
on the best topics for content. “Only Questions” filter returns search suggestions that
contain question words, giving users insights into what questions searchers are asking
on Google. Additionally, Serpstat arranges these in groups based on the words in the
questions.

VENDOR PROFILES
Search intelligence and • Brand knowledge graph

competitive research • Carousel
• Large carousel
• Keyword Research. Serpstat performs • Related queries
detailed keyword analysis and • Disease
provides data on volume, cost per click, • Room booking
competition and difficulty; suggestions, • Knowledge graph with map
Serpstat questions, and semantically related • Local pack
Netpeak LTD keywords. • Map
Unit 2000, 2nd Floor, • Rank Tracking. Monitoring measures • Mortgage calculator
6 Market Place, market share and competitors’ • Images for request
Fitzrovia, London, W1W 8AF performance by checking local organic • Refine by brand
United Kingdom and paid Google search results. • Related keywords
serpstat.com • Backlink Analysis Tool. Provides a • Articles for request
complete and detailed picture of a • Right shopping block
domain’s backlink profile. This helps • Top shopping block
SEOs uncover a competitor’s strategies, • Top stories for query
identify their primary sources of links • Video thumbnail
and helps them to develop their own • The Serpstat Site Audit tool provides
backlinks tactics. detailed information on markup-related
issues, including information on whether
the website has implemented Open
SERP display and Graph, schema markup and Twitter
cards.
structured data
• Serpstat provides data on all special Technical SEO and user
elements in SERP including: experience
• Currency conversion
• Tournaments Table • Serpstat’s Site Audit tool provides
• Color Codes information regarding error codes on
• Dictionary the website or on a single page. Results
• Date and time are displayed by priority with detailed
• Earthquake recommendations for issues elimination.
• Flights • The Page-level Audit tool checks any
• Featured snippet site for 60+ types of technical issues and
• Unit Converter evaluates the results of the SEO work.
• Route Map It also determines and reports page
• Energy value of products loading speed for Mobile and Desktop.
• Population
• Dates and addresses Paid media
• Sport events
• Exchange quotes • The Serpstat Keyword Research Tool
• Translate helps users collect the most relevant
• Weather forecast organic and paid keywords.
• Event date • The PPC research tool enables users to
• Bottom PPC block do paid competition research, collecting
• Top PPC block the competition’s paid keywords and
• Related questions ads. Marketers can also use the tool
• Reviews to identify gaps in their own PPC
• Online calculator campaigns and find opportunities for
• Auto loan calculator growth.
• Related objects Graph

VENDOR PROFILES
Page-level audit Collaboration and third-party

integrations
• With Serpstat Page-Level Audit Tool
customers can run fast and automatic • The Team Management function
audits of individual pages to save time provides access to the entire team’s
and stay under usage limits. workflow to monitor simultaneous
activity on joint projects. This includes
Serpstat Reporting advanced analytics on teamwork and
Netpeak LTD gives team leaders control of the use of
Unit 2000, 2nd Floor, • The custom reporting tool allows users credits.
6 Market Place, to compile clear and convenient reports • The Project Transfer feature speeds
Fitzrovia, London, W1W 8AF for colleagues and clients from ready- transitions of data from other platforms.
United Kingdom made blocks containing Serpstat data • Serpstat’s data integration typically
serpstat.com that can be mixed from several standard involves using other platforms and
reports. customers’ in-house capabilities.
• SEOs can customize the visual display • Serpstat’s API makes available access to
of the reports to match a ready-made any tool and any paid pricing plan.
template or one of their own making.
Data from many different modules can
Pricing and support
be combined in a single report.
• Reports can be exported to PDF and • An annual contract is not required.
sent to colleagues or clients. • Free trials are available.
• Serpstat’s White Label reports provide • Serpstat offers several different plans
a handy tool for agencies or others including:
serving multiple clients. Users can • Lite $69/month
set up automatic reports and receive • Standard $149/month
notifications about changes in projects. • Advanced $299/month
They can specify what permissions • Enterprise $499/month
certain contacts have -- whether they • Serpstat offers its customers training
can read or edit reports. For these white and consulting with the help of a
label reports, the default Serpstat logo personal manager as well as online chat
can be replaced with the agency’s logo, support.
or it can be removed entirely.

