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BizReport : Search Marketing : June 15, 2010

Searchlight SEO launches, helps manage organic search

After several months of private testing, Conductor is launching Searchlight for public consumption. The search engine optimization platform is said to help brands manage natural search rankings by analyzing areas in which the company's search offerings fall short.

by Kristina Knight

conductor.jpgSiemens Industry has signed on as one of the first brands to use the platform.

The Searchlight platform first analyzes data surrounding a brands search strategy to find areas in which the company is falling short or where consumers aren't engaging with the content or offerings. Once the challenges brands face are noted, the platform manages the natural search arm of full-fledged search campaigns to help improve natural search rankings.

"Investing in natural search should be a no-brainer for big brands - data shows that up to 92% of clicks occur in natural search rankings, but paid search uses up the majority of a marketer's search budget," said Seth Besmertnik, Conductor CEO. "With Searchlight, we've made it easy to manage and scale SEO just like paid search. Marketers have an instantaneous view into the success of their SEO program...and can quickly and easily mitigate issues that are preventing them from winning in natural search."

One of the most interesting offerings from Searchlight are the SIPE Scores. These scores are accumulated over time so marketers know how campaigns are faring from the beginning of a campaign, through the middle and to the end. Knowing how the campaign did on Day 1 compared to Day 31 or Day 15 is important because the information can be used to change an area of a campaign that isn't working before a large amount of ad budget is invested in an underperforming sector.

Tags: Conductor, natural search, organic search, search engine optimization, search marketing, Searchlight, SEO campaign

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