Background

Fortune Interactive CEO Andy Beal and vice president of technology Mike Marshall launched SEMLogic in late 2005. Using “reverse engineering,” the tool was developed to give insight into how search engines determine ranking using keyword comparison and correlation measurement.

After an interview with Beal, WebProNews reported on SEMLogic in December. Beal called it “latent semantic indexing.” We called it “the keywords you never thought of,” as the tool provides insight into surprising related keywords. If optimizing a Website for [iPod], for example, a search engine marketer may not realize that [October] was an important related word.

The company boasts that SEMLogic uses semantic analysis to examine online competition by identifying patterns and trends, and by establishing what search engine crawlers are recognizing as the strongest supporting words. They claim the technology evaluates more than 100,000 competitor data points on and off the webpage.

The Upgrades

“I know what you’re thinking,” writes Beal. “‘SEMLogic, sure, it’s probably no more than a fancy excel macro’- but it’s so much more than that. In fact, we’ve just added new components to SEMLogic that allow us to accurately measure the strengths and weaknesses of any web site for any keyword on any search engine.”

The new components include “beefed-up” server capabilities making SEMLogic five times faster for deeper competition digging, FLASH-based polar-charts and scatter-plots for reports, and backlink quantity and quality analysis. Fortune Interactive also added SWOT (strengths, weaknesses, opportunities, and threats) analysis to determine what needs to be optimized.

“The new upgrades offer our clients the opportunity to understand what steps need to be taken to overtake their competitors’ search engine rankings,” said Beal.

According to Marshall, SEMLogic has met enormous success in SEO. “We focused on using SEMLogic’s findings to make modifications to 30 previously optimized web pages in the apparel space. After three months, we found SEMLogic’s insight directly contributed to a 75 percent increase in unique Google visitors to the web pages as well as an 80 percent increase in the terms that were bringing traffic to the pages,” he said.

Beal offers a video demonstration of the technology at his weblog Marketing Pilgrim.

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…instead of poring through reams of data and line after line on reports covering all manner of metrics, a SEM tech can look at a client’s sphere, and click on it for an assortment of details.

That’s where the work done by [Mike] Marshall and his team really shines. Visually, a client sphere and its surrounding spheres shows where work needs to be done to improve ranking; yellow and white stripes on a red sphere, and their placement relative to each other, show just how much improvement a site or page needs.

SEMLogic’s theme analysis index assesses the relevance of a site or a page to a query. Think about the implication: provided with a site’s details, SEMLogic knows where the site will rank in a given search engine. Before it enters the search engine’s index….

Thanks to David. Anyone else interested in taking a look at the SERPS thru the eyes of the SEMapshere can either stop by our booth at AD:TECH or drop me an email for a sneak-peak ahead of the show.

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Andy Beal is an internet marketing consultant and considered one of the world’s most respected and interactive search engine marketing experts. Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian.

You can read his internet marketing blog at Marketing Pilgrim and reach him at andy.beal@gmail.com.

"No more secrets, Marty."
-- Ben Kingsley brags about his black box to Robert Redford in 1992's Sneakers

It’s easy enough to mention the name of Andy Beal, marketing guru and co-founder of Fortune Interactive, when discussing his company and search marketing. During a pre ad:tech look at his company’s SEMLogic demo made it very clear that Mike Marshall, co-founder and vice president of technology, deserves mention today.

Some readers may already know SEMLogic, which enables them to see in a three-dimensional representation their company’s place in the SEMasphere. The SEMLogic environment replicates where a company resides in terms of its ranking for a given search engine.

Marshall noted the main idea of SEMLogic, where his firm’s techs can look at various factors affecting ranking, and get an in-depth look at campaigns and sites in a matter of minutes.

The view they see shows a given site as a sphere in the SEMasphere environment, as seen through SEMLogic. A yellow sphere represents the gold standard of search results: a site’s placement in the 1 through 10 rank. Blue spheres signify 11-20. Red, well, red means something below 21. Virtually invisible to searchers.

So instead of poring through reams of data and line after line on reports covering all manner of metrics, a SEM tech can look at a client’s sphere, and click on it for an assortment of details.

That’s where the work done by Marshall and his team really shines. Visually, a client sphere and its surrounding spheres shows where work needs to be done to improve ranking; yellow and white stripes on a red sphere, and their placement relative to each other, show just how much improvement a site or page needs.

SEMLogic’s theme analysis index assesses the relevance of a site or a page to a query. Think about the implication: provided with a site’s details, SEMLogic knows where the site will rank in a given search engine. Before it enters the search engine’s index.

Marshall and the Fortune Interactive team will demo SEMLogic at ad:tech. It’s worth a look. As far as Google and other search engines go, Marshall and Beal may just know their secrets. Or at least enough to nudge a site up in the rankings.

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David Utter is a staff writer for WebProNews covering technology and business.