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

SEO activity pays off.

So specifically relating back to testing, how how we approach things is when you're building an SEO experimentation program in a large organization, what you're trying to build is a program that could be run according to program metrics.

And what I mean by that is success looks like running more tests, getting a better win rate, having more of your winners have a higher uplift.

And those program metrics, right?

Those are not SEO metrics.

Those are metrics of your organizational competence.

Are we are we running enough tests?

Are we running more tests this quarter than we ran this time last year?

Um, is our pipeline of test ideas good?

Are we getting, you know, are we hitting our benchmark win rates?

And are we getting the uplifts we expect from those uh those things?

And you can assign budget to those, right?

So you can say it cost us

X hundred thousand dollars to run however many dozen tests.

And you can you can kind of quantify the um by putting a dollar value on both sides, you get to quantify this test resulted in us making this much more money, and our testing program costs us this much money.

And that there are some differences still, so I'm not trying to claim that we're getting as far as the cost per click.

For good and bad reasons, the best big

About SEO is that it's benefits sustain.

And so you could you could completely cease your SEO efforts today, and your organic traffic would obviously not go to zero tomorrow, in the same way that if you completely ceased your uh paid search spend, your paid search traffic would very quickly uh drop to literally to zero.

And that's actu that that's a strength of obviously SEO as a channel, but when we're talking about the activity, so the

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