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Chapter 7. Measure Your Search Marketing... > Calculate Your First Campaign's Oppo...

Calculate Your First Campaign's Opportunity

It's interesting to find out how many searchers are being referred to your site with the keywords you have targeted, but you also need to know how many searchers do not come to your site. Those are the people that you want referred your way—they are your search marketing opportunity.

Obviously, although search marketing can drive new visitors to your site, you might need to make other changes to your site to increase conversion. Although marketing opportunities certainly exist, they are not particular to search marketing because your changes affect every visitor to your site, regardless of how they landed there. To go beyond search marketing visit Jim Sterne's excellent Web site (www.targeting.com), which is loaded with ways to measure your Web site's success and to make improvements.


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