30-second summary:
- The needs of an SEO agency are dynamic and change as the business grows
- From data accuracy to seamless functionality, the spectrum of SEO tools and their features is broad, but how do you decide?
- Five telltale signs that it might be time to start prospecting for new SEO software to complete your technology stack
The SEO industry is constantly changing and evolving. Your SEO agency’s needs also change as your business grows. The tools you use will shape how you direct your growth. So it’s essential to stay up-to-date on what’s new in the space to decide whether adopting a new SEO tool would benefit your business. Yet, it’s always a question of prioritizing what’s critical for your business requirements.
There are many factors at play here:
- Some SEO platforms solve problems that you maybe didn’t even know existed – to identify these, you need to stay abreast of new advancements in the industry
- Some solve a particular problem, which you’re already aware of – in these cases, it’s just about identifying which tool is the best fit for your agency’s needs.
- Some offer a seamless experience that helps you optimize your SEO workflows.
- Some offer competitive advantages in terms of features or pricing
In our interviews with top SEO agencies from around the globe, we’ve gathered various insights into the factors that most influence the decision to test and even switch to a new core SEO tool. Here are some telltale signs that it might be time to start prospecting for new SEO software in your tool stack.
1. Your current tool isn’t giving you the correct data or functionalities
Accuracy and functionality are the most significant pain points. SEO professionals have with their tools.
Does your current solution give you enough data? Does it provide the correct information? If not, you may not be able to deliver on your SEO goals. Have you ever come across either of these problems?
Unreliable or incomplete data
Some SEO platforms provide more data features than others, while others charge extra to view specific metrics, like:
- Google’s “(not provided)” data
- Brand/non-brand organic traffic segmentation
- Mobile vs. desktop traffic
Having this data is invaluable for SEO professionals. But having to pay for it granularly can be a hugely limiting factor, particularly for smaller agencies.
For example, mapping the traffic data from Google Analytics and matching it with the keyword data from Google Search Console to get what’s “(not provided)” means you can show clients the direct impact which SEO has on other business goals – like how increasing ranking for a keyword affects conversions.
