Beyond Crawl Data: What SEO Teams Really Need From Their Tools

Enterprise SEO gets harder as websites get bigger.

Not because teams lack data, but because they have too much of it. Too many moving parts, and too much pressure to turn findings into decisions that product and engineering teams will act on make the job hard.

In this conversation, SearchPilot founder Will Critchlow talks to Patrick Hathaway, co-founder and CEO of Sitebulb, about what enterprise SEO teams at large retail and ecommerce sites need now, from their tools, their workflows, and the businesses behind them.

Patrick built Sitebulb in a different corner of the SEO software world to SearchPilot, but he and Will keep running into the same questions:

how teams prove value

how they decide what matters

how software should support in-house SEO work

and what changes when AI becomes part of the workflow.

If you work in enterprise retail, ecommerce, marketplaces, or another large site environment, this session will give you a sharper way to think about the role of SEO software and the kind of value it should create.

FREE WEBINAR

Wednesday 15th April • 5 pm BST / 12 pm ET / 9 am PT

Register Now

Why big websites need more than more data

The challenge on enterprise sites is rarely finding issues. It is deciding what matters and what can wait.

How SEO software should help teams act, not only analyse

Patrick shares how product decisions change when your users are in-house SEO teams working on large, fast-moving websites with real stakeholder pressure.

What changes when SEO becomes a recurring operational workflow

In-house teams move past audits to ongoing analysis, change detection and prioritisation. It becomes crucial to stay on top of what has shifted since the last release.

Where AI genuinely helps, and where teams should stay careful

AI is opening up new ways to work with SEO data and customer research, but it also creates new risks. Patrick talks through what feels useful already and what still needs caution.

Who Should Attend?

SVP Digital & Ecommerce
VP of Marketing / Global Head of Marketing
Head of SEO
Director of Ecommerce, Director of Digital Marketing
Head of Product
Anyone responsible for ambitious SEO targets who needs a practical, proven framework

Who's Patrick Hathaway?

Patrick Hathaway is the co-founder and CEO of Sitebulb, the SEO auditing platform used by teams working on websites of every size, from consultants and agencies to large in-house SEO teams. Since launching Sitebulb in 2016, Patrick has focused on building software that helps users move from raw technical findings to clearer action.

He is known for his thoughtful take on product value, enterprise fit, and customer experience, as well as for giving Sitebulb a distinct voice that feels unusually human in SaaS. In this session, Patrick shares what enterprise SEO teams should expect from their tools, and what software companies need to understand if they want to serve them well

Who's Will Critchlow?

Will Critchlow is the CEO and co-founder of SearchPilot, the SEO experimentation platform that helps enterprise websites, specifically large ecommerce, take search out of React Mode and put it into Control Mode. After 15 years running Distilled, an agency he built into a global search powerhouse, Will founded SearchPilot in 2020 to give marketing and engineering teams a way to run statistically-rigorous SEO A/B tests across thousands of pages and see uplift in weeks.

Today, the platform powers rapid-fire testing for $100M+ ecommerce, marketplace, and travel brands, safely optimising millions of product pages through controlled testing. Will’s data-driven approach has helped hundreds of companies turn their biggest, least-understood channel into a controllable performance engine with provable ROI.