Month: March 2021

Advertising Data Marketing Moz

In 2020, Two Thirds of Google Searches Ended Without a Click

Rand FishkinBy Rand Fishkin
In August of 2019, I published research from now-defunct clickstream data provider, Jumpshot, showing that 50.33% of all Google searches ended without a click to any web property in the results. Today, thanks to new data from SimilarWeb, I’ve got a substantive update to that analysis. From January to December, 2020, 64.82% of searches on Google (desktop and mobile combined)…
Data Marketing Startups Tactics

Marketing Personas Are Almost Always a Boondoggle (but they don’t have to be)

Rand FishkinBy Rand Fishkin
Boss: “We need marketing personas for each of our customer targets.”You: “Got it. What problems are these personas meant to solve?”Boss: “You know, um… Strategy. Targeting. And, uh… give ’em fun names like Workin’ Wendy and Stay-at-Home Steve, or something.”You: “Oh god, not again…” A few years back, I worked on a 6-month project to collect survey, interview, and industry…

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