Search Term Scoring System for Organic Marketing Optimization
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Solution Overview
Problem
Web page owners face challenges in accurately determining the effectiveness of their marketing efforts, particularly in organic search marketing, as they cannot distinguish between visitors from specific search engine result positions, leading to difficulties in optimizing their strategies with limited information.
Innovation Solution
A system and method that combines internal and external data to score search terms, correlate conversions, and forecast the value of optimizing online references, using a deep index engine to analyze search results and a forecasting engine to predict business outcomes, enabling marketers to identify opportunities and allocate resources effectively.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If Web Page owners rely on referral header data to estimate visitor sources, then they can track some visitor information, but they cannot determine the number of visitors from specific search engine result positions
Solution Approach 1:
The patent applies preliminary action by implementing JavaScript code on the Web Page that executes before visitors complete their actions, capturing data about their journey including search engine result position. This preliminary data collection enables accurate tracking of visitor sources and positions before the referral header data is lost or insufficient.
Solution Approach 2:
The patent introduces an intermediary mechanism - a database and processing system that stores and correlates visitor data with search engine result position information. This intermediary system bridges the gap between the insufficient referral header data and the need for precise visitor source tracking by maintaining detailed records of how visitors arrived at the page.
2Productivity
If Web Page owners improve ranking in search engine results, then organic search performance improves, but they cannot determine the effectiveness compared to other marketing strategies without additional data
Solution Approach 1:
The patent implements feedback by capturing and storing data about visitor actions (purchases, sign-ups, etc.) and correlating them with the search engine result position and marketing strategy used. This feedback loop provides Web Page owners with actionable insights into which marketing approaches generate the most valuable conversions, enabling data-driven decisions about resource allocation.
3Adaptability or versatility
If Web Page owners are confronted with limited marketing budgets, then they must choose between improving search engine ranking or placing advertisements, but lack information on which strategy would be more effective
Solution Approach 1:
The patent replaces the mechanical system of guesswork and estimation in marketing strategy selection with an automated data collection and analysis system. The JavaScript code, database, and processing mechanisms automatically gather and analyze performance data, substituting intuitive decision-making with evidence-based insights that reveal which marketing strategies deliver the best returns.
Data Source
AI summary
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.