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Rather than rankings and traffic, focus on conversions - that is, impact on revenue - as measures of success.
Calculate the ROI of our organic traffic as you would do for all other medium. Free organic traffic is possible, but investments are needed to attract masses and make changes to website, so you should invest resources, either with an agency or in-house people. Taking all the expenditure into account will give you an idea of how much profit you are getting from your organic traffic.

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