VENDOR PROFILES
Target audience
Digital marketers and SEO specialists in enterprise and mid-market organizations.
Company overview
Siteimprove • 550 Employees.
• Founded in 2003.
Siteimprove
• Nordic Capital was announced as Siteimprove’s new majority owner in September 2020,
5600 W 83rd St, Ste 400
a move aimed at supporting the company’s future growth.
Bloomington, MN 55437
• Headquartered in Copenhagen, Denmark.
siteimprove.com
• 13+ offices with a large presence in Northern America based out of Minneapolis and
Toronto. It also has several European offices, including in Berlin, London, Amsterdam,
Global Headquarters:
and more.
Sankt Annæ Plads 28,
• Siteimprove is part of the World Wide Web Consortium (W3C), the leading group
DK-1250 Copenhagen,
developing international web standards, and an Adobe partner.
Denmark
Key customers Product overview

• Siteimprove’s enterprise platform enables marketing and web teams to deliver more
Not disclosed.
consistent, high-quality digital experience and drive growth through unified search
marketing.
Key executives
Shane Paladin, Chief Executive Content research, creation and distribution
Officer
• Siteimprove SEO supports content research and optimization with the following
Charley Hackerson, CSO features:
Kevin Bobowski, • Keyword Suggestions: query-based research for a specified search engine, country and
Chief Marketing Officer device.
Scott Nash, Chief Produce Officer • Keyword Discovery: enables customers to get an overview for the keywords their
websites are already ranking for.
• Google Business Profile integration: allows customers to manage their local SEO directly
in the platform.
• Google Search Console integration: delivers insights into search query performance
relating to the customer’s website.
• Page-level SEO Score, Content Analysis, and Recommendations: support content
creation.

• Key features of the Siteimprove platform include:
• Keyword and topics research.
• Search engine analytics.
• Technical SEO auditing.
• Content optimization.
• Link building and backlink analysis.
• Competitive intelligence.

VENDOR PROFILES
SERP display and structured mapping keywords to a specific page.

data It also recommends how to make the
biggest SEO impact by optimizing key
• Siteimprove SEO ranks performance content areas of the page, such as meta
and search volume per keyword, split content and headings. Users have a
Siteimprove by country and device. It also provides
intelligence on all modern SERP features,
sandbox environment to create their
metadata, and using CMS integrations,
Siteimprove such as Sitelinks, Knowledge Graph, they can directly input those changes
5600 W 83rd St, Ste 400 Carousel, Local Pack, Top Stories, into the page.
Bloomington, MN 55437 Reviews, and Images. • All pages are subjected to review for
siteimprove.com • Siteimprove SEO checks for the correct duplicate content with respect for
implementation of structured data noindex, nofollow and canonical tags.
Global Headquarters: markup, including encodings like RDF, • Siteimprove provides all the technical
Sankt Annæ Plads 28, Microdata, and JSON-LD. Siteimprove checks contained in the website audit on
DK-1250 Copenhagen, also supports the audit of Open Graph the page level report, too.
Denmark protocol implementation on the pages.
Collaboration and third-party
Technical SEO and user integrations
experience
• Siteimprove integrates with 24 major
• Siteimprove SEO checks, identifies CMS platforms, with in-platform page
and prioritizes issues to be fixed that reports highlighting code and content
negatively impact the user experience issues for quicker identification and
relating to a website’s navigation, visuals, optimization. Additionally, Siteimprove
mobile experience, and accessibility integrates into project management
level. workflows with Jira (on-premises and
• The Siteimprove Performance module cloud) and Azure DevOps integrations.
provides page performance analysis • With CMS integrations, Siteimprove
based on Core Web Vitals metrics, allows users to review content in
including detailed website speed analysis their publishing environment prior
and detailed recommendations for to publication. Within the content
optimizing page load time by improving optimization tools, users can also detect
the structure of digital assets and related content for internal linking
delivery modes (HTML, CSS, JavaScript, purposes and/or areas of similar content
images). on their site.
• Browser extensions, CMS plugins,
Paid media an API, and connectors for BI, task
management, marketing automation,
• Dedicated paid search tool, Siteimprove and more solutions are available, so
Ads, offers tools for optimizing Quality marketers can choose where to integrate
Score, landing page experiences and Siteimprove into their workflow.
conversions. It covers the whole user
journey, allowing marketers to more Pricing and support
efficiently optimize their paid search
budget. • An annual contract is required.
• Insights Stream analyzes the ads • No free trials are available.
data and provides customers with an • Pricing is available on request.
overview of the most impactful actions. • Siteimprove customers can choose from
a range of three success plans depending
Page-level audit on the level of support they need.
• Siteimprove Customer Support provides
• Siteimprove SEO’s Target Page customers with around the clock
Optimization tool guides users through support, no matter their location or

