11. A non-transitory computer readable medium having instructions embodied thereon for identifying terms suitable for search engine optimization (SEO) for a site, wherein the instructions, in response to being executed by a computing device, cause the computing device to: determine 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; count referrals to the site for each term in the set of terms; compute 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; compute 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 identify 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.
11. A non-transitory computer readable medium having instructions embodied thereon for identifying terms suitable for search engine optimization (SEO) for a site, wherein the instructions, in response to being executed by a computing device, cause the computing device to: determine 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; count referrals to the site for each term in the set of terms; compute 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; compute 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 identify 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. 15. The non-transitory computer readable medium of claim 11 , wherein the instructions, in response to being executed by the computing device, further cause the computing device to: generate an estimate of additional referrals to the site due to additional referrals that would be generated if the SEO activities were performed for the one or more underrepresented terms; and generate at least one of a revenue estimate or a profit estimate based on the additional referrals.