In this episode of Chat With Sean, I’m joined by Kevin Indig, an organic growth advisor and former head of SEO at Shopify, Atlassian, and G2. Kevin helps businesses scale efficiently by optimising acquisition channels, leveraging AI, and using data-driven approaches. He writes the highly popular newsletter Growth Memo, which is read by over 25,000 leaders in the marketing and business space.

We look into the Great Decoupling - the separation between traffic and revenue - and how it’s changing the way businesses need to think about SEO metrics. Kevin also shares insights into building custom AI tools, the evolving role of AI in SEO, and how businesses can navigate the complex landscape of SEO attribution and demand capture.

Kevin discusses:

- The Great Decoupling: Why traffic is no longer a good metric for business success

- How AI models like Claude and ChatGPT are changing how we approach SEO

- SEO attribution and why traditional models are no longer effective

- The importance of leading indicators in measuring SEO performance

Topics covered include:

- The shift from traffic to revenue-focused metrics in SEO

- How AI agents are influencing search and how to prepare for the future of SEO

- The importance of incrementality tests in validating SEO strategies

- SEO attribution models and how to move away from traditional tracking methods

- The role of brand visibility and how it impacts SEO in the age of AI-driven search

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