series of actions that begin when a visitor views their first page from your site, and end when the visitor leaves your site or remains idle for a period of time (usually 30 minutes). Looking at visit trends over time for your site is an effective way to measure the overall impact of your optimization efforts. Although there are usually seasonal and cyclical factors that affect visitor traffic, the more history you can collect, the better you will be able to isolate, identify and measure SEO changes that were responsible for the increase in traffic volume. It is also important to measure conversions or leads to ensure the traffic you are attracting consists of visitors genuinely interested in you content. For example, in your keyword selection, you may have chosen a term that was too general and that has attracted a different audience than you intended.