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SaaS Backwards Episode 95 - How to find where your audience hangs out today – with Rand Fishkin, CEO of SparkToro

Seemingly not too long ago, searches for new products and services overwhelmingly started at Google. And it made sense to optimize for keywords, so you’d appear organically on page one.


But things have changed—just a bit. And no one is more qualified to talk about those changes than our guest Rand Fishkin, CEO of SparkToro and formerly the founder of Moz.

As Fishkin notes, today if you ask Google a question, over half the time they’re going to give you a snippet with an answer. And as soon as generative AI for search gains prominence, that's going to be closer 80%.

And even though search isn’t dead, for most small cap SaaS businesses, spending too much money and effort on it is probably wasted.

So where can today’s SaaS find where its audience is hanging out?

That’s where SparkToro comes in and you can try it free on their homepage.

Key takeaways from this episode:

  • Why you shouldn’t be too heavily influenced by investors.
  • Why building and promoting tools might be a superior SEO strategy for SaaS.
  • What the future of AI generated content might look like.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

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