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1 Seek and You Shall Be Found: Search Engine Optimization Tuesday, April 16th at 2PM ET Dial-in Info: Thanks for joining us! The webinar will begin shortly

2 Disclaimer This webcast is for information purposes only and is not intended as an offer, solicitation, or recommendation for the purchase or sale of a financial instrument or to effect a transaction. The information contained within this webcast has been obtained from and is based upon sources believed to be reliable. General Electric Capital Corporation and any of its affiliates (collectively GECC ) do not guarantee the accuracy or completeness of the information and make no express or implied representations, but reasonable steps have been taken to determine the accuracy and completeness of the information. All opinions, projections and estimates constitute the judgment of the authors as of the date of the webcast and are subject to change without notice. Market rates, valuations and availability of financial instruments also are subject to change without notice. Nothing contained within the materials constitutes financial, legal, tax, accounting or other advice, nor should any investment or any other decisions be made solely based on this webcast. You should obtain advice from qualified experts before making any investment decision. This webcast is produced separately from any other activity of GECC and was completed without access to non-public information that may have been received by other units of GECC. This webcast may not be reproduced or redistributed in any form without prior written permission from GECC. The use of this webcast in connection with the writing, marketing or promotion of any financial instruments, services or products is prohibited.

3 Today s Presenters Andy Markowitz Director, Global Digital Strategy, GE Andy leads a Global Digital Strategy Group across GE with a focus on driving stakeholder connection and commercial acceleration. The COE will drive first-class digital capabilities in areas including, strategy, lead generation, search, content, social media and customer engagement. Ben Spangler SEO Manager, Starcom Ben is an SEO manager at Starcom and consults with companies on leveraging organic search to drive qualified leads to their sites. For more than 2 years, Ben has been working exclusively with GE businesses including GE Aviation, GE Lighting, GE Healthcare and GE Corporate.

4 SEO Syllabus SEO 101 What is SEO Why SEO SEO Principals SEO 201 How Search Engines Work SEO Strategy/Approach/Blueprint SEO 301 SEO Principals Breakout SEO Touchpoints SEO 401 Starcom SEO Process Audience Selection & Goal Setting Strategy Cultivation Tactical Approach Evolve 4

5 SEO 101

6 Search Engine Optimization SEO is the process of enhancing your site to allow search engines the ability to crawl and index content efficiently. Using content and technical optimizations, the goal is to increase search engine rankings. 6

7 Value of natural search 75% of searchers never go past first page 90% of searchers view only the first or second page of results The average Google searcher views: Natural results for 14.7 seconds Sponsored results at the top of the page for only.9 seconds Sponsored results on the right side of the page for only.16 seconds 76% of C-Suite uses Google/Bing for business-related research 7 Sources: Marketshare.hitslink.com, 2010; Usercentric, 2011

8 SEO 201

9 Search Engine Results Page (SERPs) Natural Search 2x as likely to interact.8 seconds Paid Search 60-70% Attention Natural Search 1.3 seconds 60-70% Attention.2 seconds 30-40% 9

10 How search engines work 10

11 SEO strategy White Hat vs. Black Hat 11

12 SEO 301

13 SEO tactical approach on the 3 key principals Accessibility: Technical Efficacy Flash/Code Single URL Address Canonicalization 404 Errors Redirects Sitemaps Relevancy: Meaningful Content Keyword Strategy Meta Data URL Structure Page Copy Internal Linking Image Optimization Video Optimization Authority: Third Party Endorsement (Linkage) Linking Widgets 13

14 SEO touchpoints 1. Wireframes Identify space for content 2. Design/concepts Technology issues 3. Content Schedule Keyword strategy 4. Content review Keyword optimization Internal linking 5. Navigation Assure search engines ability to crawl Unique URLs and naming 6. HTML coding Ensure proper coding, no black hat tactics 14

15 SEO 401

16 4 steps to SEO optimizations Audience Selection & Goal Setting Strategy Cultivation Tactical Approach Evolve

17 How do we navigate? B2B B2C

18 Audience selection & goal setting Keyphrase Strategy = Marketing Strategy 18

19 Keyword selection Short-Tail vs. Long-Tail Short-Tail Higher Volume Long-Tail Lower Volume Educated search, potentially high ROI/conversions Short-Tail Long-Tail 19 - Global Estimated Global Google Search - Local Estimated US Google Search Only

20 Strategy cultivation B2B B2C Goals Increased QUALIFIED traffic Focus Greater focus on long-tail terms Optimize all terms to rank on top 3 pages All head terms o Optimize for page 1 Priority keywords o Optimize for top few positions Goals Reach Increased traffic Focus High volume keywords Segmentation Monitoring Adaptability 20

21 SEO integration & collaboration with agencies How SMG and Agencies collaborate on SEO: SMG defines strategic direction and identifies marketplace opportunities during the Kick-Off, Site Audit, and Keyphrase Strategy. SMG works closely with the agency content team to apply SEO best practices, as well as directly supply finished metadata and copyediting when requested. For new websites/redesigns/page creation, SMG collaborates on architecture, wireframes and code to optimize technical aspects of site. 21

22 SEO Tactical Approach

23 Content control Why is the same page showing up differently? 23

24 Making difficult keyword choices 24

25 URL structure Folder structure Priority keywords 25

26 Meta data gives owner control 26

27 XML sitemap Indexing Adaptability 27

28 Evolve 28

29 Accelerating rankings with linking Detailed link building research to isolate best link targets Monthly outreach (10/month) from GE address using pre-approved scripting Link building Original, unique content for blogs and sites Promote with outreach 29

30 SEO campaign lifecycle Discover Create Measure Optimize Consumer research Keyphrase strategy Content planning Content creation Technical optimization Quality assurance Ranking and site analytics analysis Targeted content modification or creation External link building Link Building Outreach Link baiting Social optimization 30

31 Recommended tools 31

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33 Questions? Submit a question via phone or Q&A on your WebEx screen