The Search Session Branding in the Age of AI and Zero-Click SERPs | Rand Fishkin
12 snips
Sep 1, 2025 
Rand Fishkin, co-founder of SparkToro and a leading voice in SEO, joins the conversation to discuss the evolving world of digital marketing. He dives into the impact of zero-click searches and AI on traditional SEO strategies, stressing that branding is now more crucial than ever. Rand emphasizes the need for emotional connections in marketing and the shift towards audience insights over traffic metrics. He also highlights how platforms like TikTok and YouTube are changing user behavior and the importance of adapting to this new landscape.
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SEO Is Mature, Not Dying
- SEO hasn't shrunk; it's matured into a core part of digital marketing with growing employment and tools.
- Rand Fishkin says SEO now sits alongside billion-dollar players and is widely practiced and respected.
AI Shifts SEO Toward Creativity
- AI will shift SEO toward creativity and content rather than only technical signals.
- Rand Fishkin expects technical SEO to remain but sees more opportunities for creative work.
Start With Audience Research
- Use audience research before SEO to choose which channels and content types to pursue.
- SparkToro's purpose is audience analysis that informs content distribution and channel selection.
