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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.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. 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.
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 A MODERN UNDERSTANDING OF SEO 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. AN EARLY IMPRESSION OF NEEVA, THE AD-FREE SEARCH ENGINESEE MORE ONKEVIN-INDIG.COM
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 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. OPTIMIZING FOR USER INTENT WITH CONTENT-TUNINGSEE MORE ONKEVIN-INDIG.COM
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.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. 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.
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 A MODERN UNDERSTANDING OF SEO 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. AN EARLY IMPRESSION OF NEEVA, THE AD-FREE SEARCH ENGINESEE MORE ONKEVIN-INDIG.COM
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 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. OPTIMIZING FOR USER INTENT WITH CONTENT-TUNINGSEE MORE ONKEVIN-INDIG.COM
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.
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 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.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. 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 12 REASONS YOUR SEO TRAFFIC IS PLATEAUING AND HOW TO FIX IT Assess the taxonomy of your site and see if it is coherent to the topics you cover. Focus on fewer topics but better content, build out content silos, and establish your site as expert for certain topics. 6. Too much outdated content. Fresh content is important – for some verticals more, for others less. INTEGRATOR VS AGGREGATOR GROWTH Growth for integrators vs. aggregators. Growth for Aggregators and Integrators looks fundamentally different. I tapped into the nuances of SEO in the difference between inventory-driven and content-driven sites and centralized versus decentralized sites.But there are differences way beyond SEO. 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 Example 1: Filmora. Wondershare Filmora is a software company for video editing software and they’re going up against a big incumbent: Adobe. Adobe Premiere Pro is the #1 competitor product for Wondershare but they have a clever strategy to gain customers: attacking Adobe’sdocumentation.
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. CREATING AN SEO STRATEGY FROM SCRATCH The core of an SEO strategy is the roadmap, a high-level plan of your objectives over time. Imagine you would bake a cake: the strategy is the type of cake for the right occasion, the roadmap is the recipe, and the objectives are the ingredients. Strategy = roadmap + 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. 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
12 REASONS YOUR SEO TRAFFIC IS PLATEAUING AND HOW TO FIX ITSEE MORE ONKEVIN-INDIG.COM
DID THE WIRECUTTER MIGRATE BECAUSE OF AFFILIATE COMMISSIONS? A Paywall would make sense for The Wirecutter. First, it could keep affiliate links because they don’t hurt the user experience. Second, The Wirecutter would lead to more traffic (~4M visitors) and subscriptions, obviously (see AHREFs data below). Third, other parts of nytimes.com like NY Cooking are structurally separated from themain site
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. CREATING AN SEO STRATEGY FROM SCRATCH The core of an SEO strategy is the roadmap, a high-level plan of your objectives over time. Imagine you would bake a cake: the strategy is the type of cake for the right occasion, the roadmap is the recipe, and the objectives are the ingredients. Strategy = roadmap + 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. 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
12 REASONS YOUR SEO TRAFFIC IS PLATEAUING AND HOW TO FIX ITSEE MORE ONKEVIN-INDIG.COM
DID THE WIRECUTTER MIGRATE BECAUSE OF AFFILIATE COMMISSIONS? A Paywall would make sense for The Wirecutter. First, it could keep affiliate links because they don’t hurt the user experience. Second, The Wirecutter would lead to more traffic (~4M visitors) and subscriptions, obviously (see AHREFs data below). Third, other parts of nytimes.com like NY Cooking are structurally separated from themain site
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.
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.
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 CREATING AN SEO STRATEGY FROM SCRATCH The core of an SEO strategy is the roadmap, a high-level plan of your objectives over time. Imagine you would bake a cake: the strategy is the type of cake for the right occasion, the roadmap is the recipe, and the objectives are the ingredients. Strategy = roadmap + 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. THE 4 ONLY SCALABLE CUSTOMER-ACQUISITION CHANNELS Unscalable channels have their place in customer-acquisition but if you want to build growth loops, you need scale. To answer it right upfront, the only truly scalable channels are: SEO. Online ads. Sales. Product-virality. All famous startups and companies scale through oneof these channels.
