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
Whether they're whether they're marketers or not, or whether they're PL owners, general managers, understanding like what are their big frustrations?
What do they wish they could see from SEO teams, SEO, SEO specialists, uh SEO outcomes?
And
They were always using this language to me.
They were always talking about their performance channels, their uh their their ROAS in paid search, their uh their spend on affiliates, whatever it might be.
And it occurred to me that rather than kind of trying to educate all of them on how SEO works, we should be trying to go to them a little bit and meet them where they are and use their language.
And this has been
What's been in my mind ever since is is yeah, like how can we how can we talk about SEO in those ways?
How can we fit the concepts we understand into
their way of thinking and be more flexible in meeting them with the metrics that they need to understand if that makes sense.
So I I can go deep into all of that, but that that's kind of the that's the concept.
That's the background.
Yeah, so step one was I started thinking, well, what does it mean for something to be a performance channel?
And I'm coming at this obviously as an SEO practitioner expert, that's my background.
And so I'm I'm gonna kind of stay in in SEO language quite often.
But what I what I think it meant and what's been missing too often in SEO in my career is first of all, it means that we need we have a mental model of how it works.
I think that's that's kind of the the first thing is these performance channels, they have a concept of what they're buying, what they're getting for the money they're spending, and how those things um hang together.
So that's the first thing.
There's some kind of m mental model.
There's a it it's a channel that has built-in proof of its value.
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