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
the the spend that you're putting into things, we're trying to connect the connect the levers and show that they're connected and build that proof point so that um executives can say, I want more of this, and you have an answer of what you can do.
I think one of the the weakest things that I uh has really bothered me in some uh organizations is when the organization s comes and says, here's a substantial budget increase.
What are you going to do?
And the answer is a kind of wishy-washy um, you know, thing that doesn't really explain to the person holding those purse strings why that's going to work.
And it's it's really that difference between organic search, the channel, and SEO, the activity.
And um another another conversation I had the other day, someone said SEO is a dirty word in our organization.
And they were talking about, you know, in engineering and product and whatever.
Whatever else.
And I said, uh I said, that's really, really interesting.
What does the CFO think?
And they said, uh, oh no, the CFO loves organic search.
The the CFO hates the fact that paid search is this huge line item spend um that we're completely over the barrel for.
We have no pricing power, we just have to take whatever Google gives us.
And that disconnect is what we're that's what we're trying to navigate, is kind of get back in, join those dots so that um the power of the channel, which everyone loves, everyone loves getting organic search traffic.
can be joined to the activity so that people love SEO as well.
Yeah, so I think
Everything we do around trying to run, as I say, these these experimentation programs, the SEO testing that we talked about in the in our previous conversations, is designed to address the the confounding variables, right?
So all that stuff you were talking about, Google algorithm updates, your competitors do things, it's you know seasonality.
The the weather's different this week.
Somebody ran a Super Bowl advert, uh, our own advertising is up or down, or whatever it might be.
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