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

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

3. 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. 4 Your customer has changed SEs: 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. 5 Search result #2,123,298 A website on the bottom of search results

6. 6 Presentation Agenda Search 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. 7 Your #1 Marketing Channel Search Engine Optimization (SEO) & Search Engine Marketing (SEM)

8. 8 What is a SE? – a database Brain Function of the web The 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. 10 Most important activity online (#1email?) "Part of having a say is letting people find what you say" Google alone: 37 billion searches / month. 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! 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! Received and sent e-mail Used a search engine Researched products and services Source: Google / Yahoo Research, Pew Internet & American Life. comScore Media Metrix

11. 11 How 70-87% of clicks are delivered Natural, organic, editorial and commercial- advertising links 60% 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. 12 Search Engine Optimization The 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. 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. 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 = Increased Revenues. Recession-resistant marketing ”A gift that keeps on giving”.

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

16. 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. 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. 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. 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. 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. 21 Search results: your IQ You have a choice: Site DNA

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

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

24. 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. 25 The “big rush” to get online Million Internet users by region, 2008 Source: Internet World Stats – www.internetworldstats.com/stats.htm

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

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

28. Source: comScore Custom Analysis Google’s Reach #1 Content Network as well: 80% reach Total Unique Visitors Google (search) 567M Yahoo (search) 239M MSN (search) 178M Ask network128M 28 Europe: 91% Latin America: 92% Asia Pacific: 88%

29. 29 A Case study Super Radiator Coils

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

31. 31 The Online Marketing Pyramid Traditional mktg: lower ROI e Search Engine OptimizationSearch Engine Optimization Pay Per Click AdsPay Per Click Ads BehavioralBehavioral Email Social Media PresenceSocial Media Presence

32. 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. 33 Disruptive Technology Explosive results Compound Annual Growth Rate = 37 % 2010 Online Reputation Management

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