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Analyzing Search Engine Traffic to Improve ROI

It used to be that increasing Web site traffic exponentially was the mark of success in search engine marketing (SEM). Today, that isn't enough. Advertisers want to see an increase in conversions, requiring more accountability from marketing campaigns.

Anatomy of a number 1 search result

Contrary to popular belief, you don't have to optimize for search engines to achieve #1 rankings. Many sites have pages which are not fully optimized (in the sense that no thought has been given to writing appropriate title tags for different pages, etc.) which still do very well in search engines. How can this be? Simple: they're relevant.