Can you afford not to be found?

1. Can you afford not to be found? Search Engines:Your Global Virtual Sales Force AIM Program January 2010

2. How many computers are there?And how many webpages? Top three?

3. Marketers are ceding control to Customers • “Consumer-initiated marketing" on the consumers' timeline, not the advertisers' • The corporate Web site is less relevant than it used to be / member-created content • Brands are built as a dialogue: Consumers create a brand, not ad agencies. Web presence is a dialogue • Reverse Broadcasting: marketing is on defense • Personalization. Post-advertising. Attention erosion. Fragmentation. • Decisions are made about you and your products before the Web site is even visited • More people on SM than emailing! Customer Service • Source: Omniture White Paper

4. Your customer has changedSEs: the operating systems of the web • Dramatic consequences of a global behavioral change: a fast searchbox • Web sites / content that is not visible for the SEs are rendered invisible for potential customers. • Your #1Interface: SERPs • Your SERPs will act as your most cost effective marketing channel: spiders will drive targeted customers as they search for your products /services • Both B2B&B2C: how to stand out?

5. Search result #2,123,298A website on the bottom of search results

6. Presentation AgendaSearch engines as your virtual global sales force • Context we live in: SEO -best marketing action (after a face to face meeting*) The Basics: • What is a Search Engine? • Search Engine Optimization (SEO) • Pay Per Click Marketing (PPC, SEM, CPC, sponsored links, search engine advertising) • Global Web usage trends • A brief case study • Source: Omniture White Paper

7. Your #1 Marketing Channel Search Engine Optimization (SEO) & Search Engine Marketing (SEM)

8. What is a SE? – a databaseBrain Function of the webThe history of Google: a copy of the Net • Crawler (Spider, bot) • Visits visible webpages • Follows links • Determines relevance of pages as it copies them • Index • Hierarchy of results, based on relevance • Algorithm • The dynamic “engine” of results • This is how SEs compete

9. The Web from a marketing standpoint: Performance

10. Most important activity online (#1email?) "Part of having a say is letting people find what you say" Google alone: 37 billion searches / month. Received and sent e-mail Used a search engine Researched products and services Search is the #2 application (?) on the web; #3 is research. SM? 20-25% of searches: local. 50+% of visitors: International! Only 30 - 50% of results are “relevant”: An opportunity! • Source: Google / Yahoo Research, Pew Internet & American Life. comScore Media Metrix

11. How 70-87% of clicks are deliveredNatural, organic, editorial and commercial- advertising links60% of the users are unaware of the distinction.Search accounts for 49% of online purchases. Advertisements Organic, natural results Source: Mediapost / Jupiter Research; ROI Research

12. Search Engine OptimizationThe most powerful marketing tool: editorial Third party validation -Your Goal • Increase your Revenues, utilizing the web as your most targeted sales channel. • Lower Customer Acquisition Costs. • Increase Highly-Targeted Site Traffic. • Increase Purchase/Conversion Ratios. • Increase Web Visibility and Online Brand Recognition.

13. What is Search Engine Optimization?“Organic” links • Status quo baseline report sets the groundwork for the campaign. It allows a reference point for results reporting. • Extensive keyword analysis via a suite of keyword analytical tools – mission critical. • Page Level Optimization involves creating unique, keyword rich html tags and titles designed to increase keyword relevance. • Designed for optimal results while minimizing the risk of violating major search engine rules. • It is done by techies sitting in dark rooms: marketers speak a different language. It is an opportunity to dominate! • Link Popularity Building. The rules of engagement are dictated by the search engines. Don’t break those rules: the penalty is huge. BMW.de!

14. Typical optimization experience Your keyword space is ripe for you to dominate • Migration of hundreds of keywords to top 30 positions on the web’s major search engines. • 10x, or greater, increase in Search Engine derived traffic. • Increased purchase / conversion ratios. • ROI Focused Efforts = IncreasedRevenues. • Recession-resistant marketing ”A gift that keeps on giving”.

