While search engine marketers are frequently vulnerable to obsession with data points, such as unique visits and rankings, the success of any SEM program will ultimately be judged by bottom-line revenue. One of the quickest ways to improve ROI from search campaigns is to improve conversion rates from current traffic. Even a 0.5-1 percent conversion rate increase can have dramatic results in the overall health of a company. This article features the top five ways to improve conversion rates for organic and paid landing pages. Get the full story at Search Engine Watch