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8 Top Enterprise SEO Tools For Content Optimization



8 Top Enterprise SEO Tools For Content Optimization

I write a lot of columns here at Search Engine Journal about how to optimize your content.

But I rarely touch on how to do this at scale.

Enterprise marketing teams, in particular, often face significant challenges when it comes to content optimization.

For example, optimizing a large catalog of web pages, and the sheer governance factor of managing content across several properties.

Fortunately, plenty of SEO tools offer either enterprise-level features or enterprise-level subscriptions to help optimize content at volume even easier.

Here are a few of my favorite enterprise SEO tools for content and how to use them.

1. Surfer

Surfer is a content optimization platform that uses Artificial Intelligence (AI) to do what many SEO professionals have had to do manually.

What It Is

It assesses the search results and determines how best to optimize content.

This algorithmically-driven tool essentially audits the top URLs for a given keyword and gathers valuable insights regarding what these pieces of content are doing well, plus how to apply these insights to your own content.

Why It’s Great

Surfer is great for enterprises because its Business subscription plan allows up to 140 audits per month, the inclusion of 10 team members, and 70 content editors.

This means that your business can audit up to 150 pages or posts every month and apply updates to up to 70 pieces of content within the Content Editor.

Surfer is super easy to use by internal teams, agency partners, and freelance writers.

So, if you plan on outsourcing your SEO content projects, you can provide a shared link to the Content Editor for whoever is working on your project.

How To Use It

Surfer has many different content optimization tools, so how you use it really depends on your SEO goals.

You can use the Content Planner to plan your content and create an editorial calendar.

You can use the Brief tool to let AI create an optimized SEO page brief.

And you can use the Content Editor to optimize new and existing content.

I recommend using the Audit tool first to assess your content and identify opportunities to optimize existing content.

All you have to do is enter your domain, page, or post URL, and Surfer will produce go-forward recommendations for your SEO content strategy.

2. Ahrefs

Ahrefs is an industry-leading SEO tool best known for its keyword research, competitor analysis, and backlink analysis capabilities.

What It Is

However, it also offers a range of features to serve businesses’ content optimization needs.

For example, Rank Tracker allows businesses to monitor keyword performance and identify opportunities to improve existing content.

And Content Explorer reveals untapped content ideas and opportunities to build valuable backlinks.

Why It’s Great

Ahrefs is a fantastic enterprise-level tool because it offers keyword research, rank tracking, backlink analysis, and content exploration on a global scale.

It boasts having an inventory of over “1.6 billion search queries” and the “most extensive index of backlinks.”

In that, the tool’s goal is to be the “single source of truth” for enterprises looking to make strategic SEO decisions.

How To Use It

As stated above, Ahrefs offers several tools that can aid your content optimization projects.

However, my favorite is Content Explorer, which allows you to research billions of web pages and uncover both SEO and social insights.

Simply enter a topic into the Content Explorer to uncover new opportunities.

Ahrefs even offers a range of filters to refine your search by certain criteria, including the number of referring domains, live versus broken links, language, traffic value, and the number of social shares.

Finally, you can dive deeper into any piece of content to see whether a page is gaining or losing links, or whether traffic has increased or decreased over time.

3. Semrush

Semrush is a popular SEO and content marketing SaaS platform that helps businesses and marketers achieve more with their content.

What It Is

From keyword research to competitor research to social media management, this tool does it all.

It’s really a “one-stop-shop” for your SEO strategy.

Why It’s Great

The Business subscription plan is best suited for large businesses and enterprises because you can research, track, measure, and optimize for a near-limitless number of keywords.

And if you have several websites with hundreds to thousands of pages, ranking for thousand or tens of thousands of keywords you will want a tool that can keep up.

In fact, you can even go bigger with a Custom plan suited to your enterprise’s specific needs.

In summary, Semrush offers over 50 different tools and reports to help you overcome your content marketing challenges.

These tools will help you develop a powerful content strategy and optimize your content to drive more organic traffic.

How To Use It

With so many tools and features in its toolkit, diving deep into all the features is impossible.

Instead, I recommend my two favorite Semrush tools for content optimization: The Content Audit tool and the SEO Writing Assistant (SWA).

