Zero-Click Marketing: An Exclusive Interview with Rand Fishkin of SparkToro
The following interview was conducted recently between NextNW Executive Director, Kent Lewis, and SparkToro Founder, Rand Fishkin. Rand will be sharing his thoughts on our free February 25th webinar about Zero-Click Marketing.
Rand-Fishkin-NextNW-Interview-Feb-2025
Kent Lewis, NextNW: Rand, you’ve been at the forefront of digital marketing for years, launching high profile companies like Moz and SparkToro. Tell us about this concept of “zero-click marketing” that you’ll be discussing in the upcoming webinar.
Rand Fishkin: Zero-click marketing is fundamentally changing how we think about digital engagement. Essentially, it’s about creating content that provides immediate value without requiring users to click through to a website. Google now answers nearly two-thirds of all searches directly on the results page, which means marketers need to rethink their strategies.
NextNW: That sounds like a significant shift from traditional search marketing. How are successful marketers adapting?
Rand Fishkin: The key is to stop obsessing over direct traffic and start thinking about brand investment. It’s about associating your brand with the problems your product or service solves. Instead of viewing every piece of content as a click opportunity, consider how you can provide immediate value and position your brand in the minds of your target audience.
NextNW: With AI and search engines constantly evolving, how should marketers approach this changing landscape?
Rand Fishkin: Don’t get caught up in trying to predict every future trend. Instead, focus on understanding your current audience. Look at their behaviors, demographics, and sources of influence. For instance, with AI tools becoming prevalent, it’s smart to ensure your brand is well-represented in large language model responses. But that doesn’t mean chasing every technological wave.
NextNW: You’ve mentioned audience research as a competitive advantage. Can you elaborate?
Rand Fishkin: While everyone is doing SEO, PPC, email marketing, and content marketing, very few are truly doing deep audience research. Tools like SparkToro help marketers understand their audience’s true sources of influence. This gives you a significant edge in crafting more targeted, effective marketing strategies.
NextNW: How should marketers measure success in this zero-click environment?
Rand Fishkin: We’re moving away from precise digital attribution back to lift-based measurement. Instead of tracking every single click, focus on broader impacts: Are you seeing increases in branded search traffic? Improvements in brand sentiment? Higher conversion rates? It’s about understanding the holistic impact of your marketing efforts.
NextNW: Any final advice for marketers preparing for this webinar?
Rand Fishkin: Come with an open mind. There’s no one-size-fits-all approach. Every business is unique, with different strengths, value propositions, and audience behaviors. The goal is to develop a nuanced understanding of how zero-click marketing can work specifically for your brand.
NextNW: Thank you for your time. We look forward to learning more on the 25th!
Webinar Details:
- Date: Noon, February 25th
- Topic: Zero-Click Marketing Strategies
- Hosted by: NextNW and Rand Fishkin
- Registration: Visit NextNW to register
Want to dive deeper? Join us on February 25th and learn how to transform your digital marketing strategy with Rand Fishkin.
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