Make Search Marketing Operational 391 For organizations that focus on organic search, benchmarking content and rankings might be enough. You can use those metrics to drive the actions you want to improve content tagging, key- word density, page inclusion, and any other behavior needed. If you have problems driving Web conversions on your site, or you have significant paid placement activity, you will want to focus on referrals and conversions, too. You can develop your own benchmarks for those metrics and assess each business area against them. One study showed the average Web site gets about 13 percent of all referrals from search engines. So, for every 100 visits to your site, 13 percent of them are searchers clicking a search result; the rest are following links, using bookmarks, and directly entering the URL. Remember, 13 percent is the average . Well-known Web sites might have far more visitors that remember the URL or have bookmarked the site from a previous visit. Don't fall into the Lake Wobegon trap of needing all sites to be "above average"--take the baseline for your site and try to keep improving. If you can track conversions, you have the best information of all. You can use conversion data to address pages that attract high search referrals but do not lead to high conversions. Perhaps those pages are at fault, or perhaps other pages between the search landing pages and the conversion page are the problem. Regardless, you know there is something wrong, and you can work on all of those pages and track improvement. Moreover, tracking conversions allows you to test which key- words convert at the highest rates. It is those keywords that should consume your organic optimi- zation resources and command your highest paid placement bids. Management by conversions focuses your resources at the points of greatest returns. This step-by-step approach using scorecards can prove quite successful when you stick to it, gaining attention for your search marketing program and forcing organizations to pay attention to the actions required. And year after year, it is the gift that keeps on giving, because every time your business areas reach the "green" benchmarks, you can raise them higher. Each year, your content gets a little cleaner and your rankings a little higher, because these metrics become part of everyone's job.