Enterprise SEO Platforms:: A Marketer's Guide

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
EIGHTH EDITION
A MarTech Today Research Report

Enterprise SEO Platforms 2018: A Marketer’s Guide
Table of Contents
Scope and methodology .............................................................................................................2
SEO market overview ..................................................................................................................3
Table 1: Digital marketing activities used by marketers and agencies .......................... 3
Table 2: Total U.S. Spending for SEO (2008-2020 in $ Billions) ..................................... 4
Table 3: Mobile Share of Organic Search Engine Visits in the
U.S. from Q3 2015 to Q3 2017 ...................................................................................... 4
Google increases domination of global organic search ....................................................... 4
Pros and cons of AMP .......................................................................................................... 5
The rise of voice search raises many questions .................................................................... 5
Keywords, content and other ranking factors remain important .......................................... 6
Mature vendor market includes point solutions and enterprise platforms........................... 6
Table 4: What technology do you use to manage SEO? ............................................... 7
Enterprise SEO platform capabilities .........................................................................................9
Link analysis and acquisition................................................................................................. 9
Keyword research/rank analysis ........................................................................................... 9
Search intent-based analysis .............................................................................................. 10
Custom site crawls/audits ................................................................................................... 10
Social signal tracking and integration ................................................................................ 10
Content marketing and analysis ......................................................................................... 10
International search tracking ............................................................................................. 10
Mobile/local analytics ......................................................................................................... 11
Choosing an enterprise SEO platform .....................................................................................12
The benefits of using enterprise SEO platforms ................................................................ 12
Pricing/annual contracts ..................................................................................................... 12
Recommended steps to making an informed purchase..................................................... 13
Step One: Do you need an enterprise SEO platform? ....................................................... 13
Step Two: Identify and contact appropriate vendors ......................................................... 14
Step Three: Scheduling the demo...................................................................................... 14
Step Four: Check references, negotiate a contract ............................................................ 16
Conclusion ...................................................................................................................................17
Vendor profiles ...........................................................................................................................18
Authoritas™ (Formerly AnalyticsSEO) ................................................................................ 18
Botify .................................................................................................................................. 20
BrightEdge ......................................................................................................................... 23
Conductor .......................................................................................................................... 26
DemandMetrics (GinzaMetrics) .......................................................................................... 28
Dragon Metrics ................................................................................................................... 31
gShift .................................................................................................................................. 33
iQuanti ................................................................................................................................ 36
Linkdex ............................................................................................................................... 39
Pi Datametrics .................................................................................................................... 41
RankAbove ......................................................................................................................... 43
Rio SEO .............................................................................................................................. 45
Searchmetrics ..................................................................................................................... 47
SEMrush ............................................................................................................................. 49
seoClarity ............................................................................................................................ 52
SISTRIX (including SEOlytics).............................................................................................. 54
WebCEO ............................................................................................................................ 56
Resources ....................................................................................................................................58
© 2018 Third Door Media, Inc. • http://thirddoormedia.com 1 Email: [email protected]

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Scope and methodology

This report examines the current market for enterprise search engine optimization (SEO)
platforms and the considerations involved in implementing them. This report addresses the
following questions:
• What trends are driving the adoption of enterprise SEO platforms?

• What choices are available in SEO platforms?
• What capabilities do enterprise SEO platforms provide?
• Does my company need an SEO platform?
• How much does an SEO platform cost?
If you are considering licensing an enterprise SEO software platform, this report will help
you make that decision. The report has been completely updated from its January 2017
publication to include the latest industry statistics, developing market trends, and new
vendor profiles and product updates. This report is not a recommendation of any SEO
platform or company, and is not meant to be an endorsement of any product, service or
vendor.
For the purposes of this report, search engine optimization (SEO) is defined as: “The process
of generating traffic from the “free,” “organic,” “editorial,” or “natural” listings on search
engines. All major search engines such as Google, Yahoo!, and Bing have primary search
results, where webpages and other content such as videos or local listings are shown and
ranked based on what the search engine considers most relevant to users. Payment isn’t
involved, as it is with paid search ads.”
The 17 vendors profiled in this report were selected based on their role as industry leaders in
enterprise SEO software platforms. SEO point solutions, such as Majestic, Moz or SEMrush,
which focus on one or two specific aspects of SEO, are discussed in the report’s market
overview. We have not included agencies that offer proprietary SEO tools as part of their
services.
The report was prepared by conducting in-depth interviews with leading vendors and
industry experts. Interviews took place in October/November 2017. These, in addition to
third-party research, form the basis for this report.
January 2018
Consulting Editors:
Eric Enge, CEO, Stone Temple Consulting
Marshall Simmonds, Founder, Define Media Group
Research/Writers:
Emily Fraser Voigt, Freelance Writer/Editor, www.efraservoigt.com
Brian Kelly, Principal, Candlewood Creative, www.candlewoodcreative.com
Editor:
Claire Schoen, Content Services Director, Third Door Media

SEO market overview Total U.S. SEO-

related spending,
Organic search remains the most important step in the purchase funnel. Recent rapid growth in including tools,
paid search has dented growth in organic search somewhat – growth rates for organic search agencies and in-
fell 3% year on year, while the number of paid search ad clicks grew 17% in the third quarter house, has grown
of 2017, according to Merkle’s Digital Marketing Report for Q3 2017. But organic search still
rapidly over the last
represents the lion’s share of traffic – up to 95% of desktop traffic, according to Similar Web’s
Global Search Marketing Report 2016. several years and is
projected to reach
Table 1: Digital marketing activities used by marketers and agencies a staggering $80
billion by 2020
SEO 95%
93%
89%
Paid search 85%
Social media marketing 72%

84%
Social media advertising 77%

69%
Digital display marketing 71%

68%
Email marketing 51%

78%
0% 20% 40% 60% 80% 100%
Agencies/consultants Marketers
Source: SEMPO’s 2016 State of Search report
Marketers are investing heavily in improving their search engine rankings placement (SERP).
Search engine optimization (SEO) is used by 93% of digital marketers and 95% of digital
agencies, according to SEMPO’s 2016 State of Search Industry Report (see Table 1 above) –
the most recent figures available at press time.
Total U.S. SEO-related spending, including tools, agencies and in-house, has grown rapidly
over the last several years and is projected to reach a staggering $80 billion by 2020,
according to research from Borrell Associates (see Table 2 below). More user searches, more
users, and more outlets for search visibility, decreasing power of traditional ads and increasing
SEO sophistication are all factors contributing to SEO growth, particularly among small and
mid-sized businesses, according to SearchEngineLand.

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Table 2: Total U.S. Spending for SEO (2008-2020 in $ Billions) The mobile web has
$79.27 overtaken desktop
$72.02
$75.23
for organic search
$68.89
$65.26 volume, and this gap
$60.73 is especially large
$55.11 where there is local
$48.28
intent.
$42.35
$34.27
$22.10
$15.97
$11.44
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Source: Borrell Associates’ Trends in Digital Marketing Services 2016
The mobile web has overtaken desktop for organic search volume, and this gap is especially
large where there is local intent. Mobile search queries overtook desktop queries in 2015,
according to Google’s own figures. In 2016, there were close to 115 billion local mobile
searches, compared with around 85 billion local desktop searches, according to digital
marketing consultancy Smart Insights. Mobile devices accounted for 53% of all organic search
engine visits as of the third quarter of 2017, according to Merkle’s Digital Marketing Report for
Q3 2017 (see Table 3).
Table 3: Mobile Share of Organic Search Engine Visits in the

U.S. from Q3 2015 to Q3 2017
53% 53%
51% 51%
48%
45% 45% 45% 45% 46%
43%
38% 39%
33% 34% 34%
27%
Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13 Q3 ’13
Source: Merkle’s Digital Marketing Report for Q3 2017
Google increases domination of global organic search

Google remains the dominant force in the global search market, representing 92% of global
search in November 2017, and 95% of mobile search worldwide, according to StatCounter
Global Stats. The firm’s dominance of search is likely to increase further as Mozilla recently
terminated its deal with Yahoo! to make Google the default search tool within Firefox once
more. However, search marketers still need to pay attention to alternative search engines such
as Baidu, Bing and Yahoo, which while smaller, do still hold a large audience. Marketers should
also be aware that YouTube and Pinterest are also large search platforms in their own right.

Google drives the market, constantly honing its search algorithms in favor of mobile-friendly Growth in mobile
sites. Its mobile-first index, which is expected to roll out slowly during the course of 2018, will use has boosted
create and rank search listings based on the mobile version of content – even for listings that
are shown to desktop users. Google executives want the search engine’s index and results to
demand among
represent the majority of users, who are now mobile searchers. search marketers for
mobile analytics to
Google also adopted the Accelerated Mobile Pages (AMP) standard in 2016 to encourage help optimize sites
brands to build webpages that speed up mobile pages. Google released several updates for mobile users and
to this project in October 2017, including scrolling animations, an improved responsive-
navigation sidebar, support for video analytics, fluid ad support and other features to improve
improve SERP.
ad targeting. AMP is an open source platform that is gaining broad acceptance, including
support from Bing, Baidu, and many other key players.
Pros and cons of AMP

AMP offers clear benefits when it comes to driving traffic – the faster a page loads, the better
the chances for engagement. Online lifestyle media brand Thrillist, a division of Group Nine
Media, saw a 70% increase in traffic after converting its website to AMP, while other firms saw
a 20%-60% lift in Google organic traffic, demonstrating a significant return on investment,
according to Stone Temple Consulting.
However, there are challenges when it comes to tracking AMP traffic, as it is rerouted onto
Google’s servers for caching. “Session stitching” provides a workaround to this issue, but it
requires some extra development. Industry watchers are hoping for updates addressing this in
2018 as well as improvements for capabilities related to video, interactive elements and other
embeds. In addition to the technical hurdles with AMP, the fact that Google hosts the content
has made many publishers nervous about losing control, and removing AMP content from the
system has proved challenging. Some vendors say that 2018 will be the year that makes or
breaks AMP, with publishers and marketers deciding whether the migration to AMP is worth
the investment.
Growth in mobile use has boosted demand among search marketers for mobile analytics to
help optimize sites for mobile users and improve SERP. Enterprise SEO platform vendors offer
keyword performance metrics for mobile devices as part of their standard platforms, as well as
additional features such as AMP tracking and optimization; and mobile audits, rankings, and
metrics by device (i.e., desktop, tablet, iPhone, and Android). Vendors continue to improve site
audits and introduce mobile site crawling in response to Google’s upcoming mobile first index.
Mobile intelligence point solutions, including App Annie, Sensor Tower, and TUNE, provide a
range of mobile analytics for both SEO and PPC marketing.
The rise of voice search raises many questions

The rise of voice search is one of the more hyped trends of 2017. Driven by the growing
popularity of personal assistant devices such as Amazon’s Alexa, voice search will account for
50% of all search by 2020, according to Baidu’s Chief Scientist Andrew Ng, who was quoted in
Mary Meeker’s 2016 Internet Trends Report. This is having an impact on the length of search
queries and the way queries are phrased. It also raises questions about tracking and ranking.
With voice search delivering only one verbal result (vs. a page of options), what will be the
contributing ranking factors?

Recent Google algorithm updates, particularly Hummingbird, have placed increasing emphasis While not currently
on semantic search, which uses artificial intelligence to identify user intent. As the search one of the top-
engines become ‘smarter’ and use natural language processing, how will search results
translate from web-based, typed searches to the spoken word?
ranking factors,
website security
For marketers, voice search remains difficult to track and compare against typed search. Many is increasingly
of the vendors profiled in this report are currently building out tools and new search algorithms important –
and analytics for this rapidly growing format. especially for sites
that require user
Keywords, content and other ranking factors remain important
trust, such as finance
Where does this leave the keyword, once the bedrock of SEO? Some industry experts argue sites.
that keywords, and keyword research, still have a valuable role in effective SEO. Keywords
provide the foundation for improving site content, whether it is optimized text or a blog post.
Keywords are also the lynchpin for any type of content gap analysis that can surface missing
site information. Many of the enterprise SEO platforms profiled in this report offer proprietary
“keyword not provided” tools to provide keyword data where Google doesn’t, and vendors
continue to work on improving gap analysis functionality.
Content optimization – the practice of analyzing the robustness of the key pages of a site –
also continues to rise. This includes looking at how well content is written, how well it covers all
aspects of the topic matter of the page, and how well it links to other closely related resources.
Marketers and their SEO partners must work together to identify relevant search audiences
and deliver content that responds to user intent more than simple keyword matches. Backlink
quality is a crucial part of this process, and Google continues to emphasize the importance
of marketers acquiring authentic links through real relationships and not through link-building
campaigns.
While not currently one of the top-ranking factors, website security is increasingly important –
especially for sites that require user trust, such as finance sites. Some 65% of domains in the
top three positions for very high-volume keywords are already secure, according to a large-
scale study on ranking factors by SEMrush, presented at a recent SMX East conference panel.
AMP pages must be HTTPS secure, so this number will continue to grow as more websites
migrate to the AMP standard.
Video and social analytics are other areas vendors are looking to build out new capabilities.
Some are looking at partnerships and API access with existing social media management
solutions to expand social search analytics capabilities.
Mature vendor market includes point solutions and enterprise platforms

Driven by the need to keep pace with the constantly changing organic search landscape,
marketers are using an array of software tools to manage campaigns across search engines,
geographies, formats, and devices. More than half of digital marketers currently license a third-
party tool to assist in the management of their SEO efforts, according to SEMPO’s 2016 State
of Search industry report – the most recent year for which figures are available. (see Table 4).
The 2016 survey figure saw a 13-percentage point jump over 2015.

Table 4: What technology do you use to manage SEO? The enterprise SEO tools market
includes many suite-based
We manage SEO with tools platforms as well as point solutions
like Excel that automate singular pieces of
23%
the SEO puzzle.
Our services provider has a
proprietary tool
We have a proprietary
57% 14% in-house solution
We license a tool from a

7% third-party vendor for use
in-house
Source: SEMPO’s 2016 State of Search industry report
The enterprise SEO tools market includes many suite-based platforms as

well as point solutions that automate singular pieces of the SEO puzzle. Both Select SEO tool and platform
types of vendors offer unique benefits based on marketing need, budget, financial transactions 2016-
and internal resources. Suite-based platforms offer a “one-stop approach” 2017
to SEO management, providing search marketers with multiple tools in one
interface. Point solutions can be used alongside these platforms or in place October 2017
of a platform for search marketers needing best-of-breed agility or very • Withfluence: Acquired by
specific SEO task management (see Table 3). However, point solutions cannot GinzaMetrics
offer the full range of services provided by an enterprise SEO tool. • Netcentric: Acquired by Cognizant
SEO and content marketing continue to converge – several SEO firms have September 2017
rebranded as “SEO and content marketing” providers in recent years, and • Portent: Acquired by Clearlink
some content marketing firms have built out their SEO capabilities through Technologies
acquisitions. • Verve Search: Acquired by Omnicom
However, while many vendors in the crowded SEO market would like to August 2016
find a buyer, acquisitions have been relatively scarce in 2017, as investors • Linkdex: Acquired by ScribbleLIVE
recognize such an acquisition may not sufficiently bolster subscriptions. The
pace of M&A is not expected to pick up in 2018 – larger tech firms are more May 2016
likely to partner with SEO and point solutions than acquire them. • SEOlytics: Acquired by Sistrix
Competition in the crowded SEO software market is fierce, as evidenced January 2016
by ongoing litigation over a patent dispute between California-based • App Annie: $63M Series E
BrightEdge and Berlin-based Searchmetrics. The lawsuit, which arose after • Moz: $10M Series C
failed acquisition talks between BrightEdge and Searchmetrics in 2013, • Botify: $7.2M Series A
continued into 2017.
Source: Third Door Media
Expanding geographic reach was a key driver of the deals that took place in
2017. Acquirers included global IT consulting firm Cognizant, which agreed
to purchase European digital marketing consulting and technology firm
Netcentric for an undisclosed sum in order to boost its digital marketing
footprint in Europe. Similarly, advertising and marketing giant Omnicom
Media Group bought UK-based international SEO specialists Verve Search.
And SEO/content marketing platform GinzaMetrics bought Asian cross-
border influencer marketing platform Withfluence.

