A few decades ago, you’d go to the library to research a topic. Now, you just have to open up your browser, go to Google.com, and go through the search results.

As a business, ranking higher on the search results page could drive hundreds, thousands, or even millions of visitors a month to your website—which could be worth big money with the right conversion strategy.

So, the question is, how do you rank higher on search engines?

Well, no one really knows because Google doesn’t explicitly share its algorithm.

But there are people who have cracked the code and have figured out strategies to rank number one on Google consistently.

One of those people is Kevin Indig. He’s worked with Dailymotion, Atlassian, G2, Snapchat, and Shopify as a search engine optimizer.

Today, Kevin shares the marketing-led SEO strategy that Adobe used to double its organic traffic in 12 months.

In this Marketing Powerups episode, you'll learn:

1. The difference between product-led and marketing-led SEO.
2. The top marketing-led SEO growth levers.
3. Adobe’s winning organic growth strategy.
4. Two things that have helped accelerate Kevin’s career.

🎉 About Kevin Indig

Kevin Indig is a strategic Growth Advisor, creator of the Growth Memo newsletter and host of the Tech Bound podcast. He ran SEO organizations for companies like Shopify, G2 and Atlassian, advises big brands like Snapchat, Ramp, Riverside, and Finder and is an active angel investor.

🕰️ Timestamps

• 02:01 - What’s the difference between product-led and marketing-led SEO?
• 03:50 - What are common marketing-led SEO levers?
• 08:50 - Timely vs. evergreen SEO content and low-frequency vs. high-frequency content
• 10:31 - Why coining terms can be an unfair SEO advantage
• 13:53 - How amplifying trust is important
• 18:27 - How Adobe doubled its traffic using marketing-led SEO levers
• 22:01 - How Adobe uses product-led SEO strategies to grow its organic traffic
• 24:40 - How Adobe is distributing its content effectively
• 28:47 - Two things that have helped accelerate Kevin’s career
• 31:29 - One piece of advice Kevin would give his younger self

💪 The sponsor

I want to thank the sponsor of this episode, 42/Agency.

When you're in scale-up mode, and you have KPIs to hit... the pressure is on to deliver demos and signups.

And it's a lot to handle: demand gen, email sequences, revenue ops, and more! That’s where 42/Agency, founded by my friend Kamil Rextin, can help you.

They’re a strategic partner that’s helped B2B SaaS companies like ProfitWell, Teamwork, Sprout Social and Hubdoc build a predictable revenue engine.

If you’re looking for performance experts and creatives to solve your marketing problems at a fraction of the cost of in-house, look no further.

Go to https://www.42agency.com/ to talk to a strategist to learn how you can build a high-efficiency revenue engine now.

✨ Useful links

• 👨🏽‍💻 Kevin Indig's website
• ✉️ Growth Memo newsletter
• 🛠 An introduction to Integrator SEO strategies️
• 📈 How Adobe unlocked new SEO Growth
• 🐦 Kevin on Twitter
• 🔗 Kevin on LinkedIn