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The Science of Search™

The Science of Search™. How Does Natural Search Work?. “business taxes”. Title tag. URL structure. “taxes by quicken”. Body copy. “financial software”. “income tax tool”. On-Site. Off-Site. Confidential. The Bottleneck of Link Authority. Link. Link. Link. Link. Link. Link. Link.

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The Science of Search™

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  1. The Science of Search™

  2. How Does Natural Search Work? “business taxes” Title tag URL structure “taxes by quicken” Body copy “financial software” “income tax tool” On-Site Off-Site Confidential

  3. The Bottleneck of Link Authority Link Link Link Link Link Link Link Link Link Home Page Link Link Link Critical Mass of links pointing to the home page Link Link Category Pages Category Pages Few or no links pointing to the subcategory pages Conductor Links™ helps focus high quality links at marketers’ relevant subpages to ensure the best page ranks in natural search rather than the homepage or none at all Confidential

  4. Platform Opportunity in Natural Search • The $3 billion industry currently dominated by consultants and professional services companies • Limited technology in SEO is in stark contrast to paid search • Our team of 35 engineers built the highly scalable data crawling technology • Proprietary machine learning algorithms provide substantial barriers to entry • Marketers manage 10K+ KWs in paid search, and Conductor makes the same possible for natural • Manual data collection has a negative ROI for customers to do alone • We integrate with client workflows to link marketing & technology • Conductor correlates traffic conversion data to unlock natural search spend SEO Today governed by gut feelings rather than science Data collection and aggregation is difficult and manual Lack of automated recommendations and competitive insight No mechanism to tie workflow to ROI

  5. The Conductor Platform Links Keyword Discovery API Integration Layer Competitive Tracking & Monitoring Site Auditing & Scoring Strategic Linking Keyword Analysis Suggested Changes & Execution Buzz Marketing ROI Analysis Reporting Links The Conductor Platform Confidential

  6. Opportunity for Technology in Natural Search Organic Search EmailMarketing Display Advertising Web Traffic PaidSearch $2 billion+ market Fasting growing segment of online spending Marketers desire to invest in the category curbed by previously lacking the ability to measure ROI NO CLEAR LEADER $0.5bn mkt cap Acq. $3.1bn $1.3bn mkt cap $16.4bn in rev. ~$20mm in rev. $1.1bn mkt cap ~$50mm in rev. ~$4bn in rev. Acq. $120mm Acq. $680mm $20mm in rev. $3.2 in rev. Confidential

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