1. Search Engine Marketing Presentation to the Business Group Representatives July 2006 FOR INTERNAL USE ONLY

2. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 1 Table of Contents SECTION 1 Introduction SECTION 2 Definition SECTION 3 How to achieve a top rank in Search Engines SECTION 4 'www.ubs.com' audit SECTION 5 Ethical Practices SECTION 6 Next Steps APPENDIX Facts & Figures Glossary

3. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 2 Goals of this Workshop  Share the key findings of www.ubs.com analysis  Provide insight on the key areas of organic search optimization  Inform on technical modifications currently being pursued  Empower for decentralized optimization of website content and link strategy  Question & Answers

4. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 3 Project Milestones – what has happened so far  Initial Desk Analysis (Global Advertising and Communications Services) – Recommendation: to engage into Search Engine Marketing  Go-decision from Beni Eggli – UBS to engage in search engine marketing to increase UBS' accessibility and to support the brand  1st workshop with 'SEM 101'  Pilot with external agency analyzing our ubs.com website  2nd workshop today Analysis carried out and decisions taken

5. SECTION 1 Introduction

6. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 5 Over 85% of internet users use search engines to find products and services on- line.

7. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 6 Sponsored Links Organic Search Sponsored Links

8. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 7 93% of searchers will look no further than the first page of search results

9. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 8 6 out of 7 clicks come from an organic search index

10. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 9 6 out of 7 clicks come from an organic search index no. 1 position for UBS for the keyword 'wealth management'

11. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 10 6 out of 7 clicks come from an organic search index no. 1 position for UBS for the keyword 'wealth management' no. 1 position for UBS for the keyword 'You and us'

12. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 11 Google is clear no. 1 of the search engine market with SOM of more than 60% (varying regionally) Est. SEM spending in Europe € 1.4bn in 2005 (+65% vs. PY) On-line advertising represents approx. 4% of the total spent by advertisers in 2005 (+60% vs. PY)

13. SECTION 2 Definition

14. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 13 Definition  Search Engine Marketing is using web searches for brand and product promotion  Search Engine Marketing aims at creating optimal visibility and placing of a company's web pages within specific search results

15. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 14 Positioning of Search Engine Marketing Connect off-line and on-line marketing activities The on-going advertising campaigns focus mostly on classic media The UBS website has established itself among the leading corporate websites in Europe E-marketing in general and search engine marketing in particular have not been a primary focus so far Off-line On-line Delivering by its key objectives IR Global, Halvarsson, NZZ

16. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 15 Search Engine Optimization Key areas for optimization of organic search results 20% Technical Specification 40% Website Content 40% Link Popularity Optimization is complex:  Google uses over 100 (undisclosed!) criteria to rank a site's relevance Key areas for optimizing organic search results are:

17. SECTION 3 How to achieve a top rank in Search Engines

18. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 17 Search Engine Optimization Key areas for optimization of organic search results 20% Technical Specification 40% Website Content 40% Link Popularity Page Content and Text UBS Internal Competition Invisible Page Information External Competition Images and Flash External Partners UBS Information hierarchy Technical Aspects

19. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 18 Page Content and Text 20% Technical Specs 40% Website Content 40% Link Popularity Vegetarian Dog Food – Does it stand a pup's chance?

20. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 19 Page Content and Text When defining keywords, it is crucial to find the right balance between: Understanding the prospects and clients  What keyword would they type into the search engine? – Speak the language of your customer  What are they looking for? – generic banking solutions or product names?  Consider the popularity of the respective keyword – (can be checked on 'www.wordtracker.com') Portraying our products and services accurately  To ensure relevance and avoid frustration among user 20% Technical Specs 40% Website Content 40% Link Popularity Keyword Definition

21. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 20 Page Content and Text Search Engines are looking for signals which suggest that our site is an accurate match for their keyword:  Use keyword repeatedly in the text without stuffing the page  Use synonyms for the keyword  1 keyword per page  text quality: stay on the topic  300 – 400 words of keyword rich copy per page  keyword/synonym ratio of 7 – 10% of copy is optimum 20% Technical Specs 40% Website Content 40% Link Popularity Keyword Integration

22. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 21 Page Content and Text The most effective places to put keywords on a page are:  Page title  In headings  Within links  In the first 25 words of text on the page  In the file name (i.e. the URL)  Repeated throughout page content text  In the meta tags 20% Technical Specs 40% Website Content 40% Link Popularity Keyword Use

23. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 22

24. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 23 Page Content and Text  Google recognizes the language of a page. A page must be in the language of its target market and so must the keywords be. Google takes this as a sign of quality and relevance  e.g. Google Switzerland: 'Vermögensverwaltung' = UBS with no. 38 ranking 20% Technical Specs 40% Website Content 40% Link Popularity Page Language

25. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 24 Invisible Page Information 20% Technical Specs 40% Website Content 40% Link Popularity Meta Tags  Spiders read meta tags because they act as a summary of the content of a given page

26. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 25 Images and Flash Spiders can't read images. Alt text can be used to 'translate':  Images (also UBSHeadline font)  Flash content (must be discussed with flash content provider) 20% Technical Specs 40% Website Content 40% Link Popularity Alt Text

27. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 26 UBS-Internal Competition  Many regional WM pages competing for the same keyword  Build a portal? 20% Technical Specs 40% Website Content 40% Link Popularity Avoid weakening the ranking through competing pages

28. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 27 External Competition  External sites competing for the same keywords  Keywords competing: 'Wealth Management' vs. 'Private Banking'  Check keyword popularity, but speak the customer's language 20% Technical Specs 40% Website Content 40% Link Popularity

29. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 28 Excursus: Keyword Popularity Source: pilot by bigmouthmedia Global Search FrequencyCompeting Sites on CategoryKeywordFebruary 2006 (Google.com)Google (May06) Online BankingOnline bank2,744,400403,000,000 Online bank account195,900 FundsMutual funds698,200110,000,000 Hedge funds103,400 Funds49,400 Investment funds17,600 SecuritiesInvestment securities387,70078,900,000 Securities53,400 Financial ServicesFinancial services335,3001,670,000,000 Financial advisors229,400 Financial management70,700925,000,000 Asset ManagementAsset management174,400147,000,000 Asset mgmt. company3,600 Estate/RetirementRetirement planning149,500 PlanningEstate planning141,300129,000,000

30. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 29 Excursus: Keyword Popularity Source: pilot by bigmouthmedia Global Search FrequencyCompeting Sites on CategoryKeywordFebruary 2006 (Google.com)Google (May06) UBS 141,9006,060,000 (!) UBS financial services14,300 UBS wealth mgmt.3,000 Portfolio Mgmt.Portfolio management70,600202,000,000 Investment BankInvestment banking60,700104,000,000 Investment banks41,700 Wealth ManagementWealth management36,200104,000,000 Business BankingBusiness banking22,000228,000,000 Small business banking8,600 Alternative Investm.Alternative investm.21,50098,400,000 TrustsInvestment trust16,30018,200,000 Trust fund15,400 Private BankingPrivate banking9,60064,400,000 Private bank7,800

31. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 30 Some optimization for keyword 'funds' No optimization for keywords 'mutual funds' or 'investment funds'

32. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 31 External Partners  The number and the quality of links connecting to a site have a positive impact on the importance of the site  For UBS it is advisable to focus on the quality links connecting to our site 20% Technical Specs 40% Website Content 40% Link Popularity Inbound links are crucial

33. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 32 External Partners Principal links:  Government sites: '.gov'  Links from events or conferences – Sponsorship events – Finance fairs (Sibos, fund fairs)  Links from financial commentators/news sites – BBC, Bloomberg, financial press  Financial industry bodies – Swiss Bankers Association  Partner links – business partners, marketing partners, sponsorship partners 20% Technical Specs 40% Website Content 40% Link Popularity Inbound links are crucial

34. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 33 External Partners: Marketing 20% Technical Specs 40% Website Content 40% Link Popularity

35. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 34 External Partners: Marketing 20% Technical Specs 40% Website Content 40% Link Popularity

36. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 35 External Partners: Marketing 20% Technical Specs 40% Website Content 40% Link Popularity

37. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 36 External Partners: Sponsorship 20% Technical Specs 40% Website Content 40% Link Popularity

38. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 37 UBS Information Hierarchy  Spiders search top-down  The higher a page ranks in the page hierarchy the more important it is considered  Keep hierarchy flat by placing pages as few clicks away from UBS.com as possible 20% Technical Specs 40% Website Content 40% Link Popularity

39. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 38 UBS Information Hierarchy 20% Technical Specs 40% Website Content 40% Link Popularity

40. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 39 UBS Information Hierarchy An internally well-linked to document is considered more important and relevant than an obscured or 'hidden' page:  The more UBS pages link to your page and the higher up these pages are in the UBS web hierarchy, the better  Links to your page shall carry the keyword in the link button – 'more on credit cards' instead of 'more', 'click here' or 'go' 20% Technical Specs Cross-Linking between pages 40% Link Popularity 40% Website Content

41. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 40

42. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 41 Technical Analysis Technical factors that prevent top rankings Spiderability problems  Some parts of the page are encoded into Java Script. Some links exist only in Flash files. Google cannot follow these links Duplicate content issue (example)  Problem: 'Welcome to UBS Funds'-page of Global AM exists twice, on ubs.com and ubs.co.uk Home page URL issue (example)  Problem: two competing URLs: 'ubs.com' and 'ubs.com/1/e/index.html' Missing Site map  Problem: our site does not have a sitemap Source: pilot by bigmouthmedia 20% Technical Specs 40% Website Content 40% Link Popularity

43. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 42 Technical Changes These will be taken care of by our IT team  The English link behind the UBS logo is to be changed to not have a competition between www.ubs.com/1/e/index.html and www.ubs.comww.ubs.com/1/e/index.html  The HTTP status code 302 (temporary redirect) for the various domains of UBS will be changed to 301 (permanent redirect), to give the following pages more weight  The UBS page structure will include a new (invisible) HTML heading structure as a means to boost our rankings  The language tag in the meta navigation will be re-written in html, not JavaScript, to allow search engines to reach different page language versions more easily  The Service Finder application will be used as a high-level sitemap to link to important pages  An improved description meta tag will help to increase our spiderability Source: pilot by bigmouthmedia 20% Technical Specs 40% Website Content 40% Link Popularity

44. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 43 Summary of Search Engine Optimization Issues ranked by significance Precondition: Allowing spiders to crawl our site with as little obstacles as possible (technical modifications needed; CC IT team).  Title Tag  Anchor Text of Links  Keyword Use in Document Text  Accessibility of Document  Links to Document from Site-Internal Pages  Primary Subject Matter of Site  External Links to Linking Pages  Link Popularity of Site in Topical Community  Global Link Popularity of Site  Keyword Spamming  CC for Corporate pages and Brand  Each BG decentralized for BG/segment/specific offering pages (Webmaster, Marketing and Advertising)

45. SECTION 4 www.ubs.com Audit

46. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 45 'www.ubs.com' Audit Pilot conducted in March 2006 Audited Site:  'www.ubs.com' Test Territory:  Switzerland (G, F, E) and Germany (G, E) Technical audit:  Reviews UBS site as it stands today and identifies key obstacles for further optimisation Marketing audit:  Reviews website content regarding use of keywords  Reviews website regarding the link strategy/popularity

47. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 46 Analysis: German Keywords and Swiss Engines A very mixed view. Mortgages as a core product perform weakly Source: pilot by bigmouthmedia, 03.2006

48. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 47 Analysis: German Keywords and German Engines Wealth Management performs well, Asset Management is weak Source: pilot by bigmouthmedia, 03.2006

49. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 48 Analysis: French Keywords and Swiss Engines Partially very weak performance Source: pilot by bigmouthmedia, 03.2006

50. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 49 Analysis: French Keywords and French Engines UBS almost does not exist here Source: pilot by bigmouthmedia, 03.2006

51. SECTION 5 Ethical Practices

52. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 51 Ethical Optimization of Organic Search Avoid engaging into unethical optimization practices, such as:  Key word stuffing (extreme repetition)  Shadow domains (number of shadow domains all redirected to one original domain)  Doorway pages (uniquely designed for search engines and not for users)  BMW Germany case (used cars) As a basic rule:  Avoid anything that does not appear to the search engines as it would to a searcher Risk:  Getting removed from search engines' indexes (followed by bad press) Protect the UBS brand

53. SECTION 6 Next Steps

54. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 53 Next Steps  Technical changes  Website Content: Keyword strategy and implementation  Link Popularity: Link strategy and implementation  Maintenance A decentralized approach CC IT team decentralized by business groups (Marketing/Advertising and Webmasters) dito

55. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 54 Next Steps Information Sources  SEM 101 document from Bigmouthmedia: – http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objid=9179784&objAction=browse&sort=name http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objid=9179784&objAction=browse&sort=name  UBS Organic Search Strategy 2006 (pilot from Bigmouthmedia): – Marketing Strategy: http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objId=9825086&objAction=download&viewType=1http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objId=9825086&objAction=download&viewType=1 – Technical Strategy: http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objId=9822057&objAction=download&viewType=1 http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objId=9822057&objAction=download&viewType=1 – European Market Data: http://bw.docweb.ubs.com/doc/livelink?func=ll&objId=9827529&objAction=download&viewType=1 http://bw.docweb.ubs.com/doc/livelink?func=ll&objId=9827529&objAction=download&viewType=1  Summary paper 'Ranking high in Google' (2pager): – http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objId=9827527&objAction=download&viewType=1 http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objId=9827527&objAction=download&viewType=1  Comprehensive web page on SEM: – www.seomoz.org  View inbound links to UBS: – www.altavista.com/web/results?q=%2Blink%3Awww.ubs.com

56. APPENDIX Facts and Figures Glossary

57. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 56 Facts & Figures Consumption  Over 85% of internet users use search engines to find products and services on-line (Nielsen/net Ratings, May 2005)  93% of searchers will look no further than the first page of results searches (Jupiter Media Metrix, June 2005)  6 out of 7 clicks come from an organic search index (Forrester Research 2005)

58. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 57 Facts & Figures Market  Est. SEM spending in Europe € 1.4bn. in 2005 (+65% vs. PY) (Forester Research Inc. USA)  On-line advertising represents approx. 3.9% of the total spent by advertisers, growing by 60% in 2004 (Forester, 2005)  Google is clear no. 1 of search engine market: 53% Google, 23% Yahoo, 15% MSN, 5% AOL (Nielsen NetRatings, March 2005)

59. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 58 Facts & Figures Sponsored Links  Keywords get auctioned: – Google example from Dec.05: 'on-line banking' € 6.37/click (for no.1 position) 'financial services' € 2.01/click 'bank' € 1.40/click  Budget is easy controllable/manageable: – keywords are purchased on a pay-for-performance basis (CPC), daily budgets for click-troughs' can be adjusted constantly – expected clicks per day at Google (Dec.05): 'on-line banking' 870 clicks = € 5'550.-/day 'financial services' 380 clicks = € 764.-/day 'bank' 3'900 clicks = € 5'450.-/day

60. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 59 SEM/SEO Glossary Algorithms Automated Spider Engines Charset Click Cookie CPC Domain Mapping Directory Paid for Review Search Frequency Keywords Links Link Popularity The rules by which search engines rank sites Engines which deploy an automated programme to visit and retrieve data from your site The 'character set' used on the web page. The rules computers use to form letters and numbers Term used to describe when an user selects a link or search engine listing A small piece of data sent by a web server to your computer which can be read later by the same server. Used to store information such as preferences about website visitors Cost per click The server administration required to 'point' a domain at a specific location Engines that rank sites using human editors and not by reading meta tags The process of paying a directory for accelerated or guaranteed review of a site Number of times a keyword is searched for (per month) on the search engines The actual words used to describe the site in meta tags and descriptions and to find the site using 'searches' An electronic connection between two web pages (also called 'hyperlink') An intangible measure of the importance of a site based on the number and quality of links into that site. Some search engines attach a 'score' to link popularity to influence search ranking Source: bigmouthmedia

61. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 60 SEM/SEO Glossary Meta Tag(s) PFI Rank Robots Organic Search Optimization Spam (Spamming) Spiders URL HTML coding embedded in the site, to provide spiders with keyword information Pay-for-inclusion. The system whereby a search engine offers an accelerated or guaranteed inclusion option, for a fee The position achieved in a search listings Program that meta search engines send out to read the Meta tags and/or body HTML of a submitted site The process of maximizing search engine driven traffic to a site by analytical means General term relating to unethical practices not approved by the engines and editors See 'Robots' Universal Resource Locator. Also known as internet address Source: bigmouthmedia

62. [t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt 61 Contact Information UBS AG St. Annagasse 9 P.O. Box CH-8098 Zürich Switzerland Tobias Rüfenacht Global Advertising Team Tel. +41-44-234 5655 tobias.ruefenacht@ubs.com www.ubs.com UBS AG Bahnhofstrasse 45 P.O. Box CH-8098 Zürich Switzerland Torsten von Bartenwerffer Communication Services Tel: +41-44-234 4599 torsten.von-bartenwerffer@ubs.com