Introducing the R3 Index
MEASURING REVENUE AND REPUTATION RISK TO TRACK AND Prioritize WEBSITES RESPONSIBLE FOR LOSSES
Businesses frustrated with an inability to pinpoint websites responsible for revenue and reputation loss will get a helping hand this month as brand protection services company, IPCurator has developed the revolutionary R3 Index.
The technology behind IPCurator’s R3 Index is the first of its kind to give rights holders the information they need to be able to focus on those websites that are actually causing real revenue and reputation loss. It transforms the current approach, which calls for a mass targeting of thousands of sites in the hope of catching the culprits in the net, with a seamless, integrated and speedy solution.
Part of IPCurator online brand protection solution, the R3 Index does all of the hard work for the rights holder, working out which infringing sites are getting the most traffic and then ranking them accordingly. It assigns a number to each website based on their search engine ranking results, making it possible to identify which infringing web sites are being visited by the largest number of consumers. This means enforcement resources can be appropriately and quickly directed at the offenders.
Damian Croker, CEO of IPCurator said, “Marketing departments spend large sums of money to ensure that their company’s web site appears at the top of search engine results, so that consumers buy their products rather than those of their competitors. It is well-known that the higher a brand’s rank on a search engine page, the more website visits it will get. A whole industry has sprung up around this concept, called Search Engine Optimisation (SEO).
“Counterfeiters who sell on the Internet have developed very good SEO skills and can register a domain name one week and be on the first page of a large search engine, such as Google, the next. Those counterfeiters are increasingly moving away from .com top-level domains (TLDs) and are now moving to country-code TLDs (ccTLDs) such as .co.uk, making monitoring and enforcement on generic TLDs (gTLDs), such as .com registrations, only a part of the challenge.”
Performing a search using a local search engine does not reveal which websites are appearing in the search results of consumers in other countries, because search results are specific to the geography of the searcher. Therefore, the counterfeit web sites that a brand owner is able to remove or force to a lower rank on a given search engine are not necessarily the ones causing lost revenue and reputation in other parts of the world.
Current online brand protection solutions are mostly based on ranking engines, such as Alexa, coupled with search results from a single search engine such as Google. Some might employ algorithms that include other factors but until IPCurator’s R3 Index none could accurately identify which websites are receiving the most visitors around the world and are therefore the ones causing the most revenue and reputation loss.
The cutting-edge R3 Index is one element of IPCurator’s new IPCurator online brand protection solution. The system is designed to focus limited resources to get the maximum return on effort. By making monitoring easier, IP Curator and the R3 Index facilitate better policing of brand infringement and faster response times to infringements, reducing the revenue and reputation risk potential. Suitable for companies large and small, IP Curator includes a domain name watch function which acts as an early warning system. This system alerts brand holders if anyone attempts to register a domain name anywhere in the world containing the brand itself, further reducing the risk of lost revenue and reputation.