In this article, Shari Thurow discusses why web position is an insignificant metric for an SEO campaign as it doesn’t provide valuable information needed to generate ROI. Thurow states that SEO professionals should be more interested in understanding how a client’s target audience searches and browses for information than how a search engine behaves. While web positioning software doesn’t offer insight into this information, web analytics and usability test results do. By using the latter methods, campaign effectiveness can be tracked from the resulting traffic changes and keyword phrases that appear more frequently in analytics software.