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. He discusses the shift from evergreen content to mini-products and research, implementing share of voice metrics over absolute measurements, and building systematic approaches to test AI-driven opportunities before full investment.
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