The Top SEO Platforms: Forrester Wave Report

Forrester’s overall assessment is that SEO platforms are useful, but don’t provide the breadth offered by PPC automation tools. This isn’t surprising – even though search marketers have been practicing optimization long before paid search optimization tools emerged, paid search, at least to some extent, is a far less complex process and more suited to automation. Organic search, by contrast, is more difficult, due to inherent differences in how search engines look at each type of marketing. Rather than the essentially “paying for position” option that’s available to paid search advertisers (it’s more complicated than that, but let’s take this as the basic assumption), organic SEOs must have a deep understanding of how results are determined, and to complicate things, must also understand factors that affect rankings such as personalization, authorship, structured markup an...

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