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How We Got Here & Where We Go Next

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Although the Metaverse’s infrastructure is still being set up, companies and brands are jumping on the opportunity to join this new world.

So if they are on board, how close are we to bringing the metaverse into full reality?

We’ve seen many changes in our society over the last few years, but nothing holds the potential for change quite like the Metaverse.

Last fall, when Mark Zuckerburg announced Facebook’s new parent company, “Meta,” the conversation of future societal implications of such an immersive social platform took the world by storm.

And for good reason.

Virtual reality, augmented reality, smart glasses, social media, and cryptocurrency have existed as separate yet related ideas until now.

The Metaverse combines these moving parts to create a powerful tool for businesses and marketers alike.

Zuckerburg announced Meta as a “social technology company” with a distinct focus on social responsibility that will change the way people work, socialize, and experience the world around them.

Normal physical boundaries do not limit this world, and therein lies its appeal for those looking for a more global reach.

But where did this concept come from, and where is it going?

Let’s find out.

The History Of The Metaverse

The term “metaverse” was first used by sci-fi writer Neal Stephenson to describe a 3D, virtual reality people could, in a sense, occupy. It was more theoretical than practical.

But in 2022, it’s coming to life. It is an immersive digital environment populated by virtual avatars representing actual people.

In the Metaverse, you can go about many of your everyday life’s day-to-day interactions and occurrences – in your avatar form.

This form can be a human, animal, or something more abstract with its customizable appearance.

You can then interact with other people’s avatars in this virtual world. In the Metaverse, you can buy and sell land, attend concerts and go to museums, build a house, and more.

In many ways, the Metaverse takes off where games like 2003’s Second Life began.

This creates a whole other level of interconnectivity and another dimension to our global economy.

How Virtual Reality Got Its Start With Online Gaming

The concept of virtual and augmented reality has been steadily leaked into mainstream culture over the last 20 years. The gaming industry was the first to really take advantage of it and integrate it into their platforms.

Games like Pokémon Go (2016) and Fortnite (2017) revolve around using these technologies to connect people through their apps.

Pokémon Go is one of the largest, most successful augmented reality games in the industry.

When its popularity exploded in 2016, it heralded a new era of AR’s integration into our everyday lives.

Fortnite, a virtual reality game using avatars to represent players, lets people fight against each other in real-time and attend events held in that particular metaverse.

These two highly popularized games helped introduce society to the concept of “extended reality” (XR).

Extended or mixed reality (XR) refers to all events that combine some element of what is real with what is virtual.

This includes augmented reality (AR) and virtual reality (VR) forms.

XR creates a more immersive experience for users and blurs the boundaries between reality and what is generated by technology.

This blend of realities creates infinite possibilities of integration for differing technologies to create a more holistic and immersive experience for users.

How Cryptocurrency Made The Metaverse Possible

Since the Metaverse is virtual, it is always active, self-sustaining, and creates incredible possibilities in business. And many of these possibilities hold a basis in cryptocurrency.

The advent of Bitcoin in 2009, alongside the general rising popularity of cryptocurrencies over the last decade, has ushered in a new era in which finance does not have to be physical.

With the recent surge of popularity in Ethereum and NFTs, cryptocurrencies are becoming a more legitimate form of financial exchange for the world at large – especially for investors and business leaders always looking to the horizon for new trends.

Conversations around these currencies will only become more and more mainstream in the coming years.

Virtual currency only complements this already virtual world and gives every person in the metaverse buying power. Businesses are noticing and following suit.

How Major Brands Are Getting Involved

Some of the businesses preparing for the Metaverse include major names such as Nike, Adidas, and Vans.

In October of 2021, Nike filed several trademark applications for their popular slogans and iconography (like “Just Do It” and the iconic checkmark), which will allow them to make and sell virtual goods.

This occurred in tandem with Mark Zuckerberg announcing Meta.

In December of last year, Nike announced their acquisition of virtual shoe company RTFKT studios, which will help them create shoes to sell in the Metaverse. This is incredible news for sneakerheads everywhere.

