Good search engine optimization (SEO) and search engine marketing (SEM) require that you get comfortable with what I call the “SEO Math.” As I’ve stated in previous entries, many of us are simply math-averse. But, once you can get over any fear or trepidation you have about math, you will realize the importance and power of having a mathematically-sound approach to your work.

Two tools I recommend to help you out:

1. Brush up on your Microsoft Excel skills.  This is a fine piece of software that 98% of computer users have free and ready access to (yes, even you Mac users!). Learn it, master it, use it.

2. Access a good PPC calculator.  You need to be able to calculate such vital numbers as:

a. The maximum amount you are willing to spend per conversion

b. The total net profit per conversion

c. Your monthly PPC ad budget

Get your SEO math right and you will be able to sleep well at night knowing your SEO and SEM strategies rest on a solid foundation, not just guesses and good faith.