Content Audit will assess your website’s content to determine how it performs (in terms of traffic and keyword position) and how users are interacting with your content.

It will then identify which pages are not doing well and then make a recommendation for optimization.

The SWA, on the other hand, is where you put recommendations into action.

It essentially works as a “smart” writing editor that helps you optimize your content in real-time.

This includes updates for SEO and engagement purposes.

4. Screaming Frog

Screaming Frog is a website crawler that helps website owners improve their SEO by extracting data and auditing for common SEO issues.

What It Is

Although mostly known for its technical SEO auditing capabilities, Screaming Frog still has some applications for content optimization.

For example, it will identify duplicate page titles and descriptions that may need optimizing or flag pages with “low content.”

Why It’s Great

Screaming Frog allows users to audit up to 500 URLs for free, but then there’s the option to buy a license to access more advanced features, including “no limit” on URL audits.

For enterprises, this is great because it means you can audit and assess even the largest of websites.

Further, Screaming Frog can audit large sites efficiently while providing results in real-time.

This means you can begin taking action on the SEO recommendations even while the tool crawls the rest of your pages.

How To Use It

If you know your website has more than 500 URLs, I recommend getting started with a paid license right away.

This will allow you to audit your entire site without a URL limit.

Once you’ve downloaded Screaming Frog and validated your license, you can crawl your website.

Watch as the tool propagates with data, such as the number of page URLs, image file sizes, technical blockers, and more.

For content optimization purposes, pay attention to these results:

  • Low content pages.
  • Missing meta descriptions.
  • Duplicate meta descriptions.
  • Missing title tags.
  • Duplicate title tags.
  • Missing H1 headings.
  • Duplicate H1 headings.
  • Broken internal links.
  • Broken external links.
  • Missing H2 headings.
  • Duplicate content.
  • Missing image alt text.
  • Missing structured data.
  • Pagespeed (entire report).
  • Orphan pages.

The existence of any of these issues means your content requires some optimization.

Keep in mind there may be site-wide issues that are forcing these errors, so assess your website holistically so you can apply bulk updates as needed.

5. SparkToro

Founded by Rand Fishkin, SparkToro is an audience research tool that helps businesses create better, user-focused content.

And you can’t get great content without writing with your target audience in mind.

What It Is

Simply put, SparkToro looks at the websites your customers visit, the social accounts they follow, the hashtags they use, and more, to help you create content that appeals to their interests and behavior.

The goal is to “forget audience surveys” and let AI produce accurate and helpful audience insights in just a few clicks.

Why It’s Great

While the Agency subscription package is veered toward marketing agencies, the same tools can also benefit enterprises.

This pricing option offers unlimited searches, up to 250 social media results, demographic data, and up to 50 users for your team.

Spark Toro is great for all larger businesses because it can scan millions of social and web results to find your audience’s interests.

This data can then inform the type of content you create, the search terms you target, the platforms you market your content on, and how to optimize your content to encourage users to take action.

How To Use It

SparkToro offers a convenient How it works video to walk you through its features.

You can use SparkToro to:

  • Generate a list of publications your audience loves.
  • Compare the sources of influence for multiple audiences.
  • Prioritize your PR, social, content, and outreach campaigns.
  • Analyze your brand’s online presence.
  • Analyze your competitors’ audiences.
  • Discover opportunities for backlinks or media coverage.

All in all, use SparkToro to discover where your target customers hang out and the content they engage with most.

Then, use this intel to improve your own content, find new content ideas, and improve conversions on your website.

6. Clearscope

Clearscope is a content optimization platform that helps brands create highly relevant content.

What It Is

Clearscope uses AI technology to uncover what people are searching for, what content is performing best for these searches, and how brands might improve their content to rise to the top of the search results.

Determine your “Content Grade” to assess the SEO of your existing content or improve the score on your new content while it’s in production.

Clearscope offers a helpful tool for enterprises looking to optimize their content at a larger scale.

Why It’s Great

Clearscope is similar to Surfer in that it mainly works as a writing assistant but brings the added benefit of integration.

