How to Choose Software for Search Engine Optimization

You finally decided that uber-sized Excel sheets won’t help you streamline your search marketing process. Now you’re shopping for the best software for search engine optimization around to improve your workflow and gather as much data as you can to make informed marketing decisions. You’re lucky, marketers and SEO professionals have already done a bit of research so you don’t have to. Premium tools from AudientiRavenMoz and BuzzStream top their list. But since you’re likely going to need some more software for search engine optimization to complete your marketing arsenal, it’s best to know what makes a software for search engine optimization worth trying.

Here’s a list of things to keep in mind when choosing an SEO tool:


Consistency in Results

Every tool has its own approach on how to interpret a data. Take two citation tracker tools, for instance. Each of them will yield different numbers of citation. The same is true with keyword research tools. Their results are based on different sets of factors. And don’t forget the team behind these software for search engine optimization. Their knowledge of SEO influences their products too.

The point is, SEO is not an exact science. Different software for search engine optimization yield different results. How will you know which tool is best? Pick one that has relatively good degree of accuracy. Know more more about how a tool works and how it’s different from a similar offering. Ask companies how they gather data. If you agree with their methodology, then you’re likely getting the right software for search engine optimization.


Great Support

Some software for search engine optimization can be quite complex, especially at the beginning. Since you can’t afford to waste precious hours on fixing software issues, you need reliable support. If you’re a paying customer, then it only makes sense that issues should be dealt with quickly. Having a great support is not a built-in feature for many SEO services. Find one that’s willing to work with you and treat your business seriously.

What about training and other resources? Is the company willing to offer technical support for your staff? It better be.


Relevant Features and Regular Updates

SEO is always changing. Your software for search engine optimization should catch up with the maddening pace of the industry. Work only with software providers that constantly add new features to benefit majority of customers.

Another important thing to consider is how often these tools are updated and improved. Take a look at the company’s announcements (which are usually posted in their blog) and check when was the last time an update was made. If they haven’t changed a thing for several months, then that’s not a good sign. Make sure that you’re investing in tools that constantly keep getting better. Only pay for those that allow you instant access to future updates or enhancements. The company should justify the extra cost in case they ask you to pay for these.


Pricing of Software for Search Engine Optimization

Businesses often allocate a sizable budget on search engine optimization and online marketing. This doesn’t mean, however, that all premium tools are worth paying for. Some are not. What’s the easiest way to tell if a software for search engine optimization is overpriced? By comparing its features with similar tools in the market. Ask yourself what makes the tool an extra hundred bucks more valuable. If you can’t justify the cost, then it’s probably not worth the expense.

A bad SEO tool is a waste of resources, one of which is money better spent elsewhere. A good software for search engine optimization is a long-term investment.

William Flanagan

CEO & Founder, Audienti. Former VP-Cognio, Founder-sentitO/Verso, SALIX/Tellabs, PrimaryAccess/3Com, CompuServe. Expert in data-driven marketing.

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