Looking back over years of working with clients, I truly believe the most important ingredient to search marketing success is the quick implementation of recommendations and tests to improve conversion rates.

Our clients who continually implemented recommendations and tests and persevered eventually succeeded. Those who couldn’t failed (Or more often they delayed their success for years till they could implement recommendations and tests quickly and missed a significant amount of income over those years).

The underlying issue is that all (yes ALL) web sites that have not been improved systematically do an ineffective job of converting site visitors with little or no prior knowledge about the company and its products and services. This includes most of the non brand keyword phrases being searched on to reach a web site (from both organic and PPC search results) as well as visitors from many other referral sites.

In this article I’ll show you how to estimate the conversion rates for your brand vs. non-brand keyword phrases using Google Analytics. You’ll see the difference in your conversion rates and should be able to estimate the potential increase in income if you work to improve conversions rates on your web site