Many SEO companies gauge the "performance" of a campaign by usually defaulting to one of the following: keyword rankings, organic traffic, or backlink counts. Although these are clearly integral elements of any SEO strategy, focusing on a single variable is a misguided approach.
When fine-tuning your SEO campaign, a good strategy is to make adjustments according to how well the keywords perform in search engine rankings. By focusing on improving keyword rankings, you can make targeted changes to your SEO efforts and see better results.
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