Table 5: Selected SEO Point Solutions
Link analysis, Mobile

Competitive Int’l keyword Keyword Page Proxy Site
acquisition or SERP analytics rankings or Site monitoring
intelligence research research optimization server crawler
removal research
Log file Uptime

Engagement
analysis monitoring
AdGooroo AnswerThe Ahrefs Ahrefs BloomReach Ninja Proxy Advanced Analyzerobots. App Annie Exact Trend GTmetrix Heap
Public.com Web Ranking txt Analytics
Ahrefs Google KeywordTool. Bing Moz SearchDex AuthorityLabs Beam Us Up SEO Rank Loggly Pingability IBM Tealeaf
Keyword io Webmaster Monitor
Planner Tools
iSpionage I Search From KWFinder.com cognitiveSEO OneHydra Trusted JungleTorch Botify Sensor Sawmill Pingdom Kissmetrics
Proxies Tower (Solar Wind)
Keyword-Competitor keyword.io Google Search Page Locus Microsite BROWSEO Serps.com Splunk PingMate Maxymizer
Console Masters
KeywordSpy Mail.ru Keyword SEO Chat JungleTorch Unbounce Moz DeepCrawl TUNE SumoLogic Site24x7 Mixpanel
Tool
Moz Search Latte Wincher LinkResearch- WooRank Pro Rank Moz Weblog SiteUptime Monetate
Tools Tracker Expert
Serp Scan Spywords.ru Link SE Ranking Mozenda Optimizely

Prospector
Similar Web Topvisor.ru Link Detox SEO Rank Screaming Frog Woopra
Monitor
SpyFu Ubersuggest Wordtracker Monitor SERPs.com Sitebulb

Backlinks
The Search Monitor WebCertain Majestic SerpYou Xenu’s Link

Sleuth
Yandex Moz Siteoscope

Wordstat
Ontolo STAT Search

Analytics
rmoov
WebMeUp

Enterprise SEO platform capabilities Enterprise-level

platforms may
Enterprise SEO platform vendors offer numerous capabilities that range from keyword also provide more
research and rank-checking to backlink analysis and acquisition, as well as competitive extensive link
intelligence, social signal integration, and workflow rights and roles. Most of the SEO and site audits
platforms profiled in this report offer the following core capabilities:
or analytics that
• Keyword research and rankings; include predictive
• Page-level SEO analysis; scoring systems to
• Content optimization analysis; identify potential
• Link (also called backlink) analysis and acquisition/removal; opportunities to
• Social signal tracking (organic);
improve page
• Site error detection;
• Organic search traffic market share; performance or link
• Competitive analysis; authority.
• International search results and rank tracking;
• Internal cross linking; and
• APIs for third-party data integration and management.
Enterprise-level platforms may also provide more extensive link and site audits or analytics
that include predictive scoring systems to identify potential opportunities to improve page
performance or link authority. Vendors differentiate by offering more frequent or detailed
data updates or content marketing features that sometimes require additional investment.
These more advanced capabilities may include, but are not limited to:
• Daily site crawls;

• Search intent-based analysis;
• Universal search rankings: Featured Snippets, Knowledge Panels, Review, Local Packs,
Images, Top Stores, Video, Tweets, Related Questions, Carousels (AMP);
• Content marketing analysis and performance tools;
• On-page content quality analysis;
• Competitive intelligence and benchmarking;
• Mobile/local analytics; and
• Cross-device attribution.
The following section discusses some of these capabilities and the key considerations
involved in choosing an enterprise SEO platform (see Table 5).
Link analysis and acquisition

Links continue to be the one of the most important external or “off-the-page” signals that
can help a website rise in search engine rankings. Most of 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 they rank,
and how to use those terms in your copy – has been a pillar of effective SEO. Virtually all
enterprise SEO platforms provide keyword research tools that allow marketers to discover
the ways that consumers search for content, and what keywords are driving traffic for
competitors. Vendors source this data differently, however. Some vendors license data from

Many vendors
point solutions or ISPs, due to Google’s restrictions on scraped data in its AdWords terms of
use and the growing percentage of search results that are “keyword (not provided).” Other have upgraded
vendors develop and manage a proprietary database of keyword terms. As a result, reliable
keyword data has become less of a commodity and more expensive.
the content
optimization and
Search intent-based analysis content marketing
capabilities of
Google’s search algorithms are focusing less on keyword matches and more on search intent. their enterprise
The Panda, Penguin, and Hummingbird updates all made keyword data less accessible to
search marketers. To counter the lack of keyword data, SEO platform vendors are developing
SEO platforms and
more “search intent” based tools that analyze search intent and predict or recommend the expanded the tools’
most relevant content for the searcher. content marketing
features.
Custom site crawls/audits
With content quality becoming the lynchpin for many marketers’ SEO strategies, site crawls
or audits are important tools offered by enterprise SEO platform vendors. Some platforms
offer optimization recommendations for keywords, page structures, and crawlability;
prioritizing and assigning scores for such factors as HTML title tags, body tags, and meta-
tags. Most of the SEO platform vendors profiled in this report provide daily site crawls;
others offer a weekly frequency. The tool should also crawl the entire site, not just random
pages. Crawlers are increasingly being added for mobile-optimized and AMP pages as well.
Social signal tracking and integration

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

SEO and content marketing have become closely aligned, as Google raises the content
quality bar through developments like AMP, Rank Brain (Hummingbird), and Penguin. 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.
International search tracking

International search coverage has become a critical capability, as the global economy leads
more U.S.-based enterprises to conduct business online and offline in multiple countries
and languages. Virtually all enterprise SEO platforms profiled in this report offer some
level of international search coverage that crosses borders, languages, and alphabets. The
capabilities include integrating global market and search volume data into the platform, as
well as integrating global CPC currency data.

Table 6: Selected enterprise SEO platform capabilities

Search Social Content
Custom Social signals Mobile/
Keyword research/rank intent- signals marketing International
Vendor Link analysis & site tracked- local
analysis based tracked- module or search tracking
acquisition crawls organic analytics
analysis paid tool
Authoritas Combination of Proprietary data Daily FB, G+, IN, 4 191 countries 4
(formerly proprietary and licensed ST
Analytics SEO) data from Majestic
BrightEdge Combination of Proprietary data 4 Daily FB, G+, TW 4 76K+ locations 4

proprietary and licensed across US and
data from Majestic global locations
Botify Proprietary data Proprietary data 4 Daily / FB, G+, IN, 4 All countries 4
weekly / PN, RD, TU,
monthly TW
Conductor Combination of Combination of 4 Daily TW, YT 4 100 countries 4

proprietary data and proprietary data and
partner data partner data
Dragon Metrics Combination of Combination of Bi-weekly/ Traffic from Traffic from 10 search engines, 4
proprietary data and proprietary data and data on-demand all social all social 200 countries
licensed data from Moz licensed from Google site crawls. media sites media sites and languages,
Search Console, Bing, Daily or tracked with tracked 100,000+ locales
Baidu weekly 4 separate with 4
ranking reports separate
data. reports
GinzaMetrics Combination of Combination of 4 Daily FB, G+, IN, 4 120+ countries 4
proprietary data and data proprietary and licensed IS, PN, SS,
licensed from Moz and data TW, YT
Ahrefs
gShift Combination of Proprietary data 4 Daily FB, G+, IN, 4 4 200+ countries 4
proprietary and licensed PN, TW, YT
data from Majestic
iQuanti Combination of Keyword research: work 4 Monthly FB, IN, TW 188 countries, 4
proprietary data and in progress. Rank analysis by default, 81 languages
licensed data from Ahrefs uses ALPS predictive weekly
model benchmarked or daily if
to Google’s search required
algorithm.
Linkdex Combination of Combination of 4 Daily TW 4 All the 4
proprietary and licensed proprietary and licensed configurations
data from Majestic data Google has
Pi Datametrics Data licensed from Proprietary data 4 Daily FB, G+, IN 4 All countries 4
Majestic
RankAbove Combination of Combination of 4 Daily FB, G+, IN, 4 200+ countries 4

proprietary and licensed proprietary and licensed TW
data from Ahrefs data
Rio SEO Combination of Combination of 4 Weekly FB, FQ, IS, 4 58 countries 4

proprietary and licensed proprietary and licensed TW, YE, YT
data data
Searchmetrics Proprietary data Proprietary data 4 Daily FB, G+, IN, 4 128 countries 4
PN, TW
SEMrush Proprietary data Proprietary data 4 Daily / FB, TW, G+, 4 All Google 4
weekly/ on- YT, IN configurations
demand Google
site crawls + Bing US
+ Baidu China
seoClarity Combination of proprietary Proprietary data and 4 Daily FB, G+, IN, 4 180+ countries 4
and licensed data from analysis from daily crawls PN
Majestic and Moz of the web
SISTRIX Combination of Proprietary data 4 Daily FB, G+, IN, 4 50 language/ 4

(SEOlytics) proprietary and licensed PN, TW search engine
data from Majestic combinations
WebCEO1 Combination of Combination of Daily FB, G+, IN, 4 350+ global 4

proprietary and licensed proprietary and Google PN, TW and local search
data from Majestic Keywords Planner data engines
Note: Social network abbreviations are: FB (Facebook), FQ (Foursquare), G+ (Google+), IS (Instagram), IN (LinkedIn), PN (Pinterest), SS (SlideShare), ST (StumbleUpon),
TW (Twitter), YE (Yelp), YT (YouTube).

Mobile/local analytics With hundreds,

thousands, tens
Google’s search engine updates are increasingly focused on improving the mobile/local
search user experience. As mobile-friendly sites rise to the top of the SERPs, marketers are of thousands, and
demanding more and better mobile and local data and analytics to help them optimize their even millions of
sites for mobile users and improve search engine rankings. Keyword performance for mobile pages, sites, social
devices is now offered as part of the standard platform by several vendors. Other available conversations,
features include mobile audits, rankings, and metrics by device (i.e., desktop, tablet, iPhone,
images, and
and Android).
keywords to manage
and optimize,
enterprise SEO has
Choosing an enterprise SEO platform become increasingly
complicated and
The benefits of using enterprise SEO platforms
time consuming.
With hundreds, thousands, tens of thousands, and even millions of pages, sites, social
conversations, images, and keywords to manage and optimize, enterprise SEO has become
increasingly complicated and time consuming. Using an enterprise SEO platform can
increase efficiency and productivity while reducing the time and errors involved in managing
organic search campaigns. More specifically, managing SEO through an enterprise toolset
can provide the following benefits:
• Many tools, one interface. Enterprise SEO platforms perform many tasks in one system.
A comprehensive dashboard can help your organization monitor SERP rankings and
trends, how 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 operations.
• More efficient management of global operations. Enterprise SEO tools have built-in
diagnostics that can be invaluable on a global scale to identify site-wide issues across
languages, countries or regions. These tools uncover macro and micro issues with pages,
templates, and infrastructure.
• Keeping pace with the search engines. SEO software vendors have dedicated teams and
engineers to follow frequent search engine algorithm changes and their impact on the SEO
reporting required by enterprises.
• Automated reporting to provide data in near real time. Many brands end up trying
to put a lot of data in spreadsheets and manually update them. But that doesn’t provide
a complete view of the data. Most enterprise SEO platforms offer highly customized
reporting capabilities that are widget- and wizard-driven to make reporting faster and
easier.
Pricing/annual contracts
Licensing an enterprise SEO platform can be a significant investment, particularly for
ecommerce or retail brands with hundreds of thousands of SKUs or product pages.
Marketers typically spend tens of thousands of dollars each month in licensing fees, and pay
for installation and staff training to maximize the value of the platform and its capabilities.
Virtually all enterprise SEO platforms are provided on a software-as-a-service (SaaS) basis,
i.e. the vendor makes the software available online and is responsible for all maintenance

and system administration. Pricing models vary, and at the enterprise level, are often
customized based on the number of users, sites, keyword rankings, and pages. Determining
your overall cost can be more art than science and based upon keyword, site, and link
volume, international coverage, and other SEO activities.
Recommended steps to making an informed purchase

Understanding your current marketing processes, knowing how to measure success, and
being able to identify where you are looking for improvements, are all critical pieces of the
SEO platform decision-making process. The following section outlines four steps to help
your organization begin that process and choose the SEO platform that is the right fit for
your business needs and goals.
Step One: Do you need an enterprise SEO platform?

Deciding whether your company needs an enterprise-level SEO platform calls for the
same evaluative steps involved in any software adoption, including a comprehensive self-
assessment of your organization’s business needs and resources, staffing, management
support, and financial resources. Use the following questions as a guideline to determine the
answers.
1. Do we have the right human resources in place? Employing people to implement and
use SEO platforms is a prerequisite to success. If you have marketing staff, utilizing SEO
toolsets can make them more efficient and effective. The vast majority of organic search
marketers struggle to justify their SEO budgets. SEO platforms and tools are a key
component of helping to keep overall costs down while getting the required work done.
2. Do we have C-level buy-in? Enterprise SEO software can be a five- or six-figure

investment annually. It is critical to demonstrate the value of SEO to C-level executives
by running pilot test projects and agreeing to a definition of “success” in advance.
3. Do we have the right technical resources? Successful enterprise SEO needs dedicated
technical resources deployed to it to act on the recommendations and opportunities
surfaced by the analytics and reports.
4. Who will own enterprise SEO? Enterprise SEO is commonly placed into marketing,
editorial or IT depending on the nature of the business. Unfortunately, in large
companies, it usually ends up with either whoever has the budget or whoever can best
articulate the business case. In a best-case scenario, it should be both.
5. Can we invest in staff training? It is vital to provide training to technical, design,

content, and marketing teams, and reinforce it on a regular basis. A successful enterprise
SEO implementation will find ways to inject SEO knowledge into existing training
programs and identify internal evangelists to broadly distribute the messages. Training
needs to be comprehensive, consistent, and continuous.
6. Have we established KPIs and put a system in place for tracking, measuring, and
reporting results? It’s important to know upfront what you want your SEO to achieve.
Do you want to improve SERP rankings or the time visitors spend on your site? Is
conversion – whether a product purchase or whitepaper download – your key objective?
Having goals will help you decide if you’re ready to put an enterprise platform to good
use, as well as help you decide which tool will best meet your organizational needs.

