Will Critchlow
speaker
1,140 appearances
7 recordings
1 series
first heard Mar 2025
last heard 6 Feb
Will Critchlow’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 5 in all, peaking in Feb 2026 with 5.
Appearances
um different why, but the fundamental change is going to be something like, you know, we're adding this new information to the page, and our hypothesis is that it's going to make it more valuable, more attractive, ultimately get us more business.
Um the measurement is actually quite similar because we're still most of our tests are run against analytics data.
Um in the case of Google, we can also augment that with search console data and we can pull in other data sources, but the the data maturity of the new platforms is much lower than uh you know, there there isn't a search console for Chat GPT yet.
Maybe we'll talk talk about how
Uh that might come along one day.
Um, but th those things are the same and and our approach is similar.
to how we've worked in the SEO space, that we're taking that hypothesis, applying it to some pages and not to others, and measuring the relative performance of those groups of pages.
key difference when it comes to the AI-powered searcher journey is that as you alluded to in the in the intro, so much more of that journey happens on the search engine or on the in the chat window and less of it happens on your website.
So it's almost like we're testing against the user journey as a whole.
rather than just that, um you know, rather than every click.
And it's a little bit analogous to thinking, you know, when you you as a user are researching a product that you might like to buy and you open up a whole load of different tabs in your browser all at once.
And then you go and read all the things.
Are
We we we all do this, I think.
And uh, you know, it it's okay guys, you can you can shut some of those tabs.
Uh you you're not gonna get back to them.
But uh you know that process where where you're you're doing research, you're on a a whole load of tabs in in different windows, and then at the end of it you come back to the one place where you're gonna buy from.
The LLMs are kind of doing that process for you.
They they're when what we call the um uh the fan out query is them going and doing that, in sometimes even doing multiple queries, lots of queries behind the scenes, opening lots of tabs in their browser windows, reading all of them and and kind of coming back.
And so a GEO test is a blend of an SEO and a conversion rate test in a sense, but the conversion rate is the robot conversion.
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