Kevin Indig’s Blueprint for Scaling Large Brands Like Shopify and Atlassian

Welcome to Market Movers: Building Brands and Links with Linkify! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs.

In this episode, we welcome Kevin Indig, growth expert and SEO luminary who’s worked with industry giants like Shopify and Atlassian. We explore how businesses can adapt and excel in the evolving landscape of search, AI, and SEO.

Kevin unpacks strategies for scaling SEO at the enterprise level, building lead generation tools, and leveraging earned, owned, and paid channels for maximum impact. We also dive into the future of search, the role of AI, and how businesses can maintain relevance in an increasingly competitive digital space.

Key Talking Points:

• Kevin Indig’s Journey to SEO Excellence: From building clan websites as a gamer in Germany to leading SEO for tech giants.
• Scaling SEO for Enterprises: The difference between “SEO aggregators” (e.g., marketplaces) and “SEO integrators” (e.g., SaaS).
• Quick Wins vs. Long-Term SEO Plays: Why balancing foundational fixes and strategic projects is essential.
• Building Lead Generation Tools: How tools like Shopify’s Business Name Generator and Ramp’s Mission Statement Generator drive leads and business impact.
• The Role of Content in 2025 and Beyond: The shift toward data-driven storytelling, personal experiences, and audience-first engagement.
• Customer Research is King: Using AI to analyze customer conversations for insights on positioning and messaging.
• The Future of Search: Google’s AI dominance is “theirs to lose,” but challengers like OpenAI are gaining ground with less red tape.
• Reddit as an Earned Channel: Tapping into Reddit for engagement, reputation management, and Parasite SEO strategies.
• Adapt or Die: How evolving team dynamics and channel strategies can help businesses stay ahead.

Quotes from Kevin Indig:

• “If you only focus on quick wins, you’ll run out eventually. But if you only focus on long-term plays, your managers will get antsy.”
• “In the age of AI, content needs to shift toward what’s harder to replicate—data stories, takes, and personal experiences.”
• “Google has the tools to win the AI search race, but the challenge is navigating their own constraints.”

Actionable Insights for Listeners:

1. Invest in Lead Gen Tools: They’re underutilized and highly effective in capturing user intent.
2. Use AI for Customer Insights: Mine customer support, sales, and product conversations for untapped messaging opportunities.
3. Focus on Earned and Owned Channels: Build SEO and email as foundations to balance reliance on paid advertising.
4. Experiment with Reddit and Emerging Platforms: Start engaging with your target audience where they are already having conversations.

About Kevin Indig:

Kevin Indig is the former VP of SEO and Content at Shopify, Advisor to top tech brands like Ramp, and writer of the popular Growth Memo newsletter. His innovative approach to SEO and growth strategies has made him one of the leading voices in the field.

📬 Subscribe to Growth Memo:<