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.THE ROI OF SEO
How to think about SEO traffic projections. Uncertainty in SEO can’t be an excuse for not making a business case. You have to make one if you want to get stuff done because engineers, writers, or designers mostly prioritize roadmaps by revenue impact. If we can’t promise a specific outcome, we can at least narrow the impact down and attach outcome probabilities. 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.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 getKEVIN 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.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.
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 CREATING AN SEO STRATEGY FROM SCRATCH The core of an SEO strategy is the roadmap, a high-level plan of your objectives over time. Imagine you would bake a cake: the strategy is the type of cake for the right occasion, the roadmap is the recipe, and the objectives are the ingredients. Strategy = roadmap + 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 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. AN EARLY IMPRESSION OF NEEVA, THE AD-FREE SEARCH ENGINESEE MORE ONKEVIN-INDIG.COM
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 INTERNAL LINK OPTIMIZATION WITH TIPR TIPR – True Internal PageRank. TIPR, “True InternalPageRank”, is a concept that helps us to get closer to the real PageRank value of a page. It combines four data streams: PageRank, CheiRank, Backlinks, and log files. The TIPR model. Figuring out a more accurate internal link graph happens by combining PR, CR, and backlinks. 12 REASONS YOUR SEO TRAFFIC IS PLATEAUING AND HOW TO FIX ITSEE MORE ONKEVIN-INDIG.COM
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.
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 CREATING AN SEO STRATEGY FROM SCRATCH The core of an SEO strategy is the roadmap, a high-level plan of your objectives over time. Imagine you would bake a cake: the strategy is the type of cake for the right occasion, the roadmap is the recipe, and the objectives are the ingredients. Strategy = roadmap + 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 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. AN EARLY IMPRESSION OF NEEVA, THE AD-FREE SEARCH ENGINESEE MORE ONKEVIN-INDIG.COM
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 INTERNAL LINK OPTIMIZATION WITH TIPR TIPR – True Internal PageRank. TIPR, “True InternalPageRank”, is a concept that helps us to get closer to the real PageRank value of a page. It combines four data streams: PageRank, CheiRank, Backlinks, and log files. The TIPR model. Figuring out a more accurate internal link graph happens by combining PR, CR, and backlinks. 12 REASONS YOUR SEO TRAFFIC IS PLATEAUING AND HOW TO FIX ITSEE MORE ONKEVIN-INDIG.COM
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. WHAT I AM WORKING ON RIGHT NOW What I’m working on (updated on 6/20/2020) Boy, it’s been a while since I updated this page. After spending 2 months in Germany during the global shutdown, I made my way back to the states and enjoy the work from home. I’m spending some time on Tech Bound and the paid tier. Book I’m reading: Nassim Nicholas Taleb – The Black Swan. 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.
CREATING AN SEO STRATEGY FROM SCRATCH The core of an SEO strategy is the roadmap, a high-level plan of your objectives over time. Imagine you would bake a cake: the strategy is the type of cake for the right occasion, the roadmap is the recipe, and the objectives are the ingredients. Strategy = roadmap + INTERNAL LINK OPTIMIZATION WITH TIPR TIPR – True Internal PageRank. TIPR, “True InternalPageRank”, is a concept that helps us to get closer to the real PageRank value of a page. It combines four data streams: PageRank, CheiRank, Backlinks, and log files. The TIPR model. Figuring out a more accurate internal link graph happens by combining PR, CR, and backlinks. INTEGRATOR VS AGGREGATOR GROWTH Growth for integrators vs. aggregators. Growth for Aggregators and Integrators looks fundamentally different. I tapped into the nuances of SEO in the difference between inventory-driven and content-driven sites and centralized versus decentralized sites.But there are differences way beyond SEO. SEO TRAFFIC GENERATION WITH PRODUCT FEATURES Good SEOs always find a way to scale inventory, make it indexable, and optimize it. Tweet. Summing this up: Indexable inventory and the way it’s displayed on a website is a product feature that can scale SEO. Two challenges arise from that: 1. Discovering new product features to grow SEO at scale. 2. 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. 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 Example 1: Filmora. Wondershare Filmora is a software company for video editing software and they’re going up against a big incumbent: Adobe. Adobe Premiere Pro is the #1 competitor product for Wondershare but they have a clever strategy to gain customers: attacking Adobe’sdocumentation.
