Operationalizing search engine optimization

Abstract

A method for managing reference to an entity on a network includes determining shares of voice for an entity and other entities across a plurality of channels with respect to a plurality of search terms. The method also includes correlating shares of voice for the entity and the other entities with respect the search terms to determine a relative change in share of voice for the entity with respect to the other entities. Thereafter, shares of voice for the entity across the plurality of channels may be correlated to determine relative changes in share of voice for the entity within each of the channels. The relative change in share of voice for the entity with respect to the other entities and the relative changes in share of voice for the entity within each of the channels may then be displayed.

1 - 20 . (canceled) 
     
     
         21 . A computer implemented method of managing references to an entity on a network, the method comprising:
 determining a score for each of a plurality of search terms with respect to an entity and one or more other entities with respect to search results generated using the search terms;   determining non-paid shares of voice for the entity and the other entities across at least one of a plurality of non-paid search channels with respect to the search terms based on the scores for the search terms, the non-paid search channels selected from a group including blogs, social media, social networking, video sharing, mobile content, social bookmarks, email, rich media, organic search, organic search, and search engines;   determining paid shares of voice for the entity and the other entities across at least one of a plurality of paid search channels with respect to the search terms based on the scores for the search terms, the paid search channels selected from a group including paid advertisements, banner advertisements, display ads, linked advertisement networks, mobile advertisements, paid searches, in-game advertisements, video advertisements, media advertisements, affiliate marketing, and news sites; and   correlating the non-paid and paid shares of voice for the entity and the other entities with respect to the search terms to determine a relative change in total share of voice for the entity with respect to the other entities.   
     
     
         22 . The computer implemented method of  claim 21 , further comprising correlating shares of voice for the entity across the non-paid and paid search channels with respect to the search terms to determine relative changes in share of voice for the entity within each of the non-paid and paid and search channels. 
     
     
         23 . The computer implemented method of  claim 21 , wherein the determining the non-paid shares of voice for the entity occurs across at least two non-paid search channels, the computer implemented method further comprising correlating non-paid shares of voice for the entity across the non-paid search channels with respect to the search terms to determine relative changes in non-paid share of voice for the entity within each of the non-paid search channels. 
     
     
         24 . The computer implemented method of  claim 21 , wherein the determining the paid shares of voice for the entity occurs across at least two paid search channels, the computer implemented method further comprising correlating paid shares of voice for the entity across the paid search channels with respect to the search terms to determine relative changes in share of voice for the entity within each of the paid search channels. 
     
     
         25 . The computer implemented method of  claim 21 , further comprising providing the total share of voice for the entity for display. 
     
     
         26 . The computer implemented method of  claim 21 , further comprising providing the non-paid share of voice for the entity for display. 
     
     
         27 . The computer implemented method of  claim 21 , further comprising providing the paid share of voice for the entity for display. 
     
     
         28 . The computer implemented method of  claim 21 , further comprising providing the non-paid and paid shares of voice for the other entities for display. 
     
     
         29 . A non-transitory computer readable medium having computer-executable instructions for causing a computing system to perform operations of optimizing online references to an entity, the operations comprising:
 determining a score for each of a plurality of search terms with respect to an entity and one or more other entities with respect to search results generated using the search terms;   determining non-paid shares of voice for the entity and the other entities across at least one of a plurality of non-paid search channels with respect to the search terms based on the scores for the search terms, the non-paid search channels selected from a group including blogs, social media, social networking, video sharing, mobile content, social bookmarks, email, rich media, organic search, and search engines;   determining paid shares of voice for the entity and the other entities across at least one of a plurality of paid search channels with respect to the search terms based on the scores for the search terms, the paid search channels selected from a group including paid advertisements, banner advertisements, display ads, linked advertisement networks, mobile advertisements, paid searches, in-game advertisements, video advertisements, media advertisements, affiliate marketing, and news sites; and   correlating the non-paid and paid shares of voice for the entity and the other entities with respect to the search terms to determine a relative change in total share of voice for the entity with respect to the other entities.   
     
     
         30 . The non-transitory computer readable medium of  claim 29 , further comprising correlating shares of voice for the entity across the non-paid and paid search channels with respect to the search terms to determine relative changes in share of voice for the entity within each of the non-paid and paid search channels. 
     
     
         31 . The non-transitory computer readable medium of  claim 29 , wherein the determining the non-paid shares of voice for the entity occurs across at least two non-paid search channels, the operations further comprising correlating non-paid shares of voice for the entity across the non-paid search channels with respect to the search terms to determine relative changes in non-paid share of voice for the entity within each of the non-paid search channels. 
     
     
         32 . The non-transitory computer readable medium of  claim 29 , wherein the determining the paid shares of voice for the entity occurs across at least two paid search channels, the operations further comprising correlating paid shares of voice for the entity across the paid search channels with respect to the search terms to determine relative changes in share of voice for the entity within each of the paid search channels. 
     
     
         33 . The non-transitory computer readable medium of  claim 29 , the operations further comprising providing the total share of voice for the entity for display. 
     
     
         34 . The non-transitory computer readable medium of  claim 29 , the operations further comprising providing the non-paid share of voice for the entity for display. 
     
     
         35 . The non-transitory computer readable medium of  claim 29 , the operations further comprising providing the paid share of voice for the entity for display. 
     
     
         36 . The non-transitory computer readable medium of  claim 29 , the operations further comprising providing the non-paid and paid shares of voice for the other entities for display. 
     
     
         37 . A computer implemented method of managing references to an entity on a network, the method comprising:
 determining a score for a search term with respect to search results generated using the search term; and   determining a share of voice for an entity across a plurality of channels with respect to the search term, the determining the share of voice including multiplying the score by products of an estimated click rate based on the score and a volume of traffic on the network for the search term that resulted in the score, wherein the plurality of channels including at least one non-paid search channel and at least one paid search channel.   
     
     
         38 . The computer implemented method of  claim 37 , further comprising correlating the share of voice for the entity across the non-paid and paid search channels with respect to the search term to determine relative changes in the share of voice for the entity within each of the non-paid and paid search channels. 
     
     
         39 . The computer implemented method of  claim 37 , wherein the plurality of channels includes at least two non-paid search channels, the computer implemented method further comprising correlating non-paid shares of voice for the entity across the non-paid search channels with respect to the search term to determine relative changes in non-paid share of voice for the entity within each of the non-paid search channels. 
     
     
         40 . The computer implemented method of  claim 37 , further comprising providing the share of voice for the entity for display.