OPPORTUNITY IDENTIFICATION AND FORECASTING FOR SEARCH ENGINE OPTIMIZATION

US 20120041918A1
Filed: 08/11/2010
Published: 02/16/2012
Est. Priority Date: 08/11/2010
Status: Active Grant

First Claim

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1. A method of optimizing placement of references to an entity, comprising:

identifying at least one 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.

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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.

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20 Claims

1. A method of optimizing placement of references to an entity, comprising:
- identifying at least one 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.
- View Dependent Claims (2, 3, 4, 5)
- - 2. The method of claim 1, wherein the reference to the entity includes one or more of:
    - display advertising, online advertisements, news items or organic references associated with the entity.
  - 3. The method of claim 1, wherein determining the score for the results of the search of a network includes determining the score of a search of at least one channel including 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.
  - 4. The method of claim 1, further comprising determining an increase in network activity related to the entity associated with improving the score.
  - 5. The method of claim 4, further comprising determining an increase in actions related to the entity associated with the increased in network activity related to the entity.

6. A method for optimizing online references to an entity, the method comprising:
- searching at least one channel on a network for references to the entity 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;
  
  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 a total value of the visits to the entity; and
  
  displaying the search terms, the scores for the references within the search results with respect to the entity, the visits, the conversion rate and the total value.
- View Dependent Claims (7, 8, 9, 10, 11, 12, 13, 14, 15)
- - 7. The method of claim 6, wherein searching the 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.
  - 8. The method of claim 6, wherein using a plurality of search terms to generate search results includes using a plurality of keywords.
  - 9. The method of claim 8, 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.
  - 10. The method of claim 6, wherein scoring the references associated with each of the plurality of search terms includes determining a keyword rank.
  - 11. The method of claim 6, 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 entity 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.
  - 12. The method of claim 6, further comprising determining costs for improving the scores of the references within the search results with respect to the entity.
  - 13. The method of claim 12, 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.
  - 14. The method of claim 12, further comprising optimizing scores based the steps of determining the costs and values for improving the scores of the references associated with the search terms.
  - 15. The method of claim 6, further comprising crawling the search results to determine additional search terms, searching the additional search terms, determining scores for the search results for the additional search terms with respect to the entity and to an additional entity, analyzing the scores for the search results for the additional search terms 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 threshold score and the entity ranks below a threshold rank.

16. A system for optimizing online references to an entity, comprising:
- a correlator configured to determine internal data for search terms associated with the references;
  
  a deep index engine configured to generate scores for the references within the search results with respect to the entity; and
  
  a forecasting engine configured to correlate internal data with the scores for the references.
- View Dependent Claims (17, 18, 19, 20)
- - 17. The system of claim 16, wherein the internal data includes at least one of visits, conversion rates, and total value associated with each of the search terms.
  - 18. The system of claim 16, wherein the deep index engine is configured to crawl the search results related to each of the search terms to retrieve external data.
  - 19. The system of claim 16, wherein the external data includes scores for the references within the search results with respect to a different entity.
  - 20. The system of claim 19, wherein the forecasting engine is configured to determine whether the entity scores above or below a threshold rank with respect to the search terms and the different entity scores above or below the threshold rank with respect to the search terms, the forecasting engine being further configured to automatically initiate paid searches for search terms in which the entity scores below the threshold rank and the different entity scores above the threshold rank.

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Current Assignee
Brightedge Technologies Incorporated
Original Assignee
Brightedge Technologies Incorporated
Inventors
Yu, Jimmy, Yu, Sammy, Park, Lemuel S., Yip, Rolland

Granted Patent

US 8,478,700 B2
Time in Patent Office

Days
Field of Search
US Class Current

706/50
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

0 Petitions

Accused Products

Abstract

15 Citations

20 Claims

Specification

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OPPORTUNITY IDENTIFICATION AND FORECASTING FOR SEARCH ENGINE OPTIMIZATION

First Claim

3 Assignments

Subscription Required

Subscription Required

0 Petitions

Subscription Required

Accused Products

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Abstract

15 Citations

20 Claims

Specification

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Solutions

Use Cases

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