1. Copyright © 2004 ECNext Pre-launch SEO Activities Keyword Analysis Structure for Search Engine Crawl Pay-per-click (Google Adwords) ECI on article pages Next Steps

2. Copyright © 2004 ECNext Keyword Analysis Goal: Identify site-level & page-specific keyword phrases Process: Identify target pages on Stratfor site (ECNext & Stratfor) Brainstorm keyword phrases for each page (Stratfor) Expand keyword set; filter for frequently-searched phrases; select final phrases for each target page (ECNext) Incorporate keyword phrases into target pages (Stratfor & ECNext)

3. Copyright © 2004 ECNext Keyword Analysis Target Pages (ECNext): Homepage: http://www.stratfor.com/corporate/static_index.neohttp://www.stratfor.com/corporate/static_index.neo Recent Analysis: http://www.stratfor.com/corporate/http://www.stratfor.com/corporate/ Strategic Markets: http://www.stratfor.com/corporate/index.neo?page=smsamplehttp://www.stratfor.com/corporate/index.neo?page=smsample Situation Reports: http://www.stratfor.com/corporate/index.neo?page=sitrepshttp://www.stratfor.com/corporate/index.neo?page=sitreps Reports/Forecasts: http://www.stratfor.com/corporate/index.neo?page=forecastshttp://www.stratfor.com/corporate/index.neo?page=forecasts Regions: http://www.stratfor.com/corporate/index.neo?page=region&storyId=220100http://www.stratfor.com/corporate/index.neo?page=region&storyId=220100 –Also for each region page: Middle East, North America, … Countries: http://www.stratfor.com/corporate/Countries.neo?showCountry=1&countryId=1&cName=Afghanistan &regionId=1 http://www.stratfor.com/corporate/Countries.neo?showCountry=1&countryId=1&cName=Afghanistan &regionId=1 –Also for each country page: Afghanistan, China, … Stratfor Weekly Free Newsletter Page Products & Services: http://stratfor.com/corp/Corporate.neo?s=PRDhttp://stratfor.com/corp/Corporate.neo?s=PRD Media Center: http://stratfor.com/corp/Corporate.neo?s=MED&c=0http://stratfor.com/corp/Corporate.neo?s=MED&c=0 Stratfor to identify other valuable pages to target

4. Copyright © 2004 ECNext Keyword Analysis Brainstorm Keyword Phrases: Stratfor Action: Build list of 2-3 word phrases relevant to each target page Each list should be at least 3 phrases E.g., Stratfor Homepage (www.stratfor.com)www.stratfor.com “predictive intelligence” “global intelligence” Etc.

5. Copyright © 2004 ECNext Structure for Search Engine Crawl Ensure search engines can find & “index” all target pages on Stratfor site Flattened Links: –No dynamic URLS – “?’s” in the URL –Text link path to each page Site map: –Page of simple, text links to all target pages

6. Copyright © 2004 ECNext Pay-per-click Drives traffic at launch, prior to 1 st crawl Provides additional support for most important keyword phrases Major services: Google Adwords, Overture

7. Copyright © 2004 ECNext ECI for Article Pages ECI = “Extended Content Illumination” Search engine visibility to individual article pages –Create individual article pages –Crawled through site map –Leverages search engine activity for breaking news keywords Article page structure –Provides a “teaser” about article –Keyword rich (article keywords + general keywords) –Primary objective is to sell subscriptions

8. Copyright © 2004 ECNext Next Steps Stratfor: Confirm target pages Provide initial keyword phrases for each target page ECNext Optimize keyword phrases for each target page & create final set