Operationalizing search engine optimization

DC CAFC

US 8,135,706 B2
Filed: 08/12/2010
Issued: 03/13/2012
Est. Priority Date: 08/12/2010
Status: Active Grant

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First Claim

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1. A method for managing references to an entity on a network, comprising:

determining shares of voice for an entity and other entities across a plurality of channels with respect to a plurality of search terms, wherein determining shares of voice includes determining rank positions for the search terms with respect to the entity and the other entities and multiplying the rank positions by products of estimated click rates and volumes of traffic on the network for the entity and the other entities;

correlating shares of voice for the entity and the other entities with respect the search terms to determine a relative change in share of voice for the entity with respect to the other entities;

correlating shares of voice for the entity across the plurality of channels to determine relative changes in share of voice for the entity within each of the channels; and

displaying the relative change in share of voice for the entity with respect to the other entities and the relative changes in share of voice for the entity within each of the channels.

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Abstract

A method for managing reference to an entity on a network includes determining shares of voice for an entity and other entities across a plurality of channels with respect to a plurality of search terms. The method also includes correlating shares of voice for the entity and the other entities with respect the search terms to determine a relative change in share of voice for the entity with respect to the other entities. Thereafter, shares of voice for the entity across the plurality of channels may be correlated to determine relative changes in share of voice for the entity within each of the channels. The relative change in share of voice for the entity with respect to the other entities and the relative changes in share of voice for the entity within each of the channels may then be displayed.

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22 Claims

1. A method for managing references to an entity on a network, comprising:
- determining shares of voice for an entity and other entities across a plurality of channels with respect to a plurality of search terms, wherein determining shares of voice includes determining rank positions for the search terms with respect to the entity and the other entities and multiplying the rank positions by products of estimated click rates and volumes of traffic on the network for the entity and the other entities;
  
  correlating shares of voice for the entity and the other entities with respect the search terms to determine a relative change in share of voice for the entity with respect to the other entities;
  
  correlating shares of voice for the entity across the plurality of channels to determine relative changes in share of voice for the entity within each of the channels; and
  
  displaying the relative change in share of voice for the entity with respect to the other entities and the relative changes in share of voice for the entity within each of the channels.
- View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
- - 2. The method of claim 1, wherein determining shares of voice includes retrieving search results associated with different geographic locations.
  - 3. The method of claim 1, wherein calculating shares of voice includes determining volatility of search results for the search terms.
  - 4. The method of claim 1, further comprising correlating shares of voice with historical changes in search signals.
  - 5. The method of claim 1, wherein the channels include at least one of display advertisements, organic searches, page searches, linked advertisement networks, banner advertisements, contextual advertisements, e-mail, blogs, social networks, social news, affiliate marketing, mobile advertisements, media advertisements, video advertisements, discussion forums, news sites, rich media, social bookmarks, paid searches and in-game advertisements.
  - 6. The method of claim 1, wherein the search terms are determined by a process including:
    - determining a grouping for actions related to the entity, the grouping including a plurality of terms;
      
      searching the network for the terms associated with the grouping; and
      
      analyzing results of the searches to determine the rank positions for the entity within the results.
  - 7. The method of claim 6, wherein analyzing the results of the searches includes crawling the results of the search.
  - 8. The method of claim 7, further comprising performing a keyword frequency analysis on the pages crawled during the crawling step.
  - 9. The method of claim 8, further comprising grouping keywords identified during the crawling step with the terms of the grouping.
  - 10. The method of claim 7, wherein crawling the results of the search includes identifying page types of references within the search results.

11. A system for optimizing online references to an entity, the system comprising:
- a processor configured to execute computer instructions to cause the system to perform operations, the operations comprising;
  
  searching at least one channel on a network for references to the entity and other entities using a plurality of search terms to generate search results;
  
  scoring the references associated with each of the plurality of search terms to generate scores for the references within the search results with respect to the entity and the other entities;
  
  correlating conversions by one or more visits to the entity with the search terms that directed the visits to the entity to determine a conversion rate;
  
  determining shares of voice for the entity and the other entities across a plurality of channels with respect to the plurality of search terms, wherein determining shares of voice includes determining rank positions for the search terms with respect to the entity and the other entities and multiplying the rank positions by products of estimated click rates and volumes of traffic on the network for the entity and the other entities;
  
  correlating shares of voice for the entity and the other entities with respect the search terms to determine a relative change in share of voice for the entity with respect to the other entities based on the scores for the references; and
  
  correlating shares of voice for the entity across the plurality of channels to determine relative changes in share of voice for the entity within each of the channels based on the scores for the references.
- View Dependent Claims (12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22)
- - 12. The system of claim 11, wherein searching at least one channel includes searching at least one of:
    - display advertisements, organic searches, page searches, linked advertisement networks, banner advertisements, contextual advertisements, e-mail, blogs, social networks, social news, affiliate marketing, mobile advertisements, media advertisements, video advertisements, discussion forums, news sites, rich media, social bookmarks, paid searches and in-game advertisements.
  - 13. The system of claim 11, wherein using a plurality of search terms to generate search results includes using a plurality of keywords.
  - 14. The system of claim 13, wherein using a plurality of keywords further includes crawling previously returned search results and conducting a keyword frequency analysis to identify at least some of the plurality of keywords.
  - 15. The system of claim 11, wherein scoring the references associated with each of the plurality of search terms includes determining a keyword rank.
  - 16. The system of claim 11, further comprising scoring the references associated with each of the plurality of search terms to generate scores for the references within the search results with respect to competitive listings;
    - comparing the scores of the references within the search results with respect to the identify with the scores for the references within the search results with respect to competitive listings; and
      
      displaying the search terms, the competitive listings, and the scores for the references within the search results with respect to the competitive listings.
  - 17. The system of claim 11, further comprising determining costs for improving the scores of the references within the search results with respect to the entity.
  - 18. The system of claim 17, further comprising determining values for improving the scores of the references within the search results associated with the search terms and selecting references to be improved based on determining the costs and values for improving the scoring of the references associated with the search terms.
  - 19. The system of claim 17, further comprising optimizing scores based on the steps of determining the costs and values for improving the scores of the references associated with the search terms.
  - 20. The system of claim 11, further comprising performing a compliance analysis for the entity.
  - 21. The system of claim 20, wherein the compliance analysis includes defining rules for the entity, defining constructs for the entity, determining owners for the constructs, and applying the rules to the constructs to determine compliance of the constructs with the rules, wherein applying the rules is performed in a distributed network in the cloud.
  - 22. The system of claim 21, wherein applying the rules includes applying the rules by way of a virtual private network.

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Current Assignee
Brightedge Technologies Incorporated
Original Assignee
Brightedge Technologies Incorporated
Inventors
Yu, Jimmy, Yu, Sammy, Park, Lemuel S., Yip, Rolland
Primary Examiner(s)
Chbouki, Tarek

Application Number

US12/855,668
Publication Number

US 20120041938A1
Time in Patent Office

579 Days
Field of Search

None
US Class Current

707/722
CPC Class Codes

G06F 16/951 Indexing; Web crawling tech...

G06Q 30/0251 Targeted advertisements

Operationalizing search engine optimization

First Claim

3 Assignments

Litigations

1 Petition

Accused Products

Abstract

28 Citations

22 Claims

Specification

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Operationalizing search engine optimization

First Claim

3 Assignments

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Subscription Required

Litigations

1 Petition

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Accused Products

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Abstract

28 Citations

22 Claims

Specification

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Solutions

Use Cases

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