Abstract: Generating a cannibalism score for a paid ad in a search engine results page (SERP) by gathering keywords relevant to an advertiser, defining rules that compute a cannibalism score for the ad in relation to a corresponding unpaid listing, where the cannibalism score estimates the reduction in revenue to the advertiser due to the ad appearing in the same SERP as the corresponding listing, providing a keyword to a search engine, receiving a SERP from the search engine, determining the position of a first ad placed by the advertiser from among one or more ads in the SERP, determining the position of a corresponding unpaid listing from among a plurality of unpaid listings in the SERP, and applying the rules to the ad and to the corresponding unpaid listing to obtain a cannibalism score for the ad.

Abstract: Generating an estimate of reclaimed ad spend for an Internet advertising campaign, by receiving a set of keywords, where each keyword corresponds to a paid ad that is supplied to a search engine, gathering a cannibalism score for each paid ad, where a cannibalism score indicates that the presence of a designated paid ad in a SERP reduces the chance that a user will click on a corresponding unpaid listing, and estimating a reclaimed ad spend as the difference between the actual revenue reported for a period of time and an estimate of the expected ad spend for a comparable period of time when de-cannibalizing actions were taken; and reporting the estimate of the reclaimed ad spend.

Abstract: Generating an estimate of reclaimed ad spend for an Internet advertising campaign, by receiving a set of keywords, where each keyword corresponds to a paid ad that is supplied to a search engine, gathering a cannibalism score for each paid ad, where a cannibalism score indicates that the presence of a designated paid ad in a SERP reduces the chance that a user will click on a corresponding unpaid listing, and estimating a reclaimed ad spend as the difference between the actual revenue reported for a period of time and an estimate of the expected ad spend for a comparable period of time when de-cannibalizing actions were taken; and reporting the estimate of the reclaimed ad spend.

Abstract: Generating a cannibalism score for a paid ad in a search engine results page (SERP) by gathering keywords relevant to an advertiser, defining rules that compute a cannibalism score for the ad in relation to a corresponding unpaid listing, where the cannibalism score estimates the reduction in revenue to the advertiser due to the ad appearing in the same SERP as the corresponding listing, providing a keyword to a search engine, receiving a SERP from the search engine, determining the position of a first ad placed by the advertiser from among one or more ads in the SERP, determining the position of a corresponding unpaid listing from among a plurality of unpaid listings in the SERP, and applying the rules to the ad and to the corresponding unpaid listing to obtain a cannibalism score for the ad.

Abstract: A method and a device for search engine optimization, that receives an identifier that identifies a domain, one or more keywords for analysis relative to a search engine, and search engine usage data, for each received keyword, gathering search engine results data, for at least one received keyword, mapping the at least one keyword to at least one web page within the identified domain, said mapping based on at least one of said search engine usage data and said search engine results data, and for at least one of the received keywords, generating at least one instruction to modify a web page element in a web page to which the at least one received keyword is mapped.