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SEO is not marketing! SEO is building a site so that it's easily found, crawled, indexed and ranked by search engines. You don't see results in a week, or even a month. You can't directly calculate a return on investment.
If you're thinking about SEO, do a baseline analysis of your traffic to determine:
1. The average number of unique visitors per day over last three months
2. The average number of page views per day over last three months
3. Your position in organic results for they key terms you want to target in Google, Yahoo, and MSN
Now do your SEO, wait 6 months, and repeat above. If results are same, or only a little bit above where they were, then your SEO wasn't effective. But if there's a significant difference, and you've got a good deal more traffic than you did before, it probably was.<
Dave is a full-time Search Engine Marketing Manager. He also runs SyteSurge, a web site dedicated to search engine optimization and Internet marketing.