This episode unpacks why zero-click search now defines marketing. We look at new data on how much search activity never results in a click, why attribution was always shakier than it looked, and why short-form video and audience research are now a marketer's real edge.
Key takeaways:
Zero-click search keeps climbing: Over two-thirds of Google searches now end without a click, the fastest growth in over a decade.
Attribution was mostly an illusion: Paid ads get credit by default because they generate a click, even when organic influence drove the sale.
Short-form video is the new superpower: It holds attention better than any format before it, on every platform.
Reddit builds reach, not clicks: Low click-through, but outsized influence on journalists and other tastemakers.
Brand still wins: Recognition, not best practices, increasingly drives both search and AI visibility.
Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.
About Rand Fishkin:
Rand Fishkin is CEO and cofounder of three companies: SparkToro, makers of fine audience research software, pun-filled Google Alerts alternative Alertmouse, and indie game developer Snackbar Studio.
He’s the co-author (with Amanda Natividad) of the upcoming Zero Click Marketing and 2018’s Lost and Founder. When Rand’s not working, he’s usually traveling with or cooking a fancy meal for the love of his life, bestselling author Geraldine DeRuiter.
Timestamps:
00:40 - Updated data on zero-click search since the last episode
04:41 - Zero-click searches jump to 67%, the fastest growth in a decade
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