Integrated web analytics and actionable workbench tools for search engine optimization and marketing

• US 20090292677A1
• Filed: 03/27/2009
• Published: 11/26/2009
• Est. Priority Date: 02/15/2008
• Status: Abandoned Application

• Current Assignee: Wordstream
• Original Assignee: Wordstream
• Inventors: Kim, Larry
• Application Number:
  US12/412,856
• Publication Number:
  US 20090292677A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking

Abstract

Methods and systems disclosed herein relate to a private keyword database and method of generating the database, such as compilation, manipulation, segmentation, analysis, and leveraging, to enable search engine optimization and marketing tools. The private keyword database may include search marketing data, such as keywords, a character string, a phrase, a slogan, an idiom, a string of characters of alpha-numeric codes, and the like, which may be aggregated from any number of public and proprietary data sources. Related user interfaces, applications, and computer program products are disclosed.

Claims

1-36. -36. (canceled)

37. A computer-implemented method applicable to a computer facility adapted to facilitate a workflow for at least one of search engine optimization and search engine marketing, comprising:

collecting a data set of traffic-generating keywords, the traffic-generating keyword data set representing keywords used to access a web resource during different periods of time;

collecting a data set of suggested keywords;

associating at least one of the suggested keywords and the traffic-generating keywords into a working keyword data set;

presenting the working keyword data set to users, thereby allowing users to transform the working keyword data set into a private keyword data set by at least one of adding keywords to and deleting keywords from the working keyword data set, the private keyword data set being adapted for use in a workflow associated with at least one of search engine marketing and search engine optimization;

storing in a private keyword data set a property indicative of the performance of each keyword from the working keyword data set in accessing the web resource; and

presenting in a visual user interface information representing the keyword performance properties, thereby facilitating analysis as to what keywords should be used to optimize at least one of search engine results and search engine marketing for the web resource.

38. The computer-implemented method of claim 37, further comprising grouping keywords in the working keyword data set into a plurality of multi-dimensional, hierarchical keyword groups.

39. The computer-implemented method of claim 38, wherein at least some keyword groups are segmented into sub-groups.

40. The computer implemented method of claim 38, further comprising, allowing users to add keywords to and delete keywords from keyword groups and sub-groups.

41. The computer-implemented method of claim 37, further comprising, allowing user-definition of rules that automatically govern at least one of addition of new keywords to keyword groups, and deletion of keywords from the working keyword data set.

42. The computer-implemented method of claim 37, further comprising, allowing user-definition of rules that automatically govern grouping of keywords into keyword groups.

43. The computer implemented method of claim 37, further comprising,

analyzing the working keyword data set to automatically identify terms that are at least one of relevant or irrelevant to accessing a website;

and

automatically grouping relevant new keywords with a relevant keyword group and automatically grouping irrelevant keywords with an irrelevant keyword group to transform the keyword data set into a grouped data set of relevant and irrelevant keywords.

44. The computer implemented method of claim 43, further comprising allowing a user to define a rule set by which a keyword is grouped with a keyword group according to a relevance of the keyword.

45. The computer implemented method of claim 37, wherein the performance property is at least one of a frequency with which a keyword is used to access a web resource and a frequency that a desired action is undertaken by a user who has accessed the web resource by using the keyword.

46. The computer implemented method of claim 37, wherein the performance property is a historical value of actions taken by users who have accessed a web resource by using the keyword and the expected value of future actions that are predicted to be taken by users who have accessed the resource using the keyword.

47. A system adapted to facilitate a workflow for at least one of search engine optimization and search engine marketing, comprising:

a data collection facility that collects a data set of traffic-generating keywords, the traffic-generating keyword data set representing keywords used to access a web resource during different periods of time and a data set of suggested keywords;

a processor that associates at least one of the suggested keywords and the traffic-generating keywords into a working keyword data set;

a presentation facility that presents the working keyword data set to users, thereby allowing users to transform the working keyword data set into a private keyword data set by at least one of adding keywords to and deleting keywords from the working keyword data set, the private keyword data set being adapted for use in a workflow associated with at least one of search engine marketing and search engine optimization;

a memory facility that stores in a private keyword data set a property indicative of the performance of each keyword from the working keyword data set in accessing the web resource; and

a visual user interface that presents information representing the keyword performance properties, thereby facilitating analysis as to what keywords should be used to optimize at least one of search engine results and search engine marketing for the web resource.

48. The system of claim 47, further comprising a processor that groups keywords in the working keyword data set into a plurality of multi-dimensional, hierarchical keyword groups.

49. The system of claim 48, wherein at least some keyword groups are segmented into sub-groups.

50. The system of claim 48, wherein the processor enables users to add keywords to and delete keywords from keyword groups and sub-groups.

51. The system of claim 47, further comprising, a rules server to store a user-defined rule that automatically governs at least one of addition of new keywords to keyword groups, and deletion of keywords from the working keyword data set.

52. The system of claim 47, further comprising, a rules server to store a user-defined rule that automatically governs grouping of keywords into keyword groups.

53. The system of claim 47, further comprising,

a processor that analyzes the working keyword data set to automatically identify terms that are at least one of relevant or irrelevant to accessing a website;

and

a processor that automatically groups relevant new keywords with a relevant keyword group and automatically groups irrelevant keywords with an irrelevant keyword group to transform the keyword data set into a grouped data set of relevant and irrelevant keywords.

54. The system of claim 53, further comprising, a rules server to store a user-defined rule by which a keyword is grouped with a keyword group according to a relevance of the keyword.

55. The system of claim 47, wherein the performance property is at least one of a frequency with which a keyword is used to access a web resource and a frequency that a desired action is undertaken by a user who has accessed the web resource by using the keyword.

56. The system of claim 47, wherein the performance property is a historical value of actions taken by users who have accessed a web resource by using the keyword and the expected value of future actions that are predicted to be taken by users who have accessed the resource using the keyword.