How will SEO’s relationship with content evolve in 18 months?

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• Part 1SEO, Google AIOs & LLMs

  Google's AI mode is transforming search visibility overnight. Kevin Indig, independent advisor, shares strategic approaches for adapting to AI-generated search results. He explains how to measure influence rather than rankings, conduct direct user research instead of relying on keyword tools, and optimize for multimodal experiences across platforms like YouTube and Reddit to maintain visibility in AI overviews.

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• Part 2Will AI Overviews replace featured snippets by late 2025?

  AI Overviews are poised to replace featured snippets. Kevin Indig, growth advisor and former Director of SEO at Shopify, weighs in on this significant search evolution expected by late 2025. He explains why AI Overviews make more logical sense for users and search engines, predicting the eventual phasing out of traditional featured snippets as AI-generated content summaries become the new standard.

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  Part 3How will SEO’s relationship with content evolve in 18 months?

  How will SEO's relationship with content evolve in the near future? Kevin Indig, growth advisor and former SEO leader at multiple companies, examines the shifting content landscape. He discusses the necessity of incorporating AI into content creation workflows while maintaining human oversight, and explores how SEOs must balance declining per-article traffic value against increased content production capabilities.

• Part 4Measuring for AI Overviews/Mode vs maintaining traditional organic rankings

  SEO metrics face a critical shift with AI search features. Kevin Indig, growth advisor and former Shopify SEO Director, explains why measuring AI overviews and AI mode performance now outweighs traditional rankings. He recommends tracking position one visibility as a key signal for AI overview inclusion, while using keyword rankings as directional indicators rather than primary KPIs.

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• Part 5Describe current SEO in the age of LLMs

  SEO professionals are feeling stuck in the age of LLMs. Kevin Indig, growth advisor and author of the Growth Memo newsletter, examines the industry's paralysis between treating AI search as repackaged SEO tactics or something entirely new. He challenges practitioners to move beyond terminology debates and adapt to evolving search landscapes, arguing that experience in traditional SEO can actually make adaptation more difficult.

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• Part 6Your publisher’s plan for visibility with direct AI answers?

  In this lightning round, Kevin Indig shares his strategy for maintaining visibility amid direct AI answers. Indig, a growth advisor and publisher of Growth Memo, outlines a three-pronged approach focusing on building direct audience channels, creating highly specialized content, and measuring impact through citations and business metrics. His framework emphasizes understanding audience problems deeply, inferring effective prompts, and developing content specifically tailored to audience personas and jobs-to-be-done.

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