Will Critchlow @willcritchlow.bsky.social · 25/09/2026Pulling out one of the threads of thought from my post this week, I’ve long thought we are heading quickly to a world where every search is “search volume 1”. 👀 What do you think? Do you agree? 🤔 What are you doing about it? 000
Will Critchlow @willcritchlow.bsky.social · 23/09/2026I've been in the lab. I wanted to see if I could model the impact of combining randomness in LLM outputs with the branching chaos of conversational paths. I wondered how stable the recommended product and brand would be. The answer? Extremely unstable. 100
Will Critchlow @willcritchlow.bsky.social · 23/09/2026Did you know the Google quality graders consider "content effort" to differentiate things that somehow deserve to rank? You'd be well-served to have a listen to @zyppy.com on the subject. (if you want to hear more, register here for the full content: www.searchpilot.com/winning-ai-c... ) 041
Will Critchlow @willcritchlow.bsky.social · 23/09/2026You know who is the GOAT at introducing other people and their work? @zyppy.com - Cyrus Shepard. 230
Will Critchlow @willcritchlow.bsky.social · 18/09/2026I have become very interested in the developing AI capabilities for forecasting. My favourite tool at the moment is @FUTURESEARCHAI which takes a simple forecasting question, builds a panel of researchers and emulates the best human forecasters' approaches to quantitative forecasting. 100
Will Critchlow @willcritchlow.bsky.social · 18/09/2026Guardrail metrics have long been a staple of many forms of testing, but they have been less common in SEO testing. I wrote up three uses for guardrails: www.searchpilot.com/resources/bl... 000
Reposted by Will CritchlowCyrus Maxx @zyppy.com · 16/09/2026Crunching the numbers, looks like both you and I were in the top ~10th percentile of consensus Surprising, but guess we aren't very contrarian ¯\_(ツ)_/¯ docs.google.com/spreadsheets...docs.google.comExpert Consensus 111
Will Critchlow @willcritchlow.bsky.social · 16/09/2026I am pleased that @zyppy.com is continuing the work of doing ranking factor surveys, and I was pleased to be asked to contribute. I cross-referenced my answers against the published data and found something interesting that is important to know when you're reading the output. 230
Will Critchlow @willcritchlow.bsky.social · 11/09/2026My conversation with @britneymuller.bsky.social , in which she told some WILD anecdotes and combined deep technical expertise with extreme clarity of thought - now available in the podcast feed: shows.acast.com/business-cla... 011
Will Critchlow @willcritchlow.bsky.social · 07/09/2026We're trying something new for this webinar - the registration landing page has a LIVE poll on it. @kevin-indig.bsky.social and I placed a bet last year about what would happen in the search space by the end of 2030... 100
Will Critchlow @willcritchlow.bsky.social · 07/09/2026Hear the ways @kevin-indig.bsky.social has changed his mind about what will and won't threaten Google's dominance in how people search and discover things in the AI age. Is it more like Snapchat threatening Instagram, or Blackberry vs. iPhone? 100
Will Critchlow @willcritchlow.bsky.social · 07/09/2026@kevin-indig.bsky.social has some of the best data out there on the ways that different AI discovery tools are gathering data and representing your products and brand. In this clip he talks about the shocking LACK of overlap between the sources cited between the different tools. 100
Will Critchlow @willcritchlow.bsky.social · 17/08/2026Just released the conversation @patrickhathaway.bsky.social and I had about SEO tools on the podcast feed: shows.acast.com/business-cla...shows.acast.comBeyond crawl data: what SEO teams really need from their tools with Patrick Hathaway | Business Class Lounge by SearchPilot, hosted by Will CritchlowSeason 02, Episode 16: Patrick Hathaway, Founder and CEO of Sitebulb 010
Will Critchlow @willcritchlow.bsky.social · 05/08/2026Prompt tracking has its place. Just like rank tracking did for SEO. But the plan can't just be "keep tracking this number and see what happens". 100
Will Critchlow @willcritchlow.bsky.social · 05/08/2026"I’ve had more questions from leadership in the last 6 months than in the preceding 10 years." If you work in SEO or digital marketing, does this sound familiar? The C-Suite is officially obsessed with AI search. Are you ready for the spotlight? 100
Will Critchlow @willcritchlow.bsky.social · 16/07/2026I'm hearing three very clear and consistent messages repeated by leaders, executives, and the C-suite at all our customers: 1. Are we ready for AI search? 2. Can we go faster / run more tests? 3. How do our efforts compare to the market? 210
