Nilanjay Ghura

Kevin Indig is one of the sharpest minds in SEO. Having led growth at Shopify, G2, and Atlassian, he now advises some of the world’s fastest-growing startups as an independent consultant. In other words — very few people are as deep in the trenches as Kevin. So when we decided to record an episode of the Ahrefs Podcast to unpack the disruption AI is bringing to SEO, he was the obvious choice. Here's what we covered: 🔸 Was 2024 the peak year for search traffic? 🔸 "Impressions up, clicks down" - the AI Overviews paradox 🔸 Does AI traffic actually convert better than organic? 🔸 How to get your brand cited in AI answers (proven tips) 🔸 How SEOs can leverage AI for content creation 🔸 Should marketers experiment with “vibe coding”—or leave it to developers? 🔸 Why winners on Google aren’t necessarily winners on ChatGPT Watch/Listen on YouTube: 👇🏻 https://lnkd.in/gFHa-sb7 (Also available on Apple Podcasts & Spotify) ... PS: Kevin is one of the speakers at Ahrefs Evolve in San Diego this October. And I know he's preparing a lot more unique insights to share with you from the stage. 😉

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The biggest mistake most brands are making in content marketing is that they don't follow the three bucket system... So no matter which platform you post on, you need to have content for each of the three buckets... The first bucket is called "Momentum"... which is type of content that helps you build consistency because it doesn't take too much effort to produce... It's everyday behind the scenes, learning from your business, what most people call "Building in Public". The second bucket is what I call "TOFU" which means content that builds Top of the Funnel... These are pieces that give you mass reach, widely shareable insights which are relevant to a large audience, and its attempt is to get more people to watch your content and follow you. And the third bucket is what I call "Loyalty"... this is where you share deep insights, which may not have mass appeal and would only cater to people who deeply care about your industry... and you share technical details about your industry, which shows you as an expert. Put out at least 6 pieces of content a week, and do 2 in each bucket. #aditirandev

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Performance Marketing Tip : Don’t fall in love with your targeting assumptions. The audience you think will convert might not be the one that actually converts. Let the data do the talking. Test different audiences. Let the surprises roll in!

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I still remember publishing my first SEO article, crafted it for hours, optimized every word... And yet, it landed somewhere on page 6 of Google. It was frustrating. I had done everything I thought was right. But what I missed was what actually works now — not hacks, not fluff, but real, tested SEO fundamentals. Over time, through trial, error, and deep research, I built a new system. And guess what? Those same rules now take my content straight to page 1 — and keep it there. Here’s a sneak peek at 10 rules I now never break: ✔ Write for the human, not the algorithm ✔ Match content with the real search intent ✔ Use keywords with context, not force ✔ Focus on relevant, authority backlinks ✔ Structure content for clarity and hierarchy ✔ Keep it updated every 3–6 months ✔ Prioritize site speed ✔ Make mobile UX flawless ✔ Build authority with internal links ✔ Stay patient and stay consistent These aren’t trends. They’re timeless principles that keep outperforming in 2025. Save this post. Share it with your team. And if you're tired of “SEO tricks” and want frameworks that actually work, this is your checklist.

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Are we too focused on the wrong thing with AI and SEO? Every week, I talk to clients and leads who ask about “AI SEO.” Some are curious. Some are panicked. Almost all of them are reacting to the flood of doom posts and hacks they see on LinkedIn, X, and beyond. What's really happening: 👇 1️⃣ AI search matters, but not the way most people are selling it. Yes, AI Overviews, ChatGPT, and Perplexity are changing how information is delivered. But if you look at actual traffic data today? AI search referrals are still under 1% for most sites. 2️⃣ Good SEO companies have already been doing the right things. - Creating content that’s structured, clear, and user-first - Building authority and trust signals - Avoiding the trap of thin, keyword-stuffed content These are the same practices that make your content citation-worthy in AI responses. 3️⃣ The fundamentals haven’t changed. Search traffic is evolving, not disappearing. Google is still the majority traffic driver. AI is an additional layer, one you should prepare for, but not panic over. 4️⃣ The danger is chasing hype instead of strategy. Agencies pushing “AI SEO packages” built on short-term hacks risk steering brands away from what actually moves the needle: - Intent-driven content - Technical health - User experience - Long-term authority building The takeaway: Don’t let hype dictate your strategy. Prepare for AI, yes. But remember: most of the tactics that matter in the AI era are the ones that have always defined good SEO.

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In 30 minutes, I took a skincare brand's CTR from 0.9% to 3.2%. It wasn't luck. CMO: "Our Facebook ads are getting decent engagement but terrible click-through rates. People watch but don't visit our site." Me: "I can see exactly why. Your CTR is 0.9% when top performers hit 2.5%+. The problem isn't your creative - it's your CTA strategy." I screen-share their current top-performing ad. "Here's what's happening..." 𝗧𝗵𝗲𝗶𝗿 𝗖𝘂𝗿𝗿𝗲𝗻𝘁 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵: • Strong hook that gets 35% hook rate • Good hold rate at 16% • But CTA is generic "Shop Now" at the very end    𝗧𝗵𝗲 𝗣𝗿𝗼𝗯𝗹𝗲𝗺: • No micro-CTAs throughout the video • Weak urgency in the final call-to-action • No clear reason WHY they should click right now    𝗠𝘆 𝗙𝗶𝘅: • Added text overlay CTA at 8 seconds: "See the results" • Mid-video prompt: "Get yours before we sell out again" • Strong closer: "Claim your 30% off (ends tonight)"    𝗧𝗵𝗲 𝗥𝗲𝘀𝘂𝗹𝘁𝘀: • CTR jumped from 0.9% to 3.2% with same creative • Traffic increased 250% without increasing ad spend • Same hook and hold rates, just better click motivation    — Most brands think one CTA at the end is enough. Multiple strategic CTAs throughout the ad convert better. Give people reasons to click, not just reasons to watch.

