GB2451691A

GB2451691A - Search engine optimisation system

Info

Publication number: GB2451691A
Application number: GB0715589A
Authority: GB
Inventors: Geoffrey M Boult; Mark Laridon; David C Elliott
Original assignee: QUERYSUM Ltd
Current assignee: QUERYSUM Ltd
Priority date: 2007-08-09
Filing date: 2007-08-09
Publication date: 2009-02-11
Also published as: WO2009019435A1; GB0715589D0

Abstract

A search engine optimising system (SEOS) that is operable to cooperate with an internet search engine or an on-site search engine such that when an internet user navigates to a page of a website via the search engine the SEOS may intervene and determine what search term or phrase the internet user provided to the search engine to cause the search engine to offer that link to the website. The SEOS of the present invention is then operable to compare the internet user's search term or phrase with an up-to-date record of the website's content and, if applicable, override the search engine and re-route/redirect the internet user to an alternative page that has been predetermined to correspond more accurately to the internet user's search term or phrase than the page the search engine had offered. If no alternative website content is applicable, the SEOS of the embodiment displays the page originally offered by the search engine and chosen by the internet user. The system takes advantage of the more up-to-date on-site search engine's index to provide an optimized search.

Description

Search Engine Optimisatjon Sy,icrn

Technical Field

This invention relates to optimising internet searching. More particularly, this invention relates to a method and apparatus for accurately navigating an internet user to up-to-date and appropriate content on a website.

Background of the Invention

It s very common for a user of the internet to utilise internet search engines to locate and navigate to internet content on a particular subject of interest. Typically, the internet user provides the intel-net search engine with a search term or phrase and the internet search engine cross references this term or phrase with an index in order to locate appropriate internet content to offer the user. This operation is analogous to a book reader looking up a word in the index of a book to determine which pages contain material relevant to that word.

However, there are various inaccuracies with the aforementioned internet searching process. One such inaccuracy results from the fact that internet search engines frequently use indexes that do not contain a completely up-to-date record of all available internet content.

It is the role of an internet search engine to create its own index of the internet, therefore, it would be desirable if internet search engines were able to interrogate a website directly to determine what data it holds and then index that data appropriately. However, this approach is not possible since a website's data is held on a private database which internet search engines do not have access to. Instead, search engines have to make do with a process called crawling'.

Crawling is the method of following hyper-links on the internet to different websites, and gathering the contents of these websites for storage in the search engine's index.

The crawler (also known as a web spider) is a software program that can download internet content (website pages, images, documents and other files) and follow hyper-links within these web contents to download the linked contents. The linked contents can be on the same site or on a different website. If a website page is not linked from other website pages on the internet, the crawler will be unable to locate it.

Furthermore, even if a website page is linked to from other sites, the enormous overhead of crawling all the known websites in the world means that even the biggest and fastest search engines can only re-index a website every so often; perhaps every few days or even weeks or months.

It is also common for an internet user to navigate to a particular website page via a search which onginates from a website rather than an internet search engine. Some websites offer internet users an on-site search facility that uses an on-site search engine, in part to remedy deficiencies in internet search engine accuracy such as those caused by the use of incomplete indexes. Like internet search engines, on-site search engines 1 5 cross-reference a user's search term or phrase with an index to locate appropriate content. One principle difference between internet search engines and on-site search engines is that the website owner can be in control of the on-site search engine's index and therefore can ensure that it is kept up to date by entering new pages in the index as soon as they are made available to internet users. Additionally or alternatively, crawling may be used by an on-site search engine to index the site. As the quantity of data to be crawled on a single website is a small sub-set of the whole internet, an on-site search engine has far fewer overheads compared to an internet search engine and therefore, can re-index a website much more frequently, which can improve the accuracy of its search results over those of an internet search engine.

There are a number of inaccuracies with the internet searching process that also effect on-site search engines. One such inaccuracy results in the internet user being navigated to website content that is inappropriate in light of their search term or phrase. This problem often occurs as a result of the search engine simply matching the search term or phrase to any available internet or website content containing the same order of letters as featured in the search term or phrase, and then presenting those matches to the internet user. For example, a search phrase red tops' entered in an on-site search engine for an online clothing shop may produce a list of products including p fastening bags' or textured sweaters', neither of which accurately correspond to the search phrase.

Further examples are that an internet search for black boots' is equally as likely to return links to a novel of that title as to footwear, or that a search for washing machines' could return a link to one particular product rather than a section of a website covering all washing machines.

Prior Art

In order to assist in overcoming inaccuracies in the internet searching process, internet search engine optimisation can be used. Search engine optimisation is often of particular interest to the website owner as typically it aims to maximise the number of visitors to the owner's website and ensure that visitors are provided with relevant content upon reaching the website. A common technique employed to optimise' a website involves modifying the coding, presentation and structure of the website so that it is more easily indexed by an internet search engine and also appeals to human visitors. This technique can make crawling more efficient and help improve the accuracy of the search results retrieved. However, there is still likely to be a significant time lag between new website content becoming available and an internet search engine crawling that content and including it in its index.

