Should your SEO team invest in SEO tools?

Understanding your current marketing processes, knowing how to measure success, and identifying areas for improvement are all critical components of the SEO platform selection process. However, determining whether your company requires an SEO platform necessitates the same evaluative steps as any software adoption, beginning with a thorough self-assessment.

To determine the answers, use the following questions as a guideline.

Do we have the right human resources in place?

Hiring people to implement and use SEO platforms is a must for success. If you have a marketing team, using SEO toolkits can help them be more efficient and effective. The vast majority of organic search marketers have a difficult time justifying their SEO budgets. SEO platforms and tools are critical components in lowering overall costs while completing the required work. Their analytical abilities can also assist SEOs in demonstrating the impact of their work on the bottom line.

Do we have C-level buy-in?

Annual investment in enterprise SEO software can be in the five- or six-figure range. Running pilot test projects and agreeing on a definition of “success” in advance is critical for demonstrating the value of SEO to C-level executives.

Do we have the right technical resources?

To act on the recommendations and opportunities revealed by the analytics and reports, successful SEO necessitates the deployment of dedicated technical resources.

Who will own enterprise SEO?

Depending on the nature of the business, enterprise SEO is commonly assigned to marketing, editorial, or IT. Unfortunately, in large corporations, it usually comes down to whoever has the most money or who can best articulate the business case. In an ideal world, it should be both.

Can we invest in staff training?

It is critical to provide and reinforce training to technical, design, content, and marketing teams on a regular basis. A successful enterprise SEO implementation will look for ways to incorporate SEO knowledge into existing training programs and identify internal evangelists to help spread the word. Training must be comprehensive, consistent, and ongoing. Some tool companies include or offer training for a fee, so make sure to inquire about this.

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To what extent do we need to share reports with non-SEO staff?

Some tool providers devote substantial development resources to simple interfaces that can be used by people in other organizational roles, such as writers or C-suite executives. If this is important to you, make sure to look for it when evaluating potential platforms.

Have we established KPIs and put a system in place for tracking, measuring, and reporting results?

It’s critical to know what you want your SEO to accomplish from the start. Do you want to boost your SERP rankings or the amount of time visitors spend on your site? Is conversion – whether it’s a product purchase or a whitepaper download – your primary goal? Having goals will help you decide whether you’re ready to use an enterprise platform, as well as which tool will best meet your organization’s needs.

How will we measure success?

Depending on your site’s monetization strategy, make sure you understand how you’ll determine whether the platform’s rollout and successful execution of the established KPIs actually increased sales, conversions, or pageviews.

Do we have realistic expectations?

It is not unusual for enterprise SEO efforts to take at least six months to produce tangible results. If SEO is a new initiative within the organization, cultural changes and workflow processes must be implemented and refined. Setting realistic timelines and goals will aid in the development of support at all levels of the organization.

Do we have an SEO culture?

Many organizations begin to invest in SEO, only to discover that a lack of understanding of SEO throughout the organization stymies their progress. Broad educational programs are frequently required to deliver consistent performance and outcomes.

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