Start-up Scales Search Optimisation For The Enterprise

Search engine optimisation, whose SEO acronym is being used in more daily conversations all the time, is really a matter of optimising content in the first place so that commonly used search services such as Google, Bing and Yahoo and specialty search providers can help users find the information they seek.

To this end, a new company called InboundWriterhas come up with an easy-to-use-and-understand tool to enable writers to find the best words and phrases to include in their content so that these search engines can find and index the content for potential readers.

Scalability and precision

InboundWriter, which positions itself as the first online content optimisation system designed specifically for writers, on 15 November launched a new version of its enterprise-tier software with new functionality that improves the scalability and precision of the service. It launched its consumer service in 2011.

“We’re really focused on content optimisation, and there are a lot of different ways that people can adjust their content and their websites in order to perform well on the web,” Greg Caws, vice president of technology operations at San Francisco-based InboundWriter, told eWEEK.

“One of the last miles is having an automated and scalable way to make sure your content is really, really good. That’s what we do, and we do it as simple as a spell-check.”

InboundWriter’s enterprise offering is designed for prolific content producers in order to help enterprises improve the performance of online content at scale, Caws said.

When using the service, a writer gets notifications and suggestions on better SEO words and phrases to use as he or she goes along in writing the document. There is an efficiency metre in the upper-left corner of the application to keep the writer apprised as the document is being written about how SEO-ready it is.

Words and phrases

Of course, it is entirely up to the writer what words and phrases are used. However, if there is better terminology that can attract search engines, and an InboundWriter suggestion fits the message, why not use it?

With new management, measurement and objective analytics features, InboundWriter can be used across a large, complex organisation and in a manner that is simple to use and implement, Caws said.

In addition to standard InboundWriter features, enterprise customers will gain access to multi-user functionality and reports; API integration; fully featured, more precise core recommendation engine; updated rules engine and user interface; image recommendation functionality in partnership with Zemanta; enterprise-grade analytics supported by RankAbove; and live end-user support.

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