Persuading Stakeholders to Embrace the Testing Approach in SEO

Kevin Indig, Director of SEO at Shopify, shares some truly radical concepts towards how SEOs and business stakeholders should understand the ROI of SEO.  Moving away from linear models and departing from transaction-based success goals leads us to understand behavioral modeling.  Micro Conversions map our trail of understanding of how valuable SEO really is now and into the future. 

[00:04:27] Kevin Indig’s history

[00:07:24] What are the Director Of SEO responsibilities?

[00:13:14] Did Shopify get flooded with help requests from new businesses during COVID?

[00:15:50] Calculating the ROI on SEO

[00:20:32] How are CEOs needing to be adaptable in 2021 towards SEO?

[00:24:18] How to set up measuring the true SEO ROI, the Total Addressable Market (TAM)

[00:32:58] What needs to be the modern understanding of SEO?