Adidas is making their foray into the Metaverse with collaborative NFT projects (which have since sold out), creating exclusive collectibles with other artists.

Their NFTs collectively sold for over $22 million. They’ve affirmed the NFT community by investing in NFTs as a company and have bought a large plot of land in the metaverse to host virtual parties and events.

They are one of the first corporations to not only release NFTs but to actually invest in the Metaverse ecosystem itself.

Vans is also getting involved.

The company has built an online skate park that’s already seen upwards of 48 million visitors.

This type of engagement is unparalleled. In-person events simply can’t hold the same capacity of people.

Customers can also shop in their virtual store to earn points and customize an avatar.

Brands aren’t just dipping their toes into the water – they’re diving in.

It’s time for others to follow suit.

The Metaverse’s infrastructure is still being set up, but companies and brands are jumping on the opportunity to be a part of this new world.

So if they are on board, how close are we to bringing the Metaverse into full reality?

What are the Metaverse’s potential effects on society as a whole, but specifically, the way we do business?

Mixed Reality And Virtual Conferences And Conventions

The pandemic catapulted society into a new era of digital innovation and created a significant need for advanced technologies that would allow us to continue our everyday business efforts from home.

Companies that depended on conferences and trade shows had to pivot, and fast.

The Metaverse offers significant opportunities for companies to meet through virtual reality, saving business and attendees money on travel, lodging, and other associated costs.

Employees and participants can put on VR glasses from the comfort of their homes and it’s as if they are there.

Bands and artists can host virtual concerts from anywhere in the world. The potential uses are nothing short of a revolution.

Targeting Millennials And Gen Z

Targeting millennials and Gen Z is of utmost importance to brands.

Digitally-native Gen Z has proven to be tricky to market to. They possess an intuitive understanding of technology unprecedented in previous generations.

They’re also more inundated than most other age groups.

According to some reports, Gen Z considers digital lives as important as physical ones. For some, there is little to no differentiation.

The virtual world and social media are not separate lives but further extensions of their more present, physical reality.

It also makes friendships around the globe more of a present reality and means exposure to brands they might not normally discover.

This boasts a two-fold impact on marketing and selling potential for brands – exposure is unlimited by physical constraints, and physical and digital goods become players of equal value.

Per Nike’s example, a virtual shoe is not of lessened value because it exists in the digital sphere – it holds the capability to compete (and won’t have to be cleaned with a toothbrush).

If a brand’s target audience is going digital, it’s no surprise that brands must pursue digital innovation to compete.

Now is the time for brands to see what possibilities the Metaverse can open up for them.

Early-stage adopters will only be rewarded in the long run.

A Deeper Level Of Customer Loyalty

The Metaverse doesn’t sleep. It exists in a 24/7 loop of information and interaction.

Marketers need to develop a real-time, boots-on-the-ground approach to customer loyalty to continue to succeed amidst such endless options for consumers.

Tapping into a deeper level of customer loyalty and relationship-driven marketing might sound like a no-brainer, but it’s a challenge for some.

The Metaverse is not as likely to replace your current marketing strategy as much as it will complement it.

Brands must stay true to who they are in a fully digital space. This I know from experience at AdRoll.

Our company’s platform deploys machine learning to help brands build loyalty in ecommerce.

In helping thousands of brands enhance customer loyalty, I can vouch that success in this arena does not come from technology alone, no matter how advanced – and the same principle applies in the Metaverse.

Once the Metaverse exists and functions in totality, winning over new customers will be more difficult than ever.

If your company has the bandwidth and resources, start focusing on creating an extremely loyal customer base that will follow you into the Metaverse as it grows and develops.

Is The Average Consumer Really Ready?

The Metaverse will push marketing and most of society deeper into digital innovation and immersion.

But are consumers ready? Early adopters might be excited to try, but what about those who are more reluctant?

It will simply take time for the technology to become more integrated with everyday life and society as a whole.

If you’re creating something that your target audience wants to be a part of, you’ll find success. Don’t join the Metaverse just to join it: Make sure you have something to offer.

Create a sense of community, and more reluctant participants will trust you enough to follow.

