1. Can you afford not to be found? Can you afford not to be found? Your Global Virtual Sales Force US Department of Commerce February 6, 2013 US Department of Commerce February 6, 2013 Search Engines:

2. 2 17 year track record in a 17 year old industry Who is this guy?

3. 3 Adapt to survive Change models

4. 4 The Search Engines are the Global OS of the Internet Overseas markets are less competitive

5. 5 Fact: Your customer has changed 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. Chrome. 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? They are in charge

6. 6 Most important activity online (#1email?) 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! Source: Google / Yahoo Research, Pew Internet & American Life. comScore Media Metrix "Part of having a say is letting people find what you say” Google: 3 billion queries per day

7. 7 Ad Spending Growth Newsweek change “Anywhere Economy” 87% of marketers have increased their online presence in 2012 Force accelerator Inertia vs. Supercharged Small biz can afford National/Global reach! “Anywhere Economy” 87% of marketers have increased their online presence in 2012 Force accelerator Inertia vs. Supercharged Small biz can afford National/Global reach! Source:Deutsche Bank / Mediapost & Merrill Lynch 2002 – 2012: a clear break between targeted and mass media Targeted media grows 3 – 20 times faster than generic.

8. 8 Leapfrogging competitors Print circulation: 25 year low… As this inequality will balance sooner or later, media spending on online advertising will increase dramatically Print circulation: 25 year low… As this inequality will balance sooner or later, media spending on online advertising will increase dramatically Source: TNS Media Intelligence There is a window of opportunity (Politico)

9. 9 SE-s: the Answer to “Sensory Overload” Source: SAS Institute Digital Data Tsunami/80% of photos: last 4 years/Opt-out living

10. 10 That’s where your customers are: the SERPs Why are we talking about SEO/SEM/SOM?

11. 11 Modern Mobile Device Evolution Source: comScore qSearch First 8 Quarters Cumulative Unit Shipments, iPod vs. iPhone vs. iPad Quarters After Launch Global Unit Shipments (000)

12. 12 SoLoMo driven planet Mobile Source: comScore qSearch First 13 Quarters Cumulative Global Android & iPhone Unit Shipments Quarters After Launch Global Cumulative Unit Shipments (MM)

13. 13 Go International! 2Bn + People Source: Comscore 95% of the Web: 100 billion + Searches/Month*

14. 14 Planet Google: Data the new Oil Jandex Baidu Naver Seznam Power Map of the World’s information (like Standard Oil)

15. 15 Use it for What it was Invented for: Google currently supports more than 40 languages in nearly 200 countries for keyword targeted campaigns. Hungarian Icelandic Indonesian Latvian Polish Portuguese Romanian Russian Serbian Slovak Slovenian Tagalog English Chinese (simplified) Chinese (traditional) Danish Dutch Finnish French German Italian Japanese Korean Norwegian Reach People Throughout the World Spanish Swedish Arabic Bulgarian Catalan Croatian Czech Danish Estonian Greek Hebrew Hindi Turkish Ukrainian Urdu Vietnamese

16. 16 World Internet penetration Source: Internet World Stats – www.internetworldstats.com/stats.htm 60% of 500 Mn Twitter users are overseas Facebook: 100MN US, 900Mn+ overseas % of population with Internet access

17. 17 Source: comScore Custom Analysis Google’s Reach + second tier Total Unique Visitors Google (search) 1 Bn Yahoo (search) 240M BING (MSN) (search) 180M Ask network128M Europe: 91% Latin America: 92% Asia Pacific: 88% #1 Content Network as well: 80% reach

18. 18 Most of 2 Bn i-users are in Asia Source: comScore qSearch % of all Internet users by region January 2011 January 2013 (+.3) (+.1) (-.4) (+.1)

19. 19 The “Big Rush” to Get Online: 6 Bn Mobile Source: Internet World Stats – www.internetworldstats.com/stats.htm Million Internet Users by Region, 2012

20. 20 What are you doing about this #1 Marketing Channel Search Engine Optimization (SEO) & Search Engine Marketing (SEM) & Social Media Optimization (SMO)

21. 21 What to do about this World Order? What is the World’s largest Academic inst.? #2 SE? Control Your Digital Footprint or someone else will…

