Operationalizing search engine optimization

A computer readable medium encoded with a computer program fixed in a non-transitory computer storage medium having computer-executable instructions for causing a computing system to perform operations of optimizing online references to an entity, the operations comprising:

• searching at least two channels on a network for references to the entity and other entities using a plurality of search terms to generate search results, the at least two channels being selected from a group including blogs, social media, video sharing, mobile content, and search engines;
• scoring the references associated with each of the plurality of search terms to generate scores for the references within the search results with respect to the entity and the other entities,
• the score for each of the references within the search results with respect to the entity being based on at least a position of each of the references to the entity within the search results and
• the score for each of the references within the search results with respect to the other entities based on at least a position of each of the references to the other entities within the search results;
• determining shares of voice for the entity and the other entities across each of the at least two channels with respect to the plurality of search terms;
• correlating shares of voice for the entity and the other entities with respect to the search terms to determine a relative change in share of voice for the entity with respect to the other entities based on the scores for the references;
• and
• correlating shares of voice for the entity across the plurality of channels with respect to the search terms to determine relative changes in share of voice for the entity within each of the channels based on the scores for the references.

A computer implemented method of managing references to an entity on a network, the computer including a non-transitory computer storage medium, the method comprising:

• determining a score for each of a plurality of search terms with respect to an entity and one or more other entities,
• the score for each of the plurality of search terms for the entity being based on at least a position of a reference to the entity within search results generated using the respective search term, and
• the score for each of the plurality of search terms for the other entities being based on at least a position of a reference to the other entities within the search results generated using the respective search term;
• determining shares of voice for the entity and the other entities across a plurality of search engines based on the scores for the plurality of search terms and a multiplier applied to the scores;
• correlating shares of voice for the entity across the plurality of search engines with respect to the search terms to determine relative changes in the shares of voice for the entity within each of the search engines;
• determining when a share of voice difference between the relative change in the share of voice for the entity with respect to the search terms within a first search engine of the plurality of search engines and the relative change in the share of voice for the entity with respect to the search terms within other search engines of the plurality of search engines is greater than a threshold;
• and
• when the share of voice difference is greater than a threshold, performing analysis with respect to the first search engine to isolate causes for the relative change in the share of voice for the entity with respect to the search terms within the first search engine,
• the performing the analysis including correlating the share of voice for the entity with respect to the search terms within the first search engine with historical changes in search signals that affect the positions of references to the entity within search results generated using the search terms within the first search engine.