Tyler Lane is the CEO and Founder of Session Interactive, a Denver-based digital marketing consultancy specializing in SEO, analytics, paid search, and content strategy for mid-market and enterprise brands. With over 11 years of experience in digital marketing, Tyler leads a team of seasoned professionals who deliver data-driven solutions to help clients achieve measurable growth. Under his leadership, Session Interactive has become a trusted partner across industries such as finance, healthcare, technology, and travel, known for its strategic thinking and flawless execution.
About the Episode
Too many marketers chase clicks and impressions, only to be disappointed when real business growth doesn’t follow. While these vanity metrics may look good on paper, they rarely reflect true performance. Tyler Lane shares how brands can shift from surface-level indicators to strategies that truly drive ROI, emphasizing the importance of integrated marketing, measurable outcomes, and modern SEO strategies that adapt to AI-driven changes.
Key Moments
Breaking Down the Channel Silos
- Why thinking about marketing channels in silos wastes time, budget, and collaboration opportunities [1:51].
The Truth About SEO in the AI Era
- Tyler’s response to “SEO is dead” and how AI overviews are changing search behavior [3:10].
Client Onboarding Done Right
- The most common new client questions [6:13].
- Session Interactive’s discovery-led onboarding process [8:14].
The Power of Strategic Relationships
- Why account management and building rapport matter as much as delivering results [10:28].
From Vanity Metrics to Real Growth
- SEO, attribution, and paid media strategies that deliver revenue impact [18:16].
- Why clicks and impressions are only signals—not true performance metrics [21:23].
Modern SEO for Business Outcomes
- How using audience insights, not just keywords, drives stronger SEO strategies [24:59].
Top Insights
- Integrate your marketing channels from the start – Avoiding siloed execution ensures strategy, messaging, and performance work together for real growth.
- Align internal and external teams around core KPIs – Synchronizing everyone on goals like conversions or revenue improves accountability and execution across all marketing touchpoints.
- Treat SEO as evolving, not static – Recognizing and adapting to shifts like AI overviews and generative search keeps your visibility and traffic resilient.
- Conduct a discovery-led onboarding process – Gathering deep insights early enables tailored strategies that match a client’s goals, team structure, and growth potential.
- Use performance metrics that reflect business outcomes – Moving beyond vanity metrics helps teams prioritize meaningful activities that directly contribute to ROI and long-term success.
Notable Quotes
- “SEO is alive and well, and we’re adapting to this, this new age, if you will.”
- “Vanity metrics like clicks and impressions are signals, right? But they are not key performance indicators.”
- “People, at the end of the day, want to work with people that they like and enjoy.”
- “We’re not going to take on a client that we feel is not going to be successful.”
- “We want to impact revenue as much as possible. We want to be transformative to that brand’s revenue.”
Resources
Industry Experts
- Tyler Lane on LinkedIn
- Chad Franzen on LinkedIn
- Rand Fishkin on LinkedIn
- Amanda Natividad on LinkedIn
Companies and Organizations
Podcasts and Episodes
Tools and Platforms
From Clicks to Conversions: The Session Interactive Approach
If your marketing success is measured only by clicks and impressions, you’re missing the real story. At Session Interactive, we help brands build integrated strategies, track the metrics that truly matter, and adapt to the ever-changing digital landscape. Let us help you turn your marketing into a revenue-generating engine.
For more insights on agile design, creative strategy, and digital growth, subscribe to the Built to Convert podcast. Ready to scale with precision and purpose? Contact Session Interactive to learn how we can help you achieve measurable growth.
