Measurement & Attribution in Zero-Click

Up Next:

• Current Podcast

  Part 1Measurement & Attribution in Zero-Click

  85% of brand mentions now come from third-party sources, not your website. Kevin Indig, growth advisor to over 40 companies including G2, Ramp, and Airbnb, reveals why most SEO teams are optimizing pages while visibility is won elsewhere—in reviews, Reddit threads, and community-driven content. The discussion covers transitioning from traffic-based metrics to share of voice and citation tracking, implementing capacity-based budget allocation instead of output-driven spending, and building influence through mini-products and thought leadership rather than traditional evergreen content.

• Part 2One metric that every organic marketer should add to their dashboard

  85% of brand mentions now come from third-party sources, not your website. Kevin Indig, Growth Advisor to over 40 companies including G2, Ramp, and Airbnb, reveals why most SEO teams are optimizing pages while visibility is won elsewhere. He discusses the critical shift from absolute metrics to relative share-of-voice measurements, the framework for testing AI visibility assumptions before over-investing, and why meta-thinking skills become essential when automation capabilities can distract from strategic priorities.

  Play Podcast
• Part 3Prioritizing AI over traditional search?

  85% of brand mentions now come from third-party sources, not your website. Kevin Indig, growth advisor to over 40 companies including G2, Ramp, and Airbnb, shares how enterprise teams are winning visibility in AI-driven search environments. The discussion covers transitioning from traffic-focused metrics to share-of-voice measurements, implementing capacity-based budget allocation over output-driven spending, and developing meta-thinking skills to navigate constant industry transformation while building authority beyond owned domains.

  Play Podcast
• Part 4The biggest misconception about AI search

  85% of brand mentions now come from third-party sources, not your website. Kevin Indig, growth advisor to over 40 companies including G2, Ramp, and Airbnb, reveals why most SEO teams are optimizing pages while visibility is won elsewhere. He discusses the shift from evergreen content to mini-products and research, implementing share of voice metrics over absolute measurements, and building systematic approaches to test AI-driven opportunities before full investment.

  Play Podcast
• Part 5One skillset that everyone in the industry needs to master

  85% of brand mentions now come from third-party sources, not your website. Kevin Indig, growth advisor to over 40 companies including G2, Ramp, and Airbnb, reveals why most SEO teams are optimizing pages while visibility is won elsewhere through reviews, Reddit threads, and community-driven content. The discussion covers transitioning from traffic-focused metrics to share of voice and citation tracking, implementing systematic change management processes for stakeholder buy-in on new measurement frameworks, and developing meta-thinking skills to navigate AI transformation without losing strategic focus.

  Play Podcast