Link builders use traffic as a metric of success, content writers do it, SEOs do it. Because if earnings remain flat then the traffic increase probably doesn’t matter and probably neither did the SEO work done for that traffic. Clients get super excited when I talk about this because it’s almost like nobody ever cared about their success.”What Google Says About SEO & TrafficMartin Splitt asked the question about the business impact of traffic. Using traffic as a metric is useful for measuring the impact of SEO but traffic should not be the goal of SEO. Listen to the Google podcast, Search Off the Record: SEO Is In The Details.