Kevin Indig

But when it comes to machines, they need a lot more help.

They need a lot more assistance, and that's where technical SEO comes in.

That's a good point.

It's probably one of the most competitive spaces on the internet after the finance and insurance and credit card space.

And so you have to, as you mentioned, you cannot just bring the basics to the table.

Those are mere table stakes, actually.

So a couple of the most creative things that we did is to leverage our size in an SEO context.

What that means is G2 is the marketplace with the most software reviews.

And so we surfaced the number of vendors that we have in a certain software category and the number of reviews

before people even come to the site, for example, in our result in Google search.

So we would say, for example, instead of, hey, find the best Salesforce reviews on our site, we would say, hey, find over X thousand reviews for Salesforce.

And that is interesting in a couple of ways.

First of all, you can automate that stuff.

And second of all,

It creates basically a certain expectation in the searcher's mind.

So when they see that, they understand, oh, okay, I can find that many reviews.

It must be very reputable.

I probably get the depth of insight that I'm looking for.

And that attracted a lot of clicks, and that was rewarded by Google with higher positions in search engines.

So we did a lot of that kind of stuff, which I would say was pretty cutting-edge.