# Patent

## Title
Secured search

## Abstract

A method for estimating web traffic to a website is disclosed. The method may include obtaining a first set of reporting information from a secured external source that directs traffic to the website. The first set of reporting information may have a corresponding portion of reporting information which is not provided from the secured external source. The method may include obtaining a second set of reporting information from a unsecured external source that directs traffic to the website. The second set of reporting information may be different than the first set of reporting information. The method may also include generating an estimation of the corresponding portion of reporting information which is not provided from the secured external source by correlating the second set of reporting information with the first set of reporting information.

## Background
CROSS-REFERENCE TO RELATED APPLICATIONS
This patent application claims priority to U.S. Provisional Patent Application No. 61/883,976, filed Sep. 27, 2013, which is incorporated herein by reference.


FIELD
The embodiments discussed herein are related to estimating organic web traffic from a secured source.
BACKGROUND
The Internet has changed the way people gather information, establish relationships with one another and even how people communicate with one another. Additionally, the Internet has changed the way companies seek potential customers and even the meaning of a business. It has changed the way companies advertise, sell, coordinate with one another and compete with one another. With this change has come a huge explosion in the number of Webpages for people to visit. Search engines, such as Google, Bing, Yahoo and others have come into being to help people find their way to Webpages that they desire. As a result, the number and types of channels that a marketer can leverage has also exploded. Beyond organic and paid search, marketer can also leverage blogs, social media, video sharing, mobile content and ads, display ads, and many other channels.
The subject matter claimed herein is not limited to embodiments that solve any disadvantages or that operate only in environments such as those described above. Rather, this background is only provided to illustrate one exemplary technology area where some embodiments described herein may be practiced.
SUMMARY
According to an aspect of an embodiment, a method for estimating web traffic to a website is disclosed. The method may include obtaining a first set of reporting information from a secured external source that directs traffic to the website. The first set of reporting information may have a corresponding portion of reporting information which is not provided from the secured external source. The method may include obtaining a second set of reporting information from a unsecured external source that directs traffic to the website. The second set of reporting information may be different than the first set of reporting information. The method may also include generating an estimation of the corresponding portion of reporting information which is not provided from the secured external source by correlating the second set of reporting information with the first set of reporting information.
The object and advantages of the embodiments will be realized and achieved at least by the elements, features, and combinations particularly pointed out in the claims. It is to be understood that both the foregoing general description and the following detailed description are exemplary and explanatory and are not restrictive of the invention, as claimed.



BRIEF DESCRIPTION OF THE DRAWINGS
Example embodiments will be described and explained with additional specificity and detail through the use of the accompanying drawings in which:
FIG. 1 illustrates a block diagram of a system for estimating organic web traffic to a webpage;
FIG. 2 is a flow diagram illustrating a method for estimating organic web traffic to a webpage;
FIG. 3 is an example of a first set of reporting information which may be received from a secured external source which has a portion of information which has not been provided along with a second set of reporting information from a unsecured external source;
FIG. 4A is a block diagram illustrating one embodiment of the invention;
FIG. 4B is a illustrates an estimation of the organic traffic from the secured external source according to the embodiment shown in FIG. 4A;
FIG. 4C is a block diagram illustrating an estimation of the organic traffic from both the first and unsecured external source according to the embodiment shown in FIG. 4A;
FIG. 5A is a block diagram illustrating a second embodiment of the invention;
FIG. 5B is a block diagram illustrating a method for generating an estimation of the organic traffic from the secured external source according to the embodiment shown in FIG. 5A;
FIG. 6A is a block diagram illustrating a third embodiment of the invention;
FIG. 6B is a block diagram illustrating a method for generating an estimation of the organic traffic from the secured external source according to the embodiment shown in FIG. 6A;
FIG. 6C is a illustrates an estimation of the organic traffic from the secured external source according to the embodiment shown in FIG. 6A;
FIG. 7 illustrates an embodiment of a computing system that can implement some of the embodiments described herein;
FIG. 8A illustrates a block diagram of an example system for estimating organic web traffic to a webpage;
FIG. 8B illustrates a block diagram of another example system for estimating organic web traffic to a webpage;
FIG. 9A is a block diagram illustrating a method for determining revenue attributable to keywords used in a secured search;
FIG. 9B is a block diagram illustrating a method for determining the rank of a webpage;
FIG. 9C is a block diagram illustrating a method for determining the estimated number of visits to an entity website;
FIG. 9D is a block diagram illustrating a method for obtaining an aggregate value of a selected keyword;
FIG. 10 illustrates another embodiment of estimating the traffic of the secured searches;
FIG. 11 is an example report that may be generated by an example system for estimating organic web traffic to a webpage; and
FIG. 12 is an example report that may be generated by an example system for estimating organic web traffic to a webpage.



