How You Can Track Brand Authority For AI Search
Brand reputation wins in AI search. See how brand authority influences chatbot citations and what you can do to build and measure it effectively.
Kevin Indig
Growth Advisor
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Kevin Indig is a Growth advisor who helps the world’s market leaders define and evolve their Organic Growth strategy.
Once a week, he sends an email with Organic Growth strategies and case studies to over 9,000 subscribers called The Growth Memo.
He co-hosts the Contrarian Marketing podcast with Eli Schwartz, which gives you ideas you might not be thinking about.
In the past, he led SEO and Growth at Shopify, G2 and Atlassian and is an angel investor.
Articles
Keywords Are Dead, But The Keyword Universe Isn’t
In this week’s Growth Memo, Kevin Indig shows how to build a scalable keyword universe that adapts to AI-driven search intent and content priorities.
Query Fan-Out
Kevin Indig explores how query fan-out drives AI Mode and why classic “one query, one answer” SEO no longer cuts it.
The New Normal
Clicks are no longer king. Kevin Indig explains why SEO now means shaping preference across AI, SERPs, and every feed where people look for answers.
3 Examples Of Product-Led SEO
Not all SEO scales the same. This piece breaks down when product-led strategies work – and when they don’t.
Effective Marketplace SEO Is More Like Product Growth
Marketplaces win when SEO is baked into the product. Kevin Indig breaks down what’s working, and what AI will eat next.
Deep Dive: International SEO In The Times Of AI
What actually moves the needle in international SEO? A closer look at common pitfalls, smart workflows, and overlooked opportunities.
How To Measure Topical Authority [In 2025]
As AIOs take over SERPs, topical authority becomes more critical. This article explains how it works and what signals actually influence visibility.
The First-Ever UX Study Of Google’s AI Overviews: The Data We’ve All Been Waiting For
A data-backed look at how users behave in Google AI Overviews: where they click, how far they scroll, and who trusts the AI-generated answers.
Testing Google’s Post-AIO Traffic Claims
Dive into the findings on AI Overviews and Google Search. Is the promise of growing web traffic being fulfilled?
The Data Behind Google’s AI Overviews: What Sundar Pichai Won’t Tell You
Google says AI Overviews are changing search. The data? Not so fast. See what 5 billion queries reveal about user behavior.
How Is Answer Engine Optimization Different From SEO?
Is SEO enough for ChatGPT visibility? New data says: not always. See where SEO and LLM overlap and where they don’t.
How I Edit AI Content: A Workflow For The New Age Of Content Creation
Want better AI content? Stop fixing grammar and start editing like a human. Kevin Indig shows you how.
Humans Are Better At Writing Than AI In These Tasks
AI tools can get you started, but they can’t finish strong. Here’s how to shape AI-generated drafts into meaningful, effective content.
An AI-Powered Workflow To Solve Content Cannibalization
When your pages compete, your rankings suffer. Learn to identify, resolve, and automate content cannibalization detection for lasting SEO success.
Checking In: Where Are We With The Google Lawsuits?
Google lawsuits may change the search engine’s dominance in search and ads. AI competition and political shifts could impact your traffic. Here’s what to know.
What Content Works Well In LLMs?
Analyze the impact of content in LLM on AI chatbots and discover strategies to optimize your website’s referral traffic.
Deep SEO: The Potential Impact Of AI Mode And Deep Search Models
Google’s AI Mode competes with Deep Search, shifting how users find information. See how this impacts search traffic, SEO, and the future of online research.
CheggMate
Is Chegg facing an inevitable decline due to AI? Discover the nuances behind its revenue drop and industry changes.
The State Of AI Chatbots And SEO
AI chatbots – are they killing search or just changing the game? Kevin Indig analyzed 14 studies on their impact and how businesses can adapt.
The Impact Of AI Overviews On SEO [Analysis Of 19 Studies]
Unpack the role of AI Overviews in SEO. Get essential data on their triggers, traffic impact, and how to rank in these dynamic search results.
Transactional AI Traffic: A Study Of Over 7 Million Sessions
A study shows AI chatbot referrals outperform search in engagement and conversions. Here’s what 7 million sessions reveal about the future of transactional traffic.
Death Of The Keyword: Why Aggregate Organic Traffic Is A Better Metric
Search isn’t what it used to be. With rising costs in rank tracking, do keywords still matter? It’s time to rethink your SEO strategy.
Advertising Dependency: How To Create Marketing Resilience
Reduce risk and increase marketing resilience. Find out how channel diversification can help your business maintain growth even during challenging times.
How To Accelerate Your SEO Career
Learn from the experiences of accomplished SEO pros to accelerate your in-house SEO career. Get insider tips and strategies for success.
Why I Recommend My Clients To Expand From SEO To YouTube
Move beyond SEO and explore the benefits of YouTube as an expansion channel. Overcome challenges and unlock new customer acquisition possibilities.
2025 Predictions And 2024 Review: 10 Trends Marketers Need To Know For 2025
Unlock the future of marketing with 2025 predictions. Get a comprehensive review of the previous year’s trends and stay informed in this week’s Growth Memo.
2024 Annual Review: How 2024 Went For Me And What Changes In 2025
Kevin Indig shares his successes and challenges in this year’s review. Discover how he achieved his goals and what lies ahead in the coming year.
How Significant Is AI Chatbot Traffic In B2B?
Dive into this mini case study where Kevin Indig explores the ideal timing for B2B companies to invest in AI chatbots for long-term growth.
Why Is Google Losing Market Share In The EU?
Explore the reasons behind Google’s decreasing market share in the EU. Learn about the lawsuits, regulations, and competition affecting Google’s dominance.