Longtail UX, a funded Australian SaaS startup, has announced a new Search Marketing Scorecard to help companies that do business online.
The tool, which measures and forecasts SEO and SEM performance and potential to acquire market share, is free and open to the public.
The announcement is being made in Australia during the run-up to the company’s official US launch of the tool at SMX East, where Longtail UX joins Google and Microsoft as one of three title sponsors.
The Scorecard launch follows Longtail UX’s recent 2.5 million dollars capital raise for global expansion from investors including Andrew Bassat of SEEK.
The free diagnostic tool allows companies using google analytics to forecast potential ROI for both brand and generic keywords phrases.
It will be available to all-sized online businesses, regardless of whether or not they are a Longtail UX user.
Co-founder and CEO Andreas Dzumla said: “The ambiguity of traditional SEO has made it difficult to understand its ROI and to secure budget for this crucial part of the marketing equation.
“For SEM, we still see too many cases where brand vs. generic keyword ROI isn’t properly broken down and used for marketing decisions either.
“We have released scorecard as there is an opportunity for businesses to understand where they can gain a competitive advantage when taking on dominating marketplaces like Amazon.”
He added: “It’s designed to let users make better-informed decisions.”
The Scorecard reveals how much market share is being lost to competing websites – for both paid and organic searches.
For SEO, there is no tool in the market that does this automatically with any degree of accuracy.
While there are tools that attempt to do this by proxy indicators, the method used by the Longtail UX Scorecard is based on real data from visitors acquired via the Search channel.
For SEM, there are some approaches to build custom dashboards or channels Google Analytics or other web analytics platforms – but no single tool to do this for SEM & SEO and looks at the synergy effects between these two.