Google's Matt Cutts, clearly irritated at the many worthless SEO software pitches he sees (and many of these are worthless), does some deconstructing.
SEO Mistakes: software mistakes looks at how bad software can magnify the SEO mistakes you might make, send up a red flag to search engines and most important, might just be useless. One warning sign he finds is when software is pitched to others as something they can sell to make money, rather than to use for their own sites. Sketchy testimonials has Matt jumping in further at reasons to doubt testimonials you see.
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.