EP 161: Rand Fishkin Interview: Zero Click, Regulating Google & Marketing in a Zero Click World
Conversations with Rand Fishkin: the evolution of zero-click search, the regulatory environment that faces Google and how businesses should strategically position their marketing to align with this new reality.
Rand Fishkin Interview: Zero Click, Regulating Google & Coping with the New SEO Reality
In this week’s podcast we discussed the evolution of zero-click search and Rand’s upcoming study with Spark Toro's clickstream data provider, Datos, to explore the impact of AI overviews and changes in zero-click searches across different regions.
Rand argued for more stringent antitrust measures, drawing parallels between Google's practices and historical monopolies that unfairly leveraged their market power to move into new markets. His call for breaking up Google's core services—search, YouTube, and maps—into separate entities could spur innovation and competition.
He advised businesses that the best way to succeed at SEO was to adapt by focusing on diverse marketing strategies that go beyond traditional SEO. By creating content that gains traction on social media, earns media attention, and resonates locally, businesses can thrive even in a zero-click dominated landscape.
Related Articles by Rand:
In 2020, Two Thirds of Google Searches Ended Without a Click - SparkToro
DMA Related Articles by Near Media