Kevin Indig (Shopify)
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On this episode of Marketing News Canada, Darian Kovacs interviews Kevin Indig, the Director of SEO at Shopify.
Kevin has helped companies acquire over a hundred million users in the last 10 years. Some of his specialties include growth, SEO, data analytics, user acquisition, and social media marketing. He is a speaker at events and a mentor to many.
Shopify is proud to support the Pow Wow Pitch, which can be referred to as the Indigenous Dragon’s Den for those unfamiliar with it. The brand is a great supporter of the Indigenous community. Kevin did not begin working at Shopify because he needed a new job, he said he joined because the company’s value and mission align with his.
One of the biggest changes Kevin has seen in marketing over the years is that a zip code does not decide one's fate. He said it used to be that people had a lot higher chances to be more successful if they were born in the “right” area.
If it were up to him, Kevin said, “I would put 25% towards on-site SEO and 75% towards off-site SEO.” SEO is not a perfect science, says Kevin, there are things to know to make it easier but no one has perfected it. There are ways to become a favourable search result by Google, but there is no algorithm to it.
When it comes to ranking higher on Google, users like lists more, which makes blog posts formed as a listing rank higher. Another example of something that often ranks high on Google is comparison articles. Before White Claws were available in Canada, a commonly searched thing was, “what is the difference between Nude and Neutral?”
When you are a Shopify reseller, the worst thing you can do when it comes to the product description is copy and paste from the manufacturer. This content should be original. Originality is what will allow it to rank better in terms of SEO. Copying from the manufacturer will have it rank lower because you will not be the only seller with this description.
Another way to rank higher on Google that marketers often forget is by creating content for Youtube. Youtube can be referred to as “Google's child” since Google bought Youtube years ago. So naturally posting on Youtube will make your content more favourable in terms of SEO.
Kevin said that people often forget that Google itself is a business. Not only do they have a responsibility to their users, but also their shareholders.
Kevin is a diverse marketer who is very experienced when it comes to SEO. With a platform such as Shopify, understanding SEO is a significant advantage and this is why he is so significant to the team at Shopify.
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