The SEO industry is constantly changing and evolving. Your SEO agency needs will also change as your business grows. The tools you use shape the way you direct your growth.
Therefore, it is important to be aware of what is happening in space and decide whether the introduction of a new tool will be beneficial for your company.
However, it is always important to prioritize what is critical to your business needs.
There are many factors here:
- Some SEO platforms solve problems you may not even have been aware of – you need to be aware of new developments in the industry to identify them.
- Some solve a specific problem that you are already aware of – in these cases, you simply need to identify which tool best suits your agency’s needs.
- Some offer a smooth experience to help you optimize your SEO workflows.
- Some offer competitive advantages in terms of features or pricing.
In interviews with SEO agencies around the world, we have gathered a variety of insights into the factors that most influence the decision to try and even switch to a new SEO tool.
Here are some tell-tales that indicate that maybe it’s time to start looking for new SEO software in your toolkit.
Accuracy and functionality is the biggest sore point for SEO professionals with their tools.
Does your current solution provide you with enough data? Does it provide the correct information? If not, you may not achieve your SEO goals.
Have you ever encountered both problems?
Unreliable or incomplete data
Some SEO platforms simply offer more data features than others, while others charge extra to view certain metrics, such as:
- Google data (not shown).
- Brand / brand organic traffic segmentation.
- Mobile vs desktop traffic.
The availability of this data is invaluable to SEO professionals. However, its detailed payment can be a huge limiting factor, especially for smaller agencies.
For example, Google Analytics traffic data is mapped and matched to Google Search Console keyword data get what is “(not offered)” means you can show your customers the direct impact that SEO has on other business goals – such as how increasing your keyword position affects conversions.
SEO platforms that provide this type of data as standard can give you an advantage in acquiring and retaining customers, highlighting the link between SEO and business results.
Or it could be a matter of unreliable metrics – misleading or opaque calculations, problems with technical changes, not your SEO performance, and so on.
Think Visibility meter. When calculated as an average of the positions in a set of keywords, changes based on adding or deleting keywords in this list are misleading, leaving you to understand why your score fluctuates.
Paul Wood, Company Director Give to the media, points out that the decisive factor is how the SEO tool calculates the key metric. Moreover, if the Agency did so with spreadsheets and many hours spent before such an effective metric became known.
“A more interesting scenario is when you suddenly find out about a tool that’s out there that does something your team didn’t even think of,” Wood said. “When you see it in the tool, it’s the moment you change the way you think about things, the way you build your work. And then you start working differently. “
This is how the right SEO tools fit should work – solving agency hotspots, even those you didn’t think were possible to solve.
Speed is a huge factor in the SEO industry.
Search professionals now need access to accurate and up-to-date data to implement campaigns and monitor performance.
Because if your software is not working properly, you need to fix the problem fast.
Therefore, when choosing an SEO tool, it is important to consider the quality of support provided.
Ideally, you should have access to a dedicated account manager who you can contact to resolve issues quickly as needed, as well as regular support calls to review your agency’s needs.
When Paul Friend, SEO Manager, and Ben Foster, CEO, from SEO works Deciding it was time to choose another basic SEO tool, they rated ongoing and targeted support as one of “hundreds of different relevant aspects in choosing the right tool”.
As part of their decision matrix, it was one point that had to meet key features such as keyword features, including universal rankings, overall market visibility scores, content reviews, forecasting and reporting capabilities, link building capabilities, competitive information, and more.
After all, when evaluating or considering upgrading an existing technical package, you need to see how well the solution works based on the specific needs of your agency.
You want to be seen as a leader in innovation
Digital technology is always on the move and SEO professionals need to keep abreast of new developments in order to stay competitive. Agencies need to be at the forefront of innovation, so they are constantly looking for new technologies that differentiate them.
Paul Wood says they “make an effort at least a couple of times a year to properly review the tools.” When evaluating new tools on the market, they focus mainly on accessibility and usability, such as:
- If only they allow you to export data.
- How they facilitate collaboration between teams and customers.
- Multiple functionalities can be integrated on a single platform.
The SEO Works team also emphasizes the importance of being vigilant at all times, with members keeping each other informed. They also have an extensive training program – so that everyone can use not only the tools, but also the specific methodologies the agency uses for cutting-edge SEO strategies.
