Win at OrganicMarketing with Better        Data
Two Ways to Reach Customers
Pay Money to Interrupt Them
Or...
Be Interesting
How to Be Interesting      in 2012
Content is (still) King                          Go watch this:http://hackersandfounders.tv/RDmt/rand-fishkin-inbound-mark...
Step 1: Learn WhatPeople are Looking For
SEO Delivers 9 times the clicks of PPC                                   PPC:                                   10%SEO:90%
Step 2: Create Content Blogs      Video     News / PR        WoMWebinars    Apps       Tweets        Q&A Sites Surveys    ...
Step 3: Make Sure Your Content is Promoted
Step 4: Measure &Improve. Repeat.
This is Not Enough
Data to Collect (SEO & Social)  l   Content Optimization Scores  f   Metadata Usage  x   Technical Factors & Performance  ...
Traffic KPIs• Traffic Sources (Search, Social, Paid, Direct, etc.)• Total Traffic from Organic Search• # of Unique Search Term...
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• ...
Missed Opportunity Analysishttp://spreadsheets.google.com/ccc?key=0AqTV_nGMG-zSdERlSy1HSWlVWldFeGsxZGVzR1J4Rnc&hl=en#gid=0
Social Signals
B @raygrieselhuberM ray@ginzametrics.comf www.ginzametrics.com/blog
Onlab Data Conference Slides - Ginzametrics
Onlab Data Conference Slides - Ginzametrics
Onlab Data Conference Slides - Ginzametrics
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Onlab Data Conference Slides - Ginzametrics

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Onlab Data Conference Slides - Ginzametrics

  1. 1. Win at OrganicMarketing with Better Data
  2. 2. Two Ways to Reach Customers
  3. 3. Pay Money to Interrupt Them
  4. 4. Or...
  5. 5. Be Interesting
  6. 6. How to Be Interesting in 2012
  7. 7. Content is (still) King Go watch this:http://hackersandfounders.tv/RDmt/rand-fishkin-inbound-marketing-for-startups/
  8. 8. Step 1: Learn WhatPeople are Looking For
  9. 9. SEO Delivers 9 times the clicks of PPC PPC: 10%SEO:90%
  10. 10. Step 2: Create Content Blogs Video News / PR WoMWebinars Apps Tweets Q&A Sites Surveys Email Games InfographicsComments Forums Guest Posts White Papers Links Podcasts Directories Photos
  11. 11. Step 3: Make Sure Your Content is Promoted
  12. 12. Step 4: Measure &Improve. Repeat.
  13. 13. This is Not Enough
  14. 14. 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
  15. 15. 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)
  16. 16. Content Performance KPIs• Click Through Rate (CTR)• Bounce Rate
  17. 17. Pay Attention to CTR & Bounce Rate
  18. 18. Off-Site KPIs• # of Indexed Pages• Backlink Profiles (many KPIs)• Search Engine Rankings• Estimated Monthly Search Volume• % Acquired of Search Opportunity (& cost ofnot ranking)• Social Signals
  19. 19. Missed Opportunity Analysishttp://spreadsheets.google.com/ccc?key=0AqTV_nGMG-zSdERlSy1HSWlVWldFeGsxZGVzR1J4Rnc&hl=en#gid=0
  20. 20. Social Signals
  21. 21. B @raygrieselhuberM ray@ginzametrics.comf www.ginzametrics.com/blog

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