Voices of Search Podcast: "The Depreciation Of SEO"

Podcast Information:

• Title: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
• Host: Tyson Stockton
• Guest: Will Critchlow, CEO at SearchPilot
• Episode Title: The Depreciation Of SEO
• Release Date: March 13, 2025

Introduction

In the episode titled "The Depreciation Of SEO," host Tyson Stockton engages in a compelling conversation with Will Critchlow, CEO of SearchPilot. Building upon their previous discussion about positioning organic search as a performance channel, they delve deeper into the financial implications of SEO strategies, particularly focusing on the concept of SEO depreciation.

Understanding SEO Depreciation

Will Critchlow introduces the fundamental idea of viewing SEO through the lens of asset depreciation—a financial concept where an asset gradually loses its value over time if not properly maintained.

"The word depreciation comes from the idea of an asset that is, that gradually loses its value over time, certainly if you don't maintain it."
— Will Critchlow [03:05]

He explains that organic search should be treated as a valuable asset that requires continuous investment to sustain its performance. Without ongoing SEO efforts, organic traffic is likely to decline, mirroring how assets depreciate when neglected.

Quantifying SEO Depreciation

A key insight from the discussion is the estimated rate at which SEO assets may depreciate. Through data analysis and expert validation, Will posits that most large, established websites can expect a 10 to 20% decrease in organic traffic annually if no SEO maintenance is performed.

"I think this number is somewhere in the 10 to 20% range on average. Right. If you did nothing, most large established websites might expect to lose 10 to 20% of their organic traffic year over year."
— Will Critchlow [06:55]

This depreciation is attributed to factors such as algorithm updates, loss of content freshness, and increased competition, which collectively undermine a website's search engine rankings over time.

Communicating SEO’s Financial Value

Will emphasizes the importance of framing SEO as an investment rather than a mere expense. By presenting organic search as an intangible asset, SEOs can better articulate its value to financial leaders and stakeholders.

"SEO is an investment and organic search is an asset where paid search is an immediate return and paid search spend is much more like an expense."
— Will Critchlow [08:37]

He advocates for the possibility of capitalizing SEO spend as an intangible asset on the balance sheet, highlighting the long-term benefits and sustainability of SEO investments compared to the transient nature of paid search expenditures.

Strategic Scenario Planning and Forecasting

The conversation transitions to practical strategies for integrating the depreciation concept into SEO planning and reporting. Will suggests employing scenario planning to provide a range of possible outcomes rather than relying on a single forecast.

"A forecast is just a central scenario or like a best guess scenario. But actually, of course, there's a range of scenarios."
— Will Critchlow [19:36]

By incorporating various depreciation rates (e.g., 5% vs. 10%), SEOs can create more flexible and realistic models that account for uncertainties, such as algorithm changes or competitive actions. This approach allows for more accurate ROI calculations and demonstrates a proactive stance in managing SEO assets.

Building Business Cases for SEO Investments

Will outlines methodologies for SEOs to construct robust business cases that underscore the necessity of ongoing SEO investments. This involves:

1. Engaging Leadership with Financial Terminology:

   • Positioning SEO within the financial framework to resonate with general managers and financial stakeholders.

2. Utilizing Dynamic Models:

   • Creating Excel models with adjustable inputs that allow leaders to input their own estimates of traffic decline, thereby fostering collaborative forecasting.

3. Long-Term Value Assessment:

   • Evaluating SEO performance over multiple years to capture sustained value and minimizing the impact of short-term fluctuations.

"Do it over multiple years is the best way to capture the ongoing value of SEO."
— Will Critchlow [10:29]

He also highlights the importance of treating each successful SEO test as a "mini depreciating asset," further reinforcing the need for continuous optimization and testing to maintain and enhance organic traffic.

Accountability and Effective Communication

Both Tyson and Will stress the significance of accountability in SEO roles. By clearly communicating the depreciation model and its implications, SEOs can establish themselves as reliable and strategic partners within their organizations.

"The more that you can tell that long term story, as I say, you're getting that reputation for being a capable operator."
— Will Critchlow [19:36]

This transparency enables business leaders to make informed decisions across all marketing channels, ensuring that SEO is managed with the same rigor and accountability as other critical business functions.

Conclusion

"The Depreciation Of SEO" provides valuable insights into treating SEO as a financial asset susceptible to depreciation. By adopting this mindset, SEOs can better communicate their value, secure sustained investments, and strategically manage their organic search efforts to prevent traffic decline. Will Critchlow's expertise offers a nuanced perspective that bridges the gap between technical SEO practices and financial management, empowering SEOs to drive long-term success for their organizations.

Notable Quotes:

• "SEO is an investment and organic search is an asset where paid search is an immediate return and paid search spend is much more like an expense."
  — Will Critchlow [08:37]

• "If you can make this coherent argument that says here's how this is all going to play out, then that's when you get to pull those budget levers and really own your destiny and get the reputation as the kind of smart operator who can manage their division."
  — Will Critchlow [10:37]

• "Do it over multiple years is the best way to capture the ongoing value of SEO."
  — Will Critchlow [10:29]

• "The more that you can tell that long term story, as I say, you're getting that reputation for being a capable operator."
  — Will Critchlow [19:36]

This episode is a must-listen for SEO professionals seeking to enhance their strategic approach and effectively demonstrate the enduring value of their work within their organizations.