Opportunity identification and forecasting for search engine optimization

DC CAFC

US 8,478,700 B2
Filed: 08/11/2010
Issued: 07/02/2013
Est. Priority Date: 08/11/2010
Status: Active Grant

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First Claim

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1. A method for optimizing online references to an entity that are non-paid advertisements, the method comprising:

searching at least one channel unassociated with paid advertisements on a network for references to the entity unassociated with paid advertisements using a plurality of search terms to generate search results that include a plurality of references;

scoring the references to the entity associated with each of the plurality of search terms from the plurality of references to generate scores for the references to the entity;

correlating conversions by one or more visits to a website of the entity through the reference with the search terms that directed the visits to the entity to determine a conversion rate;

determining a total value of the conversions to the entity;

correlating at least the total value of the conversions to the entity associated with the references to the entity and the scores for the references to the entity to identify one or more of the plurality of search terms; and

for the identified one or more of the plurality of search terms, forecasting an increase in conversions for the references to the entity associated with an increase in the scores for the references to the entity.

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Abstract

A method of optimizing placement of references to an entity includes identifying at least search term to be optimized, determining a score for results of a search of a network with respect to the entity, determining costs associated with improving the score, and determining values associated with improving the score.

11 Citations

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15 Claims

1. A method for optimizing online references to an entity that are non-paid advertisements, the method comprising:
- searching at least one channel unassociated with paid advertisements on a network for references to the entity unassociated with paid advertisements using a plurality of search terms to generate search results that include a plurality of references;
  
  scoring the references to the entity associated with each of the plurality of search terms from the plurality of references to generate scores for the references to the entity;
  
  correlating conversions by one or more visits to a website of the entity through the reference with the search terms that directed the visits to the entity to determine a conversion rate;
  
  determining a total value of the conversions to the entity;
  
  correlating at least the total value of the conversions to the entity associated with the references to the entity and the scores for the references to the entity to identify one or more of the plurality of search terms; and
  
  for the identified one or more of the plurality of search terms, forecasting an increase in conversions for the references to the entity associated with an increase in the scores for the references to the entity.
- View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
- - 2. The method of claim 1, wherein searching the at least one channel includes searching at least one of:
    - organic searches, page searches, e-mail, blogs, social networks, social news, affiliate marketing, discussion forums, news sites, rich media, and social bookmarks.
  - 3. The method of claim 1, wherein using a plurality of search terms to generate search results includes using a plurality of keywords.
  - 4. The method of claim 3, 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.
  - 5. The method of claim 1, wherein scoring the references to the entity associated with each of the plurality of search terms includes determining a keyword rank.
  - 6. The method of claim 1, further comprising scoring references unassociated with the entity and associated with each of the plurality of search terms to generate scores for the references unassociated with the entity within the search results with respect to competitive listings;
    - comparing the scores of the references to the entity with the scores for the references unassociated with the entity with respect to competitive listings; and
      
      displaying the search terms, the competitive listings, and the scores for the references unassociated with the entity with respect to the competitive listings.
  - 7. The method of claim 1, further comprising determining costs for improving the scores of the references to the entity.
  - 8. The method of claim 7, further comprising determining values for improving the scores of the references to the entity associated with the search terms and selecting references to be improved based on determining the costs and values for improving the scores of the references to the entity associated with the search terms.
  - 9. The method of claim 8, further comprising optimizing the scores of the references to the entity based on the steps of determining the costs and values for improving the scores of the references associated with the search terms.
  - 10. The method of claim 1, further comprising:
    - crawling the plurality of search results to determine additional search terms;
      
      searching the at least one channel unassociated with paid advertisements on the network using the additional search terms to generate additional search results;
      
      determining scores for references to the entity and for references to an additional entity included in the additional search results;
      
      analyzing the scores for the references to the entity and for the references to the additional entity to determine if the entity ranks with respect to the additional search terms and if the additional entity ranks with respect to the additional search terms; and
      
      automatically targeting the search terms in a paid search if the additional entity ranks above a first threshold score and the entity ranks below a second threshold score.

11. A non-transitory computer readable storage medium configured to cause a system to perform operations of optimizing online references to an entity that are non-paid advertisements, the operations comprising:
- searching at least one channel unassociated with paid advertisements on a network for references to the entity unassociated with paid advertisements using a plurality of search terms to generate search results that include a plurality of references;
  
  scoring the references to the entity associated with each of the plurality of search terms from the plurality of references to generate scores for the references to the entity;
  
  correlating conversions by one or more visits to a website of the entity through the reference with the search terms that directed the visits to the entity to determine a conversion rate;
  
  determining a total value of the conversions to the entity;
  
  correlating at least the total value of the conversions to the entity associated with the references to the entity and the scores for the references to the entity to identify one or more of the plurality of search terms; and
  
  for the identified one or more of the plurality of search terms, forecasting an increase in conversions for the references to the entity associated with an increase in the scores for the references to the entity.
- View Dependent Claims (12, 13, 14, 15)
- - 12. The non-transitory computer readable storage medium of claim 11, wherein the operations further comprise scoring the references to the entity associated with each of the plurality of search terms includes determining a keyword rank.
  - 13. The non-transitory computer readable storage medium of claim 11, wherein the operations further comprise:
    - scoring references unassociated with the entity and associated with each of the plurality of search terms to generate scores for the references unassociated with the entity within the search results with respect to competitive listings;
      
      comparing the scores of the references to the entity with the scores for the references unassociated with the entity with respect to competitive listings; and
      
      displaying the search terms, the competitive listings, and the scores for the references unassociated with the entity with respect to the competitive listings.
  - 14. The non-transitory computer readable storage medium of claim 11, wherein the operations further comprise determining costs for improving the scores of the references to the entity.
  - 15. The non-transitory computer readable storage medium of claim 14, wherein the operations further comprise determining values for improving the scores of the references to the entity associated with the search terms and selecting references to be improved based on determining the costs and values for improving the scores of the references to the entity associated with the search terms.

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Litigation Data

Current Assignee
Brightedge Technologies Incorporated
Original Assignee
Brightedge Technologies Incorporated
Inventors
Yu, Jimmy, Yu, Sammy, Park, Lemuel S., Yip, Rolland
Primary Examiner(s)
Chaki, Kakali
Assistant Examiner(s)
Gonzales, Vincent

Application Number

US12/854,644
Publication Number

US 20120041918A1
Time in Patent Office

1,056 Days
Field of Search

706/12, 705/14.43, 705/14.46
US Class Current

706/12
CPC Class Codes

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

G06N 99/00   Subject matter not provided...

G06Q 30/0256   User search

Opportunity identification and forecasting for search engine optimization

First Claim

3 Assignments

Litigations

1 Petition

Accused Products

Abstract

11 Citations

15 Claims

Specification

Use Cases

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Others

Opportunity identification and forecasting for search engine optimization

First Claim

3 Assignments

Subscription Required

Subscription Required

Litigations

1 Petition

Subscription Required

Accused Products

Subscription Required

Abstract

11 Citations

15 Claims

Specification

Subscription Required

Use Cases

Quick Links

Others