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Marketing teams have suddenly and urgently become interested in Reddit this year — not because their customers moved there, but because AI search engines have started citing it constantly.

Jeff Payne breaks down why that's the wrong reason to invest in any platform, why the keyword-seeding tactic fails even on its own terms, and the simple, no-cost test that tells a business whether a channel is actually worth its time before spending a dollar or an hour on it.

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Earlier this year, Google rolled out a quiet update that hit self-promoting “best of” listicles hard — some SaaS companies lost close to half of their organic visibility within weeks. It looked like the format was finished. But a fresh analysis of over five million search results tells a stranger story: self-promoting listicles are now growing faster in traffic than the market average.

In this episode, Jeff breaks down what actually separates the listicles that are thriving from the ones that got wiped out — and why the answer has nothing to do with SEO tactics and everything to do with proof.

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For 25 years, an entire industry has believed that somewhere inside Google is a formula — and if you could just find it, you'd win. Sworn testimony from Google's federal antitrust trial says otherwise.

Google's own Search VP testified under oath about a system called Navboost — one that tracks how real people behave toward a search result (clicks, hovers, scrolls, return visits) and holds that data for thirteen months to keep adjusting rankings. There's no shortcut around thirteen months of real human approval.

A separate survey of 1,000 marketers shows the same principle at work in AI search: citations are spread across nine content formats, with no single type dominating. Listicles lead at 22%, but comparison and alternative pages — the content type that shows up at the highest-intent moment in the buyer's journey — capture just 2.5% of citations, the lowest share of any format.

In this data-only episode, Jeff Payne connects the two findings into one lesson: both search and AI reward sustained, real usefulness across multiple formats — not a trick, and not a single-format bet.

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Proximity Isn't a Strategy

Your Google Business Profile isn't fully yours — and the thing that's been protecting your local rankings all along might not be yours for much longer either.

In this episode, Jeff breaks down two collisions happening at once for local business owners: Google's new Ask Maps feature (a Gemini-powered tool that's already shifting local search from "who's closest" toward "who's the best match"), and the well-documented risk that anyone — including a competitor — can suggest a change to your Google Business Profile's category, one of the most damaging edits a listing can receive.

Using Daniel Goodwin of Provident 1031 as the proof point — a business that never had a proximity subsidy to lean on and built durable authority instead — Jeff makes the case that proximity was never a strategy. It was a subsidy. And subsidies get pulled.

If you run a local business, this episode ends with one question worth sitting with: if Google didn't hand you the top spot because you happened to be closest, would anyone still be able to find you?

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Two thousand years ago, an archery student named Ji Chang asked the best instructor in his province to teach him to shoot. He was told, first, to learn how not to blink. Five years — and one more lesson in learning to see — passed before he ever touched a bow.

In this episode, Jeff Payne unpacks what this ancient parable means for how business owners and CEOs carry their goals — and why holding a big goal in your head every hour of the day isn't discipline; it's just weight. Jeff shares his own long-running practice of mapping goals visually so his daily attention can stay narrow while his ambition stays whole.

Episode inspired in part by a reflection on attention and goal-setting published by Growth Mindset (Substack). The Ji Chang archery parable and the Cook Ding butchering parable are drawn from classical Chinese sources, including the Zhuangzi and the Book of Rites.

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Reddit's share of ChatGPT citations collapsed by 86% in a matter of days this August — one of the most trusted sources in AI search nearly disappeared from ChatGPT's answers almost overnight.

Jeff Payne breaks down what the data actually shows: a structural change in how ChatGPT searches for answers, favoring named sites it can ask directly over open-web crawling. Jeff unpacks why that shift matters more than the Reddit headline itself, explains what's still uncertain about the cause, and lays out why every business's own website just became more important for AI visibility than it has been in years.

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For years, the strategy has been simple: show up when someone's ready to buy, and win the click. New research suggests that the finish line just moved.

Semrush analyzed over 600,000 keywords across ten industries over six months and found AI Overviews on commercial-intent searches — the comparison stage, where people are still deciding — grew 71%. Meanwhile, AI Overviews on transactional searches, where people are ready to act, fell 5%. Finance saw the sharpest shift, with a 231% increase in commercial-intent AI Overviews.

Separate research adds a second layer: when an AI Overview appears, outbound clicks to actual websites drop by almost 40%, even though users don't rate the experience as any better.

In this episode, Jeff Payne connects the data to two ideas he's talked about before — Decision Blur and the Two Currencies of AI visibility — and asks the question every business owner should be sitting with: in the stage where people are still deciding, are you something an AI would find worth citing?

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You can rank #1 and still never meet the person who searched. In this episode, Jeff Payne breaks down why the old scoreboard — rankings, traffic, position — no longer reflects what's actually happening in AI-powered search, and why chasing high-volume keywords is often the least effective growth strategy available to a business owner today. J

Jeff shares how a business built over $1M in additional revenue not by targeting a competitive keyword, but by answering the one specific question his best clients kept asking that nobody else in his industry addressed. The takeaway: trust converts. Volume doesn't.