Have you ever found yourself stunned by how much of your day goes into collecting data? The amount of time it takes to bring the information from all your favorite SEO tools together coupled with the effort of making sense of it all adds up.
Let me share a shocking statistic with you that will help shed some light on this problem.
The website, chiefmartec.com, reports that marketers (SEOs included) use ninety-one tools to do their work, on average.
Yes, you read that right. Ninety-one. The sheer number alone signifies the heart of the problem.
As marketers, we use way too many tools that provide us with dispersed data, all of which leave us unable to make sense of what to do with it.
What’s more is that it often doesn't feel like there is another option. You most likely feel that you need each of those services. You need the data provided along with their capabilities helping you reveal more insight about your work, too.
But what if I told you that there is a better way? A service that provides you with all the information and functionality you need in one place? Not only do I have a solution for you - I also have a way to help you convince your team to get it for you (making your job easier and your output greater!).
Don't believe it? Allow me to prove how you can work smarter (and more efficiently) with an SEO platform.
Why is it so hard to justify any investment in SEO?
Here’s a hard truth about SEO: the success of most of what you do relies on third parties – the search engines – which means that a single algorithm change, for example, could nullify much of what you’ve done so far.
Take rankings, for example. Historically, appearing in top positions meant high traffic, engagement, and other business results.
Today, the SERP is no longer a static list of search results. All those new elements Google has introduced already – the video carousel, maps and more – have shifted the value of rank positions.
The result? For some keywords, the first position may no longer appear above the fold.
Many SERP changes affect other aspects of your work too.
So, given the volatility of your work, how can you justify the investment in SEO? How do you convince an organization to spend any more money on the channel?
By demonstrating results.
If you can prove that whatever you do has already delivered wins for an organization, and that the thing you want to implement next (and need the money for) will only increase those results, you stand a big chance of hearing “yes.”
Unfortunately, that’s where the real problem begins.
Because, how do you demonstrate those wins, particularly when you work with dispersed data on the one hand, and lacking much of the insight you need on the other?
Here’s my recommendation: switch to an enterprise SEO platform that overcomes all the above challenges at once.
First, by combining data from multiple sources and enriching it with its own insights, an enterprise-level platform gives you the versatility you need to report on your efforts fully.
Using a platform that adds no restrictions on the amount of data you can access, review, correlate and analyze allows you to dive as deep into the information as needed. That’s without having to worry about accruing more costs by increasing data usage.
You don’t have to budget for multiple license renewals either.
And you may even eliminate the need for having to hire more people. It's difficult to find top SEO talent nowadays. According to our research on the State of Enterprise SEO, 60% of enterprise business have less than 5 SEOs on staff; a platform solution performs many of time-consuming tasks automatically, removing the need for more employees and making room for automation.
The Benefits of Using an Enterprise SEO Platform vs. Multiple Solutions
I promised to help you convince others to the idea of using the platform. Below, you’ll find a list of arguments for using a single, enterprise-level tool instead of multiple solutions.
- A platform brings all your data in one place. You don’t have to switch between tools or create complex Excel sheets to correlate information.
- You get all this data in real-time too. Again, all your data resides in one place and you can access the most up-to-date insights at the touch of a button.
- With an enterprise platform, you can truly scale the SEO operation as your organization grows and demands on your department increase exponentially. And all because, with seoClarity, you can use and review all the data you need. No restrictions.
- All of this means more opportunities to report on your wins better. We’ve discussed how critical it is to your success as an SEO already.
- And finally, an SEO platform allows you to benefit from the latest trends and industry developments too. The people behind them work tirelessly to deliver capabilities corresponding with everything you need to do to achieve a good search visibility today.
But what do you tell your boss, specifically? How do you convince them that you need the platform?
Here are four arguments to persuade them:
- Tell your boss how much time you’re wasting on data collection. The total saving on that should make them willing to consider a platform.
- If not, then explain how little opportunity you have to be strategic as a result. Most of your day goes to collecting the data, after all.
- Describe your feelings towards paying so much money for multiple solutions, particularly because you get very little return from them (due to the limitations of working with many data sources).
- The final argument: You need the professional services team’s help to scale your work. You need someone to guide you and help highlight opportunities you may have missed. Unfortunately, not a single tool in your current SEO stack offers such help. An enterprise platform does, however.
When an SEO Platform is Not Right for You
That all said, there are some situations when a platform might not be ideal for you. You could still benefit from the capabilities, insights, and reporting. However, it's important to get the full value from the platform you consider a few things before making the investment.
1. Don’t invest in an enterprise platform unless you can assign at least one person to manage the platform.
2. Also, if your management sees purchasing any software as an expense rather than investment, then, I’d recommend looking for other, free solutions that will help you be effective in your research and implementation.
3. If your company’s culture will likely not follow processes and workflows across teams and within a team.
One of the benefits of using a platform that has all SEO capabilities is for repeatable and consistent process within the different teams to achieve results. It's important that you're entire team will work to buy-in to the platform and "single source of truth" to achieve business goals. You need a systematized approach to generate the maximum value from it.
In any other situation, however, you will benefit from having a single source of information, no data restrictions and a professional team’s help when you need it.