Will Critchlow
@willcritchlow.bsky.social
Founder and CEO at SearchPilot. Previously founded Distilled (acquired by Brainlabs).
Interest in basketball, whisky, cooking, auction theory and of course organic search.
Interest in basketball, whisky, cooking, auction theory and of course organic search.
As is, at this point, traditional in the week of a big presentation, I got hit in the face playing basketball last night.
So, an added reason to sign up for Thursday's @searchpilot.bsky.social product launch: laugh at the state of my nose.
So, an added reason to sign up for Thursday's @searchpilot.bsky.social product launch: laugh at the state of my nose.
November 11, 2025 at 1:59 PM
As is, at this point, traditional in the week of a big presentation, I got hit in the face playing basketball last night.
So, an added reason to sign up for Thursday's @searchpilot.bsky.social product launch: laugh at the state of my nose.
So, an added reason to sign up for Thursday's @searchpilot.bsky.social product launch: laugh at the state of my nose.
The next trillion searches won't look like the last.
I think we need to step into control mode:
I think we need to step into control mode:
November 6, 2025 at 10:35 AM
The next trillion searches won't look like the last.
I think we need to step into control mode:
I think we need to step into control mode:
My whole conversation with @ryanlucht.com is now on our podcast feed for those who prefer to listen while driving, washing up, or walking the dog:
shows.acast.com/business-cla...
shows.acast.com/business-cla...
October 30, 2025 at 3:39 PM
My whole conversation with @ryanlucht.com is now on our podcast feed for those who prefer to listen while driving, washing up, or walking the dog:
shows.acast.com/business-cla...
shows.acast.com/business-cla...
GEO vs. SEO is potential ragebait. I'm more interested in understanding what's going on.
October 20, 2025 at 4:27 PM
GEO vs. SEO is potential ragebait. I'm more interested in understanding what's going on.
I really enjoyed the conversation I had with @aleyda.bsky.social about ecommerce search in an AI-first world, and, for those who prefer to listen rather than watch, the audio is now available on the Business Class Lounge podcast feed.
Go grab it wherever you get your podcasts - it's a good one!
Go grab it wherever you get your podcasts - it's a good one!
October 14, 2025 at 6:38 PM
I really enjoyed the conversation I had with @aleyda.bsky.social about ecommerce search in an AI-first world, and, for those who prefer to listen rather than watch, the audio is now available on the Business Class Lounge podcast feed.
Go grab it wherever you get your podcasts - it's a good one!
Go grab it wherever you get your podcasts - it's a good one!
Almost everything you see about how to do better in AI search is speculation. Guesswork. Predictions.
We need to move from react mode to control mode. We need to go from predicting the future to experimenting to discover it.
We need to move from react mode to control mode. We need to go from predicting the future to experimenting to discover it.
September 29, 2025 at 3:50 PM
Almost everything you see about how to do better in AI search is speculation. Guesswork. Predictions.
We need to move from react mode to control mode. We need to go from predicting the future to experimenting to discover it.
We need to move from react mode to control mode. We need to go from predicting the future to experimenting to discover it.
I'm not really shouting about this until next week, because it's Friday afternoon here, but in case you're curious, I think that, when it comes to GEO, we should stop guessing, and start testing:
www.searchpilot.com/resources/bl...
www.searchpilot.com/resources/bl...
Generative Engine Optimization (GEO): Stop Guessing and Start Testing
With the rise of AI-powered search, the customer journey is fundamentally shifting. How do you influence a journey you can no longer see?
www.searchpilot.com
September 26, 2025 at 3:15 PM
I'm not really shouting about this until next week, because it's Friday afternoon here, but in case you're curious, I think that, when it comes to GEO, we should stop guessing, and start testing:
www.searchpilot.com/resources/bl...
www.searchpilot.com/resources/bl...
For those who like to consume audio content, my conversation with @rosshudgens.bsky.social about the future of e-commerce SEO is now on the podcast feed:
shows.acast.com/business-cla...
shows.acast.com/business-cla...
Future-Proofing E-Commerce SEO for 2026 and Beyond | Business Class Lounge by SearchPilot, hosted by Will Critchlow
Season 02 episode 05: Ross Hudgens, founder at Siege Media
shows.acast.com
September 12, 2025 at 2:25 PM
For those who like to consume audio content, my conversation with @rosshudgens.bsky.social about the future of e-commerce SEO is now on the podcast feed:
shows.acast.com/business-cla...
shows.acast.com/business-cla...
Yesterday @brodieclark.bsky.social and I put out a conversation we had about product search. The recording and notes are now available for everyone:
www.searchpilot.com/resources/bl...
www.searchpilot.com/resources/bl...
