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Since its release in 2007, the last volume of the Harry Potter series, Harry Potter and the Deathly Hallows, has garnered 3,286 reviews from Amazon.com customers. While response has been overwhelmingly positive for the book, several hundred Amazon customers rated the book as mediocre or worse. Because of a very subtle yet clever feature, Amazon makes the best of both the positive and negative reviews easy to find. And that feature, based on our calculations, is responsible for more than $2,700,000,000 of new revenue for Amazon every year. Not bad for what is essentially a simple question: "Was this review helpful to you?"

The perception that search engine optimization is a limitless source of free traffic and sales is one reason that SEO campaigns sometimes fail to live up to expectations. Yes, SEO efforts can deliver excellent returns on investment. But how much expected return is realistic? This article will help you estimate the potential growth in traffic and sales that SEO efforts can drive to your site.