Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast The biggest misconception about AI search
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May 7, 2026 
Kevin Indig, growth advisor and founder of Growth Memo who has helped companies like Airbnb and G2, challenges common beliefs about AI search. He argues language models do more than predict the next word. He explains how agents expand capabilities, why personalization and time matter, and why visibility often lives off your site.
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Experiment With Mini-Products Before Big AI Bets
- Test AI-driven opportunities systematically before investing fully by building small experiments or mini-products.
- Kevin recommends validating with prototypes and research to avoid pouring resources into unproven AI plays.
Use Share Of Voice Over Absolute Metrics
- Measure share of voice instead of absolute metrics to understand real visibility shifts in an AI-driven landscape.
- Practically, track influence across third-party sites and research outputs to see where visibility is actually won.
Optimize For Third-Party Visibility Not Just Pages
- Shift SEO focus away from only optimizing your pages because 85% of brand mentions now come from third-party sources.
- Kevin Indig suggests winning visibility requires influencing where conversations happen beyond your domain, not just on-site optimization.