Search engine marketing software helps businesses improve their visibility on search engine results pages, usually via paid advertising. SEM tends to be focused on two key areas - Search Engine Optimization (SEO) and Pay Per Click (PPC) optimization. In order to ensure a low Cost Per Click (CPC) through paid SEM channels, software often combines SEO and SEM principles to fine-tune the content and architecture of a website prior to the promotion of it. Besides leading to a potential decrease of the CPC across different channels, SEM software can increase the click-through rate and quality score of search ads and assist with bid management. While SEO is primarily the practice of promoting the visibility of a web page or website in a search engine’s organic results, it can have ancillary benefits in decreasing the costs of paid channels as well. Software can help improve the ranking of all types of content, including images, videos, and written content. Read the full software guide...
Search engine optimization (SEO) software helps you improve a website’s online search visibility.
Search engine marketing (SEM) software allows you to automate and optimize your paid search advertisements.
Although the terms SEM and SEO are often used interchangeably, they actually have distinct meanings.
SEM is a category, which includes search engine optimization (SEO) as well as several other search marketing tactics, such as, pay per click (PPC) and social media marketing (SMM).
SEO, on the other hand, is a component of SEM that focuses exclusively on helping businesses rank higher in organic search results.
Software products in the SEM and SEO category usually feature the ability to automate keyword research and analysis, social signal tracking and backlink monitoring. Other key functionalities include the ability to generate custom reports and recommend actions for better performance. More advanced products often allow you to compare your search marketing performance with that of your competitors.
The right SEO and SEM tools help improve your brand visibility, drive more traffic to your websites, increase conversion rates and lower your overall spending on search marketing.
Due to the changing SEO and SEM landscape, vendors use different avenues to distinguish themselves based on their whitehat SEO solutions, drawing a user base roughly proportional to the strength of their product offerings.
Choosing SEO and SEM software will largely depend on the features you plan to make use of. If you’re looking to improve your paid advertising, then an SEM software solution will be right for you. If you’re not interested in paid advertising, but want to improve your organic search results, an SEO software solution will be a good choice.
Small businesses usually look for a combo package which has a mix of different solutions. For instance, a startup without a dedicated SEO team may look for a smart combination of self-service tools, including a keyword research tool, a rank checking tool, and a website crawler.
Large enterprises generally look for an end-to-end solution that combines the best features of every solution. For instance, you may need a single product for checking daily rankings, creating customized reports, monitoring competitors and doing domain analysis, among other things.
Key features that all users should consider when deciding on a solution are as follows:
Improve your organic search engine visibility. When you use SEO software, you will be able to understand which keywords are easy best to rank for within your specific niche. You will be able to tailor your content towards those keywords and acquire backlinks from sites with high domain authority to increase your overall organic search visibility.
Gain greater insight into yours and your competitor’s current SEO efforts. SEO software will provide you with the intelligence needed to analyze both your own and your competitors entire SEO strategy. You can then use this intelligence to improve and refine your own efforts to rank higher than the competitors in your industry for the keywords of your choice.
Reduce overall paid advertising spend. SEM software solutions that help you optimize and refine your ads when used with SEO leads to a decrease in cost per click (CPC) and an increase in click-through rate.
Raises brand awareness. When used properly, SEM will get your ads in front of your target audience with content that is highly relevant to them, all for free until they click on your ad. The higher you rank in the search engines, the higher the number of people who visit your website.
|API||Application Programming Interfaces (APIs) are programmatic intersections with external products or platforms that allow for custom integrations with your own solutions or other solutions you are using.|
|Audience Targeting||Allows for audience segmentation, generally to tailor marketing or advertising messages to target specific user groups.|
|Brand Management||Tracking and promotion features for one or more brands of products.|
|Conversion Tracking||Track signups, purchases or user actions to measure the effectiveness of marketing or advertising campaigns. This is often used to optimize inbound or outbound marketing efforts and improve sales conversions through a range of online channels.|
|Dashboard||Dashboards are digital interfaces commonly used to visualise data or give quick access to important features and functions of online platforms. They often serve as an overview gateway in software applications.|
|Data Export||Exporting functionality can be used to streamline the migration of data sets and information across systems, platforms or applications.|
|Data Import||Importing functionality allows you to use data sets from other systems or platforms to cut down on data entry requirements or to more easily migrate records from similar applications you have used in the past.|
|Data Visualization||Data visualization features render a visual interpretation of data sets through the use of charts, infographics and other visual cues generally in form of a reporting dashboard.|
|External Integrations||Integrations with other software products or platforms to improve efficiency and compatibility across systems.|
|Keyword Tracking||Track keywords for Search Engine Optimization (SEO), Search Engine Marketing (SEM) or item tagging purposes.|
|Link Tracking||Track link performance to your own or to competitor websites.|
|Marketing Automation||Automate marketing processes, such as outreach emails, customer engagement, chat replies through the use of chatbots and others.|
|Multi-Account||Support for several different accounts, for example different social media platform accounts.|
|Multi-User||Supports more than just one user account and generally allows for collaboration with colleagues.|
|Notifications||Includes notification support and sends you alerts with information on important events and other time sensitive instances. For example through push notifications on mobile phones or email notifications.|
|Social-Media Integration||Integration support with social media platforms, such as Facebook, Twitter, Instagram, Tumblr and others.|
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