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KEVIN INDIG
Google I/O 2021 comes in light of one of the strongest quarters in the company’s history. And, to no surprise, the threads we already saw in the Q1 earnings call continue throughout I/O: retail and productivity. Read More. May 17, 2021. seo, growth. WHO IS KEVIN INDIG? SPEAKING GIGS Who Is Kevin Indig? I lead SEO @ Shopify, write the Growth Memo and record the Tech Bound podcast. But actually, I tell data stories. This site is my personal platform where I write essays to explore ideas and shape my thoughts. I have a knack for principles, strategies, andsystems.
CATEGORY: BLOG
Search volume is a double-edged sword. On one side, it guides our strategy. On the other side, it's so fundamentally flawed that we should handle it with extreme care. In this article, I explain why and how. Read More. December 2, 2020. google, serp features. A MODERN UNDERSTANDING OF SEO GROWTH MARKETING PRINCIPLES Critical mass originates from nuclear physics and describes „ the amount of fissile material needed to sustain a nuclear fusion“. In engineering, it’s a stage in the product life cycle from which on enough users adopted the product for it to reach a scale that increases the value of the product itself. Imagine Facebook having enough users for it to make sense to join the platform 10 LESSONS FROM WORKING AT ATLASSIAN Atlassian’s products have a much stronger brand than the company. Jira, Atlassian’s cash cow, was released 17 years ago and has been the dominant project management and bug tracking solution ever since. It represents the idea to be the most professional solution to project management you can get and increase the productivity of a company. POWER LAWS AND THE PARETO PRINCIPLE Idea: Power Laws, Pareto Principle Other names: Pareto Law, Pareto Distribution, Scale-free distribution, Matthew Effect Summary of the idea: Many things in life have a disproportionate relationship between cause and effect. Examples of the idea: 20% of the people own 80% of the land, Just 1.4 percent of tree species account for 50 percent of the trees in the Amazon, 77% of Wikipedia is HOW BIG IS GOOGLE'S MARKET SHARE REALLY? The contenders are: Google Cloud. Local Search. Youtube (ads, music, premium) Google Cloud’s revenue in 2019 has reached almost $9b, up +53% from the $5.8b in 2018. However, it still pales in comparison to Google’s total ad revenue of $134b or to AN EARLY IMPRESSION OF NEEVA, THE AD-FREE SEARCH ENGINESEE MORE ONKEVIN-INDIG.COM
CONTENT TUNING AT SCALE WITH THE SEARCH CONSOLE API Google has reached a level at which it can understand and react to content tuning very quickly. In last week’s article, I showed an example of my article about power laws: “Look at the query “power law vs exponential” in the screenshot above.Google tries to rank my essay on position 18.6, but I don’t explain the difference between power laws and exponential functions in it.KEVIN INDIG
Google I/O 2021 comes in light of one of the strongest quarters in the company’s history. And, to no surprise, the threads we already saw in the Q1 earnings call continue throughout I/O: retail and productivity. Read More. May 17, 2021. seo, growth. WHO IS KEVIN INDIG? SPEAKING GIGS Who Is Kevin Indig? I lead SEO @ Shopify, write the Growth Memo and record the Tech Bound podcast. But actually, I tell data stories. This site is my personal platform where I write essays to explore ideas and shape my thoughts. I have a knack for principles, strategies, andsystems.
CATEGORY: BLOG
Search volume is a double-edged sword. On one side, it guides our strategy. On the other side, it's so fundamentally flawed that we should handle it with extreme care. In this article, I explain why and how. Read More. December 2, 2020. google, serp features. A MODERN UNDERSTANDING OF SEO GROWTH MARKETING PRINCIPLES Critical mass originates from nuclear physics and describes „ the amount of fissile material needed to sustain a nuclear fusion“. In engineering, it’s a stage in the product life cycle from which on enough users adopted the product for it to reach a scale that increases the value of the product itself. Imagine Facebook having enough users for it to make sense to join the platform 10 LESSONS FROM WORKING AT ATLASSIAN Atlassian’s products have a much stronger brand than the company. Jira, Atlassian’s cash cow, was released 17 years ago and has been the dominant project management and bug tracking solution ever since. It represents the idea to be the most professional solution to project management you can get and increase the productivity of a company. POWER LAWS AND THE PARETO PRINCIPLE Idea: Power Laws, Pareto Principle Other names: Pareto Law, Pareto Distribution, Scale-free distribution, Matthew Effect Summary of the idea: Many things in life have a disproportionate relationship between cause and effect. Examples of the idea: 20% of the people own 80% of the land, Just 1.4 percent of tree species account for 50 percent of the trees in the Amazon, 77% of Wikipedia is HOW BIG IS GOOGLE'S MARKET SHARE REALLY? The contenders are: Google Cloud. Local Search. Youtube (ads, music, premium) Google Cloud’s revenue in 2019 has reached almost $9b, up +53% from the $5.8b in 2018. However, it still pales in comparison to Google’s total ad revenue of $134b or to AN EARLY IMPRESSION OF NEEVA, THE AD-FREE SEARCH ENGINESEE MORE ONKEVIN-INDIG.COM
CONTENT TUNING AT SCALE WITH THE SEARCH CONSOLE API Google has reached a level at which it can understand and react to content tuning very quickly. In last week’s article, I showed an example of my article about power laws: “Look at the query “power law vs exponential” in the screenshot above.Google tries to rank my essay on position 18.6, but I don’t explain the difference between power laws and exponential functions in it. PODCASTS - KEVIN INDIG Podcasts. On my podcast, I have raw, unscripted conversations with the brightest minds in Marketing that uncover how they think, learn. VisitTech Bound Youtube.
