Covario, a company specializing in paid and organic search solutions for advertisers, reportedly announced the release of the latest version of the Covario Marketing Action Platform, a search marketing technology.

 

The new release features capabilities that will allow SEO practitioners to optimize the organic search engine using real time analysis and improved linking strategies. The new release includes creative analysis capabilities for managing paid search performance via automated analysis of ad copy which is a requirement for increasing conversions in paid search programs.

 

Covario also announced D3: Data Driven Decisions for SEO, an automated system suitable for large scale SEO programs. D3 helps advertisers to automate the prioritization of site depending on the impact of traffic and conversions. The new version also adds two new capabilities namely ad hoc analysis and link strategy.

 

Marketers and agencies will be able to run SEO audits and ranking analysis on any page for any keyword in real time using ad hoc analysis. The expanded link analysis enables marketers to access critical information about their links and their competitors’ links to enhance link strategy for increasing traffic on their search engines effectively.

 

“Building scalable link strategies is a key aspect of natural search optimization, however it remains a highly manual process for large companies,” said Mike Gullaksen, Vice president of SEO Services at Covario.

 

“The work done in this release to automate the analysis of links, to determine which are effective, and which require additional optimization, is a key extension to the value proposition of Covario’s D3,” he said. “We want to let the system automate the data gathering and processing while Covario’s SEO services team focuses its resources on driving the change process. This allows us to produce results in a much more scalable fashion.”

 

In paid search the company has incorporated Creative Analysis component which captures the impact of creative tests on programs. This increases traffic and results in more conversions.

 

Craig Macdonald, senior vice president of products for Covario, pointed out that the automation of this process enables the continuous run of scalable tests of creative concepts. Research results show that conversion rates go up by 25 percent in some cases, he noted.

 

The company was able to test more creative concepts when it ran a campaign for a client last year. The testing process involved about 1,000 creative concepts, in 12 languages, forming part of a global rebranding program and it produced fast, quantifiable and effective results, Macdonald said.

 

Covario’s solutions are used by complex and distributed organizations to control brand integrity and ensure budget transparency for delivering quantifiable results.