1. SPARK MARKETING | 2015 HOWDY, PARTNER. Mobile Search Optimization: Turning Neighbors Into Patients

2. SPARK MARKETING | 2015 AGENDA 1. MEET SPARK - THE POWER OF DIGITAL MARKETING 2. 2015 - THE YEAR OF MOBILE 3. YOUR MOBILE WEB PRESENCE - DOING IT RIGHT ■ DIFFERENCES - DESKTOP & MOBILE ■ DESIGN & DEVELOPMENT ■ WHAT’S RIGHT FOR YOU? 4. LOCAL SEO ■ SEO - INTRODUCTION / RECAP ■ WHAT CAN YOU DO? ■ RESULTS IN $ - IS IT ALL WORTH IT? 5. Q&A

3. SPARK MARKETING | 2015 MEET SPARK 1. Specialized Online Marketing Agency 2. Started in 2007 3. 30 employees 4. 2 offices - located in Toronto and Austin 3

4. SPARK MARKETING | 2015 4

5. THE POWER OF DIGITAL MARKETING 1. Convenience 2. Reach 3. Personalization 4. Relationships 5. Data 5

6. SPARK MARKETING | 2015 2015 - THE YEAR OF MOBILE 6

7. SPARK MARKETING | 2015 2015 - THE YEAR OF MOBILE 1 In 2015, mobile searches surpassed desktop for the first time. 7

8. SPARK MARKETING | 2015 2015 - THE YEAR OF MOBILE 2 8

9. SPARK MARKETING | 2015 DIGITAL MARKETING = DATA ▸ 1,525% mobile data increase 2010-15 ▸ 72% of consumers want mobile sites ▸ Smartphone users have doubled in Canada between 2010 and 2014 ▸ Average attention span: 5-7 seconds. Massive consequences for the mobile web! 9

10. SPARK MARKETING | 2015 DIGITAL MARKETING = DATA ▸ 94% of smartphone owners look for local information on their phone ▸ 53% of mobile searches have local intent ▸ 89% searched for a local business on their smartphone once a week or more with 58% searching at least daily ▸ 61% of mobile search results in a phone call ▸ 70% of mobile searches result in action being taken within an hour as opposed a week for desktop 10

11. SPARK MARKETING | 2015 #MOBILEGEDDON - THX GOOGLE https://www.google.com/webmasters/tools/mobile-friendly April 21st, 2015: Google changes their Algorithm to display significantly different results for desktop and mobile based on mobile- readiness of your website Does not affect desktop searches Good for users, web developers, and marketers (sort of) - expensive for businesses Test it yourself: 11

12. SPARK MARKETING | 2015 #MOBILEGEDDON - THX GOOGLE 12

13. SPARK MARKETING | 2015 #MOBILEGEDDON - THX GOOGLE 13

14. SPARK MARKETING | 2015 YOUR MOBILE WEB PRESENCE - DOING IT RIGHT DIFFERENCES BETWEEN DESKTOP AND MOBILE 14

15. SPARK MARKETING | 2015 THE 3 RULES OF MOBILE ▸ Cut features Eliminate anything not core to the mobile user ▸ Cut content Eliminate “walls of text”, defer to other pages ▸ Enlarge interface elements Accommodate for the “sausage finger” problem 15

16. SPARK MARKETING | 2015 THE MOBILE USER EXPERIENCE ▸ Smaller screen ▹ Makes everything (e.g. image buttons) more difficult to make out ▹ Makes “walls of text” and images with a lot of text more cumbersome to read ▹ Changes your web design requirements ▸ Entirely different input - tap & drag! ▸ Much lower bandwidth than desktop ▸ Differences in visitor motivation - local! 16

17. SPARK MARKETING | 2015 Mobile Example 17

18. SPARK MARKETING | 2015 Mobile Example 18

19. SPARK MARKETING | 2015 WHAT TO WATCH OUT FOR ▸ Cut features, ▸ Cut content, ▸ Enlarge interface elements! ▸ Minimize load times ▸ Optimize for converting local traffic ▸ Test it: View your site on common devices! ▸ Get it done yesterday! 19

20. SPARK MARKETING | 2015 YOUR MOBILE WEB PRESENCE - DOING IT RIGHT DESIGN, DEVELOPMENT, WHAT’S RIGHT FOR YOU? 20

21. SPARK MARKETING | 2015 DEVELOPMENT ▸ There are 3 different basic approaches ▸ Pros & Cons to each, but (spoiler alert) Responsive wins 21

