OPERATIONALIZING SEARCH ENGINE OPTIMIZATION

US 20120143855A1
Filed: 02/08/2012
Published: 06/07/2012
Est. Priority Date: 08/12/2010
Status: Active Grant

First Claim

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1. A method of 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;

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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23 Claims

1. A method of 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;
  
  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, 11)
- - 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 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 in voice for the search terms for the time period to determine an aspect of the changes in shares in voice correlated with the change in performance.
  - 8. The method of claim 1, wherein each channel includes 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.
  - 9. 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 a rank for the entity within the results.
  - 10. 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.
  - 11. 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.

12. A computer readable medium encoded with a computer program 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 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;
  
  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 (13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23)
- - 13. The computer readable medium of claim 12, wherein search 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.
  - 14. The computer readable medium of claim 12, wherein using a plurality of search terms to generate search results includes using a plurality of keywords.
  - 15. The computer readable medium of claim 14, 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.
  - 16. The computer readable medium of claim 12, wherein scoring the references associated with each of the plurality of search terms includes determining a keyword rank.
  - 17. The computer readable medium of claim 12, 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.
  - 18. The computer readable medium of claim 12, further comprising determining costs for improving the scores of the references within the search results with respect to the entity.
  - 19. The computer readable medium of claim 18, 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.
  - 20. The computer readable medium of claim 18, 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.
  - 21. The computer readable medium of claim 12, further comprising performing a compliance analysis for the entity.
  - 22. The computer readable medium of claim 21, 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.
  - 23. The computer readable medium of claim 22, 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, PARK, LEMUEL S., YU, SAMMY, YIP, ROLLAND

Granted Patent

US 8,478,746 B2
Time in Patent Office

Days
Field of Search
US Class Current

707/723
CPC Class Codes

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

G06Q 30/0251 Targeted advertisements

OPERATIONALIZING SEARCH ENGINE OPTIMIZATION

First Claim

1 Assignment

0 Petitions

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Abstract

10 Citations

23 Claims

Specification

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OPERATIONALIZING SEARCH ENGINE OPTIMIZATION

First Claim

1 Assignment

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0 Petitions

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Accused Products

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Abstract

10 Citations

23 Claims

Specification

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