Clicks are down, and if you’re working in SEO right now, you’re probably stuck trying to explain to your stakeholders why the graphs keep falling.

Traffic was the go-to success metric for years, but the landscape has changed. AI search features are eating clicks, informational content is driving less value, and yet we’re still reporting pageviews like it’s 2015.

At MozCon, I’m going to challenge that. I’ll show you how to move beyond vanity metrics and focus on strategies that drive conversions. You’ll also learn how to reframe expectations with your stakeholders and report on the SEO metrics that prove success.

We’re in a different search era where organic traffic isn’t guaranteed, and you’re competing with AI features for clicks.

The problem is that stakeholders don’t see it that way. They’re still expecting growth charts that trend upward, so when traffic declines, confidence in SEO drops regardless of business outcomes.

If you don’t reeducate stakeholders, you risk losing buy-in. It’s time to stop reporting on traffic for the sake of it and start showing how SEO contributes to the bottom line.

• How to use the Heavy Hitter Framework to benchmark performance

I'll walk you through a simple 80/20 model to identify the top 20% of URLs driving the most conversions and business outcomes. You’ll learn how to use them to benchmark performance and optimize your SEO strategy for conversion.

• Turning your hidden stars into top performers

Some pages aren’t your top performers yet but have serious potential. I’ll show you how to find these pages and turn them into heavy hitters.

• How to create a revenue-led auditing framework

Not all traffic is good traffic. I’ll show you how to audit your content based on revenue and ROI, not just clicks or rankings. You’ll get a framework that helps you quickly identify pages to prune, refresh, or scale, and keep your content library lean and revenue-focused.

This session is perfect for SEOs under pressure to prove value in a post-AI world. Whether you're agency-side managing worried clients or in-house struggling to shift leadership’s mindset, this talk gives you the frameworks and skills to prove SEO value.

🎟 Don’t miss it

Join me at MozCon New York to learn how to report on SEO efforts and prove success even when clicks are down.