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
So yesterday we were talking about showing the similarities between channels, right?
The similarities between how you can measure ROAS and how you can measure return on SEO spend, for example.
What I'm talking about today is actually a little bit more highlighting the differences, but not in
a practical operational nature, but more in a financial nature.
So
In br very broad brushstrokes, it's about talking to that financial leadership about how SEO is a SEO is an investment and organic search is an asset, where paid search is uh an immediate return and paid search spend is much more like an expense, right?
So you spend your your paid search budget this month, this quarter, the you get the you get the thing you bought that's
month, this quarter, and there's relatively little in the way of asset build.
Prop there's some brand value, there's some lifetime value of customers, there's some you know it's not zero, but it's not it's not designed to be capitalized in quite the same way.
Side note, if anyone's listening who actually capitalizes SEO spend, in other words your CFO actually counts it as a as a true investment in an intangible asset, I would love to hear from you because I really want
to that that's where I'm like that that's the end goal of some of this stuff is like thinking it through of could this stuff end up on the balance sheet?
That would be pretty wild.
Anyway, that's me geeking out on a financial uh direction.
So if anyone is listening, do hit me up i i if you're in that boat.
Imagine how much they would love it if they could capitalize the spend.
This would be like the that would be amazing.
So anyway, uh just like any intangible well, like any asset, but certainly like any intangible asset, it can be impaired, it can depreciate, it can grow it can increase in value, right?
So third parties can do things that change the value of your assets.
I think that's fairly uncontroversial.
Um that could be that could be uh in a a really detrimental way, right?
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