A common question, posed to most search engine optimisation consultants is how one measures SEO success. SEO focuses on improving the organic listings of websites by performing a number of onsite and offsite tweaks. The whole SEO process is aimed at increasing the ranking of a website, which in turn, should increase traffic and as a result, improve revenue. While there is a strong correlation between ranking and traffic, each of these factors can be viewed and measured independently. By setting the right goals in terms of ranking and incoming traffic, it is possible to quantify the success of a search marketing campaign.

Although it might seem that a higher ranked page will get more traffic, there should be evidence to contrast the improved traffic with the rate of abandonment. When an SEO firm sets its sights solely on ranking, they very often neglect the human aspect of marketing. Better rankings require keyword oriented changes to websites, specifically targeting search engine spiders. This requires changes that are disconnected from a human perspective. Consequently, a higher ranking may be achieved since the site is optimised for the spiders. However, if the real visitors, the traffic is ignored the ranking will be worth little more than naught.

Traffic represents a flow of visitors, both unique and consistent, who are relevant to your website. A target audience created by your SEO rankings for certain keywords can be measured to provide a better indicator of marketing success. Optimising for relevant and sustained increase in traffic should drive a search marketing campaign. When the campaign begins, ranking improves the traffic to your websites. If your SEO effort places the same importance on ranking as with traffic, then onsite improvements for your visitors should materialise.

Ranking is an ambiguous way of measuring an SEO campaign. The variables are many - time zones, geographic locations and visitor demographics are difficult to understand and optimise for. On the other hand, when optimising for traffic, you are targeting your audience. Successfully leveraging your brand, using established marketing paradigms and other advertising tactics can all contribute to true SEO success.