Fixed some typos. clarified writing and renamed KPIs not equal post.

Author: chrishowejones

_posts/2024-03-07-targets-not-equal.md renamed to _posts/2024-03-07-kpis-not-all-equal.md

@@ -19,19 +19,20 @@ header:
 
 # Not all KPIs are created equal #
 
-I advocate for metrics tied to actual business value, like KPIs, but I sometime see these miss the mark.
+I advocate for metrics tied to actual business value, like KPIs, but I sometimes see these miss the mark.
 
-For example, I worked with an eCommerce software company and was tasked with an SEO target of increasing the ranking of the site to increase revenue.
-This was in early 2016 when Google and other search engines weren't crawling single page applications properly, so the site was not appearing high up
-or at all in searches for our product catalogue.
+For example, I worked with an eCommerce software company and was tasked with meeting a SEO target of increasing the ranking of the site to increase revenue.
+This was in early 2016 when Google and other search engines weren't crawling single page applications properly. So the site was not appearing high up,
+or at all, in searches for our product catalogue.
 
 On the surface this seems like a very reasonable target. We spent several weeks investigating rewriting parts of the single page application to
-pre-render server side to allow the search engines to crawl the data.
+pre-render server side to allow the search engines to crawl the data. This was going to be a radical rewrite which would take most of the engineering
+teams many months.
 
 However, during this process we started to look at the data we had around our user profiles and the usage patterns on the site. The site sold high-end
 luxury fashion clothes and jewellery. The conversion rate was quite low but the average basket value was very high (> £30k).
 
-By examining this data and devising a survey attached to the registration  and checkout processes we determined that almost all of these high value clients were
+By examining this data and publishing a survey attached to the registration  and checkout processes we determined that almost all of these high value clients were
 not even searching for our site through search engines. The traffic to the site was driven pretty evenly from fashion magazine advertising and
 social media posts.