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 · Making Organic Search Into A Performance Channel · 12 Mar 2025 podcast

It is no surprise that performance channels are the ones that get the lion's share of the budget.

I was I was speaking to someone the other day who said I think I think it was seventy percent of their new customer acquisition was organic search, but eighty percent of their budget was paid search.

And you know, we see that time and time again.

Oh, we can beat our heads against this wall, we can get frustrated about it, we can uh you know, kind of have existential crises about why nobody's spending money on the our thing.

But I think the reality is that there's this

there's a proof point.

You you're buying a very tangible, you're buying that click when you uh when you pay per click.

So there's it's got built-in proof of its value.

Admittedly that we'll come back to this probably later, but there's some threats to to those channels there in the inflation of that that cost and uh trends and you know the fact that basically Google wants your uh wants your margin.

But we'll we'll come back to that.

But I think the the really critical thing is that more budget equals more results.

And this may or may not turn out to actually be true, right?

There's plenty of times where people it's easy to waste money in performance channels, but there's certainly this concept that you have a a a a lever, you have a a dial you can push and things happen.

It's fairly responsive.

You know, you you put more budget in and you start getting those results.

That's what I wanted us to be able to frame things in terms of for SEO is give a concept of not not at the micro level.

So that when I talk about the mental model, I don't mean explaining how SEO works.

I'm not talking about uh explaining HTML changes or you know information retrieval theory or uh you know any of this kind of um all the stuff that that as I say, I love geeking out on.

I mean more how and how

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