# One skillset that everyone in the industry needs to master

Page: https://stenobird.com/podcast/voices-of-search-a-search-engine-optimization-seo-content-marketing-podcast-754186/one-skillset-that-everyone-in-the-industry-needs-to-master
Text version: https://stenobird.com/podcast/voices-of-search-a-search-engine-optimization-seo-content-marketing-podcast-754186/one-skillset-that-everyone-in-the-industry-needs-to-master.md
Podcast: [Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast](https://stenobird.com/podcast/voices-of-search-a-search-engine-optimization-seo-content-marketing-podcast-754186)
Published: 2026-05-08T12:00:00+00:00
Episode link: https://pdst.fm/e/rss.art19.com/episodes/10dcc957-9b87-46c2-8907-e4ce512b786d.mp3?rss_browser=BAhJIg90cmFuc2NyaWJyBjoGRVQ%3D--952c5701c84ad333c69d5faa668f8177091704f0
Audio file: https://pdst.fm/e/rss.art19.com/episodes/10dcc957-9b87-46c2-8907-e4ce512b786d.mp3?rss_browser=BAhJIg90cmFuc2NyaWJyBjoGRVQ%3D--952c5701c84ad333c69d5faa668f8177091704f0
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Duration seconds: 103

## Resource

85% of brand mentions now come from third-party sources, not your website. Kevin Indig, growth advisor to over 40 companies including G2, Ramp, and Airbnb, reveals why most SEO teams are optimizing pages while visibility is won elsewhere through reviews, Reddit threads, and community-driven content. The discussion covers transitioning from traffic-focused metrics to share of voice and citation tracking, implementing systematic change management processes for stakeholder buy-in on new measurement frameworks, and developing meta-thinking skills to navigate AI transformation without losing strategic focus. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info .

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## Transcript

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