Obviously every site wants to rank well for their chosen keywords. The better a site ranks, the more traffic it is likely to get from the search engines. But focusing solely on where your site ranks as the end-all-be-all goal of SEO can make website owners cut corners in order to artificially boost their rank. Taking such a narrow minded approach to SEO will actually limit the success of your website. The real goal of SEO should be to increase the amount of traffic being delivered to your site. Focusing on generating traffic, as opposed to rank position, will help ensure that you take a diversified, white hat approach to your SEO.