Google Product Grids and AI Mode: The Ecommerce SEO Playbook with Brodie Clark
Discover how Google’s evolving product grids and AI-driven search features are reshaping ecommerce SEO.
www.searchpilot.com
September 12, 2025 at 1:58 PM
Yesterday @brodieclark.bsky.social and I put out a conversation we had about product search. The recording and notes are now available for everyone:
www.searchpilot.com/resources/bl...
www.searchpilot.com/resources/bl...
Published the audio version of my conversation with @randfish.bsky.social on the podcast feed (recorded in-person at SEO Week):
shows.acast.com/business-cla...
For those who like to listen instead of watch.
shows.acast.com/business-cla...
For those who like to listen instead of watch.
Search Isn't Dead - SEO Trends with Rand Fishkin | Business Class Lounge by SearchPilot, hosted by Will Critchlow
Season 02 episode 04: Rand Fishkin, founder at SparkToro
shows.acast.com
September 3, 2025 at 6:39 PM
Published the audio version of my conversation with @randfish.bsky.social on the podcast feed (recorded in-person at SEO Week):
shows.acast.com/business-cla...
For those who like to listen instead of watch.
shows.acast.com/business-cla...
For those who like to listen instead of watch.
While we're all very excited about AI, there's another search change that is arguably MORE dramatic for ecommerce and retail in the short term: Google's changing approach to product search.
September 3, 2025 at 8:18 AM
While we're all very excited about AI, there's another search change that is arguably MORE dramatic for ecommerce and retail in the short term: Google's changing approach to product search.
A challenge of testing is that detecting small, single-digit % improvements is hard. Doing so repeatedly can be transformational to business performance, but each individual one can get lost in the noise.
September 2, 2025 at 8:27 AM
A challenge of testing is that detecting small, single-digit % improvements is hard. Doing so repeatedly can be transformational to business performance, but each individual one can get lost in the noise.
If you want to keep up with @SearchPilot content on your commute, your dog walk, while you exercise, or while doing chores, the business class lounge podcast continues - latest episode is my conversation with my brother @tomcritchlow.com :
shows.acast.com/business-cla...
shows.acast.com/business-cla...
Beyond Google - How AIs and LLMs are Changing SEO Forever | Business Class Lounge by SearchPilot, hosted by Will Critchlow
Season 02 episode 02: Tom Critchlow, my brother and former colleague, also former Googler, now at Raptive
shows.acast.com
July 9, 2025 at 11:19 AM
If you want to keep up with @SearchPilot content on your commute, your dog walk, while you exercise, or while doing chores, the business class lounge podcast continues - latest episode is my conversation with my brother @tomcritchlow.com :
shows.acast.com/business-cla...
shows.acast.com/business-cla...
"We have no doubt about the value of testing… I can’t imagine running an SEO team without testing now."
-- Organic Search Director, Global Sports Brand
-- Organic Search Director, Global Sports Brand
July 2, 2025 at 9:58 AM
"We have no doubt about the value of testing… I can’t imagine running an SEO team without testing now."
-- Organic Search Director, Global Sports Brand
-- Organic Search Director, Global Sports Brand
I have to pinch myself sometimes when I look at our customer list. We set out with a mission to prove the value of SEO for the world's biggest websites, and MAN we have some great logos, not even all of which we can share publicly.
We have published a few new customer stories, and have more coming.
We have published a few new customer stories, and have more coming.
July 2, 2025 at 9:51 AM
I have to pinch myself sometimes when I look at our customer list. We set out with a mission to prove the value of SEO for the world's biggest websites, and MAN we have some great logos, not even all of which we can share publicly.
We have published a few new customer stories, and have more coming.
We have published a few new customer stories, and have more coming.
Join @rosshudgens.bsky.social and me tomorrow for a conversation about "future proofing e-commerce SEO".
I love Ross's take on how your 3 week vision is your new 3 year vision:
I love Ross's take on how your 3 week vision is your new 3 year vision:
June 25, 2025 at 10:41 AM
Join @rosshudgens.bsky.social and me tomorrow for a conversation about "future proofing e-commerce SEO".
I love Ross's take on how your 3 week vision is your new 3 year vision:
I love Ross's take on how your 3 week vision is your new 3 year vision:
Veo3 video generation technology is amazing.
I'm proud to show off the latest @searchpilot.bsky.social advert.
I'm very confident this gives off the exact right message about how we help businesses succeed.
.....hang on a second.
I'm proud to show off the latest @searchpilot.bsky.social advert.
I'm very confident this gives off the exact right message about how we help businesses succeed.
.....hang on a second.
