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.