What Google And AI SEO Actually Reward
I had the pleasure of sitting down with Will Critchlow, CEO and co-founder of SearchPilot, one of the few platforms that run large-scale SEO and GEO A/B tests on enterprise websites.
Will has spent nearly two decades helping major brands move beyond SEO guesswork and into data-driven decision-making.
In this episode, Will breaks down what thousands of real-world SEO and AI search experiments reveal about how Google and large language models actually work. We discuss why best practices often fail, how testing exposes counterintuitive wins, and what changes really improve visibility in both traditional search and AI-powered discovery.
If you’re responsible for SEO, AI search visibility, or revenue growth at scale, this conversation will challenge assumptions and give you practical insights you can apply immediately.
About Chris Raulf
Chris Raulf is an international AI and SEO expert, global keynote speaker, and founder of Boulder SEO Marketing. He’s known for his Micro-SEO Strategies℠ and helps brands worldwide grow their online visibility using human-focused, AI-powered strategies.
