Voices of Search Podcast:

Episode: SEO “best practice” that's debunked through testing
Date: February 3, 2026
Host: Jordan Cooney
Guest: Will Critchlow, CEO at SearchPilot

Episode Overview

This episode of Voices of Search explores the reliability of long-standing SEO "best practices" through the lens of rigorous testing. Host Jordan Cooney and guest Will Critchlow, a leader in SEO experimentation, dissect which industry beliefs hold up to data-driven scrutiny—and which ones don’t. The main discussion zeros in on a particular tactic widely regarded as an SEO must, but repeatedly shown to be ineffective in A/B tests.

Key Discussion Points & Insights

Introduction to Geo-Testing in SEO

• Will Critchlow is introduced as the CEO of SearchPilot, an enterprise-grade SEO A/B testing platform, notable for its launch of the industry’s first geo-testing system tailored for AI-based search ([00:44]).

The Lightning Round: Debunking SEO Myths

• Jordan initiates a lightning round focused on geo-testing and widely accepted SEO notions ([01:12]):

  Jordan Cooney ([01:13]): "What's the biggest SEO best practice that you've debunked through testing, but our industry is just still clinging onto it?"

Alt Text: Not a Ranking Factor

• Will Critchlow responds candidly about the use of alt text and its real impact on SEO rankings:

  Will Critchlow ([01:23]):
  "I mean, I hate it because I like the concept and the technology, but alt text? Like, we've never seen a successful alt text test. It doesn't seem to matter for SEO. Use it for accessibility. Still do it. You know, people need it, robots probably need it in the future, but it's not helping your rankings. Sorry."

• Key Takeaways:

  • Despite being a universally recommended SEO best practice, adding or optimizing image alt text has never shown a direct ranking benefit in hundreds of SearchPilot’s A/B tests.
  • Will emphasizes that alt text should still be used for accessibility purposes, even if it doesn’t impact SEO rankings at this time.
  • Will’s comments reflect a growing industry movement: test assumptions before blindly following best practices.

Memorable Moments & Tone

• Frank Contrition: Will’s answer is notable for his tone—he openly admits affection for the concept of alt text, but doesn’t let personal or industry sentiment outweigh data.
• Mutual Affirmation: Jordan’s immediate, emphatic "I love it" punctuates a shared appreciation for evidence-based honesty ([01:47]).

Notable Quotes with Timestamps

• Will Critchlow ([01:23]):
  "Alt text? Like, we've never seen a successful alt text test. It doesn't seem to matter for SEO. Use it for accessibility. Still do it... but it's not helping your rankings. Sorry."

• Jordan Cooney ([01:47]):
  "I love it."

Standout Segment Timestamps

• [01:12] — Start of the lightning round: challenging entrenched SEO beliefs.
• [01:23] — Will Critchlow debunks the efficacy of alt text for SEO rankings.

Conclusion

This brisk, candid episode zeroes in on how even the most widely-prescribed SEO practices can fall short when tested. The conversation is a reminder that in SEO, relying solely on received wisdom—without validating with data—can mean wasting effort or missing higher-impact opportunities. Will and Jordan urge SEO professionals to prioritize accessibility, but to test rigorously for true ranking gains.

Bottom Line:

• Alt text: Essential for accessibility, but not a lever for SEO rankings according to large-scale A/B testing.
• "The answers are always in the data." (Closing mantra of the show)