22. SPARK MARKETING | 2015 RESPONSIVE DESIGN 22

23. SPARK MARKETING | 2015 RESPONSIVE DESIGN 23

24. SPARK MARKETING | 2015 DYNAMIC SERVING 24

25. SPARK MARKETING | 2015 PARALLEL MOBILE DESIGN 25

26. SPARK MARKETING | 2015 WHAT’S BEST FOR YOU? ▸ Responsive is by far the best option: ▹ Visitors like it ▹ Google likes it ▹ Webmasters and marketers like it ▸ Significant mobile customization is still possible - including menu changes, banner changes, etc. ▸ Avoid the temptation of parallel - users and Google are not impressed. 26

27. SPARK MARKETING | 2015 LOCAL SEARCH ENGINE OPTIMIZATION 27

28. SPARK MARKETING | 2015 SEO - RECAP / INTRODUCTION Aimed at increasing your rankings in search engines - e.g. Google, Google maps… As opposed to “outbound” campaigns (e.g. display advertising, Google adwords..) SEO yields on, on average, 9-10x the results of outbound campaigns, however.. Long-term strategy - 6-8 months until results VS. Display Advertising - 2-3 months until results Google algorithms improve constantly 28

29. SPARK MARKETING | 2015 SEO VS. AD CAMPAIGN 29

30. SPARK MARKETING | 2015 Local SEO is the practice of ▸ building signals of relevancy ▸ around a location, or series of locations. Traditional organic SEO involves marketing content that isn’t tied to a brick and mortar office - NOT RELEVANT FOR YOU. LOCAL SEO VS REGULAR SEO 30

31. SPARK MARKETING | 2015 31

32. SPARK MARKETING | 2015 In Local Box! 32

33. SPARK MARKETING | 2015 First Place! In Local Box! 33

34. SPARK MARKETING | 2015 First Place! Stars! In Local Box! 34

35. SPARK MARKETING | 2015 First Place! Stars! Big marker! In Local Box! 35

36. SPARK MARKETING | 2015 LOCAL SEO - WHAT CAN YOU DO? 36

37. SPARK MARKETING | 2015 GET MOBILE! 37

38. SPARK MARKETING | 2015 GET ON GOOGLE.COM/BUSINESS 38

39. SPARK MARKETING | 2015 CONTACT INFO CONSISTENCY 39

40. SPARK MARKETING | 2015 CREATE HIGH QUALITY CONTENT ▸ Downloadables (e.g. whitepapers) ▸ Blog posts ▸ Videos ▸ Tutorials ▸ Check lists ▸ Answer questions which your patients ask Google! ▸ e.g. “How to ensure rotator cuff heals well at home” 40

41. SPARK MARKETING | 2015 CREATE / FIX CITATIONS 41

42. SPARK MARKETING | 2015 FIX YOUR SOCIAL PROFILES 42

43. SPARK MARKETING | 2015 GET EXTERNAL LINKS 43

44. SPARK MARKETING | 2015 GET HELP! - wink, wink 44

45. SPARK MARKETING | 2015 IT’S A MARATHON, NOT A SPRINT! 45

46. SPARK MARKETING | 2015 RESULTS IN $ - IS SEO WORTH IT? ▸ Digital marketing allows for data and reporting like no other marketing channel! ▸ Chiropractor clients pay on average $1,000 / month, and get 50+ phone calls / month from our SEO work. ▸ Our clients tell us the most conservative number for call conversions is 20% = 10 new patients / month ▸ Are 10 new patients a month worth $1,000? Let’s see. $ $ $ $ $$ $ $ $ $ $ $ $ $ $ $ $ $ 46

47. SPARK MARKETING | 2015 RESULTS IN $ - IS SEO WORTH IT? ▸ Average lifetime patient value? Let’s go with $400 conservatively - likely higher. ▸ $1,000 investment for 10 new patients / month = $4,000 revenue - $1,000 cost = $3,000 profit ▸ “But results only kick in after 6-8 months!” ▸ Alright, assume year 1, results only from month 9-12: = (40 patients * $400) - (12 months * $1,000 cost) = Campaign paid for itself + $4,000 profit after year 1. $ $ $ $ $$ $ $ $ $ $ $ $ $ $ $ $ $ 47

48. SPARK MARKETING | 2015 Questions, please! :) Thank you! Falk Jaehnchen, M.B.A. (Marketing) falk@hellospark.com 647-303-3964 48