Most SEO teams believe they need more data to report success, but what they actually have is metric debt, at least that’s what I keep seeing. The accumulated cost of optimizing for key performance indicators that no longer reflect how growth happens.
The environment has changed, mostly because economic pressure has shifted expectations. At the same time, AI search, zero-click results, and privacy limits have all weakened the connection between traditional SEO KPIs and business outcomes.
Yet, it’s not unusual to see teams measuring success in ways…

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