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PODCAST

Business Class Lounge by SearchPilot, hosted by Will Critchlow

Will Critchlow interviews CMOs, VPs and other marketing leaders to understand how they really think about leadership, management, finance, and more. The Business Class Lounge podcast is designed to be interesting to marketing leaders who want to improve, to founders and CEOs who recruit and manage them, and for practitioners who aspire to senior roles.The Business Class Lounge is a podcast from SearchPilot. SearchPilot helps large websites prove the value of SEO by making SEO tests easier, faster,

business marketing

All Episodes

22:30

Inside adidas: How a Global Brand Builds an...

Business Class Lounge by SearchPilot, hosted by Will... ·

2026/01/16

Will Critchlow is joined by Matthew Morrissey, Organic Search Director EU at adidas to talk about life at the cutting edge of enterprise SEO at a major global brand. Learn about the power of hunting insights, and insight rate over wins and testing cadence, team alignment, and where great ideas come from.This episode is produced by Mark Cotton and hosted by Will Critchlow - you can follow Will on Twitter: @willcritchlow.The Business Class Lounge is a podcast from SearchPilot. SearchPilot helps large

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36:30

Google Product Grids and AI Mode: The Ecommerce SEO...

Business Class Lounge by SearchPilot, hosted by Will... ·

2025/12/02

Will Critchlow is joined by Brodie Clark, independent SEO consultant and ecommerce expert to talk about all the ways that the search result pages are changing, new display features and ranking algorithms, and all the ways these things affect ecommerce businesses in particular when it comes to SEO.This episode is produced by Mark Cotton and hosted by Will Critchlow - you can follow Will on Twitter: @willcritchlow.The Business Class Lounge is a podcast from SearchPilot. SearchPilot helps large

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38:06

Experimentation lessons from CRO - a conversation...

Business Class Lounge by SearchPilot, hosted by Will... ·

2025/10/30

Will Critchlow is joined by Ryan Lucht, Senior Technical Advocate at Datadog which he joined as part of the Eppo acquisition earlier this year. Ryan has deep experience and expertise in CRO experimentation, and has great insights to share from that world to help SEO experimentation catch up with CRO in testing maturity.This episode is produced by Mark Cotton and hosted by Will Critchlow - you can follow Will on Twitter: @willcritchlow.The Business Class Lounge is a podcast from SearchPilot

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43:06

SEO vs. GEO: Aleyda Solis on eCommerce Search in an...

Business Class Lounge by SearchPilot, hosted by Will... ·

2025/10/14

Will Critchlow is joined by Aleyda Solis, founder & international SEO consultant at Orainti. Aleyda is the brains behind the leading SEOFOMO SEO newsletter and is the perfect expert to walk us through the changes she is seeing in search results.Some resources we mention in the conversation:SEO vs GEO ChecklistKey traditional vs AI search differencesThe AI search content optimization checklistThis episode is produced by Mark Cotton and hosted by Will Critchlow - you can follow Will on Twitter:

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42:31

Future-Proofing E-Commerce SEO for 2026 and Beyond...

Business Class Lounge by SearchPilot, hosted by Will... ·

2025/09/12

Will Critchlow is joined by Ross Hudgens, founder and CEO at Siege Media. Ross brings a complementary skillset and background to Will's, with a deep focus on content and PR, and together they lay out a blueprint for the future of e-commerce SEO.This episode is produced by Mark Cotton and hosted by Will Critchlow - you can follow Will on Twitter: @willcritchlow.The Business Class Lounge is a podcast from SearchPilot. SearchPilot helps large ecommerce retailers take SEO from react mode to control

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38:17

Search Isn't Dead - SEO Trends with Rand Fishkin

Business Class Lounge by SearchPilot, hosted by Will... ·

2025/09/03

This is the audio of a live recording. You can watch the video here.In this episode, Will chats to Rand Fishkin. Will and Rand are old friends going back to their times running Distilled and Moz (actually, SEOmoz!) respectively. They got together to record in person when they were in NYC for SEO Week, and covered a wide range of topics including the perennial question: IS SEO DEAD?This episode is produced by Mark Cotton and hosted by Will Critchlow - you can follow Will on Twitter:

