Fixing the Game Podcast by Luke
The digital game is rigged —and we all know it. Industry titans created the game and set the rules to ensure only they win. And we play the game anyway, hoping to carve out some small portion of the market for ourselves. Fixing the Game exists to level the playing field, giving businesses the cheat codes to play on their terms and win. Every week, renowned growth hacking specialist and host, Luke Szkudlarek, goes head to head with industry experts to break barriers and expose the game-changing truths that will change your business. Let’s remind big tech who the real bosses are.
Fixing the Game Podcast by Luke
#44 Marketing After GPTs: AI Search, Zero-Click Content & the Future of SEO with Rand Fishkin
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What happens to marketing when clicks disappear?
In this episode of Fixing the Game, Luke sits down with Rand Fishkin (Co-founder of SparkToro, former Moz founder) to break down one of the biggest shifts in digital marketing: the move toward zero-click content, AI-driven search, and platform lock-in.
Rand challenges many of today’s assumptions about SEO, content, and AI and explains why most marketers are focusing on the wrong things.
🔥 Key takeaways from this episode:
- Zero-click is not new (and not caused by AI)
Platforms like Google, Instagram, and LinkedIn have been reducing outbound traffic for years. AI is just the latest layer. - Traffic is a vanity metric
Less traffic doesn’t mean less revenue. Many companies see traffic down, revenue up—because users convert later, not earlier. - Stop chasing clicks. Start building demand.
The goal isn’t to drive traffic—it’s to ensure people search for you when they’re ready to buy. - “Great content” is no longer a strategy
Generic, high-quality content is now commoditized. AI can create it instantly.
What works: original, opinionated, “spiky” content that stands out. - Brand is the ultimate growth lever
Recognition and trust make every channel more effective—especially sales and outbound. - Focus on your audience, not the hype
It doesn’t matter what ChatGPT or Google does globally.
What matters: where your audience actually spends time. - Distribution has changed
Your website is no longer the main traffic driver—it’s your home base.
Attention is won on platforms like LinkedIn, YouTube, Reddit, etc. - Viral loops matter more than ever
With traffic harder to get, your product and content must be shareable by design. - Audience research is the foundation
Understanding behaviors, preferences, and channels is more valuable than ever—for both product and marketing. - Execution still beats theory
Learn how platform algorithms work and adapt. That edge is just as powerful today as it was 20 years ago.
đź’ˇ One core idea to remember:
Marketing isn’t dying.
It’s going back to what it always was:
👉 Build a brand
👉 Earn attention
👉 Create demand
👉 Show up when it matters