Rio SEO, San Diego, Calif., today unveiled an advanced software automation product designed to help corporate marketers and search practitioners at digital agencies discover the specific keywords and phrases that consumers actually use when searching online for goods and services.
“This is the ultimate in understanding where the customer is coming from,” said Rick Clancy, Rio SEO senior director. “This enables marketers to see the actual words, the actual phrases, that consumers use when they search for a product. For example, if someone is looking for hunting boots, they may search ‘hunting boots,’ rather than ‘hunting apparel.’”
So if the retailer had hunting apparel more predominate in the search formula than hunting boots, the results would show up lower in search engines – perhaps far lower – than results of retailers with hunting boots more prevalent in the search formula, Clancy explained. “It provides a much better picture of how consumers search for and connect with products.”
Armed with this information, marketers would be much better able to provide the best key words and phrases on their Web sites, could rework some Web pages for more favorable search results and might drop some Web pages entirely, Clancy told Loyalty 360.
In addition to helping marketers uncover the most opportunistic keywords, the new Rio SEO Keyword Discovery Automation™ product is the first tool of its kind to identify the specific Web pages that are the most relevant to those keywords. The software provides insights into what website landing pages are likely to have the strongest impact on visiting consumers.
“There is a large movement within the search engine marketing industry to have search more aligned with the words the customers actually use,” Clancy said. “If you can provide words and phrases the customer actually uses, then it provides direction how the marketing should be aligned.”
“This tool gives marketers visibility into the true voice of the customer,” said Pete Dudchenko, Rio SEO senior director for product management, in a prepared statement. “It’s a powerful decision-making and workflow management resource that clearly shows what people are saying across the competitive landscape, in various social media conversations, and through traditional search marketing data sources. Savvy marketers can leverage this insight to create and implement high-return, search engine optimization strategies.”
That should lead to high conversion rates, Clancy said.
The product will supply metrics to help develop better workflow processes, Dudchenko added. “We’ve re-invented keyword discovery to bring SEO marketers to a new level where the process is automated through a series of workflow best practice tactics. This tool taps into a huge set of suggested keywords, including those from social data.”
Rio SEO Keyword Discovery Automation supports a multitude of languages that are used from North and South America to Europe and Asia, including those with multi-byte characters like the Cyrillic, Chinese, Kanji, Hindi, Scandinavian, and Germanic languages.
The tool can also be integrated into the Rio SEO Search Analytics solution, which will allow marketers to correlate their keywords with their Web pages, plus upload them for ongoing analysis and actionable recommendations. Rio SEO Search Analytics is a patented SEO software solution for auditing, reporting, and making prioritized recommendations for search engine optimization. The tool will also work with analytics solutions from other providers, Clancy said.