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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site by Bill Hunt, Mike Moran

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Chapter 6. Measure Your Web Site's Success

Search marketing is not an end in itself. The purpose of search marketing is to drive traffic to your site so your site can reach its goals. Before you can concentrate on search marketing, however, you need to know how to measure your Web site's success. Only by measuring your site's success can you prove the business case for search marketing.

Beyond the business case, metrics are important to any activity that you intend to continuously improve. Management guru Peter Drucker's famous quote, “If you can't measure it, you can't manage it,” could easily have been coined for the Web, where seemingly everything is measurable. Metrics are the lifeblood of any ongoing marketing campaign, including search marketing. ...

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