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

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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 ...

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