About SearchPilot | Meet the team

Will Critchlow - Founder and CEO

Before spinning SearchPilot out as an independent company in early 2020, Will was CEO of Distilled, the company that created the platform that would become SearchPilot. Distilled was an SEO agency founded in 2005 by Will and his co-founder Duncan Morris. It was acquired by Brainlabs at the same time as SearchPilot spun out.

Between running Distilled and SearchPilot, Will has experience of running and growing a business in the US and UK, working with large clients and customers, and has deep SEO knowledge from many years working with some of the biggest websites in the world.

For the purposes of press or event bios, feel free to use the following text and the headshot on this page (or download uncropped versions: small, medium, high-resolution):

Will Critchlow is CEO of SearchPilot, a company that spun out of his previous business Distilled, which was acquired by Brainlabs in early 2020. SearchPilot is an enterprise SEO A/B testing platform that proves the value of SEO for the world’s biggest websites by empowering them to make agile changes and test their impact.

More about Will

Outside work, Will plays basketball in the Hertfordshire league, took up cycling again during the pandemic, and enjoys cooking, whisky and geeking out about auction theory. In practice, though, he spends a lot of his non-work time wrangling his kids and pets.

SearchPilot is now carbon neutral and on a path to net zero: read more

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