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No problem. Keep checking on SEMRush in a few days to see if those numbers are changing. But for now, you can report to your customer that Nest wasn't doing any noticeable advertising before the acquisition. They are now, apparently, but those stats from SEMRush are just estimates based on open metrics, no one outside Google or Nest can actually give you an exact sum.

Thanks Tim. Hopefully someday they'll give me what I want: Historical Data It would be nice to have an idea about how search numbers change over periods of years.

Thanks everyone. Helped clear my head a bit on how to use the tool. The reason I was concerned was that the 4,000+ links were coming from 9 domains. Tracked it down to one, another site they own.... Just had to leave the project for a day and come back to it to think more clearly on how to find which site all the links were coming from and then how to show them all the links (and why it might not be a good idea to do that).

Josh, You might also look at the organic search traffic coming from Bing, since they still share their keyword data. It sounds like this client doesn't have a lot of organic search traffic, but if the site hasn't changed much recently you could review a longer time period - like six months - and see which keywords drove organic visits via Bing. You can then extrapolate the Bing data to estimate what keywords might be driving a lot of volume through Google. Agree with Craig about looking at the GA 'Top Pages' report too.

In SEO there's no perfect answer since the environment always changes. I think that you should bet on one site and build there the whole value. Give to your authors a page where they can build their profile and link them to their g+ page (if they don't have it recommend them to build one) in that way you'll achieve extra exposure in serps with the tiny image of the author. Then for the book try to rank both for their name a ISBN code which is more long tail always useful. You may also try to boost the traffic to those pages using some tiny adwords budget, so more authors may join your community and enlarge the authority of your site.