We've made it possible to plot not only referrals, but also actions and conversions
San Francisco, CA (PRWEB) January 21, 2009
The "long tail of search" is a much-used but meaningless phrase unless marketers have the right tools to take advantage of its rich opportunities. Enquisite, Inc., a provider of search marketing automation and monetization solutions, today announced the addition of new Enquisite Pro™ features that will help marketers capture more long tail opportunities, as well as showing them geotargeted customer traffic.
"We've taken the powerful visual and analytical benefits of Enquisite Pro and stepped them up a notch with new features that marketers can use to leverage the long tail," says Enquisite founder and President Richard Zwicky. "The new Enquisite Pro features are focused on turning data into action. Let's face it, there are lots of analytics tools on the market. We're not interested in recreating what's already available," continues Zwicky. "These features are innovative and give marketers more fuel with which to launch their 2009 campaigns."
Enquisite Pro is a search analytics platform that lets marketers examine how search terms fare within various search engines around the world, giving them the information they need to optimize their sites for the strongest target keywords. The platform was named the 'Technology Platform Search Marketers Can't Live Without' at the 2008 Search Engine Strategies conference in San Jose, California.
Opportunities Report Feature
Enquisite Pro's new Opportunities Report identifies which phrases are driving referrals, actions and conversions from certain search engines, but not from others. For instance, if a phrase is driving conversions from MSN and Google, but not Yahoo!, the Opportunities Report will give marketers a list of phrases they can automatically import into their bid management system. It saves marketers hours of analysis and decision-making.
"It's the most up-to-date way to do real-time keyword research on your site," says Zwicky. "The Enquisite Pro Opportunities Report helps marketers identify the low hanging fruit they might otherwise have missed. With a little optimization work, they can move up to Page 1 on the search engine results pages, and see a dramatic increase in traffic."
Potential Analysis Feature
The Enquisite Pro Potential Analysis feature helps marketers scientifically analyze which keyword phrases will be the most effective in leading to conversions. Found within the Long Tail report in Enquisite Pro, this feature looks at a keyword phrase and calculates its potential value based on these variables:
- Referral rates
- Conversion rates
- Page Views
- Time - Average time/visit for the phrase in seconds
Potential Analysis also looks at 'bounce ratio." A bounce occurs when a website visitor leaves a page or a site without visiting any other pages before a session timeout occurs. Enquisite Pro sets the timeout to 15 minutes.
"As marketers start the New Year and plan their campaigns, a feature such as Potential Analysis helps them make better keyword decisions at the front end," says Zwicky.
Map Overlays Feature
One of Enquisite Pro's unique features is geotargeting analysis: marketers can learn which phrases are effective in which geographical areas, down to the zip code level. No other analytics package has this capability to do search traffic segmentation by geography. To date, this analysis has only been available in Enquisite in data list form.
Now, Enquisite offers Map Overlays' visual mapping capability so marketers can see the locations from which their visitors are arriving. For example, Map Overlays can show a world map where it pinpoints which countries are sending traffic, or a map of California that highlights particularly active cities with searches, in a purely visual format. "Local search is a smart way to better match your campaigns to a market segment," says Zwicky. "Enquisite's geotargeting and visual mapping functionality gives marketers a quick snapshot of what's working where."
Enquisite Map Overlays can be used to visualize traffic globally, by country, state, province, region, or city. "We've made it possible to plot not only referrals, but also actions and conversions," explains Zwicky. "For example, it's quite interesting to plot the search referral traffic to the site on a state-by-state basis and then filter it just to look at particular inquiries. Marketers may find some surprising search patterns they can leverage to increase business in a particular region."
"When looking at just data reports, it can be difficult to spot areas that are not sending you traffic. But plot the same data on a map, and at a glance you can see where those holes are, and also which areas are unusually strong," says Zwicky.
Armed with this wealth of geographical information, Zwicky recommends buying geotargeted ads to test markets, in addition to bringing in some links from geographic areas that are underperforming. "An often neglected value in search engine algorithms is that links have a geographic value to them," Zwicky explains. "For instance, if your site doesn't have any links from Texas, your site won't do as well in searches from that marketplace. But unless you do the analysis, you would never discover that you are not getting enough traffic from Texas, nor would you know to concentrate some link building efforts in Texas. Now, you can see the information on a map, and immediately start to take action."
About Enquisite Inc.: (http://www.enquisite.com)
Founded in 2006, Enquisite, Inc. is a provider of search marketing automation and monetization solutions. Through its platform and suite of applications, the company aims to transform search marketing by providing marketers with vital insight into user behavior, intent, and actions, reducing the time to search monetization.
Digital agencies and advertisers, including ZAAZ, Netconcepts, and HSR Business to Business, use Enquisite's solutions to more effectively measure ROI, increase current revenue streams, and improve customer retention.
The Enquisite suite of applications includes Enquisite Pro, which automates many of search marketing's most tedious tasks by providing focused search analytics; PPC Assurance, which takes a scientific approach to auditing a search engine's adherence to an advertiser's pay-per-click campaign settings; and SEOsense, which eases the pain for advertisers and agencies alike by providing them with a platform where they can effectively report on and monetize SEO campaigns.
Enquisite has offices in San Francisco, CA, Victoria, BC and Seattle, WA.