Optimizing for Google vs AI search
Enterprise SEO teams struggle to prove ROI amid constant algorithmic changes. Will Critchlow, CEO at SearchPilot, has built the leading SEO A/B testing platform serving enterprise sites and recently launched the industry's first geo testing system for AI search optimization. The discussion covers t…
GEO, Fanout, Agents: Mike King’s Take on Where Search Is Really Heading
Will Critchlow catches up with Mike King, founder and CEO at iPullRank to talk about GEO, fanout queries, agents, and what the cutting edge feels like at a top agency. Mike and Will go way back, so this episode covers a lot of ground, from SEO to Mike's view on the place of AI in the production of …
How Do You A/B Test SEO and GEO? Title Tags, Traffic, and the Truth
What does it really mean to run SEO as an experiment instead of a checklist?
In this episode, we’re joined by Will Critchlow and Mat Reiss to explore the evolution of SEO and AEO/GEO A/B testing — from enterprise-level experimentation frameworks to a super simple way for any team to get started: ti…
Wayfair's Framework for Picking SEO Tests with Rodney Pérez
Probably the most common question we hear from SearchPilot customers is "how should we pick which tests to run?". In this episode, Will Critchlow asks Rodney Pérez how they do it at Wayfair. Rodney shares the frameworks and thought processes that underpin a large, competitive, and successful SEO or…
Product management lessons for SEO with Abby Gleason
In this episode, Will was joined by Abby Gleason, Senior Product Manager for SEO at Upwork. Abby has a rare blend of experience: she came up through agency SEO, moved into product at Scribd, and now runs SEO in a true product operating model at Upwork, with an engineering team, a roadmap, and a ste…
From SEO to GEO in 2026 with Tim Soulo
In this episode, Will was joined by Abby Gleason, Senior Product Manager for SEO at Upwork. Abby has a rare blend of experience: she came up through agency SEO, moved into product at Scribd, and now runs SEO in a true product operating model at Upwork, with an engineering team, a roadmap, and a ste…
SEO Is a System, Not a Channel: Lessons from Zalando, Omio, and idealo with Norman Nielsen
Norman Nielsen has deep experience across travel, retail, and marketplace sites, and strong opinions about how organic discovery should work. In this episode Will and Norman reminisce about the growth of the web, and the changes to how consumers discover products and services.
This episode is produ…
Beyond crawl data: what SEO teams really need from their tools with Patrick Hathaway
Patrick Hathaway is the founder and CEO of Sitebulb. He and his team have built a beloved and powerful tool packed full of insights, and they've done it in quite a different way to SearchPilot. We thought that others might be interested to hear us discussing the differences and similarities in our …
LLMs don't rank anything. So what are you optimizing for?
Britney Muller is the founder and AI Consultant at Orange Labs. She has gone deep into understanding AI since the earliest days of the recent explosion in capabilities. As a result, she has a unique and detailed perspective on how things actually work and helped me dispel some myths and misconcepti…
How to get better work from your SEO agency
Paddy Moogan and I go way back. He worked for my agency, Distilled, until 2014. He started as an SEO consultant, but ultimately ran the UK team out of the London office before starting his own agency. Since leaving agency life himself, he has helped agencies both 1:1 and through his training course…
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