22. 22 The Web from a marketing standpoint: Performance Action:“New” Media is Your business The Reverse Broadcast Model: 1 message vs. 5,000/day

23. 23 The Online Marketing Pyramid Traditional mktg: lower ROI Search Engine Optimization Social Media Presence Pay Per Click Ads Behavioral Email

24. 24 How? Evolution: “Garbage Production”? 1) AOL – email 15 years: 277 Mn users. Fast, Relevant, requires attention 2) Google – SEs 10 years: 350 Mn (now 1 Bn) users first Social Media! my question, must be true 3) Facebook – Social SE! 5 years: 500 Mn users (now 1Bn) real time, effortless, always on Like LinkedIn in Asia Killer Aps: Standing Out! GYM vs. GAF vs. local engines

25. 25 What is a SE? a database Brain Function of the web 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 The history of Google: a copy of the Net

26. 26 How 70-87% of clicks are delivered Advertisements Organic, natural results Source: Mediapost / Jupiter Research; ROI Research Natural, organic, editorial and commercial- advertising links 60% of the users are unaware of the distinction. Search accounts for 49% of online purchases. ”FREEMIUM”

27. 27 Search Engine Optimization 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. The most powerful marketing tool: editorial

28. 28 What is Search Engine Optimization? 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! “Organic” links

29. 29 Typical optimization experience 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”. Your keyword space is ripe for you to dominate

30. 30 Dominant trend: Search Related Ads Advertisements Commercially available results next to the natural ones – 1 out of 6 referrals comes from ads

31. 31 PPC Marketing: 95% Google, 60% Yahoo 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. Buying and managing advertising links

32. 32 Compare SEO to PPC 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. Dynamic balance should be our goal

33. 33 Compare SEO to PPC 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. Dynamic balance should be our goal

34. 34 Compare SEO to PPC (Continued) PPC (Deal Economy: Cost of Business) 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. No risk. Safe all the way. The most misunderstood channel – PPC: Micro-multinationals

35. 35 Compare SEO to PPC (Continued) 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. Pay for every click – and quadruple sales

36. 36 SOM: Control the Noise / Buzz Extension of your Customer Service Communication and Direct Marketing. Cross-fertilizing platforms spread user generated content (Geo- and industry specific: YouTube / Facebook / Twitter / LinkedIn). Same rules, chaotic environment: Social sucks up resources quickly because it is addictive. Sentiment Analysis / Actionable data / KA (!) Most intimate engagement / complaints vs. appreciation ratio Your clients’ shoppers club

37. 37 Are you search result #2,123,298? A website on the bottom of search results

38. 38 B2B Content Mktg: Reverse engineering 83.5% of B2B marketers - up from the 71% a year earlier —Control Marketingprofs.com Trends and Benchmarks for 2013 Content production volume change: reverse engineered demand capture

39. 39 Mobile: The New New Media Totaled $7 billion last year, up sharply from $750 mn in 2010 and $141 million in 2009. Total: $170Bn in 2012 Totaled $7 billion last year, up sharply from $750 mn in 2010 and $141 million in 2009. Total: $170Bn in 2012 Source: PayPal New Touchpoint: The Smartphone /Tablets: 50% of searches Dramatic growth in mobile spending over 3 years June 2012, CTIA found 131 million smartphones and wireless PDAs in active use -- 37% more than the year prior. 21.6 million wireless-enabled tablets, laptops.

40. 40 The Strength of Networks As the number of the nodes increases, the full strength of the network increases more rapidly. Build Your Digital Eco-System

41. 41 A Case study Piascik.com

42. 42 Their website on top… …of the SE results

43. 43 The Results: a vibrant search presence Over 300 top level positions on major SEs Present in 49 countries (over 5X increase) Diversify customer base Act as a truly global player (always online) without having 49 offices Full implementation of content marketing Increasingly competitive environment Source: ActiveMedia Reports, Gradually entering different markets

44. 44 Disruptive Technology Online Reputation Management: Control your digital footprint – Define your personal brand Explosive results

45. 45 Thank you for your attention Laszlo Horvath laszlo@activemedia.com Skype: Calllaszlo +1.703.757.9195 Contact: