This is Part 4 of a 10-part series on 10 things we believe about search marketing. These 10 beliefs form our product design philosophy .
One of the most powerful aspects of search as a marketing channel is the abundance of data you can measure and respond to. Web analytics  applications provide a wealth of information about your website, your audience and how they interact. Specific to search, they tell you exactly how people are finding your site: What key words and phrases are users typing into search boxes to discover what you offer?
If you look at this data but don't respond to it, you're throwing away potential gains in traffic  and revenue. Search marketing, if it's going to offer strong ROI over the long term, requires dedication and commitment.
The SEO and PPC related tasks you need to commit to performing on an ongoing basis include:
- Keyword Research and Expansion: You can seed your keyword list using a keyword suggestion tool (like our free keyword tool ), but you really can't stop there. Expand your list with private, personalized data  from your web analytics keywords report; refactor this new data into your keyword database continuously.
- Keyword Grouping and Organization: As your keyword list grows, it becomes even more important to segment your terms into small, manageable groups by relevance . As you add new keywords, group them appropriately and then create subgroups when a keyword group gets too large and too broad.
- Negative Keyword Discovery: We'll go into the importance of designating negative keywords in more detail next week. In a nutshell, negative keywords enable you to reduce wasteful PPC spending.
- PPC Account Optimization: You'll need to continually revisit your account and your campaign structure, adjusting ad groups and ad text as necessary to maximize click-through rate, improve your Quality Scores , and lower your cost per action.
Acting on your analytics to create and publish new web content and PPC campaigns gives you more data to analyze, creating a cycle of compounding returns.
Yes, search marketing is a lot of work—a full-time job, not an afterthought. That's why it's so important to invest in finding software tools that make the above tasks easier (and more effective).