come on, ebay! that's how you burn your brand.

Thank you!

Effective Marketplace SEO Is More Like Product Growth Strategic and tactical guidance for marketplace success in the new (AI) SEO world, featuring a five-phase framework that goes beyond basic optimization. via @kevin-indig.bsky.social

Strategic and tactical guidance for marketplace success in the new (AI) SEO world, featuring a five-phase framework that goes beyond basic optimization. via @kevin-indig.bsky.social

it doesn't have to mean the bottom line is down.

in fact, a good amount of my clients sees an uptick in bottom line from seo.

we're moving towards a new baseline, clicks will be high signal, low noise.

now, that click volume is going down, I see an opportunity to update our metrics model and detach from false expectations.

2024 = peak traffic year. we're moving towards a new baseline, where we receive a fraction of clicks.

and that's ok (unless you're in the ad impressions business).

it's so critical to understand the role of clicks in SEO.

spoiler: we've always overestimated them!

useful as a leading indicator for conversions, but they set false expectations.

example: many teams struggle to show the impact of tofu content, in part because it attracts lots of noisy clicks.

Something @kevin-indig.bsky.social broke down in a post yesterday, and brands still miss:

You’re not competing for rankings anymore. You compete to be 𝘁𝗿𝘂𝘀𝘁𝗲𝗱 𝗲𝗻𝗼𝘂𝗴𝗵 to be included in the training data.

Think of it like indexability, but for LLMs.
Relevance isn’t enough.

Kevin Indig: How Users Interact With AIO - IMHO YouTube video by Shelley Walsh

Watch @kevin-indig.bsky.social now talk about how users interact with AIO

“The longer someone spends with AIO content, the more they trust it. We saw a clear correlation.” Kevin Indig, IMHO

youtu.be/nFkM9Cy2mcg?...

Kevin Indig is about to release data on the first-ever study on AIO usability. And I managed to get an interview with him on IMHO about his findings.

@kevin-indig.bsky.social is releasing his study this Monday (12th), and I will be publishing the pre-recorded IMHO at the same time.

The Data Behind Google’s AI Overviews: What Sundar Pichai Won’t Tell You Exclusive and groundbreaking data about Google usage and AI Overviews stress tests Google's claims. via @kevin-indig.bsky.social #Google

Exclusive and groundbreaking data about Google usage and AI Overviews stress tests Google's claims. via @kevin-indig.bsky.social

#Google

Tory gets it

Why?

How Is Answer Engine Optimization Different From SEO? Data reveals why some brands dominate in search but disappear in ChatGPT, and what you can do about it. via @kevin-indig.bsky.social

Data reveals why some brands dominate in search but disappear in ChatGPT, and what you can do about it. via @kevin-indig.bsky.social

How I edit AI content A workflow for the new age of content creation

If you are trying to figure out the balance of how to use AI in your writing while maintaining your authenticity and voice, this post by @kevin-indig.bsky.social is a good one: www.growth-memo.com/p/how-i-edit...

Thanks, Wil!

Thanks for the shoutout :)

Humans Are Better At Writing Than AI In These Tasks Writing with AI is like DJing: Without human editing, it’s just noise. Learn the human skills that turn generic output into memorable content. via @kevin-indig.bsky.social

Writing with AI is like DJing: Without human editing, it’s just noise. Learn the human skills that turn generic output into memorable content. via @kevin-indig.bsky.social

Kevin Indig (@kevin-indig.bsky.social) recommends creating multiple AI-generated drafts based on your content strategy and then having writers refine them to add uniqueness and quality.

maj.to/3DuVG8S

An AI-Powered Workflow To Solve Content Cannibalization Keyword rankings slipping? Your content might be competing against itself. This guide walks you through detection, solutions, and automation. via @kevin-indig.bsky.social

Keyword rankings slipping? Your content might be competing against itself. This guide walks you through detection, solutions, and automation. via @kevin-indig.bsky.social

I think that's the billion dollar question.

A brand could be part of an answer when purchase intent is high. But outside of that, I don't see brands showing up a lot.

Below 1% for most, traffic is lower than bing. I wonder how much of the value comes from referral traffic vs being mentioned in an answer...

I've been having lots of different fun discussions around AI the last few weeks, but there's one that we simply have to shed more light on. In order to appear in AI, you can't build fancy headless websites. AI simply does not execute JavaScript when crawling your site. 1/2

For Organic Growth, this isn't background noise—it's the regulatory seismic activity that could fundamentally alter traffic patterns for the next decade.

- Device manufacturers liberated to pre-install alternative engines

- Or paradoxically, Google becoming even more aggressive about AI and sending less traffic to websites

🎯The outcomes could cascade in multiple directions:

- A weakened Google opening doors for AI challengers

- Forced data sharing empowering emerging search competitors

The Trump administration adds a significant wildcard—having signaled reluctance toward breaking up tech giants while simultaneously installing new FTC leadership.

📚Two critical battlegrounds:

- The Search Monopoly case targeting Google's exclusive agreements and default search dominance
- The Digital Advertising case challenging Google's stranglehold on ad exchanges and publisher servers

Consider the paradox: Google search revenues have climbed to $200B (up from $175B), yet 42% of users report search engines are "becoming less useful."

The monopolistic moat widens even as user satisfaction ebbs.

While we fixate on AI's disruption of search, two landmark antitrust cases against Google are quietly approaching judgment day 👨‍⚖️

The stakes? Nothing less than the fundamental architecture of online customer acquisition.