Latest / Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Making Organic Search Into A Performance Channel
Will Critchlow, CEO of SearchPilot, discusses the shift in viewing SEO as a performance channel rather than just a tactic. He emphasizes the importance of communicating SEO's value to leadership using metrics they understand, such as ROI and performance channels. Critchlow highlights the need for SEO teams to build a mental model of SEO's value, measure performance against counterfactuals, and focus on leading metrics like the number of tests run and win rates. He stresses the importance of accountability over consequences, building trust, and operating within the bounds of control to ensure…
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