Tom Critchlow, EVP of Audience Growth at Raptive, joins Ross for a deep dive into how input metrics can transform SEO strategy—especially in an era of declining visibility and messy attribution from AI search engines. They explore how input metrics improve executive reporting, unlock budget, and build cross-functional alignment by shifting focus from vanity outcomes to controllable, operational activities. Tom shares insights from his time at Raptive, lessons from Amazon’s internal frameworks, and practical tips for teams to track quality, not just quantity. If you're navigating SEO in 2025, this episode is your playbook. Plus: scorecards, dashboards, quality benchmarks, and how input metrics can shape strategic storytelling at every level of an org. Show Notes 0:08 – Why “getting SEO done” starts with business communication 1:14 – Executive buy-in and the underrated power of input metrics 2:06 – What are controllable input metrics? Lessons from Amazon 3:24 – Why output-only rep...