1. © BetterManagement 2005 THE BLOG AS SEO STRATEGY Chas Martin Director of Communication BetterManagement

2. © BetterManagement 2005 Primary Site = Education/Marketing Portal

3. © BetterManagement 2005 Email is Primary Return Visit Driver  Email distribution  199,000 subscribers  Opt in rate for special promotions  39%

4. © BetterManagement 2005 Situation  Dependent on email communications  INBOX study cited declining email deliverability  In 2003, 18% failed to reach the targeted inbox  In 2004, that number rose to 24%  Instant Messaging, Alerts, RSS and Blogs were identified by INBOX as potential replacements for email activities

5. © BetterManagement 2005 Rising Cost of Pay Per Click

6. © BetterManagement 2005 Management Embraces Blog ! Liability Resources Control Liability Resources Control Brand: Leadership Innovation Brand: Leadership Innovation Reality: Declining Email trends Rising keyword CPC Reality: Declining Email trends Rising keyword CPC

7. © BetterManagement 2005 The Breakthrough Position blog as SEO Strategy

8. © BetterManagement 2005 Extend the Primary Site Reach

9. © BetterManagement 2005 Blog Rationale  Keywords on steroids  Leverage critical SEO friendly pages/words on primary site for increased search engine ranking of both BMC and the blog URLs.  Frequent references content on the primary site and as partner sites.  Add RSS feeds to Blog and Primary Site.

10. © BetterManagement 2005 content,

11. © BetterManagement 2005

13. Management Strategy  Hire former editor / producer to host/post  Provide editor with keyword list  Coordinate topics and entries prior to posting  Integrate with key word buys  Establish “Rules of Emblogment”  Give editor freedom to evaluate comments  Distance BetterManagement as sponsor –  Connect URL: http://blog.bettermanagement.comhttp://blog.bettermanagement.com

14. © BetterManagement 2005 Promotion  Blog keyword buy =.05% of total keyword buy  Add links to Primary Site  Reference through Primary Site newsletters  Promote blog through annual conference  Promote thyself via blog roll and press contacts

15. © BetterManagement 2005 Results  Stats to come