Mascus is a Finnish company that operates an online marketplace for heavy machinery. They have taken a truly global approach to SEO by implementing strategies across their 30+ country sites. Key aspects of their approach include developing unique, localized content; optimizing site structures and designs for each country; building high-quality links; and coordinating SEO activities globally. As a result, Mascus has seen large increases in traffic, achieving their goal of being #1 in search results worldwide for their industry.

1. Global SEO Approach Case Study Mascus – Finnish Company with a Truly Global SEO Approach IMC Helsinki, 2010 Your w ay t o b e no. 1 i n s earch e ngines w orldwide … Maciej Galecki CEO, Bluerank Tomasz Odrobinski Internationalization / Marketing Director, Mascus

4. Your way to be no.1 in search engines worldwide… Few Words about Mascus

6. First Truly Global Premium Media All Mascus ads are visible in all local portals More to Come

8. Europe Licence partner s for 31 countries 35 O wn offices in 4 countries L ess than 10 custromers or n o sales ICMA members

11. Marketing strategy – Mascus it… - Page Traffic - Loyal users Power of a brand Top of the mind brand Mascus it… Bring traffic in cost efficient way– SEO Balance Search Engine Traffic – Affiliates and Loyalty Communicate – build brand awareness User experience (Content/Website) Loyalty (MyMascus / Community) Reflect business of our customers (buyers/dealers/importers/exporters tools SEM SEO Link building Pay per clicks Co-operations Press Internet Internet - Internet Other affiliates Fairs Affiliates Communication Onsite communication PR (online, offiine) Newsletters Mailing campaigns Mascus Magazine

12. Your way to be no.1 in search engines worldwide… The SEO Process History

13. It all began in 2006… Your way to be no.1 in search engines worldwide…

15. The Multilingual SEO Challenges Your way to be no.1 in search engines worldwide…

16. New SEO friendly platform

17. Project Organization - Page Central activities M ascus Headquarters Strategy decisions Onsite links, domains SEO – implementation (with IT) New SEO applications Content development ideas Synergy: PR, Blogs, Video Methodology, Reporting, Measurable Education and building awareness Identification of opportunities Benchmark Global Trends follow up Long term perspective Ethical Search Engine Mascus Local Team External Local SEO Team 1-Keyword analysis 2-Competitors Analysis 3-Meta, Titles - Localization 4-Targeting of key phrases 5-Targeting long tail phrases 6-Content development 7-Link Building Links submissions, Use of Mascus Partner own network, Partners and Affiliates, Blogs, Forum Marketing, Online PR, Social Media Universal Search, etc 8-9-PPC campaigns All Mascus Team Members Country Managers Keywords Analysis, Translation checks Mascus Local Team IT External Consultants SEO Manager BD Marketing External local SEO company Country Manager External local SEO company Country Manager External local SEO company Country Manager

18. Local Level SEO Approach Your way to be no.1 in search engines worldwide… SEO Vendor Experience and knowledge collected within organization Easy contact with Partners and Affiliates SEO is one of the priorities Local Mascus Team In-house SEO Knowledge and process outside the Local Partner In-direct contact with Partners and Affiliates SEO is the only priority (pay-per-performance model) Local Mascus Team

19. Your way to be no.1 in search engines worldwide… Activities – from strategy to operational work Strategy Tactics Operations (24 people working at this level)

20. The SEO Strategy Your way to be no.1 in search engines worldwide…

21. The SEO Tactics Your way to be no.1 in search engines worldwide…

22. The SEO „Everyday” Work Your way to be no.1 in search engines worldwide…

23. Your way to be no.1 in search engines worldwide… Examples of our Work 2006 2007 2008 2009 2010

24. Multilingual Content Development Your way to be no.1 in search engines worldwide… Tractors Category on Mascus UK & USA

25. Multilingual Content Development Your way to be no.1 in search engines worldwide… Tractors Category on Mascus UK & USA

26. Differentiation of Product Card Listings Your way to be no.1 in search engines worldwide…

27. Differentiation of Product Card Listings Your way to be no.1 in search engines worldwide…

28. Differentiation of Search Results Pages Your way to be no.1 in search engines worldwide… „ Tractors” Search Results on Mascus DE & AT

29. Category Order Changes Your way to be no.1 in search engines worldwide… Reflected Sector Popularity in Country

30. Press Release Distribution Your way to be no.1 in search engines worldwide… Global & Local Distribution

31. High Quality Link Building Your way to be no.1 in search engines worldwide… Content Relevant Links only

32. Support Model Your way to be no.1 in search engines worldwide… Communication & Reporting Solutions 200+ high quality links collected each month

33. Support Model Your way to be no.1 in search engines worldwide… Reporting Solutions

34. Your way to be no.1 in search engines worldwide… What did we learn during the project?

35. The Holy Grail of Indexation Your way to be no.1 in search engines worldwide…

36. Duplicate Content is a Problem Your way to be no.1 in search engines worldwide…

37. Content Development & Translation Your way to be no.1 in search engines worldwide…

38. Coordination is the Key to Success Your way to be no.1 in search engines worldwide…

39. Consistency of Activities on All Markets Your way to be no.1 in search engines worldwide…

40. Your way to be no.1 in search engines worldwide… The Results, finally 

41. Current SEO Status Your way to be no.1 in search engines worldwide…

42. Unique Vistors 2004-2009 - Page + 94% November/ 2009 vs November/ 2008 1 million unique visitors achieved

43. Traffic stracture

44. Universal Search Exposure - Page

45. Quick Indexation of New Content - Page

46. Your way to be no.1 in search engines worldwide… The Future

48. SEM is expanding – we need to work it out

49. More Challenges despite the Success

50. New site – new search engine – new opportunities

51. Your way to be no.1 in search engines worldwide… Any Questions?

52. Thank you for your attention Maciej Galecki [email_address] Tomasz Odrobinski [email_address] Your w ay t o b e no. 1 i n s earch e ngines w orldwide …

53. Copyrights Information in this presentation is classified by the owner as confidential and intended for the exclusive attention of the recipient of this document. Any distribution or duplication of the content is possible only after receiving written permission from Bluerank Sp . z o.o. and Alma Media OY Mascus. Your w ay t o b e no. 1 i n s earch e ngines w orldwide …