{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Zero Click Marketing","title":"Tell Your Execs: AI Rankings Are BS (with Rand Fishkin)","html":"","width":"100%","height":180,"duration":2146,"description":"You know the zero click problem is real. But how do you get your CEO or CMO on board — and how do you prove it's working once they are? In this episode, I chat with Rand Fishkin to talk measurement frameworks, his new AI visibility research, and why correlation (not causation) is the name of the game.Guest: Rand Fishkin, Co-founder and CEO of SparkToroKey takeaway:Zero Click Marketing is not about giving up on sales or clicks. It’s about accepting that influence often happens before the click — and measuring that influence more honestly.Timestamps:00:00 \"All the things that happen in a zero click environment will eventually lead to the same thing that clicks led to\"01:13 What do you tell an executive who believes in zero click but doesn't know what to do next?04:20 How to start thinking about measurement when there's no single dashboard to point to07:41 The double standard: executives are comfortable with fuzzy measurement for TV and display ads, but demand perfect attribution for content, influencers, and PR11:02 Where your competitors refuse to invest leaves more room for you14:07 AI hype as a Trojan horse to convince skeptics: if you believe AI is the future, what's the logical conclusion of AI summarizing content?17:22 AI as both the cause of and a mental model for zero click19:14 Rand and Gumshoe's AI visibility research: Rand noticed AI gives different answers to the same prompt every time, which made him skeptical of the entire AI rank-tracking industry24:12 The big finding: you'd need ~1,000 prompts to get the same ranked answer — rank tracking is unreliable. But brand visibility percentage is real.29:08 AI visibility as a trackable indicator for zero click marketing success33:36 Myth busting: zero click marketing ≠ zero sales, and it's not just a Google problem — it's every platformThis episode is brought to you by SparkToro — the audience research tool that helps you find where your audience spends time, what they read, watch, and listen to, and who...","thumbnail_url":"https://img.transistorcdn.com/IthCXTjgV3K8leLwx_hDMGaZ1JtN3o6wJwDqsYx223g/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lMDlm/NDRhOGIzZTBjNDc2/ZGU1NWE3MTIzYjg2/ZDNmMy5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}