15. Dominant trend: Search Related AdsCommercially available results next to the natural ones – 1 out of 6 referrals comes from ads Advertisements

16. PPC Marketing: 95% Google, 60% Yahoo Buying and managing advertising links • Crossroads of Brand Communication and Direct Marketing. • Second best ROI (industry specific). • Advantage: it is immediate. • Bidding process can be much less expensive when done with experience (Dutch auctions, game theory to maximize returns). • Testing is important: Dynamic titles, multiple creatives.

17. Compare SEO to PPC Dynamic balance should be our goal SEO Free, unpredictable, unbiased, difficult to achieve. • PROS • Low costs (although front loaded). • Results are more visible and more relevant. • Trusted, independently verified, unbiased by an objective third-party. • Provides a steady stream of traffic over time. • One time costs are frontloaded; once pages are optimized for organic search, low ongoing maintenance fees make it cost-efficient.

18. Compare SEO to PPC Dynamic balance should be our goal • CONS • It is difficult to do. Engine requirements can be at odds with site design and architecture. • Organic results can be unfocused. • No control over specifics (which terms, how well they get ranked). • Relatively low control over your listing copy. Longer time horizon.

19. Compare SEO to PPC (Continued)The most misunderstood channel - PPC PPC Controlled, planned, every click costs money. • PROS • Easy to do if you are willing to bid high. • Allows planning traffic = sales forecast using appropriate metrics. • Opportunity for short term sales campaigns, promotional fares etc. • Can boost traffic significantly on a short notice. • Completely customized creative to meet the needs of users.

20. Compare SEO to PPC (Continued)Pay for every click – and quadruple sales • CONS • It can be expensive (varies from moderate to high costs). • Certain segments of online audience are not excited about commercial messages. • Click fraud (1 to 30%). Issue or non-issue? • Trojan programs imitating legitimate Google ads on sites.

21. Search results: your IQYou have a choice: Site DNA

22. Trends & Market Size You are already global… How to maximize search dominance?

23. Go International! 750Mn+ people 95% of the web: 61 billion searches/ month* *Source: Comscore

24. Use it for what it was invented for:reach people throughout the world • Google currently supports more than 40 languages in nearly 200 countries for keyword targeted campaigns. • Hebrew • Hindi • Hungarian • Icelandic • Indonesian • Latvian • Polish • Portuguese • Romanian • Russian • Serbian • Slovak • Slovenian • Tagalog • Turkish • Ukrainian • Urdu • Vietnamese • English • Chinese (simplified) • Chinese (traditional) • Danish • Dutch • Finnish • French • German • Italian • Japanese • Korean • Norwegian • Spanish • Swedish • Arabic • Bulgarian • Catalan • Croatian • Czech • Danish • Estonian • Greek

25. The “big rush” to get online Million Internet users by region, 2008 25 Source: Internet World Stats – www.internetworldstats.com/stats.htm

26. Most of 1.5 Bn Internet users are in Asia% of all Internet users by region, 2008 26 Source: Internet World Stats – www.internetworldstats.com/stats.htm

27. World Internet penetration% of population with Internet access 27 Source: Internet World Stats – www.internetworldstats.com/stats.htm

28. Europe: 91% Asia Pacific: 88% Latin America: 92% Google’s Reach #1 Content Network as well: 80% reach 28

29. A Case study Super Radiator Coils

30. Their website on top……of the SE results

31. The Online Marketing PyramidTraditional mktg: lower ROI • e Email Behavioral Pay Per Click Ads Social Media Presence Search Engine Optimization

32. The Results: a vibrant presence Gradually entering different markets • SRCoils.com (close to 300) • SRCoils.com/MX Spanish section (Close to 150) • SRCoils UK (Close to 200) • SRCoils AUS (Close to 300) • CustomAirCoolers (Close to 100) Source: ActiveMedia Reports,

33. Compound Annual Growth Rate = 37 % 2010 Disruptive TechnologyExplosive results Online Reputation Management

34. Thank you for your attentionContact information Laszlo Horvath laszlo@activemedia.com Skype: Calllaszlo +1.703.757.9195