Posted By: JasonWhen people think about search engine optimisation - SEO - they often think about it in a quite narrow way. Traffic and rank are - and have for some time been - the key metrics by which SEOs and SEO agencies are judged. The reason for this is simple enough: traffic and rank are easy to monitor and easy to report on. But really, what is it that you want from your website? For some few businesses, the metrics above are exactly what you should be tracking. For others though, you need to look further afield. The truth is that, if your business is looking to employ an agency to improve your SEO strategy, then there is probably a business objective in mind. Nine times out of ten, this business objective will be tied to revenue delivery. Let's face it, most CEOs aren't interested in how much traffic the site is delivering, as long as the profits are there. Now, this is not to say that traffic is not important. It is, and rank as well. But there are more factors to consider. If you are considering implementing an SEO strategy, there are questions you need to ask: 1. What are your aims? Do you need traffic? Or revenue? 2. If your aim is to generate revenue, how can you do it? Question two is vital because a robust SEO strategy should not just focus on building traffic, it should focus on building scale. But how do you scale?