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.

In the next chapter, we look past your first campaign and dive into your search marketing strategy. What are the tasks required? Who should perform each task? How large should your overall search marketing program be? What will your program cost? Read on and see how your opportunity can be realized.