When I talk about zero-click marketing, I often say you need to build algorithmic capital and spend it wisely. Here's what I mean... You don’t get reach on social media because you deserve it. You get it because you’ve earned it. - Every zero-click post (the kind with standalone value and no links) - Every carousel, every native video, every “ah-ha” moment you deliver → Those are algorithmic deposits. And through your better engagement and reach, you accrue algorithmic capital — trust with your audience and the platform. That's when you earn the right to make a withdrawal: 💸 “Subscribe to our newsletter.” 💸 “Book a demo today.” 💸 “Download the guide.” If you’re constantly linking out, asking for clicks, or begging for conversions... Your audience won't love it. And neither will the algorithm. In my latest for the SparkToro Blog, I unpack this concept and explain how to thrive in a zero-trust ecosystem.

68% of Google searches now end without a click... to *anywhere.* That finding comes from my co-author Rand Fishkin’s latest research, and yes, it’s a doozy. But before you spiral into "is SEO dead?" — don't. Because the click was never the point. It was just the thing we could measure. For years, we treated traffic like the scoreboard. More sessions meant the strategy was working. Less traffic meant something was broken. But if Google, AI Overviews, Amazon, social feeds, and AI tools are increasingly filtering, ranking, summarizing, and recommending before a person ever lands on your site, then the job changes. You don’t just need to "get the click." You need to become the brand people and machines look for by name. I wrote up what I’d actually do about it: • who's still winning Google's clicks, and why it's not just "better content" • why AI-referred visitors may be fewer but more valuable • why branded search, owned assets, and correlation dashboards matter more than traffic charts • the 3 bets I'd make that survive every algorithm update Clicks aren't coming back. But you can do marketing that still works when they don’t. sparktoro.com/blog/zero-clic…

My friend & co-author @amandanat wrote another banger tonight: sparktoro.com/blog/zero-clic… Worth your time 🔥

Je vous signale la sortie d'un livre qui pourrait en intéresser plus d'un. Envie de comprendre les nouvelles règles du marketing online ? Je pense que c'est sans doute un des livres à ne pas manquer, puisque écrit par @randfish et @amandanat @sparktoro . Il n'est pour l'instant qu'en précommande, mais je pense que ça va être un incontournable pour ceux qui veulent comprendre et réussir leur stratégie de marketing online dans le nouveau contexte du digital. A précommander ici : damngravity.com/products/zer… Si vous avez d'autres recommandations de livre, mettez-les en commentaires.

Heck yes I just pre-ordered the new Zero Click Marketing book from @randfish and @amandanat 🎉 (link below)

Let's go @amandanat & @randfish!

NEW from @amandanat and your truly... <drum roll> ... Zero Click Marketing: The Book! - Why web traffic declined - How to earn sales WITHOUT clicks on search, social, AI tools, through PR, & more - How to measure & report on ZCM pre-order: zeroclickmarketing.co/book.

Alright, alright... maybe I ought to come back to X because Patrick McKenzie livetweeted my keynote at MicroConf and I almost missed it — and I'm still fangirling.

Next up at MicroConf: Amanda Natividad (@amandanat ) on content-marketing in the post-SEO era. "A framework for founders who can't wait 12 months"

Search captures demand. Public evidence creates it. “Across 41 major desktop sites in the US in Q4 2025, Google accounted for 73.7% of searches.” Brilliant piece from ⁦@amandanat⁩ sparktoro.com/blog/if-search…

In case we’re still sharing our favorite tweets, this one’s mine. I think about it every single time I can’t do a tiny task.

Why LinkedIn Might Have Two Algorithms 👉 sparktoro.com/blog/why-linke… For those of you who care about LinkedIn's ranking algo, @amandanat recently broke down @cspenn's deep dive.

I realize it is a bold choice to update my pfp while I still have braces... but my previous pic was so old I was starting to worry I'm catfishing you all. Anyway, AMA about braces or marketing?

(yes, we're biased) BUT MicroConf US in Portland is gonna be legendary. Session titles just dropped from @amandanat, @asmartbear, @ggiiaa, @robwalling, and @thecraighewitt - go take a look! microconf.com/us

NEW research: sparktoro.com/blog/new-resea… If you give ChatGPT the same request for product recommendations 100X, will you ever get the same list twice? And what does that answer mean for folks who try to track their brand presence in AI tools? Finally, some real answers 🧐

I turn 40 tomorrow. Naturally, I have thoughts.

I was in London this week, visiting from California. In two different conversations I asked two friends who previously lived in various countries (most recently NY and CA specifically) — “What do you miss most about the US?” They said for as much as they love London, they miss Americans’ optimism.

Parenting is not easy, and I am definitely not perfect. But one thing that hasn’t been ~that~ hard to teach our 7yo is thoughtfulness. He asked what my fave candy is and I told him it was “the yellow M&Ms.” Anytime it was an option during trick or treating, he grabbed a little bag for me. So sweet, so simple, and yet… not that big a deal.

This one’s for the kid in me who never felt like she was allowed to be the main character.

Content marketing used to be predictable. Find low-difficulty keywords. → Publish 3 blog posts a week. → Watch traffic rise 6 months later. Then came the wipeout. - Traffic sources fractured. - Google’s share of attention started slipping. - AI started answering before anyone clicked. Now, ranking doesn’t matter if no one sees or remembers your brand. I’ll be talking about this post-SEO world at the Turing × SYSTM Growth Summit in London. If you’re nearby, come hang out. Lmk if you need a discount off your ticket.

If you’re relying on your guest speaker to drive signups, it’s because you don’t have a demand strategy. Guest speakers aren’t your growth hack. They’re your marketing partners.