6. An apparatus for identifying terms suitable for search engine optimization (SEO) for a site, the apparatus comprising: a data store configured to store information related to search terms and referrals to the site; an analyzer comprising one or more computing devices, said analyzer configured to: compute a rate of referral for each term in a set of terms as a ratio of counted referrals to a volume of search queries, wherein the set of terms comprises at least a plurality of terms used in search engine queries to access the site, wherein the counted referrals comprise referrals to the site for each term in the set of terms, and wherein the volume of search queries comprises a volume of search queries for each term in the set of terms; 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 via statistical analysis.
6. An apparatus for identifying terms suitable for search engine optimization (SEO) for a site, the apparatus comprising: a data store configured to store information related to search terms and referrals to the site; an analyzer comprising one or more computing devices, said analyzer configured to: compute a rate of referral for each term in a set of terms as a ratio of counted referrals to a volume of search queries, wherein the set of terms comprises at least a plurality of terms used in search engine queries to access the site, wherein the counted referrals comprise referrals to the site for each term in the set of terms, and wherein the volume of search queries comprises a volume of search queries for each term in the set of terms; 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 via statistical analysis. 9. The apparatus of claim 6 , wherein the terms in the set of terms are selected for inclusion in the set of terms based on a specified time period or geographic region.