Will Critchlow @willcritchlow.bsky.social · 15/07/2026Anyone else find that business wins are a bit like trying to see yourself blink in the mirror? By the time you stop to look, they're gone and it's on to the next thing. Anyway, we celebrated a little milestone @searchpilot.bsky.social with some branded lego: 110
Will Critchlow @willcritchlow.bsky.social · 13/07/2026I see a lot of scepticism in my networks about prompt tracking for GEO / AI discovery. The biggest issues I hear are (all related): 320
Will Critchlow @willcritchlow.bsky.social · 11/07/2026My conversation with Norman Nielsen 🚀 is now live on the podcast feed if you want some weekend listening: shows.acast.com/business-cla...shows.acast.comSEO Is a System, Not a Channel: Lessons from Zalando, Omio, and idealo with Norman Nielsen | Business Class Lounge by SearchPilot, hosted by Will CritchlowSeason 02, Episode 15: Norman Nielsen 000
Will Critchlow @willcritchlow.bsky.social · 10/07/2026Too much confident guessing about GEO on this platform. We're bringing numbers. We can now measure LLM referral traffic and Google organic in the same A/B test, and we've just published our first GEO case study with Omio. 330
Reposted by Will CritchlowSitebulb @sitebulb.com · 09/07/2026From SEO Maturity to AI Discoverability: Heather Physioc on What Needs to Change - via @searchpilot.bsky.social & @willcritchlow.bsky.social #seosearchpilot.comFrom SEO Maturity to AI Discoverability: Heather Physioc on What Needs to ChangeHeather Physioc explains why SEO maturity needs a reset as AI changes how people discover, compare, and buy. 011
Will Critchlow @willcritchlow.bsky.social · 11/06/2026Full conversation here: www.searchpilot.com/how-premium-... 000
Will Critchlow @willcritchlow.bsky.social · 11/06/2026How an experienced enterprise retail SEO team works with finance to get EVERYONE excited about their work. 220
Will Critchlow @willcritchlow.bsky.social · 08/06/2026Jobs that don't require tons of experience can be hard to find right now. SearchPilot is hiring an analyst onto our US team. Check out the opportunity by heading to the careers page on our website. Tell your friends. 010
Will Critchlow @willcritchlow.bsky.social · 01/06/2026I made my first little personal disposable app to put my claude usage limit in my mac toolbar so I don't keep having to root around to find out how close I am. 010
Will Critchlow @willcritchlow.bsky.social · 01/06/2026Too much SEO reporting compares this year to last year. Seems reasonable until you consider how much changed in between. My colleague Demetria broke it down in her webinar last week and you can rewatch the whole thing for free. Here's a clip. Full link below. 100
Will Critchlow @willcritchlow.bsky.social · 17/05/2026I'm biased, but I think that if you're interested in what REALLY works in SEO / GEO these days, there is nowhere better to learn than @searchpilot.bsky.social . If you're spending Sunday thinking about your future, check out the SearchPilot jobs pages - we are hiring a consultant in the US. 100
Will Critchlow @willcritchlow.bsky.social · 14/05/2026The other day, I was thinking about resources I wished someone had put together and I realised I wanted someone to collate the current state of play of how traffic referred from different AI sources shows up in server logs and web analytics. 211
Will Critchlow @willcritchlow.bsky.social · 13/05/2026Retail SEO leaders - are you setting yourself up to be a scapegoat or the GOAT? www.searchpilot.com/resources/bl...searchpilot.comScapegoat or GOAT? When traffic falls but revenue growsTraffic down. Organic revenue up. The only growing channel in 2028. Are you the scapegoat for a vanity metric, or the GOAT driving revenue? 000
Will Critchlow @willcritchlow.bsky.social · 11/05/2026I had a great conversation with Abby Gleason recently, and it's now available on the Business Class Lounge podcast feed, available wherever you get your podcasts: shows.acast.com/business-cla...shows.acast.comProduct management lessons for SEO with Abby Gleason | Business Class Lounge by SearchPilot, hosted by Will CritchlowSeason 02, Episode 13: Abby Gleason 000
Will Critchlow @willcritchlow.bsky.social · 08/05/2026Related: www.searchpilot.com/resources/bl...searchpilot.comWhen is a click not a click?The research clicks are disappearing into AI tools. The buying click remains. Here's what that means for how you measure SEO and how you run experiments. 001