DETAILED DESCRIPTION
Reference will now be made to the figures wherein like structures will be provided with like reference designations. It is understood that the figures are diagrammatic and schematic representations of some embodiments of the invention, and are not limiting of the present invention, nor are they necessarily drawn to scale.
Search engine optimization (SEO) has emerged as a way to collect, store, and analyze search engine data using computing systems in order to provide meaningful recommendations to visibility of or to report on the effectiveness of a website or a webpage in search engines. As such, SEO is implemented by Internet Technology (IT) professionals to improve the volume and quality of traffic to a given webpage or Internet site. Typical techniques used in SEO include collecting, tracking, or analyzing specific metrics which led a user from various channels to a particular site. These channels may include search engines, emails which include links to the website, other websites which include links or references to the particular site, including social media sites, advertisements, blogs, tweets, or the like. The metrics that may be tracked include keywords inputted into the search engine, keywords or other data obtained from parsing the source, or the like.
Recently, various websites including search engines and various social media websites have begun implementing increased privacy measures which shield or restrict the amount of data that is available to entities using traditional SEO. For example, rather than reporting what specific keywords were used in a search which resulted in a visit to a website, a search engine may only report that a search was performed without reporting which keywords were used in the search. For example, recent transitions by search engines include increased use of an encryption protocol called Secure Sockets Layer (SSL) in order to adopt stronger security standards. SSL and its predecessor Transport Layer Security (TLS) are useful in preventing eavesdropping and tampering of users' communication across a network. Hypertext Transfer Protocol (HTTP) is a widely used networking protocol for the World Wide Web. Hypertext Transfer Protocol Secure (HTTPS) is a combination of HTTP with SSL/TLS protocol to provide encrypted communication and secure identification of a network web server.
Without the reporting data on how those visitors using secured search or other channel using restricted reporting mechanisms arrived at the website, entities are unable to easily and accurately track details concerning the reference that drove the visitor to come to the webpage and may be left with an incomplete evaluation of their webpage's performance from the external source. In particular, without directly crawling and analyzing the page where the visitor came from and/or collecting information about what keywords or other content on the page that triggered or guided them to go to another webpage on another site, there is a very inaccurate view into how the visitor got to a webpage, what was the entities performance from those external sources, and how a marketer should optimize their online marketing campaigns.
However, the ability to quantify the results and track the various channels that brought visitors to a Webpage, along with the ability to correlate those channels to the visitors' actions once there, may have a significant impact on the success of the Webpage. For example, many Webpages rely on tracking a specific keyword or other content to bring in advertising revenue to sustain the Webpage or supplement the revenue that the Webpage brings in. Therefore, accurately determining specific channels that result in visitors, the ability to correlate those channels with the behavior of the visitors will help the marketer to focus on and optimize campaigns to bring additional revenue.
Additionally, tracking the behavior of the actions of each visitor or groups of visitors would allow the Webpage to be marketed more efficiently. Without understanding key attributes of their performance on the search engine, they cannot accurately determine the effectiveness of their marketing efforts for that search engine channel. Moreover, they cannot determine accurately how their organic search marketing efforts would impact what those visitors do on the Webpage when they have found the Webpage. For example, if a Webpage is selling merchandise, there is currently no way to determine readily and at scale and accurately who completed a particular purchase on the Webpage and compare that with how that visitor or a plurality of visitors similarly influenced by specific searched keywords came to the Webpage in the case of secure search.
In addition to secured searches in organic search engines presenting problems as described above, some external sources which may refer a user to a website, including social media websites such as Facebook, Twitter, and the like may only report aggregated reporting information which contains only a subset of the desired information. For example, rather than reporting precisely which Facebook user clicked on a particular hyperlink housed within a Facebook page, an entity may only be able to determine via a specific Facebook API protocol that a certain number of Facebook users of a particular demographic, such as males between the ages of 18-30, were referred to the webpage. As described above, without more substantial reporting information, it may be difficult for an entity to meaningfully track the manner in which users arrive at their websites, making marketing decisions and optimization of their websites more difficult.
In contrast to external sources which only provide a subset of the desired reporting information, other external sources may provide a more complete set of reporting information. For example, searches performed through unsecured searches, such as through unsecured search engines provide more detailed reporting information as compared to the secured external sources described above. Other examples of more complete reporting information may be obtained through the use of toolbars such as the Google Toolbar. As described more fully below, one advantage of the embodiments described herein is the ability to use the more robust reporting information from unsecured channels to provide a meaningful estimation of the desired reporting information from the secured channels that is not provided. As is described below, a variety of different estimation methods may be used in association with the invention.
In the following description, the term “organic search” refers to a search or referral to a website or webpage which is initiated by a user who initiates the visit by searching for the webpage via a search engine, whether the search engine is a stand-alone website or is embedded within another website, such as a social media website, blog, or the like. Furthermore, as described below, the secured external source which provides only a subset of desired reporting information. As may be understood by one of skill in the art, the secured external source may be a secured search engine, a referring website, such as a social networking site or the like, which aggregates reporting information and/or performs privacy controls so as to remove or limit the amount of reporting information available to an entity. For example, in a secured organic search using a secured search engine, when a user selects a website or webpage from a secured search results page, the user is directed to the website or webpage by the secured search results page. The search engine may provide the entity with reporting information indicating that the incoming traffic was directed from a secured search results page, however, no further data may be transmitted to the website.
For the portion of visitors who are referred to a website through a search engine utilizing secured search, an entity associated with the website (including the website proprietor, webmaster, SEO manger, or the like) may be able to determine that the visitor came through a keyword search, but not determine the keywords used in keyword searches that drove traffic to the entity's website. A keyword may be any input used by a search engine to develop a search result webpage or list based on that keyword. The term “keyword” may refer to a single word, including numbers, symbols, or any combination of single words, numbers, and symbols.
In contrast, the unsecured external source described below provides a more robust amount of reporting information as compared to the secured external source. Examples of unsecured external sources include unsecured searches using search engines, where a user selects a website or webpage from an unsecured search results page. Typically, search engines are unsecured search engines such that when a visitor visits an entity's website, the entity may be able to determine some or all of the keywords used in the original keyword search that drove traffic to the entity's website. Thus, in these situations, the entity is provided with the keywords which resulted in the visit, which enable the entity to optimize their websites and their associated keywords to produce higher quantities of traffic and attribute revenue, herein termed “SEO revenue attribution”, to keywords. Furthermore, the entity may have further optimized the website for the keywords to further increase or maintain the traffic generated by the keyword. However, as noted, with the introduction of secured search and limited reporting information, SEO revenue attribution has become more restricted. Furthermore, some search engines may differentially use secure search for all, none, or some portion of searches.
Accordingly, embodiments disclosed herein generally relate to the use of computing systems and computing processes to perform, among other things, a method for determining revenue attributable to traffic from secured channels.
Reference will now be made to the figures wherein like structures will be provided with like reference designations. It is understood that the figures are diagrammatic and schematic representations of some embodiments of the invention, and are not limiting of the present invention, nor are they necessarily drawn to scale.
I. Operating Environment
FIG. 1 illustrates an operating environment, including a SEO system 100, which can include a network 102. In some embodiments, the network 102 can be used to connect the various parts of the system 100 to one another, such as between a web server 106, a unsecured channel 108, a secured external source 110, and a SEO module 112. It will be appreciated that while these components are shown as separate, the components may be combined as desired. Further, while one of each component is illustrated in FIG. 1, the system 100 may optionally include any number of each of the illustrated components.
The network 102 may include the Internet, including a global internetwork formed by logical and physical connections between multiple wide area networks and/or local area networks and can optionally include the World Wide Web (“Web”), including a system of interlinked hypertext documents accessed via the Internet. Alternately or additionally, the network 102 may include one or more cellular RF networks and/or one or more wired and/or wireless networks such as, but not limited to, 802.xx networks, Bluetooth access points, wireless access points, IP-based networks, or the like. The network 102 can also include servers that enable one type of network to interface with another type of network.
The web server 106 can include any system capable of storing and transmitting a webpage to a user. The web server 106 can provide access to the webpages of a website to be analyzed for improving SEO. For example, the web server 106 can include a computer program that is responsible for accepting requests from clients (user agents such as web browsers), and serving them HTTP and HTTPS responses along with optional data contents, which can include HTML documents and linked objects for display to the user. Alternately or additionally, the web server 106 can include the capability of logging some detailed information, about client requests and server response, to log files.
In this description, the term “website” can include any number of webpages. The aggregation of references to the various webpages can be referred to as “traffic”. References to a website or a webpage can include any reference to the webpages of a website which directs a visitor to the webpage. It should be noted that webpage as used herein refers to any online posting, including domains, subdomains, web posts, Uniform Resource Identifiers (“URIs”), Uniform Resource Locators (“URLs”), images, videos, or other piece of content and non-permanent postings such as e-mail and chat unless otherwise specified.
II. Method of Estimating Organic Web Traffic from a Secured Source
FIG. 2 is a block diagram illustrating a method for estimating organic web traffic which may be performed with the embodiments described herein. At step 210, a first set of reporting information from a secured external source 110 that directs traffic to the website. Because the first set of reporting information is received from a secured external source 110, a secured portion of reporting information is not provided to the SEO module 121 from the secured external source 110. At step 220, a second set of reporting information is obtained from a unsecured external source 108 that directs traffic to the website, the second set of reporting information being different than the first set of reporting information. Furthermore because the second set of reporting information is received from the unsecured channel 108, the second set of reporting information may be more robust, although it is sufficient that the second set of reporting information provides a type of reporting information which is not provided by the first set of reporting information.
At step 230, the SEO module 112 generates an estimation of the reporting information which is not provided from the secured external source 110 by correlating or applying parameters, multiplier factors, or other filters or algorithms derived from the second set of reporting information with the first set of reporting information from the unsecured external source 108.
One skilled in the art will appreciate that, for this and other processes and methods disclosed herein, the functions performed in the processes and methods may be implemented in differing order. Furthermore, the outlined steps and operations are only provided as examples, and some of the steps and operations may be optional, combined into fewer steps and operations, or expanded into additional steps and operations without detracting from the essence of the disclosed embodiments.
Furthermore, in some embodiments, the method of FIG. 2 may include additional process, such as aggregating the estimated reporting information with the first set of reporting information and second reporting information in order to obtain an estimation of all the organic traffic to the website at step 240. It may also be used to obtain an estimation of the characteristics of the visitors to the site and the factors that influenced such visitors to go to a site. It may also involve applying parameters, multiplier factors, or other filters or algorithms derived from one set of reporting information to another set of reporting information in order to obtain related estimates, in some cases applied one-to-the other or in a specific sequence determined in part by presumed causal or behavioral relationships between actions or by the relative strength of correlations between variables. This aggregate organic traffic may then be analyzed at step 250 and reported to an entity at step 260. In another case, the aggregate organic traffic then may be dis-aggregated by the constituent components that together comprised the aggregate traffic or other metrics being estimated.
