Measurement & Attribution in Zero-Click

About this episode

Kevin Indig discusses the shift in SEO focus from website traffic to brand visibility in third-party sources.

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. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info .

People in this episode

Guest: Kevin Indig

Topics covered

• SEO
• attribution
• measurement
• content marketing
• brand mentions
• community-driven content

Keywords

• zero-click
• share of voice
• citation tracking
• capacity-based budget
• influence
• thought leadership

Mentioned in this episode

Organizations: G2, Ramp, Airbnb

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