Koozai highlights that identifying and understanding the goals of your client’s site is necessary before you can effectively measure the success of the SEO campaign. For many websites, the goal is relatively easy to see and will probably fall into two categories, namely: sales and revenue (online product sales, service bookings, and the like); or inquiries and leads (phone calls, contact form completions, etc.).
For some, though, it may not be as simple. Regardless, you have to be clear on what the goals are. Otherwise, you won’t be able to measure success. You can’t even estimate the ROI. Moreover, you can’t be assured that you are really providing value to your clients’ audience. When doing business, it’s certainly a bad move to leave such things to guesswork.