Making Organic Search Into A Performance Channel
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
33 min
3 speakers
4 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the overall premise of treating SEO as a performance channel?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
Hey, what's going on? My name is Tyson from previsible.io, and joining me today is Will Crichslow, who is the CEO at SearchPilot. SearchPilot specializes in SEO A B testing and optimizations for websites, helping businesses improve their online presence and user experience. Their innovative solutions ensure that clients see significant improvements in their website performance and search engine rankings. Today, Will and I are going to be discussing making organic search into a performance channel. With that, here's my conversation with Will Critchlow, CEO at Search Pilot. Well, welcome back.
Great to be here. Thanks for having me back.
Yeah. And uh last time, if I remember correctly, we did kind of like a full week on SEO testing. So we kind of took a different part of the conversation each day. Today we're kind of, you know, shifting years a little bit and we're talking more about kind of like the channel and managing SEO is like a channel in particular, like performance channeling here. Maybe you could kind of start off with the listeners of like what are kind of like the key, I guess, perspective shifts in looking at SEO as a performance channel versus like maybe tactics.
Yeah, as you said last time we got really into the details of um how tests work and how to analyze them and that that was obviously that's my happy place. Uh that's super fun and I I love geeking out about all of those kinds of things. What I have been thinking about a lot since then is how we how we kind of communicate what we're doing to the wider organization, particularly to leadership, and this language around SEO as a performance channel. Is kind of grown out of that. So at SearchPilot, we really specialize in working with very large organizations. Most of our customers are large enterprises, very large websites. And we're most of our work these days is in retail, e-commerce, that kind of space.
So we're working with these very large organizations and the SEO teams who we're collaborating with directly. directly have to explain what they're doing, have to obviously get the budget for what they're doing, have to uh communicate the results of their work all around the organization. And that's to to marketing leadership, but also to uh general general managers and and folks who are thinking more in PL terms. It's also in uh over to folks in product and engineering. And these tensions exist I think in all organizations, but they're they're especially They're cute in that kind of you know corporate America kind of uh style um setup. And I spent a lot of time speaking to those kind of senior leaders, right?
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
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Chapters
4 chapters
1
What is the overall premise of treating SEO as a performance channel?
0:00–8:43
2
How does Will Critchlow define the shift from SEO tactics to a performance‑driven mindset?
8:43–12:15
3
Why is speaking the language of leadership (ROI, PL) crucial for SEO teams?
12:15–22:50
4
What mental model should SEO teams build to prove their value?
22:50–32:57