Search engine optimization performance valuation

摘要

A way to promote a web site is via search engine optimization (SEO). Traditionally, SEO practitioners have charged a fixed fee for performing SEO services. An analyzer can determine a first probability that a search query for a campaign term will result in a referral from a search engine, determine second probabilities that are associated with a plurality of particular positions in a search engine results page, combine the search query volume information, the first probability, and the second probability for the position with a monetary value to generate an organic price, combine the organic prices for the plurality of positions to value the SEO services for the campaign term. The analyzer evaluates the effectiveness of SEO activities and can generate a volume-based value for SEO services. In addition, disclosed techniques can also be used to identify candidate terms for future SEO activities.

主权项

1. A method of identifying terms suitable for search engine optimization (SEO) for a site, the method comprising:
determining a volume of search queries for each term in a set of terms, wherein the set of terms comprises at least a plurality of terms used in search engine queries to access the site; counting referrals to the site for each term in the set of terms; computing a rate of referral for each term in the set of terms as a ratio of the counted referrals to the volume of search queries; computing an expectation volume for each term in the set of terms based on the highest rate of referral of the terms in the set of terms and the volume of search queries for each term in the set of terms; and identifying one or more terms in the set of terms that are underrepresented relative to one or more other terms in the set of terms based on the expectation volume for each term in the set of terms, wherein the one or more underrepresented terms are identified as being suitable for SEO; wherein the determining, the counting, and the computing are performed, at least in part, by one or more computing devices.