3 Essential B2B marketing platforms for SEO

There are literally thousands of platforms marketers can choose from, so we’ve tried to make life easier by selecting the three platforms we use to enhance SEO for our B2B clients.  Each platform has been chosen because we use it day in and day out for SEO and to deliver the marketing strategy; they have added real value to our clients’ organic search performance or conversion rate, AND they are cost-effective, so they can be purchased even on a small budget.

SE Ranking SEO Platform

This German SEO platform does everything SEMrush and Ahrefs do, but at a fraction of the price for small businesses.

Why choose SE Ranking?

• It starts at only £49 per month, compared to £165 per month from SEMrush (at time of publication), but has all the essential features you need.
• The project management is excellent, and you can monitor your ranking, keyword performance and competition easily and effectively.
• Building a keyword strategy is incredibly easy, and we found the keyword filters easier to use than Ahrefs.
• The website audit function is comprehensive and comes with real SEO recommendations that will improve your performance.
• Competitor analysis is excellent for:
  • SERPS
  • Direct competitors
  • Finding the gaps in backlinks and keywords.

SE Ranking is an excellent SEO platform for small B2B organisations or larger businesses with small teams.  The features you get compared to the annual fee (around £500 a year) are superb, and you can easily do everything you need to improve your organic search performance and deliver your content strategy.  This includes AI ranking and integration with analytics tools, too.

There are some areas you will need to consider; backlink analysis could be deeper, and sometimes the audits struggle if there are strict firewalls, etc.  But overall, you cannot go wrong by managing your Search Engine Optimisation through SE Ranking.

Frase is a brilliant second optimisation phase B2B marketing tool.  It compares your content to top-performing SERP competition for your target keyword and then helps you optimise quickly.  Using Frase in your SEO management can significantly increase the performance of your blogs, organic traffic, landing pages or content marketing.

Why choose Frase?

Frase can help you create content from scratch, identifying the questions your audience wants answering, and using content research to find keywords or key phrases that should be included in your content.

• It has a content management system that connects to your Google Search Console account, which then provides detailed insight into which blogs are performing and which ones need further optimisation.  This also helps define your content calendar too.
• It has a Generative Engine Optimisation tool built in, so you can further develop your content to ensure it’s quick and easy to crawl for AI LLMs and Search Engines.
• You can create your own tone of voice and guidelines to ensure brand awareness is always within your control.
• It’s low cost – the basic solo package starts at only £152 per year!  An absolute bargain for the impact it will have on your organic search traffic.

Using Frase has been a genuine game-changer for our SEO performance.  Using this platform, we can find the terms that mean to most to our audience and the algorithm and incorporate them into our content.  It’s fun too – improving the optimisation score and getting our green ticks is a little addictive at times!

Leadinfo is a new addition to our B2B marketing platforms.  With Leadinfo, B2B companies can identify and follow up on organic traffic after it lands on your website, with triggers that can be created based on visitor behaviour.  Our initial impressions are good, and the insight the platform has given us has influenced our content marketing and our social media follow-up.  This is a good tool for businesses looking to improve their account-based marketing.

Why use Leadinfo?

• You can see which organisations have visited your website and then reach out to their key contacts via email or LinkedIn.
• Leadinfo tracks and records your visitors as they use the site, identifying which pages are delivering in your conversion journey and which should be prioritised for customer experience improvement.
• The triggers are very good – you can either set up a LinkedIn connection request and message using Autopilot, or send leads directly to your sales team from the platform.

We are still in the early stages of seeing the impact Leadinfo can provide, but the targeting tools, insight and follow-up have so far been very impressive.  The platform is only £57 per month, which means ROI is easy to achieve, and we see this as an excellent way for B2B marketing teams to deliver the marketing strategy and contribute to lead generation whilst ensuring organic traffic acquisition is efficient and effective.

For B2B marketers, it’s very easy to get bogged down in hundreds of different platforms, jumping from one to the other without any real sense of impact or improvement.  The platforms we use have been chosen because they provide B2B marketers with excellent value, genuinely improve SEO, content generation and conversion performance on a day-to-day basis.  Alongside increasing your engagement rate with your target audience, these platforms deliver tangible ROI that can be proven to financial stakeholders.  If you’re looking for a new B2B marketing platform, especially for SEO, then ask yourself the following questions:

Does the platform have a good cost-to-feature ratio?

Many large brands, such as SEMrush, offer amazing features, but if you haven’t got time to invest in all of them, then you’re really paying over the odds for a brand name and a features list.  Instead, consider the essential benefits you need from your platform and then match those to the price you’re going to pay.  Moz, Ahrefs and SEMRush are excellent, but often too expensive for small B2B organisations.  SE Ranking provides all the essential tools you need for SEO, but without the massive monthly price tag.

Will you use the B2B platform all the time?

It doesn’t matter what platform B2B marketers choose; if you don’t use it, learn its intricacies and then employ its recommendations, then B2B companies will never see a return on investment.  Choose a platform that’s easy to use and will be one you can log into regularly to deliver real improvements in acquiring your target audience.  Frase is a brilliant example of this; it’s fun, it’s very easy to use, and you can monitor your performance and report on ranking improvements as they happen.

How easy is the B2B marketing platform to learn and use?

The greater the number of features, the more complex a platform is to dive in and learn.  Before you choose your marketing platform for SEO or lead generation, consider the support from customer services, account management and most importantly, platform tuition.  SEMRush has its excellent academy, but SE Ranking also has a very good resource section and their online chat team and very helpful too.  We’ve found the team at Frase to be incredibly quick and responsive whenever we’ve had a query or question, and the account management team at Leadinfo have impressed us in our early days together.  Support is key to successful integration, so make sure you check it out first BEFORE subscribing.

A special mention for Grammarly

Grammarly is a grammar checking and prose correction tool.  It’s free to use in its basic form and is an essential tool for our content creation.  We use it everywhere!  It can be used as an app integrated into all office software, improving your content immediately and easily. 

Grammarly also has a very good AI detection tool, so if you are receiving content from subject matter experts and you suspect it’s been written using AI, you can check and correct as required.

Click here to add Grammarly to your techstack

Affilliate notice

This article contains links to our affiliate partners. Although our opinions here are genuine, we use all of these platforms to enhance our Clients' SEO performance. We will receive an affiliate commission if you click any of the links in the article and purchase a subscription. We use this money to continue investing in the running of this company, and the site. The price you pay is not affected by our commission. If we don't like the platform, we don't recommend or use them ourselves!