You’ve researched the best SEO platforms, or maybe are in the process of doing so, and have zeroed in on the one that will work best for your organization and SEO strategy.
It offers everything you need: rank tracking, keyword research, a content marketing suite, and more. But there are some things you need to be prepared for to ensure you have the right expectations for the adoption of an SEO platform.
We can tell you that frustrations will arise – no matter what SEO platform you decide to adopt into your work. Here, we highlight five of those challenges, but we also highlight the processes at seoClarity to ease the transition to an SEO platform. Our on-boarding team is like no other in the market, and they help clients with the initial setup within the first few weeks – not months – after sign-up.
After you know what to be aware of when adopting an SEO platform, you’ll know what you have to do to successfully leverage the platform into your workflows.
Challenges of Adopting an SEO Platform
- Data Integration and Data Migrations
- Knowing What Keywords to Track
- Get the Entire Organization On Board
- Think Larger About Content Marketing
- Know That You’ll Have to Change Your Processes
#1. Data Integrations and Data Migrations
Think about your organization carefully, will you have to convince your IT team, security team, or web analytics team to integrate critical data sources into the SEO platform?
Many SEO platforms can integrate with a number of third-party tools. Maybe you’re looking to pull in data from Google Search Console, or get information from log files. You understand the need of why it has to be done, but you may find colleagues asking you: “Why do we need to integrate analytics?”
And this is actually a part of a larger problem (see frustration #3: getting the organization on board) where a lot of SEOs feel separated from other departments within the organization, and cross-department interactions can be challenging.
You want to explain the reason that you need a data integration, but a security team, for example, may not understand why you need analytics because they have different priorities in mind. You may find yourself working in a silo, so the other departments you’re trying to communicate with may have a hard time knowing if something is worth their time.
An IT team may not want to provide log files because they don’t understand what you plan to do with the data. Or, if you’re coming from another SEO tool, it can be a large investment to pull in your historical ranking data.
If you can’t get the necessary data, go get the buy-in before you get the platform. If you can have the integrations take place within the first three months of the adoption, you’ll be much more successful.
How to solve this problem:
We help you further explain to your organization the value that comes from integrating analytics, and help you prove that value to the rest of your organization. In our platform, you can see a correlation between rankings and different analytics metrics without having to switch between platforms.
Make sure you import any historical ranking data you may have, as well as site analytics data and GSC data. seoClarity includes historical ranking and analytics integration for most subscriptions for the previous 12 months, and the last 16 months of historical data from Search Console.
#2. Knowing What Keywords to Track
This one is easy to solve for, but not every SEO platform offers this when you get started: Do you know what keywords you should be tracking to ensure SEO success?
Keywords are an integral part of content creation, and content is what’s increasing the traffic to your site. So, you want to make sure that you start to track the right set of keywords right off the bat to be able to measure your performance accordingly.
Some teams have this ready to go even before they start to evaluate SEO platforms, while other teams need guidance on this part of the process. But one thing is for sure: to ensure adoption across your entire organization, you need to get this right!
Perhaps you’re the new SEO Manager at an organization and there is a list of keywords that they want tracked – how do you know if those are the right keywords to track in the platform? In other words, how do you know you’re creating the right keyword portfolio?
Even if you just need a fresh look at your keywords, some SEOs don’t leverage the platforms’ support teams to the full extent. (At seoClarity, you have a dedicated Client Success Manager.)
How to solve this problem:
At seoClarity, we have a tried and true process to build your keyword portfolio. This includes guiding you toward the best process to conduct keyword research. For example, we show you how to identify gaps where competitors rank for keywords but you don’t, or where you’re missing content.
If you have the right tool at your disposal, you can get started with keyword research relatively quickly. Plus, we have a keyword portfolio framework that guides you through the process: BOBS. This stands for Benchmark, Optimize, Build, and Special projects.
