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How to build an AI SEO strategy that outlasts tactics
A tactic list isn't a strategy. Here's the difference and how to fix it.
Mar 2
•
Amanda Johnson
and
Kevin Indig
25
2
AI-SEO is a change management problem
The AI SEO transformation requires a decades-old proven playbook: Organizational change management.
Feb 23
•
Amanda Johnson
and
Kevin Indig
19
4
3
Growth Intelligence Brief #14
Breaking down the infrastructure of the Agentic Web: Cloudflare's "Markdown for Agents," WebMCP, the fallout from Google's Gemini 3 update, and what new…
Feb 19
•
Kevin Indig
24
1
1
The science of how AI pays attention
I analyzed 1.2 million search results to find out exactly how AI reads. The verdict? It’s a busy editor, not a patient student.
Feb 16
•
Kevin Indig
35
Synthetic Personas for better prompt tracking
Synthetic personas solve the cold-start problem with 85% accuracy by simulating search behavior across user segments.
Feb 9
•
Kevin Indig
17
7
3
Most Popular
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2024 predictions
Jan 3, 2024
•
Kevin Indig
37
2
The first-ever UX Study of Google’s AI Overviews: The Data We've All Been Waiting For
May 12, 2025
•
Kevin Indig
56
31
7
What content works well in LLMs?
Mar 17, 2025
•
Kevin Indig
65
10
3
State of AI Search Optimization 2026
Jan 5
•
Kevin Indig
62
3
9
Growth Intelligence Brief
View all
Growth Intelligence Brief #14
Breaking down the infrastructure of the Agentic Web: Cloudflare's "Markdown for Agents," WebMCP, the fallout from Google's Gemini 3 update, and what new…
Feb 19
•
Kevin Indig
24
1
1
Growth Intelligence Brief #13
Google makes AI changes to the SERPs, Chrome and shopping at rapid pace. We're getting more telemetry but still miss key numbers (AIOs, *cough…
Feb 4
•
Kevin Indig
21
Growth Intelligence Brief #12
Explaining the AI hype and how it carries over to SEO,
Jan 15
•
Kevin Indig
18
3
Growth Intelligence Brief #11
ChatGPT reduces Amazon's visibility before BFCM | high value prompts on ChatGPT | the consultant vs. commodity economy | Gemini 3
Dec 5, 2025
•
Kevin Indig
14
7
Research
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The science of how AI pays attention
I analyzed 1.2 million search results to find out exactly how AI reads. The verdict? It’s a busy editor, not a patient student.
Feb 16
•
Kevin Indig
35
GSC data is 75% incomplete
My analysis of 450M impressions shows Google filters 3/4 of your data. Here is how to measure the gap.
Feb 2
•
Kevin Indig
28
2
1
The Alpha is not LLM monitoring
Exclusive data about the AI Search funding landscape reveals the true upside of the market - and potential down rounds
Nov 26, 2025
•
Kevin Indig
29
2
LLM traffic is shrinking
LLMs are a visibility surface. Not traffic you can bank on.
Nov 3, 2025
•
Kevin Indig
41
2
AI
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Chat GPT Search
A warm welcome to 131 new Growth Memo readers who joined us last week!
Nov 4, 2024
•
Kevin Indig
19
8
7
AI on Innovation - part 2
More insights from +546k AI Overviews
Sep 24, 2024
•
Kevin Indig
8
3
1
AI on Innovation
Analysis of +546,000 AIO overviews
Sep 16, 2024
•
Kevin Indig
12
8
1
Search GPT
🤔Can Search GPT disrupt Google Search?
Jul 29, 2024
•
Kevin Indig
19
5
1
General SEO Frameworks
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Keywords are dead. But the Keyword Universe Isn’t.
A better alternative to keyword research (including tool)
Jun 30, 2025
•
Kevin Indig
and
Amanda Johnson
41
17
2
Query fan-out
This Memo was sent out to 20,079 subscribers.
Jun 24, 2025
•
Kevin Indig
and
Amanda Johnson
25
1
How to measure topical authority [in 2025]
Topical Authority is still a mystical concept, partly because we don't have a good way to measure it. In this post, I want to offer a method to quantify…
May 20, 2025
•
Kevin Indig
31
8
3
How I edit AI content
A workflow for the new age of content creation
Apr 14, 2025
•
Kevin Indig
36
6
1
Takes
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2025 Reflection
My thoughts on the industry | where Growth Memo is at and where it's going | Personal reflection
Dec 15, 2025
•
Kevin Indig
22
8
2
Scoring my 2025 predictions
This Memo was sent to 23,134 subscribers.
