Why Staying Human Wins in the Age of AI Marketing | Rand Fishkin

Is website traffic still worth chasing now that AI answers everything? I sat down with Rand Fishkin, co-founder of Moz and SparkToro, and his answer is no: traffic is a vanity metric, and brand is the goal now.

Rand explains what a zero-click world means for your business, why Google gives the answer at the top two-thirds of the time, and why word of mouth counts as zero-click marketing. We get into how to get ChatGPT and Google's AI Overviews to mention your brand, why he thinks PR is the future of marketing, the one question every marketer has to answer (who will amplify this, and why?), and the Hunter.io quiz he points to as a model product hook.

He also shares why he stopped giving to most charities, except one that hands cash straight to people in need.