JP2015005304A - Evaluation method, evaluation device, and program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a highly reliable index for measuring competitive power of enterprises relating to display order of a search result of a search engine site.SOLUTION: An investment determination support server 10 references order i of URL for each search word T-n in a search word group-specific order list LSTof order reference destination. Each of multiplication results IN-n which is obtained by multiplying click through rate CTR-i according to the order i referenced for each search word T-n by individual search volume SV-n for each search word T-n, is totalized. A total GIN of the multiplication results IN-n is divided by a total GSV of individual search volumes SV-n for each search word T-n to obtain a division result, which is taken as a click share rate CTSthat is intrinsic to the search word group-specific order list LSTof order reference destination in URL.

Description

  The present invention relates to a technology for evaluating the value of a company.

  Various techniques for evaluating the value of companies that are difficult to estimate from financial statements have been proposed. For example, Patent Document 1 discloses a technique for quantifying and presenting the potential of each “knowledge” based on financial data of each company. The server disclosed in this document 1 is based on the technological innovation capability of each company, the relationship with customers and business partners, employee productivity, the ability to use facilities, future profit expectations brought about by intellectual activities, and the market perspective. The standardized data is calculated by standardizing the average value and standard deviation for each type of industry classified in advance. Then, the standardized data is collectively subjected to principal component analysis processing based on the variance-covariance matrix, and a numerical value obtained by multiplying each factor for each company by weighting is added as the intellectual potential. The numerical value presented by this technology is a reliable indicator of the corporate value that is generated when a company uses all of its intellectual potential. Therefore, the user can make an objective judgment as to whether the current stock price is cheap or expensive by comparing this value with the market capitalization in the stock market.

JP 2004-348270 A

  By the way, some companies rely on websites for much of their sales. In this type of company, how many viewers can be led from various search engine sites to their own site depends on their profits. Therefore, if we can quantify the competitiveness of the display ranking in search engine site search results for this type of company, we should be able to make a highly accurate prediction regarding the profits of this type of company. However, such a mechanism has not yet been put into practical use.

  The present invention has been made in view of such problems, and provides a technical means for obtaining a highly reliable index for measuring the competitiveness of each company related to the display order of search results on a search engine site. For the purpose.

  In order to solve the above-described problem, an evaluation method according to a preferred aspect of the present invention relates to a search term group that an assumed customer of one or a plurality of URLs belonging to an evaluation target company will use as a search engine site query. The total number of clicks of the URL in the search result of the search engine site for each search term belonging to the search term group, and the division result obtained by dividing the total number of clicks of the search term group by the total search volume of the search term group A click share rate is provided, and an evaluation method having a process of evaluating the company based on a calculation result of a relationship between the click share rate and the stock price or financial index value of the company is provided.

  In this evaluation method, the number of clicks of the URL in the search result of the search engine site for each search term of the search term group is totaled, and the total number of clicks of the search term group is divided by the total search volume of the search term group. The division result is a click share rate, and this click share rate is presented as an index value for evaluating the URL. Here, when a user of the Internet purchases a product or service through a site on the Internet, he / she accesses a search engine, performs a search using a related term as a search key, and searches each company's site presented as a search result. In many cases, customers apply for purchases of products and services by searching for the site that best matches their preferences. In view of such circumstances, regarding the products and services that are often bought and sold on the Internet, the search volume of the related words of the corresponding products and services in the search engine can be regarded as the same as the market size. In the present invention, the click share rate uses the search volume, which is a value that can be equated with the market size of the product or service related to the search term, as the denominator, and uses the total number of clicks (estimated inflow) of each URL as the numerator. It is a value obtained by calculation. Therefore, the URL click share rate obtained by the present invention is a value having a very strong positive correlation with the market share of the corresponding product or service in the company that owns the URL. Therefore, according to this evaluation method, the user can make a highly accurate prediction related to the profit of a company that relies on services on the website for much of the sales.

  According to another preferred aspect of the present invention, an evaluation method includes a first database including a plurality of URLs, and a second database including a plurality of search terms that an assumed customer of the URL will use as a search engine site query. The corporate value evaluation method using a computer having storage means for storing the database, wherein the computer uses the search terms of the search term group for each of the plurality of search term groups in the second database. A search result is sent to a search engine site as a query, a search result of a search using each search word as a query is obtained from the search engine site, and a ranking list for each search word group related to each URL in the obtained search result is generated and generated. A ranking list generation step of performing processing for storing the ranking list for each search term group in the storage means, and the computer includes the first data For the URLs in the database, the rank list by search word group of each search word group in the storage means is used as the rank reference destination, and the ranking of the URL for each search word in the rank list by search word group of the rank reference destination is referred to The multiplication results obtained by multiplying the individual search volumes for each search term by the click-through rate corresponding to the ranking referred to for each search term are summed, and the sum of the multiplication results is added to the search volume of the corresponding search term group. A division result obtained by dividing by the total is set as a click share rate specific to a rank reference destination search word group rank list in the URL, and has an evaluation presentation step of presenting the click share rate as an index value for evaluating the URL An evaluation method characterized by the above is provided.