Optimising website content using this technique can also help improve the crawling process of the on-site search engine by the same accord; however, this is less important as the website owner can often manually amend the on-site search engine's index to include all available website content. Additionally, on-site search engines do not assist in directing an internet user from other websites to the website on which they search; instead, they only assist in directing internet users to relevant content contained in the webste once the internet user arrives at the website. As a result, optimising the on-site search engine will not directly navigate more Internet users to the website.

Furthermore, as the aforementioned optimising technique does not influence how the search engine actually matches search terms or phrases with internet or website content, it does little to remedy the problem of delivering inappropriate website content to internet users.

One example of an on-site search engine that does allow control over the way in which search terms or phrases are matched with website content is 000gleThl OneBox. This on-site search engine allows specific words or phrases to be predefined and configured such that when a user's search phrase matches one of them the on-site search engine returns a predefined list of URLs at the head of a standard results page. Furthermore, three different matching criteria are configurable whereby a match can be detected if either a predetermined word features anywhere in a user's search phrase, or, a predetermined phrase features anywhere in the user's search phrase without any intervening words, or, a predetermined phrase is identical to the user's search phrase.

Although the abovementioned functionality of GoogleTM OneBox does assist in remedying the problem of delivering inappropriate website content to users, its benefits are limited to on-site searching and so as mentioned above, it cannot directly assist in navigating more internet users to the website on which it operates. Moreover, Google OneBox does not assist with other existing on-site search engines which may already be incorporated into existing pages.

Summary of the Invention

in order to address the above problems, an embodiment of the present invention provides a search engine optimising system (SEOS) that is complementary to the process of navigating visitors to the website, and operates to marry visits to the website with the most accurate content available. More particularly, the SEOS of an embodiment of the present invention is operable to cooperate with an internet search engine or an on-site search engine such that when an internet user navigates to a page of the website via the search engine the SEOS may intervene and determine what search term or phrase the internet user provided to the search engine to cause the search engine to offer that link to the website. The SEOS of the present invention is then operable to compare the internet user's search term or phrase with an up-to-date record of the website's content and, if applicable, override the search engine and re-route the internet user to an alternative page that has been predetermined to correspond more accurately to the internet user's search term or phrase than the page the search engine had offered. If no alternative website content is applicable, the SEOS of the embodiment displays the page originally offered by the search engine and chosen by the internet user.

In view of the above the present invention provides a method for search engine optimisation comprising the following steps: a) storing search phrases and related content identifiers identifying content to display to a user; b) receiving a search phrase provided to a search engine by the user; c) comparing the received search phrase with the stored search phrases; a) overriding navigation of the user if the received search phrase matches at least one stored search phrase by providing to the user the related content, or related content identifiers, corresponding to the at least one stored search phrase that matches the received search phrase.

It is a further aspect of the present invention to provide a search engine optimisation system comprising: a memory for storing search phrases and related content identifiers identifying content to display to a user; an input device for receiving a search phrase provided by the user to a search engine; a search optimiser for comparing the received search phrase with the stored search phrases, and overriding navigation of the user if the received search phrase matches at least one stored search phrase; and, an output device for providing to the user the related content, or related content identifier, corresponding to the at least one stored search phrase that matches the received search phrase.

A primary advantage of the present invention is that once an internet user has entered a search term or phrase into a search engine and selected a hyperlink to the website from a search results page presented by the search engine, the SEOS automatically navigates the internet user to the most up-to-date website content regardless of whether or not the search engine has indexed that content. Another advantage of the present invention is that the matching process used by the SEOS to determine what content is most appropriate to the search term or phrase, can be configured so that search terms or phrases known to present the Internet user with inappropriate website content, can instead present appropriate website content to the internet user. Another advantage of the present invention is that a complete search phrase provided by the user to an internet search engine can be retrieved when the user navigates to the website. Therefore, the complete search phrase can be used on-site by the SEOS to assist in selecting the most appropriate content to present to the internet user.

As the present invention provides a SEOS that is complementary to the process of navigating visitors to a particular website, it is another advantage of the present invention that experts who optimise websites for operation with search engines can concentrate on getting the particular website listed high in the results pages of search engines without having to be as concerned with how pages of the particular website are going to be indexed with respect to relevancy to a user's search phrase.

