SEO by Platform

An SEO platform is a free or paid software suite that provides toolkits for managing and measuring search engine optimization efforts.

There are a few types of SEO platforms, including the following:

• Full-service: A full-service SEO platform provides an all-in-one solution for practicing, tracking, and measuring search engine optimization’s performance beyond rankings and traffic but also revenue.
• Limited service: A limited-service SEO platform provides what an SEO needs to audit, research, and practice SEO, but offers limited performance data. For example, a platform like Semrush allows tracking organic visibility but not organic revenue.

With an increased emphasis on proving SEO’s effectiveness, SEOs (whether as agencies, in-house specialists, or freelancers) need a full-service solution. Otherwise, it becomes difficult for SEOs to demonstrate the channel’s value to decision-makers.

Some common SEO platforms include:

• Google Analytics
• Google Search Console
• HubSpot
• Semrush

While some platforms, like Google Analytics and Google Search Console, are free, most require a paid subscription.

Prices for SEO platforms vary and can cost anywhere from $100 to $1000 per month.

How much you pay for an SEO toolkit will depend on the following:

• Requirements: What you’re looking for, from traditional SEO to local SEO, will influence your plan selection. Additional capabilities, like return on investment (ROI) tracking, often come at a higher cost but with the benefit of proving SEO’s ROI.
• Subscription plan: Besides your plan tier, your payment plan will also influence your costs. Most companies offer a discount for paying yearly vs. monthly, for example.
• Number of users: Some SEO platforms charge by the number of seats, so agencies vs. freelancers will often pay more for an SEO solution.

In most instances, SEO software providers will list their prices online. Enterprise companies, though, will often need to request a custom quote.

In our decades of experience, we’ve found an effective SEO platform should include:

• Dedicated customer support team
• Resource library or education center
• Transparent pricing, plus communication about pricing changes
• Data export or integration capabilities
• Ongoing updates and/or roadmap

Besides the above, which focuses on the client experience, SEO platforms should also offer:

• SEO audits
• Keyword research
• Competitor research
• Rank tracking
• Reporting dashboards

Remember, an SEO platform provides an all-in-one solution to your search engine optimization needs. Of course, most SEOs use SEO tools in coordination with SEO platforms, like using Screaming Frog in addition to Semrush.

When it comes to choosing an SEO platform, consider the following questions:

• How much budget is available?
• How many people will use the tool?
• What must the platform provide at a minimum?
• Are there required integrations?
• What problems are we hoping to solve?

With a better understanding of what you need, you can research and test platforms. We recommend asking your professional network for advice, as well as taking advantage of free or paid trials.

Create a dedicated Google Sheet or Excel file to document and score your experience. Then, review it afterward to determine which platform meets your team’s needs best. You can then proceed with that platform.