# ZCM Field Notes: Search Is Now an Evidence Game (Ugh, Thanks, AI)

Page: https://stenobird.com/podcast/zero-click-marketing-7753148/zcm-field-notes-search-is-now-an-evidence-game-ugh-thanks-ai
Text version: https://stenobird.com/podcast/zero-click-marketing-7753148/zcm-field-notes-search-is-now-an-evidence-game-ugh-thanks-ai.md
Podcast: [Zero Click Marketing](https://stenobird.com/podcast/zero-click-marketing-7753148)
Published: 2026-04-02T08:00:00+00:00
Episode link: https://share.transistor.fm/s/bfd6bdae
Audio file: https://media.transistor.fm/bfd6bdae/2836db9e.mp3
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JSON: https://stenobird.com/v1/public/podcasts/zero-click-marketing-7753148/episodes/zcm-field-notes-search-is-now-an-evidence-game-ugh-thanks-ai
Duration seconds: 664

## Resource

Today I'm sharing my notes on recent news/research in the worlds of AI and Google Search. I'm breaking down 3 key pieces: Ross Simmonds of Foundation Inc shows how Reddit influences buyer discovery earlier than many marketers realize. Cyrus Shepard of Zyppy Signal argues that clicks still matter — not as a vanity metric, but as a signal of relevance and satisfaction. Wil Reynolds of Seer Interactive offers a brutal real-world reminder that if you don’t publish defensible facts about your brand, AI may fill in the gaps with whatever scraps it can find. If you want a more polished version of this episode along with a spiffy graph, read my blog post . Timestamps: 00:00 Intro 00:27 Why these three studies belong together 01:05 Ross Simmonds on Reddit’s growing role in SaaS search 03:05 Cyrus Shepard on why clicks still matter 04:18 Zero-click does not mean clicks stopped mattering 06:10 Wil Reynolds on AI surfacing an old negative review 07:26 Why “the truth is out there” is not enough if it isn’t published 09:08 What marketers should do now Big thank you to my launch sponsor, SparkToro , the makers of fine audience research software. Rand Fishkin/SparkToro did the research that also supports the ideas in this episode. ZCM Field Notes are short reactions to news or observations of what’s happening in the field. Learn more: zeroclickmarketing.co Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads

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