magnify360 Blog

Without a doubt, Google has changed the way we live our lives. Whether searching for information, shopping for shoes or comparing deals on your next vacation, there is hardly a time when we don’t just Google it.

While this cultural transformation came on fast, it didn’t come by accident. Since its inception, Google has strived towards one goal and one goal only (and no, it’s not refraining from being evil) and that goal is informational relevance.

It’s this relevance that has made Google the world wide hub for information, shopping, email and all things online. However, this dominance brings with it some pretty unique challenges. How do you stay one step ahead of the marketers looking to game the system to win a lion’s share of traffic for their site? How do you prevent spammers? In general, how do they stay one step ahead and keep everyone pursuing Google’s Holy Grail of informational relevance and premium user experience?

The answer is both simple and quite complex.

Google’s constant optimization and an obsessive commitment to user experience are simple. However, the way that this is executed upon is quite complex.

At the heart of this complexity is Google’s algorithm or the way that they measure relevance. It is a semi – black box mix of information rankings, taking many items into consideration. Keyword density in relation to the search query, URL naming conventions, overall performance and too many other factors to name here, all play into how pages are served when the user queries a search.

It’s this constant pursuit of the perfect experience that has kept Google modifying this algorithm and kept marketers, almost obsessively, asking what is the next step in the progression?

In a recent release, Google is saying that now, their quality score will be calculated in real time, dynamically every time a query is made.

So, it appears that the answer would not only be HOW the quality score is calculated, but HOW OFTEN. I guess it’s only logical. As technology continues to increase, and marketers continue to increase their savvy, this is another way for Google to raise the bar.

This new shift in the process is huge. As marketers scramble to figure out Google’s newest riddle, the firms providing real-time landing page optimization and behavioral targeting will become a marketing necessity.

If you’re landing pages are not providing relevance in real-time, your quality score will decline, along with your ranking and ROI, not to mentioned that your CPC will increase.

So, while real-time optimization is definitely “web 2.0” it may soon be the standard. When looking back at how fast Google went from being a new, boutique search engine to a business and cultural cornerstone, it is easy to envision these real-time optimizers as being another mandatory tool in the web marketers arsenal.

We had very big day here at magnify360.  This morning we launched a project with Citrix Systems that we’ve been working on in stealth mode for a very long time.  The project is a website, called OneGreatPartner.com, and it’s a site dedicated to fostering the long-standing alliance between Citrix and Microsoft.  Not coincidentally, the site launched on Monday, the first day of Microsoft’s World Wide Partner Conference in Houston, Texas, where every year Microsoft crowns its favorite partner.

The site includes some social networking functionality, private product access and information on current and upcoming Citrix-Microsoft initiatives and is primarily geared towards sales and tech executives at both organizations.

We integrated the magnify360 Platform to improve visitor engagement and return visits.  Essentially, our platform profiles or analyzes the implicit and explicit behaviors of each user to the site and in real-time serves the most relevant on-site experience to each accordingly.  In the case of OneGreatPartner, the explicit information can include a Microsoft or Citrix exec’s self-published information, like title, group, age and department and implicit data, such IP geo-location, click speed, how long they take to move from one page to the next, etc.

Real-time customization of the on-site experience includes varying messaging, graphics, media, layout, page flow–you name it.  For Citrix, the greatest bi-product of our solution is the data on what information the Microsoft executives are gravitating towards, to indicate areas of strength, improvement or even to spark new ideas for product and marketing.

SoCalTech was nice enough to write up a brief article about it too: magnify360 Gets Win at Citrix

Read the press release we issued.