Is there any area of life (SEO included) where this quote is not applicable?

I have been thinking about success as a generic – as it is possibly the most common term that comes up in every conversation or email communication with a client. Success for a key term, comparative success of a competitor, success of website traffic and conversions, perceived success of SEM – and this is just the start.

Is it possible that the key to success in any field comes back to the statement “The secret of success is constancy to purpose”?

It is impossible to count the number of occasions whereby the key to search engine marketing success has been attributed to on-going efforts, continued dedication to the cause and single minded constancy to purpose.

The problem thereof with this understanding is that human nature is to want everything yesterday, to seek short cuts and to have both a logical starting point and an associated finishing point to any goal.

To which end, I have never heard anyone say they have completed their website/company SEO or feel that by x date and x time they will achieve x result (actually that’s a lie, but I’ve never heard anyone whose opinion I have valued say this, who has the industry wherewithal to make such a claim).

So I guess what I’m saying is what logical landmarks are acceptable as a measure of success and how can we ensure clients understand the constancy to purpose ideology?

My initial thoughts include:

• A measured improvement in SE rankings for agreed benchmark key terms over a particular period of time
• An increased online awareness for said company made tangible through some pre-defined measurable
• Increased organic traffic & conversions generated as a result
• Customer satisfaction for specific and general value adds (this may include general developments to website usability, creative, look/feel, conversion rates)