In competitive markets, particularly, there will be key phrases that SEO teams will be expected to show progress towards gaining rankings for. Making search engine visibility a targeted metric provides a way for the SEO team to focus on the overall performance of the site in question. There are, however, two problems to solve with search engine visibility as a metric, the measurement of rankings and choice of keywords to be monitored.
http://www.seomoz.org/blog/kpis-and-monthly-objective-metrics-for-people-who-do-seo
An SEO Monopoly can be compared to fishing. A traditional SEO campaign is equivalent to throwing one bait in the water and an SEO Monopoly campaign is more like throwing 10 baits, all in different locations.