7. How will we measure success? Depending on your site’s monetization strategy, make The most effective
sure you know how you’ll determine if the rollout of the platform and the successful RFPs only request
execution of the established KPIs actually increased sales, conversions or page views.
relevant information
8. Do we have realistic expectations? It is not uncommon for enterprise SEO efforts to and provide ample
take at least six months to generate tangible results. If SEO is a new initiative within information about
the organization, there are cultural shifts and workflow processes that will need to be your business and its
implemented and refined. Setting realistic timelines and goals will help build support at SEO needs.
all levels of the enterprise.
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. For example, if social signal integration is crucial to your natural
search process, make sure you focus on it during vendor interviews and demos. If you find
that one vendor doesn’t offer this “must-have” capability, it’s obviously not a fit.
• Take your list of capabilities and then do some research. The “Resources” section at the
back of this report includes a list of blogs, reports, and industry research that will help.
(Many of the vendors profiled in this report also provide whitepapers and interactive tools
that can help.)
• Narrow your list down to those vendors that meet your criteria. Submit your list of the SEO
capabilities you’ve identified, and set a timeframe for them to reply.
• Decide whether you need to engage in a formal RFI/RFP process. This is an individual
preference, however be sure to give the same list of capabilities to each vendor to facilitate
comparison.
The most effective RFPs only request relevant information and provide ample information
about your business and its SEO needs. It should reflect high-level strategic goals and
KPIs. For example, mention your company’s most important KPIs and how you will evaluate
the success of your SEO efforts. Include details about timelines and the existing digital
technology you have deployed.
When written properly, an RFP will facilitate the sales process and ensure that everyone
involved on both sides come to a shared understanding of the purpose, requirements,
scope, and structure of the intended purchase. From the RFP responses, you should be able
to narrow your list down to three or four platforms that you’ll want to demo.
Step Three: Scheduling the demo

Set up demos with your short list of vendors within a relatively short timeframe after
receiving the RFP responses to help make relevant comparisons. Make sure that all potential
internal users are on the demo call, and pay attention to the following:
• How easy is the platform to use?

• Does the vendor seem to understand our business and our marketing needs?
• Are they showing us our “must-have” features?
• Is the reporting actionable?

Other questions to ask each vendor include:
1. How do you calculate search volumes? Knowing how the system treats information
types will impact how you ascribe value to certain keyword terms, make decisions about
keyword and content choices, and affect the ROI of your search marketing efforts. Find
out if the tool uses exact match, broad match or phrase match, and from where raw data
is extracted (i.e., analytics, log files or a proprietary tracking pixel).
2. Can this system track millions of searches, visits, site pages, etc.? Knowing whether
the platform is a true enterprise solution or a simple tool that may not scale for your
business needs is crucial. Limits on the numbers of keyword rankings, pages or traffic
tracked could impact your use of the system or significantly increase the cost.
3. Do you support international search? There are many nuances within international SEO
that can mislead even the best SEOs. Find out if the numerator in the calculation of the
platform’s average clicks per search or average search volume are normalized for global
or local (in that market) search, and whether search ranks are calculated from within
country or remotely. The misapplication of international data could impact the ROI of
your search marketing efforts.
4. How do you track and report universal search results? As an in-house SEO expert,
you will want to know if and where your site was listed on the results page. For example,
did your listing appear in web results, the In the News segment, an in-depth article, or
the video results? Or, if your page shows up as a Google rich answer, will you show up
there plus the traditional SERP position? That location and reporting feedback helps to
quantify strategic and tactical efforts.
5. Do you support separate measurement of mobile site performance, mobile

friendliness, mobile rankings, and user engagement with the mobile version of your
site? As mobile-friendly sites rise to the top of the SERPs, marketers are demanding
more and better mobile and local data and analytics to help them optimize their sites for
mobile users and improve search engine rankings. Find out what mobile capabilities are
available.
6. Does your tool help customers understand what competitors do, and derive
actionable insights from that? What are the most important features you have for
providing competitive research? Competitive intelligence is a standard feature for
virtually all enterprise SEO platforms – but the scope and cost differ between vendors.
Find out what level of data is provided about your competitors and vertical industry, and
make sure it fits your requirements.
7. How robust and flexible are your reporting options? Different users have different
reporting needs. Find out if reports can be customized and automatically delivered to
different users and types of users, and whether data can be exported in CSV format.
8. Where are the actionable reports? Enterprise tools have dashboards and generous
amounts of data but it’s very important to understand how, and, which reports can
immediately benefit your business. A good sales team will understand your company’s
objectives and KPIs and will have reports ready or be able to run them in real time. This
is data that can be handed over to the appropriate teams and promptly acted upon.

9. What other meta-information does your system collect that may be made available Before deciding
to me via API? Being able to trace search traffic data from the front of the funnel all the on a vendor, take
way to sales data in a CRM or business intelligence (BI) system will help you to more
accurately calculate ROI.
the time to speak
with one or two
10. Is there a workflow built in that allows me to coordinate the work of my marketing, customer references,
content, web development, and social media teams across the organization? preferably someone
SEO cannot operate in a silo. A true enterprise platform should provide built-in in a business like
workflow management that includes task assignment, management, and monitoring of
completion rates across groups.
yours.
11. What does the onboarding process entail and how long will it take? What are the
training options, i.e., is it online only…or will you send people to our location to train
us on site? Be sure to find out what onboarding and support is included in pricing and
what is an add-on.
12. What kind of ongoing support and client engagement will your account team
provide? How will you gauge our use or non-use of the platform’s features? One
of the most common reasons a company transitions out of an enterprise platform is
because they don’t use it enough. A vendor should be prepared to address this issue
and specifically how the tool creatively engages users and gets them back into the
environment.
13. What new features are you considering? What’s the long-term roadmap and launch
dates? The SEO landscape is constantly changing with new features to further leverage
digital assets rapidly coming out of Google and Bing. It’s important to understand the
level of innovation and the ability to add and track emerging technologies. Knowing
a vendor’s new feature release date schedule and its ability to stick to committed
timelines is also very important. This helps establish a long-term trust and relationship
with the vendor that it will always be on the cutting edge of SEO.
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 ones yourself. Use this opportunity to ask
any additional questions, and to find out more about any questions that weren’t answered
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:
• Why did you move to an enterprise SEO platform?

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

• What is the most useful, actionable (favorite) report the tool generates?
• What do you wish they did differently?
• Why would you recommend this platform?
Although not all vendors require an annual contract, many do. Once you’ve selected a
vendor, be sure to get in writing a list of what technology and support are covered in the
contract. Ask about what kinds of additional fees might come up. Are there charges for
custom integrations, if so, how much (and how long will the onboarding take)? What is the
hourly charge for engineering services, and is there a minimum? What partner organizations
are available to install and integrate the tool? If you need to train a new hire midyear, what
will that cost? What is the “out” clause? Are they open to a trial period with options to exit
the contract? Obtaining the answers up front – and having them in writing – will ensure fewer
surprises or additional costs down the road.
Conclusion
Organic search continues to evolve rapidly, as Google updates and manipulates its search
algorithms frequently in response to changing consumer needs. Emerging technologies such
as voice-powered personal assistant devices, the increasing role of visual images and video,
and the globalization of ecommerce are just a few of the macro industry factors that will
impact marketing success in organic search.
There are many choices for search marketers seeking a technology partner to manage
SEO. The enterprise SEO tools market includes many suite-based platforms as well as
point solutions that automate singular pieces of the SEO puzzle. Both types of vendors
offer unique benefits based on marketing need, budget, and internal resources. A careful
self-assessment of your business needs and resources, staffing, management support, and
financial resources will help to ensure that your organization makes the right choice for long-
term success. n

Vendor Profiles
Target customer
• E-commerce sites, enterprises managing multiple sites, and digital marketing
agencies.
Key customers
Authoritas™
(Formerly AnalyticsSEO) BNP Paribas
136-138 Holly Road British Council
Middlesex U.K. Johnson & Johnson
TW1 4HQ La Redoute
(T) 281-816-5176 (U.S.) Renault Nissan
www.authoritas.com
Key executives
Laurence O’Toole, CEO
Penny Holt, Finance Director
Company overview
• Founded in 2009.
• 25 employees.
• Privately funded.
• Additional offices in the U.S. (Austin, TX), South Africa, and France.
Product overview
• Data science-driven SEO and content marketing platform for experienced SEOs and
content marketing professionals.
• Includes essential SEO data and tools for optimizing one or many large websites in
competitive niches built around a six-stage SEO and content marketing process:
Research: Industry analysis, competitive benchmarking, search visibility and
keyword research and keyword rank tracking.
Audit: Technical auditing, website crawling, real-time log analysis.
Strategy: Content strategy and content gap analysis.
Optimize: Universal search, voice search, content audit.
Outreach: Link profiling and outreach.
Measure: Google Search Console, Google Analytics and Adobe Analytics
integration and customized reporting.
• Multi-site management facilities: Multi-site tagging, performance dashboards and
task management to measure performance across different teams and territories.
• Market Share: Competitor research and content marketing strategy module
designed to help marketers pinpoint the top 100 competitors in their market and
define content marketing opportunities based upon relevance, ease-of-ranking, and
projected ROI.
• Features a proprietary database of 100 million domains, 40 million commercial
keywords, and 30 million blogs.
Databases fed by proprietary crawlers and third-party partner Majestic for
backlinks.
Collection of SERP rankings for millions of keywords; clusters pages and
keywords to shed light on Google’s algorithm and the natural clusters that form
in any market.
Highlights clusters of opportunity and relative strength.

Vendor Profiles
Product Details
• IntelliTraffic™ “not provided” solution Pricing and service
opens access to hidden keyword visit
data. • Custom e-commerce, agency
• Features to support voice search such and enterprise plans per client
as Featured Snippet detection and requirements.
People Also Ask. Pricing based on features selected,
Authoritas™ • Features to support Mobile First Index professional services needed and
(Formerly AnalyticsSEO) including real-time log analysis of the data required.
136-138 Holly Road Googlebot and Google mobilebot. Bespoke one-off big data research
Middlesex U.K. projects are also offered which
TW1 4HQ Social signals integration allow clients to build a totally
(T) 281-816-5176 (U.S.) customized view of their market
www.authoritas.com • Integrates Facebook, Google+, across their top 100 competing
LinkedIn, and StumbleUpon. sites and millions of keywords.
API Pricing – supports integration
Reporting and analytics of market-wide insights into
eCommerce site search
• Keyword suggestions and opportunities technologies, dashboards and
are automatically generated across other platforms.
multiple search engines. • Enterprise packages include advanced
Keyword ranking histories are features such as customized access
tracked daily for Google, Bing, to Market Share and network analysis
Yahoo, Yandex, and Baidu. technology to define markets,
Provides an overview of average bulk keyword history site imports,
monthly and weekly rankings. advanced reporting, multi-site project
Segmentation is available to management, professional services,
sort generic (non-branded) from SLAs, and priority support.
branded keyword traffic. • Annual subscriptions: flexible
• Unlimited backlink analysis includes commercial terms with preferred
for defined competitors in each SEO rates for clients looking for long-term
campaign. relationships of one year or more.
• Competitive intelligence includes • Dedicated account manager assigned
industry analysis and competitor site to each enterprise account.
audits for ranking factors and backlinks. • Email, online, and phone-based
• Customized white-labeled, scheduled customer support (during U.K. and U.S.
reports in PowerPoint, Excel or PDF. office hours) included; add-on onsite
support available.
Third-party partnerships and Webinars, online manuals, and
video resources included for all
integration
accounts.
• Third-party API integrations with
Majestic, Adobe Analytics, Google
Analytics, Google Search Console and
Xiti.
• Site Auditing and Crawling API (XML-
RPC) and SERPs API (REST API).
• Additional white-label partnerships
available through Authoritas’ API.

Vendor Profiles
Target customer
• SEOs and digital marketers at enterprise companies globally.
Key customers
Botify Expedia
303 Spring Street iProspect
New York, NY 10013 Refinery29
www.botify.com Staples
Key executives
Adrien Menard, Founder and CEO
Thomas Grange, Founder and CTO
Stan Chauvin, Founder and CPO
Company Overview
• Private company, founded in 2012.
• Raised $7.2 million in Series A funding in 2016.
• 400+ customers in 30 countries.
• 80+ employees.
• Offices in Paris, New York, London.
Product Overview
• Botify is a full-service SEO platform. It offers users end to end search insights from log
file data, to crawl insights to real user queries combined in a simple user interface.
Botify’s solution comprises three applications:
Botify Log Analyzer: Enterprise web server log file analysis application dedicated
to SEO. Delivers real-time data about search engine activity like URLs crawled by
Google or Bing by day, crawl volume by site segment, or advanced scenarios like
staleness detection highlighting sections of the site that are infrequently crawled
or not yet discovered by search engines.
Botify Analytics: Technical SEO crawler that packages structural, device, content,
and indexability indicators into a simple user interface. Isolates mobile and
AMP SEO indicators. Shows internal linking and page depth to understand site
structure and crawlability. Evaluates the likelihood of pages to be considered
valuable and included in search engine indices with reports that highlight HTTP
errors, no index tags, robots directives and canonicals pointing to other pages on
the site.
Botify Keywords: Ranking solution that reconciles real user queries with technical
SEO and content quality metrics for every ranking page on a site. Isolates
non-brand queries and CTR. Presents mobile-only insights with configurable
dashboard. Ties structural indicators like depth to rankings.
• Applications can be purchased separately. When purchased in combination, metrics
from each solution are combined, at the URL and segment level within the user
interface.
• Traffic and ranking data is paired with 350+ content and technical SEO metrics.
• Botify can analyze up to 25 million URLs per crawl in a cloud-based platform, crawling
up to 250 pages per second, with real-time data during analysis.

