The Shifting Landscape in SEO and it’s Impact on Strategy

Rand Fishkin, CEO of SparkToro, discusses the evolving dynamics of SEO and its strategic implications for marketers. At SparkToro, they specialize in identifying key influencers and media that impact diverse audiences, providing crucial insights for enterprise marketing strategies. Today, Rand explores how shifts in SEO practices can significantly alter marketing approaches and the importance of staying ahead in a rapidly changing digital landscape. His insights are grounded in deep industry knowledge and a commitment to leveraging data for effective marketing outcomes.
About the speaker

Rand Fishkin

SparkToro

- SparkToro

Rand is Co-founder of SparkToro

Show Notes

  • 05:00
    Recent trends and changes in the SEO landscape.
    The discussion highlights how recent developments, such as Google updates, have shifted SEO strategies and the importance of adapting to these changes.
  • 10:00
    The role of clickstream data in understanding SEO traffic.
    Exploring the significance of clickstream data in providing insights into where traffic is coming from and how it can influence SEO strategies.
  • 15:00
    The concept and effectiveness of Barnacle SEO.
    A detailed explanation of Barnacle SEO, where it fits into a marketing strategy, and why it's used sparingly in certain business models, particularly when direct search volume for services or products is low.
  • 20:00
    Challenges businesses face with non searchable product offerings.
    Discussing the difficulties encountered when products or services do not align with commonly searched terms, and strategies to overcome these marketing challenges.

Quotes

  • "Almost no one searches for the product, service, or even the problem that SparkToro solves." - Rand Fishkin

  • "We get almost no search traffic except for our brand name, which has grown to be quite nice." - Rand Fishkin

  • "There are millions of products out there that people don't go Googling for." - Rand Fishkin

  • "Gaining a deep understanding of your audience's behaviors is super important for digital marketing." - Rand Fishkin

About the speaker

Rand Fishkin

SparkToro

- SparkToro

Rand is Co-founder of SparkToro

Up Next:

  • Current Podcast

    Part 1The Shifting Landscape in SEO and it’s Impact on Strategy

    Rand Fishkin, CEO of SparkToro, discusses the evolving dynamics of SEO and its strategic implications for marketers. At SparkToro, they specialize in identifying key influencers and media that impact diverse audiences, providing crucial insights for enterprise marketing strategies. Today, Rand explores how shifts in SEO practices can significantly alter marketing approaches and the importance of staying ahead in a rapidly changing digital landscape. His insights are grounded in deep industry knowledge and a commitment to leveraging data for effective marketing outcomes.

  • Part 2The Business Side of Search

    Play Podcast