VENDOR PROFILES
time zone. Support is delivered in 12 • The Siteimprove Academy is

languages. Technical Support can be Siteimprove’s solution for large-scale
contacted from within the Siteimprove online training for SEO and other topics.
platform via live chat or a 24/7 online Customers receive 20 complimentary
ticket submission system. training spots.
Siteimprove • Siteimprove also provides many self-
service resources, including the Help
Siteimprove Center, the Siteimprove Community, and
5600 W 83rd St, Ste 400 interactive product tutorials.
Bloomington, MN 55437
siteimprove.com
Global Headquarters:
Sankt Annæ Plads 28,
DK-1250 Copenhagen,
Denmark

VENDOR PROFILES
Target customer
• Enterprise and agencies in verticals such as consumer packaged goods (CPG), financial
services, automotive, software, medical and pharma.
Company overview
Visably
292 East Kelly Avenue • 12 Employees.
Jackson Hole, WY 83001 • Founded in 2019.
T: (307) 264-5176 • Visably is a new SaaS within the search marketing industry. The company differentiates
visably.com itself from other SEO SaaS platforms by focusing on brand tracking rather than domain
tracking. The company says it recognizes that third parties, rather than the brand’s
website itself, are very influential in developing brand awareness and influencing
Key customers purchase decisions. Its tool is made to measure and manage every place in the SERP
where a customer interfaces with a brand.
Zillow • Headquartered in Jackson Hole, Wyoming, USA.
360i
Thrasio
Product overview
HubSpot
• Visably aims to deliver the first comprehensive measurement of brand rank in search.
Key executives • Visably has created a proprietary measurement called “Share of Click” which aims to
quantify brand reach and distribution within search. Share of Click is a measurement of
Chris Dickey, Chief Executive the estimated share of all achievable clicks a brand receives within the organic results,
Officer and Founder giving markets a view of audience reach within a SERP or group of SERPs.
Brendan Price, • It has developed technology to classify millions of domains and web pages as “earned
Chief Technology Officer media,” “owned media,” “e-commerce,” etc. and also mapped click-through rates across
and Co-Founder 98.5% of Google SERP variations to determine the average distribution of clicks within
virtually any SERP.
• In addition to reviewing a SERP, Visably also reviews the page content from every
organic result that appears within the SERP. Visably looks for branded content rather
than domain matches to unpack how brands interface with customers in search.
• With this approach and these new performance metrics, brands can see how they reach
and influence searchers along their customer journey, see blind-spots / deficiencies
in their brand positioning, and receive data that allows them to work toward business
goals.

• Using proprietary content analysis technology (e.g. a machine-learning natural language
processor) it reviews the page content and metadata of each organic result in the SERP.
Using this process, Visably categorizes the result as transactional or informational, and
after completing an analysis of the entire SERP, makes a judgement of the keyword’s
overall Search Intent.
• Visably also provides list building tools that enable users to apply advanced filters across
large collections of search results. A user, for example, could use Visably to identify and
export all the key blogs appearing within thousands of keywords for PR follow-up and
outreach.

