Welcome!

Cognitive Computing Authors: William Schmarzo, Elizabeth White, Yeshim Deniz, Pat Romanski, Ray Parker

Related Topics: Cognitive Computing , Agile Computing

Cognitive Computing : News Item

Covario Challenges Economics of SEO

SEO Company Launches D3, Reduces Estimated 30-40 Percent of Expense From SEO Management

Covario announced a new, economics-based solution for managing online presence that challenges the traditional agency model. With its launch of D3 -- Data Driven Decisions for Search Engine Optimization (SEO), Covario has identified an automation-driven solution that dramatically reduces inefficiencies in large scale SEO management programs by automating processes that consume an estimated 30-40 percent of current investment.

"Having worked with large advertisers over the past few years, it's become apparent that the current model for managing SEO is fundamentally flawed," said Craig Macdonald, senior vice president and chief marketing officer of Covario. "We don't believe advertisers will move away from agencies in helping them manage SEO, but we do believe that they will move away from agencies that do not use technologies like D3. It is simply impossible to exploit SEO without scalable systems. Trying to optimize hundreds of websites manually translates into unnecessarily high costs when it comes to tasks that can be automated."

Added Macdonald, "Over the past three years, Covario has spent millions of dollars building out a system that automates data gathering and management of the analytics necessary to drive large scale SEO programs. Our D3 solution gives control back to the advertisers -- allowing them governance over their own sites. It allows them to build a controllable system, as opposed to relying on a practitioner at an external agency to manage a key advertising channel."

According to a recent survey by eMarketer, 55 percent of markets will increase spending on SEO in 2009 -- more so than any other advertising channel. Most large advertisers leverage consultants or agencies to help them with SEO, and these projects range in price from $100,000 to $250,000 per site. For a large advertiser, with tens or hundreds of sites, these costs make scalable investment in SEO economically infeasible.

SEO follows a four-step process:

    1) determine which keywords drive the most value for a brand or for a
        campaign
    2)  analyze the Web site for its "SEO health"
    3)  make changes to the Web sites
    4)  monitor the effect of these changes

Covario's D3 solution automates all aspects of this process except the change process -- which continues to require human attention. Deploying D3 drives out 30-40 percent of the cost of the process and focuses agency engagement on the change process which actually drives ROI. This is a fundamental shift in the economics of running large scale SEO programs, and for a large organization, eliminates millions of dollars in wasted investment.

"The actionable insights provided by D3 allow us to focus specifically on the keywords, search engines and Web site changes that drive the greatest ROI for our SEO program and for the company," said Robin Smith, search engine marketing manager at Invitrogen, a part of Life Technologies. "By automating much of the time-consuming and labor-intensive activities associated with SEO, D3 enables our team to focus on strategy, creative and Web site changes -- instead of spending valuable time gathering and compiling data every other week."

Together with Covario(TM) Organic Search Insight, the technology solution that underlies D3, large advertisers now have a complete system that builds an ROI analysis that prioritizes which keywords drive the most traffic and a competitiveness index which evaluates the relative SEO health of the Web sites currently ranking higher for the selected keywords -- automating key aspects of large scale SEO programs that have been done traditionally by humans.

In a supporting statement from Forrester Research, "Agencies can extend their value by measuring and reporting on advanced metrics such as attribution and brand awareness and then translating the knowledge into actionable client recommendations to meet and exceed client expectations. As tools and tactics grow in sophistication, marketers have embraced both in increased numbers, while training in-house staffers and moving away from agency relationships."

D3 is available to all customers of Covario Organic Search Insight, the winner of Gartner Group's 1:1 Award for Most Innovative Online Technology and the only truly global, enterprise class SEO solution in the market -- being used by Intel, Websense, TMobile, RIM, and Life Technologies (formerly Invitrogen).

More Stories By Corinna Melcon

Corinna is Advertising Sales Manager at SYS-CON Media and Cloud Expo, Inc. Each month SYS-CON Media reaches over two million i-technology professionals through its specialty online journals, conferences, and education programs.

You can contact Corinna with advertising or events questions or comments via email at "corinna (at) sys-con.com" or at her home page corinnamelcon.ulitzer.com, or by phone at 201 802-3026.

@ThingsExpo Stories
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
Imagine if you will, a retail floor so densely packed with sensors that they can pick up the movements of insects scurrying across a store aisle. Or a component of a piece of factory equipment so well-instrumented that its digital twin provides resolution down to the micrometer.
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settle...
Product connectivity goes hand and hand these days with increased use of personal data. New IoT devices are becoming more personalized than ever before. In his session at 22nd Cloud Expo | DXWorld Expo, Nicolas Fierro, CEO of MIMIR Blockchain Solutions, will discuss how in order to protect your data and privacy, IoT applications need to embrace Blockchain technology for a new level of product security never before seen - or needed.
BnkToTheFuture.com is the largest online investment platform for investing in FinTech, Bitcoin and Blockchain companies. We believe the future of finance looks very different from the past and we aim to invest and provide trading opportunities for qualifying investors that want to build a portfolio in the sector in compliance with international financial regulations.
Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...
Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, discussed some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he covered some of the best practices for structured team migration an...
No hype cycles or predictions of a gazillion things here. IoT is here. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, an Associate Partner of Analytics, IoT & Cybersecurity at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He also discussed the evaluation of communication standards and IoT messaging protocols, data...
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and B...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
We are given a desktop platform with Java 8 or Java 9 installed and seek to find a way to deploy high-performance Java applications that use Java 3D and/or Jogl without having to run an installer. We are subject to the constraint that the applications be signed and deployed so that they can be run in a trusted environment (i.e., outside of the sandbox). Further, we seek to do this in a way that does not depend on bundling a JRE with our applications, as this makes downloads and installations rat...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
DX World EXPO, LLC, a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...
Digital Transformation (DX) is not a "one-size-fits all" strategy. Each organization needs to develop its own unique, long-term DX plan. It must do so by realizing that we now live in a data-driven age, and that technologies such as Cloud Computing, Big Data, the IoT, Cognitive Computing, and Blockchain are only tools. In her general session at 21st Cloud Expo, Rebecca Wanta explained how the strategy must focus on DX and include a commitment from top management to create great IT jobs, monitor ...
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
The IoT Will Grow: In what might be the most obvious prediction of the decade, the IoT will continue to expand next year, with more and more devices coming online every single day. What isn’t so obvious about this prediction: where that growth will occur. The retail, healthcare, and industrial/supply chain industries will likely see the greatest growth. Forrester Research has predicted the IoT will become “the backbone” of customer value as it continues to grow. It is no surprise that retail is ...