Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast Measurement & Attribution in Zero-Click
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May 4, 2026 
Kevin Indig, growth advisor and founder of Growth Memo who helps companies like Airbnb and G2 with SEO and AI-driven growth. He explores why visibility now lives in reviews, Reddit, and third-party content. He talks measurement shifts from traffic to share of voice and citation tracking. He covers capacity-based budgeting, building mini-products and tools, and testing AI hype with experiments.
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AI Now Relies On Third Party Brand Mentions
- AI search increasingly surfaces third-party content about brands rather than pages on your site.
- Kevin Indig cites that ~85% of brand mentions now come from external sources like reviews, Reddit, and community content, shifting where visibility is won.
Use Assumptions Then Model Then Ways Of Working
- Start by making assumptions explicit, define a new metrics model, and explain how ways of working must change for leadership.
- Kevin recommends measuring citations/mentions (share of voice) and tying visibility metrics back to revenue or market share.
Ask For Capacity Not Output In SEO Budgeting
- Allocate SEO budget by capacity (ability to produce and implement) rather than expected immediate output dollars.
- Kevin explains SEO scales with capacity—more engineers/content capacity yields growth, not a simple ROI-per-dollar ad model.