Learnings from Fire & Spark's "Zero Click" Marketing Seminar

Marketing is evolving, and many of the tactics that worked in the past are becoming less effective. In a recent seminar, experts Dale Bertrand (Founder of Fire & Spark) and Rand Fishkin (Co-founder of SparkToro) discussed trends and key shifts happening in digital marketing.

The discussion covered zero-click marketing, changes in search behavior, and why traditional attribution models are no longer reliable (if they ever were). Below is a summary of the most important insights and what they mean for marketing strategies in 2025.

Key Marketing Trends for 2025

Zero-Click Marketing

Many businesses are experiencing declining website traffic despite maintaining strong brand awareness, and the prevailing data suggests that half of that traffic could be nothing but bot traffic.

Zero-click marketing refers to a strategy where brands prioritize visibility and engagement within digital platforms rather than driving users to external websites. This shift might be necessary because digital platforms are increasingly designed to keep users inside their environments rather than directing them elsewhere.

For example, when a user searches for a brand on Google, they might find an AI-generated summary, a featured snippet, or a Google Business Profile—allowing them to get the information they need without clicking through to a website. Similarly, platforms like Instagram, LinkedIn, and TikTok promote content that keeps users engaged within the platform, making outbound links less effective.

How to Adapt:

• Focus on engagement within platforms instead of trying to drive traffic elsewhere.
• Create platform-native content that provides value without requiring a click. An example is Ben Wilson's recent Strategy posts on LinkedIn and Instagram.
• Build email lists and direct relationships to maintain an owned channel of communication.

Attribution Models Are Becoming Less Reliable (if they were ever reliable in the first place)

• Referral data is often missing due to "dark traffic" from sources like Slack, WhatsApp, and LinkedIn DMs.
• Many conversions are influenced by multiple touchpoints, but last-click attribution often gives credit to search engines.

How to Adapt:

• Shift to lift-based measurement, analyzing overall business growth instead of individual traffic sources.
• Monitor branded search volume and direct traffic growth as indicators of success.
• Use a mix of qualitative and quantitative data to assess marketing impact.

Audience Research Matters More Than Keyword Research

• SEO remains important, but focusing only on ranking for keywords is no longer enough.
• Understanding where your audience spends time and seeks information is now a critical factor.

How to Adapt:

• Research which communities, podcasts, social platforms, and forums your audience engages with.
• Develop a content strategy that fits how and where your audience consumes information.
• Treat SEO as part of a broader audience engagement strategy, not as a standalone effort.

Social Media Should Be Treated as an Engagement Tool, Not a Traffic Driver

• Social platforms are prioritizing content that keeps users engaged rather than encouraging clicks to external sites.
• Simply posting links to blog content is no longer an effective strategy.

How to Adapt:

• Create content that is designed to be consumed within the platform rather than leading users away.
• Engage in conversations, comments, and discussions rather than relying on passive posting. We recently argued why AgoraPulse was a good tool for this work.
• Consider short-form videos, interactive posts, and community-building efforts as primary tactics.

Email Remains an Essential Owned Channel

• Unlike social media platforms, email provides a direct line of communication with an audience.
• An engaged email list is more valuable than ever as platforms reduce organic reach.

How to Adapt:

• Make email list growth a priority in your marketing strategy.
• Offer exclusive insights, reports, or webinars to encourage subscriptions.
• Personalize and segment emails to improve engagement and retention.

How to Apply These Marketing Trends in 2025

Businesses and marketers should focus on strategies that prioritize brand visibility, audience engagement, and long-term growth over short-term traffic metrics.

• Move beyond traffic-based KPIs. Use branded search volume, direct traffic, and conversion rate as indicators of success.
• Engage audiences where they already spend time. Be active in communities, discussions, and non-traditional content platforms.
• Shift marketing strategies to focus on business outcomes. Position services around revenue growth and customer retention rather than tactical execution.

Traffic Down, Revenue Up

One of the most important takeaways from this seminar was the idea that declining traffic does not necessarily mean declining revenue.

Rand Fishkin pointed to companies like Walmart and HubSpot, which have both seen decreases in organic traffic but have reported record-breaking revenues. The key lesson is that success is measured in customer engagement, conversions, and long-term business growth—not just website traffic.

Marketers and brands will need to adapt to these shifts by focusing on visibility, engagement, and credibility in key digital spaces. Those who continue to rely on traditional traffic-based metrics may find themselves falling behind.

Would you like to explore how these trends apply to your business? Contact us to discuss strategies for audience research, AI search optimization, and zero-click content.

Watch the entire webinar here! (and thanks Dale & Rand!)