Search engines (SE) help people to find what they are looking for on the WWW
Websites have to be submitted for inclusion in most SE
SE compete for market share - do so by having relevant content
Purpose of SEO is to identify keywords used by the end user that are most relevant to the content of the website & present it to the SE in a way that meets its criteria. Adds value to all parties - SE, web manager, end user.
The purpose of SEO is to increase the number of unique monthly visitors. It is good practice to monitor this on a monthly basis and measure it against the number of search engine referrals. This gives an overall picture on the Return on Investment.
Site Paths (Entry and Exit Pages)
This shows how many users entered a site per page and how many left per page. This is useful to check the effectiveness of high ranking webpages.