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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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TikTok CEO To Testify In Hearing On Data Privacy And Online Harm Reduction

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TikTok CEO To Testify In Hearing On Data Privacy And Online Harm Reduction

TikTok CEO Shou Chew will testify in a hearing before the U.S. House Committee on Energy and Commerce this Thursday, March 23, at 10:00 a.m. ET.

As CEO, Chew is responsible for TikTok’s business operations and strategic decisions.

The “TikTok: How Congress Can Safeguard American Data Privacy and Protect Children from Online Harms” hearing will be streamed live on the Energy and Commerce Committee’s website.

According to written testimony submitted by Chew, the hearing will focus on TikTok’s alleged commitment to transparency, teen safety, consumer privacy, and data security.

It also appears to broach the topic of misconceptions about the platform, such as its connection to the Chinese government through its parent company, ByteDance.

Chew shared a special message with TikTok yesterday from Washington, D.C., to thank 150 million users, five million businesses, and 7,000 employees in the U.S. for helping build the TikTok community.

@tiktokOur CEO, Shou Chew, shares a special message on behalf of the entire TikTok team to thank our community of 150 million Americans ahead of his congressional hearing later this week.♬ original sound – TikTok

The video has received over 85k comments from users, many describing how TikTok has allowed them to interact with people worldwide and find unbiased news, new perspectives, educational content, inspiration, and joy.

TikTok Updates Guidelines And Offers More Educational Content

TikTok has been making significant changes to its platform to address many of these concerns before this hearing to evade a total U.S. ban on the platform.

Below is an overview of some efforts by TikTok to rehab its perception before the hearing.

Updated Community Guidelines – TikTok updated community guidelines and shared its Community Principles to demonstrate commitment to keeping the platform safe and inclusive for all users.

For You Feed Refresh – TikTok recommends content to users based on their engagement with content and creators. For users who feel that recommendations no longer align with their interests, TikTok introduced the ability to refresh the For You Page, allowing them to receive fresh recommendations as if they started a new account.

STEM Feed – To improve the quality of educational content on TikTok, it will introduce a STEM feed for content focused on Science, Technology, Engineering, and Mathematics. Unlike the content that appears when users search the #STEM hashtag, TikTok says that Common Sense Networks and Poynter will review STEM feed content to ensure it is safe for younger audiences and factually accurate.

This could make it more like the version of TikTok in China – Douyin – that promotes educational content to younger audiences over entertaining content.

Series Monetization – To encourage creators to create in-depth, informative content, TikTok introduced a new monetization program for Series content. Series allows creators to earn income by putting up to 80 videos with up to 20 minutes in length, each behind a paywall.

More Congressional Efforts To Restrict TikTok

The TikTok hearing tomorrow isn’t the only Congressional effort to limit or ban technologies like TikTok.

Earlier this month, Sen. Mark Warner (D-VA) introduced the RESTRICT Act (Restricting the Emergence of Security Threats that Risk Information and Communications Technology), which would create a formal process for the government to review and mitigate risks of technology originating in countries like China, Cuba, Iran, North Korea, Russia, and Venezuela.

Organizations like the Tech Oversight Project have pointed out that Congress should look beyond TikTok and investigate similar risks to national security and younger audiences posed by other Big Tech platforms like Amazon, Apple, Google, and Meta.

We will follow tomorrow’s hearing closely – be sure to come back for our coverage to determine how this will affect users and predict what will happen next.


Featured Image: Alex Verrone/Shutterstock



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How Is It Different From GPT-3.5?

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How Is It Different From GPT-3.5?

GPT-4, the latest version of ChatGPT, OpenAI’s language model, is a breakthrough in artificial intelligence (AI) technology that has revolutionized how we communicate with machines.

ChatGPT’s multimodal capabilities enable it to process text, images, and videos, making it an incredibly versatile tool for marketers, businesses, and individuals alike.

What Is GPT-4?

GPT-4 is 10 times more advanced than its predecessor, GPT-3.5. This enhancement enables the model to better understand context and distinguish nuances, resulting in more accurate and coherent responses.

