SEO metrics refer to the key performance indicators (KPIs) used to measure and evaluate the effectiveness of search engine optimization (SEO) strategies and activities. These metrics provide insights into various aspects of a website's organic search performance, including visibility, traffic, rankings, engagement, conversions, and return on investment (ROI). By tracking and analyzing SEO metrics, businesses can assess the impact of their SEO efforts and make data-driven decisions to improve their organic search performance.