Clearscope integrates with many of the tools businesses already use, such as Google Docs and WordPress. This makes for seamless adoption without cumbersome back-and-forth between tools.

Further, Clearscope is trusted by big brands. Some of its existing customers include YouTube, Deloitte, Adobe, and Shopify.

These are all massive companies with large appetites for content.

How To Use It

Use the Keyword search to analyze the results for your target keyword and then generate a content editor document where you can either paste in existing content or start from scratch. Clearscope will then offer recommendations based on organic search data, including recommended word count, secondary keywords, headings, and keyword usage.

Also helpful, Clearscope offers a Readability score to determine the reading level for your content. This will help you adjust your content to suit a beginner- to expert-level audience.

7. Frase (otherwise known as “Frase”) is AI research and writing software that helps you “research, write, and optimize high-quality SEO content.”

What It Is

Frase’s claim to fame is assisting brands to streamline the content production process – by reducing the time from hours to mere minutes.

Some of its most notable features include:

  • Content Briefs – Allowing users to create SEO content briefs quickly
  • Content Writing – Recommendations for generating quality, high-converting content
  • Content Optimization – A comparison of your content with top search competitors
  • Content Analytics – Exploration into new content opportunities and recommendations for refreshing old content

Why It’s Great

Frase’s Team plan offers a subscription option for enterprises looking to “scale content production.” This includes unlimited document credits, unlimited document sharing, and three user seats, though more are available at an additional cost.

With this model, enterprises can create dozens to hundreds of content briefs. These can then be handed off to writers to write and optimize the content. This reduces the need for an SEO strategist to optimize each piece of content, or to create an entire brief from scratch.

Want to create a ton of valuable content for your enterprise? Then you’ll want a tool that can facilitate this at high volume.

How To Use It

Enter the search term you wish to target and Frase will create a content doc. You can then share this doc with your team, agency, or writer. The writer can produce the content in accordance with Frase’s SEO recommendations.

Further, you can use Frase to find new content ideas. Stumped on which new pages or posts to produce for your brand? Frase can help you fill out your editorial calendar with creative, search-driven content topics.

8. Hemingway Editor

Your content can be chocked full of keywords, but if it isn’t written with your audience in mind, it probably won’t convert. The Hemingway Editor helps you avoid the common blunder.

What It Is

Once your content is optimized for search engines, the Hemingway Editor can be the final pass to ensure your content is bold and clear. This includes editing for voice, complexity, grammar, and overall readability.

Why It’s Great

Hemingway Editor is so simple to use that anyone (a marketer, team member, or writer) can use it to optimize content.

So, even at an enterprise level, it only takes Hemingway Editor a couple of seconds to work its magic.

If you are working with a writing team, have them run their content through Hemingway Editor to identify spelling errors, passive voice, and more. This will save you time (and money) compared to relying on an editor for these updates.

How To Use It

The Hemingway Editor uses color-coding to identify issues in your content. For example:

  • “The app highlights lengthy, complex sentences and common errors; if you see a yellow sentence, shorten or split it.”
  • To improve readability, “you can utilize a shorter word in place of a purple one.”
  • “Adverbs and weakening phrases appear in blue. Get rid of them and pick words with force”.
  • “Phrases in green have been marked to show passive voice.”

You can paste in existing content and edit away, or click the “Write” button to start something new.

This app is super simple, helpful, and great for optimizing enterprise-level content.

We Love Our Enterprise SEO Tools

Enterprises have big goals for SEO and even bigger appetites for content. The need for content optimization can seem unending.

That’s why enterprise-level SEO tools are a godsend for updating content on a massive scale.

Working on an existing project? Paste your content into a content writing tool to make improvements in real-time.

Looking for optimization tips? Use Semrush to audit and optimize your content fast.

We love enterprise SEO tools because they make even the largest tasks achievable.

So, even if you have a large site to optimize, these tools can do all the heavy lifting you need to achieve your goals.

More resources:

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Google Updating Cryptocurrency Advertising Policy For 2024




Google Updating Cryptocurrency Advertising Policy For 2024

Google published an announcement of upcoming changes to their cryptocurrency advertising policies and advises advertisers to make themselves aware of the changes and prepare to be in compliance with the new requirements.

