Pl. III03 · skeptic · Measurement
Rand Fishkin
Co-founder & CEO, SparkToro · Seattle, WA, USA
The skepticThe clickstream data the rest of the industry quotes when arguing AI search is over-hyped.
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Curator's note
Rand's SparkToro clickstream studies are the empirical backbone of the 'stay calm' camp. He's the most useful corrective when your CEO has just watched a GEO YouTube video and wants everything rebuilt.
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Recommended firstSparkToro's Zero-Click / Clickstream Research Series
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The recurring clickstream studies that quantify how much (or how little) of discovery actually flows through AI search today.
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Updated May 2026