Who do you currently use to benchmark your search marketing performance? If you say, “Myself, of course,” you’re definitely not alone. Benchmarking yourself against yourself (i.e., “present you” versus “historical you”) can definitely be helpful. It can lead to incremental improvements in search marketing and is an easy and fast method of evaluating progress. However, internal benchmarks are lousy at revealing your true potential. Without a broader industry perspective – including specific competitors and industry leaders – you are essentially operating in a vacuum. It’s similar to a golfer trying to win a tournament by training by himself, without knowing how other golfers will likely perform. Get the full story at Search Engine Land