Furthermore, in some embodiments, the method could be extended to address ways to estimate the traffic, conversion, and revenue derived from other types of (non-keyword based) content where information about the details or metadata about the originating source material (such as the specific type of content, blog, image, video, etc) may be not directly provided to the webpage receiving the visitor who was brought to the site by the content (for example, certain tags or identifiers could be stripped from metadata about source content that drives visitors to a webpage).
In at least one implementation, analyzing the aggregate organic traffic comprises correlating external sources to a webpage with the number of conversions on the webpage can allow the webmaster to determine the number of conversions provided by each external source. This can, in turn, allow a webmaster to focus on increasing the number or quality of references that will best lead to an increased number of conversions on the webpage. For example, correlating keyword searches and the ranking of the webpage within the search results in search engines that include a reference to the webpage can allow a webmaster to focus on improving the ranking of the webpage in searches for identified keywords that are more likely to lead to a greater number of conversions.
In at least one implementation, conversions include a visitor to a webpage completing a desired action on the webpage. In particular, the nature of the desired action can include any desired use of the webpage. Webpages may be created and maintained for different purposes.
For example, in some instances the webpage can be designed for e-commerce. That is, the Webpage can be designed to allow a visitor to purchase certain products, such as products produced and/or sold by a manufacturer or other entity. In these instances, business metrics such as the average number of orders per conversion or the amount of revenue generated per visit from a specific keyword can be calculated, analyzed, and consequently optimized.
In other instances, webpages can be content driven. That is, the webpage can be designed to provide access to certain content without necessarily being designed for e-commerce. For example, the webpage can be designed to provide news, information, research help or any other content for the use of the visitor. One example would be a webpage of a news agency with is designed to provide news, but which generates revenue not through direct sales to visitors, but based on advertising revenue driven by the amount of traffic to the site. Alternately or additionally, a webpage can be designed to generate leads for a business without offering any goods for sale or without any associated direct advertising. For example, the webpage can include information regarding a manufacturer of a certain part and contact information, so that potential customers of the product can contact the manufacturer. Alternatively, a webpage could provide a listing of white papers generated about products created by the manufacturer in order to educate those in the industry as to various features or aspects of the product. In these instances, the entities may adopt a more advance approach to valuation and analysis and may perform a regression analysis based on the average cost per click value from a web search engine and compare it to a number of conversions such as visits, downloaded content, external references to content, comments on the website, requests for additional information, and the like. One of skill in the art will appreciate that a webpage can be designed to include one or more of these uses or any other use as desired by the webmaster.
III. Methods of Generating Estimation of Reporting Data from Secured Source Using Reporting Data from Unsecured Source
As described above, the embodiments herein supplant or expand the incomplete reporting data from a secured source using a second set of reporting data form an unsecured source in order to provide an estimate to the incomplete reporting data from the secured source. Described herein are various embodiments capable of providing such estimates although the invention is not intended to be limited to the specific systems and methods described herein and others may be used without departing from the meaning or scope of the invention. Furthermore, as is described elsewhere in this document, the concepts could be extended to the notion of using a variety of additional available sources of other relevant information, such as, by way of example, webmaster tools, web-analytics data, inverse index data that relates keywords to webpages (“SEO X-ray” information), Social Signal data, paid advertising data, Visitor Profile data, etc.
A. Website and Webpage Extrapolation
FIG. 3 illustrates aggregate reporting data which may be supplied to a SEO module 112 from both a secured source and an unsecured source. As shown in FIG. 3, a particular entity 300 may request reporting data from a specific data source 310. In this instance, the data source 310, “Google Analytics” provides an extensive amount of reporting information, including specific keywords 320-324 used in an unsecured search that resulted in visits to the entities website on a specific date 305. Additionally, the data includes the average time spent on the website 318, the percent of visits a particular keyword 315 generated and the number of visits 316. The reporting data also includes the results of a secured search at line 325, which indicates only the number of visits to the website which originated in secured searches for any combination of keywords.
In this example, 15% of all searches which resulted in visits to the entity's website were generated via secured searches. Unfortunately, that 15% represents a sizable number of visits about which very little information is known. For example, without knowing which keywords to attribute those visits from the secured site to, the entity may not properly value the keywords. Furthermore, as interest and concern for increased online privacy implementations grows, it is likely that the percentage of reporting data which has some removed or redacted portion of information will increase. This means that the entity will have an increasingly difficult time valuing and optimizing their web presence.
FIG. 4A illustrates on such SEO system which provides a meaningful estimation of the unreported information from the secured source. As shown, the network 102 operably couples the SEO module 112 with a website computing system 128. The SEO module 112 includes an SEO computing system 300 configured to perform SEO analysis and produce recommendations as described herein. The SEO computing system 300 can include submodules for implementing particular functionalities. The SEO computing system 300 can be generic to and, in this instance, includes an extrapolation module 310, a SEO revenue attribution module 320, and a reporting module 330.
The SEO module 112 may communicate with a website database 129 through the network 102. The website database 129 can include webpages 152, such as search result webpages, of the search engine website 150. The website database 129 can further include webpages 152 relating to statistical data for keyword driven traffic within the search engine website 140, such as a webpage within Google Adwords, or Google Webmaster Tools displaying statistical data for keyword driven searches. It should be understood that the data from the search engine result webpages 152 may be stored in any configuration without departing from the embodiments described herein.
The website computing system 128 can obtain SEO data from the search engine result webpages 152 by accessing the search engine website 150 through a web server, such as the web server 106 of FIG. 1. As discussed above with reference to FIG. 3, in this instance, a single search engine 150 provides two different modes of searching, secured search and a standard or unsecured search. The search engine 150 then aggregates the reporting information from both those modes of search and makes them available to the SEO module 112. As such, the same search engine 150 in this instance acts as the source or channel 137 for unsecured reporting data and the channel 145 for secured reporting data.
Referring again to the SEO computing module 120, the extrapolation module 310 can be configured to identify which, if any, of the secured reporting data is missing and then performs an extrapolation process based on the unsecured reporting data to augment or estimate the missing data. For example, while the secured reporting data 325 of FIG. 3 indicates the number of visits to a particular website form secured searches, the secured reporting data 325 fails to provide the specific keywords used on those searches. By performing an extrapolation based on the percentage of visits resulting from the top keywords 320-324 listed in the unsecured reporting data multiplied by the number of visits from the secured search, the extrapolation module 310 may estimate that an equivalent proportion of the secured searches resulted from those keywords as shown in the estimation 450 shown in FIG. 4B.
By aggregating this estimation data with the reporting data from the unsecured searches, the entity is given a more accurate estimation of how many total visits from both unsecured and secured channels could reasonably be attributed to those keywords in the estimation 460 shown in FIG. 4C.
Based on the data from the extrapolation module 310 and the database 130 containing predetermined values, the SEO revenue attribution module 320 can be configured to determine an aggregate value for the traffic from the secured and unsecured sources. The SEO revenue attribution module 320 can include one or more algorithms for processing the obtained data. Based on the data from the database 130 containing predetermined values, the SEO revenue attribution module 320 can multiply the estimated number of visits with a predetermined value per visit to determine an aggregate value for the selected keyword. For example, if it is estimated that approximately 2389 visits were generated from the key word “Baby Shoes” and that visits to pages corresponding to “baby shoes” result in an average amount of sales of $4, the SEO revenue attribution module 320 may estimate that the keyword “baby shoes” generated almost $10,000 of revenue on Dec. 5, 2011.
A reporting module 350 can compile such information to generate a report of the SEO revenue attribution including the aggregate value for estimated traffic. The reporting module 350 can include one or more algorithms that can generate one or more reports relating to the aggregate value.
While this example illustrated the use of extrapolation based on reporting data for a website as a whole, similar methods could be used to estimate the keywords which resulted in visits to a particular webpage of the website. Furthermore, an entity may electively apply various scaling to this process in order to obtain a desired estimation. For example, rather than using the reporting data for the website as a whole or the specific reporting data relating only a single webpage of the website, the entity may base the extrapolation on meaningful groupings in order to ensure that there is a sufficient amount of reporting data to provide meaningful extrapolation. For example, reporting data from unsecured sources for all an entities webpages directed to shoes or a particular style of shoe could be used to provide a meaningful estimation of what the organic traffic data was from a secured source for a specific shoe.
Furthermore, while in this example same search engine website 150 acts as both the secured source and the unsecured source, it should be understood that two search engine websites may comprise the two sources. Furthermore, it should be understood that the embodiment described herein could also be applied for other non-search engine types of secured sources, such as a website or social network which supplies only a subset of desired information or only aggregate information, such as the Facebook marketing API discussed briefly above. In these instances, the secured reporting information may comprise aggregate information, such as “45 visits to your registered website came from users of our system between the ages of 18-30.” While in traditional models this information would provide a very incomplete set of reporting information, by correlating this information with a second set of more robust reporting data from an unsecured source and performing extrapolation, it is possible to provide a meaningful estimation of the amount and value of the traffic from that secured search.
B. Estimation Based on Keyword Ranking in Secured Searches
FIG. 5A illustrates another embodiment of estimating the traffic of the secured searches. In this instance, the SEO module 112 includes an SEO computing system 120 configured to perform SEO analysis can include submodules for implementing particular functionalities, such as a ranking module 160, an estimated visit module 170, a SEO revenue attribution module 180, and a reporting module 126.
In this embodiment, the website computing system 128 can obtain SEO data from the search engine result webpages 152 by accessing the search engine website 150 through a web server by crawling the webpages 152. In some embodiments, the webpages 152 can be crawled using a deep index engine, for instance. In some embodiments, the webpages 152 can be crawled using a different mechanism.
Referring again to the SEO computing module 120, the ranking module 160 within the SEO computing module 120 can be configured to analyze the webpages 152 of the search engine website 150, obtain one or more metrics, SEO data, or both from the webpage 152. The ranking module 160 can include one or more algorithms for analyzing the data from the webpages 152. For example, in some embodiments, the ranking module 160 can analyze on-page data references to the entity webpages to identify the rank of the entity webpages within search result webpages 152 of the search engine website 150.
The estimated visit module 170 can obtain data from the ranking module 160 and the webpages 152, and can be configured to determine an estimated number of visits to a website resulting from a secured keyword search on the search engine website 150 using the selected keyword. The estimated visit module 170 can include one or more algorithms for processing the data obtained from the ranking module 160, the webpages 152 relating to keyword statistics, and the database 130 containing predetermined values.
The ranking module 160 may require that a sample of the top key words driving traffic to a website be obtained, from which a selected keyword is designated. For the selected keyword, a rank of the website within the organic keyword search is determined using the selected keyword.
Based on the data from the ranking module 160, the webpages 152 relating to keyword statistics, and the database 130 containing predetermined values, the estimated visit module 170 can determine a percentage value, herein termed a “Click Through Rate” (CTR) which represents the percentage of visits to an entity's website that will occur based on the rank of a webpage of the entity within the organic keyword search as discovered by the ranking module 160. The CTR is then used to determine an estimated number of visits to the website that result from secured searches of the keyword by the estimated visit module 170.
