Measurement & Attribution in Zero-Click
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
35 min
2 speakers
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
Why are most SEO teams still optimizing their own pages when visibility now comes from third‑party sources?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
85% of brands now come from third-party sources, not your website. That means AI Search isn't ranking your content, it's choosing what others say about you. Most SEO teams are still stuck optimizing pages while visibility is being won elsewhere, in reviews, Reddit threads, and community-driven content. The real question is: if you don't own the platforms where influence happens, how do You actually win in AI search? I'm Jordan Cooney, and joining me today is Kevin Indig, growth advisor to over 40 companies, including G2, Ramp, and Airbnb. Today we're talking about why most teams are approaching AI search wrong, what actually drives visibility, and how to build influence beyond your own domain. Kevin, welcome to the Voices of Search podcast.
It's always good to be with you, Jordan.
Likewise, Kevin. We have a long history together. We've done so much together over the years. We've been colleagues together. We've worked on projects together. We have so much uh uh in common at times. Um and it's and it's tons of fun to have you on the show again. Um tell us tell us what's new in in your world, specifically around what you're doing with uh growth memo, how you you're approaching advisory ship uh with brands, considering how much the landscape's just changing, right? Like we are just uh in a very different and very uh um transformative period of time when it comes to organic discovery in general.
Holy cow, Jordan. Holy cow. What a time to be alive. It is coming in full force and I'm still trying to digest that. Um I have a whole uh growth memo uh semi-ready with notes of just how crazy this time is. Cause I spend a lot of time in AI. Um I have my nose in cloud code at all times and I'm trying to like, you know. It's like i it's this time where You know, you you have this like backlog of ideas. I think everybody has this backlog of ideas of things that they always wanted to do, and now you can just go and do them fairly fast and so fast. It feels super exciting. It feels slightly intimidating. And I don't yet know what it means for all of us or for SEO, but I think this is like a a pivotal moment.
And I would argue probably even more so than the introduction of AI overviews to Google or or Chat GPT. I think what we're ha what we're seeing now is just absolutely nuts. And so I'm trying to figure out what that means. I'm building a lot of stuff. I You know, I would say overnight I migrated to like become almost like a like a PM or an engineer. Um no offense to all the, you know, like legit engineers, but uh I'm spending a lot of time with that. Don't
have 'em review your code, all right? Oh my god.
It's like uh shame code, you know, but uh you know, but it it gets the job done. Um and that's what matters. And so um yeah, spending a lot of time building things lately, uh still spending a lot of time writing. uh and advising. So it's like, you know, uh a a third each. And uh and it's a good time. I'm in a great place, man. I'm having so much fun. I'm I'm really doing what I love and I'm appreciative every day.
I love that I love hearing that.
How does Kevin Indig describe the shift from traffic‑based metrics to share‑of‑voice and citation tracking?
And like I I think one of the things is like you gotta be happy with what you're doing. And I think that is something that you know AI simply cannot replace. It doesn't matter um how much you may try as a human being, you know uh AI isn't gonna make you happier. It may make you faster, more efficient, but it isn't gonna make you happier. So so congratulations on on conquering AI on that on that feat.
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Chapters
8 chapters
1
Why are most SEO teams still optimizing their own pages when visibility now comes from third‑party sources?
0:00–4:13
2
How does Kevin Indig describe the shift from traffic‑based metrics to share‑of‑voice and citation tracking?
4:13–8:31
3
What assumptions about traffic and conversions no longer hold true in the AI‑driven search era?
8:31–12:28
4
How can SEO teams allocate budget by capacity instead of output‑driven spending?
12:28–16:38
5
Why should organizations focus on building mini‑products, thought leadership, and reputation rather than classic evergreen content?
16:38–21:32
6
What single metric should every organic marketer add today to measure AI visibility?
21:32–25:47
7
What is the biggest misinformation about AI that’s circulating in the SEO industry?
25:47–30:29
8
Which skill set must modern SEOs master to succeed in a rapidly changing, AI‑centric landscape?
30:29–35:37