Vendor Profiles
Product Details
Social signals integration the ratio of fast to slow pages enabling
users to analyze, at the URL level,
• Integration with Google Analytics page speed. This report also separates
and Adobe Analytics allows users JavaScript load time and demonstrates
to compare SEO traffic with social URLs with blocked resources.
traffic. Gain insights about how users’ • HTTP Codes Report: Isolates crawl
Botify behavior on social may be impacted by errors and follows how these are
303 Spring Street SEO efforts. trending over time. Users discover
New York, NY 10013 • Audits open graph tags with the distribution of HTTP codes, and
www.botify.com customizable HTML extracts feature. whether 301 redirects are growing or
how redirect chains or redirect loops
Reporting and analytics might be impacting crawl.
• Content Quality Report: Distinguishes
• Metrics Tables: Users can create page content from templated site
bespoke reports, trended over time, content to quickly evaluate the
as well as custom tables capturing percentage of valuable content. See
indexability issues like noindex tags, scaled analysis of duplication and
bad HTTP status codes, or canonicals. content size on site within the report,
Metrics tables allow users to tie and prioritize thin or low value content
structural indicators to visits. They improvement.
can be used to track content quality • Inlinks Report: Uncovers insights
over time, by segment to understand about site structure including internal
changes in quality by section of the PageRank, depth, or crawlability based
site. Receive custom graphs via email at on linking within the site.
the end of report generation. • Sitemaps Report: A scaled look at
• Keywords Reports: Captures metrics the quality of pages within sitemaps.
about real user behavior and actual Highlights indexability issues on
search queries, and finds rising trends sitemap URLs, HTTP status code
in rankings. Utilizes single-click device- distribution, and captures URLs within
specific dashboards, and isolates non- the sitemap that are not being crawled.
brand performance.
• Crawl Budget Report: Provides SEO log Third-party partnerships and
file analysis to optimize crawl budget
by tracking percentage of URLs being
integration
crawled by Google and Bing or any • Integrates with Google Analytics and
search engine. Users can manage crawl Adobe Analytics.
frequency and staleness of content. • Google Search Console API integration.
• Visits Reports: Users analyze all URLs • API Access enables users to set up
driving traffic to their site to show the automatic reporting and data exports,
percentage of the site responsible and correlate specific details from
for visits, and prioritize technical Botify data with metrics, like backlink
improvements. reports, social signals, revenue and
• URL Explorer: Analyze all crawled URLs more.
on a site within a single, customizable
report. Analyze structured data or filter
all data by 350+ SEO KPIs, segment,
Pricing and service
and more. • Enterprise plans offered on a
• Performance Reports: Shows average subscription basis.
load time of pages across the site, and • Annual contracts are required and

Vendor Profiles
Product Details
terms are agreed upon based on
website size, determined by number of
pages.
• Three different levels of professional
services support available, and new
clients are trained to on how to set
Botify
up and use platform. After initial
303 Spring Street
engagement, account reps can be
New York, NY 10013
contracted to support on an ongoing
www.botify.com
basis.

Vendor Profiles
Target customer
• Enterprise and mid-market digital marketers, content marketers, search marketers,
BrightEdge and digital agencies.
989 E. Hillsdale Boulevard,
Suite 300 Key customers
Foster City, CA 94404
Adobe
(T) 800-578-8023
Home Depot
www.brightedge.com
HP
Microsoft
Nike
Performics
Key executives
Jim Yu, Co-Founder and CEO
Lemuel Park, Co-Founder and CTO
Kevin Bobowski, SVP Marketing
Vickie Holtmeier, VP Global Business Units
Company overview
• 400 employees.
• Over 1,500 clients and over 10,000 brands.
• Headquartered in Foster City, CA, with offices in Cleveland, Chicago, Seattle, New
York, London, Tokyo, and Sydney.
• Raised a total of $61.9 million in four venture funding rounds.
• Investors include Illuminate Ventures, Insight Venture Partners, Intel Capital, Altos
Partners and Battery Ventures.
Product overview
• SaaS-based SEO and content performance marketing platform that collects and owns
50 petabytes of data. Leveraging its deep learning engine, BrightEdge provides
web-wide, real-time identification of new content opportunities and measurement of
content performance across all digital channels, including search, social, and mobile.
Data Cube indexes billions of pieces of data points, including rich media, search,
and social, across 14 global regions, and across different device types, including
desktop, tablets, and smart phones.
DataMind technology uses pattern recognition algorithms to identify high-value
search opportunities, competitive threats and market shifts relevant to any
website, brand or product and service.
Content (introduced in 2017) enables content writers and digital marketers to
identify the most revenue opportunities, and write, publish, and amplify blog
posts, glossaries, knowledge center articles, and campaign landing pages
optimized for organic performance, user experience, and mobile friendliness.
Content Optimizer enables users of Adobe Experience Manager (AEM) to
identify profitable topics and access SEO best-practices right within their AEM
workflows.
ContentIQ (introduced in 2017) is an enterprise-grade website auditing solution
that can crawl up to hundreds of millions of website pages, enabling SEO pros
and website owners to identify and prioritize the resolution of website errors

Vendor Profiles
Product Details
and issues that degrade site visits, app search rankings.
conversions, and revenue. Backlink reporting and
HyperLocal capability (introduced recommendations via partnership
BrightEdge in 2017) provides organic demand with Majestic.
989 E. Hillsdale Boulevard, and performance insights for any • Provides existing and historical
Suite 300 keyword in over 72,000 US and backlink information, including
Foster City, CA 94404 global locations, and in 40-plus quantity, quality, anchor text,
(T) 800-578-8023 languages. HyperLocal offers SEO URL, add date, category, and
www.brightedge.com pros and website owners precise type.
search performance insights for • Provides recommendations
audiences in specific geographies. for backlink opportunities
Anomaly Detection feature alerts and insights into competitor
for key issues or drastic variations in backlinks.
SEO or website performance. Task Management workflow tool
Intent Signal identifies whether a enables SEO pros and digital
search keyword has organic search marketers to directly assign tasks
results above the fold of the SERP, from Recommendations.
and whether the brand’s content Auto Page Events (introduced in
ranks above the fold for that 2017) automatically generates an
keyword. event tag for any changed on-page
Recommendations feature gives element, for any tracked page in
prescriptive, step-by-step SEO the BrightEdge platform.
enhancement suggestions with
estimated impact and level-of- Reporting and analytics
effort.
Page Reporting analyzes the • StoryBuilder helps measures and
impact of SEO programs and new manage website content performance
content initiatives on the website through intuitive charts and
KPIs. dashboards.
Share of Voice allows users to Templated dashboards are built
identify competitors, either those based on best practices in SEO
that they are already tracking, or and website marketing from the
unaware of, based on any group of BrightEdge community.
related keywords. Advanced users can define on-
Tracks global search engine the-fly metrics to drill into more
rankings in three device types specific analyses, such as year-over-
(desktop, mobile, and tablet), year revenue, visit performance by
and international search engines, channel, mobile growth, historical
including China’s Baidu and global vs. local performance, and
So.com, Russia’s Yandex, and South revenue and traffic growth broken
Korea’s Naver. out by persona and/or buyer’s
Mobile SEO features include journey stage.
mobile Data Cube, mobile search • Customizable dashboards for flexible
rankings, Accelerated Mobile time periods that model customer
Pages tracking and optimization, domains, competitor domains, and
mobile page reporting, mobile customer organizational structure.
share of voice, mobile site • Users can build business cases for
audit, mobile SEO optimization SEO projects, with forward-looking
Recommendations, and mobile reports produced from Opportunity
Forecasting.

Vendor Profiles
Product Details
• Keyword prioritization workflow is • Integrates with Google Search Console,
streamlined with rich data presented in Hybris Commerce Suite, and Majestic.
Data Cube, Share of Voice and Intent • Setup is facilitated by OAuth and
BrightEdge Signal. BrightEdge’s Connect API.
989 E. Hillsdale Boulevard, • BrightEdge reports Blended Rank, • SAML integration for single sign-on.
Suite 300 which takes into consideration all
Foster City, CA 94404 content types that are shown on SERP, Pricing and service
(T) 800-578-8023 including images, videos, carousel
www.brightedge.com listings, social, PPC ads, local 3-pack, • Customized pricing based on number
news and other universal listing results. of keywords and websites.
Additional fees for custom
Social signal integration integrations.
• Billing: Accounts are billed annually;
• Social and SEO correlations examined multi-year contract discounts are
through technology built with partners available.
Facebook and Twitter. • Unlimited user licenses with unlimited
• Social site audits perform site checks online training and certification is
on Facebook’s OpenGraph to optimize included as part of the contract.
page rendering experience when the • Global customer services are available
page is shared on Facebook. on numerous levels:
• Twitter trends visible within the Personalized onboarding
platform. experience with Client Onboarding
Social and SEO metrics compared Managers.
side-by-side. Ignite Onboarding is included in all
Tracks social SEO performance contracts to help customers with
of the top 10 ranking pages for a one-on-one onboarding assistance
keyword. to learn the BrightEdge platform,
Social signals such as “likes” and identify goals, and work through a
“tweets” are integrated. guided Ignite project.
Shared URLs, Plus Ones on Dedicated Customer Success
Google+, and LinkedIn metrics are Managers.
also tracked. 24/7 help tickets, accessible
through the BrightEdge platform.
Third-party partnerships and Professional Services that contract
integration to solve complex SEO, SEM,
content marketing, and web
• Page-based integration with all major marketing challenges.
analytics providers, including Google
Analytics, Adobe Analytics, Webtrends,
and IBM Digital Analytics.
• CMS integration with Adobe
Experience Manager (AEM).

Vendor Profiles
Target customer
• Enterprise-level marketers.
Conductor Key customers

2 Park Avenue
New York, NY 10016 Citi
(T) 212-213-6251 Gap
www.conductor.com Jet.com
Salesforce
WeWork
Key executives
Seth Besmertnik, CEO
Baruch Toledano, Chief Product Officer
Marc Chabot, VP, Sales
Neetu Rajpal, VP, Engineering
Company overview
• Product launched in 2010.
• 195 employees.
• 7,500 brands.
• Headquartered in New York City with offices in San Francisco, London, and Kiev.
• Raised $27 million in Series D funding in February 2015 led by Catalyst Investors, with
FirstMark Capital, Matrix Partners, Investor Growth Capital, and Blue Cloud Ventures.
Total financing of more than $60 million.
Product overview
• Conductor’s platform, Conductor Searchlight, helps marketers create and optimize
content to get found online by customers.
Supports data-driven SEO, content marketing, and outreach strategies in more
than 100 countries, 85 languages, and five search engines.
Offers measurement and analytics of organic performance, providing insights
across specific location and device types, and specific content types (i.e. images,
videos, and local listings).
Enables multiple teams to collaborate, manage workflows, share metrics, and
automate reporting.
• Supports international search engines such as Baidu (China), Yahoo! Japan, and
Yandex (Russia) in dozens of languages.
• Audience Intent Explorer discovers relevant new content topics, prioritized by search
volume and level of competition, as well as the stage of the buyer’s journey.
Provides targeted recommendations for improving existing content, with the
ability to prioritize based on traffic and performance impact.
Provides insights into the organic competitive landscape, as well as market share
of voice.
• Content Mapping enables marketers to create content based on persona, product
line, role or business unit; discover performance gaps; and identify ways to move
customers from conversation to conversion.

Vendor Profiles
Product Details
Social signal integration Third-party partnerships and
integration
• Provides visibility into social signals
from Facebook, Google+, LinkedIn • Proprietary first-party data augmented
Conductor and Twitter for all content, including with licensed data from SEMrush.
2 Park Avenue analysis of users’ pages and in-depth • Integrates with all major analytics
New York, NY 10016 competitive data for both configured platforms including Google Analytics,
(T) 212-213-6251 and discovered competitors. Adobe Reports and Analytics, Adobe
www.conductor.com • Monitors video content performance Data Connectors, IBM Digital Analytics,
and how customers are being found on and Webtrends.
YouTube. • Integrates with Adobe Experience
• Social metrics blended with a variety of Manager to provide pre-publishing
data sources to provide a holistic view optimization recommendations to users
of natural search and social activities. from directly within the CMS.
• Integrates with DeepCrawl, website
Reporting and analytics crawler, for a single sign-on solution
with complete, in-depth view of site.
• Workspaces: Within Conductor • Integrates with Dragon Metrics, an SEO
Searchlight’s Workspaces, marketers platform focused on Asia. (See Dragon
share relevant, up-to-date information Metrics’ profile in this report.)
with different stakeholders.
• Marketers can report:
Pricing and service
Keyword tracking across devices,
locations, and universal search • Undisclosed pricing.
results. • Annual contract required.
Competitive intelligence compares • Free trials available.
page content against business and • Customer Success team provides
SEO competitors in a single view. support, training, and best practices.
Content optimization • In-app chat and phone support.
recommendations prioritized by • Online customer knowledge base
urgency. facilitates interaction with Conductor
Technical site audits. experts, and allows users to direct
functionality requests to the Conductor
team.

Vendor Profiles
Target customer
• Enterprise and mid-market content marketers, digital marketers, strategists, SEOs,
DemandMetrics (GinzaMetrics) and agencies.
Ginzamarkets, Inc.
156 2nd Street
Key customers
San Francisco, CA 94105
(T) 888-726-4692 Angie’s List
www.ginzametrics.com GroupM
Recruit
Royal Bank of Canada
Salesforce
The Shipyard
Key executives
Ray Grieselhuber, Founder and CEO
Erin Robbins Acheson, President and COO
Junichi Kurose, VP of Japan Operations
Hiroyuki Okamoto, VP of Managed Services Asia
Company overview
• GinzaMetrics is rebranding to DemandSphere. The GinzaMetrics domain in the US
will continue to be available as the transition is rolled out, and will persist in Japan
market for the coming nine to 12 months. This rebrand has been announced, but will
not impact US markets for the next year.
• DemandSphere (Ginzametrics) is architected as an integrated platform to enable
brands and agencies to execute global management over SEO and content
marketing, including capabilities for managing regional hubs and local teams, rolled
up into larger organizational views.
• 40+ employees.
• Funding by Y Combinator, 500 Startups, and others.
• US headquarters in San Francisco. Foreign headquarters in Tokyo, Japan; additional
locations throughout the US, Europe, Asia, and the Middle East.
• In September 2017, DemandSphere (GinzaMetrics) acquired Asian influencer
marketing platform Withfluence.
Product overview
• SaaS platform core features include intelligence and automation to address all phases
of the organic marketing process.
• Supports localized user interfaces and is available in five languages: English,
Japanese, Chinese, Spanish, and Russian. Local capabilities include tracking at the
individual city level.
• Opportunity identification and scoring available; discovery tools including keyword,
competitor, and content are integrated into the platform and alert systems.
• All instances of Google, Baidu, Sogou. Yandex, Daum, Naver, Qihoo 360, etc. are
supported.
• Site Health monitoring and recommendations to improve content.
• Segment-based approach provides insights across: campaigns, messages, audience
types, personas, customer journey stage, product, feature, location, and more.

