7 Key Questions To Ask When Assessing Your SEO Business Needs
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:
- Does your current SEO solution give you enough data?
- Does your SEO tool provide the right data?
- Does it provide data with the frequency you need to do your work?
- Is your tool stack scalable for the mid/long term?
- Is the quality of support on par with your expectations?
- Is the pricing right for your business?
- Do you need a more specialized SEO tool for specific parts of your work?
In the end, for Journey Further, their needs boiled down to:
- Pricing – “Reducing cost. We were spending a significant amount of money and believed the value for money was low.”
- Data accuracy – “The previous tool served us incorrect ranking data. The ranking data wasn’t trustworthy, and we had multiple complaints from the team.
- Lack of proper customer support – “The answering time was very slow. Took more than a week to reply.”
- Usability – “The need for a better user interface was another important factor. The old provider hadn’t updated their UI for at least 10 years.”
Image by SEOmonitor, November 2022
6 Key SEO Tool Selection Criteria For Stakeholders
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:
- Desktop and mobile data availability.
- Multiple user seats.
- Collaborative features.
- The Visibility metric and other key performance metrics.
- Data access – exports, integrations, API.
- The data migration process.
Image by SEOmonitor, November 2022
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:
- How will the new SEO tool influence your team’s day-to-day?
- How do your processes look with the new tool in place?
- Do they offer support during the trial and make the buy-in process easier for you?
Best Features & Benefits To Consider When Looking For A New SEO Tool
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.
- Are the non-negotiables fully solved?
- Did you discover new power features that will improve your SEO processes?
- Is the pricing in accordance with your current status and growth plans?
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:
- User interface.
- Speed of collecting ranking data.
- Free ranking data for pitching purposes.
- Cannibalization monitoring.
Image by SEOmonitor, November 2022
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.
SEOmonitor Has Everything You Need In A Rank Tracking Tool
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:
- Data accuracy.
- Key metrics.
- Frameworks and learning curves.
- Support and training.
- Pricing and cost-efficiency when scaling.
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:
- Get the data granularity you need with desktop and mobile daily ranks included in the same price.
- Own the data – there’s unlimited API access, exports, and integrations with Google Data Studio or Google Sheets.
- Onboard the full team and even clients – you get unlimited users.
- Scale – with the dynamic pricing policy, you only pay for the resources you use.
Join us, and agencies like Journey Further, in our quest to create more transparency and accountability in the SEO industry.