What To Expect From The Metaverse In 2022

In 2022, you can expect more hardware to come to everyday consumers. Apple has already invested in augmented reality, and their virtual reality headsets are coming later this year, with rumors of VR contact lenses circulating in recent weeks.

The creators of Pokémon Go are dabbling in augmented reality gear as well.

Brands like Burberry and Gucci already advertise and sell virtual goods using AR and VR. New hardware is set to release later this year.

Volumetric video is becoming more integrated into shopping experiences and some work-related events.

Buying virtual land in the Metaverse is on the rise, with some expecting to reap millions (if not billions) in revenue. To put it plainly, it isn’t just a trend – it’s here to stay.

Marketers should pay rapt attention to the evolution and progression of the Metaverse.

Those who are skeptical might miss out on a significant amount of digital innovation set to change the way society does business and functions as a whole.

More resources: 


Featured Image: thinkhubstudio/Shutterstock

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The Challenges & Opportunities For Marketers

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The Challenges & Opportunities For Marketers

Google’s parent company, Alphabet Inc., reported its fourth straight quarter of declining profits.

It made $76 billion in sales over the past three months, but it wasn’t enough to meet Wall Street’s expectations.

Google’s revenue was down 9% compared to last year, and its biggest business, Google Search, saw a 1% drop in revenue. Even YouTube’s advertising sales fell by nearly 8%.

Alphabet has decided to cut its workforce by 12,000 and expects to spend between $1.9 billion and $2.3 billion on employee severance costs.

This latest earnings report shows tech giants like Google are facing challenges in the current digital advertising landscape.

But Google’s CEO, Sundar Pichai, believes that the company’s long-term investments in AI will be a key factor in its future success.

In a press release, Pichai says he expects major AI advancements to be soon revealed in Google search and other areas:

“Our long-term investments in deep computer science make us extremely well-positioned as AI reaches an inflection point, and I’m excited by the AI-driven leaps we’re about to unveil in Search and beyond. There’s also great momentum in Cloud, YouTube subscriptions, and our Pixel devices. We’re on an important journey to re-engineer our cost structure in a durable way and to build financially sustainable, vibrant, growing businesses across Alphabet.”

Alphabet’s CFO, Ruth Porat, reported that their Q4 consolidated revenues were $76 billion, a 1% increase from the previous year. The full year 2022 saw revenues of $283 billion, a 10% increase.

Going forward, Alphabet is changing how it reports on its AI activities.

DeepMind, which used to be reported under “Other Bets,” will now be reported as part of Alphabet’s corporate costs to reflect its increasing integration with Google Services and Google Cloud.

What Does This Mean For Marketing Professionals?

It’s important to stay updated on the latest developments in the tech industry and how they may affect advertising strategies.

Google’s declining profits and decreased revenue in their search and YouTube platforms are reminders that the digital advertising landscape is constantly evolving, and companies must adapt to keep up.

Marketers should consider diversifying their advertising efforts across multiple platforms to minimize the impact of market swings.

Additionally, Google’s focus on AI and its integration with Google Services and Cloud is something to keep an eye on.

As AI advances, it may offer new opportunities for marketers to target and engage with their audience effectively.

By staying informed on the latest tech advancements, marketers can stay ahead of the curve and make the most of these opportunities.

Despite Google’s recent financial setbacks, the tech giant is still a major player in the digital advertising landscape, and its investments in AI show its commitment to continued growth and innovation.


Featured Image: Sergio Photone/Shutterstock

Source: Alphabet



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How to Use WordPress in 9 Simple Steps (Beginner’s Guide)

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How to Use WordPress in 9 Simple Steps (Beginner’s Guide)

WordPress is the world’s largest content management system (CMS)—around 810 million websites are built on it.

It’s free to use and includes all the features any website owner could need. And if it doesn’t have a feature you want or need, you can have a developer create it for you because it’s built on open-source software.

But with all of these features come some complications. WordPress has a fairly steep learning curve compared to other CMSes like Wix or Squarespace.

I’ve built dozens of websites using WordPress.org (not WordPress.com, which is a totally different beast) and have narrowed down the process to nine simple steps that anyone can follow.

