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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