It's been for years that digital marketing revolved around website traffic, but as platforms evolve, we're seeing a major shift happening. Google's featured snippets, AI-generated summaries, and social media posts are answering users' queries without them ever clicking through a website. A SparkToro study found that nearly 65% of Google searches now result in zero clicks, making many believe that the traditional content marketing funnel is dying, but is it?
We've worked with brands that initially panicked at declining organic traffic. However, the real insight came when we started digging into engagement metrics. Instead of just chasing out clicks, we shifted our focus towards making sure that their content provides real value, whether it was consumed directly on search results, social media, or their own website.
We've worked with brands that initially panicked at declining organic traffic. However, the real insight came when we started digging into engagement metrics. Instead of just chasing out clicks, we shifted our focus towards making sure that their content provides real value, whether it was consumed directly on search results, social media, or their own website.