Chief Search Strategist Marshall Simmonds, who trained journalists at New York Times and about.com guides about search engine optimization techniques, says that measuring ROI from your SEO effort is extremely important.

"Without measuring ROI, a company can look at SEO as a lot of wasted effort. Beyond just measuring increased search traffic, it’s essential that a team create a coherent plan for what to do with those new visitors. Whether that’s monetization strategy or architecting the site so users consume more content than just the page they arrive on, it’s always a good idea to plan ahead." Link.