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42:56

Smarter search strategies in a world of rising PPC costs

Business Class Lounge by SearchPilot, hosted by Will... ·

2025/08/11

Will Critchlow is joined by Kevin Gibbons, founder of ecommerce specialist agency Re:signal. Their wide-ranging conversation reveals key insights into ecommerce SEO, aligning paid and organic search efforts, and why specialisation matters more now than ever.This episode is produced by Mark Cotton and hosted by Will Critchlow - you can follow Will on Twitter: @willcritchlow.The Business Class Lounge is a podcast from SearchPilot. SearchPilot helps large ecommerce retailers take SEO from react mode to

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45:57

Beyond Google - How AIs and LLMs are Changing SEO...

Business Class Lounge by SearchPilot, hosted by Will... ·

2025/07/09

Will Critchlow chats with his brother! Tom Critchlow is now the EVP Audience Growth at Raptive, but before that was an independent consultant, a Googler, and (going way back) a colleague at Distilled.Working in the same industry as family leads to various chats that roam across a wide range of topics, but for this conversation, we decided to record a discussion about the future of Google - a topic we have both been thinking about a lot.We cover Google's AI Mode and the curious ways that early

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44:14

Product-led SEO in AI times with Eli Schwartz

Business Class Lounge by SearchPilot, hosted by Will... ·

2025/04/24

Will Critchlow interviews Eli Schwartz - ex-Survey Monkey and author of the book Product-Led SEO.Eli and I met during his Survey Monkey days, when he was developing the ideas that he would go on to publish in his book Product-Led SEO. We talk about how to survive the shift to an AI world with product-led thinking.This episode is produced by Mark Cotton and hosted by Will Critchlow - you can follow Will on Twitter: @willcritchlow.The Business Class Lounge is a podcast from SearchPilot. SearchPilot

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40:54

An engineer's perspective on SEO with Abishek Rajendra

Business Class Lounge by SearchPilot, hosted by Will... ·

2025/01/07

Will Critchlow interviews Abishek Rajendra - VP Organic Growth at Course Hero.I'm joined today by Abishek Rajendra who came to SEO from an engineering background, and so brings a rare perspective not only on the technical aspects of SEO itself, but also on the mindset of engineers, and the work that we are often asking them to do. He has deep experience with SEO testing, as well as with the more leadership-oriented elements of integrating effective organic growth into your digital marketing

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47:52

From evading Matt Cutts to being effective in the...

Business Class Lounge by SearchPilot, hosted by Will... ·

2024/12/12

Will Critchlow interviews Todd "Oilman" Friesen - ex-Salesforce and Vimeo SEO expert.I’m joined today by Todd Friesen who OG SEOs will know as Oilman. He was already a huge name in the nascent industry when I got started “some time ago” and we first met at an SMX West conference in 2006 or 2007. The reason I’m particularly excited to talk to Todd is because he’s the best example I know of someone who started his career in the churn and burn world of darker-hat SEO, and then made a journey via agency

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35:22

Guessing what Google wants

Business Class Lounge by SearchPilot, hosted by Will... ·

2024/07/25

Can we guess? Does it matter?The more Google relies on machine learning and user signals to make searchers happy, the less explainable the results are, and the harder they have to guess.Does that matter, and what should we do about it?Join Will as he meanders through these implications in this episode. Take the quiz here to test your SEO skills: https://searchpilot.scoreapp.com/ Tune in to the full live stream on LinkedIn, Twitter, or YouTube every week (mostly Tuesdays). If you want to see how

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28:42

Will it make the car go faster?

Business Class Lounge by SearchPilot, hosted by Will... ·

2024/07/16

Frank Williams, of Formula 1 fame, apparently would ask this question in response to almost anything he was asked (org changes, budget requests, etc) and it's been bouncing round my head since I heard that.This week, Will talks about making the car go faster, as well as some tactical discussions about what it's possible to test from an SEO perspective, and why and how we are working to create the best possible places to do on-site SEO.Tune in to the full live stream on LinkedIn, Twitter, or YouTube

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28:42

Will it make the car go faster?