The SEO revenue attribution module 180 can obtain data from the estimated visit module 170, and from the database 130 containing predetermined values, and can be configured to determine an aggregate value for the selected keyword. The SEO revenue attribution module 180 can include one or more algorithms for processing the obtained data. Based on the data from the estimated visit module 170 and from the database 130 containing predetermined values, the SEO revenue attribution module 180 can multiply the estimated number of visits with a predetermined value per visit to determine an aggregate value for the selected keyword.
The reporting module 126 can compile information from the ranking module 160, and/or the estimated visit module 170, and/or the SEO revenue attribution module 180, to generate a report of the SEO revenue attribution including the aggregate value for the selected keyword. The reporting module 126 can include one or more algorithms that can generate one or more reports relating to the aggregate value.
FIG. 5B illustrates a method for determining revenue attributable to keywords used in a secured search that may be performed by a computing system, such as the SEO module 112 of FIG. 5A. In some embodiments, as shown in FIG. 5B, the method 500 may include the steps of obtaining the keywords used in a secured search that resulted in a visit to a webpage (block 510), determining a rank of the webpage on a search results page resulting from securely searching the keyword; (block 520), obtaining the number of secured searches for the keyword (block 530), estimating, based on the rank of the webpage, a number of visits to the website that result from secured searches of the keyword (block 540), and obtaining the aggregate value of the keyword (block 550).
C. Estimation Based on Toolbar/Panel Program
In some instances, while a user may use a search engine 605 which performs secured searches and hence is a secured channel 155 which provides only a subset of reporting information to the SEO module 112, the same or other users may simultaneously use a toolbar or panel program 607 to initiate the search. In these instances, the operator of the toolbar or panel program 607 may have a relationship with the SEO module 112 such that the keyword or other desired reporting information may be supplied to the SEO module 112 from the toolbar or panel program 607 rather than the search engine 610 through an unsecured channel 157.
In this instance, the toolbar/panel program 607 may provide information as to what keywords a user search with via a secured search channel to the SEO module. In some instances this may provide full visibility of as to the keywords used in secured searches, such that the reporting data from the two sources 605 and 607 need only be correlated by a correlation module 610 of a computing module 600 before it is analyzed for revenue attribution and reported by a SEO revenue attribution module 620 and a reporting module 630, respectively.
FIGS. 6B and 6C illustrate such an example. In the method illustrated in FIG. 6B, the first set of data is received from the secured source at step 660 via channel 155 such as from the secured search engine 605. Subsequently, a second set of reporting data is received from unsecured toolbar program 607 via channel 157 at step 670. Then, at step 680, the first set of data is correlated with the second set of reporting data in order to generate aggregate reporting data 685, such as shown in FIG. 6C.
In the description above, the unsecured toolbar program 607 offers full visibility. In other instances, the reporting data form the toolbar panel program 607 may offer additional data similar to an unsecured search engine which may be used to supplant the secured reporting data from the secured search engine 605 using, for instance, one of the methods described above.
IV. Another Embodiment
As may be understood by one of skill in the art, other methods for estimating the amount and value of traffic from a secured channel may be used and the embodiments described herein are meant to be illustrative only.
In one embodiment, a computer implemented method for attributing revenue to keywords for an entity having an entity website is included. The computer implemented method, may require that a sample of the top key words driving traffic to a website be obtained, from which a selected keyword is designated. For the selected keyword, a rank of the website within the organic keyword search is determined using the selected keyword. A percentage value, herein termed a “Click Through Rate” (CTR) may be determined. The CTR may be a predetermined percentage value. The CTR may represent the percentage of visits to an entity's website that will occur based on the rank of a webpage of the entity within the organic keyword search. The number of secured searches using the keyword within a given search engine is then obtained from the search engine. The CTR is then used to determine an estimated number of visits to the entity's website by multiplying number of secured searches using the keyword by the CTR. The entity may also predetermine an amount of revenue that is generated by a user visiting the website that is directed to the webpage by searching for the keyword. Revenue attribution is then determined by multiplying the estimated number of visits generated by the selected keyword by the predetermined revenue per visit associated with the selected keyword.
Alternately or additionally, in some embodiments, the entity may also create a user-defined template by grouping webpages together based on the frequency of related keywords appearing within the webpage, and monitoring the traffic to the user-defined webpages resulting in a product or service being purchased by a customer. The functionalities described herein can be applied to optimizing webpages for a website including determining an aggregate revenue value for a keyword as discussed in more detail below.
Alternately or additionally, in some embodiments, the keywords driving traffic to a website may be the result of only non-secured searches within the search engine. In some embodiments, the keywords driving traffic to a website may be the result of only secured searches within the search engine. In yet another embodiment, the keywords driving traffic to a website may be the result of a combination of either secured or nonsecured searches within the search engine. Likewise, the number of secured searches using the keyword within a given search engine may be obtained from the search engine listing the number of nonsecured searches, the number of secured searches, or a combination of either secured or nonsecured searches using the keyword within a search engine.
A. Operating Environment
FIG. 8a illustrates an operating environment, including a SEO system 100a, which can include a network 102. In some embodiments, the network 102 can be used to connect the various parts of the system 100a to one another, such as between a web server 106, a deep index engine 108, a search engine 110, and a SEO module 112. It will be appreciated that while these components are shown as separate, the components may be combined as desired. Further, while one of each component is illustrated in FIG. 1A, the system 100a may optionally include any number of each of the illustrated components.
The network 102 may include the Internet, including a global internetwork formed by logical and physical connections between multiple wide area networks and/or local area networks and can optionally include the World Wide Web (“Web”), including a system of interlinked hypertext documents accessed via the Internet. Alternately or additionally, the network 102 may include one or more cellular RF networks and/or one or more wired and/or wireless networks such as, but not limited to, 802.xx networks, Bluetooth access points, wireless access points, IP-based networks, or the like. The network 102 can also include servers that enable one type of network to interface with another type of network.
The web server 106 can include any system capable of storing and transmitting a webpage to a user. The web server 106 can provide access to the webpages of a website to be analyzed for improving SEO. For example, the web server 106 can include a computer program that is responsible for accepting requests from clients (user agents such as web browsers), and serving them HTTP and HTTPS responses along with optional data contents, which can include HTML documents and linked objects for display to the user. Alternately or additionally, the web server 106 can include the capability of logging some detailed information, about client requests and server response, to log files.
The website can include any number of webpages. The aggregation of references to the various webpages can be referred to as “traffic.” References to a website or a webpage can include any reference to the webpages of a website, which directs a visitor to the webpage. It should be noted that webpage as used herein refers to any online posting, including domains, subdomains, web posts, Uniform Resource Identifiers (“URIs”), Uniform Resource Locators (“URLs”), images, videos, or other piece of content and non-permanent postings such as e-mail and chat unless otherwise specified.
In some embodiments, the deep index engine 108 is configured to use identified search terms related to one or more webpages of the website in order to perform a search of the network to identify ranking of webpages in the website. The deep index engine 108 may be further configured to score the results of the search network with respect to the webpages of the website. This score may include a rank or position at which a particular webpage is displayed within the search results with regard to a keyword or keyword combination. The relative position or rank of the webpages within the search result can affect how the keyword or keyword combination affect actions of a search engine relative to a webpage. Accordingly, by determining the relative position of the webpages of a website within search results, the deep index engine 108 may be able to determine a current performance metric for each of the webpages and/or search terms as they relate to the website.
Alternately or additionally, the deep index engine 108 may be configured to score the search results for each of the search terms with respect to other entities, including entities found in the competitive listing for the search results. Accordingly, the deep index engine 108 may be configured to gather external data related to performance of the webpages of the website.
Alternately or additionally, the deep index engine 108 may be configured to crawl the search results related to each of the search parameters to retrieve external data. In particular, the deep index engine 108 may be configured to crawl the search results for each of the search terms and analyze data associated with the crawl, including on-page information and back link data (e.g., back link URL, anchor text, etc.) for each URL in the search result. The deep index engine 108 may then analyze the data to identify additional search terms that may be relevant for each webpage, but which may not have been searched or on which the webpages do not rank. In some embodiments, this analysis may include conducting a keyword frequency search. Accordingly, the deep index engine 108 may be configured to surface additional search terms for relation to the webpages of the website. In some embodiments, these additional search terms and opportunities are identified and targeted in any channel (e.g., SEO, paid search, social networks, etc.). Cross-channel opportunities are also a part of the opportunity identification (e.g., if a customer is not ranking on a keyword on organic search that a competitor ranks on, the customer can immediately target this keyword in paid search).
A deep index engine 108 according to some embodiments is described in more detail in copending U.S. patent application Ser. No. 12/436,704 entitled COLLECTING AND SCORING ONLINE REFERENCES, filed May 6, 2009, which application is hereby incorporated by reference in its entirety. The functionalities described herein can be applied to optimizing webpages for a website including determining an aggregate revenue value for a keyword.
The SEO module 112 may be configured for orchestrating and performing operations for obtaining an aggregate value of a selected keyword. The SEO module 112 may obtain the keywords used in a secured search that resulted in a visit to an entity's website by crawling the webpages 152 as needed. The SEO module 112 may then use a rank or a position, such as a pixel position, of an entity's webpage on a search results page to estimate the number of visits to the entity's website as a result of secured searches of the keyword. The SEO module 112 may then obtain the aggregate revenue value of the keyword based on number of visits and a value of the selected keyword, such as a predetermined revenue per visit for the keyword.
FIG. 8B illustrates another embodiment of a SEO system 100b. As shown, the network 102 operably couples the SEO module 112 with a website computing system 128. The SEO module 112 includes an SEO computing system 120 configured to perform SEO analysis and produce recommendations as described herein. The SEO computing system 120 can include submodules for implementing particular functionalities. The SEO computing system 120 can be generic to and include a ranking module 160, an estimated visit module 170, a SEO revenue attribution module 180, and a reporting module 126. A SEO computing module 120, including the reporting module 160, the estimated visit module 170, the SEO revenue attribution module 180, and the reporting module 126, according to some embodiments, are described in more detail in U.S. Patent Application Ser. No. 61/581,961 mentioned previously, filed Dec. 30, 2011.
The SEO module 112 may communicate with a website database 129 through the network 102. The website database 129 can include webpages 152, such as search result webpages, of the search engine website 150. The website database 129 can further include webpages 152 relating to statistical data for keyword driven traffic within the search engine website 140, such as a webpage within Google Adwords, or Google Webmaster Tools displaying statistical data for keyword driven searches. It should be understood that the data from the search engine result webpages 152 may be stored in any configuration without departing from the embodiments described herein.
The website computing system 128 can obtain SEO data from the search engine result webpages 152 by accessing the search engine website 150 through a web server, such as the web server 106 of FIG. 1A. Furthermore, the search engine result webpages 152 can be collected by crawling the webpages 152. In some embodiments, the webpages 152 can be crawled using the deep index engine 108 of FIG. 1A, for instance. In some embodiments, the webpages 152 can be crawled using a different mechanism.
Referring again to the SEO computing module 120, the ranking module 160 within the SEO computing module 120 can be configured to analyze the webpages 152 of the search engine website 150, obtain one or more metrics, SEO data, or both from the webpage 152. The ranking module 160 can include one or more algorithms for analyzing the data from the webpages 152. For example, in some embodiments, the ranking module 160 can analyze on-page data references to the entity webpages to identify the rank of the entity webpages within search result webpages 152 of the search engine website 150.
