EngineWorks Search Engine Marketing presentation at the E-Tourism Summit

1. Scott Fish Director of Search Engine Optimization

2. Search . . . Driving Business Online ◉ 4 out of 5 new visitors arrive through engines. ◉ 90% abandon search within first 3 pages of results. ◉ Top 10 results visited 78% more than next 20. SOURCE: February, 2008, comScore Networks (New York) ◉ 62% of online shoppers use general search engines.

4. SEARCH MARKETING Powering your Marketing Mix

5. Powering your Marketing Mix ◉ How customers seek-out your offerings ◉ In-depth research and analysis Professional Search Engine Marketing ◉ Most effective targeting and messaging ◉ Integrate through all media channels

6. Drive Messaging through All Channels

7. SEARCH MARKETING Natural Optimization

8. ◉ Competitive Search Landscape Analysis ◉ In-depth Natural Keyword Research ◉ Targeted SEO Keyword List ◉ Site Optimization Document Structured SEO Process ◉ Implementation Guidance and Consulting Search Engine Optimization

9. О О О О О ► Keyword Research / Analysis Optimized Keyword List Optimization Enhancements Natural SEO Methodology

10. Optimized Site Pages Attract Search Spiders Prominent Search Listings ● Natural SEO Methodology

11. RESEARCH Knowledge is Power

12. R E S E A R C H Goals Defined Keyword Expansion C O N S U L T Search volumes E V A L U A T E Discover Trends A N A L Y Z E C A T A G O R I Z E Structure Keywords Select Patterns F O C U S Provide Strategies D I R E C T I O N Optimized Keyword Generation

13. Power Through Search Engines SM Expansion and Targeting

14. Natural Optimized Keyword List ● Relevant Analysis ● Quantity of searches ● Competitive Web Pages ● Most important phrases Keyword Research & Analysis

15. Current positioning of competitive Web sites for Optimized Keyword List ● Top Direct Competitors ● Landscape Competitors ● Pages Indexed ● Inbound Links ● Google PageRank Competitive Analysis

16. Traffic Driving Keywords ►

17. Search . . . Real Results Month Natural SEO campaign improved site positioning and traffic. +59% Search Revenue (vs. +19% overall online) +21% Avg. Order Size +31% No of Transactions

18. Drive Messaging through All Channels

19. Pre-Optimized Messaging

20. Optimized Marketing Message C E L E B R I T Y

21. Message Driving Off-Line Revenue

22. Drive Messaging through All Channels

23. SEARCH MARKETING Natural SEO + Paid Search

24. Cross-Discipline Search Campaign

25. Natural SEO + Paid Search ◉ Optimize SEO elements around current keywords ◉ Identify keywords driving conversions NOW Cross-Discipline Performance ◉ Dramatically improve Natural search positioning ◉ Substantial increase in number of leads

26. Paid Search Real-Time Insight

27. Keywords Driving Conversions

28. Cross-Discipline Results Improved Natural Search Positioning

29. Cross-Discipline Results Percent Increase in Number of Leads pastry chef school +200% pastry schools +500% pastry school +440%

30. Cross-Discipline – Making Dough! Natural Search Engine Performance January 2008 through June 2008 Total Monthly Revenue Increase +433% Through Natural Search Results for these 3 Priority Keywords

31. SEARCH MARKETING SEO in Travel & Tourism

32. Luxury Southern Resort Top 100 Priority Terms in Google Pre-Optimization (22% Top 100) Site Optimized (92% Top 100)

33. Tourism & Resort Performance Increased Ranking = Increased Visits Monthly Organic Traffic 30x

34. Scott Fish Director of Search Engine Optimization [email_address] www.engineworks.com