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 through reviews, Reddit threads, and community-driven content. The discussion covers transitioning from traffic-focused metrics to share of voice and citation tracking, implementing systematic change management processes for stakeholder buy-in on new measurement frameworks, and developing meta-thinking skills to navigate AI transformation without losing strategic focus.
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