SEO in Turbulent Times - BrightonSEO San Diego 2023 - Will Critchlow, SearchPilot
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Having been in the SEO industry since 2005, Will has seen his fair share of downturns. In today's tough economic times, with inflation biting, layoffs and budget cuts hitting, and SEO under more pressure than ever to deliver results, Will brings actionable tips and ideas for doing more with less and proving the worth of your work. Built from insights gleaned from dozens of conversations with marketing leaders, SEO specialists, and senior executives, this presentation will outline the skills you need to keep your CFO happy and protect and defend your SEO budget even under pressure.
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SEO in Turbulent Times - BrightonSEO San Diego 2023 - Will Critchlow, SearchPilot
- 1. SEO in Turbulent Times Will Critchlow SEARCHPILOT slideshare.net/willcritchlow @willcritchlow
- 4. Source: https://yhoo.it/44kiejN Left college Ran our first conference
- 5. Source: https://yhoo.it/44kiejN Left college Ran our first conference Launched SearchPilot
- 9. Source: https://yhoo.it/44kiejN Left college Ran our first conference Launched SearchPilot
- 10. As a result, this is your CFO.
- 11. …and if youʼre not careful.
- 12. Source: https://www.statista.com/chart/12136/worldwide-digital-and-tv-ad-spending/ Whatʼs happening now is most like what we saw in 2008/2009 - delaying and pausing.
- 13. There are certain themes that Iʼm hearing again and again
- 14. “Engineering resources allocated to SEO have been reduced recently”
- 15. “Weʼre being asked to do more with less”
- 16. Letʼs start by talking about budgets in this environment
- 17. Mistake 1. Thinking large spends are impossible to justify
- 18. Poker players train themselves to think in odds rather than $$$
- 20. Remember the scale of company budgets
- 22. Itʼs critical to tie your arguments to real business goals
- 23. Tip: look at what your CEO is saying on earnings calls
- 24. Connect to the overall channel size and / or opportunity Source: https://www.similarweb.com/website/nike.com/#traffic-sources
- 25. Certainty of outcome > Size of outcome
- 26. But itʼs not all about budgets. You also need to perform:
- 27. Move fast and prove your worth
- 28. Move fast and prove your worth Tips for driving the efficiencies CFOs want
- 29. Move fast and prove your worth Tips for driving the efficiencies CFOs want Loss aversion is more important than ever
- 30. Iʼm coming from a background heavily in SEO testing:
- 31. For the purposes of this talk, the cool part is dashboards:
- 33. Many of you may already be running SEO tests. I hope this is useful to you either way! 1. Securing budgets for testing 2. Protecting budgets with testing
- 34. Move fast and prove your worth Tips for driving the efficiencies CFOs want Loss aversion is more important than ever
- 35. Move fast and prove your worth 1.
- 37. CERTAIN
- 38. FAST
- 40. Cheap change Strong hypothesis Require high confidence of large enough uplift for cost WAIT until ruled out Weak hypothesis Expensive change Link
- 41. Cheap change Strong hypothesis Consider deploying if moderate confidence of any uplift Require high confidence of large enough uplift for cost WAIT until ruled out Require moderate confidence of large enough uplift for cost WAIT until ruled out Weak hypothesis Expensive change Link
- 42. Cheap change Strong hypothesis Consider deploying as long as not trending negative [>50% chance +ve] Consider deploying if moderate confidence of any uplift Require high confidence of large enough uplift for cost WAIT until ruled out Require moderate confidence of large enough uplift for cost WAIT until ruled out Weak hypothesis Expensive change Link
- 44. Cheap change Strong hypothesis Require moderate confidence of large enough uplift for cost Weak hypothesis Expensive change
- 45. Consider deploying as long as not trending negative Cheap change Strong hypothesis Consider deploying as long as not trending negative Require moderate confidence of large enough uplift for cost Weak hypothesis Expensive change
- 46. Consider deploying as long as not trending negative Cheap change Strong hypothesis Just SHIP Consider deploying as long as not trending negative Require moderate confidence of large enough uplift for cost Weak hypothesis Expensive change
- 47. 2. Tips for driving the efficiencies CFOs want
- 48. Without testing
- 52. All the wins! Without testing
- 53. Without testing Same result, less engineering!
- 54. 3. LOSS AVERSION is more important than ever right now
- 55. Consider deploying as long as not trending negative Cheap change Strong hypothesis Just SHIP Consider deploying as long as not trending negative Require moderate confidence of large enough uplift for cost Weak hypothesis Expensive change
- 56. Big drops are immediately career-limiting Small drops are compounding problems
- 57. Move fast and prove your worth Tips for driving the efficiencies CFOs want Loss aversion is more important than ever
- 58. Thanks! Subscribe here: https://www.searchpilot.com/resources/newsletter If you have follow-ups, email me: will.critchlow@searchpilot.com
- 59. Image credits ● Armadillo - Dennis Church ● Armadillo ball - Nathan Rupert ● Clouds - Tom Barrett ● Lightning - Johannes Plenio ● Castle - Tim Schmidbauer ● Armor - Natasa Grabovac ● Dollar - Kenny Eliason ● Poker chips - Apolo Photographer