Month: July 2024

Marketing

When Attribution Is a Fool’s Errand, Zero-Click Marketing Is the Way

Amanda NatividadBy Amanda Natividad
“Zero-Click Marketing sounds good and all, but how do I get executive buy-in?” I hear that question a lot. I think it signals a fundamental misunderstanding of what zero-click marketing is. When I first wrote about Zero-Click Content back in July 2022 (whoa, happy 2-year anniversary, I guess?), it came as a reaction to our platform-native world. I pointed out…
5-Minute Whiteboards Analytics Industry Marketing

Attribution is Dying. Clicks are Dying. Marketing is Going Back to the 20th Century.

Rand FishkinBy Rand Fishkin
Welcome to another edition of 5-Minute Whiteboards. And folks, we’ve got a doozy of a topic. Yes, I’m being intentionally provocative. But it’s because things really have changed in the last decade, yet too many of us are still asked to invest in marketing as though it’s 2014. In just seven minutes, I’m going to try to change your mind…
Marketing Tactics

The Smarter-Not-Harder Guide to Content Marketing in 2024

Amanda NatividadBy Amanda Natividad
Classic content marketing is dead. I don’t say that lightly. Most digital marketing techniques don’t truly die, but the old way of doing content marketing–finding high-volume keywords, then writing blog posts that target those keywords and trying to get your post ranking in Google for them; dead. Why? Because Google is no longer the primary or largest source of information…
Product SEO SparkToro

NEW: Ranking Pages Shows the Content Your Audience is Most Likely to Find in Search Results

Rand FishkinBy Rand Fishkin
Great news—the last of our three, search-focused features in SparkToro V2 has finally launched. It’s called Ranking Pages and you can now find it in the keywords section of every SparkToro report. Our next few features will focus on expanding V2’s coverage to the UK and Canada, and providing data about the ad platforms that reach an audience. But, before…
Data Industry SEO

2024 Zero-Click Search Study: For every 1,000 EU Google Searches, only 374 clicks go to the Open Web. In the US, it’s 360.

Rand FishkinBy Rand Fishkin
Over the past decade, I’ve done several reports with multiple clickstream panels analyzing Google search behavior at scale. The last such analysis was in 2021, and behavior almost certainly looks different today thanks to changes from both Google itself and its search consumers. In past reports, I’ve only been able to look at searches for the United States. This time,…

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