Search engine optimization is all about results - whether in the ranking of various search engines or through an increase in web site traffic to the optimized site. Regardless of how the success of an optimization campaign is measured - Google.com does in fact become a factor.

Increasing Targeted Visitors
Google is a target for any optimization campaign simply because it has managed to obtain the most attention from users on search engines and directories. It is not uncommon, to obtain more traffic through a #10 listing on Google.com than a #3 listing on Lycos, AllTheWeb, or many others - combined. If you are looking to obtain results through an increase of targeted traffic - Google is the primary target.

If you are an experienced SEO - than informing a client of your intentions as an optimization professional is rather simple. You will work on their site's coding and content structure to promote the most prominent positions within the engines for various search terms. That is simply that. But, how much time you spend on the optimization for specific engines is the key to becoming successful within the industry.

In any business matter, you should be cautious of putting all your eggs in one basket. The industry of the search engines is simply too dynamic to bank your entire campaign on just one. But, if you are out to seek more targeted visitors - Google is always on your mind.

The numbers exist, and the evidence can be proved against traffic logs. Google is a giant, and in some cases - fair rankings alone can increase traffic exponentially. In order for your client to understand that though, you need to strip out the tech and talk to them in a language that they can understand.

First and foremost, is the fact that Google updates search engine results index monthly. This has taken place for years, and based on history will continue to do just that. Furthermore, Google tends to make this update happen late in the month. Why should this matter to your client? They [clients] need to understand that the most evident results from optimization efforts will in fact come from Google, and will also change on a monthly basis.

The next thing a client needs to know about Google - is that the results of a well planned optimization campaign is worth the investment of both time and energy. Many times, clients contact SEOs to ensure that they are working diligently and on a monthly basis as they are contracted to do. At those times, they begin to wonder about how to improve a top-ten listing in Lycos.com to a top-three. Or perhaps about why they cannot find themselves within a category search from within Yahoo!

Rather than spending all of your time on these issues though - ask them to realize that the focus on long term promotion through Google is the most lucrative investment there is within the campaign - especially if results and success will depend upon the number of visitors a site can acquire.

While all of this can take place during an optimization campaign - as an optimizer learns more about his [or her] client and their business - it is best to set the standards and measurements for success initially. Speak with clients and find out what the bottom line of the project is. That is, find out how is success determined. If it is through rankings alone - than Google is no different than Lycos, AllTheWeb, and Excite. But, if it is all about traffic and productivity - than identify Google as the primary source of measurement.