  In this evaluation method, the computer refers to the rank of the URL for each search word in the rank list for each search word group of the rank reference destination, and sets the click-through rate according to the rank referred to for each search word to the individual search word. The multiplication results obtained by multiplying the respective search volumes are summed, and the division result obtained by dividing the sum of the respective multiplication results by the total search volume of the corresponding search word group is added to the rank-by-search-rank order list for the rank reference destination in the URL. The click share rate is a unique click share rate, and this click share rate is presented as an index value for evaluating the URL. The URL click share rate obtained by this evaluation method is a value having a very strong positive correlation with the market share of the corresponding product or service in the company that owns the URL. Therefore, according to this evaluation method, the user can make a highly accurate prediction related to the profit of a company that relies on services on the URL for much of the sales.

1 is a diagram illustrating an overall configuration of an investment determination support system including an investment determination support server according to a first embodiment of the present invention. It is a data structure figure of database DB1 in the hard disk of the server. It is a data structure figure of database DB2 in the hard disk of the server. It is a data structure figure of database DB3 in the hard disk of the same server. It is a flowchart which shows operation | movement of the server. It is a figure which shows the procedure of the list production | generation process in the server. It is a figure which shows the procedure of the list production | generation process in the server. It is a figure which shows the procedure of the click share calculation process in the server. It is a figure which shows the procedure of the click share calculation process in the server. It is a figure which shows the procedure of the evaluation presentation process in the server. It is a figure which shows the whole structure of the investment judgment support system containing the investment judgment support server which is 2nd Embodiment of this invention. It is a figure which shows the procedure of the list production | generation process in the server.

Hereinafter, embodiments of the present invention will be described with reference to the drawings.
<First Embodiment>
FIG. 1 is a diagram showing an overall configuration of an investment determination support system 1 including an investment determination support server 10 (evaluation apparatus) according to the first embodiment of the present invention. This system 1 evaluates a company C that conducts sales activities using multiple types of website advertisements, and evaluates the competitiveness of these companies C quantitatively using a scale called click share rate CTS _m. To do.

As shown in FIG. 1, the system 1, the search engine site SE _Y of management based on business's search engine server 81 _Y and keyword suggestion tool server 82 running under the management by the _Y, operating under the management of securities companies A stock price information providing server 83, and an investment decision support server 10 operating under the management of a company that evaluates each company C.

The search engine server 81 _Y is a device that plays a role of providing a search engine service. Search engine server 81 _Y receives the query (request containing the search term) destined the URL of the search engine site SE _Y from a computer connected to the Internet 90, a query from the website WS in the Internet 90 Searches for items with high relevance to the search terms included in the URL, and returns a search result R in which the title, URL (Uniform Resource Location), and snippet (excerpt of the website) of the searched website WS are arranged in ascending order To do.

Keyword suggestion tool server 82 _Y is a serving device to provide a keyword suggestion tools service. Keyword suggestion tool server 82 _Y receives a request including a search word from a computer connected to the Internet 90, the related word group (specifically search terms in the request, search terms synonyms in the request, replaceable words, another composite keywords combining words) and the search word search volume (per month for each search word related word groups in a search engine site SE _Y associated therewith and the search term in the request A response that includes a statistic of the total number of queries that contain).

  The stock price information providing server 83 is a device that plays a role of providing stock price information of the company C. The stock price information providing server 83 receives a request including the stock code of the company C from a computer connected to the Internet 90, and returns the latest stock price P of the stock of the brand indicated by the stock code in the request as stock price information.

  The investment decision support server 10 is a device that plays a role of providing an investment decision support service. The investment determination support server 10 includes a communication interface 11, a CPU 12, a RAM 13, a ROM 14, a hard disk 15, a display 16, a mouse 17, and a keyboard 18. The communication interface 11 transmits and receives data to and from a device connected to the Internet 90. The CPU 12 executes various programs stored in the ROM 14 and the hard disk 15 while using the RAM 13 as a work area. The ROM 14 stores an IPL (Initial Program Loader) and the like. The hard disk 15 stores an evaluation program PR and databases DB1, DB2, and DB3 having functions specific to the present embodiment.

FIG. 2 is a diagram conceptually showing the data structure of the database DB1. The database DB1 is an aggregate of a plurality of records each corresponding to each company C to be evaluated. Each record of the database DB1 has two fields of “company identification information” and “website”. The “company identification information” field indicates identification information of the company C to be evaluated (for example, a security code of the company C). The “website” field indicates URLs of a plurality of types of websites WS _C held by the company C to be evaluated.

FIG. 3 is a diagram conceptually showing the data structure of the database DB2. The database DB2 stores M table TB _m (m = 1 to M) corresponding to the search word group TG _m (m = 1 to M, m is an index indicating the search word group, M is the total number of search word groups). Have. The search word group TG _{m (m} = 1~M), the search word goods or services envisaged customer is handled in a website WS _C held by Company C would use a search engine query site SE _Y Are collected for each item related to the same kind of goods or services.