Let’s start with…

Step 1. Get a domain name and hosting

Every website built on WordPress.org needs a domain name (www.thisisyourdomainname.com) and a hosting service that stores and displays your website on the internet.

You can buy a domain name for a small fee from a domain name registrar like NameCheap or GoDaddy. However, if you buy your domain name and your hosting from separate companies, you will need to change your website’s Domain Nameservers (DNS) to point your domain name from your registrar to your hosting company.

They look like this:

SiteGround DNS settings example

It’s a little cheaper to do it this way but not worth the hassle in my opinion. Instead, most hosting providers (such as SiteGround or Bluehost) can also sell you a domain name and connect it with your website automatically, allowing you to skip messing with DNS settings.

You can check out this guide to choosing a domain name if you’re not sure what to pick.

Step 2. Install WordPress

Once you purchase hosting, most hosting providers have a one-click install to set up WordPress on your website. Here are some links to guides on how to do this with common hosting services:

You can also opt for a faster (but more expensive) dedicated hosting provider like Kinsta or WP Engine. These companies will set up WordPress for you when you buy their hosting.

Step 3. Familiarize yourself with the UI

Now that you have a website with WordPress installed, let’s get into how to use WordPress. You can log in to your WordPress dashboard by going to www.yourdomainname.com/wp-admin.

Once you log in, your dashboard will look like this (with fewer plugins since you’re on a fresh install):

WordPress user interface

Let me explain the options here:

  • Posts: This is where you’ll create blog posts.
  • Media: You can go here to see all the media on your site, such as images and videos. I typically upload media directly to my posts and pages and don’t visit media often.
  • Pages: This is where you’ll create static pages on your site, such as your homepage, about page, and contact page.
  • Comments: Here is where you’ll moderate any blog comments.
  • Appearance: This is where you’ll customize the appearance of your website, such as your website’s theme, font type, colors, and more.
  • Plugins: A plugin is an add-on to your website that adds functionality, such as custom contact forms or pop-ups on your website. I’ll discuss these in more detail later.
  • Users: Here is where you can add users to your website, such as writers, editors, and administrators.
  • Settings: Pretty straightforward; here is where your general website settings are located.

Now that you know what each option does, let’s get your website settings dialed in.

Step 4. Optimize your settings

Your WordPress website comes with some generic settings that need to be changed, as well as some things I recommend changing to optimize your website for search engines.

Specifically, you should:

  • Change your title, tagline, time zone, and favicon.
  • Change your permalink structure.
  • Configure your reading settings.
  • Delete any unused themes.
  • Change your domain from HTTP to HTTPS.

Let’s walk through each of these steps.

Change your title, tagline, time zone, and favicon

Head to Settings > General to find these settings. Change the title of your website and the tagline, which can appear underneath the title if you choose to display it.

Next, check that the time zone is correct (according to your local time zone) and upload your favicon. A favicon is the little icon that shows up in browser tabs next to the title of the page, like this:

Examples of favicons

You can make a favicon for free with Canva. Just make a 50×50 design with whatever you want your favicon to look like. Check out this guide to learn more. 

Change your permalink structure

Head to Settings > Permalinks. A permalink is the URL structure your blog posts take when you publish them. By default, WordPress displays the date in your URLs, which isn’t great for SEO or readability.

WordPress permalink structure settings

I always change this to the “Post name” option (/sample-post/) to add the title of the post by default. You want to optimize all of your URLs individually when possible, but this setting will make the process easier.

Configure your reading settings

Head over to Settings > Reading to choose whether you want your homepage to be a static page or if you want it to be a feed of your latest blog posts. 

WordPress homepage display settings

Personally, I always create a unique static page to use as my homepage because it gives me more control over the homepage. I like to add internal links to specific pages to help them rank higher on Google, as well as add an email opt-in form on the homepage.

Check out this guide to homepage SEO to learn more.

Delete any unused themes 

By default, you have a few themes installed. Once you choose a theme in step #5 below, you should delete any unused themes to remove vulnerabilities from your site (hackers can attack WordPress websites with outdated themes).

