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.
(It's not broken, I'm fine, but also it hurts, and sign-ups make me feel better. Thanks).
www.searchpilot.com/launch-revea...
www.searchpilot.com/launch-revea...
Put Search in Control Mode - SearchPilot Launch Reveal (13 Nov 2025)
Search has changed. On Nov 13, see how SearchPilot puts you in control of your SEO experiments.
www.searchpilot.com
November 11, 2025 at 1:59 PM
(It's not broken, I'm fine, but also it hurts, and sign-ups make me feel better. Thanks).
www.searchpilot.com/launch-revea...
www.searchpilot.com/launch-revea...
Watch the full video here: www.searchpilot.com/resources/bl...
GEO Testing in Ecommerce: Moving from Guesswork to Proof
Webinar recap on AI search and GEO testing for e-commerce SEO: test PDPs and PLPs, replace guesswork with controlled experiments, and prove impact to leadership.
www.searchpilot.com
October 20, 2025 at 4:28 PM
Watch the full video here: www.searchpilot.com/resources/bl...
And there is a key extra variable in GEO experiments when compared to SEO tests:
October 20, 2025 at 4:27 PM
And there is a key extra variable in GEO experiments when compared to SEO tests:
Testing capabilities are a *requirement* for doing effective ecommerce SEO at scale. I don't see why GEO is going to be any different.
Spoiler: you can test these hypotheses using SearchPilot!
Spoiler: you can test these hypotheses using SearchPilot!
September 29, 2025 at 3:50 PM
Testing capabilities are a *requirement* for doing effective ecommerce SEO at scale. I don't see why GEO is going to be any different.
Spoiler: you can test these hypotheses using SearchPilot!
Spoiler: you can test these hypotheses using SearchPilot!
And 1. yes I know including links limits my reach, but this is the Friday afternoon YOLO post, not the carefully-thought-through marketing activity and 2. yes:
www.searchpilot.com/resources/bl...
www.searchpilot.com/resources/bl...
SearchPilot supports GEO A/B testing
We are excited to announce that SearchPilot now supports GEO A/B testing, empowering you to move from guesswork to a data-driven strategy for AI search.
www.searchpilot.com
September 26, 2025 at 3:15 PM
And 1. yes I know including links limits my reach, but this is the Friday afternoon YOLO post, not the carefully-thought-through marketing activity and 2. yes:
www.searchpilot.com/resources/bl...
www.searchpilot.com/resources/bl...
(Video here if you prefer that and missed it the first time around: www.searchpilot.com/resources/bl... )
Search Isn’t Dead – SEO Trends 2025 with Rand Fishkin & Will Critchlow
How SEO Is Changing in 2025: Key Insights from Rand Fishkin and Will Critchlow
www.searchpilot.com
September 3, 2025 at 6:39 PM
(Video here if you prefer that and missed it the first time around: www.searchpilot.com/resources/bl... )
Hear the full conversation here: www.searchpilot.com/how-to-safel...
From Guessing to Testing: How to Safely Optimize 1,000+ Products in Google's New AI Era
Join Will Critchlow & Brodie Clark to uncover AI-era SEO strategies for 1,000+ products, product grids, Merchant Center, and scalable ecommerce growth.
www.searchpilot.com
September 3, 2025 at 8:18 AM
Hear the full conversation here: www.searchpilot.com/how-to-safel...
[Spoiler: SearchPilot has released the ability to run experiments against shopping / merchant center data, as well as against impressions alongside clicks. Stop trying to predict the future, experiment to discover it.]
September 3, 2025 at 8:18 AM
[Spoiler: SearchPilot has released the ability to run experiments against shopping / merchant center data, as well as against impressions alongside clicks. Stop trying to predict the future, experiment to discover it.]
Join my conversation with @brodieclark.bsky.social who's tracked more details of this stuff than anyone I know, and think about how you can optimise in this environment.
September 3, 2025 at 8:18 AM
Join my conversation with @brodieclark.bsky.social who's tracked more details of this stuff than anyone I know, and think about how you can optimise in this environment.
The move from PLPs (category pages) ranking to PDPs (product pages), plus the inclusion of product "grids" taken from merchant center / organic shopping results all mean that any kind of month-over-month or year-over-year tracking could show wild trends in all directions.
September 3, 2025 at 8:18 AM
The move from PLPs (category pages) ranking to PDPs (product pages), plus the inclusion of product "grids" taken from merchant center / organic shopping results all mean that any kind of month-over-month or year-over-year tracking could show wild trends in all directions.