The Search & Social Mix AdWords landing page ROI call to action conversions Blog keywords hop-online.com Multilingual SEO, PPC & Social Media Marketing

Contents  About Hop Online  Search Engine Optimization (SEO)  Pay-per-click (PPC) Management  Social Media Optimization (SMO)  Contacts Page  2

Hop Online -- Europe’s Leader in Multilingual SEO Nearshoring  Leading SEO, SEM & Social Media Marketing firm in Bulgaria.  12+ years of combined experience managing multilingual SEM, SEO and Social Media campaigns internationally.  Google AdWords Certified Partner.  Our mission is to help clients achieve their online marketing goals and to deliver measurable return on investment (ROI). hop-online.com (Click to view our LinkedIn profiles) Paris Childress CEO Boyan Stoyanov Search Specialist Lachezar Georgiev SEO & SMO Specialist Stanislav Dimitrov Head of Search Languages:

Our clients include… hop-online.com

4 Key Components of a Complete Search Strategy Achieve near-term, controlled ROI; supplement and gather key data for SEO. Convert more of your visitors into customers with stellar design, intuitive usability and strong calls-to-action. Optimize your digital assets for competitive ranking within organic search results for top keywords. Generate demand and engage your audience where they spend most of their online time—social media sites. hop-online.com

Hop Online’s Core Services Address Each Component hop-online.com On-page site audits & SWOT analysis Competitor analysis Blogging / SEO content creation Scalable link-building Actionable analytics measurement &reporting Conversion goal setting Geo & language targeting Keyword build-out Campaign structuring Ad copy Keyword bid optimization Path to conversion analysis Landing page design Landing page copy A/B split testing Multivariate testing Custom Facebook fan pages Twitter account strategies YouTube channel Cross-platform campaigns Monitoring and reporting

Search Engine Optimization (SEO) hop-online.com

The SEO Pyramid Social Link popularity Keyword research & targeting Content & accessibility On-page SEO Off-page SEO hop-online.com

Our approach to SEO Identification of keywords with highest profit potential. Measure fanatically; keep doing more of what works and less of what doesn’t. Plan & create great content that will attract natural links. Build high-quality links to targeted pages using keyword-optimized anchor text. Keyword research Link- building Measure & Improve Content development On-page Site Audit Align site with keyword opportunities; enhance crawlability & usability of the site. hop-online.com

SEO Site Audits – Building the Foundation for Success Semantic/structuralTechnicalConversion optimization Meta page titlesRobots.txtOverall usability Meta descriptionsSite mapsClick depth of conversion pages Url structureCanonical taggingConversion paths and funnel analysis Header tagsDuplicate content correction Internal and deep linking404 errors Alt image tagsRedirects and url mod rewrites Toolbox: hop-online.com

Link building goals Internal cross- linking Maximizing flow of link equity to target pages from internal and external pages Inbound-linking from external pages hop-online.com

Link-building methods: Quality > Quantity! WhatWhere Anchor-text optimization of existing link portfolio Existing active inbound links Reclaim links to 404 pages of competitors Competitor research Link intersect analysis and action Reverse engineering and replicating top competitors’ links Content submission Article submission Video submission Photo submission and tagging Slideshare.net (if presentation) Content repurposing Wiki hub sites: Squidoo, HubPages, Mahalo Blogging platforms: Wordpress, Posterous, Tumblr Twitter Directory submission Authority directories: DMOZ.org, Y! directory, BOTW Geo & vertical-specific directories External blogs Guest blogging opportunity identification & negotiation Selective blog commenting Link requests Partners, buyers & suppliers Offering embedded link content to authoritative sites Widgets Embedable games, badges, widgets, etc. Other viral content (e.g. infographics, calculators) hop-online.com

Achieved by: Improving ranking for target keywords Increasing organic search traffic from keyword long-tail Increasing number of site pages indexed by search engines (including blog posts) SEO Case Study: 78% Organic search traffic improvement for a leading online payment gateway company hop-online.com

