To make your SEO tool search even more practical, here are some more guiding questions to ask your SEO team.
These additional questions will help you pinpoint SEO tool pain points and more:
In the end, for Journey Further, their needs boiled down to:
Once you’ve gained clarity on the types of issues you want to solve and what your main non-negotiables are, it’s time to build the shortlist of possible rank tracking tools and start testing.
When you’re assessing a rank tracker, you’ll need to look into:
And, of course, you’ll need to decide who is joining the decision-making process and when.
Let’s take a closer look at what Walker and his team did:
“We’ve used nearly all enterprise ranking tools on the market across the team and had a good idea which ones we wanted to set up trial accounts with. So, the first stage was for me to get access to a trial with each of these tools. Based on our experience, we had a good grasp of what features we needed.
Then, I extended the trial and included two other senior stakeholders – the Head of SEO and our Organic Director. There were a few concerns as some of the team were very attached to the old provider, but they saw the positives and were quickly won around. We also had to consider our historical data and reporting dashboards to ensure we were able to retain existing reporting methods.
In the end, I had to ensure we had buy-in from senior staff members and double-check that the entire team also preferred the new tool over the existing provider.”
From Journey Further’s story, you can add another set of critical factors to your decision-making framework:
By now, two weeks or more have passed, and your trials are reaching their end. It’s time to draw the line and see which of the tested tools ticked the most important features for you.
For Journey Further, together with accuracy and pricing, the following were relevant benefits and features that convinced them they reached the right choice with their rank tracking solution:
As Walker highlights, the reasons why these were so important had to do with efficiency – both in terms of time and resources.
“Due to ease of use, we can now collect data and insights far quicker. The speed of ranking data collection saves us huge amounts of time, and we can react to new business opportunities faster.
Then there’s the free ranking data for pitching. We used to spend a significant amount of money on collecting data for pitches. Now we’re saving resources, and this has allowed us to make the organic team more profitable.
As for cannibalization monitoring, it saves a lot of time that we’re able to do this directly with our ranking tool. We used to have to go to another tool to collect this data.”
If you can find a rank tracker that solves multiple needs, raising your organic team’s productivity, instead of switching between multiple tools for different types of rank data, then you’ll save for the long term, as Journey Further shows.
When you choose a core SEO tool for your team, it’s critical to evaluate where you are and what you want to improve.
You can think in terms of:
It’s important to stay in control of the decision-making process and involve all the necessary stakeholders from the start. In the end, a tool will influence how you work and how you get to the targeted results.
For a rank tracker specifically, it’s crucial to deliver accurate, fresh data that you can easily access.
At SEOmonitor, we’re constantly developing our rank tracker, so it helps SEO professionals:
Join us, and agencies like Journey Further, in our quest to create more transparency and accountability in the SEO industry.
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