One table TB _m corresponding to one search word group TG _m in the database DB2 is a plurality of search words T _m −n (n = 1 to N _m , n is a search) each belonging to the search word group TG _m . An index indicating a word, N _m is a set of a plurality of records corresponding to the total number of search words belonging to the search word group TG _m ). Each record of the table TB _m has two fields of “search word” and “search volume”. The “search word” field indicates a search word T _m −n belonging to the search word group TG _m . The field "search volume" is applicable in a search engine site SE total number of queries containing the search word search volume SV m _-n (per month of the relevant search terms T _m -n in _Y (a search engine site SE _Y Statistic value) of the total number of queries including the search term T _m -n.

Here, in the present embodiment, the selection does not leak the big keyword associated with each of handling goods and handling services in the web site WS _C (for example, if the job introduction web site WS _C, part-time job, bytes, part, etc.) and, a request including the big keyword as a search term is transmitted to keyword suggestion tool server 82 _Y, the keyword suggestion tool server 82 search volume search term and each related word group in response returned from the _Y to the database DB2 It is desirable to accumulate.

FIG. 4 is a diagram conceptually showing the data structure of the database DB3. Database DB3, each upper L in the search result R of search engine site SE _Y (L is an integer of 2 or more, for example, L = 100) corresponding to the position of each rank i (i = 1~L) more This is a collection of records. Each record of the database DB3 has two fields of “rank” and “click through rate”. The “rank” field indicates the corresponding rank i. The field of “click through rate” indicates the expected click through rate CTR-i of the corresponding rank i. The database expected click-through rate in DB3 CTR-i (i = 1~L ) , it is desirable to use a value which is disclosed as statistical information from a search engine site SE _Y of Operation former operators like.

  Next, the operation of this embodiment will be described. FIG. 5 is a flowchart showing processing of the investment determination support server 10. The process shown in FIG. 5 is realized by the evaluation program PR. In FIG. 5, the CPU 12 of the investment determination support server 10 performs a ranking list generation process (S100).

In the ranking list generation process, the search term T _m (m = 1 to M) −n (n = 1 to N _m ) of the search term group TG _m (m = 1 to M) in the database DB2 is used as the search engine server 81 _Y. to send a query, the search engine server 81 for search results to query each search term T _m -n from _Y acquires R _m -n, obtained search results for each website WS within R _m -n the rank i to generate a search term group-specific rank list LST _m summarized for each of the same website WS, the search terms grouped and ordered list LST _m each search word group TG _m generated and stored in the hard disk 15 treatment It is.

More specifically, in the ranking list generation process, the CPU 12 selects the table TB ₁ in the table TB _m (m = ₁ to M) in the database DB ₂ and searches the group of search terms TG stored in the table TB _{1. 1} is read into the RAM 13. As shown in FIG. 6A, the CPU 12 transmits a query including a search word T ₁ -n (n = 1 to N ₁ ) belonging to the search word group TG ₁ in the RAM 13 to the search engine server 81 _Y. obtaining search engine server 81 _Y search term _T 1 -n per results _R 1 -n (web site URL WS of each rank i of the upper L-position in the search engine site SE _Y).

As shown in FIG. 6B, the CPU 12 includes the search results R ₁ -n (n = 1 to N ₁ ) of the search words T ₁ -n (n = 1 to N ₁ ) belonging to the search word group TG ₁ . The website WS within the upper L (L = 100) in one or more of the search results R ₁ -n is set as the list item creation target website LWS, and the search results R ₁ -n (n = 1 to N _1). ) Is a search term group TG _{1 in which} the rankings i of websites LWS (ranking 999 if rank i is lower than L (L = 100)) for each URL rank i of the same website LWS. as a search word group-specific rank list LST ₁ of and stores the search terms grouped and ordered list LST ₁ to the hard disk 15.

CPU12, the search word group TG _2, the search word group TG ₃ ..., the same process is repeated for the search word groups TG _M, which search terms obtained by group-specific rank list _{LST 2, LST 3, ... LST} M hard disks 15 stores.

In FIG. 5, the CPU 12 performs a click share calculation process (S110). Click share calculation processing, search terms grouped and ordered list LST _m each search word group TG _m in the hard disk 15 as a rank referenced, search term T _m -n in search terms grouped and ordered list LST _m rank referenced refer to the rank i of the web site WS _C of each, the search term _T m -n each of the reference ranking search term in the click-through rate CTR-i in accordance with i _T m -n each of the individual search volume _SV m -n summing the multiplication results obtained by multiplying the obtained by dividing the sum of the multiplication results of the click-through rate CTR-i and search volume SV m _-n total search volume SV m _-n search word group TG _m of the corresponding division This is a process of setting the result as a click share rate CTS _m unique to the rank reference destination list LST _m of the rank reference destination in the website WS _C.

