How do you test and measure results?

Testing and measuring for natural search is more difficult than it is for paid search, but it can still be performed well. Most agencies simply track rankings on key phrases. Some even talk about vague metrics such as
visibility and reach.
This is not good enough, in our opinion. We prefer to talk about tangible things like measurable traffic
(visitors) and conversion events (leads, sales, etc.).
SEO efforts must be tied to the specific goals of the website. If a website’s purpose is to generate leads, those leads must be able to be tied back to the specific key phrase and search engine. Similarly, if a website’s purpose
is to generate sales directly, the sales (and their value) must be able to be tied back to the organic listing from which they came.