In a business breakfast that took place the last Thursday, February 11^th, Inbenta presented its innovations within the automated SEO line through the use of the Semantic technology and the analysis of Natural Language.

Long Tail: a New Hope

Classical SEO strategies focus on attracting traffic through the positioning of some few keywords in the most popular searcher engines.

Whereas this approximation may have immediate success within some fields with keywords with little competition, the truth is that this kind of projects involves considerable difficulties.

• There are no guaranties that the searcher engines place our contents where we want

• The time and the costs spent to obtain the results may be high

• The conversion probability of the users using these few keywords has proved to be low

In a situation like this, the alternative of using positioning for searches with more words and even descriptive sentences appears, those we call belonging to the “Long Tail”.

It has been proved that the users of this type of search have a more precise idea of what they are searching for and a particular interest to find what they search; because of this, the conversion ratio is also higher.

Inbenta automated SEO tools use the semantic abilities of our natural language recognition system.

Semantic SEO: how does it work?

The previous requirement to be able to use this mechanism is to have our Virtual Assistant, or semantic search engine, or some intelligent question-answer system on the company’s webpage. Once you have that, the mechanism consists of:

• Generating new contents from the user questions

• Publishing visible contents on Internet

• The robots (google, bing, yahoo) index the contents and attract new organic traffic

Some Results

A search example at www.google.es with the words “tipos de póliza de coche” is shown below:

We see how companies such as ClickSeguros, Zurich, Mutua Madrileña and DirectSeguros are on the results of the search in the sections “Sponsored Links” with the consequent cost.

However, the third result, the one that is organic and, therefore, is free, corresponds to Línea Directa, the one that benefits from the use of the Inbenta SEO Semantic Tools.

The use of these tools has caused:

• An increase of the 5% of the pure organic traffic (those that comes from the searchers, but that has no company name)

• The users arrived to these pages using a total of more than 53.000 keywords

• More than 1.000 pages for being indexed have been generated

The estimated contributed saving has been calculated according to the cost that would have the fact of obtaining the same traffic through AdWorks in more than 10.000€ per month.

Further steps

Inbenta has presented the strategy for the further developments of its tools in order to improve the following items:

• Increasing the conversion ratio for the visits coming from the semantic SEO

• Incorporating trackers of sales in order to measure the return of the inversion of all the processes

• Optimizing the generated landing pages

Acknowledgements

Inbenta thanks Carrefour and Linea Directa for their invaluable collaboration in the semantic SEO project and we also thank all those present from companies such as Repsol, ALSA, Openbank, Mútua Madrileña, Banesto, BBVA and TravelClub for their participation in this event.

We would also like to specially thank Miguel Fresno for his participation in the event as a Keynote Speaker for talking us about his broad experience in the field of Online Reputation.