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 monthsRecordings per month over the last 12 months — 5 in all, peaking in Feb 2026 with 5.
Appearances
The the it's a business in trouble, it's uh brand value is declining, it's in an industry that's declining.
Like there's always these kind of uh con kind of confounding things.
We found a couple of instances where we felt like we knew that they laid off the SQO team and cut the agency spend or whatever, and uh that wasn't necessarily public data.
But we could put that together with public data around uh traffic and and rankings and and so forth.
And from doing this across a handful of websites and sense checking, to be fair, with gut feel of ourselves and some other experts, I think this number is somewhere in the 10 to 20% range on average, right?
If you if you did nothing, most large established websites might expect to lose 10 to 20% of their organic traffic year over year.
And
And that's for a combination of you know Google changing the algorithm so you're not and you're not keeping up, you're losing freshness, you're not staying up to date with the latest search features, you're not rolling out the latest structured data, what you know, any of these kind of things.
Your competitors copy everything that you do that works.
They're innovating, they're doing new things.
There's a lot kind of going into this.
But that that's my kind of sense check of how much are we talking about here?
Is I don't think we're talking about losing 50%, but I don't
We're talking about losing one percent either, in on average in in most cases.
And yeah, that then just has consequences for how we think about uh modelling, forecasting, measuring, return.
This is the uh I was gonna say million-dollar question, probably billion-dollar question for the industry, right?
Is uh can we do this well?
There's a reason we're talking about this second, and yesterday's stuff was much more thought, much more fully fleshed out and thought through.
I think where I'm going with this, and I'm still experimenting with this in my conversations with uh with with folks, is step one is building for the right leader, for the right mana general manager, using
Some of the language that helps them grasp the differences.
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