The estimated visit module 170 can obtain data from the ranking module 160 and the webpages 152, and can be configured to determine an estimated number of visits to a website resulting from a secured keyword search on the search engine website 150 using the selected keyword. The estimated visit module 170 can include one or more algorithms for processing the data obtained from the ranking module 160, the webpages 152 relating to keyword statistics, and the database 130 containing predetermined values. Based on the data from the ranking module 160, the webpages 152 relating to keyword statistics, and the database 130 containing predetermined values, the estimated visit module 170 can multiply the number of secured searches performed by the CTR to determine an estimated number of visits to the website that result from secured searches of the keyword.
Alternately or additionally, the estimated visit module 170 can obtain data from the user-defined template discussed above with reference to the copending U.S. patent application Ser. No. 12/855,668. Specifically, the estimated module 170 may determine the number of visits to a webpage or a group of webpages having a higher frequency of related keywords appearing within the webpage or webpages, and monitor the traffic to the user-defined webpages resulting in a product or service being purchased by a customer. Based on the data from the user-defined template traffic, the estimated visit module 170 can multiply the number of estimated visits based on a sampling of keywords appearing at a higher frequency within the webpage, or groups of webpages, by the CTR to determine an estimated number of visits to the website that result from secured searches of the keyword. Further, the sampling of keywords may be used by the ranking module 160 to determine the rank or position of the entity's website for the sampling of keywords. Thus, the ranking module 160 may determine the rank or position of keywords provided from resources beyond the keywords provided from webpages 152 relating to statistical data for keyword driven traffic within the search engine website 140 discussed above.
The SEO revenue attribution module 180 can obtain data from the estimated visit module 170, and from the database 130 containing predetermined values, and can be configured to determine an aggregate value for the selected keyword. The SEO revenue attribution module 180 can include one or more algorithms for processing the obtained data. Based on the data from the estimated visit module 170 and from the database 130 containing predetermined values, the SEO revenue attribution module 180 can multiply the estimated number of visits with a predetermined value per visit to determine an aggregate value for the selected keyword.
The reporting module 126 can compile information from the ranking module 160, and/or the estimated visit module 170, and/or the SEO revenue attribution module 180, to generate a report of the SEO revenue attribution including the aggregate value for the selected keyword. The reporting module 126 can include one or more algorithms that can generate one or more reports relating to the aggregate value.
B. Method of Generating Estimation of Reporting Data
FIG. 9A illustrates a method for determining revenue attributable to keywords used in a secured search that may be performed by a computing system, such as the SEO module 112 of FIG. 8. Alternately or additionally, the computing system may be the SEO module 112 of FIG. 8B. The method for determining revenue attributable to keywords used in a secured search according to some embodiments is described in more detail in U.S. Patent Application Ser. No. 61/581,961 mentioned above.
In some embodiments, as shown in FIG. 9A, the method 212 may include the steps of obtaining the keywords used in a secured search that resulted in a visit to a webpage (block 220), determining a rank of the webpage on a search results page resulting from securely searching the keyword (block 230), obtaining the number of secured searches for the keyword (block 240), estimating, based on the rank of the webpage, a number of visits to the website that result from secured searches of the keyword (block 250), and obtaining the aggregate value of the keyword (block 260).
Alternately or additionally, the number of visits to the website that resulted from a secured search of the keyword (block 250) may be estimated by obtaining data relating to the number of visits to individual webpages of the website, from which the number of visits to the website can be determined by relative scale.
One skilled in the art will appreciate that, for this and other processes and methods disclosed herein, the functions performed in the processes and methods may be implemented in differing order. Furthermore, the outlined steps and operations are only provided as examples, and some of the steps and operations may be optional, combined into fewer steps and operations, or expanded into additional steps and operations without detracting from the essence of the disclosed embodiments. Obtaining the keywords (block 220), shown in FIG. 9A, may include obtaining from a commercial search engine, or any search engine the keywords resulting in traffic to an entity's website. Obtaining the keywords (block 220) may also include obtaining keywords from data including, but not limited to: toolbar data, API data, aggregated demographic data, aggregated log data, and the like. Further, obtaining the keywords (block 220) may also include obtaining the keywords from a sampling of keywords from a user-defined template as discussed above. In some embodiments, only a limited number of keywords may be obtained from a search engine. Furthermore, only the limited number of keywords used over a period may be obtained from a search engine. For example, the Google search engine may only provide the top 1000 keywords that drove traffic to an entity's website during the last 30 days through Google Webmaster Tools.
Determining the rank of a webpage for a keyword (block 230 of FIG. 9A) of the SEO module 212, may include, in some embodiments, performing a method 231 shown in FIG. 9B. In some embodiments, the method 231 may be performed by the ranking module 160 illustrated in FIG. 8B. From the keywords determined (block 220 of FIG. 9A) in the method 212 of FIG. 9A, one keyword is selected (block 232 of FIG. 9B). The keyword may be selected at random, manually, chronologically, in sequence beginning with the keywords most frequently driving traffic to the entity website, or automatically for every keyword listed in the keywords determined (block 220 of FIG. 9A) in the method 212 of FIG. 9A.
After selecting a keyword (block 232 of FIG. 9B), the keyword is used in a search engine query (block 234 of FIG. 9B). The search engine query uses the keyword to generate a search results page in a search engine website. The search results page results may be crawled to collect the results of the search engine query from the search results page (block 236 of FIG. 9B). Once the search has been performed, data may be collected determining the entity's website ranking by reference to the position of the entity's webpage beginning from the topward portion of the page downward in relationship to other listed search results (block 238 of FIG. 9B). Alternately or additionally, the steps of determining the rank may be performed by a deep index engine. Other steps, in addition to or in alternative to, the steps illustrated in method 231 may also be performed to determine a rank of a webpage.
Estimating the number of visits to the webpage (block 240) of the method 212 may include additional steps. Example steps may be illustrated in FIG. 2C. The number of secured searches performed for the selected keyword may be obtained by referencing such sites as Google Adwords, or the like (block 242 of FIG. 9C). Additionally, the CTR percentage value for a keyword may be obtained by referencing the database 130 (shown in FIG. 8B) where a predetermined CTR value is stored (block 243 of FIG. 9C).
In some embodiments, the CTR value may be predetermined by the entity based on an evaluation of a page rank for the entity's website achieved when searching the keyword. In some embodiments, the CTR value may be a value associated with how likely a user that performs a search is to visit a website based on the ranking of the website in the search results page. For example, a rank of “first” may be associated with generating a webpage visit 40% of the time when a search is performed whereas a rank of “tenth” may be associated with generating a webpage visit 10% of the time when a search is performed. The CTR assignment may be based on statistical analysis, brand recognition assumptions, keyword association assumptions, metrics relating to the cost per click value of the keyword associated with advertising platforms such as Google Adwords, and the like. Other metrics such as average orders, the number of conversions obtained from an analytics webpage such as Google Webmaster Tools, and/or the like.
After obtaining the number of searches and the CTR, the obtained number of secured searches may be multiplied by the obtained CTR value (block 244 of FIG. 9C) to estimate the number of visits to the webpage that result from secured searches of the keyword (block 245 of FIG. 9C).
Determining an aggregate value for the selected keyword (block 260 of FIG. 9A) of the SEO module 212, may include additional steps. Example steps may be illustrated in FIG. 9D. The number of estimated visits may be obtained (block 252 of FIG. 2D) by referencing the steps shown in FIG. 9C. In addition, a value of the keyword may be obtained by referencing the database 130 (shown in FIG. 8B) where a predetermined value per visit is stored (block 253). The predetermined value per visit may be assigned by the entity based on statistical analysis, brand recognition assumptions, keyword association assumptions, and/or the like. For example, the keyword “running shoes” may be assigned a monetary value of ten U.S. dollars. SEO revenue attribution may be calculated by multiplying the number of visits to the website with the value of the selected keyword (block 254 of FIG. 9D) to obtain an aggregate value for the selected keyword (block 255 of FIG. 9D). The aggregate value represents the value of the keyword to the entity aggregated over a period.
An understanding of the SEO Module 212 of FIG. 9A may be assisted by an example. As noted above, due to the recent transitions of some search engines to the use of secured search to provide encrypted communication previously noted, an entity associated with a website may not be able to determine the path a visitor took to arrive at the entity's website. For example, if a website selling shoes is visited by a visitor utilizing the secured search results page of the search engine website, the website entity will not be able to discover whether the user searched for “shoes,” “running shoes,” or some other phrase. However, an entity may be able to obtain some of keywords used to develop the organic search leading to visits to the entity's website, as shown in block 220 of FIG. 9A. Search engines, such as Google, may allow a website entity, or their assigned agents, to obtain the top 1000 keywords driving traffic to their website, by referencing such sites as Google Webmaster Tools. For each keyword listed, a determination of where the entity's website is ranked in the search results page resulting from a search of a selected keyword may be determined as illustrated in block 230 of FIG. 9a, and may utilize the steps illustrated in FIG. 9B.
Continuing the example above, the keyword “shoes” may return a search result that ranks the entity's webpage in tenth place, whereas the keywords “running shoes” may return a search result that ranks the entity's webpage in first place. A place of first or tenth is a ranking based on the relative position of the entity's webpage to the webpages of other websites listed within the search results webpage with the first place being located towards the topward portion of the search result webpage, and the tenth place being located nine places below the first place position. The entity may determine that a rank of first place, may translate into a certain percentage of visits to the entity's website, as shown in block 243 of FIG. 9C. A CTR can associate the rank of the entity's website in the search result webpage with visits to the entity's website for the selected keyword.
Continuing in the example above, the keyword “running shoes,” having a ranking of first, may be assigned a CTR of 40%. In this example, the CTR of 40% represents that for every 100 times that the search results webpage for the keyword “running shoes” lists the entity's website in the first position, the entity's will receive 40 visits to the entity's website. Then, the total monthly number of searches is determined (shown in block 242 of FIG. 9C) for the keyword “running shoes,” and may be 10,000 searches in this example. This total monthly number of searches for “running shoes” is multiplied (shown in block 244 of FIG. 2C) by the CTR of 40% in this example, to obtain an estimated number of visits (shown in block 245 of FIG. 9C) to the entity's website driven from the keyword search of “running shoes.” Thus, the number of visits to the entity's website in this example is 4,000 visits for the past month. If the entity has assigned (shown in block 253 of FIG. 9D) the keyword “running shoes” a value of $10, then the number of visits (shown in 252 of FIG. 9D), being 4,000 visits, can be multiplied by the assigned value (shown in block 254 of FIG. 9D). Thus, for this example, the keyword “running shoes,” has an aggregate value (block 255 of FIG. 9D) of $40,000.
The estimated SEO revenue attribution may be useful to the entity to identify keywords that are more valuable to their business. By identifying keywords that are more valuable to the entity and the entity's business, the entity and/or the entity's agents may focus on generating legitimate content within the entity's website to increase visits to the entity's website. In addition, the aggregate value obtained may allow the entity to analyze some keywords that may result in higher revenue if the keyword search resulted in a higher rank of an entity's webpage within search results webpages.
VI. Another Embodiment
As may be understood by one of skill in the art, other methods for estimating the amount and value of traffic from a secured channel may be used and the embodiments described herein are meant to be illustrative only.
FIG. 10 illustrates another embodiment of estimating the traffic of the secured searches. In some embodiments, the number and types of modules that could be combined to filter and organize data for estimating the amount and value of traffic from a secured channel could include a broad range of data inputs. The data inputs could be selected in whole or in part, based on their availability for a particular entity or the specific types of data that can be combined in an associative manner determined by the strength of the correlations between different types of data as they pertain to, influence, or are associated with and visitor traffic, visitor conversion, and visitor purchase behavior. It is important to note that not all modules need be used in any particular embodiment, and any module could be used in any combination with some or all the other data modules to refine the accuracy and precision of the estimated traffic, conversion, and revenue from organic traffic from any chosen secured channel.
