SEO's New Playbook w/ Will Critchlow and Eli Schwartz

In a recent SearchPilot webinar, our CEO Will Critchlow sat down with Eli Schwartz—SEO strategist and author of Product-Led SEO—to explore the seismic shifts happening in search today.

With AI rapidly reshaping how users interact with search engines, the conversation offered practical insights for senior marketers and SEO leaders looking to future-proof their strategies. 

Is SEO Dead?

It’s a question we hear more and more often: is SEO dying?

According to Eli, what’s fading isn’t SEO itself—but outdated tactics. The keyword-centric, algorithm-chasing playbook is no longer delivering results. AI has fundamentally changed how people search, making intent and context more important than ever.

Rather than trying to outsmart algorithms, Eli urged marketers to focus on understanding real user needs. The brands that continue to succeed are those that adapt their approach, optimize for conversational and voice search, and meet users where they are—whether that’s through AI assistants, mobile devices, or even in-car navigation systems.

The AI Effect on Search Behavior

The rise of Large Language Models (LLMs) has led to a major shift in search behavior. Users now ask more complex, nuanced questions—and they expect equally nuanced answers.

This means content strategies must evolve. Instead of targeting isolated keywords, brands need to deliver content that aligns with user intent and solves real problems. It’s not just about ranking—it’s about relevance.

Why Keyword-First Strategies Are Falling Short

One of the most important takeaways from the webinar: traditional keyword strategies are becoming less effective.

Google’s algorithms have matured. They now understand the meaning behind queries rather than relying solely on exact-match keywords. As a result, SEO strategies built on rigid keyword targeting are being outpaced by more adaptive, intent-focused approaches.

To win in this new landscape, marketers must move beyond matching terms and start addressing motivations.

The Age of Product-Led SEO

Eli introduced the concept of Product-Led SEO—an approach grounded in aligning SEO efforts with product strategy and real user needs. It’s about building scalable, sustainable growth by solving problems that matter to your audience.

Lessons from the Front Lines

The conversation also included cautionary tales. Even well-established brands like The New York Times’ Wirecutter have seen steep drops in organic traffic. Eli emphasized that blaming algorithm updates often misses the bigger issue: a failure to evolve alongside users.

Instead, he advised that brands adopt a test-and-learn mindset—listening to users, watching market signals, and iterating quickly.

Why Testing Matters More Than Ever

At SearchPilot, we’ve long advocated for SEO A/B testing—and this webinar reinforced why it’s essential in an AI-driven world.

Will highlighted how SEO testing empowers marketers to measure what works, adapt quickly to algorithm changes, and de-risk their strategies. By experimenting with elements like metadata, on-page content, and internal linking, teams can make evidence-backed decisions that drive real impact.

Getting Buy-In for Smarter SEO

Eli also tackled a challenge many SEO professionals face: getting internal support.

He argued that to secure budget and resources, SEO leaders must speak the language of the business. That means connecting SEO efforts to metrics like ROI, CPA, LTV, and overall revenue growth. When SEO is positioned as a strategic growth lever—not a siloed technical function—it becomes far easier to win buy-in from CFOs and CMOs.

Future-Proofing Your SEO Strategy

The AI shift isn’t coming—it’s already here. To stay ahead, both Will and Eli advised investing in tools and processes that help you better understand user intent, incorporate AI-driven insights, and test continuously.

SEO success today isn’t about chasing the algorithm. It’s about aligning with your users—and backing every decision with data.

Ready to Turn SEO Insight Into Action?

Book a demo with SearchPilot to see how our testing platform helps brands like yours optimize for today’s AI-driven search landscape. Whether you're shifting to a product-led strategy or just looking to validate your SEO ideas, we can help you test smarter and grow faster.