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.
I would have liked to have seen @rosshudgens.bsky.social present this at TechSEOConnect - not *just* for the nice @searchpilot.bsky.social call-out, but also because I'm a sucker for an Andy Grove "High Output Management" reference:
speakerdeck.com/techseoconne...
speakerdeck.com/techseoconne...
Ross Hudgens - From Deck to Dev: Getting SEO Recommendations Shipped at Enterprise Scale
speakerdeck.com
December 16, 2025 at 2:47 PM
I would have liked to have seen @rosshudgens.bsky.social present this at TechSEOConnect - not *just* for the nice @searchpilot.bsky.social call-out, but also because I'm a sucker for an Andy Grove "High Output Management" reference:
speakerdeck.com/techseoconne...
speakerdeck.com/techseoconne...
Sign up to hear @wilreynolds.bsky.social and me going deep on building AI-fluent teams this Wednesday:
www.searchpilot.com/building-an-...
Register in advance and get the recording straight afterwards.
www.searchpilot.com/building-an-...
Register in advance and get the recording straight afterwards.
Building an AI Fluent Team: A Candid Talk with Wil Reynolds
Join Wil Reynolds for a webinar on how AI is changing search and digital marketing. Learn how Wil reads messy data, builds small AI tools, and supports teams as they adapt to rapid change.
www.searchpilot.com
December 15, 2025 at 4:42 PM
Sign up to hear @wilreynolds.bsky.social and me going deep on building AI-fluent teams this Wednesday:
www.searchpilot.com/building-an-...
Register in advance and get the recording straight afterwards.
www.searchpilot.com/building-an-...
Register in advance and get the recording straight afterwards.
With the news that Netflix is acquiring Warner Bros, I'm reminded of work I did over a decade ago on the Future of TV:
www.slideshare.net/slideshow/th...
www.slideshare.net/slideshow/th...
The Future of TV
The document discusses the increasing time spent by people watching online video as well as gaming and using the internet, which has seen large yearly increases from 2011-2013. It also talks about how television is becoming just another screen to watch content on. Some of the most popular online video services are growing significantly. This signals changes in how advertising dollars are spent and challenges for traditional broadcasters and television providers. The future of television advertising is moving increasingly digital as viewing habits change. - View online for free
www.slideshare.net
December 5, 2025 at 1:30 PM
With the news that Netflix is acquiring Warner Bros, I'm reminded of work I did over a decade ago on the Future of TV:
www.slideshare.net/slideshow/th...
www.slideshare.net/slideshow/th...
We've been quietly adding some amazing logos to the @searchpilot.bsky.social homepage and customer stories page recently.
Check out the new additions (and if you're feeling left out, you know where to find me!).
Check out the new additions (and if you're feeling left out, you know where to find me!).
December 5, 2025 at 12:01 PM
We've been quietly adding some amazing logos to the @searchpilot.bsky.social homepage and customer stories page recently.
Check out the new additions (and if you're feeling left out, you know where to find me!).
Check out the new additions (and if you're feeling left out, you know where to find me!).
If you like my nonsense, and you like Mike's insights, I've got some good news for you:
December 2, 2025 at 8:28 PM
If you like my nonsense, and you like Mike's insights, I've got some good news for you:
Where do good SEO test ideas come from at adidas?
December 2, 2025 at 4:53 PM
Where do good SEO test ideas come from at adidas?
"A testing workstream can be so invaluable because you’re basically speaking the same language as everybody else in the company when it comes to business impact"
-- Matthew Morrissey talking about SEO testing at adidas
-- Matthew Morrissey talking about SEO testing at adidas
December 2, 2025 at 4:49 PM
"A testing workstream can be so invaluable because you’re basically speaking the same language as everybody else in the company when it comes to business impact"
-- Matthew Morrissey talking about SEO testing at adidas
-- Matthew Morrissey talking about SEO testing at adidas
My conversation with the deeply insightful @brodieclark.bsky.social is up on the @searchpilot.bsky.social podcast feed for those who like to get their info that way:
shows.acast.com/business-cla...
shows.acast.com/business-cla...
Google Product Grids and AI Mode: The Ecommerce SEO Playbook with Brodie Clark | Business Class Lounge by SearchPilot, hosted by Will Critchlow
Season 02 episode 08: Brodie Clark, independent SEO consultant and ecommerce expert
shows.acast.com
December 2, 2025 at 2:47 PM
My conversation with the deeply insightful @brodieclark.bsky.social is up on the @searchpilot.bsky.social podcast feed for those who like to get their info that way:
shows.acast.com/business-cla...
shows.acast.com/business-cla...
Reposted by Will Critchlow
I'm no gamer, but I didn't think this was too bad in our vibe coded @searchpilot.bsky.social control mode game.
Can you beat it?
www.searchpilot.com/searchpilot-...
Can you beat it?
www.searchpilot.com/searchpilot-...
November 24, 2025 at 3:06 PM
I'm no gamer, but I didn't think this was too bad in our vibe coded @searchpilot.bsky.social control mode game.
Can you beat it?
www.searchpilot.com/searchpilot-...
Can you beat it?
www.searchpilot.com/searchpilot-...
Getting new logos on the SearchPilot site is extremely exciting, and I've talked before about my joy at winning the M&S account.
Even better, is when we get to celebrate great results with the teams we work with on those accounts.
Even better, is when we get to celebrate great results with the teams we work with on those accounts.
November 19, 2025 at 4:57 PM
Getting new logos on the SearchPilot site is extremely exciting, and I've talked before about my joy at winning the M&S account.
Even better, is when we get to celebrate great results with the teams we work with on those accounts.
Even better, is when we get to celebrate great results with the teams we work with on those accounts.
Join Matthew Morrissey and me next Wednesday as we talk about how in our work together the adidas SEO team has moved from focusing on wins to focusing on insights, and why this shift helped the whole organisation understand search with more clarity.
www.searchpilot.com/inside-adida...
www.searchpilot.com/inside-adida...
Inside adidas: How a Global Brand Builds an Insight-First SEO Program
Join adidas and SearchPilot for a session on how controlled SEO tests shape decisions, speed up insights, and support global teams.
www.searchpilot.com
November 19, 2025 at 3:35 PM
Join Matthew Morrissey and me next Wednesday as we talk about how in our work together the adidas SEO team has moved from focusing on wins to focusing on insights, and why this shift helped the whole organisation understand search with more clarity.
www.searchpilot.com/inside-adida...
www.searchpilot.com/inside-adida...
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.