Operationalizing search engine optimization

DC CAFC

US 8,478,746 B2
Filed: 02/08/2012
Issued: 07/02/2013
Est. Priority Date: 08/12/2010
Status: Active Grant

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1. A computer implemented method of managing references to an entity on a network, the computer including a non-transitory computer storage medium, the method comprising:

determining a score for each of a plurality of search terms with respect to an entity and one or more other entities,the score for each of the plurality of search terms for the entity being based on at least a position of a reference to the entity within search results generated using the respective search term andthe score for each of the plurality of search terms for the other entities being based on at least a position of a reference to the other entities within the search results generated using the respective search term;

determining shares of voice for the entity and the other entities across at least two of a plurality of organic search channels with respect to the plurality of search terms based on the scores for the plurality of search terms, the plurality of organic search channels selected from a group including blogs, social media, video sharing, mobile content, and search engines;

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

correlating shares of voice for the entity across the plurality of channels with respect to the search terms to determine 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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20 Claims

1. A computer implemented method of managing references to an entity on a network, the computer including a non-transitory computer storage medium, the method comprising:
- determining a score for each of a plurality of search terms with respect to an entity and one or more other entities,the score for each of the plurality of search terms for the entity being based on at least a position of a reference to the entity within search results generated using the respective search term andthe score for each of the plurality of search terms for the other entities being based on at least a position of a reference to the other entities within the search results generated using the respective search term;
  
  determining shares of voice for the entity and the other entities across at least two of a plurality of organic search channels with respect to the plurality of search terms based on the scores for the plurality of search terms, the plurality of organic search channels selected from a group including blogs, social media, video sharing, mobile content, and search engines;
  
  correlating shares of voice for the entity and the other entities with respect to the search terms to determine a relative change in share of voice for the entity with respect to the other entities; and
  
  correlating shares of voice for the entity across the plurality of channels with respect to the search terms to determine 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)
- - 2. The method of claim 1, wherein the search results are associated with different geographic locations.
  - 3. The method of claim 1, wherein the shares of voice are further based on a volatility of search results for the search terms.
  - 4. The method of claim 1, further comprising correlating the shares of voice with historical changes in search signals for the references to the entity.
  - 5. The method of claim 4, further comprising determining a change in performance for the entity with respect to the search terms and a time period associated with the change in performance.
  - 6. The method of claim 5, further comprising determining changes in shares of voice for the search terms for the time period associated with the change in performance.
  - 7. The method of claim 6, further comprising correlating the historical changes with the changes in shares of voice for the search terms for the time period to determine an aspect of the changes in shares of voice correlated with the change in performance.
  - 8. The method of claim 1, wherein determining shares of voice includes multiplying the determined shares of voice by a multiplier, wherein the multiplier is one of a sentiment correction, a geography based correction, or a volatility based correction.
  - 9. The method of claim 1, further comprising, when the relative changes in share of voice for the entity within an individual channel is larger than a predetermined value, performing analysis on the individual channel to isolate causes for the relative change in the individual channel.

10. A computer readable medium encoded with a computer program fixed in a non-transitory computer storage medium having computer-executable instructions for causing a computing system to perform operations of optimizing online references to an entity, the operations comprising:
- searching at least two channels on a network for references to the entity and other entities using a plurality of search terms to generate search results, the at least two channels being selected from a group including blogs, social media, video sharing, mobile content, and search engines;
  
  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,the score for each of the references within the search results with respect to the entity being based on at least a position of each of the references to the entity within the search results andthe score for each of the references within the search results with respect to the other entities based on at least a position of each of the references to the other entities within the search results;
  
  determining shares of voice for the entity and the other entities across each of the at least two channels with respect to the plurality of search terms;
  
  correlating shares of voice for the entity and the other entities with respect to 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 with respect to the search terms 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 (11, 12, 13, 14, 15, 16, 17, 18, 19)
- - 11. The computer readable medium of claim 10, wherein using a plurality of search terms to generate search results includes using a plurality of keywords.
  - 12. The computer readable medium of claim 11, 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.
  - 13. The computer readable medium of claim 10, wherein scoring the references associated with each of the plurality of search terms includes determining a keyword rank.
  - 14. The computer readable medium of claim 10, further comprising determining costs for improving the scores of the references within the search results associated with the search terms with respect to the entity.
  - 15. The computer readable medium of claim 14, further comprising;
    - determining values for improving the scores of the references within the search results associated with the search terms with respect to the entity; and
      
      selecting references to be improved based on determining the costs and the values for improving the scoring of the references associated with the search terms with respect to the entity.
  - 16. The computer readable medium of claim 15, further comprising optimizing the scores of the references within the search results associated with the search terms with respect to the entity based on the determining the costs and the values for improving the scores of the references within the search results associated with the search terms with respect to the entity.
  - 17. The computer readable medium of claim 10, further comprising performing a compliance analysis for the entity.
  - 18. The computer readable medium of claim 17, 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.
  - 19. The computer readable medium of claim 18, wherein applying the rules includes applying the rules by way of a virtual private network.

20. A computer implemented method of managing references to an entity on a network, the computer including a non-transitory computer storage medium, the method comprising:
- determining a score for each of a plurality of search terms with respect to an entity and one or more other entities,the score for each of the plurality of search terms for the entity being based on at least a position of a reference to the entity within search results generated using the respective search term, andthe score for each of the plurality of search terms for the other entities being based on at least a position of a reference to the other entities within the search results generated using the respective search term;
  
  determining shares of voice for the entity and the other entities across a plurality of search engines based on the scores for the plurality of search terms and a multiplier applied to the scores;
  
  correlating shares of voice for the entity across the plurality of search engines with respect to the search terms to determine relative changes in the shares of voice for the entity within each of the search engines;
  
  determining when a share of voice difference between the relative change in the share of voice for the entity with respect to the search terms within a first search engine of the plurality of search engines and the relative change in the share of voice for the entity with respect to the search terms within other search engines of the plurality of search engines is greater than a threshold; and
  
  when the share of voice difference is greater than a threshold, performing analysis with respect to the first search engine to isolate causes for the relative change in the share of voice for the entity with respect to the search terms within the first search engine,the performing the analysis including correlating the share of voice for the entity with respect to the search terms within the first search engine with historical changes in search signals that affect the positions of references to the entity within search results generated using the search terms within the first search engine.

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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

US13/368,859
Publication Number

US 20120143855A1
Time in Patent Office

510 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

1 Assignment

Litigations

1 Petition

Accused Products

Abstract

18 Citations

20 Claims

Specification

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Operationalizing search engine optimization

First Claim

1 Assignment

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Litigations

1 Petition

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Accused Products

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Abstract

18 Citations

20 Claims

Specification

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