Take my advice: Latch on firmly to anything that helps you plan, scale and master various SEO-related tasks.
While WM produced a big list of SEO software a few months back and continues to profile interesting SEO platforms and services, it is also useful to provide guidance on how your enterprise can best use the features and functionality these SEO services provide. Consider the following a baseline for evaluation or a selection criteria for discovering the platform that can actually help develop an effective SEO workflow that is your own.
Auditing: Call it what you will (competitive analysis, benchmarking, research or auditing), but at the core of any reliable SEO software solution is the ability to accurately asses the performance of others and yourself. Those which offer their customers the ability to generate customized reports and receive practical insights will have the most positive impact on your SEO campaign. Pay attention to not only the amount of data, but also its freshness and relevancy to your specific objectives.
Task Management: The top-tier search engine optimization platforms offer not just tools to support specific SEO tasks, but help manage the entire long list of tasks associated with shoring up top positions on search engines. In-house or agency-side SEO teams (as well as geographically distributed teams) must be able to track progress, communicate and access information as they need it. Selecting a platform which enables you to create and assign tasks, message team members, see the pending tasks and simply manage the overall workload is the sign of an enterprise-ready system.
Keyword Research: You didn’t think we’d leave something as important as keyword research out, did you? It would be difficult to do so, even if we tried. The reason we’ve placed “keyword research” further down the list is pretty simple – while certainly important, it is far from the most important element of a sound system. The benefits of having an informed understanding of the competitive landscape and using another system’s infrastructure and expertise far outweigh anything else. When it comes to keyword research, however, being able to analyze keywords and related terms and phrases (volume, competitiveness, value, relevance), adding keywords to a specific campaign are those systems which bring the most value.
And Yes, More: Let this list act as a starting point for developing your own ultimate SEO workflow and the solutions mentioned as guides to higher rankings. Any support for link building would of course be welcome, as would having a platform that can sync with analytics accounts or the webmaster tools accounts of popular search engines.