More specifically, in the click share calculation process, the CPU 12 has a plurality of websites WS _C (for example, three websites WS _C A and WS _C B) held by the company C to be evaluated in the database DB1. , WS _C C) to the RAM 13.

As shown in FIG. 7, the CPU 12 selects one or more search results R _m − from the search word group rank list LST _m (m = 1 to M) of the search word group TG _m (m = 1 to M). rank i of the evaluation target company C website WS _C a of the n is L (L = 100) of which has become higher than (e.g., a search term Group-specific rank list _{LST 1, LST 2, LST 3} ) the wish, these search terms grouped and rank list _{LST 1, LST 2,} the LST ₃ to rank the referenced web site WS _C a.

Further, the search result R _m −n of one or more search words T _m −n from the search word group rank list LST _m (m = 1 to M) of the search word group TG _m (m = 1 to M). which evaluation rank i website WS _C B of the target company C is in the higher order than L (L = 100) of the (e.g., search terms group-specific rank list _{LST 4,} LST 5, the LST ₆₎ Select these search word group rank lists LST ₄ , LST ₅ , and LST ₆ as the rank reference destinations of the website WS _C B.

Further, the search result R _m −n of one or more search words T _m −n from the search word group rank list LST _m (m = 1 to M) of the search word group TG _m (m = 1 to M). In which the ranking i of the website WS _CC of the evaluation target company C is higher than the L (L = 100) ranking (for example, the ranking list LST ₇ , LST ₈ , LST ₉ for each search term group) Select these search word group rank lists LST ₇ , LST ₈ , and LST ₉ as the rank reference destination of the website WS _CC .

As shown in FIG. 8, the CPU 12 selects _one of the search word group rank lists LST ₁ , LST ₂ , and LST ₃ of the rank reference destination of the website WS _C A (in the example of FIG. 8, the rank by search word group). List LST ₁ ) is selected, and the website WS _C in the search result R ₁ -1 of the _first search word T ₁ -1 (“byte” in the example of FIG. 8) of the search word group rank list LST ₁ is selected. It is determined whether or not the rank i of A (i = 1 in the example of FIG. 8) is higher than the L (L = 100) rank. If the rank i is higher than the L (L = 100) rank, the click-through rate CTR-i corresponding to the corresponding rank i in the database DB3 is read from the database DB3 and the corresponding table TB of the database DB2 is read. ₁ , the search volume SV ₁ −1 corresponding to the _first search word T ₁ −1 in 1 is read, the read click-through rate CTR-i is multiplied by the search volume SV ₁ −1, and this multiplication result is multiplied by the first to the search term _T 1 -1 of the search result number of expected clicks _iN 1 -1 from _R 1 -1 to the web site WS _C a.

The CPU 12 repeats the same processing for the second search word T ₁ -2, the third search word T ₁ -3,... N in the search word group rank list LST _{1 for} the _first search word T ₁ -N _1. search word group-specific rank list LST ₁ for the second search term _T 1 -2 search result expected clicks from _R 1 -2 website WS _C a _iN 1 -2,3 th search term _{T 1} - 3 of search results _R 1 expected number of clicks from -3 to the web site _{WS C a iN 1 -3 ... N} 1 th search term _{T 1} -N 1 of the search results from the _{R 1} -N 1 to the web site WS _C a The expected number of clicks IN ₁ -N ₁ is calculated.

Then, as shown in FIG. 9, the search results R ₁ -n (n = 1 to N ₁ ) of the search words T ₁ -n (n = 1 to N ₁ ) in the search word group rank list LST ₁ . from the web site WS _C expected to a clicks _{iN 1 -n (n = 1~N 1} ) all search terms _T 1 -n belonging a total of GIN in the search word group TG _m of the (n = 1~N ₁₎ search volume _{SV m -n (n = 1~N 1} ) divided by the total GSV of the division result GIN / GSV website WS _C a unique click share rate in the search term group-specific rank list LST ₁ in CTS ₁ a And

CPU12 is a website WS _C remaining list two search terms Group-specific rank order referenced A _LST 2, LST _3, website WS _C B rank referenced for each search term Group-specific rank list _LST 4, LST ₅ , LST _6, website WS _C C rank referenced for each search term Group-specific rank list _{LST 7,} LST 8, the same process is repeated for LST _9, websites WS _C search terms Group-specific rank list LST of a ₁ unique click-specific click share rate CTS _1, web site WS _C search terms grouped and rank list LST ₂ to specific click share rate CTS ₂ in a, search term group-specific rank list LST ₃ in the web site WS _C a to Share rate CTS _3, unique click the search term group-specific rank list LST ₄ in the web site WS _C B E A rate CTS _4, the web site WS _C search terms grouped and rank list LST ₅ to specific click share rate CTS ₅ in B, web site WS _C search terms grouped and in order list LST ₆ unique click share rate of CTS in B _6, web site WS _C-specific click share rate CTS ₇ to the search term group-specific rank list LST ₇ in C, web site WS _{C C-specific} click share rate CTS ₈ in the search term group-specific rank list LST ₈ in, the web site A click share rate CTS ₉ specific to the search word group rank list LST ₉ in WS _CC is obtained.