Will Critchlow @willcritchlow.bsky.social · 08/05/2026It's 2028. The household-name retailer you work for has seen web traffic decline year over year for the last three years. BUT. 111
Will Critchlow @willcritchlow.bsky.social · 07/05/2026CMO, VP marketing, VP digital, like any leadership role, can be a lonely place to be. @paddymoogan.bsky.social breaks it down: 120
Will Critchlow @willcritchlow.bsky.social · 05/05/2026I've been collating how the different AI platforms tag (or don't tag!) their referral traffic, and how that means it will show up in your analytics by default. Lotta dark traffic out there, folks: 100
Will Critchlow @willcritchlow.bsky.social · 28/04/2026We’ve been playing around with vibe-coding some free SEO tools over the last few months. Which sounds like the setup for a terrible idea, except that the tools are built on things we’ve learned from years of helping large sites test SEO changes properly. 210
Will Critchlow @willcritchlow.bsky.social · 23/04/2026And now for something totally different... Some of you know that my wonderful talented wife @heathercritchlow.bsky.social is an author... 120
Will Critchlow @willcritchlow.bsky.social · 22/04/2026Find out why @britneymuller.bsky.social got absolutely flamed in a company-wide Slack 💀. Her AI lore is wild. It's pretty shocking given where LLMs are today, but she kept the receipts. 211
Will Critchlow @willcritchlow.bsky.social · 16/04/20261. I would have guessed there'd be an AI overview for this 2. I wouldn't have expected "regular" search results to be this good 000
Reposted by Will CritchlowSitebulb @sitebulb.com · 15/04/2026TODAY! bit.ly/3Qbqi5h @searchpilot.bsky.social founder @willcritchlow.bsky.social talks to our @patrickhathaway.bsky.social (co-founder & CEO of Sitebulb) about what enterprise SEO teams at large ecommerce sites need now, from their tools, workflows, and the businesses behind them. 001
Will Critchlow @willcritchlow.bsky.social · 13/04/2026The bet on trust - a snippet from my conversation with @patrickhathaway.bsky.social : 200
Will Critchlow @willcritchlow.bsky.social · 30/03/2026GEO is SEO but with more panic... ...in conversation with Katelyn Geary and Patrick Hathaway: 210
Will Critchlow @willcritchlow.bsky.social · 30/03/2026Katelyn Geary talking sense in discussion last week with me and Patrick Hathaway: "AI search is a team effort": 100
Will Critchlow @willcritchlow.bsky.social · 30/03/2026I don't like SHOUTING ON THE INTERNET so I was initially sceptical about a series of tests exploring capitals in titles. In fact, what we learned from our analysis of the data was one of the most interesting test outcomes we've had @searchpilot.bsky.social . 100
Will Critchlow @willcritchlow.bsky.social · 25/03/2026Starting now - join us live: sitebulb.com/resources/gu...sitebulb.comWebinar - The Agentic Web: Future of Ecommerce in the AI Era | SitebulbWill Critchlow, CEO of Search Pilot, and Katelyn Geary, SEO Manager at JD Sports, will discuss what the future of ecommerce SEO looks like, including the shift to agentic search. 000
Will Critchlow @willcritchlow.bsky.social · 24/03/2026When we first started discussing working together, Norman Nielsen gave me a hard time about measuring the total impact of a testing program where you can't just add all the uplifts together. 100
Will Critchlow @willcritchlow.bsky.social · 23/03/2026My colleague Demetria gave a masterclass webinar in both sides of the AI-in-SEO story: 1. When, how, and why to use AI to help improve your website 2. How to measure the impact of website changes on AI discovery (GEO) Here's a short clip but I'll link to the full thing below. 100
Reposted by Will CritchlowSitebulb @sitebulb.com · 12/03/2026We welcome @willcritchlow.bsky.social to our upcoming webinar panel on the future of ecommerce SEO. Will is positioned at the intersection of technology, ecommerce, and SEO testing - and we can't wait to talk to him! Secure your spot now: sitebulb.com/resources/guid... #seo #ecommerce 041
Will Critchlow @willcritchlow.bsky.social · 11/03/2026I swap audio a lot with @wilreynolds.bsky.social , and we both listen while working out, doing chores etc. He and I caught up for a conversation about everything search and AI, and ended up going deep into a few surprising areas around job security and more.shows.acast.comBuilding an AI Fluent Team: A Candid Talk with Wil Reynolds | Business Class Lounge by SearchPilot, hosted by Will CritchlowSeason 02 episode 11: Wil Reynolds, Founder of Seer Interactive 120
Will Critchlow @willcritchlow.bsky.social · 11/03/2026My colleague Demetria has had a front row seat to see the impacts (positive AND negative) of AI-generated content on SEO performance. 110