Kevin Indig

In this week’s episode of The Breakout Growth Podcast Sean Ellis and Ethan Garr chat with Kevin Indig, who at the time of the interview was the Director of SEO at Shopify. Search Engine Optimization (SEO) can be an important growth driver for startups, but it is an easy channel to misunderstand and get wrong.  We wanted to talk to someone who is best-in-class in this field to separate truth from fiction and find out how growth leaders can support, leverage, and embrace SEO in their businesses.  Fortunately, Kevin brought his “A” game to the conversation and did a great job of demystifying SEO for our listeners. He explains why SEO is a must-have for some companies, but just a nice-to-have for others.  Then he describes why, when SEO is a necessary channel for growth, companies should invest early and heavily to maximize their potential.  In the past, SEO could feel very “hacky” and there were definitely a lot of bad actors in the space.  Kevin shows us why today’s SEO is won with a deep focus on delivering value, why it needs to be validated like any other channel, and why elements like backlinks continue to be important.  While you shouldn’t expect to leave this conversation as an SEO expert, you will very likely be in a much better place to support, guide, and set up your organization for SEO success after you hear Kevin share his knowledge and experience.  This is one of our more directly practical discussions and one we really enjoyed.   So click that play button and jump in with Sean and Ethan as we look to better understand how to drive growth through Search Engine Optimization with Kevin Indig.  The Breakout Growth Podcast is also on YouTube: https://www.youtube.com/channel/UC-K_CY4-IrZ_auEIs0j97zA/featuredWe discussed:* The two dimensions of SEO at Shopify (04:09)* Who wins with SEO: Aggregators versus Integrators (07:05)* Misconceptions and constants in a murky world (18:49)* Practical implementation; how to get started in SEO (34:39)* Building SEO into a growing organization (36:26)* Differentiation; why this is a channel that requires specific effort (50:20)And much, much, more . . . Get full access to Growth with Sean Ellis at seanellis.substack.com/subscribe

Kevin Indig, a strategist advising startups like Reddit and Dropbox, shares eye-opening insights on the impact of AI on search and marketing. He reveals that Google's AI overviews are drastically reducing click-through rates and emphasizes the surprising need for brands to be more human to compete. Trust now takes precedence over relevance, reshaping user behavior. Kevin critiques traditional education and stresses the importance of authenticity in marketing, urging listeners to adapt to the evolving landscape of AI and engage meaningfully with their audiences.

SEO experts Kevin Indig and Mordy Oberstein, SEO specialist Anna Uss, and SEO consultant Anne Berlin discuss programmatic SEO, combining AI and human input for content creation, using modifiers and data-driven content for SEO, generating unique data, insights in competitive industries, and the importance of page elements in SERP.

Kevin Indig, ein SEO- und Wachstumsberater mit 15 Jahren Erfahrung bei Unternehmen wie Dropbox und Reddit, teilt exklusive Einblicke in die Zukunft der KI-gesteuerten Suche. Themen wie AI-Overviews, Search Generative Experience, Voice Search, Google's Herausforderungen, und die Anpassung von SEO-Strategien werden diskutiert. Diese Episode ist ein Muss für SEO- und KI-Interessierte, die sich auf Veränderungen vorbereiten wollen.

Kevin Indig, ein angesehener SEO-Consultant, spricht über die aktuelle "Midlife Crisis" von Google und die Herausforderungen für SEOs. Er beleuchtet die Auswirkungen von AI-Overviews auf den organischen Traffic und analysiert Nutzer-Signale für bessere Rankings. Zudem diskutiert er die essentielle Rolle von SEOs in der Zusammenarbeit mit Design und UX. Indig thematisiert auch den Aufstieg von Communities wie Reddit und deren Einfluss auf SEO-Strategien. Abschließend wirft er einen Blick auf zukünftige Trends und die Entwicklung des Berufsbildes der SEO-Manager.