We as marketers also experience the burden in the form of less freedom and a lot of uncertainty. We reach our audience less well and will have to look for new creative ways to reach people. It looks like the synopsis of a new Netflix series. And despite the fact that Fishkin tackles the tech giants on his own and secretly uses very good arguments for this, it sometimes almost seems as if he is wearing a tinfoil hat. I notice a clear “us vs. them” attitude and especially Google, Facebook and Amazon have to suffer continuously. Despite seeming like conspiracy theories at times.
I agree with him on many fronts. Examples of this are recent developments such as the removal of 3rd party cookies by Google and the linking of Facebook and Instagram. At first you phone number list are glance, it is extremely user-friendly and privacy-proof , but that becomes cloudy when it turns out that all data is still being collected and that it causes the circumvention of other important laws. a larger monopoly, while sidelining effective marketing by third parties. But is everything Fishkin says negative? Wow, almost. But that does not mean that there are no golden tips. The goal of any platform is to get the user addicted to that platform.

Based on that idea, it serves content to the end user. We as marketers want a piece of this pie through good content and advertising. We try – often in vain – to take into account thousands of signals that may influence the end result. But shouldn't we as marketers be more concerned with the actual end goal? What we do have a grip on and insight into? Perhaps we should actually start optimizing again towards the end user for a better result? An additional advantage, we then also do what the algorithm wants us to do. Fishkin gives a good SEO example: optimizing for results that best satisfy the search intent instead of only optimizing for specific ranking factors such as links and keywords.