In FIG. 5, when an operation for instructing presentation of the latest evaluation result of the company C is performed, the CPU 12 performs an evaluation presentation process (S120). In the evaluation presentation process, a value obtained by weighting and adding the click share rate CTS _m calculated for each search word group rank list LST _{m for} each of the URLs of the plurality of websites WS held by the evaluation target company is the investment of the company C. This is a process of indicating the relationship between the index value V of the judgment and the stock price P of the evaluation target company C as the index value V of the judgment.

More specifically, as shown in FIG. 10, in the evaluation presentation process, the CPU 12 generates each combination of the website WS _C owned by the company _C and the search word group rank list LST _{m in} the click share calculation process. A plurality of click share rates CTS _m (in the example of FIG. 10, click share rates CTS ₁ , CTS ₂ , CTS ₃ , CTS ₄ , CTS ₅ , CTS ₆ , CTS ₇ , CTS ₈ , CTS ₉ ) are calculated at each time. The size according to the total of the search volumes SV _m -n (n = 1 to N _m ) of all the search words T _m -n (n = 1 to N _m ) in the referred order list LST _m for the search terms. The coefficients K _m (in the example of FIG. 10, coefficients K ₁ , K ₂ , K ₃ , K ₄ , K ₅ , K ₆ , K ₇ , K ₈ , K ₉ ) are respectively multiplied. After that, the CPU 12 sums up the multiplication results of the click share rate CTS _m and the coefficient K _m , and uses this sum as an index value V of investment judgment for the company C.

Next, the CPU 12 inquires of the stock price information providing server 83 about the stock price P of the company C, and acquires the latest stock price P of the company C from the stock price information providing server 83. CPU12 a predetermined period _{T C (e.g., T} C = 6 months) earlier than today companies C between the period _{T C} of the pre-chart CHRP and than today showing the transition of stock prices P company C between the A chart CHRV indicating the transition of the index value V of the index is displayed on the display 16 as information indicating the relationship between the stock price P and the index value V. Further, the CPU 12 determines whether or not a value X (ratio between the stock price P and the index value V) obtained by substituting the latest stock price P and the latest index value V into the following relational expression (1) is below the threshold Th. If the value X falls below the threshold Th, an alert message is displayed near the chart CHRV.
X = V / P (1)

The above is the details of the configuration of the present embodiment. According to this embodiment, the following effects can be obtained.
First, in the present embodiment, the investment decision support server 10 ranks each search word group TG _m in the hard disk 15 for each search word group for each of the plurality of websites WS _C held by the company C to be evaluated. Using the list LST _m as a rank reference destination, the rank i of the website WS _C for each search word T _m -n in the rank list LST _{m by} rank word reference destination is referred to, and for each search word T _m -n Each multiplication result IN _m -n (expected number of clicks) obtained by multiplying the individual search volume SV _m -n for each search word T _m -n by the click through rate CTR-i corresponding to the referred order i is summed, rank refers to the division result multiplication result is divided by the _iN m -n total GSV individual search volume _SV m -n search term _T m per -n total GIN of (expected clicks) in website WS _C A value obtained by weighting and adding the click share rate CTS _m obtained individually for a plurality of websites WS _C owned by the company C is set as the click share rate CTS _m unique to the previous search word group ranking list LST _m . Assume an evaluation value V. The evaluation value V of the company C obtained in this way is a value having a strong positive correlation with the market share of the corresponding product or service in the company C. Therefore, according to the present embodiment, when the company C to be evaluated depends on the website for much of the profit, the current stock price of the company C matches the original competitiveness. Can be determined accurately.

Secondly, in the present embodiment, the investment determination support server 10 generates a plurality of click share rates generated for each combination of the website WS _C owned by the company C and the ranking list LST _m for each search term group in the click share calculation process. The search volume SV _m -n (n = 1 to N _m ) of all search words T _m -n (n = 1 to N _m ) in the search word group rank list LST _m referred to at the time of each calculation in CTS _m. Is multiplied by a coefficient K _m having a magnitude corresponding to the sum of the two, and the sum of the multiplication results of the click share rate CTS _m and the coefficient K _m is defined as an index value V. Therefore, according to this embodiment, the profitability of each company C can be more objectively evaluated.

  Thirdly, in the present embodiment, the investment determination support server 10 acquires the latest stock price P of the company C to be evaluated from the stock price information providing server 83, and the index value V of the company C to be evaluated and the latest stock price P. An alert message is displayed on the screen of the display 16 when the ratio V / P is lower than the threshold Th. Therefore, according to the present embodiment, the user can know that the evaluation of the company C in the stock market is excessive compared with the original competitiveness before it appears in the stock price P.

