Shifts in consumer behaviour and media consumption have been core drivers behind the success of the internet in taking marketing spend away from traditional platforms but it is the accountability the internet provides that clients adore. In other forms of media you need to invest in complex econometric models to quantify the ROI (return on investment) whereas the internet provides accessible intuitive tools that provide immediate data to help you quantify your ROI.
As an internet marketing agency that specialises is SEO (search engine optimisation) we make use of these tools to help our clients diagnose the effects of our efforts. The most popular tool is Google Analytics which gives you an abundance of data about visitors to your site, where they found you and what actions they took whilst on your site but the one thing it neglects is the ability to tell you your position on the natural search engine results.
Knowing your search engine ranking position is crucial in analysing the success of any SEO campaign. If you are only carrying out a few results then the work involved is minimal and the data should be clean but if you need to source results across several hundred clients (all of whom have a variety of keywords) this is a laborious task. Due to the time this takes and the lack of certainty that the data you accrue is accurate we decided to try to automate the system.
Initially we used Microsoft Excel and wrote a macro that retrieved site rankings for specific clients, the problem this solution was that it needed to be triggered manually which of courses defeated the purposes of automation. Our team then moved on and wrote a PHP script which looped Google SERPs to retrieve search engine rankings for a list of clients and that worked fine. However, there was a slightly risky course for on our side because Google doesn’t like that. Google has a lot of measures in place which prevents its SERPS from being automatically looped through. At this junction our only solution was to resort to proxies and more importantly reliable proxies so work around the restrictions in place. There are a lot of cheap proxies but for this kind of purposes it is important to have trusted and reliable proxies – such proxies’ services are expensive and hence this solution wasn’t really for us either.
Because our in-house solutions were not scalable we had to find professional SEO software which could automate reporting for us and we had some important criteria:
- The software had to be trustworthy and from a vendor which was stable and at the forefront of creating SEO tools.
- The ranking software had to be flexible enough for us to change its reporting structure.
- The software had to be up to date with the current status and algorithms of popular search engines i.e Google, Bing and Yahoo.
- The ranking software had to have scheduling feature. This was critical as manual generation of ranking reports took a lot of time and we found ourselves spending more time preparing reports rather than getting stuck in with other important SEO tasks.
- The software had to have an email feature which could send the generated reports to our clients.
Now there are a lot of SEO tools on the market but some of them are pretty dull and anything but user-centred. We pretty much tried every single tool that we could get our hands on and none of them ticked the outlined criteria. We then came across Caphyon’s Advanced Web Ranking and it was a breath of fresh air. The tool not only meets our criteria but actually does what it says unlike all other solutions that we came across. After trialling the tool for a week we pretty much knew that was exactly what we are looking for and now generating ranking reports and automating them was a breeze.
Creating and managing projects are easy and very straight forward and although at first the interface looks overwhelming it is actually very intuitive and user-friendly.
Here are some screenshots of the interface.
Below is a quick list of some of Advanced Web Ranking’s feature:
- Keyword research tool
- Project Manager
- User Profile
- Custom Filters
- Export rank data in XML and CSV
- Google Page Rank
- Proxy per project as well as multi-proxy
- Printable reports in HTML, PDF, Excel, CSV, Text and XML
- Customizable Reports
- Local Search for both Yahoo and Google
- Quick Report Generation
- Saving reports to specific folders
- Send reports to multiple email addresses
- Send compressed zip reports by email
- Upload reports to your website
- Schedule report generation
- Schedule project updates
- Rank evolution data
- Event logging
Now we rely on Caphyon software for most of day to day SEO reporting and analysis. Advanced Web Ranking along and Advanced Link Manager (which is a fantastic link building & link popularity tool) and are placed at the very core of our tasks. Anyone in the search marketing industry who isn’t using these two tools are losing out big time both in terms of productivity and efficiency.
If you would like to find out more about Advanced Web Ranking and Advanced Link Manager be sure to check out Caphyon. Be sure to use their 30 day trial to find out exactly what these tools are capable of.