Furthermore, GPT-4 has a maximum token limit of 32,000 (equivalent to 25,000 words), which is a significant increase from GPT-3.5’s 4,000 tokens (equivalent to 3,125 words).

“We spent 6 months making GPT-4 safer and more aligned. GPT-4 is 82% less likely to respond to requests for disallowed content and 40% more likely to produce factual responses than GPT-3.5 on our internal evaluations.” – OpenAI

GPT-3.5 Vs. GPT-4 – What’s Different?

GPT-4 offers several improvements over its predecessor, some of which include:

1. Linguistic Finesse

While GPT-3.5 is quite capable of generating human-like text, GPT-4 has an even greater ability to understand and generate different dialects and respond to emotions expressed in the text.

For example, GPT-4 can recognize and respond sensitively to a user expressing sadness or frustration, making the interaction feel more personal and genuine.

Screenshot from OpenAI, March 2023

One of the most impressive aspects of GPT-4 is its ability to work with dialects, which are regional or cultural variations of a language.

Dialects can be extremely difficult for language models to understand, as they often have unique vocabulary, grammar, and pronunciation that may not be present in the standard language.

However, GPT-4 has been specifically designed to overcome these challenges and can accurately generate and interpret text in various dialects.

2. Information Synthesis

GPT-4 can answer complex questions by synthesizing information from multiple sources, whereas GPT-3.5 may struggle to connect the dots.

For example, when asked about the link between the decline of bee populations and the impact on global agriculture, GPT-4 can provide a more comprehensive and nuanced answer, citing different studies and sources.

ChatGPT 4 article exampleScreenshot from OpenAI, March 2023

Unlike its predecessor, GPT-4 now includes a feature that allows it to properly cite sources when generating text.

This means that when the model generates content, it cites the sources it has used, making it easier for readers to verify the accuracy of the information presented.

3. Creativity And Coherence

While GPT-3.5 can generate creative content, GPT-4 goes a step further by producing stories, poems, or essays with improved coherence and creativity.

For example, GPT-4 can produce a short story with a well-developed plot and character development, whereas GPT-3.5 might struggle to maintain consistency and coherence in the narrative.

ChatGPT 4 creative exampleScreenshot from OpenAI, March 2023
ChatGPT 4 creative writingScreenshot from OpenAI, March 2023

4. Complex Problem-Solving

GPT-4 demonstrates a strong ability to solve complex mathematical and scientific problems beyond the capabilities of GPT-3.5.

For example, GPT-4 can solve advanced calculus problems or simulate chemical reactions more effectively than its predecessor.

ChatGPT 4 complex physics problemScreenshot from OpenAI, March 2023
ChatGPT 4 equations of motionScreenshot from OpenAI, March 2023

GPT-4 has significantly improved its ability to understand and process complex mathematical and scientific concepts. Its mathematical skills include the ability to solve complex equations and perform various mathematical operations such as calculus, algebra, and geometry.

In addition, GPT-4 is also capable of handling scientific subjects such as physics, chemistry, biology, and astronomy.

Its advanced processing power and language modeling capabilities allow it to analyze complex scientific texts and provide insights and explanations easily.

As the technology continues to evolve, it is likely that GPT-4 will continue to expand its capabilities and become even more adept at a wider range of subjects and tasks.

5. Programming Power

GPT-4’s programming capabilities have taken social media by storm with its ability to generate code snippets or debug existing code more efficiently than GPT-3.5, making it a valuable resource for software developers.

With the help of GPT-4, weeks of work can be condensed into a few short hours, allowing extraordinary results to be achieved in record time. You can test these prompts:

  • “Write code to train X with dataset Y.”
  • “I’m getting this error. Fix it.”
  • “Now improve the performance.”
  • “Now wrap it in a GUI.”

6. Image And Graphics Understanding

Unlike GPT-3.5, which focuses primarily on text, GPT-4 can analyze and comment on images and graphics.

For example, GPT-4 can describe the content of a photo, identify trends in a graph, or even generate captions for images, making it a powerful tool for education and content creation.

ChatGPT problem solving with dataScreenshot from OpenAI, March 2023

Imagine this technology integrated with Google Analytics or Matomo. You could get highly accurate analytics for all your dashboards in a few minutes.

