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Welcome to Search Forensics!

August 20th, 2007

Welcome to Search Forensics.

What is meant by the term Forensics?

The “Eureka” legend of Archimedes (287-212 BC) can be considered an early account of the use of forensic science. In this case, by examining the principles of water displacement, Archimedes was able to prove that a crown was not made of gold (as it was fraudulently claimed) by its density and buoyancy.

The following quote illustrates the basic principle of forensic science, “Every contact leaves a trace”:

“Wherever he steps, whatever he touches, whatever he leaves, even unconsciously, will serve as a silent witness against him. Not only his fingerprints or his footprints, but his hair, the fibers from his clothes, the glass he breaks, the tool mark he leaves, the paint he scratches, the blood or semen he deposits or collects. All of these and more, bear mute witness against him. This is evidence that does not forget. It is not confused by the excitement of the moment. It is not absent because human witnesses are. It is factual evidence. Physical evidence cannot be wrong, it cannot perjure itself, it cannot be wholly absent. Only human failure to find it, study and understand it, can diminish its value.”- Professor Edmond Locard

What is meant by the phrase Search Forensics?

The forensic and competitive intelligence dimension of SEO is the process of uncovering and analyzing available evidence to determine the weaknesses and strengths of your on-line competitors related to natural search.

Search forensics is the focal point of this blog. I have had extensive experience with such processes and in applying them to real-world Internet marketing campaigns with great results and even to the point of developing AI tools to aid in those processes. I obviously will not be divulging the inner workings of such tools nor are the details of the aforementioned campaigns information that I can share. What I intend to discuss are all the normal ideas, theories, challenges, news and developments in the world of Internet marketing. I hope to contribute to the discussions on these topics within the industry from my own particular perspective:

  • as a developer with a technical understanding of the issues,
  • as a trainer with experience making the otherwise complicated or confusing more accessible,
  • as a mathematician with an understanding of algorithms, data mining and other analysis methods germane to the industry,
  • and as a consultant, knowing what it means to have to educate, manage, and deliver results for clients from small businesses to Fortune 500 clients.

To learn more about my background, you can read the “About Michael” page.

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