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My goal has never been a specific number. It's more like 'just get more SE referals than las month'.
In general (on the above site and its older sister sites as well), I expect 60 percent of my traffic to come from SE's.
>is your 60% raw referrals
60% would be my target for raw referrals. Like Oilman, I don't really end up fixated on a percentage, you read the numbers, you read the referrals, you make a few live sacrifices and then start fixing what's not working out as well as you first thought it would. In some ways, my percentage calculation belong under "business plans" because it's when I'm in the earliest phases of developing a site that I'm thinking most about this. As in the site mentioned in the above post, I sat down with the goal of launching a site using the search engines as the vehicle.
The new site mentioned above doesn't yet have too many repeat visitors. It is a "utility" site that is meant to be found, used, and -hopefully- bookmarked. Because it is just now working its way onto the web, it hasn't had time to establish a repeat user base, though signs on that are encouraging.
My older sites, dating to 1995, have a good repeat trade, and that's one of the reasons I "factored" their SE referral rate down to 60%. I should mention that all of my sites deal with travel, and given the competition in that sector, I can't expect too much from repeats. I figure that I have to battle for them in the SE's for nearly every visit.