Vendor Profiles
Product Details
Segmenting services are available with the same dashboard and includes the
team of search and content strategists. analysis in reports.
• Unique Keyword Discovery tool • Integrated social media data including
DemandMetrics (GinzaMetrics) provides metrics and insights about trends, share of voice, and competitor
Ginzamarkets, Inc. discovered keywords, including SERP comparisons.
156 2nd Street data, difficulty score, competitor
San Francisco, CA 94105 insights, keyword and topic extraction
(T) 888-726-4692 Reporting and analytics
based on TF-IDF and natural language
www.ginzametrics.com processing. Intent mapping capabilities • Modular dashboards and reports allow
for keywords based on proprietary users to customize their view of data
corpus and natural language and determine which data to share
processing capabilities. based on their individual needs. Users
• Competitor Discovery tool to find can specify dates, search engines,
competitors content and keywords, devices, competitors, keywords,
at the segment level so users can find conversion events, and more.
who is taking traffic across products, • Analytics data, such as organic visits
features, campaigns, messages, and and ecommerce revenue, can be
more. graphed within DemandSphere. Data
• CatchingFire feature notifies users can be viewed by device type.
to key targets based on proprietary • Ranking changes accessible at the
algorithm for their content as well as individual keyword and keyword-group
competitors. level.
• Link strength and opportunities are • Large keyword sets managed through
scored using proprietary algorithms. keyword grouping; internal search
• Mobile toolset offers local search data accommodates grouping of common
ranking, mobile integration, deeper terms.
crawl, embedded reports, and sortable • Share of channels allows users to
recommendations. track and compare marketing channel
• Workflow feature provides project performance over time. Users see
and task management; users can be total traffic by channel by any date
assigned tasks from anywhere in the parameters, and view granular channel
application. traffic data.
Project owners automatically • Competitive intelligence delivered
notified when a task or project is via visual representations of keyword,
complete. content, and backlink data.
• CSV file import and the option to
Social signal and listening integrate with Google Search Console
to enable bulk keyword additions.
capabilities
• Account summaries and keywords
• Clicks, comments, follow/audience can be downloaded in Excel and CSV
counts, and link sharing for channels formats and saved to branded PDF
including Facebook, Twitter, Google+, reports.
YouTube, LinkedIn, Pinterest, • Google drive exports allow users to
Instagram, and SlideShare. connect to a Google Drive account
• Keyword, content, and campaign and export table items directly from
performance tracked across social the reporting center into shareable
channels. spreadsheet formats.
• Compares social performance to • Daily data updates are standard on all
organic search performance within engagements.
• Mobile and device level data are

Vendor Profiles
Product Details
available and integrated throughout Pricing and Service
the platform.
• Competitor Discovery and Keyword • Pricing is customized to individual
DemandMetrics (GinzaMetrics) Discovery exports by segment. enterprises.
Ginzamarkets, Inc. • Reports exported by Excel, csv, • Annual and multi-year contracts
156 2nd Street embedded html for email, pdf, and standard, but not required.
San Francisco, CA 94105 Google Drive. • Managed Services team available
(T) 888-726-4692 • Automated sends for scheduled reports for additional expertise in larger
www.ginzametrics.com and updates. engagements.
• Custom module builds available. • Custom onboarding process to guide
teams and users through initial setup
Third-party partnerships and and platform overview.
• Dedicated 24/7 account management
integration and customer success team.
• Proprietary data supplemented through
partnerships with Moz and Ahrefs for
backlink data on almost 700 billion
links.
• Integrates with Google Analytics,
Webtrends, Adobe Analytics, and
IBM Digital Analytics, as well as CRM
solutions, such as Salesforce.
• Proprietary algorithms can work in
combination with third-party analytics
to track and measure daily site
rankings, traffic, conversions, and
optimization opportunities.
• API integrations available.

Vendor Profiles
Target Customer
• Enterprise marketers, digital marketing and SEO agencies, and in-house teams.
Key Customers
Dragon Metrics
222 Broadway, 20th Floor Airbnb
New York, NY10038 Expedia
+1 (212) 457-0806 GroupM
www.dragonmetrics.com iProspect
Microsoft
Hong Kong Headquarters: Performics
27/F Morrison Plaza
5-9 Morrison Hill Road Key Executives
Causeway Bay, Hong Kong
+852 3420-0468 Simon Lesser, Co-founder and CEO
Richard Mabey, Co-founder
Company Overview
• Headquarters in Hong Kong, additional offices in New York City.
Product Overview
• Global SEO platform.
• Support for 10 search engines in over 200 countries and languages, on both desktop
and mobile devices, across 100,000 cities/postal codes/neighborhoods.
• Additional suite of features and tools specifically targeting non-Google search
engines, such as Baidu, Naver, 360, and Yandex.
• Twelve ranking reports provide detailed visibility into ranking data, with customizable
alerts to proactively monitor site ranking performance.
• Support for over 25 types of SERP features, with tools and reports to identify
opportunities to rank in featured snippets, local boxes, AMP, and other universal
results.
• Competitor Discovery identifies rival sites by automatically finding the top 50 highest
ranking domains for each individual search engine, country, and keyword category.
• Site auditor provides analysis on over 50 common onsite SEO issues, with
recommendations and step-by-step instructions on how to fix each one.
• Forecasting tools allow marketers to predict the value of SEO efforts by measuring
the estimated ROI delivered by SEO campaigns.
• Link management and research tools track backlinks and help identify link building
opportunities.
• Keyword research tools combine proprietary data sources with suggestions from
Google, Bing, and Baidu.
• Baidu domain and keyword research database provides instant insights into millions
of keyword rankings, competitor analysis, search volumes, and related keywords on
Baidu.
• “Not provided” tool uncovers which keywords are driving organic traffic and
conversions, previously hidden on analytics tools.

Vendor Profiles
Product Details
Social signal integration • Google Search Console integration
brings an unlimited data history and up
• Social reports focus on only social to 50,000 daily keyword rankings per
traffic from social networks, there are site (does not count towards keyword
three reports available in the Social quota).
Dragon Metrics Traffic Section: • Backlink data integration via Moz,
222 Broadway, 20th Floor Social Overview- high level paired with proprietary supplementary
New York, NY10038 information about website’s social data.
+1 (212) 457-0806 traffic over time. • Developer API available.
www.dragonmetrics.com Social Networks-social traffic
grouped by different social Pricing and Service
Hong Kong Headquarters: networks.
27/F Morrison Plaza Social Landing Pages- social traffic • Pricing based on number of keywords,
5-9 Morrison Hill Road data grouped by landing pages. URLs, and websites tracked.
Causeway Bay, Hong Kong Starter: $82 / month, includes
+852 3420-0468 Reporting and Analytics 1,000 keywords.
Standard: $416 / month, includes
• White-labeled reports help marketers 5,000 keywords.
to build fully-customizable reports Enterprise: $832 / month, includes
and set them to recur on a custom 10,000 keywords.
schedule. Custom plans up to 2 million
Over 50 reporting modules can keywords available.
be dragged-and-dropped onto • Monthly subscriptions available, with
the report canvas and customized discounts for annual and multi-year
by chart value, layout, KPIs, table subscriptions.
columns, sort order, and extensive • 30-day free trial available.
filtering. • Dedicated account manager.
WYSIWYG editor allows for the • Unlimited training included in all
addition of analysis and external subscription levels.
data, with text, links, images, and • In-app live chat, phone, and email
tables. support.
• Modular dashboard enables fully • 24/7/365 support in English, Chinese,
customized reporting environments. and Japanese.
• Data exportable as Excel, HTML, PDF, • Online knowledge base with 200+
or accessed directly via developer API. articles and 2.5+ hours of training
videos.
Third-Party Partnerships and
Integration
• Integration with Google Analytics.
• Includes over 30 page-level reports,
ecommerce integration, and support
for filtering by segment, goal, and
device.

Vendor Profiles
Target customer
• Fortune 5,000 brand and agency marketing teams who leverage SEO, optimized
content marketing, and influencer marketing in their digital marketing strategies.
gShift Key customers

126 Wellington Street, Suite 209
Australia Post
Barrie, ON L4N 1K9
BDO Canada
Canada
Bell Canada
(T) 705-727-5648
CBRE
www.gshiftlabs.com
Napoleon
VELUX Canada
Key executives
Krista LaRiviere, Co-founder and CEO
Darryl Burke, President, Technology
Jeff Riddall, VP Product
Vicky Lawrence, Director of Services and Client Strategies
Company overview
• 27 employees.
• Acquired SiteCondor, a website auditing tool for agencies and content marketers, in
September 2015 for an undisclosed amount.
• Acquired InNetwork, an influencer marketing platform, in March 2016 for an
undisclosed amount.
• Growing global VAR program.
Product overview
• SaaS-based analytics platform reports on the impact and engagement of client
content across all channels.
Daily data collection across organic search, social and mobile sources.
• Content optimization tool for organic search and content marketing.
• Full SEO Site Audit functionality identifies technical issues, including titles, meta-
descriptions, headings, canonicals, resources and more.
Available in Excel and PDF data exports.
• Custom dashboard and insight-based Data Beacon infrastructure provides user-
specific (e.g. SEO Specialist, Content Marketer, CMO) data and insights.
60+ Data Beacons and Dashboard templates focused on analytics, content
performance, competition, discovery/research, keywords and/or content
engagement.
Web Presence Comparison Beacon enables agencies or multi-location enterprise
brands to monitor key KPIs across multiple clients/web presences in one view.
Keyword, Content and Competitor Discovery Beacons enables focus on selected
items.
Predictive Traffic and Revenue Boost Analysis Beacons offer “what if”
optimization scenarios.
Visibility Score and Share of Voice Beacons gauge organic visibility relative to
competition or over time.

Vendor Profiles
Product Details
Configurable Google Analytics process.
Beacon displays any website traffic, • Social activity and backlink data in
behavioral or conversion data unified view, enabling users to compare
within a gShift dashboard. social and search results as content is
Content Insights use machine optimized across channels.
gShift learning to identify and • Keywords monitored daily in social
126 Wellington Street, Suite 209 recommend the appropriate streams, as required.
Barrie, ON L4N 1K9 keywords to optimize content for.
Canada Dashboard and Beacon data
(T) 705-727-5648
Reporting and analytics
exportable in .CSV or PDF formats.
www.gshiftlabs.com • Add-on kontextURLTM smart URL service • Reporting module offers multi-format
monitors, measures and reports on the (PDF, Word, Excel, CSV) export and
engagement of optimized on-site and white-label capabilities.
off-site content through to a conversion Schedule and email comparative
point. daily, weekly, quarterly or year-over-
Unlimited content tagging and year reports.
taxonomy for granular data Annotate reports to highlight
segmentation. trends or insights.
Individual kontextURL Detail and • Metrics include website traffic (via
Custom Campaign Dashboards for Google Analytics), Google AdWords
real-time analysis and optimization. performance, top ranking keywords,
Integration with HubSpot for content, number of backlinks, number
enhanced prospect lead scoring. of indexed pages, competitive
• Add-on Influencer Marketing module comparison and completed activities.
can find and manage influencers and • Content optimization recommendations
plan, build, manage, monitor and prioritized to improve content for both
report on the performance of influencer websites and blogs.
marketing campaigns. • Activities plotted on timeline graphs,
• Backlinks tool can identify, validate and which subsequently measure and
create new quality inbound links. visualize any keyword position, organic
Majestic SEO backlink data traffic or conversion peaks/valleys.
provided via separate Majestic • Competitive intelligence for keyword
subscription. position data, backlinks and indexed
• Not Provided module informs pages for side-by-side comparisons
marketers on keywords driving traffic with competitors’ ranking content and
despite Google’s encryption efforts. color-coded for quick identification of
• Project management/activity tracking opportunities and threats.
and reporting. • Standard and advanced kontextURL
content engagement reports.
Social signal data integration
Third-party partnerships and
• Engagement data collected from integration
Facebook, Google+, LinkedIn,
Pinterest, Twitter, and YouTube. • Core platform integrates with Google
Graphically plots social media Analytics, Google Search Console and
trends. Majestic SEO. External integration of
• Twitter conversations mined for data into TapClicks.
keyword, curated content and • Flexible Dashboard infrastructure
influencer marketing opportunities to supports integration of any required
inform the content marketing workflow third-party data (e.g. web analytics,

Vendor Profiles
Product Details
lead nurturing, CRM or PPC). • Additional fees for following social
• kontextURL module integrated with keywords (i.e. Twitter Keyword
Google Analytics, Adobe Analytics, Research).
HubSpot, TapClicks and ScribbleLive. • Custom Dashboards and standard Data
• Full APIs of SEO and kontextURL data Beacons free. Premium and custom
gShift for additional third-party integration Data Beacons priced monthly per
126 Wellington Street, Suite 209 and reporting. Beacon.
Barrie, ON L4N 1K9 • API use is an additional cost, based on
Canada volume of data to be accessed daily,
(T) 705-727-5648
Pricing and service
weekly and/or monthly.
www.gshiftlabs.com • Professional and Enterprise pricing • Site Audit pricing based on number of
packages available for brands and audits performed per month.
agencies based on the number of • kontextURL pricing based on number
keywords, websites, site audits or of pieces of content per month.
kontextURL engagements. • Annual contract required.
Brand Professional: $325/month • A dedicated Client Success Manager is
includes 300 keywords and up to included in pricing.
two websites. • Free, self-guided gShift Certification
Brand Enterprise: $750/month Program.
includes 1,000 keywords and up to • Extensive Help Center and responsive
five websites. software support services.
Agency Professional: $999/month • Coaching and managed services are
includes 2,000 keywords and up to premium priced.
20 websites. • gShift University is a self-guided, online
Agency Enterprise: $2,249/month digital marketing program. Pricing
includes 10,000 keywords and up available for individuals or teams.
to 150 websites.

Vendor Profiles
Target customer
• Mid-sized companies and large enterprises.
iQuanti
111 Town Square Place Key customers
Suite 710
Jersey City, NJ 07310 American Express
(T) (201) 633-2125 Capella University
www.iquanti.com HBS
Sallie Mae
Walmart
Key executives
Sastry Rachakonda, CEO
John Ward, COO
Ajay Rama, SVP Products
Brent Trimble, VP Client Services and Strategic Solutions
Company overview
• Additional Offices in Chicago, IL, and Bangalore. India.
• 250+ employees.
Product overview
• ALPS is an enterprise SEO platform powered by algorithms which are benchmarked
to Google’s search algorithm.
Operating system consists of: Keyword Analysis, Keyword/Theme Prioritization,
Content, Backlink and Technical Analysis and Planning, SEO Program Execution,
and Measurement and Analysis.
Provides competition insights across entire SEO spectrum, predicts and
forecasts ROI, allows simulation on parameters which impact SEO to predict
rank outcomes, and provides transparent scoring of pages to analyze SEO
performance.
White hat approach to organic search includes: Foundational work for goal
setting, keyword strategy, information architecture, content gap analysis and
strategy, technical fixes, backlink profile cleanup, social media visibility and
authority, and cross-channel communication strategy.
• Implement quick wins from technical (fix errors and align attributes), content (content
creation, duplication issues, optimization of page elements, image optimization), and
authority (link assessment and disavow) enhancements.
• Long-term strategy implementation for link building (branded and non-branded
citations and outreach for broken links), local SEO (local parameters on pages,
schema markup implementation, review management), mobile SEO (page load time
improvement, page design for mobile first) and in-store SEO.
• Content optimization tool allows simulation of page content to predict rank and ROI
outcomes for each change.
• Backlink optimization tool allows simulation by removing from and adding backlinks
to a page, to predict rank and ROI outcomes.

