Text Optimizer (TextOptimizer.com) is a tool - with both free and paid features - that you can use to analyze your website copy effectiveness in organic search.
The developers' explanation of how the tool works is (paraphrase):
- Each search engine has an intent table that it applies to each query.
- Your website's rank in any search engine for any query depends in part on how well your copy fits with that engine's intent table.
- Text Optimizer uses neural network technology to extract the engine's intent table from search results through semantic analysis. It then:
- Analyzes your copy
- Determines topics that need more or less emphasis for best match with the intent table
- Suggests words/phrases to add or remove from your copy
That sounds interesting in theory. But how does it work in practice? I gave the tool a trial run on our ACRO Global site (ACROGlobal.com) to find out.
Right now, the home page of ACROGlobal.com includes this copy:
Travel, tourism and hospitality online advertising and marketing by ACRO Global
We promote and represent tourism businesses and destinations to consumers and the travel trade,
primarily in these markets:
New England Region, USA: 5 Nielsen Designated Marketing Areas with 5.1M consumer households
Eastern Canada: Maritimes, Quebec, Ontario - 6 Provinces with 23.2M consumer households
(You can follow this link to see more information on our markets.)
What we can do for you
We'll give you the competitive edge you need through effective, research-based Internet marketing,
advertising and representation:
• Strategy to leverage your Internet investment for maximum overall business ROI
• Direct-response marketing to get your Web site in front of your most valuable potential
• Optimization of your website for conversions
• Localization for sustainable competitive advantage in international markets
Why you should work with us
1. We're New England inbound/outbound tourism specialists who understand your business and talk
2. You'll get the benefit of our business strategy and marketing experience since 1995.
3. Our optimization of your website for search and conversions will get you more and
better-qualified traffic and larger numbers of higher-value sales.
4. You'll get personal, professional attention.
5. You'll be dealing with New England people, getting traditional New England integrity and
Risk-free 30-day trial: if after one month you're not totally satisfied, we’ll return whatever you’ve
paid us. For details, see the specific service pages.
To learn how ACRO Global can develop a tailored tourism marketing and advertising program to meet
your specific needs and deliver the new and repeat business you want, please send us an e-mail and
we'll respond promptly.
Starting point of the Text Optimizer process at https://textoptimizer.com looks like this:
Clicking GO brought this result showing what the tool thinks our page is about:
That looks pretty good. Below that comes the tool's analysis of your copywriting and formatting:
Notice that the tool gives this page an overall score of "31% - Insufficient". That's not so good. Below that are some qualitative assessments of our Words, Verbs, and Sentences (Number and Length).
Re Words, the tool wants us to use - in simple terms - bigger words. That advice isn't consistent with results of most research on usability and readability - Jakob Nielsen recommends Grade 6 level for adults fluent in English, and the copy on this page (above) has a Flesch-Kincaid Grade Level of 12.6 - so I'm skeptical that we need bigger words.
The tool wants us to "write more sentences", and I agree longer copy would be better.
It likes our use of Verbs and the Length of our sentences. Good!
Next the tool provides a list of what its semantic analysis finds are phrases that search engines expect to see associated with the existing copy. Obviously some human intervention is needed here to identify phrases from this list that are in fact relevant to our business. ("Ogilvy" jumps out.)
Here's where the tool begins to get into the Optimization process. I'll show you how this begins, but be warned that we won't get far without signing up for a 7-day trial and then paying money:
Clicking that button leads to a screen where we have to pick whether to optimize for Google or Bing:
I of course picked Google and was sent here:
There I entered "boston tourism marketing" as a query on which I'd like better ranking, and set Boston as Target Audience Location (by dragging the map to get Boston under the pointer).
( I'm not thrilled by their audience locator. There's no way to set a radius around that map point, so am I targeting metro Boston, Massachusetts, USA, the world or ??)
In any case, with Google, each individual user will get search results from whatever Current Region that user has selected in Google settings - which in most cases defaults to Google's estimate of that user's location. (For an explanation of this, see my earlier post How to see Google results for searches done from any country ).
After clicking Go, I got this result:
Once again, the tool finds our efforts to be "Insufficient" with a score of only 16%. (Is that a scare tactic?)
At this point, to find out what copy phrases we need to ad/remove to rank higher for "boston tourism marketing" we would have to sign up for a 7-day trial and then pay for a year of service (no by-the-month option) for US$60/month or US$720.
That's a lot of money to pay up front to a foreign company (domain is registered in France) which may or not still be around 6 months from now.
I like the free analysis features, but will pass on the paid plan for now.