1. [Brand] Strategy Date, 2015

2. [Brand] Goals and Objectives  Increase leads  Increase downloads  Increase time spent on site  Build awareness  Increase site traffic  PR engagement 2

3. [Brand] Audience (by Title)  Primary audiences:  Facility managers (e.g., for doctor’s offices)  Building owners  Property managers  Building service professionals  Office managers 3

4. [Brand] Audience (by Vertical)  Primary Verticals:  Medical/Healthcare  Education  Senior living (assisted living facilities)  Health clubs  Janitorial/Sanitation  Secondary audiences:  Hospitality  Corporate communities with wellness initiatives 4

5. Competitive Insights

6. Competitor Analysis (Domain Authority) www.iqair.com DA: 48 6 us.blueair.com DA: 40 Domain Authority: Indicator of SEO health (0-100) vs competitors

7. SEO/SEM Competitive Review 7 BlueairIQair 9.2K5.7K 377222 $22.5K$15.6K 3401.9K 152.6K $791$5.3K 3.5K6.1K 341674 Organic Traffic Keywords Traffic Value Paid Traffic Keywords Traffic Cost Backlinks Referring Domains source:

8. Social SEO Competitive Review 8 BlueairIQair 70172 4452 1763 2920 2,313?? 1,082?? 1,276?? Domain Shares FB FB Likes Domain Tweets Domain Google +1’s Facebook Likes Twitter Followers Tweets source:

9. Competitive SEO Practices  Both IQAir and Blueair both do a poor job of on-site SEO  Unfocused Header Tags, Meta descriptions and Titles  Strengths comes from  Amount of topics covered on their sites  Quality inbound links derived from PR and/or Social Media efforts 9

10. us.blueair.com Competitive Keyword Phrase Positions Top Relevant Competitive Keywords  “smoke filtration” #9  “air purifier for asthma” #11  “silent air purifier” #11  “air purifier for large area” #11  “does air purifier remove dust” #11  “how to clean air purifier filters” #12  “air purifier for allergies” #13  “cadr ratings” #13  “energy efficient air purifier” #13  “air filters for mold” #19 10

11. iqair.com Competitive Keyword Phrase Positions Top Relevant Competitive Keywords  “professional air purifier” #6  “commercial air purifier” #7  “how to choose air purifier” #7  “chemical air purifier” #10  “hospital grade air purifier” #11  “commercial hepa air purifier” #14  “air purifier for room” #17  “commercial air filtration” #18  “hepa air filtration system” #19  “where to buy air purifier” #19 11

12. Potential Target Keywords

13. Keyword Use at Different Stages of the Customer Journey 13 Powered by Google Analytics Models Acts more as an ASSIST INTERACTION Acts more as a LAST INTERACTION Awarene ss Decisio n Research The searcher is conscious of a desire to address a need with a product or service. The searcher seeks information to address a need and identifies potential solutions based on relevant factors. The searcher gathers additional information to further refine their choice. Keyword searches are more specific and may now include more technical terms or brand/service/product names.

14. Potential [Brand] Focus Topics  Brand Related  xxxxxx, xxxxxx, xxxxxx  Product related  Replacement filtration practical applications  Store locations  Intent Related  (e.g., awareness, research) related topics  ease of use / low maintenance (feature)  sleek/modern look and feel  airborne flu  odor elimination filter  sick building syndrome  Efficient buildings/smart buildings 14

15. Potential [Brand] Target Keywords (Stage: Awareness) Potential target keywords  “odor elimination system”  “commercial air purifier”  “hospital air purifier”  “air purification system”  “professional air purifier”  “bathroom air purifier”  “smoke filtration”  “air purifier for large area”  “where to buy air purifier”  “how to choose air purifier” 15

16. Potential [Brand] Target Keywords (Stage: Research) Potential target keywords  “cadr rating”  “air purifier for allergies”  “air purifier for asthma”  “air purifier for bacteria”  “air purifier for mold”  “silent air purifier”  “energy efficient air purifier”  “intelligent air purifier”  “automatic air filtration”  “air purifier for micro-organisms” 16

17. Potential [Brand] Target Keywords (Stage: Decision) Target brand specific keywords:  “xxxxx” 17