Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of increasing the volume of traffic to a web site from search engines via "organic" or unpaid search results. Typically, the higher a site appears in the search results list, the more visitors it will receive from the search engine. Search Engine Marketing (SEM) generally deals with paid inclusion.
However, buying site traffic costs more and more every minute; in the long run, the online business battle probably will shift to improve conversion rates and return on investment (ROI) rather just traffic acquisition. Therefore, those landing pages your customers arrive to from their search experiences at Google or Bing will grow in importance.
Surprisingly enough, we can’t predict which of our pages will be chosen by Google or Bing to forward possible customers to, making the task of tailoring content to customer wishes rather difficult.
To solve this, Inbenta presents its “Personal Semantic Landing Pages”.
Every page of our website is a possible landing page, and we can’t never ignore which is the actual interest of website’s new visitor, specially when he or she probably told so to Google or Bing (or others). Inbenta’s new functionality answers the very same search query that a user typed in Google, but using our unique semantic search technology.
Result? criteria that Google uses to choose the most relevant page from our website, might not match with our business-oriented, natural-language based criteria, but still will be seen in any landing page.
Try it out
It’s rather easy to test this new functionality, which is, of course, already in our web site www.inbenta.com:
- go to www.google.com
- type in “business intelligence semantic technology“
- at the time of this writing, Inbenta’s website appears as second choice (not bad at all right?) with a page called “Semantic Technology: Online business intelligence“. click on that link
What you will get is a page with this URL Semantic Technology: Online business intelligence with general information about the topic.
However, pay attention that on the right side of the page, you will see a “For you…” section, with “Answers for ‘business intelligence with semantic technology'”. Below this you’ll see a link to “What is the Search Long Tail and how can Semantic Clustering can deal with it?”
This “For you…” section only appears when pages are click from Google’s or other search engine result page, otherwise you will find a “TOP 5” section with the most dynamically frequent asked questions.
Busines-oriented answers to search queries
This is our business-based answer to the same question. We are suggesting this as a link, without changing Google’s criteria, and without disturbing user’s navigation; but yet adding value to user’s initial request on Google.
We have experienced this functionality already with several customers, and we have already measured considerable improvements in conversion ratios, without any further investment in expensive SEM strategies.