Prompt tracking has its place. Just like rank tracking did for SEO. But the plan can't just be "keep tracking this number and see what happens".

"I’ve had more questions from leadership in the last 6 months than in the preceding 10 years." If you work in SEO or digital marketing, does this sound familiar? The C-Suite is officially obsessed with AI search. Are you ready for the spotlight?

I'm hearing three very clear and consistent messages repeated by leaders, executives, and the C-suite at all our customers: 1. Are we ready for AI search? 2. Can we go faster / run more tests? 3. How do our efforts compare to the market?

Anyone else find that business wins are a bit like trying to see yourself blink in the mirror? By the time you stop to look, they're gone and it's on to the next thing. Anyway, we celebrated a little milestone @searchpilot.bsky.social with some branded lego:

I see a lot of scepticism in my networks about prompt tracking for GEO / AI discovery. The biggest issues I hear are (all related):

My conversation with Norman Nielsen 🚀 is now live on the podcast feed if you want some weekend listening: shows.acast.com/business-cla...

SEO Is a System, Not a Channel: Lessons from Zalando, Omio, and idealo with Norman Nielsen | Business Class Lounge by SearchPilot, hosted by Will Critchlow

Season 02, Episode 15: Norman Nielsen

shows.acast.com

Too much confident guessing about GEO on this platform. We're bringing numbers. We can now measure LLM referral traffic and Google organic in the same A/B test, and we've just published our first GEO case study with Omio.

From SEO Maturity to AI Discoverability: Heather Physioc on What Needs to Change - via @searchpilot.bsky.social & @willcritchlow.bsky.social #seo

From SEO Maturity to AI Discoverability: Heather Physioc on What Needs to Change

Heather Physioc explains why SEO maturity needs a reset as AI changes how people discover, compare, and buy.

searchpilot.com

Full conversation here: www.searchpilot.com/how-premium-...

How an experienced enterprise retail SEO team works with finance to get EVERYONE excited about their work.

Jobs that don't require tons of experience can be hard to find right now. SearchPilot is hiring an analyst onto our US team. Check out the opportunity by heading to the careers page on our website. Tell your friends.

I made my first little personal disposable app to put my claude usage limit in my mac toolbar so I don't keep having to root around to find out how close I am.

Too much SEO reporting compares this year to last year. Seems reasonable until you consider how much changed in between. My colleague Demetria broke it down in her webinar last week and you can rewatch the whole thing for free. Here's a clip. Full link below.

I'm biased, but I think that if you're interested in what REALLY works in SEO / GEO these days, there is nowhere better to learn than @searchpilot.bsky.social . If you're spending Sunday thinking about your future, check out the SearchPilot jobs pages - we are hiring a consultant in the US.

The other day, I was thinking about resources I wished someone had put together and I realised I wanted someone to collate the current state of play of how traffic referred from different AI sources shows up in server logs and web analytics.

Retail SEO leaders - are you setting yourself up to be a scapegoat or the GOAT? www.searchpilot.com/resources/bl...

Scapegoat or GOAT? When traffic falls but revenue grows

Traffic down. Organic revenue up. The only growing channel in 2028. Are you the scapegoat for a vanity metric, or the GOAT driving revenue?

searchpilot.com

I had a great conversation with Abby Gleason recently, and it's now available on the Business Class Lounge podcast feed, available wherever you get your podcasts: shows.acast.com/business-cla...

Product management lessons for SEO with Abby Gleason | Business Class Lounge by SearchPilot, hosted by Will Critchlow

Season 02, Episode 13: Abby Gleason

shows.acast.com

Related: www.searchpilot.com/resources/bl...

When is a click not a click?

The research clicks are disappearing into AI tools. The buying click remains. Here's what that means for how you measure SEO and how you run experiments.

searchpilot.com

Will Critchlow@willcritchlow.bsky.social · 3mo ago

It's 2028. The household-name retailer you work for has seen web traffic decline year over year for the last three years. BUT.

It's 2028. The household-name retailer you work for has seen web traffic decline year over year for the last three years. BUT.

CMO, VP marketing, VP digital, like any leadership role, can be a lonely place to be. @paddymoogan.bsky.social breaks it down:

I've been collating how the different AI platforms tag (or don't tag!) their referral traffic, and how that means it will show up in your analytics by default. Lotta dark traffic out there, folks:

We’ve been playing around with vibe-coding some free SEO tools over the last few months. Which sounds like the setup for a terrible idea, except that the tools are built on things we’ve learned from years of helping large sites test SEO changes properly.

And now for something totally different... Some of you know that my wonderful talented wife @heathercritchlow.bsky.social is an author...

Find out why @britneymuller.bsky.social got absolutely flamed in a company-wide Slack 💀. Her AI lore is wild. It's pretty shocking given where LLMs are today, but she kept the receipts.

1. I would have guessed there'd be an AI overview for this 2. I wouldn't have expected "regular" search results to be this good

TODAY! bit.ly/3Qbqi5h @searchpilot.bsky.social founder @willcritchlow.bsky.social talks to our @patrickhathaway.bsky.social (co-founder & CEO of Sitebulb) about what enterprise SEO teams at large ecommerce sites need now, from their tools, workflows, and the businesses behind them.

The bet on trust - a snippet from my conversation with @patrickhathaway.bsky.social :

GEO is SEO but with more panic... ...in conversation with Katelyn Geary and Patrick Hathaway:

Katelyn Geary talking sense in discussion last week with me and Patrick Hathaway: "AI search is a team effort":

I don't like SHOUTING ON THE INTERNET so I was initially sceptical about a series of tests exploring capitals in titles. In fact, what we learned from our analysis of the data was one of the most interesting test outcomes we've had @searchpilot.bsky.social .