Part of GEOly's "GEO / AEO Expert Watch" series — meet Will Critchlow, a quick map of their public work and where to follow them, with links to the original sources.
Who is Will Critchlow
Founder and CEO of SearchPilot (spun out of Distilled), Will pioneered large-scale SEO A/B testing and brings hard experimental discipline to a field full of untested claims. Essential for teams that want to validate GEO changes rather than guess.
These experts focus on making AI visibility measurable and accountable to the business — moving from vanity metrics to citations, mentions, answer share and conversion. Their recurring focus areas include: SEO testing, SearchPilot, experimentation.
What GEO / AEO practitioners can learn from Will Critchlow
- Rankings are no longer the finish line: in a zero-click, AI-answer world, being cited/recommended is closer to real influence than position alone.
- Define new KPIs: citation counts, share of mentions, answer share, AI-attributed conversions — you can only optimize what you can quantify.
- Tie it to the business: connect AI visibility to revenue, leads and branded search to justify sustained investment.
GEOly angle: Testing framework: how to validate GEO changes with controlled experiments instead of guessing.
What it means for brands going global
For global-facing brands, stand up an "AI visibility dashboard" early: track citations and mentions on core questions, benchmark competitors, and try to tie it to store conversions. GEOly’s brand GEO audits are built around exactly this measurable frame.
Want to see how your own brand shows up across ChatGPT, Perplexity and Google's AI answers — and how you stack up against competitors? That is exactly what GEOly's brand GEO audit measures: citations, share of mentions and answer share, tracked over time.
Watch & listen
Prefer video or audio? Follow Will Critchlow's talks and conversations here.