At seoClarity, it’s also easy to find keywords with our Research Grid – the world's most competitive data set. You’re able to find keywords that fit your industry, locate those content gaps, and benchmark the success of your work. With our platform’s robust SEO segmentation abilities, you can sort data into meaningful groups to extract insights that are relevant to the specific goals and benchmarks that you set.
Recommended Reading: Keyword Research Strategy: 5 Step Framework to Understand Your Market
#3. Get the Entire Organization On Board
This challenge is two-fold. First, you have to on-board the organization to the benefits of search engine optimization. After your organization realizes how SEO brings value to every team, you face the challenge of evangelizing the SEO platform within the organization.
This is an important question to answer: Does your organization believe in the impact SEO can make on a business if approached the right way?
As mentioned before, SEOs can often find themselves working in silos. If this is the case for you, you need to work to get the entire team to leverage the platform.
If people around you don’t understand the capabilities of the platform, or have the idea that SEO is only about keywords and rankings, they may assume this powerful technology you have is just a reporting tool – and in this case, why can’t you just use Google Analytics? This is the question you want to avoid!
Remember, having the entire organization come on-board is reminding them that this is about SEO strategy and company growth; it’s not restricted to SEO keywords that they’re used to hearing about.
If you’re working with multiple point solutions the conversation ends up being the same, with those in the organization not seeing the overall value of SEO. Individual point solutions also means more training and more setup time. Plus, each team would be working from different sets of data, which is what we’re trying to avoid. You need to evangelize and educate your organization about SEO and the best way to do that is with having your data come from a single source of truth.
How to solve this problem:
Once you start to use an SEO platform and draw insights from it, the rest of the organization can quickly catch on if you do a few things. Create KPIs that align with the overall Marketing Department’s or organization’s goals. Sometimes the goal is not just increased revenue – it may be increase in traffic, or improved conversions, etc. Ask yourself how SEO fits into that conversation. The metrics that you track need to have purpose and value for the appropriate audience.
If you’re presenting an SEO report to an executive and they want to see direct ROI, you can see the trend of traffic potential leading to ROI within seoClarity. This shows that there is a connection between the organic traffic that you drive and revenue. When you multiply a keyword’s CPC price with your traffic coming from organic, that shows you how much money that traffic would have cost you in paid. This is one way to build an SEO business case.
These numbers are important to show the difference between SEO and paid search (which usually gets more attention) but you have to remember that training is important too. And don’t forget: SEO has a compounding effect. While the traffic from paid search comes and goes, SEO has a long-lasting impact on every stage of the buyers’ journey and continues to yield results long after it’s been implemented.
SEO platforms are powerful, but first you’ll need to educate your organization on the power of organic search as a whole. At seoClarity, we have a unique approach to address SEO which focuses on the end user and not chasing the search engines’ algorithms. It explains how to structure, simplify, and scale your SEO efforts, but it also reminds you of a critical aspect: how you approach SEO matters. It’s critical in your SEO processes that your SEO toolset stops you from playing that guessing game of how, why, or what happened in SEO.
#4. Think Larger About Content Marketing
Ask yourself these questions (and be honest): “Do I have a content strategy in place? Or am I just writing content?”
With the ability to use an AI-driven content writer to create optimized content at scale and address topics outside of your team’s individual realm of knowledge, the sky is the limit for content marketing today.
But the challenge here is the adoption of a new content marketing process. Content writers have their own process ingrained in them, from idea creation to outline creation to final execution. In fact, it can be a challenge to have anyone break their habit. In this case, Content Writers may not see the value of AI-driven content – they may think that writing in a certain way feels forced and stifles creativity.
What they may not know is that there is a way to write naturally while creating authoritative content that addresses SEO best practices.
How to solve this problem:
The first step is to show them that this change saves time with the writing process. And just because the process is moving fast doesn't mean the content is low-quality – this method allows for more authoritative content than before!
They’ll learn how to write for the end user and address search intent instead of writing for the search engine and trying to beat the algorithm.
