I have a client for whom I provide a monthly report on her web statistics. For the most recent month, I found that search engine referrals were at their highest levels ever. This was exciting because we had done some recent SEO and the client was very concerned about building search traffic.
The SEO was really challenging and we actually advised against spending much on it because it was for a social activism site. Not exactly the porn, shopping, or humor that most net surfers are looking for. Equally problematic was that the site sponsors would not allow for e-commerce, political statements, or any meaningful call to action.
Anyway, before I reported this encouraging stat, I had a check on the search terms. I found dozens of searches for the client's name, the client's email address, the name of the web project, and some of the client's favorite branding phrases. Dozens.
So much for the SEO sucess.