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

4

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

6

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