3 LESSONS FROM GOOGLE'S 2021 Q1 EARNINGS A summary of Google’s Q1 earnings. In Q1 2021, Google brought in $55.3b in revenue, more than $3.5b than analysts expected. Search (revenue from AdWords) grew by +29.7% YoY, Youtube ads by +50% YoY, and Cloud by +48% YoY. Mapped out over the last two years, we see how much Q1 doesn’t follow the regular pattern of previous quarters. A MODERN UNDERSTANDING OF SEO A couple of years ago, I changed the way I think about SEO. Before Google engineers started to use machine learning for “the core ranking algorithm” – it must have been around 2016 – SEO was like a blueprint for me. THE CONTENT COMMODITY TRAP The Content Commodity spectrum. This leads us to a couple of conclusions. First, we need to think about content as a product. The key feature for recipe content is you guessed it, the recipe! Second, if the key feature is easy to replicate, you have a problem. You 10 LESSONS FROM WORKING AT ATLASSIAN Lesson 2: All hail the bottom-up SaaS model! The bottom-up SaaS model, also called “Land and Expand”, is a strategy that aims at the product initially being adopted by a single employee of a company (land) and then spreading through other departments over time (expand). It’s the opposite of a top-down sales model, in which reps sell to C-level managers of a company.GROWTH MEMO
Growth Memo goes in-depth on Growth – providing you with real-world examples and the principle they were built on. This is the easiest newsletter you’ll ever read. Every Monday morning, you get the latest single in-depth article on an aspect of Growth. On top, you get a curated list of articles that go further into the topic. OPTIMIZING FOR USER INTENT WITH CONTENT-TUNING There is an easier process I call “content tuning.”. The idea is simple: create, optimize, publish, fine-tune. Identify top keywords to go after and create “optimized” content for them. But instead of “set it and forget it,” give Google some time to understand how the content fits and optimize it for related variations. STRATEGIC DECISIONS TO FIND THE NEXT GROWTH LEVER Growth Loops. You can build another Growth loop on top of the viral loop that unlocked the first wave of growth. Almost all startups grow from a viral loop, in the beginning – its inherent in the definition of Product/Market Fit because when a product is really good users tell other users about it. But there is a way to stack Growth loops on top of each other, for example, an SEO loop on top IS “SEO” STILL AN ACCURATE DESCRIPTION OF WHAT WE DO? Last week, I attended a panel together with 5 other high-class SEOs on the question of whether SEO is still a fair description of what we do. We all agreed that we don’t want to change the name of SEO to something else – this discussion comes up every 3-5 years in the community – but that what SEOs do to be successful today is different than 10 years ago. 3 BEST PRACTICES OF COMPETITOR SEO YOU SHOULD KNOW They created the site, a video, a Twitter account, and even a MySpace account (yep, that’s how old it is). The effort paid off. The screenshot below is from 2017 and shows that the site still ranked #1 for “zendesk alternative” at the time.Skip to content
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May 31, 2021
google, apple
THE WEB MOVES FROM COOKIES TO BROWSER-TRACKING Google’s FLoC, Apple’s Privacy Update, and the Page Experience Update all have one thing in common: real-world user tracking. That shows a broader trend I highlight in this article.Read More
May 24, 2021
platform confluence, google GOOGLE I/O 2021: HORIZONTAL INTEGRATION AND MACHINE LEARNING Google I/O 2021 comes in light of one of the strongest quarters in the company’s history. And, to no surprise, the threads we already saw in the Q1 earnings call continue throughout I/O: retail andproductivity.
Read More
May 17, 2021
seo, growth
IS “SEO” STILL AN ACCURATE DESCRIPTION OF WHAT WE DO? The term “SEO” captures a lot of different responsibilities. The craft has changed over time to a sort of “product management formarketing.”
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> I believe that technology can substantially improve our lives.>
> My mission is to MAKE THE RIGHT TECHNOLOGY VISIBLE AND AVAILABLE TO > THE RIGHT PEOPLE.> Kevin Indig
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On my podcast, I have raw, unscripted conversations with the brightest minds in Marketing that uncover how they THINK, LEARN AND WORK.View All Episodes
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