2. Search engine traffic
From search data, we can easily discover what people are searching for; how many and where they are. By using this intelligence, considering the competition and creating relevant content, there are great opportunities for even the smallest organisation.
Google looks for the best website for each keyword. 'Best' means most relevant to the visitor. It does not mean the 'best' moving gallery or the 'best' graphics.
It's measured by the relevance of the content and the quality of links and interactions.