Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast SEO “best practice” that's debunked through testing
Feb 3, 2026
Will Critchlow, CEO of SearchPilot and builder of enterprise SEO A/B and GEO testing systems, discusses testing for AI-driven search. He covers GEO testing for AI, why fan-out queries change how tests must be run, multimetrics across Google and LLMs, and the hidden value of untracked AI-driven discovery.
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Alt Text Likely Doesn't Help Rankings
- Alt text does not appear to impact SEO based on SearchPilot's tests.
- Will Critchlow says use alt text for accessibility but not expect ranking benefits.
Use Alt Text For Accessibility
- Use alt text primarily to improve accessibility for users with visual impairments.
- Continue to include alt text even though it probably won't boost your SEO.