Business Class Lounge by SearchPilot, hosted by Will... ·

2024/07/16

Frank Williams, of Formula 1 fame, apparently would ask this question in response to almost anything he was asked (org changes, budget requests, etc) and it's been bouncing round my head since I heard that.This week, Will talks about making the car go faster, as well as some tactical discussions about what it's possible to test from an SEO perspective, and why and how we are working to create the best possible places to do on-site SEO.Tune in to the full live stream on LinkedIn, Twitter, or YouTube

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31:38

Lessons from paid search: spend, budgets, reporting...

Business Class Lounge by SearchPilot, hosted by Will... ·

2024/07/09

More data digging into where Google sends clicks after users perform searches, this time vis-a-vis how budget is attributed and how organic traffic fare against paid search. As always, Will brings this back to the importance of setting metrics and budgets to achieve your SEO goals. Tune in to the full live stream on LinkedIn, Twitter, or YouTube every week (mostly Tuesdays). If you want to see how SearchPilot can help you run more SEO A/B tests and make SEO your biggest growth opportunity, then let

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23:57

Misconceptions SEOs have about money

Business Class Lounge by SearchPilot, hosted by Will... ·

2024/07/02

How can SEOs understand and start speaking the language of business? Understand the definitions of these key business termsIdentify what makes a 'large amount' spend for your organizationDevelop a dashboard that provides visibility on search's impact on revenueFresh off the eTail conference speaking with eCommerce and digital leaders, Will shares his thoughts on why it's so important for SEOs to understand and start speaking the language of business. Tune in to the full live stream on LinkedIn,

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28:54

Turning SEO into the channel you always wished it...

Business Class Lounge by SearchPilot, hosted by Will... ·

2024/06/25

Organic search is the biggest channel for new customer acquisition for most ecommerce sites, but it is frustratingly opaque and often the hardest channel to understand or improve. Are your wishes for SEO is for it to be accountable, transparent, and to drive growth? Then listen on. Tune in to the full live stream on LinkedIn, Twitter, or YouTube every week (mostly Tuesdays). If you want to see how SearchPilot can help you run more SEO A/B tests and make SEO your biggest growth opportunity, then let

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11:58

(Part 2) Reflecting on things I've heard about SEO...

Business Class Lounge by SearchPilot, hosted by Will... ·

2024/06/18

What does leadership really care about when it comes to SEO?Will spends a lot of time talking to folks in leadership positions about what they really care about (as well as to the teams who report to them). Some of the themes Will explored are: SEO is confusing. We don't have SEO goals; We want to do things right but faster; We've been stung by SEO before. If any of these resonate with you, then listen to both Part 1 and 2! This is Part 2. You should be able to find Part 1's audio in the show's

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25:16

(Part 1) Reflecting on things I've heard about SEO...

Business Class Lounge by SearchPilot, hosted by Will... ·

2024/06/18

What does leadership really care about when it comes to SEO?Will spends a lot of time talking to folks in leadership positions about what they really care about (as well as to the teams who report to them).This is Part 1 before Will accidentally pressed the wrong button and took himself out of the live stream. Thankfully, the YouTube and LinkedIn live streams continued, but the audio file recording was split into two parts. Hence, Part 2's audio upload follows next. Tune in to the full live stream

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34:57

"Not paying attention" - does the Google leak change...

Business Class Lounge by SearchPilot, hosted by Will... ·

2024/06/11

There's only one thing in the news this week as it relates to Google - and that's the leak of internal engineering documentation regarding how organic search works. First reported and analysed by Rand Fishkin and Michael King, it's a treasure trove of rabbit holes (to mix my metaphors) for those of us who geek out on this stuff. But what does it change? What should we be doing differently as a result? Rand said that if you aren't changing things as a result (and didn't have omniscient knowledge of

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