Get your tickets
Get 2-for-1 tickets
Rand Fishkin at Turing Fest 2017

The State of SEO & How to Survive Google's Trojan Horsing of the Web

Rand Fishkin

Turing Fest returns on 4-6 Aug 2020 — Early Birds out now!

Get tickets


Google is falling into a familiar pattern. First, they offer web publishers in a sector (flights, recipes, local, video, e-commerce) increased visibility and SERP display options. Next, they incentivise participation in specific formats and data structures. And, finally, they take that data for themselves, changing the SERPs to favor advertising, their own properties, and/or instant answers that can reduce publisher traffic.

For web marketers, it's a prisoner's dilemma — do we give Google what they want now so a competitor doesn't cave first, or do we hold back and miss out on traffic potential for fear of losing out long term? In this presentation, Rand will show data on how Google is being used today, and how it's changing, then dive into strategic initiatives and specific examples of how savvy players can build a moat to protect against long-term risk. Included will be tactical wins every site can take advantage of to drive more traffic and improve their content and web marketing strategies. A collaborative process for marketing teams, designed to create high-performance digital experiences that solve real, observed customer pains.

Rand Fishkin
Rand Fishkin
Co-founder of SparkToro

Rand Fishkin is founder of influencer intelligence startup SparkToro, founder and former CEO of SEO software startup Moz, host of Whiteboard Friday, co-author of a pair of books on SEO, co-founder of, and serves on the board of the presentation software firm Haiku Deck.

Rand is also the author of Lost and Founder: A Painfully Honest Field Guide to the Startup World, a book on the ups and downs of startup culture to be published by Penguin/Random House in April 2018.

In his minuscule spare time, he loves to travel with his wife, author Geraldine DeRuiter, and read about their adventures in her books and blog. Geraldine and Rand are also small investors in Backstage Capital and Techstars Seattle.

More from Rand

Rand Fishkin at Turing Fest 2018
Turing Fest 2018
Why Launches Fail: How Creators and Marketers Can Launch Projects That Hit Their Goals and Produce Long-Term, Positive Impact
Launching content, tools or products is hard. Rand presents examples of dismal failures and skyrocketing successes, and dives into what separates the two.
Rand Fishkin at Turing Fest 2016
Turing Fest 2016
The Worst Advice Marketing Ever Gave Content
Rand explores some common mistakes and misconceptions that can have a detrimental impact on marketers' content strategies.
Rand Fishkin at Turing Fest 2016
Turing Fest 2016
What I'd Change, What I'd Keep the Same & What I Don't Yet Know
Reflections on 12 years building a software business, the lessons learned and mistakes made along the way.




"The only thing to do with good advice is to pass it on..."