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Summary

Search marketing is, after all, marketing, so you need to be armed with the business impact of your search marketing plans. No matter what your site's goals, you can use search marketing to drive traffic to your site to achieve those goals. In this chapter, you learned how to project the traffic your campaign will generate and how to translate that traffic into its business impact. Figure 7-7 summarizes the steps we took to get there

Figure 7-7. Measuring search success steps. For each campaign, you can define your measurements up front to show the expected value.



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