Grehan has been trying to educate his clients for years. Aside from rankings, he has written about relevance feedback and the role it plays in retrieving information on the Web. "I work with a crack team of data-driven analysts," Grehan writes. "We're focused on providing meaningful information to our clients based on an advanced approach to analytics. Slowly, but surely, we're weaning our clients off the SEO crack cocaine that has been a ranking report and on to more meaningful key performance indicators and deliverables."