Preferably, a website controller, being a human user, configures which stored search phrases feature on the database and, for each stored search phrase, what website content should be displayed to the internet user if their search phrase matches that stored search phrase. Putting this function in the hands of the website controller ensures that the SEOS navigates the internet user to the most up-to-date and appropriate content, as the website controller will always be aware of all available website content. Therefore, the SEOS of the present invention enables a website controller to supersede the indexes of multiple internet search engines and on-site search engines with a single index that is under the website controller's control. This is particularly advantageous as frequently different search engines operate according to different rules and so not only are their results often out-of-date but they are also inconsistent with reference to each other. The present invention therefore performs a second tier searching capability on top of the searching performed by known search engines to ensure the user is presented with consistent and up-to-date results irrespective of which search engine the user chose to select a link to the website from.

Preferably, the search optimiser is operable to add or remove terms from the internet user's search phrase before and/or after comparing the internet user's search phrase with the stored search phases contained within the database. Additionally, it is preferable that the SEOS detects a match between an internet user's search phrase and a stored search phrase when all terms in the stored search phrase are present in the internet user's search phrase, irrespective of order and without any additional terms. Furthermore, it is preferable that the SEOS detects a match between an internet user's search phrase and a stored search phrase when the internet user's search phrase contains a predetermined term and all terms in the stored search phrase are present in the predetermined term, irrespective of order and without any additional terms. Preferably, the predetermined term is an adWord.

Preferably, in the event that the search optimiser detects a match between the internet user's search phrase and a search phrase stored in the database, the output device is operable to invoke an alternative website page to the one the search engine would have navigated the internet user to by its own accord. Additionally or alternatively, the output device is operable to provide the internet user with a list of hyper-links that each navigate the internet user to up-to-date and appropriate content in light of the internet user's search phrase. Additionally or alternatively, the output device is operable to perform an on-site search using the internet user's search term or phrase to generate a results page containing a ranked list of hyper-links that each navigate the internet user to up-to-date website content, wherein hyper-links higher up the list navigate the internet user to what the on-site search engine regards as the more appropriate content.

Preferably, in the event that the internet user's search phrase contains a predetermined term with additional terms and the search optimiser does not detect a match between a stored search phrase and either the internet user's search phrase or the predetermined term, the output device is then operable to perform an on-site search according to the abovementioned description. Preferably, the predetermined term is an ad Word.

Brief Description of the Drawings:

An overview of the operation of the invention, together with a description of a number of embodiments thereof, presented by way of example only, will now be made with reference to the accompanying drawings, wherein like reference numerals refer to like parts, and wherein:-Figure 1 illustrates a typical network environment in which an embodiment of the SEOS of the present invention is intended to operate.

Figure 2 is a block diagram of a SEOS according to a preferred embodiment of the invention.

Figure 3 is a flow diagram showing the steps of an optimisation routine performed by the search optimiser within the SEOS of the preferred embodiment.

Figure 4 is a flow diagram showing the steps of a preliminary routine performed by the search optimiser within the SEOS of an alternative embodiment.

Brief Description of the Tables:

In addition to the abovementioned drawings, reference will also be made to the accompanying tables wherein:-Table I provides some example configuration data from the rule memory of the preferred embodiment.

Table 2 provides some example configuration data from the global memory of the preferred embodiment.

Table 3 provides some example results data that demonstrates the operation of the preferred embodiment when subject to different input conditions.

Overview of the Operation of the Invention The SEOS of an embodiment of the present invention interfaces between an internet user and the website, and is operable to first determine what search term or phrase the internet user provided to the search engine to cause navigation to the website. The SEOS is further operable to determine if the website page chosen by the search engine navigates the internet user to the most appropriate and up-to-date website content in light of the search term or phrase. If the website controller determines that the SEOS can navigate the internet user to more appropriate website content, the SEOS may intervene and re-route the user to such content. Alternatively, the SEOS does not intervene if it cannot navigate the internet user to website content that is any more appropriate than that chosen by the search engine.

In the event that the SEOS does intervene, it is operable to provide the internet user with one of three different outputs according to settings configured by the website controller.

Firstly, the internet user may be navigated to an alternative page of the website to the one chosen by the search engine. Secondly, the internet user may be navigated to a pre-prepared page containing a list of hyper-links that each navigate the internet user to an alternative page of the website that the website controller deems is more appropriate to the internet user's search term or phrase than the page chosen by the search engine.

Thirdly, an On-site search may be invoked using the search term or phrase that the internet user provided to the search engine and in this instance, the internet user is provided with an on-site search results page.

Description of the Embodiments

A specific embodiment of the invention will now be described in detail. A typical network environment in which the invention may be used is depicted in Figure 1.

For the purposes of the following explanation the website should be taken to mean the website to be optimised by the SEOS of the present invention and the website controller should be taken to mean the person engaged to manage or optimise the website.

