The closest resemblance to today’s SEO tools can likely be attributed to companies like Moz who began their operations in the early development of search giants like Google. The competitive landscape of SEO platforms has changed many times over since then – and currently there are new tools being launched almost on a regular basis.
The great part about all of it is that we’re seeing not only – but also pure innovation which follows the requirements set by search engines. One such example is Rank Ranger’s recent Visibility Score update which measures how many pixels down in the SERP your rankings actually appear at – which is a very objective indicator of how much traffic and exposure you should expect, considering the Google result pages are nowadays filled with various SERP Features like the Google Ads, Local Pack, Knowledge Box, etc.
So yes, while it’s critical to stress that SEO is still a very important and solid channel for growth for almost any company, it is also one that is evolving – and requires evolving technology to keep up with it. Overall, we can conclude that it’s a great step towards the future of searching and delivering information to the end user – which almost feel like a new era of consumer search behavior.
But all of these changes must also come with downsides, right? Yes, and the ones who experience that are often smaller companies. The issue that comes in the way, that instead of lowering is actually contributing to a harsher entry threshold is namely the price. Innovation across the SEO tools industry is costly as it requires both an ongoing development and maintenance – but also enough server power to meet the crawling demands. And to understand more about that issue, let’s examine how smaller companies
How Smaller Companies Use Premium SEO Tools
There are many similar high profile all-in-one SEO tools which allow you to track your google rankings, find new keywords, monitor backlinks, or do competitive research and analysis. Usually, these are large known websites which are quite popular in the SEO & SEM spaces – for example,. Ahrefs, Moz, WooRank and SEMrush to name a few.
The only downsides to platforms like these is usually the price. WIth a price usually around $100 per month for the smallest plan, it is often difficult for small businesses to make use of them. And such high pricing increases the entry barrier for small companies to understand and utilize SEO.
In such cases where a business cannot afford to pay such high subscription fees but still sees search engine optimization as a growth channel, they often refer to similar tools to the ones named above. Take, for example, this Woorank alternative SEO tool called Morningscore. It offers similar features, benefits and functionality like Woorank itself – but at a lower price point.
In fact, when comparing their metrics it becomes obvious that actually smaller platforms offer not only lower subscription fees overall – but also more fair credit systems. Such is, for example, the number of keyword rankings you can track and monitor daily – where Morningscore in its smallest plan (LITE) offers 100 Rank Tracker Credits where for a comparable pricing plan, Woorank offers 50 Keyword Credits.
Now, looking at both SEO solutions side by side, factors such as these make the case in favor of newer tools like Morningscore – and prove that such platforms are a very cost-effective solution for businesses on a budget.
Tools For Solopreneurs Or Mom-And-Pop Shops
The case is similar for microbusinesses too. Often, solopreneurs like consultants, coaches and mentors or private-practice health practitioners are limited in how much they can invest in online marketing – and therefore channels like SEO are perfect for them.
However, the main difference here also comes from a Usability point of view. While generally bigger and more known tools provide better data quality*, simultaneously they are also the ones that are more likely to have a slightly outdated or less user-friendly interface.
The case here is that while SEO professionals and expats who work with such tools on a daily basis can navigate the tools and see great value in them, they are often not tailored to less advanced users who are just starting out with improving their websites.
*In actuality, it is important to mention that many tools, even some of hte most well known platforms use data suppliers which are often the same companies who have large operations and networks for scanning Google. This is an important note when judging the credibility of a platform and the quality of the data it provides.
Enterprise SEO Tools – The Other End Of The Spectrum
Now, if we were to plot all SEO platforms and providers you will, of course, find a spectrum – both sides of which have names that stand out. Such is the case also for Enterprise SEO tools and the target market they serve – specifically, as the name suggests, large companies with significant SEO power and in-house resources.
And while there aren’t many to choose from, there are still clear market winners which are very popular among enterprise-sized companies. Some popular such SEO tools are names like Conductor, Botify, SiteImprove, and Advanced Web Ranking. Such companies primarily serve clients of the size of conglomerates like Adobe, Microsoft, Marriott Hotels, Phillips, Allianz, Renault, and VIsa to name a few. These platforms are highly customizable – which is often a requirement by their clients.
Rachael is a content writer at serpwizz.com, who has written on a Ultimate Resume Guide, from colored diamonds to SEO software. In her spare time, she enjoys singing, sketching, cooking, and video games.