SEO Tools Market Trends

SEO Tools Market Trends. The enterprise SEO tools market is being driven by a number of important trends, including: 

1. Enterprise SEO solidifies its role in digital marketing strategies.
2. Google’s dominance challenges SEOs to rethink key metrics and data sources. 
3. Quality trumps quantity as content re-emerges as king. 
4. The increasing value of mobile optimization.

The following sections discuss each of these trends in more depth.


Trend #1: Enterprise SEO Solidifies its Role in Digital Marketing 

Streamlined marketing organizations and tighter budgets focused on ROI have led many enterprises to tightly integrate
SEO into digital marketing programs that reflect more unified marketing strategies and tactics. 

The act of Seo is developing and its standing inside most en terprise conglomerations climbing. As Seo plans, headcount, also innovation selection develop, so is the interest by the C-suite that natural hunt demonstrate more return for money invested responsibility.

To meet these objectives, conglomerations have needed to enhance their cross-practical staff conveyance in branches extending from advertising and Pr, to designing, article, web growth, and item administration.

Table 4: What is the most important objective your clients are trying to achieve through search engine optimization?

The role of SEO expanded from a top-of-funnel to a full-funnel marketing activity when measuring its impact on brand awareness, site traffic, and conversions became achievable (see Table 4). Questions such as: “How are specific keywords converting?” and “Is this the type of traffic or prospect we want or need?” can now be answered by integrating data previously gathered in disparate systems.

Marketers are becoming more confident demonstrating the ROI of their SEO. Nearly 90% of marketers surveyed by SEMPO for its  State of Search Marketing Report 2012  said they felt “good” or “okay” about their organization’s ability to document  the ROI of their SEO activities (see Table 5).

Table 5: How would you rate your organization’s ability to evaluate the ROI of your SEO?

In response to their customers’ needs, more enterprise SEO tools feature sophisticated workflow and task management options that allow cooperation across departments. SEOs can share keyword research with content creation staff, which can incorporate top-performing keywords into web copy.

Management can monitor whether corrections of on-page errors and broken links have been made, and review any resulting trends in traffic. Social signals have also become a part of SEO tools.  Brand-oriented metrics incorporating social shares and +1’s are increasingly being tracked and integrated into digital marketing results as marketers look for the correlations between social media and conversions.


As digital marketing continues its evolution from an outbound, siloed channel to an inbound, integrated function, marketers and suppliers are adapting. Some companies with roots as SEO tools providers, such as Optify and Hubspot, have repositioned themselves as marketing automation platforms.