287 - The Current State of Search, Dark Social, and Attribution | Rand Fishkin

05/21/22 • 59 min

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People don't use Google the same way they did in the past. 10 years ago if you wanted to find information on a product you Googled it. Today if you want to find information on a product you have way more, often better, options. You could ask in a community. You could visit a review site like G2. You could post about it in social channels and get unfiltered, unbiased feedback. And yes, you could still Google it, but with all these new options available should Google still get the bulk of your advertising dollars?

If you're a regular listener of this podcast you likely already know our stance on this, but the question still comes up often. That's why we reached out to the Godfather of SEM, Rand Fishkin and asked him to join us to talk about this very subject.

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

Previous Episode

286 - What the Fear of a Recession Means for B2B Go-To-Market Teams | Demand Gen Live S2 x79

If you've watched the news as of late, you've probably heard a lot of big-name tech companies laying off employees, cutting costs wherever they can, and putting a halt to spending. This looming recession has a lot of B2B tech companies worried. But should you really be worried? What does a potential recession mean for your company or your specific role? In this episode, Chris talks about how responsible companies will come out on top, while others that were more careless will yet again feel the brunt of a slowing economy.

We also touch on:

Why dark social is not the same as word of mouth
Why your website needs to be your #1 revenue-generating source, by far!

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

Next Episode

288 - Demand Gen 101 For Consultants | The Recognized Authority Podcast

To effectively create demand you need to give away your best content for free. But what if your content is in fact your product? This is a big blocker for independent consultants when they want to create demand. By giving away the information that makes them valuable, they think that people will no longer need to work with them.

Here's the thing: People don't hire consultants for their knowledge of a subject matter. In fact, that knowledge is likely a commodity. People hire consultants to increase their likelihood of success in implementing that knowledge. What happens when you horde all your knowledge until a sales process is you get lumped in with other vendors as a commodity. And when you're viewed as a commodity, you have to compete on price, which is not a good place to be.

In this episode, Chris talks about how consultants can win using the same demand gen principles that we use at Refine Labs to help some of the best B2B SaaS companies out there.

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.