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 · 23/09/2026Did 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
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 · 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 · 15/07/2026Told gemini to "make my rocket have an adventure" ✨🚀 000
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 · 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
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 · 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 · 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 · 23/04/2026The Prime Minister is dying on the steps of no 10 Downing Street. The corridors of power lie empty... In its last days, the Government enacts the Tomorrow Project. A desperate plan to save humanity. 110
Will Critchlow @willcritchlow.bsky.social · 23/04/2026Her latest book, The Tomorrow Project, is out today in paperback and it's stunning. If you've read her previous crime podcaster books in the Cal Lovett series, this one's a bit different, but might be my favourite (shhh! I don't know if I'm allowed favourites). 110
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
Will Critchlow @willcritchlow.bsky.social · 13/04/2026Honing and refining an ideal customer profile is scary! Saying no to prospects who aren't a good fit is even worse. But both help you grow AND stay true to your values. 100
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 · 23/03/2026First, let's look at some AI content hypotheses: 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
Will Critchlow @willcritchlow.bsky.social · 06/03/2026I agree with @timsoulo.bsky.social : the AIO / GEO loopholes that you see people boasting about exploiting are going to get closed: 110
Will Critchlow @willcritchlow.bsky.social · 27/02/2026What have we learned from thousands of tests? One thing is that they don't generalise. There are too many differences between specific verticals, competitors, and websites so every situation is a little different. Here is me talking to Jonathan Clark and Joe DeVita about it on The Page 2 Podcast 120
Will Critchlow @willcritchlow.bsky.social · 29/01/2026Real tips from Abby: take a document that has worked for your boss or boss's boss and use it to get feedback on how to position your SEO work, and ensure that you aren't getting trapped into geeky SEO minutiae that they won't care about. No matter how much *you* care about crawling (yeah, me too). 100
Will Critchlow @willcritchlow.bsky.social · 26/01/2026Hear from Manuel Rodney Pérez about how SEO test results were the key in communicating progress and performance to leadership at Wayfair - in such a way that they made it onto INVESTOR calls. 100
Will Critchlow @willcritchlow.bsky.social · 24/01/2026The "test read" - a crucial tool for translating your geeky SEO insights into leadership-friendly business insights. Learn more with Manuel Rodney Pérez. 110
Will Critchlow @willcritchlow.bsky.social · 20/01/2026You: using agentic coding to solve business problems. Me: I've always wondered what would happen if you ran PageRank on the directed graph of the English language dictionary [edge = "used in the definition of"] Well... 000
Will Critchlow @willcritchlow.bsky.social · 19/01/2026"Nothing makes me happier than hearing somebody explain why something can't be done... and then copying the transcript into claude code and having it build it." @wilreynolds.bsky.social is a menace to slow-moving teams. 120
Will Critchlow @willcritchlow.bsky.social · 19/01/2026"You have a second job now. I'm sorry." -- @wilreynolds.bsky.social 100
Will Critchlow @willcritchlow.bsky.social · 16/01/2026The power of great competitors and why @wilreynolds.bsky.social misses Distilled: 110
Will Critchlow @willcritchlow.bsky.social · 23/12/2025Christmas tradition: early trip to pick up the turkey 🦃 020