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Part: 2 Develop Your Search Marketing Pr... > Measure Your Search Marketing Succes...

Chapter 7. Measure Your Search Marketing Success

It might seem backward to talk about how to measure the impact of your search marketing at this point. After all, don't you do that after the campaign? Well, yes and no. Certainly, you cannot measure what happened until after it has happened, but you must focus on measurements up front to justify the initial investment in search marketing. Unless you can project the value, you will never get that investment funded in the first place.

Defining your search metrics from the beginning helps you justify the investment, and it also focuses your activities. Too often, search marketing is treated as an art rather than a science—a set of arcane incantations that when repeated with fervor (and mixed with eye of newt and toe of frog) will somehow magically lead to success. Nothing could be further from the truth.


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