You need to base your strategic business and marketing decisions on hard data. Therefore, you need to know
how visitors find your website (learn which keyword phrases to target, which terms to drop, and the phrases to test in their place)
and how they ultimately "convert" into customers. You also need to know how much it costs to deliver and
convert each visitor, and which campaign or strategy returns the highest ROI.
By effectively measuring your campaign performance, whether it's via your own internal tracking system or through an outsourced vendor or search engine marketing firm, you can
optimize both your paid and natural search marketing campaigns for maximum effectiveness toward your campaign goals.
