As an SEO, my top KPI is high-quality leads that convert. Over the years that goal has never changed. The change is in the variables we have to work with. Some variables we can control. Some are out of our hands. My ideal variable targets are: A) Amazing product + B) Extremely Helpful Website + C) Highly Visible WebsiteIf variable A is "ok or average product", then we cannot miss on variables B & C.