Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast One metric that every organic marketer should add to their dashboard
May 5, 2026
Kevin Indig, growth advisor and founder of Growth Memo who advises companies like Airbnb and G2, talks about why visibility now lives offsite and not just on your pages. He argues for swapping absolute metrics for share-of-voice and explains how to test AI visibility assumptions. Short, strategic, and focused on measuring competitive context.
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AI Shifts Visibility To Third Party Citations
- AI-driven search is increasing the number of external citations, shifting where visibility is won away from your domain.
- Kevin highlights that third-party sources now produce the majority of brand mentions, changing optimization focus.
Add Share Of Voice To Your Dashboard
- Add share-of-voice to your dashboard to contextualize mentions and citations versus competitors.
- Kevin recommends prioritizing relative metrics because citation opportunities and mentions change faster than classic ranks and clicks.
Measure Share Of Voice Not Just Absolute Metrics
- Visibility is shifting from absolute metrics to relative share-of-voice as AI increases third-party citations.
- Kevin Indig says 85% of brand mentions now come from third-party sources, so you must measure visibility against competitors.