Vendor Profiles
Product Details
Social signal integration management activities. Technical
audit reports tech improvement areas
• Following social signals are included in including mobile specific parameters
iQuanti ALPS model to analyze social authority for better mobile ranking.
111 Town Square Place of every page. These signals are also
Suite 710 analyzed for every competitor. Third-party partnerships and
Jersey City, NJ 07310 • Facebook comments, shares and likes.
• LinkedIn comments, shares and likes.
integration
(T) (201) 633-2125
www.iquanti.com • Twitter likes and tweets. • Authority Labs: Rank data partner.
• Ahrefs: Backlink data partner.
Reporting and analytics • DeepCrawl: Partner for domain
crawling and site architecture.
• Dashboard to show keywords’ • Google Search Console.
performance week on week. • Web analytics tools for performance
• Share of voice vis-à-vis 20 business data: analytics data from Google
competitors. Analytics and Omniture is accepted as
• Goals and ROI tracking. file input. This will be replaced by API
• Mobile insights and performance integrations with analytics platforms in
report. late 2018.
• Iterative processes like daily
monitoring, weekly status, monthly
reporting, competitive analysis, checks
Pricing and service
and balances, and tracking search Enterprise license offers analysis of all
engine algorithm updates. domains in one place. There is no limit
• Benchmarking: a view of all SEO on the number of users accessing the
drivers impacting page rankings. The platform.
ALPS scoring system shows content, • ALPS Standalone: For companies/
authority, technical and social SEO agencies with evolved in-house SEO
factors for all competitors into one functions and capabilities, that need no
source of data for benchmarking and support.
prioritization. Performs root level Included services: product setup,
analysis and identifies implementation ongoing technical support,
tactics to improve rank for target platform walkthrough/demo (once
keywords. a quarter), and monthly check-ins.
• ALPS Rank Algorithm: A proprietary • ALPS with Analyst: For companies that
model analyzes 100+ content, prefer to manage their SEO program
authority, technical and social with existing resources but want to
parameters to score each keyword- leverage ALPS to improve efficiency
URL pair, including competition, and and effectiveness.
show performance gaps. The model is Included services: product setup,
updated frequently with every major platform walkthrough/demo (once
Google update. a quarter), keyword prioritization
• Audits: Find gaps in content, backlink and SEO strategy creation and
and technical performance. Content guidance, reporting and insights
gap analysis finds improvement (content, technical, link profile, and
opportunities in page content to keywords), weekly touchpoints,
rank better for target keywords. ongoing technical support.
Backlink analysis reports weaknesses • Managed Service: For medium
in link profile to save time on link to large companies, with evolved

Vendor Profiles
Product Details
understanding of SEO, that want end-to-end strategy and execution.
analytical and strategic support while Included services: product setup,
managing SEO program in-house. platform walkthrough/demo,
iQuanti Included services: product setup, keyword prioritization and SEO
111 Town Square Place platform walkthrough/demo, strategy, recommendations
Suite 710 keyword prioritization and SEO (content, technical, link profile,
Jersey City, NJ 07310 strategy, recommendations and keywords), content writing
(T) (201) 633-2125 (content, technical, link profile, and for target pages, monthly SEO
www.iquanti.com keywords), weekly touch points and channel reporting, link building,
quarterly strategic reviews, ongoing competition deep dive analysis,
technical support. weekly touch points and quarterly
• Full Service: For medium to large strategic reviews, ongoing technical
companies, that require end-to- support.
end (E2E) support. Includes a fully,
dedicated team of experts to manage

Vendor Profiles
Target customer
• Enterprise agencies and in-house teams working across national and global markets.
ScribbleLive Linkdex
70 W 40th Street Key customers
16th Floor iProspect
New York Land’s End
NY 10018 Momondo
(T) 347-817-7979 Moneysupermarket
www.linkdex.com Rise Interactive
Skyscanner
U.K. Headquarters:
90 Chancery Lane
London U.K. Key executives
WC2A 1EU Vince Mifsud, CEO
(T) +44-203-757-2600 Mark Nicholson, Head of Product and Engineering
Company overview
• After raising $9+ million in venture funding, Linkdex was acquired by content
experience platform ScribbleLive in August 2016.
Product overview
• New version of the SaaS-based platform has an updated and redeveloped UI, new
data and features, and can now be purchased as a standalone product or with other
ScribbleLive products like Scompler, Visually and ion interactive.
All-in-one platform operationalizes strategy, creates content, targets audiences,
and measures impact.
Combines predictive analytics with content planning, creation, and distribution
technologies.
Provides data, including organic search performance data on billions of pages, a
unique author database, and reporting and productivity tools.
• Supports data-driven SEO, content marketing, and outreach strategies in more than
200 countries, 135 languages, and five search engines.
• Supports data across Google, Bing, Yahoo, Yandex, Baidu and Naver.
• Visibility functionality gives a snapshot of keywords any domain is ranking for, along
with competitor analysis.
• Website crawling system gives content and technical insight across each domain
indexed, up to millions of pages, with scheduled and user instigated crawls.
• Fully-integrated task management system allows for smarter and highly visible
workflow.
• Geo-ranking feature drills down to reflect rankings from any zip or postcode, town or
city.
• SEO forecasting tool helps identify increased traffic, value and conversions that
improved ranking performance would have on large and niche keyword universes.
• Entity Search: Includes a database of entities - websites, authors, keywords, content
and social profiles. Common use cases include detailed and focused insights on who
the topical authorities are in each country and language by keyword group.
• Keyword Flux & Cannibalization: Seepages which rank (and have ranked, over time)

Vendor Profiles
Product Details
for a given keyword, and identify when Pricing and service
and where keyword flux is occurring.
• Google Search Console data can be • Pricing based on data consumption and
stored for three years. starts at $600/month with power users
Linkdex
typically paying $5,000/month.
21 West 46th Street, Suite 1002
Social signals integration Includes an unlimited number of
New York, NY 10036
users.
(T) 347-817-7979
• Integrates with user’s Twitter account. Account management teams
www.linkdex.com
support and train customers within
Reporting and analytics the price.
U.K. Headquarters:
• Accreditation for best-practice training
90 Chancery Lane
• Reporting system exports to and certification.
London United Kingdom
Powerpoint, CSV and PDF. • Enterprise-level customers are
WC2A 1EU
• Analyzing and reporting on Share of additionally supported by a
(T) 44-0-20-3757-2600
Search for large and niche keyword Professional Services Team, which
universes through time. assists in specific projects that
• Fully customizable alerts to monitor range from diagnostics to digital
notable changes in user data. transformation.
• Users can crawl competitors’ websites
to discover their best performing
content and benchmark competitors’
KPIs against their own.
Third-party partnerships and

integration
• Backlink data provided by Majestic,
then re-crawled to improve data
accuracy and evaluated for further
analysis and insights.
• API Deliverables: All relevant client data
from ScribbleLive Linkdex is available
through its API.
• Google Search Console and Google
Analytics Integration.

Vendor Profiles
Target customer
• Enterprise and mid-market brands and agencies, content performance marketers,
marketing managers, technical SEO marketers, and data analysts.
Pi Datametrics Key customers

1460 Broadway
Debenhams
New York, NY 10036
Dyson
(T) 347-305-8445
L’Oreal
www.pi-datametrics.com
Tesco
Vodafone
Key executives
Garry Titterton, Founder and Chairman
Daniel Titterton, Founder and CEO
Sam Silverwood-Cope, Founder and CMO
Jonathan Earnshaw, Founder and CTO
Company overview
• Parent company, Intelligent Positioning, founded in 2007.
• Pi Datametrics platform established in 2013.
• 50 industry specialists across the globe in London, Brighton, New York, and
Hyderabad.
• Dow Jones, FTSE, and CAC-listed customers across retail, finance, FMCG (Fast
Moving Consumer Goods), electronics, and more.
Product overview
• The Pi Platform is an enterprise-level SEO and content marketing platform delivering
daily, global and actionable search insight to support high-value strategies.
• Standard unlimited platform access for cross-company usage to support collaboration
and integration.
• Offers unlimited domain tracking of root domains, subdomains, subfolders, and any
other variation.
• Offers the top 100 SERP results for any search term daily.
• Measures and reports on content performance in any language across any search
engine globally, including Google, Bing, Naver, Haosou, and Yandex, as well as
YouTube, app search, mobile, and image search.
• Collaborative Insights facilitate task and workflow management, enabling users to
share knowledge and mitigate risk through tagging and subscription functionalities.
• Position Explorer Table and Chart delivers daily, live datasets based on the top 100
URLs, and displays integrated global AdWord data to reveal the CPC, search volume,
and competition value of individual search themes in any international market/currency.
• Competitor Discovery enables users to surface relative market dominance against
direct competitors and unearth brand uplift opportunities.
• Unlimited Visibility Indexes enable users to chart and benchmark current, historical,
and site-wide performance against any competitor, based on any search theme within
any market.
• Intelligent Copy and Page Diagnostics features crawl any domain to provide
qualitative content recommendations on key on-page and off-page ranking factors,
including social signals and backlink profiles.

Vendor Profiles
Product Details
• Tractor is an additional data-harvesting agencies, as standard.
feature, delivered via an API, which • The top 100 SERP results for any search
provides a top-level alternative to term daily, providing 8 trillion+ average
the platform’s granular tracking, by monthly searches on terms tracked
monitoring the performance of up to globally.
Pi Datametrics 100,000 search terms over either a • Content performance in any language
1460 Broadway week or month. across any search engine globally,
New York, NY 10036 including Google, Bing, Naver, Haosou,
(T) 347-305-8445 Social signal integration and Yandex, as well as content types,
www.pi-datametrics.com including YouTube, app search, mobile,
• Social integrations include Facebook and image search.
and LinkedIn shares, and Plus Ones on
Google+ via Page Diagnostics. Third-party partnerships and
• Blogger outreach provisions via
integration
Backlink Discovery tool.
• Partners with Majestic for backlink
Reporting and analytics discovery profiles.
• Integrates with Google Analytics and
• Customizable modules for Adobe.
automatically monitoring daily, weekly • Flexible data API enabling users to pull
and monthly performance. data from the Pi Datametrics platform
• Google Analytics and Adobe in-app via third-party programs, to customize
report integrations align positive and internal reports.
negative content performance with
commercial results.
Pricing and service
• Comprehensive workspace
segmentation for aligning business • Enterprise and Agency plans, based
models and KPIs, including market, on a monthly license fee, include all
product line/department, and search features, in-app reporting, onboarding,
volume segmentation. and product education.
• Pi Commercial Reports provide • Platform pricing based on number of
estimated optimum revenue and queries (daily tracking standard).
performance by content category, Additional weekly and monthly
MoM performance comparisons, data can also be supplied.
greatest possible monthly traffic, and Unlimited domain tracking and
opportunity, benchmarked against user unlimited access included in
three main competitors. monthly fee.
• Pi Market Intelligence is a proprietary • Market Intelligence reports priced as a
share of voice solution offering standalone or recurring plan.
competitor research, gap analysis and • API (including Tractor) frequency of
search trend forecasts. usage by preference, and pricing based
• The Vault offers access to Pi’s entire on user’s data quota in the Pi Platform.
historical databank, with unlimited • Strategic support services include
domain tracking, 400K+ daily queries project support and one-to-one
and 600+ business categories. Pi Analyst support, delivered at
• Unlimited domain tracking of root a customer-set frequency. Pricing
domains, subdomains, subfolders, and is calculated depending on time
any other variation. dedicated to project.
• Unlimited platform access for cross- • Multi-year contract discounts available.
company usage across both brands and

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

Vendor Profiles
Product Details
Social signals integration • On-page analysis tool detects up to 70
SEO issues per page and up to 20 site-
• Integrates with Facebook, Google+, wide structural issues per site.
RankAbove Instagram, and Twitter. Examples of on-page issues include
3 Aluf Kalman Magen Street • Social footprint tracking includes likes, missing headers, titles, image alt
Tel Aviv, Israel posts, and backlinks. tags, missing keywords in URLs,
6107075 and duplicate titles and meta-
(T) 972-3-771-1300 Reporting and analytics descriptions.
www.rankabove.com The engine classifies a website’s
• Backlink analysis examines several pages into buckets of identical
U.S. Headquarters: optimization elements including templates allowing users to
79 Madison Avenue domain, anchor text, no follow, source optimize in bulk as opposed to
New York, NY 10016 and target page, and link status. page by page.
(T) 800-430-1436 • Provides competitive intelligence and
link discovery based on competitor Third-party partnerships and
keywords, backlinks, and on-page
elements.
integration
• Newly discovered backlinks allow users • Licenses backlink data from Ahrefs.
to see which marketing campaigns • Integrates with Google Analytics.
have impacted their backlink profiles • Integrates with Adobe Analytics and
and SEO efforts. IBM Digital Analytics through Adobe
• Automatic keyword suggestions and IBM partnerships.
are based on site crawls, third-party
analytics, third-party tools, and
competitive intelligence.
Pricing and service
Platform indicates how difficult it is • Pricing starts at $2,000/month for
to rank for any given keyword and annual contracts and is customized
displays actionable details about based on number of keywords and
competitor websites occupying the domains in the system.
search results for that keyword. • Includes ½ day of initial training and
Keyword performance for mobile 24/7 technical support via email and
devices is offered as part of the phone.
standard platform. This fully • Add-on services include Site Migration,
integrated module reports keyword Penalty Removal, and Site Audit.
performance and metrics by device • Tracks customer platform usage to
for desktops, tablets, iPhones, and gauge whether or not customers are
Androids. using the software properly.

Vendor Profiles
Target customer
• In-house search and digital marketers at multi-location mid-market and enterprise
level companies; brands with ecommerce websites and brick-and-mortar locations
nationwide, and search marketers at digital agencies.
Rio SEO
8080 Dagget Street
Suite 220 Key customers
San Diego, CA 91111-2233
CVS
(T) 858-529-5005
Hallmark
www.rioseo.com
Papa Murphy’s
Providence Health & Services
Target
Key executives
Dema Zlotin, CEO
James Wu, COO
Cynthia Sener, VP Product and Operations
Christopher Reid, Head of Sales
Company overview
• Venture-backed: Investors include Voyager Capital, Stratim Capital, FTV Capital,
Dubilier & Company.
• Headquartered in San Diego with offices in Seattle, Chicago, and New York.
• 50+ employees.
Product overview
• Open Local Platform is a local data and content management system designed to
optimize and streamline local data for enterprises. Platform offerings are available
individually or as bundles.
Local Listings. Optimizes and distributes local business data to internet
directories, local maps, and specialty social networks customized to each source.
Local Reporting. Reports on the success of local search programs across web
analytics, local rankings, citation accuracy, local reviews, customer behavior, and
ratings over time.
Local Pages. Enables creation of location finder solutions, including local
landing pages optimized for desktop and mobile, schema SEO markup, social
integration, and dynamic headers and footers.
Local Manager. Marketing tools that engage franchise owners and local
managers with local content authoring, multiple user levels, local access to key
data, history tracking, and integration with local reporting.
Local Social. Consolidates reviews and social management through centralized
publishing, monitoring and alerts, and sentiment roll-up reporting.
Local Services. Extends local marketing with professional expertise on SEO
copywriting, paid media, custom link development, listings and data services.

