Rand Fishkin – 'Zero click marketing' is closer than ever
Oct 3, 2023
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SEO expert Rand Fishkin discusses 'Zero Click Marketing' and the importance of audience research for marketers. They also emphasize the significance of email marketing, choosing the right platform, and building a brand beyond Google. The chapter concludes with insights into marketing video games versus B2B software.
Building a strong brand requires identifying your strengths and focusing on the platforms where you excel the most.
Adapting to the increasing prevalence of zero-click marketing involves engaging with various platforms and establishing a strong brand presence.
Building a brand should be prioritized over solely focusing on playing the Google game, by providing unique value and establishing a strong brand identity.
Deep dives
Building a Brand Through Focus and Passion
Building a brand requires focus and a deep understanding of your audience. It is important to identify your strengths and focus on the platforms where you excel the most. Whether it's writing, Instagram, LinkedIn, or YouTube, choose one or two channels that align with your skills and interests. This allows you to build a strong brand that resonates with your audience and drives engagement. Additionally, prioritize email marketing as it is a powerful tool for connecting with your audience and driving long-term success. Focus on building a strong email list by providing valuable content and solving your audience's pain points.
The Power of Zero-click Marketing
Zero-click marketing, where search results provide answers without users clicking on a specific website, has become increasingly prevalent. Platforms like Google prioritized speed and convenience, delivering instant answers to users' queries. As a marketer, it is crucial to adapt to this changing landscape. While zero-click searches may not drive immediate traffic to your website, it's still essential to engage with various platforms and establish a strong brand presence. Focus on creating engaging content on networks like LinkedIn, Reddit, and Mastodon, where your target audience is active. Additionally, prioritize email marketing as it allows you to establish a direct connection with your audience.
Building a Brand vs. Playing the Google Game
Building a brand should be the primary goal for long-term success, rather than solely focusing on playing the Google game. While SEO tactics and ranking on Google are still important, they should not be the sole focus. Building a brand requires understanding why people would append your brand name to a search instead of searching for a generic term. This requires providing unique value, building trust, and establishing a strong brand identity. Instead of relying solely on search traffic, build an audience through various channels and focus on email marketing to drive engagement and brand loyalty.
The Importance of User Experience and Engagement on Google
User experience and engagement play a significant role in Google's ranking algorithm. Google considers behavioral data, such as clicks, engagement, and discussions across various platforms, to determine expertise and authority. Websites and brands that have a strong following, active engagement, and high-quality content are more likely to appear in search results. However, it's important to remember that Google's primary goal is to serve its own interests and those of its shareholders. Therefore, it's essential to focus on building a strong brand presence and delivering value to your target audience.
Finding Your Focus and Passion
When building a brand, it's crucial to find your focus and passion. Rather than trying to do everything, identify the channels and platforms where you excel the most. Choose one or two channels that align with your skills and interests, whether it's writing, Instagram, or YouTube, and focus your energy on those. This allows you to deliver high-quality content and engage with your audience effectively. It's also important to prioritize your product and understand why people would choose your brand over generic alternatives. Building a brand requires a deep understanding of your audience and a focus on delivering unique value.
In episode #8 of Forte Growth, James de Lacey and Gareth Boyd speak with the founder of Moz and now co-founder of SparkToro, Rand Fishkin – one of the most popular and well-known SEO and marketers of the noughties.
We speak with Rand on his spin on modern marketing called 'Zero Click Marketing' and a tonne of golden nuggets to marketing going forward – simply, listen to the podcast.
This is an awesome episode – really hope you enjoy it as it was for us speaking with Rand Fishkin and producing this.