In some embodiments, which can be configured for the specific environment and operating parameters of an entity (taking into consideration the types of data available and their relative correlation to the estimated performance outputs) could be the SEO KW Rank module 112 includes an SEO computing system 120 configured to perform SEO analysis to identify or estimate keyword ranks in search engines can include sub-modules for implementing particular functionalities, such as a ranking module 160, an estimated visit module 170, a SEO revenue attribution module 180, and a reporting module 126, as well as modules for estimating or measuring rank by type of device (PC, tablet, or smartphone, for example) and/or location (country, city, region etc).
In some embodiments, data input may be included in example systems. For example, in some embodiments, the data input may include a Webmaster Tools data, Web Analytics Systems data, Social Signal data, and Visitor Profile data, any one or more of which can be combined optionally with available Keyword Rank data, Keyword Volume, and other inputs to refine estimates of the impact of traffic from keywords originating from secured search sources.
For example, in the case of Webmaster Tools data, such data may include certain useful information about metrics of interest, organized by Keyword and by Landing Page. For example Google Webmaster Tools (there are others, as well, such as Bing Webmaster Tools) reports information about impressions, clicks, and click through rates by Keyword (including organic) including secure search terms.
The data may also be pivoted to illustrated data organized by Landing Page (eg., impressions by landing page, clicks by landing page, and CTR by landing page) etc. Often the data revealed in Webmaster Tools alone is insufficient to provide highly accurate or extensive information for large sites. Sometimes the data is clipped, sometimes data for a limited number of pages is shown, and sometimes high-volume keywords, for example, have sufficient data revealed in such reports to be relied upon. However, webmaster tools data, especially as it becomes more accessible via more robust APIs and as these tools are expanded to cover more diverse data more deeply, such information can be highly relevant to a system that estimates secured search systems.
Furthermore, by extension of the model described herein, some of the elements could be user-modifiable. For example, the Click Curve module could be user-modifiable. Thus instead of using an industry standard or system-provided method for estimating click-through rates, a custom or semi-custom click-through-rate (CTR) model could be used instead. In some embodiments, a custom CTR model may be used to replace a system-provided CTR module when analytic results are adjusted to accommodate different user demographic information. Similarly, a Facebook social signals could be replaced by LinkedIn social signal data. For example, the Facebook social signals could be replaced because of information or perceptions that Facebook signal data suggests that visitors to a site will behave differently if they are more likely to be influenced in certain ways by LinkedIn rather than Facebook, and that most social-motivated traffic for the site is increasingly driven by LinkedIn rather than Facebook.
Furthermore, by extension of the model described herein, it should be readily apparent that things other than secured search channel traffic could be estimated. For example, in the event certain other media (video clips, other referring sites, social media sites, and links of any kind from any other types of content) may be secured (i.e., underlying asset is not revealed to the site) and their impact on traffic and conversion and revenue can be similarly estimated using this methodology.
Furthermore, it is possible to reverse the sequencing of the modules of the overall system when they are applied to estimate performance metrics for secure search. For example, at the URL level, we know the total aggregate organic metrics, but not at the granular keyword level for secure search. A key missing element in secured search is the list of keywords that are associated with a particular URL. If one had a method for identifying which keywords that are associated by search engines with a URL, such as SEO X-ray technology from BrightEdge (described in issued U.S. Pat. No. 8,190,594, which is incorporated herein by reference in its entirety), one could populate page data with a list of known keywords associated with that URL. Once that list is known, one could work backwards to infer rank for each known keyword, pull in data or estimates of keyword volumes for each keyword, and filter the results by applying a Click-Through-Curve to the list of keywords for the site, adjusted by the estimated Click-Through-Curve multiplier informed by the Keyword Rank (Rank) (location of digital content related to an entity on a search results page based on a organic search for a keyword) for each keyword. Optionally, as a final step to fill in data gaps between what would be estimated by the above steps and what is revealed at a summary level in a web-analytics system, the difference between the sum of the individual estimates keyword-by-keyword and what is shown summarized in a site's web-analytics system can be re-allocated (via extrapolation or interpolation) to a more comprehensive list of organic keywords associated with visits for the page as revealed by the SEO X-ray module, resolving to match the estimated volumes for individual organic keywords to known summary-level volumes for all organic traffic on a site.
There are a number of reasons that this alternative approach could yield superior and more accurate results. For instance, keyword volume data reported by ad systems (such as Adwords) is highly volatile, and can vary a lot over time across days and weeks, yet some sources of keyword volume data (such as Adwords pay per click (PPC) data) may reveal keyword volumes only periodically (e.g., once per month, and not daily) and the time periods for the reported keyword volumes for a given keyword simply might not match the period when the estimates are needed, which could be on daily or weekly basis. Secondly, long-tail keyword volume is often not captured accurately at all by such keyword volume sources, so keyword performance on pages that have a lot of long-tail keyword volume may be underestimated. Thirdly, a general purpose Click Through Curve model might not, if applied to all keywords on any given page, sum total to the actual summary results as revealed in web-analytics measurements, and could under represent or over represent actual result. One further reason for this is that sometimes the Click Through Curve model chosen might not align well with the types of keywords associated with a given page. (for example, branded keywords for a well-known brand site might normally be expected to exhibit a higher-than-average click-through rate than non-branded keywords on the site, and thus branded keywords might be under-represented). An example of how this situation could arise is described below.
A first example of an un-adjusted result illustrates that for the keyword shoes and a search volume of 1 million searches with a CTR of 0.4 that you estimate 400,000 visits. I a second example, the traffic is estimated where the gap between what is known in web-analytics data for a page is re-allocated (extrapolated) across the list of known keywords, weighted by the contribution of each initially estimated traffic count to the sum total of estimated traffic counts, multiplied against the total tracked organic traffic (from web-analytics) for the page. For example, known keywords include two additional longer tail keywords, each with 100,000 searches. Each of the keywords have a CTR of 0.4 to result in 480,000 visits. However, using extrapolation, assuming a contribution of 83% for the main keyword and 8% for the other keywords, the estimated visits for the main keyword is 788,500 visits.
The results from the estimation module yield key metrics for a page. These estimated results for multiple pages can be grouped by pages interesting to the user (for example, by product line, business unit, country, type, or any other grouping that aligns with the business needs of the enterprise). The estimated results can also be pivoted, so that results are shown by keyword or by keyword group. These results, individually by page or by keyword or other content type, or by page group or keyword group, can also be utilized in a marketing performance reporting system, including by way of example a SaaS system or platform that allows custom dashboards and reports to be generated based on user business requirements.
Example reports that may be generated based on the estimated results are illustrated in FIGS. 11 and 12.
Some embodiments described herein include a computer program product having computer-executable instructions for causing a computing system having the computer program product to perform a computing method of the computer-executable instructions for obtaining revenue attribution to keywords driving traffic to webpages within a website. The computing method can be any method described herein as performed by a computing system. The computer program product can be located on a computer memory device, which may be removable or integrated with the computing system.
Some embodiments described herein include a computing system capable of performing the methods described herein. As such, the computing system can include a memory device that has the computer executable instructions for performing the method.
In some embodiments, a computing device, such as a computer or memory device of a computer, can include the SEO module, the ranking module, the estimated visit module, the SEO revenue attribution module, and the reporting module. The SEO module, the ranking module, the estimated visit module, the SEO revenue attribution module, and the reporting module can be configured to perform any of the methods described herein.
In an illustrative embodiment, any of the operations, processes, etc. described herein can be implemented as computer-readable instructions stored on a computer-readable medium. The computer-readable instructions can be executed by a processor of a mobile unit, a network element, and/or any other computing device.
There is little distinction left between hardware and software implementations of aspects of systems; the use of hardware or software is generally (but not always, in that in certain contexts the choice between hardware and software can become significant) a design choice representing cost vs. efficiency tradeoffs. There are various vehicles by which processes and/or systems and/or other technologies described herein can be effected (e.g., hardware, software, and/or firmware), and that the preferred vehicle will vary with the context in which the processes and/or systems and/or other technologies are deployed. For example, if an implementer determines that speed and accuracy are paramount, the implementer may opt for a mainly hardware and/or firmware vehicle; if flexibility is paramount, the implementer may opt for a mainly software implementation; or, yet again alternatively, the implementer may opt for some combination of hardware, software, and/or firmware.
The foregoing detailed description has set forth various embodiments of the processes via the use of block diagrams, flowcharts, and/or examples. Insofar as such block diagrams, flowcharts, and/or examples contain one or more functions and/or operations, it will be understood by those within the art that each function and/or operation within such block diagrams, flowcharts, or examples can be implemented, individually and/or collectively, by a wide range of hardware, software, firmware, or virtually any combination thereof. In some embodiments, several portions of the subject matter described herein may be implemented via Application Specific Integrated Circuits (ASICs), Field Programmable Gate Arrays (FPGAs), digital signal processors (DSPs), or other integrated formats. However, those skilled in the art will recognize that some aspects of the embodiments disclosed herein, in whole or in part, can be equivalently implemented in integrated circuits, as one or more computer programs running on one or more computers (e.g., as one or more programs running on one or more computer systems), as one or more programs running on one or more processors (e.g., as one or more programs running on one or more microprocessors), as firmware, or as virtually any combination thereof, and that designing the circuitry and/or writing the code for the software and or firmware would be well within the skill of one of skill in the art in light of this disclosure. In addition, those skilled in the art will appreciate that the mechanisms of the subject matter described herein are capable of being distributed as a program product in a variety of forms, and that an illustrative embodiment of the subject matter described herein applies regardless of the particular type of signal bearing medium used to actually carry out the distribution. Examples of a signal bearing medium include, but are not limited to, the following: a recordable type medium such as a floppy disk, a hard disk drive, a CD, a DVD, a digital tape, a computer memory, etc.; and a transmission type medium such as a digital and/or an analog communication medium (e.g., a fiber optic cable, a waveguide, a wired communications link, a wireless communication link, etc.).
Those skilled in the art will recognize that it is common within the art to describe devices and/or processes in the fashion set forth herein, and thereafter use engineering practices to integrate such described devices and/or processes into data processing systems. That is, at least a portion of the devices and/or processes described herein can be integrated into a data processing system via a reasonable amount of experimentation. Those having skill in the art will recognize that a typical data processing system generally includes one or more of a system unit housing, a video display device, a memory such as volatile and non-volatile memory, processors such as microprocessors and digital signal processors, computational entities such as operating systems, drivers, graphical user interfaces, and applications programs, one or more interaction devices, such as a touch pad or screen, and/or control systems including feedback loops and control motors (e.g., feedback for sensing position and/or velocity; control motors for moving and/or adjusting components and/or quantities). A typical data processing system may be implemented utilizing any suitable commercially available components, such as those generally found in data computing/communication and/or network computing/communication systems.
The herein described subject matter sometimes illustrates different components contained within, or connected with, different other components. It is to be understood that such depicted architectures are merely exemplary, and that in fact many other architectures can be implemented which achieve the same functionality. In a conceptual sense, any arrangement of components to achieve the same functionality is effectively “associated” such that the desired functionality is achieved. Hence, any two components herein combined to achieve a particular functionality can be seen as “associated with” each other such that the desired functionality is achieved, irrespective of architectures or intermedial components. Likewise, any two components so associated can also be viewed as being “operably connected”, or “operably coupled”, to each other to achieve the desired functionality, and any two components capable of being so associated can also be viewed as being “operably couplable”, to each other to achieve the desired functionality. Specific examples of operably couplable include but are not limited to physically mateable and/or physically interacting components and/or wirelessly interactable and/or wirelessly interacting components and/or logically interacting and/or logically interactable components.
