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About Conductor, Inc.

Conductor is the undisputed leader in SEO technology, empowering enterprise marketers to manage and improve their SEO e�orts and deliver provable ROI. The company created the �rst and most widely adopted enterprise SaaS SEO technology solution, Conductor Searchlight™, which helps marketers scale natural search, monitor competitive market share and boost revenue. Conductor recently

launched the SEO Cloud™, which makes it possible to blend SEO data and work$ow across any other form of web marketing. Companies such as FedEx, Siemens, Autodesk and GE rely on the company's technology platform and team of experts to continually measure and improve their natural search tra�c and revenue.Copyright © 2012 Conductor, Inc. All Rights Reserved. Various trademarks held by

their respective owners. version 1.0

Methodology: Candidate Search Frequency: Using the Google Adwords tool we researched keywords that broadly represented how voters might search for information online about the candidates, and their position on major issues. Care was taken to keep the lists identical across each candidate making comparisons across the group possible. Our �nal keyword list was 275 keywords per candidate.

Search volumes for keywords were as indicated by Google in March 2012. Google Search Visibility: Each candidate’s keyword set was inputted into Searchlight, Conductor’s enterprise SEO platform in February, 2012 together with their o�cial campaign websites. Search rankings for each candidate’s website were gathered against their keyword set. With that information, we were able to calculate the

percentage of the time the candidate’s website was appearing on the critical page one of the search rankings. Social Media: Using external third party analytics software, we gathered data about each candidate’s social media following and online discussion. Data was gathered on a weekly basis from the end of February to the end of March making trending over time possible. Google Search

Advertising Spend: Google search advertising spend data was obtained for each candidates’ website from Conductor data partner SEMRush. Data was obtained month over month going back to May 2011, making trending over time possible. Share of Online News Coverage: In Searchlight we tracked how frequently each candidate’s keyword set appeared across seven major news sites. Searchlight

tracked the instances each news site appeared in the top �ve positions of the search results for each candidate’s keywords. Operating on the principle that these seven sites are the ‘major’ news entities and represent the largest sources of news for voters online, we extrapolated the percentage of total appearances each candidate received across all news sites from this data to derive a ‘share of online

news coverage’ for each candidate.

1,550,204 ROMNEY

186,986 SANTORUM

296,387 GINGRICH

923,533 PAUL

WHO’S GETTING GOOGLED?

Conductor’s search engine

optimization (SEO) software

Searchlight gives us the unique

ability to report search and

social trends of the election

landscape. Learn more at

conductor.com/searchlight.

29%27%

9%

34%

SANTORUM

GIN

GR

IC

HROM

N

EY

PA

UL

WINNING VOTERS on FACEBOOK & TWITTER

180,928 SANTORUM

270,459 PAUL

Despite his lack of

success in the polls, Ron

Paul appeals to the

social media-savvy

under-30 crowd, with

736,000 more Facebook

'likes' than Santorum.

N U M B E R O F D E L E G A T E S ( A S O F A P R I L 4 , 2 0 1 2 )

T H A T M I T T R O M N E Y H A S WO N

655

= 4

de

leg

ate

s

TAKING ON OBAMA in NOVEMBER

In the crucial battle for online messaging, the groundwork Obama laid in 2008 continues to help his re-election campaign.

His social following, search visibility and online advertising spend dwarf all of the Republican candidates combined.

OBAMA’SVS

DIGITAL DOMINANCE?

DOES ROMNEYHAVE A FIGHTING CHANCE

Despite Rick Santorum’s ability to provoke more internet searches, social media buzz, and news coverage, it seems Mitt Romney’s solid overall online strategy has all but won him the

Republican nomination for November’s general election. With Santorum out of the way, how will Romney fare against incumbent Barack Obama, still reaping the benefits from his revolutionary

online campaign in 2008?

NOT ENOUGH to TAKE ON ROMNEY

@Santorum lacks

Romney's twitter

followers, but

makes up for it

in engagement -

he's talked about

on twitter nearly

as often as

Romney.22,201

36,691

101,188

80,062

180,000 @M

ITTRO

MN

EY

@NEWTGINGRICH@RONPAUL

MAR 7 MAR 14 MAR 21 MAR 28FEB 29

396,856 ROMNEY

$60,000

$20,000

0

AUG 1 SEP 1 OCT 1 FEB 1

$30,000

$40,000

$10,000

$50,000

JAN 1DEC 1NOV 1

ROMNEY

SAN

TO

RUM

GINGRICH

SANTORUMROMNEY

TW

ITT

ER

FO

LL

OW

ER

S

FA

CE

BO

OK

LIK

ES

SE

AR

CH

AD

SP

EN

D

GINGRICH.

In a last effort to catch up to Romney in

the polls (and combat his

much-publicized "Google Problem")

Santorum increased his Google Ad spend

by 47% in February.

He also made renewed efforts to boost his

support on Twitter and Facebook, which

was reflected in his high rate of growth

from February to March.

1,451,254 GINGRICH

Romney's better at

controlling the

messages that resonate

with voters:

He has more than 8x the

Facebook 'Likes' and 2x

the Twitter followers

than Santorum.

@RICKSANTORUM

SA

NT

OR

UM

GIN

GR

ICH

Santorum’s Feeling lucky

Rick Santorum

Google Search

Example of keywords

we looked at:

Rick Santorum 2012

Ron Paul for president

Mitt Romney gay marriage

Newt Gingrich bio

500,000

2,500,000

SA

NT

OR

UM

GIN

GR

ICH

1,200,000

1,900,000

RO

MN

EY

PA

UL

Looking at 270 common

political search keywords for

each candidate, our research

determined that Americans

searched for Rick Santorum

2.5 million times

in February - 51%

more than Romney.

Romney’s team has done a far

better job in the crucial

controlling of his message to

voters online. His website

appears on the 1st page of

Google results almost 50% of

the time he is searched

(compared to 35% of the time

for Santorum and just 27% of

the time for Gingrich)

CONDUCTOR.COM/ELECTION2012

Obama has 8x

more Facebook

followers than

the Republicans

combined.

Obama has 5x

more Twitter

followers than

the Republicans

combined.

In a 6 month

period, Obama

spent 2x more

on online ads

than the

Republicans

combined.

Obama’s

website

appears on

the 1st page

of Google

search results

10% more

often than the

Republicans.

VIEW THE FULL REPORT: conductor.com/election2012

45%

35%

27%

RO M N EY

SANTORUM

GINGRICH

TW

ITT

ER

ME

NT

ION

S

OB

AM

A

OB

AM

A

RE

PU

BS.

$239,686

2,299,497OB

AM

A

RE

PU

BS.

2,957,110

OB

AM

A

GIN

GR

ICH.

27%

45%

25,870,375 55%13,411,888$530,712

31%

SA

NT

OR

UM

RO

MN

EY

With 82% of Americans turning to the Internet for election information, the online arena has become increasingly crucial on the road to the White House. Santorum’s recent surge in online

exposure and message proved too little too late to defeat Romney. Whoever ends up going head to head against Obama’s strong online visibility is in for the fight of his life come November.

Santorum topped primary candidates

both in search results and news

coverage - in March, an average

35%of news coverage mentioned him.

+47%

+28%

+31%

+15%

+5%

-3%

-25%

RE

PU

BS

.