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Every D2C company has a marketing team, a media budget, and a pipeline of campaigns. Yet less than 5% think how to make this traffic convert. Brands that become an "overnight success" get 2 things right: – Their traffic targeting  – Their website experience They know that: 1. Branding matters 2. Storytelling matters 3. Website UX matters 4. Product benefits matter 5. Images that educate matter 6. Copy that drives action matters 7. Analysing user behaviour matters 8. Order in which visitors see things matter 9. Improving products and packaging matters 10. Bonus services (e.g. returns, shipping) matter Resulting in 3%+ conversion rates. And higher than industry AOVs. Giving them more profits. To then re-invest. Into marketing, acquisition. To outbid their competitors. And become a market leader. So if you’ve been investing heavily in traffic but haven’t optimized your site.. It’s time to reprioritize.

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Seeing strange movements in GSC? You’re not alone. Over the past few days, many accounts have been showing: ⬇️ Impressions dropping ⬆️ Average position improving ⬆️ CTR nudging upwards At first glance, this looks positive, but it might not be the whole story. As Brodie Clark points out, a lot of those inflated desktop impressions may have come from scraper tools loading the top 100 results. With Google disabling &num=100, those “phantom” impressions disappear, shifting positions and CTR back closer to what’s actually happening on mobile. 👉 The takeaway: Don’t panic if your impressions fall off a cliff. It may simply mean your real visibility data is now clearer. #SEO #GoogleSearchConsole #AIsearch

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Simple (and smart) marketing hack. 1. Go to Facebook’s Ad library 2. Look up your competitor 3. Turn off your cookie blockers 4. Visit competitor's website 5. Go to FB/Insta 6. Wait for the ad to pop up Now you know what ad works best. Learn from the ad copy and landing page. Optimize your own ads.

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Your SEO is ranking, but not converting. This is the piece most companies miss: Ranking on Google is just the first step. What happens after someone clicks is what actually drives revenue. At Abhmedia, we treat SEO like sales. Every keyword we target is mapped to a specific stage of the funnel, whether it’s top of funnel content that educates, mid funnel pages that compare solutions, or bottom of funnel service pages designed to convert. But it doesn’t stop there. Every page is built with a clear next step. It doesn’t matter if it’s booking a discovery call, starting a free trial, or requesting a demo there’s always a CTA that makes sense for where the reader is in their journey. And we obsess over design too. Fast loading pages Clear layouts Social proof It’s all intentional. Because showing up on page 1 means nothing if your site doesn’t build trust or move people to act.

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56% drop in CPL !! This is what the Alaan الآن team pulled off with Factors.ai Conversion API on LinkedIn Ads. Here’s the story.. They had to sell to CFOs and finance leaders… not easy. These are buyers who want proof. They don’t trust ads, they don’t trust big claims, they want numbers in front of them. Alaan marketing team was running LinkedIn Ads..leads were coming in..but the question was are these ads really creating pipeline? Or are we just generating clicks? That was the gap. With Factors, they connected LinkedIn Ads with CRM data. Suddenly.. they could track not just form fills.. but also opportunities and deals. Online + offline conversions in one place. The impact- > CPL down 56% > Better targeting with predictive audiences > Confidence to double their ad budget And the best part.. at offline events CFOs were walking up saying “I’ve seen you on LinkedIn.” That’s what real marketing looks like. Not just leads..trust. Vanessa Zillig Jessica Cross Pankaj Suresh

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Ever wonder what separates the top 1% of sales teams? It's all about using the right tools👇 ➡️ Prospecting Inbound → RB2B - Capture and convert website visitors seamlessly → Trigify.io - Leverage likes and comments as social signals Locating leads → Apollo.io - Unmatched for decision-maker databases → BuiltWith - Peek into tech stacks to find your ideal companies → Crunchbase - Discover fast-growing companies with ease → Ocean.io - Use AI to create lookalike audiences for sales → TheirStack - Monitor technology stacks and job postings → PhantomBuster - you can do multiple things using this on LinkedIn ➡️ Qualifying Data Insights → Clearbit - Comprehensive revenue data at your fingertips → Clay - Dive deeper into company websites for insights → Semrush - Qualify leads by their website traffic → PitchBook - Access financial and investment insights Data Enrichment → Prospeo.io - Supercharge your contacts with AI → Clay - A powerhouse for scaled prospecting and qualifying ➡️ Outreach Crafting the Message → Twain - AI-driven copy that cuts through noise → Anthropic - Elevate your messaging beyond expectations Email Solutions → LeadMagic → BetterContact Effective Outreach → Smartlead → Instantly.ai

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