The current state of where we compete is search

Summary

---

Podcast Summary: Voices of Search – "The Current State of Where We Compete is Search"

Host: Tyson Stockton
Guest: Tom (from Crowd)
Date: September 26, 2025
Podcast: Voices of Search (I Hear Everything Network)

---

Overview

In this episode, host Tyson Stockton and guest Tom dive into the turbulent evolution of search engine marketing. They address the rapidly shifting landscape, focusing on the laws of change in SEO, the declining value of traditional clicks, the importance of attribution, and the emerging need to connect data-driven insights with broader digital PR and brand strategies. Listeners are offered actionable ideas and a realistic perspective on how to thrive as search expands beyond the website.

---

Key Discussion Points & Insights

1. The Changing Nature of Search

• Single Word to Describe Search Today:
  Tom responds with "Change," emphasizing that the landscape is transforming quickly and fundamentally.

• Shift in How We Compete:

  • The traditional approach to SEO is no longer sufficient.
  • Standing still or relying solely on old strategies is "a very dangerous position." (01:04)

• Need for Agile Reaction:

  • "React or die" sums up the current necessity in SEO approach. (00:23)
  • Companies must reassess their expectations and re-educate their organizations on the modern roles and outcomes of search.

2. The Diminishing Value of Clicks

• The "value trade clicks is dying," requiring marketers to reset their expectations on what SEO success means beyond just website visits. (00:30)

• The journey from visibility to acquisition to outcome is less linear and measurable than before.

3. The Attribution Challenge

• Attribution is increasingly complex:

  • "The attribution journey now is not as clear as it once was, but you have to paint the full picture." (00:47)

• Visibility Needs to Tie to Action:

  • Success in search must now be linked to business outcomes, not just rankings or clicks.

4. The Broader Search Experience

• A growing amount of the search and buying experience takes place off-site and "across more platforms."
• Marketers must look beyond their own websites and consider the broader digital ecosystem.

5. Return to Traditional Marketing Roots

• Despite richer data and analytics, there's a shift back to some traditional marketing mindsets:
  • “Even though our metrics and our engagement, like the data that we’re able to obtain is growing, it feels like we’re also kind of swinging back into more traditional marketing.” (01:29)
  • The analogy: Modern search resembles old-school billboards and TV ads, where direct attribution is fuzzy but brand impact is real.

6. Leveraging Digital PR and Brand

• The panel notes the renewed importance of digital PR and brand context in SEO:
  • The line between digital PR and SEO “swings back” as metrics grow less transparent.

---

Notable Quotes & Memorable Moments

• Tom on Change:
  “The game is changing. React or die.” (00:23)

• On Attribution:
  “The attribution journey now is not as clear as it once was, but you have to paint the full picture.” (00:47)

• On Modern vs. Traditional Marketing:
  “Despite greater accessibility to data, there is this kind of gray area that’s been emerging.” (01:39)

• On The Future of SEO:
  “If you continue to hold the traditional principles, it’s going to be a very dangerous position to be in with regards to how you compete in search in future.” (01:13)

---

Key Timestamps

• 00:23: Tom characterizes search as “change” and calls for action: “React or die.”
• 00:30: The traditional value of clicks is fading; need to reset expectations.
• 00:47: Attribution is more challenging; importance of painting the full picture.
• 01:04–01:13: Warning about clinging to traditional principles; the risks of not adapting.
• 01:29–01:39: Insights on the regression toward traditional marketing tactics amid measurement challenges.

---

Final Thoughts

Tom and Tyson’s discussion signals a call to action for marketers: SEO isn’t just about rankings or traffic—it’s about understanding the full, complex buyer journey across multiple platforms and touchpoints, and integrating search efforts with broader brand and digital PR strategies. Marketers who adapt—and let go of outdated metrics—will be far better positioned to compete.

---

Transcript

[A]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton. Next question is going to be what's the word? And so we're looking for one word to describe the current state of where we compete in search. Change. The game is changing. React or die. You know, the value trade clicks is dying. Reset the expectations. Re educate on how search drives commercial outcomes for your business. Think about how you can tie visibility to action. The attribution journey now is not as clear as it once was, but you have to paint the full picture. Visibility, acquisition, outcome. More of this experience is going to happen off site and across more platforms. So I think you need to right back to where we started at the start of this change and react to it. I think if you continue to hold the traditional principles, it's going to be a very dangerous position to be in with regards to how you compete in search in future 100%. And to me, some of it swings back into part of the conversation earlier where we were talking about this push and drive back into digital pr. Like, you know, even though our metrics and our engagement, like the data that we're able to obtain is growing, it feels like we're also kind of swinging back into more traditional marketing. When you didn't have all the granularity or all the visibility of each stage in the buyer's journey where you were running a billboard or a TV ad and then hoping kind of people would come through from that. And so I think despite greater accessibility to data, there is this kind of gray area that's been emerging. Well, with that. That's going to wrap up this episode of the Voice of Search Podcast. Thanks again to Tom from Crowd for joining us. If you'd like to contact Tom and find out more about him, be sure to check out his LinkedIn profile in our show notes or also check out his company's [e-mail] be sure to go over there and check out some of the things that mentioned in this episode, like the search anywhere product as well as the brand AI and If you haven't subscribed yet and would like a daily stream of SEO and content marketing, be sure to hit that subscribe button on your podcast app or on YouTube and we'll be back in your feed in the next following day. Now with that, that's all for today. Thanks for stopping by and we'll see you in the next episode. Sam.