Vendor Profiles
Product Details
Social signal integration Third-party partnerships and
integration
• Local Social consolidates reviews and
social management through centralized • Integrates with leading search engines
publishing, monitoring and alerts, and and directory services including Bing,
Rio SEO
sentiment roll-up reporting. Cylex, Facebook, Foursquare, Google,
9255 Towne Centre Drive,
• Measures social signals from Facebook, Manta, YP Canada, and others. With
Suite 750
Twitter, YouTube, and blogs. direct partnerships with Acxiom,
San Diego, CA 92121
• Metrics include word-of-mouth visitors, InfoUSA, Neustar Localeze, Factual,
(T) 858-529-5005
number of influencers, influencer Apple, and Here.com, feeding location
http://www.rioseo.com
demographics, referrals, top shared data to over 350 directories.
pages, and conversions, which are used • Integrates with Google Analytics,
to calculate social ROI. Google Search Console and Majestic.
• Direct partnerships with leading
Reporting and analysis technology firms including Apple,
Bazaarvoice, Thrive Commerce,
• Local Reporting reports on the success LiveRamp, Marchex, and others.
of local search programs across web • APIs for real-time data integration and
analytics, local rankings, citation reporting.
accuracy, local reviews, customer
behavior, and ratings over time and
Pricing and service
includes:
Local ranking reports; • SaaS-based pricing based on product
Granular web analytics; and number of locations.
Citation accuracy; • Dedicated Account Directors and full-
Review monitoring; service support.
Conversion tracking; and
Map Pack Insights (Roll up
reporting of all Google My
Business Location specific insights,
including click-to-call, driving
directions, and overall views).

Vendor Profiles
Target customer
• Digital and content marketing professionals at large enterprises and global agencies.
Searchmetrics
1110 Park Place, Suite 150 Key customers
San Mateo, CA 94403
(T) 866-411-9494 eBay
www.searchmetrics.com iCrossing
L’Oreal
Global Headquarters: The Golf Channel
Greifwalder Strabe 212 TripAdvisor
10405 Berlin Yahoo!
Germany
Key executives
Volker Smid, CEO
Marcus Tober, Founder and CTO
Dirk Wolf, CFO
Doug Bell, VP Marketing
Company overview
• Since 2010, Searchmetrics has raised $40 million from investors. Its backers include
Holtzbrinck Digital, Iris Capital and Kreos Capital, among others.
• 250-plus employees; 40 in USA.
• Additional offices in New York, London, and Paris.
Product overview
• Suite-based platform provides customized insights, forecasts, and actionable
recommendations for search and content strategies. Searchmetrics Search
Experience, now entering its seventh generation, and Searchmetrics Content
Experience provide customized insights, forecasts and actionable recommendations
for marketers around the globe, with a database of more than 2 billion online
keywords.
• Searchmetrics SEO Suite:
Database includes over 250 billion pieces of information and data for domains in
many countries. China was added in 2016.
Search engine coverage includes Google, Bing, and Yahoo!, as well as
international search engines, such as Yandex, Baidu, and Naver.
Analyzes local/mobile search results for 500 major cities worldwide.
Combines countries, cities, and languages to support 940 search engine
combinations.
• Content optimization targets content marketing professionals with thematic market
coverage, author briefings on topics and questions, and real-time coaching for style
and relevance.
• Visibility Guard identifies critical or accidental website errors (no-index, 404s, bad
canonicals) and limits downtime by sending out alerts when errors are discovered.
• Research Cloud and Content Performance tools uncover competitor strategies,
including ranking keywords, backlinks, and social strategies.
• Custom mobile audit, mobile SEO visibility KPI, and mobile-to-desktop keyword
device spread to optimize site pages for desktop, mobile, and tablet.

Vendor Profiles
Product Details
Social signals integration placement, while understanding which
keywords rank across news, images,
• Integrates with Facebook, Google+, video, and map results.
Searchmetrics Twitter, Pinterest, and LinkedIn. • Custom Charts Creator graphs
1110 Park Place, Suite 150 • Social Engagement analyzes the social customizable KPIs such as traffic, SEO
San Mateo, CA 94403 media performance of client domains visibility, and keyword rankings to
(T) 866-411-9494 by tracking frequency of URL shares, visualize performance.
www.searchmetrics.com including on which social networks. • Automated email notifications advise
• Sitemap and RSS feeds allow users to when goals and targets have been
Global Headquarters: receive automatic hourly updates on achieved or when performance is falling
Greifwalder Strabe 212 social engagement with individual URLs. short of minimum requirements.
10405 Berlin • Traffic Insight analyzes keywords that
Germany Reporting and analytics drive traffic to specific webpages.
• Incorporates relevant PPC (AdWords)
• Intuitive dashboard and customizable data, identifying keywords that are
user interface. directing PPC traffic to landing pages.
• Content Optimization provides quick • Traffic and conversion value forecasting
content analysis with the input of a provides individual ranking and
keyword and URL. Output is a detailed conversion value targets, calculates
report on missing relevant topics and traffic forecasts for keywords, and
content gaps. predicts traffic and conversions.
• Site Structure Optimization allows
webmasters and developers to surface Third-party partnerships and
site error details with the setup of a site
crawl.
integration
• Keyword research includes combining • Integrates with Adobe Analytics,
traffic index data per keyword with CPC Google Analytics, AT Internet, IBM
data. Digital Analytics, Webtrends, eTracker,
• Link Optimization incorporates content and Google Search Console.
performance data, allowing users • API available for data export only.
to approach internal linking from
both a technical and business-driven
perspective.
Pricing and service
• Research Cloud and Content • Four pricing options:
Performance reports provide quick Searchmetrics Essentials.
on-demand competitive insights from a Searchmetrics Suite Business.
domain level, as well as a URL level. Searchmetrics Suite Enterprise.
Provides competitive backlinks, Searchmetrics Suite Ultimate.
ranking keywords, and social • Packages are customizable.
signals through a single URL. • All packages require an annual contract
Identifies on-page content and include a dedicated Client Success
recommendations for individual Manager (CSM).
URLs. • Included Searchmetrics Academy offers
Benchmarks clients against extensive SEO training (online and live)
competitors on eight SEO metrics, in different cities throughout the year.
such as number of ranking • As an additional service, the
keywords, average position, and Searchmetrics Professional Services
search volume. team provides support and suite
• Identifies which keywords result in management, as well as SEO and
Google Knowledge Graph and Carousel content analysis.

Vendor Profiles
Target customer
• Agencies and in-house marketing teams of any size working across national and
global markets.
SEMrush, Inc Key customers

7 Nershaminy Interplex
Amazon.com
Suite 301
BNP Paribas
Trevose, PA 19053-6980
Booking.com
(T) 855-814-4510
Deloitte
www.semrush.com
Hewlett-Packard
Quora
Key executives
Oleg Shchegolev, CEO and Co-founder
Dmitri Melnikov, COO and Co-founder
Eugene Levin, Chief Strategy Officer
Del Humenick, Chief Revenue Officer
Company overview
Founded in August 2008.
500-plus employees.
Headquartered in Trevose, PA, with 4 additional offices across the USA and Europe.
$40 million funding announced in April 2018, co-led by Greycoft, e.ventures and Sig-
uler Guff.
Product overview
• Digital marketing toolkit contains more than 25 tools within the platform, as well as
search data for 140+ countries. SEMrush offers solutions for competitive research,
keywords research, link building, on-page and technical SEO, rank tracking, and
content marketing, to give a comprehensive overview of various aspects of SEO and
Content.
• Domain Overview delivers insights into any domain’s paid and organic search engine
presence for global and mobile (Google), and Bing (desktop) databases.
• Traffic Analytics allows companies to reverse engineer their competitors’ online
marketing strategies by breaking down their traffic by source.
• Organic Research uncovers top organic search competitors along with their popular
keywords, and information about a unique ranking type for relevant phrases.
• Gap analysis compares up to 5 domains to uncover keyword (organic, paid, and PLA)
and backlink opportunities.
• Keyword Analytics deliver a full metrics overview on any keyword by providing
insights on various paid and organic keyword metrics.
• Keyword Magic Tool uses a database of more than 5.5 billion keywords to deliver a
list of related search terms, with real-time display of keyword metrics and information
about SERP Features. Includes a filter to identify question-based phrases to optimize
for voice search.
• Organic Traffic Insights combines data from Google Analytics and Google Search
Console with SEMrush’s proprietary data to uncover ‘not-provided’ keywords, and
evaluate performance by devices (desktop, mobile, tablet) and geo-location.

Vendor Profiles
Product Details
• Backlink Analytics delivers in-depth • The SEMrush Sensor tracks the volatility
insights and analytics into any domain’s of Google’s and Baidu SERPs to
backlink profile, with an option of quick indicate a potential algorithm update.
batch analysis of backlinks between 200 • Content Marketing Toolkit consists of
unique URLs and domains. the Topic Research tool (suggests the
SEMrush, Inc • Backlink Audit provides a workflow for most popular topics, questions and
7 Nershaminy Interplex reviewing a website’s backlink profile, headlines related to a keyword and
Suite 301 by identifying toxic signals associated the target location); Content Audit
Trevose, PA 19053-6980 with suspicious links. Integration with (evaluates content performance, by
(T) 855-814-4510 the Google Search Console, Google laying out all on and off-site content
www.semrush.com Analytics, and Majestic delivers the metrics in one table, allows integrations
most comprehensive backlinks data for with Google Analytics and Google
analysis. Search Console); Post Tracking (helps
• Link Building enables SEOs to use to measure external content’s success
SEMrush data to identify new link- such as PR efforts, and compare it
building opportunities and manage the against competitors).
outreach campaigns within the tool.
• SEMrush Site Audit website crawler Social Signals Integration
analyzes more than 140 on-page
and technical SEO issues. Its flexible • Integrates with Facebook, Twitter,
settings allow SEOs to indicate what LinkedIn, Google+, and Youtube
website sections and versions of the providing the ability to monitor visibility
site (desktop or mobile) to audit. of a company’s social media profiles in
• On Page SEO Checker uses combined SERPs, detailed social media analysis
data from Google Search Console, of competitive domains, as well as site
Google Analytics and SEMrush’s checks on Facebook’s OpenGraph
proprietary data, to deliver prioritized and TwitterCards to optimize page
recommendations for improving rendering experience.
content, based on benchmarking
against the top 10 real-time organic Reporting and analytics
competitors.
• SEO Content Template gives content • All reports available to export for Excel
writers SEO optimization tips, based or CSV format.
on the analysis of top-10 organic • Customizable SEO dashboards
competitors for the target keyword, • My Reports allows users to deliver
prior to creating content. branded or white-label reports
• SEO Writing Assistant add-on for including data from all SEMrush
Google Docs and Wordpress provides modules along with data from Google
real-time SEO recommendations for Analytics and Google Search Console.
content optimization, based on best-
performing articles for given keywords Third-party partnerships and
in a given location. integration
• Position Tracking simultaneously tracks
a website’s search performance for • Google Analytics and Google Search
a custom set of keywords in Google Console,
and Baidu in multiple locations and • Third-party tools Majestic, DashThis,
on different devices, plus reports on TapClicks, DataBox,
Featured Snippets rankings for relevant • Task management tools like Trello or
keywords. Gmail

Vendor Profiles
Product Details
• Full API data access for building
additional integrations and reporting,
with the option to include SEMrush’s
data in a CMS, as well as using the
analytics data outside of SEMrush UI.
SEMrush, Inc
7 Nershaminy Interplex Pricing and service
Suite 301
Trevose, PA 19053-6980 • Customized pricing based on
(T) 855-814-4510 requirements.
www.semrush.com • Annual contracts are standard, but not
required.
• Enterprise pricing covers access to
white-label reports, first-line tech
support and dedicated account
managers, and access to closed beta
features.
• Onsite training and professional
services also available to enterprise
clients.
• Custom databases, integrations, and
custom features are available upon
request.

Vendor Profiles
Target customer
• Enterprise brands and agencies worldwide.
seoClarity
Key customers
9701 W. Higgins Road,
Suite 320 Bazaarvoice
Rosemont, IL 60018 Expedia
(T) 773-831-4500 Overstock.com
www.seoclarity.net Paychex
RetailMeNot
Under Armour
Key executives
Mitul Gandhi, Co-founder and Chief Architect
Kalpesh Guard, Co-founder and CFO
Orrin Wolf, Chief Operations Officer
Richard Chavez, VP, Professional Services
Company overview
• Founded in February 2004; platform launched in 2008.
• Privately held.
• 50+ employees.
Product overview
• SEO platform built on the Actionable Insights™ algorithm designed to learn from
hundreds of data points and automatically generate insights to scale SEO practices
across the enterprise.
• The platform seoClarity is connected to the Clarity Grid infrastructure. Clarity Grid is
a combination of the data (keywords and years of historical data), machine-learning
algorithms and patented analyses and insights.
• The core package of seoClarity contains the Clarity Audit, Research Grid, Voice
Search Optimization and Dynamic Keyword Portfolio tools.
All SEO metrics are updated daily and stored indefinitely.
Tags group keywords and pages to simplify analysis of very large datasets and
aligns with buyer’s journey marketing.
Rank IntelligenceTM provides advanced, real-time exploration of ranking data.
Research GridTM provides interactive and dynamic research to analyze the
performance of content.
Built-in site audit technology that includes 40+ technical health checks, no-limits
on the number of crawls, and the ability to crawl JavaScript.
Global coverage in 180+ countries with support for each country’s native
languages, including Chinese, Japanese, and Arabic letters and characters.
Free Google Chrome plugin provides real-time page-level content analysis and
insights for all levels of users within an organization.
Page-level analytics and Google Search Console integrations addresses close to
100% visibility into “Term Not Provided.” Correlate keyword level data with all
key SEO Metrics. Patent-pending.
Content Optimization Lifecycle Management features and services for research
and writing, as well as tracking and measuring results and impact. Includes

Vendor Profiles
Product Details
audience and intent discovery with seoClarity CMS integrations allows
analysis and ROI. seamless and secure changes to Dev or
• Built-in workflow management system QA environments without leaving the
for customizable team collaboration. platform.
seoClarity • Extract, transform and load any data
9701 W. Higgins Road, Suite 320 point, report or analysis collected by
Rosemont, IL 60018
Social signal integration
seoClarity into data storage system
(T) 773-831-4500 • Aggregate social metrics from for long term storage, or integration
www.seoclarity.net Facebook, Google+, LinkedIn, and into internal data warehouse, through
Pinterest. Adobe Marketing Cloud, Amazon web
• Social Content Research uncovers Services, Box.com, FTP data exchange
content marketing topics of interest to or custom data warehouses.
clients. • Full API integration for Keyword Pay-
• Daily tracking of social activity for Per-Click metrics to compare to organic
clients and their competitors. performance through integration with
• Open data platform imports data from Marin, Kenshoo, DoubleClick and Bing
virtually any analytics source, including Ads.
Adobe, IBM, Google Analytics, and
internal data warehouses. Pricing and service
Reporting and analytics Annual and multi-year contracts are on a
scalable pricing model based on domains
• Comprehensive set of tracked metrics and keywords tracked within the platform.
from bot-level data to social data. Training schedule is proactively published
• Automated alerts notify users of and ongoing, meeting the needs of all
detected issues and KPI performance in levels of users.
real-time. Three tiers of support: Core, Pro and
Unlimited, customizable dashboards with Advanced.
150-plus visualizations. Core pays additional fees for
access to Clarity Academy Live and
Third-party partnerships and Annual Conference.
integration Pro includes two passes to
Clarity Academy Live and Annual
• Over 60 possible integrations Conference.
within seoClarity’s Data Integration Advanced includes unlimited
Marketplace. access to Clarity Academy Live and
• Analytics integration provides access Annual Conference.
to organic search data in partnerships • Professional services available for all
with Adobe Marketing Cloud, Adobe clients to augment marketing initiatives.
Experience Manager (CQ5), IBM • Dedicated client success manager
Digital Analytics, Google Analytics, and included, with access to technical SEO
Google Search Console. teams.
• Combines multiple backlink data Client success support includes:
sources through consolidated link 24/7 critical support.
profile data with integrations for ahrefs, Live chat.
Buzz Stream, Majestic, Moz, and Online knowledgebase of articles,
Google Search Console. training videos, and use case
• Full two-way content management studies.
integration with internal (CMS). Active online user community.

