Search engine optimization performance valuation
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.
1. A method of valuing services for search engine optimization (SEO) of a campaign term, the method comprising:
retrieving search query volume information for the campaign term;
determining a first probability that a search query for the campaign term will result in a referral from a search engine;
determining a plurality of second probabilities, wherein the second probabilities are each associated with one or more particular positions in a search engine results page;
generating an organic price for each of the one of more particular positions based on the search query volume information, the first probability, a second probability for a particular position, and a monetary value for the particular position; and
generating a value of the SEO services for the campaign term based on the organic prices for the one of more particular positions;
wherein determining the first probability, determining the plurality of second probabilities, generating the organic price, and generating the value of the SEO services are performed, at least in part, by one or more computing devices.
2. The method of claim 1 , wherein the monetary value is based on search engine optimization fees and pay per click fees.
3. The method of claim 1 , wherein generating the organic price for each of the one of more particular positions comprises generating the organic price substantially according to the following:
OP ( x,y )=( S x )( P S )( P Ry )(Σ( W )( IP )+Σ( WM )( TP ))
wherein OP(x,y) represents an organic price of campaign term x in position y, wherein S x corresponds to a search query volume, wherein P S corresponds to the first probability, wherein P Ry corresponds to the second probability, wherein Σ(W)(IP) corresponds to a value associated with an organic search, and wherein Σ(WM)(TP) corresponds to a value associated with pay per click (PPC) advertising.
4. The method of claim 1 , wherein the first probability and each of the plurality of second probabilities correspond to computed fractions based on actual data.
5. An apparatus for valuing services for search engine optimization (SEO) of a campaign term for a site, the apparatus comprising:
a data store configured to store search query volume information for the campaign term; and
an analyzer comprising one or more computing devices, said analyzer configured to:
determine a first probability that a search query for the campaign term will result in a referral from a search engine;
determine a plurality of second probabilities, wherein the second probabilities are each associated with one or more particular positions in a search engine results page;
generate an organic price for each of the one of more particular positions based on the search query volume information, the first probability, a second probability for a particular position, and a monetary value for the particular position; and
generate a value of the SEO services for the campaign term based on the organic prices for the one or more particular positions.
6. The apparatus of claim 5 , wherein the monetary value is based on search engine optimization fees and pay per click fees.
7. The apparatus of claim 5 , wherein the analyzer is configured to generate the organic price for each of the one of more particular positions substantially according to the following:
OP ( x,y )=( S x )( P S )( P Ry )(Σ( W )( IP )+Σ( WM )( TP ))
wherein OP(x,y) represents an organic price of campaign term x in position y, wherein S x corresponds to a search query volume, wherein P S corresponds to the first probability, wherein P Ry corresponds to the second probability, wherein Σ(W)(IP) corresponds to a value associated with an organic search, and wherein Σ(WM)(TP) corresponds to a value associated with pay per click (PPC) advertising.
8. The apparatus of claim 5 , wherein the first probability and each of the plurality of second probabilities correspond to computed fractions based on actual data.
9. A computer readable storage medium having instructions embodied thereon for valuing services for search engine optimization (SEO) of a campaign term, the instructions comprising:
instructions to retrieve search query volume information for the campaign term;
instructions to determine a first probability that a search query for the campaign term will result in a referral from a search engine;
instructions to determine a plurality of second probabilities, wherein the second probabilities are each associated with one or more particular positions in a search engine results page;
instructions to generate an organic price for each of the one of more particular positions based on the search query volume information, the first probability, a second probability for a particular position, and a monetary value for the particular position; and
instructions to generate a value of the SEO services for the campaign term based on the organic prices for the one of more particular positions.
10. The computer readable medium of claim 9 , wherein the monetary value is based on search engine optimization fees and pay per click fees.
11. The computer readable medium of claim 9 , wherein the instructions to generate the organic price for each of the one of more particular positions comprise instructions to generate the organic price substantially according to the following:
OP ( x,y )=( S x )( P S )( P Ry )(Σ( W )( IP )+Σ( WM )( TP ))
wherein OP(x,y) represents an organic price of campaign term x in position y, wherein S x corresponds to a search query volume, wherein P S corresponds to the first probability, wherein P Ry corresponds to the second probability, wherein Σ(W)(IP) corresponds to a value associated with an organic search, and wherein Σ(WM)(TP) corresponds to a value associated with pay per click (PPC) advertising.
12. The computer readable medium of claim 9 , wherein the first probability and each of the plurality of second probabilities correspond to computed fractions based on actual data.
13. An apparatus for valuing services for search engine optimization (SEO) of a campaign term, the apparatus comprising:
means for retrieving search query volume information for the campaign term;
means for determining a first probability that a search query for the campaign term will result in a referral from a search engine;
means for determining a plurality of second probabilities, wherein the second probabilities are each associated with one or more particular positions in a search engine results page;
means for generating an organic price for each of the one of more particular positions based on the search query volume information, the first probability, a second probability for a particular position, and a monetary value for the particular position; and
means for generating a value of the SEO services for the campaign term based on the organic prices for the one of more particular positions.
14. The apparatus of claim 13 , wherein the monetary value is based on search engine optimization fees and pay per click fees.
15. The apparatus of claim 13 , wherein the means for generating the organic price for each of the one of more particular positions in configured to generate the organic price substantially according to the following:
OP ( x,y )=( S x )( P S )( P Ry )(Σ( W )( IP )+Σ( WM )( TP ))
wherein OP(x,y) represents an organic price of campaign term x in position y, wherein S x corresponds to a search query volume, wherein P S corresponds to the first probability, wherein P Ry corresponds to the second probability, wherein Σ(W)(IP) corresponds to a value associated with an organic search, and wherein Σ(WM)(TP) corresponds to a value associated with pay per click (PPC) advertising.
16. The apparatus of claim 13 , wherein the first probability and each of the plurality of second probabilities correspond to computed fractions based on actual data.