Rand Fishkin, founder of SparkToro and Co-Founder of SEOmoz, spoke at the 4th Annual Digital Marketing Conference on The Search World SEO in 2018. In his presentation, he talked about what has changed in the way people search the web, how search engines serve results, and the impact that has on marketers.
Rand opened his presentation to talk about the misleading data that marketers (and customers) have run into during searches. Because of this, it is hard to know which data is trustworthy. The key, according to him, is to use a marketing analytics platform, such as Jumpshot, to collect unbiased data (and gain more visibility into what is really going on and where people are performing their searches).