• http://thejakejordan.com/ baldjake

    Benjamin-

    Great breakdown of how people think backwards. I think the further you get from business goals into more traditional SEO metrics, the worse off your reporting gets. By starting with business KPIs then continually looking for ways to support those conversion metrics, you stay on top of your game.

    I particularly like the ‘rising terms’ and ‘Referral mover and shakers’. If we are chasing relationships instead numbers then we are organically building good SEO markers for our clients and businesses!

  • http://blog.clayburngriffin.com/ Clayburn Griffin

    This will help me with my reporting. Thanks, Ben!

  • http://www.stayathand.com/ Dana Starr Bowler

    @Benjamin great article. At my company, we call this finding the ‘rattle’. The stuff, like ‘top ten’ doesn’t have high change velocity. They don’t “rattle”. Segmenting by media campaign has been way more beneficial than tracking top 10. Once we find our top ten, and it starts getting static, we move on to find the ‘rattle’.