To do that, go to Appearance > Themes, click on the unused theme, then click the red Delete button in the bottom right.

How to delete unused themes on WordPress

Change your domain from HTTP to HTTPS

The “S” in HTTPS stands for secure. Adding this is done with an SSL certificate, and it’s an important step. It means your website is encrypted and safer for viewers.

Having HTTPS instead of HTTP gives you the “lock” icon next to your URL—Google (and most internet users) wants to see a secure website.

HTTPS secure "lock" icon

Most hosting providers automatically activate the secure version of your website. But sometimes, it needs to be manually activated by you. Here are guides on how to do this with common hosting providers:

If your host isn’t shown here, just do a Google search for “[your host] SSL encryption.”

Step 5. Select and customize your theme

Once you’ve optimized your settings, it’s time to start actually building your website using a WordPress theme. A theme is a customizable template that determines what your website looks like. 

You can browse for themes by going to Appearance > Themes, then clicking the Add new button at the top of the page. 

WordPress theme page

The generic Twenty Twenty-Three theme is actually pretty good. Most WordPress themes these days are optimized to show up in search engines and for requirements of the modern user, such as being mobile-friendly. 

However, some themes have a lot of added bloat that can slow a website down, so choose a theme that only has the features you need without extras you won’t use.

Alternatively, if you don’t like any themes or want something that’s more drag-and-drop, you can use a website builder like Elementor or Thrive Architect. These tools make building a website extremely easy, but they do add bloat that can slow a website down.

I use Elementor to build my websites but only use it to build static pages that I want to convert well. Then I use the built-in Guttenberg editor for my blog posts.

If you decide to go with a regular theme rather than a theme builder, you can edit the theme by going to Appearance > Customize. You’ll be taken to the following editor:

WordPress theme customization options

Depending on the theme you installed, you may have more or fewer options than the screenshot above. Rather than trying to cover every option you may encounter, I’ll just recommend that you go through each option to see what it does. 

For the most part, the options are self-explanatory. If you hit a snag, you can always do a Google search for that option in your theme to see forum posts from other users or even the theme’s FAQ or manual.

Step 6. Build your basic pages

After you’ve selected a theme, you can start building your website’s pages. Every website typically needs at least the following pages:

  • A homepage
  • A contact page
  • An about page
  • A privacy policy page
  • A terms of service page

Rather than going through how you should create each of these pages, I’ll refer you to the following guides:

Keep in mind that your privacy policy and terms of service (ToS) pages will vary depending on the country you live in. If you’re in the U.S., you can follow this guide for privacy policies and this guide for ToS pages.

That said, there are some general tips you should follow when building any page on your website. In general, make sure that your font is easy to read and a good visible size (18–20px is typical), your colors match, and you avoid too much clutter.

Here’s a good example of a webpage that is clean, legible, and thought out:

Ahrefs about page example

Here’s an example of a webpage that has too much clutter and displays an ad over half the page, causing confusion:

CNN poor website design

In general, less is more and legibility is better than fancy fonts.

Step 7. Install these essential plugins

One of the best parts of using WordPress is access to its massive library of plugins

A plugin is a custom piece of code written by a developer that anyone can install on their WordPress website in order to add specific functionality to the site, such as a contact form, extra customization options, or SEO features.

You can install a new plugin one of two ways. Head over to Plugins > Add New. From here, you can either:

  1. Browse the plugins directly on this page, then install and activate them directly.
  2. Download a plugin .zip file from the plugin’s website, then click the Upload plugin button at the top of the screen and upload the .zip file.
How to upload a plugin to your WordPress website

While many plugins are free, some are paid or have a premium paid version. It depends on what you need. However, I always install the following free plugins on my websites:

Rank Math: This plugin makes basic on-page SEO easier. It tells you if you’re missing basic things like metadata, image alt text, and more. It also allows you to create a robots.txt file and a sitemap, which are important for search engines to crawl your website the way you want.

Wordfence: This is a security plugin to help prevent your website from being hacked. I always install some sort of security plugin on my sites.

