Search engine optimization (SEO) software, or organic search marketing software, is designed to improve the ranking of websites in search engine results pages (SERPs) without paying the search engine provider for placement. These tools provide SEO insights to companies through a variety of different features, helping identify the best strategies to improve a website’s search relevance. Many tools also offer competitor data and broad industry analysis. SEO software is often used by product and marketing teams, as well as SEO specialists, to identify areas for improvement on their web properties that could help produce higher rankings in search engines such as Google, Yahoo, and Bing.
Products in the SEO category must offer one or more of the following functions: SEO audits, rank tracking, keyword research, content optimization, or link building. SEO auditing tools provide businesses with a report of their website’s SEO “health.” These products identify content-based or technical issues that may impact a website’s search ranking and make suggestions for potential improvement. Rank tracking tools monitor a website’s performance in SERPs for a given keyword, while keyword research tools enable businesses to identify alternative search terms and the search volume for those terms. In SEO software, content optimization tools help businesses enhance their website’s content through features such as artificial intelligence, SEO automation, and semantic SEO. Link building tools are used to improve a website’s off-page SEO by monitoring backlinks and identifying new link building opportunities.
Some SEO software solutions offer features of local SEO software. These tools help businesses track their rankings on local search pages, monitor local listings, and discover top-ranking local keywords. Other SEO software products may provide paid search optimization tools, such as pay-per-click (PPC) ad optimization, conversion metrics, and ad placement. (To learn more about search advertising products, please visit our search advertising software category.)
To qualify for inclusion in the SEO category, a product must:
Perform one or more of the following functions in relation to SEO: content optimization, SEO audits, keyword research, rank tracking, link building, or backlink monitoring
Provide reports on optimization-related metrics
Focus on the improvement in free, organic search engine listings