Figure 1 illustrates a typical network environment for browsing the internet. Here a computer 2 contains an internet browser and is connected to the internet via connecting means 4 such as a modem, local area network, or the like, such that it can send and receive data across the internet. Similarly, a search engine 6 is connected to the internet via corresponding connecting means 8. Furthermore, a web server 10 contains the website and connects via connecting means 12 to an optimising unit 14, which in turn connects to the internet via connecting means 16. The connecting means 4, 8, 12 and 16 may be wired or wireless and may contain nested links or even nested local area networks.

Typically, operation of the network depicted in Figure 1 may function as follows: I. Using the keyboard connected to computer 2, an internet user types a search phrase into the internet browser running on computer 2 and uses the internet browser to send the search phrase over the internet to the search engine 6 via connecting means 4 and 8.

2. The search engine 6 receives the search phrase from the computer 2, compares the search phrase with its internet index and returns results to computer 2 in the form of a web page of hyperlinks that each specify an address on the internet which the internet search engine believes contains internet content corresponding to the search phrase.

3. Using the computer 2, the internet user selects one of the hyperlinks contained in the results page to retrieve the website page from the web server 10 located at the address specified by the hyperlink, via the optimising unit 14 and the connecting means 4, 12 and 16.

Having described the context in which the invention is intended to operate, the preferred embodiment which represents the best mode of the invention will now be described with reference to Figures 2 and 3.

The optimising unit 14 contains a global memory 20, a rule memory 22, a search optimiser 24, an output device 26, and a data log 28. Principally, the search optimiser 24 performs the process of optimisation and uses the global memory 20 and the rule memory 22 to support that process by providing specific configuration settings. The global memory 20 contains configuration data that is applicable for all optimisation instances, whereas the rule memory 22 contains configuration data that is only applicable for optimisation instances where certain criteria are true. In any given optimisation situation, once the search optimiser 24 has reached a conclusion on what output to perform, the output device 26 communicates that output to the internet user via the computer 2. The data log 28 is used by search optimiser 24 to record events that occur during optimisation that are of particular interest to the website controller so that, in the future configuration settings can be modified to improve the optimisation process.

Having described the main system hardware elements required by the preferred embodiment, the operation thereof will now be discussed with reference to the flow diagram of Figure 3.

For the purposes of the following explanation the following terms should be taken to mean as follows: An organic link is a link generated by an internet search engine to an internet location that the Internet search engine believes contains content corresponding to a search phrase provided by an internet user, wherein the internet search engine presents the -10-aforementioned internet location solely because its crawling activities indicate the location contains content which corresponds to the search phrase.

A sponsored link is similar to an organic link but distinct by virtue of the fact that the internet search engine presents the aforementioned internet location because it believes the location contains content that corresponds to the search phrase the website controller has agreed to pay the internet search engine to have the site listed on results pages more readily, payment being either in advance or after a visitor has followed the link to the site.

An adWord is a word or number of words that a website controller pays an internet search engine to associate with a URL such that when the word or words feature in an internet user's search phrase the website is listed more readily on results pages. A sponsored link is a link which features on a results page because the search phrase contains an ad Word.

Assume that an internet user operates the network illustrated in Figure 1 as described above and completes the first two steps. In beginning step three, the internet user selects one of the hyperlinks contained in the results page to retrieve the website page from the web server located at the address specified by the hyperlink. As part of the SEOS, a javascript tag is added to each page of the website located on the web server 10 so that when an internet user navigates to each page the javascnpt tag activates an ASPX file to determine whether the user originated on-site, such as from an on-site search engine, or off-site, such as from an internet search engine. If the user originated from an internet search engine, the ASPX file determines whether an organic link or a sponsored link was used and whether from an internet search engine or an on-site search engine the ASPX file also retrieves the original search terms provided by the user. Once this information has been discovered it is stored in the global memory 20 and the search optimiser 24 begins processing.

With reference to Figure 3, at step 100, the internet user's search phrase is compared to a list of stored search phrases called key match phrases (KlvIPs) that have been previously stored in the rule memory. Specified in the rule memory, against each KMP, is one of the three possible outputs to be invoked in the event that the internet user's search phrase matches the KMP. The three possible outputs are represented in Figure 3 by steps 102, 104 and 106, and are discussed later. At step 100, a match is detected

-II -

between an internet user's search phrase and a KMP when all terms in the KMP are present in the internet user's search phrase, irrespective of order and without any additional terms. So in operation of step 100, the internet user's search phrase is compared with KMPs stored in the rule memory. If no match is detected at step 100 then processing proceeds to step 110, which is discussed later. Alternatively, if a match is detected then processing proceeds to step 108.

In step 108 the search optimiser can be configured to add or remove terms from the search phrase before further processing. Such terms are defined in the rule memory against the KMP that they apply to. In the event that the search phrase requires amendment, processing proceeds to step 112 where the necessary removal or addition of terms takes place before processing returns to step 100 where the amended search phrase is compared with KMPs stored in the rule memory. Should no amendment be required, processing proceeds to step 114.

