William Critchlow Email Address

Founder and Chief Executive Officer

Distilled Ltd is an internet company that provides online marketing training and conferences.

I founded Distilled in 2005 along with Duncan Morris. We started the SearchLove conference series in 2009, expanded both the SEO consulting business and the conference series to the US, and ended up with offices in Seattle and New York, and running conferences in San Diego, New York, and London. We built a platform for SEO A/B testing and agile changes to large websites which we spun out as an independent business called SearchPilot in February 2020 at the same time as the remainder of the Distilled business (along with SearchLove) was acquired by Brainlabs. These days, I spend the majority of my time running SearchPilot, and am still involved with the SearchLove conference series (now owned by Brainlabs). My views may not be those of all (or any of) the organisations I am associated with.