Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

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Changing one common B2B GTM assumption about discovery Feb 11, 2026

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85% of B2B buyers now use AI search before vendor contact. Tim Sanders, Chief Innovation Officer at G2, oversees buyer behavior analysis for over 100 million annual software purchasers and has identified critical shifts in enterprise research patterns. The discussion covers markdown optimization strategies for AI crawling, pricing page transparency frameworks for model comprehension, and expected value calculations for AI-era content strategy.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

One buyer insight from G2’s dataset that most surprises marketing teams Feb 10, 2026

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G2's dataset reveals 70% of enterprise buyers now expect AI-optimized content discovery. Tim Sanders, Chief Innovation Officer at G2, oversees buyer behavior insights from over 100 million annual software purchasers and has identified critical gaps in how enterprise brands prepare for AI-driven search. Sanders shares G2's framework for markdown optimization that dramatically improves AI model inclusion during training phases. He also reveals why pricing page transparency has become essential for AI comprehension, challenging traditional negotiation-based sales approaches that create model confusion.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

G2 data: 1/2 of global software buyers now start search on AI chatbots instead of Google Feb 09, 2026

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79% of global B2B buyers say AI search has changed research habits. Tim Sanders, Chief Innovation Officer at G2, oversees insights from 100+ million annual software buyers and has witnessed enterprise research shift from 29% to 50% starting searches on AI chatbots in just four months. Sanders reveals why buyers moved from "reference to inference" workflows, how G2 captures 60% of AI citations through verified review data, and the critical difference between calendar age versus cognitive age in modern buyer journeys.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Optimizing for Google vs AI search Feb 07, 2026

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Enterprise SEO teams struggle to prove ROI amid constant algorithmic changes. Will Critchlow, CEO at SearchPilot, has built the leading SEO A/B testing platform serving enterprise sites and recently launched the industry's first geo testing system for AI search optimization. The discussion covers transitioning from speculation-based SEO to evidence-driven methodologies and implementing systematic testing frameworks that deliver measurable results in an increasingly black-box search environment.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Does SEO tool consolidation help or hurt enterprise teams? Feb 06, 2026

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Enterprise SEO teams struggle with proving testing ROI and implementation challenges. Will Critchlow, CEO at SearchPilot, built the leading SEO A/B testing platform after a decade of consulting work identifying consistent execution and measurement gaps across large organizations. The discussion covers SearchPilot's new geo testing system designed for AI search environments and systematic approaches to replace speculation-based SEO strategies with data-driven testing methodologies. Critchlow outlines frameworks for overcoming the "black box" nature of modern algorithms where traditional ranking factor analysis no longer applies.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Building a company on testing vs consulting Feb 05, 2026

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Over half of US searches now end without a click, fundamentally changing how SEO performance is measured. Will Critchlow, CEO of SearchPilot, leads the industry's first GEO testing platform for enterprise retailers, helping companies like major e-commerce and travel brands navigate AI-powered discovery channels. The discussion covers SearchPilot's multimetrics testing framework that measures performance across Google, ChatGPT, and other LLMs simultaneously, plus their breakthrough approach to "dark traffic" analysis that identifies AI-driven referrals previously categorized as direct visits.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Biggest shock about how LLMs rank content Feb 04, 2026

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LLMs fundamentally changed how search algorithms evaluate content quality and relevance. Will Critchlow, CEO at SearchPilot, has built the industry's leading SEO A/B testing platform serving enterprise sites and recently launched the first geo testing system purpose-built for AI search optimization. The discussion covers why traditional ranking factor speculation no longer works in black-box AI environments and introduces testing-first methodologies for proving SEO value at the executive level. Critchlow outlines frameworks for moving beyond yesterday's best practices toward data-driven optimization strategies that account for algorithmic unknowability.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

SEO “best practice” that's debunked through testing Feb 03, 2026

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Over half of US searches now end without clicks to websites. Will Critchlow, CEO at SearchPilot, has built the industry's first GEO testing platform for enterprise sites, helping retailers like major e-commerce and travel companies prove ROI across AI-powered discovery channels. The discussion reveals how fan-out queries change testing methodologies, why multimetrics analysis across Google and LLMs provides superior insights, and how dark traffic from AI apps represents unmeasured discovery value that enterprises must track for accurate performance attribution.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

SearchPilot’s Biggest Launch Yet: The Future of SEO Testing Feb 02, 2026

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Over half of all US searches now end without a click, fundamentally changing how SEO performance is measured. Will Critchlow, CEO at SearchPilot, leads the industry's first GEO testing platform designed specifically for AI-powered search environments, helping enterprise retailers navigate this seismic shift from traditional ranking metrics to comprehensive discovery optimization. The discussion reveals SearchPilot's breakthrough multimetrics testing framework that measures performance across Google, ChatGPT, and emerging LLM channels simultaneously, plus their innovative approach to tracking "dark traffic" from AI recommendations that bypass traditional referral attribution.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Which overlooked metric makes the case for generative search investment? Feb 01, 2026

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Third-party sites capture traffic by explaining what brands actually do. John Vantine, Director of SEO at GoodRx, has built cross-functional generative search frameworks over seven years that power discovery across Google and ChatGPT. He reveals how About Us and FAQ pages become critical ranking assets when they proactively address common brand misconceptions in plain language. Vantine demonstrates how predictive search volume around questions like "how does [brand] make money" signals untapped content opportunities that competitors exploit when brands fail to clearly explain their value proposition.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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