Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Episode: Making Organic Search Into A Performance Channel
Release Date: March 12, 2025
Host: Tyson Stockton
Guest: Will Critchlow, CEO at SearchPilot

Introduction

In the episode titled "Making Organic Search Into A Performance Channel," Tyson Stockton, host of the Voices of Search Podcast, welcomes Will Critchlow, CEO of SearchPilot, to delve into transforming organic search from a set of tactics into a structured performance channel within organizations. The conversation aims to provide actionable strategies for SEO professionals to effectively demonstrate the value of SEO to stakeholders and secure necessary budgets.

Redefining SEO as a Performance Channel

Will Critchlow begins by distinguishing between traditional SEO tactics and viewing SEO as a performance channel. He emphasizes the importance of aligning SEO efforts with organizational language and metrics to gain leadership support.

"[...] instead of trying to educate all of them on how SEO works, we should be trying to go to them a little bit, meet them where they are, and use their language."
— Will Critchlow [03:38]

Key Insights:

• Communication Strategy: Tailor SEO discussions to resonate with non-SEO stakeholders by using familiar business terminology.
• Enterprise Focus: SearchPilot primarily collaborates with large enterprises, particularly in the retail and e-commerce sectors, where conveying SEO’s impact in financial terms is crucial.
• Language Alignment: Shift the narrative from technical SEO jargon to performance metrics that executives understand, such as Return on Ad Spend (ROAS) and budget allocations.

Budget Allocation and Measurement Metrics

Will Critchlow outlines the challenges SEO teams face in securing budgets compared to paid search channels, which often have more straightforward ROI metrics.

"More budget equals more results. And this may or may not turn out to actually be true."
— Will Critchlow [05:50]

Key Insights:

• Proof of Value: Unlike SEO, paid search offers tangible proof of investment through immediate click-throughs and measurable outcomes.
• Sustained Benefits: SEO provides lasting benefits that persist even if efforts are paused, contrasting the transient nature of paid search traffic.
• Experimentation Programs: Implementing SEO as a performance channel involves creating experimentation programs with clear metrics to demonstrate effectiveness and secure continued investment.

Addressing Uncontrollable Factors in SEO

The discussion shifts to the inherent challenges within SEO, such as algorithm updates and external market conditions.

"Let's measure the performance versus the counterfactual, the performance versus what would have happened if we'd done nothing."
— Will Critchlow [13:20]

Key Insights:

• Controlled Experiments: Focus on measuring SEO performance against a baseline to isolate the impact of SEO activities from external variables.
• Intellectual Honesty: Acknowledge factors outside of SEO control, such as Google algorithm changes or competitor actions, to maintain credibility.
• Business Parallel: Compare SEO challenges to those in other fields like engineering or sales, where forecasting and accountability are similarly complex.

Building Trust and Accountability

Will Critchlow emphasizes the importance of building a reputation for competence and reliability within the organization.

"Holding somebody to account means requiring that they explain what happened."
— Will Critchlow [29:10]

Key Insights:

• Reputation for Competence: Consistently delivering measurable SEO results fosters trust among cross-functional teams and leadership.
• Accountability Over Consequences: Shift the focus from penalizing SEO shortcomings to requiring thorough explanations and strategic adjustments.
• Operational Excellence: Demonstrate a clear understanding of SEO metrics and organizational goals to become a trusted partner in driving business growth.

Leading vs. Lagging Metrics

The conversation explores the distinction between leading and lagging metrics in SEO performance evaluation.

"The move to leading metrics, again, is one that business people understand, understand this idea that you can't just optimize the dollars, you optimize the process, you optimize the activities."
— Will Critchlow [22:30]

Key Insights:

• Leading Metrics: Focus on actionable activities such as the number of SEO tests run, content produced, or technical optimizations implemented.
• Lagging Metrics: Traditional SEO metrics like traffic and rankings, which reflect the outcomes of SEO efforts.
• Process Optimization: Prioritize improving SEO processes and activities to drive sustainable performance improvements, aligning with business stakeholders' expectations.

Conclusion and Final Thoughts

Tyson Stockton and Will Critchlow conclude the episode by reinforcing the necessity of aligning SEO strategies with broader business objectives and maintaining consistent, reliable communication with stakeholders.

"Showing up becomes like half the battle in that sense where it's like, yeah, it's not always like what you do. It's just the consistency of showing up and being kind of present."
— Tyson Stockton [31:06]

Key Takeaways:

• Consistency and Reliability: Regularly reporting SEO activities and their impacts builds trust and facilitates ongoing support.
• Strategic Integration: Position SEO as an integral part of the business's overall strategy, sharing similar accountability and forecasting structures as other departments.
• Continuous Improvement: Embrace a disciplined approach to SEO experimentation and measurement to demonstrate value and secure future investments.

Notable Quotes

• Will Critchlow [03:38]: "Instead of trying to educate all of them on how SEO works, we should be trying to go to them a little bit, meet them where they are, and use their language."

• Will Critchlow [05:50]: "More budget equals more results. And this may or may not turn out to actually be true."

• Will Critchlow [13:20]: "Let's measure the performance versus the counterfactual, the performance versus what would have happened if we'd done nothing."

• Will Critchlow [29:10]: "Holding somebody to account means requiring that they explain what happened."

• Will Critchlow [22:30]: "The move to leading metrics is one that business people understand, understand this idea that you can't just optimize the dollars, you optimize the process, you optimize the activities."

• Tyson Stockton [31:06]: "Showing up becomes like half the battle in that sense where it's like, yeah, it's not always like what you do. It's just the consistency of showing up and being kind of present."

Final Remarks

In "Making Organic Search Into A Performance Channel," Will Critchlow provides valuable insights into redefining SEO within organizations. By framing SEO as a performance channel and aligning it with business metrics and accountability structures, SEO professionals can better communicate their value, secure necessary budgets, and contribute significantly to their organization's growth and success.

For more information on Will Critchlow and SearchPilot, listeners are encouraged to visit searchpilot.com and subscribe to their SEO Test Results newsletter.

Resources:

• SearchPilot: searchpilot.com
• SEO Test Results Newsletter: Available under the Resources tab on voicesofsearch.com

This summary is based on the transcript provided and aims to capture the essence and key points of the podcast episode for listeners and those interested in SEO and content marketing strategies.