Explore All In SEO
Recent Articles
Recent Articles
Recent Articles

When What’s Good For Users Isn’t Good For Google- CEO And Founder Of SearchPilot, Will Critchlow Talked About It

Will Critchlow, the founder, and CEO of Searchpilot and the organizer of Search Love discusses the intricacies of SEO testing talks about when what’s good for users isn’t good for Google. Will also discuss how SEO has evolved over the last 15 years and how curiosity is the key to staying in the game for a long time.

Keith Peterson
Keith Peterson
May 17, 202245 Shares1.1K Views
Jump to
  1. About SearchPilot
  2. Will Critchlow - CEO And Founder Of SearchPilot
  3. Will Critchlow Discussed When What’s Good For Users Isn’t Good For Google
  4. Full Funnel Testing - Conversion Rate Optimization Vs Search Engine Optimization
  5. How To Improve Your Local Ranking On Google
  6. How Google Determines Local Ranking
  7. People Also Ask
  8. Conclusion

When What’s Good For Users Isn’t Good For Google- We already know that Google aims to align its results with websites that satisfy searchers.

We anticipate that more ranking variables will accord with this, whether based on real user data, machine-learned counterparts, or simply analyzing algorithm adjustments based on their effects on usage.

But, on the way there, it's crucial to remember that modifications made to increase the conversion rate or UX might have a negative impact on search performance, and vice versa.

How can we traverse this abyss? That's what Will will be talking about.

About SearchPilot

SearchPilot logo
SearchPilot logo

SearchPilot is an SEOA/B testing software and meta-CMS that enables huge websites to make quick SEOmodifications.

The platform's testing and data analysis features enable firms to approach SEOwith a scientific lens, improving businessreasons for prioritizing SEO adjustments.

SearchPilot, as a meta-CMS, enables teams to make ad hoc website updates without depleting development resources.

SearchPilot, which split out of Distilled, has 15 years of cutting-edge SEO agency experience.

With our headquarters in London and offices in New York City and Seattle, we are well-positioned to assist clients in different time zones.

Their customers come from a variety of sectors, including eCommerceand tourism.

Will Critchlow - CEO And Founder Of SearchPilot

Will Critchlow Smiling
Will Critchlow Smiling

Will was CEO of Distilled, the firm that established the technology that would become SearchPilot, before spinning it off as a separate company in early 2020.

Will and his co-founder Duncan Morris started Distilled, an SEO business, in 2005. Brainlabs purchased it at the same time SearchPilot was split out.

Will has expertise in operating and growing businesses in the United States and the United Kingdom, working with significant clients and customers and has extensive SEO understanding from many years of working with some of the world's largest websites.

Will Critchlow is the CEO of SearchPilot, a spinoff of his former firm Distilled, which was bought by Brainlabs in early 2020.

SearchPilot is an enterprise SEO A/B testing tool that demonstrates the value of SEO for the world's largest websites by enabling them to make agile adjustments and evaluate the impact of those changes.

Will Critchlow Discussed When What’s Good For Users Isn’t Good For Google

“Google invested everything they had in making the web bigger, they literally funded the creation of a lot of the web through AdSense, they also built a bigger index than anybody else and invested revenue back into their business,” says Will.

Will recalls delivering a presentation regarding search intentand whether Google could properly crawl and index a site about 2006.

Google established a unified online experience for businesses that use databases.

Throughout the history of SEO, difficulties such as low-quality contentfarms (Answers, eHow, About, and so on) have appeared.

"Duplicate content, literal scraping of material" accurately explains low-quality content farms.

According to Will, "we are now in the era of machine learning and artificial intelligence."

Understanding content and intent is extremely beneficial to the SEO testing process.

"You can't just apply that cookie-cutter advice; you have to test," Will says, suggesting that we use our critical thinking abilities to understand the "why" rather than accepting recommendations before testing.

Critchlow feels SEO is still a relatively new market with a lot of room for growth.

Full Funnel Testing - Conversion Rate Optimization Vs Search Engine Optimization

Full funnel testing combines two methodologies in order to perform both at the same time.

Conversion rate optimization is concerned with converting more of your existing visitors (at the bottom of the funnel).

The goal of conversion rate optimization is to convert more of your existing traffic (bottom of the funnel).

Ideally, you should test both the SEO and CRO effect of your proposals.

How To Improve Your Local Ranking On Google

Google search bar and logo in a magnifying glass
Google search bar and logo in a magnifying glass

When someone searches for a company or area near them, they'll discover local results in places like Maps and Search.

For example, if you search for "Italian restaurant" on your mobile device, you will most likely get local results.

Google makes every effort to display the type of neighboring restaurant that you'd want to visit.

Use Google Company Profile to claim and update your business information to enhance your local ranking.

Improve your company's exposure by updating its information.

You may discover that your company does not appear in relevant searches in your region.

To increase the likelihood that consumers will find your company in local search results, make sure the content in your Business Profile is correct, full, and interesting.

How Google Determines Local Ranking

Google search bar homepage
Google search bar homepage

Local results are prioritized based on relevancy, distance, and prominence.

These criteria work together to help us locate the best match for your search.

For example, Google's algorithms may determine that a business farther away from your location is more likely to have what you're looking for than a shop closer to you, and hence rank it higher in local results.

People Also Ask

What Search Engine Is Better Than Google?

DuckDuckGo, which was created in 2008, is probably the most well-known Google search competitor.

For the first time in 2021, its privacy-focused search enginecrossed more than 100 million daily search inquiries – and has subsequently averaged roughly 90 million every month.

According to the firm, searching usingDuckDuckGois 100% anonymous.

Its search results are derived from Microsoft's Bing and 400 other sources.

It does not gather any of your personal information or the inquiries you submit.

According to the firm, it does not keep IP addresses or "any other unique identifiers in search records." This implies it won't be able to build a user profile for you.

What Is Google Good For?

Google can determine a site's relevancy based on the number of pages and links heading back to the original site.

Google's success has led to it being the most-used search engine in the United States, handling over 3 billion pages each day.

Is DuckDuckGo As Good As Google?

DuckDuckGo is one of Google's most competitive rivals.

This is especially true for people who value privacy while picking which search engine to use.

But, aside from improved privacy measures, DuckDuckGo has a lot more to offer searchers.


If you believe that Google iterates and converges on satisfying user intentin the long run, the effects outlined above become even more powerful, because not only are pages likely to receive more clicks per position as they improve and move up the rankings, but each click is also more likely to result in a satisfied searcher.

This is what Will Critchlow talked about in When What’s Good For Users Isn’t Good For Google.

The task of demonstrating that the economic advantage of being the actually most pleasing outcome should result in the firm supplying the highest customer surplus being the most likely to increase their own rankings is left to the interested reader.

Recent Articles