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.
Thank you to the SearchPilot team that's supported them.
Read the full thing (PDF): www.searchpilot.com/hubfs/Succes...
Read the full thing (PDF): www.searchpilot.com/hubfs/Succes...
www.searchpilot.com
November 19, 2025 at 4:57 PM
Thank you to the SearchPilot team that's supported them.
Read the full thing (PDF): www.searchpilot.com/hubfs/Succes...
Read the full thing (PDF): www.searchpilot.com/hubfs/Succes...
It's not every day that we get to talk transparently about these kinds of results because not every large company is happy to do so.
Kudos to the M&S team for what they've achieved - they've built an exceptional experimentation program that has elevated SEO's influence. Great work team!
Kudos to the M&S team for what they've achieved - they've built an exceptional experimentation program that has elevated SEO's influence. Great work team!
November 19, 2025 at 4:57 PM
It's not every day that we get to talk transparently about these kinds of results because not every large company is happy to do so.
Kudos to the M&S team for what they've achieved - they've built an exceptional experimentation program that has elevated SEO's influence. Great work team!
Kudos to the M&S team for what they've achieved - they've built an exceptional experimentation program that has elevated SEO's influence. Great work team!
If you can't make it live, don't worry - just hit "attend" and we'll send you the recording afterwards.
November 19, 2025 at 3:35 PM
If you can't make it live, don't worry - just hit "attend" and we'll send you the recording afterwards.
(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... )