- Increase in revenue from a shift in for example two SERPs, for generic terms – what would be the increase in revenue?
- Expanded revenue from a long tail SEO strategy
- increasing traffic and positioning through offline SEO activity such as backlinking
- increasing link saturation in the search engines and the likely beneficial increases

Superbrands need to think not just about where they rank for their own branded name, their volumes and conversion rates, but how much share of volume can their competitors steal from them in terms of positioning by undertaking SEO activity.