Fuel growth by breaking SEO out of its silo | Kevin Indig

Pros & Content Brief

We're back at it and excited to bring you our first episode of 2023.

Kevin Indig is an alum of Shopify, G2, and Atlassian, and contributed to each with SEO strategy to fuel growth. Now in an advisory role, Kevin advocates for breaking SEO out of its silo, capitalizing on its low cost but high-intent audience, and tying it to the full marketing strategy.

Check out these Pros & Content episodes, referenced in the discussion:

• Kim Roman, TalkDesk: Do a demo data deep-dive for increased conversions
• Chris Kohler, Box, on Data-Driven CMO

(02:54) - Let's break SEO out of its silo and make it a team sport.

(06:51) - SEO is low cost, high intent. You really can do more with less.

(10:41) - How does your organization fit into the competitive landscape?

(12:59) - SEO works at all stages, not only top-of-funnel

(14:49) - Make it easy for someone to find you - good or bad

(16:55) - A big missed opportunity in SEO

(18:37) - Two solutions to a core SEO problem: explaining its value to the business

(21:04) - It's critical to tie SEO to pipeline

(23:18) - Customer journeys are messy

(26:17) - Audience trust is built by taking them on a journey, not selling immediately.

(29:50) - Demand gen marketers are up against a much more savvy buyer now

(34:21) - The best brands understand how to harvest attention to move customers faster along their journey

(38:21) - SEO is impacted — and can impact — lots of things.

(39:56) - The TL;DR: SEO marketers need to get loud about their contributions

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