Even further, agencies like SEO Works are developing proprietary tools to show how their innovative approach can be a competitive advantage for clients in their portfolio.
You are growing or expanding your SEO agency
Digital adoption has accelerated globally in at least 3-4 years in a few months, according to a recent McKinsey C-Level Global Business Leaders Survey.
This approach to the digital primary approach is expected to continue, which means that the needs of SEO agencies are likely to be high now and in the near future.
To meet this growing demand for SEO services, agencies need to expand their operations effectively while maintaining their own competitiveness. As you grow your agency, it’s a good time to test your tools and see if they have the right set of features to promote and support that growth.
Fast-growing agencies need more opportunities, such as:
- Access for more users: By adding new customers and employees, you want tools that allow you to have unlimited users (ideally at no extra charge) and facilitate collaboration between teams.
- Unlimited API access: Your SEO tools need to work seamlessly with other business tools as your entire technology toolkit grows. For example, we’ve made it easy to export large amounts of data through the SEOmonitor API, allowing you to pull campaign- and keyword-level data into your preferred internal systems (such as Klipfolio) and customize customer reports.
- More efficient workflows: Operational control panels, integrated systems and the ability to manage your customer portfolio make a significant difference to you get the current state from the current moment.
In the words of many SEO professionals we’ve talked to, the highest value of an SEO platform is when you help you waste time.
The right tools can help you do this, but inefficient tools can spend too much time on your team in technical processes, which severely hampers your scalability.
SEO professionals in all teams must have stable processes and methodologies. The best software is built with this in mind.
Collaboration and customization are the most important things that agencies prioritize when choosing SEO tools. And many features make it easy, such as:
- Multi-user access: Unlimited access for team members and customers with customizable customer view permissions.
- Collaboration features: Real-time comments, comments, and sharing for teams and customers alike.
- Meter tracking: Centralized agency control panel it allows teams to monitor performance and tasks and align with goals.
- Personalization features: There are many options, from filtering campaigns by account managers to editing mode that optimizes your keyword management time, to saving customized report templates across the entire agency.
A powerful SEO solution that combines several such functions in one platform helps to optimize internal workflows and get a comprehensive overview of the agency’s operations.
Agencies of different sizes have different budgets.
Cost optimization is particularly important for agencies. To manage more customers, you need to hire more people and use more resources in your tools, and you don’t want to scale your costs at the same pace.
When assessing the cost-effectiveness of a particular tool, the following questions should be asked:
Does it offer flexible pricing and resource use?
Most SEO software solutions have a fixed subscription fee that includes a certain number of domains and keywords. However, if your tool’s resource usage fluctuates from month to month, your pricing will remain the same.
Other platforms allow agencies to upgrade or downgrade each month, so only you pay for what you use. The absence of a pre-defined plan supports agencies to better estimate these costs based on campaign volume over time.
Some tools have an attractive base price, but come with hidden costs and extras that can come together quickly, especially if you use a lot of new customers and run larger campaigns. These include:
- User costs: Can you add unlimited users (including customers) at no extra charge to enable internal and external collaboration?
- Migration fees: Is there an hourly or fixed rate for switching from an existing system to a new tool?
- Integration costs: Are there several important merchant tools (Data Studio, Google Sheets, API access, etc.) included in the price?
So if your current software doesn’t make the most financial sense for your business, it may be time to try a new one.
The answer is that you should never stop your critical analysis.
Innovation is an ongoing process, especially in this rapidly changing industry. So your main SEO tool needs to keep up the pace and keep your options up to date.
If you see these signs with your existing solutions, they may not serve you as well as they should, for example:
- If you do not have access to the correct data or features.
- If you want to be a leader in innovation, that means you need innovative methodologies.
- If you grow or expand your agency and need more opportunities.
- Or if you want to be more cost effective.
We understand that the basic tools of an SEO agency are crucial to gaining more clients and managing them more efficiently.
That’s why our SEOmonitor team is committed to developing specific solutions to help you acquire, manage, and retain relevant customers.
Join us and our community of SEO agencies on the journey to bring more transparency and measurability to the SEO industry.