New Technology Helps Brands Optimize Search Results

by Laurie Sullivan, Oct 26, 2011, 4:18 PM

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Conductor released a feature Wednesday in its search engine optimization platform Searchlight that optimizes and measures digital assets, such as video and images, in Google’s universal organic search results.

More than 80% of every search conducted on Google includes digital assets, such as news, videos or shopping results. The features allow brands to measure the impact of these results on their site traffic and improve the ranking and traffic from their digital assets. For retailers, more than 95% of keywords have digital assets such as shopping results.  

Brands do not have the visibility to determine how non-standard assets and content impact their business. They also don't know how to optimize them, according to Seth Besmertnik, CEO of Conductor. The feature, Digital Asset Measurement, took three years to build. "It's actually one of the hardest things we have done," he said.

Conductor engineers had to build technology that crawls search engine pages, downloads all content and parses and re-renders all videos and assets. That information, more than 20 terabytes of data, must show up in real-time to clients through a dashboard.

The platform also suggests creating videos that don't exist tied to keywords that have a good chance of ranking high in search results. It means engineering the process of ranking high for specific keywords placed in tags and titles of videos. Apparently, it provides a new opportunity to grow traffic to Web sites.

Prior to launching this tool, Conductor set out to determine the pervasiveness of universal results for high-volume keywords. Executives wanted to know the frequency with which universal search results appear for high-volume queries, as well as the distribution of result types.

Along with the optimization feature, Conductor released a study that answers questions related to the impact of non-standard assets, such as YouTube videos. To answer this question, company executives analyzed the search engine results -- more than 4,200 of the most expensive paid keywords across several industries. Advertisers take an interest in the natural search makeup of the keywords because they invest significant dollars in them through paid-search marketing campaigns, according to the report.

The study also finds that local results, such as Local and Maps, appeared 14% and 12% of the time, respectively, although this number can increase significantly when marketers focus on geocentric queries. The study focused on a mix of geo- and non-geo terms.

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