Second Embodiment
FIG. 11 is a diagram showing an overall configuration of an investment judgment support system 1A according to the second embodiment of the present invention. This system 1A has a search engine site SE _Y search engine server 81 running under the management by the management based on the operator's different search engine site SE _{Z Z} and keyword suggestion tool server 82 _Z.

Search engine server 81 _Z receives a query (request containing the search term) destined the URL of the search engine site SE _Z from a computer connected to the Internet 90, a query from the website WS in the Internet 90 A search result R in which a set of titles, URLs, and snippets of the searched website WS is arranged in ascending order is returned.

The keyword advice tool server 82 _Z receives a request including a search word from a computer connected to the Internet 90, and searches for the related word group of the search word in the request and each search word of the related word group in the search engine site SE _Z. A response including the search volume is returned.

In the present embodiment, investment decision support server 10 evaluates the competitiveness C in the search results of a plurality of search engines site SE _Y and search engine site SE _Z. More particularly, as shown in FIG. 12, CPU 12 of the investment decision support server 10, search engine sites SE _Y search term _T m -n a search for the query search results in _R m -n search engine server obtained from 81 _Y, the search engine site SE search term _T m -n a search for the query search results in the _Z obtains the _R m -n from the search engine server 81 _Z, each website WS _C in these search results a summary of the ranking i for each of the same web site WS _C the search term group-specific rank list LST _m. Then, CPU 12 is expected search term Group-specific rank list LST search engine SE _Y search results search term _T 1 per -n search word group TG _m based on the _R m -n within _m investment decision support server 10 It calculates the number of clicks _iN m -n, expected clicks the search terms group-specific rank list LST search engine SE _Z search results for each search term _T m -n search word group TG _m based on the _R m -n in the _m The number IN _m −n is calculated. Then, the search engine SE _Y expected clicks calculated for _{IN m -n (n = 1~N m} ) Total and search engine SE _Z expected clicks _IN m -n calculated for the the (n = 1~N _m) Find the total sum GIN '. The search engine SE search volume of the search word group TG _m applicable in _{Y SV} m -n search volume total and search engine SE search word group corresponding in _Z TG _m of _{(n = 1~N m) SV m} - The total sum GSV ′ of n (n = 1 to N _m ) is obtained, and GIN ′ / GSV ′ is set as the click share rate CTS _m .

In the present embodiment, to calculate the click share rate CTS _m by using a search result of a plurality of types of search engines site SE _Y and search engine site SE _Z. Therefore, evaluation with higher objectivity relating to the company C can be performed.

<Other embodiments>
Although the first and second embodiments of the present invention have been described above, the following modifications may be added to such embodiments.
(1) In the click share calculation processing of the first and second embodiments, the CPU 12 determines each of the search word groups TG _m (m = 1 to M) corresponding to the sum of the click share rates CTS _m of the websites WS. search term T _m search volume SV m weighting coefficients total size corresponding to of _-n K _m of -n each multiplied, click share rate CTS _m and the weighting factor index value a value obtained by adding the multiplication results of K V. However, the evaluation value V may be obtained by adding the click share rate CTS _m of each website WS as it is.

(2) In the first and second embodiments, the present invention is applied to the evaluation of the company C having a plurality of types of websites WS _C. However, the present invention may be applied to the evaluation of one of the web site WS _C. In this embodiment presented, the web site WS _C being evaluated, performs click share calculation processing described above, the click share rate CTS _m of the website WS _C obtained by the process as an evaluation value of the web site WS _C To do. According to this embodiment, the user can make a highly accurate prediction related to the profit of the company C that relies on services on the website WS _C for much of the sales.

(3) In the evaluation presentation process of the first and second embodiments, the CPU 12 assigns the threshold Th to the value X obtained by substituting the latest stock price P and the latest index value V into the relational expression (1). An alert message was displayed when the number was lower. However, this relational expression need not indicate the ratio between the stock price P and the index value V. For example, a calculation formula for calculating the difference between the stock price P and the index value V may be prepared, and an alert message may be displayed when the difference obtained by this calculation formula exceeds the threshold Th.

(4) In the evaluation presentation processing of the first and second embodiments, the CPU 12 presented the relationship between the latest stock price P and the latest index value V. However, financial index values such as the market capitalization, price / earnings ratio (PER), and net asset ratio of company C to be evaluated are acquired instead of stock price P, and the relationship between the latest financial index value and the latest index value V is presented. You may make it do.

