Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

Will Critchlow, CEO of SearchPilot and leader in SEO A/B testing, outlines a shift from guesswork to evidence-driven SEO. He discusses SearchPilot’s new geo testing for AI search and the push for multi-metric frameworks. Short, focused takes on testing at enterprise scale and segmented analysis across product lines.

Will Critchlow, CEO of SearchPilot and builder of an SEO A/B testing platform, discusses AI-focused geo testing and why data-driven experiments replace speculation in enterprise SEO. He explains a new geo testing system for AI search. He also debates risks to Google’s AI dominance and what the Apple arrangement might mean for search.

Will Critchlow, CEO of SearchPilot and pioneer of SEO A/B testing, built testing platforms for enterprise sites and GEO tests for AI discovery. He discusses why testing replaced consulting, how testing tames black-box search and AI channels, and focusing on enterprise solutions and measuring dark traffic across Google and LLMs.

Will Critchlow, CEO of SearchPilot and enterprise SEO A/B testing pioneer, explains why LLMs have upended how content is ranked. He shares his surprise at how well LLMs perform. He discusses whether LLM answers will be opinionated or tailored for product research and why testing-first, data-driven approaches now matter.

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.

Over half of all US searches now end without a click, fundamentally changing how SEO performance is measured. Will Critchlow, CEO at SearchPilot, leads the industry's first GEO testing platform designed specifically for AI-powered search environments, helping enterprise retailers navigate this seismic shift from traditional ranking metrics to comprehensive discovery optimization. The discussion reveals SearchPilot's breakthrough multimetrics testing framework that measures performance across Google, ChatGPT, and emerging LLM channels simultaneously, plus their innovative approach to tracking "dark traffic" from AI recommendations that bypass traditional referral attribution.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Third-party sites capture traffic by explaining what brands actually do. John Vantine, Director of SEO at GoodRx, has built cross-functional generative search frameworks over seven years that power discovery across Google and ChatGPT. He reveals how About Us and FAQ pages become critical ranking assets when they proactively address common brand misconceptions in plain language. Vantine demonstrates how predictive search volume around questions like "how does [brand] make money" signals untapped content opportunities that competitors exploit when brands fail to clearly explain their value proposition.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Google's AI overviews now appear for 90% of informational queries. John Vantine, Director of SEO at GoodRx, has built cross-functional frameworks that drive visibility across Google, ChatGPT, and emerging AI platforms while competing directly with WebMD and Healthline in the high-stakes healthcare space. The discussion covers his 50-50 collaboration model between SEOs and subject matter experts, traffic-based content update signals as the primary performance indicator, and strategic positioning of SEO teams within product organizations rather than marketing to enable direct partnership development with AI platforms.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

John Vantine, Director of SEO at GoodRx known for building cross-functional generative search and editorial frameworks. He discusses hiring product-led SEO in 2026. He explains traffic-based content refresh signals that outperform originals. He outlines systematic monitoring to catch performance cliffs and drive measurable traffic recovery.

John Vantine, Director of SEO at GoodRx with 7+ years building generative search frameworks, discusses product-led SEO and cross-functional approaches. He explains generative search frameworks, how AI may change common tactics, and why simple internal linking and navigational modules remain crucial for discovery across Google, ChatGPT, and new platforms.