1. A method of identifying terms suitable for search engine optimization (SEO) for a site, the method comprising: determining a volume of search queries for each term in a set of terms, wherein the set of terms comprises at least a plurality of terms used in search engine queries to access the site; counting referrals to the site for each term in the set of terms; computing a rate of referral for each term in the set of terms as a ratio of the counted referrals to the volume of search queries; computing an expectation volume for each term in the set of terms based on the highest rate of referral of the terms in the set of terms and the volume of search queries for each term in the set of terms; and identifying one or more terms in the set of terms that are underrepresented relative to one or more other terms in the set of terms based on the expectation volume for each term in the set of terms, wherein the one or more underrepresented terms are identified as being suitable for SEO; wherein the determining, the counting, and the computing are performed, at least in part, by one or more computing devices.
1. A method of identifying terms suitable for search engine optimization (SEO) for a site, the method comprising: determining a volume of search queries for each term in a set of terms, wherein the set of terms comprises at least a plurality of terms used in search engine queries to access the site; counting referrals to the site for each term in the set of terms; computing a rate of referral for each term in the set of terms as a ratio of the counted referrals to the volume of search queries; computing an expectation volume for each term in the set of terms based on the highest rate of referral of the terms in the set of terms and the volume of search queries for each term in the set of terms; and identifying one or more terms in the set of terms that are underrepresented relative to one or more other terms in the set of terms based on the expectation volume for each term in the set of terms, wherein the one or more underrepresented terms are identified as being suitable for SEO; wherein the determining, the counting, and the computing are performed, at least in part, by one or more computing devices. 2. The method of claim 1 , wherein identifying the one or more terms in the set of terms that are underrepresented comprises: identifying that the one or more underrepresented terms have rates of referral outside of a selected statistical measure of a baseline reference, wherein the baseline reference is based on a highest rate of referral for a term in the set of terms.