Actually, you can prove the value of AI-driven writing with a quick test. Have your content writers use their normal procedure to either create new content or optimize old content. Have them time how long the process takes, and pay attention to end results (i.e. traffic, rankings, conversions). Then, create or refresh a piece of content within the same topic, and have them see how much quicker they can complete the process (and how well it performs).
Content Fusion provides Content Writers with 20 must-use topics to include in their copy (dependent on the target keyword) and offers interlink strategies as well. With this AI, content writers can write fully optimized content at scale and see results quicker than ever before. AI doesn’t stifle creativity, it just ensures you’ve covered all the necessary elements.
Recommended Reading: A Lightning-Fast Guide to the AI Content Marketing Workflow
#5. Know That You’ll Have to Change Your Processes
SEO platforms are so powerful that often, SEOs will only use a small percentage of their offerings. Many people complete the initial on-boarding of enterprise SEO platforms and then are apprehensive to dive in because the user interface is different than what they’re used to, or they just don’t take the time to make the shift.
So ask yourself this question: Are you and your team ready to make a shift in your overall process and approach in your work?
After choosing the SEO platform that works best for them, people still use various point solutions because they’re used to the UI – and this is simply a problem of adoption.
You’ll save time overall if you switch from multiple point solutions to a platform, but you need to invest the time in the first three to six months to apply your current SEO workflows and leverage the power of how your new SEO platform works. It can be frustrating if you have this great tool at your disposal that you and your team are not leveraging it fully.
And the truth is, if you’re not going to invest the time in learning the function of a new SEO platform, it’s not worth it to take on any SEO platform, because the result will be the same: no upfront investment, and no subsequent success.
As you know, the SEO industry is always changing, and yet SEOs have a tendency to follow practices that were established years ago. If you want to grow your business and succeed in organic search, you need to adapt to the current search environment – and that means developing new habits.
We innovate for your benefit, but if you're not paying attention then there's no value. The platform and the industry will pass you by. When you start thinking of SEO as a strategy, you have to be as up-to-date on the software to keep up.
— Ben Bunting, Director of Client Retention, seoClarity
How to solve this problem:
Initial investment is critical for you to begin changing your processes. And what’s more important is that you need to realize that any SEO platform will require a change in habit.
Knowing this upfront and being ready to change your work procedure is step one in fully adopting an SEO platform – for both yourself and your organization.
At seoClarity, we help make this success a reality. With unlimited support from your Client Success Manager, it’s easy to navigate your way through the platform and learn how it can drive results for your KPIs. If you’re dedicated to the transition to a new platform, the relationship with your CSM will prove invaluable as they help you navigate your personal SEO journey.
Recommended Reading: What Support is Offered with an seoClarity Subscription?
seoClarity’s Approach to Search Engine Optimization
Our approach to SEO is different: we have established an SEO Center of Excellence that guides you to structure, simplify, and scale your SEO. This methodology lets you achieve repeatable results in your organic search journey.
We take you through the on-boarding process in a step-by-step manner with detailed documentation to reduce the frustrations of adopting an SEO platform. For example, our integrations document shows you exactly what you need to know for setup. (Look: challenge #1 has already been solved!)
Based on our experiences with clients who have adopted an SEO platform for the first time, it is difficult to inform teams about the value of SEO and train them on SEO processes, but now you have somewhere to start (and, of course we're here to propel you forward on your SEO journey!). Our array of teams strive to make your SEO as simple and effective as possible.
- Client Success: your main point of contact at seoClarity.
- Professional Services Team: helps you draw the most relevant insights possible and offers recommendations.
- Technical Support Team: ensures the platform runs smoothly and resolves any technical support issues so you can overcome these challenges. Drives the on-boarding process and pushes you closer to SEO success.
The adoption of a new SEO platform can be difficult – but it doesn't have to be. We make your on-boarding process simple to remove potential headaches so you can dive right in to the platform, drive success for your overall organization, and share your victories with your team and executives.