Monthly SEO Reporting 1. Rank tracking 2. Traffic from search engines 3. Conversion value & ROI

Pay-Per-Click (PPC) hop-online.com

Benefits of PPC Advertising  Reach vast majority of Internet users in desired location(s).  Targeted impressions from keyword searches & relevant web pages.  Direct responses to engaging text ads exactly at time of interest.  Cost-effective initial engagement.  Performance-driven.  Measurable ROI.  Flexible & scalable. Brand Awareness Lead Generation Customer Sales Funnel Reach, Timing, Cost & Flexibility at Key Stages of Buying Process Sales Conversion hop-online.com

How AdWords Can Pay For Itself… And Then Some $1,000 initial investment in AdWords $0.10 CPC ≥ 10,000 clicks 1% conversion rate = 100 sales Average margin per sale = $50 $1K investment returns $5K in sales Reinvest profits, increase budget ROI = 500% hop-online.com

The PPC Virtuous Cycle / 900% / 900% / 900% / 900% / 900% / 500% / 500% / 500% / 500% / 500% / 200% / 200% / 200% / 200% / 200% / 100% / 100% / 100% / 100% / 100% / 50% / 50% / 50% / 50% / 50% / 20% / 20% / 20% / 20% / 20% %1.0%1.5%2.0%2.5% Cost-per- click Click-through rate (CTR) CTR improvements’ impact on Revenue / ROI 1.50 hop-online.com * Fixed assumptions: 1M Impressions, 1% Conversion rate, 150 EUR Revenue/Conversion

Our Approach to Google AdWords & PPC Build brand awareness Gather key data for SEO purposes Generate measurable ROI Unique stages of buying cycle (research vs. buy keywords) Unique product or service lines Optimize keywords, bids, ad copy and placement targeting Keyword research, expansion & clustering Establish coordinated and differentiated messaging for ad copy Goal setting Keyword build-out Ad creatives Report / Optimize/ Repeat Campaign structuring hop-online.com

Ad Groups Targeting Keyword Head and Long-tail Search Phrases Search volume ROI antivirus software spyware protection free antivirus download hop-online.com 13.6 million monthly searches 450K monthly searches 75K monthly searches Ad copy contains exact keyword phrases and specific calls to action

Key Performance Indicators (KPI) in ROI Measurement * Ad CTR Ad Impressions = Conversions Net income per conversion / Cost per conversion - 1 ROI * Conversion rate hop-online.com

AdWords Case Study: Leading Ecommerce Payment Solutions Provider 309% 424% 407% 324% ROI Average $3 in revenue for every $1 invested hop-online.com

Social Media Optimization (SMO) hop-online.com

Social Media Strategies Driven By Content & Conversations SEO PPC Marketing Social Bookmarking Blog Company fan page Advertising Groups Company profile Direct Ads Brand channel SEO for video PPV video ads Image SEO Followers SMS marketing Original Content Keywords! Decentralized content that finds the customer in the right place at the right time hop-online.com Generate Content, Pull Users through SEM, Push Content through Social Channels

Our approach to Twitter/social media Listen to the real time conversation happening around target keywords and brands Define what kind of personality the brand will have through the tone and content of tweets Measure everything: retweets, site visits, conversions, etc. Follow relevant people and get followed back; maintain healthy ratio Create campaigns for new, fresh content on a consistent schedule Join & Listen Create brand personality Build fans & followers Content! Measure & Improve hop-online.com

Get in Touch! Paris Childress Linkedin.com/in/parischildress Facebook.com/paris.childress Twitter.com/hop_online pchil9 SEOnearshoring.com hop-online.com Linkedin.com/in/stanislavdimitrov Facebook.com/stanislav.dimitrov Twitter.com/searchrocks stanleynik stans.posterous.com Stanislav Dimitrov