FIG. 7 shows an example computing device 700 that is arranged to perform any of the computing methods described herein. In a very basic configuration 702, computing device 700 generally includes one or more processors 704 and a system memory 706. A memory bus 708 may be used for communicating between processor 704 and system memory 706.
Depending on the desired configuration, processor 704 may be of any type including but not limited to a microprocessor (μP), a microcontroller (μC), a digital signal processor (DSP), or any combination thereof. Processor 704 may include one more levels of caching, such as a level one cache 710 and a level two cache 712, a processor core 714, and registers 716. An example processor core 714 may include an arithmetic logic unit (ALU), a floating point unit (FPU), a digital signal processing core (DSP Core), or any combination thereof. An example memory controller 718 may also be used with processor 704, or in some implementations memory controller 718 may be an internal part of processor 704.
Depending on the desired configuration, system memory 706 may be of any type including but not limited to volatile memory (such as RAM), non-volatile memory (such as ROM, flash memory, etc.) or any combination thereof. System memory 706 may include an operating system 720, one or more applications 722, and program data 724. Application 722 may include a determination application 726 that is arranged to perform the functions as described herein including those described with respect to methods described herein. Program Data 724 may include determination information 728 that may be useful for analyzing webpage rank within a search engine results page. In some embodiments, application 722 may be arranged to operate with program data 724 on operating system 720 such that the work performed, such as the carrying out of the methods described, by untrusted computing nodes can be verified. This described basic configuration 702 is illustrated in FIG. 7 by those components within the inner dashed line.
Computing device 700 may have additional features or functionality, and additional interfaces to facilitate communications between basic configuration 702 and any required devices and interfaces. For example, a bus/interface controller 730 may be used to facilitate communications between basic configuration 702 and one or more data storage devices 732 via a storage interface bus 734. Data storage devices 732 may be removable storage devices 736, non-removable storage devices 738, or a combination thereof. Examples of removable storage and non-removable storage devices include magnetic disk devices such as flexible disk drives and hard-disk drives (HDD), optical disk drives such as compact disk (CD) drives or digital versatile disk (DVD) drives, solid state drives (SSD), and tape drives to name a few. Example computer storage media may include volatile and nonvolatile, removable and non-removable media implemented in any method or technology for storage of information, such as computer readable instructions, data structures, program modules, or other data.
System memory 706, removable storage devices 736 and non-removable storage devices 738 are examples of computer storage media. Computer storage media includes, but is not limited to, RAM, ROM, EEPROM, flash memory or other memory technology, CD-ROM, digital versatile disks (DVD) or other optical storage, magnetic cassettes, magnetic tape, magnetic disk storage or other magnetic storage devices, or any other medium which may be used to store the desired information and which may be accessed by computing device 700. Any such computer storage media may be part of computing device 700.
Computing device 700 may also include an interface bus 740 for facilitating communication from various interface devices (e.g., output devices 742, peripheral interfaces 744, and communication devices 746) to basic configuration 702 via bus/interface controller 730. Example output devices 742 include a graphics processing unit 748 and an audio processing unit 750, which may be configured to communicate to various external devices such as a display or speakers via one or more A/V ports 752. Example peripheral interfaces 744 include a serial interface controller 754 or a parallel interface controller 756, which may be configured to communicate with external devices such as input devices (e.g., keyboard, mouse, pen, voice input device, touch input device, etc.) or other peripheral devices (e.g., printer, scanner, etc.) via one or more I/O ports 758. An example communication device 746 includes a network controller 760, which may be arranged to facilitate communications with one or more other computing devices 762 over a network communication link via one or more communication ports 764.
The network communication link may be one example of a communication media. Communication media may generally be embodied by computer readable instructions, data structures, program modules, or other data in a modulated data signal, such as a carrier wave or other transport mechanism, and may include any information delivery media. A “modulated data signal” may be a signal that has one or more of its characteristics set or changed in such a manner as to encode information in the signal. By way of example, and not limitation, communication media may include wired media such as a wired network or direct-wired connection, and wireless media such as acoustic, radio frequency (RF), microwave, infrared (IR) and other wireless media. The term computer readable media as used herein may include both storage media and communication media.
Computing device 700 may be implemented as a portion of a small-form factor portable (or mobile) electronic device such as a cell phone, a personal data assistant (PDA), a personal media player device, a wireless web-watch device, a personal headset device, an application specific device, or a hybrid device that include any of the above functions. Computing device 700 may also be implemented as a personal computer including both laptop computer and non-laptop computer configurations. The computing device 700 can also be any type of network computing device. The computing device 700 can also be an automated system as described herein.
The embodiments described herein may include the use of a special purpose or general-purpose computer including various computer hardware or software modules.
Embodiments within the scope of the present invention also include computer-readable media for carrying or having computer-executable instructions or data structures stored thereon. Such computer-readable media can be any available media that can be accessed by a general purpose or special purpose computer. By way of example, and not limitation, such computer-readable media can comprise RAM, ROM, EEPROM, CD-ROM or other optical disk storage, magnetic disk storage or other magnetic storage devices, or any other medium which can be used to carry or store desired program code means in the form of computer-executable instructions or data structures and which can be accessed by a general purpose or special purpose computer. When information is transferred or provided over a network or another communications connection (either hardwired, wireless, or a combination of hardwired or wireless) to a computer, the computer properly views the connection as a computer-readable medium. Thus, any such connection is properly termed a computer-readable medium. Combinations of the above should also be included within the scope of computer-readable media.
Computer-executable instructions comprise, for example, instructions and data which cause a general purpose computer, special purpose computer, or special purpose processing device to perform a certain function or group of functions. Although the subject matter has been described in language specific to structural features and/or methodological acts, it is to be understood that the subject matter defined in the appended claims is not necessarily limited to the specific features or acts described above. Rather, the specific features and acts described above are disclosed as example forms of implementing the claims.
As used herein, the term “module” or “component” can refer to software objects or routines that execute on the computing system. The different components, modules, engines, and services described herein may be implemented as objects or processes that execute on the computing system (e.g., as separate threads). While the system and methods described herein are preferably implemented in software, implementations in hardware or a combination of software and hardware are also possible and contemplated. In this description, a “computing entity” may be any computing system as previously defined herein, or any module or combination of modulates running on a computing system.
With respect to the use of substantially any plural and/or singular terms herein, those having skill in the art can translate from the plural to the singular and/or from the singular to the plural as is appropriate to the context and/or application. The various singular/plural permutations may be expressly set forth herein for sake of clarity.
It will be understood by those within the art that, in general, terms used herein, and especially in the appended claims (e.g., bodies of the appended claims) are generally intended as “open” terms (e.g., the term “including” should be interpreted as “including but not limited to,” the term “having” should be interpreted as “having at least,” the term “includes” should be interpreted as “includes but is not limited to,” etc.). It will be further understood by those within the art that if a specific number of an introduced claim recitation is intended, such an intent will be explicitly recited in the claim, and in the absence of such recitation no such intent is present. For example, as an aid to understanding, the following appended claims may contain usage of the introductory phrases “at least one” and “one or more” to introduce claim recitations. However, the use of such phrases should not be construed to imply that the introduction of a claim recitation by the indefinite articles “a” or “an” limits any particular claim containing such introduced claim recitation to embodiments containing only one such recitation, even when the same claim includes the introductory phrases “one or more” or “at least one” and indefinite articles such as “a” or “an” (e.g., “a” and/or “an” should be interpreted to mean “at least one” or “one or more”); the same holds true for the use of definite articles used to introduce claim recitations. In addition, even if a specific number of an introduced claim recitation is explicitly recited, those skilled in the art will recognize that such recitation should be interpreted to mean at least the recited number (e.g., the bare recitation of “two recitations,” without other modifiers, means at least two recitations, or two or more recitations). Furthermore, in those instances where a convention analogous to “at least one of A, B, and C, etc.” is used, in general such a construction is intended in the sense one having skill in the art would understand the convention (e.g., “a system having at least one of A, B, and C” would include but not be limited to systems that have A alone, B alone, C alone, A and B together, A and C together, B and C together, and/or A, B, and C together, etc.). In those instances where a convention analogous to “at least one of A, B, or C, etc.” is used, in general such a construction is intended in the sense one having skill in the art would understand the convention (e.g., “a system having at least one of A, B, or C” would include but not be limited to systems that have A alone, B alone, C alone, A and B together, A and C together, B and C together, and/or A, B, and C together, etc.). It will be further understood by those within the art that virtually any disjunctive word and/or phrase presenting two or more alternative terms, whether in the description, claims, or drawings, should be understood to contemplate the possibilities of including one of the terms, either of the terms, or both terms. For example, the phrase “A or B” will be understood to include the possibilities of “A” or “B” or “A and B.”
In addition, where features or aspects of the disclosure are described in terms of Markush groups, those skilled in the art will recognize that the disclosure is also thereby described in terms of any individual member or subgroup of members of the Markush group.
As will be understood by one skilled in the art, for any and all purposes, such as in terms of providing a written description, all ranges disclosed herein also encompass any and all possible subranges and combinations of subranges thereof. Any listed range can be easily recognized as sufficiently describing and enabling the same range being broken down into at least equal halves, thirds, quarters, fifths, tenths, etc. As a non-limiting example, each range discussed herein can be readily broken down into a lower third, middle third and upper third, etc. As will also be understood by one skilled in the art all language such as “up to,” “at least,” and the like include the number recited and refer to ranges which can be subsequently broken down into subranges as discussed above. Finally, as will be understood by one skilled in the art, a range includes each individual member. Thus, for example, a group having 1-3 cells refers to groups having 1, 2, or 3 cells. Similarly, a group having 1-5 cells refers to groups having 1, 2, 3, 4, or 5 cells, and so forth.
One skilled in the art will appreciate that, for this and other processes and methods disclosed herein, the functions performed in the processes and methods may be implemented in differing order. Furthermore, the outlined steps and operations are only provided as examples, and some of the steps and operations may be optional, combined into fewer steps and operations, or expanded into additional steps and operations without detracting from the essence of the disclosed embodiments. It should also be recognized that any module or component described herein can implement the functionalities associated with the name of the module or component.
The present disclosure is not to be limited in terms of the particular embodiments described in this application, which are intended as illustrations of various aspects. Many modifications and variations can be made without departing from its spirit and scope, as will be apparent to those skilled in the art. Functionally equivalent methods and apparatuses within the scope of the disclosure, in addition to those enumerated herein, will be apparent to those skilled in the art from the foregoing descriptions. Such modifications and variations are intended to fall within the scope of the appended claims. The present disclosure is to be limited only by the terms of the appended claims, along with the full scope of equivalents to which such claims are entitled. It is also to be understood that the terminology used herein is for the purpose of describing particular embodiments only, and is not intended to be limiting.
From the foregoing, it will be appreciated that various embodiments of the present disclosure have been described herein for purposes of illustration, and that various modifications may be made without departing from the scope and spirit of the present disclosure. Accordingly, the various embodiments disclosed herein are not intended to be limiting, with the true scope and spirit being indicated by the following claims.

