Fuel growth by breaking SEO out of its silo with Kevin Indig | Pros & Content Podcast

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

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.

  • 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 by — and can impact — a lot of things.
  • 39:56 - TL;DR — SEO marketers need to get loud about their contributions

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

Connect with Kevin Indig

Connect with Ellen Schwartze

Follow Knotch on LinkedIn

Subscribe to Pros & Content on Apple, Spotify, or your favorite podcast app.

New episodes of Pros & Content are released every Tuesday.

See more episodes

Become a thought leader

A Guide to Leveraging Content Intelligence for Business Growth

Unlock Content Alchemy with Leading and Lagging Indicators

Does your brand have too much content?

8 characteristics of high-performing content: A guide for content marketers

Why Your Content Roadmap Needs an Urgent Update

Why the End of Your Customer Journey Is More Important Than the Beginning

RESEARCH REPORT: AI Adoption In Marketing — The Game Changer You Can’t Afford to Ignore

Unlocking the Power of AI

The Trends That Will Shape Content Marketing in 2024

Knotchimonials

Trusted by the largest (and now smartest) brands in the world.

Get A Demo
See Knotch One

“Before Knotch we did not understand what content was driving business results. Now we understand which content moves the needle. Knotch’s cohesive reporting and insights paint a real picture of what’s happening on our website instead of the patchwork quilt that comes from a Google Analytics approach.  With Knotch we have been able to re-prioritize ad spend, route better leads to our SDR team, and inform our content development initiatives.”

Ben Bishop
Director, Digital Marketing, Insperity

"The Knotch platform to ensure that we deliver high-performing content tailored to young home shoppers, enhancing their experience and driving better business outcomes.”

Ravi Kandikonda
CMO, Zillow

"Our partnership with Knotch has been highly successful, empowering us to leverage data-driven insights and refine our content strategy.”

Brandon Lawson
Director of Content Strategy, Smile Train