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Will Critchlow
CEO at SearchPilot
Will Critchlow is an accomplished digital marketing expert and entrepreneur who is currently the Founder and CEO of SearchPilot, an enterprise SEO A/B testing platform.123 He originally founded Distilled, an SEO agency, in 2005 with Duncan Morris, which was later acquired by Brainlabs in early 2020.45
Professional Background:
- Founded Distilled in 2005, growing it to have offices in London, New York, and Seattle
- Spun out SearchPilot (previously Distilled ODN) as an independent company in February 2020
- Currently leads SearchPilot, which is a startup with 23 employees across the UK, US, and Europe2
Key Achievements:
- Developed SearchPilot, an enterprise SEO A/B testing platform that helps large websites make agile changes and test their impact12
- Collaborated with clients ranging from startups to Fortune 500 companies
- Known for his expertise in SEO, content marketing, and conversion rate optimization3
Current Roles:
- CEO of SearchPilot
- SEO Partner at Brainlabs
- Investor in various technology ventures like TeamSportz.Pro
- Global Associate at Moz5
Will is recognized in the digital marketing industry for his profound knowledge of search engine optimization and his innovative approach to helping businesses establish a robust online presence.3
Highlights
Real tips from @abbysuegleason : take a document that has worked for your boss or boss's boss and use it to get feedback on how to position your SEO work, and ensure that you aren't getting trapped into geeky SEO minutiae that they won't care about.
No matter how much you care about crawling (yeah, me too).