## Claims

1. A computer implemented method for estimating web traffic to a website using at least one processor-based computing device programmed to perform the method by the processor-based computing device executing instructions stored in at least one non-transitory tangible computer readable storage medium, the method comprising:
obtaining a subset of a first set of reporting information from a secured external source that directs traffic to the web site with respect to a first keyword, the subset of the first set of reporting information having a corresponding portion of secured reporting information in the first set of reporting information which is known by the secured external source but which is not provided by the secured external source;
obtaining a second set of reporting information from a unsecured external source that directs traffic to the website with respect to the first keyword, the second set of reporting information being different than the subset of the first set of reporting information;
generating an estimation of the corresponding portion of secured reporting information which is not provided from the secured external source by correlating the second set of reporting information with the subset of the first set of reporting information;
obtaining total traffic to the website based on analytics on the website;
obtaining a third set of reporting information from a third external source that directs traffic to the web site with respect to a second keyword that includes the first keyword;
determining a contribution amount for the first keyword based on the subset of the first set of reporting information, the estimation of the corresponding portion of secured reporting information, and the third set of reporting information; and
generating an estimation of traffic to the website driven by the first keyword by correlating the total traffic and the contribution amount.

2. The computer implemented method of claim 1, wherein the total traffic is a total organic traffic to the website and the estimation of traffic to the website is an estimation of organic traffic to the website.

3. The computer implemented method of claim 1, wherein the secured external source and the unsecured external source are two different external sources that direct traffic to the website and which independently provide the first set of reporting information and the second set of reporting information, respectively.

4. The computer implemented method of claim 1, wherein the third external source is the same as the secured and unsecured external source.

5. The computer implemented method of claim 1, wherein the second keyword is long-tail keywords that include the first keyword.

6. The computer implemented method of claim 1, wherein the third set of reporting information includes a search volume for the second keyword, wherein the contribution amount for the first keyword is based on each of the search volumes multiplied by a click-through-rate value obtained from a click-through-rate model using a location of the website on a search results page resulting from a search on the third external source using the second keyword.

7. The computer implemented method of claim 1, wherein the third set of reporting information includes information with respect to a third keyword that includes the first keyword.

8. One or more non-transitory computer readable media configured to store instructions that when executed by one or more processors cause a system to perform operations, the operations comprising:
obtaining a subset of a first set of reporting information from a secured external source that directs traffic to a website with respect to a first keyword, the subset of the first set of reporting information having a corresponding portion of secured reporting information in the first set of reporting information which is known by the secured external source but which is not provided by the secured external source;
obtaining a second set of reporting information from a unsecured external source that directs traffic to the website with respect to the first keyword, the second set of reporting information being different than the subset of the first set of reporting information;
generating an estimation of the corresponding portion of secured reporting information which is not provided from the secured external source by correlating the second set of reporting information with the subset of the first set of reporting information;
obtaining total traffic to the website based on analytics on the website;
obtaining a third set of reporting information from a third external source that directs traffic to the web site with respect to a second keyword that includes the first keyword; and
generating an estimation of traffic to the website driven by the first keyword based on the total traffic, the subset of the first set of reporting information, the estimation of the corresponding portion of secured reporting information, and the third set of reporting information.

9. The non-transitory computer readable media of claim 8, wherein the total traffic is a total organic traffic to the website and the estimation of traffic to the website is an estimation of organic traffic to the website.

10. The non-transitory computer readable media of claim 8, wherein the secured external source and the unsecured external source are two different external sources that direct traffic to the website and which independently provide the first set of reporting information and the second set of reporting information, respectively.

11. The non-transitory computer readable media of claim 8, wherein the third external source is the same as the secured and unsecured external source.

12. The non-transitory computer readable media of claim 8, wherein the second keyword is long-tail keywords that include the first keyword.

13. The non-transitory computer readable media of claim 8, wherein the third set of reporting information includes a search volume for the second keyword.

14. A system comprising:
one or more non-transitory computer readable media configured to store instructions;
one or more processors coupled to the computer readable media, the one or more processors configured to execute the instructions to cause the system to perform operations, the operations comprising:
obtaining a subset of a first set of reporting information from a secured external source that directs traffic to a web site with respect to a first keyword, the subset of the first set of reporting information having a corresponding portion of secured reporting information in the first set of reporting information which is known by the secured external source but which is not provided by the secured external source;
obtaining a second set of reporting information from a unsecured external source that directs traffic to the web site with respect to the first keyword, the second set of reporting information being different than the subset of the first set of reporting information;
generating an estimation of the corresponding portion of secured reporting information which is not provided from the secured external source by correlating the second set of reporting information with the subset of the first set of reporting information;
obtaining total traffic to the website based on analytics on the website;
obtaining a third set of reporting information from a third external source that directs traffic to the website with respect to a second keyword that includes the first keyword; and
generating an estimation of traffic to the website driven by the first keyword based on the total traffic, the subset of the first set of reporting information, the estimation of the corresponding portion of secured reporting information, and the third set of reporting information.

15. The system of claim 14, wherein the total traffic is a total organic traffic to the website and the estimation of traffic to the website is an estimation of organic traffic to the web site.

16. The system of claim 14, wherein the secured external source and the unsecured external source are two different external sources that direct traffic to the website and which independently provide the first set of reporting information and the second set of reporting information, respectively.

17. The system of claim 14, wherein the third external source is the same as the secured and unsecured external source.

18. The system of claim 14, wherein the second keyword is long-tail keywords that include the first keyword.

19. The system of claim 14, wherein the third set of reporting information includes a search volume for the second keyword.

20. The system of claim 14, wherein the third set of reporting information includes information with respect to a third keyword that includes the first keyword.