ABOUT NORTHSIDE METRICS

NorthSide Metrics is a strategy-led search and digital advisory firm built by operators who have worked at every level—from early-stage side projects to Fortune 500 organizations. We focus on helping companies turn search, content, and analytics into systems that drive measurable growth. That means connecting strategy to execution, aligning teams around the right priorities, and ensuring that visibility translates into revenue—not just reports.

HOW IT STARTED

NorthSide Metrics was founded in 2014 by Dave Rohrer after years of building, testing, and refining digital strategies across a range of projects and industries. What began as a collection of side projects evolved into a focused business built on practical experience—figuring out what works, what doesn’t, and how to scale what matters. In 2015, Dave left his full-time role to grow NorthSide Metrics into a dedicated consultancy. Over time, the business expanded and adapted to meet the needs of larger and more complex engagements, while maintaining a focus on hands-on strategy and real client outcomes.

HOW WE WORK TODAY

As the business evolved, NorthSide Metrics expanded its leadership to include Carolyn Shelby as Chief Strategy Officer, bringing enterprise-level SEO, AI search expertise, and global advisory experience into the firm. Together, Dave and Carolyn bring complementary skill sets: Dave focuses on performance marketing, analytics, and executional strategy Carolyn leads technical SEO, AI-driven search strategy, and enterprise advisory This structure allows NorthSide Metrics to operate as a true strategy partner - bridging the gap between technical implementation, content strategy, and business outcomes.

LEADERSHIP

Dave Rohrer

Dave Rohrer Principal

Dave Rohrer is a digital marketing strategist with more than 20 years of experience leading enterprise search and performance marketing initiatives. He has worked both in-house and agency-side, helping Fortune 500 and Internet Retailer 100 organizations transform search into a scalable, revenue-driving growth channel. Throughout his career, Dave has partnered with marketing, product, and analytics teams to align SEO, content, and paid media efforts - ensuring search is fully integrated into broader business strategy rather than treated as an isolated tactic. He is the founder of Chicago-based NorthSide Metrics and the former co-host of The Business of Digital Podcast (200 episodes), where he interviewed marketers, founders, and operators across the industry. Dave is also a frequent conference speaker and has presented at events including PubCon, Digital Summit, ClickZ, MDMC, and the Craft Brewers Conference.

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Carolyn Shelby

Carolyn Shelby Chief Strategy Officer

Carolyn Shelby is a globally recognized SEO and digital strategy expert specializing in technical SEO, AI-driven search, and enterprise-level visibility strategy. She has led and advised search initiatives for major media organizations including Disney, ESPN, and Tribune Publishing, and has worked with global SaaS brands and high-traffic publishers navigating complex search environments. With a career spanning decades, Carolyn is known for translating technical complexity into actionable strategy and for helping organizations adapt to the evolving realities of AI-driven discovery and search. She has been a leading voice in the industry since 2007, speaking internationally on SEO, AI search, and digital strategy at conferences across the U.S. and Europe. Her work focuses on building sustainable, scalable systems that improve visibility, performance, and long-term growth.

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SELECT CLIENT EXPERIENCE

  • Carolyn’s past clients include: Chicago Tribune, Disney, ESPN, Los Angeles Times, Mac Observer, Turner, Yoast
  • Dave’s past clients include: Cabela’s, Orbitz, Skechers, State Farm, SurePayroll, Vanguard, Yahoo & AOL