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Need of SEO Automation
With prime focus on personalization, businesses now aim to establish near real-time engagement with their audiences, making data-driven marketing the key strategic agenda of CXO’s of today. This current age of digital transformation is forcing businesses to focus on automating every touch-point of their target user journeys through systems that are integrated to work in a synchronized manner in real time. Such automated systems not only speed up repetitive tasks, but they also save costs and leave more time to focus on strategic initiatives.
SEO Automation Tools
Search Engine Optimization (SEO) is an integral part of every digital marketing strategy. Today, A search engine optimizer needs knowledge of 200+ search engine ranking factors that need to be analyzed, planned and optimized so as to achieve a higher rank on SERPs.
SEO, being a cyclic process, demands continuous involvement of SEO experts at every stage of digital marketing from designing to launching the website or producing and placing a video on YouTube. Not just websites, every public facing digital asset needs to be optimized constantly and SEO Automation comes in handy to implement this process. SEO Automation tools provide accurate analysis, ease the process of planning strategies and help businesses in achieving higher productivity and ROI.
Challenges faced by the SEO Automation Industry
The dynamics of Search Engine Algorithms
Search engine rankings and results are driven by algorithm updates. On an average Google makes around a hundred changes over a year to its search algorithm. A good SEO Automation tool must continuously stay updated with these changes and provide effective results to the users.
Discrepancies in Analytics
Tools are dependent on the data available for analysis that may have certain anomalies or some discrepancies. Users are dependent on the accuracy of the tools for their SERP rankings, hence tools must overcome such errors to produce relevant results.
Access for Multiple Domains and Number of Keyword
Agencies and Large enterprises struggle with handling multiple websites or projects and require automated SEO services for multiple domains at the same time. Usually the tools provide services to restricted number of domains. Tools also set a limit to the number of keywords provided per domain according to the package.
The General Data Protection Regulation (GDPR) has impacted data access control and there will be subsequent changes in search engine algorithms to comply with these laws.
SERP Verticals / Search Silos
SERPs brings up different types of results depending on the intent, personal data, localization, embedded results from silos such as image results, video results, featured snippets, etc. SEO Automation tools must find optimal solutions for different search silos and not just for website content.
Personalized and Localized SERPs
Through SERP personalization, there is no longer one standard results page. Google results now consider zip codes, device types, and geographic locations as factors for search queries and show different results for users in different locations. Users require tools that can optimize their website for local and personal SERPs.
Impact of Social and Review signals
There is a correlation between social signals such as re-blogs or likes and ranking factors. Google considers reviews and social signals from Google My Business and Google Reviews for page ranking. Bing considers social media likes and shares as a ranking factor too.
Integration and Usage
Users tend to use software and tools that are platform friendly and are less complex.