In a recent LinkedIn post, Jesse McFarland challenges a common practice within the SEO community: the reliance on metrics like impressions and clicks as primary indicators of success. McFarland argues that these vanity metrics, often showcased with Google Search Console screenshots, fail to demonstrate genuine business value.
The Vanity Metric Trap in SEO
McFarland points out that while metrics such as impressions, clicks, and improving average search positions might seem like wins, they can be misleading. He contends that simply publishing more content can artificially inflate these numbers without necessarily contributing to a business’s bottom line.
“You can get those numbers to rise just by publishing more content. That doesn’t mean it’s helping the business. It doesn’t mean revenue is growing. It doesn’t even mean the traffic is qualified.”
According to McFarland, the real question for SEO professionals should be: what are we actually celebrating? He posits that these surface-level metrics often distract from what truly matters for most organizations.
Shifting Focus to Business-Critical Outcomes
The core of McFarland’s argument is a call to action for SEOs to align their efforts and reporting with tangible business objectives. He emphasizes that true success in SEO should be measured by its direct contribution to revenue and lead generation.
Prioritizing Revenue and Conversions
McFarland suggests that revenue should be the ultimate metric of success. If direct revenue attribution is not feasible, he proposes focusing on other key performance indicators that signal progress towards sales and business growth.
“Here’s what actually matters for most businesses: 👉 Revenue. And if you can’t show that, show the next best thing: 👉 Leads. 👉 Form fills. 👉 Demo requests. 👉 Sales. 👉 Pipeline.”
As Jesse McFarland notes, the pursuit of these outcomes is paramount. He questions the value of SEO efforts if they do not ultimately contribute to these critical business results.
Defining Real SEO Success
McFarland concludes by advocating for a shift in how success is defined and communicated within the SEO industry. He believes that bragging rights should be reserved for demonstrable achievements that impact the business directly, rather than for inflated traffic or ranking numbers.
“If SEO isn’t driving those outcomes, who cares if impressions are up? You want to brag? Brag about real results. Anything else is noise.”
In essence, Jesse McFarland’s post serves as a critical examination of current SEO reporting standards, urging professionals to move beyond vanity metrics and demonstrate the true business impact of their work through concrete results like revenue, leads, and sales.
📝 About This Content
This article is based on insights shared by Jesse McFarland on LinkedIn.
📅 Originally posted on December 9, 2025 | View original post on LinkedIn →