Searchmetrics Illuminates Social Visibility
ADOTAS – Whereas search analytics firm Searchmetrics‘ search visibility standard shows website performance on the top search engines, the new social visibility standard — part of the just-released Searchmetrics Essentials tool — takes the same concept to the social web, measuring a domain or landing’s page influence on the six major social networks: Facebook, StumpleUpon, Twitter, Delicious, Google +1 and LinkedIn.
Viewed on a historical basis in segments as small as a week, the score is calculated using all forms of social activity: Likes, shares, posts, tweets, etc. Searchmetrics Essentials can be pinpointed down to a URL — as an interesting example, Searchmetrics calculated the social visibility of various NYTimes.com URLs between May and the end of August. Warren Buffet’s petition for higher taxes, “Top Coddling the Super Rich” (published August 18), had a social visibility score of 1.6 million compared to the 260,000 announcement of the death of Osama Bin Laden.
Kinda strange considering how Bin Laden’s death blew up on Twitter, but then again tons of news outlets were printing the news and many people first heard on Twitter or other sites — social activity revolving that specific URL easily could have been dwarfed by the hubbub surrounding New York Times’ Buffet exclusive.
So you can see how it’s an interesting tool for journalist outlets or really any publishers. For brands and marketers, it’s an analytic tool not just for a website’s social performance but landing pages within a campaign.
Besides the social module, Searchmetrics Essentials also includes a dashboard for viewing paid search’s effect on SEO. The modules can be purchased separately or as integrated components of the Searchmetrics Suite.
“Many tools on the market pull from third-party data sources, but this provides no unique advantage,” commented Dr. Horst Joepen, CEO of Searchmetrics and a frequent Adotas contributor. “Our data includes more than just raw numbers, but actionable analytics to help companies quickly take advantage of opportunities all within one dashboard – Searchmetrics Suite, our flagship solution.”
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