Steps 114 to 124 define a default output routine for instructing the output device to implement an output. Specified in the rule memory against each KMP entry is which output to produce in the event that the search phrase matches the KMP. In step 114, the search optimiser queries the rule memory to determine if a URL is specified against the matching KMP. If a URL is specified then processing proceeds to step 102 where the output device is instructed to display the specified URL and thereby provide an optimised result. If no URL is specified then processing progresses from step 114 to step 116.

In step 116 the search optimiser queries the rule memory as before but this time to determine if a pre-prepared list of links is specified against the matching KMP. If a list is specified, processing proceeds to step 104 where the output device is instructed to display the specified list and thereby provide an optimised result. If no list is specified then processing progresses from step 116 to 118.

In step 118, the search optimiser queries the global memory to determine if navigation to the chosen page originated from on-site or off-site. If navigation to the chosen page originated from on-site, processing proceeds to step 106 where the output device is -12-instructed to invoke an on-site search using the search phrase. Alternatively, if navigation to the chosen page originated from off-site, processing proceeds to step 120.

Specified in the rule memory against each K.MP is whether to invoke an on-site search if the user has been navigated from an internet search engine using a search phrase that matches the KMP. If the rule memory specifies that under these conditions an on-site search should be invoked, processing proceeds from step 120 to step 106 where an on-site search is invoked using the search phrase. Following the on-site search, processing proceeds to step 122 where the search phrase used in the on-site search is recorded in the data log with an entry specifying whether or not any results were found by the on-site search for that search phrase. If at step 120 the rule memory specifies that no on-site search should be invoked, processing proceeds to step 124 where the output device is instructed to display the page originally chosen by the internet user.

As was briefly mentioned above with reference to step 100, if no match is detected between the search phrase and the KMPs stored in the rule memory, processing proceeds to step 110 where the search phrase is recorded in the data log before processing proceeds to step 126.

At step 126 the search optimiser inspects the global memory to determine if specified terms should be removed from or added to the search phrase. This process is somewhat analogous to that of step 108 but distinct by virtue of the fact that amendment of the search phrase in step 126 is applicable to all search phrases rather than in step 108 where amendment is only applicable to search phrases that match specific KMPs. If no amendment of the search phrase is required in step 126 then processing proceeds to step 132, which will be discussed later. Alternatively, if amendment of the search phrase is required in step 126, processing proceeds to step 128 where terms are added or removed before processing proceeds to step 130.

At step 130, after terms have been added or removed from the search phrase, the search optimiser inspects the search phrase to determine if any terms remain. If the search phrase is empty, processing proceeds to step 124 where the output device is instructed to display the page originally chosen by the internet user. Alternatively, if terms do remain in the search phrase, processing returns to step 100 where the amended search phrase is compared to the KMPs stored in the rule memory.

As was briefly mentioned above with reference to step 126, if no amendment of the search phrase is required, processing proceeds to step 132 where the search optimiser interrogates the global memory to determine if the user followed a sponsored link to the chosen page. If the link was sponsored then processing proceeds to step 134, which will be discussed later. Alternatively, if the link was not sponsored then processing proceeds to step 136.

In step 136, the search optimiser queries the global memory to determine if navigation to the chosen page originated from on-site or off-site. If the search originated from on-site, processing proceeds to step 106 where the output device is instructed to invoke an on-site search using the search phrase. Alternatively, if navigation has originated from off-site, processing proceeds to step 138. At step 138 the search optimiser interrogates the global memory to determine if navigation to the chosen page originated from a previous iteration of the SEOS process flow or, in other words, a previous operation of the SEOS. If navigation did originate from the SEOS, processing proceeds to step 106 where the output device is instructed to invoke an on-site search using the search phrase.

Alternatively, processing proceeds to step 124 where the output device is instructed to display the page originally chosen by the internet user.

As was briefly mentioned above with reference to step 132, if the search optimiser determines that navigation to the chosen page originated from a sponsored link then processing proceeds to step 134. In step 134, the ad Word responsible for the sponsored link is compared to KMPs stored in the rule memory. If a match is detected by the search optimiser at step 134 then processing proceeds to step 140, which is discussed later. Alternatively, if no match is detected then processing proceeds to step 142.

In step 142, the search optimiser determines if the search phrase contains any terms in addition to the adWord. If the search phrase solely consists of the ad Word, processing progresses to step 124 where the output device is instructed to display the page originally chosen by the internet user. Alternatively, if the search phrase contains additional terms then processing progresses to step 144. -14-

In step 144, the search optimiser queries the global memory to determine if the SEOS is configured to invoke an on-site search under the current conditions. This step is analogous to step 120 but distinct by virtue of the fact that in step 144 the decision of whether to perform an on-site search is applicable to all search phrases that reach this step rather than in step 120 where an on-site search is only performed to search phrases that match certain KMPs. If the SEOS is configured to invoke an on-site search, processing proceeds to step 106 where the output device is instructed to invoke an on-site search using the search phrase. Alternatively, processing progresses to step 124 where the output device is instructed to display the page originally chosen by the internet user.