Insert Headers and Footers: One of the things you’ll often find yourself needing to do is insert code into the header or footer of your pages. You need to do this for everything from setting up Google Analytics and Google Search Console to adding the Facebook Remarketing pixel and more. Having this plugin makes it much easier to add this code.

Keep in mind that installing a lot of plugins on your website can cause code bloat and slow down your loading speeds, so only install plugins that you really need. 

Step 8. Start creating content

Now you know all the basics of how to use WordPress. But another important thing I want to talk about, which is probably why you wanted to start a WordPress website in the first place—how to create content for your blog.

Writing blog posts is an essential part of showing up on search engines like Google, having something to share on social media, and attracting more visitors to your website.

What you write about depends on your goals. I always start with some basic keyword research to figure out what people are searching for on Google that relates to my website.

A quick and easy way to do this is by plugging a broad keyword into Ahrefs’ free keyword generator tool to get some keyword ideas. 

For example, if I’m starting a website about farming, I may type “farm” into the tool. I can see keyword ideas like “farming insurance” and “vertical farming,” which are two potential blog topics I can write about.

Keyword ideas for farming, via Ahrefs' free keyword generator tool

If I want to get a little more specific, I can try a keyword like “how to start a farm.” This gives me ideas like “how to start a farm with no money” and “how to start a farm in texas.”

Keyword ideas for "how to start a farm," via Ahrefs' free keyword generator tool

Try different seed keywords—both broad keywords and more specific ones—to come up with some blog topics. Once you have a few ideas, go ahead and outline the article and then write it and publish it.

Check out our guide to writing a blog post to learn more.

Step 9. Monitor your website for technical issues

A regular part of maintaining your WordPress website is keeping plugins and themes up to date, as well as monitoring your website’s technical health.

WordPress automatically notifies you of updates to your plugins or themes with a red circle next to Dashboard > Updates. Log in to your dashboard at least once a week to update everything.

WordPress updates dashboard

Beyond weekly updates, use the free Ahrefs Webmaster Tools to run a technical audit on your site and see any issues your site may have, such as broken links, missing metadata, or slow loading speeds. 

Ahrefs website audit overview, via AWT

If you click the All issues tab, you can see every issue your site has—with an overview of what the issue is and how to fix it if you click on the ? icon.

All issues report, via AWT

You’ll also get email alerts when anything on your site changes, such as a link breaking or a page returning a 404 code. It’s a helpful tool to automatically monitor your WordPress site.

Final thoughts

Congratulations, you now know the basics of using WordPress. It may have a large learning curve, but learning how to use this CMS is one of the most valuable skills you can have in today’s digital age.

You can use your WordPress website to make money blogging, promote your services as a freelancer, or even sell products online. Knowing how to build a website is almost mandatory these days for anyone who wants to start a business.

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Top 5 Essential SEO Reporting Tools For Agencies

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Top 5 Essential SEO Reporting Tools For Agencies

Your clients trust you to create real results and hit KPIs that drive their businesses forward.

Understanding the intricacies of how that works can be difficult, so it’s essential to demonstrate your progress and efforts.

SEO reporting software showcases important metrics in a digestible and visually represented way. They save guesswork and manual referencing, highlighting achievements over a specified time.

A great tool can also help you formulate action items, gauge the performance of campaigns, and see real results that can help you create new and innovative evaluations.

The latest and allegedly greatest tools hit the market all the time, promising to transform how you conduct reports.

Certainly, you have to weigh a few factors when deciding which software to implement. Price, features, and ease of use are the most important to consider.

A cost-effective tool with a steep learning curve might not be worth it for the features. Similarly, an expensive tool might be more appealing if it is user-friendly but could quickly run up costs.

Just like any transformational business decision, you’ll have to weigh the pros and cons carefully to determine the right one for you.

Key Takeaways

  • Cost, accessibility, and features are the common thread of comparison for SEO reporting tools.
  • To truly get the best use out of an SEO reporting tool for your agency, you’ll need to weigh several details, including scalability, customization, integrations, and access to support.
  • What might be considered a subpar tool could be a game-changer for an agency. Due diligence and research are the keys to knowing what will work for your team.

