• ClickZ, Tuesday, November 4, 2008 1:45 PM

Jason Burby serves up information on a calculator that allows you to forecast a potential return on investment for SEM efforts, providing a bookmark to help you find the calculator page.

The post provides information in three key sections on "Current site behavior," "Potential improvements," and "Estimated impact of site optimization." Each section offers insight on conversion rates, estimating costs and evaluating investments. "Remember, you don't need to be exact on the values or percentage lift, but try to be consistent with your estimates," Burby writes. "This is a tool to determine the estimated impact. You'll find that you sometimes estimate too high and sometimes too low. At least you're drawing a line in the sand and aiming for something."

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