Raven's Jon Henshaw sat down with Eric Covino for a little one-on-one to talk about search marketing trends like rankings, analytics and social signals. Hewshaw believes ranking should become a less important metric, and the focus should turn toward organic referrals because it's the most reliable number marketers can analyze. The theory isn't that popular. There's a lot of resistance to it. The two also share other insights, including trends related to paid search and links, as well as the product road map for 2012, such as a Chrome toolbar that got delayed for months before getting back on schedule.