Win at Organic Marketing with Better

Data

Two Ways to Reach Customers

Pay Money to Interrupt Them

Or...

Be Interesting

How to Be Interestingin 2012

Content is (still) King

Go watch this:http://hackersandfounders.tv/RDmt/rand-fishkin-inbound-marketing-for-startups/

Step 1: Learn What People are Looking For

SEO Delivers 9 times the clicks of PPC

SEO:90%

PPC:10%

Step 2: Create Content

Blogs Video

Apps

Email

Forums

Podcasts

Webinars

News / PR

Tweets

Games

Guest Posts

Directories

Surveys

WoM

Q&A Sites

Infographics

White Papers

Photos

Comments

Links

Step 3: Make Sure Your Content is Promoted

Step 4: Measure & Improve. Repeat.

This is Not Enough

Data to Collect (SEO & Social)

Content Optimization Scores

Metadata Usage

Technical Factors & Performance

Accessibility & Usability Metrics

Feedback from Promotional Tools

Web Analytics Data

q

Y

Targeting & Content Personalization Insights

l

x

@

f

u

Search Engine Rankings{

Traffic KPIs

• Traffic Sources (Search, Social, Paid, Direct, etc.)

• Total Traffic from Organic Search

• # of Unique Search Terms

• Branded vs. Non-Branded

• Conversion Rates (Track Separately by Event)

Content Performance KPIs

• Click Through Rate (CTR)

• Bounce Rate

Pay Attention to CTR & Bounce Rate

Off-Site KPIs• # of Indexed Pages

• Backlink Profiles (many KPIs)

• Search Engine Rankings

• Estimated Monthly Search Volume

• % Acquired of Search Opportunity (& cost of not ranking)

• Social Signals

Missed Opportunity Analysis

http://spreadsheets.google.com/ccc?key=0AqTV_nGMG-zSdERlSy1HSWlVWldFeGsxZGVzR1J4Rnc&hl=en#gid=0

Social Signals

@raygrieselhuber

ray@ginzametrics.com

www.ginzametrics.com/blog

B

M

f