Google has made a lot of changes in the last couple of years, and despite the fact that some of these changes have been labeled as furry, cuddly animals (pandas and penguins), they have been anything but cute. For many companies, these changes have been disastrous. A big reason that the impact of these changes has been so massive is that many companies have been measuring their SEO (and in-house SEOs') performance using the wrong key performance indicators (KPIs), inevitably causing this situation. How could this be, you ask? Well, consider the eight reasons in this article as to why rankings should not be the main KPI for measuring SEO performance at your organization. Get the full story at HubSpot