I've always offered SEO services based on rankings/driving traffic to customers websites. Rankings have always been a good measuring stick, as a lot of clients want to "outrank" their competitors, and are content in the knowledge that they are seen higher in the organic listings. Alongside this has been landing page optimization, to make sure any traffic generated through search is converted in the desired way (contact form completion etc). With the recent announcement of "not provided" keywords increasing, its just made me think that whereas in the past my efforts have purely been sold to clients as "SEO", that I should be moving more towards a more complete "Online Marketing" service. Google has so much control over the SEO world that I feel diversifying slightly can only be a good thing! My SEO is white hat so already involves content marketing, social bookmarking etc. Just wanted to start a conversation really where people can share their advice on what they tend to offer as part of packages/services for their clients, which seem to get the best feedback from clients and which seem to generate the best results. I understand this is quite open ended as each niche market will have its own trends, but thought I would put the question out there!