As was briefly mentioned above with reference to step 134, if the search optimiser detects a match between the ad Word and one of the KMPs stored in the rule memory then processing proceeds to step 140. Step 140 is analogous to step 108 and as such, instructs the search optimiser to add or remove terms from the ad Word as specified in the rule memory against the KMP that matches the ad Word. If amendment is necessary then, in keeping with step 108, processing proceeds to step 112, alternatively, if no amendment is necessary then processing proceeds to step 146. At step 146, the search optimiser inspects the rule memory against the KMP that matches the adWord to determine if the default output routine is specified, wherein the default output routine consists of steps 114 to 124 as described above. If the default output routine is specified processing proceeds to step 114, alternatively, if the default output is not specified the search optimiser bypasses steps 114, 116 and 11 8 and proceeds directly to step 120.

Having described the preferred embodiment of the invention fictitious examples of the preferred embodiment in operation will now be discussed with reference to Tables 1, 2 and 3.

Suppose the website to be optimised is http://www.jones.com, an online retail shop selling sewing machines and knitting and sewing supplies. It runs its own brand called Jones' as well as stocking other brands like Smith', Peters' and Williams'.

Table I represents a list of KMPs with associated settings (doDefault', doOSS') and URL content identifiers (Output') such as is stored in the rule memory. The status of doDefault' defines if the default output routine as defined above by steps 114 to 124 is invoked if a user's search phrase matches a respective KMP. The status of doOSS' defines if an on-site search is invoked if the user's search phrase matches a respective KMP and either, no output is specified for that particular KMP, or doDefault' is set so that the default output routine is not invoked.

Also with reference to Table I, various phrases are assigned to Output' that each represent a single URL. In some cases this may be a product page of the website (for example machines.aspx, Sewing.aspx), in others a section of the website (for example NeedleCases/) or a single product (for example Product.aspx?sku=r4078). In the case of Needle' or Knitting', Output' is associated with a list of URLs, whereas in all other cases Output' is associated with a single URL.

Table 2 displays the status of two global settings Global Exclude Terms' and Global doOSS'. Against Global Exclude Terms' the term Jones' has been designated an excluded term and therefore the SEOS is configured to remove any instances of it from user's search phrases as defined above with reference to processing step 126. The status of Global doOSS' defines if an on-site search is invoked by the SEOS if processing reaches step 144.

Table 3 shows the results obtained from applying the data of Tables 1, Table 2 and the user's search phrases of Table 3 with the operation of the preferred embodiment as described hereinbefore. It should be noted that none', in the second entry on column two of table 3, means that the user's visit has come either from an un-recognised search engine, a link which is not a search engine or from the visitor typing the website URL straight into their browser. Example I therefore demonstrates the case when the SEOS does not provide an optimised output and instead calls the page the user originally selected prior to the involvement of the SEOS.

Examples 2, 3, 4 and 5 demonstrate cases when the user's search phrase identically matches a KMP and so the SEOS invokes the output specified against the respective matching KMP. Examples 6 and 7 demonstrate cases when a Global Excluded Term' (Jones') requires removal before a match is determined between the user's search phrase and a KMP.

Examples 8, 9, 10 and 11 demonstrate cases when the user's search phrase does not match a KMP and the user has chosen to navigate to the website via an organic link from an Internet search engine. Under these conditions the SEOS does not provide an optimised output and instead calls the page the user originally selected prior to the involvement of the SEOS.

Examples 12, 13, 14 and 15 demonstrate cases when a user's search phrase does not match a KMP, but it contains an adWord (Knitting', R4078', Sewing', or Williams') which does match a KMP. In Examples 12 and 13 the doDefault' setting of the matching KMPs is set so that the SEOS displays the URLs specified against the respective Output' settings of the matching KMPs (Knitting' or R4078'). In Examples 14 and 15 the doDefault' setting of the matching KMPs (Sewing', or Williams') is set so that the SEOS invokes an on-site search using the user's search phrase. Example 16 demonstrates the case when a user's search phrase solely consists of an ad Word (Williams') which does not match a stored KMP. Under these conditions, the SEOS does not provide an optimised output and instead calls the page the user originally selected prior to the involvement of the SEOS.

