Jon Morris, CEO and Founder, Rise Interactive will take you on a deep dive into understanding the key data points that will help you move the needle with your SEO investment. This session will go beyond the basics of search engine optimization and will give actionable items around Prioritization, Content Development and the Analytical data points you should be monitoring. Attendees will also learn about the growing practice of Interactive Investment Management and how to manage their online spend in a manner that will produce higher ROI. Morris will use real world examples drawn from his experience working with some of the world’s largest and best known brands on how to create your own SEO roadmap. The Roadmap looks at 6 key factors in determining the appropriate way to prioritize your SEO efforts. These factors include: Analysis of a keywords by category Current coverage in the category against all others An understanding of content needs Probability for ranking success The relevance of the keywords to your business Your estimated ROI

1. SEO Category Analysis
Jon Morris, CEO of Rise Interactive

2. AT&T Stock Market Challenge
April 7, 1992

3. 9 Internet Marketing Channels

4. The IIM Challenge
Same Budget
Same Company
One Winner

5. The IIM SEO Challenge
‐ Poll Question 1: Do you think you
would win the IIM SEO challenge?

6. SEO Contests
‐ 2002: Schnitzelmitkartoffelsalat
‐ 2004: Seraphim Proudleduck
‐ 2005: Hommingberger Gepardenforelle
‐ 2006: Redscowl Bluesingsky
© 2011, Rise Interactive, Inc. All Rights Reserved. 6

7. SEO Blocking and Tackling
© 2011, Rise Interactive, Inc. All Rights Reserved. 7

8. Competitive Edge
‐ Prioritization
‐ Content Development
‐ Analytics
© 2011, Rise Interactive, Inc. All Rights Reserved. 8

9. Prioritization
1. Category Analysis
2. Category Coverage
3. Content Analysis
4. Probability of Success
5. Relevance
6. Estimate ROI by Category
Create SEO Roadmap
© 2011, Rise Interactive, Inc. All Rights Reserved. 9

10. Category Analysis: Identification
© 2011, Rise Interactive, Inc. All Rights Reserved. 10

11. Category Analysis: Rank
Category 1 Rank
Category Term 1 11
Category Term 2 43
Category Term 3 35
Category Term 4 10
Color Code
Category Term 5 38
Ranking Well 1‐10
Category Term 6 82
Room for Improvement 11‐30
Category 2 Rank Needs Improvement 31‐100
Category Term 1 5
Category Term 2 3 Not Ranking NR
Category Term 3 7
Category Term 4 14
Category Term 5 1
Category Term 6 17
© 2011, Rise Interactive, Inc. All Rights Reserved. 11

12. Category Coverage
Your Site
© 2011, Rise Interactive, Inc. All Rights Reserved. 12

13. Category Analysis: Traffic
Category Traffic
Category 1
Category 2
Color Code
Category 3 Lots of Traffic
Category 4 Some Traffic
None to Little Traffic
Category 5
Category 6
© 2011, Rise Interactive, Inc. All Rights Reserved. 13

14. Category Analysis: Traffic
Category 1 Keywords
Category 2 Keywords
© 2011, Rise Interactive, Inc. All Rights Reserved. 14

15. Content Analysis
Category Content Analysis
Category 1
Category 2
Color Code
Category 3 Lots of Content
Category 4 Some Content
None to Little Content
Category 5
Category 6
© 2011, Rise Interactive, Inc. All Rights Reserved. 15

16. Probability of Success
Category 1
Companies # of Links Link Quality
Your Company 12,024 6
Competitor 1 1,312,078 8
Competitor 2 978,045 7
Competitor 3 50,457 9
Competitor 4 16,523 7
Competitor 5 186,687 9
© 2011, Rise Interactive, Inc. All Rights Reserved. 16

17. Probability of Success
Category 2
Companies # of Links Link Quality
Your Company 12,024 6
Competitor 1 1,312 4
Competitor 2 9,045 3
Competitor 3 50 5
Competitor 4 6,523 5
Competitor 5 186 3
© 2011, Rise Interactive, Inc. All Rights Reserved. 17

18. Relevance
Category Relevance
Category 1
Category 2
Color Code
Category 3 Very Relevant
Category 4 Somewhat Relevant
Not Relevant
Category 5
Category 6
© 2011, Rise Interactive, Inc. All Rights Reserved. 18

19. Estimated ROI
‐ Paid Search Analytics
‐ Web Analytics
Category CTR Conv. Rate AOV Margin
Category 1 1% 5% $120 20%
Category 2 3% 4% $100 20%
Category 3 8% 10% $180 50%
Category 4 0.5% 0.5% $60 10%
Category 5 5% 15% $160 50%
© 2011, Rise Interactive, Inc. All Rights Reserved. 19

20. Estimated ROI
Category 1 Estimated ROI
Keyword Position Imp CTR Clicks Conv. Rate Conv AOV Margin
Keyword 1 2 1,200,342 1% 12,003 5% 600 $120 20%
Keyword 2 1 872,232 3% 26,227 4% 1,049 $100 20%
Keyword 3 1 1,763,298 8% 141,064 10% 14,106 $180 50%
Keyword 4 4 432,987 0.50% 2,165 0.50% 11 $60 10%
Keyword 5 1 12,783 5% 639 15% 96 $160 50%
Total 1.6 4,283,642 4% 182,098 9% 15,862 $172 48%
© 2011, Rise Interactive, Inc. All Rights Reserved. 20

21. SEO Road Map
Category Coverage Traffic Content Probability of Relevance Estimated ROI
Success
Category 1
Category 2
Category 3
Category 4
© 2011, Rise Interactive, Inc. All Rights Reserved. 21

22. Content Development
‐ Web Site
‐ Aggregated Content
‐ User Generated Content
‐ Newly Developed Content
© 2011, Rise Interactive, Inc. All Rights Reserved. 22

23. Optimizing your SEO Program
‐ Poll Question 2: How well do
you use web analytics to
optimize your search engine
optimization program?
© 2011, Rise Interactive, Inc. All Rights Reserved. 23

24. IIM in Its Infancy
1792 2011

25. Web Analytics
‐ Top 5 Positions In Search Engines
‐ Account For 43% Of Clicks
Source: Slingshot SEO via http://www.seomoz.org/blog/mission‐imposserpble‐establishing‐clickthrough‐rates: June 2011

26. Web Analytics
Page 2 through 5
Keyword Traffic Rank
Keyword 1 100,045 11
Keyword 2 78,045 17
Keyword 3 50,457 22
Keyword 4 16,523 27
Keyword 5 5,435 32
© 2011, Rise Interactive, Inc. All Rights Reserved. 26

27. Summary
‐ Prioritize
‐ Content Development
‐ Web Analytics
© 2011, Rise Interactive, Inc. All Rights Reserved. 27

28. Jon Morris
Email: Jon.Morris@RiseInteractive.com
Phone: 312‐646‐1251