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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Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast · The Depreciation Of SEO · 13 Mar 2025 podcast

And that is the

angle that I'm kind of coming at here is so yesterday we were talking about communicating with business stakeholders and thinking in the or thinking and talking in the language of a general manager or someone who's managing multiple channels and thinking about the flow of money through the organization.

And I'm extending that concept a little bit here to an idea that I think is very valuable very important when it comes to forecasting, when it comes

to budgeting and when it comes to measuring return on investment.

Which is this idea that it at its heart, the simplest question is, what do you think would happen to your organic search if you just did nothing to the website for years?

And there are certainly some instances where you're like, it'd be fine, we're on a rocket ship, you know, uh I I published a one-page website and the demand is just going up so fast that you know we're just gonna do better and better and better.

My argument is

For most organizations that is not the case.

So in a kind of mature website, mature space, what you would expect to happen if you did nothing is organic search would decline year over year.

The organic search to your website.

That was where I started from, was asking that question.

What do you think would happen?

And the reason was I saw I see so many organizations measuring the return on investment of their SEO activities by looking at

Year of year change.

So how much organic search traffic did we get last year?

How much organic search traffic did we get this year?

And looking at that, hopefully uplift and comparing it to the spend on SEO.

That only makes sense if you think this asset is completely flat in value if you do nothing.

So if you'd done nothing, would it have been flat?

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