What To Look For In SEO Reporting Tools

It can be tough to make heads or tails of the available tools and choose which will benefit your agency the most.

Here are the 10 essential requirements of SEO reporting tools.

1. Accurate And Current Regional Data

SEO reporting is all about data. The software must have access to accurate and current data localized to your client’s targeted region.

Search data from the U.S. is meaningless if your client tries to rank for [London plumbing services], so localization matters.

The tool must update data regularly and with reliable accuracy so you can make informed decisions about where your client stands against the competition.

2. Integration With Third-Party Tools

Especially for full-scale digital marketing campaigns, the ability to report on all KPIs in one place is essential.

The more available integrations with third-party tools (e.g., Google Analytics, Google Business Profile, Majestic), the better.

Some tools even allow you to upload custom data sets.

3. Scalability

You don’t want to have to retrain or reinvest in new software every time your agency reaches a new tier.

The right SEO reporting tool should work well for your current business size and leave room for expansion as you onboard more clients.

4. Strong Suite Of Features

A great SEO reporting tool should include:

  • Position tracking.
  • Backlink monitoring.
  • Competitor data.
  • Analytics.

It is a bonus if the tool has reporting features for social media, email marketing, call tracking, and/or paid ads to make it a full-suite digital marketing software.

5. Continually Improving And Updating Features

SEO is constantly evolving, and so should SEO reporting tools.

As we continue the transition from website optimization to web presence optimization, a tool’s ability to integrate new features is essential.

6. Ability To Customize Reports

Each client will have different KPIs, objectives, and priorities.

Presenting the information that clients want to see is paramount to successful campaigns and retention.

Your reporting software of choice should be able to emphasize the correct data at the right times.

7. Client Integration

A good SEO reporting tool must have the client in mind.

It should have a simple bird’s eye overview of the basics but also be easy for clients to dig into the data at a deeper level.

This can mean automated summary reports or 24/7 client access to the dashboard.

8. Ability To White Label Reports

While white labeling is not essential (no client will sniff at receiving a report with a Google logo in the top corner), it helps keep branding consistent and gives a professional sheen to everything you send a client’s way.

9. Access To Support Resources

Quality support resources can help you find a detour when you encounter a roadblock.

Whether it’s detailed support documentation, a chat feature/support desk, or responsive customer support on social media, finding the help you need to solve the issue is important.

10. Cost-To-Value Ratio

With a proper process, time investment, and leveraging support resources, it is possible to get better results from a free reporting tool than one that breaks the bank.

This can mean automated summary reports or 24/7 client access to the dashboard.

Top 5 SEO Reporting Tools

In evaluating five of the most popular SEO reporting tools, based on the above criteria, here is how they stack up:

1. AgencyAnalytics

My Overall Rating: 4.7/5

Image credit: AgencyAnalytics, December 2022

AgencyAnalytics is a quality introductory/intermediate reporting tool for agencies.

Among the tools on this list, it is one of the easiest to use for small to mid-sized agencies.

It starts at $12 per month, per client, with unlimited staff and client logins, a white-label dashboard, and automated branded reports. The minimum purchase requirements mean the first two tiers work out to $60 per month and $180 per month, respectively. But your ability to change the payment based on the number of clients could help keep costs lean.

AgencyAnalytics comes with 70+ supported third-party data integrations.

However, this reliance on third-party data means you may have incomplete reports when there is an interruption in the transmission.

Though new integrations are always being added, they can be glitchy at first, making them unreliable to share with clients until stabilized.

With the ability for clients to log in and view daily data updates, it provides real-time transparency.

Automated reports can be customized, and the drag-and-drop customized dashboard makes it easy to emphasize priority KPIs.

2. SE Ranking

My Overall Rating: 4.5/5

SE Ranking has plans starting at $39.20 per month, although the $87.20 per month plan is necessary if you need historical data or more than 10 projects.

Setup is a breeze, as the on-screen tutorial guides you through the process.

SE Ranking features a strong collection of SEO-related tools, including current and historical position tracking, competitor SEO research, keyword suggestion, a backlink explorer, and more.

