In an increasingly difficult economy, do you know how to prove the value of your SEO and remain efficient, while maintaining the SEO budgets you need to succeed?
Will Critchlow, CEO of SearchPilot, joins me on the SEJShow to examine actionable strategies to doing more with less and maintaining the freedom to test, all while proving the positive impacts of your SEO work.
Using insights from marketing leaders, SEO specialists, and senior executives, you’ll hear Will and Loren break down the skills you need to keep your CFO happy while driving efficiency.
If you’ve found yourself having to defend your budget, pitch harder than ever, and work more to prove your results, then you won’t want to miss this episode.
There’s more pressure on ROI calculations, there’s more scrutiny on all of those decisions. SEOs are often shy of taking on targets, quotas, goals and so forth. But even forecasting is something that I think the industry is too naive about. –Will Critchlow, 06:04
Big companies are spending tons of money on this stuff. The fact that you are out there asking for a quarter of a million dollars, half a million dollars, whatever it might be, that’s actually totally achievable. –Will Critchlow, 09:38
Speaking of the funnel, we all know that SEO is not a direct response marketing technique. It’s not search keyword, find site buy done. There’s all kinds of touch points throughout the funnel, multi-touch attribution, which is massive. –Loren Baker, 16:16
[00:00] – Will’s background and expertise.
[08:44] – Integration challenges in long-term planning.
[12:30] – The importance of planning when dealing with CFOs.
[13:18] – Tracking multiple attribution points.
[16:16] – Google algorithm updates and their impact on forecasting.
[21:05] – Forecasting challenges influenced by various factors.
[23:32] – Beta testing’s effects on search results.
[26:41] – The evolving impact of AI-powered tools on search queries.
[29:28] – Strategies for SEO teams to improve forecasting.
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