Vendor Profiles
Target customer
• SEO agencies, in-house teams, and IT professionals.
SISTRIX (including SEOlytics) Key customers

Thomas-Mann-Straße 37
53111 Bonn, Germany Amazon
(T) 49 (0) 228 3041 4044 Ebay
www.sistrix.com Johnson & Johnson
Kayak
Nestlé
UNICEF
Key executives
Johannes Beus, CEO
Company overview
• Acquired direct competitor SEOlytics in May 2016. Data and evaluations from
SEOlytics integrated into Toolbox for certain features. SEOlytics is not available
anymore as a stand-alone tool.
• 30+ employees.
• Customers in 30+ countries.
• Extensive focus on both mobile and desktop.
Product overview
• The SISTRIX Toolbox examines about 250,000 websites/minute and 300 billion links/
month and processes these results into customized charts and actionable metrics.
• SaaS-based suite that supports SEO/SEA (Search Engine Advertising) research, rank
tracking, backlink analyses, and on-page analyses through the following modules:
• SEO Research and SEO Visibility Index:
Monitors data and Google rankings for domains, and helps find problems in
desktop and mobile rankings and potential competitive shortcomings.
Data includes Google’s Universal Search integrations as well as Featured
Snippets.
• oHistoric mobile keyword data for millions of keywords, going back to 2015 and
desktop history going back to 2010 (depending on country).
• Covers desktop and mobile rankings in several countries (.com/.uk/.es/.de/.at/.ch/.fr/.
it/.se/.pl/.nl/.br/.tr.)
• A Mobile Visibility Index helps find problems in mobile rankings and potential
shortcomings for competition.
• Link: Provides access to a database that combines SISTRIX and Majestic’s sources.
Included LinkPlus provides access to over 250 billion links. Automatic dashboards
with the most important evaluations. Users can also access external links for a
domain with all the detailed information.
oIntegrated LinkRating crawls all external links to a user’s domain in real time and
gathers additional data for an automated threat assessment for your link audits.
• Ads: Provides competitive intelligence about search advertising campaigns as well as
banner campaigns for any website.

Vendor Profiles
Product Details
• Optimizer: Offers daily visibility into Third-party partnerships and
keyword performance and rankings for integration
more than 50 languages/search engine
combinations, including Google, Bing, • Integration with Google Search
SISTRIX (including SEOlytics) Yahoo, and Yandex. Console and Google Analytics.
Thomas-Mann-Straße 37 Allows clients to create user- Data is used to help with the “not
53111 Bonn, Germany specific SEO industry indices for provided” Analytics problem, as
(T) 49 (0) 228 3041 4044 performance benchmarking and well as for potential analysis and
www.sistrix.com calculations for SEO keyword forecasts for traffic and SEO data.
performance forecasting. • Combined link data from SISTRIX and
Automatically and regularly crawls Majestic.
a user’s website, reviews every row • Data from SISTRIX can be used in
of source code, and finds on-page connection with Microsoft Excel and
SEO mistakes for up to five projects Google Spreadsheets - and by proxy
at the same time, at no additional with Google Data Studio.
cost. • An open API is available, with all data
returned being UTF-8 encoded.
Social signal integration API interface returns values as XML
by default and can also return data
• The SISTRIX Toolbox evaluates the in the JSON format.
five largest social networks: Facebook,
Twitter, Google+, Pinterest, and Pricing and services
LinkedIn.
• Provides data about shares, comments, • The SISTRIX Toolbox consists of six
and likes. modules: SEO & Universal, Links, Ads,
• Users receive data for their own Social, and Optimizer. Each individual
website, as well as all competitors and module is priced at €100.
any other chosen domain. Users can subscribe to a single
module, expand their Toolbox with
Reporting and analytics extra modules or use all available
modules.
• The SISTRIX Toolbox automatically Starting at three modules, there
generates customized reports as are automatic discount levels, with
defined by users. a maximum monthly net-price of
• Reports can be delivered to specific €400 for all modules combined.
e-mail addresses daily, weekly or (Prices are only available in Euro.)
monthly. • Customized enterprise and agency
• Users can freely determine the content plans are available.
of their reports and incorporate any • Onboarding begins with telephone
evaluation from the Toolbox into any training, webinars, and ongoing
report. customer service through multiple
• Clients with multiple websites and SEO channels.
agencies can set up customized report • Detailed video tutorials for all functions
templates. are included.

Vendor Profiles
Target customer
• Digital agencies, as well as hosting and Content Management Systems (CMS)
providers.
Web CEO Limited
10 Great Russell Street, Key customers
Suite 3055
London U.K. 1-800-Flowers
WC1B 3BQ Benchmark Digital
(T) 866-793-2236 (US toll-free) M7 Group
www.webceo.com SEORankings.com
StrawberrySEO.nl
Techdata
Key executives
Viktor Tatarov, Founder and CEO
Allen MacCannell, VP, Sales and Partnerships
Joanne Pimanova, Marketing Director
Julia Kostenko, Director, Client Services and Strategy
Company overview
• Founded in 2000 as a division of telecommunication company Radiocom.
• Privately held; self-funded.
• 55+ employees.
• Additional offices in Brazil, Hong Kong, South Africa and Israel.
Product overview
• SaaS-based, enterprise-level SEO platform targeting digital agencies.
• Language wiki actively used by 200,000 users to keep the interface multilingual.
• Lead generation widget enables agency websites to offer visitors free SEO audit
reports.
• Journal of Events keeps track of SEO work being done on a website, including
Google Update notifications.
• Keyword research tool provides suggestions, competitive intelligence, and Google
Search Console integration. Keywords can be entered in any language.
• Sorts by KEI (Keyword Effectiveness Index) and shows city-specific local monthly
search statistics.
• Rank tracker shows local and mobile results for keywords and browsers in any
language.
Reports display blended results, including Google Places.
Allows comparisons with 20 competitors per project.
• Site auditing tools provide detailed suggestions on more than 50 influence ranking
factors, including mobile friendliness and page load speed, as well as recommended
changes to HTML code and Schema markup.
• Offers an up-to-date content submission tool and a sitemap creation and submission
tool.
• Backlink tracking tool identifies backlinks and helps users analyze them. The
Competitor Backlink Spy shows competitor backlinks with their anchor texts.
• White-label hosting of the tools on custom domains.
• Dangerous Competitors Tool identifies the websites with a better average ranking for
the set of keywords users are monitoring,

Vendor Profiles
Product Details
• Agency Task Manager allows users • Web analytics and site monitoring
to assign work on various projects to partnerships with Alexa and Search
appropriate colleagues. Engine News.
Web CEO Limited Social signals integration Pricing and service

10 Great Russell Street,
Suite 3055 • Integrates with Facebook, Google+, • Tiered pricing ranges from a freemium
London U.K. LinkedIn, Pinterest and Twitter. model to an Agency Fixed plan for
WC1B 3BQ • Users can add their social media URLs $499/month.
(T) 866-793-2236 to be rank checked as part of a project’s • Agency Unlimited plans are available
www.webceo.com domain. for $99/month plus $2/active project
• Detailed social media analytics track and $4/1,000 rank queries, depending
competitors. on the volume of keywords, number of
search engines, and how deep in the
Reporting and analytics SERPs a user chooses to search.
Additional charge of $4/10,000
• Dashboards include adjustable widgets. backlinks found.
• PDF and CSV reports mailed manually • Custom fixed price plans are also
or on an automated schedule. available.
• Do-It-Yourself SEO tools allow clients to • All plans allow branding of the user
host on their own domains. interface and reports.
• Read-only SEO reports on the user’s Agency Unlimited plan includes a
own domain. white-label option, enabling the
• Email alerts warn users of drops in partner to access SEO tools from
rank, increases in broken links, and lost the user’s domain with the user’s
backlinks. branding.
• Backlinks can now be filtered for Follow • Accounts are billed monthly; discounts
or NoFollow links. are applied to annual subscriptions.
• Customer support is available 7am to
Third-party data partnerships and 7pm (GMT) via phone, email, live chat,
integration and Skype.
• Free and unlimited Skype training and
• Integrates with Google Analytics and demos from 8am to 8pm (GMT) for all
Google Search Console. plans, including freemium.
• Backlink Quality Checker, Toxic Links
Report, Chosen Links Watch, and
Competitor Backlink Spy all use data
obtained from a partnership with
Majestic.

Resources
Blogs
The Digital Marketing Excellence blog, published by Stone Temple Consulting. https://www.stonetemple.com/blog/
Websites
www.digitalmarketingdepot.com
http://gs.statcounter.com
www.marketingland.com
www.martechtoday.com
www.searchengineland.com
www.searchenginewatch.com
https://www.crunchbase.com
https://techcrunch.com
Articles
“Forecast says SEO-related spending will be worth $80 billion by 2020,” by Greg Sterling, Search Engine Land.
https://searchengineland.com/forecast-says-seo-related-spending-will-worth-80-billion-2020-247712
“The SEO industry is worth $65 billion; will it ever stop growing?” by Jayson DeMers, Search Engine Land.
https://searchengineland.com/seo-industry-worth-65-billion-will-ever-stop-growing-248559
“The voice search explosion and how it will change local search,” by Wesley Young, Search Engine Land.
https://searchengineland.com/voice-search-explosion-will-change-local-search-251776
“Mary Meeker: Voice and image searches are going to make up at least half of all searches by 2020,”
by Johana Bhuuiyan, Recode.
https://www.recode.net/2016/6/1/11829844/mary-meeker-voice-image-searches-2020
“The Argument for AMP: Lessons from 10 Case Studies,” by Eric Enge, Stone Temple Consulting.
https://www.stonetemple.com/the-canonical-guide-to-amp/
“SEO Ranking Factors in 2017: What’s Important and What’s Not,” by Jessica Thompson.
https://searchengineland.com/seo-ranking-factors-2017-whats-important-whats-not-285494
“This venture-backed company just filed for Chapter 11 bankruptcy to resolve a patent dispute,”
by Connie Loizos, TechCrunch.
https://techcrunch.com/2017/05/08/this-venture-backed-company-just-filed-for-chapter-11-bankruptcy-to-evade-a-pat-
ent-dispute/
Research Reports
Digital Marketing Report for Q3 2017, published by Merkle, Q3 2017.
https://www.merkleinc.com/thought-leadership/digital-marketing-report
2016 State of Search Industry Report, published by SEMPO, January 2017.

http://blog.sempo.org/2015/11/state-of-search-2016/
Trends in Digital Marketing Services 2016, published by Borrell Associates, January 2016.
https://www.borrellassociates.com/industry-papers/free-summaries/trends-in-digital-marketing-services-april-169098-detail

07/09/18

Enterprise SEO Platforms:: A Marketer's Guide

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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 MarTech Today Research Report

© 2018 Third Door Media, Inc. • http://thirddoormedia.com 1 Email: [email protected]

Discover Connect Perform

Powerful organic Create rich, intent Produce results,

BOOK YOUR FREE DEMO TODAY - (800) 578-8023

Scope and methodology

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

© 2017 Third Door Media, Inc. • http://thirddoormedia.com 2 Email: [email protected]

SEO market overview Total U.S. SEO-

Social media marketing 72%

Social media advertising 77%

Digital display marketing 71%

Email marketing 51%

0% 20% 40% 60% 80% 100%

© 2018 Third Door Media, Inc. • http://thirddoormedia.com 3 Email: [email protected]

COMPETITIVE SEO & PAID CONTENT REPORTING SOCIAL

ACCELERATE YOUR SEARCH ENGINE

semrush.com/enterprise REQUEST DEMO NOW [email protected]

Source: Borrell Associates’ Trends in Digital Marketing Services 2016

Table 3: Mobile Share of Organic Search Engine Visits in the

Source: Merkle’s Digital Marketing Report for Q3 2017

Google increases domination of global organic search

© 2018 Third Door Media, Inc. • http://thirddoormedia.com 4 Email: [email protected]

Pros and cons of AMP

The rise of voice search raises many questions

© 2018 Third Door Media, Inc. • http://thirddoormedia.com 5 Email: [email protected]

Mature vendor market includes point solutions and enterprise platforms

© 2018 Third Door Media, Inc. • http://thirddoormedia.com 6 Email: [email protected]

We license a tool from a

Source: SEMPO’s 2016 State of Search industry report

The enterprise SEO tools market includes many suite-based platforms as

© 2018 Third Door Media, Inc. • http://thirddoormedia.com 7 Email: [email protected]

Table 5: Selected SEO Point Solutions

Link analysis, Mobile

Log file Uptime

Serp Scan Spywords.ru Link SE Ranking Mozenda Optimizely

SpyFu Ubersuggest Wordtracker Monitor SERPs.com Sitebulb

The Search Monitor WebCertain Majestic SerpYou Xenu’s Link

Yandex Moz Siteoscope

Ontolo STAT Search

Source: Third Door Media

© 2018 Third Door Media, Inc. • http://thirddoormedia.com 8 Email: [email protected]

Enterprise SEO platform capabilities Enterprise-level

• Daily site crawls;

Link analysis and acquisition

Keyword research/rank analysis

© 2018 Third Door Media, Inc. • http://thirddoormedia.com 9 Email: [email protected]

Social signal tracking and integration

Content marketing and analysis

International search tracking

© 2018 Third Door Media, Inc. • http://thirddoormedia.com 10 Email: [email protected]

Table 6: Selected enterprise SEO platform capabilities

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

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

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

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

SISTRIX Combination of Proprietary data 4 Daily FB, G+, IN, 4 50 language/ 4