When discussing KPIs, the terms “vanity” and “bottom-line” metrics are often used. Vanity and bottom-line metrics refer to two different types of metrics. One can be incredibly helpful, while the other… not so much. Vanity metrics Vanity metrics are metrics that make a website look good, but don’t actually offer any insight into the health of a website or business. In terms of SEO, vanity metrics provide little to no insight into how your SEO strategy is performing and don’t help inform you about future strategies. Bottom-line metrics Bottom-line metrics are the complete opposite of vanity metrics. Bottom-line metrics offer valuable insight into the performance of your SEO strategy that can help inform your decisions for future strategies. Along with giving you a closer look at how your campaign is faring, bottom-line metrics can help you learn more about your audience and how they interact with your business online.