The Duct Tape Marketing Podcast with Rand Fishkin
In this episode of the Duct Tape Marketing Podcast, I interviewed Rand Fishkin, co-founder and CEO of SparkToro, an audience research software company. Rand is a well-known expert in search engine optimization (SEO) and digital marketing, with deep insights into the evolving landscape of Google search and the rise of the zero-click internet.
During our conversation, Rand explained how zero-click searches—where users find answers directly on Google without clicking on external links—are reshaping SEO strategy, content marketing, and online visibility. With 60% of searches now ending without a click, businesses must rethink their marketing strategy to reach audiences where they already engage—whether on social media, Google’s own properties, or other digital platforms.
Rand’s insights emphasize the need for marketers to adapt to zero-click trends, build a presence across multiple channels, and rethink traditional SEO trends to succeed in today’s digital landscape.
Key Takeaways:
- Zero-click searches are growing – 60% of Google searches now end without a click, changing how businesses gain online traffic.
- SEO strategy must evolve – Instead of chasing organic traffic, brands should focus on influencing audiences where they are—on social platforms, communities, and third-party sites.
- Google’s algorithm prioritizes engagement – Google is keeping more users within its ecosystem, using featured snippets, AI-generated answers, and instant results.
- Content marketing needs a shift – Creating content that thrives on Google, social media, and other platforms without requiring clicks is the new game.
- Online marketing is more than traffic – Success is about brand visibility, trust, and engagement rather than just website visits.
Chapters:
- [00:09] Introducing Rand Fishkin
- [01:07] What is Zero Click?
- [02:11] How Has Zero Click Impacted Search
- [06:33] How Should SEO Professionals Adapt?
- [08:34] How Do Content-Reliant Businesses Survive?
- [14:30] Is Google Dead?
- [16:50] Making the Best of Attribution
More About Rand Fishkin:
Check out Rand Fishkin’s Website
Connect with Rand Fishkin on LinkedIn
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