SE Ranking is hooked up with Zapier, which allows users to integrate thousands of apps and provide a high level of automation between apps like Klipfolio, Salesforce, HubSpot, and Google Apps.

SE Ranking is an effective SEO reporting tool at a beginner to intermediate level.

However, you may want to look in a different direction if your agency requires more technical implementations or advanced customization.

3. Semrush

My Overall Rating: 4.4/5

Semrush is one of the most SEO-focused reporting tools on the list, which is reflected in its features.

Starting at $229.95 per month for the agency package, it’s one of the more expensive tools on the list. But Semrush provides a full suite of tools that can be learned at an intermediate level.

A major downside of Semrush, especially for cost-conscious agencies, is that an account comes with only one user login.

Having to purchase individual licenses for each SEO analyst or account manager adds up quickly, and the users you can add are limited by the plan features. This makes scalability an issue.

Semrush has both branded and white-label reports, depending on your subscription level. It uses a proprietary data stream, tracking more than 800 million keywords.

The ever-expanding “projects” feature covers everything from position tracking to backlink monitoring and social media analysis.

Though it doesn’t fall specifically under the scope of SEO reporting, Semrush’s innovation makes it a one-stop shop for many agencies.

Project features include Ad Builder, which helps craft compelling ad text for Google Ads, and Social Media Poster, which allows agencies to schedule client social posts.

Combining such diverse features under the Semrush umbrella offsets its relatively high cost, especially if you can cancel other redundant software.

4. Looker Studio

My Overall Rating: 3.6/5

Looker StudioScreenshot from Looker Studio, December 2022

Formerly known as Google Data Studio, Looker Studio is a Google service that has grown considerably since its initial launch.

Though it is much more technical and requires more time investment to set up than most other tools on this list, it should be intuitive for staff familiar with Google Analytics.

If you’re on the fence, Looker Studio is completely free.

A major upside to this software is superior integration with other Google properties like Analytics, Search Console, Ads, and YouTube.

Like other reporting tools, it also allows third-party data integration, but the ability to query data from databases, including MySQL, PostgreSQL, and Google’s Cloud SQL, sets it apart.

You can customize reports with important KPIs with proper setup, pulling from lead and customer information. For eCommerce clients, you can even integrate sales data.

Though the initial setup will be much more technical, the ability to import templates saves time and effort.

You can also create your own templates that better reflect your processes and can be shared across clients. Google also has introductory video walk-throughs to help you get started.

5. Authority Labs

My Overall Rating: 3.2/5

Authority Labs Ranking ReportImage credit: Authority Labs, December 2022

Authority Labs does the job if you’re looking for a straightforward position-tracking tool.

Authority Labs is $49 per month for unlimited users, though you will need to upgrade to the $99 per month plan for white-label reporting.

You can track regional ranking data, get insights into “(not provided)” keywords, track competitor keywords, and schedule automated reporting.

However, lacking other essential features like backlink monitoring or analytic data means you will have to supplement this tool to provide a full SEO reporting picture for clients.

Conclusion

There are many quality SEO reporting tools on the market. What makes them valuable depends on their ability to work for your clients’ needs.

SE Ranking has a fantastic cost-to-value ratio, while Looker Studio has advanced reporting capabilities if you can withstand a higher barrier to entry.

Agency Analytics prioritizes client access, which is a big deal if transparency is a core value for your agency.

Authority Labs keeps it lean and clean, while Semrush always adds innovative features.

These five are simply a snapshot of what is available. There are new and emerging tools that might have some features more appealing to your current clients or fill gaps that other software creates despite being a great solution.

Ultimately, you need to consider what matters most to your agency. Is it:

  • Feature depth?
  • Scalability?
  • Cost-to-value ratio?

Once you weigh the factors that matter most for your agency, you can find the right SEO reporting tool. In the meantime, don’t shy away from testing out a few for a trial period.

If you don’t want to sign up for a full month’s usage, you can also explore walkthrough videos and reviews from current users. The most informed decision requires an understanding of the intricate details.


Featured Image: Paulo Bobita/Search Engine Journal



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