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
And you fill in all of those kind of details, and then you could model it out and you could say, Well, in that case, if you if you think we'd have been down five percent, and in fact we end up up eight percent, then if it costs this much, that this is this many dollars, blah, blah, blah, we can tease out the um
Yeah, something that looks very much like uh a ROAS or a turn on ad spend and is a more true kind of ROI.
Final point on this, bonus points, do it over multiple years is the best way to capture the the ongoing value of SEO is think about this, think about the return over three years instead of the return over three months.
And that doesn't mean, again, like we were saying yesterday, it it's not like you can be certain what
the future holds.
It's not like you're committing to saying this is definitely what we're going to be doing at the back end of year three.
Businesses know that plans change and the planning is the valuable part rather than the plan being the valuable part.
But if you can make this cons coherent argument that says, you know, here's how this is all going to play out, then that's when you get to pull those budget levers and and really own your own your destiny and get the reputation as the kind of smart operator who can manage
their uh their division.
And the final point I'll make on that is when we're thinking about this in a testing landscape, is we we think of each individual winning test as its own mini depreciating asset.
So we're building when we're building a a a business case for a you know say say a large retailer or whoever, we'll say we think we can run this many tests a quarter, we'll think this many of those tests will be positive.
We think the average uplift will be
This, and we think the average length of time that that uplift will persist for is however many months.
Before it gets competed away or lost in the noise, or you know, before your competitors copy you or Google makes it irrelevant or whatever it might be.
And again, by that being a variable, the leader, the business leader, can say, I don't quite buy that these results are going to last for nine months on average.
I think our competition is smarter than that.
I'm going to say these last.
for six months on average.
And they they can put those numbers in and that affects the ROI calculation.
And you can build an honest picture or at least an honest framework for having valuable conversations around this stuff.
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