The depreciation of SEO

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• Part 1Making 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 SEO's success in large organizations.

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  Part 2The depreciation of SEO

  Will Critchlow, CEO of Searchpilot, discusses the concept of SEO depreciation, likening it to the financial concept of an asset losing value over time. He argues that most mature websites would see a 10-20% annual decline in organic search traffic if no maintenance efforts were made. Critchlow emphasizes the importance of viewing SEO as an investment rather than an expense, and suggests involving business leaders in forecasting and scenario planning to better communicate SEO's value. He also highlights the need for SEO professionals to adapt to changes in algorithms and market conditions to maintain and enhance their organic search visibility.