This document discusses measuring the success of SEO efforts. It notes that while paid search budgets account for 90% of search marketing budgets, they only return 20% of search revenue, while SEO efforts with 10% of budgets return 80% of search revenue. The document outlines challenges in measuring long-term SEO ROI and educating budget holders. It provides questions for assessing the value of various SEO activities and outlines approaches to measuring and forecasting SEO success, including establishing the market value of search traffic, outlining potential losses from site redesigns without SEO, and creating "SEO events" to directly measure lifts from activities.