Fortune Interactive has upgraded its proprietary search engine optimization (SEO) technology SEMLogic to include a broader measure of Website strengths and weaknesses, trend analysis, as well as a new linking component for competitive backlink analysis.
Background
Fortune Interactive CEO Andy Beal and vice president of technology Mike Marshall launched SEMLogic in late 2005. Using “reverse engineering,” the tool was developed to give insight into how search engines determine ranking using keyword comparison and correlation measurement.
After an interview with Beal, Murdok reported on SEMLogic in December. Beal called it “latent semantic indexing.” We called it “the keywords you never thought of,” as the tool provides insight into surprising related keywords. If optimizing a Website for [iPod], for example, a search engine marketer may not realize that [October] was an important related word.
The company boasts that SEMLogic uses semantic analysis to examine online competition by identifying patterns and trends, and by establishing what search engine crawlers are recognizing as the strongest supporting words. They claim the technology evaluates more than 100,000 competitor data points on and off the webpage.
The Upgrades
“I know what you’re thinking,” writes Beal. “‘SEMLogic, sure, it’s probably no more than a fancy excel macro’- but it’s so much more than that. In fact, we’ve just added new components to SEMLogic that allow us to accurately measure the strengths and weaknesses of any web site for any keyword on any search engine.”
The new components include “beefed-up” server capabilities making SEMLogic five times faster for deeper competition digging, FLASH-based polar-charts and scatter-plots for reports, and backlink quantity and quality analysis. Fortune Interactive also added SWOT (strengths, weaknesses, opportunities, and threats) analysis to determine what needs to be optimized.
“The new upgrades offer our clients the opportunity to understand what steps need to be taken to overtake their competitors’ search engine rankings,” said Beal.
According to Marshall, SEMLogic has met enormous success in SEO. “We focused on using SEMLogic’s findings to make modifications to 30 previously optimized web pages in the apparel space. After three months, we found SEMLogic’s insight directly contributed to a 75 percent increase in unique Google visitors to the web pages as well as an 80 percent increase in the terms that were bringing traffic to the pages,” he said.
Beal offers a video demonstration of the technology at his weblog Marketing Pilgrim.
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