Track traffic, value and opportunity in data to build out a long-lasting SEO program because once you're given the "green light to proceed" with a project you will need the numbers to support the
bottom line. If you can't prove the project's worth, David Roth said it will "die a quick and quiet death."
His advice: Put in place some Web analytics to determine how much profit
projects drive into companies and where to invest additional dollars. Roth also spends time explaining how search affects data, calling it "vertical search reporting," and also provides insight on
building "opportunity reports" as a reminder of value found in SEO.
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