The upcoming updates are to Google’s Cryptocurrencies and related products policy for the advertisement of Cryptocurrency Coin Trusts. The changes are set to take effect on January 29th, 2024.

Cryptocurrency Coin Trusts are financial products that enable investors to trade shares in trusts holding substantial amounts of digital currency. These trusts provide investors with equity in cryptocurrencies without having direct ownership. They are also an option for creating a more diversified portfolio.

The policy updates by Google that are coming in 2024 aim to describe the scope and requirements for the advertisement of Cryptocurrency Coin Trusts. Advertisers targeting the United States will be able to promote these products and services as long as they abide by specific policies outlined in the updated requirements and that they also obtain certification from Google.

The updated policy changes are not limited to the United States. They will apply globally to all accounts advertising Cryptocurrency Coin Trusts.

Google’s announcement also reminded advertisers of their obligation for compliance to local laws in the areas where the ads are targeted.

Google’s approach for violations of the new policy will be to first give a warning before imposing an account suspension.

Advertisers that fail to comply with the updated policy will receive a warning at least seven days before a potential account suspension. This time period provides advertisers with an opportunity to fix non-compliance issues and to get back into compliance with the revised guidelines.

Advertisers are encouraged to refer to Google’s documentation on “About restricted financial products certification.”

The deadline for the change in policy is January 29th, 2024. Cryptocurrency Coin Trusts advertisers will need to pay close attention to the updated policies in order to ensure compliance.

Read Google’s announcement:

Updates to Cryptocurrencies and related products policy (December 2023)

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SEO Trends You Can’t Ignore In 2024



SEO Trends You Can’t Ignore In 2024

Most SEO trends fade quickly. But some of them stick and deserve your attention.

Let’s explore what those are and how to take advantage of them.

If you give ChatGPT a title and ask it to write a blog post, it will—in seconds.

This is super impressive, but there are a couple of issues:

  • Everyone else using ChatGPT is creating the same content. It’s the same for users of other GPT-powered AI writing tools, too—which is basically all of them.
  • The content is extremely dull. Sure, you can ask ChatGPT to “make it more entertaining,” but it usually overcompensates and hands back a cringe version of the same boring content.

In the words of Gael Breton:

How to take advantage of this SEO trend

Don’t use AI to write entire articles. They’ll be boring as heck. Instead, use it as a creative sparring partner to help you write better content and automate monotonous tasks.

For example, you can ask ChatGPT To write an outline from a working title and a list of keywords (which you can pull from Ahrefs)—and it does a pretty decent job.


Create an outline for a post entitled “[working title]” based on these keywords: [list]


ChatGPT's outline for a blog post. Pretty good!ChatGPT's outline for a blog post. Pretty good!

When you’ve written your draft, you can ask to polish it in seconds by asking ChatGPT to proofread it.

ChatGPT proofreading my content and making it betterChatGPT proofreading my content and making it better

Then you can automate the boring stuff, like creating more enticing title tags…

ChatGPT writing enticing title tagsChatGPT writing enticing title tags

… and writing a meta description:

ChatGPT writing a meta descriptionChatGPT writing a meta description

If you notice a few months down the line that your content ranks well but hasn’t won the featured snippet, ChatGPT can help with that, too.

For example, Ahrefs tells us we rank in position 3 for “affiliate marketing” but don’t own the snippet.

Ahrefs showing featured snippets that we don't own, despite ranking in the top 3Ahrefs showing featured snippets that we don't own, despite ranking in the top 3

If we check Google, the snippet is a definition. Asking ChatGPT to simplify our definition may solve this problem.

ChatGPT rewriting a definition and making it betterChatGPT rewriting a definition and making it better

In short, there are a near-infinite number of ways to use ChatGPT (and other AI writing tools) to create better content. And all of them buck the trend of asking it to write boring, boilerplate articles from scratch.

Programmatic SEO refers to the creation of keyword-targeted pages in an automatic (or near automatic) way.