In the preferred embodiment, three configuration settings are provided in the global memory for the website controller. Firstly, a setting that enables the website controller to decide whether the user is shown a dialogue box inviting them to enlist the assistance of the SEOS when they navigate to the website from an organic link. Secondly, a setting that enables the website controller to decide whether the SEOS should be activated when the user navigates to the website from an organic link arid subsequently chooses to enlist the assistance of the SEOS. Thirdly, a setting that enables the website controller to treat visits coming from organic links in the same way as those coming from sponsored links. An example application of these settings is to provide a remedy to the problem of a user selecting a broken link' or in other words, a link to an invalid URL that cannot be displayed. For a broken sponsored link, the SEOS optionally performs, or offers to perform, an on-site search according to the status of the global memory. For a broken organic link, the abovementioned settings can be configured so -17-that the SEOS performs an equivalent remedy to that performed in response to a broken sponsored link.

A modification may be made to the operation of the preferred embodiment to create a further embodiment, in which an additional preliminary processing routine, as defined by the flow diagram of Figure 4, may be performed before the flow diagram of Figure 3.

With reference to Figure 4, at step 200, the search optimiser interrogates the global memory to determine if the user followed an organic link to the chosen website page. If the link was not organic, processing proceeds to step 202 where the search optimiser invokes the optimisation routine as defined above with reference to the flow diagram of Figure 3. Alternatively, if the link was an organic link then processing proceeds to step 204. At step 204, the search optimiser performs a dry run' of the optimisation routine, or in other words, it performs the routine without invoking an output to determine if the result would be step 124, Display called page'. Once the dry run' has completed, processing proceeds to step 206 where the search optimiser tests the outcome. If the result of the dry run' is step 124, then processing within the preliminary processing routine progresses from step 206 to step 208 where the output device is instructed to display the page originally chosen by the internet user. Alternatively, processing progresses from step 206 to 202 where the search optimiser invokes the optimisation routine as defined above with reference to the flow diagram of Figure 3. The purpose of adding the preliminary processing routine is to assist in the implementation of the abovementioned configuration settings. Accordingly, the SEOS can display a dialogue box inviting the user to choose optimised results if an N' result is obtained at step 206.

In the preferred embodiment, the SEOS invokes an on-site search by accessing the text box in which the user types their search terms (also known as the HTML input box) and the button used to execute the search. This operation is made possible since the javascript tag that is activated when each website page is called forms part of the Document Object Model. The HTML input box can therefore be dynamically filled with a user's search phrase and an onclick' event can be invoked to activate the search button to execute the search. The user is therefore presented with a results list from the on-site search that is based on their original search phrase. -18-

A modification may be made to the preferred embodiment to create a further embodiment in which the SEOS invokes an on-site search by calling a URL for the on-site search and appending the search terms in a query string'. For example, http://mysite/searchpage. html?SearchTerms=bl ack, wherein the portion before the question mark comprises the URL and the portion including and after the question mark appends the search term black'. The decision as to which method to use to invoke an on-site search depends on the structure of the website to be optimised.

in the rule memory of the preferred embodiment, against each K.MP, a validity date may be recorded against any specified URL that is to be displayed in the event that the user's search phrase matches the KMP to which the URL is assigned. The function of the validity date is to provide the website controller with an option to specify a date before or after which that URL is not displayed if a match is detected. Therefore, URLs can be configured in advance and then turned on and off automatically as their validity dates become relevant.

In the preferred embodiment, the website controller may specify a limit to the number of times operational steps 108 and 140 of the search optimiser may be applied to a search phrase. This limit applies to all rules and so its status is recorded in the global memory.

Although a variety of different databases may be used to structure the global memory and the rule memory without departing from the inventive concept of the present invention, in the preferred embodiment, both memories are structured using a Universal Database Model (UDM) database as described in GB Patent Application Publication No. GB2420 196, to Adaptive Business Systems Limited. -19-

Claims

Claims 1. A method for search engine optimisation comprising the following steps: a) storing search phrases and related content identifiers identifying content to display to a user; b) receiving a search phrase provided to a search engine by the user; c) comparing the received search phrase with the stored search phrases; d) overriding navigation of the user if the received search phrase matches at least one stored search phrase by providing to the user the related content, or related content identifiers, corresponding to the at least one stored search phrase that matches the received search phrase.
2. A method according to claim 1 further comprising the following step: e) overriding navigation of the user if the received search phrase comprises a predetermined term with additional terms, and the received search phrase and the predetermined term do not match any stored search phrases, by performing an on-site search and displaying a results page comprising a ranked list of URL links.
3. A method according to claim 2 wherein the predetermined term is an ad Word.
4. A method according to claim 1, 2 or 3 further comprising the following step: overriding navigation of the user if the received search phrase: does not match any stored search phrases, does not comprise a predetermined term; and, was not originally provided by the user to an on-site search engine, by performing an on-site search and displaying a results page comprising a ranked list of URL links.
5. A method according to any preceding claim further comprising the following step: g) overriding navigation of the user if the received search phrase does not match any stored search phrases and does not comprise a predetermined term and, the search originated from a previous iteration of the search engine optimisation method, by performing an on-site search and displaying a results page comprising a ranked list ofURLliriks.

