What makes up those billions of searches Google gets each day? And what happens after a search? Are AI tools replacing Google or creating a new category? Who sends traffic on the web? And who hoards it for themselves?

In this wide-ranging talk, Rand Fishkin of SparkToro will use data to present answers to these, and other infuriatingly hidden questions, then present a cogent theory for how marketing on the web can adapt to this emerging reality. You’ll leave with insight on how to prepare for changing web dynamics and fool proof your marketing strategy.

Actionable tactics you can apply after this session:

• Gain a better understanding of how journeys on the web have changed in the last decade
• Identify channels of opportunity (and those that are over-saturated or overly competitive)
• Uncover new marketing strategies and tactics that may not have previously been in consideration (and learn how to modify those you're already investing in to take advantage of the changing landscape)