Will Critchlow

speaker

1,140 appearances 7 recordings 1 series first heard Mar 2025 last heard 6 Feb

Will Critchlow’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 5 in all, peaking in Feb 2026 with 5.

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And we think of that as direct, right?

That gets called direct in every analytics platform I've ever seen.

But it's not direct.

It's not peop people are not typing in a hundred and fifty character long URL.

that is

clicked on a link somewhere.

But where have they clicked on a link?

They clicked on a link in Slack, WhatsApp.

or uh the ChatGPT desktop app or mobile app or the these are still referrals.

We just don't know where they're referrals from.

And I am increasingly coming to the opinion that we should be grouping that dark, deep dark traffic, as I call it, right?

So not dark traffic to the homepage, because people do type in uh, you know, Amazon.com or or whatever.

I'm not talking about homepage traffic here.

I'm talking about deep product page traffic.

That deep dark traffic

we should count that as referral and w a discovery.

And that is stuff that increasingly is not going to be from humans.

It's going to increasingly be from

uh tools.

Right.

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