Search Engine Optimization: An Hour a Day, Second Edition

9.2. Week 10: PPC and ROI

Return on Investment (ROI) is one of those fancy terms for a simple concept: How much are you getting back compared to what you're putting in? Everyone wants a bigger, better ROI, and the best way to achieve one is to work within a framework that we like to call the ROI loop:

Over the past few weeks, you've invested both money and time in your PPC starter campaign. This week you'll move on to the next steps, Assess and Prioritize, and use what you learn to inform both your paid and organic SEO efforts. We'll get you started on some new endeavors even as you take stock of older ones:

Monday: Round Up Your Paid Search ...