(5) In the first and second embodiments described above, whether the operator of the investment determination support server 10 is the same as the operator of the search engine site SE _Y (or SE _Z ), or whether the investment determination support server 10 The operator WS of the company C in the search results of the search terms T _m (m = 1 to M) -n (n = 1 to N _m ) of the search term group TG _m (m = 1 to M) The actual number of clicks Num _m (m = 1 to M) −n (n = 1 to N _m ) (more specifically, the search term T _m (m = 1 to M) belonging to the search term group TG _m (m = 1 to M)). If the actual click number information indicating the number of accesses to the website WSc from the search results using each of _m = 1 to M) -n (n = 1 to N _m ) as a query is available, the investment determination support server 10 It is, without generating a search term group-specific rank list LST _m, the actual click May be calculated click share rate CTS _m from the information. In this embodiment, the investment decision support server 10 searches the search term group TG _m that an assumed customer of the website WSc owned by the company C will use as a query of the search engine site SE _Y (or SE _Z ). The total number of clicks Num _m -n (n = 1 to N _m ) of the website WSc in the search result of the search engine site SE _Y (or SE _Z ) of the search word T _m -n belonging to the word group TG _m the sum of the search clicks word group _{TG m Num m -n (n =} 1~N m), by dividing the sum of the search volume _SV m -n of the search word group TG _m (n = 1~N _m) The division result may be a click share rate CTS _m , and the click share rate CTS _m may be presented as an index value for evaluation of the website WSc.

In addition, the following aspects are also included in the present invention.
(6) A second database including a first database including URLs of a plurality of websites held by a company to be evaluated, and a plurality of search terms that an assumed customer of the website will use as a search engine site query. The corporate value evaluation method using a computer having storage means for storing the database of the database, wherein the computer calculates each search word of the search word group for each of the plurality of search word groups in the second database. A search result is transmitted to the search engine site as a query, a search result of a search using each search word as a query is acquired from the search engine site, and the ranking of each website in the acquired search result is summarized for each of the same websites. Generating a search word group rank list, and storing the search word group rank list of each generated search word group in the storage means. The rank list generation process, and the computer uses the rank list by search word group of each search word group in the storage means as the rank reference destination for each of the URLs of the plurality of websites in the first database, Each rank obtained by multiplying the click-through rate corresponding to the rank referred to for each search word by the individual search volume for each search word with reference to the rank of the relevant website for each search word in the rank list by search word group of the rank reference destination The multiplication results are summed, and the division result obtained by dividing the sum of the multiplication results by the total search volume of the corresponding search term group is the click share rate specific to the rank reference destination search term group rank list on the website. Click share calculation process for performing the processing to be performed, and the computer searches each of URLs of a plurality of websites in the first database. An evaluation presentation process for performing a process of presenting the relationship between the index value and the stock price or financial index value of the company, using a value obtained by adding or weighted addition of the click share rate calculated for each ranking list as an index value for investment determination; The evaluation method characterized by having. The index value of a company obtained by this evaluation method is a value having a very strong positive correlation with the market share of the corresponding product or service in the company. Therefore, according to the present invention, when the evaluated company depends on the website for much of the profit, the user can accurately determine whether the current stock price of the company is commensurate with the original competitiveness. Can be judged.

(7) In the evaluation presentation process, for each of the URLs of the plurality of websites, the computer calculates a plurality of click share rates generated for each combination of website and search word group ranking list at the time of each calculation. Multiplying a coefficient of a size corresponding to the sum of the search volumes of all the search terms in the ranking list for each search term group to be referred to, and taking the value obtained by adding the multiplication results of the click share rate and the weighting factor as the index value (6) The evaluation method according to (6).

(8) In the evaluation presentation step, the computer inquires the stock price information providing server about the stock price of the company, acquires the stock price of the company from the stock price information providing server, and uses the stock price and the index value as a predetermined relational expression. The evaluation method according to (7), wherein an alert message is output when a value obtained by substituting for the value exceeds or falls below a threshold value.

(9) A second database including a first database including URLs of a plurality of websites held by a company to be evaluated, and a plurality of search terms that an assumed customer of the website will use as a search engine site query. Storage means for storing the database, and for each of the plurality of search word groups in the second database, each search word group of the search word group is transmitted as a query to the search engine site, from the search engine site Get search results for searches that use each search term as a query, generate a list of rankings by search term group that summarizes the ranking of each website in the obtained search results for each of the same websites, and generate each search A rank list generating means for performing processing for storing a rank group-by-search word group rank list in the storage means; and a plurality of websites in the first database With respect to each URL, the rank list by search word group of each search word group in the storage means is used as a rank reference destination, and the ranking of the website for each search word in the rank list by search word group of the rank reference destination is referred to. Then, the multiplication results obtained by multiplying the individual search volumes for each search term by the click-through rate corresponding to the ranking referred to for each search term are summed, and the sum of the respective multiplication results is the sum of the search volumes of the corresponding search term group. Click share calculation means for performing a process of setting the division result divided by the click share rate specific to the rank reference destination search word group ranking list in the website; URLs of a plurality of websites in the first database; A value obtained by adding or weighting the click share rate calculated for each search word group ranking list for each of the above is used as an index value for investment judgment. Evaluation apparatus characterized by comprising an evaluation presenting means for performing a process of presenting the relationship between the stock or financial index value of the company.

