One metric that every organic marketer should add to their dashboard

Summary

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Podcast Summary

Episode Overview

Podcast: Voices of Search
Episode Title: One Metric That Every Organic Marketer Should Add to Their Dashboard
Air Date: May 5, 2026
Host: Jordan Cooney
Guest: Kevin Indig, Growth Advisor (G2, RAMP, Airbnb), Founder of Growth Memo

This episode dives into an essential discussion for SEOs and content marketers: the one business metric every organic marketer should add to their dashboard. Kevin Indig joins Jordan Cooney to discuss how the SEO landscape is shifting, especially with the rise of AI, and unpacks how marketers should redefine their measurement strategies to maintain visibility and influence.

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Key Discussion Points & Insights

The Changing Nature of Search with AI

• AI is Rapidly Altering Search
  • Kevin highlights that AI-driven search is fundamentally changing the way marketers need to track and report on their efforts.
  • AI causes fluctuations in how brands are cited, mentioned, and discovered, far more rapidly than traditional search results and rankings.

What Actually Drives Visibility Today

• Beyond Rankings & Clicks
  • Both speakers discuss the limitations of focusing on absolute numbers like classic ranks and click counts, emphasizing their volatility and diminished relevance as AI’s influence grows.

A New Focus: Relative Metrics

• Share of Voice as the Must-Have Metric
  • Kevin’s core recommendation is to shift from absolute to relative metrics—specifically, “Share of Voice”—to gauge true market presence in contrast to competitors.
  • Share of Voice reflects not just your brand’s prominence but its performance relative to competitors, making it a dynamic and insightful metric as the digital landscape evolves.

Influencing Beyond Your Own Domain

• Building Influence Externally
  • The discussion touches on how, in an ecosystem shaped by AI, driving influence requires marketers to look beyond their websites and consider how they’re referenced and cited across the broader web.

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Notable Quotes & Memorable Moments

• On the Metric Marketers Need Most:

  "Share Voice. You want to think more about relative metrics rather than absolute metrics because things change so much more with AI, right?"
  — Kevin Indig [00:47]

• Why Relative Metrics Matter:

  "You're looking for a relative metric that is in context of your competitors. And that's why ShareVoice—that would be my go-to."
  — Kevin Indig [02:30]

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Important Timestamps

| Timestamp | Segment Description | |-----------|--------------------------------------------------------| | 00:22 | Jordan introduces Kevin Indig and outlines episode focus | | 00:47 | Kevin describes Share of Voice as the essential metric | | 02:30 | Kevin reinforces the importance of relative metrics |

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Additional Insights & Resources

• Connect with Kevin Indig:
  • LinkedIn
  • kevin-indig.com
  • Growth Memo Newsletter
• Key Takeaway:
  • To stay ahead in modern SEO, prioritize Share of Voice over traditional, absolute metrics, especially as AI accelerates shifts in how visibility is earned and measured.

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Final Thought:
As Jordan closes the episode:

"Remember: the answers are always in the data."

This episode underscores the necessity for organic marketers to rethink their dashboards and strategies in a world where AI is dramatically reshaping the search landscape.

Transcript

[A]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice then visit iheareverything.com I'm Jordan Cooney and

[B]

joining me today is Kevin Indig, Growth Advisor to over 40 companies including G2, RAMP and Airbnb. Today we're talking about why most teams are approaching AI search wrong, what actually drives visibility, and how to build influence beyond your own domain. If there is one metric that every organic marketer should add today, what is that Business metric?

[C]

Share Voice. You want to think more about relative metrics rather than absolute metrics because things change so much more with AI, right? Like the number of possible citations you can get and mentions. The they change a lot faster than with like classic ranks and clicks and all that kind of stuff.

[D]

So time for a one minute break to hear from our sponsor, Pre Visible. So you're looking for SEO help and you got a couple of options. You could start replying to spam from agencies that claim they can get you to rank number one on Google. You can pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges. Or you can work with a cookie cutter agency to quickly launch a strategy less project with low success rate. None of those sound very good now do they? Well, that's where Pre Visible's integrated consulting model comes in. Pre Visible draws From a collective 40 years of SEO and digital marketing experience to unlock your organic growth opportunities. They build custom solutions that combine strategy, technical expertise, content and reporting to effectively operationalize SEO for your business. Pre Visible's four stage approach ensures that your SEO programs thrive through by starting off with a strategy first approach. Then they support you in your efforts to create quality content, help you identify technical issues, and most importantly, they'll work with your cross functional teams to integrate your SEO strategies to make sure that your SEO budget actually drives results, not just your agency's bottom line. So join brands like Yelp, eBay, Canva, Atlassian Square, all who rely on the SEO consultants at Pre Visible. For more information go to Previsible IO that's previsible P R E V I S I B L E I O.

[C]

You're looking for a relative metric that is in context of your competitors. And that's why ShareVoice that would be

[B]

my go to Huge thank you to Kevin Indig, advisor and Founder of Growth Memo for joining us today. If you'd like to contact Kevin, you can find a link to his LinkedIn profile in our show notes or on the voicesofsearch.com or or you can visit his company website, kevin-indig.com or get more amazing insights and knowledge from his newsletter growth-memo.com if you haven't yet subscribed and would like a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be in your feed every week. Okay, that's all for today, but until next time, remember the answers are always in the data SA.