Nomadlist’s location pages are a perfect example:

Example of a page from NomadListExample of a page from NomadList

Each page focuses on a specific city and shares the same core information—internet speeds, cost, temperature, etc. All of this information is pulled programmatically from a database and the site gets an estimated 46k monthly search visits in total.

Estimated monthly search traffic to NomadListEstimated monthly search traffic to NomadList

Programmatic SEO is nothing new. It’s been around forever. It’s just the hot thing right now because AI tools like ChatGPT make it easier and more accessible than ever before.

The problem? As John Mueller pointed out on Twitter X, much of it is spam:

How to take advantage of this SEO trend

Don’t use programmatic SEO to publish insane amounts of spam that’ll probably get hit in the next Google update. Use it to scale valuable content that will stand the test of time.

For example, Wise’s currency conversion pages currently get an estimated 31.7M monthly search visits:

Estimated monthly search traffic to Wise's currently conversion pages (insane!)Estimated monthly search traffic to Wise's currently conversion pages (insane!)

This is because the content is actually useful. Each page features an interactive tool showing the live exchange rate for any amount…

The interactive currently conversion tool on Wise's pagesThe interactive currently conversion tool on Wise's pages

… the exchange rate over time…

The exchange rate over time graph on Wise's pagesThe exchange rate over time graph on Wise's pages

… a handy email notification option when the exchange rates exceed a certain amount…

The email notification option on Wise's pagesThe email notification option on Wise's pages

… handy conversion charts for popular amounts…

The handy conversion charts on Wise's pagesThe handy conversion charts on Wise's pages

… and a comparison of the cheapest ways to send money abroad in your chosen currency:

The useful comparison table on Wise's pagesThe useful comparison table on Wise's pages

It doesn’t matter that all of these pages use the same template. The data is exactly what you want to see when you search [currency 1] to [currency 2].

That’s probably why Wise ranks in the top 10 for over 66,000 of these keywords:

Wise's keyword rankings for currency conversion pagesWise's keyword rankings for currency conversion pages

Looking to take advantage of programmatic content in 2024 like Wise? Check out the guide below.

People love ChatGPT because it answers questions fast and succinctly, so it’s no surprise that generative AI is already making its way into search.

For example, if you ask Bing for a definition or how to do something basic, AI will generate an answer on the fly right there in the search results.

Bing's search results for "definition of mental health"Bing's search results for "definition of mental health"
Bing's search results for "how to add drop down list in google sheets"Bing's search results for "how to add drop down list in google sheets"

In other words, thanks to AI, users no longer have to click on a search result for answers to simple questions. It’s like featured snippets on steroids.

This might not be a huge deal right now, but when Google’s version of this (Search Generative Experience) comes out of beta, many websites will see clicks fall off a cliff.

How to take advantage of this SEO trend

Don’t invest too much in topics that generative AI can easily answer. You’ll only lose clicks like crazy to AI in the long run. Instead, start prioritizing topics that AI will struggle to answer.

How do you know which topics it will struggle to answer? Try asking ChatGPT. If it gives a good and concise answer, it’s clearly an easy question.

For example, there are hundreds of searches for how to calculate a percentage in Google Sheets every month in the US:

Estimated monthly search volume for "google sheets percentage formula" via Ahrefs' Keywords ExplorerEstimated monthly search volume for "google sheets percentage formula" via Ahrefs' Keywords Explorer

If you ask ChatGPT for the solution, it gives you a perfect answer in about fifty words.

ChatGPT's answer to the Google Sheets percentage calculation formulaChatGPT's answer to the Google Sheets percentage calculation formula

This is the perfect example of a topic where generative AI will remove the need to click on a search result for many.

That’s probably not going to be the case for a topic like this:

Example of a topic that AI shouldn't impact too muchExample of a topic that AI shouldn't impact too much

Sure. Generative AI might be able to tell you how to create a template—but it can’t make one for you. And even if it can in the future, it will never be a personal finance expert with experience. You’ll always have to click on a search result for a template created by that person.

These are the kinds of topics to prioritize in 2024 and beyond.


None of this means you should stop targeting “simple” topics altogether. You’ll always be able to get some traffic from them. My point is not to be obsessed with ranking for keywords whose days are numbered. Prioritize topics with long-term value instead.

