If you've noticed that getting people to your website feels harder than it used to, you're not imagining it. More than two-thirds of searches now end without a click, and that number is only going up as AI answers replace the ones people used to find on your site.

Rand Fishkin, CEO of SparkToro and co-author of the upcoming book Zero Click Marketing, joined the show to talk about what this shift actually means for PR pros. Spoiler: it's not bad news.

We get into why the channels and tactics PR has always relied on are exactly what brands need right now, and how to think about building influence when traffic is no longer the goal.