(10) A computer includes a first database including URLs of a plurality of websites held by a company to be evaluated, and a plurality of search terms that an assumed customer of the website will use as a search engine site query. Storage means for storing a second database including the search means, and for each of a plurality of search word groups in the second database, each search word of the search word group is transmitted as a query to the search engine site, and the search Retrieve search results for each search term from the engine site, and generate and generate a rank list for each search term group that summarizes the ranking of each website in the retrieved search results for the same website. A rank list generating means for performing processing for storing a rank list for each search word group in the storage means; and in the first database For each URL of a plurality of websites, the ranking list by search word group of each search word group in the storage means is a rank reference destination, and the website for each search word in the rank list by search word group of the rank reference destination The respective multiplication results obtained by multiplying the individual search volume for each search word by the click-through rate corresponding to the rank referred to for each search term are summed, and the sum of each multiplication result is determined as the corresponding search term group. Click share calculation means for performing a process of setting a division result obtained by dividing the total search volume by the total number of search volumes to a click share rate specific to a rank reference destination search word group rank list on the website, and a plurality of click shares in the first database The value obtained by adding or weighting the click share rate calculated for each search word group ranking list for each of the website URLs is used as an index value for investment judgment. And a program for realizing evaluation presenting means for performing a process of presenting a relationship between the index value and the stock price or financial index value of the company.

DESCRIPTION OF SYMBOLS 1 ... Investment judgment support system, 10 ... Investment judgment support server, 11 ... Communication interface, 12 ... CPU, 13 ... RAM, 14 ... ROM, 15 ... Hard disk 15, 16 ... Display, 17 ... Mouse, 18 ... Keyboard, 81 ... Search engine server, 82 ... keyword advice tool server, 83 ... stock price information providing server.

Claims (4)

  Regarding the search term group that one or a plurality of URL assumed customers belonging to the evaluation target company will use as a query of the search engine site, the URL in the search result of the search engine site for each search term belonging to the search term group The click share rate is the sum of the clicks of the search term group and the total clicks of the search term group is divided by the total search volume of the search term group. The click share rate and the stock price or financial index value of the company An evaluation method including a process of evaluating the company based on a calculation result of the relationship between Corporate value by a computer having storage means for storing a first database including a plurality of URLs and a second database including a plurality of search word groups that an assumed customer of the URL will use as a query of a search engine site Evaluation method,
For each of a plurality of search word groups in the second database, the computer transmits a search word of the search word group as a query to the search engine site, and uses each search word as a query from the search engine site. Order list generation for acquiring search results, generating a rank list for each search word group related to each URL in the acquired search results, and storing the generated rank list for each search word group in the storage means The process,
For each URL in the first database, the search word group rank list of each search word group in the storage means is a rank reference destination, and each search word in the rank reference destination search word group rank list is the URL in the first database. , The respective multiplication results obtained by multiplying the individual search volume for each search word by the click-through rate corresponding to the rank referred to for each search word are summed, and the sum of each multiplication result is A division result obtained by dividing the total search volume of the search word group is set as a click share rate specific to the rank reference destination search word group rank list in the URL, and the click share rate is presented as an index value for evaluating the URL. An evaluation method comprising: an evaluation presentation process. Storage means for storing a first database including a plurality of URLs and a second database including a plurality of search terms that an assumed customer of the URL will use as a query for a search engine site;
For each of a plurality of search term groups in the second database, a search result of a search that transmits the search terms of the search term group as a query to the search engine site and uses each search term as a query from the search engine site A ranking list generation unit that performs processing for generating a ranking list for each search term group related to each URL in the obtained search result, and storing the generated ranking list for each search term group in the storage unit;
For the URL in the first database, the rank list by search word group of each search word group in the storage means is used as a rank reference destination, and the URL for each search word in the rank list by search word group of the rank reference destination Refers to the ranking, sums each multiplication result obtained by multiplying the individual search volume for each search term by the click-through rate corresponding to the ranking referred to for each search term, and sums each multiplication result for the corresponding search term group. An evaluation presenting means for presenting the click share rate as an index value for the evaluation of the URL, with the division result divided by the total search volume as a click share rate specific to the rank reference destination search word group rank list in the URL; The evaluation apparatus characterized by comprising. On the computer,
Storage means for storing a first database including a plurality of URLs and a second database including a plurality of search terms that an assumed customer of the URL will use as a query for a search engine site;
For each of a plurality of search term groups in the second database, a search result of a search that transmits the search terms of the search term group as a query to the search engine site and uses each search term as a query from the search engine site A ranking list generation unit that performs processing for generating a ranking list for each search term group related to each URL in the obtained search result, and storing the generated ranking list for each search term group in the storage unit;
For the URL in the first database, the rank list by search word group of each search word group in the storage means is used as a rank reference destination, and the URL for each search word in the rank list by search word group of the rank reference destination Refers to the ranking, sums each multiplication result obtained by multiplying the individual search volume for each search term by the click-through rate corresponding to the ranking referred to for each search term, and sums each multiplication result for the corresponding search term group. An evaluation presenting means for presenting the click share rate as an index value for the evaluation of the URL, with the division result divided by the total search volume as a click share rate specific to the rank reference destination search word group rank list in the URL; A program that realizes