Answering "what happened?" remains a critical question in SEO and the majority of the KPIs we use today are built around answering this question.
However, the next question, which is too often unanswered is: "why did this happen?"
Ray will make the case for taking SERP analytics to the next level in order to better answer the question of "why" so that SEO teams can predict outcomes faster using a simple set of "why-focused" KPIs.
In addition, Ray will discuss some of the traditional challenges around answering these questions and talk about opportunities to leverage platforms and data warehouses in order to make search-focused analytics available to more teams, including product, development, and executive management.
