1. Win at Organic
Marketing with Better
Data

2. Two Ways to Reach Customers

3. Pay Money to Interrupt Them

7. Or...

8. Be Interesting

9. How to Be Interesting
in 2012

10. Content is (still) King
Go watch this:
http://hackersandfounders.tv/RDmt/rand-fishkin-inbound-marketing-for-startups/

11. Step 1: Learn What
People are Looking For

12. SEO Delivers 9 times the clicks of PPC
PPC:
10%
SEO:
90%

13. Step 2: Create Content
Blogs Video News / PR WoM
Webinars Apps Tweets Q&A Sites
Surveys Email Games Infographics
Comments Forums Guest Posts White Papers
Links Podcasts Directories Photos

14. Step 3: Make Sure Your
Content is Promoted

15. Step 4: Measure &
Improve. Repeat.

16. This is Not Enough

17. Data to Collect (SEO & Social)
l Content Optimization Scores
f Metadata Usage
x Technical Factors & Performance
u Accessibility & Usability Metrics
@ Targeting & Content Personalization Insights
q Feedback from Promotional Tools
Y Web Analytics Data
{ Search Engine Rankings

18. 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)

19. Content Performance KPIs
• Click Through Rate (CTR)
• Bounce Rate

20. Pay Attention to CTR & Bounce Rate

21. 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

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

23. Social Signals

24. B @raygrieselhuber
M ray@ginzametrics.com
f www.ginzametrics.com/blog