REVIEWER: Rand Fishkin, founder and CEO of SEOmoz.

BACKGROUND: SEOmoz is a Seattle-based search engine optimization (SEO) company that provides guides and consulting services for both businesses and SEO professionals. Additionally, SEOmoz.com is a hub for the search marketing industry, providing an SEO Services Marketplace, a popular SEO blog, SEO tools and premium content.

PLATFORMS: Windows XP Media Center at the office and Windows Vista on laptops.

PROBLEM SOLVED: One of the biggest problems Enquisite Pro solves is how to identify keywords that aren’t currently converting but have the highest potential of delivering relevant traffic. Most of the time, traffic will come from the first search engine pages (because most users don’t click on additional pages). However, by building a simple report in Enquisite Pro that shows your top referrals that come from page two, you can get a fantastic list of the pages that could take only a small amount of SEO effort to push into the top 10 and drive many more visits. For the right organizations, this ability makes the tool priceless. Being able to see the referring search results page that sent traffic is one of the biggest benefits of using Enquisite Pro.

PRODUCT FUNCTIONALITY: Enquisite takes away your shotgun and gives you a rifle with a precision, laser scope that makes for far greater accuracy. For example, perform a search for “used cars” in Seattle and that same query in New York and the results are exactly the same, right? Wrong. Google in particular (but all of the search engines at times) will show subtly or vastly different rankings depending on the geolocation of the user’s request - even when they hit the same data center. Knowing not just where your traffic is coming from (which all analytics provide) but which search phrases show high versus low performance in certain regions opens new opportunities for targeting and focusing attention on the right parts of an SEO campaign.

STRENGTHS: Enquisite lets you drill down into extremely specific search referral data to identify patterns to help predict future success, measure current efforts and focus on specific words and phrases when necessary.

WEAKNESSES: It’s not a full-scale Web analytics tool. Enquisite does not take the place of existing Web analytics solutions, so marketers expecting to find funnel reports and shopping cart abandonment rates will be disappointed.

SELECTION CRITERIA: I’ve been incredibly frustrated by the lack of detailed, usable data in standard analytics packages. When I first saw Enquisite Pro in 2006, I could see that it was a tremendous step up. The data was custom made to deliver the reports, results and action items we so desperately needed. The fact that Enquisite Pro is affordable for a small to midsized SEO made the choice easy.

DELIVERABLES: Enquisite Pro provides data and reports that drill down into all aspects of search marketing, including information on top referrers, keywords, keyword phrases and geographic location of searchers down to the city and/or zip code. One of the reports we count on most is the Long Tail report. SEOmoz works with a lot of large clients who experience days or weeks when their traffic spikes or crashes from the search engines. Enquisite Pro lets us drill right down into the Long Tail report to see precisely where deviations in traffic are occurring. Sometimes, it’s a few pages or even one page that’s seeing a massive spike, but other times, we’ll see global ranking rises or falls across the entire domain, or subsections of it, that are responsible. The ability to know why is essential, as we can replicate successes and eliminate failures without playing detective for a month inside the analytics.

VENDOR SUPPORT: I’ve known our support representative for four years, and in that time, he’s proven himself to be an incredibly talented search marketer. Working with the Enquisite team has been delightful. They answered all of our questions before, during and after our purchase and have continued to be receptive to our feedback and suggestions for future versions of the product. The best part of working with Enquisite is that we get so much valuable information from this one small application.

DOCUMENTATION: Enquisite Pro’s documentation is easy to understand and thorough; any member of the SEOmoz team could log into Enquisite Pro and, within minutes, understand how to work with the application. The user interface is intuitive and the online help menu is available in the unlikely event that you’re stumped.

Enquisite Pro
Enquisite, Inc.
649 Mission Street
5th floor
San Francisco, CA 94105
(415) 655-4970
http://www.enquisite.com/

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