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6. A method according to any preceding claim wherein the step of receiving a search phrase provided to a search engine by the user comprises, receiving the search phrase from the user after search results have been generated by the search engine.
7. A method according to claim 6 wherein the search phrase is received after the user has selected a link from the search results.
8. A method according to any preceding claim wherein terms may be added to or removed from the received search phrase before andlor after it is compared with the list of stored search phases.
9. A method according to any preceding claim wherein the step of providing to the user the related content corresponding to the at least one stored search phrase that matches the received search phrase comprises providing a website page.
10. A method according to any preceding claim wherein the step of providing to the user the related content identifiers corresponding to the at least one stored search phrase that matches the received search phrase comprises displaying a pre-prepared list of URL links.
II. A method according to any preceding claim wherein the step of providing to the user the related content identifiers corresponding to the at least one stored search phrase that matches the received search phrase comprises performing an on-site search and displaying a results page comprising a ranked list of URL links.
12. A method according to any preceding claim wherein the received search phrase matches a stored search phrase if all terms in the stored search phrase are present in the received search phrase, irrespective of order and without any additional terms.
13. A method according to any preceding claim wherein the received search phrase contains a predetermined term and the received search phrase matches a stored search phrase if all terms in the stored search phrase are present in the predetermined term, irrespective of order and without any additional terms. -21 -
14. A method according to claim 12 wherein the predetermined term is an ad Word.
15. A method according to any preceding claim wherein the search engine is an internet search engine.
16. A method according to any preceding claim wherein the search engine is an on-site search engine.
17. A search engine optimisation system comprising: a memory for storing search phrases and related content identifiers identifying content to display to a user; an input device for receiving a search phrase provided by the user to a search engine; a search optimiser for comparing the received search phrase with the stored search phrases, and overriding navigation of the user if the received search phrase matches at least one stored search phrase; and, an output device for providing to the user the related content, or related content identifier, corresponding to the at least one stored search phrase that matches the received search phrase.
18. A search engine optimisation system according to claim 17 wherein the search optimiser is further operable to override navigation of the user if the received search phrase comprises a predetermined term with additional terms, and the received search phrase and the predetermined term do not match any stored search phrases, wherein the output device is then operable to perform an on-site search and display a results page compnsing a ranked list of URL links.
19. A search engine optimisation system according to claim 18 wherein the predetermined term is an ad Word.
20. A search engine optimisation system according to claim 17 to 19 wherein the search optimiser is further operable to override navigation of the user if the received search phrase does not match any stored search phrases, does not comprise a -22 -predetermined term and was not originally provided by the user to an on-site search engine, wherein the output device is then operable to perform an on-site search and display a results page comprising a ranked list of URL links.
21. A search engine optimisation system according to claim 17 to 20 wherein the search optimiser is further operable to override navigation of the user if the received search phrase does not match any stored search phrases and does not comprise a predetermined term and, the search originated from a previous operation of the search engine optimisation system, wherein the output device is then operable to perform an on-site search and display a results page comprising a ranked list of URL links.
22. A search engine optimisation system according to claim 17 to 21 wherein the input device receives a search phrase provided by the user to a search engine from the user, after search results have been generated by the search engine.
23. A search engine optimisation system according to claim 22 wherein the search phrase is received after the user has selected a link from the search results.
24. A search engine optimisation system according to any of claims 17 to 23 wherein the search optimiser may add terms to or remove terms from the received search phrase before andlor after comparing it with the list of stored search phases.
25. A search engine optimisation system according to any of claims 17 to 24 wherein the output device provides a website page to the user if the received search phrase matches the at least one stored search phrase.
26. A search engine optimisation system according to any of claims 17 to 25 wherein the output device provides a pre-prepared list of URL links to the user if the received search phrase matches the at least one stored search phrase.
27. A search engine optimisation system according to any of claims 17 to 26 wherein the output device performs an on-site search and provides a results page comprising a ranked list of URL links to the user if the received search phrase matches the at least one stored search phrase.

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28. A search engine optimisation system according to any of claims 17 to 27 wherein the search optimiser detects a match between the received search phrase and the stored search phrases if all terms in the stored search phrase are present in the received search phrase, irrespective of order and without any additional terms.
29. A search engine optimisation system according to any of claims 1 7 to 28 wherein the search optimiser detects a match between the received search phrase and the stored search phrases if the received search phrase contains a predetermined term and all terms in the stored search phrase are present in the predetermined term, irrespective of order and without any additional terms.
30. A search engine optimisation system according to claim 29 wherein the predetermined term is an ad Word.
31. A search engine optimisation system according to any of claims 17 to 30 wherein the search engine is an internet search engine.
32. A search engine optimisation system according to any of claims 17 to 31 wherein the search engine is an on-site search engine.

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