Should you still be using an SEO enterprise platform?
Enterprise search software can provide powerful insights and management capabilities, but do you really need it? Columnist Ian Bowden discusses the most common features of these platforms and why you might (or might not) want to invest in them.
Enterprise SEO platforms such as Searchmetrics, Linkdex and BrightEdge are used by a large number of brands and agencies. As the landscape and industry has evolved, are these tools still worth investing in?
Recently, I’ve noticed clients challenging whether these enterprise platforms are truly necessary. Could the budget being spent on them be diverted elsewhere to drive greater performance gains?
Most of the platforms’ capabilities can broadly be broken down into the following categories:
- Performance and insights
- Technical optimization
- Content marketing
- Campaign management
Probably the biggest factor which determines their usefulness is simply their usage. Teams need to be fully trained in the platform’s capabilities and using them on a daily basis to get the best value. Assuming usage is good, let’s take a look at each of their core capabilities and discuss whether enterprise SEO platforms are still relevant.