Semantic Analysis Tools

The semantic web presents the marketer looking to help his clients with their online projects with unique practical challenges: how can keywords be recognized when semantic search itself is moving away from keywords and focuses attention on search queries instead?

How does he identify influencers in a social network that can actually help amplify a particular message when social networks are now so very diverse?

How can these influencers be further classified according to their expertise and their followings?

Which posts do best based upon what relationships? How do these posts go viral and why some that should really fly sink without a trace?

These are questions that revolve around the change of search and the semantic web and they are characterized by the fact that cannot really be answered using traditional analytics tools. The main reason for that is because they’re really underpinned by Big Data which creates meta layers of interpretation the moment you start stacking it. To read it you need two things:

A. Tools that provide the same kind of intelligent analysis as the search marketing you’re targeting.

B. A handy way to visualize everything without having to spend half your life looking at spreadsheets and trying to make sense of figures there.

NOD3X (promounced No-Dex) is a semantic analysis tool that uses a Google+ profile that’s now key to semantic search, to draw very visually, the activity around particular search terms, the relationships between influencers on the network, the sentiment surrounding comments and the impact particular subjects are having as you can see from the screenshot below: visualization panel

As such it becomes a vital weapon in the arsenal of the marketer struggling to find ways to:

  • Increase a brand’s visibility and influence
  • Find ways to amplify its current marketing efforts
  • Identify groups and networks that could help it build its reputation
  • Understand the relational dynamic between content that falls flat and content that goes viral

All of these activities mark the transition from a web of websites to a web of people. The time when semantic marketing goes from blindly putting out content, writing Press Releases and creating pretty graphics to creating content that helps particular online groups enhance their own reputation, fulfill their interests and get excited about a shared sense of values.

Identifying the right lines where this alignment can actually happen is incredibly hard. NOD3X makes it a little easier even if it does not make the work that has to then take place, any easier. The best part yet is that it’s free to all Google+ members (you just sign securely with Google+).

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