Travis Tallent
speaker
253 appearances
4 recordings
1 series
first heard May 2025
last heard May 2025
Travis Tallent’s voice in public audio — every appearance, attributed to the second.
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I think step number one is to diagnose the problem.
You mentioned declining revenue.
I think this is where CRO can and should play a really crucial part because you can show results very quickly with CRO and launch a bunch of tests, audit the checkout flow, et cetera, to immediately at least stop declining revenue.
And then from there, diagnosing what is declining, why is traffic declining?
Step number two is focus on the systems and the process rather than the individual SEO silo.
If you're at a brand with declining traffic and revenue, it's likely the case that.
the the system or the process is broken, not just the the channel.
The only time I would disagree is if like a site was hit by a big algorithm update or something like that.
And then that that point is moo.
But most of the time it's process oriented.
And so you want to set those expectations up front to say, hey, what what I'm going to find might be we have a huge backlog on the
The development team or the content that has been produced is riddled with errors.
And so we have poor uh double eat uh in the eyes of Google, etc.
Right.
And when you set that expectation up front, you're going to immediately get the stakeholder buy-in without them being like, you need to be the one to solve this, and instead saying, I'm going to need your help to solve all
of these things together.
And when you focus on the system and process as opposed to the individuals, it really depersonalizes a lot of things and makes people far less defensive than if you say, you know, this one person is the one screwing it up.
And then last but not least, creating a very clear 90-day roadmap of when they can expect audit
When they can expect results, when they can expect baseline reporting, new reporting, aligning KPIs, et cetera.
I know that sounds like a lot for an SEO director to own as opposed to like a marketing director.
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