Podcast Episode Summary

Podcast: Voices of Search
Episode Title: Optimizing for Google vs AI Search
Date: February 7, 2026
Host: Jordan Cooney
Guest: Will Critchlow, CEO at SearchPilot

Episode Overview

This episode dives into the rapidly evolving landscape of search engine optimization (SEO) as it relates to both traditional Google search and emerging AI-powered search engines. Host Jordan Cooney interviews Will Critchlow, CEO of SearchPilot, about the latest approaches to content and SEO testing, especially in the context of AI-driven search platforms and how new metrics and technologies are reshaping experimentation and strategy.

Key Discussion Points & Insights

1. Emergence of AI Search and New Testing Needs

• AI search continues to redefine how SEO specialists approach optimization, requiring more nuanced and reliable forms of testing.
• SearchPilot has responded by launching the industry’s first geo testing system for AI search in 2026.

2. Multi-Metric Optimization is Critical

• Will Critchlow emphasizes the importance of evaluating tests across multiple metrics, moving beyond "one-size-fits-all" approaches.
  • Quote [01:07]:
    "We are betting that by optimizing our tests to be able to be measured against different things, that will enable people to get more insights faster, with more confidence, build better tests, make smarter decisions."
    — Will Critchlow, on the future of SEO testing

3. Segmentation and Deeper Analysis

• Segmented analysis within tests is highlighted as an emerging capability:
  • Now possible to break down test impacts across different categories (e.g., home furnishings vs. fashion vs. kids' clothes) within major retail websites.
  • Enabled by the same technology powering multi-metric testing.
  • Quote [02:56]:
    "The exciting stuff that's just starting to come out in our product right now is that it also enables things like segmented analysis... we can do that as well because of the same technology that runs the multi metrics."
    — Will Critchlow

4. Practical Implications for SEO Teams

• Multi-metric and segmented testing allow teams to:
  • Gain more granular insights on what works and where.
  • Confidently report improvements in specific business segments.
  • Design better experiments with meaningful business outcomes.

Notable Quotes & Memorable Moments

• Will Critchlow on Multi-Metric Testing [01:07]:
  "We are betting that by optimizing our tests to be able to be measured against different things, that will enable people to get more insights faster, with more confidence, build better tests, make smarter decisions."

• Will Critchlow on Segmented Analysis [02:56]:
  "The exciting stuff that's just starting to come out...is that it enables things like segmented analysis...for a major retailer... you want to be able to report on it and say, how good was it in home furnishings, how good was it in fashion, how good was it in whatever else it might be? ... We can do that as well."

Timestamps for Important Segments

• 00:44 – 01:07: Introduction of guest and SearchPilot’s geo testing system for AI search.
• 01:07 – 01:28: Will Critchlow details the importance and future of multi-metric testing.
• 02:56 – 03:39: Discussion on segmentation in test analysis and its benefits for enterprises.

Episode Takeaways

• The future of SEO testing is multidimensional, leveraging multiple metrics and deep segmentation to deliver actionable, confident results.
• Adapting to AI search engines will require new strategies, tools, and a flexible approach to experimentation.
• Data-driven decision-making remains the key, but the shape and granularity of that data are evolving rapidly.

For more on Will Critchlow or SearchPilot, visit their LinkedIn or searchpilot.com.