VENDOR PROFILES
Search intelligence and SERP display and

competitive research structured data
• Visably lets marketers monitor and • Visably catalogs and analyzes the
manage brand performance and its following SERP features for brand
influence top- and bottom-funnel presence:
Visably
decision-making in search. To do this, • Featured Snippet
292 East Kelly Avenue
Visably segments keywords and search • Recipes
Jackson Hole, WY 83001
results by channel or intent. • Organic Links
T: (307) 264-5176
• The technology auto-recognizes • Site Links
visably.com
channels like: Brand owned, earned • Local Pack
media, e-commerce, affiliate, • Knowledge Panel
government, education, reference site • Research / Reviews
and forums. Intent -- either informational • Top Products
or transactional -- is determined by • People Also Ask
individual results and keywords. • Popular Products
• Data points available include: • Videos
• Monthly Keyword Search Volume + • Top Stories
CPC
• Keyword Search Intent Pricing and support
(transactional / informational)
• Share of Click (for any brand, • No annual contract is required.
product, etc.) • A free trial is available.
• Estimated Customer Clicks (reach) • A typical Visably customer spends
• Brand / Product Frequency $1500 / month.
(distribution) • The company charges a $300 setup fee
• Equivalent Google Ad Value (CPC x for custom plans.
estimated brand clicks) • Visably offers free training and customer
• Top performing websites + PDP support.
• Provides keyword development
consultation services on-request.

VENDOR PROFILES
Target audience
• Digital agencies, web hosting service providers, and content management system
providers.
WebCEO Company overview

30 N Gould Street
Ste 20296 • Founded in 2000.
Sheridan, WY 82801 • Privately held; self-funded.
T: 866-793-2366 • 65-plus employees.
webceo.com
Product overview
• SaaS-based, enterprise-level SEO platform for digital agencies and large corporations.
• Language wiki actively used by 1,200,000 users to keep the interface multilingual.
Key Customers • Lead-generation widget lets agency websites offer visitors free SEO audit reports.
• Journal of Events keeps track of SEO work being done on a web site, including Google
Verizon Business Essentials Update notifications.
Coalition Technologies • White-label hosting of the tools on custom domains.
Click Star Marketing
Infront Webworks
Techwyse
• Provides the keyword research and current rank results for determining what keywords
Key Executives to use.
• Keyword research tool provides suggestions, competitive intelligence, and Google
Viktor Tatarov, Founder Search Console integration. Keywords can be entered in any language.
Allen MacCannell, VP, Sales and • Sorts by Keyword Effectiveness Index and shows sortable city-specific, local, monthly
Partnerships search statistics.
Ivan Dobrovolskyi, • Offers an up-to-date content submission tool and a sitemap creation and submission tool.
VP Sales and Marketing
Joanne Pimanova, Search intelligence and competitive research
Marketing Director • Provides monthly search volume per keyword down to the city level.
• Provides local rank results, including Featured Snippets and vertical results, down to the
ZIP-code level of cities.
• Backlink data provided to WebCEO by Majestic. Backlink tracking tool identifies
backlinks and helps users analyze them.
• The Competitor Backlink Spy shows competitor backlinks with their anchor texts.
• Tracks Facebook and Pinterest like and share result totals.
• Tracks Twitter and Google-registered blog mentions.
• Monitors Twitter for mentions.
• Monitors blogs registered with Google.
• Research what keywords competitors have optimized for.
• Research how competitors rank for user’s keywords.
• Determine what competitors pay for their keywords.
• Analyze competitor backlinks, sorted by those enjoyed by more than one competitor.
• Alexa competitor data is provided. The Google Business Profile tool shows details about
other sites competing for the same Google Places positions.
• Track competitors’ social media likes and shares.
• Track mentions of competitors in Twitter and on Google-registered blogs.
• Dangerous Competitors Tool identifies web sites with the best average ranking for the
most recently rank-scanned set of keywords.

VENDOR PROFILES
• Rank tracker shows local desktop, tablet Collaboration and third-party

and mobile results for keywords as seen in integrations
browsers set to any particular language.
• Reports display blended results, • All plans allow users to brand the user
including Google Places and interface and reports so agencies can
WebCEO Featured Snippets. share reports and collaborate with their
30 N Gould Street • Allows comparisons with 20 clients.
Ste 20296 competitors per project. • Agency Task Manager lets users assign
Sheridan, WY 82801 • Rank Tracker shows Featured work on various projects to appropriate
T: 866-793-2366 Snippets including Knowledge Panel colleagues.
webceo.com and Answers results per keyword • The Agency Unlimited plan includes
via special icons. a white-label option or an API option,
allowing agencies and other partners to
Technical SEO and user access SEO tools from their own domain
experience with their own branding.
• Site auditing tools provide detailed Pricing and support

