Post on 30-Dec-2015
description
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The Science of Search™
2
How Does Natural Search Work?
Off-SiteOn-Site
CONFIDENTIAL
Title tag
URL structure
Body copy
“business taxes”
“financial software”
“taxes by quicken”
“income tax tool”
3
The Bottleneck of Link Authority
CONFIDENTIAL
Conductor Links™ Conductor Links™ helps focus high helps focus high
quality links quality links at marketers’ at marketers’
relevant subpages to relevant subpages to ensure ensure
the best page ranks the best page ranks in natural search in natural search
rather rather than the homepage than the homepage
or none at allor none at all
Link
Link
Link
Link
Link
Link
Category Pages
Category Pages
Link
Link
Link
Link
Link
Link
Link
Link
Home Page
Few or no links pointing to the subcategory pages
Critical Mass of links pointing to the home page
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Data collection
and aggregation
is difficult and manual
Data collection
and aggregation
is difficult and manual
SEO Today governed by gut feelings rather than science
SEO Today governed by gut feelings rather than science
No mechanism to
tie workflow to ROI
No mechanism to
tie workflow to ROI
Lack of automated recommendations and competitive insight
Lack of automated recommendations and competitive insight
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
• 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
• Our team of 35 engineers built the highly scalable data crawling technology
• Proprietary machine learning algorithms provide substantial barriers to entry
• We integrate with client workflows to link marketing & technology
• Conductor correlates traffic conversion data to unlock natural search spend
5
The Conductor Platform
CONFIDENTIAL
Keyword Discovery
Links
The Conductor PlatformThe Conductor Platform
CompetitivCompetitive Tracking e Tracking
& & MonitoringMonitoring
ROI ROI Analysis Analysis
ReportingReporting
Site Site Auditing & Auditing &
ScoringScoring
StrategiStrategic c
LinkingLinking Buzz Buzz MarketingMarketing
Suggested Suggested Changes & Changes & ExecutionExecution
Keyword Keyword AnalysisAnalysis
API Integration Layer
LinksLinks
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Opportunity for Technology in Natural Search
CONFIDENTIAL
Organic Organic SearchSearch
Display Display AdvertisingAdvertising
Acq. $3.1bnAcq. $3.1bn
$1.1bn mkt cap
$1.1bn mkt cap
Acq. $680mmAcq. $680mm
Web Web TrafficTraffic
$1.3bn mkt cap
$1.3bn mkt cap
~$50mm in rev.
~$50mm in rev.
$20mm in rev.$20mm in rev.
PaidPaidSearchSearch
$16.4bn in rev.
$16.4bn in rev.
~$4bn in rev.~$4bn in rev.
$3.2 in rev.$3.2 in rev.
$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
EmailEmailMarketingMarketing
$0.5bn mkt cap
$0.5bn mkt cap
~$20mm in rev.
~$20mm in rev.
Acq. $120mmAcq. $120mm