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.
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 CREATING AN SEO STRATEGY FROM SCRATCH The core of an SEO strategy is the roadmap, a high-level plan of your objectives over time. Imagine you would bake a cake: the strategy is the type of cake for the right occasion, the roadmap is the recipe, and the objectives are the ingredients. Strategy = roadmap + 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 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. AN EARLY IMPRESSION OF NEEVA, THE AD-FREE SEARCH ENGINESEE MORE ONKEVIN-INDIG.COM
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 INTERNAL LINK OPTIMIZATION WITH TIPR TIPR – True Internal PageRank. TIPR, “True InternalPageRank”, is a concept that helps us to get closer to the real PageRank value of a page. It combines four data streams: PageRank, CheiRank, Backlinks, and log files. The TIPR model. Figuring out a more accurate internal link graph happens by combining PR, CR, and backlinks. 12 REASONS YOUR SEO TRAFFIC IS PLATEAUING AND HOW TO FIX ITSEE MORE ONKEVIN-INDIG.COM
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.
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 CREATING AN SEO STRATEGY FROM SCRATCH The core of an SEO strategy is the roadmap, a high-level plan of your objectives over time. Imagine you would bake a cake: the strategy is the type of cake for the right occasion, the roadmap is the recipe, and the objectives are the ingredients. Strategy = roadmap + 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 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. AN EARLY IMPRESSION OF NEEVA, THE AD-FREE SEARCH ENGINESEE MORE ONKEVIN-INDIG.COM
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 INTERNAL LINK OPTIMIZATION WITH TIPR TIPR – True Internal PageRank. TIPR, “True InternalPageRank”, is a concept that helps us to get closer to the real PageRank value of a page. It combines four data streams: PageRank, CheiRank, Backlinks, and log files. The TIPR model. Figuring out a more accurate internal link graph happens by combining PR, CR, and backlinks. 12 REASONS YOUR SEO TRAFFIC IS PLATEAUING AND HOW TO FIX ITSEE MORE ONKEVIN-INDIG.COM
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. WHAT I AM WORKING ON RIGHT NOW What I’m working on (updated on 6/20/2020) Boy, it’s been a while since I updated this page. After spending 2 months in Germany during the global shutdown, I made my way back to the states and enjoy the work from home. I’m spending some time on Tech Bound and the paid tier. Book I’m reading: Nassim Nicholas Taleb – The Black Swan. 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.
CREATING AN SEO STRATEGY FROM SCRATCH The core of an SEO strategy is the roadmap, a high-level plan of your objectives over time. Imagine you would bake a cake: the strategy is the type of cake for the right occasion, the roadmap is the recipe, and the objectives are the ingredients. Strategy = roadmap + INTERNAL LINK OPTIMIZATION WITH TIPR TIPR – True Internal PageRank. TIPR, “True InternalPageRank”, is a concept that helps us to get closer to the real PageRank value of a page. It combines four data streams: PageRank, CheiRank, Backlinks, and log files. The TIPR model. Figuring out a more accurate internal link graph happens by combining PR, CR, and backlinks. INTEGRATOR VS AGGREGATOR GROWTH Growth for integrators vs. aggregators. Growth for Aggregators and Integrators looks fundamentally different. I tapped into the nuances of SEO in the difference between inventory-driven and content-driven sites and centralized versus decentralized sites.But there are differences way beyond SEO. SEO TRAFFIC GENERATION WITH PRODUCT FEATURES Good SEOs always find a way to scale inventory, make it indexable, and optimize it. Tweet. Summing this up: Indexable inventory and the way it’s displayed on a website is a product feature that can scale SEO. Two challenges arise from that: 1. Discovering new product features to grow SEO at scale. 2. 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. 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 Example 1: Filmora. Wondershare Filmora is a software company for video editing software and they’re going up against a big incumbent: Adobe. Adobe Premiere Pro is the #1 competitor product for Wondershare but they have a clever strategy to gain customers: attacking Adobe’sdocumentation.
