What the State of Search in 2026 means for marketers
Rand Fishkin breaks down what’s really happening in search and why marketers need to rethink how to measure success
Join Rand Fishkin (SparkToro) and Dotdigital, for a data-showcase and discussion on what’s really happening with search behavior, and the impact it’s having on marketing leaders.
Rand shares his latest research report and his expert advice on how tracking, attribution, and performance reporting needs to change, as zero-click results, AI experiences, and changing customer expectations reshape discovery.
What you’ll learn:
- Why zero-click behavior is increasing and what that means for pipeline expectations
- What new data shows about AI tools + Google’s AI Mode becoming part of the workflow (without “replacing” search overnight)
- How to rebuild KPIs, dashboards, and stakeholder reporting for the way people actually discover brands now
- Practical measurement shifts for marketing leaders
About Rand Fishkin
Rand Fishkin is the co-founder & CEO of SparkToro and a long-time voice in modern SEO and marketing strategy. In this session, Rand will walk through the latest Datos x SparkToro findings and translate them into practical guidance for marketing teams and leaders.
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