Most site owners want to rank highly for certain keywords. They will try a lot of methods to achieve this goal. Once they are done, many are unsure how they should test their work. Some will simply type the keywords on a search box and see how their sites rank. In this video, Tommo from London wants to know if there is a better way.
Matt Cutts says that this straightforward test is effective for this purpose. However, he would like webmasters to rethink their SEO strategy. Rather than focusing their efforts on a few trophy keywords, they should look at their server logs and check the phrases that people are already using to arrive at their sites. They should concentrate on optimizing for these established phrases instead.
Matt also wants webmasters to think about metrics other than ranking. The conversion rate, for instance, may be even more vital to the business. They should study this and try to increase the percentage of visitors who actually end up buying their products, subscribing to their newsletter, or whatever it is that they ultimately want to achieve.