Bonus: 3 SEO trends to ignore in 2024

Not all SEO trends move the needle. Here are just a few of those trends and why you should ignore them.

People are using voice search more than ever

In 2014, Google revealed that 41% of Americans use voice search daily. According to research by UpCity, that number was up to 50% as of 2022. I haven’t seen any data for 2023 yet, but I’d imagine it’s above 50%.

Why you should ignore this SEO trend

75% of voice search results come from a page ranking in the top 3, and 40.7% come from a featured snippet. If you’re already optimizing for those things, there’s not much more you can do.

People are using visual search for shopping more than ever

In 2022, Insider Intelligence reported that 22% of US adults have shopped with visual search (Google Lens, Bing Visual Search, etc.). That number is up from just 15% in 2021.

Why you should ignore this SEO trend

Much like voice search, there’s no real way to optimize for visual search. Sure, it helps to have good quality product images, optimized filenames and alt text, and product schema markup on your pages—but you should be doing this stuff anyway as it’s been a best practice since forever.

People are using Bing more than ever before

Bing’s Yusuf Mehdi announced in March 2023 that the search engine had surpassed 100M daily active users for the first time ever. This came just one month after the launch of AI-powered Bing.

Why you should ignore this SEO trend

Bing might be more popular than ever, but its market share still only stands at around ~3% according to estimates by Statcounter. Google’s market share stands at roughly 92%, so that’s the one you should be optimizing for.

Plus, it’s often the case that if you rank in Google, you also rank in Bing—so it really doesn’t deserve any focus.

Final thoughts

Keeping your finger on the pulse and taking advantage of trends makes sense, but don’t let them distract you from the boring stuff that’s always worked: find what people are searching for > create content about it > build backlinks > repeat.

Got questions? Ping me on Twitter X.

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Mozilla VPN Security Risks Discovered




Mozilla VPN Security Risks Discovered

Mozilla published the results of a recent third-party security audit of its VPN services as part of it’s commitment to user privacy and security. The survey revealed security issues which were presented to Mozilla to be addressed with fixes to ensure user privacy and security.

Many search marketers use VPNs during the course of their business especially when using a Wi-Fi connection in order to protect sensitive data, so the  trustworthiness of a VNP is essential.

Mozilla VPN

A Virtual Private Network (VPN), is a service that hides (encrypts) a user’s Internet traffic so that no third party (like an ISP) can snoop and see what sites a user is visiting.

VPNs also add a layer of security from malicious activities such as session hijacking which can give an attacker full access to the websites a user is visiting.

There is a high expectation from users that the VPN will protect their privacy when they are browsing on the Internet.

Mozilla thus employs the services of a third party to conduct a security audit to make sure their VPN is thoroughly locked down.

Security Risks Discovered

The audit revealed vulnerabilities of medium or higher severity, ranging from Denial of Service (DoS). risks to keychain access leaks (related to encryption) and the lack of access controls.

Cure53, the third party security firm, discovered and addressed several risks. Among the issues were potential VPN leaks to the vulnerability of a rogue extension that disabled the VPN.

The scope of the audit encompassed the following products:

  • Mozilla VPN Qt6 App for macOS
  • Mozilla VPN Qt6 App for Linux
  • Mozilla VPN Qt6 App for Windows
  • Mozilla VPN Qt6 App for iOS
  • Mozilla VPN Qt6 App for Androi

These are the risks identified by the security audit:

  • FVP-03-003: DoS via serialized intent
  • FVP-03-008: Keychain access level leaks WG private key to iCloud
  • VP-03-010: VPN leak via captive portal detection
  • FVP-03-011: Lack of local TCP server access controls
  • FVP-03-012: Rogue extension can disable VPN using mozillavpnnp (High)

The rogue extension issue was rated as high severity. Each risk was subsequently addressed by Mozilla.

Mozilla presented the results of the security audit as part of their commitment to transparency and to maintain the trust and security of their users. Conducting a third party security audit is a best practice for a VPN provider that helps assure that the VPN is trustworthy and reliable.

Read Mozilla’s announcement:
Mozilla VPN Security Audit 2023

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