7. Reduction Of Inappropriate Or Biased Responses

GPT-4 implements mechanisms to minimize undesirable results, thereby increasing reliability and ethical responsibility.

For example, GPT-4 is less likely to generate politically biased, offensive, or harmful content, making it a more trustworthy AI companion than GPT-3.5.

Where Can ChatGPT Go Next?

Despite its remarkable advancements, ChatGPT still has room for improvement:

  • Addressing neutrality: Enhancing its ability to discern the context and respond accordingly.
  • Understanding the user: Developing the capacity to understand who is communicating (who, where, and how).
  • External integrations: Expanding its reach through web, API, and robotic integrations.
  • Long-term memory: Improving its ability to recall past interactions and apply that knowledge to future conversations.
  • Reducing hallucination: Minimizing instances where the AI is convinced of false information.

As ChatGPT continues to evolve, it is poised to revolutionize marketing and AI-driven communications.

Its potential applications in content creation, education, customer service, and more are vast, making it an essential tool for businesses and individuals in the digital age.

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Should Congress Investigate Big Tech Platforms?

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Should Congress Investigate Big Tech Platforms?

This week, the House Energy and Commerce Committee will hold a full committee hearing with TikTok CEO Shou Chew to discuss how the platform handles users’ data, its effect on kids, and its relationship with ByteDance, its Chinese parent company.

This hearing is part of an ongoing investigation to determine whether TikTok should be banned in the United States or forced to split from ByteDance.

A ban on TikTok would affect over 150 million Americans who use TikTok for education, entertainment, and income generation.

It would also affect the five million U.S. businesses using TikTok to reach customers.

Is TikTok The Only Risk To National Security?

According to a memo released by the Tech Oversight Project, TikTok is not the only tech platform that poses risks to national security, mental health, and children.

As Congress scrutinizes TikTok, the Tech Oversight Project also strongly urges an investigation of risks posed by tech companies like Amazon, Apple, Meta, and Google.

These platforms have a documented history of serving content harmful to younger audiences and adversarial to U.S. interests. They have also failed on many occasions to protect users’ private data.

Many Big Tech companies have seen TikTok’s success and tried to emulate some of its features to encourage users to spend as much time within their platforms’ ecosystems as possible. Academics, activists, non-governmental organizations, and others have long raised concerns about these platforms’ risks.

To truly reduce Big Rech’s risks to our society, Congress must look beyond TikTok and hold other companies accountable for the same dangers they pose to national security, mental health, and private data.

Risks Posed By Big Tech Companies

The following are examples of the risks Big Tech companies pose to U.S. users.

Amazon

Amazon has made several controversial moves, including a partnership with a state propaganda agency to launch a China books portal and offering AWS services to Chinese companies, including a banned surveillance firm with ties to the military.

Apple

Independent research found that Apple collects detailed information about its users, even when users choose not to allow tracking by apps from the App Store. Over half of the top 200 suppliers for Apple operate factories in China.

Google

The FTC fined Google and YouTube $170 million for collecting children’s data without parental consent. YouTube also changed its algorithm to make it more addictive, increasing users’ time watching videos and consuming ads.

Meta

Facebook allowed Cambridge Analytica to harvest the private data of over 50 million users. It also failed to notify over 530 million users of a data breach that resulted in users’ private data being stolen.

It also allowed Russian interference in the 2016 elections. The influence operation posed as an independent news organization with 13 accounts and two pages, pushing messages critical of right-wing voices and the center-left.

TikTok 

TikTok employees confirmed that its Chinese parent company, ByteDance, is involved in decision-making and has access to TikTok’s user data. While testifying before the Senate Homeland Security Committee, Vanessa Pappas, TikTok COO, would not confirm whether ByteDance would give TikTok user data to the Chinese government.

Conclusion

While the dangers posed by TikTok are undeniable, it’s clear that Congress should also address the risks posed throughout the tech industry. By holding all major offenders accountable, we can create a safe, secure, and responsible digital landscape for everyone.


Featured Image: Koshiro K/Shutterstock



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