Jack Chambers-Ward is joined by SEO veteran Noah Lerner for an in-depth discussion on the importance of critical thinking in SEO. Noah and Jack champion the structured, evidence-based approach to decision-making as well as discussing the challenges and pitfalls of problem-solving, and the essential skills needed to excel in SEO. Noah also brings real examples from over 20 years of experience, such as the transition from UA to GA4 at Sterling Sky, building data pipelines and even how to communicate important data to clients. Sponsors Experience the evolution of SE Ranking Try Optmyzr - Made by PPC people, for PPC people Follow Noah ⁠Follow Noah on LinkedIn⁠ ⁠Sterling Sky⁠ ⁠Join the SEO community⁠ Chapters 00:00 Trailer introduction 00:58 Introduction 02:18 Sponsors: SE Ranking & Optmyzr 06:42 Welcome Noah Learner 09:44 Defining Critical Thinking Skills 11:42 Challenges in Problem Solving 15:32 Importance of Structured Problem Definition 23:31 Data-Driven Decision Making 40:52 Aligning SEO Metrics with Business Goals 45:29 The Importance of Call Tracking 46:50 Understanding Attribution and Data Constraints 50:01 Prioritizing Tasks for Maximum Impact 51:47 Efficiency Through Automation 54:52 The Role of AI in Problem Solving 01:05:09 Critical Thinking in SEO 01:11:38 Building a Supportive SEO Community 01:15:17 Conclusion and Future Episodes