Dec 9, 2025
•
Kevin Indig
21
3
1
10 SEO, marketing, and tech predictions for 2026
2026 marks the beginning of the “Agentic Era,” where AI stops just consuming the web and starts writing to it.
Dec 2, 2025
•
Kevin Indig
31
4
AI Halftime Report H1 2025
Exclusive interview about the publisher lawsuit, exclusive data on the confidence of AI trackers, AI Overviews, AI Mode and how to upskill
Jul 28, 2025
•
Kevin Indig
23
3
6
E-commerce
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E-commerce Deep Dive, Q2 2025 (case study: Stitch Fix)
The era of volatility, tariff response, organic visibility goes from big to small sites
Apr 11, 2025
•
Kevin Indig
3
Transformation complete
Google's new AI shopping experience verticalizes Search
Oct 28, 2024
•
Kevin Indig
19
1
2
Marketing Mix
#240 Google's new shopping experience resurrects an old concept
Feb 12, 2024
•
Kevin Indig
10
10
1
E-commerce shifts
#233 Merchants face a rapidly changing e-commerce environment
Dec 27, 2023
•
Kevin Indig
33
2
1
SaaS
View all
SaaS Deep Dive - Q1 2025 (case study: Zapier)
Is SaaS held up by AI? Why are Buffer and Rippling winning? How to waste millions with botched site migrations.
Mar 12, 2025
•
Kevin Indig
5
Beating incumbents at content in competitive spaces
Edd Wilson asks: How do you plan content investment for new companies/brands in competitive spaces?
Aug 21, 2023
•
Kevin Indig
Microsites 2.0
Microsites were originally invented for short-lived campaigns.
Jul 17, 2023
•
Kevin Indig
Long sales cycles, the #1 enemy of SEO attribution
Attribution models are the most common way to quantify the returns on marketing investments, but not every company can use them successfully.
Apr 11, 2023
•
Kevin Indig
Marketplaces
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Effective Marketplace SEO is more like Product Growth
There are two types of SEO: product-led and marketing-led.
Jun 3, 2025
•
Kevin Indig
and
Amanda Johnson
13
1
Marketplace Deep Dive - Q2
How Chegg fights AI disruption, Eventbrite gains +34% SEO traffic, Homes.com invests $1 billion in brand
May 8, 2025
•
Kevin Indig
2
Can Network Effects replace Performance Marketing?
Airbnb crushed the third quarter of 2022.
Nov 21, 2022
•
Kevin Indig
1
Online platforms progressively blend paid with organic results
Organic and paid results on Google, Bing, Amazon, Facebook, and Co are blending more into each other. In this post, you learn what to do about it.
Oct 5, 2020
•
Kevin Indig
Deep Dives
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E-commerce Deep Dive, Q2 2025 (case study: Stitch Fix)
The era of volatility, tariff response, organic visibility goes from big to small sites
Apr 11, 2025
•
Kevin Indig
3
Marketplace Deep Dive - Q1 (Case Study: Zillow)
Exclusive insights into Zillow's SEO strategy + large analysis of marketplace data
Feb 14, 2025
•
Kevin Indig
7
2
39:36
E-commerce Deep Dive, Q1 2025
Live Session recap: video recording, slides and show notes.
Jan 20, 2025
2
2
1:52:51
Annual Showdown 2024
Video recording, slides and show notes
Dec 17, 2024
•
Kevin Indig
4
5
Recent posts
View all
Growth Intelligence Brief #13
Google makes AI changes to the SERPs, Chrome and shopping at rapid pace. We're getting more telemetry but still miss key numbers (AIOs, *cough…
Feb 4
•
Kevin Indig
21
GSC data is 75% incomplete
My analysis of 450M impressions shows Google filters 3/4 of your data. Here is how to measure the gap.
Feb 2
•
Kevin Indig
28
2
1
How do you compete in Agentic Commerce?
The last decade rewarded marketing arbitrage. Agentic commerce rewards product truth.
Jan 26
•
Kevin Indig
19
2
The Great Decoupling
Traffic and pipeline no longer move together. I’ll show you how to deal with it.
Jan 19
•
Kevin Indig
and
Amanda Johnson
19
1
2
Growth Intelligence Brief #12
Explaining the AI hype and how it carries over to SEO,
Jan 15
•
Kevin Indig
18
3
How much can we influence AI responses?
New research shows we can influence LLM outputs far more than expected - and that’s the real risk.
Jan 12
•
Kevin Indig
31
9
1
State of AI Search Optimization 2026
Search is shifting from ranked lists to definitive answers. This guide breaks down the retrieval, citation, and trust factors that determine LLM…
Jan 5
•
Kevin Indig
62
3
9
See all
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