June 25, 2025 at 10:28 AM
Veo3 video generation technology is amazing.
I'm proud to show off the latest @searchpilot.bsky.social advert.
I'm very confident this gives off the exact right message about how we help businesses succeed.
.....hang on a second.
I'm proud to show off the latest @searchpilot.bsky.social advert.
I'm very confident this gives off the exact right message about how we help businesses succeed.
.....hang on a second.
About a decade ago, I ran a study to see how good SEOs were at figuring out which of two pages would rank better for a given query.
The punchline was "about as good as a coin flip".
We recently re-ran the study and put humans up against AI.
Check out the results:
The punchline was "about as good as a coin flip".
We recently re-ran the study and put humans up against AI.
Check out the results:
June 11, 2025 at 8:58 AM
About a decade ago, I ran a study to see how good SEOs were at figuring out which of two pages would rank better for a given query.
The punchline was "about as good as a coin flip".
We recently re-ran the study and put humans up against AI.
Check out the results:
The punchline was "about as good as a coin flip".
We recently re-ran the study and put humans up against AI.
Check out the results:
Reposted by Will Critchlow
Been doing SEO 10+ years, and still absolutely love these A/B split tests that challenge SEO fundamentals
"Does Changing an H2 to an H1 Improve Organic Traffic?"
Click for results: www.searchpilot.com/resources/ca...
via @searchpilot.bsky.social
"Does Changing an H2 to an H1 Improve Organic Traffic?"
Click for results: www.searchpilot.com/resources/ca...
via @searchpilot.bsky.social
June 6, 2025 at 4:07 PM
Been doing SEO 10+ years, and still absolutely love these A/B split tests that challenge SEO fundamentals
"Does Changing an H2 to an H1 Improve Organic Traffic?"
Click for results: www.searchpilot.com/resources/ca...
via @searchpilot.bsky.social
"Does Changing an H2 to an H1 Improve Organic Traffic?"
Click for results: www.searchpilot.com/resources/ca...
via @searchpilot.bsky.social
We recently added a shareable PDF to my popular article on SEO depreciation:
www.searchpilot.com/resources/bl...
www.searchpilot.com/resources/bl...
June 2, 2025 at 11:13 AM
We recently added a shareable PDF to my popular article on SEO depreciation:
www.searchpilot.com/resources/bl...
www.searchpilot.com/resources/bl...
Tomorrow, @randfish.bsky.social and I are streaming a conversation we had live and in person in NYC at #SEOweek.
We'll be live answering questions in the chat during the stream, so even though the recording will be available afterwards, you'll get the most out of it by being there live.
We'll be live answering questions in the chat during the stream, so even though the recording will be available afterwards, you'll get the most out of it by being there live.
May 27, 2025 at 2:47 PM
Tomorrow, @randfish.bsky.social and I are streaming a conversation we had live and in person in NYC at #SEOweek.
We'll be live answering questions in the chat during the stream, so even though the recording will be available afterwards, you'll get the most out of it by being there live.
We'll be live answering questions in the chat during the stream, so even though the recording will be available afterwards, you'll get the most out of it by being there live.
Comparing the ROI of paid and organic search work with @kevingibbons.bsky.social (full video on the @searchpilot.bsky.social YouTube channel):
May 23, 2025 at 2:59 PM
Comparing the ROI of paid and organic search work with @kevingibbons.bsky.social (full video on the @searchpilot.bsky.social YouTube channel):
Per click cost inflation in paid search IS A THING.
Here's how PPC leaders think about it and hold Google accountable:
(this is a snippet from my recent conversation with @kevingibbons.bsky.social - find the full thing on the @searchpilot.bsky.social YouTube channel!).
Here's how PPC leaders think about it and hold Google accountable:
(this is a snippet from my recent conversation with @kevingibbons.bsky.social - find the full thing on the @searchpilot.bsky.social YouTube channel!).
May 23, 2025 at 2:55 PM
Per click cost inflation in paid search IS A THING.
Here's how PPC leaders think about it and hold Google accountable:
(this is a snippet from my recent conversation with @kevingibbons.bsky.social - find the full thing on the @searchpilot.bsky.social YouTube channel!).
Here's how PPC leaders think about it and hold Google accountable:
(this is a snippet from my recent conversation with @kevingibbons.bsky.social - find the full thing on the @searchpilot.bsky.social YouTube channel!).
Great to have @searchpilot.bsky.social sponsoring RE:COMMERCE today. Come say hi if you’re here!
May 16, 2025 at 8:16 AM
Great to have @searchpilot.bsky.social sponsoring RE:COMMERCE today. Come say hi if you’re here!