In this talk, James will explore how to navigate difficult conversations about declining organic traffic with senior stakeholders.

As search behaviour shifts and zero-click results increase, many brands are seeing traffic drop; often triggering panic or oversimplified narratives in the boardroom. James will show how to move beyond surface-level metrics and reframe the discussion around what actually matters: commercial impact, revenue, and opportunity.

Attendees will learn a practical framework for separating meaningful declines from vanity metrics, explaining performance changes in clear commercial terms, and turning challenging performance conversations into alignment, trust, and stakeholder buy-in.