suggestions on more than 50 ranking
factors, including mobile friendliness, • Free trials available for new registrants
page load speed and broken links, as well and anyone who asks in good faith.
as recommended changes to HTML code Agencies can get full white-label features
and schema markup. on a trial basis at no cost.
• Accounts are billed monthly; discounts
SERP display and are applied to annual subscriptions,
which aren’t required. Customers can
structured data
work with WebCEO on a month-to-
• Three-pack results are shown by default month basis with refunds for unused
but a setting can allow all Google Places time.
results to show (the “More Places” • Tiered pricing ranges from a freemium
results). model to a Corporate plan for $299/
• Special image icon shows a keyword’s month.
image carousel position. • Agency Unlimited plans are available for
• SEO Analysis tool checks schema and $99/month plus $2/active project and
Open Graph code. $4/1,000 rank queries, depending on the
volume of keywords, number of search
engines, and how deep in the SERPs a
Paid media
user chooses to search.
• Identifies ads found during rank scans. • Additional charge of $4/10,000
• Uses Google data in the Keyword backlinks found.
Research tools to identify how much a • Custom fixed-price plans are also
keyword costs per click in AdWords at available.
the moment. • Customer support is available 7 a.m. to 7
p.m. GMT via phone, email, live chat, and
Page-level audit Skype.
• Free and unlimited Skype training from 9
• Provides rankings per page. p.m. to 5 p.m. GMT for all plans, including
• Landing page analysis. freemium. After hours demos are often
• Keyword placement map. granted. Any screenshare app can be used.
• Analysis of a page’s code.

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

TRACK IT ALL. KNOW IT ALL.

Granular daily keyword rank tracking Dynamic keyword segmentation for

Large-scale competitor tracking The perfect addition to any enterprise

Book a demo today.

Scope and methodology......................................................................................2 Content marketing and analysis..............................................................12

© 2022 Third Door Media, Inc. 1 https://martech.org

Scope and methodology

• What trends are driving the adoption of enterprise SEO platforms?

© 2022 Third Door Media, Inc. 2 https://martech.org

SEO market overview

Key: traﬃc revenue

Source: Wolfgang Digital E-Commerce KPI Report, 2020

© 2022 Third Door Media, Inc. 3 https://martech.org

Figure 2: The global market for SEO software is expanding at a

SEOs’ top priorities can be out of reach

Figure 3: SEOs’ top priorities

Creating and deploying

Page speed optimization

Source: Top SEO Challenges Survey, seoClarity, September 2021

© 2022 Third Door Media, Inc. 4 https://martech.org

Identify Optimize Grow

Priority Current Text 36 Average Average

Relevant content to keywords

Prioritize Opportunities to Maximize Your Growth

Ranked Content Ranked Usability Consistent 1:1 Dedicated SEO +

Want to see the Quattr platform in action? Take a Test Drive

Figure 4: What SEO tasks are currently pending?

Percentage of marketers saying this area is pending

The evolving SERP

Figure 5: Google commands nearly 90% of the U.S. search market

Google Bing Yahoo DuckDuckGo Ecosia Other

© 2022 Third Door Media, Inc. 5 https://martech.org

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Shopping, images and more

Figure 7: The COVID-19 pandemic brought local e-commerce to the fore

Artificial intelligence and machine learning

© 2022 Third Door Media, Inc. 7 https://martech.org

© 2022 Third Door Media, Inc. 8 https://martech.org

Technical SEO and user experience

Figure 8: Google research correlates page speed and revenue

As page load time goes from:

1s to 3s the probability of bounce increases 32%

1s to 5s the probability of bounce increases 90%

1s to 6s the probability of bounce increases 106%

1s to 10s the probability of bounce increases 123%

Source: Google/SOASTA Research, 2017

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Mature vendor market includes

© 2022 Third Door Media, Inc. 10 https://martech.org

• Daily or real-time site crawls;

Link analysis and acquisition

© 2022 Third Door Media, Inc. 11 https://martech.org

Keyword research/rank analysis

Search intent-based analysis

Custom site crawls/audits

Content marketing and analysis

© 2022 Third Door Media, Inc. 12 https://martech.org

Technical SEO crawling

© 2022 Third Door Media, Inc. 13 https://martech.org

Choosing an enterprise SEO platform

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Recommended steps to making an

© 2022 Third Door Media, Inc. 15 https://martech.org