The effectiveness of an SEO marketing strategy is best measured in terms of the increase in the client’s website traffic. Increased traffic is however only the first step, the next step being to turn such website visits into leads and sales. In simple terms, the SEO marketing experts’ job is first to attract and secondly, to convince and persuade. Towards this end, the SEO service providers are expected to constantly upgrade their tools and strategies to be at par, if not ahead, of the latest trends and developments in the industry.