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Hey, I’m Kevin . On this site, I write and speak about the intersection of SEO and Growth. I have this blog, a newsletter called Tech Bound, and a podcast of the same name. Newsletter | iTunes| Youtube
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DID LOCAL PACKS REALLY GROW IN 2019?November 23, 2020
Have Local Packs really grown in 2019? Yes, and no. I tell the fullstory in data.
THE IMPACT OF IMAGE SERP FEATURES ON TRAFFICNovember 16, 2020
Image Boxes and Image Thumbnails are two of the most shown SERP Features. One of them drains a lot of clicks from regular organic results, the other one just looks nice. BIG DATA SHOWS THE VOLATILITY OF FEATURED SNIPPETSNovember 9, 2020
Featured Snippets are still a mystery. In this analysis of over 100,000 queries and 1,200 domains, I show how Google tests and adjustFeatured Snippets.
HOW GOOGLE TESTS NEW CONTENT IN THE SEARCH RESULTSNovember 2, 2020
This article is a case study that shows how Google ranks new content for different keywords to test its quality. WHEN PLATFORM CONFLUENCE BECOMES ANTI-COMPETITIVEOctober 26, 2020
An update to my concept of Platform Confluence and how it can lead to anti-competitive behavior.All articles
MEMBERS ONLY CONTENT This section contains articles, podcasts, and tools that are part of the Tech Bound membership . THE ALGORITHMIC REWARD TABLENovember 20, 2020
WEEKLY FINDS – WEEK 47, 2020November 18, 2020
THE INACCURACY AND FLAWS OF SEARCH VOLUMENovember 13, 2020
WEEKLY FINDS – WEEK 46, 2020November 11, 2020
NIKE’S EXPLOSIVE ONLINE GROWTHNovember 6, 2020
LATEST VLOGCAST EPISODESBASIC SEO
* My favorite tool alternatives to Google Search Volume * A case study of 2,000 Featured Snippets about deduplicating * The 10 SEO ranking factors we know to be true * A better approach to keyword research for content marketing * How to design an SEO strategy * Creating an SEO strategy from scratchGUIDES
* Internal Linking for SEO: best practices, strategies, axioms * Early Adopter Marketing – How startups get their first users * How to master the art of inhouse SEOGROWTH
* The 4 only scalable customer-acquisition channels * Great product features are key to SEO traffic for large sites * Why product market-fit is so important for Growth Marketing * Strategic decisions to find the next growth leverCONTENT MARKETING
* Content-Market Fit * Building content moats for stronger competitive advantages * 10 factors that make great content great * How to Build a Content Marketing flywheel for SaaS startupsTECHNICAL SEO
* The impact of GPT-3 on Google Search, a complex-adaptive system * The end of crawling and the beginning of API indexing * BERT infers questions in mobile Featured Snippets * User intent mapping on steroids * Solving Fragmented User Intent * 12 reasons your SEO traffic is plateauing and how to fix it * Semantic content optimization with entities * Internal Link Optimization with TIPRTECH
* A tear-apart of Asana’s Land & Expand Model * Slack and the Land and Expand Model * Platform Confluence * The most successful startup in history * A new Google – from search to discovery engineKEVIN INDIG
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* Did Local Packs really grow in 2019? * The algorithmic reward table * Weekly Finds – Week 47, 2020 READERS’ FAVORITES * Why I left Substack and the Email renaissance * How Google tests new content in the search results * Internal Linking for SEO: best practices, strategies, axiomsMEMBERS ONLY POSTS
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The algorithmic reward table*
Weekly Finds – Week 47, 2020*
The inaccuracy and flaws of search volume2020 Kevin Indig
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