Relevant Searches Unveils SEO 2.0 Services

by Laurie Sullivan, Sep 21, 2009, 7:00 AM

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Search engine marketing firm Relevant Searches Monday plans to release SEO services that it believes squeeze more profit from campaigns by putting marketers in control of organic search listings down to the URL.

The Relevant Searches Smart Feed platform, which builds rich structured data feeds updated daily into search engines, supports the SEO 2.0 services. Unlike Web crawlers, the Smart Feed platform guarantees that search engines index Web pages daily.

Smart Feed offers a Web-based interface that gives clients control over search listings and allows them to track clicks in real-time by URL. Aside from integrating 25 million terms and click data, the Smart Feed platform considers historical campaign performance to build the feed. The information integrates into an algorithm to increase the probability that the person searching on a related query will click on the URL.

Sometimes it can take up to four weeks to get information changed on a Web site crawled and indexed by search engines, according to Maury Domengeaux, CEO of Relevant Searches. "We crawl our clients' Web sites every 24 hours and within 48 hours can have those changes reflected in their campaigns."

Campaigns are crafted by professional interactive marketers and directly linked to the appropriate landing page within the Web site. People searching on keywords receive custom titles and descriptions they query on Google, Bing and Yahoo, among other search engines. The approach for traditional SEO has been to develop a Web site with "friendly" algorithms in hopes of catching the attention of search engine Web crawlers they may come by to index pages, Domengeaux says. "The crawler needs to guess what important messaging and keywords to use, so it's a very passive approach," he adds. "For SEM the approach has been to develop ads that you hope are on the right keywords and delivering the right message."

Relevant Searches SEO 2.0 replaces that model with a "structured rich-feed model." On behalf of clients, Relevant develops representations of the client's Web pages and custom writes the titles and descriptions. This means the descriptions seen by the person conducting the search exactly match the client's targeted keywords and message.

Domengeaux believes that searches will change from people having to actively seek through browsers, guess the keywords to search on, and hope they find relevant results to one where permission-based cloud services offer personal content to meet consumers' needs.

Search will transform from something people must do to something received as the person goes about their daily life. GPS-enabled devices will alert the cloud service as the consumer approaches a potential supplier.

The cloud computing service will know what the person needs by identifying to-do lists, observing online behavior, recommendations from social networks, real-time demographics, and personal preferences.

Structured, rich data feeds will become indispensable to creating this new "paradigm because crawlers cannot obtain and maintain the detail of local data, timeliness of pricing, inventory and location, and richness of data type required in pictures and videos," Domengeaux says. "We can already see examples of this new paradigm in motion in the iPhone, local feeds, auction feeds and Google-rich snippets."

Among the services Relevant Searches SEO 2.0 Services includes are Smart Feed Builder, Smart Feed Delivery & Optimization, Pay-per-click Advertising Management, and Continuous Campaign Optimization.

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